CHAPTER-1

Background of study

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Background of study
This project has been done to identify the current positioning of Arrow Sports as a
casual brand.
This study deals with two aspects mentioned below:1-Understanding road show process and its analysis.
2-Consumr feedback on present collection on basis of 7s of marketing.
The aim of this project report is to unfold stepwise all complexities involved in the customer
perception and their requirements. It gives a detail idea of how customer perceived Arrow sports
as a brand and how can Arrow sports stands as per their requirement.
Arrow is still seen as a formal wear brand though it has casual category from several years and it is doing
well but identity of the brand is still formal. ARROW is known as a formal brand. It has a wide

collection of formal shirt, trousers and suit and blazer. It is carrying the legacy of American style
and fashion since 1851.
Arrow Casual already exists as a brand overseas in markets such as that of Canada, Spain,
Malaysia and France. In India Arrow casual wear was launched by Arvind lifestyle brands in
2007 as Arrow Sports.
This brand has several competitor in the market which have strong hold on mens casual wear segment
so it has to change customers perspective of the the brand that Arrow is not only formal wear brand. In
process they have LOUIS PHILIPPE, VAN HUSEN, US POLO, and INDIAN TERREN as the potential
competitor. All of these brands have strong brand identity as mens casual brand. So ARROW wants to
come up with a strategy with which they can counter attack the competitors strategy & perceived as also
casual wear not only formal wear brand.

Scope of the study

This project will be done to identify the existing GAPS in Arrows Sports collection with comparison to
competitors in terms of 7Ps so that we can find key opportunities areas. This project will try to identify
the strategies and map the effectiveness of these strategies so that Arrow would also consider as casual
wear brand. In this process the implementation of idea will be the prime priority

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CHAPTER-2
History and Introduction of Arrow

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History and Introduction of Arrow

In order to complete this project studying the brand Arrow ,its history, products offering , product
categories

should

be

done

first.

The Arrow Company is committed to providing quality apparel products that are fashionable and
afford value to our consumers. At Arrow, the roots are firmly established as a fashion leader in
men's apparel. However, today Arrow has been transformed into an Gentleman lifestyle brand
with a broad assortment of men's, women's, and children's apparel and apparel related products
available in over 90 countries worldwide. At Arrow, through research and development,
everyone is constantly addressing the changing needs and desires of the consumer, resulting in
brand awareness and consumer loyalty.The success of Arrow can be attributed to the brand's rich
heritage

and

the

company's

attention

to

detail

over

the

years.

Arrow, a Gentleman icon, for over 150 years...

The Arrow Collar Man: A brief Demographic customer profileAn Arrow customer is a male aged between 24 to 44 years .Its target segment is SEC A/A1 i.e educated
and well qualified discerning gentleman who is used to the best things in life.He is placed at higher
echelons of corporate hierarchy .He is widely traveled and exposed to international trends .In vogue and
formal dressing is a lifestyle for this Gentleman. Arrow customer continues to represent great values

such as freedom, adventure, individual

expression, and style through out the world.

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ARROW IN INDIA
A Brief profile
The epitome of the brand is heritage and craftsmanship. The parent company of the brand namely Cluett
Peabody & Co., USA, began operations in the US in 1851. Till 1920 Arrow was a brand known for
manufacturing collars. It was only in 1920 when a man named C.R. Palmer came up with an idea to make
Arrow shirts. Since then Arrow is known for heritage a master craftsmanship. In 1993 Arrow was
launched in India and the first exclusive store was opened at Commercial Street, Bangalore. In 2000
Phillips Van Heusen got the license for the brand in the US and in 2004 history was made for Philips Van
Heusen when they got the world rights to the Arrow brand.

ARROW in India is a lifestyle brand targeted at men between 25 to 44 years. Arrow is a benchmark for
formal dressing but also caters to the leisure wardrobe of the customer with a range in Arrow Urban and
Arrow Sports. Arrows product range comprises of Shirts, Trousers, Knits, Suits, Blazers, Innerwear, and
Accessories.
Arrow is expanding its exclusive retail network. Arrow now has 64 outlets across India. It is also present
in 30 retail chains including Life Style, Shoppers Stop and Pyramid among others. Arrow, which is in the
process of adding more showrooms, is focusing on a new format for stores. With a strong channel wise
distribution network ,its really doing a great business and catering to Metropolitan ,Urban as well as
Suburban customers.

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ARROW AT ARVIND BRANDS

2.1
1931

Journey of Arvind
The inception of Arvind Mills Limited at the hands of three brothers Kasturbhai, Narottambhai and Chimanbhai Lalbhai

1934

Arvind establishes itself amongst the foremost textile units in the country.

1980

Arvind records highest levels of profitability. The new strategy Reno

vision, points at changing the business focus from local to global, towards a
high-quality premium niche market.

1987-88

Arvind enters the export market for Denims with a dual focus - Denim for
leisure and Denim for fashion wear.

1991

Arvind emerges as the third largest manufacturer of denim in the world.

1997

Indias largest state-of-the-art facility for shirting, gabardine and knits is set up
at Santej.

2005

Arvind creates a unique one-stop shop service on a global scale, offering

garment packages to reputed national and international customers.

2007

Arvind expands its presence in the brands and retail segment by establishing
Mega Mart One of Indias largest value retail chains.

2010

Arvind launches The Arvind Store, a concept putting the companys best
fabrics, brands and bespoke styling and tailoring solutions under one roof.
Arvind launches its first major Real Estate projects. Arvind becomes one of

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Indias largest producers of fire protection fabrics.

LAL BHAI GROUP
TEXTILES /YARNS /GARMENTS
The Arvind mills limited
The Arvind products limited
Arvind brands limited
Others:
Atul limited
Amol dicalite limited
Anup engineering limited

ARVIND LIFESTYLE BRANDS LIMITED

Arvind Lifestyle Brands Limited is a member of the Lalbhai Group which also owns Arvind Mills
Limited. Arvind Mills today is a US$ 600 million company and is the world second largest denim
manufacturer.

Arvind has two denim brands

Flying Machine Own Brand
Energie License Brand
Elle License Brand
As for its own international brands, the company has positioned this at the bottom of the
premium segment
Arrow
US Polo
Izod
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While Swedish brand Gant occupies a more premium positioning.

Tagline: The League of Professionals

A Brief profile:
The epitome of the brand is heritage and craftsmanship. The parent company of the brand namely Cluett
Peabody & Co., USA, began operations in the US in 1851. Till 1920 Arrow was a brand known for
manufacturing collars. It was only in 1920 when a man named C.R. Palmer came up with an idea to make
Arrow shirts. Since then Arrow is known for heritage a master craftsmanship. In 1993 Arrow was
launched in India and the first exclusive store was opened at Commercial Street, Bangalore. In 2000
Phillips Van Heusen got the license for the brand in the US and in 2004 history was made for Philips Van
Heusen when they got the world rights to the Arrow brand.

Arrow Legend:
Arrows rich past is a reflection of The Gentleman over the course of the three centuries. A lot has
happened during these 157 years- the rise of soft dressings, the fall of detachable collar, the birth of the
sports shirt and the influence of the military uniforms. Each year had its high point and each decade its
challenges but every passing era ultimately brought with it fame and glory.
Some of the Arrow Legends are:

1851: The Early Years

1905: The Arrow Collar Man
1912: International
1923: Broadway Musical
1930: Sports Wear
1940: Agents Bombed
1952: Loaf Life
1968: New Patterns
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 1971: New Bonds

1980s: Expansion
1990s: Global Wardrobe

Awards:
Some of the awards Arrow received are:

IIFA Images Fashion Award

Central Award
Shoppers Stop Award
Super brand Award

Arrow at Arvind Brands

The brands MD & CEO is Mr. J Suresh who is supported by Chief Operating officer Mr. Rishi Vasudev.
Under them they have dedicated team of Product & Design, Supply Chain Management, Marketing,
Retail, Project & VM and Sales. And also there is Famous Designer from Italy Mr. Andre whose Precious
inputs and design theme keeps the brand offering of each season as per with international trends in
fashion.

Arrow is expanding its exclusive retail network. Arrow now has 120 EBOs across India. It is
also present in 300 - 400 MBOs including Globus, Shoppers Stop and Central, among others.
ARROW is a lifestyle brand targeted at men between 25 to 44 years. Arrow is a benchmark for formal
dressing but also caters to the leisure wardrobe of the customer with its various ranges

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Organizational hierarchy:
Business
Head

Mbo country head

As
m
Eas
t

As
m
wes
t

Retail country
head

Asm
nort
h

Asm
sout
h

Vm country
head
Asm East

Asm East

Product +design
head
Asm East

Marketing country
head

Asm East

Design team

Arrow
Formal
merchandi

Arrow
sports
merchandi

New york
merchandi
ser

Assistant manager
manager

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Product Head

Arrow
women
merchandis

Assistant

Page

Arrows OFFERINGS
Arrows Offerings for Summer Spring-2012
Arrow has further segmented itself on the basis of the different collection it caters, they are:

1) Arrow Dressline Consists of many types of collections, It is a brand of choice of

dressy/classy people, it further includes:
President- Introducing the collection inspired by the dressing style of the presidents office.
Every garment in this collection lives up to the hallowed name it bears. Fabrics are
sourced from the finest mills around the world and are stitched to the exceptional sartorial
standards using special German thread, making this collection the most sought after range
from arrow. It deals with luxury segments of society; mainly its collection caters to office
formal wear.
1851- Made from 100% cotton fabric, with detailing like the mother of pearl buttons. It
deals with the luxury segments of society, it mainly comprises of occasional wear.1851
collection is the arrows signature range that defines comfort.
White Label-It is synonymous with timeless elegance. Arrows premium formal-wear
range combines stylish cuts and subtle designs. This is a collection that truly meets the
modern gentlemans sense of individuality and styles.
Autopress- Introducing next level of shirts, 100% cotton, 100% wrinkle free. It uses
LAMC technology and has a DP rating 3.5 that gives the shirt superior feel, drape and
crease resistance.
Suits- A sharp mind often precedes a sharp suit. Arrow offers a choice of suits for the
plethora of occasions in the light weight summer fabrics. From the body tailored
collection, they do precisely what the name suggests- fit the body in minute details.

2) Arrow Newyork: This is a brand for those who are young and wants to have cool look.
Todays Indian Consumer is getting more youthful and there is a growing need for
Young cool Formal dressing. So it caters to the needs for young formal dressing, It has
introduced a line which has Trendy design to slimmer fits, from formal work place
dressing to a wardrobe for informal evenings. Its slim fit and sharp cuts give it a
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fashionable yet elegant form. This collection is specially made to fit your fast-paced,
metropolitan lifestyle. Recently the collection of Arrow New York was launched as
Agent Vinod collection named The Zero Calorie Work-Wear collection.

