1. INTRODUCTION
 The expectation of consumers towards the products is
tremendously changing. So the product development and
marketing has become sophisticated.
 Consumer is demanding unparalleled products which have
increased customization and excel Developing incentives
and special services for frequent shoppers.
 Anticipating needs by providing earlier shopping hours
during the holidays and free tailoring and shopping for
regular customers.
 Now the Consumers are more driven for fine customer
service.
 Evaluate new business opportunities and investment
decision.
 Consumer is smart savvy.
MARKETING MIX
PRODUCT
 More demand of varied merchandise assortment has
increased tremendously.
 Customer is searching for something magical and different
in the market.

2.  Purchasing branded product because brand is reflecting
their personality and lifestyle.
 Consumer want versatility, longevity, new value equation
and want multiple use of clothing.
 Apparel business is Ego Investment.
PRICE
 Today 84% of consumers are ready to pay more for the
brand they like.
 Demand of versatile, easy & “season less” products.
 46%End up by spending more when assists by a helpful
salesperson.
PLACE
 Apparel Retailer is of different format in accordance in a
place is magical for customer “some thing over the rainbow”.
 Consumer new value equation is convenience.
PROMOTION
 Developing incentives and special services for loyal
shoppers.
 Offering different solution to facilitate easy shopping
experience.

3.  Providing shopping hours during the holidays, free
tailoring and shipping for loyal customer.
 Proper Hang Tags on apparel.
 Integrated Internet and Web services.
LIMITATIONS IN APPAREL INDUSTRY
 Inability to find an Appling style.
 Right size of item is out of stock or unavailable.
 Problem related to fitting.
 No sales help is available.
 Can’t get in and out of the store quickly and easily.
 Prices are too high.
 Stressful in store experience
 Unavailability of good value products.
 Store is not merchandised conveniently.
 Seasonality of Assortments is off.
KEY FACTORS FOR SUCCESS
 Marinating a well on going dialogue with the consumers
Want and needs and develop innovative solutions to address
needs.

4.  Providing flexibility to the consumer by creating collection
that mix and match with each others.
 Show consumers how to build versatile outfits by using
innovative merchandising and creative displays.
 Give consumer right value, according to their price that
means marinating price value equation.
 Minimize the time of purchasing.
 Providing consumer multiple uses of products.
 Developing incentives and special services for frequent
shoppers.
 Anticipating needs by providing earlier shopping hours
during the holidays and free tailoring and shopping for
regular customers.
 Offer assortments that customized target customer.
 Assist customer with helpful sales person.
 Use the point of purchase media for sales maximization
 Explain the product features to the customers.
 Giving the right kind of store format to the consumer for
convenience shopping.
 Display the best seasonal merchandise to the consumers.
 Focusing on convenience and offering solution to facilitate
easy shopping experience.
 Giving 24hours service, according to need of consumer.

5.  Developing an integrated multilevel strategy.
 Synchronize the channels for better positioning of
products.
 Customization of services and product with the help of
technology.
 Applying heart, brain and courage theory.(developing
emotional bonds with the customers, meet the consumer
demand, and taking risk)
 Adopting good kind of supply chain management.
 Right kind of capital and human resource used in
organization.
 Use point of sale data mining to forecast demand and plan
inventory.
 Right kind of collaborations and partnerships for higher
returns, lower cost, higher growth rate.
 Resource managed within the organization.
FUTURE PROSPECTS
 Collaboration is critical to future success.
 Building consumer Loyalty and Competitive advantage.
 Finding Heart, Brain, Courage.

6.  Over next 5-10yr those who achieve Emerald City Status
will see :
97%physical stock, 100%virtual stock.
30%of all industry system data.
 RESULT-consumer say: I GOT WHAT I WANTED
 BODY SCANNING TECHNOLOGY-consumer would be
equally enthusiastic, would suggest brand /style.
 SELF CHEKOUT-would make shopping faster and easier.
 AUTOMATIC PRODUCT REPLANISHMENT-automatic
delivery of a “needed” product directly to the consumer’s
home.
CONCLUSION
 Different consumer wants are different while shopping
apparel. It differs as according to men and women. On
other hand retailers have a challenge to fulfill the demand
of consumers. The consumer believes in the future
prospective that the retailers will develop and provide them
a new experience while shopping in future.

7. ASSIGNMEN
T
ON
Apparel
Industry
Presented by:
Omendra Arya