Womens

Knitwear Analysis
(Enhancing Sales of Knitwear Category
Through Sales and Competitor Analysis)
Abhinav Jain

Table of Content
1. About VF Brands
2. About LEE
3. Organisational Hierarchy
4. Work process flow in Lee
5. Objectives and Research Methodology
6. Limitations
7. Knitwear Market in India
8. SWOT analysis of Market & Brand
9. Consumer perception of LEE
10.Women's Knitwear Analysis
11.Overall Learnings

Organisational Hierarchy

rganisational Hierarchy VF As
VF ASIA
Mr. Kanchan Pant
(Managing
Director)
HR

IT

Sourci
ng

Supply
Chain

Qualit
y
Financ
e

Retail

Brands
Lee
Wrangl
er
Vans

Organisational Hierarchy Lee

LEE
Mr. Chakor Jain
(Business Head)

Marketing
(Mr. Vipul Mathur)
Brand
Manager
(Ms.Aishwar
ya
Omprakash)
Concept
Manager
(Mr. Arvind
Suman)

Designs

Men
(Mr.
Geoffrey)
Mr.
Bhaswatadee
p Bhagwati

Men and
Women
(Ms. Samita
Singh)

Sales
MBO,EBO
(NSM Mr.
Anil
Mishra)
Key
Operations
(NSM Mr.
Biju
Dharman)

Product Team - Lee

Product
(Mr. Rajan Jain)
Bottom Wear
Denims Non
Denims
(Mr. Nishan
Ponnappa)

Wovens

Ms. Elaine
Pinto

Ms. Aarti
Singh

Knits

Mr. Pramod
Kurup

Accessorie
s
Mr. Satish

Work Process Flow in Lee

Research Project

Objectives
1. To analyse the sales of Womens Category of Lee and study the Competitors offerings
to enhance the sales of the category.
2. To analyse the views, opinions and preferences of respondents in order to deduce
which price bracket, fit and trend are most preferred by the respondents and hence
come up with a product that is missing in the range.

Research Methodology
Quantitative Study
Questionnaire was prepared.
Sampling Frame : India
Sampling Method : Convenience Sampling
Confidence Level: 95%
Confidence interval: 1
Responses : 575
Gender : Both
Data collected from both Primary and Secondary Sources

Limitations
Results are based on Convenience Sampling, thus there is possibility of biasness.
No information of Sell Through of Competitor Brands.
Sample Size majorly consists of youth with minimal income level.

Knitwear Market: Facts and Figures

Indias Rs.12,200 crore worth t-shirt market is expected to grow at CAGR of 12%
to reach Rs.21,250 crore by 2018.
Mens and boys segments contributes 85 percent of the market share.
The womens and girls segments are expected to register a CAGR of 14 percent
over the next five years, compared to the 11 percent growth anticipated for the
mens and boys segments.
80 percent of Indian consumers choose comfort over fashion in their selection of
apparels. (Global Lifestyle Monitor in 2012 )
India is a predominantly young country with a median age of 27 years.

OPPERTUNITIES

STRENGTHS
* Value and volume growth in metros and bigger cities.
* Increasing penetration into smaller cities.
* Comfort, easy-care properties , and affordability.
* Option to customize style , print , etc.

* Growing demand for casual clothing

* Increasing acceptance of Friday Dressing Concepts
* Growing acceptance of t-shirts among older age
groups

SWOT analysis of
Knitwear Market

WEAKNESSES
* Comparatively lower penetration into rural India
* Lower acceptance among women , especially in
smaller cities
* Preference of formalwear for regular office use

THREATS

* Reinvention of women's ethnic wear , casual woven

shirts
* Fragmented market with too many players

OPPERTUNITIES

STRENGTHS
* Good quality of Fabric
* Attention on Detailing
* Reputation in marketplace
* Strong supply chain

*Basic T-shirts and Polo necks

* Growing acceptance of Perform Air T-shirts in
Market
* Increasing knowledge of Consumers of Fabric
Quality

SWOT analysis of
Knitwear (LEE)

WEAKNESSES
* Core business is Denims so focus is less on Knits
* Price Range, Less Styles offered, Less Promotions

THREATS

* Presence of big players in market

* Fast Fashion Concept
* Local players offering similar styles at lower prices

Consumers Perception

Consumers Perception of Lee

Brand Preference
Lee

Wrangler

Pepe

United Colours of Benetton

9%
27%

4%
8%

12%
39%

9% respondents prefer Lee for Knitwear

Levis

Other

Brand Preference
Pepe Jeans

Levis
Excellent

Good

12%

9%

22%

Average

Fair

Excellent

Poor

25%

19%

Average

Fair

Poor

5% 15%
26%

32%

34%

United Colors of Benetton

Excellent

Good

13%
27%

57% - Levis

Good

Average

6%

Fair

Poor

27%

26%

42% - Pepe Jeans

54% - UCB

Preference for Lee

Lee

Excellent

13%

Good

10%

Average

18%
24%

Fair
Poor

36%

37% respondents have rated Lee above average

Correlation Test
Brand
Brand
Preferencefor
Preferencefor
UnitedColors
Lee
ofBenetton

