Diversity of Indian Market
Diversity of Indian Market
Diversity of Indian Market
4Ps
People Physical
Process Past Packaging
Environment
Experience
More pleasant,
Self Service- Compact stylish
polite, positive Departmental Brand Specific
and consumer Reliance Mart – Adidas cardboard box
@ Stores
Partly Self Quality specific – Aluminum or
friendly than Trendy and
earlier – 10 to 30 service- 220 GSM tinplate Stylish
section wise @
days Return untapped Shop/ Store/ e box
Branded Store
market Transparent
policy (e tailers), Mixed, rushy @ commerce
product display, Digital- specific – Myntra, Plastic box
untapped
Home Trial ecommerce, Van Heusen Recyclable eco
market
(Flipkart) App, website Store friendly Paper
box
Diversification : More then Expectations
Festivals
Dressing Party (Office, Friend, Guest,
Jewellery design (religious Host)
PURPOSE /
symbol)
RELIGION FUNCTION /
True Religion brand jeans
MOMENT
(Buddha religious symbol)
E.g NHiM (USA)
0 – 6 years –Hats, Crown
6-12 years – Super Hero
12-25 years - Sunglasses
25-50 years – Biker Denim
50+ years – Increased
AGE fashion awareness
Rajasthan (Pagdi, Odhni, GEOGRAPHIC GENERATION
Bichhva)
Andaman Nikobar
Metro, Tier 1, Tier 2, Tier 3 Smart Women, Smart Kids
(Ready to wear)
Generation X, Y, Z
Gujarat www.youtube.com/c/powerupwithpowerpoin
Karnataka Tamil Nadu Jharkhand
Consumer changing Behavior
● Rapid westernization - Deeply rooted in richness of Indian culture is now aligning itself to more refined and globally
on-trend fashion.
● Branded apparel over unbranded due to his/her inclination towards better lifestyle and willingness to try out new on-
trend fashion. www.youtube.com/c/powerupwithpowerpoin
The Bollywood influence in Indian fashion
1960s brought in the 1970s brought with it a sense of 1980s being the era of
era of heavy jewelry experimentation, with bright disco, Indian fashion saw
and embroidered colours, polka dots, and bell plenty of glittery, and chiffon
sarees bottoms. sarees in various colours.
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Rise of Fast Fashion
Consumers especially millennials look for instant gratification and are not willing to wait long to own latest runaway styles.
With “See-now-buy-now” sales model, brands and retailers are translating fashion week trends into their offerings.
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Customization and Personalization
Customization
• Increased need for the clothes that fit well and create a
lasting impression are drivers for growing popularity of
“Bespoke clothing”.
• Increase in disposable income and appetite for fashion of
consumers is encouraging brands and companies to encash
this opportunity by pampering the consumers who are
willing to pay premium for customization.
• Automation and technological advancements are facilitating
customization. 3D body scanner helps to get the exact
measurements of the consumer and the outfits are designed
according to it.
• This is also an opportunity to transform unorganised
stitching sector to organised sector.
Personalization
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OPPORTUNITIES CHALLENGES
HIGHLY COMPETITIVE INDUSTRY
LOGISTICS & SUPPLY CHAIN MANAGEMENT Changing customer preferences and high competition
Logistics and supply chain management results in cash burn for continuous promotions and
sector will increase due to continuously discounts.
increasing market segment
MERCHANDISING, MARKETING & SALES SUB-OPTIMAL LOGISTICS AND INFRASTRUCTURAL
Processes such as inventory analysis and BOTTLENECKS
marketing will be impacted due to changing Logistics companies do not cover PAN India. Poor
consumer preferences infrastructure create roadblocks to the segment growth.
ECO-FRIENDLY, ORGANIC CLOTHING
MANAGING MULTI-CHANNEL & OFFLINE
With increasing social awareness, there is a
STORES
rise ind emand for environment friendly
Due to strong competition, companies have
apparel such as cotton, corn fabric and
to manage products across various channels.
banana fabric.
CELEBRITY INFLUENCED FASHION CHANGING CONSUMER BEHAVIOUR
Copied products similar to worn by Due to increasing disposable income, higher
celebrities can be purchased at cheaper price living standards, increasing brand
from sites such as bollywoo.ooo consciousness, exposure to trends through
media and internet.
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COMPETITIVE LANDSCAPE
STAGES OF PRESENCE OF KEY INTERNATIONAL BRANDS IN INDIA COMPETITORS
MULTI BRAND ROUTE
SINGLE BRAND
Bring in new celebrities Using social media like Instagram to target customers.
Television advertising Have every new email subscriber follow you on Instagram
Print Media advertising like magazines for fashion Gift guides should be available on your website and can
apparel be sent in target emails to customers.
Myntra is giving people chance to become India’s next big fashion influencer. A very innovative way of
enagaging the youngsters to upload their videos to--
● Claim the title of Myntra’s fashion superstar
● Become a fashion expert on Myntra and Zoom
● Get featured in a top fashion magazine
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Innovations changing the future of fashion