Competitor analysis is one of of the most important things in any retail business.

1. Competitive Analysis
of
Inmark
Presented By:
Sadaf Naz
Master of Fashion Management
National Institute of Fashion Technology 1
Kids Wear Category

2. Introduction
• INMARK is about providing best quality and latest fashion for the entire family by integrating value addition and fair mark
ups on products.
• Inmark opened the first store on may 2008 at commercial street, Bangalore.
• Inmark Retail currently operates 13 stores in Bangalore, Mangalore, Hyderabad, Hubli, Kochi, Belgaum, Mysore and
Gulbarga in India and two stores in Riyadh.
• It has own manufacturing unit & provide the private label Brand to the customers.
• It is a retail counter of scotte Garments Pvt. Ltd.
• Inmark has main aim to provide fashionable apparel at low price with quality products .
• Products: Menswear, Women’s wear, Kids wear, Innerwear, Accessories, Footwear
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3. Brands Available
Men’s wear
• Urban Nomad
• Slub
• Amari Ethnic
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Kid’s wear
• Tickles Girls
• Tickles Boys
• Slub Juniors
• Miss Alibi
Women’s wear
• Alibi
• Amari
• Amari West

4. Kid’s Wear Categories
• 2-7 years boys: Shirts, T- shirts, Jeans, Cargos, Cotton Pants.
Styling and detailing: Various prints, Raw edging, Piping, Patch pockets, Bellow,. pockets, Seams, Patchwork, Embroidery,
Zippers, Straps.
• 2-7 years girls: Shirts, T-Shirts, Halters, Trousers, Jeans, Skirts, Shrugs, Spaghettis,
Styling and detailing: Various prints, Silhouettes, Patch work, Pockets, Contrast, color stitching, Embroidery.
• 7-14 years boys: Shirts, T-shirts, Jeans, Cargos, Tracks
Styling and detailing : Contrast thread stitching, Various prints, Inlay patchwork, Patch pockets, Seams, Raglan Sleeves, Patch
work, Embroidery.
• 7-14 years girls: Shirts, T-Shirts, Tunics, Halters, Jeans, Cotton Pants, Jumpers
Styling and detailing: Silhouettes, Pockets, Seams, Patch work, various prints, belts, Tie-up.
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6. Visited Stores Location:
Commercial Street, Bangalore
Koramangala, Bangalore
Visual Merchandising:
Window display of Inmark is attractive to increase the traffic into the store and to make the customer feel like
high end shopping experience at low price range.
Target Market:
Inmark’s main target customers are middle class and lower middle class people.
Inmark is basically for the customers who want to purchase fashionable clothes at affordable price range.
Customer Differentiation
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Competitor Analysis of Kids Wear for Inmark Retail PVT. Ltd.

8. Competitors analysis on the basis of Products and price
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Competitors of Inmark in Kids Wear
Lifestyle Formats:
Pantaloons
Westside
Max
Reliance Trends
Show off
Other Brands:
Lilliput
Gini & jony
Bossini
People
UCB
US Polo

9. Analysis on the basis of products offered by Inmark and its competitors: Boy’s Wear
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CATEGORY INMARK MAX RELIANCE TRENDS PANTALOONs WESTSIDE
BOYS TOPS
Half sleeve T-Shirt Yes Yes Yes Yes Yes
Full sleeve T-Shirt Yes No No No No
Sleeveless T-Shirt yes Yes Yes Yes Yes
T-shirt with Hood No Yes Yes No Yes
Half sleeve Shirt Yes Yes Yes Yes Yes
Full sleeve Shirt Yes Yes Yes Yes No
Shirt with Hood No Yes Yes Yes Yes
BOY BOTTOM
Denim Jeans Yes Yes Yes Yes Yes
Casual Trouser Yes No Yes No No
Cargo Yes Yes Yes Yes Yes
Capris Yes Yes Yes Yes Yes
Shorts Yes Yes Yes Yes Yes
Track pant Yes Yes Yes Yes No
Dungarees No Yes No No No
• More product ranges are available in Max and reliance trends in each sub category as compared to Inmark.
• The merchandise assortment in max is Well Defined as compared to Inmark and Reliance trends
• As per my observation for SS15 other Brands doesn't have full sleeve T-shirt but Inmark has which is not suitable for Spring/summer.
• Casual Trousers are only offered by Inmark and Reliance trends.

10. Product Ranges offered by Inmark and Other Brands
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Max
Inmark

11. 11Reliance Trends
Show Off
The collection of show off is quite different from Inmark and others but it shares the target market of Inmark, then Show off is not the direct competitor of Inmark in kids wear.

