Global Desi Project report : Khaleesi

8/19/2019 Global Desi Project report : Khaleesi

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GLOBAL DESI

ABOUT THE BRAND

“ Free spirited, vibrant and delightful, Global Desi is a boho-chic fashion brand, inspired by

India’s colors and chaos. Created in smooth estern styles, every outfit in every collection

tells you to go ahead and ear the vibe. !

Global Desi is an India-inspired young, olor!ul, bo"o-"i brand #i$" global appeal% Any #o&an

#"ere'er in $"e #orld s"e &ay be ( #"o lo'es, li'es and brea$"es $"e 'ibrany o! Indian prin$s andin!luenes #ill !ind a li$$le bi$ o! "ersel! in $"is label% T"e Global Desi olle$ion is predo&inan$ly India-

inspired and del'es deep in$o our ri" "eri$age o! olors, $e)$ures and prin$s $o o&bine $"e& $o

rea$e in$erna$ional appeal% Laun"ed in *++, $"e brand is urren$ly a'ailable a$ e)lusi'e brand

ou$le$s and &ul$i brand s$ores aross $"e oun$ry% Global Desi opened i$s !irs$ ou$le$ in auri$ius in

*+./%

Indo-"estern Fashion# Global Desi is a $rue !i$ $o i$s na&e% E'ery pi0 !ro& Global Desi re!le$s

Indian e$"nii$y, 1es$ern $rai$s and a on$e&porary e)is$ene o! Indo-1es$ern !usion% 1"en you pi0so&e$"ing !ro& Global Desi you an se$ $"e $one o! your ense&ble in se'eral #ays% Tea& up $ops,

$unis and 0ur$is #i$" s"or$s, 2eans, pala33os, "udid"ars or pa$iyalas and 'oil4, you an be ready !or

#or0, or 'isi$ a $e&ple, or &ee$ your !riends5

Couture $tyles for different people# Global Desi "as 'ery s&ar$ly analy3ed $"eir $arge$ audiene

and o!!ered po$en$ial us$o&ers &ore s$yles in e'ery 0ind% I! you li0e a par$iular design bu$ are

onerned abou$ pi0ing up a bold spag"e$$i $op, you "a'e al$erna$i'e op$ions $o pi0 up $"e sa&e

$op #i$" a s"or$ slee'e or long slee'es% And $"is le'er s"e&ing e)$ends $o $"e leng$" o! a $op $oo (

you an !ind a par$iular pa$$ern in s"or$ 0ur$i, &id-leng$" 0ur$a and long 0ur$a%


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Color %alette and %atterns# T"e display s"el'es a$ Global Desi are rigged #i$" a&a3ing olors% 6ou

an "oose !ro& bold pin0s and oranges $o sub$le blues and greens or go in !or &ono"ro&es

depending on your &ood5 T"e designs are "ig"ly in!luened by Indian &o$i!s and !auna 7&yna"s,

a&els in LI8A olle$ion9%

%rice &ange# A!!ordabili$y di!!ers #i$" perspe$i'e% 1"en e'ery o$"er gal on $"e road or in a &all is

#earing a Biba or a elange 0ur$a, $"ey really don:$ &ind spending a !e# e)$ra "undreds $o s$and

apar$% Global Desi designs are uni;ue in $"eir o#n #ay%

Concept 'ines# I! you li0e onep$ lo$"es, $"en Global Desi #on:$ disappoin$ you% E'ery season,

Global Desi laun"es a ne# line o! olle$ion suppor$ing a ne# onep$% 1"en &ono"ro&es rose

$o be a $rend, Global Desi a&e ou$ #i$" a &us$-$o-"a'e ono"ro&e olle$ion% T"eir la$es$

olle$ion in$rodued us $o LI8A, a ne# age na$ural !abri $"a$ is so!$, lig"$ and e)$re&ely

o&!or$able%

(ne-$top $hop#


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4/11

budge%

O'er $"e ne)$ .* years, s"e bea&e a suess!ul supplier $o al&os$ all $"e !a&ous bou$i;ues inu&bai% By $"is $i&e, younger bro$"er u0es" Sa#lani, #"o #as #or0ing abroad as a ban0er,;ui$ "is 2ob and 2oined "is sis$er $o &anage $"e !inanial side o! $"ings% Sa#lani is $"e EO o!

