‘W’ FOR WOMAN

ABOUT ‘W’
The brand W is a part of TCNS CLOTHING CO. LIMITED. W started its journey with an
aim to provide fashion in a modern retail environment to the Indian woman.

W is the only brand in the Indian retail space which offers 'Indian contemporary'
wear and stays a step ahead of the fashion curve. The pioneer in introducing the
concept of 'Mix n Match' in retail, W designers take inspiration from the latest
fashion trends & forecasts from the west and transform them into silhouettes and
styles acceptable to the modern Indian woman.

Its first brand Store was opened in 2001-2002 at Lajpat Nagar, New Delhi.
And now when it is standing in 18thyear the store count is 300+ across the globe. The
idea is not to grow only within India but internationally. W's exclusive brand outlets
are now present in Mauritius, Srilanka &Kathmandu and are now looking forward to
expand in more countries.

It keep evolving with the changing tides of fashion, keeping the pace with Indian
ever-changing never-changing woman and rendering itself indispensable. W cater to
Indian woman, who seeks a branded experience with consistent good quality product
with great fit and sharp pricing. Starting from a basic to occasion-ready, casual to
formal, day to night, Aurelia has a fusion approach that is a combination of modern
silhouettes with perfect mix of traditions and culture.
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WHY ‘W’ ?
This brand is popular for its 'Mix n Match' collection. W for Woman brings to you a
trendy contemporary Indian ethnic wear that has a tinge of Western style to it. They
have a quirky yet splendid range of ethnic dresses, work wear kurtas, palazzos, skirts,
& gilets. Their cut, style, & innovation has young women swarming their stores

Most Indian younger women prefer ready-to-wear rather than tailor-made stylish
designs at affordable rates and discounts. Younger women are preferring to go out
wearing something which addresses both traditional aesthetic and the work
environment..

They also offers eco-friendly merchandise called Pop Sets Collection made up of
livaeco fabric in which 100% sustainable forestry, less water consumption, low
greenhouse gas emission, traceability of source & fast bio-degradability are used.

CLOTHING
CUSTOMER REVIEWS
 W - marketing mix
PRODUCT MIX- The company focus on the quality material design ,fit and
sizing .they are the first fashion brand who study about Indian women shape, fits
and size classification and company came up with 7 instead of 3 sizes. The
company keep evolving with the changing tides of fashion keeping the pace with
Indian ever changing never changing woman.
PROMOTION MIX-For their promotion ‘W’ use a mix of various platforms .
Majority of their campaigns are print based and they use out of home advertising
format as well. They are strongly aggressive on the new age of media for
example SMS , digital and social. They have interactive im-store projection to
effectively engage and communicate to the customer. 
Value Proposition:
● Scarcity- By reducing the quantity of each style, W creates artificial
scarcity and lower risks of having stock can’t sell. Scarcity in fashion
increases the wants of customers, which means people need to buy that
product quickly as it may not available in next week. Lower in stock is
also a boon for industry as they may not have to dispose the products
● Prime location- W spends less on advertising as compared to others,
instead they reach on their target market by locating stores on prime
location.
● Large market for consumer- W avails its products in both online and offline. It
has opened more than 400 stores outlet. Besides that it also make available for
customers in it’s own site and flipkart, myntra, amazon, Shoppers stop, Ajio and
so on. W produces average of 3000 styles per year which means that fresh
fashion trends reach the store quickly.
● Fashionable and affordable clothes

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Financial Results
2017-2018 QUATERLY SALES OF W

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