3) Arrow Sports: Arrow Sports: this is a brand for those who are casual and sporty.
Thinking out of the box makes a great starting point. A range from arrow sports is just
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right for the outdoor ventures. A range of tees of this collection is inspired by the rugby
teams of Ivy League Colleges and by the nautical lines. For the casual American look it
can be paired up with shorts or denims.
4) Arrow Women: It complements the versatile, multitasking woman, with the range of
clothes that are corporate yet graceful. It is something which brings to life the fresh new
world, make it happy, make it fun, make it positive and make it alive. This collection has
soothing shades of the season, cuts and flattering. It offers a perfect wardrobe collection
for work as well as play. It creates a universe that entirely reflects her personality.
5) Arrow Monochrome: It creates opportunities that rarely even strike. Black and white,
the perceptual fashion trend. It brings you stylized monochromes in plaids and fashion
stripes with smaller collars, button downs and smarter fits, all in the summer weight
fabrics.
6) Arrow Innerwear: It is something which is comfortable and well designed. It is made
with attention to the smallest details and includes a range of briefs, vests and boxers in
premium, classic and sports style.
7) Arrow accessories: It includes the accessories so as to enhance the appeal of the
garments. These includes:
Bags
Belts
Cufflinks
Ties
Wallet

Share of Sales
Different categories enjoy their different share of sales in the market. As we know arrow is well
known for its formal wear collections. So its obvious Arrow Dress shirts and trousers will
enjoys the maximum percentage of the share in the market, which is 40% of the total sales, and
it is followed by the sporty casual wear which holds 22% of the market share as the target
customer for both the segment is the same only the need differs. Suits and Blazers which again
is a part of the formal wear contribute to the 12% of the total sales. Knits and Jackets enjoy the

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9% of the total sales. Women wear, which is a recently launch collection enjoys 8% of the total
sales and remaining 9% is contributed by the accessories.

Fig.2.1 Sales percentage for different categories

Sales persentase for different

categories
40
35
30
25
20
15
10
5
0
Dress shirts
and
trousers

Sporty Casuals
Accessories

Knit and Jackets Suits and Blazers

Womens

Arrow shirts and trousers

Arrow was previously known mainly for its shirts. The main characteristics of these shirts are:
They are 100% cotton and are free from any blends.
The president collection
SHIRT This category also consists of very fine imported fabric from Austria and 70 % of this
collection is of counts 2/100s and 2/120s.These shirts are priced from Rs 2199 to Rs 4999.
TROUSER This category consists of poly wool trousers. Price points is from 1999- 4999.
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15

The premium Collection

SHIRT This category of shirts consists of cotton fabric of 2/80s count and 2/100s count. The
sizes available in this are 39 to 48. The Price bracket for this category is Rs 1399-1999.
TROUSER This category consists of poly vinyl trousers. Price points is from 1399- 1999.
The New York collection
This category caters to the young guys who wears slim fits. Price point is 1799-2500.
The Sports Collection
SHIRTS This category of shirts consists of Washed cotton fabric. The sizes available in this are
from S to XXL. The Price bracket for this category is Rs 1299 Rs 2599.
Trousers
100% cotton- 15999 to 1999
Stretch corduroy 2099.
Arrow Suits and Blazers.
Business suits 7999 to 24999
Occasional Blazers

7999 to 17999
4999 to 9999

New york Suits and Blazers

These are 0 calorie suits and blazers ie slim fits.
Buissness suits 7999 to 17999
Blazers 6999 -9999
Arrow Accesssories
Belts

999-1499

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Shoes

2999- 6999

Tie

799-1699

Cufflinks

999-1499

Suspenders
Combos
Wallets

999
1699-2499
999-1499

Arrow Knits
Arrow had come out with knits in FW04. Prior to FW04 the brand was importing certain
collections of knits and jackets in very small quantities. Since then a number of yarns / fabrics
have been used. FW07 was the season where the designer had given the maximum no. of options
in this segment till date.

USP& Positioning
A lifestyle brand with a strong association with
Expertise
High quality
Rich American heritage
Arrow is positioned as a brand of choice for todays professional.
The target group
Young professionals 25-40 years men and women.

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Page

Standard operating process

Flow chart of Standard operating process in Arrow
Design
development

Codificati
on

Styles

Devlopment of fabric
Yardages

Deskloom

Prototype

Samplin
g

Costing

Offering of swatches

Consolidation of

orders Handover to

production

Sourcing,quality
inward
assurance,

Dispatch

Process flow OF MERCHANDISE FORECASTING TO RANGE

PLAN in Arvind Brands Limited
Stage 1. Sourcing of Merchandise starts with the preliminary step called FORECASTING. The
forecasting is done one month prior to sampling. Simultaneously the business manager will plan
the projected sales for determining the estimated Volume / Value.
Stage 2. Business plan will have - channel wise break up for EBOS, EOPS and MBOS and
month wise break up is prepared. This planner is worked out depending upon previous year sales
figure and future estimated consumption.
Stage 3.Now this business plan is approved by all channel heads of Arvind Brands.
Stage 4.After this Open To Buy or OTB is prepared by different brand team for different brands
Stage 5.Once OTB and estimated quantity is received by merchandiser ,then depending upon the
requirement and forecast , merchandiser will make the line plan(Taking care of various factors
such as minimums).
Stage 6. As per the line plan ,the merchandiser procures/ sources out samples.
Stage 7.Once the samples are in-house ,they are taken for approval and selection by team of
concerned merchandiser.
Stage 8.After samples get final approval, final range plan is prepared by merchandiser.

Road shows:
Road show consists of following activities:
It includes display of samples to the retailers and they will select out of the items displayed and
will order the quantity according to the requirement. In this the buyer is told about the important
aspects of transaction such as lead time ,date of delivery etc.

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Objective:
To get the merchandise pre booked in advance, for getting the order quantity prior to a
season.
To show the samples ( styles and designs ) to the first buyers i.e Dealers , Distributors
,E.B.OS,E.O.PS,M.B.OS etc.
Purpose:
To optimize and maximize the booking prior to a season for each of the brands.
Road show is organized for different channels which are in order of:
Key Accounts
EBOS/EOPS
MBOS

Process flow in ORDERING OF MERCHANDISE in Arrow of Arvind

Brand limited
Stage 1.The merchandiser communicates with the vendor for manufacturing samples of
merchandise, depending upon the forecast styles and designs. After this Sampling is done where
sample is received by Merchandiser for selection as well as sorting.
Stage 2. It is followed by preparation of order plan.
Stage 3. After preparation of order plan, Performa invoice is obtained from vendor. The
Performa invoice or PI contains information such as cost, tax, description of product.
Stage 4. Performa invoice is approved by respective brand team as well as finance team.
Stage 5. Purchase requisition or PR is being prepared on SAP by merchandiser which is subject
to approval of merchandiser , product manager ,Supply Chain team and finance department.
Stage 6. Then based on the PR, purchase order or PO is raised by merchandiser.
Stage 7. Now PO is approved by merchandiser as well as Supply Chain Management team.

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Stage 8. Four copies of PO is made:

Copy 1.Its kept by merchandiser for future reference as well as for maintaining account which
goes into merchandising files.
Copy 2.This copy is sent to finance department for payment processes.
Copy 3.Third copy is sent to vendor for his reference- this forms the formal order for the vendor.
Copy 4.Fourth copy is sent to price stickering department.
Stage 9. Vendor sends the finished good to Arvind Logistics Center ,where POD is signed and
sent to vendor.
Stage 10.Once the goods are received at the warehouse or Arvind Logistics Center, then they are
scanned and stacked and this whole process is called product inwarding.
Stage 11. After goods are received by Arvind Logistics Center, Goods Received Notification or
GRN is issued by Arvind Logistics Center.
Stage 12. During the bookings, the item code wise order is being taken at Arvind Logistics
Center
Stage 13.The goods are dispatched from the Arvind Logistics Center party wise according to the
orders punched.
There are basically two types of Stock maintained at Arvind Logistics Center:
Free Stock : In this type of stock, the goods are kept in reserve bin from where it is
allotted to different channels like EBOS,EOPS ,MBOS etc. depending upon their
demand as well as order capacity.
Party Stock : In this type, the goods are sent out directly to the party / buyer as per the
booking directly from ALC
There exist two types of transactions:
Consignment transaction: In this type, rent is paid by the company for using the space
or a small amount of royalty is also paid to the retail outlet.
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Outright transaction: In this kind of transaction, the ownership of goods is transferred

to the retailer keeping a certain margin for the retailer and the stock holding will be
totally retailers responsibility.

Process Flow in Arrow Brand for sampling

Design Compilation:
The colour and fabrics are squared upon according to the season. The designs and styles are
made keeping in mind the forecast, seasons colours, availability of fabrics etc. This is done with
the help of designers feedback, retailers and distributors feedback and Product as well as retail
merchandiser feedback. This is also influenced by the designs show cased in road shows held in
other countries like Italy, France and other fashion hubs.

Design Development:
This process involves selection of designs by product merchandiser as well as design team out of
the total design compiled. This involves creation as well as manufacturing of 3 * 3 deskloom
swatches consisting of desirable designs.

Sampling:
Once the desklooms are approved, then they are sent for yardages. After this, they are sent for
manufacturing of actual samples in prototype product form. Once the samples are, then they are
taken up as a part of the range plan.

Order Compilation:
Approved samples of fabric are showcased in Road Shows for prior booking of fabric. Once the
final order quantity for each fabric is known after booking, then some of the designs are dropped
and the remaining designs are carried forward for bulk production in the shape of the final plan
which includes the final qty, MRP etc. This involves 5 days of rigorous work. The whole plan is
coordinated with the help of Product Merchandiser and Retail Planner.

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Fabric order:
This is done to source fabric at competitive prices from vendors or suppliers. For this Fabric in
house date is critical. The lead time for this process is 90 days. After 60 days final cut plan is
prepared and the cut plan is processed simultaneously in last 30 days.

Process:Spreading spreading the fabric on the cutting table

1. Laying lay is a sheet of marker on the spread pile of fabric
2. Cutting the process of cutting the fabric using markers and guides
3. Bundling & Numbering the labeling of each & every cut piece
4. Inspection 100% checking of the cut pieces
This takes place after prioritizing what needs to be put on the line first and what is to follow.
This means that certain styles are put on the lines before the once that are to be delivered later.
Also along with this, the vacancy of the lines is taken into consideration.
Fabric is spreaded on the cutting tables according to the order, Color & size ratio that has been
prepared on the markers.
The main steps of cutting process are as follows:Once the spreading is done and marker inspection is completed, fabric is ready for cutting, the
whole process is done in following steps:-

All the layers are fixed firmly with the help of clamps to prevent any movement of
layers while cutting.

