Branding - session 3
Mr.Badlani
How do we design a product working as a designer in an existing brand? This was the question we argued in our session today.
Designing a new product is as difficult as trying to know what will happen tomorrow.
A lot of parameters were listed down under various brands of the same category of product (eg. - jeans) and the task was to create something that would be better and ofcourse that sells!
The assumptions made and questions raised gave us an idea of how to go about this particular task in our own project.
Mr. Badlani has been able to refresh our thought process in his sessions for sure!
The questions are many,and most are left unanswered or have assumptions to an answer.
Its a challenge!
Will bring you more later.
Regards,
Shruti Bansal
11-7-07
Wednesday, July 11, 2007
Tuesday, July 10, 2007
Branding - Session 2
Mr.Rajiv Badlani
10-7-07
Our session on Branding today raised a lot of questions in our minds.
Who are we? What are our qualities? What are we creating? Who are our competitors? Who is our consumer?
We started by enlisting our individual qualities by which we would like to be associated ‘as’ in public.
Since we are a group of 4 individuals, the list was big and varied.
Our next step was to list out 5 qualities which would reflect ‘us’ as a group, out of all 4 lists. The most agreeable and common ones which reflect our group the best are –
Sensitive
Responsible
Dynamic
Confidant
Adventurous
Now it was time to hold certain ‘assumptions’ as the answer to the various questions mentioned above.
We assume that we are going to create UNISEX intimate apparel.
We assume our primary international competitor in the Indian market to be the brand JOCKEY.
We assume WHY Jockey should be assumed as the competing brand, as it is by far the most popular unisex brand in intimate wear.
We assume WHY we as Brand-X would be able to fill this gap and sell alongside Jockey, as we will determine our strength, nurture it, and do better to be able to sell better and more.
We assume our Target Consumer to be Male and Female falling under the Youth Category i.e. aged between 18years to 27years.
These Assumptions have brought clarity to the process we should follow, in trying to develop a feasible and creative concept in Lingerie and Intimate wear segment of the market.
The 5 Qualities mentioned above define our Group.
How?
1. Sensitive – We reflect sensitivity through our product, making it Comfortable.
Comfort can be achieved by using appropriate fabric, technology, construction
Process and accessorization.Our sensitivity is reflected in our product
Which in turn reflects our sensitivity towards our consumer?
2. Responsible – This quality is reflected in the company’s policies such as that of Quality Control, Replacement facility, Value for money and Availability of the product and the creators at any given situation. We are responsible for what we make and what our consumers get.
3. Dynamic – Our designing backgrounds make us a creative set of people who would definitely indulge in Innovation in terms of style, design and technology as well as advertising. Our dynamism would directly be visible in our products and the means of producing it.
4. Confidant – This quality can be defined based on 3 segments.
The Company; the confidence of competing as an international brand in the Indian market alongside already existent established brands.
The Product; the confidence in the quality, design, style and form of the product.
The Consumer; the confidence given to the consumer through the product which would cater to aspects of the fit, look, feel, comfort and value for money and satisfaction.
5. Adventurous – The risk taking quality defines being adventurous. Our designs, style and various categories in intimate wear would be an adventurous buy.
The Qualities mentioned above define ‘US’ and Our Product. This is how we want to be known in the market.
Some Qualities which we would Not like our consumers to define us with are –
Insensitive, Irresponsible, Monotonous, Ameture, Unapproachable and lastly…Students!
This summarises today’s session. Hope to add more to the discussion very soon.
Regards,
Shruti Bansal
Chitra Mahaver
Gautaman
Saravanan
Mr.Rajiv Badlani
10-7-07
Our session on Branding today raised a lot of questions in our minds.
Who are we? What are our qualities? What are we creating? Who are our competitors? Who is our consumer?
We started by enlisting our individual qualities by which we would like to be associated ‘as’ in public.
Since we are a group of 4 individuals, the list was big and varied.
