India currently has a small 1-2% share of the global luxury market but is the fifth most attractive luxury retail market. The document discusses Neiman Marcus, an American luxury retailer, entering the Indian market and outlines their unique selling points, competitors, challenges in India including reaching high net worth individuals, and proposed approach to the Indian market including store locations and marketing strategies. It also provides statistics on the scope of the fashion retail industry in India.

1. Lijorocky Vadakedath
Ankush Bhandarkar
Sagar Jain
Arijit Mukherjee
Launch strategy
Group 2

2. India currently enjoys just one-two per cent share in the
global luxury market but it is the fifth most attractive market
for international retailers. Fragmented and diversified
consumer base in India is another significant challenge being
faced by luxury retailers in India as high net worth individual
(HNI) consumers are not easy to reach ASSOCHAM-KPMG
study.
"There is a need for luxury brands to focus on expansion in
the type and nature of products being offered and
increasingly adopt innovative marketing plans to tap rapidly
evolving consumer behavioral trends," said Mr D.S. Rawat,
secretary general of ASSOCHAM

3. ABOUT NEIMAN MARCUS :
Neiman Marcus, originally Neiman-Marcus, is an American luxury specialty department store owned by the Neiman Marcus
Group, headquartered in Dallas, Texas.
Products include clothing, footwear, furniture, jewelry, beauty products, electronics and housewares. The company also owns
the Bergdorf Goodman department stores, and operates a direct marketing division, Neiman Marcus Direct, which operates
catalogue and online operations under the Horchow, Neiman Marcus and Bergdorf Goodman names.

4. Unique Selling Points:
 Finest fashion and quality products in an exceptional environment
 His and Hers Gifts, Fantasy Gifts, Christmas gifts etc - Neiman Marcus also offer wide range of gift options for
different target group such as Housewarming, Wedding Anniversary, New Baby, Pet Lover, Music Lover,
Entertainer, Traveler etc.
 Premium customers with high discretionary spending
 Strong customer loyalty program
 Multi-channel retail formats
 Strong luxury brand portfolio

5. Competitors:
Zara
H & M
Fifth Avenue
Bloomingdale (Online)
Macy’s (Online)
Jimmy Choo

6. Challenges:
 Legislation, real estate, taxation, human resources, logistics, counterfeiting and marketing
 India currently enjoys just 1-2 % share in the global luxury market (ASSOCHAM-KPMG study)
 Build Awareness – Create a brand identity that caters to Indian market and reach them.
 Aggressive Competition in Fashion Retail can make acquiring market share in India difficult.
 Customizing according to Indian buying behaviors: Adding ethnic/Indian touch into their product line.
Offering best line of products that interests the users
 Placing stores in the right location: high street or super premium malls
 Strategically targeting high net worth individuals (HNIs)
 Building trust through word of mouth and promoting customer engagement
 Conquering the online market

7. Our Approach:
 Places our stores in top locations : High street or super premium malls
 Stalls that offer image consulting/ make over
 Offering fashion tips for all body tip (what to where and what not to) – TV, Radio,
Print Media
 Ad discounts and offer placements in Vogue, Elle, Cosmopolitan, GQ etc
 Special gifts collection for Indian festivals
 Zoom, TLC – A Glimpse into various celebrity wardrobes.
 MTV, VH1 - Offering quick fashion tips during commercials
 State of the art stores with virtual mirror & product comparison screen
 Organizing Fashion Show & Fashion awards

8. Neiman Marcus Store Placements:
Store Locations:
• DLF Emporio mall, New Delhi
• Select Citywalk, Saket, New Delhi
• Palladium mall, Mumbai, Maharashtra
• SGS Magnum Mall, Pune, Maharashtra
• High Street Phoenix, Mumbai, Maharashtra
• UB City mall, Bangalore, Karnataka
• Phoenix Market City, Bangalore, Karnataka
• Orion Mall, Bangalore, Karnataka
• City Emporium Mall, Chandigarh, Punjab
• City Centre, Salt Lake City, Kolkata
• Chennai Citi Centre, Chennai, Tamil Nadu

9. Stats showing the scope of fashion retail in
India