Consumer perception and Brand analysis of Women’s
wear in Indian Market :- A case analysis of Allen Solly
Introduction
WOMENS WEAR MARKET: INDIA
The women’s wear market in India has the potential to
grow into a Rs 61,572 crore market size by 2010. Maturing
at the rate of 15.2 per cent, as compared to the growth of the
total apparel sector at 14.7 per cent, women’s wear has
enjoyed a steady 32 per cent market share. In fact, it is the
segment that currently shows the highest growth rate among
all major apparel segments.
India’s domestic fashion market for apparel, textiles and
fashion accessories is currently worth Rs 113,500 crore,
which is 9 per cent of the overall retail market (Rs 12,00,000
crore/US$270 billion) as per the India Retail Report 2007.
The country's organized retail market is worth Rs 55,000
crore, with apparel, textiles and fashion accessories
accounting for 39 per cent, registering a steady year-on-year
growth of 10.7 per cent for the past couple of years. Of the
total Rs 113,500 crore fashion market size, women’s wear
accounts for 29 per cent share. Second only to the
menswear segment, the women’s wear market in the country
has enjoyed a robust presence with a steady 32 per cent of
market share. Excluding uniforms and unisex apparel, the
market share of major apparel segments (menswear, women
swear and kid swear) in 2006 stood at Rs 91,950 crore, with
women swear accounting for more than 38 per cent of the
pie at Rs 34,960 crore.
Women’s wear is also the segment that currently shows
the highest growth rate among all major apparel segments –
at more than 15 per cent (15.2 per cent to be exact). One
realizes the significance of the segment’s development in
light of the fact that the growth of the total apparel sector
stands at 14.7 per cent over last year's performance.
The fashion industry survives, thrives mainly due to the
womenfolk. The variations in women wear available are
almost impossible to enumerate. Women wear includes a
large range from women’s clothing to footwear, fashion
jewelry, fashion bags. Fashion gloves, sunglasses, hats,
shawls etc.
Women’s apparels are the items that are making their own
place in the standard market. These women’s apparel are
the clothing items that are available in different variety,
designs, color and sizes. The different category of women’s
clothing includes evening wear women’s, women’s formal
wear, casual women’s apparel etc. The different types of
women’s clothing includes skirts, wrap around skirts, pants,
cropped pants, jeans, tops, turtleneck tops, jackets, leather
garments, shirts, capris, sarongs, ponchos, lace wear,
designer lingerie gowns, blouses, sarees, salwar-kameez
and dupattas. They would use all their aesthetic skills to
choose from these.
When we talk about Indian traditional women’s clothing
then we can easily include salwar kamiz, sarees, duppatas
etc. Which can be worn as casual wear, formal wear or
evening wear. All of these clothing items have won
thousands of hearts since ages. These are easily available
in number of clothing shop in variety of designs and style.
When it comes to looking for bridal wedding apparel that is
both exquisite and exclusive wedding sarees appear as an
obvious answer. Wedding sarees and lehnga cholis are
available in a variety of colors and designs.
Women always find a way to dress for an occasion. When
one refers to women’s formal wear or evening wear they are
talking about long dresses which touch the ground or
cocktail dresses. The ideal fabric for women formal wear
would be silk, satin, velvet or crepe. When one is undecided
about an appropriate color - black is always a safe choice,
as it looks dressy and smart. Red is another color of choice however some women shy away from choosing it. Lace is
also a fabric of choice for women’s formal wear. It could go
as a full gown or a dressy separate with a smart satin skirt.
