Contents

Executive summary 2Introduction 3

India among top jeans wear marketDenim consumption boost up in India

Growth pattern in jeans wear market 4Super premium brands

Guess 7Calvin Klein 10Gas 12Tommy Hilfiger 13S.Oliver 15

Premium brands United colors of Benetton 17Lee cooper 19Lee 20Levis Strauss 22Spykar 24Pepe 26Provogue 28

Economic brandsNewport 30Jealous jeans 32Moustache 34Killer 35Ruf and Tuf 36

Brand perceived according to the print advertisement 38Analysis of the report 40Conclusion 43Bibliography 44

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Executive summary

The branded jeans wear market in India was worth approximately Rs 2,100 crore in 2006, with about 35 million consumers in India purchasing over 44 million pairs of jeans. Men account for the bulk of consumption at 76 per cent, followed by women (17 per cent) and children (7 per cent). About 80 per cent of the jeans wear in India is branded. The primary consumer group is the 16 to 25 age group, which buys denims largely for emotional connectivity.

The secondary targets — 25 years and above — purchase decisions are also influenced by emotional appeal, but largely by the functional purpose of jeans. The domestic jeans wear market is growing at 10 per cent a year. Moreover, domestic demand for denim is better than international demand. The super-premium subset (Rs 2,000 and above) is strengthening with increased brand presence. It is currently dominated by non-Indian and domestic “designer wear” labels. The potential of the under-Rs 300 jeans wear segment is massive and largely untapped. The estimated valuation is about Rs 2,300 crore, which is greater than the size of the total branded jeans wear market.

According to a survey report, by considering the aspects of socio-economic, cultural, emotional and functional backgrounds and its applications there are three type of branded jeans wear market available in India.

Super Premium Segment (Rs. 2500+)- brands like Tommy Hilfiger, Guess , Calvin klein, Gas, S.Oliver

Premium Segment (Rs. 1200+)- Pepe, Levi's, Lee, Provogue, Lee Cooper,United colors of Benetton

Economy Segment (Rs. 799+)- Newport, Killer, Jealous, as well as in store labels like Westside's SRC and 2Fast4U that are priced between Rs. 375 to Rs. 1000.At the lower and unorganised end of jeanswear market the price is assumed as under Rs.300.

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Introduction

India among top jeanswear market Jeanswear trends started in India truly in the eighties, with the establishment and the movement of brands like Avis, Wings, Flying Machine, UFO, along with international brands like FU's. With the realistic pricing and a "Good jeans for less" proposition, Newport entered into the mass psyche in the mid-nineties. The growth in the domestic jeans and casualwear market is attracting an increasing number of multinationals into the segment.

With the Indian youth becoming increasingly fashion conscious and with spending power being consistently on the rise, making life easier for the fast-growing 'premium' category of jeanswear brands. On the other hand, it has been tough times for other segments of the business - one of the underperformers being a mass-market Jeanswear brand.

Denim consumption boost up in India Various apparel categories, excluding innerwear, Jeanswear too is connected to brand tags in India. A label tag is a must now on the back waist panel of even tailored garments. As regards to contribution of the branded section in each category percentages may vary, approximately 79 percent of the jeans sold in India tagged with label, the rest of jeans are supplied by tailors and localised manufacturers with no-name.

Daily in India, there are number of small stores where customized jeans are stitched for as little as Rs 200. And their customers are not only Indians, but Westerners too, and you can find a long queue of Westerners, waiting to purchase customized Jeanswear to be used as wear and throw and it is because of the reality for the Westerners that the availability of a customized piece of clothing at very low pricing. On the other hand, the more and more affluent middle class is amazingly responsive about the charm of branding.

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Growth pattern in the Jeans Wear Sector

In the year 2001-02 about 34 million pieces of jeans were sold, which accounted to a market value of Rs1363 crore. The Super Premium brand jeans was almost not there in the market (about Rs.3 crore), until 2001-02, as there were only few companies. At this time, the Economy segment (Rs.300-500) was accounted to about Rs.500 crore. The premium (Rs.1000-2000) and middle segments (Rs.500-1000) reached to Rs.150 crore and Rs.400 crore respectively. Until this time, consumption per pair of jeans continued predominantly under the Rs.1000 mark as its top limit.

Then a clear pattern observed in the period of 2002-03, the premium and middle segments rose at approximately 20 and 15 per cent respectively. In other words we can say, jeans priced above Rs.1000 were sold more than those under.

The Economy segment grew at approximately 10 percent, while the total market size grew by approximately 10.8 per cent over 2001-02, with 37 million pairs of jeans raking in only over Rs.1500 crore in sales in 2002-03.

A report shows that, of all the price bands, the premium segment performing a large amount of visible and faster growth. During the period of 2003-2004, the premium segment performed with the 25 percent rise with a market value of Rs.225 crore.

The Economy segment maintains a steady growth at 10 per cent with a coverage over 15 million pieces in the Rs.500 onwars price value shifting to retail shelves. Thanks to the fastest growth in the premium segment, together with a rise of the high-value Super-premium ranges (30,000 pieces causing Rs.9 crore in sales), reached to Rs.1690 crore with its 11.9 percent, the overall jeans wear business also increased at a percentage point higher. This key improvement of the super premium price range within a few years is amazing. In 1999, if a brand was introduced at Rs.1100, it was considered as 'super premium' while the same price, the same product in 2003 would build it hardly to premium segment. For the year 2004-2005, the study projected a further fastest growth for jeans wear as a category, at about 12.5 per cent.

Once again, from the Premium segment, the highest growth is likely to occur though growth will stay at 25 percent. The Middle segment was also projected to maintain the period of 2002-2003 - at 15 percent, and carried about Rs.608 crore from eight million pieces. The Economy segment is also performed steady rise - 10 percent - with nearly 17 million pieces shifting to the retail shelves.Approximately 43 million pairs of jeans are expected to be sold during the period of 2004- 2005, with menswear obtaining with the major share - 76 per cent, women wear at 17 per cent and kids wear at 7 percent. By the end of the present financial year, the jeanswear market in India would witness valuation about Rs.1902 crore.

In addition to women's wear, the scenario of market in denim wear brand is prospective for the kids wear market. For children, in addition to just clothing, denim can perform more significantly in accessories and functional products.

However, there remains some doubt on how to deal with the attention to the 10-15 years age segment. This is a consumer set that does not fit into most jeanswear brands' core target - 16-25 years - and is also not quite prepared to be treated as 'kids'. For denim, there exists a large base in this age group, which will willingly adopt structured merchandise that connects with their distinct preferences.

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The year 1997 has been taken as base year for the price range purpose. Then the super premium price range beyond Rs.800-plus could not be imagined as there were not too many offers beyond that range. However, we ourselves were surprised to note that now the super premium range may easily be defined at range of Rs.2500-plus. The time has changed in such a short time. There is a major learning for all of us and specifically for international brands.

While judging on the part of the entry strategies for various international brands, the most challenging job is to determine the right price points. There are many aspects - parity with international prices, global positioning, perceived image in the new market, and anticipated positioning in the new market connecting to incumbent brands. And most of the times, a mix of these parameters and their weights is applied to identify with certain other, not likely to definite factors in mind. Unlike developed or established markets, it has much more space to expand on the premium end once the brand is established and customers are well-informed about the differentiation, and the only one factor that has to keep in mind is that the Indian market is growth-driven and is fueled by inflation.

