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  • Launching an Affordable Indian Ethnic Wear Brand

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    Deepanshu Gupta
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    This document discusses launching an ethnic wear brand on an e-commerce platform. It recommends introducing the brand in the ethnic wear category since the average order value is higher and there is room for branding. Sourcing from India is suggested due to its large textile industry. A brand name of "Rang" is proposed, targeting fashion-conscious women ages 23-35 in metro and tier 3-4 cities. Marketing strategies include celebrity endorsements, festivals promotions, and customer engagement programs. A business plan outlines launch in August 2017 and festivals through early 2018 to increase purchases and promote the new brand.

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    case solution

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    shopclues case study

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    This document discusses launching an ethnic wear brand on an e-commerce platform. It recommends introducing the brand in the ethnic wear category since the average order value is higher and there is room for branding. Sourcing from India is suggested due to its large textile industry. A brand name of "Rang" is proposed, targeting fashion-conscious women ages 23-35 in metro and tier 3-4 cities. Marketing strategies include celebrity endorsements, festivals promotions, and customer engagement programs. A business plan outlines launch in August 2017 and festivals through early 2018 to increase purchases and promote the new brand.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    428 views7 pages

    Launching an Affordable Indian Ethnic Wear Brand

    Uploaded by

    Deepanshu Gupta
    This document discusses launching an ethnic wear brand on an e-commerce platform. It recommends introducing the brand in the ethnic wear category since the average order value is higher and there is room for branding. Sourcing from India is suggested due to its large textile industry. A brand name of "Rang" is proposed, targeting fashion-conscious women ages 23-35 in metro and tier 3-4 cities. Marketing strategies include celebrity endorsements, festivals promotions, and customer engagement programs. A business plan outlines launch in August 2017 and festivals through early 2018 to increase purchases and promote the new brand.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    Launching Ethnic Wear Brand

    Bhawna Gupta, Deepanshu Gupta, Pradeep Vadduru


    NMIMS, Bangalore
    Conversion rate(%) Average order value(Rs)

    e. Home & Kitchen e. Home & Kitchen


    d. Ethnic Wear (Men & d. Ethnic Wear (Men
    c. Footwear (Men & c. Footwear (Men &
    b. Home Furnishings b. Home Furnishings
    a. Electronic Accessories a. Electronic Accessories

    0 1 2 3 4 0 200 400 600 800

    Conversion rate Average order value

    Shopclues should introduce the Brand


    80,000,000
    70,000,000 in ethnic category. Indias apparel and
    60,000,000
    50,000,000 lifestyle market is a $92-billion industry
    40,000,000 Average order value for ethnic category
    30,000,000
    20,000,000 is higher, lower conversion rate
    10,000,000
    0 indicates that there is scope for
    Branding
    Shipping cost incurred to the company
    is minimum
    Ethnic wear will create foothold in
    Revenue Shipping Cost Final Revenue
    footwear as both are complementary
    items
    Consumer trends related to ethnic wear are:
    Increasing occasion specificity of fashion, Growing demand of branded apparel,
    Increasing value consciousness
    Sourcing Solution
    From Where: India
    Why in India:
    Home to 24 percent of the world's spindles
    India is the world's second largest producer of cotton and silk
    Second largest textile manufacturer
    100% FDI in textiles(Make in India)
    GST implementation decreased transportation costs
    Shopclues can provide brand for regional players in different
    states(Ethnic wear for people across the states)
    Brand Name, Logo, Positioning
    Brand Name - Rang-A brand for Indian ethnic lovers
    Brand Logo
    Brand Positioning- Affordable Fashion

    Profile Positioning Target Audience

    Essential Wear -Comfort


    Age group- 23-35 yrs. &
    driven, Relaxed CATEGORY Ethnic brand for the Fashion
    income-RS 20000-40000
    silhouettes, styling, aspiring, conscious, contemporary,
    married female, working
    confident and fashionable working, married as well as
    professional or housewife
    Global Yet Ethnic in Style house wives
    residing in metro city or is
    Stylish yet Traditional but Low, Mid to Premium Pricing
    from tier city
    experimental Strategy
    She likes to follow fashion
    New Fashioned - Edgy / Great designs, good fit and
    trends and buying the latest
    Experimental, Flamboyant, Quality being the prime
    fashion trends is moderately
    Innovative, Young, focus
    important to her
    Confident, Distinctive
    Marketing Mix

    Kurtas, Salwar Kameez , Sarees , Skirts, Lehenga, Clothing


    Product material, Co-ordinates-Knitted churidar, Patiala, Dupatta etc.
    Kurta, Sherwani, Wedding Costumes etc.

    We will use competitive based pricing


    Price Mix and Match Rs. 299-1899
    Salwar Kameez sets Rs. 999-3999

    Consumer Personal Reference(CPR)


    Celebrity endorsement
    Promotion Customer Engagement platforms-design contest for tier 3-4 cities
    or tie up with women entrepreneurs
    Promotions during festivals through T.V, Print& digital
    Business Plan
    Q1 2018

    Diwali Launching Footwear


    Brand.
    October 2017
    Working on cross
    Increasing Purchase selling with apparels.
    frequency by giving Promoting the Brand to
    Launch Rang August some festive discounts existing as well as new
    2017 and bundling offers customers

    Dussehra New Year


    Sep 2017 Working on Latest
    Targeting regional cities like trends and working on
    Mysore where the festival is integrated marketing
    celebrated and doing customer communications
    engagement activities for
    creating brand awareness with
    T.V and Print ad
    THANK YOU

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