Study of the ‘core collection’ of ARROW and

its competitors and perform a comparative

analysis of the brands.

Submitted to

Mr.BHASKAR DAS
Pearl Academy
The Department of Creative Business

In partial fulfillment of
Post Graduation Diploma in Fashion Business
(Merchandising)

By

Sonali Mathur
[2014 - 2016]

1
 DECLARATION

This is to certify that project Report entitled “the study of the ‘core collection’ of the brand
and its competitors and perform a comparative analysis of the brands.” submitted to the
department of PG Fashion Business (Merchandising), Pearl Academy, is a record of an
original work done by me under the guidance of Mrs. Swati Singh, my mentor and this
project is submitted in the partial fulfillment of the requirements for the award of the degree
of Post Graduation Diploma in Fashion Business(Merchandising). The results embodied in
this work have not been submitted to any other University or Institute for the award of any
degree or diploma.

Name of the Student: Sonali Mathur

Signature:

2
 TABLE OF CONTENTS
S.NO CONTENTS PAGE
Acknowledgements 1

Chapter – 1

1 Arvind Lifestyle Brands Limited 2

2 Vision, mission and values 3
3 Arrow 4
4 Market mix 5
5 Major customers 17
6 Department structure 21
7 Organization structure 24
8 Corporate social responsibility 25
9 Compliance 26
Chapter – 2

10 S.W.O.T analysis 28
11 P.E.S.T analysis 30
12 Critical analysis 33
Chapter – 3
13 Day to day work 34
14 Chapter – 4
15 Project proposal 38
16 Literature review 41
17 Research methodology 43
18 Results and discussions 44
19 Probable suggestions 60
Chapter – 5
20 Reflection 62
Annexure 64

References 66

3
 TABLE OF FIGURES
S.NO CONTENTS PAGE
Chapter – 1

1 Fig:1 Arrow sales 17

Chapter – 4
2 Fig:2 Research methodology 39
3 Fig:3 Age 47
4 Fig:4 Most preferred formal shirts 48
5 Fig:5 Characteristics not liked in formal shirts 50
6 Fig:6 Most preferred casual shirts 50
7 Fig:7 Characteristics not liked in casual shirts 51
8 Fig:8 Pocket on a casual shirt 52
9 Fig:9 Collar 53
10 Fig:10 Cuff 54

4
 ACKNOWLEDGEMENTS

The successful accomplishment of any task is incomplete without acknowledging the

contributing personalities who both assisted & inspired & lead us to way of success. Firstly, I
would like to express my deep sense of gratitude and sincere thanks to the faculty of PEARL
ACADEMY OF FASHION for providing me an opportunity to discover the corporate world
from a closer perspective. I also thank M/S ARVIND LIFESTYLE BRANDS LTD.product
development head, MS. SAYEEDA BEGUM, my internal guide for this project to whom I
am deeply grateful for her constant support and guidance. I take this opportunity to extend
my sincere gratitude to MR. JESSE OWANCE, senior product developer and MS. MAENGI
KHAWLHRING, junior product developer, who made my internship a wonderful experience.
I convey my gratitude to all the staff of “ARVIND LIFESTYLE BRANDS LTD.” for their
kind cooperation throughout my project. I would also like to thank everyone who contributed
in any manner to this project.

5
 Chapter - 1

ARVIND LIFESTYLE BRANDS LTD. was founded by the Lalbhai brothers in 1931 in
Ahmadabad, Gujrat. Back then, it was one of the few companies who started with spinning
and weaving facilities in addition to dyeing, bleaching, mercerizing and finishing. The
company, slowly and gradually started producing high quality fabrics and eventually became
the most successful textile unit in India. (arvindbrands.com, 2016)

ARVIND earned huge profits even when the textile markets were undergoing severe
downfall as large quantities of inexpensive fabrics were being produced. Soon ARVIND
became a global company and manufactured and accepted only high quality goods. ARVIND
joined hands with and produced for international brands like Arrow, Izod, Gant, Ed Hardy,
Calvin Klien and for domestic brands like Flying Machine, New Port, Excalibur, etc.
(arvindbrands.com, 2016)

Since the markets had shifted from producing synthetic to cotton fabrics, cottons became the
largest and the fastest growing category. In the year 1987 – 88, ARVIND BRANDS entered
exports for two sections – Denims and fashion wear and high quality cottons. In 1991,
ARVIND became the largest producer of denim in the world. (arvindbrands.com, 2016)

Source: Author

6
 VISION, MISSION AND VALUES

Vision:

Our Vision is ‘Enriching Lifestyles’.

We will enable people to experience a better quality of life by providing enriching and
inspiring lifestyle solutions. (arvindbrands.com, 2016)

Mission:

We are driven by collective excitement and resolve to be the market leader in chosen market
segments by 2020. (arvindbrands.com, 2016)

Values:

Service: Putting the needs of our customers & consumers first.

Speed: Act quickly and decisively to get things done efficiently.
 Stretch: Reach for things that are difficult to attain with strong ‘will do’ attitude.
Innovation: Driven by out of the box thinking and new ways of working.
 Living the Brand: Being a ‘proud ambassador’ by personifying the brand values and
principles.
Care: Respect and dignity for the individual and well being of employees above
anything else.
Collaborate: Collaborate to learn from each other &leverage on each other strengths
and learning. (arvindbrands.com, 2016)

7
ARROW was founded in 1851 by Ebenezer Brown. He started manufacturing detachable
collars in the back of his general store in Troy, NY. Before the brand was named ARROW, it
was known as Cluett, Peadbody & Co. in 1894. (arvindbrands.com, 2016)

As times changed, people became more fashion conscious and ARROW provided the
product, fabric and fit the customers demanded. The best white shirts reached the peak in
50’s. ARROW, which is known as an innovation brand to this day, caters to the specific
needs of the customers keeping the authentic American style in mind. This was the driving
force of the brands success. The brand came under the ownership of PVH Corp. in 2004.
(J.Plones.de, 2016)

ARROW is licensed in 122 countries and has stores in 222 cities in India.

USP: Quality and finish is the brand’s USP. Arrow is famous for its ultra- formal shirts. The
brand experiments with its collars. ARROW came up with the concept of detachable collars.

Source: Author

8
 MARKET MIX

PRODUCT

ARROW has a unique range of product mix. ARROW ensures that the quality and style of
products is maintained. Its quality is its differentiating factor. This is how it has been able to
grab a market of loyal customers. It offers products for men and women that include apparel
and accessories. The USP of ARROW is its collars. The fabrics used are: 100% cotton, linen
and silk.

