2. Title of the project
PRODUCT DEVELOPMENT
FOR SELECTED DENIM FITS
3. Need of the project
Brand LEE is experiencing a significant drop of sales in denim(core)
category, while on other hand denim market of India continues to grow.
Therefore it becomes inevitable to established that “LEE” covers to
entire spectrum of the market and also its competitors. A thorough
evaluation of the product landscape is compulsory.
4. Objective of the
project
•To analyze the trend of fits in market
•To analyze the fit offered by competitive brands
•To study the current scenario about the FIT & MRP wise option offered by
LEE &other competitors brands along with product based comparison
•Development of new fit/products as per market requirement
•To find out the MRP brackets of competitive brands
5. METHODOLOGY
•Exploratory Research Design
• Secondary Data
• Qualitative Analysis
• Quantitative Research
•To analyze the sell through products in Core Denims:
a. Code wise
b. MRP wise
c. Fit wise
•Descriptive Research Design
• Surveys
• Personal & Online
6. Process Flow
Literature Review (Gap Analysis)
Trend forecasting
Research Papers
Objective
Straight fit Jeans( 3 variations)
Dungarees
Joggers
Secondary data analysis
STR Report
Primary data analysis
Market survey:- Competitors data collections(Spec)
Consumer Survey on Fit
7. Data Analysis
Data comparison
Limitations & Findings
Findings
Fit/Product development
Measurements of competitor brand denims
Pattern development by using mean of measurements
Garment Construction
Washing
Finishing
Fit trials and feedback
Suggestion
Conclusion
9. Brand
Key
Stories 1
Gross In
Qty
Net Sale
Qty
Closing
Stock
Sellthr
u
Wt Avg
Days
Lee 101+ 35735 13580 22155 38% 117
DWD
URBAN RI 28652 15760 12892 55% 117
STRETCH
DELU 32063 18596 13467 58% 129
Others 160519 101126 59393 63% 133
Lee
Total 255253 149062 107907 54% 124
STORYWISE DATA ANALYSIS
Bran
d Gender Category
Gross In
Qty
Net Sale
Qty
Closing
Stock Sellthru Wt Avg Days
Lee ME Jeans 68944 44262 24257 64% 135
Shirts 65978 41220 24056 62% 138
T-Shirts 40618 25068 15015 62% 144
Trousers 6934 4160 2760 60% 137
Winter
wear 21375 14046 7334 66% 88
Accessori
es 4608 2452 2099 53% 134
ME
Total 208457 131208 75521 63% 133
CATEGORYWISE ANALYSIS
• Basic 60%
• Basic+28 %
• Fashion 12%
• Menswear is 80% of total number of options
• Total contribution of denim 35%
10. Style
Code MRP
Gross In
Qty
Net Sale
Qty
Closing
Stock Str %
Wt. Avg.
Days
LEJN4988 2699 83 79 4 94.72 165
LEJN4887 3499 896 823 63 90.25 172
LEJN4934 3099 910 821 77 87.98 127
LEJN4890 2999 702 631 70 87.89 128
LEJN4888 3499 851 748 97 86.36 162
LEJN4971 4799 134 117 17 86.13 69
LEJN4889 3399 765 669 87 85.50 176
LEJN4859 3199 968 851 113 85.28 175
LEJN4904 3299 954 831 119 84.83 163
LEJN4930 3299 841 707 133 83.91 150
Style Code MRP
Gross In
Qty
Net Sale
Qty
Closing
Stock Str %
Wt. Avg.
Days
LEJN4868A 3099 45 6 39 16.61 36
LEJN4951 4599 565 86 473 16.16 165
LEJN4950 4599 282 47 240 14.94 94
LEJN4977 2399 232 26 206 14.11 37
LEJN4958 3499 138 19 111 13.99 106
LEJN4994 6999 15 2 13 13.33 34
LEJN4894 3199 302 43 259 13.22 75
LEJN4979 1999 107 9 98 8.42 35
LEJN4510 2099 345 145 196 7.58 46
LEJN4978 2399 163 9 154 7.05 36
TOP 10 SELL THROUGH STYLE BOTTOM 10 SELL THROUGH
STYLE
• Top 10 styles are Slim and Tapered fits
• Sweet selling point is between Rs (2599-3499)
• Mostly Skinny fits
• Fashion garments are not doing well hence
including Skinny fit under fashion category
makes the situation worse
11. Brand Gender FIT Gross In Qty Net Sale Qty Closing Stock Sellthru Wt Avg Days
Lee ME BRUCE 22829 16640 6047 73% 146
KANSAS 2288 1073 1207 47% 125
LOWBRUCE 17274 12315 4900 71% 139
MACKY 2418 1608 787 67% 142
POWELL 17193 9286 7827 54% 123
RODEO 5376 2889 2386 54% 126
TORNADO 673 139 526 21% 108
TWISTER 230 68 156 30% 144
ME Total 68944 44262 24257 64% 135
FITWISE DATA ANALYSIS
• Bruce, Low Bruce and Powell are Slim fit variations with avg Sell through of 67%
• Rodeo, Tornado and Twister are Skinny fit variations with avg Sell through of 35%
14. NO OF CORE & NON CORE
1 NO. OF OPTION
LEE LEVIS
WRAN
GLER
PEPE SPYKAR MUFTI
U.S.
