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Bollywood e-shopping


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A project for developing a collaborative platform so as to bring Bollywood and TV fashion styles to the masses.

A project for developing a collaborative platform so as to bring Bollywood and TV fashion styles to the masses.

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  • 1. A project for developing a collaborative platform so as to bring Bollywood and TV fashion styles to the masses
  • 2. Introduction Our objective is to help harness the huge potential in the celebrity fashion industry and bring it to the masses. The fashion, today in India’s society is hugely influenced by the styles and fashion statements of Bollywood stars and TV personalities. A growing trend in the current scenario is for the viewing audience to see themselves as an extension of their favorite star’s persona, that includes using similar products, adopting similar tastes in apparel and accessories. A major impediment the audience is facing is their inability to source the same apparel as their stars. Often its is the unavailability of the one-off costumes and sometimes the exorbitant prices. We see a huge potential in this segment of apparel industry. We believe that if executed our proposal has the ability to bring celebrity style to the masses through an affordable and accessible channel i.e. the internet. We hope for a fruition of this proposal and are looking forward to work together with your organization in furthering business prospects and aide you in the expansion and advancement of opportunities for your businesses. This study has been structured as follows : 1) Fashion demand among the masses : Bollywood and TV 2) Trends and market prospects 3) What do we propose? 4) Why Innoplexus? 1
  • 3. 2 1. Fashion demand among the masses Impact of Bollywood fashion on Indian public Women and rural population are the biggest target market for Bollywood fashion Where are the customers buying[1]?* •The biggest demand for Bollywood fashion is coming from Orissa, Madhya Pradesh, Rajasthan and Andhra Pradesh; predominantly rural states of the country. •Women shoppers are buying cosmetics, jewellery, watches, fashion & fitness equipment online. Over 45% of all purchases are in the Lifestyle category. •Online shopping is active in 747 rural towns in India. Rural India featured in eBay Census with towns like Bundi (Rajasthan), Thevaram (Tamil Nadu) and Tezpur (Assam) witnessing active buying and selling trends. In fact, 181 rural towns are active entrepreneurship hubs – selling to buyers in India & worldwide. •Indian Retail Exports accelerating rapidly & export to 189 countries worldwide. The Top 5 Countries Indians export to are United States, United Kingdom, Australia, Canada & Germany which have a very huge Indian community. ** *Exhibit 1 : Apparel industry overview, urban and rural; growth trends expected **Exhibit 2 : An overview of Bollywood fashion on search trends Source : [1] eBay Census Guide 2011
  • 4. 3 1. Fashion demand among the masses Impact of TV on Indian fashion demand Indian TV fashion is affecting lifestyle across the country with people seeking out costumes and accessories used in them. What encompasses TV fashion for Indian women [2]? • A reflection of their daily life : the viewers form strong bond of attachments with the protagonists • Indian tradition : sarees, salwar kameez, elaborate sindur, eye makeup and traditional hairstyle • Jewellery : Elaborate jewellery with intricate work and stone setting • Casual wear : denims, designer clothes, casual tees, shoes, bags, accessories • Wedding and festival traditions, accessories, cosmetics and lifestyle trends. Source : [2]
  • 5. 4 2. What are the trends and market prospects Indian ethnic wear market has a high growth potential [4] The wedding market size in India [3] • Gold and diamond jewellery market : Rs 60,000 crore • Apparel market (wedding) : Rs 10,000 crore Item-wise expenses on Indian weddings • Bridal designer saree/lehnga cost: Rs 10,000 to 50,000 • Designer shervani cost: Rs 15,000 to Rs 40,000 • Bridal make up cost: Between Rs 5000 to Rs 50,000 • Bridal Mehndi cost: Between Rs 1000 to Rs 5000 There is a huge potential in the ethnic wear and wedding apparel market for celebrity styled dresses and costumes. Traditional sarees and jewellery Wedding • The casual wear size : $2.3 billion for the top 30 cities • Growth rate : 18 per cent a year to $4.4 billion by 2015. • The men’s segment has the largest share (63 per cent) in the category. • Casual wear brands in India see potential in all segments of the market — lower medium, medium and semi-premium/premium. • The key growth drivers are: • Rapidly growing youth and urban population; • more people frequently wearing casual outfits to work; • manufacturing picking up pace with more large and improved units coming up. • the Indian community residing out of India too has been an avid follower of bollywood and tv serials fashion style. Ethnic Wear* Casual Wear** *Exhibit 3 : Bollywood and TV ethnic wear -search trends **Exhibit 4 : Bollywood and TV casual wear -search trends Source : [3] [4] Indian Textile and Apparel compendium 2010, Technopak
  • 6. 5 NRI : a huge target market [5] • NRI Population : 30 billion strong cash-rich segment [6] • Favored segment : Wedding trousseau (male and female), ethnic wear, jewelry and fashion accessories • Spending Potential : NRIs spend an average of Rs. 52,000 per visit on buying fashion accessories in India. They spend anywhere between Rs. 10,000 to Rs. 600,000 per annum on fashion and apparel • Target Attributes : high net worth; brand consciousness; influenced by Hindi film fashion, buy ethnic wear and wedding apparel from India; shops online • Most popular designers : Rohit Bal, Ritu Kumar, and Manish Malhotra top the list. Satya Paul, Manish Arora, Ritu Beri, and Hemant Trivedi • Exclusively.In is the first web destination to bring Indian fashion apparel, wedding outfits and jewelry for the universal consumer. The site is the largest online Indian clothes retailer in the US. It has partnered with designers like Ritu Kumar, Payal Singhal, Ahyamal and Bhumika ,Satya Paul and others. NRI spending activities have a strong impact on the retail strategy and sales of wedding apparel and ethnic wear. [5] [6] Consumers have a high exposure to international brands due to the strong influence of its NRI population thereby driving retail activities in high-growth cities.
  • 7. 6 3. What do we propose?
  • 8. 7 Apparel industry is expecting a booming future and is being heavily influenced by celebrity endorsements and fashion •Urban India spends about 5% of the total expenditure on clothing while rural India spends 6% •Punjab has the highest percapita expenditure on clothing in rural India followed by Kerala, Arunachal Pradesh and Harayana • Uttar Pradesh has the largest market size for clothing in rural India followed by Bihar, Maharastra, West Bengal and Andhra Pradesh • Maharastra has the largest urban market size followed by UP, Tamil Nadu, Andhra Pradesh and West Bengal. Appendix Exhibit 1 : Apparel industry overview
  • 9. 8 • People are actively searching for fashion styles resembling those seen onscreen • The search is not limited to India alone, it is geographically diverse Appendix Exhibit 2 : An overview of Bollywood fashion on search trends
  • 10. 9 Spikes during wedding season Spikes during vacations and festivals Release of Zindagi na milegi dobaara Exhibit 3 : Bollywood and TV ethnic wear -search trends Exhibit 4 : Bollywood and TV casual wear -search trends Appendix