Sushil Kumar MBA/4506

Sangeeta Singh MBA/4507

Saket Nivasan MBA/4543
Priyanka Verma MBA/4544
 The global textile & apparel industry
generated total revenue of USD 1,781.7
Billion IN 2009.
 The global apparel and accessories industry
generated total revenues of USD 1335.75
Billion in 20O9; equivalent to 74.9% of the
overall industry value.
 CRISIL Research estimates the overall
(domestic and exports) readymade
garments industry to reach Rs 2,428 billion
by 2012 from Rs 1,335 billion in 2007 .
 The Indian domestic apparel market size is US$ 33
billion of which only 16 per cent is organised.

 The Indian textile and apparel industry has

witnessed tremendous growth in the last 2 decades
and its market size today stands at US$ 67 billion.
India has positioned itself as a manufacturing
destination with cheap labour, cotton-based raw
material and easy access to US and Europe markets
 In 2001-02, the domestic apparel market was
estimated at Rs 431 billion, of which the readymade
garments business was estimated at Rs. 298.5 billion.
The branded apparel market accounted for Rs.90
billion of this Rs.298.5 billion market
 In other words, a Rs.208.5 billion market still remains
to be tapped. The men's clothing segment accounts
for the largest share (59%) of the branded apparel
market.
 The major players in the branded apparel market are
Madura Garments (part of Indian Rayon), Raymonds,
Bombay Dyeing, Arvind Mills, Pantaloons, Zodiac
and Shoppers stop...
 100 per cent FDI allowed through the automatic route.
Currently, 100 per cent foreign direct investment is allowed in
wholesale trade, but only 51 per cent in single brand outlets.

 During the three years 2004-05 to 2006-07, investments in

the textile sector has increased from US$ 2.94 billion to US$
7.85 billion. In 2007, men's apparel industry was mainly
dominated by shirts (in value terms) accounting for 36.5% of
total men's segment.

 Currently India has a 3.5-4 per cent share in world export of

textiles and 3 per cent in clothing exports.
 In India, the demand for the denim jeans has increased
manifold and has increased by 129 percent in an 11 year period
between 1998 to 2008.There has been a significant demand
surge for jeans from the rural India than the urban India.

 While the rural demand for jeans was below 29 percent in

1998, has been leveraged to 56.30 percent in 2008.

 Conversely the urban India’s demand share has been

significantly reduced to 43.70 percent in 2008 from a demand
share of over 71 percent in 1998. Though the rural India’s
denim consumption is surging ahead.
 The demand for ready-made garments in rural India will surge at
an annual rate of 16.50% to reach Rs. 42,918 Crore or US $10.41
billion by 2010.

 Men's apparel industry increased at a rate of 14.86% during the

two-year period from 2008 to 2010.

 Women apparel market (in value terms) is growing at an annual

averaged growth rate of 17.79% in 2008 - 2010.

 The organized apparel retailing in India is projected to surge at

an annual averaged growth rate of 30% from 2008 to reach Rs.
52,289 Crore in 2010.
 Indian textile and
apparel market
301500 Crore

Domestic
Exports
Market
99000 Crore
202500 Crore

Textile Apparel Textile Market

Apparel market Market Market
148500 Crore 54000 Crore
54000 Crore 45000 Crore

Source-Technopark Analysis
 All figures in Crore

Country Europe Japan China USA India

GDP 72,855,000 22,464,000 21,748,500 55,564,565 5,332,500

Luxary 495,000 90,000 38,250 565,545 6,300

market

Luxary 0.68% 0.40% 0.18% 0.90% 0.12%

market as
% of GDP

Source-IMF industry report 2009

 Affordable Luxury
> Rs 2,500

Super premium
1600-2500

Premium
Rs 750-1500

Value retailers
Rs 275 -550

Unbranded
Rs 225

Increasing Income
 % Share

Age Group 2005 2008

0 to 5 6.03 3.03
6 to 14 16.94 13.61
15 to 24 47.80 48.97
24 to 39 24.36 27.79
40 to 59 4.41 5.51
> 60 0.46 1.05
Total 100.00 100.00

The annual Reports of National Household Survey on Textiles and Clothing

 The total consumption of denim trousers in the 15 major cities
is estimated at 21.46 million pieces and constitutes about 62.95
percent of total consumption.
Mumbai 22.76 (%Share) 7 .85(Million pieces
Delhi 18.76 6.69
Kolkata 13.67 4.64
Chennai 7.78 2.62
Bangalore 7.07 2.63
Hyderabad 6.69 2.39
Ahmedabad 5.53 1.26
Lucknow 3.28 1.87
Kanpur 3.20 1.11
Jaipur 2.93 0.99
 Levi Strauss & Co. is launching an ambitious plan to maintain
market share in the increasingly cut-throat jeans market.

