PROJECT WORK IN

BUSINESS STUDIES

MARKETING
MANAGEMENT

Under the Guidance of Ms Shweta Nagpal

Submitted by Utkarsh Gupta
 CERTIFICATE OF COMPLETION

This is to certify that Utkarsh Gupta of Class XII-C of THE SRIJAN SCHOOL, MODEL
TOWN, has completed his Business Studies Project file under my guidance. He has taken
proper care and shown utmost sincerity in completing this project.
I certify that this project is up to my expectations and per the latest CBSE guidelines.

Signature
 ACKNOWLEDGEMENT

Primarily, I would thank God for successfully completing this project. Then, I would like to express
my gratitude to my Business Studies teacher Ms Shweta Nagpal who gave me the golden
opportunity to do this project and supported me in completing my project work.

I would also like to thank our Principal, Mr Vincent Ashish Moses, for providing me with all the
required facilities.

Then I would like to thank my parents and friends who have helped me with their valuable
suggestions. Their guidance has been helpful in various phases of the completion of the project.

I will always remember the books and the internet, which provided me with substantive matters.
 INDEX
S.no Topic
 CONCEPT OF MARKETING

“Marketing takes a day to learn. Unfortunately, it takes time to master.” — Philip Kotler.
It is a social process by which individual groups obtain what they need and want through
creating offerings and freely exchanging products and services of value with others.
Marketing is not merely a business phenomenon or confined only to business organisations.
Marketing activities are equally relevant to non-profit organisations such as hospitals,
schools, sports clubs and social and religious organisations. It helps these organisations
achieve their goals, such as spreading the message of family planning, improving the literacy
standards of people and providing medication to the sick.
PRODUCTION CONCEPT: The production concept is used when the demand for a product
exceeds its supply. The philosophy here is that "supply creates its demand." Therefore, the
focus is on manufacturing more products to ensure they are widely available. PRODUCT
CONCEPT Contrary to the production concept, this concept creates consumers to value
products of a higher quality as opposed to price and availability. Therefore, the focus is more
on quality and less on quantity. The idea of the product concept is that if you sell a product of
more outstanding quality, minimal marketing is required.
SELLING CONCEPT: Where the production and product concept focuses on manufacturing,
the selling concept focuses on making an actual sale. The number one focus of the manager is
to make money, no matter the quality, needs of consumers, supply, or demand.
MARKETING CONCEPT: The marketing concept works on the philosophy that consumers
buy products to fulfil their needs. A manager that takes the marketing approach will conduct
extensive market research to determine the needs of consumers and how to satisfy them better
than its competitors.
SOCIETAL CONCEPT: Marketing managers with this approach are also concerned about
the well-being of society and feel a responsibility to tend to the world around them. The
societal concept balances social and environmental welfare, customer relationships, and sales.
 MARKETING MANAGEMENT

Marketing management means management of the marketing function. In other words,

marketing management refers to planning, organising, directing and control of the activities
which facilitate the exchange of goods and services between producers and consumers or
users of products and services.
The process of management of marketing involves:
(i) Choosing a target market, say a manufacturer may choose to make readymade garments
for children up to the age of 5 years.
(ii) In respect of the target market chosen, the focus of the process of management is on
getting, keeping as well as growing the customers.
(iii) The mechanism for achieving the objective is creating, developing and communicating
superior customer values.
 MARKETING V/S SELLING

Many people confuse 'selling' for 'marketing'. They consider these two terms as the same.
Marketing refers to a large set of activities of which selling is just one part. For example,
before making the sale, a marketer of televisions does a lot of other activities such as
planning the type and model of televisions to be produced, the price at which they would be
sold and selecting the distribution outlets at which the same would be available, etc.
In short, marketing involves a range of activities relating to planning, pricing, promoting and
distributing the products that satisfy customers' needs.
The function of selling, on the other hand, is restricted to the promotion of goods and services
through salesmanship, advertising, publicity and short-term incentives so that title of the
product is transferred from seller to buyer or, in other words, the product is converted into
cash.
FUNCTIONS OF MARKETING

