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VISION
To inspire the world.
MISSION
To provide a complete Mind, Body and Soul
experience as the premier fashion and
lifestyle retailer promoting sustainable and
unparalleled levels of retail experience.

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1.INTRODUCTION
The fashion industry is indefinite and multilateral in respect of beauty of colors, fragrance, and apparel.
The report will go through Sri Lankan retail company, ODEl one of the most successful business ,
organizations in Sri Lanka. We will explore the company history accomplishments, problems, and
prospects in the fashion business in brief. The major topic of our conversation will be brand analysis.

The research will showcase several marketing models such as SWOT AND PESTEL as ODEL’S
communication and branding strategy evolved with time, industry, and customer demands.

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2. BACKGROUND OF ODEL
‘Odel is
synonym
with style.
It has a
distinct
personality
and serves
as a
destination

3.CURR
ENT
Odel is one
of Sri
Lanka’s
major
retailers of
ladieswear,
menswear,
kids wear,
homeware,
sweet

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4.FUNDEMANTALS, CONCEPTS AND PRINCIPALS OF ODEL

4.1 FUNDEMANTALS
4.1.1.TARGET AUDIENCE
Local customers
Somebody earning more than Rs.20,000 per year to live a high-income lifestyle.
Teenagers
Sri Lankans who are living out of Colombo but vising main cities main cities on special
occasions or work.

Foreign customers
Tourists to Sri Lanka form India, West Asia, Maldives, Europe, and Southeast Asia.
Sri Lankans living in UK, US, Canada, Australia, and other countries.

Competitors
Currently Odel’s top 5 competitors in July 2023 are fashion bug, kapruka, nolimit and Kelly
felder

4.1.2.ONL
INE
Odel
provides a
service to
the
worldwide

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. 4.1.3.SOCI
AL
2.SOCIAL
Odel.lk is a
MEDIA
company-
owned
ecommerce
website that
700,000+
loyal
customers

207,000+
Instagram
followers

900,000+
Facebook
likes

4.1.4.FAS
HION
Another
method of
promotion
is the
annual
ODEL
fashion
show. This 6
allows
them to
4.2.CONC
EPT OF
4.2.1. BRANDING
The Odel brand goal is to inspire customers with trendsetting designs and high-quality items at
reasonable pricing. To that purpose, the Odel retail experience includes current trends,
fashionable items, pleasant employees, contemporary interior designs and merchandising
compelling presentations and competitive prices.

4.2.2. PRODUCT DEVELOPMENT

Odel takes pride in being a really world- class department store that provides a one-stop shopping
experience and so much more. Its divisions cater to the discriminating shopper’s every taste and fancy.
Odel guarantees top quality to customers of all ages and interests. Its in-store décor has always been top-
notch. It invests in the greatest merchandising standards and trains its employees it gives excellent
customer service.

4.3.PRINC
IPLES OF
MARKET
ING

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7. PESTEL ANALYSIS
7.1.Political Factors
Trade policies:
International trade agreements, taxes, and
important/ export laws can all have an impact on
the global supply chain and cost structure of the
fashion sector.
Labor Laws:
Labor Laws have an influence on manufacturing
costs since they govern labor rights, minimum
salaries and working conditions.
7.3 Sociocultural Factors
Fashion trends:
Consumer fashion choices are largely influenced
by cultural preferences, lifestyle changes and
societal trends.
Demographic:
The target market’s age, gender and cultural
variety all have a key impact in influencing
fashion trends.
7.5 Environmental Factors
Sustainability:
Environmental problems, such as resource
depletion and pollution, simulate demand for
environmentally friendly fashion practices and
materials.
Climate Change: Weather variations can have an
impact on seasonal fashion trends and inventory
management.
7.2. Economic Factors
Currency exchange can have an influence on the
cost of importing resources and exporting fashion
items.
Income levels:
Consumer’s disposable income and purchasing
power are important drivers of fashion industry
sales.
7.4. Technological Factors
E-commerce:
Technological advancements in e-commerce have
revolutionized how people buy for fashion,
resulting in greater online sales.
Automation in manufacturing and supply chain
activities can have an influence on production
costs and speed.
7.6 Legal Factors
Legal protection for trademarks, copyrights and
patents is critical in the fashion business to avoid
counterfeiting.
Employment Laws:
Labor regulations, such as minimum wage and
working conditions, have an influence on the
labor- intensive components of the sector.
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5.POTERS COMPETITIVE ANALYSIS ON ODEL
FIVE FORCES
Bargaining power of suppliers
Bargaining power of buyers
Threat of substitution
Threat of new entrance
IMPACT DESCRIPTION
HIGH LOW
-There are about 1000 suppliers and
200 or more industrial facilities in
the area, all of which offer Odel
with a mind-blogging range of
things, giving Odel influence and
choices.
- Odel has their own assembling
offices.
-There is a high level of progress
towards different alternatives where
there are part increasingly popular
wear stores on the island, for
example Hameedias, Levis and
place of design who offers
comparable item with no or little
contrast and are likewise situated in
a few spots.
-As previously said, clients have
several options form which to
choose.
-The retail business is expected to
grow in the Sri Lankan economy
because of the influence of online
life and the end of the common
conflict. As a result of this
development major organizations
and brands like Marks & Spencer
join the market.
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6.SWOT ANALYSIS

6.1 STRENTHS 6.2 WEAKNESSES

A wide range of products Premium pricing

Unique identity for all brands within the store High tax
High brand recall 20% ladies clothing line fabric bought in local
Recognized advertising throughout the years markets.
Strong financial problems

6.3. OPPOTRUNITIES 6.4 STRENTHS

Changing mentalities of Sri Lankan customers Emerging fashion trends

Celebrity Endorsements Tough competition
E-commerce as a platform Changes in currencies

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 7. STP STRATEGY OF ODEL AND BRANDS
7.1 CUSTOMER PROFILE
sub brands ODEL LUV SL MANGO EMBARK

s
egmentation
Region Sri Lanka Europe/UK/US/Canada/East Urban/Sub- Sri Lanka &
Asia urban Overseas
Geographical Size of Metropolitan Metropolitan Metropolitan Metropolitan
metropolitan city city, Small city city city, Small
city
Age Kids, Teens, Youth, Teens, Youth Kids, Teens,
Youth, Young adults, Middle age adults, Middle Youth adults,
Young (20-60) age Middle age
adults, (15-35) (5-30)
Middle age
(03-60)
Demographical Gender Male, Male, Female Female Male,
Female Female
Income level Middle & Middle income High income Middle
high income income
Family size Nuclear Nuclear Nuclear Nuclear
family Fashionistas Travel enthusiastic Fashionistas Social
Lifestyle Sensitive
Education Secondary Secondary Secondary Secondary
Occupation Professional, Professional, Managers, Professional, Professional,
Managers, Officials Managers, Managers,
Officials Officials Officials
Social class High, High High High,
Medium Medium
Behavioral Benefit Quality, Quality, Service, Accuracy Quality, Quality,
sought Service, Service, Service,
Accuracy Accuracy Accuracy
Brand Strong, Strong Absolute Strong
loyalty Absolute
Occasions Regular, Special Regular, Regular
Special Special
Personality Introvert Introvert Quality Animal
Seekers lovers
Attitudes Humanity, Humanity Sporty Humanity
Sporty
Psychological Class High class High class, Middle Class High class High class,
Middle class

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TARGETING

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POSITIONING

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 PERCEPTUAL MAP

High price

ODEL
Cotton
Collectio
n
CIB
Low High
quality quality

Thilakaw
-arnada

Nolimi
-t

Low price

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