FASHION RESEARCH

DEPARTMEENT OF FASHION DESIGN AT

CHANDIGARH SCHOOL OF BUSSINESS

JHANJERI,MOHALI 140307

BACHELOR,S OF FASHION DESIGN SESSION 2022-2025

SUBMITTED TO :-

TRIPTI(mam)

ASSISTANT PROFESSOR

SUBMITTED BY:-

TARANPREET KAUR (2235711

TARANDEEP KAUR (2235710)

LOVPREET KAUR (2235694)

 CONTENTS

Chap Title
ter No

1. Overview of The Indian Apparel Industry

2. Existing Structure of Industry

3. Marketing trends policies practices

4. Branding parameters

5.
6.
7.

9.
 OVERVIEW

 The Reliance
India’s largest private sector
enterprise, with business in the
energy and materials value chain.
Group’s annual revenues are in
excess of U$$ 66 billion. The
flagship company, Reliance Industries Limited, is a Fortune Global 500
company and is the largest private sector company in India.

 Backward vertical integration has been comerstone of the evolution and

growth of Reliance. Starting with textiles in the seventies. Reliance
pursued a strategy of backward vertical integration – in polyester, fiber
intermediates, plastics, petrochemicals, petroleum refining and oil and
gas exploration and production – to be fully integrated along the materials
and energy value chain.

 The group activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals, textiles, retail, infotel
and special economic zones.

 Reliance enjoys global leadership in its business, being the largest

polyster yarn and fiber producer in the world and among the top five to
ten producers in the world in major petrochemical products.

 Major Group Companies are Reliance Industries Limited, including its

subsidiaries and Reliance Industrial Infrastructure Limited.
 COMPANY PROFILE

Company : Reliance Retail

Subsidiary Company : Reliance Trends

Founded : 2007

Headquarters : Mumbai

Chairman and Managing Director : Shri Mukesh Ambani

Stores at Bangalore City : Reliance Trends at Mantri
mall, Richmond
Road, Jayanagar,
banashankari, Phoenix
Market city mall,
Gopelan mall, Commercial
Street, malleswaram,
Ascendes mall,
Kammanhalli.

EXISTING STRUCTURE OF INDUSTRY

  Reliance Retail (RRL) is a subsidiary of Reliance industries limited,
which is based in Mumbai. RRL was set up in 2006 and marks the
foray of the Reliance Group into organised retail.

 RRL has been conceptualized

to include growth for farmers,
vendor partners, small
shopkeepers and consumers. It
is based on Reliance’s backward integration strategy, to build value
chain starting from framers to consumers.

Business Division:-

Reliance Retail Ltd has a number of company-owned outlets along with

a franchisee format that would be in collaboration with Kirana shop owners. Its
various divisions are:

1. Reliance Mart:
It is designed to be an all under one
roof supermarket that again caters to household
needs.

2. Reliance Fresh:
It was the first amongst various format stores to
be launched by Reliance Retail Ltd. The ideology behind the
initiative has been to bring “Farm to fork” thereby removing
middle men and benefitting both farmer and consumer. The
stores would typically be of an area of around 3,000-5,000 sq
ft. Each store is to provide fresh fruits, vegetables and also products of Reliance select
and other related groceries.

Reliance Super:
 It will be a smaller version of the hypermarket format. It is to offer
over 10,000 products in various categories like
grocery, home care, stationery, pharmaceutical
products apparels & accessories. FMCG, Consumer
durables & IT, automotive accessories and lifestyle
products. Reliance Super stores are to be large
supermarkets with an area of 4,000 to 10,000 sq ft.
And will not sell fruits and vegetables like Reliance
Fresh.

3. Reliance Digital:
It is a consumer electronics concept mega store. It is designed to be a
one stop shop for all technology solutions in the field of consumer
electronics, home appliances, information technology and
telecommunications.

• The stores are to cover an area of more than

15,000 sq ft and offer a variety of over 4,000
products spread across 150 brands along with
solution bundles to meet diverse customer needs.
The staff will counsel and guide customers not
only to buy products but also provide complete
solutions to ensure consumers buy the right
product at the right price.