Women’s wear:

Shirts and blouses

Tops
Sweaters
Dresses
Trousers
Skirts
Blazers and jackets

Men’s wear:

 Shirts
 Polos and tees
 Suits and blazers
 Trousers

Accessories:

 Ties
 Socks
 Pocket squares
 Handkerchiefs
 Cuff links

9
 PRICE

PRODUCT PRICE FABRIC

Women’s wear
Shirts and blouses 1299 – 2099 Cotton, crepe, chiffon
Tops 1499 – 1899 Georgette, cotton, crepe
Dresses 2699 – 3999 Viscose, cotton, georgette
Trousers 1899 – 2499 Poly viscose spandex, cotton
spandex
Skirts 1699 – 2099 Poly viscose lycra
Blazers and jackets 2999 – 6499 Cotton knit, artificial leather
Sweaters 1899 – 3499 Viscose cotton spandex
Men’s wear
Shirts
Core 1299 – 2599 100% cotton, linen, cotton –
lycra blends
Formals (White Label, 1599 – 2999 Cotton, linen, silk, cotton –
President) silk blends
New York 1799 – 2599 Cotton, cotton knit
Sport 1599 – 2999 Cotton
Trousers
Core 1499 – 2499 Poly viscose wool, linen
Formals (White Label, 1699 – 7999 Poly viscose, 100% wool,
President) linen, poly viscose lycra
New York 1999 – 2999 100% wool, linen, poly
viscose
Sport 1699 – 2999 100% cotton, poly cotton,
cotton lycra, linen
Suits and blazers
Suits 7999 – 20000 100% wool, wool silk,
tarelene rayon, poly viscose
Blazers 3999 – 11999 Poly wool, wool rich
Legacy 20999 – 40000 100% poly wool
Polo and tees 899 – 2999 Cotton knit
Accessories
Ties
Socks
Pocket squares
Handkerchiefs
Cuff links

10
 LOOKBOOK

Women’s
Georgette Dobby
Dress
2699 – 3999

Source: (http://www.arrowlife.com/collection/arrow-woman/red-alert)

11
 Women’s Cotton
Top
2699 – 3999

Women’s Lace
Skirt
1699 – 2099

Source: (http://www.arrowlife.com/collection/arrow-woman/glam-glam-glamour)

12
 Women’s Cotton
Knit Blazer
2999 – 6499

Women’s Cotton
Spandex Trousers
1899 – 2499

Source: (http://www.arrowlife.com/collection/arrow-woman/power-pinstripes)

13
 New York Cotton
Shirts
1799 – 2599

Source: (http://www.arrowlife.com/collection/arrow-new-york/freshly-brewed)

14
 Sport Cotton
Shirts
1599 – 2999

Men’s 100%
Cotton Trousers
1699 – 2999

Source: (http://www.arrowlife.com/collection/arrow-sport/the-chord-master)

15
 Formals Cotton
Shirts
1599 – 2999

Men’s Wool Silk

Suits & Blazers
7999 - 11999

Source: (http://www.arrowlife.com/collection/arrow-formals/artsy-armour)

16
 Men’s Cotton
Knit Polos and
Tees
899 – 2999

Source: (http://www.arrowlife.com/collection/arrow-sport/the-perfect-tune)

17
 PLACE

Distribution (place) is providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other aspects of
the marketing mix.

ARROW doesn’t produce its products in-house. They are outsourced from Bangalore
Bangladesh, Sri Lanka and China. ARROW has its warehouse in Bangalore and various
distribution centers across the country.

ARROW started as an exporter of shirts and till today it is exporting to various countries,
some of which are – Sri Lanka, Nepal, Costa Rica and Germany. ARROW’S products are
available online for customers on Jabong.com, Myntra.com, Flipkart.com and Snapdeal.com

To distribute its products nationally, ARROW has stores in 222 cities in India which are
Ahmedabad, Bengalaru, Chandigarh, Chennai, Delhi, Noida, Hyderabad, Jaipur, Udaipur,
Kolkata, Mumbai, Pune, Kochin, Lucknow to name a few.

18
 PROMOTION

The brand believes that the products speak for themselves. Communication for ARROW is
completely consumer driven. ARROW used to do mobile marketing when the stitchless shirts
were introduced but since the customer is aware of the product now, the brand has
discontinued mobile advertising. The brand depends on print media like newspapers and
magazines (Harper’s Bazaar, GQ India). The brand also uses social media as its medium for
communication i.e. Facebook, Instagram where it posts its latest collection in order to inform
its customers about the new developments.

ARROW – Instagram

19
ARROW - Facebook

20
 MAJOR CUSTOMERS

ARROW SALES

EBO
30% Key accounts
37%

MBO
26%
Online
7%

Fig: 1 Arrow sales

Source: Author

M/S ARROW LIFESTYLE BRANDS LTD. hosts I-Summit and Road shows half yearly
every year for various buyers nationally and internationally for booking orders for the
respected season. This year, the company developed ‘AUTUMN WINTER 16’ collection
and held an I-Summit in Bangalore on 11.Jan.2016 to 15.Jan.2016 for their key accounts like
Splash, Shoppers Stop, Lifestyle, Central and Arvind Brands EBOs and MBOs. Maximum
sales i.e., 37% sales depend on key accounts.

After I-Summit, e-commerce giants like Myntra.com, Flipkart.com, Snapdeal.com,

Amazon.com and Jabong.com book large number of orders for their online sales. But the e-
retailers contribute only 7% to their total sales.

An ARROW Road show is where all the collections for the upcoming season (AW16) are
exhibited and the buyers from various MBOs and EBOs visit and place orders. The MBOs
contribute 26% and EBOs 30% to ARROW’s annual sales. The first Road show was held in
Bangalore on 27.Jan.2016 to 31.Jan.2016 and the second Road show was in Delhi on
05.Feb.2016 to 09.Feb.2016.

I got the opportunity to attend I-Summit and road show held in Bangalore on 27.Jan.2016.
Our first customer was Central and my responsibility was to explain our range to them and

21
help them place orders. Since I was handling Formals (President and White Label), I
introduced them to various innovations the brand had come up with (360° series, travel series
and must buys) and booked their orders. I got to interact with Lifestyle on the second day and
my responsibilities were the same. On 29th, I was in charge on New York and I helped
Shoppers Stop to place orders and EBOs and MBOs on 31st for Sports category.

