Brand Study & Range Plan Development:

RAW MANGO

ASSIGNMENT II
Ayesha Kabir, Kadeeja Fizzah, Manjusha Mary Mathews,
Nena P, Rajrupa Biswas, Shana Sherin
UG IDM SEM IV
PRESENTATION FLOW
Introduction Color Palette
Brand Image Fabric Board
STP analysis Range Development
Competitors Specifications
Product Mix Option plan
Client Board Costing
Brand Board Final Selling Price
Trend Board Conclusion
Mood Board Learning Outcomes
Theme Board References
Color Board
INTRODUCTION
Raw Mango is a contemporary Indian luxury brand,
known for it's handwoven textiles crafted using
traditional techniques.

Founder: Sanjay Garg

Founded in 2008

The brand retails through it's 4 flagship stores across

India, it's official website and through other third
party stores likes Good earth, Ogaan, Elahe etc.
About
Raw Mango draws from the colors, philosophies
and cultures of India to create a unique voice,
questioning place and perspective through
design.

The products are designed with the intention of

bringing together traditional weaving skills and
contemporary design sensibilities.

Created with Karigars across Rajasthan, Madhya

Pradesh, West Bengal and Varanasi, Raw Mango’s
designs innovate upon century old skills, in
pursuit of defining a new aesthetic vocabulary.
BRAND IMAGE
Raw Mango is born out of a thought to
re-look fashion and design with
without any preset notions.

The brand celebrates Indian textiles as

a luxury with the concept of revival of
the handloom and the craftsmen.

The brand speaks about minimalism,

elegance and luxury with a touch of
nostalgia of the indian culture.
 SEGMENTATION

Upper middle class to elite and high society

TARGETTING
STP ANALYSIS Majorly women of age group 20 and above with
higher affordability, tradition hoarders.

POSITIONING

The brand positions itself successfully as a

luxury brand for women. Well established and
accessible in the high society markets.
COMPETITORS
 WOMENSWEAR OBJECTS

Saris Lookbook

Blouses & Shirts Bowl

Kurtas Angad

PRODUCT MIX Dresses Taslees

Length & Breadth Lehengas Bartan
Saris

Jackets Nahar

Odhanis Gift card

Stoles
 STOLES
5.4%

ODHANIS
14.5%
SARIS
31.9%

PRODUCTS UNDER JACKETS

6%

WOMENSWEAR LEHENGAS
5.2%

DRESSES
2.8%

BLOUSES & SHIRTS

KURTAS 16.2%
17.9%
BRAND BOARD
 LOUNGEWEAR
Loungewear is pretty much anything that’s comfy, easy and
looks seriously cool.

The pandemic has proven loungewear to be the best thing.

It can be worn while going for walks, for a drink with friends, or
for a quick video conference with your work buddies.

We created a Loungewear category for Raw Mango which is

comfortable and cozy, but with just enough tailored
sophistication to still have style.

Made for women who prefer to relax in their coziest clothes, yet
look polished enough to take on the next work meeting.
TREND

Lounge wear
Loose and baggy
silhouette
Work from home
collections
Multifunctional apparel
Voluminous sleeves
SUNFLOWERS PAINT A PICTURE

SOURCE: WGSN, 2022

 FORECAST
BOARD
Sunflower
Paint a picture

Chosen according to WGSN

trend forecasting

IMAGE SOURCE: WGSN, Pinterest

MOOD BOARD

SOURCE: Pinterest
THEME BOARD
Van Gogh sunset

SOURCE: pinterest
 COLOUR BOARD
Among the key Spring
PANTONE PANTONE PANTONE PANTONE
2022 hues are yellowish
3955c 2293c 7499C 1545c orange and a creamy
shade of butter
according to trend
forcasters in WGSN and
colour experts at
Coloro.
FABRIC BOARD

Crepe Handloom Silk Handloom Silk

Crepe

Pure Silk
 Garment Specification Sheet
Style No : 0001 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS '22 Collection Name : Asavadi
Description of Garment :
S No: Description
1 Notched Collar
2 Top Stitch
4 3 Wide Band Cuff
1
5 4 Waist Band
2 5 Pull String
6
7
8
9
3
10
11
12
13