4. Reliance Footprint:

• It is a specialty footwear store that would offer over 25,000 pairs of

formal, casual, ethnic, party wear and sportswear in
men, women and children footwear. The store is to be
 spread over 7,500 square feet and be dedicated to footwear, handbags and
accessories.

 The design of footprint was conceptualized by Pavlik of USA which is

one of the best design house in the world keeping in mind the taste and
preferences of the Indian consumer. It shall offer brands from Europe and
America like Josef Siebel, Rockport, Hush puppies, Lee Cooper Clarks,
Levis, Nike, Adidas, and more. For kids, Cross and Disney will be
showcased.

5. Reliance Jewels:
• It is a stand-alone fine jewellery format. It is to be a one stop
shopping destination for the jewellery. Reliance Retail
ventured into gems and jewellery trade the aim of
launching 300 stores all over India within a 3 year
time frame. With a growing demand for jewellery and
lower competition.

 The gold jewellery range shall include Kolkata filigree, Rajkot minakari
jewellery, Kundan from jaipur, temple jewellery from Kerala, Jaadu from
Amritsar and more. In Diamond jewellery, Reliance Jewels will offer the
finest quality of diamonds and the widest range of daily wear, party wear
and wedding designs

7. Reliance Trend:
• It is a specially apparel store that will sell men, women and
children’s garments. The store will carry the best of national and
international brands like John players, Peter England, Indigo Nation,
Wrangler, Rebook, and Lee, apart from in-house brands.

• The store layout is to compliment the evolving taste and preference of

fashion savvy consumers, giving them an opportunity to view shop with
ease, along with well trained customer service
associates, to compliment the entire shopping
process. Reliance Trends is operation with 123
 stores across the country, providing employment to so many people and
planning to launch many new stores.

MARKITING TRENDS POLICIES PRACTICES

 Reliance Trends is doing different types of promotional activities with a

main aim bringing in more customers into the stores.

 Reliance is focusing on attracting customers through different types of

walk in driven activities.

 Media plan
 Trend stylish
 Seasonal offers.

1. Media Plan:-
Media plan involves communication through different
media such as
 Print media
 social media
 Radio
 Cinema
 Outdoor communication.

Print Media:

Reliance trends is using the print media as one of its promotional

activities, Reliance spends lot of money in printing its advertisements in
the most major new dalies. The advertisement will be printed mostly on
the weekends (Friday, Saturday
and Sundays) in such a way that
the advertisements will grab the
reader’s attention and making
them to come into the stores,
 which will not only increase the football of the store but also increase the
revenue by attracting the people to make a purchase.

Social Media;-

 With the ever increasing usage of internet in the country, most of the
population using the social networking sites such as Facebook, twitter.

 Reliance is having its own brand

pages and groups in the
facebook with the help of which
Reliance is doing some
campaigns in the social
networking sites for promoting
its brands, new offers and
creating brand awareness to the
people.

Radio:

 Reliance trends is having own

radio channel called Radio
trends which will announce the
offers in the stores all the time,
making the customers who enter
the store to know about all the
offers.

 Other than its own radio channel Reliance trends is using some
other radio channels for its promotions. In the radio channels like
Radio mirchi, big fm, radio city etc.

Cinema:- Reliance trends is using cinema

plan as one of its promotional activities, they
are selecting the best multiplexes and single
screen theatres in the catchment areas where
the multiplexes and the single screen theatres
are popular and more people will be visiting
these multiplexes.
Outdoor Communication:-

 Reliance trends are using banners and Hoardings as the outdoor

communication. Reliance is placing the attractive banners and Hoardings
with its offers in the best catchment where the flow of population was
very high.

 Reliance trends also uses cluster boarding’s in the key traffic junctions in
the main cities in the way it will dominate the location and catch the
attention of the people who are passing by the way.

Trend stylish:-

 Reliance will hire 2 or 3 volunteers for engaging the crowd in the

malls and the catchment locations.

 The volunteers will find

out the well dressed, good
walking, good looking
person and stylish person
and immediately will give
that person discount
voucher and announce
them as the Trends
Stylish by announcing
them as Trends Stylish.
 All the people who got the discount voucher will come back to the
stores to redeem the coupons.