The production heavily depends on these road shows as they determine the total number of
shirts to be produced. The buyers would fill in the order form mentioning the number/ratio of
the merchandize they desire. A copy of this form would be submitted to the ARROW office.
Usually, various MBOs and EBOs from Chennai, Tirupur, Kerala, Hyderabad, Kukatpally,
Bangalore, New Delhi, Sri Lanka, South Africa, Nepal, Costa Rica and etc. visit ARROW
Road shows.

22
Splash stickers
(Source: Author)

23
Snapdeal.com stickers
(Source: Author)

24
 DEPARTMENT STRUCTURE

ARVIND BRANDS, slowly, in coming years, got into a partnership with different major
brands and produces high quality for those brands. Brands like ARROW, IZOD, HANES, ED
HARDY, MEGAMART, GAP, FLYING MACHINE, ELLE, US POLO ASSN, GANT,
CHEROKEE, EXCALIBUR and NAUTICA are some of the fastest growing apparel brands
in India.

Gap was founded in 1969 in San Francisco. The collection was designed to build the
foundation of modern wardrobes. Gap opened its first international store in London in 1987.
There are 1700 retail stores around the world. Gap caters apparels and accessories to women,
men, kids and also includes maternity clothing (GapMaternity). Arvind Brands announced
the addition of Gap in its list of brands in 2015. (arvindbrands.com, 2016)

Elle is the largest selling fashion magazine in the world. It belongs to a France based
Lagardere Active group which was established in 2012 with Arvind Brands as the license
holder. The collection includes apparels and accessories (shoes and bags). (arvindbrands.com,
2016)

Don Ed Hardy is considered to be the godfather of tattoo artistry. He licensed his art designs
to be made into clothing line. Hardy quickly became the most sought after designer when in
2002, he stepped into the fashion space. (edhardyoriginals.com, 2016)

Source: Google images

25
U.S. Polo Assn. brand products are authentic and officially sanctioned by the United States
Polo Association, the governing body for the sport of polo in the United States since 1890.
The brand sells in over 135 countries. The brand carries clothing for men, women and
children as well as accessories, luggage, watches, shoes and more. (uspoloaanglobal.com,
2016)

In 1914, Bernard Gantmacher worked night shift to finance his studies in New York. His job
was to sew shirt collars and very soon he was recognized as a skilled shirt maker. He labeled
his shirts with a diamond ‘G’ to mark its authenticity. (arvindbrands.com, 2016)

In the Arrow department at Arvind Brands, each one of the departments mentioned below
corresponds to the business function

MD

LEGAL R&D HR &

ADMIN.

IT DESIGN

FINANCE PD

26
OPERATIONS SAMPLING
(LOGISTICS) UNIT

COMMUNIC
ATION

MARKETING
& SALES

Source: Author

Source: Google images

27
 ORGANIZATION STRUCTURE

Mr. Venkatramani K.
(COO)

Mr. Punit Chauhan

(General manager)

Ms. Sayeeda Begum Mr. Jesse Owance Ms. Maengi Khawlhring

(Product development (Senior product (Junior product
head) developer) developer)

Sonali Mathur

(Intern)

Source: Author

28
 CORPORATE SOCIAL RESPONSIBILITY

ARVIND has joined hands with various collaborations which together work on the
betterment of the society. The organization believes that the company would improve its
functioning by improving its environment. (arvind.com, 2016)

Education:

ARVIND BRANDS has contributed tremendously towards improving the schools in

Ahmadabad through SHARDA trust. Almost 900 students each year benefit from English,
mathematics and computer education at the three learning centers which are equipped with
top notch facilities. (arvind.com, 2016)

Upgrading slums:

The slums which housed 3% of the city’s population has been upgraded by ARVIND
BRANDS in partnership with Ahmadabad Municipal Corporation. These people lived in
most disadvantaged circumstances. Approximately 1200 people were provided clean
surrounding, clean drinking water and proper sanitation facility in individual house.
(arvind.com, 2016)

Vocational Training:

ARVIND initiated vocational training programmes to enhance and develop the skill of
unemployed youth and help them take up garment operative jobs within ARVIND and other
garment manufacturing firms in Ahmedabad. In another initiative, ARVIND organized
programmes in English and computer application to equip students with relevant knowledge
and skills and find suitable job openings for them. This enables the students to seek better
employment and function effectively in their respective organizational roles. (arvind.com,
2016)

29
 COMPLIANCE

There are various licenses that one needs to have to run an organization. M/S ARVIND
LIFESTYLE BRANDS holds two licenses for their operations.

Trade license:

Trade license is issued by the government to allow the organization to carry out the business
it is issued for. It does not give the organization the ownership of any form and the license
shouldn’t be used for carrying out any other form of business.

‘Aparijita’, a labor compliance consultancy in India, is responsible for issuing labor and trade
license for M/S ARVIND LIFESTYLE BRANDS LTD. The labor inspector visits the store
and hands over an observation copy called ‘Type B’ to the management. If the organization
doesn’t obtain the trade license, a notice is issued where the organization has 7 – 14 days to
maintain the license. If the organization still doesn’t work on it, second notice is issued where
2 – 7 days are given to maintain. After the third notice, the concerned person is arrested after
3 days.

Trade license has one year warranty and should be renewed every five years.

PPL license (music licensing for business):

Every organization needs a PPL license to play music at public places such as stores, offices,
restaurants, NGOs and even dance classes. This gives the license holder permission to play
music at their organization. Music that doesn’t have copyrights term does not require PPL
license.

Contract labor act:

Display of abstract on the notice board: There are certain abstracts that an organization
follows which is mandatory to be displayed at the cash counter in front of the store and head
office. This depends on the headcount of the organization. These abstracts are:
 Abstract of minimum wages
 Abstract of gratuity
 Abstract of maternity benefit
 Abstract of payment of bonus act

30
360 days exemption license gives the store the authority to be open on all days. Every
employee is given an off every week which is not fixed and differs from employee to
employee.

M/S ARVIND LIFESTYLE BRANDS LTD. conducts monthly, half yearly, quarterly audits
in order to evaluate information, verify errors, frauds and inefficiencies at any given time.

31
 Chapter – 2

S.W.O.T ANALYSIS

SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities and threats involved in a project or in a business venture. A SWOT analysis
can be carried out for a product, place, industry or person. It involves specifying the objective
of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieve that objective.

