wills market gap

8/7/2019 wills market gap

1/15


2/15

Research Question Research Design Data Collection Tool Sample Unit SS Sampling Technique

Q2 GENDER

Q3 AGE

Q4 OCCUPATION

Q5 INCOME

Q6 BRAND

CONSCIOUS

Q7 SPENDING

Q11 FABRICS

Q12 DESIGN

FEATURE

Q15 CATEGORY

Q16 LOWERS

Q17 SLEEVES

M

I

X

E

D

DESCRIPTIVE

MIXED

MIXED

DESCRIPTIVE

MIXED

MIXED

SURVEY

QUESTIONNAIRE

INTERNET

PHOTOGRAPHS

MAGZINES SOCIAL NETWORKS

SURVEY

QUESTIONNAIRE

SUR & QUES

INTERNET

MAGZINES

SURVEY

QUESTIONNAIRE

SUR & QUES

INTERNET

MAGZINES

TARGET

CUSTOMER

50

10

10

4

2

Same

JUDGEMENTAL

QUOTA

CONVINIENT

SNOWBALLING

MIXED-[DESCRIPTIVE+ EXPLORATORY]

Research Objective #1TO UNDERSTAND the preferences of target customers in terms of COLOR, STYLE, SILLHOUTES, SIZES, PRICE, FABRIC, OCCASSION etc.


3/15

Short Skirts

10%

Knee- length26%

Long Skirts

26%

Straight

4%

Pencil fit24%

Capri

10%

LOWERS

Spaghetti

8% Q

arter

8%

Half12%

Mega

22%

T

be

26%

F

ll-Sleeve

24%

SLEEVES

Hemline

16%

Print

12%

Embroidery

54%

Patch Work6%

P

nch lines

12%

DESIGN FEATURE

Cotton

66%

Satin

12%

Georgettes

20%

Others

2%

FABRICS

Cas

al/Spor

ts

16%

Cl

b

64%

Formal18%

Others

2%

CATEGORY

2 - 5

THOUSAND

18%

6 -10

THOUSAND

26%11 -15

THOUSAND

36%

15 THOUSAND

ABOVE

20%

SPENDING ON APPAREL


4/15

Research Question Research Design Data Collection Tool Sample

Unit

SS Sampling Technique

Q 18 TO RANK

COMPETITORS

COMPARE :

PRODUCTS

BRAND IMAGE

DESCRIPTIVE

EXPLORATORY

SURVEY

QUESTIONNAIRE

INTERNET

PHOTOGRAPHS

MAGZINES

SOCIAL NETWORKS

INTERVIEW

BROUCHERS

RELATED

BRANDS

5

10

10

4

2

2

5

JUDGEMENTAL

QUOTA

Research Objective #2To STUDY and explore the product of the competitors and formulate a USP

for the brand.


5/15

COMPETITOR ANALYSIS As wills is an Indian brand it has an added advantage of

understanding the Indian customers, their mindset, behavioralpattern, preferences, customs, traditions etc. as compared to otherbrands such as NEXT and UCB.

In very short span of time wills lifestyle has immerged as preferredbrand for Work Wear in India leaving behind its competitors likeAllen-Solly.

The association with Indias premier fashion event and topdesigners helps to understand the AIO of the consumer better thanother brands of the same format like DEBENAMHS

The international brands are more westernized in their color, styleand even in marketing of their merchandise. Where as wills lifestyle has merchandise that are very Indian in style, colors and yet isvery international like WOODLAND WORLDWIDE.

3.32 3.22 3.38 3.26 1.88

AS DB NX BT WO


6/15

Research Question Research

Design

Data Collection Tool Sample Unit SS Sampling Technique

Q 19 PURPOSE OF

NEW RANGE OF

WLS

APPAREL

FORECAST

.

DESCRIPTIVE

EXPLORATORY

TRENDS

PAST

PRESENT

FORCASTED

SURVEY

QUESTIONNAIRE

INTERNET

PHOTOGRAPHS

MAGZINES

SOCIAL

NETWORKS

MAGZINES

INTERVIEW

TARGET

CUSTOMER4

PROFEESIONAL

DESIGNERS

FORECASTERS

ANALYSTS

GYNECOLOGIST

50 JUDGEMENTAL

QUOTA

CONVINIENT

SNOWBALLING

JUDGEMENTAL

QUOTA

Research Objective #4TO DETERMINE and apply the current trends and forecast for developing

A new Range for WLS.


8/15

Research Question Research Design Data Collection Tool Sample Unit SS Sampling Technique

Q 24 IMPROVE OR

INTODUCE NEW

RANGE IN

RATIONALE OF THE

NEED GAP.

DESCRIPTIVE

EXPLORATORY

SURVEY

QUESTIONNAIRE

INTERNET

PHOTOGRAPHS

MAGZINES

SOCIAL NETWORKS

INTERVIEW

TARGET

CUSTOMER

50

10

10

4

2

2

JUDGEMENTAL

QUOTA

CONVINIENT

SNOWBALLING

JUDGEMENTAL

QUOTA

CONVINIENT

SNOWBALLING

Research Objective #3TO FIND the need gap of the target customer and develop a new range that suffices it


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10/15

MARKET GAP RECOGNIZED

Therefore, the Indian retail should now hear

the cry ofmums-to-be.

Accessory

8%

Maternity

66%

Designer

4%

Inner

10%

Footwear

12%

IMPROVE/ INTRODUCE

Male

28%

Female

72%

Gender There is salvation for the brand-consciouspregnant woman, after all. While its true that

hardly any of the leading designers have

committed to creating fully fledged

maternity lines.


11/15

INDIAN MARKET :Motherware casual wear , infant wear , accessories

Mothercare baby & kids essentials , maternity inner wear , night

wear , feeding and casual wear

Westaide formal wear

Fab India home wear : ethnic to core

Cherish casual wear , party wear , undergarments ,

kurtis ,feeding dresses ,exercise pants and infant wear

FOREIGN MARKET :

Crave

Isabella oliver

Bump 2 babe

Motherhood

Mama & babe

No. of brands . Catering to maternity

day wear to party wear range.

Demand for a prt party wear

collection


12/15

Tummy comes out in 5th / 6th month and grows till 9th

month

just bust and tummy grows other body parts usually

dont gain much

Internal physical problems so cant be solved through

garmentsMy clients have no issues of hiding their bust / tummy

Dr. P Sethi Gynaecologist

Mrs. Shikha Kapoor Expectant Mother

Excited To Be A Mum

Indian market lacks decent maternity clothing

I just bought larger sizes of regular styles

I like to socialize and party.

I like to go with fashion .

INTERVIEWS


13/15

Your wayto the family way..

Presents


14/15

Brainstorming

MATERNITY

Excitement , joy

Physical changes

comfortability

Emotions , worries

Swollen belly

Family care

, protectiveness

Weight & size issues

Relationship b/w

mother & child

Physical problems

Indian rituals

9 magical months !!

Life goes on when u r pregnant ,.

so should ur wardrobe BE THE SAME

pregnancy and birth

Eating quite a lot !!!

Emotionally unstable

Blooming Gorgeous

Swollen belly ..!!


15/15

Just chose larger sizes of regular styles

Picked from export surplus market

Got them stitched

Purchased from abroad

INDIAN

MARKET

Your way to the family wayMaternity is that part of a womans life that begins from conception of the

child and culminates with the birth of a newborn baby

9 Magical

months .

Pregnancy in India

A hush-hush subject not to be

discussed in public

Apart from taking good care of ones health appearing presentable

has also become a priority for mothers

wills market gap

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