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Apparel and Fashion

Helping fashion and apparel companies to improve their business performance through actionable and scientific insights collected through sophisticated tools

Clothing Accesssories Celebration wear

What We Do

Category assessment
Category trends
Sector scan
Customer NPS and loyalty
Voice of customer
Customer purchase journey
Shopping decision tree
Customer segmentation
Need and intent gap analysis
Digital persona mapping
Mystery shopping
Employee engagement
Employee satisfaction and NPS
Voice of channel
Sales and distribution benchmarking
Brand health diagnostics
Advertising effectiveness
Product and concept testing
Product price benchmarking
Catalogue gap assessment
Availability visibility study
Go-to-market
Shopping basket analysis
Season trends predictor
Store performance benchmarking
“Behind the counter” analysis

Category assessment

What are the new categories and customers' reaction towards these?
How important is the designer credentials to a brand’s reputation?
How is the brand perceived for a category?
What are the motivations to buy a category from a preferred brand only?
What is the demand / market potential for each category?
How does the competitive landscape look like across categories?
Which companies / brands hold the largest share? Which companies are growing fast?
What are the growth drivers / barriers? Any differences across sub-categories?
What are the whitespaces in the category? What are the opportunities for category extension?
How is the compliance to product specifications and efficiency?

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Category trends

What is the market size and growth rate of the category? How are sub-sectors within the category growing?
What role do current fashion trends play across categories and brands?
How does customer NPS vary by brands or categories?
What is the brand reputation among customers?
What leads a customer to promote or demote the brand or the product?
How loyal is a customer to make repeat buys with the brand?
Which control variables can help create repurchase occasions?

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Sector scan

What is the competitive landscape of the sector? How are different players positioned?
How are different players performing?
How has the PE / VC interest varied across sectors?
Has the sector created value for stakeholders?
What the growth drivers for the sectors?
What are the leading brands? Are there upcoming brands in the segment?
What are the unique business models in the segment – D2C, etc.?

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Customer NPS and loyalty

How likely is customer to promote this brand or product?
Which customer segments are unsatisfied and at-risk for the brand?
What are drivers for customer loyalty and NPS? How does the brand fare on those?
What role do current fashion trends play in the NPS?
What are the industry and competitor NPS benchmarks?
What are common global best practices that can be implemented to drive customer experience?

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Voice of customer

What are latent and unmet needs of the customer? What do customers value the most?
Where do customers want the brand to improve?
What is the customers' feedback on new products / services / concepts etc.?
What are the top 3 factors consumers look for while purchasing products?
Is the customer journey broken? What are the pain points?
What are the things that the brands can improve upon?

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Customer purchase journey

How does a typical consumer journey look like?
How do customers interact with the brand? What are the most valuable touchpoints?
How was the customers' experience across touchpoints – from discovery to after sales? What are their key pain points across the journey?
What are the various channels for purchasing - online vs. offline? How does a customer decide on purchase channel?
What is the impact of offers / discounts on conversion of consumer?
What is the consumer satisfaction with redressal services - call / text / email?
Where are the opportunities to optimize and innovate across the customer journey?

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Shopping decision tree

What is the intention or the purchase occasion of the buy?
What is the likelihood of consumers making an impulse purchase?
What are the drivers of impulse purchase across categories?
What are the key purchase criteria that are responsible to induce repeat purchase?
Is the content promoted by the brand relevant to the customers?
What are the tendencies to switch a brand or a product?
How is the performance of the store-staff compared to the competitors / industry? Does it drive purchase?

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Customer segmentation

Who are your key customer segments? What is their persona?
How do needs, preferences, and behavior vary by demographic, geographic or psychographic profile?
What are different aspirations of the consumers?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
Which customer segments are most valuable for your brand?
How can you target specific customer segments?

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Need and intent gap analysis

What are customers’ expectations and perception of the brand?
Where are the gaps between customer expectations and current product offerings / service levels?
Is there are supply-demand mismatch in the market? How big is the opportunity?
What are the underlying reasons for the gap?
Are there any new entrants in the market that are focussing on these gaps?
What do the global analogues show about fulfilling gaps for the existing players?
What are the communication changes needed to manage customer expectations?

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Digital persona mapping

What are the personas that contribute to a major share of the brand?
How educated is the consumer?
What is the NCCS profile of the customers?
What is the online usage behavior of the consumer?
How is the digital presence of the consumer – online shopping, subscribed to OTT platforms, usage of payments apps, etc?
What are the purchase patterns represented by personas?
How the digital experience can be altered to provide better experience to different personas?

