WEARABLE

TECHNOLOGY
SMART CLOTHING FOR SPORTSWEAR BRAND
ALCIS
Manisha Chaudhary
SPORTS INDUSTRY

SPORTS INDUSTRY
Sportswear is worn during any physical exercise, so as to provide the wearer comfort.
Sportswear includes T-shirts, hoodies, shorts, tracksuits, tennis shirts, polo shirts, shoes
and others, which are worn while playing sports and doing other physical activities. The
sportswear market includes various enterprises that are engaged in the manufacturing
and retailing sports apparel and shoes.
Classified into sports apparel and sports footwear.
 OVERVIEW OF SPORTS INDUSTRY
OVERVIEW
 ❏ North America is the largest sportswear market globally.
❏ Market is trending with innovation, increasing health awareness, popularity
of athleisure, combination of smart clothing and growth of functional clothing
❏ The market growth will be hindered by counterfeit product availability,
increase in labor cost and low negotiation power of purchasers
OVERVIEW

❏ On the contrary, growth in demand for trendy and fashionable sports

apparel.
❏ The mens sportswear segment generated the maximum revenue in 2018
❏ Based on the sports apparel market forecast, the discount store was the
most prominent segment accounting for the highest share in the sports
apparel market.
❏ The market is moving toward maturity stage and is expected to garner steady
growth in major markets, which include the U.S., Germany, China, India, and
Brazil
❏ The factors that drive the growth of the sports apparel market include
increase in disposable income and growth in health concerns among
people.
 SPORTS APPAREL MARKET

GLOBAL SPORTSWEAR MARKET SHARE,

BY DISTRIBUTION CHANNEL
SPORTS APPAREL
MARKET
 MAJOR TRENDS OF
SPORTSWEAR INDUSTRY

All trends are related to Health Awareness and Fitness and

that is the biggest trend that drives the sportswear industry.
➔ Social media
➔ Wearable Technology (Smart and functional clothing)
➔ Sustainability
 SOCIAL MEDIA AS A TREND LULULEMON- #THESWEATLIFE
SOCIAL MEDIA AS A
TREND

ADIDAS’ VIDEO CONTENT MARKETING CAMPAIGN SNKRS NIKE APP

WITH BOSTON MARATHON
 GLOBAL BRANDS FOLLOWING WEARABLE TECHNOLOGY
TRENDS

AIRO WRIST BAND NUMETREX HEART ATHOS- COMPRESSION TOPS AND

MONITORING BRAS SHORTS UNDER ARMOUR ATHLETE RECOVERY

SENSORIA'S SMART SOCKS RALPH LAUREN POLO TECH SHIRT NADI X YOGA PANTS
SUSTAINABILITY
SUSTAINABILITY
 SUSTAINABILITY
TRENDS
THE TROPICS- SWIM
TRUNKS FROM
RECYCLED MATERIAL
NIKE PLANT COLOR COLLECTION 2019

PARLEY FOR THE OCEANS X ADIDAS

GIRLFRIEND COLLECTIVE CONSUMER WASTE
ATHLEISURE
 MACRO ENVIRONMENT FACTORS

01
DEMOGRAPHIC
FACTORS
02POLITICAL
FACTORS
03
TECHNOLOGICAL
FACTORS
Size, composition and Regulations of tax and Technology access,
distribution across space license licensing, patents
MACRO

04
SOCIAL
FACTORS
05ECONOMIC
FACTORS
06
ENVIRONMENTAL
FACTORS
Influencing one another Purchasing power and Ecological, or natural forces in
spending patterns the Macro Environment
SPORTSWEAR BRAND
ALCIS
A lcis Sports is a performance wear
brand launched by the promoters of
Paragon Apparels Pvt. Ltd., the largest
manufacturer and exporter of
sportswear in India. Alcis prides itself
for being the first Indian brand to have
the capability and production ability to
manufacture technologically advanced
sportswear at affordable price-points to
enhance the performance of the wearer.
ROSHAN BAID

Managing Director, Alcis Sports

 MICRO ENVIRONMENT FACTORS

01
COMPANY 02
COMPETITORS 03
CUSTOMERS
Marketing of a firm begins and
Business activities, ADIDAS, PUMA, NIKE, ends with the customers
manufacture, trade REEBOK, DIDA, HRX
MICRO

04
SUPPLIERS 05
PUBLIC 06
MARKET
INTERMEDIATES
Individuals or business houses
90 percent production Impact on a company’s
is done in house ability to achieve its
objectives
OUR MISSION: "As we run, we become "
 HISTORY MISSION
❏ Began with an idea to provide ❏ Focus on performance, power, and
international quality sports merchandise perfection in collaborations with new
at affordable prices to Indian consumers trends, new innovations, decision-making

❏ Entered into apparel manufacturing in ❏ They create experiences to infuse the

1999 energy of a consumer who aspires for
ABOUT

sports in any forms.

