RETAIL MANAGEMENT

PROJECT

By: Group-II

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BUSINESS: Clothing & Apparel
BUSINESS NAME: Breezee Clothing
RETAIL TYPE: Specialty Store
About Breezee Clothing:
Breezee Clothing is a sustainable fashion and apparel brand that sells clothes for men, women
and children of all inclusive sizes.
The Retail store format for our clothing business is a ‘Specialty Store’. This is because we
only offer one type of product, i.e., clothes under which there are many other sub-categories
of various designs and clothing.
Our Aim is to be the No.1 Sustainable and Affordable brand with good quality material that
lasts long. We want to position ourselves in the customer’s mind in such a way that creates
loyalty to our Brand.
In this Report, we will be looking at what all strategies that can be used in order to promote
Breezee Clothing.

Justification for entering the clothing business.

The Retail Business that we chose is a clothing business. It is one of the most profitable
Businesses in the Retail category. There are many good reasons to start a clothing business.
Here are some reasons why we want to launch a clothes company:
 The apparel industry offers a platform for self-expression and creativity. You can
express your individual style and thoughts by designing, producing, and collecting
clothing.
 Market desire: Since clothing is a basic need, there is always a desire for fresh,
fashionable apparel. Being able to reach a sizable and steady consumer market helps
justify entering the clothes industry.
 Economic Potential: If there is a solid company plan, marketing strategy, and a top-
notch product, the garment industry can be financially profitable.
 To Promote eco-friendly, fair trade, or ethically manufactured clothing options. This
will help promote sustainability and ethical fashion.
 Impact on Local Community: By generating employment opportunities and providing
support to regional manufacturers, suppliers, and craftsmen, a clothing business can
have a good effect on the people.
 Lastly, Clothes are something that people very much value. It is something that we
wear every day. We are judged depending upon how we dress and in today’s world
where people idolize fashion very much, it is profitable to enter this Business as long
as the product is of good quality, brand is well-known and of reasonable prices.
Our Business, which is ‘Breezee clothing’ focuses on sustainable fashion that is natural, and
of good quality coming with a reasonable price that can be affordable by many people.
Breezee clothing offers clothes for men, women, and kids. The brand also has clothes of
many sizes in order to fit everybody. It is also a plus-size friendly brand and is very diverse.

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RETAIL STRATEGY
(Ansoff Matrix)

Market Penetration
The least risky growth strategy to apply in business is the market penetration strategy. This
strategy involves marketing existing products to existing customers.
Some of the strategies in order to do market penetration are:

 Lowering Prices:
Lowering prices is a very short-term effective plan especially if competitors sell
products within the same range. However, the new price decided must be sustainable
and should be able to still bring in more profits.

 Finding New Ways for Customers to Use your Products:

This is another way to get existing customers excited over the products again. This
involves researching and finding ways to make fashion products useful for multiple
things.

For example, for female clothing, an outfit that can be used as either a skirt, a blouse,
or a suspender skirt can be made. This kind of outfit will help customers save money
and have a variety of clothing choices from just one piece of clothing. Bringing in
creativity and making sustainable clothes will automatically bring in more customers.

 Improving your Products:

Everybody loves an upgrade in a product. Taking customer feedback and applying

them to our products will help us penetrate the market better. Sometimes, even those
improvements can be that customers do not notice in the products.

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 For example, take outfits for nursing mothers, we can find a way to add an opening,
that is cleverly concealed by using a button or zip, to the breast area to make it easier
for the mothers to feed their babies without having to lift or pull done their outfits.
This could be a small improvement that the customers would love.

 Better Advertising

It is very important to advertise fashion products effectively. Finding newer and more
creative ways to advertise fashion products can ignite a new interest in our products
from the existing audience.

These days, social media is extremely popular and widely used by all the people
around the world. Promoting our Business on social media platforms such as
Instagram, Facebook etc could help build a customer base and create a strong
positioning in the customers minds.

 Offering Discounts for Bulk Purchases/ shopping above a certain price range:

Any opportunity given to customers to save money will be well appreciated. One
thing that can be done is to offer discounts to customers when they buy items in bulk.