AND, Dongre is $"e rea$i'e "ead, and Se"ra &anages produ$ion% In ., #"en $"ey opened

$"eir !irs$ s$ore, i$ #as a deision $"ey $oo0 olle$i'ely%

I$ is "er !a&ily, again, $"a$ ga'e Dongre $"e abili$y $o soure "er !abris, one o! AND:s &ains$reng$"s% Her !a$"er #as a &anu!a$urer o! "ildren:s lo$"es, and guided "er on #"o and#"ere $o soure i$ !ro&%

Finding the $eet $pot A$ $"e "ear$ o! AND:s suess a$ saling up is a &odel $"a$ $a0es a lea! ou$ o! !a&ed re$ailerara:s boo0M rodu$s posi$ioned be$#een designer #ear $"a$ os$s $"e &oon, and &ass &ar0e$s$u!! $"a$ is "eap, bu$ o&&onplae% T"is spae is de!ined as $"e bridge to lu*ury:%

1orld#ide, a$ one end o! $"e spe$ru&, $"ere are &ar;uee brands su" as Louis 8ui$$on,

Ar&ani, Bulgari, Gui and Burberry $"a$ are synony&ous #i$" lu)ury, and a$ $"e o$"er end$"ere are unbranded, "eap, &ass-&ar0e$ed lo$"es% In $"e &iddle is $"e bridge-$o-lu)ury, #"i"a us$o&er rosses, be!ore gradua$ing $o "ig"-end lu)ury%On $"is bridge s$and global brands su" as To&&y Hil!iger, al'in >lein, ara and Ar&aniE)"ange% T"ese brands beo&e rele'an$ $o up#ardly &obile us$o&ers as $"ey &o'e up $"e'alue "ain%

T"e Indian &ar0e$ is s$ru$ured in &u" $"e sa&e #ay% A$ $"e $op end, $"ere are "ig"-end!as"ion designers 'ying #i$" global brands, #"ile a$ $"e bo$$o& end $"ere are $"ousands o!players a$ering $o $"e &ass &ar0e$% 1"a$ &a0es $"e Indian &ar0e$ di!!eren$ is $"e dear$" o!brands in $"e bridge-$o-lu)ury seg&en$%

Apar$ !ro& !oreign brands, #"i" "a'e a sa$$ered presene in $"e &a2or &e$ros, $"ere aren:$any brands $"a$ a$er $o $"e gro#ing aspira$ional de&ands o! up#ardly &obile Indians%

ara is $"e alai&ed leader in $"is spae, and is doing business #or$" al&os$ Rs *++ rore inIndia, 2us$ $#o years a!$er opening i$s !irs$ s$ore% I$ "as 2us$ nine s$ores aross !our i$ies%

Dongre:s approa" is uni;ue, s$ar$ing o!! in $"e bridge-$o-lu)ury seg&en$, and $"en &o'ing up$"e 'alue "ain #i$" Ani$a Dongre Ti&eless% Usually designers begin a$ $"e "ig"-end lu)uryseg&en$, and $"en &o'e $o o&&odi$i3ing $"eir brand%

S"e is also "eading $o#ards $"e ne)$ big "allengeM AND en "as 2us$ been laun"ed% 8ery !e#designers are able $o snag bo$" genders%

+he acend AND Designs "as !ollo#ed ara:s s$ra$egy o! s"o#asing !res" designs and &ul$iple olle$ions$"roug"ou$ $"e year% T"e o&pany "as eig"$ or nine designers !or AND and Global Desi, and$"ey $urn ou$ ne# designs e'ery &on$"%

E'ery #ee0, $"ere are brand &ee$s !or ea" o! $"e !our brands, during #"i" sa&ples aredisplayed in !ron$ o! Dongre and "er &er"andisers% T"ey sele$ $"e designs $"ey li0e and


