Retail Literature Review - 121203

RETAIL MARKETING
Literature Review
On
Study of retail mix of BIBA and ALL stores for plus size fashion apparels
Submitted On: 18 th July, 2013
Submitted By:
Ms. Anshita Shrivastava
121203
Literature Review:
Waistlines above 36 inches or above a US size 14 are considered part of plus-size clothing. Up till now, heavier customers resorted to neighbourhood tailors or stores abroad for their needs.The plus-size clothing industry in the western countries has shown a tremendous rise. In 1960s, the average size of women in America was 8 while today it is 14[1]. Over 2/3 of Americans are overweight or obese, compared with 46% in the early 1970.s, according to the American Obesity Association in Washington D.C. Sixty two percent of American women wear a size 14 or larger. The plus-size clothing industry reached approximately $32 billion in sales in 2005, and averages about a 10% growth rate each year .The plus-size womens apparel category is expected to grow as the number of women ages 45 years old and over, continually increases. The prevalence of obesity among women has differed significantly by racial and ethnic group. In 20012004, one-half of non-Hispanic black women were obese compared with nearly one-third of non-Hispanic white women [2].
In Europe, England had the sixth highest level of obesity according to the International Obesity Taskforce. The increased weight of Greek women can be attributed to a more sedentary lifestyle and increased diet of processed foods rich in fat, salt, and sugar. In India, womens waists grow comparably to the economy; urban areas have an overweight population of 30%, and western marketers are securing a place in the growing $20 billion plus-size apparel industry (Lahiri, 2006). Indian women are more increasingly purchasing plus-size western apparel, specifically professional women in need of larger size suiting.
In addition to a growing market, plus-size retailers reap higher profits because plus-size clothing averages an 8-10% higher mark up than non plus-size apparel, and it has less frequent sale promotions [3].
Plus size apparel entered the Indian market in the early 90s and is growing slowly since then. This sector has a huge potential. More than 12.1 percent of males and more than 17 per cent females are overweight, according to the Third National Family Health Survey 2006. The
domestic plus size market in India was valued at Rs. 122,400 crore in 2007, as per the India Apparel Report 2008[4].
According to management consultancy firm Technopak, the plus size market in India, though in a very nascent stage, is worth almost Rs 11,000 crore and is on an upward trajectory with an estimated growth rate of 25% per annum. According to a Technopak analysis, the demand for fashionable plus-size apparel in India has accelerated and quite a few players like aLL (by Pantaloons), Mustard and Revolution, are competing in the RTW (ready-to-wear) plus-size opportunity. Other well-known private retail brands in the category include Plus S, X'Mex , Gia by Westside and Just Your Size, for both men and women[5].
Pantaloon brings to you 'aLL- A LITTLE LARGER', the first exclusive brand dedicated to the fashion needs of plus size men and women in the country. A specialty store with separate clothing brand, aLL, in Feb 2005, for its large customers ALL houses a wide range of ready to wear fashionable western and ethnic wear and accessories that are otherwise not easily available for the plus size customers. All is designed keeping in mind the fashion needs of plus size men and women, who are fashion conscious and are looking for a dedicated collection. Indias leading plus-size apparel retailer with a pan-India presence, aLL offers a wide range of ready to wear fashionable western and ethnic wear and accessories that are otherwise not easily available for the plus size consumer. It operates through 19 stand-alone and 49 cutin stores across 29 cities in India, with the average store being 1,000 sq ft. It is present in a largely untapped market the potential plus size market in the country is in the range of Rs 13,000 Rs 15,000 Cr.[6]
Biba, in Punjabi means a young, pretty girl or an endearment. Founded in 1988, Biba was the brainchild of fashion visionary Meena Bindra. Biba specializes in ethnic garments with a modern and contemporary look .We keep changing our designs with the trends retaining our roots which are steeped in Indian traditional crafts like hand block printing with vegetable dyes, exquisite hand embroideries and many more with the use of pure fabrics like silks, chiffons, georgettes etc in vibrant-to-soothing shades. The accent here is on fashionable yet affordable designer clothing ranging from medium-to-plus sizes which has won a large &
loyal client base. it is available in over 100 retail outlets across 25 cities including 35 standalone stores, 51 multi-brand outlets and 20 traditional retail establishments. The house follows the shop-in-shop model for all and also retails its products through major chains like shopper's stop, Pantaloon,Lifestyle and Indiabull store. Biba Apparels Pvt. Ltd. is planning to open a total of 200 stand-alone stores by 2012.
Popular retail initiatives like the SKD (salwar-kameez-dupatta) exchange programme, Bollywood merchandising in 2002 and the movie gallery. A breakthrough for the brand came in during the late 1990s when Kishore Biyani approached the brand for a movie partnership with film Na Tum Jano Na Hum. Post that came in a series of movies including the likes of Devdas, BagbhanThe core strength of Biba is that it is well designed garments at affordable price points, without compromising on quality. Biba is recognized as the only national brand for womens ethnic wear [7]. This chain pioneered large-size clothing in this segment a decade earlier. The category is much matured now and has a large dedicated customer base for it. It has added sizes up to 46 inches in mix-n-match section. This category contributes about 10 per cent to our total revenue, Bibas section of pre-matched salwar-kameez sets already has 42, 44 and 46 inch sizes. The chain is growing at 35-40 per cent every year and the plus-size category is keeping pace with that [8].
References:
1.http://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/Thebusiness-of-plus-size-clothing-269/ 2. WANG, MENG, M.S. The U.S. Plus-size Female Consumer: Self-Perception, Clothing Involvement, and the Importance of Store Attributes. (2007) http://libres.uncg.edu/ir/uncg/f/umi-uncg-1449.pdf 3. Cole Larinda , The Effects of Visual and Written Fit Information on Plus-size Womens Perceived Fit Risk, Purchase Intention, and Loyalty Intentions in Internet Apparel Shopping http://scholar.lib.vt.edu/theses/available/etd/302200913256/unrestricted/LarindaColeThesis2. pdf
4.http://www.smetimes.in/smetimes/in-depth/2008/Dec/03/exports-slump-indian-textilebusinesses-should-go-domestic.html
5.http://articles.timesofindia.indiatimes.com/2012-07-15/special-report/32684301_1_sizezero-size-market-technopak
6. http://www.futuregroup.in/pdf/Investor-Presentation.pdf
7.http://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnicindian-and-indian-fusion-wear/
8.http://www.business-standard.com/article/companies/stores-find-pluses-in-plus-sizeclothes-brands-realise-potential-112011600044_1.html

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RETAIL MARKETING

Submitted On: 18 th July, 2013

Ms. Anshita Shrivastava

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