MEN’s CASUALWEAR

Men’s wear market (size, demands),after COVID effects, future of

casual wear, survey and its results, most liked top brands ,
Market survey, fashion updates
WHAT IS MENSWEAR IS ALL
ABOUT ?

Menswear is very much about evolution:

Fashion is always evolving but never
really changing. Today's men’s fashion is
more about styling and culture than colors
or design. People want to freely express
their identity. Fashion gives men the tools
to express the myriad facets of their
individual personalities and emotional
profiles.
 MARKET SIZE
With the market size of Rs 1,56,496 crore (US$
24 billion), menswear is the largest segment in
apparel market.
Owing to the gradual shift of men’s apparel
market towards casual wear such as denims,
activewear and t-shirts/polo are growing at a
much faster CAGR of 13 percent, 15 percent and
10.5 percent respectively. 
The Indian casual wear market is booming and
the rural markets will play a pivotal role in this
growth story.
 EFFECTS AFTER COVID

The upswing in online shopping and the

continuing expansion of major textile
chains lead to an increasing pressure on
price levels in an ever-growing total
market, which is just one explanation for
its steady growth. 
 FUTURE OF MENSWEAR MARKET
The overall apparel market in India is
forecast to grow at a CAGR of 10.4%
between 2020 and 2024 to reach
INR8,540 billion.
Menswear will grow at 3.2% to reach
INR2,359 billion by 2024.
Outerwear in menswear dominates the
sales and it is also expected to be the
fastest growing category.
 SHIFT TO ORGANIC WEAR
The demand for casual wear products made from
organic cotton, recycled apparel, etc. is growing in
India.
Interestingly, one of the global leaders in active wear
has opened its first ever sustainable store’ in Bangalore.
The store sells recycled casual wear fashion articles,
shoes, and accessories.
Built with recycled steel, the store has deployed
sustainable recyclable energy management and lighting
mechanisms.
The company believes that sustainable stores will help
them promote reduced carbon dioxide emissions,
energy consumption, and use of water.
CONSUMER SURVEY

We got 40 responses from our survey in

which we asked 11 general questions
related to our topic for eg : how much you
like to spent on shopping, which brand, fit
and type of wear etc.
Question 1 : Which category you shop for
often ?
Response : Casual wear
Question 2 : where do you usually buy
your clothes from ?
Response : Malls 55% Online 28%
Question 3:Which social media platform
influence your buying decision ?
Response : Tie between Instagram and
Online stores by 38%
Question 4: How often you shop for
yourself ?
Response : Every month 35%, On special
occasion 28%
Question 5 : How much you can spend on
shopping ?
Response : upto INR 5000 46%, INR
10,000 24%
Question 6 : Which brand you like or you
shop for the most ?

Response: PUMA, LEE COOPER, LEVI’s

INTERNATIONAL BRANDS :
ABERCROMBIE AND FITCH.
LUXURY BRAND : BALENCIAGA.
Question 7 : How much are you willing to
pay for limited edition/ luxury brand
clothes ?

Response :Tie b/w

INR 7,000 and INR
10,000 by 38%,
More than 20,000
by 21%
Question8 : Which type of fit you prefer ?
Response : Regular fit 46%, Slim fit 27%
Question 9 : Which color category do you
prefer to wear more ?
Response : Cool colors 46%, Earthy colors
21%
Question 10 : Which aspect you see while
shopping from a particular brand ?
Response : All of the above (fit, color,
trend, fabric ) 64%, only fabric 18%
Question11 : How do perceive yourself ?
Response : Independent 36%, All of the
above 36%
 CONCLUSION
Acc. To our survey we came to know that most
preferable fashion type in men’s wear is casual
wear.
 Most of them buy every month from malls and
instagram plays a major role in influencing their
buying decisions.
Usually they can spend in between INR 5000-
10,000.
Majority prefers regular fit in cool colors and main
reason to shop from a particular brand is their fit,
color, trend and fabric.
 BRANDS

PUMA
LEVI’S
LEE COOPER
 PUMA
PUMA is the leading sports brand globally developing
designs, selling & marketing footwear, apparel and
accessories in more than 130 worldwide. Incorporated
in 1948 by Rudolf Dassler (due to the split of the
original company into PUMA & ADIDAS) it has
established itself as a fastest growing and designer
of performance & sports style based products.
Headquartered in Germany, it has expanded its reach
worldwide within the span of 67 years and by
employing more than 12000 diversified & dedicated
workforces in 45 nations.
VISION AND TAGLINE
VISION:“ BECOME FASTEST SPORTS
BRAND IN THE WORLD”

TAGLINE: “FOREVER FASTER”

 PRODUCTLINE
Puma deals in product categories such as
footwear, personal care, eyewear,
watches, sports accessories and clothing.
Being present in interrelated product
segments with a large number of offerings
helps the brand in getting a high share of
wallet & increase in customer basket size.
CUSTOMER ANALYSIS OF
PUMA
Puma customers are the middle- upper &
upper-class income groups who are more
focused on their self-being and want to live a
healthy & have hygiene lifestyle. To attract
the customers from different segments it
identified the individual characteristics such
as motivations, their lifestyle and their
fitness level; Puma has worked on these
parameters to promote its brand and make it
more appealing to the end customer.
 LEVI’S
Levis is a privately owned American brand that deals
in the manufacture and selling of Denim Jeans.
Launched in the year 1873, the brand has been
successful in capturing the imagination and attention
of the consumers throughout the world.
This international company has helped in developing
existing markets, introducing new markets and in
exploiting the textile market to its advantage.
The brand has become synonymous with
qualitative products.
The brand Levis has spread its network to One
hundred and ten countries that includes more than
fifty five thousand retail outlets.
 TAGLINE AND USP
Tagline/ Slogan: Go Forth; Levis. Original
jeans. Original people; A style for every
story; Quality never goes out of style