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"e0 $"eir o&&erially 'iabili$y% Only $"en does a design go in$oprodu$ion%

Nine &er"andisers e&ployed by AND s$udy $rends, pur"asingpo#er and #illingness o! us$o&ers $o spend on er$ain lo$"es,and s$yles $"a$ #or0 in Tier II i$ies as opposed $o &e$ros% T"ey

$ra'el e'ery &on$" $o 'arious AND and Global Desi ou$le$s indi!!eren$ i$ies $o ga$"er us$o&er da$a%

T"ey spea0 $o $"e s$a!! a$ $"ese s$ores abou$ #"a$ us$o&ers li0e,and #"a$ $"ey are loo0ing !or%


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!as"ion sensibili$ies o! $"e Indian &ass onsu&er% Ta0ing a ue !ro& $"e e&erging $rends in $"eIndian !as"ion indus$ry, Ani$a Dongre, li!es$yle and !as"ion designer "as rea$ed a ni"e in $"isspae on $"e ba0 o! a s$rong &ar0e$ seg&en$a$ion s$ra$egy and a #ell-planned re$ail presene%

If you’ve got it, flaunt itT"e upper and upper &iddle lass o! $"e onsu&er seg&en$ does loo0 #"ere i$ is in'es$ing i$s

&oney, e'en in $"e s&all $"ings li0e apparels, bu$ also #an$s $o arry a s$yle s$a$e&en$ !or $"esa&e% Eyeing an oppor$uni$y in $"e gro#ing &ass apparel &ar0e$, Ani$a Dongre "as broug"$"ig" s$ree$ !as"ion $o $"e &ass onsu&er%

=As &ore Indian #o&en s$ep ou$ $o a$i'e #or0ing li'es, $"ey are loo0ing !or s$yles $"a$ dra#upon Indian design in!luenes and sensibili$ies, bu$ are !res", #i$" u$s and sil"oue$$es $"a$ areon'enien$ $o #ear,@ says De'angs"u Du$$a, "ie! E)eu$i'e, T"ird Eyesig"$% He also adds $"a$$"e apparel &ar0e$ in India is !ar !ro& sa$ura$ed and in spi$e o! $"e en$ry o! in$erna$ional brands,$"ere is a&ple sope !or gro#$" o! Indian brands% =Ho#e'er, $"e "allenge !or design-basedbusinesses in India is $o rea$e an organised s$ru$ure $"a$ allo#s $"e business $o sale%@ Du$$aadds%

urren$ly, Dongre:s brands: re$ail presene is s$rong #i$" F e)lusi'e brand ou$le$s and o'er*+ ul$i Brand Ou$le$s% S"e plans $o e)pand "er presene beyond Indian borders and !ully$rans!or& in$o a global li!es$yle brand% =1e are loo0ing $o e)pand de&ograp"ially, loo0ing $oe)pand $o di!!eren$ on$inen$s%@ Dongre s"ares%

aret segment must in fashion industryIn priniple, !or any suess!ul business or &ar0e$ing plan i$ is i&pera$i'e $o "a'e a &ar0e$seg&en$a$ion s$ra$egy in order $o unders$and #"o e)a$ly $"e onsu&er&ar0e$ is and $"e!as"ion indus$ry is no e)ep$ion $o $"is rule% Hene in order $o e)pand "er brand:s rea" $o'arious po$en$ial TGs, Ani$a Dongre a$egorised $"ree 0inds o! probable onsu&er se$s% Dongree)plains, =1e a$ually s$ar$ed #i$" &id pre&iu& and &ass seg&en$ and are no# &o'ing $oo!!ering a pre&iu& brand% 1e #an$ed $o $arge$ all $"e seg&en$s and produ$ $"e bes$ in ea"%

Our labels a$er $o 'arious $as$es and re;uire&en$s and in$ernally, #e $rea$ ea" brand as asepara$e uni$ #"en i$ o&es $o design, &ar0e$ing and s$ra$egy%@

