Rebrand for People A research of the fashion brand People, Indian apparel market & the urban development in India
People
People - the brand ( www.hellopeople.com )
People is characterized as spirit of local nuances with international style - an attitude that is at home on the street as it would be on the ramp.
( www.hellopeople.com )
People are presented in over 67 stores, 37 cities & 10 different states in India. People can be purchased through online webshops: -
Trendin.com (Aditya) Myntra.com Jabong.com Yebhi.com Homeshop18.com Flipkart.com Koovs (Removed) ( www.trendin.com )
Competing brands
People - Competing brands
People’s competing brands are generally characterized as casual apparel even though some of the brands are more street on style, website & web behavior with other platforms.
Inspiration through blogs & young famous people.
The competing brands use blogs to create a form of community for customers. A way to create a greater affiliation to the brand.
Shows popular lifestyles & clothing styles. All with a touch of the western style.
Inspiration through pictures & videos.
Competing brand - blog & community
American Swan is a brand characterized as an urban American Lifestyle with a quintessential Youth-oriented Fashion. The styling is distinctly modern and voguish, with an emphasis on design, quality, innovation and affordability. www.americanswan.com/blog www.americanswan.com/gallery
Indian apparel market
Indian apparel market
Indian retail market is divided into two categories - organized & disorganized. The apparel market is the biggest part of the organized market with 33 %. (Table 1)
Also on the online retail market the apparel market plays a big role.
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(Table 2)
In 2020, it is expected that the organized market form 21 %, which means an increase of 13 % (Table 3)
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3
Menswear & Women's wear
Menswear is the biggest segment of the apparel market. Shirts & trousers are the most popular, but activewear, t-shirts & inner wear expect to increase in the future. (Table 1)
In 2020 the womenswear is expected to be as big as menswear, where shirts, tops & t-shirts expect to increase the most.
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(Table 2)
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Kids wear
Both markets show an increase of sales. Kids boys market. (Table 1)
Kids girls market. (Table 2)
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Age groups
The dominant ages groups within the indian apparel market. It is mostly young men & women, who are active on the apparel market.
Urban development in India
Urban development in India
India has the world’s second largest number of inhabitants in the world, which is 16.6 % of the global population. (Picture 1)
India has a population density of 328 inhabitants per square kilometer. From the world’s average populations density, India should have a land area the size of Russia.
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(Picture 3)
Consequences of urbanization: -
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Great competition for land. Increasing number of inhabitants in the cities. 3
Rural split in India
Although there are great competition for land - 49,5 % of the Indian population rely on agriculture, while 31,2 % are in the urban areas. But an increasing number of inhabitants in India & an increasing retail market will create more jobs in the city & greater competition for land, which can change the rural split over the years.
Overview
Overview of the indian city growth from 1951 to 2031.
Example of a city in development
Surat is a city in the Indian state of Gujarat. Surat is the 34th-largest city by area and 4th-fastest developing cities in a study conducted by the City Mayors Foundation. The city registered an annualised GDP growth rate of 11.5 per cent over the seven fiscal years between 2001 and 2008. Every house in connected with a pipe system & a metro system i coming up. In the near future Sura is bigger than London.
Summary
People’s complications
The Indian apparel market
Urban development in India
Attitude → difficult to see on logo, website & lookbook.
An increasing market on menswear, women’s wear & kids.
An increasing competition for land → an increasing number of inhabitants in the cities → an increasing urbanization.
Attitude → difficult to distinguish between menswear, women’s wear & kids
An increasing online retail market.
Attitude → difficult to unstick with Birla Group's other brands Online retail → difficult to be street on mainstream websites & online shops Competing brands → more street, young, fashion, trendy, energetic etc.. (Casual, sport, classic etc.)
A growing interest in western lifestyles & fashion.
Better infrastructure, pipe systems etc. creates more modern cities → attracts new inhabitants → Surat example.
The Indian apparel market is the biggest player on the organized market.
The density affect the rural of India → gathers people → creates an increase of inhabitants of urban areas.
The main customers are young men & women.
Several factors suggest that cities of the future will grow in several areas - jobs, inhabitants, urban development etc.