Sequined gowns have also found favor as women’s formal
or evening wear. A sequined blouse along with a satin skirt
also makes the wearer look elegant.
When expressions to be searched after are elegance and
exclusivity the obvious answer that comes to the mind is
embroidered fabrics. Embroidery basically refers to the art or
handicraft of decorating fabric or other materials with
designs stitched in strands of thread or yarn using a needle.
Embroidery ladies apparel is evergreen fashion amongst
ladies. Embroidery ladies apparel can be worn socially,
formally as well as in parties and wedding.
To match with their choice of clothing, women choose
boots, sandals, shoes, gloves, hats, stockings, jewelry, bags
etc. Women wear separate apparel for a celebration, office
or formal wear and casual wear.
RESEARCH METHODOLOGY
The main aim of collecting primary data was to analyze
the perception of women as regards to formal wear. The
brand personality of Allen Solly Women’s wear was to be
determined.
The research was both exploratory and descriptive in
nature. The data was collected from primary as well as
secondary sources of information.
(1) Sources of primary data:
Primary data was collected through questionnaires which
were filled by the female students of SMVDU. The type of
sampling was Convenience sampling since the population
elements selected for inclusion in the sampling were on
the basis of ease of access.
Sample size: 50 respondents
(2) Sources of Secondary data:
Secondary data was collected from different sources like
internet, books, magazines, and Journals
Opportunity in Women’s wear market
It’s the era of power dressing for the new independent
woman. Chic business suits, pin-striped trim trousers,
snazzy short jackets to fitted shirts — the czarinas of the
corporate world are sporting the male silhouette with great
élan. The most integral aspect of a woman’s life has
undergone a ravishing revamp — her wardrobe.
When Madura Garments set out to make purple as an
acceptable colour to wear at boardroom sessions it was not
simply setting a new fashion trend but also sending a subtle
message of change in corporate outlook. The company was
dressing up to be the numero-uno in the branded readymade segment in the country than being a supplier to some
of the best known international brands from India. Many
seasons of fashion have came and gone since then and the
company has emerged as the trend setter for ready-made
garments in the country with its brands becoming almost
household names. Take out any major brands — Louis
Philippe, Allen Solly, Van Heusen, Peter England, Byford,
and Elements— all belongs to the stable of Madura
Garments, the wholly owned subsidiary of Indian Rayons and
Industries Ltd. The growth rate of 25 per cent per annum in
the initial years of its inception has more or less settled to 15
per cent growth per annum. Says Prakash Nedungadi, the
engineer turned CEO spearheading the operations of Madura
Garments, says the entire strategy boils down to three things:
“thrust on international styling, top quality and an eye for
detail”.
The company has also chalked out a strategy of focusing
on consumer value, brand building and operating efficiencies
to overcome the short term challenges. Strengthening global
presence through continued focus on contract exports and
enhanced branded exports through entry into new market are
other keys element of the strategy.
Getting tech savvy is a key feature of improving
operational efficiency. The company — the first in the country
— will be deploying SAP’s apparel and footwear ERP
solution in this regard. The project costing Rs 10 crore is
expected to bring down costs of managing supply chain
substantially.Of the estimated Rs 43,000 crore apparel
market, the potential for formal outerwear has been pegged
at Rs 5,000 crore of which 90 per cent is from tailored