❏ Today work with 2000 machines, 5000
employees, 4 production units and ❏ Sustainability is and remains a key value of
production output of 9 million units per the ALCIS brand
year

❏ They went online initially and are now

expanding in the distribution and large
format stores
 TARGET
CUSTOMER
GENDER
Female
TARGET

Male

AGE
25-45
46-65

SPORTS ENTHUSIASTS
 Azani Sports was founded in 2015
AZANI in Bengaluru, Karnataka
Revenue and market share of
DIRECT COMPETITORS

ALCIS and its competitors

Dida Sportswear was founded in Company Revenue (in ₹)

2001, and is headquartered in ALCIS SPORTS 20,00,000
DIDA Rohtak, Haryana
AZANI 50,00,000

DIDA 1,00,00,000
HRX is headquartered in
HRX 4,80,00,000
Maharashtra, Maharashtra, and was
HRX founded in 2013
 SEGMENTATION TARGETING POSITIONING [STP]
DEMOGRAPHIC FACTORS
Men, women and kids
Age :young , middle age
Gender: Male, Female
GEOGRAPHIC FACTORS Income: lower and middle class
SEGMENTATION

Market of India along with Dubai

700 shop-in-shops
Presence on India’s e- commerce PSYCHOGRAPHIC FACTORS
platforms Lifestyle:athletic lifestyle
Personality: sports enthusiast

BEHAVIOURAL FACTORS
Quality, performance, comfort at
affordable price
 ❏ The products offered are low and
mid-priced products
❏ Alcis has wide variety of product
TARGET AND POSITIONING

range for both men and women

TARGETING

POSITIONING

❏ Women and men looking for

versatile garments to be worn for
different sport activities
❏ Customer belonging to lower and
middle class income group.
 MARKETING MIX
[4P’s] PRODUCT
MARKETING MIX

❏ Technologically advanced
01 02
sportswear products
PRODUCT PRICE ❏ apparel and footwear to wear while
athletic and leisure activities.
❏ accessories like bags, sippers, caps,
socks etc.
❏ environment friendly products by
using R-PET (Recycled
Polyethylene Terephthalate)
04 03 ❏ famous products- Wonder Tee and
Wonder Polo are made from
PLACE PROMOTION recycled polyester out of R-PET
bottles
 PRICE
offer branded sportswear of great quality, but at Indian
prices

Apparel Shoes Accessories

Men 599 - 3999 3499 - 4499 249 - 1299

MARKETING MIX

Women 399 -3499 2999 - 3999 799 - 1299

Kids 299 - 1299 -- --

PLACE PROMOTION

❏ 700 outlets including all leading ❏ Youtube

large format stores such as Lifestyle, ❏ Public relations
Shopper Stop, Central, Globus, ❏ Discounts
Sports Station, etc ❏ Sports events
❏ online retail websites
❏ 14 exclusive brand stores
 ADIDAS PUMA

REEBOK
COMPE
COMPETITORS

NIKE

HRX

SHIV NARESH
DECATHLON

DIDA
AZANI
TITORS
 SEGMENTATION TARGET POSITIONING

Demographic Factors Adidas has Adidas has

Age :21-30 targeted the Indian positioned itself as a
Gender: Male, Female market on the basis premium brand which
Income:Middle class and Upper
of age, gender and has a great impact on
Middle Class
income. youth
Geographic Factors AGE-Kids in age
America, Asia/Pacific,EMEA group 4-10 in the
age group 10-20
STP

years and in Adults

Psychographic Factors segment -21-30
Lifestyle: Sports oriented, age group.
outdoor oriented GENDER-Both men
Personality: Energetic, and women
INCOME- Upper
ambitious
Middle Class and
Middle Class
STP

Behavioural Factors
Benefit: Quality, performance,
comfort
 ● The product line is divided into ● Overall Price Range - ₹
four sections: 249-19,999
Shoes,Apparels,Sports Equipments,
Wearable Technology ● Wearable Technology price
● Smart Watch and heart rate range- rs 6.999-19,999
monitoring watch.

01 02
PRODUCT PRICE
MARKETING MIX

ADIDAS
04 03
PLACE PROMOTION

● Multibrand storefronts as well as the ● Promotion through social media and

exclusive Adidas stores that can be found endorsement of celebrities.
in major cities in the world. ● Promotion through advertisements
and sales promotion such as
● Exclusive stores for merchandise.
discounts etc.
● Online presence through website,
amazon and other shopping websites.
 SEGMENTATION TARGET POSITIONING

Demographic Factors Nike has targeted Very unique in the

Age : 11-45 year the Indian market market and
Gender: Male, Female on the basis of age, understands that the
Income:Lower,Middle class and
gender and income. consumers are
Upper Class
unique and has
Type: Athletes and sports
AGE GROUP- different
enthusiast
11-45 years requirements
Geographic Factors
STP

GENDER-Both men
Pan Country Basis
and women
(State,City, Region)
INCOME- Annual
Psychographic Factors
household income
Lifestyle: Athletic
level of
Personality: Energetic, sports
Rs.450,000/- and
enthusiast
above
STP