1. Gathering and Analysing Market Information: One of the crucial functions of a

marketer is to gather and analyse market information. This is necessary to identify the
customers' needs and make various decisions to market the products and services
successfully. This is important for analysing the available opportunities and threats as
well as strengths and weaknesses of the organisation and helps in deciding what
opportunities it can best pursue.
2. Marketing Planning: Another important activity or area of work of a marketer is to
develop appropriate marketing plans so that the organisation's marketing objectives
can be achieved. A complete marketing plan covers various important aspects,
including the plan for increasing the production level, promoting the products, etc.,
and specifying the action programmes to achieve these objectives.
3. Product Designing and Development: Product designing and development is another
critical marketing activity or decision area. The product's design contributes to
making the product attractive to the target customers. A good design can improve a
product's performance and give it a competitive advantage in the market.
4. Standardisation and Grading: Standardisation refers to producing goods of
predetermined specifications, which helps achieve uniformity and consistency in the
output. Grading is classifying products into different groups based on essential
characteristics such as quality, size, etc.
5. Packaging and Labelling: Packaging refers to designing and developing the package
for the products. Labelling refers to designing and developing the label on the
package. The label may vary from a simple tag to complex graphics.
6. Branding: A significant decision area for marketing most consumer products is
whether to sell the product in its generic name (name of the category of the product,
said Fan, Pen, etc.) or to sell them in a brand name (such as Polar Fan or Rottomac
Pen). A brand name helps create product differentiation, i.e., providing the basis for
distinguishing a firm's product from that of the competitor, which in turn, helps to
build customer loyalty and promote its sale.
7. Customer Support Services: A vital function of marketing management is developing
customer support services such as after-sales services, handling customer complaints
and adjustments, procuring credit services, maintenance services, technical services
and consumer information.
8. Pricing of Product: Price is an essential factor affecting the success or failure of a
product in the market. The demand for a product or service is related to its price—
generally, the lower the price, the higher the demand for the product and vice-versa.
9. Promotion: Promotion of products and services involves informing the customers
about the firm's product, its features, etc., and persuading them to purchase these
products. The four crucial promotion methods include advertising, Personal Selling,
Publicity and Sales Promotion.
10. Physical Distribution: The two major decision areas under this function include (a)
decision regarding channels of distribution or the marketing intermediaries (like
wholesalers, retailers) to be used and (b) physical movement of the product from
where it is produced to a place where the customers require it for their consumption or
use.
11. Transportation: Transportation involves physically moving goods from one place to
another. The users of products, particularly consumer products, are widespread and
geographically separated from the place these are produced; it is necessary to move
them to the place where it is needed for consumption or use. A marketing firm has to
analyse its transportation needs after considering various factors such as the nature of
the product, cost and location of the target market.
12. Storage or Warehousing: Usually, there is a time gap between the production or
procurement of goods and their sale or use. To maintain a smooth flow of products in
the market, there is a need for proper storage of the products. Further, there is a need
to store adequate stock of goods to protect against unavoidable delays in delivery or to
meet contingencies in demand.
 MARKETING MIX

The marketing mix consists of various elements, broadly classified into four categories,
popularly known as the four Ps of marketing. These are:
(i) Product
(ii) Price
(iii) Place
(iv) Promotion
“The success of a market offer will depend on how well these ingredients are mixed
to create superior value for the customers and simultaneously achieve their sale and
profit objectives.”
1. Product: Product means goods or services or 'anything of value' which is offered to
the market for sale. The concept of a product also includes the extended product or
what is provided to the customers through after-sales services, handling complaints,
availability of spare parts etc. The critical product decisions include deciding the
products' features, quality, packaging, labelling and branding.
2. Price: Price is the amount of money customers have to pay to obtain the product. In
the case of most of the products, the price level affects the status of their demand.
Marketers have to decide about the objectives of price setting, analyse the factors
determining the price, and fix a price for the firm's products.
3. Place: Place or Physical Distribution include activities that make the firm's products
available to the target customers. Important decision areas in this respect include the
selection of dealers or intermediaries to reach the customers and providing support to
the intermediaries. The other decision areas relate to managing inventory, storage and
warehousing and transporting goods from where they are produced to where the
buyers require them.
4. Promotion: Promotion of products and services includes activities that communicate
the availability, features, merits, etc., of the products to the target customers and
persuade them to buy them. It comprises advertising, personal selling and sales
promotion techniques.
 PRODUCT MEANING