outerwear. This market is expected to touch Rs 10,000 crore
over the next few years with ready made tracing a CAGR of
41 per cent, according to market reports.
RATIONALE BEHIND EXTENSION INTO WOMEN’S
WEAR MARKET
Allen Solly conducted a market research which showed
that the retailers were selling more men's trousers in the 26-
28 sizes because more women are buying these trousers for
themselves. This was one of the factors that prompted
Madura Garments to extend its Allen Solly brand to women. It
was seen that partners were constantly asking for lower size
trousers for women.
Before venturing into this new segment, the company
undertook a nationwide research through Indian Market
Research Bureau (IMRB). One of the main points that came
up was the paucity of right fits in the market today. Research
also showed that the Indian woman's fit was different. Its
findings revealed that despite women being a sizeable work
force, heading offices and changing the way business was
done, work clothes didn't seem to have kept pace with them.
While they loved ethnic wear, they found it cumbersome,
elaborate and layered, and it tended to sag and fade. As for
the Western apparel that was already in the market, its
unsuitability to Indian builds and lack of international styling
put them off. Allen Solly was probably the first brand in India
in its genre, to launch a business line for women. Says,
Sooraj Bhat, brand manager, Allen Solly, “The rationale was
fairly simple and straightforward. Women were beginning to
make their mark in corporate circles. While this
metamorphosis was taking place, there were hardly any
choices available for women to reflect the changing attitude.”
Allen Solly gambit is its offer of various fits for the Indian
woman who, according to the company, falls into one of four
body types. Comfort, straight, trim and regular are the various
fits offered. The trousers range in sizes from 26 to 36 inches,
with a 38-inch trouser in the pipeline. The comfort fit was
reportedly a hit as women looking for Western clothing in
large sizes found something for them here.
The brand also prides itself on its high quality fabric, a
variety of colors and designs and pricing. The fabric includes
cotton and cotton blends as well as tencel, polynosics, lycra,
rayon blends and soft acrylic, which suit the demands of
today's busy work environment. Knitted tops range in price
from Rs 499 to Rs 999, woven tops from Rs 599 to Rs 999.
Trousers are in the Rs 799-1,099 range.
Allen Solly's clothes will target the woman who wears
Western outfits to work once or twice a week. This woman is
also in the 22-40 year age group and self-assured. The range
was initially test launched in Bangalore, Hyderabad, Kolkata
and Kochi.
The company conducted surveys on Indian work culture,
which has changed in the last 10 years. Various factors such
as more women in the work place, in challenging jobs, which
include long-haul travel, were indicators of the need for
Western wear. The research showed that the
segment is
estimated to be round about Rs 6,000 crore (saris and salwar
kameez included). He said that the market size of Western
wear was around Rs 600 crore. This segment is expected to
grow in the next few years, he said.
Allen Solly is launching its women’s wear collection with a
special focus on the seasons of Autumn and Winter. Allen
Solly is coming out with jackets, both semi-formal and casual.
The women’s wear range is made for fabrics such as
polyester, micro and fleece, which are high on comfort and
durability.
The knitted tops, in the light to heavy-knit range, are priced
from Rs 499 to Rs 999. The woven-tops range is priced
between Rs 599 and Rs 999. The trousers range starts at Rs
799.
LATERAL AND VERTICAL MARKET DEMAND FOR
“ALL
S.no.
MARKETS
EN
Formal
Casual
Wear
Wear
SOL
LY”
1.
MALE:
(a)
Trousers
(b)
T-Shirts