 Levi Strauss markets apparel in more than 60 countries, and

it has 53 production facilities and 32 customer service centers
in 49 countries.

 The global No.1 faced stiff competition from the No.2 player
or else failed to rise to the local challenges.

 They are having 18% market share in Indian market.

 Signature seeks to capture a large share of the Value
segment of Branded Jeans – which is currently estimated at
about 10 million units – by having more than 5000 sale
points for the same throughout India.
 Levi’s wants to increase its presence in these segments. It
however does not want to be present in the Mid Price
Segment ie Rs 1000-2000(USD 25-50).
 In the Premium segment the prices are in the range of Rs
2000-4000(USD 50-USD75), Super premium has price range
of Rs 4000-6000(USD 75-100) and Connosieur segment is Rs
6000-12000(USD 150-300).
Spykar Jeans
 An Indian company named Spykar is changing the equations in
the Rs 20,000 crore branded apparel industry that includes the
likes of Levis, Wrangler and Lee . With a population with 600
million people under the age of 30.

 The company launched aggressive campaigns in colleges,

pubs and coffee shops as well as sponsored college events
fashion shows to target the right clients. The SPYKAR sales
doubled and today the company has a 18% market share in
India’s denim industry.

 The company has 131 exclusive brand outlets placing it ahead

of Arvind Mill’s Wrangler,and Lee.
Lee Jeans
 Lee is a part of Arvind Milles's multi brand
business .
 Lee Jeans spent $6 million in 2001 and $7
million through October 2002 and now $20
million in 2009. One True Fit is aimed at "young
missy contemporary consumers" ages 18-34,
with a focus on the 24-27-year-olds.
 One True Fit jeans meet four criteria: style,
comfort, look and the all-important "butt
check" that can make or break a sale.

 They are having 20% market share in Indian

market.
TARGET SEGMENT
 People wear jeans because
of Fashion, Durability,
Quality, Image.

 15 to 25 yrs (probably
students) ,26 to 40 yrs
(professionalls).

 People who are quality and

fashion conscious, party and
fun loving people.
DEMOGRAPHIC SEGMENT:-
 15 to 25 yrs and 26 to 40 yrs
 Both male and female
 Major constitute of school,
college
and universities students

GEOGRAPHICAL SEGMENT:-
 At initial stage we are
targeting Delhi and NCR
but our final target is to
target all along the country
BEHAVIOURAL DESCRIPTION:-

 We want to fulfill our customer

preference for Quality, Fashion,
Reliability, and Good looks.
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 Product will be fashion
and style oriented
 Variety
 Low price in comparison
to competitiors
 Discounts
 Availability
 Low price as compared to competitors

 Better quality

 Ahead of fashion

 Well designed showrooms

and easily available

 Better customer handling

 Online selection of jeans.

 Easy availability for all size (men and women)

 Express delivery of orders

(well managed distribution channel).

 Innovative fashion.
 Product should be unique
in style and fashion

 Provide customer with

latest fashion

 Product should be good

enough quality wise

 Product should be
innovative to attract
customers
 Stylo jeans price will range from
Rs.999 onwards.
 Spykar jeans price starts from Rs. 1499
onwards.
 Lee jeans price starts from Rs. 1399 onwards.
 Levis jeans price starts from Rs. 1599
onwards.
 Signature jeans price starts from Rs. 799
onwards.
 Promotion budget will be
up-to Rs.5 million for first
year only.

 Social media like Facebook

orkut and Twitter are very
strong medium to commu-
nicate with youth people.
 Print Media
 Brand Characters
 Public And Media Relations
 Advertising On Radio
 Online Advertising And Promotions.
 Events
Creative ads
 Used to build rapport with employees, customers, 
investors, voters, or the general public.
 Maintains Public Image.
 Helps In Product Awareness.
 helps in building public support and mobilizing public
opinion.
 Maximize positive coverage in the mass media
without paying.
Social Networking Sites
 Following both tier-1 & tier-2 distribution
model.
- Retail Stores.
- Distributorship.
 Online shopping
- Cancellation of order upto 12hrs after order has been
placed.
- Delivery within 2 days.
- Payment on delivery option available.
Skinny Jeans (Accusation Wash)
Skinny booted Jeans
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