National Institute of Fashion Technology, Kannur

FASHION MERCHANDISING
&

FASHION CONCEPTS

(End- Term Assignment)

RANGE PLAN
&
TIME & ACTION CALENDER

(BRAND: HRX)

Submitted by:
Brinda S(MFM/21/211)

Hetvi Parekh(MFM/21/401)
 TABLE OF CONTENTS
01 ABOUT HRX
22 MOOD BOARD

12 ABOUT FIFA 23 CLIENT BOARD

16 WHY HRX?

24 LOOK BOARD

17 ABOUT THE COLLECTION

25 RANGE PLAN

18
37
COLOR BOARD MARKETING
STRATGEIES

19 FABRIC BOARD
38 CONCLUSION

20 THEME BOARD
39 REFERENCES

21 DETAILS BOARD 40 TEAM CONTRIBUTION

ABOUT HRX

HrX is India’s first celebrity brand which was introduced by Hrithik

Roshan and Exceed Entertainment. The brand was launched in
2013 with a holistic mission to help transform the youth of India a
better version of themselves, in terms of fitness. They initially
launched with apparels and footwears, slowly as they entered the
market they saw a rise in the acceptance of fitness being an
integral part of people’s life, thats when HrX decided to expand its
horizon and ventured into accessories, equipments etc.

PAGE 01
 MISSION
TO BRING OUT THE BEST IN YOU

When we work on our fitness goals, it brings about a drastic

change in all aspects of our life. At HRX, its our mission to
motivate and enable you to work on your mind and body,
making sure you can be the best version of you.

PAGE 02
 PARTNERS

FLIPKART MYNTRA CURE FIT

PAGE 03
 BRAND PRISM
PHYSIQUE PERSONALITY
Keep going Athletic,
Celebrity influence Sporty,
Red and black logo Lifestyle

RELATIONSHIP CULTURE
Indian
Keep going
Youth
Celebrity influence
Fitness
Red and black logo
Diet Regime

SELF IMAGE
REFLECTION
Affordable
Powerhouse of energy
Stylish
Competitive
Sassy
Fitness

PAGE 04

 PRODUCT RANGE

EYEWEAR
APPAREL FOOTWEAR EQUIPMENTS ACCESSORIES

HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high quality alternative products to
international brands. The brand offers a range of products including footwear, apparel for men and women, various
accessories and fitness equipments. Product categories across HRX Active Wear, HRX Casual and HRX Yoga and are
available on e-commerce platforms including Myntra, Flipkart and Jabong. PAGE 05
 SWOT
ANALYSIS
STRENGTH WEAKNESS
Strong Celebrity No omnipresence
Influence Does not offer a
Affordable wide range of
Focuses on fitness products
Massive target audience
-Youth

OPPORTUNITY THREAT
Wider range of
Bigger brands like
products
Decathlon offering similar
Invest in offline stores
products at cheaper rates
Growing popularity of
Omnipresent brands
fitness among people PAGE 06
COMPETITORS

PAGE 07
 PRODUCT

HrX was launched in 2013, initially starting with footwear and

apparel for both men and women. The brand is known for its
sportswear and athleisure wear. HrX’s main focus is the quality of
the product, for example in terms of footwear the brand emphasizes
the sole and the material. They also launched apparel and footwear
for kids. HrX is also entering the range of wearable technology. They
have recently launched a very limited variation of watches. Hrx’s
products are extremely trendy and stylish.

PAGE 08
 PLACE

Hrx lacks omnipresence, i.e it does not have physical

stores. All of its products are sold online, including Myntra,
Jabong, and Flipkart. Online presence of the brands been
really helpful since the outburst of COVID-19.Hrx has
been very successful in promoting their online sales since
they do not have an offline store . Hrx is planning to
expand and open brick and mortar stores as well.

PAGE 09
 PROMOTION

Hrx thrives immensely on experiential marketing. They have a

separate section on their website dedicated to the HRx
communities. HrX’s marketing strategies include organizing
fitness campaigns to make it an engaging experience for the
audience. Pop ups of the merchandise and free training sessions
anf organizing marathons play a part of their experiential
marketing strategy. This helps the brand to enhance the
audience’s experience and leave a mark.