Fashion is an ever-evolving industry that has seen many trends come and go over the years.
One of the latest fads that has taken the fashion world by storm is 'Fast Fashion'. Fast fashion
refers to the rapidly producing and consuming affordable clothing that closely mirrors the
latest fashion sensations. This strategy has proven to be very successful for many fashion
brands, as it allows them to quickly respond to changes in consumer demand and stay ahead
of the competition. Social media has fueled fast fashion's popularity through rapid trend
dissemination, increased brand visibility, user-generated content, seamless commerce
integration, and influencer marketing. It enables quick trend replication, reaches a vast
audience, encourages consumer engagement, facilitates instant gratification, and leverages
influencer endorsements.
 FEATURES OF FAST FASHION

1. Rapid Production and Turnaround:

Fast fashion's most prominent feature is its ability to swiftly bring new clothing designs from
conception to market. Traditional fashion brands typically work on seasonal collections,
taking several months to release new styles. In contrast, fast fashion retailers can introduce
new designs every week or multiple times a month. This rapid production and turnaround are
made possible by optimising their supply chains, streamlining production processes, and
maintaining close relationships with manufacturers.

2. Affordability:
One of the key appeals of fast fashion is its affordability. Fast fashion brands can offer trendy
clothing at budget-friendly prices by focusing on cost-effective production methods, such as
sourcing materials from low-cost regions and mass-producing garments. This makes
fashionable styles accessible to a wide range of consumers who may be unable to afford high-
end designer clothing.

3. Imitation and Trend Replication:

Fast fashion companies draw inspiration from the latest high-end designer collections,
fashion runways, celebrity outfits, and social media influencers. They quickly replicate and
adapt these trends into their designs. By doing so, they can provide consumers with
affordable versions of trendy styles, ensuring they stay up-to-date with the latest fashion
without breaking the bank.

4. Limited Inventory and Scarcity Marketing:

Fast fashion retailers often produce clothing in limited quantities, creating a sense of scarcity
and exclusivity around their products. This scarcity marketing strategy entices consumers to
make immediate purchases, fearing the item might sell out quickly. Limited editions and
frequent turnover of styles encourage customers to buy on the spot, fostering a sense of
urgency and impulsive buying behaviour.

5. Global Supply Chain:

Fast fashion brands have established global supply chains that span multiple countries. They
source raw materials from regions with cost advantages and specialised expertise in certain
types of production. These global supply chains enable them to take advantage of varying
labour and manufacturing costs while meeting the demand for fashion in different markets
worldwide.

6. Agile and Data-Driven Operations:

Agility is a cornerstone of fast fashion. Brands utilise data analytics, market research, and
consumer feedback to monitor real-time trends and customer preferences. They use this data
to decide what products to produce and what styles to prioritise. This agile approach allows
them to quickly adjust production plans and respond to rapidly changing fashion trends.

7. E-commerce and Social Media Marketing:

Fast fashion companies have embraced the digital age and extensively use e-commerce
platforms and social media to reach their target audience. They invest heavily in online
advertising, influencer marketing, and engaging social media content to create brand
visibility, generate excitement around new collections, and drive traffic to their online and
physical stores.
 PRODUCT SELECTION REASONS

1. Increasing Market Size

The fast fashion industry has been proliferating over the years. According to a report, the
value of the fast fashion market worldwide was estimated to be worth over 106 billion U.S.
dollars in 2022 and is forecast to rise considerably in the following years, reaching a value of
approximately 185 billion U.S. dollars in 2027. These statistics show that the fast fashion
industry has been experiencing year-by-year improvement and has much potential for growth
in the future. The increasing adoption of trendy clothes by the growing youth population,
increasing penetration of social media, growing demand for sportswear and performance
wear, and low-cost production are some of the factors driving the growth of this industry.
With such promising statistics and opportunities, the fast fashion industry is definitely one of
the most feasible for a new brand to enter.

