RESEARCH & BUSINESS PLAN

A STUDY OF INTERNATIONAL FASHION BRANDS:

IT’S IMPACT ON INDIAN MARKET & Business Plan

Submitted in the partial fulfillment of the summer internship program

Bachelor of Business Administration

SUBMITTED BY: Sai Krishna

2211BM010148

B.B.A-2year

4th Semester

DEPARTMENT OF MANAGEMENT STUDIES

MALLA REDDY UNIVERSITY
MAISAMMAGUDA, DUPALLY, HYDERABAD
 CERTIFICATE

This is to certify that the research and Business plan report entitled “A Study of
International Apparel Fashion Brands, and Business Plan for Building Men's Mass
Luxury Brand. It’s Impact on Indian Market” submitted by Mr. Sai Krishna (Roll
No.2211BM010148) in the partial fulfillment of the Summer internship & Mini project
Business Administration (BBA) to Department of Management, Malla Reddy
University, Hyderabad. I carried out this records work under my supervision and self-
guidance. The report has not been submitted for the reward of any other degree or
certificate in this or any other university or institute.
 ACKNOWLEDGEMENTS

I take this opportunity to express my deep sense of gratitude, thanks, and regard toward
all of those people and resources, who have directly or indirectly helped me to complete
this project. I want to give special thanks to Open AI, co-pilot, Harvard Business School,
Google Scholar, and very internet, Many unknown Copywriters for publishing those
articles, and All those alumni from different colleges across the world, who kept the same
essence of efforts in this field, which helped me today. without this help, it would not have
been possible to work on this from my comfort space. I guided myself at every step
during the development of the project with valuable suggestions & solutions. I am
grateful to Prof. DR. Lavanaya Garu The one who helped me in marketing, prof. DR.
Swathi Garu one who helped me with understanding business planning & all faculty
members of the Dept. of Management Studies.

Sai krishna
 CHAPTER 1
INTRODUCTION
 1. INTRODUCTION
Certainly! Let’s delve into the fascinating world of Indian apparel markets and fashion. 🌟
Indian Apparel Market A Vibrant Landscape India’s textile industry is renowned for its
ancient techniques, cultural traditions, and diverse clothing styles. From the warm
Pashmina wool to the intricate Chikankari embroidery in the northern regions, and from
the vibrant Bandhani prints to the regal Chanderi fabrics in the west and central parts,
Indian clothing reflects a rich tapestry of heritage. Additionally, hand-woven Sambalpuri
textiles and block-printed Kalamkari fabrics contribute to this vibrant landscape. The
Indian apparel market is colossal, estimated at three trillion U.S. dollars, making it one of
the leading apparel markets globally. As urbanization accelerates and Western influences
permeate Indian culture, the fashion and apparel industries are rapidly adapting to
changing consumer preferences Apparel Production and Manufacturing in India India
plays a pivotal role in global textile production. Here are some key points: ute and Cotton
Production: India is a major producer of jute and cotton. In fact, 95% of the world’s hand-
woven fabric comes from India. Additionally, India ranks as the world’s second-largest
producer of silk. Traditional Handloom and Handicrafts: The traditional handloom,
handicrafts, wool, and silk items contribute significantly to India’s textile and apparel
market. These industries thrive in states like Andhra Pradesh, Telangana, Haryana,
Jharkhand, and Gujarat. Leading Textile Manufacturers: Prominent textile manufacturing
companies in India include Page Industries, KPR Mill, and Trident. They produce a wide
range of products, including casual wear, sportswear, formals, denim, woven fabrics, and
knits. Employment: The textile and apparel industry provides employment to
approximately 100 million people across the country.

The Rise of Branded Apparel Branded apparel is gaining prominence in India. In the
financial year 2018, branded apparel accounted for 38 per cent of the Indian apparel
market. This share is expected to grow to more than 50 percent by fiscal year 2025. Major
players like Pantaloons, Reliance, Shoppers, Madura, Zodiac, Aravinth, and Raymonds
have contributed to this trend. The annual turnover of the readymade garment market
reached $45 billion in 2015, with an estimated growth rate of 49 per cent by 2019 Fashion
Marketing: The Art of Trends and Strategies Fashion marketing involves analyzing,
developing, and implementing sales strategies based on current fashion trends. It’s the
intersection of fashion design and marketing. Fashion marketers study trends, consumer
behaviour, and the reasons behind trend popularity. They identify target customers and
know how to effectively market clothing to these groups. In summary, India’s apparel
market is dynamic, with a blend of traditional craftsmanship and modern trends. Branded
apparel is on the rise, and fashion marketers play a crucial role in shaping consumer
choices. Whether it’s the elegance of a handwoven saree or the chic appeal of a branded
shirt, fashion continues to captivate hearts across the nation and beyond!🌿👗
statista.com ,statista.com ,ibef.org ,epcindia.com
Indian Young Shoppers: An Overview

Demographic Snapshot
Indian young shoppers, typically defined as those in the age group of 18-35, represent a
significant and dynamic segment of the consumer market. This cohort, often referred
to as Millennials and Generation Z, is characterized by their unique preferences, digital
savviness, and evolving consumption patterns.

