Power dressing for women

 Mission
To establish the brand as best recalled brand and to be perceived as most
preferred brand by the target segment. Our Mission is to provide
differentiated formal wear with international styling, fits and detailing to
Indian Upper class women. The brand is committed to provide stylized
apparels at affordable prices.

 Vision
To be the leading brand and market leader in women western formal wear
in India for chosen target group and to also explore the global market to be
renowned world wide through private label in institutional selling. The
company wants to develop satisfied customers by providing their choice of
styles with perfect fits (semi-stitched garments) by using good quality raw
materials (linen, satin, cotton etc.).
Why can you provide the solutuion?
Value proposition
The main problems that Indian women face in formal wear are limited
width and depth in the product category, fits and high price points.
The brand will be positioned as power dressing for new independent
women. Every women desire to be donned in formal wear but chic
outfits.
The ‘brand’ will provide sophisticated yet fashionable formal and semi-
formal clothing with international styling, good quality and detailing.
Plans include semi-stitched formal clothing which will cater to different
Indian body types.
 What important customer problem can you solve and how?
The women wear market segment has potential to grow into a Rs
61,572 crore market size by 2010. As it’s the era of power
dressing for new independent woman in India, there is a huge
need gap for international styling formal wear with proper fits.
The problem is solved by looking at the customer insight and
providing semi-stitched formal wear. By considering change in
today’s corporate world dressing styles, the brand is offering
stylized formal and semi-formal wear.

Q. How can you defend against others?

By providing young fashion at cheaper prices than other competitor
brands like Van Heusen and more variety in both formal and
semi-formal wear.
 Geographic:
Region- North and South India
Cities- class 1, metros( Delhi, Bombay, Banglore, Pune)
 Demographic
 Age- 20-25 years

26-30 years
31-35 years
Family size- young, single, married, no children, married and children
Gender- Female
Occupation- self employed professional, middle and senior executive
Education- graduate, post graduate, professionals
Psychographics:
women are smart, savvy and extrovert. She is assured and lead her own life.
She is sharp, fashion forward and make her own decisions. She is strong
yet poised and feminine. Modern day business women who is urban, classy
and intelligent. She is ambitious, dynamic and well travelled and has
international fashion exposure.

Behavioral:
 Occasions- regular and special user, interviews, presentations, conferences,
parties, colleges.
 Benefit- quality, design, international styles
 Attitude- enthusiastic and positive
 Political-legal
Complete elimination of the quota restrictions under the Multi Fibre
agreement (MFA) since January 2006
Inflexible Indian Labor laws

 Economic
All capital goods in the textile sector have been covered by Export
Promotion Capital Goods scheme, which attracts 5 per cent customs duty
without any countervailing duty.
Per Capita income spent on branded garments is less than that in the
developed countries.
Demand for branded garments is more income elastic than price elastic
 Socio-Cultural
Increased disposable income of Indian households
People are exposed to the western lifestyle and there is a drastic shift in their
taste and preferences
Continuing shift in customer preference towards ready-to-wear products
Consumers more aware of brands and are now more style and brand conscious.
Styles and trends changing faster than ever which reduces the shelf life of
fabrics as well as readymade garments
Customers accepting the casual and colorful look even at work.

Technological
 usage of technology in garment industry over the years.
 IT tools being used for tracking of stock keeping units.
 IT helps improve the supply chain management, for direct marketing, for identifying
customer preferences in multiple geographies.
 Regular innovations in color, style, design, fabric, finish and fit are necessary in the
dynamic industry, which in turn requires automated machinery and IT solutions.
 Automation brings down the total cost of production by at least 10 to 15 per cent, out
of which the saving on fabric alone would be 5 to 7 per cent.
 Cost of technology is however a deterrent
 E-retailing

 (http://business.mapsofindia.com/india-industry/textile.html)