Our next step was to list out 5 qualities which would reflect ‘us’ as a group, out of all 4 lists. The most agreeable and common ones which reflect our group the best are –
Sensitive
Responsible
Dynamic
Confidant
Adventurous
Now it was time to hold certain ‘assumptions’ as the answer to the various questions mentioned above.
We assume that we are going to create UNISEX intimate apparel.
We assume our primary international competitor in the Indian market to be the brand JOCKEY.
We assume WHY Jockey should be assumed as the competing brand, as it is by far the most popular unisex brand in intimate wear.
We assume WHY we as Brand-X would be able to fill this gap and sell alongside Jockey, as we will determine our strength, nurture it, and do better to be able to sell better and more.
We assume our Target Consumer to be Male and Female falling under the Youth Category i.e. aged between 18years to 27years.
These Assumptions have brought clarity to the process we should follow, in trying to develop a feasible and creative concept in Lingerie and Intimate wear segment of the market.
The 5 Qualities mentioned above define our Group.
How?
1. Sensitive – We reflect sensitivity through our product, making it Comfortable.
Comfort can be achieved by using appropriate fabric, technology, construction
Process and accessorization.Our sensitivity is reflected in our product
Which in turn reflects our sensitivity towards our consumer?
2. Responsible – This quality is reflected in the company’s policies such as that of Quality Control, Replacement facility, Value for money and Availability of the product and the creators at any given situation. We are responsible for what we make and what our consumers get.
3. Dynamic – Our designing backgrounds make us a creative set of people who would definitely indulge in Innovation in terms of style, design and technology as well as advertising. Our dynamism would directly be visible in our products and the means of producing it.
4. Confidant – This quality can be defined based on 3 segments.
The Company; the confidence of competing as an international brand in the Indian market alongside already existent established brands.
The Product; the confidence in the quality, design, style and form of the product.
The Consumer; the confidence given to the consumer through the product which would cater to aspects of the fit, look, feel, comfort and value for money and satisfaction.
5. Adventurous – The risk taking quality defines being adventurous. Our designs, style and various categories in intimate wear would be an adventurous buy.
The Qualities mentioned above define ‘US’ and Our Product. This is how we want to be known in the market.
Some Qualities which we would Not like our consumers to define us with are –
Insensitive, Irresponsible, Monotonous, Ameture, Unapproachable and lastly…Students!
This summarises today’s session. Hope to add more to the discussion very soon.
Regards,
Shruti Bansal
Chitra Mahaver
Gautaman
Saravanan
Monday, July 9, 2007
Hi Everyone...
We are here trying to define 5 closest competitors in the Lingerie and Intimate wear segment of the market,India and International.
We hope that our brief information about the brands listed below is interesting enough for you to understand the market of intimate apparel.It has wide scope interms of creativity.
A lot more research is still required to do justice to the topic.
We hope to create a worthwhile concept at the end of our sessions with Mr.Badlani.
This information is just an outline of the debate.
Read along from the bottom most Blog to the top.
Dont forget to post your valuable comments.
We are here trying to define 5 closest competitors in the Lingerie and Intimate wear segment of the market,India and International.
We hope that our brief information about the brands listed below is interesting enough for you to understand the market of intimate apparel.It has wide scope interms of creativity.
A lot more research is still required to do justice to the topic.
We hope to create a worthwhile concept at the end of our sessions with Mr.Badlani.
This information is just an outline of the debate.
Read along from the bottom most Blog to the top.
Dont forget to post your valuable comments.
Regards
Shruti,Chitra,Gautaman,Saravanan
RUPA
Area- Rupa products have made a niche for themselves in the markets of USA, U.K, Middle East, South Africa, Australia. The dyeing plant is situated near Calcutta.
CATEGORIES : menswear, womenwear, unisex, kidswear, winterwear, socks,casual wear
TARGET MARKET: Indian common man
VICTORIA SECRET
US based company
Categories: Sells lingerie, corsets, bras, panties, hosiery, and costumes in various styles and competitively priced.
