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Allen Solly

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Submitted By deepakinims
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Dr.Hari Govind Mishra, Lecturer, School of business , Shri Mata Vaishno Devi University J& K Ms. Rashi Taggar, Lecturer , School of business , Shri Mata Vaishno Devi University J&K

Consumer perception and Brand analysis of Women’s wear in Indian Market :- A case analysis of Allen Solly

Introduction

WOMENS WEAR MARKET: INDIA

The women’s wear market in India has the potential to grow into a Rs 61,572 crore market size by 2010. Maturing at the rate of 15.2 per cent, as compared to the growth of the total apparel sector at 14.7 per cent, women’s wear has enjoyed a steady 32 per cent market share. In fact, it is the segment that currently shows the highest growth rate among all major apparel segments.

India’s domestic fashion market for apparel, textiles and fashion accessories is currently worth Rs 113,500 crore, which is 9 per cent of the overall retail market (Rs 12,00,000 crore/US$270 billion) as per the India Retail Report 2007. The country's organized retail market is worth Rs 55,000 crore, with apparel, textiles and fashion accessories accounting for 39 per cent, registering a steady year-on-year growth of 10.7 per cent for the past couple of years. Of the total Rs 113,500 crore fashion market size, women’s wear accounts for 29 per cent share. Second only to the menswear segment, the women’s wear market in the country has enjoyed a robust presence with a steady 32 per cent of market share. Excluding uniforms and unisex apparel, the market share of major apparel segments (menswear, women swear and kid swear) in 2006 stood at Rs 91,950 crore, with women swear accounting for more than 38 per cent of the pie at Rs 34,960 crore.

Women’s wear is also the segment that currently shows the highest growth rate among all major apparel segments – at more than 15 per cent (15.2 per cent to be exact). One realizes the significance of the segment’s development in light of the fact that the growth of the total apparel sector stands at 14.7 per cent over last year's performance.

|The fashion industry survives, thrives mainly due to the womenfolk. The variations in women wear available are almost impossible |
|to enumerate. Women wear includes a large range from women’s clothing to footwear, fashion jewelry, fashion bags. Fashion gloves, |
|sunglasses, hats, shawls etc. |
|Women’s apparels are the items that are making their own place in the standard market. These women’s apparel are the clothing |
|items that are available in different variety, designs, color and sizes. The different category of women’s clothing includes |
|evening wear women’s, women’s formal wear, casual women’s apparel etc. The different types of women’s clothing includes skirts, |
|wrap around skirts, pants, cropped pants, jeans, tops, turtleneck tops, jackets, leather garments, shirts, capris, sarongs, |
|ponchos, lace wear, designer lingerie gowns, blouses, sarees, salwar-kameez and dupattas. They would use all their aesthetic |
|skills to choose from these. |
|When we talk about Indian traditional women’s clothing then we can easily include salwar kamiz, sarees, duppatas etc. Which can be|
|worn as casual wear, formal wear or evening wear. All of these clothing items have won thousands of hearts since ages. These are |
|easily available in number of clothing shop in variety of designs and style. When it comes to looking for bridal wedding apparel |
|that is both exquisite and exclusive wedding sarees appear as an obvious answer. Wedding sarees and lehnga cholis are available in|
|a variety of colors and designs. |
|Women always find a way to dress for an occasion. When one refers to women’s formal wear or evening wear they are talking about |
|long dresses which touch the ground or cocktail dresses. The ideal fabric for women formal wear would be silk, satin, velvet or |
|crepe. When one is undecided about an appropriate color - black is always a safe choice, as it looks dressy and smart. Red is |
|another color of choice - however some women shy away from choosing it. Lace is also a fabric of choice for women’s formal wear. |
|It could go as a full gown or a dressy separate with a smart satin skirt. Sequined gowns have also found favor as women’s formal |
|or evening wear. A sequined blouse along with a satin skirt also makes the wearer look elegant. |
|When expressions to be searched after are elegance and exclusivity the obvious answer that comes to the mind is embroidered |
|fabrics. Embroidery basically refers to the art or handicraft of decorating fabric or other materials with designs stitched in |
|strands of thread or yarn using a needle. Embroidery ladies apparel is evergreen fashion amongst ladies. Embroidery ladies apparel|
|can be worn socially, formally as well as in parties and wedding. |
|To match with their choice of clothing, women choose boots, sandals, shoes, gloves, hats, stockings, jewelry, bags etc. Women wear|
|separate apparel for a celebration, office or formal wear and casual wear. |

RESEARCH METHODOLOGY

The main aim of collecting primary data was to analyze the perception of women as regards to formal wear. The brand personality of Allen Solly Women’s wear was to be determined.

The research was both exploratory and descriptive in nature. The data was collected from primary as well as secondary sources of information.

1) Sources of primary data:

Primary data was collected through questionnaires which were filled by the female students of SMVDU. The type of sampling was Convenience sampling since the population elements selected for inclusion in the sampling were on the basis of ease of access.

