Domestic Vs Foreign Brand Clothing: Understanding Consumer Decision-making Styles in India
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Case Details:
Case Code : MKTG259
Case Length : 08 Pages
Period : -
Pub Date : 2010
Teaching Note : Available
Organization : Apparel
Industry :
-
Countries : India
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Please note:
This case study was compiled from generalized experience of the authors, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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About The Company Contd...
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Trendz4U had always been quality conscious and had technical experts in each operational area to gauge production benchmarks and ensure timely delivery. It had a close tie-up with around 60 suppliers in garment production for supplying all readymade garments.
It had a stringent Quality Control mechanism in place with an expert quality team minutely scrutinizing the fabrics.
The entire process from sewing till packaging was also monitored to ensure quality and standardization with an eye on the dispatch procedures such as loading, pre-shipment, and post-shipment documentations.
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In addition to the general buoyancy in the market, the key driver of the retailer's growth, which had percolated across its stores, was its focus on casual wear. Casual wear contributed to around 60% of its total sales. To ensure same-store growth, Trendz4U had engaged in several localized marketing initiatives.
For instance, for its '4Yoga' brand, the retailer had tied up with nearby gyms and yoga centers to make sure it has adequate walk-ins to stores in that neighborhood. Similarly, for its
'envy 21' teen brand, it had organized events in colleges around the stores.
Trendz4U tried to convey a
'fashion with value' image for its customers, especially designed to appeal to families and younger people with emphasis on
'fun, fashion, and value' through a unique in-store experience. Though it initially started with offerings to the younger generations, over the years it had expanded its offerings and come up with a range of clothing for men, women, and children.
Trendz4U promoted its product lines through catalogs, gift cards, and
advertising programs on television channels and magazines. The company
positioned itself as a fair-priced stylish casual wear retailer...
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