Seasonal offers:-
 Reliance will also do more
promotions for the seasonal festivals
like children day, Fathers day,
Valentine’s Day, Mothers day,
Independence Day etc with different
types of discounts and offers related to
that specific day of festivals for
bringing in more customers into the stores.

The Reliance One Card (“the Card”) is issued by and remains the property of
Reliance Fresh Limited (“Reliance”).

1. Reliance One Membership

Program (“Program”) upon
Reliance accepting the
application form overleaf duly
filled in by the applicant with
true, accurate and complete information and submitted at the retail
outlets of Reliance’s affiliate participating in the Program
(“Store”), along with all necessary documents as specified by
Reliance.

2. A person’s application for enrolment in the Program or use of the

Card shall be deemed to be acceptance of the terms and conditions
set out herein and additional terms and conditions specified by
Reliance from time to time (“Additional Terms and Conditions”)
and available at the Store upon request.

3. The applicant/ the user of the Card (“Member”) hereby

acknowledges that he/she has understood and accepts the terms and
conditions set out herein and the terms and conditions available at
 the Store and agrees that the same will be binding upon him/her
and he/she shall not dispute the same.

4. Members shall be entitled to earn the points only at the Stores on

purchase of goods and/or services from such Stores, and payment
in respect thereof, in accordance with policies and/or schemes
introduced or prevailing at the time of use of Card (“Points”).

5. Card should be presented to the cashier or authorized personnel

before billing or completion of transaction to earn Points, failing
which points will not be credited and Reliance shall not be
responsible for the same.

6. Detailed Terms for use of Card, accumulation of Points, validity of

Points and process of redeeming the same are set out in the
Additional Terms and Conditions (available on request at the
Store) and the policies and/or schemes introduced or prevailing at
the time of use of the Card.

7. Reliance will not be responsible for any loss of Points due to loss
or misuse of the Card.

8. Points cannot be encased

9. 10. Reliance may disclose data relating to an applicant or a

Cardholder:

10. a ) To any affiliate/associates/partners/group companies/agent/ sub-

contractor of Reliance and/or to any person or entity for developing
or communicating any offers or services, unless otherwise duly
informed by the cardholder at the designated customer service
helpline of Reliance.
BRANDING PARAMETERS

Private labels by Reliance Trends

In Reliance Trend

RELIANCE INDIAN BRAND:-

Private Brand External Brand

• AVASA ASHMITA
• SIYAHI STYLE BY PRAFUL

 WILLOW FASHION TADKA

 Product Profile

1. Men’s Wear- Men Formal

Private Brand:

• NETPLAY
• NETWORK
• PURIZA

External Brand:

• London Bridge
• Vivaldi
• John Players
• Peter England
• Network
• Vimal
• Crimsoune Club
• Turtle

Men’s Casual:-

Private Brand:

• DNMX
• TEAMSPIRIT
• PERFORMAX
• GRAVITI

External Brand:

• PROLINE
• DUKE
• CLASSIC POLO
• TAANZ
• TWILLS
• FLYING MACHINE
• JOHN PLAYER
• LEE COOPER
• PARX
• KILLER
 2. Women’s Wear:-

Private Brand:

• PERFORMAX
• TEAMSPIRIT
• RIO
• HUSS
• DNMX
• AVASA (Indian Wear)
• FUSHION
• GRAPHITE

External Brand:

• CRIMSOUNE CLUB
• FUSHION TADKA
• TAANZ
• SIN
• FLYING MACHINE
• MONTE CARLO
• LEE COOPER
• RECAP JEANS
• KRAUS

3. KID’S Wear:-
BOYS

Private Brand:

• TEAMSPIRIT
• FRENDZ
• DNMX
• POINTCOVE

GIRLS-

Private Brand:

• TEAMSPIRIT
• POINTCOVE
• FRENDZ
• AVASA

EXTERNAL BRAND:-

• GINI AND JONY

• 612 LEAUGE
• NAUTINAT
• AP PLAYER