A BUSINESS PROPOSAL FOR STARTING A NEW BRAND IN INDIA/UNDERSTANDING THE MARKET SIZE AND COMPETITION. (INSPIRED BY HUBSPOT CULTURE)

1. CREATING A COMPANY
Profiling a set of shared beliefs, values & practices
that we Love to be part of
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2. THIS DOCUMENT DEFINES
A CULTURE
that is Part MANIFESTO, Part VISION & Part DREAM
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3. BRAND HOUSES
Listed are a few interesting
LVMH
INDITEX
GROUP
VF
CORP FAST
RETAILING
PRADA
GROUP PENTLAND
BRANDS
PLC
ADITYA
BIRLA
NUVO
FUTURE
LIFESTYLE
FASHION
LTD
RAYMONDS
GROUP
ARVIND
LIFESTYLE
FASHION
LTD
PVH
CORP
of today’s international fashion industry
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4. GROUP
FASHION BRANDS (APPAREL, FOOTWEAR, COSMETICS, ACCESSORIES ETC)
* LVMN has Wines & Spirits included.
Top line
(Year End
2014-15) *
LVMH
INDITEX
GROUP
VF CORP
FAST
RETAILING
PVH CORP
PRADA
GROUP
PENTLAND
BRANDS PLC
ADITYA
BIRLA NUVO
FUTURE
LIFESTYLE
FASHION
LTD
ARVIND
LIFESTYLE
BRANDS LTD
RAYMONDS
70 premium Houses across Wines & Spirirts, Fashion & Leather Goods, Perfumes &
Cosmetics, Watches & Jewellry etc. Few Brands - Berluti, Christian Dior, Donna
Karan,Louis Vuitton, Fendi, Givenchy, Marc Jacobs,
$ 34.39
Billion
Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarus, Oysho, Zara Home, Uterque
$ 20.36
Billion
Wrangler, Lee, Rustler, 7 For All Mankind, 20X, Chic, Rock & Republic, Red Kap, The
Force, Bulwark Protective Apparel, Chef Designs, Majestic Athletic, Eastpak,
Jansport, Napapijri, The North Face, Reef, Vans, Eagle Creek, SmartWool,
Timberland, Lucy, Nautica, Kipling, Horace Small, Ella Moss, Splendid
$ 12.00
Billion
Uniqlo, GU, Theory, Comptoir Des Cotonniers, PRINCESS tam tam, PLST, J Brand
$ 09.01
Trillion
Calvin Klein, TommyHilfiger, Van Huesen, IZOD, Arrow, Speedo, Warner's, Olga
$ 08.00
Billion
Prada, Miu Miu, Church's, Car Shoe, Marchesi 1824
$ 04.02
Billion
Lacoste, Speedo, Ted Baker Footwear, Prostar, Mitre, Ellesse, Canterbury, Bergham
$ 03.00
Billion
Louis Phillippe, Van Huesen, Allen Solly, Peter England, People, Planet Fashion, The
Collective, Pantaloons
$ 00.90
Billion
Indigo Nation, Sculllers, John Milller, Tresmode, Lombard, All, IamIN, RIG, Celio,
Urban Yoga, Jealous21, Bare, DesiBelle, Urbana, Holii, Converse, Famozi, Spalding,
Manceater United, Daniel Helchter, Lee Cooper, Turtle, Mother Earth, UMM, Clarks,
Mineral
$ 00.50
Billion
Gant, Geoffery Beene, Ed Hardy, IZOD, Hanes, Wonder Bra, Arrow, Flying Machine,
Elle, US Polo, Megamart, Next, Debenhams, Cherokee, Excalibur, Massimo, Nautica,
Calvin Klien
$ 00.30
Billion
Raymond, Raymon RTC, Park Avenue, Colorplus, Parx, Makers, The Raymond Shop
$ 00.24
Billion
THE
BRAND
HOUSES
* Only fashion related
portfolios included in the
chart. Some of the
groups have other allied
businesses like, textiles,
wines & spirits etc.
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5. OPERATION/
STRATEGY
VF
CORP
• It’s a diversified organization
• They operate multiple brands. Ensure minimal inter-
brand competition on aesthetics, hygiene, price-points
etc
• They target a broad range of consumers across
demography, geography, marketed via multi-sales
channel like Licensing, Wholesale, Retail, e-commerce
• Cover 360-degree marketing campaign both traditional
and digital
• Business format as portfolios & acquisition, ensuring
strong cash flow which is utilized through re-investing
in business, pay down debts, fund future acquisitions,
repurchase of stocks
• They create world class teams & partners ensuring
passion, integrity, individuality, partnership,
accountability.
