Competition Mapping & Understanding consumer buying behaviour of High value shirts High Value shirts( Rs.4000 and above) Presented by: Rachit Seth Couse : PGFM(Merchandising)
Research Objective(s) Understanding the consumer buying pattern and the competition assortment for high value shirts Specific Objectives SS 16 Competition Mapping Identification of factors which are critical for buying of same.
In 1930, The three brothers, Kasturbhai, Narottambhai and Chimanbhai, decided to set up a mill called Arvind Limited In 1987, Arvind enters the export market for Denims Arvind Timeline From 1993-2004,Arrow and other 10 brands were added to their list of brands. Till 2014 ck,hanes,tommy Hilfiger,mossimo, nautica and more brands were added. In 1934,Arvind establishes itself amongst the foremost textile unit of the country In 1991,Arvind emerges as the third largest manufacturer of Denim In 2010,The Arvind Store was launched. Source: Arvindbrand.com
Arrow Timeline In 1851, A small collar manufacturing company later gives rise to ARROW Till 1918, 400 collar varieties were offered In 1945, ARROW launches the biggest collar of size 27.5 X5 The Arrow Collar Man was introduced in 1905. In 1932 ARROW did advertisements for underwear and handkerchief. In 2004, PVH acquires ARROW Source: Arrowlife.com
Research Methodology Secondary Data 1 2 3 Primary Data(Customer Interview) Factor Formulation basis Customer Interview 6 5 4 Findings and Suggestions Survey and Data Analysis Questionnaire Creation
Scope Revamp of high value shirts Product Development Competition understanding Limitations Geographical extent Limited sample size- 150 Respondent(s) Respondents(s) reluctant to answer question(s) may result in biased estimates.
Competition Mapping
BLACKBERRY Price Fits Fabric Style Colours options 3445 Smart fit and slim fit 3995 Smart fit 3995 Smart fit 4495 Smart fit 4495 Smart fit 4995 Smart fit and slim fit 2 ply 120s Giza 2ply 120s Giza 2ply 120s Giza 2ply 120s Giza 2ply 120s Giza 2ply 120s Giza Structured weave with little shine Blue 1 3d structured Blue 1 Structured weave with little shine Grey and Mehroon Blue check on White solid base White, Blue 1 Dobby,Structured White 1 Some pattern fine embroidary on White base 2 White 1 7
BLACKBERRY Polyester Buttons
BROOKS BROTHER Price Fits Fabric Style Colours options 6900 Milano(Slim Fit) and Regent fit ( Regular Fit) American supreme Pin Strips, blue stripes, solid, structured pink, lavender, grey 15 10990 Milano(Slim Fit) and Regent fit ( Regular Fit) American supreme Broad Stripes on white base, Solids, Plaid grey, blue 15 12990 Milano(Slim Fit) and Regent fit ( Regular Fit) American supreme Gingham checks,sripes,solid white,grey,li ght blue 4 15990 Milano(Slim Fit) and Regent fit ( Regular Fit) American supreme Structured dobby weave, solid off white color Off white, Light grey, 4 38
BROOKS BROTHER Rs.10990 Rs.12990 Rs.6990 Wrinkle free and Non-Iron shirts. They offer Button Down, Cut Away and Classic Collars. Supreme Cotton Fabric made in Malaysia. Shirts are made in USA. Polyester Buttons Image Source: Brooksbrother.com
Louis Philippe Price Fits Fabric Style Colours options 4400 Futura Fit and Tailored Fit 2 ply 140's Giza Cotton Fill-a-Fills,structured, Stripes, Small Checks Pink, Peach, Blue, Yellow 4900 Futura Fit 2 ply 100s Cotton Structured dobby weave Pink 1 4900 Futura Fit and Tailored Fit 5900 Tailored Fit 5900 Futura Fit Tailored Fit 5900 Futura Fit and Tailored Fit 5900 Tailored Fit 6900 Futura Fit 6900 Tailored Fit 6900 Tailored Fit 6900 Futura Fit and Tailored Fit 7900 Futura Fit 2 ply 120's Giza Cotton 2 ply 140s giza 1 ply 100s giza 2 ply 100's, 2 ply 140s Giza 2 ply 120s Giza 2 ply 120s giza Cottonlficio Albini,finest itallian Fabric 1 ply 100s Giza 2ply120's Giza Cotton Superfine 1/100s giza Gingum Checks, Green and white checks, Solids White base, pink and blue yarn dyed checks Diamond shape structured dobby weave Mix of strips, yarn dyed pink and blue checks Lavender oxford with contrast color cuff lining Lavender and white stripes, Dobby Weave Base light Blue and some structure print of dark blue, Peaching was done to soften the fabric Blue white Gingham checks and white collar and cuffs Blue white Gingham checks and white collar and cuffs White base Pink yarn dyed check and Blue colored small circle dobby weave Pink, Peach, Blue,White, Black 5 23 Pink Blue 1 Blue and White 2 white, Blue 9 LAvender 1 LAvender 1 Light blue 1 Blue 1 Blue, pink, Lemon 5 Pink 1 7999 Times Fit 100 % Linen Floral fine Emb. on Dark Blue base Dark blue 1 52
Louis Philippe Rs.4900 Rs.5900 Rs.5900 Rs.4900 Rs.7999 Rs.5900 Rs.6900
Park Avenue Brand Price Fits Fabric Style Colours option s Park Avenue 4999 slim Fit 2 ply Giza colored Twill Weave Blue and Lavender 2 Park Avenue 4999 slim Fit 2 ply Giza White stripes on Dark blue solid Blue,white 1 Park Avenue 4999 slim Fit 2 ply Giza color structured Lemon,white 1 Park Avenue 5999 slim Fit 2 ply Giza Solid Dark blue 1 Park Avenue 5999 slim Fit 2 ply Giza Oxford LAvender 1 Park Avenue 6999 slim Fit 2 ply Giza Yarn dyed checks on White twill base White 1 Park Avenue 7999 slim Fit 100 % Linen Solid White 1 8
PARK AVENUE Rs. 4999 Rs. 4999 Rs. 5999 Rs.6999 Mother of Pearl buttons. Shirts are offered with a Pocket square. Handcrafted Tag is attached along with a shirt.
