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INTRODUCTION
The Indian Apparel Industry has an overwhelming presence in the economic life of the country.
It is one of the earliest industries to come into existence in the country. The sector has a unique
position as a self-reliant industry, from the production of raw materials to the delivery of end
products, with considerable value-addition at every stage of processing Apart from providing one
of the basic necessities of life, the apparel industry also plays a pivotal role through its
contribution to industrial output, employment generation, and the export earnings of the country.
Currently, it contributes about 14 percent to industrial production, 4 percent to the GDP, and 17
percent to the countrys export earnings.
LEE COOPER
Lee Cooper Brand is a British clothing company, operating worldwide, that licenses the sale of
many Lee Cooper-branded items, including denim jeans. The head office is located
in London, United Kingdom. The company originally produced workwear for export, and began
to specialize in denim jackets and trousers in the 1930s.
Parent Company
Category
Sector
Tagline/ Slogan
USP

Lee Cooper
Apparel and Accessories
Lifestyle and Retail
Dedicated To Style; Since 1908
A brand dedicated to style.

Segment
Target Group

Urban upper and upper middle class youth.

Fashion conscious youth in the age group of
15-30 years.
Exclusive fashion for youth.

Positioning
REASONS OF FAILURE

The brand has overstretched its portfolio due to its diversification into various
product( fragrances, watches etc. ) leaving its core product of denim wears .
High brand switching of customer in the apparel industry and less marketing promotion
from the lee cooper India.
Low levels of communication
o -Lee Cooper have left the marketing To Arvind Clothing & Fashions Limited and
this lead to low advertising of their brand which is very important in apparel
industry

Growth of many local apparel industry

o Many Chinese clothing brand and small clothing manufacturer are taking or
giving a competition to lee cooper
Growth of pirated jeans market in India and that to at low prices then lee cooper.
More focusing on footwear section then their apparel industry
o Lee cooper is currently more focusing on their footwear then their apparel as the
presence of footwear is more on online platform then apparel.
Less presence all over India. Sold only in few major cities in India or online .
Less presence in womens segment.

Not using EBO channel for the distribution and sales of their apparel

Less MBO presence as compare to their competitor.

Keeping their sub brands away from the parent brand (Red Diamond Lee Cooper and
Blue Diamond ).

No innovation in the product of apparel like its competitor levis.

The slowdown in European markets affected the brand as it is the premier denim wear
brand in Europe

CURRENT MARKET SITUATION ANALYSIS

Apparel is the second largest retail category in India. There are a number of factors that have
contributed to a definite swell in apparel market size. The rising affluence of the middle class due
to rising disposable income and strong per capita income have considerably helped the industry
to move ahead from a commodity level garment purchasing to a life style or a branded level
product.
MARKET STRUCTURE:
Indian apparel market is segmented in three different ways:
1. Segmentation by user category: apparel industry has 3 segment - Mens wear, Womens wear
and Kids wear
a.) Mens wear: Mens wear market in India fastest growing apparel segment The entire apparel
industry (2013-14estimates), including domestic and exports, is pegged at Rs 3,270 billion
and is expected to grow by 11% to Rs 10,320 billion by 2020. Currently menswear is the
major segment of the market (Rs 720 billion) and is growing at a compounded annual growth
rate (CAGR) of 9%. Gucci, Hugo Boss, Salvatore Ferragamo, Armani, Versace, Brioni,
are all present in India mens wear market.

b.)Womens wear: Womens formal wear and ethnic wear markets are still ruled by unorganized
players. With more women expected to enter corporate world, both these segments are good
opportunities because of the market size.
c.) Kids wear: Kids wear is a major category with few established players viz., Lilliput, Gini
and Jony, Catmoss, Benetton, Disney, Barbie etc. It still holds a large opportunity which is
clearly untapped.
2) Segmentation by Price:
Low-end market: volume driven, products are mostly unbranded and dominated by large
number of manufacturers, mostly regional or even local players.
Mid-range market: quality products. Manufacturers large and medium mainaly domestic
companies of country.
High-end market: premium and super premium product categories. Dominated by MNC and
major Indian manufacturers.
The key players in the apparel retail market in are:
MADURA FASHION AND LIFESTYLE: -Madura Fashion & Lifestyle is defined by its
brands Louis Philippe, Van Heusen, Allen Solly, Peter England
RAYMOND APPAREL: it consist of countrys most prestigious brands Raymond Premium
Apparel, Park Avenue, Parx and Notting Hill.
ARVIND LIFESTYLE BRANDS: it consist of 1 international brands( lee cooper) and 12 of
its own brands.
COMPETITOR ANALYSIS