(Source : PVH official website. )
$12 Billion
EXPLORING
27 Brands
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6. * buck·shot / ˈbəkˌshät/ • n. coarse lead shot used in shotgun shells. (Source : The Oxford Pocket Dictionary Of Current English, 2009) /
Buckshot Approach / Rifling off compliments after compliments to a girl until one works. / Hitting on every girl and giving out your number until
it finally works. (Source : http://www.urbandictinary.com/define.php?term=buckshot+approach)
THE BUCKSHOT APPROACH*
The concept of firing off new ideas in multiple directions,
hoping that one idea will ‘hit’ (or many ideas)
# We’ll get into the details of this idea at a later stage.
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7. 5-POINT STRATEGY
The next big thing
An organisation
a d a p t a b l e t o
change, against
b e i n g t h e
strongest or the
most intelligent.
To the next big
thing, instead of
p r o t e c t i n g
what's already
created.
In manpower
w h o d o n o t
have everything
f i g u r e d o u t .
(Who Adapt!!).
In people who
are comfortable
in chaos (And,
thrive on taking
action instead
of always being
right.)
IDENTIFY CREATE ADAPT INVEST NURTURE
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8. CORE PRINCIPLES*
1. Be maniacal with metrics as Mission.
2. Be obsessed with customers, not competitors.
3. Be radically and uncomfortably transparent.
4. Give everyone autonomy to be awesome.
5. Be unreasonably selective about peers.
6. Invest in individual mastery and market value.
7. Defy conventional ‘wisdom’ as its often unwise.
8. Speak the truth and face the facts.
9. Believe in work+life, not work vs. life.
10. Be a perpetual work in progress.
* Reference : Hubspot / Culture Code
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9. THE GENERATION SHIFT*
Today’s culture of business ecosystem has 3-Core Directions
INFECTIOUS
MESSAGING
ADAPTIVE
INNOVATION
TREND HUNTING
Learning from Wikipedia, Virtual Sources, Offshore Outsourcing
Focusing On Viral Videos. Blogs. E-Commerce. Shockvertising. Social Media.
Identiy the future. Invent New. Bet on Ideas, Concepts & Intellectual Properties
* Reference : Hubspot / Culture Code
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10. CREATING A
PATTERN OF
DISRUPTION
Enter the
market that is (or
shows) potentials
to be disruptive.
Create
partnerships that
has potential to
build scale.
Exploit the
understanding of
the market &
customer.
Target
disruptive
companies to
explore there
vulnerability
Seek ways to
breakdown the
pre-existing
structures.
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11. BE
AUTHENTIC
GENERATE
BREAKTHROUGH
IDEASBREAK
STRUCTURES
THAT ARE
DEFINED
CREATE
ENVIRONMENTS TO
NURTURE LEADERLESS
GROWTH OF
ORGANIZATION
AN
ORGANIZATION
THAT STOPS TELLING
WHAT TO DO. NURTURES
ENVIRONMENT THAT
ENABLES INDIVIDUALS
TOWARDS THE
GOAL
BUILD
CREATIVE
WORK
ENVIRONMENT
BUILD
CRAZYNESS (AN
ATMOSPHERE TO
FOSTER MAVERICK
IDEAS ON
OTHERS
HIRE NON-
TRADITIONAL
THINKERS. AVOID
MODERATION
CELEBRATE
REASON
TRIUMP OVER
HIERARCHY
CROSS
POLLINATE
IDEAS
EXPANDING THE FOCUS*
A concept of positive disruption
WITHIN ITS OWN BUBBLES
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12. * Reference : Fast Retailing (Uniqlo Process) / Excluding the department of Accounts & Finance, Export Document etc
Branding & marketing
Inventory
Control
(Stores) Customer
Customer Care
Development
& Procurement
of Materials
R&D :
Design &
Pattern Making
Merchandising Production
Material
Manufacturing
(External)
Production
Planning
Partner
Factories
(External)
Warehouse
(External
Marketing (Sales Promotions)
From concept to creation to customer
TRADITIONAL FASHION RETAILING*
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13. Customer
Development
& Procurement
of Materials
R&D :
Design &
Pattern Making
Merchandising
1ST TIER -
BRAND
DOMAIN
Branding &
marketing
Customer Care
Marketing
(Sales
Promotions)
2ND TIER -
NEUTRAL
GROUND
3RD TIER -
BRAND
HOUSE
DOMAIN
Material
Manufacturing
(External)
Partner
Factories
(External)
Warehouse / Inventory Control / SCM
Production &
Production
Planning
Sales Channels & Sales
Accounts & Finance
IT & Infra
3-Tier Functioning from concept to creation to customer
THE NEW FASHION RETAILING
Identifying
Partnering
with
Brands
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14. STRATEGIC PARTNERSHIP
FORMAL CASUAL
LOUNGE
DENIMSPORT
KNIT
LINGERIE
LINEN
DESIGNER
CLUB
WEDDING
MENS WOMENS KIDS
HOME FURNISHING
FOOTWEAR ACCESSORY
WESTERN
INDO-WESTERN
ETHNIC
CATEGORIES SEGMENTS
LINES
STREET
BEACH
TRAVEL UNIFORM
BUDGET
PREMIUM
LUXURY
PRICE
* Reference : PVH Operations & Strategy for this partnership.
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15. LET THE STORY BEGIN
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