(c)
V
E
R
T
I
Cargos
LATERAL
2.
FEMALE:
(a)
Knitted Tops
(b)
Woven Tops
(c)
Shirts
(d)
Trousers
(e)
Jackets
MARKET

C
A
L
M
Findings & Analysis
A
R
K
E
T
1) Occasions which require you to be formally dressed
50
45
40
35
30
25
20
15
10
5
0
Analysis:Out of the given options,most of the respondents
preferred to wear formals at the time of interviews,presentations and
conferences
2) Preference for formal wear apparel
30
25
20
15
10
5
0
Formal trousers
Saree
Blazer n
trousers
Salwar kameez
Skirt suit
Analysis:Formal trousers were the preferred choice for
formal wear.
3) Apparels you prefer to wear to work
40
35
30
25
20
15
10
5
0
Formal
trousers
Saree
Blazer n
trousers
Salwar
kameez
Skirt suit
Casual
(jeans,top)
Analysis:The respondents preferred to wear Salwar kamiz
and Formal trousers
4) Attributes represented by formal wear.
40
35
30
25
20
15
10
5
0
Analysis:Most of the respondents percieved that formal
wear represents a sophisticated personality and is a sign of
elegance.
5) Usage of branded clothes
No
6%
Yes
94%
Analysis:Out of the total respondents,94% purchased
branded clothes
6) Preference for shopping for formal wear
40
35
30
25
20
15
10
5
0
SBO
MBO
Tailored
Boutiques
Analysis:Most of the respondents got their formal clothes
from Multi Brand Outlets.
7) Frequency of purchase of formal wear
Fortnightly
2%
Yearly
30%
Monthly
14%
Two monthly
14%
Four Monthly
14%
Half Yearly
26%
Analysis:Most of the respondents preffered to buy formal clothes
once in a year.
8) Expenditure on purchase of formal on each shopping trip
<Rs 1000
10%
<Rs 3000
22%
Rs 1000-2000
32%
Rs 2000-3000
36%
Analysis:Most of the respondents spent more than Rs1000 on each of the
shopping trips.
9) Familiarity with the brands
60
50
40
30
20
10
0
Allen Solly
Wills
Ms Players
Louis Vuiton
Analysis:Most of the respondents were familiar with the Allen Solly
and Wills brands
10) Personality traits describing Allen Solly best:
Value for money
Expensive
Sophn & Fashion
Professional
Variety
Durability
Glamorous
Unique
Image
Quality
Feminity
Elegance
Style
0
5
10
15
20
25
30
35
40
Analysis:According to the respondents,the brand Allen Solly is
someone stylish,professional,elegant ,sophisticated and fashionable
BRAND PERSONALITY PENTAGON FOR
“ALLEN SOLLY”
STYLISH
PROFESSIONAL
ELEGANT
sophisticat
FASHIONABLE
Comparative analysis between Men’s & Women’s wear
Readymade clothes in the men’s segment include brands
like Louis Phillp, Van Heusen, Park Avenue and
Zodiac.Zodaic was probably the earliest of brands to create
a personality in this segment with its iconic model
symbolizing formal, elegant and professional looks. As in
certain other categories, the pioneering brand did not
probably use early entry advantage and Park Avenue, a later
entrant, was successful in creating the personality, of a welldressed and successful corporate professional. Allen Solly
,with its semi-formal approach of Friday dressing appealed
to “innovative, experimentative , non-conforming and casual
executives in software companies and advertising agencies
.Raymond, after hammering down its USP of being a “guide
to a well-dressed male “during the eighties, created “the
complete man “during the nineties.
In case of women’s wear, initially there were two brandsVimal and Garden-which successfully attempted a different
brand personality orientation during the eighties. Vimal was
portrayed as lively, other-directed and full-of-verve, and
Garden was oriented towards ’proud, aloof and distinctively
classy’. Both the brands did not seem to have sustained the
respective personality association after formulating them in a
very creative manner. As a number of personality
dimensions have been explored and used in the
fabric/ready-made category, it would be a challenge for new
brands entering the category; it would be a challenge for
new brands entering the category to cultivate a distinctive
personality.
CONCLUSION & SUGGESTIONS
 Nowadays there is an increase in number of women in corporate, due
to which the trend is shifting in such a way that there is a huge
untapped potential in the formal women’s wear markets, so the focus
of the big brands is shifting towards women’s wear. The research
conducted by Madura Garments showed that women were buying the
formal trousers meant for men since there was no specific brand
which could cater to their needs, which prompted Madura Garments
to venture into women wear.
 Formal wear is preferred by the women at work.
 Allen Solly enjoys a favorable opinion in the minds of people as its
personality has been associated with style, elegance, sophistication
and fashion.
 The brand Allen Solly has been described as a brand possessing
attributes like style, elegance, sophistication and fashion, so the
company can reinforce these attributes in the advertisement campaign.
 Allen Solly should include offer other types of fabrics for formal
trousers like sand silk.
REFERENCES
Websites:

www.maduragarmentscom

www.allensolly.com

www.hinduonnet.com

www.adityabirlanuvo.net

www.icmrindia.com

www.indianrayon.com
Magazines and references

Case folio on advertising

Customer Behaviour-A Management Perspective: by Sheth and Mittal

Consumer Behaviour –by G.Schiffman and Lazar Kanik

Marketing Management: Philip Kotl