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RETAIL MARKETING

Literature Review

On

Study of retail mix of BIBA and ALL stores for

plus size fashion apparels

Submitted On: 6th August, 2013

Submitted By:

Ms. Anshita Shrivastava

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Introduction:

Waistlines abve 36 in!hes r abve a "S si#e 1$ are !nsidered %art & %lus'si#e !lthing.

"% till n(, heavier !ustmers resrted t neighburhd tailrs r stres abrad &r their

needs.)he %lus'si#e !lthing industry in the (estern !untries has sh(n a tremendus rise.

*n 1+60s, the average si#e & (men in Ameri!a (as (hile tday it is 1$-1.

Over 2/3 & Ameri!ans are ver(eight r bese, !m%ared (ith $6 in the early 1+0.s,

a!!rding t the Ameri!an Obesity Ass!iatin in Washingtn .. Si4ty t( %er!ent &

Ameri!an (men (ear a si#e 1$ r larger. )he %lus'si#e !lthing industry rea!hed

a%%r4imately 532 billin in sales in 200, and averages abut a 10 gr(th rate ea!h year.)he %lus'si#e (men7s a%%arel !ategry is e4%e!ted t gr( as the number & (men ages

$ years ld and ver, !ntinually in!reases. )he %revalen!e & besity amng (men has

di&&ered signi&i!antly by ra!ial and ethni! gru%. *n 20018200$, ne'hal& & nn'9is%ani!

bla! (men (ere bese !m%ared (ith nearly ne'third & nn'9is%ani! (hite (men

-2.

*n ;ur%e, ;ngland had the si4th highest level & besity a!!rding t the *nternatinal

Obesity )as&r!e. )he in!reased (eight &

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lus si#e a%%arel entered the *ndian maret in the early +0s and is gr(ing sl(ly sin!e

then. )his se!tr has a huge %tential. Mre than 12.1 %er!ent & males and mre than 1

%er !ent &emales are ver(eight, a!!rding t the )hird Catinal Damily 9ealth Survey

2006. )he dmesti! %lus si#e maret in *ndia (as valued at Es. 122,$00 !rre in 200, as%er the *ndia A%%arel Ee%rt 200-$.

A!!rding t management !nsultan!y &irm )e!hn%a, the %lus si#e maret in *ndia,

thugh in a very nas!ent stage, is (rth almst Es 11,000 !rre and is n an u%(ard

traFe!try (ith an estimated gr(th rate & 2 %er annum. A!!rding t a )e!hn%a

analysis, the demand &r &ashinable %lus'si#e a%%arel in *ndia has a!!elerated and uite a

&e( %layers lie a?? >by antalns@, Mustard and Eevlutin, are !m%eting in the E)W>ready't'(ear@ %lus'si#e %%rtunity. Other (ell'n(n %rivate retail brands in the

!ategry in!lude lus S, GHMe4 ,

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ur rts (hi!h are stee%ed in *ndian traditinal !ra&ts lie hand bl! %rinting (ith

vegetable dyes, e4uisite hand embrideries and many mre (ith the use & %ure &abri!s

lie sils, !hi&&ns, gergettes et! in vibrant't'sthing shades. )he a!!ent here is n

&ashinable yet a&&rdable designer !lthing ranging &rm medium't'%lus si#es (hi!h has(n a large L lyal !lient base. *t is available in ver 100 retail utlets a!rss 2 !ities

in!luding 3 stand'alne stres, 1 multi'brand utlets and 20 traditinal retail

establishments. )he huse &ll(s the sh%'in'sh% mdel &r all and als retails its

%rdu!ts thrugh maFr !hains lie sh%%erHs st%, antaln, ?i&estyle and *ndiabull stre.

Biba A%%arels vt. ?td. is %lanning t %en a ttal & 200 stand'alne stres by 2012.

%ular retail initiatives lie the S >sal(ar'amee#'du%atta@ e4!hange %rgramme,Blly(d mer!handising in 2002 and the mvie gallery. A breathrugh &r the brand

!ame in during the late 1++0Ns (hen ishre Biyani a%%ra!hed the brand &r a mvie

%artnershi% (ith &ilm 8 Ca )um Ian Ca 9um. st that !ame in a series & mvies

in!luding the lies & evdas, Bagbhan)he !re strength & Biba is that it is (ell designed

garments at a&&rdable %ri!e %ints, (ithut !m%rmising n uality. Biba is re!gni#ed as

the nly natinal brand &r (men7s ethni! (ear -.

)his !hain %ineered large'si#e !lthing in this segment a de!ade earlier. )he !ategry is

mu!h matured n( and has a large dedi!ated !ustmer base &r it. *t has added si#es u% t

$6 in!hes in mi4'n'mat!h se!tin. )his !ategry !ntributes abut 10 %er !ent t ur ttal

revenue. Biba7s se!tin & %re'mat!hed sal(ar'amee# sets already has $2, $$ and $6 in!h

si#es. )he !hain is gr(ing at 3'$0 %er !ent every year and the %lus'si#e !ategry is

ee%ing %a!e (ith that -.

Outcome:

lus si#e &ashin is gr(ing in *ndia and it is at a nas!ent stage in rgani#ed

retailing.

)he !ustmers & %lus si#e a%%arels are als buying &rm butiues and many

%rivate labels. )hus taling t &emale !ustmers (uld highlight their %re&eren!es

and behaviur &r B*BA and a??.

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.htt%://(((.business'standard.!m/arti!le/!m%anies/stres'&ind'%luses'in'%lus'si#e'

!lthes'brands'realise'%tential'1120116000$$Q1.html

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