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Mystery shopping

How does customer journey vary across different purchase channels?
What are the various industry benchmarks in the process parameters and how does the player rate across them?
How does in-store experience differ from store to store? How does it compare against competitors?
What are the gaps and improvement areas in customer experience?
What are other key and upcoming players in the industry doing to improve customer experience?
What is the NPS? What are its drivers?

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Employee engagement

What are the drivers for employee productivity and motivation?
How does the company score across various dimensions of People Value Creation framework (PVC) framework? How do they stand against similar companies?
What are the current employee engagement levels? How can that be improved?
How do employer actions impact employee productivity and organizational KPIs?
What has been the trend in employee retention / churn? What are the reasons for them?
How satisfied are the employees with the rewards and recognitions policy of the organization?
What are the improvement areas in terms of training and learning for the employees?

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Employee satisfaction and NPS

What is the employee NPS? What are the drivers of NPS?
How do your employees feel about your brand?
What can you do better as an employer?
How satisfied are the employees with the workplace conditions across different parameters?
What are the areas of strength for your organization?

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Voice of channel

What is the feedback from multiple channel participants on brand, products, service levels?
Which brands are channel partners most satisfied with across product categories and why? How is their overall experience?
What are the reasons for preference of a particular brand over others?
What are the channel TATs and process lead times? How do they compare across competitors?
What tactics are competitors pursuing in the market?
What do trade partners like / dislike about the brand?
How can the brand improve their relationship with trade partners?

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Sales and distribution benchmarking

What are the margin structures paid by different brands? What are the industry standards?
How does client’s sales organogram compare with that of the competition?
What incentives policies / schemes are working well?
What are the drivers / barriers in expanding the distribution network?
Which are the most effective distribution channels used by brands?

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Brand health diagnostics

What is the maximum potential of different brands in the market?
What is the degree of brand awareness with respect to competitors?
How does brand awareness change with demographics and customer needs and taste?
How slowly / quickly is the brand growing relative to competitors?
What is the brand salience in the market? What are trial and conversion rates?
What is the repeat purchase and customer retention rate? How does it compare to industry standards?
What are some of the best practices to strengthen brand value?

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Advertising effectiveness

What is the perception of the advertisement campaign content?
What is the annual advertising spend & ROI? How does it compare to competitors?
What are the advertising channels deployed? Where does it lack compared to industry?
What is the effect of advertisements on purchase intent?
Which ads are performing better than the others?
Which channels are most effective in reaching customer?

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Product and concept testing

What is the effectiveness of product / concept?
How to do the pilot testing of the product? What should be the target audience? Why?
How to get customer feedback on proposed new product launches?
What is the ideal methodology for testing new product concepts? What should be the sampling plan?
What are the strengths and weaknesses of new product / concept?
What should be key message and tonality while advertising the new product launch?
What is the optimal beta launch design for a proposed product?

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Product price benchmarking

What products variants are offered by competitors at different price points?
What is the competitive position of brand’s products against that of competitors?
What are the features for which the customer is ready to pay the premium?
What is the different promotion used to lower price across periods?
How can price be used as a strategy to win market share?

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Catalogue gap assessment

What is the product width and depth of the category?
Where are the whitespaces in the portfolio – by price, feature, brands?
How well does the product catalogue address potential customers?
What are the over or underselling products? Why do they perform that way?
What are product offerings of key competitors? What are their largest selling products? Are there products that can be adopted?
What are the other products that can be carved out from the existing products (bundling, sub-products, etc.) to meet unserved customer requirements?
How can the catalogue be improved for better conversion?

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Availability visibility study

What is the percentage of shelf space offered by retailers to different brands?
Are there any product offerings relevant to customers but not available to them? If yes, why?
What is the on-ground product availability and visibility across geos and store types? How does it compare to competition?
What are the weak geographical areas in terms of availability & visibility?
What are the deciding factors for the shelf space?
Where are retailers facing shortage of SKUs?
What is availability of fast selling SKUs vs low selling SKUs?
What is the replenishment time for key products? How does it affect availability?
How does the brand visibility vary locations and geographies?

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Go-to-market

What is the total addressable market for the apparel product categories?
What is the share of serviceable available market?
What should be your target customer segment? What are their typical personas and preferences?
What is the customer journey for the target customer? Where is it broken? Where can it be improved?
What is the competitive intensity in the region? What should the communication strategy be to cut through the noise?
How is the market evolving? What segments are driving growth of the market?
How to develop the value chain necessary to run operations, from supplies to legal permits?

