MBA PROJECT

1. How many SKUs/ product categories do Coverstory as a brand offers?
Which are the typically fastermoving categoriesandwhy?
Cover Story offer a complete wardrobe solution for every fashionable woman.
Our offerings include something for everyone with multiple options across
casual wear, work wear, occasionwear and outwear etc. Typically, in a season,
we introduce 400-500 SKU’s spread across different categories. They make
sure that they have fresh designs in our stores every week and that is why each
customer would have reasons to come back to us and never leave disappointed.
Cover story dresses are the fastest moving category – most popular with
consumers. Their dresses have clicked well with the Indian audience given the
cuts, shapes and price points .As a category, it is fast growing with the target
audience and at Cover Story the options provided within this category carry the
touch of femininity they are looking for.
Competition Analysis
CoverStory Strengths
1. Competitive Pricing - Price matters regardless of the product. The
company strives to becomeleading high end fashion retailer and cost-
effectiveness of the fast fashion model to offer high-quality products at a
cheaper price.
2. Strong Online Channels - Companies who use the internet more wisely
and effectively have a significant advantage in the digital age. Cover
story has a significant online following across many platforms, which is
channelled to increase sales through e-commerce
Coverstory Weaknesses
1. Lack of mobile website – They are currently available only on
Instagram. They don’thave any specific website to cater the need of tech-
driven customers.
2. Less Physicalpresence - Cover story has a presence in only 12 cities
across India at shop-in-shop and exclusive outlets. The company lack
global presence.

2. 3. Niche Market – They have a limited subsetwith a market of certain
group of people with particular taste, price and a quality. They focus only
on Women apparels and they are not covering the large chunk of market
share acquired by men’s and children apparel.
Coverstory Opportunities
1. Diversify Products - Retailers who carry a wide range of goods are
reliable and successful. By expanding its productline to include
sportswear, cover story can increase its bottom line.
2. Focus on emerging market - From Asia to Africa, the growing middle-
class in emerging markets presents fashion retailers like Cover story with
the greatest potential for growth.
3. Mobile versionof website – They can increase their online presence by
creating a website for their brand.
Coverstory Threats
1. Intense Competition– Cover story is facing stiff competition from new
and old brands like Zara, H&M, Forever New and so on. Competitors are
all seeking to increase market share and reduce demand for Cover story’s
products.
2. Global Pandemic - In the event of another global pandemic in the future,
lockdowns and quarantine could disrupt the flow and reduce Cover story
sales and profits.
3. Increase in Counterfeits - With the global trade in counterfeit goods on
the rise, profits from Cover story may suffer in the future.