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Presented by : Rahul Gautam NIFT Patna
NEED AND SCOPE OF THE PROJECT
This project is done for understanding customer current Tastes and preference for Men’s Formal Shirts and Men’s Casual Tees in Westside. Understanding competition level arising from different retail gaints. Understand the taste & preference of customer in terms of the major items, styles, colors, sizes and brands stocked. The study of customer will provide the company with valuable data which will be helpful in doing range forecasting and buying process.
Style, affordable prices, quality these are the factors that have shaped Westside success story in the retail fashion stores business. Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.
SWOT OF WESTSIDE Strengths Growing at the faster pace Brand name of TATA’s. Good customer base. Apparels are cheaper Attractive promotional schemes Weakness Not much product range for middle class Lack of differentiation Poor inventory turns and stock availability .
.Opportunities Huge untapped market Urbanization Threats Competition from organized retail players Competition from local retailers.
Quality is not good as that of Ascot and Richmond. but the quality fabric is not that good as of Ascot. Prices are lower in comparison to Ascot and Richmond. WESTSIDE : Westside has its formal shirt brand with Westside name only. Prices of Richmond shirts are low as compared to Westside. RICHMOND : Richmond is the another brand present in Westside for formal shirts. The quality of the clothes is better than Westside and Richmond . If wants to buy good range shirts .Westside Formal shirts and casual tees DIFFERENT IN-HOUSE BRANDS OF WESTSIDE (MEN’S FORMAL SHIRT) WESTSIDE ASCOT RICHMOND ASCOT : The premium formal shirt Brand present in Westside. . Prices are little higher as compared to its in house Brand Richmond and Westside. then Richmond is the right destination.
. Nuon : The best in-house brand which is provide stylish tees with great Colour and styles.Wesport : Can find good range of polo tees. Prices point is good. Value for money. However quality of fabric is not good. However the prices are little high as compared to rival retailers like pantaloons and lifestyle.
Research Methodology for Men’s Formal shirt (Westside) Data collection method : Primary Data Sample Size : 250 Age Group : Above 30 Location : Huges Road. Infinity Mall. Army Navy (Mumbai) .
Q1. When do you usually shop ? when do you usually shop ? 80 70 60 50 40 30 20 10 0 73 31 21 Only when there is a need Monthly once or planned It’s a weekend activity when do you usually shop ? INTERPRETATION : Most of the customer told that they buy when there is a need. .
Blackberry Arrow . Also customers were seen driven towards Van Hussein formal shirts.Q2. Which is your preferred shopping destination for formal shirts ? Brands if any ? Which is preferred shopping destination for Formal shirts ? Brands if any ? 50 40 30 20 10 0 Pantaloons Shoppers Stop Westside Lifestyle Van Hussein Allen solly Raymonds John Player Mark n Spencer Peter England Which is preferred shopping destination for Formal shirts ? Brands if any ? INTERPRETATION : Most of the customer preferred john player (41 out of 125) as their first preference because of its good fit and fabric quality.
and 52 customers preferred short sleeves.Q3. . What type of formal shirts you prefer to wear ? 73 80 70 60 50 40 30 20 10 0 What type of formal shirts you usually prefer to wear ? 73 52 52 Full sleeves Short sleeves 73 customer preferred full sleeves. So Westside should focus more on its full sleeves shirt.
What Fit do You prefer in Formal shirts ? Which Fit do you prefer in Formal shirts ? Short sleeves. 31% Full sleeves.Q4. 39. 69% INTERPRETATION : Most Of the customer preferred Regular fit in comparison to slim fit shirt. . 86.
750 1000 .1000 800 .1000 499 . . ( 23 respondents preferred this price point ).1200 500 .1500 350 .800 500 .Q5.450 645 . Most Preferred Price Point for a Formal shirt ? Most Preferred Price Point for formal shirt 800 .899 300 .1000 4 17 23 4 17 22 7 16 15 Most Preferred Price Point for formal shirt INTERPRETATION : Most preferred price point for formal shirts is from Rs 500 to 750.
solid colours few Good collection. colour fading problem seen in Richmond and Westside. Not consistent with quality Brand logo on pocket & sleeves missing. stylish. Other comments . 100 % cotton preferred INTERPRETATION : Most of the customers ( 43 customers out of 125 . If any ? 21 15 19 27 43 Other comments. commented that Brand logo on shirt sleeves and front pocket is missing. style options limited. Ascot prices high. limited stock of half shirt. black & white shirts less in no. limited stock of half shirts. 100 % cotton preferred ) .Q6. value pack of 3 is missing XL and XXL sizes are missing. If any ? 0 20 40 60 80 100 120 140 value for money.
blue. White. Brown. Style options are less as compared to pantaloons and lifestyle.OBSERVATION AND FINDINGS Demand for half sleeves 100 % cotton is preferred Customers asking for button down collar Customers looking for smaller checks in shirt Demand for solid colour shirts which are few in numbers. Colour preferred in solid shirts are : Black. customer asking for single and double cuffs shirts like Van Hussein Does. . Light Green.
3 shirts for Rs 999 or 2 for 499. Some of the customer were looking for solid collar shirts. Most of the customer were looking for combo pack and value pack shirts . Most of the customer Complained that the price of Ascot Formal shirts are high. Check shirts are few in number in most of the Westside store. Most of the customer were happy with Westside because it provides value for money. . Least Moving Sizes Are 44 and 46. Most of the customer were looking for styling with brand logo and buttons. Some of the customer complained about the colour fading seen after few wash. Fast Moving sizes Are 40 and 42.
