1. FIT AND MRP ANALYSIS ON
WOMENS DENIM
Submitted by –
Nishan C T
Rohan Rawat
FRM,
NIFT(Bangalore)
2. TITLE OF THE PROJECT
›› Identifying the upcoming fashion trends of
women denims in terms of FIT
›› Finding that at what Price range
the target customer will accept it.
FIT AND MRP ANALYSIS ON WOMENS DENIM
3. • To Analyze the trend of fits in market.
• To Analyze the styling offered by competitive
brands.
• To study the current scenario about the FIT & MRP
wise option offered by LEE & other competitor
brands along with product based comparison.
• Introduction of new FIT as per upcoming trend and
consumer demand to increase % contribution in
business growth.
OBJECTIVES
4. • To arrive at the indicative figure on MRP offering
& fit offering of competitive brands.
• To understand the demand of customers in terms
of FITS and preferred pricing across brands.
• To study the buying behavior of the customer.
• To develop a new fit to have an increase in
business contribution by knowing the trend &
demand of the customer.
SCOPE-
5. METHODOLOGY:
SECONDRY DATA
ANALYSIS
* STR ANALYSIS
*MARKET STUDY
* TREND ANALYSIS
PRIMARY DATA
ANALYSIS
*CUSTOMER
SURVEY
CONCLUSION SUGGESTIONS
NEW FIT
DEVELOPMENT
*SAMPLING
*COSTING
6. LEE PRODUCT INNOVATIONS
• IN SS-13 LEE HAS INTRODUCED COOLMAX DENIMS. WHICH IS THE FIRST
INNOVATION BY ANY PREMIUM IN DENIMS
• IN AW-13 LEE HAS SPOKEN STRONGLY ABOUT SUSTANABILITY BY DOING
WATERLESS, PET BOTTLE, ORGANIC DENIMS. THIS HAS BROUGHT THE
REVOLUTION IN SUSTAINBILTY ACROSS THE BRANDS.
• IN SS-14 LEE HAS DONE MOISTURIZING DENIMS, FRAGRANCE DENIMS,
COTTON LINEN DENIMS. ALSO HAS LAUNCHED ITS PREMIUM COLLECTION
FOR WOMENS CALLED “ STRETCH DELUXE”.
• IN AW-14 LEE HAS DONE A REVOLUTIONARY DUAL WEATHER DENIM
WHICH IS BIGGEST BREAK THROUGH IN DENIM TECHNOLOGY.
• IN SS-15 LEE HAS LAUNCHED A JADE FUSION DENIM WHICH HAS BODY
TEMEPERATURE REGULATOR TECHONOLGY.
8. Category wise sell through of Lee women's line
Brand Gender Category2
Gross In
Qty
Net Sale
Qty
Closing
Stock Sellthru
Wt Avg
Days
Lee WOMEN Jeans 17938 12105 5760 67% 138
Shirts 10892 5243 5539 48% 134
T-Shirts 4580 2118 2406 46% 147
Trousers 3277 1082 2185 33% 132
Winter wear 7310 4445 2847 61% 94
Accessories 2799 1324 1427 47% 137
WO Total 46796 26317 20164 56% 130
Lee Total 46796 26317 20164 56% 130
9. Brand Gender FIT Gross In Qty Net Sale Qty Closing Stock Sellthru Wt Avg Days
Lee women AMY 6421 4486 1926 70% 128
AMY-ANK 1354 1055 294 78% 146
JEGGING 2564 1145 1413 50% 118
MAXI 6930 4925 1954 71% 150
MAXI-ANK 669 494 173 74% 162
WO Total 17938 12105 5760 67% 138
Lee Total 17938 12105 5760 67% 138
Fit wise wise sell through of Lee women's line
18. MRPWISE COMPARISON OF ANALYZED BRANDS AGAINST LEE
MRP PEPE JEANS LEVIS UCB WRANGLER LEE
1799 4 3
1895 5
1999 3 4 8 1
2199 3 7 1
2299 1 2
2399 4 9
2499 2 4
2599 10 9 8 4
2699 3
2799 8 7 5 3
2899 13 7
2999 10 1 5
3099 5
3199 8 5
3299 7 1
3399 1
3499 6 3 2
3599 1
3899 1
3999 4
4599 9
4999 1
This comparison
shows that the
brand lee has
more number of
options at every
price bracket , but
in highest range
they haven’t any
options, they
should have to
extend the
product line .
