APPAREL CONSUMPTION TO GROW ALONG WITH PRIVATE CONSUMPTION GROWTH

1. 1
BACKGROUND |
BACKGROUND
64.5 64.9 65.8 66.7
68.2
70.4
73.4
60
65
70
75
1
Expanding working age
population,… %
2009 2011 2013 2015 2017 2019 2021
31 31
32
33
34
35
37
28
30
32
34
36
38
1
… and spreading
urbanization,… %
2009 2011 2013 2015 2017 2019 2021
40 45
60 66 72.2 78.5 84.9
0
20
40
60
80
100
1
(INRTn)
… resulting in rising private
consumption
2009 2011 2013 2015 2017 2019 2021
Shirts
8%
Trousers
6%
Winterwear
9%
Innerwear
11%
Suits
3%
T-Shirts
12%
Denim
15%
Others
7%
Ethnic
9%
Activewear
14%
Sleepwear
6% CAGR(2009-2020)
Shirts Trousers Winterwear Innerwear Suits
T-Shirts Denim Others Ethnic Activewear Sleepwear

2. 2
BACKGROUND |
BRAND OFFERING
BRAND POSITIONING & TARGET CUSTOMER PROFILE
BRAND STATEMENT
“Identifiable and differentiated brand
personality within the large casual men’s
wear segment targeting tough, young men”
“Keen Value - Cost conscious”
BRAND VISION
Comfort
Quality
Trendines
• Premium, innerwear, casual wear & active
wear/sportswear brand with price points for
core products primarily ranging between Rs.
599-2,699
• Target customer profile is young men in
25–44 age group
• Fashion aware men, who have a
“masculine” sensibility and are looking for
brands & products that reflect their “real” and
“manly” attitude
• Carefully pre-washed, pre-shirked &
washed/laundered ‘feel-good’ product offerings
are identifiable to the manly, mature target
customers
• Strictly believes that ideation-to hitting-
the-market time period is around 6 months
keeping the brand’s design offerings fresh,
relevant and contemporary in line with latest
trends

3. 3
BACKGROUND |
STRATEGIC VISION
Recommended building a menswear brand; which will be profitably over the time, which currently provides
potential for expansion across products /geographies / distribution models.
Focus in underpenetrated markets
Owing to the growing popularity of the Brand, the Company is planning to increase penetration in
existing cities as well as expand into newer geographical locations
Product Portfolio Expansion
A presence in the ready-to-wear branded men’s casual apparel
Ability to identify fashion trends and cater to the market with fresh designs
Plan to launch new product category within the men’s wear segment and also evaluating launch of
products in other apparel segments. Ex ‘business casuals’, ‘corporate casuals’, ‘smart casuals’, ‘resort
casuals’, ‘party wear’, etc.
Focus in demand dreven; booming menswear markets sectors like activewear,
sportwear.
Active wear primarily consists of sportswear and swimwear, with the market dominated by men’s
sportswear. In Tandem with the rise in income levels, health consciousness has also increased
manifold. Consequently, a Greater number of people have started joining gyms and are involved in
some kind of physical exercise.
Sportswear range: development using anti-allergenic; PUR (Polyurethane) lamination, Flocked
garments.

4. 4
BACKGROUND |
ASSUMPTION’S
Brands are preferred by 37% of the customer, and 27 % have no opinion on their degree of preference of brands. It is interesting
to note that amongst the youth, only 13% have strong preference for brands. 69% of the customer purchase branded clothes in
the Casual segment of apparels, closely followed by the Formals segment which records 63% of purchases.
“Levis” is the most popular brand amongst the youth. 69% of the sample have indicated strong liking for the brand, followed by
Nike & Adidas which have been rated by 50% & 44% of the sample as their favourite brand. The most popular brand in the Casual
segment is Levis. The most popular brands in the Formals segment are Park Avenue & Raymond which have been rated by 37% of
the segment as their favourite brand. The most popular brand in the Sports segment is Nike.
92% of the customer buys the brands that they prefer because of the Quality of the product followed by Design which accounts
for 63% of the purchases and Brand Name which accounts for 46% of the purchases. 73% of the customer purchase branded clothes
casually, 54% purchase branded clothes for their birthdays, 42% purchase branded clothes during festivals.
People do not wear only branded clothes, this is indicated by 35% of the customer expressing neutral opinion when asked if they
wear only branded clothes and 33% disagree on the statement. Peer group influences an individual to buy branded clothes. This is
indicated by the 65% of the customer who are influenced by friends. 50% are influenced by the brand itself.
Most people get information about their favourite brands from TV which caters to 79% of the information needs of the customer
followed by Point of Sale Display & Internet (social media) which have recorded 60% and 56% respectively.
49.76%
11.54%
7.93%7.93%
7.69%
4.81%
4.33%
2.88%
2.16%
0.96% 40.00%
Menswear Major Brand Penetration
1) Levi’s 2) Lee 3) Wrangler 4) Spykar
5) Pepe Jeans London 6) Flying Machine 7) Denizen 8) Diesel
9) Numero Uno 10) KLounge 11) Others