the ppt talks about an imaginary brand created by me and the business model to support the brand and the business idea. this includes brand name and logo, philosophy, business environment, hypothetical competitor study, USP and competitive advantage, SWOT, STP, Marketing mix

1. COMPILED BY:
DISHA PAWAR
FD UG3

2. BUSINESS PLAN
To provide an online platform for customers to “rent”
Designer occasion wear and head-to-toe styling
solutions.

3. WHAT NEED OF
CUSTOMERS IT
WILL SATISFY?
The brand will solve the customers struggle of always diving into their
closets and feeling disappointed about not having anything appropriate/
stylized/ matching to wear right from clothing to accessories to footwear.
The brand will provide stylized solutions to the customers in the form of
our renting look books/ catalogues.
The brand will also grant a platform for a convenient way of shopping i.e.
online purchase; and address the clothing needs of customers who want
to pay very small amounts of their financial expenditures on the clothes
that they wear for just one or two occasions.

4. HOW?
First of all, customers will have to register online with our website and then we'd like to get to know them
better. They can tell us their body shape, size, colour, pattern and fit preferences. This will help us style them
perfectly.
Customers can then proceed to the next page on our website and choose a particular occasion and what
kind of clothing they would want to wear to that occasion; after which our website will smartly sort and
show more than a thousand stylized looks curated by our professional stylists for that customer’s particular
requirement. These looks will include clothing, footwear, accessories, handbags and much more from highly
recognised, admired fashion brands.
Customers can also get to style or customize their own looks by adding, subtracting or mix-matching items
from their shortlisted looks. They can also compare their favourite looks. After this they will have to enter
the amount of days that they want to rent the look for from date A to date B and the items will be hassle
freely delivered to them as well as picked back up by our delivery men.
That said our brand will also provide the service of laundry, ironing and dry-cleaning for the rented clothes
before and after delivery; so that the customers can avail the luxury of wearing a new and polished look.
The rent can be paid online or on delivery.

5. BUSSINESS ENVIRONMENT
Online clothing rental portals offer a wide range of
clothes, which can be categorized based on size, colour,
type of outfits, brands, and prices. In addition, online
rental service providers offer consultation services to
customers through expert designers, image consultants,
and other fashion experts.
Festive outfits related to various events, such as wedding,
corporate parties, theme parties, films, and photo shoots
are in high demand in the online clothing rental market.
While western wear is the highest growing segment in
countries of North America and Europe, party wear
segment is biggest in Asia-Pacific countries. Western wear
is expected to grow at a comparatively higher CAGR,
particularly, due to the rise in demand of rental formal
wear. The growth in corporate world and the increase in
female workers have boosted the usage of formal wear
while being present in the office.
Women as end-users have the highest market share as
women in particular avoid repetition of dresses. Although,
men are gaining the market share, owing to their
economical mindset and spending habits. The kid’s
segment is also on the rise mainly due to the increase
trend of themed parties where the outfits are costly as
compared to its usage.
The major growth factors for the market includes penetration
of online clothing rental market, caused by the growing
internet subscribers and increase in adoption of smartphones
globally. Also, individuals going through rapid body shape
change such as pregnant women and kids are the target
customer base for some of the market players in this
industry. Thus, online clothing rental service enables a cost-
effective option for consumers by renting the particular type
of dress at a much lesser price than its original price for
definite period.
The competitive scenario among global players is increasing
that resulted in heavy discount options and value-added
schemes for consumers, which is in turn driving the market.
For example, brands provide their consumers a platform
where they can rent their own clothes and earn from them
through the brand. In addition, market players who started
earlier are holding up well even after the emergence of many
start-ups in this sector.
The social environment these days have a positive effect on
rental business as there is a constant pressure on the
consumers to stay up-to-date and trendy. Fashion these days
have become so fast that it can even change in a nano-
second. Every season new trend emerges in the market, be it
clothing, footwear or accessories.

