GAURAV APPARELS Pvt.

Ltd

Brand Positioning &

Projection
 MARKET SIZE AND MARKET SHARE

 Men’s apparel market in India is INR 1Trillion 995Billion 45Million

(Source: voguebusiness.com). The sector could reach INR 2Trillion
607billion 69Million by 2025, according to research presented by the Italian
Trade Agency at a recent seminar organized by the Italian embassy and
partners in Delhi.
 Shirts had the highest market size of over INR 419 billion in the men's apparel
market across the country in 2018. Trousers and denim are the other major
categories with a high market value of over INR 339 billion and over INR
250 billion in the apparel market in that year. The menswear market was
estimated to have a CAGR of 7.6 percent between 2018 and 2028. (Source:
Statista.com)
 Brand : William White

RANGE: William White Classique

 Position: Mid Premium Brand
 Pricing : Shirts INR. 729/- to INR. 1599/-
 Strength : Should be of International brand image with
certain styles contributing to exclusivity
 Market : Forte but right time to enter, trades
upgrading at all pos.
 Ranges To Omni Channel
WW- Classique In
May’22
• FABRIC: COTTON
FORMAL SHIRTS PLAIN
FORMAL SHIRTS SELF DESIGN
FORMAL SHIRTS STRIPES
FORMAL SHIRTS SMALL CHECKS
SEMI FORMAL SHIRTS MEDIUM CHECKS
SEMI FORMAL SHIRTS LARGE CHECKS
CASUAL SHIRTS IN CHECKS AND PRINTS
ROUND NECK TEES by Sept’22
V-NECK TEES
BY MID OF FY 2022-23 CONVERSION OF GA TO GAPL GAURAV
WW – Mode in Sept’22
•FABRIC: COTTON & COTTON: LYCRA
PRODUCTS, IN BRUSHED COTTON,
PEACHED COTTON, HEAVY TWILL
 CHINOS SEMI FORMAL
 CHINOS CASUALS
 CARGOS / FOREST SAFARI TROUSERS
6 pockets
 3/4th TREKKING TROUSERS
 SHIRT RANGE EXPANSION IN
EXISTING STYLES IN TERMS OF
SEASONAL COLORS
APPAREL PVT LTD.,
Mid & Premium Outer Wear

Modus Operand:
 Placement: Selective and elite Multi Brand Outlets, Large Format Stores,
Chain Retails & EBO. Traditional trade with A+, A, B+ & B segments.
 Region Heads, Area Heads & Front Field force with Major Channel
Partners at Metro, Tier-1 & Tier -2 Cities
 Merchandising: Exclusive visibility, POPs, Merchandise, Business
generation in selective outlets through well trained Counter Sales
Promoters (Manned Counters) down the line.
Mid & Premium Outer Wear

Market Scenario: Presently the Premium Wear segment and Premium Segment
in is showing growth comparatively 05% - 09% Y O Y, where in Popular Mid
ranges are @ 20 % – 35 %.
Mid Premium brands: Availability is rare in Market due to many perceptions,
restrictions. If made available in traditional trade in India which
contributes 60% to overall business.
Perception : In India Outers needs special attention from Consumer’s Point of
view and availability in these pockets with proper merchandise contribute
value / volume business. Comparatively Men’s allow feminine buyers
today has independence and power in terms of Economy, Education &
decisions.
Mid Premium Range Placement Plan
On 1st Phase>>>
Multi Brand Outlets in Metro, Tier –I and Tier –II cities:
North: Delhi & NCR, Chandigarh, Mohali, Ludhiana, Jalandhar, Amritsar,
Patiala, Jammu, Srinagar, Shimla, Agra, Lucknow, Kanpur, Gorakhpur,
Dehradun. Jaipur, Jodhpur, Udaipur
West: Mumbai, Pune, Nagpur, Nashik, Ahmedabad, Baroda, Surat,
Rajkot, Jamnagar, Bhuj. Bahvnagar, Daman & Diu, Goa, Indore,
Bhopal, Raipur
South: Bangalore, Mangalore, Mysore, Hyderabad, Secunderabad,
Vijayawada, Vishakhapatnam, Chennai, Coimbatore, Puducheri, Salem,
Madurai, Cochin, Trivandrum, Calicut
East: Kolkatta, Siliguri, Patna, Muzaffarpur, Dhanabad, Ranchi, Tata
Nagar, Bhubaneswar, Cuttack, Guvahati, Agartala, Dimapur, Shillong
Large Format Stores:
(Shoppers Stop, Lifestyle & Central) If Budgeting is fusible
Stand alone Chain Stores : 18
 Upper Mid & Premium Wear Business Plan

Per Month Average Business Possibilities:

