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E-Retail Vs Retail: Market Perspective forMen's Apparel Buying
Presented By: Neha Sharma1
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To provide qualitative insights to the Men's Apparels buyers in
e-retail industry through comparison of key market indices of
e-retail industry with that of retail (MBO Format) industry.
KEY METRICS OF COMPARISON:
Average MRP
Conversion Rate
Best selling brands
Sales distribution between top-wear and bottom-wear
OBJECTIVE
2
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PROJECT METHODOLOGY
DataCollection
Secondary Research to collect basic information of the apparelindustry and key indices of comparison.
Primary Research through questionnaires.150 male respondentswere chosen for survey,
DataAnalysis
Through statistical tools in MS Excel
DataValidation
Data validation by interviewing experts who have worked inmenswear category in both retail and e-retail industry.
Conclusions
Through comparison of data for e-retail with that of retail
Through expert review
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Jabong.com is a Rocket Internet venture.
Rocket Internet is fashion ecommerce business across several countries
under various names with leadership positions
- Zalando in Europe www.zalando.co.uk
- Dafiti in Brazil www.dafiti.com.br
- Lamoda in Russia www.lamoda.ru
4
JABONG.COMONLINE RETAILING OF FASHION PRODUCTS
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VALUE CONTRIBUTORS IN MENS APPARELCategory Value
Contribution
(In Crores)
%Wise
Trouser 22210 33%
Shirt 26810 40%
T-Shirt 7850 12%
Suits,jackets and
blazers
10110 15%
This shows that shirts (40%) has maximum value contribution in menswear market,
followed by trousers(33%).
Trousers
33%
Shirt
40%
T-shirt
12%
Suits,Jacket
s & Blazers15%
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VOLUME CONTRIBUTORS IN MENS APPAREL
Category Volume
Contribution
(In Pcs )
% Wise
Trouser 25.1 crore 32%
Shirt 40.2crore 51%
T-Shirt 11.4 crore 14%
Suits, jackets
and blazers
2.1crore 3%
This shows that shirts(51%) has maximum value contribution in mens apparel market
Trouser32%
Shirt51%
T-shirt14%
Suits,Jackets andBlazers
3%
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MENS TROUSER MARKET 2012Compounded Annual Growth Rate -13 per cent.
Value Contribution, Volume Contribution and Average Selling Price of Mens
Trousers in Mens Apparel Market
Value Rs 22210 crore
Volume 25.1 crore pieces
Average SellingPrice
Rs.884.86
This shows that maximum consumers buy
menswear at Rs.884.86
Mens Trousers contribute 25% in
Menswear Market.
MenswearMarket
75%
MenswearTrouserMarket
25%
Source: http://www.business-standard.com/india/news/kittrouser-market-for-men-in-india-2008/329846/8
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MENS SHIRT MARKET 2012Compounded Annual Growth Rate -9 per cent.
Value Contribution, Volume Contribution and average Selling Price of
Mens Shirt in Mens Apparel Market
This shows that average selling price in
menswear is Rs.666.91
Mens Shirt Market contributes
29% in Menswear market.
MenswearMarket
71%
Men's
ShirtMarket
29%
Value Rs 26810 crore
Volume 40.2crore pieces
Average Selling Price Rs.666.91
Source:http://www.business-standard.com/india/news/kit-shirts-market-for-men-in-india-2008/330414/
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MENS T-SHIRT MARKET 2012Value Contribution, Volume Contribution and average Selling Price of
Mens T-Shirt in Mens Apparel Market
Value Rs 7850 crore
Volume 11.4 crore pieces
Average Selling Price Rs.688.59
This shows that average selling price in
menswear is Rs.688.59
Mens t-shirt contributes 7% in menswear
market.
Menswear
Market
90%
Men's T-shirt
Market
10%
Source:http://www.businee-standard.com/india/news/kit-t-shirts-market-for-men-in-india-2008/330414/10
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MENS SUITS, JACKETS AND BLAZERS MARKET 2012Compounded Annual Growth Rate-16 per cent.
Value Contribution, Volume Contribution and average Selling Price of
Mens Suits, jackets and blazers in Mens Apparel Market
Value Rs 10,110 crore
Volume 2.1 crore pieces
Average Selling Price Rs.4814.28
This shows that average selling price in
menswear is Rs.4814.28
Mens suits, jackets and blazers contribute 9%
in menswear market.
Menswear
Market
93%
Men's Suits, Jacket and blazersMarket
7%
Source:http://www.business-standard.comindia/news/kit-men%60s-suits-jacketsblazers-market-in-india-2008/331756/11
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PRODUCT PREFERENCE
Denims 15%
Ethnic Wear
1%
Trousers
1%
Shorts
7%
Shirts
16%
T-shirts are largest contributor to the
Menswear Product Category that are
purchased online (60%), Jeans/Denims
(15%), Shorts/3-4th (7%), Ethnic wear
(1%), Trousers (1%), and shirts and
other sub-category form (16%) ofproduct categories that are bought
online.