The entrance of premium price points in denim market is also determined by the fact that the market was in decelerated phase in 1999-2000. At that time the brands were required to present more value-added products to create consumer look at denim in a different way. As weigh against to "workman's apparel", the denim with embroidery and innovative washes, styling and cuts was found to be more as fashion apparel.

This change in rank permitted denim to walk around newer and higher price points. And also unlock the giant door for many international brands to strive at higher price points by creating more advance merchandise. Supporting to this, the recognition of denim wear as fashion apparel fascinated many Indian designers to show their strong presence. And also give further merchandise to the premium and super premium ranges.

The Economy and lower price bands appear to have been unnoticed in the jeans wear brand to move ahead. In India, there are few exceptions, like Newport in the mid-nineties and at present Ruf n Tuf (via the Arvind Brands and Pantaloon Retail joint effort) attempted to capture this untapped and big market opportunity.

Whereas the denim brands for their continued existence have found some respite at the premium end, the real speed where denim belongs is still uninfluenced. The approximations are that at a price point of Rs.300 for denim jeans, the market could be as big as Rs.2000 crore i.e. larger in value compared to the whole market existed at present. However, the biggest challenge lies all across the supply chain - be it the distribution or retail at front-end or the highly efficient manufacturing at the other end.

Consequently, with the appearance of modern formats of retailing as large format department stores or numerous malls permitting more exclusive brand stores to start, where products needs a different stage of environment and service levels to exhibit, trial and purchasing decision that was not seen until at present, which provide the strong support to the development of the premium end at a large. The situation seems to be further progressive for premium end brands with the constant growth projection in retail sector.The markets drift evidently prove that the denim may be going for another decline soon, but it give the impression that with all these new products and innovations, premium brands may be capable to remain in much improved phase.

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Considering the manufacturing point of view (whether the fabric or garments) mills like Arvind Mills have showed their competency in production and received the respect as a largest scale of producer with the position to present the cheapest basic denim fabric in the world. Though, India does not have in fact efficient jeans making provisions as a VF Corp. (owner of Lee and Nautica Jeans) has in other parts of the world.

From the marketing and distribution point of view, as a mass market of jeans existed, the complicated and split nature of the distribution chain have not allowed many good judgments and came to pass, and also has squeezed many perceptions in their push. Though, with a much more efforts desired by logistics suppliers and quick development in retail formats like Big Bazaar, many difficulties can be removed and the vast potential for denim jeans can be opened.

The urban and semi urban masses: another targeted audience to deliver the products on the back end, whereas it may be starting phases of the markets for urban and semi urban masses, the large portion of rural and semi rural markets are another targeted audience to deliver the products. As the practical requirement of jeans may be extremely vary from what is required in urban markets' masses, there will be a challenging task to operate from the basic product itself. Whether it is waterproofing, or anti bacterial finishes, with the consideration of the market size, making jeans for the rural market, more and more research and development tasks are require to develop the market. It is the efforts taken by DSCL (Hariyali), ITC Ltd (Sagar) and Godrej (Adhaar) into rural retailing, the setup in rural market may soon turn out to be much easier to deal with. These set ups can unlock the doors to the largest untapped market in the world.

In the end, to wait on the opportunity in premium brand, it is surprised to note that all potential segments are moreover already in its position or can easily be shaped. Though, the absent portion is an assertive company to set all these segments together and switch over to this potential into real business.

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Super Premium Segment

GuessThe world knows Guess. Today, it is one of the most widely recognizable apparel companies across the globe, with over 1,113 Guess and Guess Accessory retail stores worldwide and counting.

A company known for innovative style, GUESS continues to dress and accessorize the world with fashion-forward apparel, handbags, watches, shoes and more.

“Our global store expansion is possible due to the strength of our brand and our licensee relationships .we have long-term relationships with them because we provide a strong brand, marketing and advertising worldwide, consistent image, clear direction for product, a true global strategy and multiple retail concepts, including GUESS stores, Guess by Marciano stores, accessories-only stores and our G by GUESS stores.” -Paul Marciano

In 2006, GUESS celebrated its 25th anniversary. It is with the same enthusiasm and passion from the beginning that drives the company forward today. One world. One brand.

Heritage Now a global presence, GUESS got its start with a great pair of jeans. In 1981, the Marcianos founded a small denim company in California. Today, GUESS has grown to be one of the largest and most successful fashion brands in the world. Through their innovative design, marketing and distribution of fashion lifestyle products, GUESS has become one of the most widely recognized fashion leaders in the young contemporary women's, men's and kids' markets across the globe.

The Marciano brothers were raised in the south of France, a place rooted in passion and the essence of French style. Their love of the American West combined with a European sensibility became the driving force behind the creation of GUESS.

In the early 1980s denim was dated and lacked a fashion edge. The Marcianos saw this as an opportunity to combine their European style with a traditional American fabric. Through their ingenious designs, the Marcianos changed the perception of denim forever by creating a line that was sensuous, innovative and timeless. Initially, retailers were skeptical and buyers were reluctant to place orders, but the brothers' persistence prevailed. Bloomingdale's agreed to sell two dozen pairs of jeans as a favor to the Marcianos. Their famous 3-zip Marilyn jean was so sexy and fresh that within hours the entire stock sold out. The GUESS label was born. Now one of the world's leading brand names, GUESS continues to push fashion forward throughout the world.

Bios GUESS continues to be guided by two of the Marciano brothers: Maurice and Paul. Both have been instrumental to the growth and prosperity of the brand since its inception in 1981. Their passion and dedication to the company is unsurpassed in the fashion industry, and is an inspiration to all those who have the opportunity to work with them.

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Maurice Marciano, Chairman, is truly the motivator behind the company's spirit and unrelenting commitment to superior quality. Maurice has overseen the company's revolutionary design direction and monumental growth, from $6 million in revenues in 1982 to an expected $1.6 billion in 2007.

It is Maurice's undeniable sixth sense for fashion design, as well as his insightful business direction, that has fostered and maintained the integrity of the GUESS brand concept, as well as the company's dramatic international expansion.

Maurice continues to instill the feeling of family into the culture of the company. Bringing together people and companies with fascinating and diverse backgrounds, Maurice creates a close kinship; one with a passion for creativity that continues to shape the GUESS brand.Paul Marciano, Chief Executive Officer and Creative Director, is credited with the vision that is the cornerstone of the GUESS image, leading to some of the most innovative and ground-breaking icons in the history of advertising.

Paul's discerning style shaped GUESS from its inception. Defined by dramatic photography, his images invite an emotional response from viewers. GUESS' advertising has received the industry's highest honors, including the Clio and Designers and Art Directors Awards, assuring GUESS' place in American pop culture.

GUESS' successful global expansion is attributed to Paul's role in the development of the domestic and international licensing and export businesses. Under his supervision, GUESS currently has some 21 licensees and is distributed in more than 60 countries. In addition to the worldwide retail business expansion, Paul has overseen the company's e-commerce sites: GUESS.com, Marciano.com and GbyGUESS.com.

Each garment and accessory in the GUESS collection reflects the unique aesthetic that is the core of the GUESS design philosophy. With a distinct style created by its first pair of jeans sewn more than two decades ago, GUESS continues to be an innovator of fashion for the young, daring, and sexy.

G BY

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GUESS wins "RETAIL STORE OF THE YEAR"Chain Store Age celebrates the winners of its 26th annual design competition, which attracted entries from around the globe. G by GUESS, a new concept form GUESS?, Inc., was honored as the best overall entry, Store of the Year.