Target market : Women between the ages of 18* and 44.
Pros: SO much more selection than the store ever has! Cons: Slow delivery, poor policies, reasonably priced items usually unavailable
Victoria Secret has now also come out with cosmetic/beauty products.
TRIUMPH
Germany based company, launched in 1880
In the last fifteen years triumph have continued programme of growth, adding countries including Uruguay, Canada, New Zealand, Korea, Sri Lanka and Vietnam, and in Eastern Europe, Hungary, Poland, the Czech Republic, Slovenia and Russia.
CATEGORIES: specialists for shapewear such as magic knickers and slimming pants, masectomy wear and all types of quality underwear and swimwear.
TARGET MARKET : FEMALE (18 above)
JOCKEY
Our Purpose: "to satisfy the human need for comfort"
Our CompanyJockey International continues to be a privately held company, headquartered in Kenosha, Wisconsin. We employ over 5,000 people around the world. Jockey International, Inc. was founded in 1876 by Samuel T. Cooper, a retired minister who wanted to help lumberjacks suffering from blisters and infections caused by their shoddy wool socks. Consumers learned they could trust him, and his tiny hosiery business grew and then expanded into underwear. As we have grown in size and sophistication, that simple commitment to serve our customers has continued to be our hallmark…and the secret of our success.Category
women
Bras, camis , underwear, , shapewear,, tees & tanks,bikini
Price :min $4.99-max $32
Men
Bikini, boxer, boxer brief, brief, midway brief, string bikini, thong, trunk
Price: min $5.99- max$54.
VIP
Maxwell industry, 1995 at the picturesque location of Kollappalur, 85 kms. from Coimbatore Boks ¨C boxer shorts
Jazz ¨C party briefs
Activ ¨C gym vests
Tanga ¨C freedom briefs
Sin ¨C the naughtiest of all briefs
Xpress ¨C fashion shorts
Ribs ¨C muscle vests
Nets ¨C chill out vests
Tee ¨C crew T-shirts
Groove ¨C fashion briefs
Lows ¨C stylish briefs
Dusk ¨C lounge wear or evening wear
Envy ¨C trendy briefs and very happening
The prices of the above brands are from Rs 59 onwards.
VIP brands are renowned for their durability, high quality and exquisite work. The new VIP Frenchie X range is exclusively designed keeping the consumers interests at heart, offering consumers a brand that stands for the winning attitude . The brand will be supported through mass media advertising on television, print and outdoor.
Maxwell Industries is among the world s largest hosiery manufacturers and marketers commanding a global distribution network that by sheer size alone has no precedent in the history of hosiery. Maxwell Industries is engaged in marketing of hosiery products under the brand name of "VIP". The VIP brand, which was created in honour of the Indian consumer, is exported to countries around the world including Germany, U.S.A., U.A.E., the Middle East and South Asia. The VIP brand portfolio includes popular brands such as VIP Frenchie, VIP Feelings, and VIP Bonus, among others.
With frenchie x u can make a big impression where ever u go what ever u do.
HANES
Category;Men,
Brief, boxer, knit boxer, boxerbrief woven boxer, classic brief , trunk and tank
Price:min$5-max$25.
Women:Tanks & camis, bras, underwire bras, wire free bras, sporty bras, panties,
Bikinis, thongs, hipsters, brief,boy shorts
Price: min$5-max $19.99.
Your Satisfaction Is Always Guaranteed at Hanes.com.We guarantee to replace your Hanes.com purchase or refund your money (your choice) for any reason. So, if you're not completely satisfied with your Hanes.com purchase, simply send it back, and we'll take care of the rest. It's that easy!
Place: Hanes.com P.O. Box 6088 Bethania, NC 27010
Area- Rupa products have made a niche for themselves in the markets of USA, U.K, Middle East, South Africa, Australia. The dyeing plant is situated near Calcutta.
