National Institute of Fashion Technology, Kannur
FASHION MERCHANDISING & FASHION CONCEPTS (End- Term Assignment)
RANGE PLAN & TIME & ACTION CALENDER (BRAND: HRX)
Submitted by: Brinda S(MFM/21/211) Hetvi Parekh(MFM/21/401)
TABLE OF CONTENTS
01
ABOUT HRX
12
ABOUT FIFA
16
WHY HRX?
17 18 19 20 21
22
MOOD BOARD
23
CLIENT BOARD
24
LOOK BOARD
ABOUT THE COLLECTION
25
RANGE PLAN
COLOR BOARD
37
MARKETING STRATGEIES
38
CONCLUSION
THEME BOARD
39
REFERENCES
DETAILS BOARD
40
TEAM CONTRIBUTION
FABRIC BOARD
ABOUT HRX HrX is India’s first celebrity brand which was introduced by Hrithik Roshan and Exceed Entertainment. The brand was launched in 2013 with a holistic mission to help transform the youth of India a better version of themselves, in terms of fitness. They initially launched with apparels and footwears, slowly as they entered the market they saw a rise in the acceptance of fitness being an integral part of people’s life, thats when HrX decided to expand its horizon and ventured into accessories, equipments etc.
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MISSION TO BRING OUT THE BEST IN YOU When we work on our fitness goals, it brings about a drastic change in all aspects of our life. At HRX, its our mission to motivate and enable you to work on your mind and body, making sure you can be the best version of you.
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PARTNERS
FLIPKART
MYNTRA
CURE FIT PAGE 03
BRAND PRISM PHYSIQUE Keep going Celebrity influence Red and black logo
RELATIONSHIP Keep going Celebrity influence Red and black logo
REFLECTION Powerhouse of energy Competitive Fitness
PERSONALITY Athletic, Sporty, Lifestyle
CULTURE Indian Youth Fitness Diet Regime
SELF IMAGE Affordable Stylish Sassy PAGE 04
PRODUCT RANGE
APPAREL
FOOTWEAR
EQUIPMENTS
ACCESSORIES
EYEWEAR
HRX aims to revolutionise the fitness scenario in India, as a value-for-money, high quality alternative products to international brands. The brand offers a range of products including footwear, apparel for men and women, various accessories and fitness equipments. Product categories across HRX Active Wear, HRX Casual and HRX Yoga and are available on e-commerce platforms including Myntra, Flipkart and Jabong. PAGE 05
SWOT ANALYSIS STRENGTH Strong Celebrity Influence Affordable Focuses on fitness Massive target audience -Youth
OPPORTUNITY
Wider range of products Invest in offline stores Growing popularity of fitness among people
WEAKNESS No omnipresence Does not offer a wide range of products
THREAT Bigger brands like Decathlon offering similar products at cheaper rates Omnipresent brands
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COMPETITORS
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PRODUCT
HrX was launched in 2013, initially starting with footwear and apparel for both men and women. The brand is known for its sportswear and athleisure wear. HrX’s main focus is the quality of the product, for example in terms of footwear the brand emphasizes the sole and the material. They also launched apparel and footwear for kids. HrX is also entering the range of wearable technology. They have recently launched a very limited variation of watches. Hrx’s products are extremely trendy and stylish.
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PLACE
Hrx lacks omnipresence, i.e it does not have physical stores. All of its products are sold online, including Myntra, Jabong, and Flipkart. Online presence of the brands been really helpful since the outburst of COVID-19.Hrx has been very successful in promoting their online sales since they do not have an offline store . Hrx is planning to expand and open brick and mortar stores as well.
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PROMOTION
Hrx thrives immensely on experiential marketing. They have a separate section on their website dedicated to the HRx communities. HrX’s marketing strategies include organizing fitness campaigns to make it an engaging experience for the audience. Pop ups of the merchandise and free training sessions anf organizing marathons play a part of their experiential marketing strategy. This helps the brand to enhance the audience’s experience and leave a mark.
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PRICE
The price of the products is priced in such a way that it can be well accepted by the Indian audience. The pricing strategy also matters and is maintained in a way that is not very different from the competitors pricing. The pricing is also strategised keeping the target audience in consideration, i.e for HrX the target audience is fitness conscious people
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A GLIMPSE ABOUT FIFA WORLD CUP The FIFA World Cup is the most prestigious soccer competition in the world. Played every four years, the World Cup hosts the top 32 national teams in a month long tournament
The host country is selected via several rounds of elimination and volunteering. The final decision is made By the Fifa Council
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FIFA WORLD CUP
The FIFA world cup 2022 will be held in Qatar with most of its games held in the Capital city, Doha. This is the very first time the world cup has been held in the Middle East
The matches are scheduled to be played from November 21December 18,2022. A total of 64 matches will be played in a time period of 27 days.
The matches are scheduled to be played from November 21December 18,2022. A total of 64 matches will be played in a time period of 27 days.
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G N I V I R 2 AR 2 0 2 , 1 R E B O T C O
WHY HRX? It's well evident that all the products of HRX are a fresh, modern and stylish take on athleisure, activewear, and sportswear. As an example of a successful ‘Make in India’ story, HRX aims to revolutionize the fitness scenario in India, as a value-for-money, high-quality alternative to international brands. Entering the global market during the time of FIFA world cup celebrations which have been ruled by big international giants like Puma, Adidas, Nike is the most huge opportunity that HRX could get to envision itself in the industry. It's no doubt that considering Hrithik Roshan, who has been known for fitness and the brand's collection that heavily draws inspiration from his success stories and life setbacks, the collaboration of HRX with FIFA World Cup 2022 is definitely going to be a big hit in the next season. It will not only create a strong impression among the men who love football and fitness, but also the most fruitful opportunity that any home-grown Indian Sports-wear or an activewear brand could ever get on a mass platform, aiming to represent themselves on the top of the global map.