Sample size: 50 respondents

2) Sources of Secondary data:

Secondary data was collected from different sources like internet, books, magazines, and Journals

Opportunity in Women’s wear market

It’s the era of power dressing for the new independent woman. Chic business suits, pin-striped trim trousers, snazzy short jackets to fitted shirts — the czarinas of the corporate world are sporting the male silhouette with great élan. The most integral aspect of a woman’s life has undergone a ravishing revamp — her wardrobe.

|When Madura Garments set out to make purple as an acceptable colour to wear at boardroom sessions it was not simply setting a new|
|fashion trend but also sending a subtle message of change in corporate outlook. The company was dressing up to be the numero-uno |
|in the branded ready-made segment in the country than being a supplier to some of the best known international brands from India.|
|Many seasons of fashion have came and gone since then and the company has emerged as the trend setter for ready-made garments in |
|the country with its brands becoming almost household names. Take out any major brands — Louis Philippe, Allen Solly, Van Heusen,|
|Peter England, Byford, and Elements— all belongs to the stable of Madura Garments, the wholly owned subsidiary of Indian Rayons |
|and Industries Ltd. The growth rate of 25 per cent per annum in the initial years of its inception has more or less settled to 15|
|per cent growth per annum. Says Prakash Nedungadi, the engineer turned CEO spearheading the operations of Madura Garments, says |
|the entire strategy boils down to three things: “thrust on international styling, top quality and an eye for detail”. |
|The company has also chalked out a strategy of focusing on consumer value, brand building and operating efficiencies to overcome |
|the short term challenges. Strengthening global presence through continued focus on contract exports and enhanced branded exports|
|through entry into new market are other keys element of the strategy. |
|Getting tech savvy is a key feature of improving operational efficiency. The company — the first in the country — will be |
|deploying SAP’s apparel and footwear ERP solution in this regard. The project costing Rs 10 crore is expected to bring down costs|
|of managing supply chain substantially.Of the estimated Rs 43,000 crore apparel market, the potential for formal outerwear has |
|been pegged at Rs 5,000 crore of which 90 per cent is from tailored outerwear. This market is expected to touch Rs 10,000 crore |
|over the next few years with ready made tracing a CAGR of 41 per cent, according to market reports. |
|RATIONALE BEHIND EXTENSION INTO WOMEN’S WEAR MARKET |
|Allen Solly conducted a market research which showed that the retailers were selling more men's trousers in the 26-28 sizes |
|because more women are buying these trousers for themselves. This was one of the factors that prompted Madura Garments to extend |
|its Allen Solly brand to women. It was seen that partners were constantly asking for lower size trousers for women. |
|Before venturing into this new segment, the company undertook a nationwide research through Indian Market Research Bureau (IMRB).|
|One of the main points that came up was the paucity of right fits in the market today. Research also showed that the Indian |
|woman's fit was different. Its findings revealed that despite women being a sizeable work force, heading offices and changing the|
|way business was done, work clothes didn't seem to have kept pace with them. While they loved ethnic wear, they found it |
|cumbersome, elaborate and layered, and it tended to sag and fade. As for the Western apparel that was already in the market, its |
|unsuitability to Indian builds and lack of international styling put them off. Allen Solly was probably the first brand in India |
|in its genre, to launch a business line for women. Says, Sooraj Bhat, brand manager, Allen Solly, “The rationale was fairly |
|simple and straightforward. Women were beginning to make their mark in corporate circles. While this metamorphosis was taking |
|place, there were hardly any choices available for women to reflect the changing attitude.” |
|Allen Solly gambit is its offer of various fits for the Indian woman who, according to the company, falls into one of four body |
|types. Comfort, straight, trim and regular are the various fits offered. The trousers range in sizes from 26 to 36 inches, with a|
|38-inch trouser in the pipeline. The comfort fit was reportedly a hit as women looking for Western clothing in large sizes found |
|something for them here. |
|The brand also prides itself on its high quality fabric, a variety of colors and designs and pricing. The fabric includes cotton |
|and cotton blends as well as tencel, polynosics, lycra, rayon blends and soft acrylic, which suit the demands of today's busy |
|work environment. Knitted tops range in price from Rs 499 to Rs 999, woven tops from Rs 599 to Rs 999. Trousers are in the Rs |
|799-1,099 range. |
|Allen Solly's clothes will target the woman who wears Western outfits to work once or twice a week. This woman is also in the |
|22-40 year age group and self-assured. The range was initially test launched in Bangalore, Hyderabad, Kolkata and Kochi. |
|The company conducted surveys on Indian work culture, which has changed in the last 10 years. Various factors such as more women |
|in the work place, in challenging jobs, which include long-haul travel, were indicators of the need for Western wear. The |
|research showed that the segment is estimated to be round about Rs 6,000 crore (saris and salwar kameez included). He said that|
|the market size of Western wear was around Rs 600 crore. This segment is expected to grow in the next few years, he said. |
|Allen Solly is launching its women’s wear collection with a special focus on the seasons of Autumn and Winter. Allen Solly is |
|coming out with jackets, both semi-formal and casual. The women’s wear range is made for fabrics such as |
|polyester, micro and fleece, which are high on comfort and durability. |
|The knitted tops, in the light to heavy-knit range, are priced from Rs 499 to Rs 999. The woven-tops range is priced between Rs |
|599 and Rs 999. The trousers range starts at Rs 799. |
| |
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| |
|LATERAL AND VERTICAL MARKET DEMAND FOR “ALLEN SOLLY” |
|S.no. |
|MARKETS |
|Formal Wear |
| |
|Casual Wear |
| |
|1. |
|MALE: |
| |
| |
| |
|(a) |
|Trousers |
| |
| |
| |
|(b) |
|T-Shirts |
| |
| |
| |
|(c) |
|Cargos |
| |
| |
| |
| |
| |
| |
| |
| |
|2. |
|FEMALE: |
| |
| |
| |
|(a) |
|Knitted Tops |
| |
| |
| |
|(b) |
|Woven Tops |
| |
| |
| |
|(c) |
|Shirts |
| |
| |
| |
|(d) |
|Trousers |
| |
| |
| |
|(e) |
|Jackets |
| |
| |
| |
| |
| |

