Customer Preferences of

Branded Women’s Wear

Over Unbranded Women’s
Wear
MAZHAR KHAN
ROLL NO 12
FD IV
 Acknowledgement

I would like to thank my subject faculty

Mr. Montu Basak for helping me complete
the project by giving me necessary
information.I would also like to thank the
people who gave answers to my sample
questions to help me carry the survey
properly.
- Mazhar khan
 Content
 List of tables
 Introduction
 Literature Review
 Indian women’s wear market
 Growth Factors
 Success factors
 Major players
 Data collection and analysis
 Market share of the major apparel segments
 Characteristics of women’swear market
 Research process
 Problem
 Demographic Profile
 Conclusion and bibliography
 List of Tables
 Market share of the Major Apparel Segments (2010)
 Marketing Research Process
 Age Group of the women
 Annual income
 Occupation
 Frequency of purchase
 Product preferances
 Preferred brands
 Preferred area/location
 Preferred fabric
 Introduction
A right kind of apparel enhances a woman’s
beauty and makes her look presentable.
Women's wear is more complicated
comparatively than menswear. Its trends keep
changing constantly and swiftly in every season
in design, fabric, colour, and style, whereas,
men's wear trends evolve slowly with
predictable changes.
 Literature Review
 Indian womenswear market is going through a phase of
renovation. Total value of womenswear market is estimated to be
around Rs. 37,000 crore during 2007. It further indicates a positive
growth rate of 14% a year, for the next five years reaching Rs.
61,000 crore by 2010. With the increasing number of working
women, and simultaneously; the amount of their disposable
incomes, womenswear market has taken a new dimension with the
entry of many new as well as foreign brands. Consistent changes in
fads, increasing information and knowledge of dressing sense due
to media exposure, have also supplemented to the metamorphosis.
With more women coming into spotlight now, they seek to dress
well, look presentable and also prefer to buy branded clothing.
Thus this segment of the apparel market has ample growth
opportunities, as the market still remains untapped with only a few
notable brands.
 Indian Women's wear Market
Womenswear includes both intimate wear and
outerwear. Main categories are suits and coats,
T-shirts, jumpers, tops, jackets, skirts, blouses,
sweaters, and sweatshirts. Ethnic Indian wears
like salwar suits also add to it. As the number of
working women increase, market for fusion
wear and western wear are likely to grow
simultaneously
 Market size & growth
 Indian retailers believe that womenswear and lingerie are the two
categories that have a potential market and new brands can be
introduced frequently. Branded wears for women is having an
encouraging conversion rate of 60% on large store formats. Many
manufacturers who were initially concentrating only on men's
wear have started to focus more on the formal wears for women.
Their main targets are working women in the age group, 22-40.
Raymond has established its womenswear brand through its
flagship brand 'Park Avenue', and its casual wear with the label
'Color Plus'. It is targeting to achieve 25% of the share in
womenswear market estimating a revenue of Rs.400 crore by 2010.
Premium labels such as Allen Solly, Esprit, and Mango have a solid
market. Indian Terrain, with an intention to refocus its business
has expanded its portfolio by including womenswear in its
collection.

 Success factor
 With organized retail structure gaining much more importance
and new malls springing up, potential for branded wears foresee a
lucrative market. Women like to look and feel attractive in the
clothing she wears. With more and more women coming out of
their shells for work, their challenging job environment, and
women involving in jobs requiring long-haul travel, more
requirements is felt for western wears. Retailers have to take care
of providing a more conducive environment as they like to shop in
privacy. With all positive aspects retail market for womenswear
will witness a cut-throat competition in the forthcoming years with
every retailer fighting for a slice in the pie.
Major players
Data Collection And Analysis
 Market Share and Total Apparel Segment

Kidswear:24.90% Womenswear:40.2%
Menswear:34.2%

TOTAL SIZE:
122400 CRORES
Characteristics of womenswear market
 The market for womenswear is classified as follows:

 Pre-teens (12-18 years)

 College goers (18 months - 22 years)

 Professionals (22-30Years)

 others or housewives (30-40Years)

For young women, cotton is the most preferred

material due to its non-allergic, comfortable, and easy
caring virtues. But with the advent of more and more
fads emerging in the market, this fibre faces
competition with other synthetic ones, which are
preferred for its wash ability, and non-creasing
abilities.
 Research Process Feedback loops

Problem Objecti Design Design Execute Analyz

Recognit ve Seconda Primary Primary e
ion setting ry Researc Researc Primar
Researc h h y
h Resear
ch

Present the findings of the Research

 Problem
 The sample size may not be sufficient to generalize the results.

 This exercise needs to be repeated after fixed period of time so as

to get the clear picture of consumer likings and preferences.

 The sample may not be the true representation of the entire

population.

 It is limited to information provided both by primary and

secondary data.

 consumer’s perception about any particular season could not be

judged.
Demographic Profile of Respondents

•Various parameters
taken into account are
as follows:

• Age Group
• Occupational status
• Monthly household
income the family
Age Group of the women
Annual Income
Occupation
Frequency of Purchase
Product Preferences
Preferred Brands
Sub categories
Fabrics
Areas preferred
 END OF
PRESENTATION

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