Infinity Mall. Army Navy (Mumbai) .RESEARCH METHODOLOGY FOR MEN’S CASUAL TEES Data collection method : Primary Data Sample Size : 125 Age Group : Above 30 Location : Huges Road.
. When do you usually shop ? When do you usually shop ? 90 80 70 60 50 40 30 20 10 0 78 47 When do you usually shop ? impulse buying monthly once or planned INTERPRETATION : Most of the Respondent told that they do impulse buying.Q1.
399 499 .799 700 or above 299 .599 699 .599 17 15 13 699 . Most Preferred price range for tees ? Most preferred price range for tees ? 45 40 35 30 25 20 15 10 5 0 42 299 .399 28 499 . .799 700 or above price is not an important price is not an important factor INTERPRETATION : Most preferred price range for casual tees was from 499 to 599.Q2.
While the least preferred style was solid crew neck tees ( 14 out of 125 ) . Most preferred Style in Casual tees ? Most preferred style in tees ? 35 30 25 20 15 10 5 0 33 28 23 14 Most preferred style in tees ? 27 solid crew neck tees printed crew neck tees striped crew neck tees solid polo striped polo INTERPRETATION : Most of the customer ( 33 out of 125 ) preferred striped crew neck tees.Q3.
Do you prefer long sleeves or short sleeves ? Do you prefer long sleeve tee or short sleeve tees ? 100 90 80 70 60 50 40 30 20 10 0 88 37 Do you prefer long sleeve tee or short sleeve tees ? Long sleeve tee short sleeve tee INTERPRETATION : 88 respondents preferred short sleeves while 37 respondents preferred for long sleeves .Q4.
rugby collars or round neck tees. In polo tees – do you prefer rib collared tees. In polo tees .do you prefer rib collar tees or rugby collar or round neck collar ? Rib collar Rugby Round tees collar neck tees tees INTERPRETATION : Most of the customer preferred rib collar tees.Q5. .do you prefer rib collar tees or rugby collar or round neck collar ? 53 60 50 40 30 20 10 0 40 22 In polo tees .
.Q6.do you prefer rib at cuff or plain stitched sleeve ? 52 73 INTERPRETATION : 73 respondents preferred Rib at cuff in Polo tees.do you prefer rib at cuff or plain stitched sleeve ? 80 70 60 50 40 30 20 10 0 Rib at cuff Plain stitched sleeve In polo tees . In polo tee – do you prefer rib at cuff or plain stitched sleeves ? In polo tees .
. In Polo tees – do you prefer comfort fit or slim fit ? In polo tees .do you prefer slim fit or comfort fit ? INTERPRETATION : Most of the customer preferred comfort fit.do you prefer slim fit or comfort fit ? 71 comfort fit 44 slim fit 0 20 40 60 80 In polo tees .Q7.
.do you like badges. prints. prints.do you like badges. while few customers preferred solid tees.Q8. plain stripe or solid tees ? like some badges prints to be used Prefer solid tees plain stripe INTERPRETATION : Most of the customer preferred plain stripe. In polo tee – do you like some badges or prints or you prefer plain stripe or solid tees ? In polo tees . plain stripe or solid tees ? 45 40 35 30 25 20 15 10 5 0 41 37 21 16 In polo tees .
other comments if any ? Other comments if any ? 45 40 35 30 25 20 15 10 5 0 39 25 18 16 17 Other comments if any ? colour fading not solid colour more numbering in problem. also the styling done with collars and cuffs are not up to mark like pantaloons bare leisure and Rig collection. consistent tees less in contrasting tees should value pack of with fabric no. xxl sizes colour be more 3 absent quality. 100 few combination stylish. % cotton needed. styling with preferred bigger cuffs and badges with collar brand name INTERPRETATION : Most of the customer complained that Westside tees dont have attractive numbering in tee.Q9. .
Customers were looking for fresh stock of tees with stylish numbering and brand name. Green & white. Most of the customer looked for Black & blue . Most of the customer Preferred Rib at cuff in Polo Tees. . black & white combination. Check tees are few in numbers. Red & white.OBSERVATION AND FINDINGS Most Preferred Price Range is between 499 to 599. Some of the customer complained of colour fading problem. Value pack is absent in westside. Style options are limited . Most of the customers are happy with Nuon collections. 100 % cotton is mostly preferred by the customers.
Not Consistent with fabric Quality …feel of merchandise is not that good. . brand tag on pocket and sleeves required. Multiple colour checks tee in demand. Button should be given style. Most of the customer complained that Nuon tees prices are high. Most of the Customers are happy with wesport polos. Most of the customer Complained about that. some of the customers were looking for more contrasting colour combination. limited XXL size available in store.
so proper dying should be done. so the company should seriously look into this issue.RECOMMENDATION Westside should regularly bring value pack in stores to pull customers more in store. . The company should leave copy paste formula and should bring something new of its own. No trendy styling is seen done in cuffs and collars of Westside tees which should be done on regular basis to attract customer. Colour fading problem is seen in Wesport polo and tees. So the company should bring more new and stylish badges and print. Customers are looking for some nice badges and prints on tees which is not that good in Westside as compared to pantaloons and lifestyle. Customers are looking for finest quality of fabric with 100 % of cotton.
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