BRANDS & THEIR SEGMENTATION

What is a Brand?
According to Philip Kotler,- A brand is defined as a “name, term, sign symbol (or a combination of these) that identifies the maker or seller of the product“.

Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit
of the brand’s customers, its owners and shareholders.
Market Segmentation
“The process of taking the total heterogeneous market for a product and dividing it into several sub market or segments, each of which tends to be homogeneous in all
significant aspects”. _W.[Link]

According to Philip Kotler, “Market segmentation is sub-dividing a market into distinct and homogeneous subgroups of customers, where any group can conceivably be
selected as a target market to be met with distinct marketing mix”

Value proposition offered to customers is:

Types of Market Segmentation

1. Demographic: based on age, life cycle stages, gender, income, family status, occupation, marital status, race, religion, culture, generation etc.
2. Geographic: based on country, state, region, metropolitan or rural, climate, etc.
3. Behavioural: based on lifestyle, habits, attitude, traits, need based, decision roles, customer loyality, ocassions, user status, buying readiness, .
4. Psycgographic: based on personality traits, emotions, hobbies, beliefs, values, interests, etc.
SEGMENTATION OF FASHION BRANDS- Indian Context
Market Division of Fashion Brands
Segmentation as per Brand Value- Fashion Pyramid
Haute Couture Ready-to-wear/Prêt-à-Porter Diffusion Bridge Mass Market

the top, luxury brands, high Luxury Brands. High-end de- Trend focussed brands for Low priced, more varities, with more Local Shops, wholesellers
fashion, pieces of Art. signer Brands the young crowd offers and imitation of high end brands

Price: Most expensive, it could Price: High price, 5 to 3 times Price: Priced 3 to 2 times high- Price: Right value for money, 2 to 1.5 Price: Below the average market
be 10 times higher than the higher than the average mar- er than the average market times higher than the average market price
average market price ket price price price

Creativity: Maximum level, Creativity: High level of cre- Creativity: Inspired from ready- Creativity: Trendy not too radical/ex- Creativity: Basics or fashionable
always made-to-measure ativity to-wear with functionality treme products items depending on BM

Quality: Great attention to de- Quality: Attention to details, Quality: Wider volumes of Quality: Production outsourced, right Quality: Importance of costs
tails, maximum level of crafts- industrialization, usually production, production out- delivery in stores control
manship, pieces of art “made in…” sourced.

Use: Mainly special occasions Use: Wider occasions of use, Use: Casual, “sportier” (denim, Use: Mainly daily occasions Use: Different occasions
especially in the evening from daily to important events t-shirts, sneakers)

Target: Very few people, Target: Wider selection of Target: Younger audience, Target: Usually a mix of wholesale Target: Different targets, from
celebrities, businessman, elite people, people with a good wider than RTW, mix of retail and retail distribution,both interna- teenagers to sophisticated
class earning and wholesale distribution tional and local brands with local women
customers

Idea: Build the image of the Idea: Develop the image of Idea: Expand the target audi- Idea: Right marketing mix (product, Idea: Supply chain management
brand, sell the dream brand ence communication, service). Bridge is key. Role of the store. Enter-
connects High End market to Mass taining shopping experience.
market. Low price and efficiency.
As per Price Segmenfation

Quality & Money

Quality

Quality/Price

Price/Quality

Price

DRIVERS
Segmentation as per age & gender
Key Segments in Indian Apparel Brands

MEN’SWEAR -41% WOMEN’SWEAR -38% KID’SWEAR -21%

- Largest segment in the Indian apparel market. - Ethnic is the largest subsegment, while denim - Smallest yet the fastest growing segment
is the fastest growing subsegment.
- Comprises of shirts, trousers, suits, t-shirts, - Boyswear slightly larger compared to girlswear
fitness wear, undergarments and others. - The robust growth in this segment can be at-
tributed to the rising income levels, rising num- -Uniform is the largest subsegment
- Shirts is the largest subsegment. ber of working women and more college going
females. -Denim is expected to be the fastest growing
- Shirts and trousers account for more than half segment albeit on a smaller base
the value. - Changing consumer preference and easy
availability of apparel in various colors, size and
-Denim and fitness wear were the fastest grow- patterns, were the other drivers of demand in
ing sub-segments. this segment

* The trend of Unisex Fashion or Gender- Fluid Fashion is rising in India

* Fashion brands now are working focussing on trends keeping the teens in mind
Key Sub Categories
Rnaveer singh in gender fluid fashion Lakme Fashion Week Winter-Festive 2018 BoBo Calcutta

Indian Fashion designers creating I am trouble by Kunal Chatterjee Pepsi collabrated with Huemn Teen Fashion Market
Unisex Fashion
 OVERVIEW OF APPAREL SEGEMENT IN CURRENT SCENARIO-
WOMEN’SWEAR, MEN’SWEAR & KID’SWEAR

- Women’s Apparel: Growing faster than men’s wear:set to overatke by 2025

Stitches & Seams by Harsh Mehta Two Point Two by Anvita Sharma
- Redefining Kid’swear in India

Disney licensing by Max Fashions 612 League thrives for Gini & Jony believes in offering garments
quality, innovation and design that are an extension of the kid’s personality
Top Apparel Brands in India