2. Niche Opportunity

The fast fashion industry has various niche opportunities like gender-neutral, size-inclusive
and personalised fast fashion, but the fastest-growing niche is sustainable fast fashion. As
people are becoming more aware of the environmental and social impacts of the fast fashion
industry, they need a brand which emphasises eco-friendly materials, ethical sourcing, and
responsible manufacturing processes while catering to their trendy demands.
3. Environmental and Social Concerns
The clothing trends spread fast on social media, but so does the dark reality of trendy wear.
There is a significant increase in demand for a brand which caters to the following concerns
related to fast fashion-

i.
These two statistics are the embodiment of fast fashion. Clothing sales doubled from 100
to 200 billion units a year, while the average number of times an item was worn
decreased by 36% overall. This means that more clothes are produced each year, leading
to an increased carbon footprint and wastage of raw materials as most clothes are utilised
much below their potential. Garments given up early and thrown out instead of recycled
combine to produce massive wastage, estimated at around $500 billion yearly. A large
portion occurs on the consumer's side, but retail stores are just as guilty, often spotted
tossing or burning unsold stock.
ii. Greenhouse Gas Emissions
The fashion industry is responsible for approximately 10% of global carbon emissions,
more than the aviation and maritime sectors combined. Fast fashion production involves
energy-intensive processes, especially in manufacturing synthetic fabrics like polyester.
These processes contribute to greenhouse gas emissions, primarily carbon dioxide (CO2)
and methane (CH4), contributing to global warming and climate change.
iii. Water Usage and Pollution
The fashion industry consumes a monstrous amount of water, around 93 billion cubic
metres, leaving much of it contaminated by toxic chemicals. According to the UN
Environment Programme, 20% of global wastewater comes from textile dyeing. Because
the bulk of the production is in countries with less regulation, the wastewater often finds
its way to rivers and seas, where it can wreak havoc. Approximately 10,000 litres of water
is required to make a pair of H&M jeans, and it is used only a few times to have superb
'chic' before it is disposed of.
iv. Microplastics Shedding
A single polyester garment can shed over a million microfibers every time it is washed.
These microplastics are less than five millimetres long and small enough to pass through
water filtration processes. In a study of over 150 tap water samples from around the
globe, 83% contained plastic particles. It is estimated that half a million tons of these
contaminants reach the ocean each year.
v. Labour Conditions
93% of the brands surveyed by Fashion Checker need to pay their garment workers a
living wage. And only 5 of the 250 large brands surveyed in the 2020 Fashion
Transparency Index "publish a time-bound, measurable roadmap or strategy for how they
will achieve a living wage for all workers across their supply chains." Workers in
factories which supply H&M in Cambodia earned less than half the estimated living
wage, a figure which dropped to around a third for those living in India and Turkey.
Another example is from one of India’s garment-industry heartlands, Karnataka
producing clothing for international brands including Puma, Nike, Zara, Tesco, C&A,
Gap, Marks & Spencer, and H&M. More than 400,000 garment workers in Karnataka
have not been paid the state’s legal minimum wage, and the workers could only feed rice
and chutney. The poor working conditions made it difficult to work, and wages were low,
which failed to meet the basic living standards of workers; the management told workers
to leave if they had any objections to salaries.
 OUR BRAND

REFAB ECOCHIC
The first word of the brand, i.e., 'REFAB', can be interpreted in two ways to describe the ideology of
the brand.

I. It can be seen as an abbreviation of 'refabrication', which means constructing something

new from existing things or reassembly. This very well tells what our brand aims to do by
recycling used clothes to make new clothes.
II. 'Refab' can be broken into two parts, 're' and 'fab'. Fab is an informal word for fabulous,
meaning wonderful. Using 're' with 'fab' signifies we make old clothes fashionable and
striking again.

Both of these interpretations consist of abbreviations that have become essential to communicating
with Gen Z (the target audience) and are used a lot on social media, which is the lifeline of fast
fashion. This will help the young generation relate to the brand, thus encouraging them to buy from
us.

'ECOCHIC' is made 'eco' and 'chic'. Eco means something that is eco-friendly or does not harm the
environment. This emphasises that our brand is sustainable and eco-friendly. Chic means stylish and
elegant, especially in dress or manner. This word defines the love of our brand for trendy and
sophisticated clothes. When both these words are used together, it illustrates that our brand focuses
on environment-friendly fashionable clothing, which matches and sets you over the trends and
ensures that good fashion doesn't cost us the environment.

The brand's name is enough to tell what we do and how.

LOGO

The logo of our brand has 'RE' written in a bigger font as we want it to be the face of our brand.

