The objective of conducting the research was to put a figure to the sale of branded jeans in retail outlets versus malls and resultant opportunities.
COLLIGERE collaborated to quantify the size, character and make up of consumption of branded jeans in Mumbai.
Mumbai is the heartland of fashion, style and trend setting
Mumbai is the birth place of fashion and the core of glamour world.
The pot pouri of varied cultures, bollywood music etc., has increased an individual's fashion consciousness.
Mumbai is one of the most important markets for fashion brands who want to establish themselves.
METHODOLOGY
The initial study began with the collection of secondary data from all possible sources. This was followed by a series of surveys conducted by all members of COLLIGERE.
As part of our survey, we interacted with 100 customers, 12 department stores/ malls and 6 head offices across the city of Mumbai.
While analyzing the collected data, due care has been taken to co-relate it from every possible angle to minimize the possibility of human error.
RECOMMENDATIONS
Based on our analysis of the brands of jeans that people wear, brands like Ragz (4), UniStyle (4), SF (6), Live-In (4) and Weekender(2) should concentrate on promoting their brands. They could do this by advertising on TV, radio, billboards, hoardings, etc.
Live-In Jeans was introduced in the market with an advertisement on television featuring Dino Morea which was successful in capturing the mind-share but seemed to be the last we saw of Live-In.
therefore, the above mentioned brands should carry out recognition and re-enforcement campaigns in order to make their mark and remain in the minds of consumers.
FINDINGS
Our findings reveal that Pepe was the most available band even though Levi’s was the most popular and demanded pair of jeans.
Hence, Levi’s should consider making their products more available, especially in Malls so that they could meet the needs of their customers in almost every vicinity.
Some of the main reasons why people are inclined towards purchasing at Stand-alone Retail Outlets are personalized attention, relationship with the staff and the wide variety of a single brand.
Hence, malls should try and incorporate the above mentioned important factors.
Out of the respondents who opted for a single brand approximately 70% wear Levi’s indicating who successful Levi’s has been in developing brand loyalty. Therefore other brands should consider Levi’s as the benchmark and tread along the same path.
Special offers should be held more often by both Malls and Retail Outlets. Concurrently they should also be promoted aggressively.
Similarly, seasons collections should be promoted to increase awareness among customers.
Tommy Hilfiger is a Super-Premium band with their Jeans in the Rs. 2000 and above bracket. From our analysis we found that 58 respondents aspire to wear Tommy Hilfiger Jeans.
Hence, they should try and penetrate into the premium brand jeans category (Rs. 1000 – Rs. 2000).
Malls and Stand-alone Retail Outlets alike should have a data base of their customers with their names, addresses telephone numbers, birthdays and anniversaries. Using this data base, they could add-in that personal touch by sending them a card on their birthday, maybe with a gift voucher a few days in advance.
This is because birthdays were rated as one of the main reasons why people purchase branded jeans.
CONCLUSION
As avid young market researchers we have concluded and learnt more than we had set out to. Branded jeans are a major chunk of the apparel segment.
The consumer behaviour of the branded jeans market is quite generic towards almost any apparel consumer behaviour with minor yet significant differences.
Through our project we have learnt these differences and have gone on to broadly understand the finer aspects of this segment.
Our observations, analysis and recommendations should be of significant use not only to the marketers, but also to the manufactures, retailers and consumers.
The objective of conducting the research was to put a figure to the sale of branded jeans in retail outlets versus malls and resultant opportunities.
COLLIGERE collaborated to quantify the size, character and make up of consumption of branded jeans in Mumbai.
Mumbai is the heartland of fashion, style and trend setting
Mumbai is the birth place of fashion and the core of glamour world.
The pot pouri of varied cultures, bollywood music etc., has increased an individual's fashion consciousness.
Mumbai is one of the most important markets for fashion brands who want to establish themselves.
METHODOLOGY
The initial study began with the collection of secondary data from all possible sources. This was followed by a series of surveys conducted by all members of COLLIGERE.
As part of our survey, we interacted with 100 customers, 12 department stores/ malls and 6 head offices across the city of Mumbai.
While analyzing the collected data, due care has been taken to co-relate it from every possible angle to minimize the possibility of human error.
RECOMMENDATIONS
Based on our analysis of the brands of jeans that people wear, brands like Ragz (4), UniStyle (4), SF (6), Live-In (4) and Weekender(2) should concentrate on promoting their brands. They could do this by advertising on TV, radio, billboards, hoardings, etc.
Live-In Jeans was introduced in the market with an advertisement on television featuring Dino Morea which was successful in capturing the mind-share but seemed to be the last we saw of Live-In.
therefore, the above mentioned brands should carry out recognition and re-enforcement campaigns in order to make their mark and remain in the minds of consumers.
FINDINGS
Our findings reveal that Pepe was the most available band even though Levi’s was the most popular and demanded pair of jeans.
Hence, Levi’s should consider making their products more available, especially in Malls so that they could meet the needs of their customers in almost every vicinity.
Some of the main reasons why people are inclined towards purchasing at Stand-alone Retail Outlets are personalized attention, relationship with the staff and the wide variety of a single brand.
Hence, malls should try and incorporate the above mentioned important factors.
Out of the respondents who opted for a single brand approximately 70% wear Levi’s indicating who successful Levi’s has been in developing brand loyalty. Therefore other brands should consider Levi’s as the benchmark and tread along the same path.
Special offers should be held more often by both Malls and Retail Outlets. Concurrently they should also be promoted aggressively.
Similarly, seasons collections should be promoted to increase awareness among customers.
Tommy Hilfiger is a Super-Premium band with their Jeans in the Rs. 2000 and above bracket. From our analysis we found that 58 respondents aspire to wear Tommy Hilfiger Jeans.
Hence, they should try and penetrate into the premium brand jeans category (Rs. 1000 – Rs. 2000).
Malls and Stand-alone Retail Outlets alike should have a data base of their customers with their names, addresses telephone numbers, birthdays and anniversaries. Using this data base, they could add-in that personal touch by sending them a card on their birthday, maybe with a gift voucher a few days in advance.
This is because birthdays were rated as one of the main reasons why people purchase branded jeans.
CONCLUSION
As avid young market researchers we have concluded and learnt more than we had set out to. Branded jeans are a major chunk of the apparel segment.
The consumer behaviour of the branded jeans market is quite generic towards almost any apparel consumer behaviour with minor yet significant differences.
Through our project we have learnt these differences and have gone on to broadly understand the finer aspects of this segment.
Our observations, analysis and recommendations should be of significant use not only to the marketers, but also to the manufactures, retailers and consumers.
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Attachments
Marketing Research on Fashion Jeans and Urban Wear Brand.pdf