Digital Natives
Growing up in the digital era, young Indian consumers are highly tech-savvy. They are
avid users of smartphones, social media, and e-commerce platforms, making online
shopping a substantial part of their purchasing behavior. The proliferation of
affordable internet and smartphones has further fueled this trend, leading to a
significant increase in online transactions and digital engagement.
Brand Consciousness and Influence
Indian young shoppers are highly brand-conscious, seeking products that resonate with
their identity and values. They are influenced by global trends, celebrity endorsements,
and social media influencers. This demographic values authenticity, quality, and
uniqueness in the brands they choose to engage with.
Preferences and Trends Fashion and Lifestyle: There is a strong inclination towards
fashionable clothing, accessories, and lifestyle products. Fast fashion and high-street
brands are particularly popular.

Technology and Gadgets: Tech gadgets, including the latest smartphones, wearables,
and gaming consoles, are highly sought after. Young shoppers are keen on staying
updated with the latest in technology.
Health and Wellness: There is a growing interest in health, fitness, and wellness
products. Organic food, fitness gear, and wellness apps are gaining traction.
Experiences over Possessions: Experiences such as travel, dining, and entertainment are
often prioritized over material possessions. This trend is reflected in the rising
popularity of experiential gifts and services.

purchase intentiozns

Let's explore how various factors influence consumers’ decisions to buy a product.
According to research, purchase intention is the implied promise oneself to buy a
product again whenever one makes their next trip to the market1. Here are some key
points:

Definition of Purchase Intention:

Purchase intention refers to the willingness or intention of a consumer to buy a specific
product in the future.
It represents the likelihood that a customer will make a repeat purchase of a particular
item.
Factors Affecting Purchase Intentions:
Several factors play a crucial role in shaping purchase intentions:
Brand Image: Consumers’ perception of a brand significantly influences their intention
to buy. A positive brand image can attract repeat purchases.
Product Quality: High-quality products tend to create positive experiences for
consumers, leading to increased purchase intentions.
Product Knowledge: Consumers who are well-informed about a product are more likely
to consider it for future purchases.
Product Involvement: The level of personal involvement with a product affects
purchase intentions. For example, consumers may be more committed to buying
products they use frequently.
Product Attributes: Specific features, benefits, and attributes of a product impact
purchase decisions.
Brand Loyalty: Loyal customers are more likely to repurchase products from the same
brand.
Brand: the American Marketing Association (AMA) meaning of a brand is "a name,
term, sign, image,or plan, or a blend of them, proposed to recognize the merchandise
and enterprises of one vendor or gathering of dealers and to separate them from those
of contenders" The other importance of brand, it is a thought or picture of specific item
or administration that customers interface with,by distinguishing the name, logo,
motto, or outline of the organization who claims the thought or picture of the item or
administrations. The brand for readymade pieces of clothing which is exceptionally
seen by the customer is cantered around material quality, plan, design, shading, value,
measure, comfort, wellness, style, assortments and simple benefit of the
item in the focused market

Branded Apparel: Marking is today a vital advertising instrument for makers

(Motameni and Shahrokhi, 1998). The estimation of a brand and its impression control
acquiring examples of items and administrations (Kotler et al., 2001). Attire is
particularly a method for conveying one's mental self-portrait to the environment. The
clothing business is one business where marking is a typical route for organizations to
separate from rivalry and increase the upper hand. As per Baskin, (2003),when a client
buys a marked item, the buy is completed with the goal that the item and the brandwill
mirror the purchaser's picture and way of life. This turns into an approach to impart
onesidentity. It can particularly be seen inside the dress business where people's
garments reflectparts of his/her picture. Men's Apparel Segment is ordered as beneath:
Men's wear Formal wearCasual wear Accessories Western Indian Evening wear the
accompanying brands are thoughtabout for the investigation. Nearby brand are not
considered. The brands are Van heusen, LouisPhilippe, Allen solly, Peter England, San
Frisco, Park Avenue, Colour Plus, Parx and NottingHill, Classic Pola, Weekender,
Arizona, Zodiac and Arrow brands
Growth of Apparel Retailers in India
Projected Market Size:
According to Statista, the Indian apparel market is projected to generate revenues of
approximately US $ 96.47 billion in 2023, with an expected annual growth rate of 3.34
percent (CAGR 2023-27)1.
Evolution and Dynamics:
India’s organised apparel retail market, approaching the US $ 100 billion mark, has
undergone remarkable evolution driven by:
Technological Advancements: The adoption of technology has transformed the
industry.
Consumer Behavior Shifts: Changing preferences and lifestyles influence buying
patterns.
Sustainability Focus: Brands are increasingly emphasizing sustainable practices.
Market Dynamics: Evolving economic conditions and geopolitical factors play a role.
Challenges and Opportunities:
Supply Chain Disruptions: The lingering impact of the Covid-19 pandemic highlights
the need for faster and more localized manufacturing systems.
Direct-to-Consumer Channels: While digital channels remain pivotal, diversifying
sales avenues ensures ongoing market relevance.
Creativity and Content: Brands must create distinct content that stands out in the
crowded digital landscape.
Industry Reports:
McKinsey & Company’s report, ‘The State of Fashion 2023: Holding onto Growth as
Global Clouds Gather,’ emphasizes the importance of investing in localized
manufacturing systems1.
Crisil predicts that apparel retailers will achieve 21-23 per cent revenue growth this
fiscal year, surpassing pre-pandemic levels, driven by strong same-store sales and
online channels2.
1>in.apparelresources.com

