RETAIL MARKETING

Project Proposal
On

Study of retail mix of BIBA and ALL stores for plus size fashion apparels

Submitted On: 1st August, 2013

Submitted to: Prof. Sapna Parashar

Submitted By: Ms. Anshita Shrivastava 121203

1. INTRODUCTION: Retail marketing mix is the term used to describe the various elements and methods required to formulate and execute retail marketing strategy. The aim of such coordination is for each store to have a distinct retail image in consumers mind.The mix may vary greatly according to the type of market the retailer is in, and the type of product/services. They are: i. ii. iii. iv. v. vi. vii. viii. Merchandising Supply Chain Formats Location Layout Pricing Promotion Workforce

Plus size clothing is a kind of garment between sizes 14W and 26W (W represents women). It is also classified as X sizes such as 2X, 1X. It means a waist size of 36 inches and above apparels. [1] 2. RATIONALE: Indias niche plus-size retail industry is expanding. As the countrys rates of obesity and weight gain have gone up, so has the market for larger clothing, and the interest from foreign and local retailers. According to the National Family Health Survey (NFHS) in 2007, the percentage of ever-married women aged 15-49 years who are overweight or obese increased overweight and obesity are more than three times higher in urban areas. This may be due to lesser physical activity in the urban areas. Furthermore, overweight/obesity is both higher for women than men [2] As a result, more stores in Indian cities are offering larger clothing sizes. Examples include retailers like Biba, Mustard, and Pantaloons ALL. Thus my topic to find out what these two stores ALL and BIBA offered for this segment. It is an upcoming trend and the oversized branded apparel industry is still in its infancy. This also is of much interest to me as I myself weighed over 90 kgs, 18 months back and had no fashionable clothes for my size!!! So as a customer I would be able to understand the stores, their assortments and services much better.

3. OBJECTIVES: To study the retail mix of BIBA and ALL. To find out if demographics affect their buying behaviour for western or ethnic wear. To know whether plus sized clothes are preferred than tailor made clothes.

4. METHOD 4.1 Type of Study: It would be a descriptive study with both qualitative and quantitative methods. 4.2 Sample: The sample would be 25 customers of BIBA and 25 customers of ALL of women of age group 16 to 60 years. 4.3 Data Collection: Online articles would be accessed to understand the statistics of obesity in the city of Ahmedabad. The retail mix of the stores would be studied by interviewing the manager and observation. The data collection from customers would be done by a survey form. It would be offline at the store as well as online form. 4.4 Data Analysis: Analysing data by non parametric tools.

5. REFERENCES: [1] http://plussizeclothinghq.org/ [2] http://www.jmnn.org/article.asp?issn=2278019X;year=2012;volume=1;issue=1;spage=37;epage=41;aulast=Kalra