Behavioural Factors
Benefit: Quality, performance,
comfort, multipurpose
 ● The product line is divided into four
sections:
Shoes,Apparels,Sports Equipments,
Wearable Technology
● Fitness trackers, and smart watches,
Smart T-Shirts
● Overall Price Range - ₹ 1,495
- 25,999
● Wearable Technology price
range- ₹3,500 - 27,830

01 02
PRODUCT PRICE
MARKETING MIX

NIKE
04 03
PLACE PROMOTION

● NikeTown shop ● Social Media

● Flagship stores ● Advertising
● Nikeid ● Direct Marketing
● Big retail discount stores ● Sales Promotion
 SEGMENTATION TARGET POSITIONING

Demographic Factors Puma has targeted

Age :21-30 the Indian market Most Desirable
Gender: Male, Female on the basis of age, Sustainable
Income:Middle class and Upper
gender and income. Women’s Company
Middle Class
Worldwide Reach
AGE-Kids in age
Geographic Factors
group 4-10 in the
America, Asia/Pacific,EMEA
age group 10-20
STP

years and in Adults

segment -21-30
Psychographic Factors
age group.
Lifestyle: Sports oriented,
outdoor oriented
GENDER-Both men
Personality: Energetic,
and women
ambitious
INCOME- Upper
STP

Behavioural Factors Middle Class and

Benefit: Quality, performance, Middle Class
comfort
 ● The product line is divided ● Overall Price Range - ₹
into four sections: 237-11,999
Shoes,Apparels,Sports Equipments,
Wearable Technology ● Wearable Technology price
● Smart Watch range- $19,990

01 02
PRODUCT PRICE
MARKETING MIX

PUMA
04 03
PLACE PROMOTION

● Multibrand storefronts as well as the exclusive
Puma stores that can be found in major cities in the
world.
● Puma is continuously focusing on retail expansion
as can be seen with its aggressive opening of new
stores in various countries throughout the world.
Online and Offline methods of promotion
Example-Virat Kohli, promoting the men’s collection
and Mary Kom and Sarah Ali Khan, promoting
women's training and lifestyle clothing.Along with
players, Puma sponsors various clubs, teams and
associations across the globe as a part of its
promotional strategy like Ranji trophy, world club
 SEGMENTATION TARGET POSITIONING

Demographic Factors Reebok has

Age :21-30 targeted the Indian Very unique in the
Gender: Male, Female market on the basis market and
Income:Lower,Middle class and
of age, gender and understands that the
Upper Class
income. consumers are
Type: Athletes and sports
enthusiast AGE-Kids in age unique and has
group 3- 7 in the different
Geographic Factors age group 7-12 requirements
STP

Pan Country Basis years and in Adults

(State,City, Region) segment -21-30
age group.
Psychographic Factors
Lifestyle: athletic or non athletic GENDER-Both men
lifestyle Personality: Energetic, and women
sports enthusiast
INCOME-Annual
STP

Behavioural Factors household income

Benefit: Quality, performance, level of
comfort, multipurpose Rs.450,000/- and
above
 ● The product line is divided into four sections:
Shoes, Apparels, Sports Equipments, Exercising/health
products and Personal Grooming
Wearable Technology
● Internet-of-things resistance band, BioStamp
sensors incorporated wearable cap and Reebok
PureMove bra with Motionsense Technology
01
MARKETING MIX
PRODUCT
REEBOK
04
PLACE
● Asia-pacific, Europe, Latin America, Russia,
North America
INDIA Specific
● Reebok has exclusive stores, factory
outlets, and distributors.Reebok has a
franchise organisation in India with more
● Overall Price Range - ₹
249-19,999
● Wearable Technology price
range- $ 4,241-10,603
02
PRICE
03
PROMOTION
● Online and Offline methods of promotion
Example-print ad campaign of Mahindra Singh Dhoni
and Bipasha Basuwere featured in these magazines
and Television commercials,sponsored sports kits for
the great rich Indian Premier League teams, such as the
Royal Challengers Bangalore.
 SEGMENTATION TARGET POSITIONING

Demographic Factors Women and Men value-for-money,

Age :20-35 looking for high-quality
Gender: Male, Female garments to be
Income:Lower & Middle class
worn for different enable and support
occupation : sports people
sports and gym. people to be the
Geographic Factors fittest
India segment of society
who want to stay
STP

Psychographic Factors fit
Lifestyle: Sports oriented,
outdoor oriented, athletes People who want
Personality: Energetic,
to live athletics’
ambitious
lifestyle.
Behavioural Factors
STP

Benefit: value for money,

comfort and style
 ● offers a wide range of products:
apparels and shoes
● products are made of premium
fabrics
● HRX also offers accessories
● average price point is approx. Rs
900
● product ranges from 200 to 5500Rs
● pricing is 30 percent lower than the
other players

01 02
PRODUCT PRICE
MARKETING MIX

HRX
04 03
PLACE PROMOTION

● advertisements on online platforms,

● e-commerce platform Myntra and its
allied portals- Jabong & Flipkart
● HRX offline store is the next
strategic move for going omni
channel
newspapers, magazines, etc
● partnership with myntra, jabong,
curefit
● Promotions by Hritik Roshan and
Tiger shroff.
 SEGMENTATION TARGET POSITIONING