Van Heusen Price Fits Fabric Style Colours options 3999 custom Fit and Regular 100% Giza Cotton Structured dobby weave Lemon,Pink 2 4499 Custom Fit and Regular 100% Giza Cotton Pink colored dobby on white base. 3d structured dobby weave, Lavender color with classic collar. Small circle structured of dual shade on purple. Blue, Purple, Lavender, White, Lemon 6 4999 custom Fit and Regular 100% Giza Cotton Multi colored dobby on white base. Jaquard. White, Lavender 3 6999 custom Fit and Regular 100% Giza Cotton Brown color Floral Print on white base. Blue color star art print on light pink dobby weave fabric white, Light Pink 2 13
Van Heusen Rs. 4499 Rs.3999 4499 Rs. Rs. 4499 Rs.4499 4499 Rs. All shirts are offered with cufflink Mother of Pearl buttons Woven in Europe
Raymond Price Fits Fabric Style Colours options 3999 Contemporary Fit 100% Structured dobby weave Blue 1 3999 Contemporary Fit 120s Dobby,Structured Blue, white, Lemon, 5 Lavender 4299 Contemporary Fit 100% Linen Pink colored stripes on White solid base White,Pink 1 4499 Contemporary Fit 100% Black checks on white solid White 1 4599 Contemporary Fit 120s Structured dobby weave Grey 1 4999 Contemporary Fit 100% Color stripes on white solid light blue and dark blue 2 4999 Contemporary Fit 100% White blue dobby weave with Uv Protection, Crease Resistance and dust repellent White 1 4999 Contemporary Fit 100% wool Black colored hounds tooth print on Red and Green solid color 2 5499 Contemporary Fit 100% Structured dobby weave Blue 1 6999 Contemporary Fit 100% Structured white and blue 2 9999 Contemporary Fit 230s Mesh Weave Blue, Lemon and Red 3 20
Consumer Survey Sample Size : 150 Primary Data: UB city, 1 MG mall, Taj Vivanta, The Park, The Oberoi, Orion Mall, Forum Mall Target Market : 25 Years and Above
Age and Occupation of Respondent(s ) 41 and above 50% 25-30 9% 31-35 16% 36-40 25% Private sector:middle Level 7% Private sector: Top level 25% Private sector: Junior Level 2% Business 39% Professional 9% Politician 11% Government Sector 7% 50% of respondents are 41 years and above. Most of the respondents are either Businessmen(39%) or Private sector: Top level executives(25%)
Purpose of purchase Discounts and Offers 22% Impulse 6% Business Trip 33% Festive 9% Wedding or Ceremony 30% Gift 26% Self 74% Most of the respondents purchase high value shirt either for Business Trip or Wedding/ Ceremony 74% of Respondents prefer to shop for themselves
Brands Brand Preference Ranks Weighted Mean 1 2 3 4 5 6 Louis Philippe 34 32 22 8 6 1 4.65 Blackberry 31 24 15 12 7 0 3.96 Arrow 15 10 19 37 16 7 3.48 Van Heusen 5 18 34 16 14 13 3.28 Raymonds 16 7 15 13 19 0 2.55 Park Avenue 4 8 6 16 28 38 2.19 Louis Philippe is the most preferred brand. Arrow is at third position which covers 17.31% of respondents Park Avenue is the least preferred brand. 23.13 19.67 17.31 16.87 12.67 10.87 louis philippe Blackberry Arrow Van Huesan Raymonds Park Avenue
Factors affecting purchase of high value shirts 19.9 18.68 16.45 15.41 13.02 9.63 6.88 Design and Finishing Fit and Comfort Fabric Brand Logo Price Color options Packaging
Parameters Fabric Silk 5% Sleeve Style linen 31% Cotton 64% Full 73% Half 27% Design Prints 6% Solids 47% Check 19% Stripes 28%
Fit Slim 47% Regular 53% Collar Cutaway 51% Wing 5% Mandarin 10% Button Down 34% Cuffs French 21% 1 Button 37% 2 Button 42%
Satisfaction Level of Arrow Customers regarding shopping experience of High value shirts Sample Size : 50 Respondent(s) Primary Data: Arrow stores ( Brigade Road and Orian Mall)
Neutral 22% Disagree 6% Strongly Disagree 0% Strongly agree 28% Strongly Disagree 0% Disagree 40% Strongly agree 0% Agree 12% Agree 44% Neutral 48% Value For Money Strongly Disagree 2% Strongly agree 16% Design Varities Disagree 30% Agree 24% Neutral 28% Color Options
Comfort Disagree 0% Neutral 20% Strongly Disagree 0% Strongly agree 26% Disagree 0% Strongly Disagree 0% Strongly agree 22% Agree 54% Neutral 28% Agree 50% Strongly Disagree 0% Strongly Agree 2% Agree 6% Quality Of Fabric Disagree 55% Neutral 37% Packaging
Suggestions More Depth should be added to high value shirts. Design Varieties and Number of color options should be increased. More White color options should be added. More of Dobby/Structured options and less of broad check/stripes. A self explanatory collection tag should be attached along with the shirt Complimentary accessories ( like cuff links, Pocket square should be given along with a shirt to increase customer base. Packaging should be improved to make it attractive and reusable