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COMPETITOR ANALYSIS OF KIDS WEAR

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PRIVATE LABEL & BENCHMARKING OF ITS
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PRODUCTS
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Graduation Research Project

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By Vinti Agarwal
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M/BFT/11/30
INTRODUCTION: THE KIDSWEAR MARKET

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 The population of children in India under the age of

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14 has been increasing at a CAGR of 0.5% over
the past 10 years to reach 36 million

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 Also, children’s perception of what to wear has

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changed due to greater exposure to new styles of

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clothing
 The overall kidswear market in India is worth about
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INR 37,000 crores, or USD 6.79 billion
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 It constitutes nearly 20% of the total Indian apparel

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market
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Amit Gugnani, P.K. (2014) www.indianretailing.com

KIDS WEAR CATEGORIZATION

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 Boyswear comprising 52% and girlswear making up

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the rest
 The girlswear category is expected to grow at a rate

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of 11%, in the next decade.

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 This compares with an expected growth rate of
10% for boyswear

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PD
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Amit Gugnani, P.K. (2014) www.indianretailing.com

PROBLEM DEFINITION

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 Kids wear - Fast growing segment

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 At Pantaloons – Opportunity, underplayed.
 Kids wear forms 20% of total retail market.

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At Pantaloons the contribution of kids segment is

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10%.

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PD
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(Amit Gugnani, P.K. (2014) www.indianretailing.com), Previous Research

Projects)
OBJECTIVE

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 To study the merchandise mix and price mix of kids

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wear in private labels of competitor stores.
 To study price preference and brand recognition of

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private labels by the customers

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 To benchmark apparel products of kids wear for

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identifying performance gaps and trying to reduce
them as a step towards making them more
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competitive and aligned with customers’
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expectations
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METHODOLOGY

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 Competitor Analysis for merchandise & price mix:

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 Westside
 Max

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 Reliance Trends

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 FBB

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 Customer Survey for price preference and brand
awareness
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 Statistical analysis of the data captured in customer

survey
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 Benchmarking of Products with Competitor brands

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including fit and performance specifications

MARKET STRATEGY

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 Geographic

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 Country: India
 City: Tier-I & Tier-II

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 Consumer Age:

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 Infants: 0-2 years

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 Toddlers: 3-7 years
 Kids: 8-14 years F
 Customer Occupation: Working professionals
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 Social Class: Working & middle class customers

 Behavioral
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 Benefits: Quality with convenience and economy

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 Occasional: Seasonal Products

 POSITIONING

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COMPETITOR ANALYSIS

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 Merchandise Mix

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 Price Mix

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PD
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COMPETITIVE PROFILE MATRIX

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PD
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OBSERVATIONS

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 Pantaloons has very high prices compared to the

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format and positioning it is targeting
 Max and FBB - highest rating in pricing

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 Reliance trends, although having good
merchandise - rated low in pricing

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 Westside has higher prices but is offering
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innovative merchandise
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OBSERVATIONS

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 Westside and Pantaloons - offering the best

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possible quality
 Max and FBB - compromise on quality to achieve

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the prices

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 Reliance Trends - exclusive merchandise such as

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sleep suits, body suits etc. in very good quality
fabric
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PD
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OBSERVATIONS

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 Pantaloons & Westside - good design combination

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especially girls party frocks in Pantaloons and
toddler t-shirts in Westside

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 Reliance Trends - designs which are just miniature

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versions of their adult brands

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 FBB and Max - designs commonly available across
markets
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PD
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OBSERVATIONS

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 Reliance Trends and Max - highest variety as well

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as options in all the kids wear category
 Westside - only fashion options available especially

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in infants

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 Pantaloons and FBB - breadth available if not the

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width F
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OBSERVATIONS

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 Max, Reliance Trends and FBB have a strong

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promotions and offer schemes
 Westside & Pantaloons offered flat pricing with all

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the possible promotions hence it was seen as minor