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ABOUT THE COLLECTION Drawing out inspiration from various elements of FIFA world cup, like their logo, trophy, celebrations, the emotions (to name a few,) , HRX brand's identity, design aesthetics and also various fabric and silhouette trends that were forcasted for A/W 22-23, the collection has been carefully planned to create an amalgamation of harmony in terms of maintaining the color palette throughout the collection. It focuses on various types of tshirts that are worn by men, that involves prominent abstract prints that are inspired from FIFA and middle eastern Qatar aesthetics. In a nutshell, the core idea behind this collection is to portray the art of rejoicing oneself as FIFA is all about celebrations, that would attract any football lover in the global fashion market,
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COLORS Drawing out inspiration from the A/W 22-23 color trends and FIFA, soothing hues have been taken as major colors for the color palette, which is also in accordance with the colors that the brand had been using.. Apart form these, black and white have also been used in the collection as basic colors.
BLOODSTONE 19-1652 TCX
LAZULIAN BLUE 19-0405 TCX
SATIN BRASS 15-0953 TCX
ARCTIC ICE 13-4110 TCX
OPTIC WHITE 11-0601 TCX
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FABRICS Drawing out inspiration from the A/W 22-23 fabric trends, the basic fabrics have been used in the collection which includes cotton, nylon, recycled polyester, and Intarsia, which is an innovative fabric and works well especially for active wear and sportswear.
ELEVATED RIBS
RECYCLED POLYESTER
COTTON
INTARSIA
NYLON
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DETAILS The collection includes optimistic and joyous prints inspired from FIFA and middle-east, which have been incorporated in various subtle ways as the major key details for abstract digital prints, thereby deviating away from the monotony. Also, keeping it more realistic, major elements of FIFA 2022 like their logo, the trophy, Quatar's flag, the map have been converted as small and embroidery placement designs. HRX's key design elements in silhouettes like the contrast patchwork as color blocking techniques, and to give contrast fabric detailing on yokes, sleeve hem, neck binding, etc.
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CLIENT BOARD
The client is Raj Sharma who is a last-year college student. He lived in India for 15 years and has recently moved to Doha. He is extremely delighted to know that HrX will be collaborating with FIFA world cup 2022 in Qatar. He is a huge Bollywood fan and is intensely inspired by Hrithik Roshan's fitness regime and lifestyle. He is looking forward to watching the FIFA World Cup in the new Hrx collection.
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LOOK BOARD Here, two outfits have been curated from the range development created by the Hrx collection. The range developed is pretty diverse and a lot of experimenting can be done around to make it look more versatile.- The range is made keeping casual but quirky elements in mind which certainly can elevate the look of an outfit.
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RANGE PLAN PROCESS The process that has been undertaken was to get a clear rigmarole of understanding the men's fashion market, WGSN trend forecasting for A/W 22-23, highlighting the attributes of the star-owned brand and understanding of their the product categories and the elements of FIFA. It focuses on various top wear silhouettes which includes ; Round neck t-shirt V-neck tshirt Raglan sleeve tshirt Hoodie Henley tshirt Polo Stand collar tshirt Sweatshirt
(Detailed Time & Action calender for the collection has been provided in the attached excel sheet) PAGE 25
DESIGN #1
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DESIGN #2
DESIGN #3
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DESIGN #4 DESIGN #5
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DESIGN #6
DESIGN #7
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DESIGN #8
DESIGN #9
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DESIGN #10
DESIGN #11
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DESIGN #12 DESIGN #13
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DESIGN #14
DESIGN #15
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DESIGN #16
DESIGN #17
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DESIGN #18
DESIGN #19
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SPEC SHEET SAMPLE In a range development process, creating a spec sheet is one of the most essential part, which gives the production team, a clear idea about the design and various aspects related to it. It's more like a blueprint which has to be strictly adhered by the merchandising and the production team throughout the process. Hence, as a part of the range development, one sample design from the collection has been taken and the same is analyzed in spec sheet, mentioning the necessary description and details.
Terms: DNS: Double needle stitch SNS: Single needle stitch
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CONCLUSION The brand has working really hard through all the social media platforms with a single-minded focus, which is , identifying and building an authentic, cross-cultural fitness community that works together to realise the brand’s core purpose — ‘inspire a billion people to be the best version of themselves.’ Hence, their collaboration with FIFA World cup 2022 would be the best business opportunity they could ever get to attract and inspire so many men across the countries,
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REFERNCES https://www.hrxbrand.com/ https://www.myntra.com/hr https://www.thehindubusinessline.com/companies/hrithik-roshan-co-owned-brand-hrx-eyes-entry-intowearables-space/article31931771.ece https://www.fifa.com/tournaments/mens/worldcup/qatar2022 https://www.worldsoccershop.com/shop/tournaments/fifa-world-cup https://www.wgsn.com/fashion/article/89908 https://www.wgsn.com/fashion/article/89034 https://www.wgsn.com/fashion/article/88445#page_5
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T&A CALENDER
T&A CALENDER
TEAM CONTRIBUTION Range development( Fashion Concepts) WGSN Research and boards- Hetvi Product research, Designing, and spec sheet - Brinda Time and action calendar( Fashion Merchandising) Time and action calendar- Hetvi and Brinda
thankyou. Submitted by: Brinda S(MFM/21/211) Hetvi Parekh(MFM/21/401) (MFM- SEM 1)
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