APPAREL MERCHANDISING

ASSIGNMENT – I

Topic  Comparison of brands on the basis of certain factors.

Submitted To: Submitted By:

Mrs. Sulagna Saha Kaustab Brahmachari

Asstt. Professor (BFT/17/434)

NIFT BHUBANESWAR
 INTRODUCTION
Trousers or pants are an item of clothing that might have originated in Central Asia, worn
from the waist to the ankles, covering both legs separately (rather than with cloth extending
across both legs as in robes, skirts, and dresses).
In England, the word pants generally mean underwear and not trousers. Shorts are similar to
trousers, but with legs that come down only to around the area of the knee, higher or lower
depending on the style of the garment. To distinguish them from shorts, trousers may be
called "long trousers" in certain contexts such as school uniform, where tailored shorts may
be called "short trousers", especially in the UK.
Brands that has been chosen are listed below: -

 Everlane: Everlane was founded in 2010 by Michael Preysman and Jesse Farmer as
a direct-to-consumer online menswear retailer, committed to "radical
transparency". The company enables customers to see how much each item costs to
produce and how big the company's mark-up is.
 J. Crew: J. Crew Group, Inc., is an American multi-brand, multi-channel,
specialty retailer. The company offers an assortment of women's, men's, and
children's apparel and accessories, including swimwear, outerwear, lounge-wear,
bags, sweaters, denim, dresses, suiting, jewellery, and shoes.
 Rhone: Rhone Apparel (referred to simply as Rhone) is an American startup
company producing and selling men's sportswear (active wear). Its product line is
intended for high-income, active men between 25 and 50 years of age, who look for
activewear that is functional and attractive. The company uses premium custom
fabrics, which include silver thread that provides permanent antibacterial and anti-
odorant protection.
 Todd Snyder: Todd Snyder is an American fashion designer in New York City. He
founded an eponymous fashion label, in 2011, that was acquired by American Eagle
Outfitters, in 2015.
 Comparison on the basis of Pricing Point & Strategy

Everlane J. Crew Rhone Todd Snyder

Pricing Point ₹2550 - ₹5500 ₹6700 - ₹8900 ₹7500 - ₹8650-₹12500

₹10600

Pricing Strategy Everlane J Crew adopts a slightly Rhone brand Todd Snyder has
brand uses a premium pricing strategy uses Premium adapted competitive
skimming keeping its competition in pricing based pricing
pricing mind. strategy. strategy
strategy.
 Comparison on the basis of Silhouette & Fit

Everlane J. Crew Rhone Todd Snyder

Silhouette Performance 5-Pocket Casual Pant, Jogger, 5 Pocket Chino, 5

Chino, Pocket Pant,
Pant, Chino, Italian wool Drawstring, Dress pant, Guru Pant, Jogger, Utility
trouser, drawstring, chore Pant, 5 Pocket, French Terry pant,
pant, Classic French Terry Structured, Tech, Sweat pant
Unstructured.
Sweat pant

Fit Slim, Straight, Athletic Classic, Slim, Slim, skinny Slim, Mid –
Skinny, Straight, rise slim fit,
Relaxed Classic fit,
Straight fit.
Performance 5 Pocket Pant Chino

Italian Wool Chore pant

Dress pant Structured pant

 Tech Pant Unstructured Pant

Joggers Guru Pant

French Terry Sweatpant Utility Pant

 Comparison on the basis of Styling

Everlane J. Crew Rhone Todd Snyder

Top wear Casual shirt, Sweatshirt, Casual Shirt, Formal shirt, T- Casual shirt,
Formal Shirt, Denim jacket, T-
T-shirt, Jacket, Blazer. Sweat Shirt, Polo shirt, Sweat shirt, shirt.
T-shirt, Jacket, Polo T-shirt.
Denim shirt.

Footwear Sneakers, Loafers, Boat shoes, Training shoes, Formal shoes,

formal shoes loafers, sneaker, sneakers. sneakers .
high-top
 Comparison on the basis of Materials

Everlane J. Crew Rhone Todd

Snyder

Material Cotton, Elastane, Italian Cotton, Elastane, Japanese warp Cotton,

wool, poly cotton Elastane,
wool, French terry knit French terry
stretch fabric, .
French terry
fabric
 Comparison on the basis of Color

Everlane J. Crew Rhone Todd Snyder

Color Ochre, Dryed Thyme, Olive green, Nero Black, Khaki, Olive oil, Ivory
Grey, Blue, Coast, Rust,
Navy, Black, slate grey, Black, Natural. Rosin, Black, Khaki,
Stone, Dark forest, Navy, Iron, Charcoal, Bone,
Stone grey, charcoal, Smoked Pearl, Chestnut, Light
Lilac, Midnight,
Dark Navy, Shale, Smoked pearl. Flagstone, Peat,
Heather Grey. Cactus, Birch
 Comparison on the basis of Promotion Policy

Everlane J. Crew Rhone Todd Snyder

Promotion Everlane adopted J Crew has Rhone brand Promotes

Policy successfully used through
Affiliating Marketing advertising as a promoted through social media
strategy through which it medium of increasing TV commercials platforms like
sells its product through brand awareness and and banners. Instagram,
customer base. Facebook.
promoters. Rhone also
They also adopted The J Crew brand has changes its brand Promotes
Guerrilla Marketing grasped a solid ambassador every through TV
exhibiting course of commercial,
strategy through which it month and selects
action and has used banners.
partnered with a food ads as a medium of from different
delivery company to strengthening its sports
position even further.
deliver its product within background.
1 hr in major cities of
U.S.
Everlane promotes
through TV commercials,
social media
advertisements.
 REFERENCES

 https://www.everlane.com/products/mens-air-chino-drawstring-pant-
stone?collection=mens-bottoms
 https://www.jcrew.com/in/c/mens-category/pants/silhouette-tech/silhouette-
unstructured/silhouette-structured?crawl=no
 https://www.rhone.com/collections/mens-workout-pants
 https://www.toddsnyder.com/collections/utility/products/garment-dyed-selvedge-chino-
chestnut
 https://www.mbaskool.com/marketing-mix/products/17814-j-crew.html
 https://www.jordlump.com/uxui-athletic-brand-blogshop