retail literature review_121203

8/12/2019 Retail Literature Review_121203

1/5

RETAIL MARKETING

Literature Review

On

Study of retail mix of BIBA and ALL stores for

plus size fashion apparels

Submitted On: 18thJuly, 2013

Submitted By:

Ms. Anshita Shrivastava

121203


2/5

Literature Review:

Waistlines above 36 inches or above a US size 14 are considered part of plus-size clothing.

Up till now, heavier customers resorted to neighbourhood tailors or stores abroad for their

needs.The plus-size clothing industry in the western countries has shown a tremendous rise.

In 1960s, the average size of women in America was 8 while today it is 14[1].

Over 2/3 of Americans are overweight or obese, compared with 46% in the early 1970.s,

according to the American Obesity Association in Washington D.C. Sixty two percent of

American women wear a size 14 or larger. The plus-size clothing industry reached

approximately $32 billion in sales in 2005, and averages about a 10% growth rate each year

.The plus-size womens apparel category is expected to grow as the number of women ages

45 years old and over, continually increases. The prevalence of obesity among women has

differed significantly by racial and ethnic group. In 20012004, one-half of non-Hispanic

black women were obese compared with nearly one-third of non-Hispanic white women [2].

In Europe, England had the sixth highest level of obesity according to the International

Obesity Taskforce. The increased weight of Greek women can be attributed to a more

sedentary lifestyle and increased diet of processed foods rich in fat, salt, and sugar.

In India, womens waists grow comparably to the economy; urban areas have an overweight

population of 30%, and western marketers are securing a place in the growing $20 billion

plus-size apparel industry (Lahiri, 2006). Indian women are more increasingly purchasing

plus-size western apparel, specifically professional women in need of larger size suiting.

In addition to a growing market, plus-size retailers reap higher profits because plus-size

clothing averages an 8-10% higher mark up than non plus-size apparel, and it has less

frequent sale promotions [3].

Plus size apparel entered the Indian market in the early 90s and is growing slowly since then.

This sector has a huge potential. More than 12.1 percent of males and more than 17 per cent

females are overweight, according to the Third National Family Health Survey 2006. The


3/5

domestic plus size market in India was valued at Rs. 122,400 crore in 2007, as per the India

Apparel Report 2008[4].

According to management consultancy firm Technopak, the plus size market in India, thoughin a very nascent stage, is worth almost Rs 11,000 crore and is on an upward trajectory with

an estimated growth rate of 25% per annum. According to a Technopak analysis, the demand

for fashionable plus-size apparel in India has accelerated and quite a few players like aLL (by

Pantaloons), Mustard and Revolution, are competing in the RTW (ready-to-wear) plus-size

opportunity. Other well-known private retail brands in the category include Plus S, X'Mex ,

Gia by Westside and Just Your Size, for both men and women[5].

Pantaloon brings to you 'aLL- A LITTLE LARGER', the first exclusive brand dedicated to

the fashion needs of plus size men and women in the country. A specialty store with separate

clothing brand, aLL, in Feb 2005, for its large customers ALL houses a wide range of

ready to wear fashionable western and ethnic wear and accessories that are otherwise not

easily available for the plus size customers. All is designed keeping in mind the fashion needs

of plus size men and women, who are fashion conscious and are looking for a dedicated

collection.

Indias leading plus-size apparel retailer with a pan-India presence, aLL offers a wide range

of ready to wear fashionable western and ethnic wear and accessories that are otherwise

not easily available for the plus size consumer. It operates through 19 stand-alone and 49 cut-

in stores across 29 cities in India, with the average store being 1,000 sq ft. It is present in a

largely untapped marketthe potential plus size market in the country is in

the range of Rs 13,000Rs 15,000 Cr.[6]

Biba, in Punjabi means a young, pretty girl or an endearment. Founded in 1988, Biba was the

brainchild of fashion visionary Meena Bindra. Biba specializes in ethnic garments with a

modern and contemporary look .We keep changing our designs with the trends retaining our

roots which are steeped in Indian traditional crafts like hand block printing with vegetable

dyes, exquisite hand embroideries and many more with the use of pure fabrics like silks,

chiffons, georgettes etc in vibrant-to-soothing shades. The accent here is on fashionable yet

affordable designer clothing ranging from medium-to-plus sizes which has won a large &


4/5

loyal client base. it is available in over 100 retail outlets across 25 cities including 35 stand-

alone stores, 51 multi-brand outlets and 20 traditional retail establishments. The house

follows the shop-in-shop model for all and also retails its products through major chains like

shopper's stop, Pantaloon,Lifestyle and Indiabull store. Biba Apparels Pvt. Ltd. is planning

to open a total of 200 stand-alone stores by 2012.