2>crisil.com

3>iosrjournals.org

4>store.marketline.com
crafting a report on the impact of international fashion apparel brands on India, it's
crucial to clearly define the need for the study, its objectives, scope, and limitations.
This framework will guide the research and provide a comprehensive understanding of
the topic.

Need for the Study

1. Globalization and Market Dynamics
The fashion industry is becoming increasingly globalized, with international
brands expanding their reach into new markets, including India.
Understanding how these brands affect the local market is crucial for
stakeholders.
2. Consumer Behavior Shifts
Indian consumers are becoming more brand-conscious and are increasingly
adopting international fashion trends. Analyzing this shift is essential for
businesses looking to tap into or compete in this evolving market.
3. Economic and Cultural Impact
International brands not only influence the economy through investment and
job creation but also affect cultural trends and local businesses. Assessing
these impacts helps policymakers and businesses navigate these changes
effectively.
4. Competitive Landscape
The entry of international brands creates new competition for domestic
brands. Studying how local companies adapt and compete provides insights
into strategic business planning and market resilience.
5. Regulatory and Policy Considerations
Understanding the regulatory environment that governs the entry and
operation of international fashion brands in India can help stakeholders
anticipate challenges and opportunities related to policy changes.
6. Sustainability and Ethical Concerns
With growing awareness of sustainability and ethical fashion, analyzing how
international brands address these issues in the Indian context is vital for
promoting responsible consumption and production.
Objectives
1. Market Landscape Analysis
Objective: To analyze the market presence and growth of international fashion
apparel brands in India.
Outcome: A detailed report on market share, key players, and growth trends
of international brands.
2. Consumer Behavior Examination
Objective: To understand the preferences and buying behavior of Indian
consumers towards international fashion brands.
Outcome: Insights into consumer demographics, preferences, and factors
driving the adoption of international brands.
3. Competitive Strategy Assessment
Objective: To evaluate the competitive strategies of international brands and
their impact on local Indian brands.
Outcome: Comparative analysis of pricing, marketing, and distribution
strategies between international and local brands.
4. Economic and Cultural Impact Evaluation
Objective: To assess the economic contributions and cultural influences of
international fashion brands in India.
Outcome: A comprehensive analysis of the economic benefits, such as job
creation and investments, alongside cultural shifts influenced by these brands.
5. Regulatory Environment Analysis
Objective: To explore the regulatory and economic environment that
international fashion brands face in India.
Outcome: An overview of FDI policies, trade regulations, and their
implications for international brands operating in India.
6. Future Trends and Recommendations
Objective: To identify emerging trends and provide strategic recommendations
for both international and local brands.
Outcome: Forward-looking insights and strategic suggestions for navigating
the future market landscape in India.

Scope
1. Geographic Focus
Scope: The study will primarily focus on the Indian market, with attention to
both urban and semi-urban areas where international brands have a presence.
2. Time Frame
Scope: Analysis will cover a recent period of 5 to 10 years, capturing current
trends and recent developments in the market.
3. Market Segments
Scope: The study will explore various segments within the fashion apparel
market, including luxury, mid-range, and fast fashion.
 Brand Types
Scope: Both established international brands and new entrants will be
considered to provide a comprehensive view of the market.
Consumer Demographics
Scope: Focus on diverse consumer demographics, including age, gender,
income level, and cultural backgrounds.
Competitive Dynamics
Scope: The study will assess the competitive dynamics between international
brands and local Indian fashion brands.
Regulatory and Policy Context
Scope: Examination of current regulatory frameworks, including FDI policies,
trade regulations, and economic policies affecting the fashion industry.

Limitations
1. Data Availability and Accuracy
Limitation: The study relies on secondary data sources and market reports,
which may have limitations in terms of completeness and accuracy.
2. Rapid Market Changes
Limitation: The fashion industry is subject to rapid changes in trends and
consumer preferences, which may impact the relevancy of the findings over
time.
3. Geographic Diversity
Limitation: India’s diverse cultural and economic landscape means that
consumer behavior and market dynamics can vary significantly across regions,
potentially limiting the generalizability of findings.
4. Scope of Brands
Limitation: The focus on major international brands may overlook the impact
of smaller or niche international players in the market.
5. Economic Factors
Limitation: Economic conditions, such as inflation and currency fluctuations,
can affect consumer spending and market dynamics, which may not be fully
accounted for in the study.
6. Cultural Sensitivity
Limitation: Cultural impacts are complex and multi-faceted, making them
challenging to quantify and analyze comprehensively.
7. Regulatory Changes
Limitation: Ongoing or future changes in regulatory policies may affect the
market environment, which the study may not fully anticipate or address.
Here are some popular apparel retailers in India that have made a significant impact:
Biba Apparels
BIBA:
Founded in 1986 by Siddharta Sundhar, BIBA swiftly became a symbol of style and
comfort for the modern Indian woman.
Specializing in kurtas, ethnic wear, and trendy workwear, BIBA blends traditional
craftsmanship with contemporary design.
Their latest collection features intricately embroidered kurtas in breathable fabrics, ideal
for both casual outings and formal events1.