Wider range of options available on the
online stores (particularly of latest
designs and new brands), good deals andconvenience seem to be the main drivers
for online sales.
T-Shirts
60%
FIGURE:PRODUCT
PREFERENCEINFERENCE
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PREFERRED PRICE RANGEAlmost half of respondents have
purchased for goods in a range between
Rs. 1000-Rs.3000, followed by Rs. 500-
Rs. 1000 (40%), and 11% have
purchased products that cost them more
than Rs. 3000.
Seemingly, people are reluctant to make
high value purchases.
Rs.500-Rs.1000
40%
Rs.1000-Rs.3000
49%
More thanRs.3000
11%
FIGURE:PREFERRED PRICE RANGE INFERENCE14
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E-RETAIL VS. RETAILBased on the data collected, the following table shows comparison between retail and e-
retail market perspective ofMens Apparel Buying.
AVERAGE SELLING PRICE
0
100
200
300
400
500
600
700
800
900
Retail E-Retail
Rs.850
Rs.573.33
Average Selling Price
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FOCUS
CATEGORIES
16
Trousers
33%
Shirt
40%
T-shirt
12%
Suits,Jacket& Blazers
15%
Denims
15%
Ethnic Wear
1%
Trousers1%
Shorts
7%
Shirts
16%
T-Shirts
60%
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KEY BRANDS
RETAIL
The key brands are selected after
interviewing experts.
UCB
Allen Solly
Adidas
Louis Philippe
Puma
E-RETAIL
These brands are arranged
according to the responses
collected through
Questionnaire survey.
Adidas
Puma
Spykar
UCB
Inkfruit
CONVERSION RATE Retail-20% of footfalls E-Retail-2% of website traffic
Source: http://www.businessweek.com/smallbiz/content/aug2009/s b20090831 392103 page 2.html17
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E-RETAIL VS. RETAIL : FINDINGSAverage Selling Price in retail is Rs.850 and in e-retail is Rs.556.67.
Conversion Rate in retail is 20% of footfalls and in e-retail is 2% of website
traffic.
The category in retail is shirts (40%) followed by trousers (33%) and in e-retail
it is t-shirts (60%), followed by shirts (16%).
The top-selling brands in retail are United Colors of Benetton, followed by Allen
solly and Louis Philippe whereas in E-retail the top-selling brand is Levis,
followed by Adidas. 18
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PRICE RANGE
Almost half of respondents prefer
to purchase t-shirt in a price range
between Rs.500-Rs.800, followed
by a price range below Rs.500
(39%). 11% of the respondents
prefer a t-shirt in a range of
Rs.800-Rs.1000 whereas the
remaining 3% fall under More
than Rs.1000. category.
More than Rs.1000
3%Rs.800-Rs.1000
11%
Below Rs.500
39%
Rs.500-Rs.800
47%
INFERENCEFIGURE: PREFERRED PRICE
RANGE 20
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BRAND
PUMA26%
UCB26%
ADIDAS18%
Fila18%
Inkfruit12%
The top 5 brands according
to survey are:
PumaUnited colors of Benetton
Adidas
Fila
Inkfruit
FIGURE: BRAND
PREFERENCEINFERENCE
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COLOR
The top five preferred colors
by respondents were:
Black
Blue
Grey
White
Green
FIGURE: COLOR
PREFERENCE
INFERENCE
Black32%
Blue27%
Grey24%
White9%
Green8%
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TYPE OF T-SHIRT
Hoodie Pullover
3%
Crew Neck
43%
V-Neck
24%
Hoodie Zipped
6%
Polo Neck
24%
Crew Neck t-shirts (43%) are the
most preferred type of t-shirt
followed by Polo Neck (24%) and
V-neck (24%).
FIGURE:STYLE OF T-SHIRT INFERENCE
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STYLE OF T-SHIRT
Printed52%
Striped
10%
Solids28%
Embroidered5%
Dyed5%
More than half of the respondents
prefer printed t-shirts followed by
solids (24%) and striped
(24%).Embroidered and dyed t-
shirts are comparatively less in
demand according to respondents of
the survey.
FIGURE: STYLE OF T-SHIRT INFERENCE
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TYPEOF PRINT
Cartoon
13%
Graphics
34%Photographs
5%
Slogans
24%
Art
24%
As we have seen that, more than
50% consumers prefer printed t-
shirts, so it is necessary to know
about the kind of print preferred
by consumers.
34% of the consumers like
graphics as a print, followed by
slogans (24%) and art prints
(24%).13% like cartoon prints and
5% prefer photographs as prints.