Demographic Factors Shiv Naresh has Indian Brand

Age :21-30 targeted the Indian Affordable
Gender: Male, Female market on the basis
Income:Middle class
of age, gender and
income.
Geographic Factors
India
AGE-Kids in age
Psychographic Factors group 4-10 in the
STP

Lifestyle: Sports oriented, age group 10-20

outdoor oriented years and in Adults
Personality: Energetic, segment -21-30
age group.
ambitious
GENDER-Both men
Behavioural Factors
and women
Benefit: Quality, performance,
STP

comfort
INCOME- Upper
Middle Class and
Middle Class
 ● The product line is divided into four ● Overall Price Range - ₹
sections: 150-2000
Shoes,Apparels,Sports Equipments

01 02
PRODUCT PRICE
MARKETING MIX

SHIV NARESH
04 03
PLACE PROMOTION

● Omni-channel presence (Flipkart, Amazon and ● Promotion through social media

and endorsement of celebrities.
own business site)
● Promotion through
● It has one store in showroom in West Delhi advertisements and sales
● It is present in many multi brand outlets as promotion such as discounts etc.
well
 SEGMENTATION TARGET POSITIONING

Demographic Factors Middle class and It aims to give quality

Age :12-35 upper middle class comfortable products
Gender: Male, Female who workout on a with style.
Income:Lower class, Middle
regular basis and Affordable pricing for
class, Upper middle class
go to gyms and are all products.
Geographic Factors physically active.
52 countries including India
STP

Psychographic Factors
Lifestyle: athletic or non athletic
lifestyle
Personality: energetic or sports
enthusiasts
STP

Behavioural Factors
Benefit: Quality, performance,
comfort, price conscious
 ● every sporting gear at
● Includes sports equipments, accessories,
affordable prices.
clothing , footwear
● keeps its prices around 20
● wide collection of products for various sports
percent lower than
● has all the items for less popular sports
competitors.
● separate and diverse section for women and
● Overall price range - Rs 249 -
kids as well
12,999

01 02
PRODUCT PRICE
MARKETING MIX

DECATHLON
04 03
PLACE PROMOTION

● Institutional Publicity
● Hybrid Distribution System -
● Product Publicity
Stores and Direct to
● In-store Experience
Customer
 SEGMENTATION TARGET POSITIONING

Demographic Factors The main target It aims to give quality

Age :15-35 audience of Dida is comfortable
Gender: Male, Female the Generation Y products.
Income:Lower middle class, (millennials) and It promotes sport
Middle class the Generation Z. industry in india
Occupation: Sports people Lower Middle class, Aims to become
Geographic Factors Middle class. premium Indian
Pan India Physically active. sports brand
STP

Psychographic Factors
Lifestyle: Sports oriented,
outdoor oriented
Personality: Energetic,
ambitious, Successful,
active,young.
Behavioural Factors
STP

Benefit: Quality, performance,

Style, Value for money.
 ● Dida caters to the middle
● Mens and womens Sportswear,
income groups.
sleepwear and Lingerie.
● The price of the active wear
products ranges from ₹450-
₹5000.

01 02
PRODUCT PRICE
MARKETING MIX

DIDA
04 03
PLACE PROMOTION

● Dida has an omni-channel presence.
● It distributes items to various retail stores
● It is present in many multi brand outlets as
well
● They have around 386 dealers strong and
growing.
● The do not follow a rigorous advertising strategy
● They mainly promote the brand from word of mouth.
● They use seasonal discounts on online and offline
portals
● The products of dida have various event sponsors
 SEGMENTATION TARGET POSITIONING

Demographic Factors It targets adults It aims to give quality

Age :12-35 and young adults comfortable products
Gender: Male, Female who like to be with style.
Income:Lower class, Middle
physically active Affordable pricing for
class, Upper middle class
Middle class all products.
Geographic Factors
Pan India
STP

Psychographic Factors
Lifestyle: athletic or non athletic
lifestyle
Personality: energetic or sports
enthusiasts

Behavioural Factors
STP

Benefit: Quality, performance,

comfort, price conscious
 ● Sports apparel and lingerie
with necessary items is
provided by the company
● The company has a moderate
pricing range from 499-4499
Rs which is according to the
competition in the same
category

01 02
PRODUCT PRICE
MARKETING MIX

AZANI
04 03
PLACE PROMOTION

● Word of mouth is used

● Through website, through
● The company gives push
flipkart, amazon and other
notifications to keep the
shopping websites.
customer upto the date
● The company also offers
discounts.
 Price Range of Segmentation of Wearable Technology
Wearable Follows
Products provided technology Age Fashion
Overall Price under Wearable offered (In ₹) Group Income Demographic Trends
Brands Range(In ₹ Technology Gender (In years) groups Locations (yes/no)