S.W.O.T analysis for ARROW was carried out and the result is:

Strengths:

 Arrow caters to the needs of both men and women. There are 222 exclusive stores in
India and the sales also heavily depend on numerous online portals like jabong.com,
flipkart.com, snapdeal.com, etc..
 The biggest strength of ARROW is that there is a huge brand equity and awareness of
the brand. ARROW offers excellent products to its customers in terms of quality and
the market reach. ARROW is known as an innovation brand. It has a premium brand
image.

Weakness:

 Availability of similar options offered to the customer by other brands like ZODIAC,
ALLEN SOLLY, LOUIS PHILLIP, etc., brand loyalty is less and the chances of
switching the brand are high. Tough competition also means limited market share.

Opportunities:

 The biggest opportunity for the brand is that customers are constantly upgrading
themselves, as the standard of living is improving and more people now prefer
branded and premium shirts.
 ARROW can have tie-ups with offices and various other corporate firms to promote
them. Since the dealer base is small, the brand can build personal connection with its
customers.

32
Threats:

 One of the biggest threats ARROW faces is competition from other brands in the
market. Less differentiation in the prices of ARROW and its competitors leads to
disloyalty to the brand.

33
 P.E.S.T ANALYSIS

Political:

There are various political factors like import restrictions, tax policy, employment laws, etc.
which regulate the businesses in the country.

Import restrictions:

There are over fifty national laws and various state level laws. The Indian government
ensures protection for workers through these laws. The Indian employment laws are divided
into two categories:

 Factories
 Shops and establishment act

There are various other laws which deal with labor issues. A few of them are:

 Minimum wages act 1948

 Payment of wages act 1936
 Industrial disputes act 1947

Import restrictions:

Tariffs:

Tariffs are additional taxes levied on foreign imports which make foreign import too
expensive or not competitive enough. This leads to fewer choices of goods or less quantity of
goods for consumers.

The local producers take advantage and sell their products at higher prices since there is less
competition. There consumer faces lesser supply levels and high prices which prevents them
to spend less on other goods. Also, if they invest on higher priced imported goods, it forces
them to buy less of other goods, ultimately lowering the purchasing power of the customers.

34
Quota:

Quota is when only a restricted quantity is allowed to be imported into the country. It is more
dangerous than tariff because even if the consumer is ready to pay higher price for a
commodity, it can’t be imported above the set limit. Quota gives more protection to the
domestic producers against importers.

Economical:

 India runs on federal form of government where the government encourages free
business through variety of programs. On February 2016, the central excise duty was
rounded off to 12.5% from 12.36%.
 For 2015 – 2016 fiscal year, the government estimated growth at 7.6% which is
higher than 7.2% in previous year. GDP annual growth rate in India is reported by the
Ministry of Statistics and Program Implementation.
 According to the government of India data, India’s per capita income during 2015 –
2016 is likely to grow by 6.2% per month. This data was released by the Central
Statistics Office (CSO).

The CSO claims that the government should take measures in the upcoming budget.
The better performance in the current fiscal ending is being attributed to improved
manufacturing growth.

 India is the world’s twelfth largest economy by Purchasing power parity adjusted
exchange rates. The new reforms led to easier international trade and investment,
privatization, deregulation, inflation controlling measures and tax reforms.

Social:

Social environment consists of the society’s beliefs, customs and practices. There are two
types of social environments which affects the functions of a business.

In order for a business to function smoothly, the organization needs to stabilize its social
environment. External social environment: A business needs to adapt to its external
environment or it will not survive. An organization should be aware of the society’s needs,
customs and beliefs. If it doesn’t adapt to its social preferences, the business will go down.
But sometimes the preferences might be so large that the organization cannot adapt. In such

35
cases, the organization can promote itself by means of marketing and promotions. The
fashion industry is a prime example.

Internal social environment: Every business has its own set of values and norms that it
adheres to. These norms are unique to the organization. In order for a business to run
smoothly, it needs to build a strong and productive organization structure. To maintain a
stable and positive culture, an organization should ensure that any hostility or relations
between the employees or any other dysfunction should be corrected.

Technological:

Technology can transform a business into a success or failure.

With the help of technology, an organization can adapt, control and even change the
environment. Technology can further be categorized into two types – products and processes.
Technological products are physical commodities for customer’s consumption. A
technological process is a method or a process to produce goods or services.

Technological innovations lead to efficiency which reduces price margins. It makes business
more competitive. With innovations in process, certain products are possible that are
otherwise impossible with older technology. Thus technology leads to development and
economic growth.

36
 CRITICAL ANALYSIS

M/S ARVIND LIFESTYLE BRANDS LTD. belongs to the Lalbhai brothers and was
founded in 1931. The company has its headquarters in Ahmadabad, Gujarat and has a branch
in Bangalore, Karnataka.

I started my internship on 4.January.2016 in Bangalore as a product developer under the

mentorship of Ms.Sayeeda Begum who is the product development head for ARROW. I also
reported to Mr.Jesse Owance who was the senior product developer and Ms.Maengi
Khawlhring who was the junior product developer for ARROW. The brand had four
divisions: woven, knits, trousers and suits and blazers. I was working in the woven division.
A meeting was held every Monday where the progress of the company and development
strategies was discussed.

The design team picked inspiration from wgsn.com and various other websites and developed
designs for all categories (President, White Label, New York and Sport). Mr.Venu developed
CADs and was also responsible developing fabrics at mills. Three sets of CADs were made
and handed over to the product development team who then made two sets of fabric indents
for international and local mills. The third copy was put in the master file and was kept for
reference for the future.

ARVIND believes in contributing to the society. The company is part of many CSR programs
like the Sharda trust, uplifting slums, education and vocational training.

Interning at ARVIND was an enriching experience. My seniors were very corporative and
helpful. My mentor, Ms.Sayeeda Begum and other mentors extended great help in shaping
my project.

37
 Chapter – 3

DAY TO DAY WORK

Date of joining: 4th January 2016

Name and address of the company: Arvind Lifestyle Brands Pvt. Ltd.
Name of the mentor: Ms. Sayeeda Begum
Email id of the mentor: sayeedab@arvindbrands.co.in

I started my internship on 4/Jan/2016 at M/S ARVIND LIFESTYLE BRANDS LTD.,

Bangalore.

On the first day, I got involved in the I - Summit and Roadshow preparations. The I - Summit
was from 11/Jan/2016 to 15/Jan/2015. The Roadshow held in Bangalore was from
27/Jan/2016 and in Delhi; it was from 5/Feb/2016.

