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 Men’s Formal Shirts and Men’s 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, Women’s wear, Kid’s wear, Footwear,

Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and
Gifts.
 SWOT OF WESTSIDE

Strengths

 Growing at the faster pace

 Brand name of TATA’s.
 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 (MEN’S 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 Men’s 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 73
60
50
40
30 31
20 21
10
0
Only when there is a Monthly once or It’s a weekend activity
need planned

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
P a n ta lo o n s

Raym o n d s
A lle n s o lly
S h o p p e rs

B la c k b e rry
W e s ts id e

L ife s ty le

H u s s e in

S p en cer

E n g la n d
P la y e r
A rro w

M a rk n
Jo h n

P e te r
V an
S to p

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

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

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 4

500 - 800 17

500 - 750 23

1000 - 1500 4
Most Preferred
350 - 450 17 Price Point for

645 - 1000 22 formal shirt

800 - 1000 7

499 - 899 16

300 - 1000 15

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 MEN’S
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
78
80
70
60
47
50 When do you usually
40 shop ?
30
20
10
0
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 42
40 299 - 399
35
28
30 499 - 599
25
20 17
15 13
15 699 - 799
10
5 700 or above
0
299 - 399

499 - 599

699 - 799

im portant
abov e
700 or

pric e is
not an
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 ?

33
35
28 27
30
23
25
20 Most preferred style in
14
15 tees ?
10
5
0
solid printed striped solid striped
crew crew crew polo polo
neck neck neck
tees tees tees

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
88
90
80
70
60 Do you prefer long
50 sleeve tee or short
37
40 sleeve tees ?
30
20
10
0
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
40
50
40 22 In polo tees - do you
30
prefer rib collar tees or
20 rugby collar or round
10 neck collar ?
0
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 73
70
60 52
50
In polo tees - do you prefer rib
40
at cuff or plain stitched sleeve ?
30
20
10
0
Rib at cuff Plain stitched sleeve

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 ?

comfort fit

71
slim fit 44

0 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 41
40 37
35
30
21 In polo tees - do you like
25
16 badges, prints, plain
20
stripe or solid tees ?
15
10
5
0
like some prints to Prefer solid tees
badges be used 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 39
40
35
30 25
25
18 16 17 Other comments if any ?
20
15
10
5
0
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