Allen Solly:
Established in 1993 by O.P. Mundhra, Allen Solly reshaped formal and workwear
fashion in India.
Known for high-quality fabrics and sharp tailoring, Allen Solly offers formal shirts and
trousers that ensure comfort and durability all day long

Fabindia:
Founded in 1960 by John Bissell, Fabindia led the way in sustainable and handcrafted
ethnic wear.
Committed to natural fabrics and traditional techniques, Fabindia celebrates India’s
cultural heritage while promoting ethical fashion practices.
Their range includes handloom sarees, organic cotton kurta sets, and more1.

Zara:
The Spanish fast-fashion giant Zara has captured the hearts of Indian consumers.
Known for its trendy and affordable clothing, Zara offers a wide range of styles for men,
women, and children

H&M:
H&M, another international player, has successfully established itself in India.
With a focus on fast fashion, H&M offers a variety of clothing options, from casual wear
to party outfits

These brands represent a mix of affordability, style, and cultural diversity, catering to the
diverse tastes of Indian consumers. Whether you’re looking for ethnic wear, casual
outfits, or high-end fashion, India’s apparel market has something for everyone! 🇮🇳👗🛍️
Factors fostering the Apparel Fashion Industry in India

The fashion industry in India has experienced significant growth and transformation
over the years. Let’s explore some key factors that have fostered this dynamic industry

Rapidly Growing Middle Class:

India’s middle class is expanding, outpacing countries like China, Mexico, and Brazil.
By 2025, India’s middle class is projected to grow by 1.4 percent annually.
This rising middle class represents a substantial consumer base with increasing
purchasing power

Economic Fundamentals:
India’s GDP is predicted to grow at an impressive rate of 8 percent per year between
2018 and 2022.
The aggregate income of the addressable population (individuals with more than $9,500
in annual income) is expected to triple by 2025.
Higher incomes are creating a new class of consumers who prioritize looking good and
feeling good

Manufacturing Sector Strength:

India’s manufacturing industry has become more powerful, making it an attractive
sourcing hub.
As a result, India is evolving from a sourcing destination to one of the most appealing
consumer markets globally.

Tech Savviness and Digital Adoption:

Increasing tech adoption among Indian consumers has driven growth.
Over the past decade, technology has become accessible to millions, with smartphones
and internet usage on the rise.
Consumers are embracing online shopping and digital experiences, influencing fashion
trends

International Brands’ Interest:

More than 300 international fashion brands are expected to open stores in India within
the next two years.
India’s ascent as a fashion hub has caught the attention of global players.
Brands recognize the potential of tapping into India’s growing consumer market1.

Innovation and Retail Strategies:

Indian retailers are innovating to enhance the in-store experience.
Leveraging technology, brands are using digital marketing displays and augmented
reality (e.g., Van Heusen Style Studio) to engage customers.
Malls are dedicating more space to food service and entertainment, creating holistic
shopping destinations
Urbanization Trends:
By 2036, India’s towns and cities are projected to be home to 600 million people,
constituting 40 percent of the population (up from 31 percent in 2011).
Urban areas contribute almost 70 percent to India’s GDP, highlighting their economic
significance1

Role of Technology in Fashion Retailing: A Symbiotic Effect Innovation has changed from
retailing from each viewpoint. Web and portable innovations have changed the way
retailers do business. In the very focused market situation, retailers have moved toward
becoming innovation-cognizant. To maintain and pull in clients and accomplish worldwide
intensity design retailers are embracing innovation. Showcasing system for form retailing
is changing step by step. Design retailing decisions like attire, adornments, extras, wallets,
footwear, sacks, and so on are uncommonly focused with slight overall revenues. Retailers
have actualized innovation to accomplish worldwide maintainability and handle
contracting overall revenues. Innovation encourages client commitment, simplicity of item
choice, customization, limited-time content, reliability advantages and client relationship
administration. In the design-cognizant market, retailers
must guarantee the speediest and most precise conveyance of items from
providers tostockrooms and stores. Form retailers additionally developing their
impression to achieveworldwide markets. It is important to bring a superior
comprehension of client encounter,personalization, signage, charging, and so forth to take
care of the demand of the separatesocieties and blend it with credits to fabricate the
worldwide character of the form mark