PAGE 10
 PRICE

The price of the products is priced in such a way that it can

be well accepted by the Indian audience. The pricing
strategy also matters and is maintained in a way that is
not very different from the competitors pricing. The pricing
is also strategised keeping the target audience in
consideration, i.e for HrX the target audience is fitness
conscious people

PAGE 11
 A GLIMPSE ABOUT
FIFA WORLD CUP

The FIFA World Cup is the most prestigious soccer competition in

the world. Played every four years, the World Cup hosts the top 32
national teams in a month long tournament

The host country is selected via several rounds of elimination

and volunteering. The final decision is made By the Fifa
Council

PAGE 13
 FIFA WORLD CUP

The FIFA world cup 2022 will be held in Qatar with most of its games
held in the Capital city, Doha. This is the very first time the world
cup has been held in the Middle East

The matches are scheduled to be played from November 21-

December 18,2022. A total of 64 matches will be played in a time
period of 27 days.

The matches are scheduled to be played from November 21-

December 18,2022. A total of 64 matches will be played in a time
period of 27 days.

PAGE 14
 V IN G
R I
AR 1 , 2 0 2 2
O B E R
O C T
 WHY HRX?
It's well evident that all the products of HRX are a fresh, modern and
stylish take on athleisure, activewear, and sportswear. As an example
of a successful ‘Make in India’ story, HRX aims to revolutionize the
fitness scenario in India, as a value-for-money, high-quality alternative
to international brands.

Entering the global market during the time of FIFA world cup
celebrations which have been ruled by big international giants like
Puma, Adidas, Nike is the most huge opportunity that HRX could get
to envision itself in the industry.

It's no doubt that considering Hrithik Roshan, who has been known for
fitness and the brand's collection that heavily draws inspiration from
his success stories and life setbacks, the collaboration of HRX with
FIFA World Cup 2022 is definitely going to be a big hit in the next
season.

It will not only create a strong impression among the men who love
football and fitness, but also the most fruitful opportunity that any
home-grown Indian Sports-wear or an activewear brand could ever
get on a mass platform, aiming to represent themselves on the top of
the global map. PAGE 16
 ABOUT THE COLLECTION
Drawing out inspiration from various elements of FIFA world cup, like
their logo, trophy, celebrations, the emotions (to name a few,) , HRX
brand's identity, design aesthetics and also various fabric and silhouette
trends that were forcasted for A/W 22-23, the collection has been
carefully planned to create an amalgamation of harmony in terms of
maintaining the color palette throughout the collection.

It focuses on various types of tshirts that are worn by men, that involves
prominent abstract prints that are inspired from FIFA and middle
eastern Qatar aesthetics.

In a nutshell, the core idea behind this collection is to portray the art of
rejoicing oneself as FIFA is all about celebrations, that would attract any
football lover in the global fashion market,

PAGE 17
COLORS
Drawing out inspiration from the A/W 22-23 color trends and FIFA, soothing hues have
been taken as major colors for the color palette, which is also in accordance with the
colors that the brand had been using.. Apart form these, black and white have also been
used in the collection as basic colors.

BLOODSTONE LAZULIAN BLUE

SATIN BRASS
19-1652 TCX 19-0405 TCX
15-0953 TCX

ARCTIC ICE
13-4110 TCX OPTIC WHITE
11-0601 TCX

PAGE 18
FABRICS
Drawing out inspiration from the A/W 22-23 fabric trends, the basic fabrics have been
used in the collection which includes cotton, nylon, recycled polyester, and Intarsia,
which is an innovative fabric and works well especially for active wear and sportswear.

ELEVATED RIBS RECYCLED POLYESTER INTARSIA

COTTON NYLON
PAGE 19
PAGE 20
DETAILS

The collection includes optimistic and joyous prints inspired from FIFA and
middle-east, which have been incorporated in various subtle ways as the
major key details for abstract digital prints, thereby deviating away from
the monotony.

Also, keeping it more realistic, major elements of FIFA 2022 like their logo,
the trophy, Quatar's flag, the map have been converted as small and
embroidery placement designs.

HRX's key design elements in silhouettes like the contrast patchwork as

color blocking techniques, and to give contrast fabric detailing on yokes,
sleeve hem, neck binding, etc.