My responsibilities involved maintaining swatch cards and samples for the Roadshow. I got
an opportunity to interact with ARVIND’s key accounts like SHOPPERS STOP,
LIFESTYLE, SPLASH and CENTRAL and getting the bookings for the orders done.

I participated in the I - Summit and Roadshow which was held in Bangalore.

From 18/Jan/2016 to 22/Jan/2016, e-commerce brands like myntra.com, amazon.com,

jabong.com, flipkart.com and snapdeal.com booked order quantities for ARROW at
ARVIND LIFESTYLE BRANDS LTD. Amazon.com was the first customer and my
responsibilities included taking them through the collection and explaining the range to the
buyers and guiding them to book orders.

I participated in the Roadshow where I got an opportunity to interact with the buyers from
various EBOs and MBOs. I had to brief them about the collection (theme) and ensure
maximum order booking. I would handle a different category each day (New York, President,
White Label, Sports) to have better understanding about the buying behavior of the buyers. I
also got a chance to interact with buyers and grow contacts.

38
The Bangalore road show got over on 30th Jan 2016 and preparations for the Delhi roadshow
which was to held on 4/Feb/2016, commenced soon after. All the shirts were packed in boxes
and handed over to the logistics team to be shipped to Delhi. A few of the high-priced shirts
had to be packed to be hand carried to Delhi for the roadshow.

After the handover for shipment, we received a new set of swatches for the EOSS* (sales)
which had to be recorded and filed. I was responsible for making and printing a fresh set of
MRP and barcode stickers for the Delhi roadshow merchandise which was going to be hand
carried by my mentor Ms. Sayeeda Begum and her team to Delhi. Towards the end of the
week, I had a meeting with the PD head, Mr.Puneet Chauhan regarding the project and did a
research on ARROW core shirts and learnt about the fabrics, price points and number of
options.

*EOSS: A new set of designs and swatches received exclusively for sale season.

I started my market survey by going to Garuda mall where I visited different stores and
interviewed the staff there about their merchandise. I understood their core collection in terms
of fabrics, fits, number of options and their loyal customers. Since every store was having an
‘end of sale’, the merchandise wasn’t arranged category wise and it became a little difficult to
do the survey. But the needed information could be extracted. I had to face the similar
situation in every store and in every location. During this course of time, I learnt that
ZODIAC was the most expensive; the price of core collection ranging from 2300/--3400/-
whereas ARROW is the most inexpensive; its starting price being 1199/-. I got an
opportunity to interview the store manager at LOUISE PHILIPPE at Indra Nagar who went
through product by product with me and explained the range to me which was fruitful.

The samples from the Delhi roadshow came in-house on Saturday. On Monday, the boxes of
Sports and New York category had to be unpacked. The following day, the Formals category
had to be unpacked and I had to get a few samples ironed and packed for a meeting with the
production team. On 24/Feb/2016, I had a meeting with Mr. Abhishek Gupta who handles
key accounts (Lifestyle, Shoppers stop, splash and Central) and Mr. Rakesh Choudhary who
is a senior visual merchandiser at ARVIND regarding my project. They helped me to
understand my project better and highlighted on the problem areas and asked me to do a
competitor analysis and build suggestions which are the ultimate scope of my project. I went
for market survey to LOUIS PHILIPPE, VAN HEUSEN stores and Forum mall in
Kormangala to do a thorough research on their products and observed:

39
  Both brands had shirts made in Giza cotton or 2 ply cotton.
 LOUIS PHILIPPE had mother of pearl buttons on their shirts.

On 26/Feb/2016, I compiled the data that I collected from stores and resources from various
journals and articles and framed my project work.

I went to the ARROW store on the Brigade road and interviewed the sales representatives
and a few customers who walked into the store. I interviewed the sales people regarding
customer’s needs, their loyal customers and customer’s and store’s feedback. I asked the
customers about the product and what brought them to ARROW and what change would they
want to see in ARROW merchandise. I did the same on 8/Mar/2016 at Orion mall. On
9/Mar/2016, I had to make 10 sets of swatch cards for NEW YORK category for
extrapolation. After completing the NEW YORK on 9/Mar/2016, I started with SPORTS
category on 10/Mar/2016 and continued making 10 sets of swatch cards for SPORTS
category on 10/Mar/2016.

Since the SPORTS category has 200 options, it took 4 days to complete the 10 sets of swatch
cards for extrapolation. On 17/Mar/2016, I worked on my questionnaire with my other
mentor Mr.Jesse Owance. I did a pilot run on my questionnaire by getting it filled by people
at work and made necessary changes. I went to the mall close to work to get it filled by
customers.

I had been given an ARROW ‘essentials’ chart which I needed to show to the customers and
get their opinion on what they liked and disliked and get their feedback. This got me direct
result to the objective of my project.

The MRP stickers for all four categories for the 10 sets of extrapolation cards had to me made
and they had to be put on NEW YORK and WHITE LABEL categories. On 23/Mar/2016, I
started with SPORTS category and finished it the following day. We received CADS for
NEW YORK category for SS17 on 25/Mar/2016. 3 sets of indents had to be made for the
mills. A copy for the mill in India, China and one for ARROW’s master file.

We started making mill indents for NEW YORK SS17. Set of three were made; one for
international mill (China) and one for Indian mill and a copy for master file. These indents
were filled in with fabric details i.e. count, construction, finish, weave, composition, mill ref.
number, etc. and the CAD or fabric swatch was attached to the indent along with the peg

40
plan. Did the same for other categories and made the master file (merchandizing file). All the
categories were finished by 1/Apr/2016.

SS17 SPORTS indent

(Source: Author)

41
 Chapter – 4

PROJECT PROPOSAL

Synopsis/Introduction on the Project:

ARROW, founded in 1851 is an American brand which was founded by Ebenezer Brown.
The brand’s USP is its collars and ARROW is the only brand which came up with the
concept of detachable collars. Every year, the brand comes up with new collection in Sport,
White Label, President, New York and also new innovations i.e., This year ARROW
introduced the ‘baked’ collection; when the shirt is made, it is taped and baked which makes
it 100% wrinkle free and ‘360◦’ where the shirts are given four finishes (anti-microbial, UV
protection, water resistant, auto press). This is in the fashion category.
The core collection is nothing but the ‘basics’ collection which remains constant throughout
the year. A very small percentage of new designs are added or removed from the existing
collection. The aim is to understand the existing core collection in respect to fabric, design,
price points and fit and to understand the consumer’s behavior towards ARROW and its
competitors.