Pearson
Correlation

Brand
Preferencefor Sig.(2-tailed)
Lee
N
Brand
Preferencefor
UnitedColors
ofBenetton

Pearson
Correlation

0.003

0.935

575

575

0.003

Brand
Brand
Preferencefor Preferencefor
Lee
Levis

Pearson
Brand
Correlation
Preferencefor Sig.(2-tailed)
Lee
N
Pearson
Correlation
Brand
Preferencefor Sig.(2-tailed)
Levis
N

No Correlation

.67

575

575

.267

575

575

Positive Correlation
Brand
Brand
Preferencefor Preferencefor
Lee
PepeJeans

Pearson
Brand
Correlation
Preferencefor Sig.(2-tailed)
Lee
N
Pearson
Correlation

Brand
Preferencefor Sig.(2-tailed)
PepeJeans
N

.61

575

575

.261

575

575

Positive Correlation

Improvement Areas
Other
Return policy
Location
Fit
Styles
Merchandise Variety
Promotions
Price Ranges
0

20

40

60

80

100

120

140

160

More focus on Price Ranges and Styles

180

200

Preferred Shopping Destination

160
140
120
100
80
60
40
20
0

MBOs preferred over EBOs and E-Commerce

Sell Through Analysis

Below Rs.900
FIT

LENGTH

SAP CODE

SELL
THROUGH

BOXY

HIP

LETS7762

18.44

SHIFT

WAIST

BOXY

WAIST

COTTON

SHIFT

WAIST

799

COTTON

SHIFT

WAIST

PEPE JEANS

899

COTTON

SHIFT

WAIST

PEPE JEANS

899

SHIFT

WAIST

PEPE JEANS

899

SHIFT

WAIST

899

BOXY

WAIST

BRAND

MRP

LEE

799

LEVIS

799

LEVIS

799

PEPE JEANS

899

PEPE JEANS

PEPE JEANS
UNITED COLORS
BENETTON
UNITED COLORS
BENETTON
UNITED COLORS
BENETTON
UNITED COLORS
BENETTON
UNITED COLORS

FABRIC

COTTON

OF
799

COTTON

SHIFT

WAIST

799

COTTON

SHIFT

WAIST

699

COTTON

SHIFT

WAIST

BOXY

WAIST

OF
OF
OF
899
OF

Rs.900 Rs.1200
BRAND

MRP

LEE

FABRIC

FIT

LENGTH

SAP CODE

SELL THROUGH

1199

BOXY

HIP

LETS7708

23.24

LEE

1199

BOXY

HIP

LETS7713

40.91

LEE

1199

BOXY

HIP

LETS7715

16.53

LEE

1099

BOXY

HIP

LETS7721

14.61

LEE

999

BOXY

HIP

LETS7725

4.92

LEE

1099

BOXY

HIP

LETS7733

5.86

LEE

1099

BOXY

HIP

LETS7741

20.25

LEVIS

999

COTTON

SHIFT

WAIST

LEVIS

1099

COTTON

SHIFT

WAIST

LEVIS

1099

COTTON

SHIFT

WAIST

LEVIS

1099

COTTON

SHIFT

WAIST

LEVIS

999

SHIFT

WAIST

LEVIS

999

SHIFT

WAIST

LEVIS

1099

BOXY

WAIST

Rs.1200 Rs.1500
BRAND

MRP

LEE

FABRIC

FIT

LENGTH

SAP CODE

SELL THROUGH

1299

BOXY

HIP

LETS7701

10.53

LEE

1399

BOXY

HIP

LETS7710

16.83

LEE

1299

SHIFT

WAIST

LETS7711

3.17

LEE

1299

SHIFT

WAIST

LETS7712

12.68

LEE

1399

SHIFT

HIP

LETS7731

15.07

LEE

1399

SHIFT

HIP

LETS7732

11.9

LEE

1399

BOXY

HIP

LETS7748

3.13

LEE

1299

SHIFT

WAIST

LETS7750

13.44

LEE

1299

BOXY

WAIST

LETS7755

27.69

LEVIS

1399

COTTON

SHIFT

WAIST

LEVIS

1399

VISCOSE

SHIFT

WAIST

LEVIS

1299

SHIFT

WAIST

LEVIS

1399

BOXY

WAIST

PEPE JEANS

1299

SHIFT

HIP

VISCOSE

More than Rs.1500

FIT

LENGTH

SAP CODE

SELL
THROUGH

1899

SHIFT

HIP

LETS7756

33.7

LEE

2299

SHIFT

HIP

LETS7761

26.05

LEE

2199

SHIFT

HIP

LETS7768

26.88

LEVIS

1599

VISCOSE

SHIFT

WAIST

LEVIS

1799

COTTON

SHIFT

WAIST

LEVIS

1599

COTTON

SHIFT

WAIST

PEPE JEANS

1799

BOXY

HIP

UNITED COLORS OF
BENETTON

1699

SHIFT

HIP

UNITED COLORS OF
BENETTON

1699

BOXY

WAIST

UNITED COLORS OF
BENETTON

1699

BOXY

WAIST

BRAND

MRP

LEE

FABRIC

VISCOSE

BOXY; 3
BOXY; 5
SHIFT; 8
SHIFT; 14

Pepe Jeans

Levis

Shift vs Boxy
BOXY; 6

SHIFT; 8
BOXY; 12

SHIFT; 17

UCB

LEE