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strength

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OBSERVATIONS

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 Store location was adjudged on the basis of

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number of stores
 Pantaloons, Max, FBB and Reliance Trends have

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more than 100 stores

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 Only Westside not touching the three figures

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PD
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MAJOR COMPETITORS

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 Pantaloons total score ranks third after Max and

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Westside - major competitors
 To keep a tab on Reliance Trends and FBB

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 A need to maintain the merchandise quality but not
at exorbitantly high prices

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CUSTOMER SURVEY

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To understand

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 Price preference

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 Tendency to spend on different merchandise

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categories
 Exploration on apparel category, brand and store

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awareness F
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AGE DISTRIBUTION INCOME DISTRIBUTION

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Annual Family

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Income
Less
than 20

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7% years

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Less
20 to 30
16% than Rs
years
300000p

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24% 13% 17%
22% a
31 to 40 13%
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years Rs
31% 30%
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27% 300001p
41 to 50 a to Rs
years 600000p
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Occupation Destribution Region Distribution

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Housem

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aker
North India

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Working 5%1%
4% (J&K,
8%

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professi Punjab,

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onal Haryana,
16% Himachal,
Busines

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UK, UP)
25% s owner
42%
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(Maharasht
Service 90%
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ra, Gujarat,
9% Rajasthan)
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Other
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DECISION MAKER

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Frequency

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2%

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12%

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I decide what to buy

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My child makes the
20% decision
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Others (Wife)
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66% Others
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STORE PREFERENCE

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20% 18%

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18%
16% 14%

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14%

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12% 10%

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10%
10%
7% 6%
8% 8% 8% 8%
8%

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6%
4%
F 3%
2%
0%
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 Pantaloons is the most preferred destination by

customers after Max.
CATEGORY PREFERENCE

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35% 33%

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30%
25%

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25%

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20%
15%

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15% 12%
10% 6% 7%
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5% 3%
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1%
0%
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 Sleep wear/Lounge wear is a product gap at

Pantaloons
PANTALOONS RATING

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 Product quality is as

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per customer’s
expectation but there

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is scope for

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fashion/design

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improvement.
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Prices are not up to
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
customers
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expectation/ perceived
value is low.
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PANTALOONS PRICE PERCEPTION

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Frequency

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4%

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F 37% Very Low
Reasonable
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Very High
59%
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 BRAND AWARENESS

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60% 53%

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50%
40%

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30% 21%

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20% 11%
3% 7% 3%
10% 1% 1%

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0% F
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 There was no significant brand recall of private labels, instead

customers remembered shop/store name.
 For the consumers “Pantaloon” was a brand in itself.
OBSERVATIONS

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 Parents are the major decision maker while buying

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for the kids wear apparels, and in particular the
women

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 Pantaloons is rated low for prices but quality and

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designs are appreciated

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 Pantaloons needs to reduce on the MRP
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 People tend to spend less for new born babies as
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compared to higher age groups

 Private label brand awareness is negligible
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amongst customers
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LIMITATIONS

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 Result reliability low due to small sample size

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 Most of the respondents from Mumbai and
Ahemdabad, hence possibility of regional bias

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 Confusion amongst brands and category is possible

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BENCHMARKING OF PRODUCTS

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PARAMETERS OF EVALUATION

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 Fit

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 Key measurements
Conformance, performance and appearance

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

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 Physical parameters of fabric
 Color fastness

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 Durability
 Dimensional stability
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PD
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BRANDS

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Pantaloons Competitor Brands

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 Boys  Max

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 Chalk  Westside

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 Girls
 Bare

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PRODUCTS SELECTION

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Boys Girls

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 Woven  Woven

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 Trousers  Trousers

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 Shorts  Blouse
 Shirts  Frock

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 Denims F  Denims

 Knitted  Knitted
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 Graphic Tees  Graphic Tees

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Key Findings: Fit Analysis

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Boys Cotton Woven Shorts

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Hip (3" above crotch - 3 point)