Project Title:
To do an in depth study of the ‘core’ collection of the brand ARROW.

Problem Statement:
The team wants to understand the brand and its key competitors and its ‘core’ collection’s
placement in the market.

Project Objectives (Purpose of proposed investigation):

To understand the current range of core that ARROW offers and suggest alterations to meet
customer expectations and to bring in parity with its competitors (Louise Philippe, Van
Heusen, Allen Solly, Zodiac). To study the NOS (never out of stock) and RCO (restricted
core order) which constitute the core collection. To understand the fabric, design aspect and
fit of the collection and compare with other brands.

Scope and Background of chosen title:

 To understand the core and value products of ARROW.
42
  To understand its competitors.
 To do a comparative analysis between ARROW’s core collection and its competitor’s.

Research methodology:

S.NO OBJECTIVE RESEARCH DATA COLLECTION RESEARCH

DESIGN METHOD ANALYSIS
1. To study the CORE Exploratory Secondary data: From Qualitative
shirts category of research. authenticated source. strategy.
ARROW brand in Primary data: By
depth. observing the store.
2. To do competitor Exploratory Primary research: Qualitative
analysis (Louis research. Interviewing the store strategy.
Philippe, Van managers of the
Heusen, Zodiac, competitor brands and
Allen Solly). understanding their core
range.
3. To study the Descriptive Primary research: Quantitative
consumer behavior. research. Questionnaires filled by strategy.
a sample size of 100.
4. To understand the Descriptive Secondary research: Quantitative
problem area and research. Analyze questionnaire strategy.
give probable results and the sales data
suggestions. of the previous season
(AW15).
Fig: 2 Research methodology

Project significance and value: The purpose of choosing this topic was to do a thorough
research and understand the core category of shirts at ARROW and its competitors. By
observing and understanding the competitor brands i.e. Louis Philippe, Van Heusen, Allen
Solly and Zodiac, I was able to identify the problem areas and the gap and propose suitable
suggestions which I was able to draw from the interviews and survey. The significance of this
project is that by doing the competitor analysis, I was able to identify the placement of

43
ARROW in the market and also the customer’s behavior towards ARROW which helped me
to derive suitable suggestions and conclusions.

References: Initial list of bibliographic and Internet materials that would be used to complete
the project.

Statement of the Applicant:

I wish to carry out the dissertation on the basis of the proposal given in this format. I
undertake to abide by the general regulation of the institute.

Signature:
Date: 7.Feb.2016
Name of the Applicant: Sonali Mathur
Faculty Mentor Name; Mobile No. And E-Mail Id: Mrs.Swati Singh, + 91 8097389822,
swatisingh1404@gmail.com
Industry Mentor Name; Mobile No. and E-Mail Id: Ms. Sayeeda Begum,
sayeedab@arvindbrands.co.in

44
 LITERATURE REVIEW

The fashion industry evolved over the last twenty five years when the fashion industry started
to grow (Djelic and Ainamo 1999). People have more disposable income, they are well
travelled and more fashion conscious. Customers want constant change in fashion. These
changing dynamics have forced fashion manufacturers and retailers to cater quality and
design in low cost along with speed to the market and strategies to sustain in the increasingly
demanding market (Doyle, Moore and Morgan, 2006). Thus, the concept of ‘throw away’ or
fast fashion came into existence (Bhardwaj and Fairhurst, 2009).

Keywords: Income, change, customers, marketing strategies, fast fashion

Traditionally, the fashion experts would do market research, understand customer’s demand
and forecast fashion trends long before the actual time of producing them in the market
(Guercini 2001). But in recent years, the industry has been competitive and the retailers
ensure that the merchandize reach the stores by rapidly producing latest fashion trends. This
was the driving force behind the increase in number of fashion seasons.

Today’s fashion market is highly competitive and there is a constant need to ‘refresh’ the
merchandize in the stores. Hence, the retail stores have the concept of seasons, which holds
the merchandize in the stores for a short time (spring/summer and autumn/winter). The life
cycle for any apparel has 4 stages – introduction in market, growth and acceptance,
maturation and decline. This pushes the customers to frequent the store as they come with the
idea ‘here today, gone tomorrow’. This indicates higher profit margin.

Fast fashion:

Fashion is an expression accepted by people. Considering this, the retailers demand high
impulse purchase, short life cycle and high market demand (Fernie and Sparks, 1998). In
order to earn maximum profits, the retailers have adapted to ‘speed to market’ theory where
they aim to produce the merchandize in the stores before their competitors. Customer
preferences and research on new trends which contribute to the product development increase
profit margin for retailers.

The fashion runways were the biggest inspiration for retailers. In addition to these, the
designers and fashion buyers picked inspiration from various fabrics and embellishments
exhibitions. But from 1999 onwards, fashion photographers would publish pictures of latest
45
trends and the customers would have ‘knock – offs’ of what they saw on the runways
(Mintle, 2008).

Literature above on fast fashion implies the customers are becoming more fashion savvy and
demand change which is forcing retailers to provide right product at the right time at the
market.

The given review serves the objective of the project – to understand the needs of the
customers and make alterations to the existing collection of the brand, to meet customer’s
expectations and to bring in parity with its competitors. This was achieved by doing a
thorough research of the brand and its competitors, understanding customer’s demands and
proposing probable suggestions to the brand to increase its sales and value.

46
 RESEARCH METHODOLOGY

Research Objective 1 Research Objective 2 Research Objective 3

To study the CORE To do competitor To study the consumer
shirts category of analysis (Louis behavior.
ARROW brand in Philippe, Van Heusen, Primary research:
depth. Zodiac, Allen Solly). Questionnaires filled
Secondary data: From Primary research: by a sample size of
authenticated source. Interviewing the store 100.
managers of the
Primary data: By
competitor brands and
observing the store.
understanding their
core range.

Research Objective 4
To understand the
problem area and give
probable suggestions.
Secondary research:
Analyze questionnaire
results and the sales
data of the previous
season (AW15).

47
 RESULTS AND DISCUSSIONS

Research objective 1:
To study the CORE shirts category of ARROW brand in depth.
Secondary data: From authenticated source.