The letters 'RE' spell the first letters of both the words of our brand's name.
The font used to write 'RE' looks like pieces of cloth which state that our brand sells designer clothes
with extraordinary craftsmanship. Also, this implies that we cut down clothes to make new voguish
clothes.

The font used to write 'REFAB' is an elegant and sophisticated font indicating that the refabricated
clothes made by our brand are equally fashionable.

The font used to write 'ECOCHIC' is stylish and emphasises the quality of responsibility, saying that
our brand is responsible towards the environment and uses eco-friendly ways to produce clothes.

The colour scheme used in the logo has also been chosen wisely to get the best customer response.

'REFAB' has been written with orange because the colour represents warmth, friendliness and fun in
fashionable recycled clothing.

'ECOCHIC' has been written in green because the colour indicates the brand is eco-friendly and
organic. This describes how our brand is responsible towards the environment while making chic
dresses.

The letter 'R' has been written in green, representing refab, signifying that even cool clothes can be
eco-friendly.

The letter 'E' representing ecochic has been written in orange, telling that even organic fashion can
be full of fun.

The colours used in the logo are the colours of our national flag, so the colours also tell the brand's
origin and showcase our pride.

TAGLINE

Our brand has a simple but powerful tagline, 'Fashion Reborn, Earth Transformed'. This
communicates that our brand aims to redefine fashion by creating clothing lines using eco-friendly
materials, upcycling processes, and adopting sustainable practices.

The term "Fashion Reborn" suggests that the brand is taking a fresh approach to fashion by
embracing sustainability as a core value. It signifies a departure from conventional fast fashion
practices, often associated with excessive waste, exploitation of resources, and harmful
environmental impacts. Instead, the brand is committed to reimagining its production processes,
materials, and designs to minimise ecological harm.

"Earth Transformed" refers to the brand's dedication to positively impacting the planet. This part of
the tagline emphasises that the brand's sustainable practices go beyond creating eco-friendly
clothing. It signals a broader mission to contribute positively to the Earth and its ecosystems, aiming
for a transformation in the fashion industry's relationship with nature.
LICENSES AND PERMITS

1. Business Registration: The initial step is registering the company as a legal entity
with the appropriate authority, such as a Private Limited Company, Limited Liability
Partnership (LLP), or Sole Proprietorship.
2. Goods and Services Tax (GST) Registration: Obtain GST registration to comply
with India's taxation laws. GST is a unified tax levied on the supply of goods and
services.
3. Trade License: Obtain a trade license from the local municipal corporation or
relevant authority to operate a manufacturing unit in the specific area.
4. Factory License: Obtain a factory license from the Chief Inspector of Factories in the
respective state where the manufacturing unit will be located.
5. Pollution Control Clearance: Obtain consent to establish and operate from the State
Pollution Control Board. Cloth manufacturing units can generate waste and emissions
that must be regulated to minimize environmental impact.
6. Fire Department NOC: Obtain a No Objection Certificate (NOC) from the local fire
department to ensure compliance with fire safety regulations.
7. Trademark Registration: Since the clothes manufactured by our company will be
sold under our brand name, we need to register the trademark with the Trademark
Registry to protect the brand.
8. Employee-related Registrations: Registering employees for the provident fund (PF),
Employees' State Insurance (ESI), and other relevant labour-related registrations.
9. Shops and Establishment Registration: Obtain registration under the respective
State Shops and Establishment Act. This registration is necessary to establish and
operate a retail store or chain in India.
10. Health License: We need a health license from the local health department depending
on the location and specific services (e.g., fitting rooms).
11. Signage License: We plan to have outdoor signage or advertisements for our clothes-
selling chain, so we need to obtain specific licenses from the local authorities.
12. Payment Gateway Compliance: We will have to partner with a Payment Gateway
Service Provider and ensure that we comply with the Payment Card Industry Data
Security Standard (PCI DSS) to accept online payments through debit/credit cards.
13. Data Protection and Privacy Compliance: Ensure that website complies with
India's data protection laws, including the Information Technology (Reasonable
Security Practices and Procedures and Sensitive Personal Data or Information) Rules,
2011.
14. Cyber Law Compliance: Comply with the Information Technology Act 2000 and
other cyber laws, including measures to prevent cybercrime and protect customer
data.
15. Intellectual Property Rights Compliance: Ensure we have the necessary
permissions and licenses for using images, logos, or other copyrighted materials on
the website.
16. Terms of Service and Privacy Policy: Have clear and comprehensive Terms of
Service and Privacy Policy documents on our website outlining the rules, regulations,
and data handling practices.
17. Domain Name Registration: Register the website's domain name with a domain
registrar.
18. SSL Certificate: Obtain an SSL certificate to secure online transactions and protect
customer data.
UNIQUE SELLING PROPOSITION