G by GUESS is stylish and sexy, with an upbeat. The design is in sync with the target audience: fashion-forward, trend-savvy shoppers between 17 and 26.The fashion quotient is high. Planked wood is used to create a center runway, putting the customers center stage and leading them into the store.The runway element speaks to the target demographic's need and desire to feel special. It converges at the back wall, where changing images are projected behind the wood-wrapped cashwrap.

Price range: Rs5000 onwards

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Calvin Klein

HistoryA young boy growing up in Brooklyn in the late 1940’s whose major pre-occupation was designing, sketching and sewing fashionable outfits for women. It is sometimes hard to understand and visualize genius. This particular boy spent his childhood on such projects, and eventually earned himself scholarships to both the New York High School of Art and Design; and the Fashion Institute of Technology at a time when America’s tastes were just emerging as original tastes from an uniquely American experience, rather than a copy of the European masters. 

The boy was Calvin Richard Klein, and his childhood friend Barry Scwartz believed in him to the extent that he supplied the business acumen while Calvin supplied the creative genius. Their first products were coats for women and men; their first customer was the famous Bonwit Teller of New York. With their initial order for Calvin Klein’s coats, so was born the vehicle for the extensive lifestyle enhancing products conceived by this maven of fashion, cosmetics, fragrances, and just plain attitude. 

Calvin Klein jeans were like iced tea and lemon, Tracy and Hepburn, Manny, Moe and Jack! Calvin Klein’s totally new concept was designer jeans at an affordable price.

Calvin Klein was the youngest designer ever to be awarded the prestigious Coty Award, in 1973, 1974 and 1975. In 1982, 1983 and 1986, Calvin Klein also won the Council of Fashion Designers of America Award for outstanding design in both women’s wear and men’s wear. He was the first designer ever to receive both honors in the same year. 

Calvin Klein, Inc. is now a globally recognized fashion, design and Retail Company determining the future of fashion design.

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Key features of Calvin Klein Jeans You should consider wearing Calvin Klein jeans for those days that call for a casual look. You willfind these jeans comfortable and you can wear them for almost any occasion from going to anightclub to taking your kids to the park. You can choose from several different cuts, sizes andwashes of these jeans. You can get a pair of these jeans, even if you do not live near a boutique.Calvin Klein jeans for both men and women are now available on most department stores. Youcan easily find the right cut to complement your body type by trying a few pairs on.

Boot cut jeans seem to be very popular with men. This is probably because most men arecomfortable in just about any jeans as long as they fit. The story is a bit different when it comes towomen. They may need to try on several pairs of Calvin Klein jeans before they find a pair theywant. On the other hand, dressing these jeans up is relatively simple for them.

A pair of Calvin Klein jeans can be transformed into a stunning outfit to wear on a date whencombined with a nice glittery top and a pair of black or red heels. These jeans also make a nicefall look when paired with a sweater and suede boots. A light colored blouse looks fantastic forthe spring when worn with a pair of dark washed Calvin Klein jeans. A woman can make a pair ofjeans look great with almost anything when she finds one with a good fit.

Men usually prefer to wear a t-shirt and either a leather or denim jacket with their jeans. They alsoprefer to wear a belt with their jeans more than women. Of course, it goes without saying that it’scertainly not mandatory. Remember to match the belt with the shoes if it is part of the ensemble.This is a good tip to remember even for men who aren’t that concerned with fashion trends.Calvin Klein jeans also look great when paired with cowboy boots and leather loafers

Another great thing about these jeans is that you can simply throw them in the washing machineif you want to wash them. It would be wise to wash your Calvin Klein jeans inside out so that thecolor will not fade quickly. This would also aid in maintaining the look. It would also be better tolay them flat or hang them up to dry than to throw them in a dryer. This is because the fibers ofyour jeans can be damaged by the intense heat from the dryer.

Price range: Rs3000 onwards

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Gas

Gas is the leading apparel brand owned by Grotto Spa run by the Grotto family out of Italy. The company was founded by Claudio Grotto in early 1970’s. Today it operates sales in more than 56 countries with more than 3000 stores.

Gas targets its products at the youth segment. The brand is known to be simple, original and versatile.

Gas jeans is the official clothing partner of Respol Honda Moto GP team.

Raymond launches ‘GAS’ in IndiaThe Raymond group of India has entered into a JV with the Grotto S.p.A Group of Italy, to launch their GAS brand of Jeans in India.GAS is already a well established brand of Jeans with prescence in over 50 countries .

It makes sense for the GAS to enter into JV with Raymonds since Raymonds is well established Denim Fabric and Jeans manufacturer and has a very good retail presence in the country. Only other Denim Group having good retail experience and presence is Arvind Mills – which is already tied up with a number of brands of VF Corp , Tommy Hilfiger etc.

Price range: Rs2500 onwards

Tommy Hilfiger

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Overview and Strategy In the 1980s, amid a sharp downturn in his fortunes, one of the few assets Murjani held onto was the rights to sell Tommy Hilfiger products in the country—even though imported jeans were effectively banned in the country then. He did nothing with it for a decade. But India’s economic boom and the expansion of its companies overseas have created a new class of consumer who has money and cares about global brands.

To tap that market, Murjani, with local partners, opened the first Tommy Hilfiger store in India in 2004. Though its jeans cost a steep $100 (Rs4,500 then), it was a hit. Murjani has since opened nine more stand-alone Tommy Hilfiger stores and sells Tommy products in hundreds of other shops.

The rise of upmarket international brands here parallels India’s emergence as an economic force world-wide. For decades after India gained independence from Britain, the country’s economy was geared more toward socialism than capitalism and Indians stuck to their traditional unique dress and culture. Foreign brands typically were limited to the lobbies of the nation’s few five-star hotels.

All that changed with economic reforms in the early 1990s, followed by the emergence of India’s high-technology and services sector. India’s software companies hit it big preparing computer systems world-wide for the switch to the new millennium. Its outsourcing companies are prospering with business from overseas.

Young workers, many of them making more money than their parents and getting raises of 15% or more a year, seek the same internationally recognized, designer products they can purchase on work trips and vacations abroad. They watch MTV. They read fashion magazines. They see top movie stars switching to Western designer dresses; many of India’s biggest female stars arrived at an awards ceremony last month in gowns rather than saris. These consumers also aren’t reluctant to use plastic: credit-card spending in India has risen by 30% a year for the past five years.

Hundreds of workers and donkeys are scrambling to finish “Select City Walk,” a $150 million shopping complex being built in South Delhi by May.

“Aspirationally, things changed dramatically,” Murjani says. “What we were seeing was huge growth in terms of [consumers’] assets, in terms of their incomes and in terms of their spending power through credit.”

For Murjani, the arrival of foreign designer labels in India is a fitting coda to the family’s history over the past six decades.

In the early 1980s, Murjani decided to create a jeans brand for men. He helped launch Tommy Hilfiger with a giant billboard in Times Square and bought the rights to Hilfiger sales world-wide.

It took the younger Murjani three years of planning, research and battling with the Indian bureaucracy before he could open the first store. With limited people with experience in high-end retail in India, he brought in specialists from abroad and from other industries like hotels and airlines. The government made the cost of doing business steep: a 35% duty on most garment imports.

When the first Hilfiger store opened in 2004, it carried the most expensive jeans in India, at more than $100 a pair, Vijay Murjani says. The 2,000-sq. ft store format the Murjanis chose was unheard

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of at the time. The largest brand stores that existed at the time were half that size. “People thought we were crazy,” says Vijay Murjani. “They were, like, ’What are you going to fill them with?’”