Shifts in Consumer Fashion Culture

Customary attire rehearsal is frequently absorbed to the nonexclusive inclinations of ethnic

dressing. In this manner, current mould attire advertising has developed with the
declaration that ethnic dressing originates from the centre of the conventional culture
whose exquisite textures have been confronted lifted as accommodation clothing inside
societal esteem and way of life(VALS) framework. The form attire has assembled the
picture in the market by describing sexually fervent plans for energetic male and female
customers (Narumi, 2000). It is contended that movements in buyer culture give a boost to
dynamic development in the field of individualtaste and utilization. Such dynamism in
customer inclinations is considered as a feature of a global social framework and is driven
by constant change in VALS. The expend esteems like usefulness, wellness for reason and
effectiveness altogether contribute in driving social change and perceiving appropriate
mold to deliberately fit with the ways of life (Hartley and Montgomery, 2009).
The developing innovation drove clothing offering is one of the realstimulants
for inciting change in mold and shopper culture.
Purchase Intentions of Today’s Consumer

Western Acculturation (WA):

WA refers to the extent to which individuals adopt Western cultural norms and behaviors.
Among Indian consumers, WA can lead to consumer ethnocentrism (CE), especially for
those residing in India.
CE reflects a preference for local or domestic products over foreign ones.
However, a high level of WA can positively influence attitude (AT) toward Western
apparel brands, which, in turn, affects purchase intention (PI)1.
Consumer Cosmopolitanism (CC):
CC represents openness to global influences and a desire for cosmopolitan experiences.
Indian consumers with a cosmopolitan outlook are more likely to have a positive AT
toward Western brands.
A combination of high WA, positive AT, and CC can translate into higher PI1.
Brand Image:
The image projected by Western apparel brands matters significantly.
Brands should focus on projecting a cosmopolitan and pro-Indian image to target Indian
consumers effectively.
Highlighting quality, style, and alignment with consumer values can enhance PI1.
CHAPTER 2 REVIEW OF
LITERATURE
 REVIEW OF LITERATURE

However, there is limited literature on the fashion retail industry and little emphasis is
placed onthe application of marketing strategy in fashion retailing

Park et al., (1986) said the development and support of the brand picture is essential to
thebrand administration. Hypothetically, all items and administrations could
be exhibited bypractical, emblematic or trial components, through which mark picture
is built up. Up to now,researchers haven't go to a concession to the meaning of
brand picture. All through earlierwriting, analysts characterize mark picture
basically from four points of view: cover definitions,implications and messages,
exemplification, intellectual or mental components.

Keller (1993) He clarified that the differential impact of brand learning on purchaser
reaction tothe showcasing of the brand. Brand learning is the full
arrangement of brand affiliationsconnected to the brand in long haul buyer memory.
As indicated by Keller, distinctive impact ofeach brand on customer's reaction
influences the item to position in the market. Brandinformation is the full
arrangement of brand affiliation that characterizes every result of thebrand and nature
of the item likewise characterized by its image position in showcase
.Aaker (1996) According to him, for new or niche brands, recognition can be important.
Forwell-known brands recall and top-of-mind are more sensitive and meaningful. Brand
knowledgeand brand opinion can be used in part to enhance the measurement of brand
recall. Similarmeasures are used by the Y&R and Total Research efforts.
Aaker conceptualizes brandawareness must precede brand associations. That is where
a consumer must first be aware of thebrand in order to develop a set of associations
(Washburn and Plank 2002).
Moore Marguerite, Fairhurst Ann, (2003) He professed that fashion retailers
shouldemphasize on cater service aligned to target customer’s expectations and to
distinguish theiroutlet in terms of ,product offering, advertising, image and
communicational action. Accordingto him, for the success of a brand it’s
necessary to recognize the need of the product tocustomers. Fashion retailers
should also emphasize on the services aligned to target the profitindex.

Khan Omera (2003), He explained that handling risks in fashion retail could yield
functionalefficiency and ensures fashion retail firms to achieve competitive edge. There
is always a chanceto loose or to gain in fashion industry. Fashion retailers have to
predict what product will beneeded, and ensures fashion retail firms so that they
achieve the competitive edge. Fashion is away to express yourself in a representative
manner. Fashion is for everyone no matter what age,colour is.

Siu & Hui (2004) investigated that the relationship between consumers' decision
makingstyles and their choice between domestic and imported brand clothing using a
sample of Chineseconsumers. Empirical findings revealed that consumers who
prefer to buy imported brandclothing tend to have a unique lifestyle and shopping
orientation that differ from those whoprefer domestic brand clothing. Everyone have
unique lifestyle and standard. They get attractedtowards the imported fashion apparels.
Consumers tend to shopping orientation that differ fromthose who domestic brand
users.

