Consumer perception and Brand analysis of

Womens wear in Indian Market :- A case

analysis of Allen Solly

Introduction

WOMENS WEAR MARKET: INDIA

The womens wear market in India has the

potential to grow into a Rs 61,572 crore market size
by 2010. Maturing at the rate of 15.2 per cent, as
compared to the growth of the total apparel sector at
14.7 per cent, womens wear has enjoyed a steady
32 per cent market share. In fact, it is the segment
that currently shows the highest growth rate among
all major apparel segments.

Indias domestic fashion market for apparel,

textiles and fashion accessories is currently worth Rs
113,500 crore, which is 9 per cent of the overall retail
market (Rs 12,00,000 crore/US$270 billion) as per
the India Retail Report 2007. The country's organized
retail market is worth Rs 55,000 crore, with apparel,
textiles and fashion accessories accounting for 39
per cent, registering a steady year-on-year growth of
10.7 per cent for the past couple of years. Of the
total Rs 113,500 crore fashion market size, womens
wear accounts for 29 per cent share. Second only to
the menswear segment, the womens wear market in
the country has enjoyed a robust presence with a
steady 32 per cent of market share. Excluding
uniforms and unisex apparel, the market share of
major apparel segments (menswear, women swear
and kid swear) in 2006 stood at Rs 91,950 crore, with
women swear accounting for more than 38 per cent
of the pie at Rs 34,960 crore.

Womens wear is also the segment that currently

shows the highest growth rate among all major
apparel segments at more than 15 per cent (15.2
per cent to be exact). One realizes the significance of
the segments development in light of the fact that
the growth of the total apparel sector stands at 14.7
per cent over last year's performance.

The fashion industry survives, thrives mainly due

to the womenfolk. The variations in women wear
available are almost impossible to enumerate.
Women wear includes a large range from womens
clothing to footwear, fashion jewelry, fashion bags.
Fashion gloves, sunglasses, hats, shawls etc.

Womens apparels are the items that are making

their own place in the standard market. These
womens apparel are the clothing items that are
available in different variety, designs, color and sizes.
The different category of womens clothing includes
evening wear womens, womens formal wear, casual
womens apparel etc. The different types of womens
clothing includes skirts, wrap around skirts, pants,
cropped pants, jeans, tops, turtleneck tops, jackets,
leather garments, shirts, capris, sarongs, ponchos,
lace wear, designer lingerie gowns, blouses, sarees,
salwar-kameez and dupattas. They would use all
their aesthetic skills to choose from these.

When we talk about Indian traditional womens

clothing then we can easily include salwar kamiz,
sarees, duppatas etc. Which can be worn as casual
wear, formal wear or evening wear. All of these
clothing items have won thousands of hearts since
ages. These are easily available in number of
clothing shop in variety of designs and style. When it
comes to looking for bridal wedding apparel that is
both exquisite and exclusive wedding sarees appear
as an obvious answer. Wedding sarees and lehnga
cholis are available in a variety of colors and designs.

Women always find a way to dress for an occasion.

When one refers to womens formal wear or evening
wear they are talking about long dresses which touch
the ground or cocktail dresses. The ideal fabric for
women formal wear would be silk, satin, velvet or
crepe. When one is undecided about an appropriate
color - black is always a safe choice, as it looks
dressy and smart. Red is another color of choice -
however some women shy away from choosing it.
Lace is also a fabric of choice for womens formal
wear. It could go as a full gown or a dressy separate
with a smart satin skirt. Sequined gowns have also
found favor as womens formal or evening wear. A
sequined blouse along with a satin skirt also makes
the wearer look elegant.

When expressions to be searched after are

elegance and exclusivity the obvious answer that
comes to the mind is embroidered fabrics.
Embroidery basically refers to the art or handicraft of
decorating fabric or other materials with designs
stitched in strands of thread or yarn using a needle.
Embroidery ladies apparel is evergreen fashion
amongst ladies. Embroidery ladies apparel can be
worn socially, formally as well as in parties and
wedding.

To match with their choice of clothing, women

choose boots, sandals, shoes, gloves, hats, stockings,
jewelry, bags etc. Women wear separate apparel for
a celebration, office or formal wear and casual wear.

RESEARCH METHODOLOGY

The main aim of collecting primary data was to

analyze the perception of women as regards to
formal wear. The brand personality of Allen Solly
Womens wear was to be determined.

The research was both exploratory and descriptive

in nature. The data was collected from primary as
well as secondary sources of information.
 (1) Sources of primary data:

Primary data was collected through

questionnaires which were filled by the female
students of SMVDU. The type of sampling was
Convenience sampling since the population
elements selected for inclusion in the sampling
were on the basis of ease of access.

