OVERALL DOMESTIC APPAREL MARKET SYNOPSIS: WESTERN & ETHNIC

Total Apparel Market (INR Cr)

CAGR 11% 2,88,880 1,01,425 2005 1,54,000 1,70,900 4,70,000

2009

2010

2015 (E)

2020 (E)

Components of Apparel Market CAGR 5% 5% 1% Population Growth Increase in Individual Consumption Growth in unit value

11%

Total CAGR

Segment-wise Market Size and Projections

Mens(INR Cr) CAGR 9% 66,300 45,700 2005 2009 2010 (E) Boys(INR Cr) 2015 (E) 1,15,840 72,740

1,76,860

Womens (INR Cr) 2,02,280 CAGR12% 36,000 57,745 2009 64,940 2010 (E) 2015 (E) 2020(E) 45,570 27,400 1,17,000

2020(E) 45,290

2005

Girls (INR Cr) 28,640 9,145 2015 (E) 2020(E) Segment Split 2009 9% 10% 43% 38% 41% 2015(E) 9% 10% 40% 2020(E) 10% 10% 37% 43% Mens Womens Boys Girls 2005 14,190 2009 CAGR11% 15,820 2010 (E) 2015 (E)

CAGR 10% 10,580 2005 15,765 17,400

2009

2010 (E)

2020(E)

INDUSTRY SYNOPSIS

Lounge Wear/ Sleep Wear market for Men, Women & Kids is about 7000 -9000Cr. The overall category is growing at a rate of 15% on YoY basis. The unorganized market share is about two third, while organized is one third. In volume terms both men & women segment are almost equal, while the kids forms a lesser part of the over all pie

Kids segment is pegging a growth rate of about 30% in the category

In value terms womens segment is highest owing to the higher average selling price. The entire premium segment is growing at a rate of about 35%-40% on YoY. Mid & Economy segment which is growing at a rate of 10-12% YoY.

Girls Wear Market

High growth categories in kids girls market include Ethnic wear, Dresses, Bottomwear, Uniforms and T-Shirts
INR Cr 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Uniform Ethnic Dresses Bottomwear Winterwear Innerwear Tee/Shirts CAGR (2009-2020) 540 455 45 Denim 6% 1,220 4% 2% 0% 2,225 2,180 3,295 4,230 CAGR 16% 14% 12% 10% 8% Segment Average

Market Size 2011 (INR Cr)

Girls: Female < 14yrs

*All numbers are rounded off

Boys Wear Market

High growth categories in kids boys market include T-Shirts / Shirts, Bottomwear and Uniforms
INR Cr
6,000 5,000 4,000 3,000 6%

CAGR
14%

4,980

12% 3,890 3,340 10% Segment Average 8%

2,000
1,300 1,000 0 Uniforms Tee/Shirts Bottomwear Ethnic Winterwear Innerwear Denim 1,280 680 295 0% 4% 2%

Market Size 2011(INR Cr)

CAGR (2011-2020) Boys: Male < 14yrs

*All numbers are rounded off

Womens Wear Market

High growth categories in womens market include Innerwear, Woven tops / Shirts and T-shirts. Ethnicwear categories like Sarees and Salwaar Kameez also have high growth potential

INR Cr 30,000 25,000 20,000 16,660 15,000 10,000 6,460 5,000 4,050 1,730 1,300 1,020 Tops/shirts 770 Accessories e

CAGR 16%

24,020

14% 12% 10% 8% 6% 4% 2% 740 Skirts 415 Denim Segment Average

390
T-Shirts

190 0% Jackets

Saree

SKD

Innerwear

Market Size 2011(INR Cr)

*All numbers are rounded off

Blouse

Sleepwear

Winterwear

CAGR (2011-2020)

SEGMENTATION
Men Lounge Wear

Luxury Lounge Wear for all

Segments

Women Lounge Wear

Kids Lounge Wear

CATEGORIZATION IN LOUNGE WEAR

Sports/Yoga Wear

Fashion Wear

Relax Wear

House Wear

Maternity Lounge Wear

Increase rate of urbanization

Increased awareness about better fits, quality, color & styling

GROWTH FACTORS

Increase organized retail penetration

Increase in disposable income

Helpful
to achieve the objective

Harmful
to achieve the objective

Internal origin

attributes of the system

STRENGTH

WEAKNESS

External origin

attributes of environment

OPPURTUNITIES

THREAT

1. Product quality in place

2. Both designs and price are fair

3. Strong retail network in India

4. Umbrella brand fairly known

1. Brand Proposition missing in communication strategy

2. Limited Merchandise in terms of multiple styles/Designs

3. Premium/Luxury segment left unattended

4. Creative Strategy has no unique identity and lacks to deliver the brand essence

1. Constant growth in market. 2. Clutter in positioning of other unorgainsed segment brands. 3. Scope of catching the premium customer