The answer was: the same products, atmosphere and prices consumers would find in a Tommy Hilfiger store in New York or Chicago. If the products are too expensive, the stores too small or shabby or the selection outdated, then high-end Indian shoppers will just wait until they go abroad, he says.

“Indian consumers with all the media that is available to them—the Internet, magazines, television—they know exactly what the latest products are in the world; they are totally up to speed.”

Keeping all this in mind the Hilfiger dressing rooms in Indian stores have heavy doors and massive framed mirrors, just like the stores in the US. The shopping bags and paper used for receipts are identical. For the new French Connection store in Mumbai, the Murjanis have imported the jeans shelves, indoor billboards and even the mannequins to get the same edgy look that makes the chain popular in Europe.

Price range: Rs4500 onwards

S.Oliver

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OverviewS.Oliver was founded in 1969 by Bernd Freier in Würzburg and is now one of the leading fashion and lifestyle companies in Europe. Ten product lines are developed by different design teams to ever twelve o'clock collections. In total, the company has 80 own stores and 330 stores together with partners. The label is represented s.Oliver shops in 2600 and 1700 surfaces. Internationally, the brand of the Group s.Oliver available in over 30 countries.

S. Oliver has opened its biggest store, in Antwerp which is a real fashion metropolis Currently s.Oliver in Belgium represented with four franchise stores and a retail store in Leuven, in late August has opened its doors. S.Oliver will continue to grow in the Belgian market and intensify its expansion.

To mark the grand opening in the most vibrant city of Belgium is a limited s.Oliver Casual jeans designed. This very exclusive s.Oliver Casual jeans has a circulation of only fifty copies and during the opening three days in October full show. This model is only for sale in the store in Antwerp.

All s.Oliver collections are characterized by a high wearing comfort, great style and good quality. Casual s.Oliver women and people present fashionable outfits. s.Oliver Casual is always kept and true to the times, and combines high wearing comfort with meticulous workmanship and fair prices. s.Oliver represents very contemporary fashion, which appeals mainly young trendsetters. With the latest trends in high quality and very fashionable cut exudes a very individual style. The Super premium segment Selection includes a high range of elegant corporate and leisurewear.

In India S.Oliver has its presence in Delhi (select city walk), Gurgaon (ambience city mall), Mumbai (mega mall).

Price range: Rs3500 onwards

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S.OLIVER STORE

Graph depicting price ranges of different brands in the same segment(SUPER PREMIUM SEGMENT)

Premium Segment

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PRICE(RS)

BRANDS

United colors of Benetton

OverviewToday, the Benetton Group is present in 120 countries around the world. Its core business is fashion apparel: a group with a strong Italian character whose style, quality and passion are clearly seen in its brands, the casual United Colors of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife. The Group produces over 150 million garments every year. Its network of around 6,000 contemporary stores around the world, offers high quality customer services and generates a total turnover of over 2 billion euro

History1960: The idea of color.1965: The Benetton group is established1970s: A business model making the difference: unique, flexible and innovative.1980s: Benetton communication campaigns: known all over the world.1990s: A global company present in 120 countries.2000s: Benetton grows with the market over 150 million garments produced every year and distributed in around 6000 contemporary stores.

Playlife is the Benetton leisurewear brand that redefines a style. With its clean and elegant collections Playlife blends an exclusive exploration of styles and allusions and a strong sense of individuality. The brand’s new store concept reflects the same values, highlighting their emotional content.

DesignA staff of 300 designers from all over the world creates the collections for the casual United Colors

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Benetton was one of 1st companies to introduce vibrant coloured jeans

of Benetton, the glamour oriented Sisley, the leisurewear brand Playlife.

The design team is also engaged in researching new materials and creating new lines for different targets from children, men and women to expectant mothers, offering them not only practical and modern styles but also maximum comfort.

The result is the latest trends in design and a rich output of many models a year which are realized with computer assisted design systems fully integrated with the rest of the company's production phases.

Price range: Rs1599-5500

Lee Cooper

Overview

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Lee Cooper Jeans - The Fine English Denim Company. 100 Years and Just Getting Started.

Lee Cooper traces its roots to the production of overalls and workwear. Jeans were strictly for workman in the first three decades of the century. In 1908, Morris Cooper created a workwear production company in his own name.

Established in 1908, Lee Cooper has since seen its production aims alter in conjunction with cultural, technological, political and personal change throughout the decade. It offers its products through stores.

2008 is set to be a poignant moment for Lee Cooper, who are celebrating their centenary in style. . Lee Cooper Group Limited is a former subsidiary of Matalan plc

Price range: Rs1399 onwards

Lee

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Overview Lee Jeans is a leading international retailer and manufacturer of workwear, western wear and casual wear. Lee's products fall under the Lee Jeans, Riveted by Lee, Lee Dungarees, and Lee Pipes brand names. Headquartered in Merriam, Kansas, near Kansas City, Lee Jeans currently employs over 400 people across the United States. The VF Corporation, Lee Jeans parent company, is the largest publicly held apparel company in the world. It is traded on the New York Stock Exchange under the symbol VFC.

Henry David Lee was born in Vermont on Dec 9, 1849. Moving to Ohio at the age of 16, Lee became a successful merchant in the town of Galion with the Central Oil Co. of Galion. Selling out to John D. Rockefeller, Lee moved to Salina, KS and started the wholesale grocer Lee Mercantile Company in 1889. By 1915 he had opened a factory in Kansas City with an apparel line that included overalls, work jackets and blue denim pants. Although Lee died March 15, 1928, the company retained his name becoming The H.D. Lee Company in 1942.

Growth strategies

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Lee Jeans plans to expand its reach among young women with One True Fit, a new style and fit concept based on its popular five-pocket jean. The introduction is part of a strategy to freshen the brand that also includes a push targeting male teens and young boys.

TV, print, POP, a new script icon and packaging, and online efforts this summer will support the

launch.

One True Fit is aimed at "young missy contemporary consumers" ages 18-34, with a focus on the 24-

27-year-olds who wore its Wish label as a junior and aren't ready for older-skewing Lee Riveted.

One True Fit jeans meet four criteria: style, comfort, look and the all-important "butt check" that can

make or break a sale. A special construction gives a "visual lift" to this part of the anatomy.

Lee also will expand its collection of new denim pieces are street inspired and made with wide

bottom openings and large waists.

Price range: Rs1799-6000

Levi Strauss

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Overview Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is one of the world's largest brand-name apparel marketers with sales in more than 110 countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Our market-leading apparel products are sold under the Levi's®, Dockers® and Levi Strauss Signature® brands.

Levi Strauss & Co. is privately held by descendants of the family of Levi Strauss. Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K., our Japanese affiliate, are publicly traded in Japan.They employ a staff of approximately 10,000 worldwide, including approximately 1,010.

Growth of the companyLevi Strauss, the inventor of the quintessential American garment - the blue jean -was born in Buttenheim,The first address where Levi conducted business (that we know of) was at 90 Sacramento Street, and the name of his firm was simply, “Levi Strauss.” In the 1850s this location was very close to the waterfront and in 1863 the company was renamed “Levi Strauss & Co.” Then in 1866 Levi moved the headquarters again, to larger quarters at 14-16 Battery Street, where it remained for the next forty years.

