GRADUATION PROJECT

Product Gap
Analysis of Max
Fashion
Women’s wear
(western wear and
indian wear)
Akanksha kumari
Sneha Mahto
About the
Company
Max Fashion is an Emirati fashion brand under the
banner of Landmark Group. Max fashion deals in
Women’s wear, Men’s wear, Kid’s wear and
Footwear. It is a complete family shopping
destination.

Segmentation - middle market segment.

Targeting - Middle class family and young working

couples of age group of 25 years to 35 years
alongwith teenagters and college students under
age group of 18 years to 24 years.

Positioning - Positions itself as value with fashion

brand
 Problem Statement
Vasanth Kumar, Executive Director at MAX in an interview on indian retail.com quotes:

“We are Indian enough because of our understanding of the Indian customer. At the same
time, we also have a solid International face. The Group has 300 stores across 18
countries, which means that we are able to get relevant international trends to offer to the
Indian customer apart from offering the Indian ethnic wear.”

Jiten Mahendra, Senior Vice President Marketing, Max Fashion India, in an interview on
IMPACT states that
So one of the challenges we had early on was that we had a tough time explaining a
‘value-fashion’ player to consumers.Our endeavour was to distinguish ourselves as a
value-fashion player, instead of simply being viewed as a brand that offers big discounts.

Shital Mehta, CEO, Max Fashion India in an interview with Shinmin Bali states that
“We hate being called a value player. Our past was only about ‘value’. Max is for
consumers who seek value, but are fashion forward”.

The company positions itself as the “value - fashion” brand but the customers are not
convinced with the term “fashion” rather they have a perception of the brand as just as a
“value” brand.
Cause and
Effect Analysis
Products offered by
Max Fashion
Western wear
Bottom wear
https://docs.google.com/spreadsheets/d/1CHsYIIErCeJdJU
7R4kvmkTp6xooW4LJ5D1P3kM_jzmM/edit#gid=15800437
48
Top wear
https://docs.google.com/spreadsheets/d/1cq7KpCw149wDf
bwp8sI-hkFLhlu7sj8jUv0qIdTIKLA/edit#gid=0
Dresses and jumpsuits
https://docs.google.com/spreadsheets/d/1XSAoSprHLxT6Q
cMrbbp4qDboUYnb58zaosYE4O5HWvs/edit#gid=0

Indian wear
Bottom wear
https://docs.google.com/spreadsheets/d/1obdmOJ40GVdr7
KQWbbjDP0bPPq8nEba7fm1QEG7wjUc/edit?pli=1#gid=60
760440
 Competitors
Factors max trends westside pantaloons
Vision To be among the To become To always be in ultimate purpose
top retail players india’s largest forefront of of delivering
retailer fashion and superior value to
services all stakeholders

Targeting Middle Class Middle class The Brand Is Middle and

Family And market Positioned On A upper middle
and Young Working Fashion At urban families,
Positioning Couples With Affordable Price highly
The Age Group Plank fashionable with
Of 25 To 35 affordable pricing
Years Along With
Teenagers And
College Students
Within The Age
Group Of 18 To
24 Years

