Ppt 1

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 propositionThe 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 IndiaCities- class 1, metros( Delhi, Bombay, Banglore, Pune) Demographic Age- 20-25 years 26-30 years 31-35 yearsFamily size- young, single, married, no children, married

and childrenGender- FemaleOccupation- self employed professional, middle and senior

executiveEducation- 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-legalComplete elimination of the quota restrictions under the

Multi Fibre agreement (MFA) since January 2006Inflexible Indian Labor laws

EconomicAll 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-CulturalIncreased disposable income of Indian householdsPeople are exposed to the western lifestyle and there is a drastic

shift in their taste and preferencesContinuing shift in customer preference towards ready-to-wear

productsConsumers 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 garmentsCustomers 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)