USP: Oldest Jeans Brand yet modern

 MARKETING STRATEGY
Levis has adopted a cool and trendy promotional
strategy for marketing their products.
In order to increase the visibility of its products the
company has taken the help of active advertisement.
It has gone with the concept of off- beat commercials
theatre shown in various television channels, in
newspapers, billboards and fashion magazines.
The company has been introducing new products at
regular intervals like the reversible jeans that have
helped them in gaining continuous limelight.
 COMPETITORS
WRANGLER
SPYKAR
TOMMY HILFIGER
 LEE COOPER
Lee Cooper is an iconic brand of English
origin. It was founded in the year 1908 as
M. Cooper Overalls by its founder Morris
Cooper. Lee Cooper is a subsidiary brand
that was acquired by Iconix Brand group in
the year 2013 from Sun Capital Partners. It
is associated with lifestyle and retail industry
and deals in manufacturing, designing and
marketing of apparel and several
accessories.
 PRODUCT LINE
Denim in fits like slim, skinny, comfort,
regular, straight and bootcut
Tops include shirt, knitwear, t-shirt and
Jassen
Accessories include scarf, socks and belts
MARKETING STRATEGY
Lee Cooper has a strong and widespread brand
recall and this has been possible because of its
aggressive marketing strategy. It uses word-of-
mouth, PR and conventional advertising for
creating the appropriate buzz. It has also
advertised via covert ads in movies. Its ads are
advertised via television, newspapers, magazines
and billboards.
Lee Cooper has collaborated with celebrities,
artists and fashion designers to promote its
products in world market.
 TAGLINE AND USP
Tagline/Slogan: Dedicated To Style;
Since 1908

USP: A brand dedicated to style.

 INTERNATIONAL BRAND

ABERCROMBIE AND FITCH

ABERCROMBIE AND FITCH
Abercrombie & Fitch (A&F) is an
American lifestyle retailer that focuses
on casual wear.
Its headquarters are in New Albany, Ohio.
 The company operates two other
offshoot brands: Abercrombie
Kids and Hollister Co. 
The company operates 1,049 stores
across all three brands
 TARGET MARKET
16 Abercrombie & Fitch currently targe
ts 21-24 year olds, consisting of
university students and individuals
entering employment.
 Primary research suggests that
the target demographic obtains a lower
disposable income as only 38.5% aged
21-24 think Abercrombie & Fitch is
affordable.
COMPETITORS

AEROPOSTAL
AMERICAN EAGLE OUTFITTERS
BALENCIAGA
Balenciaga is a luxury fashion
house founded in 1917 by Spanish
designer Cristóbal Balenciaga and based
in Paris.
 Balenciaga closed in 1972 and was
reopened under new ownership in 1986.
The brand is now owned by the French
multinational holding company Kering.
LUXURY BRAND : BALENCIAGA
 Balenciaga had a reputation as a
couturier of uncompromising standards.
Haute couture is like an orchestra whose
conductor is Balenciaga.
Open your wardrobe to athletic
minimalism, where high fashion is 'dad
fashion' and everything is oversized
Balenciaga: The shaping of
fashion as art (USP)
What makes Balenciaga so unique and influential is
the fashion house’s artistic and avant-garde
approach to design.
Utilizing abstract architectural shapes, Balenciaga
became an expert in manipulating fabrics to create
forms which abstracted the body and totally
eliminated the waist.
These odd, modernist traits are now trademarks of
the house and Balenciaga is credited as a
provocateur of fashion, altering the industry’s narrow
definition of beauty. 
Balenciaga is about the kind of beauty which has a
weirdness about it.
MARKETING STRATEGY
Balenciaga.com’s marketing strategy is
focused on Search with 73.89% of traffic
coming from this channel, followed by
Direct with 21.37%
COMPETITORS
DIOR
YSL
GUCCI
PRADA
 MARKET VISIT SURVEY
We visited to LEVI’S store at GAUR CITY
MALL, NOIDA.
At that time there was a sale of upto 30%
and some other offers were also going on.
Stock was neither outdated nor trendy.
Pre winter stock was also in the store

Levi’sdeal in jeans, casual shirts, tees etc.

And in our survey every category was there
and available in almost every sizes.
NEW FASHION UPDATES
Madura Fashion & Lifestyle launched the Van Heusen Style
Studio, which uses augmented reality to display outfits on
customers.
 “We have two fantastic luxury malls coming up in
Bombay, at the Bandra Kurla Complex along with the
convention center,” says Darshan Mehta, founder and
chief executive of Reliance Brands, which operates more
than 500 stores for international brands. “So there is a
whole new fantastic retail ecosystem.”
EA7 Emporio Armani debuts in India with New Delhi store.
Most awaited collaboration : ZEGNA x FEAR OF GOD is
finally out.
 THANKYOU

Submitted by : Group 1
( AASHI, ANJELA, ARPITA, KOMALPREET KAUR)