• *LFS : Avg INR. 2.25 lakhs X 21 Stores
• CHAIN STORES : Avg INR. 1.00 lakhs X 45 Stores
• MBO : Avg INR. 0.65 lakhs X 40 Stores
• MBO: Avg INR. 0.45 lakhs X 40 Stores
• MBO: Avg INR. 0.25 lakhs X 40 Stores

• * LFS TRADE IS (VERY PARTICULAR) BUDGET AND HIGHLY SERVICE

ORIENTED
Mid & Premium Range Business Plan
Annual business generation in 1st Year:
Best Case Scenario : INR. 48.00 Crores
Possible Case Scenario with Push strategy :
INR. 27.00 Crores
Worst Case Scenario : 10.00 Crores

Considering YOY growth of average 20%-30% per annum,

by 5th Year from now Mid & Premium Range will be
generating business of
INR.200.00 – 250 Crores with aggressive Marketing and
Sales strategies
 Masculine Species >>Associations with

Needs: Design/Style:
 Comfort  Basics
 Support  Colorful
 Confidence  Attractive
Outers  Decorative

Type:
 Mainly Outers
Effect:  Impressive in
 Give a perfect shape prints and
ALWAYS SEEKS Checks
and size
SUGGESTIONS  Plain simple
 Uplift
SEEKING EGO  Class Print
 Supportive  Shape retaining
SATISFACTION
IN HOUSE BRAND

 Mid & Premium BRAND POSITIONING

 PRICING
 COMPETITION SCENARIO COMPARISONS
 BUSINESS SCENARIO
 Competitive
Product Positioning (Outers & Inners)
Made Up

Functionality

LOCAL
BRANDS
>INR.350 INR.380-550 INR.550-850 INR.750-1000 INR.1000-1600 INR.1600+ INR.2400

Price REGIONAL
+

BRANDS

Local Brands
@ very low
price or they
are vanishing

Very
Basic/Functional
 Consumer
Catering (Outers) High
Newly
Weds/engaged
Career
Men
Rich
Homemakers
Level of
Involvement
Young
Adults
Low High
Teens

Purchasing Power
Decision Making

Low
 Competitive Price-Value High
Positioning (Outers & Inners)

Price Range INDIAN

TERRIAN
JHON
PLAYER
S Park PETER
ENGLAN
Avenue
>INR.350 INR.350-650 INR.650-850 INR.750-900 INR.1000-1600 INR.1600+ INR.2200
Regional +
Players

Local Brands

Low
COMPETITIVE BRANDS AVAILABLE IN INDIA in Omni
Channel
 ARROW SHIRTS (Arrow is one of the oldest brands when it comes to men’s shirts and is owned by the
PVH Company.)
 Peter England is one of the largest menswear brands in India known for its standardized fits,
fashionable styles and superior quality.)
 Van Heusen gives you the power to choose with impressive collars, cuffs and everything in between
for men shirts. These shirts boast elegance in their magnificent patterns like solid, printed, self-
design, striped, and checked.
 Zodiac is a leader in men’s fine clothing and accessories. Its international and sophisticated styles
reinvent men’s fashion. Zodiac is best known for its designs that are bound to revamp your everyday
look.
 Louis Phillipe defines class, elegance, and status by bringing a wide range of clothing for the
discerning gentleman. Own a Louis Phillipe regular fit, slim fit and tailored fit men’s shirts this season
to look the best out of all.
 John Players Shirts, The brand stands for fun, freedom, and friendship and brings an amazing range
of men formal shirts.
 Park Avenue is one of the most prominent names by Raymond that was launched in 1986. From
business meetings to social affairs, it brings a delightful range of shirts for men.
COMPETITIVE BRANDS AVAILABLE IN INDIA In Omni Channel
 Parx Shirts is Raymond-owned apparel brand brings quality shirts for men. While we have been
obsessing over the formal shirts by Parx, it brings a wide range of semi-casual and casual shirts that
will change your style quotient.
 Wills Lifestyle Shirts brings a premium wardrobe for men and women giving consumers a delightful
shopping experience. It has a fine collection of formal, semi-formal and casual shirts which makes it
one of the top men’s shirt brands.
 Allen Solly is a fashion-forward brand that brings a high-end style and caters to every age group.
This shirt brightens up your day with its striking shade.
 Levi’s had taken the clothing world by storm with their jeans. What started as a denim brand is now
one of the most popular clothing brands in the world. Levi’s today has become synonymous with
casual fashion and continues to do so.
 Lee India has some of the finest shirts on the market. Its designs are timeless, versatile, and
enduring making it a top choice for the modern youth.
 Tommy Hilfiger have an extensive collection of apparel that includes shirts, t-shirts, jeans, shorts,
and more that is distinguished by their unique blue, red, and white logo
 Blackberrys Shirts With special attention to designing and detailing, Blackberrys boasts a fine
selection of shirts that will let you ace the boardroom look with suave; or make an unforgettable
entry to a party.
COMPETITIVE BRANDS AVAILABLE IN INDIA in Omni Channel
& some only in E-commerce