In his mid-thirties, Levi was already a well-known figure around the city. He was active in the business and cultural life of San Francisco.

In 1872, Levi received a letter from Jacob Davis, a Reno, Nevada tailor. Davis was one of Levi Strauss’ regular customers; he purchased bolts of cloth from the company to use for his own business. In his letter, he told the prosperous merchant about the interesting way he made pants for his customers: he placed metal rivets at the points of strain - pocket corners, and at the base of the button fly. He did this in order to make the pants stronger for the laboring men who were his customers. He wanted to patent this new idea but needed a business partner to get the idea off the ground. So he suggested that the two men take out the patent together (sharing the costs, as well). Levi was enthusiastic about the idea and the patent was granted to both men on May 20, 1873. The blue jean was born.

He knew that demand would be great for these riveted "waist overalls" (the old name for jeans), so Levi brought Jacob Davis to San Francisco to oversee the first West Coast manufacturing facility. It’s possible that the first manufacture of the jeans was undertaken by individual seamstresses who worked out of their homes.by the 1880s Levi had leased factory space and then opened his own factory south of Market Street (though the dates and information are a bit vague here, thanks to the loss of the company’s historical records in the 1906 earthquake and fire). The famous 501® jean – known at the time simply as “XX” – was soon a best seller, as were the other riveted products Levi and Jacob added to their new manufactured lines. VisionThe story of Levi Strauss & Co. and their brands is filled with examples of the key role they have played in meeting consumer needs. Likewise, their brands embody many of the core values that their consumers live by. This is why their brands have stood the test of time.

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Generations of people have worn their products as a symbol of freedom and self-expression in the face of adversity, challenge and social change. They forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent — they all took a stand.

Indeed, it is this special relationship between their values, their consumers and their brands that is the basis of their success. It is the foundation of who they are and what they want to become.

Global Employee HIV/AIDS ProgramIn 2006, Levi Strauss & Co. joined with the Clinton Global Initiative to make a new commitment to revitalize and expand our employee HIV/AIDS workplace policies, education and benefits. The program provides innovative and interactive in-person and online HIV/AIDS prevention education, while striving to improve access to voluntary and confidential HIV testing, treatment and care. We hope to lead through our action and create an HIV/AIDS treatment and care model that other global apparel companies may replicate or adopt.

Price range: Rs1399-5500

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Spykar

OverviewThe Spykar story started way back in 1992, when Mr. Prasad Pabrekar led by ambition ventured into fashion apparels and accessories to make use of his vast repertoire of technical knowledge in processing of denim garments.The company is based on strict code of ethics which is evident in its dealing with all its partners; namely employees, trade associates, vendors and the like.Its accent on the quality of its products has been unwavering right from its inception. It has always strived to produce a product, having a global appeal. Denims are the core of the company's business. This has been facilitated by the company's in-house processing unit and gives the company the competitive edge in consistently producing denims of international quality.

SPYKAR products are available at over 700 MBOs across the country, apart from the large format stores like Shopper's Stop, Globus, Lifestyle, Pantaloons, Pyramids, etc. and at the Exclusive Spykar Jeans outlet at Ahmedabad, Ghazi bad, Hyderabad, Indore, Kolkata, Lucknow, Mumbai, Nasik, New Delhi and Pune. Spykar Jeans currently has 148 Exclusive Brand Outlet and plans to increase that number to 200 by the end of 2008. To mark its foray in the international arena, Spykar has also opened its first exclusive outlet Australia.

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Strategic Intent The company is committed to being the first choice casual wear brand of the youth.

The company’s brand does not have a fixed definition but has always been relevant to the u:th and also to the changing market dynamics.

The company’s brand building activities will continue to maintain the premium positioning and make it one of the most inspirational, trendy and obviously the most sought after brand.

The Company is compliant, eco friendly, socially responsible, evolving, profit oriented, always people-centric and doing justice to those who work for it.

Though professional and passionate; the people will have their professional and personal lives aligned.

Growth StrategiesSpykar believes that retail expansion is the key to future growth. Developing adequate sourcing ability to match sales growth would entail expansion of designing and sampling ability along with creation of infrastructure for world class quality control. The investments in next two years are clearly focused on these areas clearly in the domestic market.

With biggest of the brands trying to enter India it would be certainly out of place for established Indian brand to shift focus. However international market will become attractive due to removal of trade barriers post WTO. Spykar has already taken test marketing entry in Europe by putting up exclusive branded store at London. The next two years as Spykar focuses on Indian market; it will also acquire insight in European market which has been identified as market that can offer attractive margins and tremendous learning's. International foray would be thereafter begin with Europe and extend to other countries.

Price range: Rs1599-2999

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Pepe

OverviewPepe Jeans is one of the fastest growing denim and casual wear brands in Europe.The brand has a presence in several countries around the world. Pepe Jeans were launched in India in 1989 and has expanded immensely since then.

From very very humble beginnings the three rented a market stall on the Portobello Road in West London every saturday, every week, without fail. Even whilst all of them held down other full-time jobs.Little did they know what was about to happen. Within a very short space of time and for no other reason that the jeans were good quality and fitted well, business started to boom. In a matter of years they had to move everything into a 25,000 square metre warehouse and set up new office spaces to handle the amount of business they were handling.By 1980 Pepe Jeans London was rivalling all of the big US brands for No.1 spot in the market place, becoming the UKs most succesful jeans brand ever.Bruce Weber was invited to shoot the first BIG advertising campaign at this time and with an unknown, soon to be super model, Bridget Hall. Several other shoots by Weber featured Donovan Leitch and Ione Skye, and probably the most memorable one of all with Jason Priestly.Cinema & TV commercials soon followed featuring the likes of Leigh Bowery, sound tracks by The Smiths and a lot of bans by the censors for concepts which were just a little bit too naughty to get through.Over the last 35 years Pepe has continued with maverick photographers, directors and talent and has had the pleasure of watching some of them grow into who they are today.Business has been good, the product has established and they continue down lifes path to see what gets thrown at us next.

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“All Pepe advertising campaigns portray the brand identity, represented by the youth who speak of an attitude that says ‘I am what I am.’ The visuals are strong and captivating, creating a deep impact on the target audience.”

Strategy

Pepe works on a 360-degree approach on the marketing communications strategy, involving both above-the-line and below-the-line activities. Billboards, print advertising in national and regional newspapers and all lifestyle magazines constitute Pepe’s above-the-line strategy. All these aim at creating the visibility, top of the mind recall with the end consumers. These above-the-line activities are strongly backed by POPs, innovative window displays, and larger-than-life visual images in the Pepe stores, reinforcing the communication received by the consumers through above-the-line initiatives.

Pepe Jeans London, Today1973 saw the inception of Pepe Jeans London by three NRI brothers at Portobello, London. Inspired by the street-wear style, the brand became the best selling jeans in a very short span. Today, Pepe Jeans has a complete array of denim wear and casual wear, having its presence in more than 80 countries.

In India, Pepe is one of the most adored international fashion brands in the premium segment. It is a complete casual wear brand and sells everything one would associate with casual wear. Pepe’s business in India can be broadly classified into 50 per cent denims and 50 per cent casual wear.

Price range: Rs1799-2999

Provogue

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Overview Provogue (India) was established in the year 1997 under the name Acme Clothing Private Limited. The brand Provogue is associated with pure fashion and it is a leader in the market.