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Shopping basket analysis

What is the average number of items in a shopping basket / cart across retail formats?
How much is the AOV (average order value)?
What are the steps required to increase volume / frequency of ordering?
What is the average delay between wish listing and ordering?
What is the conversion rate across retail formats and categories?
How does the competition fare in terms of order conversion?

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Season trends predictor

How volatile is the category in terms of changing trends?
What is the average inventory unsold at the end of season?
What are some steps to predict seasonal trends ahead of time?
How has the historical seasonal sales performance of the category / brand been?
How does the competition fare in terms of seasonal sales / stockouts?
What are some drivers of change in trends / fashion?

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Store performance benchmarking

What are the sales per sqft for the company and competitors?
How can the store locations be optimized geographically for maximum acquisition?
How do the company stores perform compare to MBOs and other retailers?
How productive / satisfied are the store employees?
How can store supplies be optimized to minimize logistics costs?
What are the best practices related to shelf space, arrangement, and display of SKUs?

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“Behind the counter” analysis

What proportion of total sales is “behind the counter” for the company and competitors?
What are the key drivers of “behind the counter” sales across categories?
How can the company incentivise / de – incentivise consumers from purchasing “behind the counter”?
Which product categories are suited better for “behind the counter” sales?
What are the industry best practices related to “behind the counter” sales?
How can store space / staff placing be optimized to increase / decrease “behind the counter” sales?

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Connect with our Apparel and Fashion Experts

Madhur Singhal

Mentor

Aryaman Tandon

Mentor

Hitesh Gossain

CEO, Network

Amar Choudhary

CEO, Intelligence & Insights

Ashish Dhir

Senior Director, Intelligence and Insights

Related Case Studies

B2B opportunities assessment in Indian apparel market

Objective

Client wanted to understand the opportunities in B2B sales of apparel in India

Methodology

Conducted primary conversations with retailers and manufacturers to understand margins, SKUs, trends, and logistics across apparel product categories
Carried out primary conversations to understand pain points, supply – chain nuances and technological capabilities of customers, suppliers and manufacturers

Impact / Outcome

Client was able to gain valuable insights across the Indian apparel supply chain in terms of procurement, quality control, production, sales, and technological enablement

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Market analysis of sleepwear and loungewear market in India

Objective

Client wanted to conduct market sizing and value – chain analysis of sleepwear and loungewear in India

Methodology

Carried out market visits and mystery shopping (more than 100 store visits) to benchmark SKUs
Carried out retailer and manufacturer conversations to understand market nuances such as market share, operating business models and trends

Impact / Outcome

Client was able to gain qualitative insights on the pricing, market share, value – chain and overall market opportunities in the Indian sleepwear and loungewear market

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Market analysis of women’s intimate wear in India

Objective

The client wanted to conduct market sizing, value–chain analysis and understand consumer behavior trends in the women’s intimate wear market in India.

Methodology

Carried out market visits and mystery shopping (more than 100 store visits) to benchmark SKUs
Carried out retailer and manufacturer conversations to understand market nuances such as market share, operating business models, and trends

Impact / Outcome

The client was able to gain qualitative insights into the women’s intimate wear market in India, such as pricing, business models, market shares, and trending categories

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Offline retail strategy in the Indian apparel market

Objective

Client wanted to understand how offline retailers of apparel counter the E-commerce boom

Methodology

Conducted extensive secondary research on the penetration, logistics and economics of offline and online retailers
Carried out retailer conversations to understand procurement, pricing, differentiation strategies and digital marketing approaches

Impact / Outcome

Client was able to gain valuable insights about how offline retailers employ strategies to counter E-commerce retailers in the Indian apparel market

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Price Benchmarking for Ecommerce platform Vs Local retail, Branded Retail, Modern Retail

Objective

Client wanted to conduct price benchmarking of 550 SKUs across categories (fashion, apparel, beauty & personal care) for E-commerce platform vs offline channels (local retail shops, branded retail chains, Modern Trade, etc.)

Methodology

Carried out market visits and mystery shopping (more than 100 store visits) to benchmark SKUs across different product categories (watches, men’s footwear, sports & fitness, men’s bags and more)
Carried out benchmarking for SKUs in India across key cities (across metro, tier-1, tier-2 and tier-3 cities)