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29 1/2

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29
29

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28 1/2
28 28
28
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27 1/2
PD

Chalk Westside Max

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 Boys Denim Jeans

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Thigh (1"below the crotch)

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16 1/2

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16
16
15 1/2

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15
15
14 1/2
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14
14
PD

13 1/2
13
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Chalk Westside Max

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Boys Cotton Woven Shirts

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Length

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19 1/2 19 1/4

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19
18 1/2

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18 1/2
18
17 1/2
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17 1/2
PD

17
16 1/2
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Chalk Westside Max

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Girls Cotton Woven Trousers

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Hip (3" above crotch- 3 point)

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31 1/2

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31 31

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31
30 1/2

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30
29 1/2
29 1/2
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29
PD

28 1/2
Poppers Max Westside
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 Girls Denim Jeans

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Waist

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26
25
25 24 1/2

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24

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23
23 Hip (3" above crotch) - 3
22

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point
Bare Westside Max
32 31
F 30
30 29
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Thigh (1"below the crotch) 28

18 17 1/2 Bare Westside Max
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16
15
Bare Westside Max
 Girls Woven Frock

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Chest (Fullest Circumference)

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30 29 1/2

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29 1/2 29

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29
28 1/2 28

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28
27 1/2
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27 Length
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Bare Westside Max
33 32
32 31 1/2
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30 29
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29
28
27
Bare Westside Max
 Boys Wear Observations

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• Bottom wear: Chalk has more room at the

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thigh and hip area, compared to other brands.

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• Top wear: Chalk has shorter lengths as

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compared to other brands.

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PD
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 Girls Wear Observation

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• Bottom Wear: Poppers and Bare has lesser

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room at waist, thigh and hip area compared to

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other brands.

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• Top Wear: Bare has lesser circumference at

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the chest and also the length is shorter, when
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compared to other brands.
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Key Findings: MRP Variation

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PD
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 Boys Regular Jeans

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1000

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899
900 MRP

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800
700
599
600
499

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500
400

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300
200
100

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0
Chalk
F Westside Max

GSM oz/yd²
PD

400 367.2 357 15

283.3 10.82 10.52
300
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10 8.35
200
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5
100
0 0
Chalk Westside Max Chalk Westside Max
 Girls Denim Jeans

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MRP

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1200 1099
1000

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800
599 599

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600

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400
200

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0
Bare Westside Max
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GSM oz/yd²
PD

500 449.1 15 13.24

400 361.8 10.67
315.7 9.31
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300 10
200
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5
100
0 0
Bare Westside Max Bare Westside Max
SUGGESTIONS

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 Graphic t-shirts - maintain product quality at low

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MRP to match the competitor offering
 Girls’ denims - reduce MRP in comparison to

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competitors‘

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 Bottoms average MRP of Rs799 is very high

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 Crew neck tee MRP not to exceed by Rs199
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 Quality of the girls’ frocks at Bare need to be looked
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into
 Fit for the kids wear can be revised as per the
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observations
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FUTURE SCOPE

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 A more accurate data of competitors can be

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collected by carrying out the similar study
simultaneously at different zones every season

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 Customer survey can be extended over other

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regions to get better and reliable results

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 Another survey of mothers‘ perception while buying
kids wear can be done
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 Kids of age group 8-14 years can be surveyed for

their choices
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CONCLUSION

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 Kids wear is a growing market and Pantaloons

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needs to follow a hold and maintain strategy
 The company needs to gain volumes by all the

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possible means in the world

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 Capturing the young minds will enhance the

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customers‘ loyalty in the coming years
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CONCLUSION

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 Make clear demarcation between brands and

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increase awareness amongst the customers
 Price, product and demand needs to be balanced

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effectively

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 Basic principle of feedback, efficiency and evolution

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can be implied F
 To fill the loopholes and eliminate the weak points
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in terms of price as well as products

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 THANK YOU!
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PD
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