PARTICULARS

History
Founder
No.of locations
Unique code

Manufacturing countri

Target market
Four P"S

Bussiness Affecting
factors
Market Dynamics
S.W.O.T Analysis

Maarketing Strategy
Desigining Proccess

Pricing Strategy

Inventory Managemen

POS

USP
Product Categories
H&M
In 1947 at Vasteras(SWEDEN)
Erling Persson
3700 stores spread across 61 countries.
Not Available
1.They have 820 independent suppliers in EUROPE
and ASIA.
2.Bangladesh(biggest)then CHINA, INDIA, CAMBODIA and TURKEY.
Women , Men , Teenagers who have medium to high
purchasing power and have a complete rebellious attitude

PRODUCT -The core range of products under this fashion brand includes
accessories and clothing like sleeved jersey dresses,basic jumpers, vests,
cardigans, pants, jeans, fashion shirts, undergarments, jackets, jewelry, shoes,
purses and T-shirts.
PLACE-The company has expanded at quite a faster rate on locations that are
easily accessible as well as which are reasonably priced
PRICING-H&M has adopted a pricing strategy that has broader pricing range to
suit every sphere of buyer and merchandiser. In order to maintain a median
pricing strategy they have kept a lot of their stock in discounted section. Under
this scheme, the volume of their sales will keep on increasing resulting in larger
revenues.
PROMOTION-Their advertisements focus on the apparel image that is qualitative
as well as reasonably priced. They have utilized the electronic media of television
beautifully by sponsoring many hit and trendy shows like MTV. Many high profile
celebrities like Robert Cavalli and Jimmy Choo have been associated with this
brand taking it to its present position.

SEGMENT TARGET POSITIONING

Segment-people who love to spice up their wardrobe and want to look uber
stylish
target-women ,men , teenagers with medium to high buying capacity
positioning- perfect combination of high class brand along with trendy fashion at
affordable prices.
STRENGTH-
1.One of the largest fashion retailer in world.
2.Stores all around the globe.
3.Trendy and affordable
4.Huge variety of customer base.
5.Storng brand image.
6.Direct purchasing of raw materials.
WEAKNESS-
1. Low quality products.
2.Lack of control over production units.
3.Followinf after trends of luxury brands.
OPPURTUNITY
1.Collaboration with luxury brands.
2.Emerging international market.
3.Growing impotance of online shopping.
THREATS
1.Strong international competitors.
2.Ever changing steer style.
3.Rising labour cost in ASIA.

80% retail 20%according to trend forecast

They maintain and believe in global pricing.

JIT ( just in time )

Just-in-time (JIT) is an inventory strategy companies employ to increase
efficiency and decrease waste by receiving goods only as they are needed in the
production process, thereby reducing inventory costs. This method requires
producers to forecast demand accurately
DRP ( distribution recourse planning)
It is a method used in business administration for planning orders within a
supply chain. DRP enables the user to set certain inventory control parameters
(like a safety stock) and calculate the time-phased inventory requirements

EPOS (elecronic point of sale), they commonly use chip and

pin system

Fast Moving Fashion, with high end street style.

FABRIC--------------NECK----------SLEEVE-----------COLOUR/PRINT
TOPS--579 items
1800-2700
1.Cotton (100%) Round short white
2.modal(50%) blue &
cotton (50%) off shoulder short white stripes
3.cotton(100%) round short embroidery
799-1299
4.viscose(5%) round short grey
cotton(95%)
5.cotton (100%) boat short sleeved dark blue
6.Lyocell(100%) Vneck short cap plum
7.modal(100%) round raglan coral red
8.modal(100%) frills short sleeves(frills) peach
9. cotton(51%) double long(frills on cuff) white
frills
499-1999
10.cotton(100%) round droped shoulder white
oversized
11.cotton(100%) short frills droped shoulder white
12.cotton(100%) cut out short black
13. polymide(85%) scoop cap black
elastane(15%)
14. 65% viscose, one shoulder black
35% polyamide
799-1799
15.cotton(100%) double frills on shoulder peach
and cuff
16. cotton(100%) round long white
2299
17.cotton(85%) boat tiered light pink
999-2999
18. viscose(100%) off shoulder long coral
(with hem) pink
19.polyester(94%) round long white
sleeved stripes

DRESSES
TREND(1799-7999)-(37 items)
1. Polyester(100%) thin off shoulder mint green
straps
2. Polyester(100%) Vneck sleeveless coral
3. cotton (100%) fastening sleeveless blue & white
back of neck stripes
4.cotton (100%) Vneck long(shirt) blue&white
5.Viscose(88%) wide sleevless light yellow
straps
6.cotton drop short frills light blue

L.O.G.G(799-2999)-(13 items)
1. cotton(51%) V neck short flounce white
2.lyocell(100%) V neck with short dark denim
pin tucks with tucks colour
3. Viscose(100%) V neck sleevless black
4.Cotton (97%) wide neck short cap grey
striped

DIVIDED(799-2999)-(78 items)
1. Cotton(95%) round sleevless black
TOMMY HILFIGER
In 1985, New York
Thomas Jacob Hilfiger
1400 exclusive store in approx 90 countries.
Not Available

SAIPAN , ( Mariana Islands ) United States of America, thus carring the tag line " Made
In USA "
1.Consumer seeking a new interpretation in Classic American Style.
2.Upper urban segment of men and women.

