Monte Carlo

Competition Analysis

WOMENSWEAR

DENIMSFORMALWEAR

SMART CASUAL

S

SPORTSWEAR

COMPLETE WARDROB

E SOLUTION

S

Understanding the competition spectrum

Levi’s

Wrangler

Lee

Louis Philippe

Van Heusen

Blackberrys

Peter England

Puma

Adidas

Nike

Reebok

Wills Lifestyle

Provogue

Zara

Mango

CASUAL

WEAR

United Colors

of Benett

onFCUK

Ralph Lauren

S. Oliver

ColorPlus

Allen Solly

Esprit Pantaloons

Westside

Womenswear Brands

ZaraMango

Zara deliberately does not advertise, preferring to invest instead in opening new stores.

With its “fast-fashion” concept of production, stands out in the

industry, and reputation preceded its India launch. As a fashion

imitator, translates musts of high fashion houses into affordable

clothing for the modern woman

Unlike Zara, advertising is key to strategy, and Mango uses

celebrities like Kate Moss and Scarlet Johannsson to

collaborate on collections. Proposing that clothes be both

fashionable and practical, it aims at the modern woman who

wants to be in, without being the “fashion victim”

S. Oliver

S. Oliver, the German retailer, provides complete wardrobe solutions, but is

focused more on the women’s apparel line in India. Running the “Colour Me

Casual” campaign right now.

Communication in the category shows subtle differences between brands, depending upon the key strategy and philosophy.

Targeting the young, fashion conscious modern woman (20-35 years of age), sex appeal, mystery and trend-setter are the talking points

With probably the exception of Levi’s (Go Forth Campaign),COMMUNICATION IN THE CATEGORY TENDS TO LOOK THE SAME

Targeting the Youth (SEC A, 18-25yrs), Rebellion, Toughness and Roughness have been the key focus areas for denim brands

Denim Brands

Levi’s

Wrangler

Lee Cooper

Levi’s current global campaign, “Go Forth”, speaks to the youth which wants to make a mark for itself. Leverages upon emotional

appeal rather than functional benefits, since the brand is well-

established

Current campaign has a similar look and feel as Levi’s; however,

incorporates more functional benefits in communication too,

like comfort

Trying to position itself as a “macho brand”, positioning on

ruggedness and toughness

Louis Philippe

Formal Wear Brands

Van Heusen

Imagery in the category tends to look similar for all brands, with sophistication, elegance and class being the platforms upon which

communication is based

Blackberrys

One of the most premium brands in the formal wear category, is aimed at the

stylish, discerning modern man (lates 20’s to late 30’s). The brand has recently expanded to

include complete wardrobe solutions, and

even a women’s line

Aimed at a younger, TG than those of Van Heusen and Louis Philippe,

Blackberrys is aimed at the fun-loving, well-groomed male of today who wants

to stand out from the rest.

The Louis Philippe TG is a sophisticated, discerning and brand conscious male in his 30’s and early 40’s, who wants to flaunt the fact that he has arrived in

life. The Louis Philippe lifestyle represents one who has elegance, class

and status

The communication in the category appeals to a refined yet relaxed, outgoing TG

Fun, relaxation and sophistication are the themes around which the communication revolves

Smart Casual Brands

ColorPlus

ColorPlus has a very strong, masculine image, and caters to the SEC A, late 20’s to late 30’s TG. Launched in 1993, is one

of the most easily recognized brands in the premium ready-to-wear

market for men’s apparel in India.

Allen Solly

Ralph LaurenRunning current campaign on the theme, “Friday

Dressing”. Includes smart casuals for both mena and women for

office wear

Ralph Lauren is a brand which embodies such elements as quality, luxury and sophistication, without being flashy or

faddy. One of the most premium brands in the smart casual category, is aimed at the well-heeled, brand –conscious

consumer

Differentiation in the category comes from how the brand focuses its position on sports

Athletic spirit, fitness and fashion are some of the key focus areas

Sportswear Brands

Globally, Nike has always been associated with sports and

promoting the sporting spirit within each individual, and India is

no different, with ad campaigns utilizing sportsperson, usually

cricketers

Puma

Puma has its focus squarely on fashion, promoting sportswear as a

fashion-forward category. The current campaign utilizes Mallika Haydon as the brand ambassador

Reebok

Reebok is focused on fitness, and utilizes celebrities like Bipasha Basu in its campaigns, who are known for their commitment to

fitness

NikeAdidas

Currently running the “Bring it On” campaign which celebrates

the indomitable spirit of athletes. Has a clear focus on athletes and

sports, much like Nike

Casual Wear Brands

United Colors of Benetton (UCB)

With a strong presence in both menswear and well as womenswear, UCB caters to an audience looking for an array of exciting designs and colours, with upto-date trends and

styles. Its advertising famously uses models of various races

French Connection UK (FCUK)

Purely aims at providing fashionable yet comfortable

clothing. Currently runs stark, grainy, black and white, and

of course, irrevernt advertisements centred

around two chic and idealised figures: "The Man" and the

"The Woman".

ESPRIT

With a vibrant yet upmarket brand image, Esprit utilizes

celebrities in its advertisements, most notably Gisele Bundchen for

its current campaign

Category is not much differentiated in terms of offerings, but shows differentiation in communication, dependent upon the brand

philosophy CHIC OFFERINGS, COLOURFUL AND COMFORTABLE ATTIRE, AND A

PLAYFUL ATTITUDE are some of the key observations in the communication tone

Provogue

Wills Lifestyle

Complete Wardrobe Solutions

Has used Bollywood celebrities traditionally (currently Sonakshi

Sinha) , and is a brand with a irreverent, youthful attitude

Associated with various fashion events and labels, the Wills

Lifestyle consumer is some0ne looking for chic, trendy solutions

for his/her wardrobe needs

Westside

Currently running the “Endless Possibilities ” campaign with

Giselle Monteiro, speaking for the exciting and colourful variety of

apparel choices

Pantaloons

Utilizes celebrities like Lara Dutta to speak for a brand

which stands for a chic, glamorous wardrobe

The category communication looks by and large similarThe TG portrayed in the ads speak for a consumer who is trendy and

wants to stand out form the crowd