1. Eco-Friendly Approach: The brand's core USP revolves around its commitment to
sustainability and minimising its environmental impact. It adopts eco-friendly
practices throughout its supply chain, from sourcing raw materials to manufacturing
and distribution. By promoting the concept of circular fashion, the brand aims to
reduce waste and conserve resources.
2. Recycling and Upcycling: One of the brand's standout features is its focus on
recycling and upcycling garments. It encourages customers to return their old,
unwanted clothing to the brand by offering them a discount of up to 10% of price of
returned clothing, which will then be processed and transformed into new fashion
pieces. The brand creatively upcycles the materials, giving them a new lease on life
and reducing the need for virgin resources. This innovative approach significantly
reduces textile waste and conserves energy and water.
3. Transparent Supply Chain: The brand strongly emphasises transparency throughout
its supply chain. It ensures that every process step, from sourcing raw materials to
production and distribution, follows ethical and sustainable practices. Customers can
access information about the origin of materials and the environmental impact of each
product by scanning the QR code on the packaging, which will tell them an estimate
of resources saved by buying our product, thus fostering trust and loyalty.
4. Fashion-Forward Designs: Refab Ecochic prioritises style and trendiness, proving
that sustainable fashion can be just as fashionable as conventional fast fashion. Its
design team works diligently to create fresh, contemporary styles that resonate with
the target audience and keep up with the latest fashion trends.
5. Engagement and Education: The brand actively engages with its customers to raise
awareness about the importance of sustainable fashion. Educational campaigns, social
media content, and in-store experiences encourage shoppers to make informed and
responsible fashion choices. This engagement fosters a sense of community and
loyalty among customers who align with the brand's values.
6. Social Impact: The brand goes beyond environmental sustainability and focuses on
social impact. It ensures fair wages and safe working conditions for its employees and
partners with organisations that support local communities or environmental causes.
7. Limited Edition Collections: The brand occasionally launches limited edition
collections made entirely from upcycled materials. These exclusive lines create a
sense of urgency and desirability, driving customer engagement and excitement.
8. Green Packaging and Initiatives: Our brand extends its eco-friendly practices to
packaging materials and shipping methods. It uses recyclable and biodegradable
packaging to minimise waste and implements initiatives to reduce its carbon footprint.
The plastic in which clothes are packaged is recycled, and the paper carry bag is also
made from recycled materials.
9. Indian Craftsmanship: India has a rich cultural heritage, known for its traditional
arts, crafts, and textile techniques. We recognize the value and uniqueness of Indian
craftsmanship and seek to incorporate these elements into our clothing designs. Our
design philosophy creates a fusion of global styles with Indian craftsmanship, giving
rise to unique and contemporary clothing pieces. We contribute to the economic
empowerment of local artisans and craftspeople. By providing them with a platform
to showcase their talents and skills, we support their livelihoods and help sustain their
traditional crafts. This technique helps us to cater to Indian consumers better, and with
the rise of indigenous art forms worldwide, this could help us create the world's first
major Indian fashion brand.
 COMPETITORS

