Nandita Sanker

Individual Project 2

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Global Women’s Wear Market

The Indian womon is changing. She is no longer satisfied with the traditional saree , embroidered salwarkameez and lehga
cholis. She is ready to experiment. Shake trends. Risk standing out. Be comfortable in her own skin and style.
Go to any mall and see the hordes of women standing ever so patiently in never ending queues in front of the trial rooms.
From Indian wear to Indo-western to western, there is choice as never before. And the Indian lady is not shying away from
trying new things – looking different and with more money in her hands- spending. New clothes, new accessories, the total
experience of the global woman of the world.
Though Europe is the largest market of women’s wear followed by North America , Asia Pacific is expected to be
the fastest growing market for women’s wear as it comprises some of the emerging economies with a very high
proportion of middle-class with significant disposable income.

An overview of the women’s wear market in India

There was a time when the Indian market was fragmented sharply divided
into three - the expensive stores , local cheap markets and the small
boutiques who had in-house tailors who stitched for the in between.

The small local shops copied the latest bollywood trends and made them in
three or four regular sizes – with virtually no customization. The boutiques
did customized work but depended on ‘ sample design books for patterns.
And, of course, the high end shops which were inaccessible to the middle
class which formed the bulk of the buyers.

Things have changed now. Big brands , cheaper better material, higher
awareness of global fashion trends have brought down the walls between the different segments of the industry.
The distribution chains of large fashion house – both couture and prêt have made it possible for it to reach urban as
well as towns with the same styles. Smaller tailors have reduced greatly in numbers and instead of designing, their
focus has shifted more to altering ready made clothes.

Because of these trends, India has become the fastest growing economies with a projected CAGR of 10 per cent
making it a lucrative market. In comparison to India, the developed markets of the US, Europe and Japan are
expected to grow at a meagre rate of 2-3 per cent. Contributing 38 per cent to the total apparel market of the country,
the women’s wear segment is ready for a boom.

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Key Categories in Women’s Wear in India

Women’s wear in India can be broadly classified into four categories:

> Ethnic Wear

> Western Wear

> Indo Western Wear

> Innerwear

Ethnic Wear

The women’s ethnic wear can be further sub divided into three major
categories: sarees, salwar kameez and blouse-petticoats. The saree is
perhaps the quintessential Indian dress for women’s and has a market of
Rs 36,035 crore. It is the most widely accepted women’s wear in India.
It is expected to grow at a CAGR of 6 per cent to reach Rs 61,553 crore
in 2025. Though a market shift is expected from saree to salwar kameez
or western wear in urban and semi-urban markets, saree will still
remain as the predominant category among elderly and middle-aged
women across urban and rural India.

Indo-Western Wear

With time consuming task of wearing a saree and increased income in the hands of working women, a new trend has
taken birth in the Indian urban scene. – The Indo Western. It is a blend of both ethnic and western. It appeals to the
Indian woman who is proud of her heritage and yet wants to be part of the global trends in fashion. She is an
innovator and willing to try different looks. She might choose to wear western clothes but enjoys the comfort and
the options which Indian western gives.

Basically, these attires come as full stitched or semi-stitched. A quintessential clothing item of Indo-western
ensemble is the trouser suit, which is a short kurta with straight pants with or without a dupatta. Newer designs often

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feature sleeveless tops, short dupattas and pants with slits. Additional examples of the fusion that Indo-western
clothing represents include wearing jeans with a kurta, adding a dupatta to a western-style outfit and wearing a
lehenga (long skirt) with a tank top or halter top.

Innerwear

The women’s innerwear category is another promising category in the women’s wear
market. The innerwear market is growing at a CAGR of 15 per cent and is expected to
reach Rs 58,211 crore in 2025 from the current market size of Rs 14,389 crore.
Brassieres, panties and camisoles, etc., are the key sub categories of women’s inner
wear category. Branded innerwear contributes to 35 to 40 per cent of the total women’s
inner wear market and is expected that branded share will account for 40 to 45 per cent
in 2020.