Then with the use of straight knife hand cutters, patterns are cut exactly on the line
printed on the marker.

In the mean while quality inspection goes on.

Cutting is done by band knife cutter for the parts (it is a stationery blade), straight
cutter which is held in hands by the operators, and an end cutter for the spreading of
fabric which is operated by the cutter.

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Metal chain gloves are worn by the cutters for their safety.

The bundles after cutting are then individually numbered

Bundling: After cutting is over, bundles are made as per their sizes, a particular code is given to
particular panel to prevent the mixing. Numbering is also done after bundling
For a particular panel of a particular layer to give a unique identification to it) so that each piece
of same pattern / size is sewed together from the same lot of fabric to avoid alteration and
rejections.
-

Once the cutting is over, an indent is issued to the store for procurement of the exact
number of trims / threads that are required for the particular lot.

Helpers will collect the materials and give it to the lines.

After everything has been organized, all the ready material is then fed onto the
respective lines for production.

PRE PRODUCTION ACTIVITIES:

Preparation of cut plan is done by the supply chain department and issued to centralized
planning department at AFL, which is then send to all the departments in the factory.
This is done only after final quantities and styles etc are finalized.
QA department does fabric / trim testing.
Marker making is done by the CAD department after receiving the cut-plan by the
centralized planning and the quality report by the QA department.
Size set of each style are made and approval is taken before the bulk production
Trims and fabric are issued from the stores as per the cut-plan (quantity of pieces to be
cut).
Once the marker sets are ready, fabric and trims are issued, the production process can
begin

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CHAPTER-3
Literature Review

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Literature Review
The Indian Textile Industry Overview
Today, the Indian apparel and textile industry employs around 35.0 million people (and is the
2nd largest employer), yields 1/5th of the total export earnings and contributes 4 % to the GDP
thereby making it the largest industrial sector of the economy. The sector aims to grow its
revenue to US$ 85bn, its export figures to US$ 50bn and employment to 12 million by the year
2010 (Texmin 2005).
The Indian textiles industry that already has an overwhelming presence in the economic life of
the country has been given a further boost with the scrapping of quotas in global trade of textiles
and clothing. In the post quota period, the size of industry has expanded from US$ 37 billion in
2004-05 to US$ 49 billion in 2006-07. During this period, while the domestic market has grown
from US$ 23 billion to US$ 30 billion, exports have increased from around US$ 14 billion to
US$ 19 billion.
As a matter of fact, the apparel and textile is the largest foreign exchange earning sector in the
country. Being a direct employment provider to over 35 million people and and with continuing
growth momentum, the role of this sector in Indian economy is bound to increase.
History of textiles in India dates back to 3000 B.C. The diversity of fibers available in India and
the state of the art looms, and organic dyes have always attracted buyers from all over the world.
India is perceived as a country with the biggest growth potential after China with an estimated
growth of 7% per annum. Export revenue generation from the Indian apparel industry is
expected to reach $34 billion USD by 2010. End user's tastes and preferences, and relative
manufacturing costs are the two main driving factors manipulating the garment sector.
The level of operational efficiency, and its ability to capture deals with more clothing marketers,
both at the national, and international level also are the key factors for the success of the
industry.
Enhanced with skilled manpower, variety of fabrics, and resources, Indian apparel industry is
now undergoing a rapid metamorphosis, shaping out to become an integral part of the global
supply chain. The share of the Indian textile economy in the global market is around 5.9%. India
is one among the handful of countries that owns the entire supply chain in proximity from

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diverse fibers to a large market. The supply chain provides around 70% of its production to the
domestic market, and is capable to offer a mix and match of variety of products and applications.
During the past decade, the textile industry was infected with low productivity at both ends of
the supply chain; low farm yields, and inefficiency in the garment sector. Lead times across the
sector were also affected by variations in the supply chain. Currently, the supply chains compete
on low cost, accurate delivery, good quality, and flexibility in quantity and diversity.
Indian Exports of Apparel & Textile Facts & Figures
Exports increased from US$ 14 million (2004-05) to US$ 17 million (2005-06) 21.77
% increase.
With continuing growth, the total exports has increased to US$ 19.62 billion (2006-07).
Current share in world export of textiles 3.5 - 4 %.
Current share in world clothing export 3 %.
Major export market Europe (22% share in textiles & 43% share in apparel).
Single largest buyer US ( 10% share in textiles and 32.65 share in apparel).
Other major export markets include - UAE, Saudi Arabia, Canada, Bangladesh, China,
Turkey and Japan.
Largest export segment Readymade Garments (45% share in textile exports and 8.25
share in India's total exports).
Readymade garments sector has benefited significantly with the termination of MultiFiber Arrangement (MFA in January 2005.
Exports of readymade garments are expected to touch US$ 14.5 billion with a cumulative
annual growth rate of 18-20% (Apparel export Promotion Council).

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Table.3.1 Product-wise Export Share

2005-06

Commodities

(Million US$)

Readymade Garments

6038.69

Cotton Textiles

3290.31

Man-made Textiles

1948.72

Wool & Woolen Textiles

66.57

Silk Textile

406.82

Total

11751.11

Add handicraft, Coir & Coir

Manufacturers and Jute
Total

13065.24

Table.3.2 Sector-wise Analysis

Accounts for around 45% of the countrys total textiles exports. The exports
we amounted to US$ 7.75 billion (2005-06), recording an increase of 28.69
Readymade
garments

over

the

exports

during

2004-2005.

During the first quarter of 2006-07 the exports have amounted to US$ 2.17
billion, recording an increase of 15.70% over the exports during the
corresponding period of 2005-06.
Cotton Textiles i.e. yarn, fabrics and made-ups (Mill made / Powerloom /
Handloom)

Cotton
including

account

for more than 2/3rd

of our exports of all

textiles fibers/yarns/made-ups. The exports were amounted to US$ 4.49 billion,

recording a healthy increase of 26.78% over the exports 2004-05.

handlooms
During the first quarter of 2006-07 the cotton textiles including exports of
handlooms have amounted to US$ 1.25 billion, recording an increase of

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25.70% over the exports during the corresponding period of 2005-06.

During 2005-06, man-made textile exports have amounted to US$ 2 billion,
which reflects a decline of 2.47% over the exports during the 2004-05.
Man-made textiles

During the first quarter of 2006-07, exports have amounted to US$ 0.52
billion, which reflects an increase of 13.15% over the exports during the
corresponding period of 2005-06.
During 2005-06, the exports of silk textiles were amounted to US$ 0.69
billion, recording an increase of 16.37% over the exports during 2004-05.

Silk textiles

During the first quarter of 2006-07 the export figures were to US$ 0.165
billion, which reflects an increase of 4.23% over the exports during the
corresponding period of 2005-06.
The woolen textile exports during 200405, were US$ 0.42 billion, recording
an increase of 23.4% as compared to the corresponding period of 2003-04.

Woolen textiles

During the first quarter of 2006-07 the export of woolen textiles have
amounted to US$ 0.114 billion that reflects an increase of 11.96% over the
exports during the corresponding period of 2005-2006.

Future Outlook
At present, the Indian apparel and textile sector is struggling to survive because of increasing
costs of raw material, poor off take of yarns coupled with the poor realization from yarn dealers
and a sharp rise in interest rate and, the worse, the rising value of the Indian rupee. As the
industry is aiming an export turnover of $50 billion by 2010, amounting to more than US$ 100
billion including that for domestic consumption, it is imperative that the country leverages its
underlying advantages and builds capabilities to place itself as a complete solution provider
rather than only a manufacturer.
Exports feeling the brunt of the rising rupee
The increasing value of Indian rupee is hitting exporters, with India's textile exports to USA
taking a plunge in value terms even though volumes have soared during the period Jan-Apr 2007.
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During the period April-Jan 2007, exports of apparel and textile products to US declined by
0.43% in value terms though export volumes increased by 7.49% as compared to the
corresponding period in the earlier year.
Remedial Measures
The textile exporting community of the country is looking to reduce dependency on the US
market and is focusing towards the European market for attaining further growth and to fight
currency pressure. This is because of the fact that even though the rupee strengthens itself to Rs.
39.54 against the dollar, the Euro-rupee equation is comparatively at a higher exchange price of
Rs. 56.
While many exporters are in talks with European buyers to increase revenues from the European
market, keeping long-term interests in mind, they are also hoping to ramp up domestic
operations, improve production and manufacturing efficiencies. For example, some companies
are trying to convince their existing clients in Europe to shift from paying in dollars to Euros.
Some companies are also pondering over market diversification with more emphasis on Europe.
According to industry experts, these are only short-term benefits and will not be beneficial to
small and medium enterprises to cope up with the appreciation of rupee. They are expecting the
government to take some measures on CENVAT accumulation along with cancellation of 1%
NCCD from POY. To compete with cheap imports, duty on various raw materials / intermediates
needs to be rationalized.
As per industry statistics, the European market cannot offer as much volumes as the American
market fetches. Secondly, there will always be a resistance to the incremental prices, which
exporters can enforce upon their foreign clients. Hence, targeting the burgeoning domestic
market, which has significant growth potential should be the long-term strategy for the Indian
textile sector. Besides this, while some bigger companies have managed to plug losses by
hedging, it is time for the smaller companies too, to look at this option, as the textile industry has
had to grapple with issues such as job cuts and profit losses this year.

