The fashion retail industry is India is placed towards the end of the growth stage. It will enter the maturity stage after 6-7 years of time, precisely when most of the foreign retailers lined up to enter India, would start its operations in the country. At this stage the market is developing rapidly and thus the retailers need to strengthen their position against the competitors. The Early entrants such as Mango, Sisley, French connection have a greater strategic advantage. As the Indian fashion retail market is still growing, new retailers are attracted to the market, as a result the market is soon going to move to the maturity stage, and each retailer will have to fight for its market share making the market more fragmented.
98% of them are unmarried. They are mostly students, internees or just started working (self-employed or working with a company). Most of them live with their parents in their house, on their expenses; hence have a very sheltered and pampered life-style. Very few live in hostels. 70% of them have cars and drive to their college or work.
They are newly married girls, or parents of infants. They have house-helps and nannies to take care of their children. They are either house- wives or working women. Newly married couples tend to travel a lot. They are buyers of new cars and houses. Most of the women are members of kitty- parties and clubs. Social status is of very high value to them.Social gathering of a group of women for lunch or dinner
How Should Topshop Capture The Indian Market Place
HOW SHOULD TOPSHOP CAPTURE THE INDIAN MARKET PLACE?<br />Manvi Singh<br />
THE INDIAN WOMENS WEAR MARKET<br />Branded women apparel market is projected to rise at a rate close to 25% and surpass Rs. 18,000 Crore by 2010. Western wear, along with lingerie, will emerge as the fastest growing segment.<br /> -DATAMONITOR<br />
BUSINESS OPERATIONS<br />SUPPLIER: Indian and international<br />INBOUND LOGISTICS: Outsourced<br />WAREHOUSE: 2 warehouses in south and North (Noida: NCR region)<br />OUTBOUND LOGISTICS: Outsourced<br />STORE: Marketing and sales, Services<br />
PR CAMPAIGN<br />PR should be outsourced to a PR firm<br />Bollywood movies<br />Magazines such as Vogue, ELLE, Femina etc should be used as a medium to promote their stock.<br />Charity events- AIDS and Breast cancer<br />Celebrity<br />‘Kate Moss’ campaign- 52% Indian do not recognize Kate Moss.<br />
Niche is a small percent of the entire population, but a large number.</li></li></ul><li>BUDGET<br />TOTAL INVESTMENT IN INDIA= $1bn<br />Investment in Delhi= $30mn<br />Investment in Mumbai= $30mn<br />Investment in further tier II and tier III cities and excess deposit= $40mn<br />