Women’s Western Wear

Women’s western wear can be further classified into casual western wear
and formal western wear. Denims are the most popular casual wear product
among women. They have demonstrated a promising growth at a CAGR of
18.5 per cent. Initially, the denim brands used to focus primarily on the men
consumers, but with the change in the demand and preferences of women,
they started catering to women consumers as well. Of late, stretch denims
have seen a huge demand among women. Women’s t-shirts and tops
categories are also growing fast owing to increasing participation of women
in workforce and a generic inclination for western wear categories. The
women tops and shirts market is now pegged at Rs 1,979 crore and is
expected to grow at a CAGR of 14 per cent to Rs 7,337 crore by 2025. The
women’s t-shirts market of Rs 797 crore is witnessing growth in tandem
with the growth of all other casual wear categories and is expected to grow
at a CAGR of 17.5 per cent to reach Rs 3,999 crore by 2025.Another
promising segment in western wear is formal wear. The increasing number
of working women has led to the demand of formal attire. The companies
have started realising the need of the hour and have shifted their focus on
tapping this segment. Today’s working woman is very much concerned with
her image. She is ready to experiment and does not want to lag behind in this
fashion era. Ranging from business formals to smart casuals to friday dressing, women are concerned how they look
at their workplace. This has provided sufficient market space to companies to explore several options in this
segment. Western formal attire is one of the fastest growing segments.The emergence of e-commerce has given a
boost to the fashion retail market. This market platform has provided an easy and less time consuming option in the
hustle bustle of today’s world. The increasing number of working women, with less time to shop has found an easy
mode of purchasing .

The brands which I have chosen for this project are

1. Allen Solly 2. Fabindia 3. Global Desi, 4. Biba 5. Shoppers Stop

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 Background

SWOT ANALYSIS

Brand Attributes – Functional & Emotional

Segment

Target
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Positioning
 Background

Parent company Madura Fashion & Lifestyle (Aditya Birla group)

Category Apparel and accessories

Sector Lifestyle and retail

Tagline/ slogan Friday Dressing; Why so serious

Usp Stylish office wear

Allen Solly SWOT Analysis

1. The brand is present in more than 50 countries

2. In-house and experienced design and product teams are available with Allen Solly.
3. Premium fashion and international fashion also available
4. Work casuals in bold colours, innovative fabric and young fits
Strengths 5. Strong Management team also is strength to the company

1.Global penetration is limited as compared to a few other international brands

2. Presence of Indian and international brands offers more offering to customers therefore
high brand switching
3. The styles are repetitive . Same designs lose their charm.
4. Focusses on your crowd - tends to alienate older generation and towns.
Weaknesses 5. Perceived as too western

1. Digital initiatives and plans to spend significantly on it over the next few years

2. The brand can diversify into emerging markets and also consider of expanding into other
countries or sectors.
Opportunities 3. Can expand into more indo western

1. New technology coming in might pose threat

2. Similar patterns and verity available at lesser price with other brands pose a threat.
3. Local market may offer similar patterns at a lesser price although discounting on the
Threats quality.

1.Raymond Limited
2.Arrow
3.Belmonte
Competitors

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Brand Attributes

Functional
Trendy, young fashion for women for regular officewaer.Vsriety of fabrics which need little maintenance. .
Not too expensive. Can mix and match

Emotional.

Appeals to the young, dynamic individuals who see themselves as being fun loving, innovative – in touch with
westernized global trends. They feel part of a global culture of working women who are smart, believe in their
individuality and are not afraid to express themselves. They avoid being boring and aspire to achieve their dreams
in the corporate world.

Allen Solly STP

Segment Young fashion conscious women

Target group Urban women Upper class and upper middle class

Lighten up the workplace – no need to be blue , black, gray and

Positioning boring

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  Background
 SWOT ANALYSIS
 Brand Attributes – Functional & Emotional
 Segment
 Target
 Positioning

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 FabIndia

Parent Company Fabindia Overseas Pvt. Ltd

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan Celebrate India

USP Completely Indian products

FabIndia SWOT Analysis

1.The brand has maintained its Indianness with the authenticity of hand-woven fabric over
years
2. The brand has provided sustainable employment for the skilled artisans in rural areas
3. The autonomy given to employees has helped induce accountability among them
4. The fact that the brand strongly believes in word of mouth marketing which has proved very
effective as the brand does not advertise.
Strengths 5. Designs are great for the Indian figures