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INDIAN APPAREL INDUSTRY SECTOR WISE CLASSIFICATION

Year 2009 estimates show that the Indian apparel market is worth INR 1,542.5 bn as against
the previous years revised figures of INR 1,359.3 bn. In volume terms, 692.5 bn units were
sold in 2009 as against last years 627.9 bn units. The overall value growth in 2009 over
2008 was 13.5 percent, while volumes grew at 17.2 percent. Based on the existing trend, it is
projected that the Indian apparel market will grow to INR 2,401.7 bn by 2014 at a CAGR 9.3
percent, provided the overall economic scenario remains more or less stabilized at existing
levels.
MENSWEAR
In 2009, the menswear segment had volume growth rate of 7.8 percent and value growth rate of
11.7 percent. The volume grew from 1757 mn units in 2008 to 1894 mn units 2009. In terms of
value the menswear market has grown from INR 498.1 bn to 556.4 bn in 2009 at a rate of 36.1
percent. Among all the apparel categories T-shirts was the fastest growing at a rate of 34.1
percent and Trousers at 18.3 percent.
Mens Shirts
Valued at INR 204.7 bn, mens shirts as a single product category commands the largest market
share in the apparel market and also has the maximum number of manufacturers and brands
competing in this market.While volume has shown a growth of 26.5 percent in the super
premium range with 15 percent value growth, volume in the premium and mid ranges grew at
around 17.0 and 13.3 percent, with 10-12 percent value growth in 2009.
Mens Trousers
Valued at INR 143.1 bn in 2009, the mens trousers market, constitutes yet another major apparel
category and here too the maximum growth in value terms has taken place in the super premium
range (22.6 percent), followed by the premium range with 19.8 percent volume growth in 2009.
Similar to mens shirts, here also value growth rate is highest in the super premium and premium
range of trousers (12 percent each) followed by mid range (10.0 percent). Volume growth rate in
low range has shown a decline in 2009 at 9.1 percent over the year 2008 for the trousers market.
Mens Formal Suits, Jackets & Blazers
The segment of mens formal suits, jackets and blazers is currently valued at INR 48.3 bn and is
now witnessing a rapid shift from tailored to ready-to-wear, as is evident from the higher volume
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growth rate of 10.2 percent in 2009 as compared to 5.0 percent in 2008; value growth has also
been remarkably high, 12.6 percent
in 2009 over the year 2008. Value growth was highest in the super premium range (13.4 percent)
of formal suits, jackets and blazers wherein volumes grew by 7 percent in 2009.
Mens T-Shirts
The t-shirt category is currently valued at INR 44.3 bn; volume has shown a growth of 6.1
percent and value 9.1 percent in 2009 as compared to previous year. Value growth was highest in
super premium and premium ranges (nearly 12.3 and 11.8 percent respectively)in 2009 over the
year 2008.
Mens Innerwear
As mentioned in our 2009 Apparel Report, mens innerwear segment is indeed witness to more and more
consumers opting for hosiery underwear as against tailor-made woven underwear. Statistics show 5 and
5.6 percent volume growth in the entry level low and economy ranges in 2009 as compared to the
previous year. The mens innerwear market is worth INR 22.2 bn and it experienced overall value growth
rate of 8.1 percent in 2009 which is slightly lower than the previous year when value growth was recorded
8.8 percent. The super premium range recorded the highest value appreciation with a 18.3 percent growth,
while the mid ranges has recorded a value growth of 13.2 percent.

WOMEN WEAR
The womens wear segment comprises 32.2 percent (INR 497.1 bn) share of the INR 1542.5 bn
Indian apparel market in value terms. This share had been steadily increasing since 2005 when it
was 32.1 percent. It was a similar picture in volume share as well wherein womens wear
constituted 28.7 percent of the apparel market volume sales in 2005, this share increased to 30.0
percent in 2007 and 2008 and is now reduced to 29.5 percent in 2009.
Salwar Suits
Womens ethnic salwar kameez, besides being regular wear apparel, is also the popular work
wear for a majority of Indian women. Sales of salwar kameez has increased from 2,094 bn units
in 2008 to 2,339 bn units in 2009, the growth rate being 11.7 percent in 2009 as compared to 2.9
percent in the previous year.The womens ethnic salwar suit market was worth INR1,16.6 bn in
2009, which was a growth of 14.2 percent over the INR 102.1 bn market size in 2008. Value
growth was highest in the super premium range of salwar-suits (36.9 percent), which resulted
from a 10 percent growth in average selling price and 25 percent growth in volume sales in 2009.
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However, the premium range has shown a volume and value growth of 18 percent and 22.7
percent respectively.
Sarees
Valued at INR 190.4 bn, saree market recorded 6.5 percent growth in volume and 11.9 percent
growth in value in 2009. It is the super premium and premium segments that have experienced
highest growth in 2009, as compared to the previous year. In both, super premium and premium
range, saree value growth was 25.4 and 19.9 percent, volume growth was 14 and 10 percent
respectively. Interestingly, the low price range recorded higher growth in average selling price (3
percent) as compared to the economy range sarees.
Western wear
Considering the general meltdown in market sentiments, womens western suits/coats/blazers, tshirts, woven tops and trousers/skirts have all shown reasonably encouraging growth in 2009
over 2008, 9.8 percent in terms of volume and 14.8 percent in terms of value.
The highest value growth was recorded in woven tops, 13.8 percent in the year 2009 and this
came from just 9.5 percent growth in volumes. Volume growth was however higher in the
western suits (17.2 percent) as compared to other categories. The womens trousers/skirts
category has seen a 15.5 percent value growth in 2009 while volumes grew by 10 percent.
Lingerie and Nightwear
The lingerie and nightwear category experienced volume growth rate of 13.4 percent and value
growth rate 17.9 percent in 2009. The market size increased from INR 8,52.1 bn in 2008 to INR
1004.8 bn in 2009. However the volume has grown 13.4 percent in 2009.
KIDS WEAR
Valued at INR 381.9 bn, the overall kidswear plus market has grown 16.1 percent in terms of
value in the year 2009 over the year 2008 when the market was valued at 328,9 bn. While the
volume grew by 12.9 percent from 2,077 mnpcs in 2008 to 2,345 mnpcs in 2009. The kidswear
market in India, valued at INR 225.0 bn, grew at the rate of 17.3 percent over the previous year.
Value growth in 2009 was 17.3 percent and the volume growth was 14.5 percent. The unit sales
increased from 1479.1 mn 2008 to 1693.2 mn in 2009. The volume sales in kidswear was higher
in the super premium (25 percent) and premium ranges (20 percent), followed by mass segment
(15 percent), as compared to higher volume growth in the mid and economy ranges in 2008. The
uniforms market experienced a remarkable 14.5 percent value growth in 2009, with the market
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expanding to INR 156,8 bn from INR 137,08 bn in 2008. Growth in volume sales also remained
healthy at 9.0 percent.

Fig.3.1 Mens Wear Market

SOURCE- TECHNOPAK ANALYSIS

High growth categories in mens market include Active wear, T-Shirts, Innerwear and Shirts.
Fig3.2 Womens Wear Market

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SOURCE- TECHNOPAK ANALYSIS

High growth categories in womens market include Innerwear, Woven tops / Shirts and T-shirts.
Ethnic wear categories like Sarees and SalwaarKameez also have high growth potential.
Fig.3.3 Boys Wear Market

SOURCE- TECHNOPAK ANALYSIS

Fig.3.4 Girls Wear Market

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SOURCE- TECHNOPAK ANALYSIS

High growth categories in kids girls market include Ethnicwear, Dresses, Bottomwear,
Uniforms and T-Shirts
Fig.3.5 Home Textile Market Increasing with Urban Development

SOURCE- TECHNOPAK ANALYSIS

Home Textile market is expected to grow by 9% CAGR till 2020 on the back of increased urban
household population.
1.3 Size of Indian apparel Industry
The Indian apparel Industry has an overwhelming presence in the economic life of the country.
Apart from providing one of the basic necessities of life i.e. cloth, the textile industry contributes
about 14% to the country's industrial output and about 17% to export earnings. After agriculture
this industry provides employment to maximum number of people in India employing 35 million
people. Textile Industry contributes around 4% of GDP, 9% of excise collections, 18% of
employment in industrial sector, and has 16 % share in the countrys export.
The Industry contributes around 25% share in the world trade of cotton yarn. India is the largest
exporter of yarn in the international market and has a share of 25% in world cotton yarn export
market. India contributes for 12% of the worlds production of textile fibers and yarn. Indian
textile industry is second largest after China, in terms of spindle age, and has share of 23% of the
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worlds spindle capacity. India has around 6% of global rotor capacity. The country has the
highest loom capacity, including handlooms, and has a share of 61% in world loomage.
The Apparel Industry is one of largest foreign revenue contributor and holds 12% of the
countrys total export. Currently Mens wear is the biggest segment of the market, however
Womens wear is growing faster than other Apparel segments and is expected to gain majority
share in future. Kidswear is also growing rapidly with higher growth in girls wear.
Over all total domestic apparel and textile market
The current domestic Textile and Apparel market of US$47 Bn is expected to grow @ 11%
annually to reach US$ 140 Bn by 2020.
2005

2009

Total
US$ 30 bn
INR

2015(E)

2020(E)

Total

Total

Total

Total

US$ 47 bn

US$ 52 bn

US$ 89 bn

US$ 140 bn

Cr

1,39,330

2010(E)

INR
INR Cr 2,18,570

Cr

2,46,000

INR
INR Cr 4,18,670

Cr

6,56,000

Apparel

Apparel

Apparel

Apparel

Apparel

US$ 22 bn

US$ 33 bn

US$ 36 bn

US$ 61 bn

US$ 100 bn

INR

Cr

1,01,000

INR

Cr

INR

Cr

INR Cr 1,54,000

1,70,900

INR Cr 2,88,880

4,70,000

Textile

Home Textile

Home Textile

Home Textile

Home Textile

US$ 2 bn

US$ 3.5 bn

US$ 4 bn

US$ 6 bn

Home

INR

Cr

US$ 9 bn
INR

10,000

INR Cr 15,570

INR Cr 17,000

INR Cr 26,650

40,000

Technical

Technical

Technical

Technical

Technical

Textiles

Textiles

Textiles

Textiles

Textiles

US$ 6 bn

US$ 10.5 bn

US$ 12 bn

US$ 22 bn

US$ 31 bn

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Cr

INR

Cr

INR

28,330

INR Cr 49,000

INR Cr 58,100

INR Cr 1,03,140

Cr

1,46,000

Total Indian apparel market (INR Cr)

Indian domestic Apparel market is expected to grow @ 11% CAGR(compound annual growth
rate) , primarily driven by high unit value growth (due to growth in organized and branded
segment), apart from increase in per capital consumption of clothing due to favorable consumer
demographics.
Fig.3.6 Indian Apparel Market yearly analysis
500000
450000
400000
350000
300000
250000

Series1

200000
150000
100000
50000
0
2005
2009

2010
2015(E)
2020 (E)