Product line Indian wear, Indian wear, Indian wear, Indian wear,
western wear western wear western wear western wear
 PRODUCTS OFFERED BY TRENDS,
WESTSIDE AND PANTALOONS
TRENDS WESTSIDE PANTALOONS
WESTERN WEAR INDIAN WEAR WESTERN WEAR INDIAN WEAR WESTERN WEAR
BOTTOM WEAR Bottom wear BOTTOM WEAR Bottom wear BOTTOM WEAR INDIAN WEAR
https://docs.google.co https://docs.google. https://docs.google.co https://docs.googl https://docs.google.com BOTTOM WEAR
m/spreadsheets/d/1C com/spreadsheets/ m/spreadsheets/d/1C e.com/spreadshee /spreadsheets/d/1CHsY https://docs.google.co
HsYIIErCeJdJU7R4kv d/1obdmOJ40GVdr HsYIIErCeJdJU7R4k ts/d/1obdmOJ40G IIErCeJdJU7R4kvmkTp m/spreadsheets/d/1ob
mkTp6xooW4LJ5D1P 7KQWbbjDP0bPPq vmkTp6xooW4LJ5D1 Vdr7KQWbbjDP0b 6xooW4LJ5D1P3kM_jz dmOJ40GVdr7KQWb
3kM_jzmM/edit 8nEba7fm1QEG7wj P3kM_jzmM/edit PPq8nEba7fm1Q mM/edit?usp=sharing bjDP0bPPq8nEba7fm
TOP WEAR Uc/edit?pli=1#gid=1 TOP WEAR EG7wjUc/edit?pli= TOP WEAR 1QEG7wjUc/edit?usp
725979007 1#gid=137985166 =sharing
https://docs.google.co https://docs.google.co https://docs.google.com
m/spreadsheets/d/1cq m/spreadsheets/d/1c 3 /spreadsheets/d/1cq7K TOP WEAR
7KpCw149wDfbwp8sI- Top wear q7KpCw149wDfbwp8 pCw149wDfbwp8sI-hkF https://docs.google.co
hkFLhlu7sj8jUv0qIdTI https://docs.google. sI-hkFLhlu7sj8jUv0qI Top wear Lhlu7sj8jUv0qIdTIKLA/ m/spreadsheets/d/1eP
KLA/edit com/spreadsheets/ dTIKLA/edit https://docs.googl edit?usp=sharing b5RKPxAJMwQPIxPZ
DRESSES AND d/1ePb5RKPxAJM DRESSES AND e.com/spreadshee DRESSES AND TkZTYGOP-46BPOGn
wQPIxPZTkZTYGO ts/d/1ePb5RKPxA TTVSzGqLk/edit?usp=
JUMPSUIT JUMPSUIT JUMPSUIT sharing
https://docs.google.co P-46BPOGnTTVSz https://docs.google.co JMwQPIxPZTkZT https://docs.google.com
m/spreadsheets/d/1X GqLk/edit?pli=1#gid m/spreadsheets/d/1X YGOP-46BPOGn /spreadsheets/d/1XSAo
SAoSprHLxT6QcMrbb =1943106983 SAoSprHLxT6QcMrb TTVSzGqLk/edit? SprHLxT6QcMrbbp4qD
p4qDboUYnb58zaosY bp4qDboUYnb58zaos pli=1#gid=169635 boUYnb58zaosYE4O5
E4O5HWvs/edit YE4O5HWvs/edit 1725 HWvs/edit?usp=sharing
 GAPS WESTSIDE
Wide legged 18
Flared legged 6
High waist 21

TRENDS
JEANS

Wide legged 7
Flared legged 5
High waist 16

PANTALOONS

Wide 15
legged
Flared 5

MAX
Wide legged 1
Flared legged 0
High waist 4
 MAX

JEGGINGS
TRENDS

MAX has only two options in Jeggings varying with price

and not style with two options in each price range and all
four of them look like jeans whereas trends has options PANTALOONS
like basic solid, panelled, striped, checks and waistbands
like broad thin and no waistband and in different colours
with a total of 16 options along with those that look like
jeans and pantaloons also has options in checks, patterns,
solids and stripes in mid waists and high waists and also in
denim styles in low waistbands as well in total of 14 styles.
Schiffli and
Laces

WESTSIDE AND
MAX TRENDS
Fabric option
in Dresses

WESTSIDE, TRENDS AND

MAX
PANTALOONS
 SOLID AND PRINTS
TRENDS, WESTSIDE AND PANTALOONS MAX
 westside

Dupatta

trends
pantaloons

max
 westside
pantaloons
max
PALAZZO
Trends
 max
trends

DRESSES
pantaloons

westside
Need of the Project
Women focus on trends, look for varieties and do impulsive shopping, they
keep on switching stores to stores and brands to brands to get something
extraordinary, if they go for a reasonable shopping they would definitely switch
to somewhere where they will get more varieties in that range, if MAX fashion
has a competitive pricing strategy but its competitor brands provide more
varieties and options and renew their collection and are up to date with the
trend then customers will keep on switching to those brands.
Objective
To state measures and give suggestions for
improvement of the company’s performance by
doing product gap analysis in women’s
wear(western and indian).

• Improvement of the collection.

• Improving brand perception.
• Maintaining brand positioning
• Maintaining loyal customer base
Methodology
https://docs.google.com/forms/d/e/1FAIp
QLSdYWjCWPhOQRiGti9BsAqVm51NN
n2REQyYr6_9QMg9fsQW3Hw/viewform
?usp=sf_link
- form
https://docs.google.com/document/d/16
HVSHvhKIoOISeweBBgrhDiuheYPppv-E
zvg8W2k3cI/edit
- responses chart
https://docs.google.com/spreadsheets/d/
1hgtyjB3i1zH1yyYYdb02QSUXe3sbZkXj
fbVWeOn_MAY/edit?resourcekey#gid=1
004823168
- responses spreadsheet
 shopping preferences according to age brand type preference according
brand type preference according to
to age group
age occupation
brand type
shopping
age groups limited range more range brand type
preferences 16-25 26-35 36-45 46-55 55+ average
16-25 6.33 93.66 occupation limited range more range
collection 46.36 55.83 80.59 70.83 0 50.722
26-35 13.04 86.95 student 4.14 95.85
trends 60 59.16 25.37 33.33 0 35.572
36-45 20.89 79.1 working 9.8 90.19
price 70 67.5 76.11 66.66 100 76.054
46-55 11.76 88.23
housewife 19.51 80.48
quality 64.09 63.33 74.62 75 100 75.408 55+ 0 100
discounts/offers 33.18 23.33 19.4 20.83 0 19.348