Middle
and
COMPETITOR ANALYSIS

Upper Emea
Middle Asia/ Pacific
PUMA 239-11,999 Smart Watch 19,990 Unisex 10-30 Class America Yes
Resistance Band,
Wearable Cap Asia-pacific,
With Biostamp Middle Europe, Latin
Sensors,Sports And America, Russia,
Bra With Motion Male And Upper North America
REEBOK 249-19,999 Sense Technology 4,241-10,603 Female 21-30 Class Yes
Middle,u
pper
middle
and High Asia-pacific,
class(pre Europe, Latin
Fitness trackers, mium America, Russia,
ADIDAS 249-24,999 and smart watches 5,999-19,999 unisex 10-35 range) North America yes
 Fitness trackers, Middle Emea
and smart and Asia/ Pacific
1,495 - watches, Smart Male and Upper America
NIKE 25,999 T-Shirts 3,500 - 27,830 Female 11-45 Class Australia Yes

HRX 299-7,999 - 20-35 India Yes

COMPETITOR ANALYSIS

Middle
and
Male and Upper 52 countries
DECATHLON 249 - 12,999 - Female 12 - 35 class including India Yes

Middle
and
Upper
AZANI 249- 2,999 - - unisex 14-35 class Asia Pacific Yes

Middle Only Available

SHIV NARESH 150-2,000 - - - 10-30 Class In India Yes

Only Available
DIDA 450-5,000 - 15-35 In India Yes
PERCEPTUAL MAPPING
RESEARCH PAPER
 Sports apparel are clothes worn during
strenuous physical activities such as during
workout sessions or while playing sports. They

INTRODUCTION OF are designed in a way that provides comfort and

agility while performing physical movements.
SPORTSWEAR After the turn of the millennium, sportswear has
become a part of day and evening fashion
INDUSTRY trends for a range of social occasions, reflecting
a more casual approach to design. Since then,
the concept of athleisure has dominated
fashion.

SEGMENTATION

DISTRIBUTION
END USER REGION
CHANNEL
 WEARABLE TECHNOLOGY

WEARABLE
TECHNOLOGY
 Wearable Technology refers to any piece of
clothing with integrated sensors and digital
components. The integrated technology
monitors the physical conditions of the user
and uses big data analytics to predict and
WEARABLE TECHNOLOGY

show the results.Newer smart clothing

technologies can also sense and monitor the
environment condition as well.

The market for smart clothing and body

sensors is still in the beginning stages, but
moving in a positive direction. The body sensor
market is expected to be larger in the long run
due to a wider variety of device types and use
cases. Healthcare is expected to be one of the
biggest drivers of the body sensor market,
particularly connected wearable patches.
 ADVANTAGES OF WEARABLE TECHNOLOGIES

❏ Reduces injuries: Wearable tech not

only ensures players are in peak
ADVANTAGES

condition, it also helps keep players

injury-free.Wearable tech will help you
learn your individual limits and
capabilities. It will also provide better
monitoring of your health stats so you’ll
know when you’re nearing those limits
and won’t overexert yourself.
 ❏ Improving the game:Many technologies now available will help the
sportsperson to analyze and improve their game. Eg: in Tennis players can
measure individual strokes, measure shots per minute, and estimate how much
energy is spent. It helps them in breaking down their gameplay, locate weak
spots and strengthen their overall game.

❏ Seamless Placement : A lot of people that don't like wearing anything around
their wrists.Smart Clothing shirt means the tracking is made invisible and wear
ADVANTAGES

it like our everyday clothes.

❏ Increased Accuracy: Accuracy is a major talking point for wearables. Smart

clothing can prove their accuracy because the sensors are placed closer to the
areas it needs to monitor. Most smart shirts or tops use the same reliable EKG
heart rate monitoring technology used in chest straps

❏ Increased data: One of the biggest advantages of smart clothing is that as you
increase the area being monitored, the richer the biometric data recorded can
become. That means going beyond motion and heart rate tracking and being
able to able add data on aspects like respiration rate.
THE INDIAN SCENARIO OF SMART TECHNOLOGY
 LECHAL
Hyderabad based Ducere Technologies Pvt Ltd.,
is another noteworthy name in the field of Indian
smart fashion. The company’s offering Lechal
uses GPS to track down the users location
through a GPS linked app, which then sends
LECHAL

vibrations to his soles, thus telling him which

turn to take. Built into the shape of a small pod
which comes fitted into insoles, it functions
through an app installed on a smartphone. The
app also allows the user to keep a record of his
route and tracks the steps taken, the distance
travelled and the calories burned.
 BOLTT
Boltt is a ‘sports tech-brand’ that is
developing next generation consumer-centric
solutions for personal health & fitness.
Known for its advanced artificial intelligence
BOLTT