Popular retail initiatives like the SKD (salwar-kameez-dupatta) exchange programme,

Bollywood merchandising in 2002 and the movie gallery. A breakthrough for the brand came

in during the late 1990s when Kishore Biyani approached the brand for a movie partnership

with filmNa Tum Jano Na Hum. Post that came in a series of movies including the likes of

Devdas, BagbhanThe core strength of Biba is that it is well designed garments at affordable

price points, without compromising on quality. Biba is recognized as the only national brand

for womensethnic wear [7].

This chain pioneered large-size clothing in this segment a decade earlier. The category is

much matured now and has a large dedicated customer base for it. It has added sizes up to 46

inches in mix-n-match section. This category contributes about 10 per cent to our total

revenue, Bibas section of pre-matched salwar-kameez sets already has 42, 44 and 46 inch

sizes. The chain is growing at 35-40 per cent every year and the plus-size category is keeping

pace with that [8].


5/5

References:

1.http://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/The-

business-of-plus-size-clothing-269/

2. WANG, MENG, M.S. The U.S. Plus-size Female Consumer: Self-Perception, Clothing

Involvement, and the Importance of Store Attributes. (2007)

http://libres.uncg.edu/ir/uncg/f/umi-uncg-1449.pdf

3. Cole Larinda , The Effects of Visual and Written Fit Information on Plus -size Womens

Perceived Fit Risk, Purchase Intention, and Loyalty Intentions in Internet Apparel Shopping

http://scholar.lib.vt.edu/theses/available/etd/302200913256/unrestricted/LarindaColeThesis2.

pdf

4.http://www.smetimes.in/smetimes/in-depth/2008/Dec/03/exports-slump-indian-textile-

businesses-should-go-domestic.html

5.http://articles.timesofindia.indiatimes.com/2012-07-15/special-report/32684301_1_size-

zero-size-market-technopak

6. http://www.futuregroup.in/pdf/Investor-Presentation.pdf

7.http://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnic-

indian-and-indian-fusion-wear/

8.http://www.business-standard.com/article/companies/stores-find-pluses-in-plus-size-

clothes-brands-realise-potential-112011600044_1.html
http://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/The-business-of-plus-size-clothing-269/http://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/The-business-of-plus-size-clothing-269/http://libres.uncg.edu/ir/uncg/f/umi-uncg-1449.pdfhttp://www.futuregroup.in/pdf/Investor-Presentation.pdfhttp://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnic-indian-and-indian-fusion-wear/http://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnic-indian-and-indian-fusion-wear/http://www.business-standard.com/article/companies/stores-find-pluses-in-plus-size-clothes-brands-realise-potential-112011600044_1.htmlhttp://www.business-standard.com/article/companies/stores-find-pluses-in-plus-size-clothes-brands-realise-potential-112011600044_1.htmlhttp://www.business-standard.com/article/companies/stores-find-pluses-in-plus-size-clothes-brands-realise-potential-112011600044_1.htmlhttp://www.business-standard.com/article/companies/stores-find-pluses-in-plus-size-clothes-brands-realise-potential-112011600044_1.htmlhttp://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnic-indian-and-indian-fusion-wear/http://indiaretailreview.wordpress.com/2013/05/29/the-story-of-biba-brand-for-ethnic-indian-and-indian-fusion-wear/http://www.futuregroup.in/pdf/Investor-Presentation.pdfhttp://libres.uncg.edu/ir/uncg/f/umi-uncg-1449.pdfhttp://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/The-business-of-plus-size-clothing-269/http://www.entrepreneurindia.com/article/starting-a-business/business-opportunity/The-business-of-plus-size-clothing-269/

retail literature review_121203

Documents