Market size
The Vision Statement for the textiles industry for the 11th Five Year Plan (2007-12) sees India
securing a 7 per cent share in the global textiles trade by 2012. At current prices, the Indian
textiles industry is valued at S$ 55 billion, 64 per cent of which caters to domestic demand.
The export of textiles and clothing (T&C) aggregated to US$ 22.42 billion in 2009-10. The
Government fixed the target for 2010-11 at US$ 25.48 billion.
Expansion of industry size after quota
There has been an expansion in the Indian Apparel and Textile Industry in the post quota period;
the industry size has expanded from US$ 37 billion in 2004-05 to US$ 47 billion in 2005-06. In
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this period, the domestic market increased from US$ 23 billion to US$ 30 billion, whereas the
exports increased from around US$ 14 billion to US$ 17 billion.
1.4 Structure of the Indian Apparel Industry:
The Indian Textile industry is highly fragmented sector.
Industry is fully vertically integrated across the whole value chain and interconnected
with various operations.
Textile Industry comprises small-scale, medium-scale, large-scale, non-integrated,
spinning, weaving, finishing, and apparel-making firms and enterprises.
This is an unorganized sector and includes Handlooms, Power loom, Hosiery, Knitting,
Readymade Garments, Khadi, Carpet and Handicrafts manufacturing units.
The organized Mill Sector comprises of spinning Mills, and Composite Mills where
spinning, weaving, and processing activities are done.
The Fibre and Yarn Sector of the textile industry includes Textile Fibers, Natural Fibers
such as Cotton, Jute, Silk and Wool; Synthetic / Man-Made fibers such as Polyester,
Viscose, Nylon, Acrylic and Polypropylene.
The Man-Made Textile Sector includes Fibre and Filament Yarn manufacturing units of
Cellulosic and Non-Cellulosic origin. The Cellulosic Fibre/yarn Industry is controlled by
the Ministry of Textiles, and the Non-Cellulosic Industry is controlled by the Ministry of
Chemicals and Fertilizers.
India is the largest producer of Jute, the 2nd largest producer of Silk, the 3rd largest
producer of Cotton and Cellulosic Fibre/Yarn and 5th largest producer of Synthetic
Fibers/Yarn. In contrast to other major textile-producing countries, mostly mostly smallscale, nonintegrated spinning, weaving, cloth finishing, and apparel enterprises, many of
which use outdated technology, characterize Indias textile sector. Some, mostly larger,
firms operate in the organized sector where firms must comply with numerous
government labor and tax regulations. Most firms, however, operate in the small-scale
unorganized sector where regulations are less stringent and more easily evaded.

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Formal shirts
2.4-Mens The research market
According to CARE Research, mens apparel is the largest segment in the Indian apparel market.
CARE Research estimates the market size at Rs. 519 billion in 2010 and it is expected to grow at
a CAGR of 6.8% to Rs. 720 billion in 2015. The level of penetration of organized manufacturers
and brands is the most in this segment of the domestic apparel market. Shirts, trousers and suits
contribute almost 71.2% to the domestic apparel market and these segments are expected to
maintain their market share in the future. The T-shirts market is expected to experience the
highest growth over the next 5 years. Other mens garments include casual and leather jackets,
nightThe research is beingar, woolens and dhotis/lungis. Brand loyalty factor is high amongst the
mensThe research is beingar segment, especially in the premium and super premium segment.
Fig.3.7 category wise break up

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Fig.3.8 Information of key brands)

Mens shirts
CARE Research valued the market in mens shirts at Rs. 191 billion in 2010. Mens shirts, as a
single product category, commands the largest market share (36.8%) in the mensThe research is
beingar segment with the greatest number of manufacturers and brands competing in the market.
This market is expected to grow at a CAGR of 6.4% over the next five years, and is projected to
be worth Rs. 261 billion in 2015. The growth in this product category at the retail level is
expected to be at a CAGR of 13% from Rs. 420 billion in 2010 to Rs. 770 billion in 2015.
Growth can be attributed to the increased penetration of ready-to-The research is beingar shirts in
the market place, especially in the rural markets, rising income levels and the easy availability of
ready-to-The research is beingar shirts in various colors, sizes and patterns at malls and local
garment retailers.

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Fig.3.9 Mens shirt market

The market for mens shirts can be divided into five categories by price point. Rising income
levels, increasing eagerness to buy and the popularization of formal The research is beingar at
the workplace is driving growth in the super premium, premium and medium shirts category.
The highest growth is expected in the super premium category, following The research is beingd
by the premium category. This can also be attributed to the introduction of more domestic and
international brands in these categories.
Table.3.3 Category wise breakups of mens shirt

NATIONAL
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INSTITUTE

OF

FASHION

TECHNOLOGY,

HYDERABAD

Competitive brands of Arrow.

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

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43

Louis Philippe
Louis Philippe symbolizes elegance, class, status, and a lifestyle that is distinctly majestic and
opulent. The brand draws its name and inspiration from King Louis Philippe of France, who was
famed for his generosity of spirit and his appreciation of the arts. From its inception, Louis
Philippe has been seen as the purveyor of fine clothing for the discerning European gentleman.
Garments under this label combined the finest fabrics with designs inspired by the latest global
trends, addressing the needs of the style-conscious contemporary male. The international superbrand offers elegant ensembles for the new Indian man. The entire range of formals, semiformals, knits, custom-made apparel, and accessories is inspired by the latest European fashion
trends. Synonymous with premium, international mens fashion, Louis Philippe was launched in
India in 1989. Celebrating the sophistication of the Indian gentleman, Louis Philippe garments
establish that their The research is beingarer is a man of infallible taste and class. The brands
Franco-Italian lineage, combined with its focus on global fashion gives it indisputable premium
and an exclusive image. Today, Louis Philippe is a brand leader in formal and quasi-formal .The
embellished Crest is a sign that the The research is of a Louis Philippe wardrobe has truly
arrived. Today, the Crest is prized even more for its focus on luxury, exquisite craftsmanship
and attention to detail, establishing that its The research is beingarer is truly a member of The
Upper Crest. The comfort and perfection of the clothing is also evident in their line of elegant
shoes, crafted from the finest leather, and their range of inner The research is being as, sourced
from the softest cotton.
The brand is known for its craftsmanship and attention to detail. The brand has a life that beats
the other brands by miles. Those ardent fans of Louis Philippe will vouch for the life of the shirt.
After repeated washes, seldom this shirt lets you down. It is this value that had captured the
minds of the Indian consumer.
Louis Philippe was positioned as an aspirational brand. The brand element, Crest has now
become a symbol of success. You The research is beingar the shirt with the upper crest; you
make a statement of being The research is beingll dressed. Seldom brands achieve that status.
The brand initially positioned as "Signed Designer The research is beingar" later extended the
positioning to create a sense of exclusivity. The brand became the symbol of being "Arrived".
The premium pricing and the exclusive Brand element reinforced the premium image of this
brand. Louis Philippe also made sure that it offers maximum value for the premium it charges.
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The brand uses only Suvin, Egyptian or Pima Cotton. The brand is also the first to launch iconic
collections. The Black and White Collections (1996) and the super-premium Gods and Kings
(2003) ensured that the fans are excited about the brand. Gods and Kings Range is priced 100%
premium over the other premium brands. Another blockbuster product from the brand's stable
was the PermaPress range of 100% wrinkle free shirts which became a huge hit with the
executives.
Louis Philippe garments are available at 100 stores, and at the exclusive LP stores created by
famous European architect John Marsala. The brand continues to be the leader in retail sales in
all leading mensThe research is beingar and department stores. The retail experience is further
augmented by Madura Fashion & Lifestyles retail chain Planet Fashion.
Louis Philippe also launched sub-brands including LP and Luxure. LP by Louis Philippe has an
exciting range of shirts, trousers, T-shirts, suits, jackets and accessories to put together a youthful
wardrobe. Luxure, the masterpiece collection, was created to deliver sartorial elegance for the
refined connoisseur. Louis Philippe recently made a foray into the footThe research is beingar
segment, offering more than 40 exciting designs, in an unparalleled width in the formals market.
Louis phillipe (casuals shirts )
Collection
In SS12 they have mostly blues, green, whites and yellow. They have a similar emphasis on colour like
arrow sports.very nice printed shirts are there ie little bobby prints.they have more options of stripes than
checks.
Categories
Rider the spirit of motoring
All big checks are put in this category, mostly in brown ,blues and in tones and shades of red
Fabric used
Cotton
Linen
Fits in Louis Philippe
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Tailored fit
Slim fit

Van Heusen
Launched in India in 1990, Van Heusen is yet another success story from the Madura Fashion &
Lifestyle stable. The brand operates under license to Madura Fashion & Lifestyle in India and
South East Asia. A premium lifestyle brand, Van Heusen assiduously follows the company
mandate; fashion for the corporate world. The brands target audience is the successful,
sophisticated, erudite, multi-faceted professional.
For the Van Heusen customer, elegance and style are not just fads, but a philosophy. And
therefore, keeping their tastes in mind, Van Heusen was opposed to the conventional nine-to-five
formal The research is beingar. Instead, the brand makes available a 24/7 self-expression range
of garments to their target audience.
With more than half of Indias population under 25, it was not a surprise when Van Heusen
moved from targeting only the 25-45-year-old businessman. With the introduction of V dot that
opened up the specialized clubThe research is beingar category, Van Heusen also addressed the
needs of a younger consumer and a changing lifestyle one who had disposable income and the
attitude to go with it. V dot offered a range of clothing that was edgy, not reckless, fashionable,
not flippant, youthful, not juvenile. It added a bold sophistication to the brands design
philosophy
The Van Heusen range is modern, minimalistic and timeless. It is distinguished by its high
quality, and its relevance to the times, neither too edgy nor too futuristic. Van Heusen aims to be
a complete lifestyle brand and plans are to double the number of stores to 200.
Van huesen
In ss12 season they have many options of printed shirts, very unusual prints. They have more of checks
than stripes.
Fabric used :
Satin

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Polyster
Cotton
V dot categories
Not as such any particular category under Van huesen sports
Price point
It lies between 1499 to 2299.
Fit
They have only slim fit in casual shirts.

INDIAN TERRAIN
Indian terrain casuals shirts
Collection
They have more options in checks , mostly of them are in blues. They have less of linen options.
Categories
Brooklyn vintage plaid
Darmouth gingham
Darmouth stripes
Authentic jeans
Fabric used
Cotton
Linen
Fits
Custom fit
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Modern fit
Premium 60s fit a fit

United colors of Benetton

Collection
More of checks and plain shirts
Fits
Slim fit
Price
2099 & above
Findings
Louis phillipe colour emphasis was found to be similar of that of arrow sports.
Louis phillipe have a lesser price point than arrow sports and have an interesting and attractive
collection.
Its riders category is a plus point of them it attracts youth a lot who is the target customer .
UCB is still one of the giant in the market and having very nice collection , the only negative part
is its price point which is higher than arrow sports, Louis phillipe, van heusen,and Indian terrain.
Indian terrain price point is the lowest and it has also a good collection having different fits and
type of shirts.
Difference in detailing in Casual shirts of Arrow sports.
Bar track detail in different colour is there in all the shirts which was not found in any other
competing brand.
Last buttons has been stitched in different thread.
Two way shirts are there.
Flag swap buttons are there on second button of shirts.
Extra small metal buttons used in collars.

