Jade Blue is a luxury menswear retail chain established in 1981 with 111,754 square feet of retail space across 13 cities in India. It carries a breadth of exclusive international and Indian brands. With a focus on quality and customer satisfaction, Jade Blue has established itself as a leader in the luxury menswear market. It aims to be a pioneer in clothing innovation and defining quality styles through its diverse product range and brand portfolio.

1. Situational analysis
Jade blue

2. ABOUT THE COMPANY
 Company name:-Jade blue
 Established in:-1981
 Brand name:-Jade blue
 Founder:-Mr. Jitendra Chauhan & Mr. Bipin
Chauhan
 Business type:-Retail

3. Store locations
 The company today has outlets in13 cities. These collectively
account for 111,754 sq.ft Of retail space and footfall of
48,600 per month. Two of these stores are franchised,
located in Jamnagar and Anand in Gujarat.
 Ahmedabad: CG road, SG highway & Maninagar
 Surat: Ghodod & Lalgate
 Vadodara
 Rajkot
 Indore
 Bhavnagar
 Vapi
 Raipur
 Udaipur
 Nagpur
 Hyderabad
 Anand
 Jamnagar
 Bharuch

4.  Jade Blue is a luxury lifestyle retail chain
renowned for the breadth and depth of exclusive
menswear and fashion merchandise
 It is one of India’s largest exclusive menswear
stores
 Jade Blue is a multi-brand outlet
 It offers many of the world’s most prestigious
men’s formals, casuals, occasion wear brands &
fabrics

5. ABOUT THE PROMOTER- JITENDRA
CHAUHAN
 Vision: Being ardent about the
contemporary vogue in
gentleman's dressing, prophesy
to have imprinted JADE BLUE
across the Globe.
 Success Statement: “You only
can play your role, better.”
 Believe in: “Treadmill leaves
you with only an option of
walking and that too with
speed. Walk fast.”

6.  Truth in my life: “Relying on my gut feeling.”
 Keeping in mind: “Listen to every corner, as
you may get right idea from any of them.”
 Spiritual belief: “Failure is also a result! The
result of our ignorance in preparations, keep
faith as you can do it and you have
attempted it. Prepare again and attempt it,
this time the result will be different.”

7.  Founder of Jade Blue Lifestyle India Ltd.,
Jitendra Chauhan has nurtured the brand
Jade Blue since 1995, taking a keen interest
in every component of the company
 He started his journey in retail in 1981 and has
over three decades of experience in every
aspect of fashion retail industry
 He is known for his keen sense of business,
strategy and leadership. A firm believer in the
philosophy of 'Build a better mousetrap and
the world will be beating a path to your
door’

8. MISSION AND VISION
 Mission:
 To sustain the commercial success of the brand by being
the trendsetter in the clothing segment with fashionable
and attractive clothing
 Vision:
 To be a pioneer in the clothing industry with constant
innovation in design and material, our product will define
quality & style

9. HISTORICAL BACKGROUND OF
COMPANY
 Jade Blue is the India 's best known men's apparel
store. Founded by designer duo Mr. Jitendra Chauhan
and Mr. Bipin Chauhan, the organization has come a
long way. Jade Blue has most impressive and largest
collection of Sherwanis/Kurta Sets/ Designer suits
under one roof.
 JBL was originally incorporated in 1995 as Supremo
Fashion World Pvt. Ltd. and was renamed in February
2011 to Jade Blue Lifestyle India Ltd. JBL is engaged in
retailing of men’s wear, both under its own brand
Jade Blue and that of other leading apparel and
fabric brands.

10.  The company is promoted by Mr. Jitendra
Chauhan and Mr. Bipin Chauhan who have
over two decades of experience in this line
of business.
 The company’s first showroom was opened
on the C.G. Road in Ahmedabad in 1995
and

11. Current product range
 Formals
 Casuals
 Accessories
 Dulha collection
 Club wear
 Indo- western
 Tailoring services

12. Brands offered

14. Jade blue Product trends
 The category split at Jade Blue is: casuals 40 percent,
formals 25 percent, dulha 15 percent, and fabric &
tailoring 20 percent
 Investment per store is roughly Rs 4–5 crore in a store of
average size. The gross margins in the business are
around 30–40 percent
 Private labels give around 12–15 percent more margins
to the company compared to the national brands
 Private labels currently account for about 30 percent of
the overall sales at Jade Blue

15. details on In- house brands
 Jade Blue: Jade Blue's premium formal shirts
 GreenFibre: A relaxed office wear brand, well-liked for
modern and suave colors, stylish cuts, painstakingly neat
stitching and a relaxed yet formal attire at affordable rates.
Greenfibre has more than 15 exclusive brand outlets.
 J B Studio: Line of occasion wear ever, it is stylish and
flamboyant. J.B. Studio is also available at its exclusive brand
outlet in Ahmedabad.
 Metal: Jade Blue's very exclusive, super premium formals
brand.
 Jade Blue's bespoke tailoring service: Jade Blue has over 30
years of rich experience in bespoke tailoring and a client list
that reads more like a celebrity list.