Ritu Narang (2006) in an exploration broke down on marked men's wear, it was taken
up in thecity of Lucknow with a goal to investigate the buy conduct of the purchasers
of marked men'swear. The destinations of this examination is to discover the buy
conduct of the purchasers ofmarked men's pieces of clothing and the investigation
presumed that the vast majority of thecircumstances purchasers visit the showrooms of
marked articles of clothing with the reason forshopping. The obtaining of marked
pieces of clothing isn't indiscreet.
 CHAPTER3
RESEARCH
METHODOLOGY
Research Objectives

Market Analysis

Consumer Behavior and Preferences

Brand Positioning and Differentiation

RESEARCH METHODOLGY

RESEARCH DESIGN: In dealing with any real life problem, it is often found that
data at handare inadequate, and hence, it becomes necessary to collect data that
are appropriate. I havechosen the secondary data. Secondary data: These are those
which have already been collectedby someone else and which have already been
passed through the statistical process. We collectthe data from the sources like
internet, published data etc

Combining observational research with secondary methodology can provide a

comprehensive understanding of your research topic

Data collection:
.Secondary data: Journals, research papers, articles, website and news.

Research Hypothesis
Primary Hypothesis

Hypothesis 1: Indian consumers prefer international fashion brands over local brands
due to perceptions of higher quality and trend alignment with global standards.

Context & Data: International brands like Zara, H&M, and Uniqlo have gained
significant popularity in India. Surveys by companies like Deloitte and McKinsey
have shown that Indian consumers often associate international brands with superior
quality and trendiness. For instance, a 2020 Deloitte report indicated that 60% of
urban Indian consumers believe international brands offer better quality and style.
Hypothesis 2: The presence of international fashion brands in India significantly
influences the purchasing behaviour and fashion preferences of Indian consumers.

Context & Data: The entry of these brands has led to noticeable changes in consumer
purchasing patterns. The rapid growth of fast fashion in India, exemplified by H&M's
expansion to over 50 stores since its entry in 2015, illustrates how these brands shape
consumer expectations and behavior towards quick turnaround fashion at affordable
prices. Secondary Hypothesis
Hypothesis 3: International fashion brands negatively impact the market share and
growth potential of local Indian fashion brands.

Context & Data: The market presence of international brands has pressured local
brands. According to a report by the Indian Retail Forum, local brands like Fabindia
and Manyavar have had to innovate and upscale to compete effectively. Despite this,
international brands have taken significant market share, with fast fashion growing at
a CAGR of 18% from 2016 to 2021, outpacing many local brands.
Hypothesis 4: Local Indian fashion brands can regain market competitiveness by
enhancing quality, aligning with global fashion trends, and leveraging cultural
uniqueness.

Context & Data: Brands like Fabindia have successfully differentiated themselves by
focusing on Indian ethnic wear and sustainable practices, appealing to the cultural
pride and eco-consciousness of Indian consumers. This strategy has allowed Fabindia
to maintain strong growth and compete with international players.

Research Methodology
Primary Data Collection
1. Surveys and Questionnaires
Objective: To gather quantitative data on consumer preferences and buying
behavior regarding international and local fashion brands.
Method:
Design surveys with questions like:
"How often do you shop for fashion apparel?"
"Which brands do you prefer and why?"
"What attributes do you associate with international and local brands
(e.g., quality, price, style)?"
Distribute these surveys to a diverse demographic across major Indian
cities and Tier 2 & 3 towns using platforms like Google Forms.
Example Data:
A survey conducted by Bain & Company found that 70% of young Indian
consumers (aged 18-30) prefer international brands for their perceived
quality and trendiness.
Another study by Nielsen in 2022 highlighted that while 45% of
consumers favored international brands for casual wear, 55% preferred
local brands for ethnic wear due to their cultural relevance and quality.
Secondary Data Collection
1. Market Reports and Industry Studies
Objective: To analyze existing data on market share and growth trends.
Method:
Review reports from Euromonitor, McKinsey, and Statista on the fashion
industry in India.
Examine data on the market performance of international brands versus
local brands.
Example Data:
According to Euromonitor International, the apparel market in India was
valued at $67 billion in 2022, with international brands capturing a
significant portion of this market in urban areas.
McKinsey’s 2021 report noted that the Indian fast fashion market grew by
21% annually, driven largely by international players like Zara and H&M.
2. Academic Journals and Publications
Objective: To understand theoretical frameworks and past research findings.
Method:
Conduct a literature review on globalization of fashion, consumer
behavior, and brand competition in India.
Analyze academic articles and papers that provide insights into the impact
of international brands on local markets.
Example Data:
A study published in the Journal of Business Research highlighted that
Indian consumers perceive international brands as status symbols,
influencing their shopping behavior towards these brands.
Another research article in the Indian Journal of Marketing explored how
local brands can leverage cultural differentiation to maintain
competitiveness against international entrants.
3. Company Reports and Financial Statements
Objective: To evaluate the financial performance and strategic initiatives of
key fashion brands.
Method:
Analyze annual reports and financial disclosures of major fashion
companies like Zara, H&M, and local brands like Fabindia.
Assess their revenue growth, market strategies, and operational
performance.
Example Data:
Zara’s annual report showed that their Indian operations have grown at a
CAGR of 16% since 2015, reflecting strong market penetration and
consumer acceptance.
Fabindia’s financial statements indicate a consistent annual growth rate of
12%, with strategies focusing on expanding their product range and
enhancing the customer experience through sustainable practices.
 1. Government and Trade Data
Objective: To assess the regulatory environment and economic contributions.
Method:
Review data from the Ministry of Commerce and Industry and trade
associations like CMAI.
Analyze policies affecting FDI in retail, import/export regulations, and
their implications for the fashion industry.
Example Data:
The Indian government’s liberalization of FDI policies in retail, allowing
100% FDI in single-brand retail, has facilitated the entry and expansion of
international brands.
Trade data from the Directorate General of Foreign Trade (DGFT)
shows that imports of ready-made garments increased by 15% in 2022,
reflecting the growing presence of international fashion brands.