Her brand por$!olio onsis$s o! "ig" s$ree$ 1es$ern #ear label AND, Indo-1es$ern !usion labelsli0e Global Desi and IIn$erpre$, Ti&eless bridal #ear, Grassroo$ $"a$ a$ers $o e$"ni !as"ion andorgani #ear, and AD an, #"i" is "er !oray in$o &ens#ear% os$ o! "er brands "a'es$ra$egially oupied $"e s"op in s"op !or&a$ in 'arious li!es$yle "ains li0e S"oppers S$op andan$aloons%

T"oug" &ul$i brand ou$le$s spor$ &any su" designer brands #"i" do rea$e a#areness !or$"ese produ$s, $"ey are no$ able $o o&pe$e #i$" &ains$rea& brands su" as Le'is, epe,UB and USI e$% Hene, T"ird Eyesig"$:s Du$$a !eels $"a$ $"e s$ronges$ brand is one $"a$

s$ands ou$ as dis$in$i'e in a depar$&en$ s$ore en'iron&en$ and also "as $"e abili$y $o suppor$ as$and-alone e)lusi'e s$ore%


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a$ers $o spei!i $arge$s and e)$re&ely ni"e a$egory, a$ $"e ne)$ le'el $"ere are $"e $op enddesigners #"o "a'e $"eir o#n line o! lo$"ing and bou$i;ues li0e Ri$u Beri, and a$ $"e bo$$o&$"ere are $"ose #"o are !ro& $"e &er"andising ba0ground and design !or &a2or re$ail ou$le$sli0e S"oppers S$op and Li!es$yle% Dongre !i$s all $"e $"ree%

Hene, "e adds, apparel is &ore a !un$ional produ$ #"i" "anges #i$" $"e "ange o! $rends

and $i&e, and $"e role o! $"e designer #"o "as a &ore "ands on 2ob also "anges aordingly%=In addi$ion, $"ese a!!ordable designers "a'e a plus poin$, $"ey "a'e a ra'ing $o be uni;ue ands$and ou$% T"a$ is #"y $"ey loo0 !or lo$"es $"a$ are a!!ordable as #ell as "a'e a signa$uredesign% T"e only &inus poin$ $"a$ is in India is $"a$ nobody "as respe$ !or in$elle$ual proper$yrig"$s,@ "e adds% T"us, $"ere is a lur0ing $"rea$ o! i&i$a$ion in $"e apparel &ar0e$ in India%

/ffordable designer tagNe'er$"eless, $"e re$ail e)per$ $"in0s $"a$ $oday $"e &ass seg&en$ ob'iously anno$ a!!ordapparel s"o#ased in La0&e or 1ills !as"ion #ee0% T"us, i! $"ey ge$ a "ane o! ge$$ingapparels by $"e sa&e designer a$ a &u" a!!ordable ra$e, i$ is a good proposi$ion !or bo$" $"eonsu&er and $"e &ar0e$er%

T"us, $"e budding apparel en$repreneur "as onsiously 0ep$ $"e pries o! "er &ore popularbrands AND and Global Desi be$#een Rs .,++ and Rs ,+++% T"us, $"e 'alue !or &oneyproposi$ion and a designer $ag no$ only sui$ $"e po0e$s o! "er 'arious TGs bu$ also !ills $"easpira$ional need o! $"e onsu&er%

In addi$ion, aording $o Brand e)per$ and olu&nis$ San$os" Desai, Indians are ben$ up on'alue !or &oney, $"ey loo0 a$ $"e prie poin$ and !ro& $"a$ perspe$i'e $"ere are &any di!!eren$designers $o loo0 a$ in $oday:s &ar0e$% T"e Indians loo0 a$ a!!ordable apparels $"a$ "a'e go$ $"esigna$ure $ags o! $"ese designers% =T"ere!ore #e see a balane being rea$ed be$#een $"eseriousness o! $"e designers and $"e prie $ag $"a$ o&es #i$" $"eir signa$ure apparels,@ "eadds%