FIGURE: TYPE OF PRINT INFERENCE25
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SIZE
S
3%
M
51%L
23%
XL
23%
Medium size t-shirt is preferred by
51% of the respondents followed by
large size (23%) and extra large
size (23%).
FIGURE: SIZE
PREFERREDINFERENCE
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SLEEVES PREFERRED
87% of respondents prefer short
sleeve t-shirt whereas only 13%
prefer long sleeve t-shirt. None of
the respondent of the survey prefers
sleeveless t-shirt.
FIGURE: SLEEVES INFERENCE
Long Sleeve
13%
Short Sleeve
87%
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CATEGORY
80% of the respondents prefer casual
wear t-shirts, followed by sportswear
(15%) and work wear (5%).
FIGURE: CATEGORY INFERENCE
Sports wear, 15%Work wear,5%
Casual wear, 80%
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T-SHIRT ANALYSIS-JABONG TRENDTOP COLORS
BLACK28%
BLUE
27%
GREY18%
WHITE
18%
RED
9%
The top five preferred colors by
respondents were:
1. Black
2. Blue
3. Grey
4. White
5. Red
FIGURE:TOP COLORS INFERENCE
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TOP BRANDS
PUMA
32%
FILA
22%
UNITEDCOLORS OF
BENETTON22%
ANGRY BIRD11%
ADIDAS13%
The top brands according to
survey are:
1. Puma
2. United colors of Benetton
3. Fila
4. Adidas
5. Angry Bird
FIGURE:TOP BRANDS INFERENCE
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SIZE
M
37%
L
31%
XL18%
S
14%Medium size t-shirt is preferred by
37% of the respondents followed by
largesize (31%) and extra large size
(18%).
INFERENCEFIGURE: SIZE
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CATEGORY
CASUAL82%
FORMAL10%
SPORT &ADVENTURE
8%
82% of the respondents prefer casual
wear t-shirts, followed by formalwear
(10%) and sportswear (8%).
FIGURE: CATEGORY INFERENCE
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PRICE POINTS
62% of respondents prefer to
purchase t-shirt in a price range
below Rs.500; followed by a pricerange between Rs.500 to
Rs.800(22%),Rs.800Rs.1000
(11%) and above Rs.1000 (5%).
BELOW Rs.500
62%
Rs.500-Rs.80022%
Rs.800-Rs.1000
11%
AboveRs.1000
5%
FIGURE: PRICE POINTS INFERENCE
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CONSUMER TREND VS.JABONG TRENDCOLOR
BRANDS
BLACK28%
BLUE27%
GREY
18%
WHITE18%
RED9%
PUMA32%
FILA22%
UCB22%
ANGRYBIRD
11%
ADIDAS
13%
PUMA26%
UCB26%
Adidas
18%
Fila18%
Inkfruit12%
Black32%
Blue27%Grey
24%
White9%
Green8%
36
CONSUMER TREND JABONG TREND
SIZE SS
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CATEGORY
PRICE POINTS
M37%
L31%
XL18%
14%
Casual82%
Formal
10%
Sport &adventure
8%
BELOWRs. 500
62%
Rs.500-Rs.800
22%
Rs.800-
Rs.100011%
Above
Rs.10005%
More than Rs.1000
3%
Rs.800-Rs.1000
11%
Rs.500-Rs.800
47%
Below Rs.500
39%
3%
M51%L
23%
XL23%
Casual wear, 80%
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Sports wear, 15% Work wear, 5%
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RECOMMENDATIONS
Based on the research so far, one sample buy plan for T-shirts was created to
encapsulate all the findings so far, some of which are highlighted below:
Casual wear graphic printed T-shirts constitute the majority of the online T-shirt
purchase
Customers mostly buy T-shirts between Rs.500- Rs.800.
Crew Neck short sleeved T-shirts are most popular
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CONCLUSION
Conclusions are derived through comparison of key market indices of
e-retail industry with that of retail industry and in order to provide
qualitative insights to
Men's Apparels buyers in e-retail industry
Buyers shifting from retail to e-retail industry, and, New-comers in the retail and e-retail industry which can help in taking
buying decisions
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SUGGESTIONS :-AFTER COMPARING JABONG.COM WITH OTHERE-RETAILING SITESTie-up with caf coffee day.- Dealsandyou.com.
Awareness by messaging consumers and giving them daily update,whats new, sales/discounts.- Fashionandyou.com.
Queries should be answered as soon as possible in order to build trust
among consumers and for that an online chat facility can be made
available on the website, so that consumers can ask about their queries.-lenskart.com
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Online Community-The following model shows the process of creating an
online community. -Inkfruit.com
Jabong.com
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To increase the visibility or reach of Jabong.com and to advertise theIPL T-shirts on Jabong website ,t-shirts can be named as Adidas Pune
Warriors T-shirts. Jabong.com
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