MARKET SHARE of competitor brand in india out of total 15 percent of organized sector jeans
market.
Levis

40%

Levis having around 40 percent of total market share because of it presence in retail and online
platform more then the lee cooper not only this the marketing strategy of levis is also aggressive ,
the brand had celebs like Priyanka Chopra (Levis Diva), Akshay Kumar (Unbutton) and
Deepika Padukone (Levi Fit) in ads that emphasis fashion, style, fitness, sex appeal and a
youthful attitude and they are also bringing new design to their apparel industry time to time ,
which is making them ached in the race.

Pepe

25 %

Currently Pepe has 45 stand-alone stores, 55+ plus large format store locations, and 1,200 multibrand premium outlets across the country. Thus with their strong presens and brand value they
are giving tough competition to lee cooper.
Flying machine

4 percent

Arvind Brands, has already reached the Rs 200-crore sales mark. "We will cross Rs 250 crore by
end of this fiscal year, making US Polo the fastest-growing retail brand in the country, they were
able to do so due to their home presence and strong distribution network.
Numero

10 percent

Numero has 190 exclusive brand outlets (EBOs) in 110 cities and presence in 750 multi-brand
outlets (MBOs) in approximately 200 cities.the are currently try to repositioned them against
brand like levis etc.
Unorganized sector jeans
Current percentage is not confirm in the case of local jeans but due to their low price and
medium quality they were successfully in attracting middle class customer.
RE-BRANDING & RE-POSITIONING PLAN
Brand positioning strategy is about finding a right place for a brand in market place as
well consumer mind. A consumer should easily identify that for a given need or want this
is the brand. And the lee cooper is failed to do so thus they need to reposition themselves
as a brand for youth and should stand against their biggest competitor levis.
The need to more focus on their marketing strategy and advertisement. the advertisement
and promotional strategy needed to be improve to recover their brand and should use
world cup and other national and international event as their promotional location to
aware about the brand

 Point of difference could be defining in terms of the way consumer thinks for a given
brand. Currently there is no point of difference in the product of lee cooper . thus they
need to create a POD to give more value to the consumer.
Providing features / services not expected by the consumer
Must be things the consumer values
Linked to the product
Kill the existing product and introduce a new technologically advanced product.
Take the brand into products which have a brighter future like more in apparel then in
footwear.
Shifts in brand association, positioning or affiliation
Brand messaging shifts to make cosumer aware about they are changing with time and
toword brighter side.
Can include consumer to give idea about their product the will not only increase their
innovation in their product but also brand association with consumer.
They need to invest more in physical presence of their product like more EBO and MBO
that will led to more sales .
They need to do more advertising on tv using certain platform like cricket world cup and
other national shows like big boss etc.
Shifts in brand association, positioning or affiliation- thus using public figure to attract
youth or linking with any other trusted band will reposition them to good brand .
Using tools like perceptual map to know about their current brand equity so that they can
now where they needed to be changed .

REFERENCES
http://www.isds.sasmira.org/
https://www.leecooper.com/
http://www.outlookbusiness.com/article_v3.aspx?artid=281427
http://www.dnaindia.com/money/report-pepe-jeans-unzips-big-plans-for-india-1033399
http://www.fibre2fashion.com/news/company-news/arvind-mills/newsdetails.aspx?
news_id=29000
http://www.indiaretailing.com/7/23/29/12614/Numero-Unos-share-in-the-Indiandenimwear-market-is-10-per-cent
www.cci.in/pdfs/articles/indian-apparel-industry.pdf
http://www.fashionunited.in/news/fashion/lee-cooper-rebranding-its-value-business-inindia-081020101218
http://www.medianama.com/2015/02/223-shoppers-stop-lifestyle-spencers-to-startselling-on-online-marketplaces/
http://www.fashionunited.in/news/fashion/lee-cooper-rebranding-its-value-business-inindia-081020101218
http://www.fashionunited.in/news/apparel/lee-cooper-on-product-retail-expansion-spree030520135385