PRODUCT
1. High quality product.
2. Popularized for its durability.
3. Highlights product features.
PLACE
1. Located in the high profile areas.
2. Easy availability to target market.
PRICE
1. Positioning In line with the price of the competitors.
2. Discount ranging from 10-15 %
3. Fall preview sales 30-50% off
4. Free shipping for online order.
5. Members - additional 15 %ff on next purchase
PROMOTION
1. Marketing campaign
2. Store virtual reality experience.
3. Online printable coupons & promo codes
4. Via e-mail to the members
5. Print media

SEGMENT- Exclusive people who desire for american heritage with a western fusion

TARGET- people with good buying capacity.

POSITIONING- A American heritage.

STRENGTH
1. Strong recognition being a global brand.
2. Strong distribution network globally.
3. Presence in more then 90 countries and more den 1000 retail stores all across
the world.
4.Associations with promotions from popular celebrities.
5.Well trained staff with extensive product knowledge.
6 Innovation in apparel.
7 .Expansion of product line and services.
8.Growing demand.
WEAKNESS
1.Intense competitions from international brands.
2.Constantly changing fashion trend which impose a threat on the inventory .
3. Increasing cost and price changes.
OPPORTUNITIES
1. Has huge competition from established brands and hence brand switching is high.
2. Brand protection and maintainance cost is high.
THREATS
1.Globalization and Fashion Business

They design according to fashion seasons

1.spring summmer
2.auttum winter

Parity pricing stategy ( they never decrease their price to avoid getting into common
market, they remain exclusive due to this tecnique)

Not Available

A brand with American Heritage and with a bit of western

influence.
FABRIC--------------NECK----------SLEEVE---------COLOUR/PRINT

TOPS (1200-2999)
1. Cotton boat long embriodery
2. viscose rayon peter pan short sequined
3. cotton blend round & sleevless & sheen
scoop & extended raglan
V neck
DRESSES(2799-9999)
1. cotton round cap gathers near
shoulder
2. polyester shirt rollup pleat
3. silk V neck short or lace
4. viscose rayon sleevless tie -ups
WILLS LIFESTYLE
It was setup in year 2000.
ITC (Atul Chand) current CEO
104 exclusive stores across 44 cities, 500 'shop in shops'
Not Available

INDIA

Premium young buyers men and women aged between(25-40) approx

PRODUCT
1.They have a variety of product catalogues.
2. They offer a delightful shopping experince for their discerning consumers.

PLACE
1. 104 exclusive stores across 44 cities.
2. ITC being its parent company it already occupied the places which are easily
accesable.
3. Plan to scle up its retail presence through a mix of more store in existing market and
expanding the footprint in smaller market through
franchising model.
PRICE- value for money

PROMOTION
1.Exclusive club membership.
2. Promoting designer wear witin their brands.

SEGMENT- People looking for clothes for different occasions

TARGET- Premium buyers .

POSITIONING- Premium high street brand

STRENGTH
1. A strong management market leader across various sector.
2.Customer loyalty schemes.
3.Tecnology intensive company.
WEAKNESS
1.Yet a lot segment is still to be covered.
2.switching to high end brand ,in current market.
OPPURTUNITY
1. Entering the rural segment
2.Advantages due to location.
3.Expension in the onlie retail space.
THREATS
1.Continuous changing shopping behaviour of customers.
l2.Less diversification in the malls as other brands are also setting up.
3.Poor inventory and stock availability measures.

They follow two types of designing proccess-

1. accordind to the fashion forecast
2. they collaborated with various designers and their co-created garment
are also available in the stores.

not defined, since they are in transformation period towards becoming

luxury brand.

1.RIFD (radio frequency identification)

It uses electromagnetic fields to automatically identify and track tags attached to
objects. The tags contain electronically stored information
2.Obsolete Inventory.
They check the dead inventories which they either do not produce in bulk again or
check before production.

MOVEX and PREDATOR .

Quality and diverse product portfolio.

FABRIC--------------------NECK----------SLEEVE------------COLOUR/PRINT
TOPS-102 items
1800-(1 item)
1. Acrylic round short extended light pink
719-2299(31 items)
2. cotton and round
polyester
3. cotton(100%) scoop 3/4 extended pink
4. viscose rayon boat neck cap green floral
5.polyester & deep round cold shoulder red
spandex & short raglan
639-999 (28 items)
1. polyester keyhole sleevless brown & white
split Vneck 3/4 sleeves off white
round long sleeves green
scalloped front short purple
1799-2299
round short raglan navy blue
round short pink and beige
round sleevless navy and white
front tie up short extended pink
1.KNIT (799) 1 item
viscose & vortex peter pan long black and white
woven

DRESSES
2599-3499
1. cotton & spandex round & cap & black
scoop sleevless
3699
2. linen blend round sleevless off white and
shimmery beige
(2099-2799) - 15 items
(2999-3999) - 11 items
1. polyester v neck puff black
square 3/4 sleeve black and white
scoop cap sleeves
2599
1. Viscose Rayon round long raglan black