Desai s$rongly !eels $"a$ $"ere is an o'erall need and good oppor$uni$y in $"e &ar0e$ !ordesigner brands $o !louris" $oday% As Indians loo0 !or originali$y $"a$ dis$inguis"es $"e& !ro& $"e&ains$rea&, $"ese designer brands are "anging $"eir 'ie# !ro& being on $"e $op end o! $"epyra&id $o a$ering $o $"e &asses a$ $"e bo$$o& $oo% =In $"e ase o! Ani$a Dongre, s"e "asoriginali$y and dis$inguis"ed design $"a$ a$$ra$s $"e &ar0e$, also s"e "as &any brands runningunder one u&brella and a &ore $"an one line o! apparel,@ Desai su&s up%

GLOBAL DESI SWOT ANALYSIS, USP & COMPETITORS

Global Desi


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Parent Company /0D Design India 'td

Category Apparel and Aessories

Sector Li!es$yle and Re$ail

Tagline/ Slogan Global S$yle Indian T"reads

USP rea$es your uni;ue s$yle &an$ra

STP

Segment 1o&en loo0ing !or Indian and asual apparel

Target Group Urban young #o&en !or& $"e &iddle and upper-&iddle lass

Positioning er!e$ E$"ni #ear

SWOT Analysis

Strengths .% Ani$a Dongre:s repu$a$ion as suess!ul designer be"ind brand

*% Ne# olle$ions e'ery season &ain$ains $"e 'ibrany o! $"e brand/%

Brand:s soial #or0 $"roug" Asee&a an NGO $o pro$e$ $"e "u&an rig"$s o!

underpri'ileged "ildren

% S$ores loa$ed in o'er *+ Indian i$ies

Weaknesses .% resene o! s$rong o&pe$i$ion &eans "ig" brand s#i$"ing and lo#

us$o&er loyal$y

*% resene only in a !e# Indian i$ies P li&i$ed brand reall due $o lesser

ad'er$ising o&pared $o leading apparel brands

Opportunities .% Gro#ing spending on li!es$yle brands%

*% ro&o$ion o! Indian #ear in !oreign oun$ries%

/%an $ap ne# !or&s o! re$ailing li0e online s$ores $o a$er $o a larger

us$o&er base

Threats .% o&pe$i$ion !ro& o$"er pre&iu& designer brands

*% Go'$% Ta) poliies on apparel

/%Hig"ly !rag&en$ed !as"ion indus$ry an be a serious $"rea$

Competition

Competitors .%8i0ra& "adnis designer #ear

*%Sabyasa"i designer #ear

/% BIBA

% "aleesi is a #o&an #"o &a0es "er o#n #orld and "as au$ono&y $o $a0e "er o#n

deisions, is in'inible and uns"a0led% S"e is a #o&an #"o does no$ need a ro#n $o

lai& "er 0ingdo&% S"e rules #i$" "er "ar&, "aris&a and ra&pany% S"e is a drea&

a$"er% S"e #a0es up #i$" a purpose and #or0s li0e a ollyanna $o#ards i$% S"e


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danes $o $"e songs in "er "ead, spea0s #i$" $"e r"y$"& o! "er "ear$ s"e see0s $o li'e

li!e #i$" 'er'e, is ou$rageous and o!!-0ey, &is"ie'ous and bold, os&i and le'er,

bra3en and boundless% S"e is a renaissane #o&an, a bo"e&ian soul, a #anderer #"o

pain$s surroundings #i$" "er !eel good 'ibes% S"e does &ore $"an 2us$ e)is$%

>"aleesi &a0es i$ "appen, elebra$es "er e)is$ene

Are you a Khaleesi

aret $egmentation

Ino&e - iddle and upper &iddle lass

a$egory - #or0ing #o&en ollege s$uden$s "ouse#i'es - #"o are !as"ion en$"usias$s

&elation ith Global Desi

• Global Desi a$ers $o #or0ing #o&en"o&e-&a0ersollege girls #"o are !as"ion

en$"usias$s% >"aleesi #"i" $ransla$es in$o ;ueen is appropria$e !or a brand $"a$

posi$ions i$sel! as $radi$ional ye$ progressi'e% I$ goes #i$" $"e brand:s i&age in &inds