PAGE 21
 CLIENT BOARD

The client is Raj Sharma who is a last-year college

student. He lived in India for 15 years and has recently
moved to Doha. He is extremely delighted to know that
HrX will be collaborating with FIFA world cup 2022 in
Qatar. He is a huge Bollywood fan and is intensely inspired
by Hrithik Roshan's fitness regime and lifestyle. He is
looking forward to watching the FIFA World Cup in the
new Hrx collection.

PAGE 23
LOOK BOARD
Here, two outfits have been curated from the range development created by the Hrx collection. The range developed is pretty diverse and a
lot of experimenting can be done around to make it look more versatile.- The range is made keeping casual but quirky elements in mind
which certainly can elevate the look of an outfit.

PAGE 24
RANGE PLAN PROCESS

The process that has been undertaken was to get a clear rigmarole of
understanding the men's fashion market, WGSN trend forecasting for
A/W 22-23, highlighting the attributes of the star-owned brand and
understanding of their the product categories and the elements of FIFA.

It focuses on various top wear silhouettes which includes ;

Round neck t-shirt
V-neck tshirt
Raglan sleeve tshirt
Hoodie
Henley tshirt
Polo
Stand collar tshirt
Sweatshirt

(Detailed Time & Action calender for the collection has been provided in
the attached excel sheet)

PAGE 25
DESIGN #1

PAGE 26
DESIGN #2

DESIGN #3

PAGE 27
DESIGN #4

DESIGN #5

PAGE 28
DESIGN #6

DESIGN #7

PAGE 29
DESIGN #8

DESIGN #9

PAGE 30
DESIGN #10

DESIGN #11

PAGE 31
DESIGN #12

DESIGN #13

PAGE 32
DESIGN #14

DESIGN #15

PAGE 33
DESIGN #16

DESIGN #17

PAGE 34
DESIGN #18

DESIGN #19

PAGE 35
 SPEC SHEET SAMPLE

In a range development process, creating a

spec sheet is one of the most essential part,
which gives the production team, a clear
idea about the design and various aspects
related to it.

It's more like a blueprint which has to be

strictly adhered by the merchandising and
the production team throughout the
process.

Hence, as a part of the range development,

one sample design from the collection has
been taken and the same is analyzed in
spec sheet, mentioning the necessary
description and details.

Terms:
DNS: Double needle
stitch
SNS: Single needle stitch PAGE 36
 MARKETING
STRATEGIES

Hrx is a widely popular brand in India, with the growth

of acceptance of football in the country, HRX becomes
a perfect fit to collaborate with FIFAWrold Cup 2022.
During the time of FIFA world cup 2022, collection
could be marketed by in many ways.

For example, HRX can initiate a fitness challenge

where the customers could post a video of them
exercising with #HRXXFIFA. Lucky winners would be
chosen and be rewarded with free merchandise from
the collection.

PAGE 37
 CONCLUSION

The brand has working really hard through all the social media
platforms with a single-minded focus, which is , identifying and
building an authentic, cross-cultural fitness community that works
together to realise the brand’s core purpose — ‘inspire a billion
people to be the best version of themselves.’

Hence, their collaboration with FIFA World cup 2022 would be

the best business opportunity they could ever get to attract and
inspire so many men across the countries,

PAGE 38
REFERNCES

https://www.hrxbrand.com/
https://www.myntra.com/hr
https://www.thehindubusinessline.com/companies/hrithik-roshan-co-owned-brand-hrx-eyes-entry-into-
wearables-space/article31931771.ece
https://www.fifa.com/tournaments/mens/worldcup/qatar2022
https://www.worldsoccershop.com/shop/tournaments/fifa-world-cup
https://www.wgsn.com/fashion/article/89908
https://www.wgsn.com/fashion/article/89034
https://www.wgsn.com/fashion/article/88445#page_5

PAGE 39
TEAM CONTRIBUTION

Range development( Fashion Concepts)

WGSN Research and boards- Hetvi
Product research, Designing, and spec sheet - Brinda

Time and action calendar( Fashion Merchandising)

Time and action calendar- Hetvi and Brinda

thankyou.

Submitted by:
Brinda S(MFM/21/211)

Hetvi Parekh(MFM/21/401)

(MFM- SEM 1)

PAGE 39