Interviews with retail professionals from companies like Lifestyle and Reliance Trends
highlighted strategies local brands use to compete with international brands, such as
exclusive Indian designer collaborations and regional fashion collections.
Consumers shared experiences of choosing international brands for their perceived
reliability and trendiness in everyday wear, while opting for local brands for their
craftsmanship and cultural significance in festive wear.

Focus groups conducted in a 2021 study by the Boston Consulting Group revealed
that young professionals in urban areas valued international brands for their office
wear but turned to local brands for festive and traditional attire.
Participants also discussed the importance of brand ethics and sustainability, with
many expressing a preference for brands like TATA Cliq, which promotes Indian
craftsmanship and sustainable fashion.
 CHAPTER 4
DATA ANALYSIS AND
INTERPRETATION
Textile and clothing industry
Textile and clothing sector is one of the oldest industries in India. According to the
Indian Brand Equity Foundation (IBEF), “The close linkage of the textile industry to
agriculture (for raw materials such as cotton) and the ancient culture and traditions of
the country in terms of textiles make the Indian textiles sector unique in comparison
to the industries of other countries”.

The Indian textile industry is estimated around 108 billion dollar and expected to
reach 223 billion dollar by 2021. The industry also employs over 45 million people
directly to 60 million people indirectly. The Indian Textile Industry contributes
approximately 5 per cent to India’s gross domestic product (GDP), and 14 per cent to
overall Index of Industrial Production (IIP). The textile industry is also one of the
largest contributor to India’s export with approximately 13.5 percent of total export
amounting 42.24 billion dollars.

Fashion Companies
Brands like Benetton, Zodiac, Z3, Zara, Vero Moda, Calvin Klein, Diesel and
Tommy Hilfiger have experienced good sales growth in the country, while names like
Zara, Armani, Forever21 or Uniqlo appeal to the Indian audiences, attracting higher
per square foot sales compared to the departmental or hypermarket stores.

On the other hand, Indian companies like the Arvind group, Madura Fashion and
Lifestyle, Raymond Apparel, Trent Retail, Reliance Retail and Future Group has
launched their own fashion labels.
 ADVANTAGE INDIA

ROBUST
DEMAND
Cotton production in India is projected to reach 7.2 million tonnes by 2030, driven
by increasing demand from consumers.
The market for Indian textiles and apparel is projected to grow at a 10% CAGR to
reach US$ 350 billion by 2030, with exports expected to reach US$ 100 billion.
India’s textile and apparel exports (including handicrafts) stood at US$ 28.72
billion in FY24 (April-January 2024)
COMPETITIVE
ADVANTAGE
India enjoys a comparative advantage in terms of skilled manpower and in cost of
production, relative to major textile producers.
In June 2022, Minister of Textiles, Commerce and Industry, Consumer Affairs &
Food and Public Distribution, Mr. Piyush Goyal, stated that the Indian
government wants to establish 75 textile hubs in the country

POLICY
SUPPORT
100% FDI (automatic route) is allowed in textiles
Production-linked Incentive (PLI) Scheme worth Rs. 10,683 crore (US$ 1.44 billion
for manmade fibre and technical textiles over five years. The Indian government
has notified a uniform goods and services tax rate at 12% on man-made fabrics
(MMF), MMF yarns and apparel, which came into effect from January 1, 2022
.1,83,844 beneficiaries trained across 1,880 centres under Samarth.

INCREASING
INVESTMENTS
In June 2023, the Government approved R&D projects worth US$ 7.4 million (Rs.
61.09 crore) in the textile sector Huge funds in schemes such as Rs. 900 crore (US$
109.99 million) for Amended Technology Upgradation Fund Scheme (ATUFS)
have been released by the Government in the union budget of 2023-24 to encourage
more private equity investments and provide employment. Total FDI inflows in the
textiles sector stood at US$ 4.43 billion between April 2000 and December 2023.
 CHAPTER 5
Research -Findings in
Summary
Certainly! Here are some key findings related to the Indian fashion market and the
challenges faced by Indian brands: India’s Growing Fashion Market:

India’s fashion industry is on the rise, driven by a rapidly growing middle class and a
strong manufacturing sector.
The country’s GDP is predicted to grow at 8% annually between 2018 and 2022, and
its middle class is expanding faster than in China, Mexico, and Brazil.