12. Analysis on basis of products offered by Inmark and its competitors: Girl’s Wear
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Category Inmark Pantaloons Westside Max Reliance Trends
GIRLS TOPS
Tunic Yes Yes Yes Yes Yes
Half sleeve T-Shirt Yes Yes Yes Yes Yes
Full sleeve T-Shirt Yes No No Yes Yes
Half sleeve shirt Yes No No No Yes
Frock Yes Yes Yes Yes Yes
Sleeveless Top Yes No Yes Yes Yes
Party Dress Yes Yes Yes Yes Yes
Cropped Top No Yes Yes Yes Yes
GIRLS BOTTOM
Denim Jeans Yes Yes Yes Yes Yes
Casual Trouser Yes Yes No Yes Yes
Skirts Yes Yes Yes Yes Yes
Shorts Yes Yes Yes Yes Yes
Capris Yes Yes No No Yes
Legging Yes Yes Yes Yes Yes
Track Pant No Yes No Yes No
• Inmark Doesn’t have track pants for girls.
• Inmark doesn’t have cropped top for younger girls whereas other brands have cropped top for every age group.
• Inmark has less options and lower quality in leggings than its competitors.
• In every option in girl’s wear “sub categories” depth is less in Inmark as compared to Reliance trend & others .

13. Girl’s Wear Category Offered by Inmark and its Competitors
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Max
Inmark

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Show Off
The collection of show off is quite different from Inmark and others but it shares the target market of Inmark, then Show off is not the direct competitor of Inmark in kids wear.
Reliance Trends

15. Comparison B/W other product ranges
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Brands Infant Clothing Accessories Footwear
Inmark
Max
Reliance Trends
Show Off
Pantaloons
Westside
Other Brands (Lilliput, Ginni & Jony, Bossini)
• Max also offers two other product ranges: Baby Shower and Back to school collection
• Inmark doesn’t have these 3 product ranges in the stores, I have visited, so Inmark has the opportunity to
introduce the new ranges according to the consumer demand.

16. Other product ranges offered by Competitive Brands
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Max: Accessories, Back to School, Baby Shower, Toys, Infant clothing
Reliance trends: accessories, footwear, Infant Clothing Show off: Foot wear, ethnic wear, Infant clothing

17. Comparison on the basis of Style/ Design Elements:
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Brands Prints Colors Solid/checks/strips
Inmark
Girl’s Wear: Polka Dots, Text, Floral,
Animal, Beach & cartoon prints.
Boy’s Wear: Text, Flag, Cartoon Prints
Girl’s Wear: Basic & Light color.
Boy’s Wear: Basic and Bright colors.
Shades of blue is prominent.
Girl’s Wear: stripes &
solids.
Boy’s Wear: Checks &
solid
Max
Girl’s Wear: Polka Dots, Barbie, Floral,
Fairy, Cartoon, Text, Animal, Disney
Summer prints with high depth.
Boy’s Prints: Comic, Cartoon, Disney,
nautical, Polka, Text Prints with high
depth.
Girl’s Wear: Bright, cool & Soft
Colors.
Boy’s Wear: Bright & Basic Colors.
Girl’s Wear: Solids, Stripes
Boy’s Wear: Checks &
Solids, less options in
Stripes.
Reliance Trends
Girl’s Wear: Floral, Cartoon, Disney,
Polka Dots, Text prints & 3D Prints with
good depth.
Boy’s wear: Comic, Disney, Cartoon,
Text Prints & 3D Prints with good
depth.
Girl’s Wear: Basic & Cool colors
Boy’s Wear: Bright & Dark Colors
with good depth.
Girl’s Wear: Solids & Strips
Boy’s wear: Checks & Solids
Show Off
Girl’s Wear: Floral and Ethnic prints.
They are more into embroidery and
traditional clothing.
Boy’s Wear: Ethnic Wear
Girl’s Wear: Bright Colors
Boys wear: Dark Colors
Girl’s Wear: Solids
Boy’s Wear: checks &
Solids

18. Styles offered by competitor brands
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Prints Colors

19. Findings:
Girl’s Wear:
• Max and Reliance are offering more depth in print options such as 3D, Barbie, Disney etc. as
compared to Inmark, whereas Show off is more into the traditional clothing for kids.
• Inmark has less options in bright colors whereas all the competitive brands have more options in
bright & cool colors for spring/summers.
Boy’s Wear:
• Competitor brands have good options in 3D and comic Prints like Chhota bheem, Thor etc. which
is the present market demand, but Inmark is more into Text and Cartoon prints.
• Inmark has more shades of Blue and less of cool summer colors for ss15. Reliance trends has
good collection in term of colors for boy’s wear.
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20. Missing Product Ranges for kids in Inmark
• Infant Clothing
• Girl’s long skirt/maxi dress
• Girl’s Cropped top
• Girl’s Track Pants
• Boy’s Shirt with hood
• Boy’s T-Shirt with hood
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21. Comparison B/W Visual display
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Max: Spacious, good Lightings and according to the theme. Window display is not very attractive but its according to the target market.
Show Off: Window display is good but merchandise display is more like flee(local) market

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Inmark: Window display is very attractive, innovative and according to theme. Merchandise display is also nice but it can be more spacious like Reliance
trends.
Reliance Trends: Window Display is good but merchandise display is spacious, according to the store theme and well arranged which is convenience for
the customers.