Sample size: 50 respondents

(2) Sources of Secondary data:

Secondary data was collected from different

sources like internet, books, magazines, and Journals

Opportunity in Womens wear market

Its the era of power dressing for the new

independent woman. Chic business suits, pin-striped
trim trousers, snazzy short jackets to fitted shirts
the czarinas of the corporate world are sporting the
male silhouette with great lan. The most integral
aspect of a womans life has undergone a ravishing
revamp her wardrobe.
 When Madura Garments set out to make purple as
an acceptable colour to wear at boardroom sessions
it was not simply setting a new fashion trend but also
sending a subtle message of change in corporate
outlook. The company was dressing up to be the
numero-uno in the branded ready-made segment in
the country than being a supplier to some of the best
known international brands from India. Many seasons
of fashion have came and gone since then and the
company has emerged as the trend setter for ready-
made garments in the country with its brands
becoming almost household names. Take out any
major brands Louis Philippe, Allen Solly, Van
Heusen, Peter England, Byford, and Elements all
belongs to the stable of Madura Garments, the wholly
owned subsidiary of Indian Rayons and Industries
Ltd. The growth rate of 25 per cent per annum in the
initial years of its inception has more or less settled
to 15 per cent growth per annum. Says Prakash
Nedungadi, the engineer turned CEO spearheading
the operations of Madura Garments, says the entire
strategy boils down to three things: thrust on
international styling, top quality and an eye for
detail.

The company has also chalked out a strategy of

focusing on consumer value, brand building and
operating efficiencies to overcome the short term
challenges. Strengthening global presence through
continued focus on contract exports and enhanced
branded exports through entry into new market are
other keys element of the strategy.

Getting tech savvy is a key feature of improving

operational efficiency. The company the first in the
country will be deploying SAPs apparel and
footwear ERP solution in this regard. The project
costing Rs 10 crore is expected to bring down costs
of managing supply chain substantially.Of the
estimated Rs 43,000 crore apparel market, the
potential for formal outerwear has been pegged at Rs
5,000 crore of which 90 per cent is from tailored
outerwear. This market is expected to touch Rs
10,000 crore over the next few years with ready
made tracing a CAGR of 41 per cent, according to
market reports.

RATIONALE BEHIND EXTENSION INTO

WOMENS WEAR MARKET

Allen Solly conducted a market research which

showed that the retailers were selling more men's
trousers in the 26-28 sizes because more women are
buying these trousers for themselves. This was one
of the factors that prompted Madura Garments to
extend its Allen Solly brand to women. It was seen
that partners were constantly asking for lower size
trousers for women.

Before venturing into this new segment, the

company undertook a nationwide research through
Indian Market Research Bureau (IMRB). One of the
main points that came up was the paucity of right fits
in the market today. Research also showed that the
Indian woman's fit was different. Its findings revealed
that despite women being a sizeable work force,
heading offices and changing the way business was
done, work clothes didn't seem to have kept pace
with them. While they loved ethnic wear, they found
it cumbersome, elaborate and layered, and it tended
to sag and fade. As for the Western apparel that was
already in the market, its unsuitability to Indian
builds and lack of international styling put them off.
Allen Solly was probably the first brand in India in its
genre, to launch a business line for women. Says,
Sooraj Bhat, brand manager, Allen Solly, The
rationale was fairly simple and straightforward.
Women were beginning to make their mark in
corporate circles. While this metamorphosis was
taking place, there were hardly any choices available
for women to reflect the changing attitude.

Allen Solly gambit is its offer of various fits for the

Indian woman who, according to the company, falls
into one of four body types. Comfort, straight, trim
and regular are the various fits offered. The trousers
range in sizes from 26 to 36 inches, with a 38-inch
trouser in the pipeline. The comfort fit was reportedly
a hit as women looking for Western clothing in large
sizes found something for them here.

The brand also prides itself on its high quality

fabric, a variety of colors and designs and pricing.
The fabric includes cotton and cotton blends as well
as tencel, polynosics, lycra, rayon blends and soft
acrylic, which suit the demands of today's busy work
environment. Knitted tops range in price from Rs 499
to Rs 999, woven tops from Rs 599 to Rs 999.
Trousers are in the Rs 799-1,099 range.

Allen Solly's clothes will target the woman who

wears Western outfits to work once or twice a week.
This woman is also in the 22-40 year age group and
self-assured. The range was initially test launched in
Bangalore, Hyderabad, Kolkata and Kochi.

The company conducted surveys on Indian work

culture, which has changed in the last 10 years.
Various factors such as more women in the work
place, in challenging jobs, which include long-haul
travel, were indicators of the need for Western wear.
The research showed that the segment is estimated
to be round about Rs 6,000 crore (saris and salwar
kameez included). He said that the market size of
Western wear was around Rs 600 crore. This segment
is expected to grow in the next few years, he said.

Allen Solly is launching its womens wear collection

with a special focus on the seasons of Autumn and
Winter. Allen Solly is coming out with jackets, both
semi-formal and casual. The womens wear range is
made for fabrics such as

polyester, micro and fleece, which are high on

comfort and durability.

