About the Company YnD Retail wants to foray in Women Western Formal Wear in India.

It is going to launch 4-5 stores in leading malls across Delhi-NCR. The malls where the stores have been proposed are as follows: Select City Walk, Saket Ambience, Vasant Kunj Ambience, Gurgaon Pacific Mall, Rajouri Garden The Great India Place, Noida Project Brief: Project requires market and competitor analysis to understand the gaps and what can be key areas to launch an Exclusive Women Brand for working women. Questions to answer and analyse 1. Is there a need for Exclusive Women Western Wear Brand? 2. Will Women prefer an all Women Brand over a Unisex Brand? 3. What can be offered along with Clothes to provide a complete package? 4. What are the Price points that can be targeted? 5. How to promote? a. Where to advertise (Avoid Print, Television and Road Hoardings) b. Brand Communication c. Marketing Following Structure may be followed for the Research. You may deviate if you feel the need. Phase 1- Competitor/Opportunity Assessment 1. Market Analysis a. Overview – Apparel Market in India b. Overview – Category of interest c. Brands – Small and Big (Listing and no. of stores) d. Recent Entrants and Future plans e. Growth and Forecasts 2. Competition Analysis a. Product Portfolio b. Market share c. Revenues d. Store size e. Locations f. Pricing g. Positioning h. Advertising & Brand Promotion Strategies

Future Plans 3.on mall. d. YND Retail According to the data . Marketing Techniques : Focus on using Web 2. There is not any particular brand which focus on the right target . Various research shows that women prefer packages as bundles . Purchase Process Phase 2 – Market Strategy 4. Price c.0 to gain attention and build loyalty for the brand . Segmentation and Targeting b. Personality & Identity 6. Market opportunity based on research a. recommendation. Current consumer behaviour for this category a. Product Mix – Clothes and ? b.) f. Questionnaire for surveying TG c. . The idea of opening a brand targeting only at women can have a positive response from the target group. there is a market gap in the product of western formal wear brand .. The brand should provide a complete package for women requiring western formal wear apparel. educated .i. The main target segment would be : Young . Positioning e. Location Analysis (Best suitable locations for launch in NCR) . Need Gap Mapping b.60 Days Opportunity to work with the company during launch and Brand Designing may be offered for exceptional contributors. Survey of TG 5. Brand Name. Promotion (With corporate and companies &. Place – Location Analysis. Plan a. urban Women ranging from age of 18-45 . Advertising (No print or Television) Project Duration: Project Summary/Brief to be submitted in 7 Days Phase I – 30 days Phase II – 60 days Total Time.

The Technopak study shows that men’s wear is the biggest segment in apparels estimated at around Rs 66. Also organized merchandising format. uniform sizing and personalized services throughout the country. At the same time they have to concentrate on certain lucrative market segments. The next step would be in depth research to understand the desire of women and to find out the values around which the brand can be built.745 crores. if the retail boom is to continue. the brands should offer value-added products and not cash discounts. women’s wear is growing faster at a CAGR of 12 per cent and is expected to gain majority share in future. Kidswear is also growing rapidly with higher growth in girls wear. However. retailers and brands should take some factors into account such as collaborative tie-ups with non-competent services providers and brands. However. The report has found that Indian women apparel market is mainly unorganized and is dominated by unbranded garments. Women apparel market is anticipated to account for 23% of the organized sector in 2010. According to a Senior Research Analyst at RNCOS. As regards selling techniques. its share in the total market is likely to increase in near future.300 crores compared to women’s wear at Rs 57. However. India is considered as the most preferred destinations for foreign investments. emergence of foreign brand outlets with an increasing number of working women is giving a new dimension to Indian women dressing style. improved customer relations and EBO’s and shop-in-shop system for high-profile brands is also on the cards. The behavior of the target group also need to be checked as it is difficult to get unbiased reaction and if we want to launch more products complementing apparel wear With a population touching one-and-a-half billion and a massive consumer class. This change has brought golden opportunity for premium apparel segment to attract foreign luxury brands in India and tap .Method of Research : A pilot survey would be launched first to understand the main requirements of young women . The booming organized apparel retail market in India is opening up new vistas for branded clothes for women. As branded apparel offers huge margins to the retailers. trained sales personnel. It would make us understand what are the real gaps in the market which the company can gain on. the report has forecasted the organized retail sector to grow at a CAGR of 30% during 2008 to 2010.