POLO
Assn
FLYING
MACHI
NE
JOHN
PLAYER
LEE
COOPE
R
KILLER
NON CORE 89 139 103 37 34 133 53 93 80 113 31
CORE 63 57 49 86 40 0 35 32 30 30 15
0
50
100
150
200
250
NO. OF OPTIONS
• Maximum competitor brands are focusing more towards Non-core
category while Lee on the other hand is still focused upon Core denim
category
15. FIT WISE COMPARISION
1 FIT-WISE NO. OF OPTIONS
CORE LEE CORE NON CORE LEE NON CORE
SLIM FIT 33% 32% 41% 25%
CLASSIC TAPPERED 12% 3% 14% 6%
REGULAR 4% 19% 3% 1%
STRAIGHT 23% 0% 14% 0%
NARROW 4.50% 11% 12% 18%
SKINNY 29% 30% 24% 49%
0%
20%
40%
60%
80%
100%
120%
NOOFOPTION
LEE vs COMPETITOR BRANDS
• While competitor brands are focusing more towards Straight fit as
shown by 23% in core category and 14% in non-core category, Lee is
doing none in core and non-core category.
16. After the analysis of various brands the final Mean Fit Share:
• Slim Fit 44%
• Skinny 17%
• Classic Tapered 12%
• Regular + Regular Straight 22%
19. FIT WISE COMPARISION
DIRECT
COMPETITORS
FIT/BRAND LEE WRANGLER LEVIS PEPE US POLO UCB
SUPER
SKINNY 510
SKINNY
BRUCE,LUKE,LOW
BRUCE BRYSON 511 SOHO REGALO SKINNY
SLIM KANSAS SAMMY 513 VAPOUR BADGER
SLIM
STRTCH,SLIM
SLIM
TAPERED POWELL GREENSBORO 508 LONDON DELTA
SLIM LOW
CROTCH
SLIM
BOOTCUT 517
ORIGINAL RODEO 501 JACKET
STRAIGHT CRANK 505 HATCH STRAIGHT
STRAIGHT
SLIM
SPENCER
514 HELIX WOODY
SLIM
STRAIGHT
BOODCUT 527
LOOSE
TAPER MACKY CODY 562
CARROT FIT,
BOWLEG
RELAXED
STRAIGHT DAMON 559 HELBOURNE
LOOSE
STRAIGHT 569
SKINNY
STRAIGHT 65504
• Most of the competitor brands offer a wide variety in the denim category while
Lee is limited to a certain segment.
• Only Lee is not offering any Straight fit (and variations) while all other
competitor brands do.
23. FINDINGS (Market Survey)
According to the trend forecasts for springsummer17 fits such as Straight
& Joggers will be the most sought out new trends, while premium brands
(Calvin Klein, Diesel, GAS etc.) are also including dungarees in their
product option for the new lineup.
•Lee is scattered over almost all the price points in the bracket 2099-4099,
whereas Levis has segmented their price category very effectively. Levis
offers fit in almost all the brackets, whereas Lee missing in some points
•Despite having a strong brand Image, the brand does not have good
sales.
•Almost every brand other than lee has Straight fit in their Fit range and on
an average it consists of 19% of their total no. of options.
•Indira Nagar & M.G Road is the most preferred shopping destination for
young customer due to the availability of more no. of options in both fit &
style.
24. FINDINGS (Consumer Survey)
•From the consumer survey we got to know that straight fit and joggers
are also one of the mostly preferred fits and customer are willing to buy
them next time when they are going for shopping.