(AI) ecosystem, Boltt provides ‘connected

fitness solutions’ bundled with the
hardware.The hardware includes smart
shoes, stride sensor and activity tracker. The
Boltt sensor is powered by Garmin’s
patented SDM Technology. Boltt’s AI is
aimed at solving problems in health and
fitness coaching by providing real-time audio
feedback and provides customised workout
suggestions.
 ARROW
Popular shirt brand Arrow from Arvind Ltd.,
launched its first smart shirt and India’s first smart
garment in 2016. The Smart Shirt comes with an
inbuilt chip on the cuff that can be programmed by
downloading the Arrow mobile app on a near field
ARROW

communication (NFC)-enabled smartphone. The

Smart Shirt allows the wearer to share things like
his LinkedIn profile, his Facebook profile or visiting
card through a tap on the shirt cuff with a
smartphone. Among other functions it performs are
connecting via Bluetooth to play your favourite
songs on the phone or switching your phone to
‘meeting mode’.
 GAP ANALYSIS
The major gap that has been recognised on analysing the secondary data pertaining to the wearable
technology in the sportswear industry is that the India Sportswear companies do not provide any sensor
wearable technologies to the customers in sports apparel.
 FOCUS
FOCUS & SIGNIFICANCE
The research study focuses on identifying how
Indian Sportswear Manufacturers can incorporate
various smart technologies in their product
range.The study will be conducted by the formal
distribution of questionnaires and getting the
desired information from a few people representing
the fitness enthusiasts in the country. Data for the
existing wearable technologies, their advantages
and their applicability will be collected through
secondary sources as well which would be used in
formulating a theoretical basis and help us know
the existing research papers, journals, eBooks,
fashion blogs and reports published by market
research companies, which relate to this study.
SIGNIFICANCE
The findings of this study will redound to
the benefit of the Indian Sportswear
Industry, considering that Smart Weable
Technologies is an inevitable part in the
development of sports industries today.
The greater demand for Smart Clothing
justifies the need for more effective and
life-changing technologies. Thus,
companies that apply this approach will be
able to make significant improvements in
their product lines and in turn increase its
profits, customer base and customer
loyalty.
 METHODOLOGY
METHODOLOGY

OBJECTIVE:

To analyse whether there is a market for Wearable Technology in India or not in order to provide Alcis with
suitable solution in the form of a product keeping in mind the preference of the potential consumers.
 1. RESEARCH DESIGN

The objective of this research is to

RESEARCH DESIGN

investigate the user's acceptance of the

emerging technologies in the sportswear
sector.The methodology of this research
is based on quantitative approaches.
Data of this research is collected by
survey method and questionnaire.
 2. POPULATION AND SAMPLE SIZE

2.1) Population

Population in this research are the Fitness and sports

enthusiasts working 150 to 300 minutes of moderate
physical activity or 75 to 150 minutes of
POPULATION & SAMPLE

Number Of People 250 vigorous-intensity aerobic physical activity each week.

(as stated by the U.S. Department of Health and
Type Sports and Fitness
Human Services (HHS).Quantitative investigation with
male and female active wear consumers has been
SIZE

Enthusiasts
done to derive conclusions from the research
Activity Sports, Athletics, Gym
and gymnastics and all
questions.Brand association has also been used in
Health and fitness based particularly investing the current market of wearable
activities. technology.

2.2) Sample Size

The sample size for our study is specific to people

working out at gymnasiums, parks,fitness centres and
sports complex in a particular area i.e Delhi NCR.
 2.3) Sample Selection

The sample of this research was selected by convenience sampling which is a

type of non-probability sampling methods. Respondents were people who
works out at gymnasiums, parks,fitness centres and sports complex and were
willing to cooperate by filling up the questionnaire.The method used in pulling
the appropriate sample from the given population is online panel sampling
method.
DATA COLLECTION

PRIMARY Questionnaire (250 sports and fitness

enthusiasts from different work out
places from 15th November,2019 to
3. DATA COLLECTION
30th November,2019)

SECONDARY data collected from articles, research,

and internet that is related to the
sportswear, retail business and
customer satisfaction
 4. QUESTIONNAIRE

PARTS TYPE NUMBER OF

QUESTIONS

PART 1 Close-ended Response Questions about respondents demographic and general 4

information including age, gender, profession and annual income.
QUESTIONNAIRE

PART 2 Close-ended Response Questions about respondent’s lifestyle related to 3

sportswear products.

-Where do you prefer to work out among gymnasiams, sports complex/parks and
fitness centres.
-Which active exercise do you typically engage in?
-How often do you engage in an active exercises?

PART3 Close-ended Response Questions about purchasing behavior about sportswear. 3

-What do you wear while engaging in active exercises?

-What do you usually wear while engaging in active exercises like t-shirts, vest or
sports bra, shorts etc.?
-Which sportswear brand appeal to you the most?
 PART 4 Close-ended Response Questions about consumer awareness about wearable technology 14
and purchasing behaviour towards it.

Awareness

-Are you aware of wearable technology?

-Is your preferred brand providing any smart wearable technology?
-Are you using any smart wearable technology?
-Type of wearable technology you are currently using?
QUESTIONNAIRE

Consumer Behaviour

-What parameters would you consider while buying a wearable technology?