I got an opportunity to attend the I-Summit and roadshow in the month of January and
February where I was responsible for booking orders for brands like Lifestyle, Shoppers
Stop, Central, Jabong.com, Myntra.com, Snapdeal.com, etc... During this period, I learnt
about customer’s response for core shirts, i.e. their demand in the market. After the
roadshow, I referred the records of the previous seasons of all the core styles and I also got an
access to the sales data of last season (AW15) which helped me in understanding the sales
and demand of the range in the market.

34 35 36
Source: Author

48
ARROW core chart
(Source: Author)

49
Primary data: By observing the store.

Once I understood ARROW’s core range, I visited different ARROW EBOs and MBOs. The
presentation of the merchandise is in such a way that all the categories are displayed
separately. Similarly, the core collection was assembled together on racks. I interviewed the
store representatives and the customers regarding the product and the changes they would
like to see in the merchandise in the future.

Research objective 2:
To do competitor analysis (Louis Philippe, Van Heusen, Zodiac, Allen Solly).
Primary research: Interviewing the store managers of the competitor brands and
understanding their core range.

I started my market research in February. The first store I visited was Louis Philippe in Indra
Nagar. I interviewed the store manager about the ‘essentials’, i.e. product, fabrics, price
points, number of options and customer preferences. I carried out competitor analysis by
examining the ‘essentials’ at every store (Zodiac, Allen Solly, Van Heusen and Louis
Philippe) and analyzed the placement of ARROW in the market and worked towards filling
the gap by giving probable suggestions. Many interviews with store managers, store
representatives and customers were carried out during the process.

Core collection at Van Heusen (Source: Author)

50
Research objective 3:
To study the consumer behavior.
Primary research: Questionnaires filled by a sample size of 100.

After doing the competitor analysis, I prepared a questionnaire keeping the objective of the
project in mind which would help in deriving the desired result. In the initial stages, several
pilot runs on the questionnaire were carried out before carrying out the final survey. The
questionnaire was filled by the sample size of hundred. The results were calculated and
documented.

Results:

1. Age:

Fig: 3 Age
Source: Author

Findings: Most of the people who participated in our survey were between the age bracket of
20 – 30 years.

51
 2. Which three options of formal shirts do you prefer the most?

Fig: 4 Most preferred formal shirts

Source: Author

Findings: According to the survey, option 22 was the most preferred followed by option 30
and option 20.

52
Option 20:

ARES0324A-FS-POINT
100% Cotton
Fill – a – fill
50’s x 50’s.
Regular fit
Option 22: LAMC - AUTOPRESS

ARES0362A-FS-POINT
100% Cotton
Fill – a – fill
50’s x 50’s
Regular fit

Option 30: TRAVEL SERIES - TEFLON

ARES0856A-FS-SEMI
100% Cotton
Poplin
50’s x 50’s
Reglar fit

53
 3. What didn’t you like about the formal category? (In terms of
color/fabric/design/price/other factors)

Fig: 5 Characteristics not liked in formal shirts

Source: Author

Findings: This shows that most of the people didn’t find the colors appealing (65.5%) and
then the designs (52.7%). Only 7.3% of people disliked the fabric.

4. Which two options of casual shirts do you prefer the most?

Fig: 6 Most preferred casual shirts

Source: Author

Findings: Option 36 (44.8%) was the most preferred style followed by option 39 (31%).

54
Option 39:

ARES0875-FS-POINT
100% Cotton
Yarn dyed checks
40’s x 40’s
Manhattan fit

Option 36:

ARES0866-FS-POINT
100% Cotton
Oxford
40’s x 40’s

5. What didn’t you like about the casual category? (In terms of
color/fabric/design/price/other factors)

Fig: 7 Characteristics not liked in casual shirts

Source: Author

Findings: Majority of the people didn’t like the color palette and then the design aspect.

55
 6. Would you prefer having a pocket on a casual shirt?

Fig: 8 Pocket on a casual shirt

Source: Author

Findings: According to the survey, 62.7% of the people wanted pockets on the casual shirts
and 37.3% of the people didn’t.

56
 7. What kind of collar do you prefer the most on a formal shirt?

Straight Cutaway Wing tip tuxedo

Fig: 9 Collars

Source: Author

Findings: Most of the people prefer having a straight collar (78.6%) on their formal shirts
Very few prefer wing tip tuxedo.

57
 8. What kind of cuff do you prefer the most on a formal shirt?

1 button 2 button French

Fig: 10 Cuff

Source: Author

Findings: People prefer one button cuff above two button cuff and French cuff.

Research objective 4:
To understand the problem area and give probable suggestions.
Secondary research: Analyze questionnaire results and the sales data of the previous season
(AW15).

58
PRESIDENT:
Best white and black:
Problem area:
 Competitor brands offer their best white and black in 2 ply cotton with a sheen finish.
 Best white of the competitor has the highest whiteness with a CIE index of 156.

Suggestion: As PRESIDENT is the best range of formals at ARROW, the quality of the
shirts can be improved to bring them at par with its competitors. The fabrics can be improved
to 2 ply cotton or Giza cotton and various finishes can be incorporated. The fashion range at
ARROW consists of 360° series which has four finishes on a shirt (anti-microbial, UV
protection, water resistance, autopress) or a stain resistant finish can be added.

VAN HEUSEN’s best black and white (Source: Author)

Houndstooth option:
Problem area: The customer response for this option was good in terms of their preference
for the pattern. However, the response received for the color options available was very
diverse.

59
Out of the 3 options, option 4 was the most preferred, followed by option 3. Option 5 was not
accepted that well, in terms of its color.

Suggestion: The houndstooth pattern is exclusive to Arrow, and the pattern was well
received. Addition of colors would make the pattern more subtle to suit the formal range and
improve the response.

Linen option:
Problem area: The feedbacks on the linen option were very diverse in terms of colors
offered.
Competitor brands offer 100% linen option in the same price range (2399 – 2999).

Suggestion: The customer response to this option may progress, if the range is offered in
100% linen without a severe change in the prices. Addition of more colors to the will also
help.

WHITE LABEL:
Problem area: Arrow has the most inexpensive shirt in the core range starting from Rs.
1199/-
Starting range of competitors:
 Louis Philippe – Rs. 1999/-
Zodiac - Rs. 1999/-
Van Heusen - Rs. 1899/-
 Allen Solly – Rs. 1699/-

Picture source: Author

60
Suggestion: Providing a cheaper range may damage the reputation of the brand as customers
may not be able to associate it with the brand’s identity. Improving the current option in
terms of its fabric quality and finishes and slightly increasing the price to be at par with its
competitors is recommended.