CATEGORIES : menswear, womenwear, unisex, kidswear, winterwear, socks,casual wear
TARGET MARKET: Indian common man
VICTORIA SECRET
US based company
Categories: Sells lingerie, corsets, bras, panties, hosiery, and costumes in various styles and competitively priced.
Target market : Women between the ages of 18* and 44.
Pros: SO much more selection than the store ever has! Cons: Slow delivery, poor policies, reasonably priced items usually unavailable
Victoria Secret has now also come out with cosmetic/beauty products.
TRIUMPH
Germany based company, launched in 1880
In the last fifteen years triumph have continued programme of growth, adding countries including Uruguay, Canada, New Zealand, Korea, Sri Lanka and Vietnam, and in Eastern Europe, Hungary, Poland, the Czech Republic, Slovenia and Russia.
CATEGORIES: specialists for shapewear such as magic knickers and slimming pants, masectomy wear and all types of quality underwear and swimwear.
TARGET MARKET : FEMALE (18 above)
JOCKEY
Our Purpose: "to satisfy the human need for comfort"
Our CompanyJockey International continues to be a privately held company, headquartered in Kenosha, Wisconsin. We employ over 5,000 people around the world. Jockey International, Inc. was founded in 1876 by Samuel T. Cooper, a retired minister who wanted to help lumberjacks suffering from blisters and infections caused by their shoddy wool socks. Consumers learned they could trust him, and his tiny hosiery business grew and then expanded into underwear. As we have grown in size and sophistication, that simple commitment to serve our customers has continued to be our hallmark…and the secret of our success.Category
women
Bras, camis , underwear, , shapewear,, tees & tanks,bikini
Price :min $4.99-max $32
Men
Bikini, boxer, boxer brief, brief, midway brief, string bikini, thong, trunk
Price: min $5.99- max$54.
VIP
Maxwell industry, 1995 at the picturesque location of Kollappalur, 85 kms. from Coimbatore Boks ¨C boxer shorts
Jazz ¨C party briefs
Activ ¨C gym vests
Tanga ¨C freedom briefs
Sin ¨C the naughtiest of all briefs
Xpress ¨C fashion shorts
Ribs ¨C muscle vests
Nets ¨C chill out vests
Tee ¨C crew T-shirts
Groove ¨C fashion briefs
Lows ¨C stylish briefs
Dusk ¨C lounge wear or evening wear
Envy ¨C trendy briefs and very happening
The prices of the above brands are from Rs 59 onwards.
VIP brands are renowned for their durability, high quality and exquisite work. The new VIP Frenchie X range is exclusively designed keeping the consumers interests at heart, offering consumers a brand that stands for the winning attitude . The brand will be supported through mass media advertising on television, print and outdoor.
Maxwell Industries is among the world s largest hosiery manufacturers and marketers commanding a global distribution network that by sheer size alone has no precedent in the history of hosiery. Maxwell Industries is engaged in marketing of hosiery products under the brand name of "VIP". The VIP brand, which was created in honour of the Indian consumer, is exported to countries around the world including Germany, U.S.A., U.A.E., the Middle East and South Asia. The VIP brand portfolio includes popular brands such as VIP Frenchie, VIP Feelings, and VIP Bonus, among others.
With frenchie x u can make a big impression where ever u go what ever u do.
HANES
Category;Men,
Brief, boxer, knit boxer, boxerbrief woven boxer, classic brief , trunk and tank
Price:min$5-max$25.
Women:Tanks & camis, bras, underwire bras, wire free bras, sporty bras, panties,
Bikinis, thongs, hipsters, brief,boy shorts
Price: min$5-max $19.99.
Your Satisfaction Is Always Guaranteed at Hanes.com.We guarantee to replace your Hanes.com purchase or refund your money (your choice) for any reason. So, if you're not completely satisfied with your Hanes.com purchase, simply send it back, and we'll take care of the rest. It's that easy!