Fabrics/Lining

Trims and Accesories Pull String

 Garment Specification Sheet
Style No : 0002 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS '22 Collection Name : Asavadi
Description of Garment :
S No: Description
1 Notched Collar
2 Top Stitch
4 3 Decorative Placket
1
5 4 Waist Band
2 5 Pull string
6
7
8
3 9
10
11
12
13

Fabrics/Lining

Trims and Accesories Bamboo button and Pull String

 Garment Specification Sheet
Style No : 0003 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS'22 Collection Name : Asavadi
Description of Garment :
S No: Description
1
1 Flat Collar on the Inner Fabric
2
2 Fake Jacket Layer
3
3 Convertable collar on Fake Jacket
4 Inner Layer of the Top
5 Waist Band
4 6 Pull string
5
7
8
6
9
10
11
12
13

Fabrics/Lining

Trims and Accesories Pull String

 Garment Specification Sheet
Style No : 0004 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS'22 Collection Name : Asavadi
Description of Garment :
S No: Description
1
1 Crew Collar on the Top
2 2 French Placket
3 3 Buttons
4 Bishop Sleeve
4
5 Band Cuff
5 6 Waistband
6 7 Pull String
7 8
9
10
11
12
13

Fabrics/Lining

Trims and Accesories Bamboo button and Pull String

 Garment Specification Sheet
Style No : 0005 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS '22 Collection Name : Asavadi
Description of Garment :
S No: Description
1
1 Notched Collar on the Top
2 2 Lower Layer of the Top
3 3 Upper Layer of the Top
4 Wrap Tie
4
5 Long Sleeve
5 6 Waistband
7 Pull String
8
6
7 9
10
11
12
13

Fabrics/Lining

Trims and Accesories Pull String

 Garment Specification Sheet
Style No : 0006 Brand Name : Raw Mango Category : Loungewear
Size : S, M, L, XL Season : SS '22 Collection Name : Asavadi
Description of Garment :
S No: Description
1 Notched Collar
2 Top Stitch
4 3 Shirt Cuff
1
5 4 Waist Band
2 5 Pull string
6
7
8
9
3
10
11
12
13

Fabrics/Lining

Trims and Accesories Pull String

Option Plan -Sold as a Set

Size Options SKU(4 units per

Product Image Materials Colourway size)
Available

S
M
Handloom Silk One Colour 16 Units
L
XL

S
M Pure Silk
One Colour 16 Units
L Crepe
XL

S
M
One Colour 16 Units
L Handloom Silk
XL
 Size Options SKU (4 units per
Product Image Materials Colourway size)
Available

S
Crepe
M
Silk One Colour 16 units
L
XL

S
M Crepe
L Silk
One Colour 16 units
XL

S
M
L Handloom Silk One Colour 16 units
XL

SKU OF THE TOTAL RANGE: 96 units

COSTING
Current Price Range:

Sarees: Rs. 7,500 - Rs. 1,75,000

Blouses and Shirts: Rs. 4,800 - Rs. 18,800
Dresses: Rs. 20,000 - Rs. 80,000
Leghengas: Rs. 68,000 - Rs. 3,80,000
Jackets: Rs. 16,800 - Rs. 60,000
Kurtis: 17,800 - Rs. 82,800
Odhanis: Rs. 5,500 - Rs. 80,000
Stoles: Rs. 2,500 - Rs. 11,500

Data as per their website

COST PER GARMENT

Profit Mark Up
Product Fabric Labour Freight Overhead Total GST Wholesale Selling
Trims CMT Packaging Margin percent
Image Cost Charges Charges Charges Cost 12% Price Price
40% 70%

20,900 1800 6800 2350 500 200 5000 37,440 14,976 4492 56,900 34,000 90,900

11,600 1800 6800 2350 500 200 5000 28,250 11,300 3390 42,900 25700 68,600

15,200 1800 6800 2350 500 200 5000 31850 12,740 3820 48,500 29,000 77,500
COST PER GARMENT

Profit Mark Up
Product Fabric Labour Freight Overhead Total GST Wholesale Selling
Trims CMT Packaging Margin percent
Image Cost Charges Charges Charges Cost 12% Price Price
40% 70%

15,000 1800 6800 2350 500 200 5000 31650 12,650 3798 48,100 28,800 76,900

11,600 1800 6800 2350 500 200 5000 28,250 11,300 3390 42,900 25,700 68,600

20,900 1800 6800 2350 500 200 5000 37,440 14,976 4492 56,900 34,000 90,900
 FABRIC COST
Cost per meter
Garment Fabric Material UOM(m) Total Cost (Rs.)
(Rs.)