6. Everyone wants to look attractive and stay ahead in the
game of style and glamour. This all the more makes the
consumers want to be guided in the way they style
themselves on a regular or occasional basis.
Customization and personalization are becoming a vast
trend in the society. Every business is trying to satisfy
individual consumer needs. The business ideology these
days is making your customers feel valued and taken
personal care of.
Also, people are starting to adapt to a sustainable lifestyle
because that’s the need of the hour. And what better way to
start it than to start with clothing which is like our second
skin. A no ownership trend in clothing is emerging
considering the current environmental scenario. And a
renting apparel business is one good solution for this
situation that can work in balance with sustainability and
trend alert of fast fashioners.
Indian political structure has created no risk to potential
foreign direct investors (FDI) of the apparel industry. Also,
the government provides benefits to the brands that provide
a sustainable platform for a better environment like a
renting business. Furthermore, the Asia-Pacific is the second
leading industry in the business of rental clothing due to
increased internet penetration. Renting business in Asia
sums up to 11.4% CGAR mainly led by India and China. As
the broadband internet increases, so will be the demand for
online rental services. Increase in use of mobile technology is
further expected to boost the market.
In the recent regional competitive surrounding the
clothing rental business is a relatively new concept
especially in a developing country like India. Though
there are many clothing rental businesses abroad that
work on a monthly subscription basis; they operate a
separate consumer base. In India women consumers
account for 58% of market share in the renting business,
thus being the highest segment customer. Ethnic wear in
clothing also stands highest in the rental market share
owing to frequent use in festivals and celebrations and
high cost maintenance in a diverse country like India.
Speaking of the internal business environment the
brand’s employee base should consist of professional
stylists, models, photographers, makeup-artists, laundry
experts, graphic designers (look-book creators) and
website handlers. Being an emerging brand, sourcing
these skilled human resources will be substantial and
time-taking process. But if the brand can get the right
amount of highly skilled labor, sustainability of the
business will be very much possible.

7. The brand’s name will be ‘TREND ON HIRE’.
The name itself suggests that customers can rent trendy
products from our brand; clothes in general. Since the
word ‘trend’ is extensively used for addressing fashion.
Once they look up to the website or advertisements, they
will know that it’s not just about the apparel but an entire
stylized look on rent.
The brand logo forms a silhouette which is
symbolic of a fashion store where one can
rent new and trendy clothes.
The hanger being an apparel and accessory
hanging utility is suggestive of the
products that we are selling
The logo is designed using the gestalt
principle of pragnanz and includes the
initials of our brand ‘T’ for Trend; ‘H’ for
Hire.
Also, the tagline of the
brand reads “A Style for
every story” which
signifies that the brand
has to offer apparel and
accessories for every
occasion, every story and
every mood.
BRAND NAME

8. The brand philosophy works on the idea of buying
just access to the garments rather than buying the
garments outright. We ask our consumers to
purchase apparel as a service rather than a
commodity.
The apparel industry has had a polluting reputation,
clothes and accessories are being worn less than the
average number of times a garment or accessory is
worn. This rate has decreased 36% in last 15 years. In
this situation our brand provides the solution to
refresh your wardrobe as many times as you like. We
give you flexibility with changing styles and needs;
while eliminating the hassle of shopping and the
burden of disposal or donation of older garments.
We build the bridge between fast fashion and
sustainability.
PHILOSOPHY
STYLISH
SUSTAINABLE
TREND
Y
MINIMALISTIC
CONTEMPORARY
ENDLESS
AFFORDABLE
FASHIONABLE
RENTAL

9. COMPETITORS:
o Rent an Attire (indirect)
o Flyrobe (indirect)
o Wrapd (indirect)
o Stylease (direct)
o The Clothing Rental (direct)
COMPETITOR
STUDY

10. Rent an Attire Flyrobe Wrapd Stylease The Clothing Rental
Price Little expensive Moderate 15-20% of retail price expensive Very expensive
Quality Good Good Good Very good Very good
Products
Only ethnic and
occasional wear
Only ethnic wedding
wear
Only for wedding
parties
Wedding wear ethnic
and indo-western
accessories
Ethnic to modern wear,
accessories and
footwear
Celebrity styles
Hollywood and
Bollywood
Distribution
Network
Only in big cities
Strong, delivery in
cities
Only in the store
location cities
Pan India
distribution
Very strong, accept most
currencies
Human
Resource
Strength
Good
Style consultants at
stores but not online
Weak
Strong
Style consultants
Strong
Operating
Platform
Stores in Pune
Dehradun and Dehli
Website and app
Stores in Borivali,
Dehli, Noida, Pune,
Gaziabad, Faridabad,
Banglore, Hyderabad
Website and app
Stores in Delhi,
Hyderabad, Jaipur,
Haryana
Deliver to Mumbai,
Chandigarh and
Banglore
Store in Mumbai
Website
Mumbai Versova- Indian
wear
Mumbai Bandra-
Western wear
Website and app
Promotion
Through Facebook
and Instagram.
Earning and renting
your own garment.
Facebook, Instagram,
Twitter, You-tube,
Pinterest.
Earning by renting
your own garments.
Cashback offers and
coupons.
Facebook, Twitter,
Instagram.
Coupons
Twitter, Facebook,
Instagram,
Personal blog
Rent for a cause
Earn through renting
your garments
Facebook, Twitter,
Bombay-stylist,
Personal blog
Services
Free delivery
Free dry cleaning.
Complete amount
refundable if
returned within 24
hrs.
Free pick-up and
delivery for shopping
above 500rs.
Free dry-cleaning
For orders above
4000rs 40% amount
not refundable
Dry cleaning and
ironing.
Free shipping and
dry-cleaning
Once shipped rental
amount not
refundable in case of
cancellations.
Only online payments
Delivery charges vary
from product to product
and courier service.
Security Deposit
Almost double the
rent
Takes 15 days to
refund.
15 to 20% of retail
price
Takes 10 days for
online payment and
15 for COD.
-
Returned within 14
days
Online payment only
if COD required
contact them
-