1. The brand is losing out on attracting new customers as it hugely depends on repeat purchases
2. Not enough experienced personnel to push FABINDIA towards growth in the retail sector
3. Limited global penetration despite huge potential in NRI market.
4. The patterns are not innovative and there is enough new brands with similar and better
products.
5. Over priced as compared to newer brands.
Weaknesses

1.The brand needs to tap the potential of organic foods by creating awareness about their merits.
2. Display of FABINDIA products in MBO’s and collaborating with various construction groups
would give greater visibility to the brand
3. Geographic expansion in US and UK with huge Indian population.
Opportunities Newer designs and more aggressive marketing will attract new customers

1. Cotton Emporium
2. Khadi Gram Udyog
Competition 3. Good Earth

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Brand Attributes

Functional
Cotton fabric, high quality and designed by top level designers in latest cuts and fashion. With its focus on young as
well as middle aged Indian women, it gives them the guarantee of high quality fabrics with no danger of leaking
colurs and fabrics shrinking or becoming shapeless after a few washes. The designs are such that they fit the Indian
figures well.

Emotional.
Appeals to both young as well as the middle aged crowd conscious but like to wear Indian style dressing. eell.
Evokes the pride in Indian fabrics and designs in the target audience. Feel good wearing it to work as well in day
to day living.
With the rise in feeling of Indian pride, the array of unique Fabindia products which include salwar kameez, sarees
jewelry etc, have become a hall mark of fashion and class.

FabIndia STP

Segment Men, women who want to buy complete Indian products.

Target Group Urban upper and middle class families.

Positioning Wearing Indian pride – with class.

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  Background
 SWOT ANALYSIS
 Brand Attributes – Functional & Emotional
 Segment
 Target
 Positioning

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 -.Global Desi Background

Parent Company AND Design India Ltd

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan Global Style Indian Threads

USP Creates your unique style mantra

SWOT ANALYSIS OF GLOBAL DESI

1. Anita Dongre’s reputation as successful designer behind brand

2. New collections every season maintains the vibrancy of the brand
3. Brand’s social work through Aseema an Ngo to protect the human rights of
underprivileged children
Strengths 4. Stores located in over 20 Indian cities

1. Presence of strong competition means high brand switching and low

customer loyalty 2. Presence only in a few Indian cities & limited brand
recall due to lesser advertising compared to leading apparel brands.
2. Great designs and cloth often interspersed with very average quality
Weaknesses and material. Confusing the buyer.

1. Growing spending on lifestyle brands.

2. Promotion of Indian wear in foreign countries.
3.Can tap new forms of retailing like online stores to cater to a larger customer
Opportunities base

1. Competition from other premium designer brands

2. Govt Tax policies on apparel
Threats 3.Highly fragmented fashion industry can be a serious threat

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Brand Attributes

Functional

Ready to wear fashion which is midpriced but extremely trendy. Offers both Indian western wear as well as indo
western. Appeals more to younger generation… of the middle and upper middle class

Emotional.
Appeal young upwardly mobile women who like to mix and match, favor Indo western attire.
Enjoy different types of clothes like lehngas with tube tops, funky jewelry etc.

Global Desi STP

Segment Women looking for Indian and casual apparel

Target Group Urban young women form the middle and upper-middle class

Perfect high quality ethnic wear for young upwardly mobile

Positioning women who like to look different.

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  Background
 SWOT ANALYSIS
 Brand Attributes – Functional & Emotional
 Segment
d.
 Target
 Positioning

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 Background of BIBA

Parent Company BIBA Apparels Private Ltd

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan Fashion at affordable prices

USP Affordable Designer Ethnic Wear

BIBA SWOT Analysis

1.Emergence of a successful brand in the ethnic wear category with several awards
like the Golden Seale trophy and consistently rated as the most admired ethnic wear
brand
2. Pioneer of Bollywood merchandising in India with several successful film projects
3. Strong presence in over 40 cities with over 90 stores and in several MBO’s like
Shopper’s Stop, Pantaloon, Lifestyle, Central etc.
4. Strong product mix which includes mix-match and unstitched fabrics
5. Done effective youth marketing on social media with campaigns like Quirky closet,
Strengths guess the look

1, Strategic alliance with Future group is unstable due to financial concerns..