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Arrow sports Casual shirts

Arrow sports sub brand

Blue jeans
Outdoor
Marine
Fabric Used
Cotton
Poplin
Linen
Italian cotton
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Pricing
Arrow sports
Price of arrow casual shirts is from 1299 2199
Linen shirts are above 1999
Fits in Arrow sport shirts
Regular fit
Manathhan fit
Manathhan slim
SS12 COLLECTION
No outdoor and George is there in SS12.
Colour of the season is green.

OPTIONS AVAILABLE
There are 35 options in stripes all together, in which 15 options are of cotton shirts, rest are linen.
10 options in plain.
20 options in checks,out of which 15 are medium and big checks and rest 5 options in small checks.
There are all together 20 options of Half sleeve shirts and around 50 options of full sleeve .
In linen shirts there are 14 options of half sleeve shirts and 8 options of full sleeve shirts.

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VM
Display of merchandises in the stores are according to colour paleete as given in planogram.

Colour Options
There is a emphasis on pink, green ,yellow and blue.
Around 12 options of blue is present in stores in SS12 collection in casual shirts, and 10 in shades of red
and pink and 8 in shades of green and 5 options in yellow. 4-5 options are there in shades of brown also.

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NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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Detailing in Casual shirts of Arrow sports.

Bar track detail in different colour is there in all the shirts which was not found in any other
competing brand.
Contrast button holes, side panels.
Last buttons has been stitched in different thread.
Two way shirts are there.
Flag swap buttons are there on second button of shirts.
Inside collar band in trim fabrics generally in contrast.
Patch details at elbow.
Extra small metal buttons used in collars.
Arrow embroidery in DTM on sleeve cuff placket.
Inner placket of sleeve in different colour.

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HYDERABAD

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53

Finishes and washes

Peach finish shirts are there in the collection that makes the fabric very soft.
Softener washes are given to most of the shirts.
Enjyme wash- garment.
Heavy stone wash.

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HYDERABAD

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54

CHAPTER-4
Research Methodology

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Research Methodology:Research Objective

Primary Objective:
The description of the project only provides a brief outline as what I would do. The objective of the
project now lays down the specific concept and things that I intend to study.
Primary objective of the research is deals with two aspects mentioned belowTo find out positioning of Arrow as a casual wear brand.
To find out gaps in present collection through Consumer feedback on present collection
on basis of 7 Ps of marketing &validation of gaps with the help of their feedback.
Sub objectives
To conduct competitive analysis for Arrow sports.

Type of Research: Exploratory research technique has been followed for primary & secondary
research.
The research methodology consist of these stepsData analysis
The following software are being utilized for data analysis,
1) SPSS
2) EXCEL
1) The report has been prepared with the help of excel and word document. All the valuable
input of industry and college mentor has been used

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Population:
As the project is totally based on mens wear brand , so target population was man who shops in
any of the three large format store in Bangalore (Shoppers Stop, Life Style, Bangalore Central &
Arrow EBOs ) .The population is defined in terms of shopping of Arrow Sports. .
Sampling Method:
Sample was randomly chosen from the visitors of the store. Survey was conducted in Bangalore
as a direct approach and to cover the other parts of the country, it was done online as well. So the
method applied here is non-probability convenient sampling.
Sample Size:
As most of research has been done with sample size of 150 in the reports which I found during
secondary research, due to certain limitations, for this research work also, 150 sample size has
been chosen.
Data Collection Techniques:
The research is being collect data on different store of shoppers stop, central ,life style& EBOs
of Arrow in Bangalore
Secondary Data:
The main sources of information are:
Company websites & journals
Fashion website & other websites
General observation on Store and vendor visits
Primary data:-has been collected through observation and questionnaires. Contains 20
questions, a combination of open ended & closed ended questions have been used all the
questions are non-disguised in nature.

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CHAPTER-5
Road show process and analysis A/W-12

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Road show process and analysis A/W-12

ROAD SHOWS AND I-SUMMIT
Road Shows are nothing but the formal Buyer Vendor meets, where vendor display their products and
entire merchandise to the buyers, who evaluates this range and gives order & feedback.
The first event that happens in the Apparel industry is I-Summit. This event happens one month prior to
the actual road show. This is a preview of the upcoming line for the next season with key customers and
orders against the same are also taken. Customers invited are EBOs, Key Accounts (Shoppers Stop /
Lifestyle), MBO (Kapsons) and Exports (South Africa & Dubai)
Prior to each season, six months in advance Road Show event takes place where in the products for the
upcoming season is put in display for the companys customers. The customer orders the products at the
Road Show for the upcoming season. At the end of each season there will be an End of Season Sale in
which period, various offers and discounts are given on products that remain unsold during the whole
season.
One road show cost around 80-90 lakhs of rupees. Apart from holding central road shows, companies also
go for regional road shows, for the buyers who are unable to attend the mega road show. And For the
further convenience of the buyer, companies also post their fabrics on their sites, so that buyer can
order as per their desire. And that would be better for the company to attend maximum serviceability.
Road Shows are necessary because it helps the company in detecting the trends of future as:

1) Efficient buyers know the pulse of the consumers.

2) They are aware of the current/forecasted trends as they have a direct interaction with the
consumers.
3) Buyers add the business prospective to the brands.
I.e. Road shows act as a medium through which the manufacturing company tries to gauge the
success and failure of its seasons offering before the merchandise hits the shelf.
This helps the brand/manufacturing company in many ways, they are as follows:

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1) It enables them to control and manage inventory better because of pre-booked confirmed
orders.
2) It enables them to have a Customer Centric approach by gauging with reasonable
accuracy the tastes and preferences of the target market.
3) It enables them to manage the lead time properly.
4) It enables them to provide better performance on the criteria of Booked Vs Delivered
orders leading to better Vendor Relationships.
It also help retailers in many ways, they are as follows:

1) It helps them in better control on Inventory.

2) It helps them in Lesser Dormancy.
3) It saves them from Out of Stock Situations.
4) It helps them in providing Lesser Mark downs.
5) It helps them to provide Better Bottom-lines.
PROCESS OF ROAD SHOW:
The Road show is a process of creating a range of garments for a particular season and then
showcasing it for the customers to get a visual appeal and in turn order the merchandise for selling in
their respective stores.
In lieu of this roadshow process is a sequence of well defined and researched activities that follow in the
following stages.
1. Market Survey:
a. Competitive analysis : to the competitors and their products offerings.
b. Gap Analysis: to analyze where the gap is in terms of product, style, fashion, display etc.
c.

Research : To find out the best possible way to bridge the gap and also create a
competitive edge.

2. Designing and Conceptualization:

a. To select a theme based on the prevailing economic and social conditions.
b. To create the designs and styling based on the market trends and forecasting.
c. Create the sketches and spec sheets.
d. Approval.
3. Product Development:
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a. To select a vendor on the basis on production capacity, quality and cost advantage.
b. To either select the fabric designs already being developed by the vendor or send swatch
samples to develop a new and unique fabric.
c.

The fabrics designs are then approved with the receiving of the lap dips and then the
deskloom are ordered for.

d. Since for the road show, only sampling is required, which is approximately 2 to 3
samples per design the deskloom is not ordered in large quantities.
e.

Once the deskloom is received and approved depending upon the type of styling, it
is send back to the vendor along with the spec sheet for production.

f.

The production is followed by washing and the sample is ready to be displayed.

4. Roadshow
a. Once the samples are ready they are displayed in a store like setup, visually appealing
and attractive.
b. The customers, retailers in case of brands are invited to view the collection at the venue.
c. The retailers then select the merchandise based on their target audience and manual
bookings are taken in terms of quantities per design and the size ratios.
d. The key accounts i.e., the major retailers having the maximum share in the sales of the
st

brand are given 1 priority over other minor retailers.

e. Once the key accounts are done with the booking the design are then filtered down and
some of the styles are dropped down based on the no. of orders received in terns of
quantity.
f.

The remaining designs are showcased for the other retailers.

g. Once the bookings are completed the designs are further filtered down depending upon
the minimum order quantity required for final production.
h.

Once the main roadshow is done, there are regional roadshows that follow for regional
retailers. However the booking are based on the extrapolated data based on the previous
seasons bookings and experience.

i.

The final orders are then sent for bulk production.

ROADSHOW ANALYSIS:
With the commencement of the roadshow, the most important part to do a detailed analysis of the
bookings that have to be done to be able to identify the buying pattern and behavior of the consumer.

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TOTAL QUANTITIES BOOKED

TROUSER

SHIRTS

JACKETS

AN

40071

103984

AR

142145

525214

AS

65633

207747

25099

44335

AW

8512

14198

3185

9613

256361

851143

35808

89632

TOTAL

7524

SWEATERS
18144
17540

900000
800000
700000
600000

TROUSE

500000

R SHIRTS

400000

JACKETS

300000

SWEATE

200000

RS

100000
0
AN

AR
TOTAL

AS

AW

Fig.5.1 Catogerywise sales breakups road show AW12

TROUS
ER
SHIRTS
JACKET
S
SWEATERS

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HYDERABAD

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62

LEARNING AND FINDING DURING ROAD SHOW

Small buyers generally want to play very safe , so they mostly prefer to take
blue and grey and black in formal trousers & core collections in shirts.
The small buyers are not that much aware of the difference between tapered
fit, slim fit and regular fit.
Price points was the most influencing factor for the buyers, while high price
points was taken by the buyer of north east, Chennai and Punjab.
Most of the buyers were dependent on distributors for their buying.
Checks was not preferred much in formal trouser by small buyers as they
want to play safe while on the other hand some buyers wanted to try it as it
is preferred by youngsters.
Slim fit and tapered fit was booked good while everyone took some designs
of regular fit.
Those buyers who took president collection took brown ,beige colour and
checks.
Booking of Shirts is mainly based on look of the samples.

