This document discusses the business of Cool Deals on Designer Wear, which is an online fashion portal started by Radhika Dhawan that sells discounted Indian designer clothes. Some key points: - Radhika started the business in 2008 after getting experience in retail management in the UK and working for an Italian fashion brand. - She saw a gap in the market to sell Indian designer clothes online. The business model involves selling samples and surplus inventory from previous seasons at heavy discounts. - Radhika raised an initial capital of Rs. 5 lakhs from family and friends and partners with several Indian designers to source inventory. She aims to make designer fashion more accessible through online sales and

1. Cool deals on designer
wear
Barot Krishma K. (11MBA004)
Patel Shivangi H. (11MBA068)

2. IDEA LINE
• Sell Indian designer clothes at a discount.

3. About Radhika Dhawan
• She is 26 year girl who always had a
fascination for the fashion industry which
reflected in her academic and career choices.
• She went to UK for a post graduate course in
retail management.
• She loved online shopping.
• She loved her job in GAS Italian fashion
brand. But she wanted to do something on
her own.

4. Business At Glance
• Starting capital Rs. 5 lakhs.
• Raising money by loan from family and friends.
• First customer at first exhibition was “target
customer”, a fashion conscious individual and an
a lister in town.
• The fact that people were present outside
the venue of her exhibition before an hour.
• Biggest difficulty is to getting more designer to
partner with her.

5. Business Idea
• Finding Gap:
• While online shopping she couldn’t find any Indian
designers online even though the Indian fashion
scene booming.
• With an entrepreneurial background, she saw no
reason why she couldn’t be the one to change that.
It is for her the perfect blend of fashion and
business.
• So with an understanding of the international and
Indian fashion scenario, she decided to start her
own e-commerce company in 2008, retailing multi-
designers and catering primarily to women.

6. Business Strategy
• She started fleshing out the idea-of selling
finished samples.
• Stocks from previous seasons and export
surplus of designer clothes at heavy discounts.
• She got the help of her mother, who used to be
the head of corporate communication at
Raymond, and her father, who is a manufacturer
and exporter of leather goods.

7. Fashion Portal
• Radhika Dhawan, director of First Row, an
online fashion portal and a boutique.
• Ludhiana in the course of some fashion
research. She was holding an exhibition of
designer garments.
• To observe the buying behavior of the rich and
flamboyant women of Punjab.

8. Marketing Plan
• An important aspect of her marketing plan was
the setting of pop-up stores across the country.
• She realized that to make fashion accessible
and affordable to women who only thought of it
as inspirational and to help them overcome the
intimidation of walking into a designer store.
• It was important to give them the touch and the
feel of the products.

9. First Step towards Business
• Setting up the e-commerce venture, she first
started First Row’s “Super Special Designer
Sales” or the boutique.
• A multi-designer boutique targeting metros and
smaller metros. Though the client was very
niche.
• She quickly learnt that while money was hardly a
challenge in small towns, availability and choice
certainly wear.

10. Hurdles in Radhika’s Path
• Two major hurdles:
1. people rarely bought designer
wear, unless it was for an occasion.
2. It was going to be a challenge to break
into a brick-and-mortar dominated
market.
“I didn’t get into it this won’t work. I want
to make this work any how.”

11. Covered Cities
• Ludhiana
• Chandigarh
• Ahmadabad
• Pune
• Hyderabad

12. Business Tie ups
• Narendra kumar
• Gauri and Nainika
• Gaurav Gupta
• Rajesh Pratap singh
• Rohit Bahl
• Malini Ramani
• Varun Bahl

13. THANK YOU