Another big untapped opportunity area in the Indian women apparel market lies in large-size apparel segment. monitoring industry news and developments. Sarees dominate the women apparel market in both value as well as volume terms and this segment is anticipated to post a CAGR growth of over 14% by 2010 (in value terms). And with women making about 48. The report has also evaluated the growth prospects of various segments of women apparel market. linear regression analysis using software tools.4% of total Indian population. identified the RNCOS research. the large-sized apparel can register a significant growth in future. Womenís Apparel Industry 3. judgmental forecasting. the first entrants to the market will certainly reap the maximum profit. trade associations. industry portals. as practically no big retailer is currently operating in this segment. lingerie and ethnic wear.1. newspapers.this hug market. Analysis Method The analysis methods include ratio analysis. trade journals. With 28% of Indian women being obese. and white papers. and cause and effect analysis. 3. government agencies. historical trend analysis. Information has been sourced from various credible sources like books. Moreover. and through access to more than 3000 paid databases. including formal.2 Formal Wear Western Suits & Blazers . foreign brands can scale new heights in Indian women apparel market. casual.

Figure 3-12: India . particularly embellishments to cater to the Indian market. Reliance Retail's apparel and accessories value chain Reliance Trends has seen a good response for its private brands Network and Netplay that offer the spectrum of pure formal and Indo-western offerings for its women's office-wear category. the right attire is more important than ever today. Arrow women's wear. he organised market for formal western women's wear is estimated at only Rs 200 crore. the shift to formal western women's wear has been gradual but not as strong as the men's wear segment. This is why the company has taken a back seat on its Indian Terrain women's wear brand over the past few months and may look at serving this market in the long-term by lending an ethnic accent to it. Market surveys indicate that though the women’s wear market is dominated by traditional wear like sarees. According to the managing director of Chennai-based Celebrity fashions. hassle-free and more fashionable in the international context. Women today are opting for clothes that are comfortable." he said. industry players said that over the past few years the growth has slowed down from about 30% to a rate of 10-15% today.With increasing number of working population of women and with more comfort level as compare to other corporate wear (like Salwar Kameez or sarrees) Western Suits & Blazers market for womenís will increase The total market size for Western Suits & Blazers will be and will be mainly dominated by organized players and choice of branded wear. "We realised that strictly formal womenswear was not in demand. 2008-2010 Globalisation of Indian businesses. Though there are no documented figures." CEO of department store chain Shoppers' Stop. which is why we have brought in an edge. J Suresh said.Forecast for Womenís Western Suits & Blazers Market (in Rs Crore). . also demands women to wear clothes with an international touch. however. Meanwhile. Foreign apparel retailers and lifestyle brands entering the Indian market have also played a crucial role in changing the tastes." CEO of Arvind (Brands & Retail). but it will still have a relative casual bent. Womens' wear will see a steady shift to formal wear across metros with the present generation. urban western apparel has shown rapid growth. Arrow from the Arvind Brands' stable is re-entering this category through a differentiated offering after an unsuccessful run in 2005. With video conferencing making the world visibly smaller. Pricing has always been a concern for this segment allowing private labels to push ahead. Govind Shrikhande. "The market is still not large enough to drive volumes in this segment. "Even in the men's wear segment there has been a limited appeal for pure formal clothing so far. will feature as an extension of the menswear brand in 15-20 existing Arrow outlets by September 2009. which is a key growth driver in the retail industry. kurtis and salwars. V Rajgopal. The changing outlook of the society towards working women has also played a key role in the transformation.

which traditionally sold men’s garments. Scullers. “When we launched women’s wear (in end-2006). it even offered steep discounts on women’s wear on every purchase from its men’s line. “There is very little choice and I don’t want to pay Rs1. And some women say the formal. or both. Changing strategy: A Van Heusen store in Connaught Place.” says Ghosh. “We made it more casual. Celebrity Fashions. a term that refers to formal dresses. Over the past five years. have started retailing women’s Western wear. brands such as Provogue. 32. Indian Terrain. says she finds it hard to fit into most of the formal wear available in stores.200 for a shirt that I wear to work. Analysts say it’s difficult to estimate the market size for a segment that’s still evolving in India. some women say the formal. it was everyday couture comprising formals at premium pricing.” said Shital Mehta." Ms Aggarwal of Indus-League added. pants. New Delhi. Nilanjana Ghosh. Ltd. experience the limitations of an exclusive corporate-wear line. Allen Solly.” said Surya Narayanan. skirts and suits. In July. In a recent promotion. chief operating officer. "The growth expectations have also been affected because formal western dressing for women has not gone beyond the metros yet. branded Western wear available in the country is expensive. Analysts say the market is still evolving. a mere 10% of the annual business Van Heusen does (Rs320 crore) came from its line for women. not made with the bodies of Indian women in mind. But a lukewarm response has forced many of them to either roll back their lines or overhaul them in an effort to expand the customer base. “We are not going to expand our women’s portfolio and will only focus on men’s wear. completely revamped its collection six months back. Van Heusen. Western wear available is both expensive and unsuitable. one of the earliest brands to start selling Western wear for women.explained. the retail brand of Chennai-based export firmCelebrity Fashions Pvt. We changed that last year and formals are only 30% of the entire collection because women are always looking beyond office formals. Ramesh Pathania / Mint While it may be too soon for this change to show up in numbers. Indian Terrain and Arrow. Some companies too seem to have decided it just isn’t worth the effort. shirts. executive director. downscaled plans for its women’s line a little after a year of its launch. who used to work for a UK-based retail chain in the city. added more lines to bring younger customers .