Findings & Analysis

1) Occasions which require you to be formally dressed

[pic]

Analysis:Out of the given options,most of the respondents preferred to wear formals at the time of interviews,presentations and conferences

2) Preference for formal wear apparel

[pic]

Analysis:Formal trousers were the preferred choice for formal wear.

3) Apparels you prefer to wear to work

[pic]

Analysis:The respondents preferred to wear Salwar kamiz and Formal trousers

4) Attributes represented by formal wear.

[pic]

Analysis:Most of the respondents percieved that formal wear represents a sophisticated personality and is a sign of elegance.

5) Usage of branded clothes

[pic]

Analysis:Out of the total respondents,94% purchased branded clothes

6) Preference for shopping for formal wear

[pic]

Analysis:Most of the respondents got their formal clothes from Multi Brand Outlets.

7) Frequency of purchase of formal wear

[pic]

Analysis:Most of the respondents preffered to buy formal clothes once in a year.

8) Expenditure on purchase of formal on each shopping trip

[pic]

Analysis:Most of the respondents spent more than Rs1000 on each of the shopping trips.

9) Familiarity with the brands

[pic]

Analysis:Most of the respondents were familiar with the Allen Solly and Wills brands

10) Personality traits describing Allen Solly best:

[pic]

Analysis:According to the respondents,the brand Allen Solly is someone stylish,professional,elegant ,sophisticated and fashionable

BRAND PERSONALITY PENTAGON FOR

“ALLEN SOLLY”

STYLISH

PROFESSIONAL sophisticat

ELEGANT FASHIONABLE

Comparative analysis between Men’s & Women’s wear

Readymade clothes in the men’s segment include brands like Louis Phillp, Van Heusen, Park Avenue and Zodiac.Zodaic was probably the earliest of brands to create a personality in this segment with its iconic model symbolizing formal, elegant and professional looks. As in certain other categories, the pioneering brand did not probably use early entry advantage and Park Avenue, a later entrant, was successful in creating the personality, of a well-dressed and successful corporate professional. Allen Solly ,with its semi-formal approach of Friday dressing appealed to “innovative, experimentative , non-conforming and casual executives in software companies and advertising agencies .Raymond, after hammering down its USP of being a “guide to a well-dressed male “during the eighties, created “the complete man “during the nineties.

In case of women’s wear, initially there were two brands-Vimal and Garden-which successfully attempted a different brand personality orientation during the eighties. Vimal was portrayed as lively, other-directed and full-of-verve, and Garden was oriented towards ’proud, aloof and distinctively classy’. Both the brands did not seem to have sustained the respective personality association after formulating them in a very creative manner. As a number of personality dimensions have been explored and used in the fabric/ready-made category, it would be a challenge for new brands entering the category; it would be a challenge for new brands entering the category to cultivate a distinctive personality.

CONCLUSION & SUGGESTIONS

• Nowadays there is an increase in number of women in corporate, due to which the trend is shifting in such a way that there is a huge untapped potential in the formal women’s wear markets, so the focus of the big brands is shifting towards women’s wear. The research conducted by Madura Garments showed that women were buying the formal trousers meant for men since there was no specific brand which could cater to their needs, which prompted Madura Garments to venture into women wear.

• Formal wear is preferred by the women at work.

• Allen Solly enjoys a favorable opinion in the minds of people as its personality has been associated with style, elegance, sophistication and fashion.

• The brand Allen Solly has been described as a brand possessing attributes like style, elegance, sophistication and fashion, so the company can reinforce these attributes in the advertisement campaign.

• Allen Solly should include offer other types of fabrics for formal trousers like sand silk.

REFERENCES

Websites:

• www.maduragarmentscom

• www.allensolly.com

• www.hinduonnet.com

• www.adityabirlanuvo.net

• www.icmrindia.com

• www.indianrayon.com

Magazines and references

• Case folio on advertising

• Customer Behaviour-A Management Perspective: by Sheth and Mittal

• Consumer Behaviour –by G.Schiffman and Lazar Kanik

• Marketing Management: Philip Kotl

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