16. About the market
• Current size of the market and future
growth:

17. Continued…
Growth rate of the market: currently the
clothing and retail industry is in a stable market
due to economic slow down
Competitors: Major competitors of Jadeblue
are Shoperstop, Pantaloons, Westside, Bodyline
& the stand alone retail outlets
Jadeblue positioning itself as an elite brand is
very picky in selecting the brand and also
selecting the garments of that particular brand

18. Demographics
 Age:
– For the In-house brands the target audience is 25 and
above
– For the other brands majorly their target audience is
20-40 years of age group
 Sex:
– It caters only to male
 Income:
– Middle class & Upper class
 Occupation:
– Business man, professionals, students, jobbers etc…

19. Psychographics
1. Elite / Professional class.
• Prefer to wear branded clothes with variety of styles.
• Prefers to have a average collection of clothes suited to various occasions.
2. Traditional Businessmen
• Not much concerned by the utility, this category focous on status-symbols to
communicate their "wealth" achievement.
• They ideally prefer branded clothes or tailored garments.
3. Market savvy, high profile executive.
• This category prefers branded and designer clothes.
• Cost doesn't matter much to them.
• They are fashion conscious and update their choices as per the trend.
• Usually foreign brands with a classic look is preferred.

20. Continued…
4. Middle income group (Men).
• This category generally prefers to buy on all-occasion , preferring
branded/economical products with a "decent" style.
• This category possesses knowledge about the variety of brands
available.
• Very price sensitive.
5. Young men.
• New generation is highly trends conscious and prefers trendy
clothes with hot looks.
• The categories mostly prefers branded clothes with best designs
and highly fashion conscious
6. Young men from higher middle families.
• They prefer branded clothes.
• One young man contacted in the field survey commented: "I get
respect in my friend's circle because of the uniqueness and the
clothes I carry”
7. Young men from lower class families.
• They are frequent buyers, but solely rely on the grey market,
where they can get cheap imitations of high value brands.
• The are equally trend conscious but highly price sensitive.

21. About the environment
• PEST analysis:
 Political trends: Do not have an effect
 Economic trends:
a. No direct effect of economic policy revision in
nation
b. existence of recessionary trend
c. increasing disposable income has a positive
impact

22.  Social trends: As the world is becoming
increasingly brand conscious the demand for
niche products like jade blue’s offering shall
increase
 Technological trends: The product is not
technology driven except for the
manufacturing processes

23. • SWOT analysis:
 Strength: Quality, Brand name
 Weakness: Easy switching, low switching cost
 Opportunity:
a. Men’s accessories - viable
b. Women’s wear – changes brand positioning
c. Catering to lower economic segments –
threatens loss of niche customer base
 Threat: Brand clutter in category

24. Nature of demand
Buyers: Direct consumers & Corporate
deals
Purchase reason: Brand image, tailoring
quality
Degree of information seeking:
moderate
Brand awareness & loyalty: High
awareness, moderate loyalty

25. Location of brand decision: Home &
Retail
Purchase decision: Buyer &
influencer
Usually individual decision, group
decision in groom clothing
Duration of decision process: an
hour, more in case of groom
clothing

26. Reason for success
Jadeblue has tried to understand the
market needs as well as the consumers &
has succeeded in it’s effort to do so
They basically focus on their product mix
and the marketing tools
Catering quality and customer satisfaction
to the consumers

27. Criteria for selection of brands
distributed by Jade blue
 Brand status- should be equivalent to
jadeblue
Pricing- should be similar to jadeblue

28. Current promotion

29. Sample of ads
Recent Ads

30. Advertising media used
Print
Medium
Outdoor
Medium
Digital
Medium

31. Sales promotion

32. Research & findings
analysis of jadeblue.xlsx
a. 1. Mostly prefer to buy designer labels rather than
store-branded merchandise.
b.
2. fashion appeal is more important than quality for
most of them.
c. 3. Clothes are one of the most important ways
they have of expressing individuality.
7/1/2013

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