Consumer Behavior

Group ~ 2
Ambika Anand         (MBA20084) 
Alok Kumar              (MBA20083) 
Anchal Saini              (MBA20087) 
Nitika Lugun             (MBA20114) 
Shweta Kerketta       (MBA20137) 
Saurabh Upadhyay  (MBA20241) 
 1. Evaluate the different options available to customers in sustainable Fashion retail.
What do you think  customers like or dislike about each option
Options Likes Dislikes
Online resale  Control of price, discounts, pick-up service from Sales not guaranteed, final price
(RealReal, Poshmark, Thredup) home unknown, work to be done such as
photographing and shipping items

Fashion Rental and Subscription Wide range for different occasions, don't have to
Services  bother about washing while giving clothes back,
(Rent the Runway, Le Tote, Stitch Fix) personalized shopping experience, convenience,
luxury of experimentation, try & return for free,
No need to commit to purchase
Could end up being more expensive over
time, feel of "used" or "not new", hassle
in packaging and shipping items

Retailers Direct (Patagonia, Dropping off clothes and textiles from any brand Feel of "not new" or "used"
Madewell, NorthFace) in any condition, feel of goodwill and connection,
getting rid of unwanted items and empty the
closet, opportunity to access out-of-season items

Donation-Based Resellers  Steep discounts, idea of waste-stream reduction, Items might not be in very good
(Goodwill Industries, Value Village, good feel on helping others and sense of giving condition
Community based back, cleaning closet and giving for charity
charities, TransAmericas)
2. What do you think Rohvi can do to make customers partake in the retail buyback
program.

Store Credit- Offer credit which would bring back the purchaser to store to
purchase a new item.

Mail to stimulate purchase- Frame compelling mail and provide personalized

offer which could act as a catalyst for customer engagement

Technology- Enhance the B2B sale platform to provide more customer value by
improving convenience, service etc.

Campaign- Curate ideas to shift consumer mindset from deal seeking to

upgrade my wardrobe.
 3. How can Whiffen and her team convince retailers to try Rohvi.
  Informing them about changing consumer behaviour:  
That 'Women no longer seemed to keep and wear a
few quality pieces for years on end, and they also grew
tired of bulging closet filled with items they no longer
wanted'. Aiding it by giving examples of : bestselling  
books such as 'The life changing magic of tidying up'
  Luring through high incentive: Providing them high  
incentive, greater than when they were using linear
model of consumption compared to when used Circular
model of consumption, wherein consumers shared,
reused, resold, repaired, and recycled clothing to keep it
out of landfills and in the value chain.
Data draws more convincing picture: Displaying B2C data
of Rohvi to retailers. It will show and convince them that
this resale model works and it's in high demand. 
 Also showing that buyback program in the fashion retail
industry. It will help Retailers to get customers back in
their stores to repurchase and be able to continue to
build brand loyalty. 
Start small: Initially just for pilot project, reqesting retail
stores to try Rohvi, maybe in small quantity and if
customers will start showing interest in Rohvi products
Retail stores can increase the number.
4. Prepare a 30-second pitch for the retailers that Whiffen has to use.

• "Rohvi is the key to make higher profits with its unique buyback programs backed
with proved markets data. Rohvi helps from prospecting to proposals to
customers to use return & credit system, building strong customer connection,
customers excitement and customers loyalty. With buyback program you can
earn 20% more as compared to coupons offers. Not only this you can directly
communicate to all your customers for buyback. Rohvi does all the side works like
collecting buybacks and can even donate the buybacks on your behalf.
Rohvi provides start to end services. We also delivers value from the data
analysis. All this at a minimal charge that's too on result based. So, what are you
waiting for…? Be the first one to set the trend and let others follow. Let’s grow
together."
THANK
YOU