Designer wear sectorial analysis

1. designer
wear
Industry
Section 1

2. Industry Overview
Global Current Scenario – Rs. 2.2 lakh crore
Growing at a rate of 12%
Global
Indian Designer wear market – barely And
0.32 % of International Industries’ net worth
Indian

3. Indian market size –
Total Apparel market : 88,340 crore
Branded apparel market : 20,000 crore Indian Market
Organised designer wear market : 300-500 crore
Overview

4. Designer Wear Market
The largest current sales turnover
within the Indian Designer Wear
segment - Rs.30 crore per annum
Average turnover of well- known Designers -
Rs. 10-15 crore per annum.
Approximate Revenue Structure
India
Designers take profit of 200 % to
300 % profit on an outfit.

5. So what is your colour this season ?
India - an attractive market for
luxury brands
About 50 premium and luxury brands,
including Jimmy Choo, Gucci, Christian Dior,
and
Chanel, have opened stores in India in
recent years.
Consumer spending on fashion products
India
has grown at 7.1% annually from 2002
through 2009

6. Evolution of
designer wear
industry
Section 2

7. Timeline
Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010
Spread of designer wear
Online shopping, throughout the world
Flourishing year Comfort designs
for designers
(Ralph Lauren, CK, DKNY)
Till 3000 BC Flower power designs,
Pantsuits era
The Dynamics of Fashion ( Second Edition) – Elaine Stone

8. Fashion is a factory that manufactures desires
The Dynamics of Fashion ( Second Edition) – Elaine Stone

9. Timeline
1848
Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010
Spread of designer wear
Online shopping, throughout the world
Flourishing year Comfort designs
Beginning of
for designers
Designer(Ralph Lauren, CK, DKNY)
wear
Till 3000 BC
Flower power designs,
Pantsuits era
The Dynamics of Fashion ( Second Edition) – Elaine Stone

11. 1848 – Charles Worth Fashion is a factory that manufactures desires
The Dynamics of Fashion ( Second Edition) – Elaine Stone

12. Timeline
1950 - 1980
Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 Spread2000-2010 wear
of designer
Online shopping, throughout the world
Comfort designs Spread of designer wear
Online shopping,
Flourishing year throughout the world
for designers Comfort designs
Flourishing year
for designersLauren, CK, DKNY)
(Ralph
Flower power designs, CK, DKNY)
(Ralph Lauren,
Beginning of
Pantsuits era
Designer wear
Till 3000 BC
Flower power designs,
Pantsuits era
The Dynamics of Fashion ( Second Edition) – Elaine Stone

13. 1950 - 1980 Fashion is all about the one who wears it
The Dynamics of Fashion ( Second Edition) – Elaine Stone

14. Timeline
1980 - 2000
Till 3000 BC 1960 – 1980 Online shopping,
1980 – 1990 1990-2000 2000-2010
Comfort designs
Spread of designer wear
Online shopping,
Flourishing year throughout the world
for designers Comfort designs
Flourishing year
for designersLauren, CK, DKNY)
(Ralph
Flower power designs, CK, DKNY)
(Ralph Lauren,
Beginning of
Pantsuits era
Designer wear
Till 3000 BC
Flower power designs,
Pantsuits era
The Dynamics of Fashion ( Second Edition) – Elaine Stone

15. 1980-2000 Style is a way to say who you are without having to speak
The Dynamics of Fashion ( Second Edition) – Elaine Stone

16. Timeline
1948 1950 – 1980 1980 – 2000 2000-2011
Online shopping, Spread of designer wear
Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010
Comfort designs throughout the world
Spread of designer wear
Online shopping,
Flourishing year throughout the world
for designers Comfort designs
Flourishing year
for designersLauren, CK, DKNY)
(Ralph
Flower power designs, CK, DKNY)
(Ralph Lauren,
Beginning of
Pantsuits era
Designer wear
Till 3000 BC
Flower power designs,
Pantsuits era
The Dynamics of Fashion ( Second Edition) – Elaine Stone

17. 2000- 2011 The best design in the world comes down to a person
admiring it in front of the mirrior
Exinearticles.com , fashion brands – Mark Tungate

18. 2000 -2011 India Connecting with the heritage as well as the future
Exinearticles.com , fashion brands – Mark Tungate

19. 2000 -2011 India If loving fashion is a crime, we plead guilty !
Exinearticles.com , fashion brands – Mark Tungate

20. You don’t buy clothes, you
buy an identity . . .

21. Secondary
research
Section 3

22. Industry Overview
D
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23. Its not enough to be fashionable, one wishes
to appear intelligent as well
High end users for designer wear
Women – ( 25 – 75 years )
- Working
- Housewives
Men - (30 – 50 years )
People during festivals
People during occasions – marriage, ceremonies,etc.
Students
- Young girls – ( 22 – 30 years)
Primary users
Actors /models/ People in the media industry
- Film industry / Tv industry

24. There is inevitably something more appealing about an imagined better world

25. distribution
channels
Section 4

26. Back End
distribution

27. # Step 1
Sketching and the Designing
# Step 2
Manufacturer / Wholesaler
# Step 3
Workshop
- Textile Designing
- Dying and Printing
Back End
- Embroidery and Lace work
- Cutting work and Stitching
distribution

