Вы находитесь на странице: 1из 14

Trends in Mens Accessories

In 2015, apparel accessories continued to post


strong growth in India. Apparel accessories
registered a retail value growth of 15% in 2015
with sales touching Rs23 billion
Consumers looking out for style find it easier to
spend on apparel accessories due to the
affordability factor.
Belts registered the fastest retail value growth of
18% in 2015 with sales touching Rs13 billion,
accounting for 56% of all apparel accessories sales
Psychological
Study
in 2015.
Reflective fashion : . People are drawn to clothes
which can reflect their liking , opinion.
Comfortable is Stylish.
Fashion is like an asset, for the personality. Young
working professionals are willing to take fashion

Statistics

Category

Price

Belts

499-1999

Ties

499-1299

Cufflinks

599-1499

Pens

499-2999

Competitor Analysis
Shoppers Stop

Max Fashion

UCB

Positioning

Style and Quality

Value Fashion

High quality and

Target Consumer

Middle class and


Upper middle class

Middle class and


Upper Middle class

Upper Middle class


and Upper Class

Merchandising mix

Multi brand (30%


private label and
70% branded
products)

Single Brand

Single Brand

Weaknesses

Limited Offerings in
mens accessories

Limited Offerings in
mens accessories

Less focus on
accessories

Competitive edge : Niche in mens accessories market.


Focus on needs of men looking across alternative industries and strategic
groups

Choosing A Location

Choosing A Location

Selecting An Area within Mumbai: Bandra (W)


Shopping district attracts customers from far off
Nature of competitive store
Easy access routes
Selection of a Specific Area:
Volume of vehicular and pedestrian traffic passing the
site
Complementary nature of adjacent stores
Type of retail Location: Unplanned Central Business District
[CBD]

Details of the Store


Launch of 1st Store
Bandra West (Between Hill Road and Linking
Road)
Area: 3500 Sqft
Floor: Ground
Rent: 5 Lakhs

Cost Estimation of setting up


store
Rent and Operating Costs
Security deposit for the rental lease
First month's rent in advance
Utilities security deposit

Location Improvement Costs


Construction costs to customize the space
Store fixtures

Inventory
c

Catchment Area Analysis


Indias retail market is likely to touch a whopping Rs. 47 trillion by
2016-17, expanding at a compounded annual growth rate of 15%
Primary Catchment Area (Within 2 km radius):
1. Bandra
2. Khar
3. Santacruz
Secondary:
4. Juhu
5. Andheri (W)
6. Sion

Store Layout Plan


Mirror

Mirror

Health
and
Fitness

Grooming
C
a
s
h
i
e
r

Digital Display

ing
t
a
Se
ge
n
u
Lo

Apparel
Accesories

Office
Accesso
ries
Mirror

Mirror

W
i
n
d
o
w
D
i
s
p
l
a
y

Detailed Assortment Plan


Depth and Width of products
Combination of assortments from various categories,
includes:
Multiple brands
SKUs
Price Points
Physical dimensions (Color or flavor)

On the basis of detailed study


Factors to be considered:

[source: Euromonitor]

Profitability associated to the merchandise mix


Store Image
Layout
Level of compatibility between merchandise

Grooming

Health
Fitness

and Apparel
accessories

Width

Wide

Wide

Wide

Office
accessories
Narrow

Depth

Deep

Shallow

Deep

Shallow

Assortment Plan
Grooming

Health
Fitness

30%
Shaving kit

15%
Fitness bands

45%
Bags and wallets

Shampoo
Combs

Smart watch

Belts and Ties


Caps and hats

Facewash
Scrubber
Cologne

and Apparel
accessories

SupplementsProtein
and
Vitamins
Health
Food Cufflinks
and Drinks
Gym Essentials Watches
Socks

Office
accessories
10%
Desk
Accessories
Card holder
Label Pins

Travel Kit