H&M
H&M India is a popular fashion retailer that operates in the Indian market. It is a subsidiary
of H&M, a Swedish multinational clothing brand known for its trendy and affordable fashion
offerings. H&M India offers a wide range of clothing, accessories, and footwear for men,
women, and children. The brand focuses on providing fashionable and sustainable clothing
options at competitive prices.
H&M's origin can be traced back to Sweden in 1947 when Erling Persson founded it. The
first store, originally named "Hennes," opened in Västerås, specializing in women's apparel.
In the 1960s, Hennes acquired Mauritz Widforss, a hunting and fishing equipment retailer,
expanding its product range and adopting "Hennes & Mauritz," later abbreviated to H&M.
Embracing a fast-fashion model, H&M quickly gained popularity worldwide, expanding
across Europe and other continents. In 2015, H&M made its entry into the Indian market,
capitalizing on the country's growing middle-class population and their increasing demand
for fashionable yet affordable clothing.
Since its launch in India, H&M has rapidly grown its presence, establishing numerous stores
across major cities. The brand's combination of trendy designs, affordability, and a focus on
sustainability has resonated well with Indian consumers, making H&M India a prominent
player in the country's dynamic fashion retail landscape. Additionally, H&M India offers
online shopping services, further expanding its accessibility to a wide customer base.
Scale
H&M has a big market share in Indian fast fashion because of its agility and understanding.
H&M’s sales in India grew by 43% in 2019-20, reaching a staggering Rs 1582 crores,
making it the fastest-growing emerging market for the brand. However, due to the pandemic,
its sales dropped by 11% in 2020-21 to Rs 1402 crores, but it remained the largest fast
fashion brand by revenue. H&M targets young and urban consumers in India, offering them
fashionable and affordable clothing and accessories. Its products are available online on
hm.com and myntra, and in its 51 stores across India.
Strengths
1. Trendy and Fashionable: H&M India consistently stays at the forefront of fashion
trends, offering a wide range of stylish and up-to-date clothing options for men,
women, and children. The brand's design teams swiftly respond to emerging fashion
trends, making it a go-to destination for fashion-conscious individuals looking for the
latest styles.
2. Affordable Pricing: H&M is renowned for its reasonable pricing strategy, making
fashionable clothing accessible to a broad customer base. The brand's ability to
 balance affordability with trendy designs attracts a large and diverse group of
consumers seeking value for their money. But the inferior quality clothes produced by
them make the environment pay the cost.
3. Sustainability and Ethical Practices: H&M India claims to be committed to
sustainability and promoting responsible fashion choices. The brand claims to use
sustainable materials, reduce its environmental impact, and promote ethical labour
practices in its supply chain. H&M engages in initiatives such as garment recycling,
encouraging customers to participate in circular fashion practices, but it has yet to be
successful because it has been noticed that it doesn't do much from its side and
expects customers to do it themselves. It uses sustainable practices for its namesake,
as its website only encourages customers to recycle their clothes creatively.
4. Diverse Product Range: H&M India offers an extensive and diverse product range
catering to various style preferences and age groups. From casual wear to formal
attire, activewear, and multiple accessories, H&M provides customers a one-stop
destination for all their fashion needs.
Weaknesses
1. Greenwashing: Greenwashing is when a corporation markets itself to seem more
environmentally conscious than it actually is: putting more effort into marketing to
appear 'green' rather than actually attempting to reduce impact.
(i) Misleading Marketing: H&M has been criticized for using marketing and advertising
campaigns that may create the impression of being a more sustainable brand than it is.
This includes promoting specific eco-friendly initiatives while downplaying or
overlooking other significant environmental impacts.
(ii) Limited Transparency: Some critics argue that H&M's transparency regarding its
supply chain and sustainability efforts needs to be revised. Greenwashing may occur
when a company selectively discloses information, making it difficult for consumers
to verify the actual environmental impact of its products.
(iii) Green Collection vs Overall Practices: H&M has launched various eco-
friendly collections, but some argue that these efforts may not outweigh the overall
environmental impact of its vast production and distribution operations.
2. Inflexibility: H&M introduces clothing collections that might not resonate with the
unique fashion preferences and cultural expressions of Indian consumers, limiting its
market and consumer base in India. This approach can leave Indian customers feeling
disconnected and unrepresented, unable to cater to their distinct tastes and
sensibilities. While H&M's dedication to global trends may uphold its international
reputation, it risks overlooking the richness and creativity of India's fashion landscape