collection and trend

26 - 35 - 57.495% 21
16 - 25 - 53.165%
 preferred price range for dresses preferred dress style according to
brand type preference according
to shopping frequency according to profession highest shopping frequencies
occupation highest shopping frequencies
brand type preferred price dress options monthly quarterly average
option for
shopping a line 50 29 39.5
dresses student working housewife average
frequency limited range wide range
799-999 17.34 12.82 4.87 11.676 fit and flare 59 27 43
monthly 10.5 89.5
999-1199 22.44 6.41 7.31 12.053 high low 48 17 32.5
quarterly 2.75 97.24
1199-1399 27.04 25.64 12.19 21.623 kaftan 62 24 43
half yearly 12.5 87.5
1399-1599 19.89 43.85 58.53 40.756 straight 98 43 70.5
yearly 35.48 64.51
1599-1799 5.61 6.41 17.07 9.696 tiered 79 30 54.5
1799-1999 7.65 5.12 0 4.256

22
preferred dress detail according to dress style
preferred dress style according to
preferred dress style according to
dress style options occupation
Dress respondents preferring collection and trend
details straigh fit and occupation
t tiered kaftan flare average
dress style house
back tie up 33.33 25.3 54.76 33.75 36.785 options student work wife average
dress type
belt 38.73 39.5 79.36 59.37 54.24 a - line 41.75 33.54 30.58 35.29
fit and high
dori with a - line flare low kaftan straight tiered fit and
tassel 26.12 37.65 52.38 31.87 37.005 collection 62.79 53.02 27.44 52.56 80.46 57.2 flare 38.65 37.41 31.76 35.94
front trend 39.59 42.13 22.84 36.54 64.46 40.1 high low 17.01 25.51 24.7 22.40
button
average 51.19 47.57 25.14 44.55 72.46 48.65 kaftan 19.58 41.29 29.41 30.09
down 39.63 30.24 52.38 48.12 42.5925
straight 44.32 61.29 48.23 51.28
front tie up 3.15 3.08 4.76 7.5 4.6225
tiered 32.98 38.7 43.52 38.4
pockets 53.15 38.27 70.63 39.37 50.355
side
pocket 36.03 50 80.95 53.75 55.1825

23
 preferred dress style according to
age groups preferred jeans fit according to
preferred jeans fit according to occupation
age groups
respondents preferring occupation
dress
collection and trend
style jeans house
options 16-25 26-35 36-45 46-55 55+ average style student work wife average
a-line 29.09 33 31.25 38.09 0 26.286 jeans collectio 69.6833
fit and style n trends average wide 68.23 77.41 63.41 3333
flare 33.63 33 31.25 47.61 100 49.098 wide 81.86 81.21 81.535 12.7133
high low 12.27 23.3 25 33.33 0 18.78 flared 19.06 20.3 19.68 flared 15.62 10.32 12.2 3333
kaftan 16.36 31.06 54.68 38.09 0 28.038 pencil 19.53 13.19 16.36 17.5933
pencil 16.14 12.25 24.39 3333
straight 41.36 59.22 54.68 52.38 0 41.528
tiered 25 35.92 50 38.09 0 29.802

24
 preferred jeans fit according to age
preferred jeggings style according to
groups
customers preferring trend and collection

age groups jeggings style

jeans jeans stretchable stretchable stretchable
styles 16-25 26-35 36-45 46-55 55+ average type solid panelled checks
collection 23.72 64.18 52.09 32.09
wide 63.25 71.84 82.81 61.9 100 75.96
trends 12.69 43.65 44.16 26.39
flared 15.34 14.56 7.81 9.52 0 9.446 18.20
average 5 53.915 48.125 29.24
pencil 21.39 13.59 9.37 28.57 0 14.584