19. FITWISE COMPARISON OF ANALYZED BRANDS
AGAINST LEE
FIT CATEGORY LEE WRANGLER UCB LEVIS PEPE
SUPER SKINNY JEGGING JEGGING JEGGING SLIGHT CURVE JEGGING
SKINNY MAXI MOLLY SKINNY SKINNY FRISKY
SLIM AMY JANE SLIM DEMI CURVE LOLA
REGULER/STRAIGHT JENNY DREW - BOLD CURVE -
COMFORT - - - - -
BOOTCUT - - - - -
THIS IS THE COMPARISON
OF ALL THE BRANDS AGANIST
FITS HERE LEE IS PRESENT
IN ALL THE FITS ,SO NO
NEED TO WORRY ABOUT
THE FITS . THE ONLY REASON TO
INTRODUSE HIGH RISE SKINNY
THAT IS COMING BACK INTO
TREND
21. • Analysis of brands and patterns of jeans of the target
audience.
• Analysis of usage pattern of jeans by the female
segment.
Reasons for preference/non- preference of brands
denim.
1.What attitudes do women’s have to denim fashion?
2. What factors have influenced the way of dressing
denim of women ?
3. What does denim fashion include?
4. What changes in denim fashion very quickly?
5. What kinds of materials, patterns and colours can be
used?
6. How does the season influence denim?
7. What kind of clothes do we wear on various
occasions?
8. What are most preferred fits by women?
Trend Analysis
22. • Different fit silhouettes in
women’s denim.
• Trend shows that skinnies
dominating & High rise skinnes
are strongly getting back.
29. Denim-jacket
15%
Denim-woven
48%
Denim-tees
37%
Ideal look for a woman according to you in a pair of
denims?
The ideal look for women is denims either with woven tops or with tees.
That shows their preference of denim as comfort wear or as a day-to-day wear.
39. •TREND ANALYSIS PROVES THAT SKINNIES ARE STILL VERY MUCH EXISTING IN
TREND, HENCE NO ISSUES ON THE RUNNING FITS.
• LEE HAS BETTER FIT VARIATIONS COMPARE TO OTHER BRANDS. HIGH RISE
SKINNY WOULD COMPLETE THE FIT CHART.
• PRIMARY DATA PROVES THAT LEE IS BETTER PRICED COMPARE TO OTHER
BRANDS.
• CUSTOMER SURVEY PROVES THAT LEE IS STILL MOST PREFERRED DENIM
BRAND AND CONSUMERS ARE LOOKING AT A PAIR OF DENIM IN 3000-4000
PRICE BRACKET, WHICH IS AN OPPORTUNITY FOR BRANDS LIKE LEE TO
PREMIUMIZE THE DENIM LINE.
• SECONDARY DATA PROVES THAT DENIMS ARE THE MOST CONTRIBUTING
CATEGORY TO THE BUISNESS.
• ALL EXISTING FITS ARE HAVING MORE THAN 50% SELL THROUGH.
CONCLUSIONS
44. • The fit looks excellent on lean and
tall women.
• The shape of the fit around waist
line is perfect.
• The fit will act as tummy tucker for
a oversize women.
NEW FIT FEEDBACK
45. COSTING FACTORS
• FABRIC:- FABRIC PRICE & WIDTH
• CONSUMPTION:- BASED ON WASH LEVEL & SHRINKAGE
• TRIM FABRIC:- POCKETING OR ADDITIONAL FABRICS.
• TRIMS:- BUTTONS, RIVETS, TAPE, LABELS, TAGS, THREADS, ZIPPER.
• CM:- CUT AND MAKE CHARGES, DECIDED BY SAM(STANDARD ALLOWED MINUTE).
SAM IS CONSTANT & THE FACTOR CHANGES AS PER THE NEGOTIATION &
REQUIREMENT.
• MARGIN:- VENDOR MARGIN TO BE FIXED.
•FOB:- FABRIC PRICE+CONS+ TRIMS COST+ CM+ MARGIN= FREIGHT ON BOARD.
• COGS:- FOB + INVENTORY+ SOURCING COST= COST OF THE GOODS TO THE
COMPANY.
• MRP :- COGS * MULTIPLE FACTOR OF THE COMPANY ( BRAND PERCEIVED VALUE
INFLUENCES)
• MF:- MULTIPLE FACTOR ( PROFIT MAKING POINT)
46. •LEE HAS AN OPPORUNITY TO INCREASE THE NUMBER OF
OPTIONS IN EXISTING PRICE BRACKET.
• SUGGEST THAT, LEE TO COMPLETE THE FIT RANGE BY ADDING
HIGH RISE SKINNY.
FINDINGS & SUGGESTIONS