For example, A discount can be given to customers that buy multiple items. Also, if
the customer shops above a certain range, let’s say above 5000 rupees, then a certain
percentage of discount can be given to the customer on their purchase. Offers like
Buy 2 get 1 free can also be given. Also, there must be many discounts and offers
during festive seasons.

 New and Improved Packaging

Improving product packaging can spark a new interest in the products from existing
customers. This is because seeing the same packaging over and over again can get
boring and new things excite people. The way to package products can be changed in
such a way that it looks attractive to customers.

In addition to better packaging, a small gift also can be included to go along with all
orders customers make from the brand. The gift must be a useful one.

Product Development
Product development is the strategy of launching new products in existing markets.
New products can be launched in terms of new designs and colours for existing products also.
The launch of each new product is accompanied by a massive marketing campaign. Also, the
time of launch is to be selected strategically based on the cloth material and design. Each new
design our company creates is based on consumer feedback, consumer needs, and market
trends. Once a product is launched, feedback is taken. Existing products are also improved
after their initial launch. It’s better to have own designers who work on creating new designs
and prints for the products of our company. Each new design takes time and effort. Once a
new product is developed, it is to be launched across the industry.

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The steps and strategies for the product development process for our clothing business are:
i) Design concept
The initial creative process involves generating ideas, researching trends, and creating
sketches of potential designs.

 Identification of the brand target market and what their needs and desires are,
which means researching their demographics, lifestyle, and buying habits, among
other factors. This will help develop a concept that will resonate with the target
audience.

 Do market research and analyse the fashion environment to see what competitors
are offering. Through market research, we will be able to identify gaps that a new
product can fill.
 Do trend research and see what are the most popular fashion trends that can be used
in the construction of new product. We have to to do seasonal research, focusing on
one particular season to capture trends and cultural influences that may be affecting
the market. Looking at fashion blogs, magazines, and social media is another way to
get inspiration.

ii) Pattern and Sample Making

In this design development stage, the conceptual design is turned into a physical prototype. A
sample is made to test the fit and overall look of the product.
Pattern making is the process of creating a template used as a guide to cut and sew fabric
pieces together aiming at the creation of a garment.

There are different methods to do pattern development, and they can be:

 Draping – manipulating fabric directly on a mannequin to create the desired shape.

 A flat pattern development – creating a pattern directly from measurements and
drafting it on paper.
 Computer-aided design (CAD) making – using computer software to create a
pattern and make adjustments.

iii) Material Sourcing and Testing

The materials are sourced and tested to ensure they meet quality standards for the final
design.
Fabric sourcing is the process of finding and selecting the best raw material fabrics for a
product. When fabric sourcing, the material development design team must look into the
supply chain and identify different manufacturers, wholesalers, and retailers that can have the
best fabrics for a particular concept.

To choose a fabric in the supply chain, the design team must consider several factors such as:

 Garment design and desired performance – The fabric you choose will depend on
the garment design and the performance features you want the fabric to have, such as
stretch, drape, or durability.
 Fabric quality – Analyse the quality of the raw materials by examining the fabric’s
density, weave, and finish.

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  Manufacturing costs – Consider the budget for your project and look for fabrics that
fit in it.
 Order samples – Ordering samples is crucial to feel the fabric in person and
determine its quality and texture.

Choosing fabrics wisely is important because the quality, sustainability, price, and delivery
time of fabrics and raw materials can dictate the success of a product by bringing a vision
accurately to life.

iv) Production

When everything is approved by the product developer, the final product is manufactured in a
factory and passed on to the apparel industry.

The overall manufacturing process in apparel production is the process of transforming a raw
material or component into a proposed clothing product that can be sold in target markets.
The product manufacturing process typically involves a combination of manual labour,
machinery, and technology to produce in large quantities.

This involves creating a plan for the production line development, including determining the
materials needed, finding manufacturers, estimating the cost, and developing a timeline for
the various stages of product development in fashion. In the end, Quality control must be
done. Quality control ensures that the final fashion product meets the quality standards
required.

