Situational analysis

Jade blue

ABOUT THE COMPANY

Company name:-Jade blue

Established in:-1981

Brand name:-Jade blue

Founder:-Mr. Jitendra Chauhan & Mr. Bipin

Chauhan

Business type:-Retail

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

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

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.”

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.”

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’

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

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.

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

Current product range

Formals

Casuals

Accessories

Dulha collection

Club wear

Indo- western

Tailoring services

Brands offered

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 ofaverage size. The gross margins in the business arearound 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

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.

About the market

• Current size of the market and future

growth:

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

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…

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.

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.

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

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

• 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

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

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

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

Criteria for selection of brands

distributed by Jade blue

Brand status- should be equivalent to

jadeblue

Pricing- should be similar to jadeblue

Current promotion

Sample of adsRecent Ads

Advertising media used

Print Medium

Outdoor Medium

Digital Medium

Sales promotion

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

7/1/2013