Allen Solly - Entering the Indian Women's Western Wear Market
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Case Details:
Case Code : MKTG042
Case Length : 11 Pages
Period : 2002
Pub Date : 2002
Teaching Note :Not Available
Organization : Madura Garments
Industry : Readymade Garments
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
The Market Gets Branded
Indus League was the first company to enter the branded women's wear segment in the country. In 2000, the company launched a women's range named 'Scullers Woman' as an extension of its popular men's wear brand 'Scullers.'
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Promoted as 'smart casuals for work and after,' the Scullers women's range was launched in three basic lines, Essentials, Manhattan and Chromium.
Essentials offered basic knitted cotton blouses, flat front trousers, skirts and capris; Manhattan offered party and evening wear; and Chromium offered formal wear and evening wear (Refer Exhibit III).
The company also launched a silk apparel collection named Geometric, which offered short tops, shirts and sarong sets. Scullers was marketed through exclusive 'Scullers Club Stores' located in major cities across the country...
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Future Prospects
Despite the apprehensions of some analysts, many players began taking interest in the Western women's wear segment in India. Leading textile company Arvind Mills (the market leader in the Indian denim market with brands such as Lee, Levis and Newport) planned to enter into the women's Western wear segment by early-2003 under its popular premium brand 'Arrow.'
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Darshan Mehta, President, Arvind Brands, said, "In the US, there is a strong women's line under Arrow, which we plan to launch in India."
Meanwhile, existing players were also working towards the success of their brands. Raymond's planned to extend its distribution chain to 100 exclusive Be outlets by 2003, mainly through the franchisee route.
The company also considered the possibility of integrating Be with the existing Raymond's retail outlet network. Said Singhania, "We already have 250 outlets for Raymond. Going down the line, we will certainly look at integrating Raymond with Be."... |
Exhibits
Exhibit I: Madura - The Company
Exhibit II: Traditional Clothes Worn by Indian Women
Exhibit III: The New Western Wear Offerings for Indian Women
Exhibit IV: An Allen Solly Print Media Advertisement
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