“The real acid test will be once the current end-of-season sale ends and regular buyers trickle in. With the increase in the income level of women. and a metamorphosis in their lifestyle. chief executive of Arvind Ltd’s brands and retail divisions.” added Suresh Today more and more women are taking up challenging jobs. The range is priced at Rs799-1. a fragmented market in India and even stores that are exclusively for ethnic wear haven’t been doing well. Scullers. “We are looking at casual and fusion wear now to do volumes. According to US based fashion designer Jyoti Khaitan Goel. The rise in the demand of formal western clothes like shirts. It is largely. positive opportunities await the womenswear market. part of the Future Group has reduced entry prices by Rs100 to Rs799 for its new corporate line for women. Suresh. Scullers. It is relaunching its women’s line in September because it sees demand returning and expects the market to be ready for the concept of Western wear for women now. and there has been a marked improvement in response since then. companies and brands are now getting back to addressing women buyers with a new strategy and new lines. who asked not to be named citing company policy. Ltd.” said Dhir. the retail brand of Indus-League Clothing Ltd. Arrow is taking no chances.to the stores. lower than the Rs899-1. “Of course. trousers and formal dresses is understandable because a large number of Indian businesses today have global clients.” said Ashish Dikshit. said Ashish Dhir. Organized retail structure is witnessing a drastic growth in India.” said Asha Shridhar. womenswear segment is all set grow further in the near future. and new malls springing up in the II and III tier cities.099. and jobs that involve travel which indicates their preference towards western wear. Still. associate vice-president. a retail consultancy. Arvind Ltd’s brand that stopped production of women’s wear two years ago is more optimistic. Arrow. “There is also a need for a formal wear brand in the value segment for women. “Indian women today are more exposed to Western ideas than ever before. KSA Technopak Advisors Pvt.” said a senior official at Provogue.” said J. More money in the hands of the urban working woman has also enhanced their purchasing power and this is reflected in the best sellers of some of the formal wear brands like Van Heusen and Allen Solly. which also owns the Van Heusen brand here. president (lifestyle).299 range for its previous lines. Some companies too think the price card will help. “The women’s wear market is growing now and we also want to cater to buyers who come with their spouses to shop at our stores. brand manager. Madura Garments. we are going beyond the formal this time and there will be a lot of regular fashion wear. Following the economic downturn that spelt a death knell for several retailers as consumers stayed away. With a good growth trajectory in organized retail.” Comfort factor . and mall culture. Provogue India Ltd says purely Western formal wear for women doesn’t work.

formal urban wear has become an absolute necessity. . women employees today are realising the benefits of western wear as well. brand expert and business development manager at Ideazfirst. it is clear that retailers will shift to their new western to ethnical ratio in the months ahead.In the Indian business space. However. an established event management and experiential marketing firm in Kolkata. I think they are more convenient for everyday wear. as it is the ultimate Indian formal wear.” Retailers have already understood the huge potential that the women’s urban wear has in the Rs 65. when it comes to formal occasions and even certain important corporate parties. These clothes offer more flexibility and comfort. wearing a saree is most appropriate. “In jobs such as PR and corporate communication. explains. where there is a lot of client interaction. Enakshi Kundu. While the collection just ahead of the festive season may not be the best indicator. Fusion wear has also risen in popularity in tier II and tier III cities.000 crore women’s wear industry. Combining traditional ethnic tops like kurtis and short kurtis with jeans and other western bottoms has also propelled the retail growth of women’s western wear in these regions.

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