23. Price Positioning
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24. Price ranges of competing store: Kids Wear (2-7 Years)
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Category Inmark Pantaloons Westside Max Reliance Trends
Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price
Boys
Tops
169 599 249 749 199 599 169 599 149 549
Average price 354 499 399 384 349
Boys Bottom 299 699 199 999 399 799 269 599 199 599
Average price 499 599 599 434 399
Girls Tops 179 699 249 1299 199 999 169 699 149 549
Average price 414 774 599 434 349
Girls Bottom 179 599 249 999 249 799 169 699 199 649
Average price 339 624 524 434 424

25. Findings: Kid’s wear 2-7 years
• In the Boys Top category Inmark and Reliance Trends have least starting price point where as Pantaloons has highest exit price
point
• In the Boys Top and Bottom wear Reliance trends has least average price while Pantaloons has highest average price
• In the Boys Bottom category Pantaloons and Reliance Trends have least starting price point where as Pantaloons has highest exit
price point
• In the Girls top category only Inmark has least starting price point where as Pantaloons has highest exit price point and second
highest is the Westside
• In the Girls Top wear Reliance trends has least average price where as Pantaloons has highest
• In the Girls Bottom category only Inmark has least entry price point where as again Pantaloons has highest exit price point
• In the girls Bottom wear Inmark has least average price where as Pantaloons has maximum price
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26. Price range of competing store: Kids Wear (7-16 Years)
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Category Inmark Pantaloons Westside Max Reliance Trends
Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price Entry Price Exit Price
Boys Tops 199 799 199 849 249 699 199 599 199 599
Average price 499 524 474 399 399
Boys Bottom 299 999 249 1299 399 899 349 899 249 649
Average price 649 774 649 624 449
Girls Tops 199 749 199 1299 199 999 199 699 199 699
Average price 474 749 599 449 449
Girls Bottom 299 999 399 899 249 899 199 749 249 649
Average price 649 649 574 474 449

27. • In the Boys Top category only Inmark has least starting price point where as Pantaloons has highest exit price point
• In the Boys Top wear category Reliance Trends and Max have least average price but Pantaloons highest at same
• In the Boys Bottom category Pantaloons and Reliance Trends have least starting price point where as Pantaloons has
highest exit price point and the second highest is the Westside
• In the Boys Bottom wear Reliance Trends has lowest average price where as Pantaloons has highest average price
• In the Girls top category only Inmark has least starting price point where as Pantaloons has highest exit price point and
second highest is the Westside
• In the Girls Top wear category Reliance trends and Max have least average price and again Pantaloons has highest
• In the Girls Bottom category only Inmark and Max have least entry price point where as again Pantaloons sand Westside
have highest exit price point and Second highest price point is Inmark
• Again in the Girls Bottom category Reliance Trends has lowest average price where as Pantaloons has highest.
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Findings: Kid’s wear 7-16 years

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Price positioning of Inmark
High Price
Low Price
High Product
Range
Low Product
Range

29. Findings: Price Positioning
• Max is the leader at both parameter, products and price in the kids wear segment.
• Inmark has more product line than Westside and Pantaloons and also second least price form all competitor after
Reliance Trends.
• Pantaloons offers highest price range products whereas Westside has least products range in kids wear
• Reliance trends is second highest in the term of products offering
• Inmark’s main customers fall under the age group of 25-35 years in the kids wear segment.
• Most of the customers of Inmark from the Professionals/salaried and monthly salary followed by less than Rs 40000
• Major Inmark’s customers want kids wear garments , for Top Rs 200-500 & Bottom Rs 500-750.
• Customers are not more satisfied with style/design
• Most of the Inmark customers are followed by the Reliance trends.
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30. Suggestions:
• Max is the major competitor of Inmark. Max is offering high product range at low price as compared to Inmark, its is also coming up with new
concepts like “back to school”, Baby shower” and soft toys, so Inmark Can follow the strategies of Max to grab the customer’s attention.
• Missing products ranges should be introduced shortly.
• Infant, Kid’s accessories and footwear can be introduced, as the competitors of Inmark are already doing well in these lines.
• There should be more options in all sub-categories of Kid’s wear.
• There should be more focus on the Depth of top wear prints such as 3D prints, Comic prints etc.
• In kids wear there should be more vibrant, cool, bright and eye catchy colors than basic and light colors.
• More promotional strategies can be used like its competitors such as loyalty cards, discount vouchers etc.
• Fabric Quality can be improved.
• It would be better if the category range collection will be according to the season and consumer demand in terms of colors, prints and style.
• Inmark has the opportunity to launch maternity wear as it is a growing category.
• There is an opportunity to launch ethnic wear in kids section as “Show Off” has the wide range of the ethnic kids collection.
• The website of Inmark should be more visible and easy accessible. 30

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