and denying Indians the chance to explore and celebrate their heritage and identity
through fashion.
3. Sweatshops: H&M has faced criticism and allegations of paying low wages to
workers in its supply chain, maintaining poor working conditions and even using
child labour.
(i) The workers at H&M factories receive only 46% of the living wage in Cambodia,
which is only 35% in India, 29% in Turkey and as low as 9% in Bulgaria. The
workers need to work overtime to meet basic needs, and in Bulgaria, workers reported
that they were forced to work even 20 hours a day to meet goals. Every third Indian
 woman and two-thirds of workers in Cambodia – who work at factories listed as
H&M's "platinum suppliers" – had fainted at work.
(ii) In Myanmar, 14-year-old girls were found working at factories leading to growing
concerns regarding child labour usage by H&M.
(iii) A fire broke out at a factory in Bangladesh which killed 21 workers and
injured 50. This shows the low level of safety standards being followed at H&M
factories.
 ZARA
Zara, a renowned fashion brand, has established a significant presence in India, offering
trendy and stylish clothing, accessories, and footwear for men, women, and children. With a
strong focus on fast fashion, Zara has become popular with Indian consumers seeking the
latest fashion trends at accessible prices.
The origin of Zara can be traced back to Spain, founded in 1974 by Amancio Ortega and
Rosalía Mera. Unlike traditional fashion brands, Zara adopted a vertical integration approach,
controlling most stages of its supply chain, from design to production and distribution. This
enabled Zara to respond quickly to changing fashion trends and deliver new collections to its
stores at a rapid pace.
Zara's entry into the Indian market occurred in 2010, significantly impacting the country's
fashion landscape. With a dynamic range of clothing that caters to different tastes and
preferences, Zara quickly gained popularity among Indian consumers. The brand's
combination of high-quality products, diverse offerings, and affordability has made it a
favourite among fashion-conscious individuals across various age groups.
Zara's success in India is further reinforced by its seamless blend of global fashion trends
with a touch of local relevance, ensuring its collections resonate well with the Indian
audience. The brand is widespread in major cities, with several standalone stores and shop-in-
shops within prominent malls.
Size
ZARA is India's second biggest fast fashion brand after its rival H&M. It clocked a massive
revenue of Rs 1570 crores in FY2020, just slightly less than H&M. However, in 2020-21,
Zara's revenue from India dropped 28% to Rs 1,126 crore, and it posted a loss of Rs 41 crore
due to the impact of the COVID-19 pandemic. Its clothing can be bought from zara.com and
from its 21 retail outlets across India.
Strengths
1. Fast- Forward Fashion: Zara has garnered a reputation for its fashion-forward
designs that exude a remarkable ability to interpret and respond swiftly to the latest
trends, catapulting them into the market with unprecedented speed. This fast fashion
approach allows Zara to stay ahead of the curve, consistently offering a captivating
and diverse array of clothing items for men, women, and children that mirror the
cutting-edge fashion landscape.
2. In-store Experience: Stepping into one of Zara's physical stores is akin to entering a
realm of style and innovation. Meticulously designed with modernity and
sophistication, these stores boast attractive layouts frequently updated with fresh
displays to keep the shopping experience vibrant and alluring. Zara's keen focus on
customer interaction elevates the experience to one of engagement and personal
connection, fostering a sense of exclusivity and excitement.
3. Fast Supply Chain: Zara's fast supply chain quickly brings the latest global fashion
trends to India, appealing to fashion-conscious consumers. Their just-in-time
manufacturing and data-driven approach keep collections fresh and responsive to
changing preferences. The centralized distribution system ensures efficient stock
 replenishment, maintaining a steady supply of new products in major Indian cities.
Market testing aids in adapting to Indian consumer preferences, contributing to Zara's
popularity in the country.

Weaknesses
1. Online Presence: Although ZARA is the second-largest fast fashion brand in India
still, around 89% of its total sales come from its 21 physical stores. The e-commerce
market is growing every year, with new opportunities popping up for businesses, this
lack of online presence may be a minor issue for ZARA, but in the long term, this will
severely impact them as it fails to tap into the vast potential of reaching a wider
audience across the country.
2. Unsustainability: Zara's rapid production cycles and emphasis only on profit
maximisation, frequently purchased garments contribute to overconsumption and
waste generation. Zara has been criticised for its environmental impacts, such as water
usage, chemical pollution, and greenhouse gas emissions. Concerns persist about its
low sustainability score of just 34/100 and lack of transparency within the supply
chain. To counter this, Zara launched a few sustainability programmes, but their
minimal effect and low overall contribution indicate that Zara has been a complete
failure in eco-friendly chic.
3. Sweatshops: