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FALL is an Indian clothing brand that focuses on sustainable and minimalist fashion for working professionals aged 23-45. It differentiates itself by producing clothes only in neutral colors, black and white to encourage mix-matching and repeating outfits. However, FALL faces challenges in the highly competitive Indian market dominated by international brands. It must educate consumers about sustainable fashion and convince them that its premium pricing is justified for high quality, environmentally friendly clothing.

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Akanksha Pandey
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47 views

Case Competition

FALL is an Indian clothing brand that focuses on sustainable and minimalist fashion for working professionals aged 23-45. It differentiates itself by producing clothes only in neutral colors, black and white to encourage mix-matching and repeating outfits. However, FALL faces challenges in the highly competitive Indian market dominated by international brands. It must educate consumers about sustainable fashion and convince them that its premium pricing is justified for high quality, environmentally friendly clothing.

Uploaded by

Akanksha Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Business Hub Limited

FALL
WESTERN CLOTHING BRAND

NATIONAL CASE STUDY CHALLENGE


SEASON 4
About FALL
FALL is a western clothing brand that
focuses on semi-formal and casual
outfits. The brand differentiates itself
through its unique value proposition
(UVP), which lies in its minimalistic
approach and production of clothes in
neutral colors, black, and white. This
allows for mix-matching and repeating
outfits, making it sustainable and
environmentally friendly. The target
audience for FALL includes working
professionals aged 23-45,
encompassing both men and women.
The brand's quality is positioned at the
top end and comparable to
international brands like H&M.
Launched in 2022 as a startup, FALL
is currently facing challenges in
positioning itself in the Indian market
due to intense competition from
international competitors.
Market Analysis
The Indian clothing market is highly competitive and diverse, with both
local and international brands vying for market share. International brands
like H&M, Zara, and Forever 21 have gained popularity among Indian
consumers, offering trendy and affordable fashion options. However,
there is a growing demand for sustainable and minimalist fashion, driven
by increased awareness of environmental concerns. FALL aims to tap
into this emerging market segment and cater to the needs of conscious
consumers.

Target Audience
FALL's target audience comprises working
professionals aged 23-45 who value style, quality,
and sustainability. This demographic is willing to
invest in premium clothing that offers a blend of
comfort and sophistication. By focusing on neutral
colors, black, and white, FALL ensures its clothing
can be mixed and matched, allowing consumers
to create versatile and timeless outfits. The brand's
pricing strategy is designed to be competitive and
affordable, with products ranging from Rs.799 to
Rs.2999.
Brand positioning
FALL's positioning is centered around its unique proposition of
minimalism and sustainability. By offering clothing in neutral colors,
black, and white, the brand encourages consumers to build a
wardrobe with fewer pieces that can be worn repeatedly. This
approach aligns with the principles of sustainable fashion, reducing
waste and promoting conscious consumption. FALL also
emphasizes the high quality of its products, positioning itself as a
premium Indian brand that rivals international counterparts like H&M.

Challenges
FALL faces several challenges in positioning itself in the Indian
market::

a. Intense competition from international brands: The presence of


well-established international brands in the Indian market poses a
significant challenge for FALL. These brands have already built
strong brand equity and customer loyalty, making it difficult for FALL
to carve out a niche for itself.
b. Limited awareness of sustainable fashion: While there is a growing
interest in sustainable fashion, it is still a relatively niche concept in
the Indian market. FALL must educate and create awareness
among its target audience about the environmental benefits of its
minimalistic approach.
c. Perception of high prices: FALL's pricing strategy, although
competitive for a premium brand, may be perceived as high by
Indian consumers accustomed to lower-priced options. Convincing
customers about the value proposition and long-term benefits of
sustainable clothing is crucial.
CASE QUESTIONS
a. How does FALL differentiate itself from other
clothing brands in the market?

b. What steps can FALL take to overcome the


challenges posed by international competitors?

c. How can FALL effectively communicate its


sustainability initiatives to its target audience?

d. What marketing strategies can FALL employ to


increase brand awareness and reach a wider
audience?

e. How can FALL convince consumers that its


pricing is justified for a premium brand?

f. How can FALL create a sense of exclusivity and


uniqueness in a highly competitive market?
SUBMISSION GUIDELINES
1. Mention your team-name, team members name, college/
organisation name, e-mail address in your first slide
2. The file name should be team name_NCSC2023
3. The assumptions if any should be called out clearly.
4. The business case solution should be submitted as a slide deck
with a maximum of 15 slides excluding the cover slides.
5. The file has to be submitted or mailed here :
[email protected] or before 31st July 2023,
11:59 PM IST by any one of your team members.
6. The solution submitted must represent the team’s own words,
ideas and work. Any references should be stated on a separate
slide.
7. Only the submissions made before the deadline will be
considered.
8. There is no predefined format in which the case has to be
attempted. The participants may use their discretion in this matter.
9. At each step, the projects will be evaluated out of 100, based on
their creativity, innovation, the feasibility of the solution, scalability,
and the quality of insights.
10. Equal weightage will be given to each criterion mentioned
above.
11. Please bear in mind the relevance of the project regarding the
division and market’s needs, the team spirit, and the general
appearance of the presentation.

For any other queries feel free to write in to


[email protected]

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