The main motto of the company is the creation of fashion trends in the apparels sector. To achieve this goal, the company continually seeks to bring about a change in the outlook and the taste of the customers and then caters to the shifting preferences. The tactical marketing policies, aggressive promotional campaigns, and unique distribution techniques through malls and other modern format stores have helped Provogue (India) grow to become a leader in the garments segment in India.

The brand 'Provogue' is regarded to be different from other apparel brands in India because of its campaign which follows the mantra of 'redefining fashion'. This concept of being different has carved out a definite niche in the hearts of the buyers. Provogue merchandise is retailed through some of the best shopping outlets of India such as Lifestyle, Shopper's Stop, Globus, and Westside. The brand is also sold in various outlets owned by the Provogue (India) under the name Provogue Studio. The company promoted the Provogue brand with the some of the biggest stars in India such as like Fardeen Khan, Hritik Roshan, Saif Ail Khan, John Abraham, and Esha Deol as brand ambassadors.

Price range: Rs1995 onwards

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Graph depicting price ranges of different brands in the same segment(SUPER PREMIUM SEGMENT)

Economic Segment

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PRICE(RS)

BRANDS

Newport

OverviewNewport exploded on the scene almost a decade ago, in 1994. At Rs 399, it took branded denim into the mass market, enticing first-time buyers with rather standardised offerings. It emerged as the first mega tag in the domestic apparel business and raced towards the Rs 100-crore sales mark by the end of the decade even as the denim wave ebbed away. Then came the downfall, a bit more accelerated than its steady climb, and the brand disappeared from many markets at the turn of the new decade.

Now, Arvind has revamped the brand. The denim industry is excited and trade analysts say the timing couldn't have been better. Denim turned hot again a year ago and has settled down to a promising growth in the near future. The mass market for denim has not seen the emergence of any other national brand as many aspirants failed to take over Newport's legacy when it fell into a slumber. Arvind is confident that it can script one of those rare comeback stories in the apparel business.

Marketing strategy"The resurgence of denim has come about on two or three counts. One is fashion. It is no more about blue jeans with five pockets. There has been a lot of work on fabrics - structures in fabrics. Secondly, it is the weight of those fabrics. Traditional denim is 13-14 ounces, while now we have 9.5-13.5 ounce giving a degree of depth and width to the fabric weight. And finally, the resurgence is also due to finishing, mostly surface treatments. Newport had to imbibe the values of fashion in the brand and create a new look.

The revamped Newport jeans are priced Rs 695, pegged higher than the fabled price points of Rs 399 and Rs 499 earlier. In fact, the fabric treatment has caused MRPs to go up. "Denim fashion at Rs 695 is good. The consumer was not able to get fashion at these prices before. We were the first to give sand blast and tinted at Rs 695. They have opened up fashion, which was in the upper levels, to the mass market," says Pandya.

The basic core denim at Rs 695 accounts for 35 per cent of the sales and the rest is fashion, which is good, Pandya says, explaining that "it means Newport needs to look youthful, energetic and fresh, and if 15- and 21-year-old buys into my values, I am home".

Positioning

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The company had the tougher task of making it connect with urban youth. "There is a new generation, which has new attitudes, new lifestyles and possibly new relationships. They are turned on by the newness, new ways of happy living, excitement of life," says Pandya. The company conducted a dipstick research in Mumbai and Delhi that led to the `Make Way For The New' campaign developed by Alok Nanda & Company.

"It tries to portray the whole new lifestyle of the youth. The campaign was put together in July and during the festive season alone we spent Rs 1 crore to build this position, mainly through press ads and hoardings," says Pandya. The brand shied away from electronic mass media as the fragmentation of the number of channels rendered that medium rather ineffective.

"We don't know what the teenage audience is watching. To me, the teenagers are going out and hanging around. There is more outdoors for the youth today. He has radio to listen now. We caught him on newspaper supplements - all about food, fun and films, which is what they are reading (in five minutes) - and through hoardings at strategic locations," Pandya explained.

Newport also planned strategic events to keep the brand alive and kicking. It tied up with Times Music for a remix of DJ Amit - called Newport Fit Hai Hit Hai - and gave a cassette free with every pair of jeans. It was also sold through Planet M stores. The alliance involved a seven-city promotion and the music did well to the extent that repeat orders were placed for the cassettes and CDs. In the South, Newport is the co-sponsor of SS Music's VJ hunt in four metros.

However, some critics argue there is confusion regarding its positioning and imagery. "It shouldn't become a cheaper Flying Machine (also a homegrown denim brand from the Arvind stable, priced above Rs 895). There is a danger as the campaign - cool youth with attitude - looks similar to that of Flying Machine or Lee. There cannot be a dissonance between aspirational positioning and pricing in apparel trade," they say. The head of a rival jeans brand suggests that Newport must not over-work its positioning and attitude, especially as the company sees substantial future growth coming from outside the top 10 metros, which now account for 50 per cent of the sales. The company has predicted more growth from the next 50 cities and towns as urbanisation and spending power expand.

Newport currently has a regular fit and a boot cut and could add another fit soon. Pandya says the brand is available across 2,000 multi-brand outlets in about 150 cities and towns. The brand is also in Pantaloons as entry-level jeans and has roughly 100 exclusive stores. The company has ruled out the brand's foray into discount stores such as Big Bazaar even though plans are afoot to tap Metro Cash & Carry, which would give the brand a new channel and new audiences. "I think over 2,000 outlets spread across roughly 150 cities is a very good stable figure. Primarily, a jeans brand must appeal to the15-21 age group. If I am a successful mass-market brand, my jeans has to be in all campuses in the top 100 cities," he adds.

Price range: Rs695 onwards

Jealous jeans 31

Overview Jealous Jeans is the one and only Indian brand in the women's jeans segment. The brand earlier owned by Jealous Fashionwear was acquired by Indus League in 2005. The brand was not a new brand rather the brand is 15 years old. But it was a niche player. It does not have any presence in South India . The brand was not aggressive owing to the factors like Jeans being not popular among ladies in the early 1990's.

Things have changed now. There is a marked change in the demographics and psychographics of Indian women consumer. The younger crowd is not wearing conventional dress opting for modern dresses and also very individualistic in their choice of attires. Thus the Jealous brand once restricting itself to a niche is bracing itself to a larger market. With marketing strength of Indus League, Jealous can cash in on the highly potential market.

Positioning strategy

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Jealous is positioned as an Urban Women brand ( young at heart) , age 16-24. The brand is based on the values like " self esteem", individualistic and fashionable. The brand is edgy, hot and it is new. ( as per their website).

In order to keep the excitement going, the brand comes out with a new design every 3 months. The brand was relaunched last year as a really hot brand with John Abraham endorsing the brand ( unusual for a feminine brand ).The company have priced the brand reasonably and is not restricting it to jeans, the baseline " Jeans and More " is a good one giving lot of room for the brand to grow. In the promotion front, the brand is not yet aggressive. The company is fine tuning its distribution network before spending on promotion.

It is challenging for a marketer to keep up with a feminine brand. It needs to be constantly updated and exciting and fun and many have failed on their way to rule the Indian lady's mind. Jeans for that matter is more challenging. 70% of the market is ruled by the unorganised segment. Hence the organised sector had to compete on the basis of price to survive in this market.

Jealous have a tough task ahead of it but with the advantage of " first mover" and with investments in brand building , it can make other jeans Jealous.