Objective : New/Missing Product

Trend
Price

Fit
FOB

PRODUCT

Price of New/ Missing Product

Deciding the Price of Missing Product

Price Matters While Buying A T-shirt
350
300
250
200
150
100
50
0

Preferred Price Range

200
150
100
50
0

80% respondents believe that Price of the Merchandise is an important factor in decision
making and approximately 90% respondents prefer a price bracket that is less than Rs.
1200 for purchasing a T-shirt.

Sensitive Price Points

Preferred Price Points

PRICE
699
799
899
999
1099
1199
1299
1399
1499
1599
1699
1799
1899
1999
2099
2199
2299
TOTAL

LEE
0
1
0
1
3
3
5
4
0
0
0
0
1
0
0
1
1
20

LEVIS
0
2
0
3
5
0
1
3
0
2
0
1
0
0
0
0
0
17

PEPE JEANS
0
1
5
1
2
1
2
0
0
0
0
1
0
0
0
0
0
13

UCB
1
2
2
0
3
0
5
0
7
0
3
0
0
0
0
0
0
23

Fit of New/ Missing Product

Preferred kind of T-shirt

300
250
200
150
100
50
0

Respondents prefer Printed and Basic T-shirts

Fit Matters While Buying a T-shirt

400
350
300
250
200
150
100
50
0

97% Respondents look at fit before making a Purchase Decision

Preferred Fits
Slim

Regular
Excellent

12%
11%

Excellent

Good
30%

15%

Average

15%

6% 18%

Below Average

18%

Poor

Boxy
13%
20%

Poor

Good
Average
Below Average

Excellent
14% 14%
18%

Poor
27%

Below Average

Flare/ Drape
Excellent

21%

Average

42%

33%

19%

Good

Good
Average
Below Average

32%

Poor

21%

Percentage of Respondents preferring Close Fitted T-shirts are more

COSTING

GSM / GAUGE

140

COLOR
POLO / CR NECK / TANK
TOP

Blue/ Navy

FABRIC

JERSEY

COMPOSITION

100% COTTON

COUNT

20s

SOLID / YARN DYED / AOP

CREW

Chest

49

Body+SLV

99.56

Total Area

0.975688

Cons Grms

140.6942096

Body Cons /Gmt

0.14069421

RIB CONS/ GMT

0.015

YARN

187

KNITTING

25

TRIM KNITTING

DYEING

200

AOP

COMPACTING + FINISHING

FABRIC WASH

35

PROCESS LOSS

36.24

FAB TOT COST

489.24

Crew Neck

BODY FABRIC COST

68.8332351

TRIM CONSUMPTION

0.01

TRIM FABRIC COST

4.6424

TOTAL FABRIC COST

73.4756351

CMT

40

COLLAR & CUFF

EMB

FRONT PRINT

BACK PRINT

YOKE PRINT

WASH

ACC & TRIMS

12

TAPE / WOVEN FABRIC

TESTING

FORWARDING

TOTAL

143.4756351

GARMENT REJECTION
PROFIT + OVER HEADS
+FINANCE

7.173781755

FINAL COST

188.3117711

37.66235421

Final Developed Product

Suggestions
Most of the options are of same pattern / silhouettes while other brands have styling.
We have mostly the boxy styles.
More Offerings at Entry Level Price Points.
Basic Tees should be introduced as other brands offer basic tees.
Polo Necks should also be introduced.
T-shirt is a basic need and thus like Denim, T-shirt should also have a core wall in
store.

Overall Learnings

Key Functions of Merchandiser in a Brand

Coordination with Designing Team
Coordination with Sourcing Team
Developing Product Identification Codes SAP CODE
Sell Through Analysis
Range Finalisation
Price Finalisation
Preparation of Order Form
Risk Analysis Quality
Catalogue Shoot
Stories in Knitwear MainLine, Urban Rider, Perform Air, 101+
Costing Yarn Cost, Compacting and Finishing, CMT, Delivery and Overheads
Types of Printing Technique, viz. Plastisol, Khadi, Water Based, Glitter/Shimmer, Flock, Foil,
Digital Printing, Sublimation Printing, Rotary Printing
Types of Dyeing on T-shirts Tie and Dye Effect, Dip Dye, Acid Wash
Types of Fabrics Cotton, Polyester, Blends (Cotton + Lycra/ Polyester)