11. Our brand’s USP lies in providing customers with not just apparels but
fully stylized and curated looks on rent without having to completely
buy all the products.
We gain our competitive advantage through our innovative idea of
look renting, flexibility in customising the customer’s look and a strong
network of distribution nationwide covering all the major cities.
Our Brand Attributes are:
o Head-to-toe looks
o Trendy (up-to-date) products
o Professionally Stylized
o Customer centric (sorting according to customer preferences)
o Customizable
o Flexibility of style
o Simple yet effective
o Sustainable
BRAND USP AND
COMPETITIVE ADVANTAGE

12. We ensure our brands value delivery through providing quality
products in a stylized manner within economical pricing models. We
provide quick delivery and renting up-to a total of 20 days. We create
value by being consumer centric and valuing them by adding style to
their personality. We help our customers by providing styling solutions
that affect their lifestyle.
VALUE DELIVERY

13. STRENGTHS
WEAKNESSES
o Generation of multiple revenue streams from a single product
o Maintaining longer and stronger relationships as the interaction
extends beyond the point of sale.
o Better stock control
o Leverage over customer usage data to further curate styles
o Providing solution to styling
o Cost advantages
o Strong advertising and promotion
o Innovation skills
o Good customer service
o Better product quality
o Wide geographic coverage
o Joint ventures with supplying designer firms
o Rise in thrifty fashion lovers
o Unknown scalability
o Learning how to access the usable
lifespan of a particular garment
o Profitability of renting versus purchasing
models
o Lesser known brand image as the brand
is new emergent
o Short on financial resources as lot of
money invested in start-up
o Attracting regular customers

14. o Serving additional customer groups (eg.
Kids wear)
o Broader range of needs met (eg. Make-up
to complete the look)
o Cut costs and new sales growth
o Rising demand as people start to adapt to
no ownership trend
o Expanding alliances or joint ventures
o Exploiting new emerging technologies
o Expanding geographical reach
o Experimenting new styles
OPPORTUNITIES
THREATS
o Entry of similar business models (duplicity)
o Loss of sale
o Undermined demand
o Growth in bargaining power of intermediaries and
suppliers
o Shift in buyer needs

15. SEGMENTING
DEMOGRAPHIC
o Age: 18-45
o Gender: All Gender Brand
o Occupation: Students, Corporate,
Businessmen, Professionals, Creative Fields,
Home-Makers
o Social Class: Upper-Middle Class & Upper
Class
o Education: 12th std to Graduates
PSYCHOGRAPHIC
o Lifestyle: Recreational, Stylish, Modern,
Sustainable, Tech-savvy, Happening
o Personality: Experimental risk takers,
Considerate of what they wear, Assertive,
Creative, Temperamental, artistic
o Interests: Attending occasions, Glamour,
Blogging and Influencing, Fashion following
BEHAVIORAL
o Benefits Sought: Affordability, Styling Solutions,
Online Convenience, Efficient Delivery
Services, Flexible Wardrobe, Diversity (range of
products), Contemporalities & making a
statement
o Occasion: Festivals, Business Meets,
Gatherings, Conferences, Special Days,
Weddings, Parties
GEOGRAPHIC
o Country: Pan India
o Region: Major Areas of South India, Middle India
and North India
o Cities: Urban & Sub-urban
o Fashion Conscious Cities

16. TARGETTING
The target group of customers of Trend on Hire will include
• Every educated upper middle class and upper class individuals
who live in tier 2 and tier 3 cities of India
• Who are occupied in creative as well as corporate fields like
designers, artists, managers, executives, etc
• Who are well acknowledged with technology and want to live a
sustainable yet stylish lifestyle
• They are Fashion experimenters and risk takers who like to
attend occasions and parties and wish to look glamourous
• They want styling solutions according to their individual needs
and like to have a flexible wardrobe without having to maintain
and preserve it
• They rent clothes for every other important occasion or
gatherings where they want to make an influence
• After having tried many rental brands they also look for a wide
variety of products a company offers

17. The brand is relatively
affordable than the
competitors and of an
excellent quality bought
from directly designer
stores and brand
houses.
The brand caters to
all genders but caters
to limited ages from
young adults and old
teens to older adults.
POSITIONING
MAPS

18. Trend on Hire is
Positioned as a very
diverse brand with respect
to the clothing styles it
sells like western, ethnic
and formals. The brand
also sells accessories like
jewellery, handbags,
glasses and footwear. The
brand is also positioned to
be bought by general
public rather than being
completely exclusive.
The brand is positioned as
the brand available in pan
India distribution and has
easy access that includes
providing affordable
pricing at delivery services
and laundry and after sale
services.
POSITIONING
MAPS