-How long have you been using wearable technology?
-If given a choice, where do you want the smart wearable to be placed?
-What is an acceptable price range that would attract you to buy a sports inner wear with
smart technology?
-What functions of activity trackers would you like to have?
-Where do you prefer to buy the wearable from?
-Are you keen on buying wearable technology in apparel?
-If you are keen on buying wearable technology in apparel, where would you like to place
wearable technology in apparel?
-Would you prefer to buy wearable technology from an Indian brand?
 5) Preparation and Data Analysis

This research uses SPSS as a software for statistical analysis. Each part of the questionnaire
uses different tools to analyze the data. The steps are

1. Classify completed questionnaire.

2. Coding classified questionnaire.
3. Saving coding questionnaire in SPSS
4. Questionnaire data will be analyzed for statistics.
PREPARATION &
DATA ANALYSIS

Descriptive Statistic Analysis Respondent’s demographic and general information

-frequency, percentage and charts.
respondent’s lifestyle related to sportswear products
-frequency, percentage and charts.
-purchasing behavior-frequency, percentage and
charts.
-Likert Scale questions about awareness of Wearable
Technology, parameters of buying a product like
quality, price,and customer satisfaction-Mean and
Standard Deviation.
 Gender of the Respondents Age of the Respondents
FINDINGS

Annual Income of the Respondents

Profession of the Respondents
 Preferred Workout Place of the Respondents Frequency of Workout of the Respondents
FINDINGS

Type of Wearable Technology owned

Clothing worn by the Respondents during Workouts
 Time Period of ownership of Wearable Technology Placement of Wearable Preference
FINDINGS

Preferred Buying Channel of the Respondents Keenness of Respondents to buy Wearable Technology
 Preferred Apparel for Wearable Technology Preference of Indian Brands for Wearable Technology
FINDINGS

Acceptable Price Range for Wearable Technology

 Functions of Activity Trackers preferred by the respondents

Parameters affecting the Buying Decision

Price Quality Fit Technology Availability

Used

Mean 3.676 4.02 3.9 3.52 3.496

Std. Deviation 1.15 1.04 1.08 1.23 1.21

Perception Level High High High Moderate Moderate

FINDINGS

Parameters affecting Buying Decision of the respondents

Functions of activity trackers

Steps: Walk Activity: Calories Heart Blood

& Run Distance & Time Burnt Beat Rate Pressure

Mean 3.99 3.93 4.11 3.96 3.86

Std. Deviation 1.19 1.15 1.08 1.12 1.16

Perception Level High High High High High

PROPOSED SOLUTION

PROPOSED SOLUTION
 BIOPHYSICAL
MONITORING
Smart clothes and wearable technology is a relatively novel
and emerging area within the fashion, textile, electronics and
related industries. Integrating the technologies into textile
products is a recent concept, which enables the
BIOPHYSICAL

development of wearable electro textiles for sensing /

MONITORING

monitoring body functions, delivering communication

facilities, data transfer, control of the environment, and many
other applications. Especially, the emergence of nano-fibres
and nano-coatings provide an unusual characteristics and
lead breakthrough changes in the textile industry. Thermal
management, moisture management, mobility, durability,
flexibility, and sizing and fit are few areas which can be
focused in the future.
Incorporating a device in clothing further enhances
wearables for sports and fitness because clothing is already
worn and will add value to it as well as little extra weight,
or air resistance (a particularly important issue for elite
athletes).
 SMART AND PERFORMANCE CLOTHING:
SPORT BRA AND VEST
( MONITORS HEART-RATE, CALORIES, BLOOD PRESSURE, FOOTSTEPS)
PERFORMANCE
CLOTHING

Smart clothing that include body sensors into comfortable garments for precise health monitoring.
SMART &

The garment consists of a sports bra for women or close-fitting vest for men, with bonded
textile-based electrodes. Consumers heart rate, calories burnt, distance covered, footsteps, skin
temperature and blood pressure are captured and relayed to an app. The garment can also
incorporate sensors that monitor respiration, activity and skin temperature.

Linked via a short-range wireless signal, to an app. App calculates and stores information such as
average and peak heart rate, and calories used. This information can then be uploaded onto a PC for
further analysis. The sports bra and sports vest almost have a lifespan of about 2500+ hours usage.
The product is aimed at high-end consumers who are into sports or physical activities.
 SPORTS BRA FOR WOMEN
SPORTS BRA & VEST

CLOSE-FITTING VEST FOR MEN

 PRODUCT SPORTS BRA AND CLOSE FITTED VEST

FABRIC 90% POLYESTER AND 10% SPANDEX

PET PLASTIC BOTTLE

SIZES Size Chest (in) Front Length (in) Across Shoulder

(SPORTS BRA) (in)
SPORTS BRA & VEST

S 34.4 25.6 15.2

M 36.8 26.3 15.8
L 39.2 27.2 16.2
XL 42.4 27.8 17.0

SIZES Size Chest (in) Front Length (in) Across Shoulder

(SPORTS (in)
VEST)
XS 34.4 25.6 15.2
S 36.8 26.3 15.8
M 39.2 27.2 16.2
L 42.4 27.8 17.0
XL 44.2 28.2 17.8
XXL 46.0 28.9 18.0