4. Large untapped market

5. Effective communication will bring results

1. Existence of intense competition.

2. Constant threat of new entrants.

3 Heterogeneous consumers.

4. Volatile preferences.

FUTURE COURSE OF BRAND ATTRIBUTES

Brand known for its great styling & comfort merchandise Communication in sync with the brand ideology

Creating a subbrand variant to introduce entry level price points for mid segment consumers

Establishing the over all brand on premium position

COMPETITORS
MNC Brands Sweet Dreams Valentine Mickey Lovable Crusoe Proteens Unorganized Segment

Peer Group

CORE BRAND ESSENCE TO BE

COMMUNICATED

Made from light Breathable Fabric Lavish Lounging/Cosy cool Comfort with Fashion to be highlighted

BRAND PLANNING MATRIX

HI HI
POWER BRAND

STRONG NICHE BRAND

(Import Brands )

B R A N D

I M A G E

S T R E N G T H

Proteens

MASS PRODUCT
(Unorganized)

STARTER BRAND

LO HI

LO

Market Share

LO

Demographics:
Male, Female & Kids Age group: Male & Female-20 & above Kids 7-14 Occupation : Kids, Housewives, Businessman, Professionals

Psychographics:
Projection of smartness Style statement with better designs Comfortable & Fashionable

Identity

Positioning

BRAND

Awareness

Target

Unique identity missing

Challenge to Engage the TG.

Concrete communication message missing.

Establish the brand across classes.

BROAD PROPOSED DELIVERABLES

Brand Positioning Strategy

Creative Communication Strategy & Execution

Consumer Activation Through Online & Offline mediums

Trade Activation via retailer activation program

Digital Marketing Activation

Strategic Media Planning

Positioning as a very style/silhouettes & comfort focused brand.

Forming up a perception about the brand as very fast and adoptable to new changing designs
No aspirational values being delivered through current communication. Attaching the above mentioned aspirational values with every marketing activity to successfully take the brand to a path of becoming a power brand.

Contd
o

Brand development through communication strategy.

o

Providing a definite communiqu line to tread on for Proteens.

Establishing the true essence of brand through ATL & BTL among TG.
Raising the position of brand to the next level through consistent campaigns.

 Increase the basket size of the existing customer Position the brand image into premium category. Build higher Recall value with customers Communicate to the customer what different we have to offer Create the dominance of brand in the category of lounge wear.

Communication Objectives:

ATL BTL

PRINT RADIO/TVC DIGITAL

Visual Merchandising, POS, Shop Inners

Trade Activation
Packaging Design Consumer activation

BRAND COMMUNICATION ZONES

Your lounge gets smarter

Smart Lounging Relax side of you For a glamorous you Your cooler side

EXPERIENTIAL MARKETING (CONSUMER ACTIVATION)

Running offline & online contests, where the winners would be sent to Foreign destinations famous world over for fresh fashion. Shopping Mall activation, where consumers would be engaged with the brand on pretext of educating TG about comfortable & Fashionable Lounge Wear Direct Mailer & Online Newsletter campaign.

TRADE ACTIVATION

Retailers activation Program Engaging the community through campaign of innovative mailers Interactive/Responsive mailer campaign Such campaign would educate/update them on regular basis about the improved positioning of brand, increased product lines, future scopes etc. Based on such campaigns some incentive program may also be designed. Important & Essential way to engage business associates to maintain their loyalty & sense of belongingness

DIGITAL MARKETING

Going viral through any theme related to Brand Consumer activation through digital platform as a online club & social networking sites Search Engine Optimizations Banner Ads on related Fashion sites

CONCEIVING THE STRATEGY

STRATEGY FOR BTL MARKETING: Adoption of the concept of 4 Cs CREATIVE & BRAND STRATEGY Shop branding Consumer & Trade Activation Programs

CREATIVE DESIGNING

Impromptu contests through Radio/shop promotion

Launch an ATL campaign: PRINT DIGITAL RADIO /TVC

ATL (Abovethe- line) MARKETING

Broadcast Media

Print Media

Radio TVC

Digital Advertising SEOs Banner Ads Social Media

Magazines Newspaper

The successful conclusion of the campaign will render the following advantages:

TANGIBLE

INTANGIBLE

Increasing the basket size from the current customers Favorable ROIs Revenue boost

Brand & Product Awareness

PROTEENS

Favorable impact on Brand positioning and equity High Brand Recall Value

Re-positioning the brand

Gradual increase in market share Attaching the brand with the buying life cycle of consumer Long term leverage in realizing marketing goals Fighting the competition