2 Lack of sewing and effective supply chain of raw material whichother organizations
are doing would be a problem in the long run.
Weaknesses 3.Limited global reach where NRIs stay.

1. Along with effective online marketing campaigns, BIBA can think of selling
merchandise online, which is the current trend.
2. It can also get into exports and showcase the merchandise in international markets to
Opportunities earn greater visibility abroad. .

1. Entry of several Indian designers in the Indian ethnic r segment poses a serious threat.
2. Highly fragmented fashion industry would lead to low brand loyalty.
Threats 3. The recent govt tax policies would lead to a price rise

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Brand Attributes

Functional
Trendy, young fashion for women for officewear as well as evening wear. .Variety of fabrics which are
dressy yet reasonably priced. Unlike the Indo western brands, BIBA uses Indian style embroidery and prints
along with modern designs and fabrics.

Emotional
Appeals to the young and old , dynamic individuals who see themselves as being elegant , smart and stick to
the traditional mindset with the latest designs.

BIBA STP

Segment Women looking for classy ethnic Indian wear.

Target Group Women in the urban upper middle class.

Positioning Traditional fashionable ethnic wear.

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  Background
 SWOT ANALYSIS
 Brand Attributes – Functional & Emotional
 Segment
 Target
 Positioning

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 Background Shoppers Stop

Parent Company K. Raheja Group

Category Retail

Sector Lifestyle and Retail

Tagline/ Slogan Start Something New

USP New styles and presence in all major metros

Shoppers Stop SWOT Analysis

1. It has strong domestic presence with 50+ stores in India

2. Shoppers stop has become highest benchmark for retail industry
3. Loyal customer base with more than 750,000 first citizen members
4.Increasing footfalls and conversion rates
5. Management team is strongly established as well as skilled labor force.
Strengths Quick turnover for designs.

1. It has less promotional strategies on both ATL and BT Llevel

compared to global leaders.
2. It always follows a low risk strategy in business or entering into new
segments
Weaknesses 3. Has lots of designs but not enough innovation.

1. Big opportunities to enter into new geographies internationally.

2. Foreign players see it as a preferred parner for making investments in
India.
Opportunities 3. It could enter into hypercity – high retail value category

1. Due to global slowdown, the consumers spending power has reduced

for top high value brands.
2. Increase in brand awareness among consumers across all economic
Threats classes.

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Brand Attributes

Functional
Classy wear for every age group – one stop shop high fashion westerns as well as for Indian . Variety of fabrics
which are dressy as well as moderately priced. Wide range. . Has something for every woman – with mid range to
slightly higher priced but not luxury . .

Emotional
Trendy, smart with the latest designs for both work and play..

Shoppers Stop STP

Segment Style and status cautious group

Target Group Upper Middle class group

Positioning Styles and quality all under one roof . .More traditional in appeal

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Conclusion

The women’s wear market in India is emerging as a high growth potential market. International players are showing
interest and it is becoming more organised. It is also estimated that it will grow at a higher rate than men’s wear in
the country. The dangers of the Indian fashion industry are

- the number of me too brands which have come up – young designers with great ideas and multiple finance
and etailing options for selling their products…. Can bring the cost down and give these huge set ups a run
for their money.

- The increasing penetration of Internet, the increasing purchasing power of the women, high brand
consciousness and fashion sense has made e-commerce an important medium of shopping. The online
market will also help the branded and premium inner wear in semi-urban and rural market.

- Lower brand loyalty with equally good options available.

- Lower quality products will get washed out with better quality being available at lower rates online and
mass marketing through internet

- Better distribution chains ( like amazon) better banking services ( online payment) better feedback
mechanisms ( internet ) will allow good brands to maintain better quality and trust to grow.

- The unorganized sector will gradually fall in line by either becoming more professional and quality/
consistency conscious or help in supporting the bigger brands by customizing their products.

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