Fill – a – fill option:

Problem area: The range of fill-a-fills of Rs.1699/- got a good response both according to
the questionnaire and according to the sales data.

This range is also in par with the prices offered by competitors and gives the added benefit of
having the LAMC (liquid ammonia moist cure) finish which no other brand offers at the
given price.
Suggestion: In addition to the existing color palette of Blues, Blacks and maroons, it will be
good to add few pastel colors to the range to increase its scope.

Checks on twill option:

Problem area: The current range of checks offered on twill gained mostly negative
responses on the questionnaire, as a lot of people were of the opinion the size of the checks
were too big for the formal range.

Picture source: Author

61
Suggestion: Micro checks might be a better option for formal range. In addition, a single
color toned shirt (checks of the same color tone as the base color of the shirt) will look more
sharp and in sync with the formal range.
Stripes option:
Problem area: The stripes options 35 and 36 were the least preferred options according to
our survey. The colors as well as the pattern received negative responses. The competitors
offer narrow stripes in dobby which gives a formal appeal.

35 36 34
Source: Author
Suggestion: The two options of stripes can be put on hold while, more options of dobby
stripes like the option 34 can be introduced.

SPORT:
Checks option:
Problem area: Option 42 was well received by the people whereas options 40 and 41 were
least preferred as they felt the colors are not in sync with each other i.e. green and light blue
with navy.
Option 45: The size of the check for this option was not very appealing to many, as they felt
it was too big. Several people associated this with a design more suited for youngsters.

62
Suggestion: For the options 42, 43, 44, the colors of horizontal lines can be used for the
vertical lines too. For option 45, the size of the vertical lines can be reduced and limit to 2
colors (red and navy blue).

Checks option at ALLEN SOLLY Solid option at VAN HEUSEN

Picture source: Author

63
 PROBABLE SUGGESTIONS AND RECOMMENDATIONS

PRESIDENT:
The current range of core shirts offered in the president collection gained quite a lot of
positive responses. The range offers patterns and finishes that are distinctive and makes the
brand stand out from its competitors.
The range however has an even wider scope for improvement, as ‘President’ collection is the
premium range of the brand, and if portrayed in the right way can be used to reflect the
brand’s identity in a positive light in the market.
Use of only high quality fabric (2 ply cottons, Giza cotton, etc.)
Finishes ( combination of several finishes like in 360 degree adopted in the fashion
line)
Dobby (Addition of more dobby options to this range)
Packaging and tagging (Black or white matt finish tags with golden calligraphy
explaining the unique features of the shirt)

WHITE LABEL:
White label being a little lesser priced that president, can have more options of closer stripes,
micro checks and simple dobby designs; and other unique design features like experimenting
with various kinds of collars that ARROW is best known for, with fabrics like fill-a-fills,
oxfords, twills etc. Finishes can be used on a moderate level on the options.

The option can also have a wider range of color options.

SPORT:
Sport collection received an average response according to our survey. The collection which
is the largest when it comes to the fashion range (approx. 200 styles) can have more options
in the core. The core range may work well if more options of single color toned checks,
changes in design feature like shirts without pockets etc., are included.

It may also be good to add few options of peached fabric shirts to the core range, to make it
exclusive for ARROW.

64
NEW YORK:
The New York range received an impressive feedback, scoring the most positive responses
on the survey. The range seems to be doing well in the market.

The price range, for which the range is offered at, is also very reasonable.

Addition of few color options may improve the scope of the range.

ARROW essentials – Brigade road store

Source: Author

65
 Chapter – 5

REFLECTION

ARVIND doesn’t produce its products in-house. They are outsourced from Bangalore
Bangladesh, China and a very small percentage (2% - 5%) from Sri Lanka. ARVIND has
factories in the outskirts of Bangalore which also manufacture denim.

Every retail outlet needs to replenish its stock at the store. New merchandize is brought into
the store in three slots:

 1st shipment – Drop 1

 2nd shipment – Drop 2

 3rd shipment – Drop 3

I learnt about I – summit and road show and understood what goes behind the process. I
understood the process and relevance of filing the swatches and other important documents.

I had an opportunity to attend I – summit and road show in Bangalore from 11/Jan/2016 to
15/Jan/2016 and 27/Jan/2016 to 31/Jan/2016 respectively and got to interact with buyers
from different MBOs and EBOs and I helped them place their orders. The buyers came in
from different regions like Chennai, Tirupur, Kerala, Hyderabad, Kukatpally, Bangalore,
New Delhi, Sri Lanka, South Africa, Nepal, Costa Rica and etc. During the process, I learnt
that Jabong.com, Flipkart.com and Snapdeal.com were their most important customers. I
observed the purchasing pattern of the buyers and I realized that the buyers place their orders
keeping in mind the weather, geographic conditions and preferences of the people in the
particular region.

While working on my project, I understood the need of having ‘essentials’ or ‘basics’ or

‘core’ at a store. Although a fresh range of fashion line is introduced to the store every
season, sometimes a customer prefers to keep his style simple and stick to the basic, classic
pieces. These ‘basics’ are present in the store 365 days a year. When I went to the
competitor’s stores, I got a chance to interact with store managers and customers and
understood how each store works on its ‘core’ collection and what the customer expects from
each of these brands. Their insights helped me in shaping my project.

66
On the personal front, interning at ARVIND BRANDS has been an enriching experience.
The work environment is very flexible and relaxed. My mentors, in spite of their busy
schedules, took out time and helped their interns in every way possible and also encouraged
us to interact with other departments. My seniors, the key accounts manager and the visual
merchandiser contributed a lot to my project. Our ideas and thoughts were taken into account
and each individual’s view points were given utmost importance.

67
 ANNEXURE

1. Age

o 20 -30 years
o 31 - 40 years
o 41- 50 years
o >50 years

2. Which 3 options of formal shirts do you prefer the most?

o ……………
o …………....
o ……………

3. What didn’t you like about the formal category? (In terms of
color/fabric/design/price/other factors)
………………………………………………………………..

4. Which 2 options of casual shirts do you prefer the most?

o ……………
o ……………

5. What didn’t you like about the casual category? ( (In terms of
color/fabric/design/price/other factors)
…………………………………………………………………

6. Would you prefer having a pocket on a casual shirt?

o Yes
o No

68
7. What kind of collar do you prefer the most on a formal shirt?

Straight Cutaway Wing tip tuxedo

8. What kind of cuff do you prefer the most on a formal shirt?

1 button 2 button French

69
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