Price range: Rs799 onwards

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Moustache

Moustache is a leading readymade garment-manufacturing brand with a renowned national and international repute and is backed by nearly 2 decades of experience in the domestic and export field. They are basically engaged in manufacturing denims and casual wear for men’s & women’s since 1984.the philosophy as a whole is to stripe to be the best within the casual wear industry. Vision behind moustache is to grow constantly, be vibrant and creative.

Dynamic personnel lead all areas of garment manufacturing ,ensuring a good vendor development, design and product management, efficient sales, marketing support and sampling co-ordination, a strong sense of dedication and quality consciousness exists at all levels, which is the reason behind their being the best in eastern India all these years”.

Price range: Rs799 onwards

Killer

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OverviewLaunched in 1989, Killer is the flagship brand of the company. A power brand. A brand that is youthful, trendy, vibrant and with an attitude. The focus of the brand is 16-30 years segment. The power brand enjoys a leadership position in the premium menswear in this segment. Killer Jeans is the largest selling denim brand in India. The jeans are trendy and complete the attitude statement that the consumer wishes to make. In 2007, 'Killer for her' (an exclusive style statement for women) was launched.

With a distribution network of 17 distributors, all K-Lounge stores and over 800 retailers, MBO's & chain stores the brand has unparalleled penetration of the domestic market. Killer merchandise can also be patronised at Exclusive Killer brand stores that are spread in all major cities.

Strategy"Basics" by the Killer brand have a loyal following. The "Fashion" range in the Killer brand is constantly innovating. Each collection is exciting and different in washes, treatments and styles. The R & D team works on over 500 designs a year from which few are selected to form the new season collection.

The brand first introduced "Worn Outs" in India. A style that is hot, international, contemporary and truly trendy. The garment here is made to look worn out through various processes without diminishing the strength of the material.

The advertising/creative strategy for Killer is 'International' and 'youthful'. The creative idea is based on insights derived from the lives of the youth. The style and treatment of the film is completely international and blends beautifully into the product. The print and outdoor campaign accentuate the product offering adding a sensuous tone to the brand image and product.

Price range: Rs 795 onwards

Ruf & Tuf

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In earlier times many people were under the illusion that women liked men in soiled jeans, with cigarette butts sticking out of their mouths. One Indian textile company had spotted the trend. Established in 1931 in Ahmedabad , western India, Arvind Mills used to produce traditional cotton fabrics and garments for domestic consumption. It was founded by the three brothers Kasturbhai Lalbhai, Narottambhai Lalbhai and Chimanbhai Lalbhai one of the leading families of Ahmedabad. But when, in the 1980s, low-cost powerlooms began flooding the market with cheap cotton fabrics, the company had to change in order to survive. Arvind reckoned denim was a fabric that would never go out of style. So, it dismantled all its disorganized mills – which made nearly 250 different products, from saris to handkerchiefs – and concentrated on denim.

This was not a piece of cake – not for an unknown company in a Third World country. There was no local demand for denim. The only market was in the West, where a long-established bias against textiles from India still operated. Rich-world countries continued to use the Multi-Fibre Arrangement (MFA) to keep textiles from the Third World out of Western markets. At first Arvind tried to overcome this by hiding its Indian identity. Then it established subsidiaries in Mauritius and Germany. Eventually its high-quality denim, made from low-cost local cotton, began selling well in more and more countries.

On the back of denim, Arvind is now one of a new breed of ‘Third World Transnational Corporations’; the third-largest manufacturer of denim in the world and the largest outside the US. It exports over 150 varieties to 66 countries and is used by many big brand names

The rise of the Indian middle class after economic liberalization in the early 1990s gave Arvind a chance to market its denim locally. Satellite TV boomed in India during the Gulf War and increased demand for products associated with the West –especially jeans. Arvind cashed in and introduced its own brand.

For the rural market – where people still find that tailored garments last longer than ready-made – Arvind introduced Ruf & Tuf in 1995, a ready-to-stitch jeans kit. The kit consists of pant-length denim, a pouch of rivets, a leather label and an instruction booklet in the regional language of the tailor.

Arvind Mills adopts the franchisee system for the manufacture and distribution of Ruf and Tuf jeans. PANTALOON Retail (India) Ltd and Arvind Brands Ltd have made a tie-up where the retailer(Pantaloon) would stock Arvind's Ruf & Tuf brand at its Big Bazaar outlets across the country.

Price range: Rs 299 onwards

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Brands perceived according to the print advertisements 37

SUPER PREMIUM BRANDS

Guess M/F 17-26A European style with a traditional American fabric. It is sensuous, innovative, timeless ,fresh, young, daring, and sexy. A company known for innovative style as clearly shown in the print ad.

Calvin Klein M/F 20-35It gives a lot of emphasis on the fit factor. The jeans are casual, comfortable and can be made suitable to almost any occasion. The print ad depicts its super premium appeal that is related to its quality and fit.

Gas M/F 25-40Youthful, simple, original and versatile. Recognised International brand with a heavy price range. Print ad depicts attitude with sophistication.

Tommy Hilfiger M/F 20-35Exclusive designer jeans depicting sophisticated casual look.widely sold at high range of prices.

S.Oliver M/F 20-35High wearing comfort with meticulous workmanship and fair prices, great style and good quality. Represents very contemporary fashion which appeals mainly to young trendsetters. With the latest trends in high quality and very fashionable cut exudes a very individual style and elegance. Print ad depicts casual and a trendy carefree look.

PREMIUM BRANDS

United colors of Benetton M/F 18-28A strong Italian character is perceived through its style quality and fashion. It is glamour oriented with a playlife attitude. The print ad depicts a glamorous, fresh and casual look with a strong sense of individuality.

Lee cooper M/F 20-35 Individualistic, sporty, tough, risk taker, assertive. Offers different fits to occupy comfort pattern; price product at the same level as top end competitors. The print ads draw associations from European lifestyle. 

Lee  M/F 20-45  Anti establishment, macho, wild, outdoors, Aggressive, self-obsessed with attitude. the jeans is positioned as an extension of the American Dream; sell through showrooms to maintain aura; price the product at the same level as top end competitors. 

Levi Strauss M/F 15-45 Individualistic,lavish, smart, trendy, upper crust. The cult status of the brand around the world, prices the product at a premium level. Print ads give a very individualistic and unique look.

Spykar M/F 20-30

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The company’s brand building activities maintain the premium positioning and make it one of the most inspirational, trendy and obviously the most sought after brand. Print ads depicts youthful culture emphasizing on the various seasonal trends. Pepe M/F 18-30 Explores the late 1970s and early 80s punk youth culture showing influence of the street fashion. Pepe Positions the product as the choice of the fashion conscious; offer different ranges for men and women separately; expand reach by selling through multi-brand outlets .Print ads depict young teenage look with attitude reflecting the youth culture as an extension of the Vintage look

Provogue  M/F  20-35  Single, well off, handsome, successful ,trendy and urban. Target young urban buyers through customized communication; position the product to appeal to outdoor instincts; use the type generated by mega brands to push sales. Print ads show well known icons as ambassadors to promote their product.

ECONOMIC BRANDS

Newport M/F 15-21Youthful, energetic and fresh. It tries to portray the whole new lifestyle of the youth who are turned on by the newness, new ways of happy living, excitement of life. As it focuses on young clientele the jeans are priced at an economic level.

Jealous F 16/24 The brand is based on the values like “self esteem" and individuality. The brand is edgy, hot and it is new. It is challenging for a marketer to keep up with a feminine brand. It needs to be constantly updated and exciting and fun and many have failed on their way to rule the Indian lady's mind Print ads depict feminity and a lifestyles which is full of fun and depicts college going girls who are the go getters.