The knitted tops, in the light to heavy-knit range,

are priced from Rs 499 to Rs 999. The woven-tops
range is priced between Rs 599 and Rs 999. The
trousers range starts at Rs 799.
 LATERAL AND VERTICAL MARKET DEMAND
FOR ALLEN SOLLY
 S.n MARKETS
LATERAL Formal
M A R KCasual
ET
o. Wear Wear
V

E
1. Findings & Analysis
MALE:
R

T (a Trousers
1) Occasions which require you to be formally dressed
I )
50
C 45 (b T-Shirts
40
A 35 )
30
L 25
20
(c Cargos
15
10
)
M 5
0
A

R 2. FEMALE:

K (a Knitted Tops
Analysis:Out of the given options,most of the
E )
respondents preferred to wear formals at the time of
T interviews,presentations and conferences
(b Woven Tops
)

(c Shirts
2) Preference for formal wear apparel
)

(d Trousers
)

(e Jackets
)
 30
25
20
15
10
5
0

Analysis:Formal trousers were the preferred

choice for formal wear.

3) Apparels you prefer to wear to work

40
35
30
25
20
15
10
5
0

Analysis:The respondents preferred to wear

Salwar kamiz and Formal trousers
4) Attributes represented by formal wear.

40
35
30
25
20
15
10
5
0

Analysis:Most of the respondents percieved

that formal wear represents a sophisticated
personality and is a sign of elegance.

5) Usage of branded clothes

No; 6%

Yes ; 94%
Analysis:Out of the total respondents,94%
purchased branded clothes

6) Preference for shopping for formal wear

40

35

30

25

20

15

10

0
SBO MBO Tailored Boutiques

Analysis:Most of the respondents got their

formal clothes from Multi Brand Outlets.
 7) Frequency of purchase of formal wear

Fortnightly; 2%
Monthly; 14%
Yearly; 30%

Two monthly; 14%

Four Monthly; 14%

Half Yearly; 26%

Analysis:Most of the respondents preffered to buy

formal clothes once in a year.

8) Expenditure on purchase of formal on each shopping trip

<Rs 1000; 10%

<Rs 3000; 22%

Rs 1000-2000; 32%

Rs 2000-3000; 36%

Analysis:Most of the respondents spent more than Rs1000

on each of the shopping trips.
 9) Familiarity with the brands

60

50

40

30

20

10

0
Allen Solly Wills Ms Players Louis Vuiton

Analysis:Most of the respondents were familiar with

the Allen Solly and Wills brands
10) Personality traits describing Allen Solly best:

Value for money

Expensive
Sophn & Fashion
Professional
Variety
Durability
Glamorous
Unique
Image
Quality
Feminity
Elegance
Style

0 5 10 15 20 25 30 35 40

Analysis:According to the respondents,the brand

Allen Solly is someone stylish,professional,elegant
,sophisticated and fashionable
 BRAND PERSONALITY PENTAGON FOR

ALLEN SOLLY

STYLISH

PROFESSIONAL

sophisticat

ELEGANT

FASHIONABLE
 Comparative analysis between Mens &
Womens wear

Readymade clothes in the mens segment include

brands like Louis Phillp, Van Heusen, Park Avenue
and Zodiac.Zodaic was probably the earliest of
brands to create a personality in this segment with
its iconic model symbolizing formal, elegant and
professional looks. As in certain other categories, the
pioneering brand did not probably use early entry
advantage and Park Avenue, a later entrant, was
successful in creating the personality, of a well-
dressed and successful corporate professional. Allen
Solly ,with its semi-formal approach of Friday
dressing appealed to innovative, experimentative ,
non-conforming and casual executives in software
companies and advertising agencies .Raymond, after
hammering down its USP of being a guide to a well-
dressed male during the eighties, created the
complete man during the nineties.

In case of womens wear, initially there were two

brands-Vimal and Garden-which successfully
attempted a different brand personality orientation
during the eighties. Vimal was portrayed as lively,
other-directed and full-of-verve, and Garden was
oriented towards proud, aloof and distinctively
classy. Both the brands did not seem to have
sustained the respective personality association after
formulating them in a very creative manner. As a
number of personality dimensions have been
explored and used in the fabric/ready-made
category, it would be a challenge for new brands
entering the category; it would be a challenge for
new brands entering the category to cultivate a
distinctive personality.

CONCLUSION & SUGGESTIONS

Nowadays there is an increase in number of women in corporate, due

to which the trend is shifting in such a way that there is a huge
untapped potential in the formal womens wear markets, so the focus
of the big brands is shifting towards womens wear. The research
conducted by Madura Garments showed that women were buying the
formal trousers meant for men since there was no specific brand
which could cater to their needs, which prompted Madura Garments
to venture into women wear.
 Formal wear is preferred by the women at work.
Allen Solly enjoys a favorable opinion in the minds of people as its
personality has been associated with style, elegance, sophistication
and fashion.
The brand Allen Solly has been described as a brand possessing
attributes like style, elegance, sophistication and fashion, so the
company can reinforce these attributes in the advertisement campaign.
Allen Solly should include offer other types of fabrics for formal
trousers like sand silk.

REFERENCES

Websites:

www.maduragarmentscom

www.allensolly.com

www.hinduonnet.com

www.adityabirlanuvo.net
 www.icmrindia.com

www.indianrayon.com

Magazines and references

Case folio on advertising

Customer Behaviour-A Management Perspective: by Sheth and Mittal

Consumer Behaviour by G.Schiffman and Lazar Kanik

Marketing Management: Philip Kotl