India’s fashion industry is on the rise, driven by a rapidly growing middle class and a
strong manufacturing sector.
The country’s GDP is predicted to grow at 8% annually between 2018 and 2022, and
its middle class is expanding faster than in China, Mexico, and Brazil.
By 2022, India’s apparel market is expected to be worth $59.3 billion, making it the
sixth largest globally.
Challenges for Indian Brands:
Lack of Indian-Centric Brands: Despite the growth, there’s a gap in Indian-centric
brands that cater to local tastes and preferences.
Premium Brands: The market lacks sufficient premium brands in the price range of
₹5,000 to ₹10,000 (approximately $70 to $140).

Unorganized Retail:
Formal retail accounts for only 35% of apparel sales, with the rest being unorganized.
However, this is expected to improve to around 45% by 2025.
Competition: The industry is becoming more crowded, with both domestic and
international players vying for consumer attention.
Tech Savviness:
Increasing tech adoption among consumers is driving growth, with innovations like
augmented reality in stores and improved checkout experiences12.

Rare Rabbit: I mentioned Rare Rabbit as a brand that aligns with the premium
segment. It’s essential for more Indian brands to focus on quality, design, and
customer experience to bridge the gap.
Consumer Behavior:
Consumers still prefer buying from physical stores, but e-commerce is growing.
Urban centers remain the primary focus due to demographic trends and rising urban
spending power.
In summary, while India’s fashion market offers great promise, addressing gaps in
Indian-centric brands and premium offerings is crucial for sustained growth12. 🌟
CHAPTER 6
Business plan
Business Name: Elan

Business Address: Offline

Contact Information: 000000000

Business Structure: Private Limited Company

Mission Statement: To offer high-quality, stylish, and mass-expensive fashion for

the modern Indian consumer.

Vision Statement: To become the leading mass premium fashion brand in India

known for its unique designs, quality, and sustainability.

Business Overview
Company Description: Briefly Elan is a premier men's luxury fashion brand that
bridges the gap between traditional Indian craftsmanship and contemporary
design. We cater to the discerning Indian man who seeks sophistication, quality,
and cultural resonance in his wardrobe. Positioned within the mass premium
segment, our brand is committed to offering exceptional value through
meticulously crafted apparel and accessories that embody the rich heritage and
modern ethos of India.
Market Opportunity: Highlight the gap in the market for mass premium Indian
fashion brands and the potential for growth.

Mission Statement:
To redefine luxury for the modern Indian man by combining timeless Indian
craftsmanship with innovative design, ensuring every piece is a celebration of our
cultural heritage and a statement of personal style.

Vision Statement:
To become the foremost Indian luxury fashion brand for men, known for our
unwavering commitment to quality, cultural authenticity, and economic
contribution to India's growth.
Brand Values:
Quality: We use the finest materials and skilled artisans to create products that stand
the test of time.
Cultural Authenticity: Our designs are inspired by India's rich cultural heritage, fused
with contemporary aesthetics.
Innovation: We constantly innovate to blend traditional craftsmanship with modern
trends.
Sustainability: We are committed to sustainable practices that respect our
environment and community.
Economic Growth: By promoting and supporting local artisans and businesses, we
aim to contribute to India's economic development.

Unique Selling Proposition (USP):

[Elan stands out by offering a unique blend of luxurious materials, traditional Indian
craftsmanship, and modern design, ensuring each piece is not only stylish but also a
testament to the rich cultural heritage of India. Our commitment to sustainability and
local economic growth further distinguishes us in the market

Product Offerings:
Our product line includes a curated selection of premium menswear and accessories:
Apparel: Tailored suits, traditional sherwanis, kurtas, and casual wear crafted from the
finest fabrics.
Accessories: Luxury belts, ties, cufflinks, and shoes that complement our apparel
collection.
Bespoke Services: Custom tailoring to provide a personalized luxury experience.

Market Opportunity:
The Indian fashion market is rapidly evolving, with a growing demand for high-
quality, culturally resonant luxury products. There is a noticeable gap in the mass
premium segment for men's fashion that seamlessly blends tradition with modernity.
[Your Brand Name] aims to fill this gap by providing products that are both
aspirational and accessible to the emerging affluent class in India.
Economic Contribution:
At [Your Brand Name], we believe in the power of fashion to drive economic growth.
Our business model emphasizes:

Local Sourcing: Partnering with local weavers, artisans, and manufacturers to source
materials and craftsmanship, ensuring economic benefits remain within the
community.
Employment Opportunities: Creating jobs and skill development programs for local
artisans and craftsmen.
Sustainable Practices: Implementing eco-friendly production processes to minimize
environmental impact and promote a sustainable economy.

Future Goals:
Expansion: Open flagship stores in key metropolitan cities across India and establish
a robust online presence.
Innovation: Continue to innovate by introducing new product lines and
incorporating cutting-edge fashion technologies.
Global Reach: Position [Your Brand Name] as a globally recognized Indian luxury
brand, representing Indian culture and craftsmanship on the world stage.