V) Marketing and Sales

The final stage focusses on promoting and selling the product to the final consumer through
different channels.
The success of a product relates to sales strategies (in physical or online stores) and effective
promotion through fashion marketing and excellent communication skills.

More than just selling the product, to have success in sales and marketing, fashion businesses
need to:

 Highlight the benefits of the product.

 Provide excellent customer service.
 Offer incentives such as discounts.
 Leverage their social media and online marketplaces.

In this final step, it is also important to continually monitor current sales and customer
feedback and make adjustments as needed so the product continues to meet the needs of the
target consumer.

Market Development
Market development for a clothing brand involves expanding your brand's presence and sales
in new markets. Here are some steps to consider:

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 Market Research: Identify potential markets by conducting thorough research on
consumer preferences, demographics, and competitors in those regions.
 Target Audience: Define your target audience in the new market. Understand their
needs, style preferences, and cultural nuances.
 Product Adaptation: Tailor your clothing designs to suit the tastes and requirements of
the new market. This might involve changes in style, materials, or sizing.
 Distribution Channels: Establish or adapt distribution channels, such as e-commerce
platforms, retail stores, or local boutiques, based on the market's preferences.
 Marketing Strategy: Develop a localized marketing strategy that includes advertising,
social media, and influencer partnerships to create brand awareness.
 Pricing Strategy: Adjust your pricing strategy to be competitive in the new market,
considering factors like local income levels and consumer behavior.
 Legal and Regulatory Compliance: Ensure compliance with local laws and regulations
related to clothing, labeling, and importing/exporting.
 Cultural Sensitivity: Be culturally sensitive in your branding and marketing efforts to
avoid any unintended cultural missteps.
 Market Entry: Decide on the method of market entry, whether through a local
distributor, franchising, or opening your stores.
 Monitor and Adapt: Continuously monitor your brand's performance in the new
market and be willing to adapt your strategies based on feedback and sales data.
 Market development can be a complex process, so it's important to conduct thorough
research and plan carefully to increase your clothing brand's success in new markets.

Diversification
Diversification for a clothing brand involves expanding into new product categories or
markets beyond your core clothing offerings. Here are some diversification strategies that
can be used:
 Accessories: Introduce accessories like shoes, handbags, belts, and jewelry to
complement your clothing line. This can provide customers with a complete fashion
solution.
 Fragrances and Beauty Products: Create and sell fragrances, cosmetics, or skincare
products under your brand, aligning with your fashion identity.
 Home Décor: Expand into home textiles, such as bedding, curtains, and decorative
items, with designs that match your brand's aesthetic.
 Athleisure or Activewear: Venture into the activewear or athleisure category, catering
to the growing demand for comfortable yet stylish clothing.
 Children's Clothing: Develop a line of clothing for children, leveraging your brand's
reputation to attract parents seeking quality kids' apparel.
 Customization Services: Offer customization options, allowing customers to
personalize clothing items with their designs, monograms, or alterations.
 Collaborations: Partner with other brands or designers for limited-edition collections,
creating buzz and attracting a wider audience.
 Eco-Friendly or Sustainable Lines: Launch a sustainable clothing collection,
appealing to environmentally conscious consumers.

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  Online Marketplaces: Expand your brand's reach by selling on online marketplaces or
platforms like Amazon or Etsy.
 International Markets: Consider entering international markets to diversify
geographically but conduct thorough market research first.
 Subscription Services: Create a subscription box service that delivers clothing items
or accessories to customers regularly.
 Tech-Integrated Clothing: Explore smart or tech-infused clothing, such as garments
with built-in fitness tracking or temperature control.
 Remember that diversification should align with your brand's identity and values.
Conduct market research and assess the feasibility and demand for new product
categories or markets before implementing a diversification strategy. This can help
you maintain brand consistency and successfully reach new customer segments.

CONCLUSION:
To promote any kind of a Retail Business, solid strategies are very important. Not just
planning strategies, but executing them is even more important.
In this Report, we have seen what all strategies that our clothing business ‘Breezee Clothing’
can implement and work on in order to grow tremendously.
We have covered the Ansoff matrix in order to determine the right way of launching new
products, entering new markets and how to treat existing customers and new customers in the
Business segment that we are in.