WESTSIDE Customer study for Formal shirts and casual tees

Presented by : Rahul Gautam NIFT Patna

NEED AND SCOPE OF THE PROJECT

This project is done for understanding customer current Tastes and preference for Mens Formal Shirts and Mens Casual Tees in Westside. Understanding competition level arising from different retail gaints. Understand the taste & preference of customer in terms of the major items, styles, colors, sizes and brands stocked. The study of customer will provide the company with valuable data which will be helpful in doing range forecasting and buying process.

WESTSIDE
Style, affordable prices, quality these are the factors that have shaped Westside success story in the retail fashion stores business. Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores. These include Menswear, Womens wear, Kids wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.

SWOT OF WESTSIDE
Strengths Growing at the faster pace Brand name of TATAs. Good customer base. Apparels are cheaper Attractive promotional schemes Weakness Not much product range for middle class Lack of differentiation Poor inventory turns and stock availability

Opportunities
Huge untapped market

Urbanization

Threats
Competition from organized retail players
Competition from local retailers.

Westside Formal shirts and casual tees

DIFFERENT IN-HOUSE BRANDS OF WESTSIDE (MENS FORMAL SHIRT) WESTSIDE ASCOT RICHMOND ASCOT : The premium formal shirt Brand present in Westside. Prices are little higher as compared to its in house Brand Richmond and Westside. The quality of the clothes is better than Westside and Richmond . RICHMOND : Richmond is the another brand present in Westside for formal shirts. If wants to buy good range shirts , then Richmond is the right destination. Prices of Richmond shirts are low as compared to Westside, but the quality fabric is not that good as of Ascot. WESTSIDE : Westside has its formal shirt brand with Westside name only. Prices are lower in comparison to Ascot and Richmond. Quality is not good as that of Ascot and Richmond.

Wesport : Can find good range of polo tees. Value for money.
Prices point is good. However quality of fabric is not good.

Nuon :
The best in-house brand which is provide stylish tees with great Colour and styles. However the prices are little high as compared to rival retailers like pantaloons and lifestyle.

Research Methodology for Mens Formal shirt (Westside)

Data collection method : Primary Data Sample Size : 250 Age Group : Above 30 Location : Huges Road, Infinity Mall, Army Navy (Mumbai)

Q1. When do you usually shop ?

when do you usually shop ? 80 70 60 50 40 30 20 10 0

73

31 21

Only when there is a need

Monthly once or planned

Its a weekend activity

when do you usually shop ?

INTERPRETATION : Most of the customer told that they buy when there is a need.

Q2. Which is your preferred shopping destination for formal shirts ? Brands if any ?
Which is preferred shopping destination for Formal shirts ? Brands if any ? 50 40 30 20 10 0

Pantaloons

Shoppers Stop

Westside

Lifestyle

Van Hussein

Allen solly

Raymonds

John Player Mark n Spencer Peter England

Which is preferred shopping destination for Formal shirts ? Brands if any ?

INTERPRETATION : Most of the customer preferred john player (41 out of 125) as their first preference because of its good fit and fabric quality. Also customers were seen driven towards Van Hussein formal shirts.

Blackberry

Arrow

Q3. What type of formal shirts you prefer to wear ?

73 80 70 60 50 40 30 20 10 0 What type of formal shirts you usually prefer to wear ? 73 52 52

Full sleeves Short sleeves

73 customer preferred full sleeves, and 52 customers preferred short sleeves. So Westside should focus more on its full sleeves shirt.

Q4. What Fit do You prefer in Formal shirts ?

Which Fit do you prefer in Formal shirts ?

Short sleeves, 39, 31%

Full sleeves, 86, 69%

INTERPRETATION : Most Of the customer preferred Regular fit in comparison to slim fit shirt.

Q5. Most Preferred Price Point for a Formal shirt ?

Most Preferred Price Point for formal shirt

800 - 1200 500 - 800 500 - 750 1000 - 1500 350 - 450 645 - 1000 800 - 1000 499 - 899 300 - 1000

4 17 23 4 17 22 7 16 15 Most Preferred Price Point for formal shirt

INTERPRETATION : Most preferred price point for formal shirts is from Rs 500 to 750. ( 23 respondents preferred this price point ).

Q6. Other comments . If any ?

21

15

19

27

43

Other comments. If any ? 0

20

40

60

80

100

120

140

value for money, stylish, Ascot prices high, solid colours few Good collection, style options limited, value pack of 3 is missing XL and XXL sizes are missing, black & white shirts less in no. colour fading problem seen in Richmond and Westside, Not consistent with quality Brand logo on pocket & sleeves missing, limited stock of half shirt, 100 % cotton preferred

INTERPRETATION : Most of the customers ( 43 customers out of 125 , commented that Brand logo on shirt sleeves and front pocket is missing, limited stock of half shirts, 100 % cotton preferred )

OBSERVATION AND FINDINGS

Demand for half sleeves 100 % cotton is preferred Customers asking for button down collar Customers looking for smaller checks in shirt Demand for solid colour shirts which are few in numbers. Colour preferred in solid shirts are : Black, White, blue, Brown, Light Green.

Style options are less as compared to pantaloons and lifestyle.

customer asking for single and double cuffs shirts like Van Hussein Does.

 Most of the customer Complained that the price of Ascot Formal shirts are high. Most of the customer were looking for combo pack and value pack shirts . 3 shirts for Rs 999 or 2 for 499. Fast Moving sizes Are 40 and 42. Least Moving Sizes Are 44 and 46. Some of the customer complained about the colour fading seen after few wash. Most of the customer were happy with Westside because it provides value for money. Check shirts are few in number in most of the Westside store. Most of the customer were looking for styling with brand logo and buttons. Some of the customer were looking for solid collar shirts.