•Customers falling in age group of 20-25 are open towards new style such
as Joggers & Dungarees while customers above 25 mostly prefer
comfortable fits such as straight, relaxed, and regular fit
25. PRODUCT DEVELOPMENT
•Concept Generation
◦ To design a new fit which is not yet offered by Lee .
◦ Due to the fact that Slim and Straight fits are in trend and also the demand
of Straight fit is increasing hence in order to the cover entire spectrum, we
plan to develop three variations of Straight fit .
◦ Taking inspiration from major denim brands (GAS, DIESEL, CK) we are
also including Joggers & Dungaree in our SS16 Collection which has been
not been catered by our competitor brands till now.
27. Brief Description of the Product
Garment Fit Regular Straight Fit Slim Straight Fit Skinny Straight Fit Joggers Dungaree
Color Blue Black Denim Grey Navy Blue Navy Blue
Fabric Base Cotton Cotton Cotton Cotton Cotton
Age Category 22-44 years 20-44 years 20-35 years 20-35years 16-25years
Gender Men's Men's Men's Men's Men's
Proposed MRP 1899 1999 1899 2599 2299
28. Key Measurements taken from competitors brands
Garment Fit Regular Straight Fit
Slim Straight Fit
Skinny Straight
Fit Joggers Dungaree
waist
32 32 32 32 32
Seat
39 39 38 40 38
Thigh
23 22 1/2 22 22 23
Knee
16 16 15 1/2 15 15 1/2
Front Rise
10 10 10 14 10
Back Rise
13 1/4 13 1/4 13 1/4 17 1/4 13 1/4
Hem
15 14 1/2 14 13 1/2 14
In Seam 33 33 33 33 33
30. Measurement chart
Size-32 Regular Straight fit Slim Straight fit Skinny Straight fit Jogger Dungaree
Waist-Straight 32 32 32 32 32
Waist- Band height 1 1/2 1 1/2 1 1/2 1 1/2 1 1/2
In Seam 33 33 33 33 33
Seat- re J stitch length from bottom of WB at 3 points 39 39 38 40 38
Seat-measure of WB at 3 points 6 6 6 6 6
Thigh- at crotch level 23 22 1/2 22 22 23
Knee- half inseam 2' above] 16 16 15 1/2 15 15 1/2
Bottom Hem Opening 15 14 1/2 14 13 1/2 13 1/2
F.Rise- including WB 10 10 10 14 10
B.Rise- including WB 13 1/4 13 1/4 13 1/4 17 1/4 13 1/4
No. of belt loops 5 5 5 5 5
Ht. of belt loops 2 1/2 2 1/2 2 1/2 2 1/2 2 1/2
Belt loop width 0.05 0.05 0.05 0.05 0.05
FRT pocket open@Top 4 1/2 4 1/2 4 1/2 4 1/2 4 1/2
FRT pocket open@Side 3 3 3 3 3
Hip Pocket height@centre 7 7 7 7 7
Hip Pocket height@top 6 5/8 6 5/8 6 5/8 6 5/8 6 5/8
Hip Pocket Placement from Side Seam 1 1/2 1 1/2 1 1/2 1 1/2 1 1/2
Hip Pocket Placement from Seat Seam 1 1/2 1 1/2 1 1/2 1 1/2 1 1/2
Back Pocket Placement from BJW Yoke@Side Seam 1 3/8 1 3/8 1 3/8 1 3/8 1 3/8
Back Pocket Placement from BJW Yoke@Seat Seam 7/8 7/8 7/8 7/8 7/8
Back Yoke Height@CB 2 1/2 2 1/2 2 1/2 2 1/2 2 1/2
Back Yoke Height@SIDE 1 1/4 1 1/4 1 1/4 1 1/4 1 1/4
J Stitch-Length * Width 6*1.75 6*1.75 6*1.75 6*1.75 6*1.75
Zipper Length 5 1/2 5 1/2 5 1/2 5 1/2 5 1/2
31. SUGGESTIONS
While fall of Lee sales in denim market can be attributed to various factors
such as marketing, supply chain, product etc. but lack of trending options
and variations available when compared to rival brands also play a big part
in the downfall,
Hence,
introducing trending options and variations such as Straight fit, Joggers and
Dungarees in the market after a thorough research including inputs from the
consumer can play a huge part in reviving the downward sales
32. Limitations and scope of further
study
•Limitations
Due to various constraints market survey was limited to few high
selling and dominant areas which in turn limited the reach and scope of
the project.
•Scope of further study
With a growing affinity in the denim market towards comfort based fits
this research leaves a scope for further design developments in the
comfort based denim fits for consumer.