Omni Channel Online / Ecommerce

 Black Coffee Shirts  Bombay Shirts (Tailor Made Shirts)
 Flying Machine Shirts  Ketch
 Richlook Shirts  Urban
 Wrangler Shirts  Urbangally
 Raymond Shirts  Rare Rabbit
 Spykar Shirts
 Prime Porter
 Color Plus
 Limpkin
 U S POLO
 COTTON KING
 Amazon
 JDS  Flip Kart
 LFS HAS THEIR OWN IN HOUSE BRANDS  Myntra

Apart from this almost more 56 brands are available online promoting in digital
media
Consumer Research –
Initial Perception
 Outers  2 main baskets
 Comfort, feel good, confidence, nice shape, slim shape, support,
“comfort leading to confidence”, the most important part of our
character”
 Colors  White/Ivory Beige/Nude Blue, Reds, pinks, pastels, greys,
black etc in demand depending on the occasions and use
 Younger consumers have more mix and match and fewer sets
whereas the newly married and older consumers had more sets
 Perception – contd.
• Reasons to Buy
• Special occasions, to match with a new dress, impulse, ”when I get fed-up of my older
stuff”, when I see a good display (Merchandise), during sale periods.

• Preference for cotton specially during summers

• Top Premium Brands

• Overwhelmingly across age groups its Vanheusen followed by Louis Philippe, Allen Solly,
Park Avenue, Indian Terrain, Zodiac, Z3 & Regional Brands
• LP perceived as very comfortable, very much catering to needs.
• Vanheusen & Color plus perceived as very fashionable, comfortable, mid & premium
price brand.
• Indian Terrain perceived as young, premium, lots of colors & special merchandise
 Perception – contd.
• Our Brand William White – Classique
&
William White – Mode
Catering should reach Teens to Elders (Age Group 15-year to 55 Year),
Basics, Fashionable, Fabric Oriented range, Flexible materials with co-
ordinates. Most important for Gen Z range.
• Brand Positioning
• Competitive range for Regional and National brands.
• Pricing is from INR.729 to INR.1499 (In Classique Ranges)
• Pricing is form INR.1399 to INR. 1999 (In Mode Ranges)
• Should have ranges catering to all segments from basic to fashion.
Fashion to Need.
• Safe bet will be in specialized design with quality-oriented products.
 Perception – contd.
• Products Concentration
• Cottons was accepted in market the most
• Light weight fabric (for Shirts ) oriented (Shape fit with out loosing shape) are
trend
• T-Shirt for younger & mid aged gens
• Classy printed shirts preferred across groups seasonally.
• In pants, the majority want mid waist pants preferably in chinos & cargos for co-
ordinates.3/4th short in stand alone followed styling.
• They find the semiformal with soft touch very comfortable & must wear them on
certain dresses
• Want more colors & prints beginning of respective season or occasion.
• Safe bet is on solids & innovative prints in shirts as in prints mind set of consumer
is experimental.
• Packaging
• Should be very attractive.
• To be Looked premium
• Sub brand names should sound Elegant and Premium with pocket friendly
• Packaging should be very attractive & MBO friendly for stocking
• Want the information in detail also especially the size, color, price, fabric
composition and wash care instruction
 Targeted Areas
• Placement in maximum cities & all A+, A, B+ & B > MBO,
Chain Stores where competitive brands are present.
• Addictive brand visibility and merchandise supplies.
Keeping quality constant.
• Minimum turn over of INR.27.00 crores per annum can be
achieved.
• By 2nd year of launch with consecutive YOY marketing
support and Seasonal Product, range, colors, print
extensions boost achieving the best goals.
 Operation / Production / Supply Chain

 In House & Outsource manufacturing with skilled workmanship

will be an add on profit.
 Sourcingraw materials at the best competitive price with
commercial credit negotiations.
 Proper Market based fabric; styling & size ratio procurement
will avoid slow moving inventory.
 Seasonal Introductions with proper product matrix will reduce
the gap in trade.
 Conclusions:
“AFTER ASSERTAINING THE RELATIVE STRENGTH OR WEAKNESS OF
POWERS, PLACE, TIME, REVOLTS IN REAR, LOSSES, EXPENSES, GAINS &
TROUBLES, OF ORGANISATION & COMPETATION, TO CONQUER WE SHOULD
MARCH AHEAD”
Battles might be lost at initial stage, but not WAR, GAINS (Profits)
• TO have successful EMPIRE three kings are very important
 TREASURY (Finance),
 ARMY WITH EFFICIENT LEADER (Field Force)
 WEAPONS (Proper Product and Marketing Support)