IMC PHASE 1 SUBMISSION

IDEA: HYDROPHOBIC CLOTHING

GROUP NUMBER 1

C050 Charulata Gautam I048 Abhinav Sahni

C039 Aditya Periwal A035 Dipro Basu
C028 Puneet Hira H038 Agrim Manchanda
 HYDROPHOBIC CLOTHING
Hydrophobic clothing is water-resistant - it repels water and liquids of all kinds instead of
absorbing them.

Aside from being spill-proof, hydrophobic clothing also helps block sweat absorption. This
means less of those yellow rings that are typically found around shirt collars and sleeve
openings, leading to less trips to the dry cleaner and longer-lasting clothes.

Sustainable fashion that does not require

frequent washing and tidying. Welcome to the
clothing of the future.
Where fashion meets future.
 CATEGORY
Total t-shirt market size the global t-shirts market was valued at US$ 206.12 Billion in 2018.
Market Potential: The market is further grow at a CAGR of 6.0% over the forecast period 2019 – 2027

Total hydrophobic -shirt market size: Global Waterproof Breathable Textiles (WBT) - US$1.7 Billion.
Market Potential: 7.7% CAGR 2019 - 2027

Trend: Asia pacific emerged as the largest market for WBT in 2019 with 39.4% of overall revenue owing
to the presence of a huge population with increasing per capita income

What to include: New Age Wearables

This Industry of Hydrophobic clothing which is

evolving at a high rate every year, showing a
lot of potential globally.
 CULTURE

Values our customers look for:

1. Don't stop, always keep moving forward

2. Always on the go
3. Hardworking Individuals
4. Bold, Fearless & Courageous, they face all their problems head on
5. Risk Taking & Adventurous
6. The Alpha ones, the ones who identify differently from the crowd
7. Never Settle attitude
 COMPETITORS
Competitor Types
1. Direct Competitors: Companies selling hydrophobic clothing
2. Indirect Competitors: Companies selling traditional clothing

OUR DIRECT COMPETITORS

OUR INDIRECT COMPETITORS

 CUSTOMERS
Potential Customer Personas

1. Toddlers - crawling. Toddlers usually dirty their clothes a lot

2. Athletes / Gym goers - Because they indulge in strenuous physical activites leading to
high sweating

3. Chefs - To deal with daily spillage as part of their work

4. Office going crowd - Example: In highly humid & crowded cities like Mumbai, people
travel in trains & buses, tend to sweat a lot

5. People with an Active Lifestyle, young adults, who are busy & on the go most part of
the day