COLOUR BLACK, BLUE

 HEART RATE
MONITORS CALORIES BURNT
BLOOD PRESSURE
SKIN TEMPERATURE
FOOT STEPS
DISTANCE COVERED
SPORTS BRA & VEST

TECHNOLOGY
FEATURES ● 2500+ HOURS USAGE LIFESPAN
● BLUETOOTH CONNECTIVITY WITH IPHONE, IPAD, &
ANDROID

SMART
GARMENT
● MACHINE WASHABLE, HIGH-PERFORMANCE FABRIC,
BUILT TO RESIST.
● QUICK DRY, BREATHABLE, LIGHTWEIGHT, ANTI-ODOR,
CHLORINE RESISTANT, UV PROTECTION.
 PRODUCT SPORTS BRA AND VEST

FABRIC 90% polyester and 10% spandex

PARTICULARS DETAILS AMOUNT (INR)

GARMENT COSTING

AVG.FABRIC CONSUMPTION 450 grams (2 layers) 250.00

SENSES Multiple senses 950.00

PROTECTIVE FILM 2 films 250.00

NON -WOVEN 165.00

CMTP CHARGES
COST SHEET

STITCHING 80.00

CUTTING 20.00

FINISHING 15.00

TRIMS 5.00

PACKAGING 5.00

TESTING 30.00

SUBTOTAL 1770

OVERHEAD COST 12.00% 212.40

MARGIN (after overhead) 30.00% 531.00

RATION/REJECTION 4.00% 70.80

CHARGES ON BOARD 1.00

TOTAL PRICE OF APPAREL: 2585.20

 PARTICULARS DETAILS AMOUNT
(INR) PARTICULARS DETAILS AMOUNT
(INR)
TRIMS AND FINDINGS
PACKAGING
M/LABEL 1 1.00
TISSUE N/a 0.00
WASH CARE 1 1.00
LABEL BOARD N/a 0.00
COST SHEET

TAG 1 1.00 HANGER N/a 0.00

THREAD 10mtr 2.00 H/TAG 1 1.50

FUSING N/a 0.00 POLY TAG 1 1.50

TWILL TAPE N/a 0.00 BLISTER N/a 0.00

ZIPPER N/a 0.00 CARTON 1/10 2

PATCH LABEL N/a 0.00 OTHER 0.00

BUTTON N/a 0.00 LABEL LOGO 0.00

MOBILON TAPE N/a 0.00 TOTAL 5.00

TOTAL 5.00
 CARE WASHING INSTRUCTIONS

Machine wash cold delicate cycle

Do not bleach
SPORTS BRA & VEST

Do not tumble dry

Do not iron

EXTRA CARE INFORMATION

● Do not use fabric softener
● Wash separately
● Remove promptly after wash
SPORTS BRA & VEST
INTERLININGS AND INSULATION:
The textile can be made into layers. Two layers of
FABRIC fabric can incorporate sensors in between
protected with a film , cover film and base film.
COVERFILM
Shaping and supporting, stabilizing and stiffening,
(PROTECTIVE LAYER) and providing bulk. Nonwovens can be bonded to
large areas of garments to provide shaping and
SENSORS LAYER 1 support without impacting on the properties of the
shell fabric. They are used on smaller garment
SENSORS LAYER 2
areas such as collars and cuffs to provide stiffness
BASE FILM and stability.

(PROTECTIVE LAYER) The ability of non-wovens to trap a high

percentage of air in comparison with other textile
FABRIC
materials makes them ideal insulating components
in garments. nonwovens in particular create good
insulation due to the large surface area of the web,
which creates a significant drag force on air
convection currents passing through the fabric.
 APP
Consumers heart
rate, calories burnt,
distance covered,
footsteps, skin
APP

temperature and
blood pressure are
captured and relayed
to an app.
 TECHNOLOGICAL

● The technology used in our product is feasible as it is readily available in the market and is being
used by various competitors.

LEGAL

● The patented technology is available for purchase in the market. There will be no legal issues.

OPERATIONAL
FEASIBILITY

● The technology does not cause any hindrances in the sewing operations of the garment. The
existing operational machinery of the brand will be used. There is no requirement of extra training
or machinery.

FINANCIAL

● The technology is financially viable as the costing of the product requires the usage of existing
resources, machinery, and skill. The costing of the product is in line with the existing price range
of the brand.

MARKET

● The product caters to the need of the market according to the survey conducted during the
research analyses.
 LIMITATIONS

● It can be washed but not dry cleaned or tumble dried. This is because it can harm the sensor.
● Due to the use of sensors, the life of the garment will be dependant on the life of the sensor.
● Due to the new product, the garment might become unrepairable when damaged because of less
technological assistance.
LIMITATIONS AND
FUTURE SCOPE

FUTURE SCOPE

● More features like menstrual cycle, sleep cycle and stress recognizer can be added.
● The company can expand the technology in various other garments such as yoga pants,
leggings, tops etc.
● The materials used in the product can be more sustainable.
THE END

Thank You!