28. AT
WORKSHOP
- Textile Designing
- Dying and Printing
- Embroidery and Lace work
- Cutting work and Stitching
Workforce
Kaarigars ,Masters ,Quality control team
Machineries
- Sewing machines ( Rs. 13,000 to Rs. 14,000
per machine )
Back End
- Juki machines
- Equipment for dying, printing and embroidery
distribution

29. # Step 4
Transportation
# Step 5
At the Boutique
Back End
# Step 6 distribution
Back Office

30. Location of the Boutique matters the most
In Designer Wear Industry
- Amber and Shirrin
Channel Partners
Satya Paul + Genesis co.
(Handbags and ties)
Rocky S + Brand Concept co,
(Handbags)
Priya Darshini (Sepia) + Westside
Paris Hilton + Brand Concept co.
(Handbags) Front End
Debenhams
(Manish Arora and Narendra Kumar
distribution

31. Co - branding
Lakme + Manish Malhotra
(Lakme Absolute Make up)
Tarun Tahiliani + Timex
(Designer watches)
Julian Mac Donalds+ Intel
(Laptop Bags)
Front End
Marc Jacob + Sony
(psp bags) distribution

32. Marketing and Advertising done through,
Participation in National and International
Fashion Shows-
(Shows at Dubai, Milan, India, etc)
National and International Exhibitions –
(Dubai, Chicago )
Sponsoring Charity shows -
Vikram Phadnis recently did Araaish’s sale of
charity in Delhi.
Marketing
(Tour de India Fashion week, Durban fashion
week)
And
Advertisements

33. In India, Bollywood is one of the best ways
to gain fame in the
Designer Wear Industry
Advertising in Fashion Magazines –
like Vogue India, BTW, Femina, etc
Freebies to superstars
In film Advertising –
(Entry of Manish Malhotra)
Others - Krishh, Mujhse shaadi karogi, etc Marketing
Social functions –
Award Functions, Television shows
And
Advertisements

34. Estd.
1858 - 2011 Understanding consumers
Primary Research
Section 5

36. Women 2 5 4 4 4 5 3 3 3 2 3 4 3 4 4 4
Men 5 2 4 4 3 1 2 4 2 3 4 4 3 1 1 3
Occasional buyers 3 5 5 4 4 5 3 4 4 4 3 3 3 4 5 4
Aspirational buyers 5 4 4 5 4 5 4 4 3 5 3 4 2 5 2 3
Regular buyers (Elite
1 5 5 4 3 5 4 4 5 2 2 4 3 3 5 4
group)
Celebrities 1 5 5 4 3 5 4 3 4 1 2 4 3 3 2 2
Non buyers 5 2 4 5 5 4 4 5 5 5 2 4 4 5 4 5
Channel
partners(Other brand 4 5 3 4 5 3 2 NA 3 4 NA 3 1 3 1 3
outlets)
International Buyers 1 5 5 5 2 5 3 4 4 3 1 4 NNAA 5 5 3
Customer involvement
Information about the
Shopping experience
Designer's name
Fit and style
Uniqueness
Ambience
Location
designer
Comfort
Service
Display
Quality
Variety
Colour
Fabric
Price

37. Value Parameter Need Gap
Shopping Experience One stop boutique
Variety Design accessories
along with the
designed costume
Uniqueness Just above affordable
prices
Comfort Enhanced comfort with
styling
Service Sampling (swatches)
for international buyers
Service Computerised sketches
Variety Designer formals
Need gaps
Variety Designer regional
dresses
Customers
Reusability/On rent Online website –
second hand designer
wear

38. Value
Proposition
Section 6

39. Value Propositions
Concept –
Online tracking – timeline of the design
process at each stage
Tie up with an online portal partner, who
would provide a tracking system for the attire
to the customers Ideas
Order Sketch Fabric
Feb 15,2011 Approved Printing
Approval
Feb 17,2011 Feb 21,2011 Dyeing
Feb 20,2011
Feb 25,2011

40. Value Propositions
Concept –
Online tracking – timeline of the design
process at each stage
Tie up with an online portal partner, who
would provide a tracking system for the attire
to the customers Ideas
Order Sketch Fabric
Feb 15,2011 Approved Printing
Approval
Feb 17,2011 Feb 21,2011 Dyeing
Feb 20,2011
Feb 25,2011

41. Value Propositions
Concept –
Online tracking – timeline of the design
process at each stage
Tie up with an online portal partner, who
would provide a tracking system for the attire
to the customers
Dyeing Stitching
Feb 25,2011 Trial 1 Final
Feb 27,2011 Delivery
Feb 28,2011 Feb 29,2011 March 2,2011

42. Value Propositions
Concept
One stop Boutique
A designer wear boutique where the
customer gets the following services
under the same roof by the designer
- Attire
- Accessories
- Footwear
- Grooming (Especially for Bridal
season)

43. Value Propositions
Fancy packaging – uniqueness -
Branding through unique
packaging which will help the
designer differentiate from the
competitors
Gift cards – Ideas
What better can one think of gifting
to a designer wear. Exclusive Gift
cards could be offered in order to
give the receiver his own preference

44. Value Propositions
Training centres
Certification
Waiting time to sit – Ambience
Increase brand awareness through
Social networking websites

45. Thankyou
Sneha Randad
Roshni Vora