25
 preferred jeggings style according to age preferred jeggings waist according to
group jeggings styles preferred palazzo fits
according to collection and
jeggings style options
age groups trend
jegging
jeggings
s waist jeans stretchabl stretchabl stretchable averag
style palazzo styles
options type e solid e panelled checks e
options 16-25 26-35 36-45 46-55 55+ average
mid 34.6 15.057 wide straight flared
jeans type 11.71 11.65 15.62 23.8 0 12.556
waist 9 13.38 4.23 7.93 5 collection 52.55 24.18 41.86
stretchabl
board 53.0 58.457 trends 18.27 29.94 52.79
e solid 37.1 32.03 40.62 52.38 100 52.426
waist 6 67.71 43.22 69.84 5 average 35.41 27.06 47.325
stretchabl
no waist 8.16 15.74 47.45 11.11 20.615
e panelled 31.64 38.83 23.43 19.04 0 22.588
narrow
stretchabl
waist 4.08 3.14 5.08 11.11 5.8525
e checks 15.62 17.47 20.31 4.76 0 11.632

26
 preferred palazzo details according to
palazzo styles preferred by monthly
preferred palazzo fits according to preferred palazzo style according to age
shoppers
occupation group
palazzo style options
palazzo
occupation age groups pattern
palazzo house palazzo options flared straight wide leg average
styles student work wife average style checks 3 2 1 2
straight 33.5 20 14.63 22.71 options 16-25 26-35 36-45 46-55 55+ average
embellished 12 0 1 4.3333
wide leg 22.84 47.74 46.34 38.973 straight 32.72 15.53 17.18 9.52 0 14.99
embroidered 31 1 11 14.333
flared 43.65 32.25 39.02 38.3066 wide 22.27 47.57 54.68 80.95 0 41.094
prints 19 2 38 19.666
flared 45 36.89 28.12 9.52 100 43.906
solids 0 0 1 0.3333
stripes 1 1 3 1.6666

27
 preferred palazzo fabric according
to palazzo fit preferred by monthly preferred palazzo pattern according to
preferred palazzo length according to palazzo fit preferred by quarterly shoppers
shoppers
palazzo fit preferred by monthly
shopper’s palazzo style options palazzo style options
palazzo palazzo
palazzo style options fabric wide pattern
palazzo
options flared straight leg average options flared straight wide leg average
length
flared straight wide leg average cotton 3.03 20 38.88 20.636 checks 21.62 10 0 10.54
ankle 69.69 16.66 43.63 43.32666667 modal 3.03 20 7.4 10.143 embellished 18.91 10 0 9.636
cropped 7.57 66.66 52.72 42.31666667 nylon 16.66 0 5.55 7.403 embroidered 29.72 45 40 38.24
floor polyeste prints 13.51 0 55 22.836
length 22.72 16.66 3.63 14.33666667 r 25.75 20 0 15.25 solids 8.1 35 5 16.033
viscose 51.51 4 48.14 34.55 strips 8.1 0 0 2.7
elastane 0 0 0 0

28
 preferred palazzo lengths preferred palazzo fabric according occasion
according to preferred palazzo to preferred palazzo style by dupatta
style by quarterly shoppers quarterly shoppers pattern formal casual
options meetings meetings parties average
palazzo style options palazzo style options solid 29.38 9.21 7.45 15.346
palazzo palazzo embroidered 24.12 52.19 28.5 34.936
lengths fabric
options flared straight wide average self
options flared straight wide average patterned 18.42 10.96 10.52 13.3
ankle 44.73 45 67.5 52.41 cotton 15.78 47.36 40 34.38 embellished 2.63 4.82 26.31 11.253
cropped 18.42 35 32.5 28.64 modal 10.52 21.05 12.5 14.69 printes 20.61 21.05 1.75 14.47
floor length 36.84 20 0 18.946 nylon 15.78 0 0 5.26 silk
polyester 26.31 5.26 0 10.523 patterned 4.82 1.75 25.43 10.666
viscose 26.31 10.52 47.5 28.11
elastane 5.26 15.78 0 7.013

47 % respondents don't think that dupattas are in

trend
38% respondents have never bought it 29
53% say that dupattas are in trend
 Suggestions
solid embroidery printed silk type self patterned

wide legged
prints, embroidery
ankle length, cropped
viscose, cotton, polyester

stretchable panelled high waist wide - legged

(high waist - no waistband)
straight dress fit and flare tiered dress
stretchable solid
(pockets, front button down) (belt, pockets) (belt, pockets)
(high waist - broad waistband)
CONCLUSION
Suggestions given on the basis of analysis
made by market research can be
implemented by the company for a better
customer experience and better customer
perception of the brand. The brand had many
gaps that needs to be filled and for filling the
gaps the suggestions are stated. This way of
analysis and implementation is done for store
of noida as we were posted in noida office
same can be applied throughout max stores
because the market research is not area
specific, it is widely on the basis of consumer
preferring trend and collection.

THANKYOU!!