RESEARCH METHODOLOGY FOR MENS CASUAL TEES

Data collection method : Primary Data Sample Size : 125 Age Group : Above 30 Location : Huges Road, Infinity Mall, Army Navy (Mumbai)

Q1. When do you usually shop ?

When do you usually shop ? 90 80 70 60 50 40 30 20 10 0

78

47

When do you usually shop ?

impulse buying

monthly once or planned

INTERPRETATION : Most of the Respondent told that they do impulse buying.

Q2. Most Preferred price range for tees ?

Most preferred price range for tees ? 45 40 35 30 25 20 15 10 5 0 42 299 - 399 28 499 - 599 17 15 13 699 - 799 700 or above

299 - 399

499 - 599

699 - 799

700 or above

price is not an important

price is not an important factor

INTERPRETATION : Most preferred price range for casual tees was from 499 to 599.

Q3. Most preferred Style in Casual tees ?

Most preferred style in tees ? 35 30 25 20 15 10 5 0 33 28 23 14 Most preferred style in tees ? 27

solid crew neck tees

printed crew neck tees

striped crew neck tees

solid polo

striped polo

INTERPRETATION : Most of the customer ( 33 out of 125 ) preferred striped crew neck tees. While the least preferred style was solid crew neck tees ( 14 out of 125 )

Q4. Do you prefer long sleeves or short sleeves ?

Do you prefer long sleeve tee or short sleeve tees ? 100 90 80 70 60 50 40 30 20 10 0

88

37

Do you prefer long sleeve tee or short sleeve tees ?

Long sleeve tee

short sleeve tee

INTERPRETATION : 88 respondents preferred short sleeves while 37 respondents preferred for long sleeves

Q5. In polo tees do you prefer rib collared tees, rugby collars or round neck tees.
In polo tees - do you prefer rib collar tees or rugby collar or round neck collar ? 53 60 50 40 30 20 10 0 40 22 In polo tees - do you prefer rib collar tees or rugby collar or round neck collar ?

Rib collar Rugby Round tees collar neck tees tees

INTERPRETATION : Most of the customer preferred rib collar tees.

Q6. In polo tee do you prefer rib at cuff or plain stitched sleeves ?
In polo tees - do you prefer rib at cuff or plain stitched sleeve ? 80 70 60 50 40 30 20 10 0 Rib at cuff Plain stitched sleeve In polo tees - do you prefer rib at cuff or plain stitched sleeve ? 52 73

INTERPRETATION : 73 respondents preferred Rib at cuff in Polo tees.

Q7. In Polo tees do you prefer comfort fit or slim fit ?

In polo tees - do you prefer slim fit or comfort fit ?

71

comfort fit

44

slim fit

20

40

60

80

In polo tees - do you prefer slim fit or comfort fit ?

INTERPRETATION : Most of the customer preferred comfort fit.

Q8. In polo tee do you like some badges or prints or you prefer plain stripe or solid tees ?
In polo tees - do you like badges, prints, plain stripe or solid tees ? 45 40 35 30 25 20 15 10 5 0 41

37

21 16

In polo tees - do you like badges, prints, plain stripe or solid tees ?

like some badges

prints to be used

Prefer solid tees plain stripe

INTERPRETATION : Most of the customer preferred plain stripe, while few customers preferred solid tees.

Q9. other comments if any ?

Other comments if any ? 45 40 35 30 25 20 15 10 5 0 39 25 18 16 17 Other comments if any ?

colour fading not solid colour more numbering in problem, consistent tees less in contrasting tees should value pack of with fabric no, xxl sizes colour be more 3 absent quality, 100 few combination stylish, % cotton needed, styling with preferred bigger cuffs and badges with collar brand name

INTERPRETATION : Most of the customer complained that Westside tees dont have attractive numbering in tee, also the styling done with collars and cuffs are not up to mark like pantaloons bare leisure and Rig collection.

OBSERVATION AND FINDINGS

Most Preferred Price Range is between 499 to 599. Most of the customers are happy with Nuon collections.

Most of the customer Preferred Rib at cuff in Polo Tees.

Some of the customer complained of colour fading problem. Value pack is absent in westside. Style options are limited . Most of the customer looked for Black & blue , Red & white, Green & white, black & white combination.

Customers were looking for fresh stock of tees with stylish numbering and brand name.
100 % cotton is mostly preferred by the customers. Check tees are few in numbers.

 some of the customers were looking for more contrasting colour

combination. Button should be given style, brand tag on pocket and sleeves required. Most of the customer complained that Nuon tees prices are high. Not Consistent with fabric Quality feel of merchandise is not that good. Most of the Customers are happy with wesport polos. Multiple colour checks tee in demand. limited XXL size available in store, Most of the customer Complained about that.

RECOMMENDATION
Westside should regularly bring value pack in stores to pull customers more in store.

Customers are looking for finest quality of fabric with 100 % of cotton, so the company should seriously look into this issue.
Colour fading problem is seen in Wesport polo and tees, so proper dying should be done. No trendy styling is seen done in cuffs and collars of Westside tees which should be done on regular basis to attract customer. Customers are looking for some nice badges and prints on tees which is not that good in Westside as compared to pantaloons and lifestyle. So the company should bring more new and stylish badges and print. The company should leave copy paste formula and should bring something new of its own.

Thanks