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CHAPTER-6
DATA ANALYSIS

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CONSUMER PROFILE
Segregating the data base on the basis of various variables:
The questionnaire is studied minutely and with the help of pivot table and filter , the responses
,trends and the customers acts were analysed. The analysis was done with the help of SPSS as
well as MS-EXCEL.The questionnaire started with the following entries for knowing the
demographic profile of respondent. The entries were:
NAME
AGE
OCCUPATION
LOCATION
When the data was segregated and analysed , then following findings and output was
obtained. The data was filtered and some trends were noticed. The findings from the
questionnaire have been explained in next coming pages.
Studying the data and analyzing the trends and identifying the customers perception for
Arrow:

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AGE
Table .6.1 Age Group

Frequency
Valid

Percent

Cumulative
Percent

Valid Percent

18-25

78

52.0

52.0

52.0

26-35

63

42.0

42.0

94.0

36-45

4.7

4.7

98.7

above 45

1.3

1.3

100.0

150

100.0

100.0

Total

Fig.6.1 Age Group

Age Group

60

Percent

50

40

30

20

10
0

26-35
18-25

36-45

above 45

Age Group

Maximum respondents fall in the age group of 18-25.

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INCOME
Table.6.2

Valid

Missing

Annual Income

Frequency

Percent

Valid Percent

Cumulative
Percent

<5 Lack

95

63.3

63.8

63.8

5-10 Lack

24

16.0

16.1

79.9

10-15 Lack

22

14.7

14.8

94.6

15-30 Lack

3.3

3.4

98.0

>30 Lack

2.0

2.0

100.0

Total

149

99.3

100.0

System

.7

Total

150

100.0

Fig 6.2 Annual Income

Annual Income

Percent

60

40

20

5-10 Lack
<5 Lack

10-15 Lack

15-30 Lack

Annual Income

Maximum respondents have annual income < 5 lacs.

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>30 Lack

Occupation
Table.6.3 Occupation
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

Business

23

15.3

15.3

15.3

Student

54

36.0

36.0

51.3

Service

62

41.3

41.3

92.7
100.0

Other

11

7.3

7.3

Total

150

100.0

100.0

Fig 6.3 Occupation

Occupation

50

Percent

40

30

20

10

Student
Business

Service

Occupation

Most of the respondents are in service followed by students.

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Other

Education

Table.6.4 Education
Frequency

Valid

Percent

Valid Percent

Cumulative
Percent

Under graduate

54

36.0

36.0

36.0

Post Graduate

91

60.7

60.7

96.7
100.0

Above PG
Total

3.3

3.3

150

100.0

100.0

Fig 6.4 Education

Education

Percent

60

40

20

Post Graduate
Under graduate

Above PG

Education

Most of the respondents are post graduate followed by under graduate.

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Frequency of shopping of men's casual wear

Table 6.5 Frequency of shopping
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

Monthely

58

38.7

38.7

Quarterly

72

48.0

48.0

86.7

Once in six month

20

13.3

13.3

100.0

150

100.0

100.0

Total

38.7

Fig.6.5 Frequency of shopping

Frequency of shopping of men's casual wear

50

Percent

40

30

20

10
Quarterly

Once in six month

Monthely

Frequency of shopping of men's casual wear

Most of the respondents Frequency of shopping mens casual wear is quarterly.

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Place preference of shopping

Table 6.6 place preference of shopping
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

Exclusive brand outlets

48

32.0

32.0

32.0

Multi brand/large format

outlets

77

51.3

51.3

83.3

Local or pavement shops

any other

4.0

4.0

87.3

All of the above

17

11.3

11.3

98.7

Online shopping

1.3

1.3

100.0

150

100.0

100.0

Total

Fig 6.6 Table 6.6 place preference of shopping

Place preference of shopping

60

Percent

50

40

30

20

10
0
Exclusive brand
outlets

Multi brand/large
format outlets

Local or pavement
shops any other

All of the above

Place preference of shopping

Fig.5. 1

Most preferred place for shopping was MBOs followed by EBOs.

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Online shopping

HYPOTHESIS TESTING
H0: Income has no influence on preferred place of shopping of the respondent.
H1: Income has influence on preferred place of shopping of the respondent.
Table.6.7 Hypothesis testing 1
Correlations

Place preference of
shopping
Place preference of shopping

Pearson Correlation

Annual Income
1

Sig. (2-tailed)
N
Annual Income

Pearson Correlation

0.720
.001

150

150

0.720

Sig. (2-tailed)

.001

150

150

Null Hypothesis: There is no correlation between the annual income of the respondents and their
place preference for shopping.
Alternative Hypothesis: There is a significant correlation between the annual income of the
respondents and their place preference for shopping.
The results obtained are depicted in the chart above; the Pearson Correlation is 0.72 at 0.001level
of significance. We can conclude that there is a positive strong correlation between the income
and place preference of shopping . This means that the people who have high income felt that
the price was satisfactory and vice versa.
Hence, we reject the null hypothesis and accept the alternative hypothesis.

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SHOPPING FREQUENCY OF DIFFERENT AGE GROUP

Table 6.8 Frequency of shopping of men's casual wear * Age Group Cross tabulation
Count
Age Group
18-25
Frequency of shopping of
men's casual wear

26-35

Total

36-45

above 45

18-25

Monthely

33

25

58

Quarterly

35

28

72

Once in six month

10

10

20

78

63

150

Total

Fig.6.7 Frequency of shopping of men's casual wear * Age Group Cross tabulation

Bar Chart
Age Group

40

18-25
26-35
36-45
above 45

Count

30

20

10

Quarterly

Once in six month

Monthely

Frequency of shopping of men's casual wear

Fig.5. 2

_
It is found more frequent shoppers are between age 18-25 i.e. school & collage going crowd,
young professionals.

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Suggestion:- Arrow sports can maximize its share from this age group by offering more fun tshirts & party wear which is missing in the present collection.

Brand Image of Arrow

Table 6.9 Brand Image Arrow
Frequency
Valid

Percent

Cumulative
Percent

Valid Percent

Sporty

18

12.0

12.0

12.0

Trendy

19

12.7

12.7

24.7

Formal

58

38.7

38.7

63.3

Youthful

11

7.3

7.3

70.7

Sophisticated

27

18.0

18.0

88.7

4.0

4.0

92.7
100.0

Casual
Fashionable
Total

11

7.3

7.3

150

100.0

100.0

Fig.6.8 6.8 Brand image of Arrow

Brand Image of Arrow

40

Percent

30

20

10

Trendy

Formal

Youthful

Sophisticated

Casual

Fashionable

Sporty

Brand Image of Arrow

When the research is being asked how do you perceive Arrow as a brand Arrow. The top answers
were
Formal
Trendy
Sporty

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Sophisticated
So this thing proves that the image of brand is still as a formal but now it is also perceived as sporty
& trendy. The only thing brand needs is to showcase these value to the customer and use them as a
USP for brand

BRAND RECALL IN ARROW CUSTOMERS

Statistics
Brandrecall
N
Valid
Missing

150
0

Table.6.10 Brand recall in Arrow customers

Brandrecall

Frequency
Valid

Arrow sports

Percent

Valid Percent

Cumulative
Percent

14

14.0

14.0

16.0

flying machine

2.0

2.0

18.0

Koutons

2.0

2.0

20.0

Levi's

24

14.0

14.0

34.0

louis phillipe

13

13.0

13.0

47.0

MUFTI

5.0

5.0

52.0

Nike

3.0

3.0

55.0

No prefe

23

13.0

13.0

68.0

Peter England

4.0

4.0

72.0

Provogue

3.0

3.0

75.0

Rebok

2.0

2.0

77.0

Reebok

2.0

2.0

79.0

RIG

3.0

3.0

82.0

Spykar

3.0

3.0

85.0

tommy hilfligher

2.0

2.0

87.0

Ucb

17

7.0

7.0

94.0

Vanheusen

14

4.0

4.0

98.0

2.0

2.0

150.0

150

150.0

150.0

Zara
Total

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Fig.6.9 Brand recall

Brand recall
Arrow sports
flying machine
Koutons
Levi's
louis phillipe
MUFTI
nike
No prefe
Peter england
Provogue
Rebok
Reebok
RIG
Spykar
tommy hilfligher
ucb
vanheusen
zara

When the analysis of market research was done to know about customers preferred brand for
different categories of shirts / trousers in existing in market, then following output was obtained.
This question was put in questionnaire for knowing customers tendency to recall a brand for
knowing customers preference as well as awareness about a brand in a casual category.
For this I gave them one question without any options, they had to mention the name of any one
brand from where they buy casual shirts.
Brand recall of Levis, Arrow sports and Louis Philippe was found to be very good in
consumers.

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Preferred features while purchasing casual wear

Table.6.11 Preferred features while purchasing casual wear
Frequency
Valid

Percent

Valid Percent

Cumulative
Percent

Exclusivity

25

16.7

16.7

16.7

Design

51

34.0

34.0

50.7

Fabric

19

12.7

12.7

63.3

Price

30

20.0

20.0

83.3

Brand Image

25

16.7

16.7

100.0

150

100.0

100.0

Total

Fig.6.10 Preferred

features while purchasing casual wear

Preafered features while purchasing casual wear

40

Percent

30

20

10

Design

Fabric

Price

Brand Image

Exclusivity

Preafered features while purchasing casual wear

It was found While purchasing the most important factors that Customer give priority is Design,
price,exclusivity,brand image then fabric .

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Table.6.12 Purchased merchandise category * age group cross tabulation

Cases
Valid
N
Purchesed merchendise
catogery from Arrow Sports
SS12 * Age Group

Missing
Percent

147

98.0%

Total

Percent
3

2.0%

Percent
150

100.0%

Fig.6.11 Purchased merchandise category * age group cross tabulation

Bar Chart
Age Group

60

18-25
26-35
36-45
above 45

50

Count

40

30

20

10
Trousers

T-shirts

Shirt

Purchesed merchendise catogery from Arrow Sports

SS12

As per customer feedback most selling category was shirts followed by trousers. & t-shirts.
Purchase decision of maximum customers was depending on age.

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Reasons of not purchasing any merchandise * age group cross tabulation

Table.6.13 Reasons of not purchasing any merchandise * age group cross tabulation
Case Processing Summary
Cases
Valid
N
Reasons of not Puchasing
* Age Group

Missing
Percent

126

84.0%

Total

Percent
24

16.0%

Percent
150

100.0%

Fig.6.12 Reasons of not purchasing any merchandise * age group cross tabulation

Bar Chart
Age Group

50

18-25
26-35
36-45
above 45

Count

40

30

20

10

Found it

Sales staff

expensive

was not
supportive

Did not like any Did not like the Did not get my
style

colors

size

Reasons of not Puchasing

Main reason for not purchasing any merchandise did not like any style speciley in
trousers & t-shirts.