19. The brand is
positioned as highly
stylized as well as
customisable brand
with respect to the
products that it has to
offer. As customers
can choose curated
stylized looks or also
curate their own look
from the available
products.
The brand is a highly
contemporary brand
rather than a classic
with the combined
perfect mixture of
ethnic and western
clothing.
POSITIONING
MAPS

20. The brand is going to use Market Penetration strategy and
Product Development strategy. Market penetration will include
directing the resources towards growth of existing products i.e.
Designer Clothes and Accessories in the existing rental market.
This strategy will require Aggressive promotional campaigns
and advertising. Whereas, product development will involve
substantial modification of existing products in terms of price,
range and quality while adding the dimension of styling to it or
creation of new (accessories and look-books) that can be
related to current trends and can be marketed to existeing
rental customers through established channels.
MARKETING MIX OF
TREND ON HIRE

21. PRODUCT
The product strategy involves value creation through
product differentiation. In the brands case, while all
the other market competitors sell just apparel or
accessories individually, Trend on Hire aims on selling
entirely stylized and curated looks by the brand’s
professional stylists.
These looks will be a mix and match of various
different designer brands that a customer can choose
from. The product is fully customizable according to
the consumers preference as well.
The product range of the brand includes apparel in
western, ethnic and formal wear as well as
accessories, jewelries, handbags, footwear, hair
accessories etc.
The packaging of these products will be done in a
stylized box carrying the company name and logo.
Each look will be packed in a separate box with a
personal note containing set of instructions for
product care and a styling tip for that look by our
professional stylists.
Service on other hand is a fully standardized that is performed
at every sale point.
o Shipping
o Delivery
o Packaging
o Ironing
o Laundering
o Dry-cleaning

22. PRICE
The pricing strategy of the brand will work in two classifications
for ethnic wear and western wear.
Ethnic Wear: The pricing strategy will be Cost Leadership
Strategy as the ethnic wear segment has a broader target
customer and has established market with many competitors.
This strategy will involves pricing the product lesser in
comparison to the brand’s competitors thus giving the
advantage of increased demand of the product promptly.
Western Wear: The pricing strategy will be Focused
Differentiation Strategy as the western wear segment has
narrower target customers and the market has very few
competitors. This strategy will involve pricing products at similar
price as the brand’s competitors but providing a unique feature
to the product that doesn’t exist in the market i.e. the stylized
head to toe looks with contemporary style

23. PLACE
The placing of the brand products will be done on an online
platform while the services will reach in every urban city pan
India. The target cities of distributions will be the major fashion
hubs in the country, like, Mumbai, Delhi, Hyderabad, Bangalore,
Kolkata, Goa, Shillong, Pune and so on.
The products will be bought from designer stores and displayed
on the brand website in the form of look-books from which the
customers will choose their favorite look and rent it online.
While the money can be paid in both ways online and cash on
delivery. The distribution network will be well connected and
accessible with the help of shippers and distributors.

24. PROMOTION
Advertising: Advertising will happen through fashion
magazines that promote sustainability and trend alerts and it
will also happen by the means of pamphlets in lifestyle news-
papers. Because fashion magazines and lifestyle newspapers
are widely read by the target consumers of the brand.
Publicity: Once the initial advertisements are done few
consumers are expected to try out and experiment with the
brand. These consumers will then be useful for publicity of the
brand. They could write reports, stories and do internet releases
on the brand which are an interest to the broader public.
Sales Promotion: Once the brand has built an identity through
the advertisements and publicity and more and more customers
are trying out the brand; it will then move on to the further
stage through sales promotion by giving discount coupons,
online cash and sale vouchers to the customers who rent most
frequently.
e.g.
The brand will also provide a free extra accessory with any look
for those customers who rent clothes at least once in two
months.
50% off on products showcased in 1 and 2-year old look-books.
Slogan: Prices are low so don’t be slow

25. Also, the brand will be providing opportunities for customers to
give their own clothes on rent every year and consumers can
earn through our brand.
Promotional activities such as free delivery, and free laundering
will be given in festive seasons like Diwali and Holi.
Social Media: Meanwhile there will be continuous updates on
the new looks and styles through social media platforms like
face-book, Instagram and twitter. Fashion bloggers who rent
from the brand can promote it through their accounts.
Consumers will also be persuaded through organizing
sustainability and sale campaigns through our brand and
explaining the environmental and social benefits of renting
clothes.
e.g. Guilt Free Consumption Campaign
Endless Wardrobe Campaign
Save 20% or more in 20 minutes or less
Always look the part Campaign
Also the tagline of the brand will be promoted through posts
sharing customer’s experiences with #styleforeverystory