Place: Hanes.com P.O. Box 6088 Bethania, NC 27010
Gokaldas Intimate wear Pvt Ltd is a joint venture with Barbara of Paris, to introduce high quality ladies intimate wear within the indian market.
Enamor style caters to a wide range of affordable innerwear also giving a guarantee of quality.
The headquarter being at Bangalore , Enamor stores are located across the country,naming few like - Ahmedabad,Bangalore,Chennai,Delhi,Hyderabad,Kolkata,Mumbai etc.
Enamor style caters to a wide range of affordable innerwear also giving a guarantee of quality.
The headquarter being at Bangalore , Enamor stores are located across the country,naming few like - Ahmedabad,Bangalore,Chennai,Delhi,Hyderabad,Kolkata,Mumbai etc.
Branding - Day 1
Session held by Mr. Rajiv Badlani
''Branding is an identity of an entity which raises a set of expectations in the consumer's mind.
A value that one expects in exchange of the faith bestowed upon the brand.
A Brand defines what a product is,who you are,what people may expect from you.A Brand also defines Responsibility.It ensures safety to the consumer''.
Amongst the class of 16 students,4 of us have decided to group together to create ensembles under the category - Lingerie and Intimate wear.
Our learning process for the same starts with understanding what exactly is Branding?
The knowledge about this term will give us an insight into the various fundamentals of creating apparel for selling and solving a purpose alongside. The purpose has yet to be defined,and so far we have understood from Mr.Badlani,the basic meaning of creating a Brand.Once we do few research excercises,we will be clear as to how creation is possible under a certain commercial context.
We were asked to define a total of 5 closest competitive lingerie/intimate wear brands already existing in the market.
ENAMOR
Gokaldas Intimatewear has launched Enamor, a new lingerie brand aimed at capturing 20 per cent share during the first year of the Rs 160 crore high-end branded lingerie market in the country.
A 65:35 joint venture (JV) between Bangalore-based Gokaldas Images and the Euro 70 million French lingerie company Barbara, Gokaldas Intimatewear is positioning its brand of bras and panties in the Rs 115 to Rs 400 price segment.
Lingerie has come a long way from the days of plain cotton garments. There are health, comfort and appearance related issues involved in selecting a proper bra. Buying a good well fitting bra as an investment with both present and future benefits.
Enamor understands the consumer’s innermost needs and complements it with knowledge that enhances her.
Session held by Mr. Rajiv Badlani
''Branding is an identity of an entity which raises a set of expectations in the consumer's mind.
A value that one expects in exchange of the faith bestowed upon the brand.
A Brand defines what a product is,who you are,what people may expect from you.A Brand also defines Responsibility.It ensures safety to the consumer''.
Amongst the class of 16 students,4 of us have decided to group together to create ensembles under the category - Lingerie and Intimate wear.
Our learning process for the same starts with understanding what exactly is Branding?
The knowledge about this term will give us an insight into the various fundamentals of creating apparel for selling and solving a purpose alongside. The purpose has yet to be defined,and so far we have understood from Mr.Badlani,the basic meaning of creating a Brand.Once we do few research excercises,we will be clear as to how creation is possible under a certain commercial context.
We were asked to define a total of 5 closest competitive lingerie/intimate wear brands already existing in the market.
ENAMOR
Gokaldas Intimatewear has launched Enamor, a new lingerie brand aimed at capturing 20 per cent share during the first year of the Rs 160 crore high-end branded lingerie market in the country.
A 65:35 joint venture (JV) between Bangalore-based Gokaldas Images and the Euro 70 million French lingerie company Barbara, Gokaldas Intimatewear is positioning its brand of bras and panties in the Rs 115 to Rs 400 price segment.
Lingerie has come a long way from the days of plain cotton garments. There are health, comfort and appearance related issues involved in selecting a proper bra. Buying a good well fitting bra as an investment with both present and future benefits.
Enamor understands the consumer’s innermost needs and complements it with knowledge that enhances her.
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