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Fig6.13 Age group * preferred fit cross tabulation

Bar Chart
Age Group
18-25
26-35
36-45
above 45

Count

60

40

20

Regular
Manhattan(Slim

Prefered fit in shirts

Slim fits has been prefferd by all age groups from 22 to 35 over slim but still regular fit is needed
.

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Table6.14 Feedback on present collection of trousers * Age cross tabulation

Case Processing Summary
Cases
Valid
N

Missing
Percent

Total

Percent

Percent

Feedbak on present
colloction of Trousers *
Age Group

150

100.0%

.0%

150

100.0%

Feedback on present
colloction of Shirts * Age
Group

150

100.0%

.0%

150

100.0%

Fig.6.14.Feedback on presentation collection of trousers

Bar Chart
Age Group

50

18-25
26-35
36-45
above 45

Count

40

30

20

10

Good

Average

Below average

Excellent

Feedbak on present colloction of Trousers

Trousers was not rated good respondents rated it average & below average most it needs a
lots of improvement but project gold trousers was doing well.
Suggestion:- should add more options and designs as per customers feed back.

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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Fig.6.15 Feedback on present collection of shirts

Bar Chart

Age Group

50

18-25
26-35
36-45
above 45

Count

40

30

20

10

Good

Average

Excellent

Feedback on present colloction of Shirts

Shirts are doing very well as most of the respondents rated it good followed by excellent.

Fig6.16Feedback on present collection of T-shirts

Bar Chart

Feedback on present
colloction of T-Shirts

80

Excellent
Good
Average
Below Average

Count

60

40

20

Good

Average

Excellent

Feedback on present colloction of Shirts

Feedback on present collation of T-shirts was good as most of the respondent rank it as good as
per customers feedback designs should be improved & should add some funky things

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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Table .6.15 Awareness of promotional strategy run by Arrow

Frequency
Valid

Percent

Cumulative
Percent

Valid Percent

Yes

66

44.0

44.0

44.0

No

84

56.0

56.0

100.0

150

100.0

100.0

Total

Fig.6.17 Awareness of promotional strategy run by Arrow

Awarness of promotional strategy run by Arrow

60

Percent

50

40

30

20

10

0
Yes

No

Awarness of promotional strategy run by Arrow

Awareness of promotions run by arrow is less so it should be improve.

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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RANKING ARROW VIS--VIS OTHER MENS WEAR BRAND ON BASIS

OF 7 PS OF MARKETING
Fig.6.18Brand image

Brand Image

40
35
30
25
20
15
10
5
0

w
Louis
plilipe
Rank 1

Arr sport
o
s
Rank
2

Van
heusen
Rank
3

Indian
terrain
Rank
5

UCB
Rank 6

Fig..6.19 Availability

Availablity
40
35
30
25
20
15
10
5
0
Van Heusen

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

louis philipe

UCB

Page
84

Fig.6.20 Fit

Fi
t
40
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

UCB

Fig.6.21 Quality

Quali
ty
50
45
40
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

UCB

Page
85

Fig.6.22 Design & Style

Design &
Style
60
50
40
30
20
10
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

UCB

Fig.6.23 Store ambience

Store
ambience
50
45
40
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

UCB

Page
86

Fig.6.24 Sales Staff

Sales
staff
50
45
40
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

UCB

Fig.6.25 Pricing

Prici
ng
40
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

UCB

Page
87

Fig.6.26 In store promotion

Instore
promotion
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

UCB

Fig.6.27 Exclusivity

Exclusiv
ity
35
30
25
20
15
10
5
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

UCB

Page
88

Fig.6.28 End of seasons sale

End of seasons sale

60
50
40
30
20
10
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

UCB

Fig.6.29 Packaging

Packaging
60
50
40
30
20
10
0
Van Heusen
louis philipe

Arrow Sports

Indian Terrain

NATIONAL INSTITUTE OF FASHION TECHNOLOGY,

HYDERABAD

UCB

Page
89

CHAPTER-7

Findings & Conclusion

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Findings & Conclusion

Findings
Brand recall of Levis, Arrow sports and Louis Philippe was found to be very good in
consumers. So it can be concluded that though arrow is basically known for formals, it
cant be said that it is only known for formals now.
Slim fits has been prefferd by all age groups from 22 to 35 over slim but still regular fit is
needed .
Louie Phillip and Arrow was found to have a very good brand image in customers mind
followed by Van Huesan.
Style of Arrow and Us polo is considered better over Louis phillipe and UCB.
It was found that fit wise all the brands except Indian terrain is considered good.
While purchasing the most important factors that Customer give priority is Brand, fit
,quality then price followed by style and ease of availability
Most of the respondents Frequency of shopping mens casual wear is quarterly.
Most preferred place for shopping was MBOs followed by EBOs
In hypothesis testing it is found that the people who have high income felt that the price
was satisfactory and vice versa
It is found more frequent shoppers are between age 18-25 i.e. school & collage going
crowd, young professionals
The image of brand is still as a formal but now it is also perceived as sporty & trendy
It was found While purchasing the most important factors that Customer give priority is
Design, price,exclusivity,brand image then fabric .
As per customer feedback most selling category was shirts followed by trousers. & tshirts. Purchase decision of maximum customers was depending on age.
Main reason for not purchasing any merchandise was not liking any style speciley in
trousers & t-shirts.
Slim fits has been prefferd by all age groups from 22 to 35 over slim but still regular fit is
needed .
NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD
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Trousers was not rated good respondents rated it average & below average most it needs
a lots of improvement but project gold trousers was doing well.
Shirts are doing very well as most of the respondents rated it good followed by excellent
Feedback on present collation of T-shirts was good as most of the respondent rank it as
good as per customers feedback designs should be improved & should add some funky
things
Arrow sports have a very good brand image after Louis philipe & followed by van
heusen, Indian terrain.
Arrow sports was found to be very good at quality & fit.
It needs improvement in design & style.
In pricing Arrow sports was ranked to b very good means most of the customers are
satisfied with pricing.
Ranking of Arrow sports is nt good in terms of store ambiance, sales staff & in store
promotions it should be improved.
Arrow sports was found to be average in packaging so it need improvement.

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CHAPTER-8
Recommendation
Limitations of Project

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Recommendation
Arrow should focus on its promotional strategy as most of the respondent Saied they
havent seen any promotion strategy run by Arrow.
The importance of large store format is increasing day by day & preferred place of
shopping so they should adopt the marketing strategy according to that.
Should think to launch something like Agent vinod collection ( launched for Arrow new
york to give Arrow formals youth look), which is focused on Arrow sports & can
promote Arrow as a casual wear brand.
Should think about Complete casual solution.
Proper customer feed back.
Should give training to Fashion consultant at every store as sales staff feedback was foud
average for Arrow Sports.
Should not focus on low price as it would spoil a premier brand image.
They should focus on their USP and try to focus on those areas to get the maximum profit
from the booming market. The quality is not an issue the biggest issue is the collection of
Arrow sports its not satisfactory mainly trousers.
Arrow sports can maximize its share from age group 18-25 by offering more funky tshirts & party wear which is missing in the present collection
Should add more options and designs as per customers feedback.

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Limitations of Project
This study has attempted to delve into some of the important issues. However it is admitted that
there are some limitations in the conduct of this study which are as follows:-

GEOGRAPHICAL LIMITATIONS: The study is done in Bangalore only whereas the

retail organizations in question are present all over India. The study does not represent
the views of all the people who shops in these formats.
INACCURACY IN THE KNOWLEDGE OF POPULATION SIZE: Conclusive data
about Population who are shopping in these stores are not known.
NON PROBABILITY SAMPLING: The research team has utilized non probability
sampling, method of collection of data. There can be errors in due to this non-random
method of data collection.

LIMITATION OF RESOURCES: Due to limited time, energy (manpoThe research is

beingr) & resources available to the team as a student the project analysis may be biased
due to data collection in a small period of time.
Data quality can be compromised via a number of potential reasons e.g. collection of data
in small period of time, unrepresentative samples due to use of non-probability sampling

Time constraint
The project duration was 16 weeks only, so whatever has been done, it has been done in
this duration only.

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References
.
www.arrowlife.com
www.arvindbrands.com

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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ANNEXURES
QUESTIONNAIRE
Dear Sir/ Madam, I am a student of NIFT, Hyderabad.I am conducting this survey as a part of
my graduation project. Please cooperate with me in filling this questionnaire.
1. How often do you shop for mens casual wear?
a) Monthly

b) Quarterly

c) Once in 6 months

d) yearly

2. Where would you like to shop for branded mens casual wear among the following?
(Tick one)
a) Exclusive brand outlets

b) Multi brand/large format outlets

d) Local or pavement shops any other

E) All of the above

F) online

3) List four brands of your choice for Mens casual wear.

Brand 1

Brand 2

Brand 3

Brand 4

5) How do you perceive Arrow as a brand?

Sporty

Trendy

Formal

Sophisticated

Casual

Fashionable

Youthful

6) What are the features which you look while purchasing Casual wear?
a) Exclusivity

b) Design

d) Price

e) Brand Image

c) Fabric

7) Have you purchased any spring summer 2012 merchandise from Arrow sports?
Yes

No

8) If yes, which of the below

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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Shirts

Trousers

T-shirts

Sweat sweaters

Jackets

9) If no please specify the reasons :Did not like any style

Did not like the colors

Did not get my size

Found it expensive

Sales staff was not supportive

Others

10) Which fit you liked the most:a)Shirts :-

Manhattan

b) Trousers:- Slim fit

Regular
Comfort

Regular

11) How do you find Arrow sports spring summer 2012 collection?
Shirts:-

Excellent

Good

Average

Below Average

T-Shirts:-

Excellent

Good

Average

Below Average

Trousers:-

Excellent

Good

Average

Below Average

12) Please rate the following as your preferred mens casual wear brands on following
parameters (1-Excellent,2-Good,3-Average,4-Below Average)
LOUIS

INDIAN TERRINE

Louis Philip

PHILIPPE

Brand Image
Availability
Quality
Fit
Design & Style
Store Ambience
Sales Staff
Pricing
NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD
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ARROW
SPORTS

UCB

In store promotion
Exclusivity
sEnd of season sale
Packaging
14) Do you remember any promotional strategy run by Arrow?
a. Yes

b. No

Feedback/Suggestion

Name
Age group:

Belo w18

Education:

Under graduate

Annual income: <5 L

18-25

5-10 L

36-45

26-35
Post graduate

10-20 L

20-30

Above 45
Above PG

30-40

Occupation
Business

Student

Retired

Service Please Specify

THANK YOU FOR YOUR TIME!

NATIONAL INSTITUTE OF FASHION TECHNOLOGY, HYDERABAD

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40-50

>50