o! i$s $arge$ &ar0e$%

• T"e na&e >"aleesi "as been re!erred in Ga&e o! T"rones #"i" le'erage us #i$"

an e)is$ing se$ o! us$o&ers #ell a;uain$ed #i$" $"e na&e and $"e po#er

assoia$ed #i$" i$% So $"ey #ill ins$an$ly rela$e #i$" i$%

• T"e re&aining se$ o! us$o&ers "a'e $o be o&&unia$ed #i$" $"e $rue &eaning o!

>"aleesi #"i" #ill be done by our produ$ display and a&biene%

• >"aleesi "ere is being re!erred $o as a &odern day ;ueen #"o "a'e ;uin$essen$ial

$rai$s o! being one 7&en$ioned in in$rodu$ion9 s"unning a#ay $"e dead#ood

assoia$ed #i$" i$% S"e is a =GLOBAL DESI >HALEESI@ #"o "as olors,

!la&boyane and is 'ibran$ in $"e #ay s"e leads "er li!e%

• 1e "a'e do'e$ailed $"e olle$ion under brand >"aleesi #i$" Global Desi:sa&paign o! BOHO-HI% 1e #ill be s"o#asing Bo"e&ian 2e#elry under $"e

brand $"a$ represen$s !ree- spiri$ and olors o! Global Desi%

• 1"ole a&paign is being designed on $"e basis o! #ords $"a$ a&e in &inds o!

people sur'eyed #"ile i&agining global desi 7olors, 'ibrany, progressi'eness9


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OUR THEME – GO BOHO

1i$" $"e ad'en$ o! su&&ers i$ is $i&e !or you $o be your o#n Suns"ine%

1i$" >"aleesi #e bring $o you $"e 'i'aious BOHO 'ibe $"a$ #ill le$ you go brig"$ and

bold #i$" a BOHO !eel and $a0e you $o $"e "ea'ens o! your o#n boholand % T"e produ$

#ill ins$an$ly add su&&er Bo"e&ia $o your loo0%

Le$ $"e olours o! Bo"e&ian #a'e splas" your li!e #i$" "ro&a%

T"is $"e&e is dedia$ed $o all $"e #o&en #"o are in'inible, uns"a0led% S"e is !ree in

"er #ildness% S"e is a #anderer% S"e is a drea& a$"er% S"e is bois$erous% S"e is silly%

S"e is s&ar$% S"e is are!ree% S"e is responsible%

S"e is #"a$ s"e #an$s $o be no$ #"a$ $"e #orld #an$s "er $o be% Bu$ &os$ i&por$an$ly

#"oe'er s"e is #"a$e'er s"e "ooses s"e is !ore&os$ a Khaleesi.

WHAT IS THE VALUE OF THE TOTAL STOCK YOU HAVE BOUGHT?

Rs% .+++

IF ALL THE STOCK THAT YOU HAVE BOUGHT WERE TO BE SOLD AT THE

PROCESS THAT YOU HAVE ASSIGNED- WHAT WOULD YOUR PROFIT?

Rs% *+++

SUPPLIER DETAIL SHEET


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Vend! n"#e T$%e '()e*")e!+

#"n"./!e!+

!e/"0)e!+ E1%!/e! 2Add!e** +

Cn/"./ n#3e!

Cnd0/0n* !

S%%)$

Umar Khan/

Usman Khan

Manufacturer &

wholesaler

New Fashion

Jewellery,

Shop no. 21!,

"ur#man $ate,

%sif ali roa

'()1()*+

'!+!1'

-

iwan Mira/

Kunnu 0hai

Manufacturer &

wholesaler

Kunnu

anicraft,

U3) 4ssel

ouse, %saf %li

oa

!1132*2(*2

'+(!(21

-

Global Desi Project report : Khaleesi

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