HOUSE OF SIMON CARTER

Group 5
Anusha Garg Billa Hriday Vikas

Nitin Narayanankutty Pershetty Siddharth Honnappa

Ravi Dinesh Khatik Sakshi Singh

Introduction
■ Founded by Simon Carter in 1985
■ It offers menswear apparel with quirky design, accessories, footwear
and luggage, cufflinks, watches and glasses
■ Operates through exclusive stores and premium department stores
■ First store in India was launched in Chennai in 2016
■ Brand proposition: ‘Bridge to luxury’
■ The target consumer is an urban effluent male above the age of 30
■ Each design of the brand is unique and on a larger context, has a
story attached to it
■ Brand has not garnered high recognition in the Indian market
■ It has only 13 stores in India, all of them located mainly in
Metropolitan cities
 Swot Analysis
• Unique patterns, texture, designs and • Presence across only few major
colors cities

S
Strengths
•
•
Superior Quality Light and natural fabric
Brand legacy in the UK
W
Weakness
•
•
Not known by the masses
Pricy for the average Indian
Population
• Backed by Aditya Birla Fashion Retail
• Quirky design ideas are unique

• Catering to untapped demand in the market

•

O T
Highly competitive market
• Indian market has a huge growth potential
• Already saturated segment
• Increasing online as well as offline presence
• Lack of awareness in the global
• Expansion in the female segment
Opportunity Threats market
• Engaging in advertisement of the product
Survey Analysis
■ 35.3% people have knowledge of Simon Carter from which it can be
inferred that brand awareness is poor and there is lot of latent demand.
■ Almost 28% people purchase apparel of price above Rs.2000 so we can
target these people. Simon Carter can cater to the rest of the people by
offering discount during sale.
■ Families with annual income above Rs. 7.5lakhs account to 48%. Simon
Carter can focus on targeting these customer.
■ As per survey, audience tend to overlook price if other aspects such as
quality, comfort and fit are met. Quality, comfort and fit are the forte of
Simon Carter.
■ Almost 76% people prefer offline shopping and since 35% are aware of
Simon Carter, by improving brand awareness they can potentially unlock
good market demand.
■ Customer service influence buying decision of almost 70% customers.
Simon Carter’s offering in customer service and store décor is a major
crowd pleaser.
■ Women have great influence on the purchasing decision of almost 75%
of the customer, we can target these women by using targeted ads on
facebook or other social media apps.
■ 85% of the market is being shared by Louis Philippe, Allen Solly, US Polo
Assn and Peter England. But these brands focus on plain and checkered
shirts. Simon Carter can differentiate themselves as brand that provides
quirky style.
Consumer Target:

Risk taking urban Bulls eye

effluent male
looking for his
true identity

Brand Mantra Consumer

Quirky distinguished
Takeaway:
Gentlemen
Provides quality, fit
and attracts
attention

Consumer Need
State:

Desire to
standout for
almost any
occasion
Pen Portrait
DEMOGRAPHICS
AGE- 22-35 YEARS
GENDER- MALE
ORIGIN- NORTH INDIA
FAMILY STATUS- RECENTLY MARRIED
INCOME- 10-15 LAKH.
EDUCATION- MBA
OCCUPATION- STARTUP ENTREPRENEUR
SEC CLASSIFICATION- SEC A2

SHOPPING HABITS
PRODUCTS PURCHASED- SHIRTS, TIES, SHOES, BAGS, BLAZER, BELT
PURCHASE FREQUENCY- QUARTERLY
AVERAGE TRANSACTION SIZE- 8-10K
 
QUALITATIVE PARAMETERS
HOBBIES- SPORTY, GYMMING, PLAYING GUITAR.
INTERESTS- TRAVELLING, DINING OUT, WATCHING MOVIES
BEHAVIOR- AMBITIOUS, HIGH-FASHION QUOTIENT, ATTENTION SEEKER, BOLD, CONFIDENT.
 AIDA Model
Attention
• Customers need to standout among peers
• Put hoardings in unexpected locations

A • Targeted ads on social media

Interest

• Superior quality and fit in affordable price

• Quirky Designs and pattern
• Standout among peers

I
Desire
• Targeted ads on social media based
• Get sponsored subscription in Ecommerce
sites
D • Put attractive images exhibiting unique style
of brand

Action
A • Provide free delivery in ecommerce sites
• Provide coupons and gift vouchers based on
points
 Other Product Offering
■ While targeting families with annual income above 7.5lakhs(48%), Simon Carter can mention shoes, watches
and wallets as other product offerings during targeted ads.
■ Introduction of different T shirts such as Hooded, V-neck, Full sleeves, High neck to bring a scent of variety in
products offered by the company and also cater to the fashion quotient of the newly employed people.
■ Although Simon Carter is known for its quirky style and floral design survey tells us that it is the least
preferred shirt type in the Indian Community. Only 15% people preferred quirky and floral printed shirts.
Introduction of chequered shirts into the Indian market could bring increase in sales as more men prefer plain
and chequered shirts.