1 Handloom Silk/genuine silk 1.8+2 5500 20,900

Pure Silk 1.4 4000

2 11,600
Crepe 2 3000

3 Silk 1.8 + 2 4000 15,200

Crepe 1.8 3000

4 15,000
Silk 1+1.4 4000

Crepe 2 3000
5 11,600
Silk 1.4 4000

6 Handloom Silk/genuine silk 1.8+2 5500 20,900

Total Fabric Cost for one size of each garment Rs.48,000

 TRIMS COST
Consumption Cost of one unit
Particulars Total Cost (Rs.)
units (Rs.)

Cotton Thread of 3 Colours 16*3 100 4800

Wash Care Label 16 200 3200

Tag 16 200 3200

Patch Label 16 100 1600

Bamboo Button 7*4 200 5600

16 1000 16,000
Pull String: Braided Cord

Total cost for one unit Rs.1800

 CMT COST

Particulars Consumption Cost of one unit Total Cost

Digital Printing 16 2000 32000

Stitching 16 500 8000

Cutting 16 500 8000

Finishing 16 800 12,800

Enzyme Wash 16 3000 48,000

Total cost for one unit Rs.6800

 PACKAGING COST

Particulars Consumption Cost of one unit Total Cost (Rs.)

Tissue 16 50 800

Board 16 100 1600

Wooden Hanger 16 500 8000

Jute Bag 16 1000 16,000

Carton 16 500 8000

16 200 3200
Logo Label

Total cost for one unit Rs.2350

 OTHER CHARGES PER UNIT OF GARMENT

Amount/
Particulars Details
Percent

Rs. 500, spanning

Labour Charges w.r.t govt of India bill 2020 daily wage for karigars
over a week

Cost of freight movement by road is

Freight/ Shipping Rs. 200
INR 2.58/ton–km

Overheads Competitor analysis Rs. 5000

Decided on the basis of their annual turnover

Profit Margin 40%
and capital and competitor study

GST As descided by the

6 Govt of India 12%

Difference between a product's selling price

Mark Up 70%
and cost as a percentage of the cost.
 FINAL SELLING PRICE

Rs. 90,900 Rs. 76,900 Rs. 68,600 Rs. 77,500 Rs. 68,600 Rs. 90,900
 CONCLUSION
Through this range plan for Raw Mango we aimed at giving you an overview of the
design and financial parameters of Raw Mango.

In an age where the only beautiful imagery we can create is within the confines of our
home, Raw Mango highlights the notions of togetherness, celebration and intimacy.
Through our collection, we strived to give a gust of fresh air that alters the traditional
tropes of Indian textiles. We realized that as much as it is a useful tool between
designers, merchandisers and manufacturers, it also gives us a clear understanding of
who our potential buyers could be and states our vision clearly.
LEARNING OUTCOMES
Understanding the brand and its identity, STP, competitors and philosophy to be able to create
designs with the true essence of the brand.
Understanding the brand's existing product range, brand elements, and target customer to create a
collection goes with the brands spirit.
Understanding the trends and importance of trend forecasting, trend analysis, visually communicating
the mood and theme of a collection.
Adapting to current trends and changing customer behavior patterns post-pandemic, to come up with
a fusion line that caters to the needs of the target audience through fabric, colors, print and
silhouettes.
Importance of a spec sheet for a design, as it is produced to provide essential details to ensure the
correct execution of your designs into professionally finished garments.
Understanding the classification and sub-division of costs and the importance of costing that ensures
optimum usage of resources and enables profitable outcomes
REFERENCES
https://rawmango.com/
Linkfluence Radarly, June to September 2020 Discussions of Athleisure by Gender
Video reference for costing sheet format: https://www.youtube.com/watch?v=q8mkValuei0
Image reference for trend board : https://www.wgsn.com/en/
THANK YOU