MoustacheM/F22-35The brand depicts vibrancy and creativity and has a strong sense of dedication and quality consciousness. The print ad depicts a causal look.

Killer  M/F 25-35  Reasonably well off, rough & rough, ‘bad guy’, ‘bad girl’, bold and wild, semi-urban, unattractive to girls  .The jeans are trendy and complete the attitude statement that the consumer wishes to make. A style that is hot, international, contemporary and truly trendy. The jeans here are made to look worn out through various processes without diminishing the strength of the material. Print ad depicts it as a wild and hot look brand.

Ruf and Tuf M 25-35The brand depicts a rural look and has its own charm .Price range is done keeping in mind the people belonging to the economic class.

Analysis of the Report

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In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behavior have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups. 

In this report we have looked at the marketing strategy employed by companies on their product, and at the importance of consumer behavior in deriving this strategy. We have also looked at the importance of a clear and up to date comprehension of the factors that affect consumer behavior, paying particular attention to the key role that perception will play in forming consumer's attitudes towards any jeans brand.

The fashion industry at this time; a time of increasing disposable incomes and incidence of recreational shopping, is intensely competitive. We can draw on many examples to highlight the point that; companies who have established a strong and clear brand image, have tended to command a larger market share than those companies who's image is either unfavorable, for example old fashioned, or unattached to specific and clear values. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs, values and aspirations of the modern, well-informed consumer. Moreover ensuring that the consumer perceives the firm to be in tune with their way of thinking and holding similar values centrally to the brand identity is the key to ensure marketi success. 

For example when advertising the 'Anti-Fit' product Levis must ensure that its messages are clear and perceived by the desired audience in the intended manner. Evans, Moutinho and Van Raaij (1996) believe that,"the more we understand about the perceptual process both generally and of the target market concerned, the more we can ensure that the intended receivers of the message will interpret it in the intended manner". The notion of branding can have significant effects on consumer's perceptions of product characteristics and attributes. 

Studies have shown customers can often not tell the differences between the various brands but labels and their associations definitely influenced their evaluations. This shows that customers' perceptions of products can derive from marketing effort alone; brand images and brand differentiation can be the consumers' only guide to want satisfaction. This is particularly evident in a highly branded stylized market such as the jeans market. Therefore pursuing the correct marketing campaign is essential to appeal to the target audience, in an already highly differentiated market. When shopping for designer jeans consumers are more likely to consider purchasing a brand product from his or her awareness set than from a company whose brand image he or she has not been exposed to. Brand awareness is an obvious precondition to purchase. 

The purchase of a pair of designer jeans may be considered neither a high involvement nor low involvement purchase, where involvement may be thought of as "the degree of perceived relevance

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and personal importance accompanying brand choice"... (Blackwell, Miniard and Engel 2001: quoted in Jobber 2004).

 The purchase of a pair of designer jeans is seldom undertaken with the same abandon and low risk as, for example, the purchase of a pair of socks. Jeans may be worn and enjoyed for many months, even years. Therefore the consumer would want to ensure that the jeans will remain comfortable, fashionable and flattering for more than a few outings. Creating a brand that is seen to be fashionable, desirable and having a degree of exclusivity, is vital for attacking the designer end of the jeans market. A consumer may be swayed by brand snobbery, wishing to attach herself to the brand he or she believes matches his or her beliefs and attitudes and will result in greater approval from his or her significant references. The more aware a consumer is of a brand, the more likely he or she may be to purchase its product. 

Perception of products ,its positioning and brand identity has a big impact on consumer purchasing behavior, within a dynamic fast moving market, such as the jeans market; where style and originality is the key. Perception is defined as 'the entire process by which an individual becomes aware of his environment and interprets it so that it will fit into his own frame or reference. People become aware of their environment through the five senses, therefore sensation is the process by which perception begins and print media plays a vital role in creating this perception. Also important is the process of interpretation, which depends on the socio-psychological meanings the individual attaches to the object perceived. Everybody perceives things differently and this is important when thinking about grouping people into a particular market segment or marketing a brand in a particular way, as potential consumers may not interpret such things with the same meaning as intended. 90% of stimuli are received through sight, therefore when marketing a new range of jeans visual stimuli are a key method of attracting potential consumers. 

Potential customers within such a competitive market have a number of factors influencing their purchasing behavior. Consumer buying is motivated by something more than awareness; it depends on the consumer's needs and drives, tastes and aspirations, attitudes, personality and social environment. Products are not only purchased for their functional values but also, for the social and psychological meanings they convey. The purchase of a pair of jeans is linked, to what extent is dependent on the individual, to the formulation and shaping of a consumers self-image. Purchasing a pair of jeans will to some degree shape a person's self-image and the way others may perceive them. As marketers, a company must align the consumer's self-perception and the image they intend to project to others, with the attributes and values they perceive to be attached to the company and its associated products. Grubb and Grothwohl (1967) suggest image research within marketing seeks to ..."link the psychological construct of an individual's self-concept with the symbolic value of the goods purchased". A consumer will purchase goods that they believe will either enhance their self-image, or those which help the consumer to feel closer to their self image. Therefore we may think of goods, in this case designer jeans, as symbols that communicate something about the individual to his "significant references". 

The selective nature of perception and attention act as a way of coping with the constant

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bombardment of stimuli, the precise manner in which the person allows some messages to penetrate while rejecting others depends on values, motives and attitudes as well as social situation. With a prior knowledge of this aspect of consumer purchasing behavior, it is clear that when selecting and targeting potential consumers marketing strategies must incorporate a wide range of factors to appeal to a market segment which may encompass people with wide ranging beliefs, attitudes and values.

For example marketing for young, trendy professionals looking for up to the minute style may represent a particular market segment but within this segment individuals may have varying beliefs or values. Therefore, by simply targeting a segment of the market we cannot assume homogenous perceptions of a new product. Differing attitudes to a particular strategy may be widely evident; therefore understanding consumers purchasing behavior in relation to differing perceptions will give a wider insight into possible effective strategies. 

Conclusion

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mens

women

children

Branded

Non-Branded

The branded jeanswear market in India was worth approximately Rs 2,100 crore in 2006, with about 35 million consumers in India purchasing over 44 million pairs of jeans. Men account for the bulk of consumption at 76 per cent, followed by women (17 per cent) and children (7 per cent).

About 80 per cent of the jeanswear in India is branded. The primary consumer group is the 16 to 25 age group, which buys denims largely for emotional connectivity. The secondary target’s — 25 years and above — purchase decisions are also influenced by emotional appeal, but largely by the functional purpose of jeans. The domestic jeanswear market is growing at 10 per cent a year. Moreover, domestic demand for denim is better than international demand. The super-premium subset (Rs 2,000 and above) is strengthening with increased brand presence. It is currently dominated by non-Indian and domestic “designer wear” labels. The potential of the under-Rs 300 jeanswear segment is massive and largely untapped. The estimated valuation is about Rs 2,300 crore, which is greater than the size of the total branded jeanswear

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Jeans wear market in India

Jeans wear market in India

www.denimclubindia.org/docs/denimJeansBrandsInIndia

www.spykar.com

www.wrangler.com

www.lee.com

www.killer.com

www.fiber2fashion.com

www.provogue.com

www.leecooper.com

www.gas.com

www.guess.com

www.moustachejeans.com

www.pepejeans.com

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