Numero Uno Clothing Ltd.

Comparative Analysis of The Brand in

There FLAGSHIP STORE,FACTORY OUTLET
and VENUE SALE.
Presented By:Rajiv Ranjan
National Institute Of Fashion Technology
Hyderabad

OBJECTIVE

To analyse the purchasing pattern of the

consumers by undergoing comparative analysis
of the Brand.
SUB OBJECTIVE
To analyse the buying behaviour of the
consumers of NUMERO UNO.
Will get to know what they expect more from the
Brand.
How they compare the merchandise of the Brand
in FLAGSHIP STORE, VENUE SALE, and FACTORY
OUTLET.

METHODOLOGY

Market research based on

questionnaire method.
Existing data.
Secondary data from various
sources.

Facts about Research

Research type:Primary Research (Questionnaire)

Sample Size:-20
Target :- Younger People
Age Group: 18-35
Places of Research:-i) Flagship Store(CP)
ii)Factory outlet(Kataria chowk)
iii)Venue Sale(Aaga khan hall)

INTRODUCTION
NUMERO UNO was incorporated in
1987 by Hi Fashion Clothing Co.
1st of April 2007 the company
changed its name to Numero Uno
Clothing Ltd.
Over the years NUMERO UNO has
been dynamic and responsive brand
for the youth.

Contd ..
NUMERO UNO today owns, 4 stateof- the- art units in Gurgaon, Okhla,
Selaqui and Manesar.
500 machines and more than 1000
workers.
Gurgaon unit has one of the best inhouse laundries in the country with a
capacity of 2,00,000 pieces a month.

Contd .
Numero Uno started by primarily
manufacturing jeans for men and
slowly moved into jeans for women.
A knitting plant was set up for shirts
& sweaters for both men & women.
Numero Uno, has a team of
designers who come from Indias
premier institutes

Positioning and Strengths

Numero Uno has over the years,
metamorphosised into a dynamic
and responsive brand for the youth.
NUMERO UNO Defines new fashion
trends catering to consumer
preferences.
NUMERO UNO targets the 18-35 age
group.

CONTD.
Numero Uno is positioned as a
youthful, trendy and fashionable
denim/casual wear brand for both
men and women.
Today, Numero Uno is perceived as a
brand that does not compromise on
quality, fit, design and comfort.

Communication and Promotion

Strategy
Concept was to position NU as a youthful, fun
loving brand with attitude
Campaigns are eagerly looked forward to and
have been hailed as breakthrough advertising
that has tremendous appeal without being
vulgar.
The brand imagery and message is portrayed
through TV spots on Prime Channels, ads in
lifestyle magazines, newspaper ads, hoardings,
and time-to-time promotions through events
and sponsorships.

CONTD..
Promotions were also effective by
highlighting the product ranges in
the print media on an All India basis.
There is also Media Publicity for our
events and New Store Launches.

Future Outlook
Currently, the company has116
exclusive stores across India
NUMERO UNO is aiming to open 200
stores within the next 2 yrs.
planning to open 25 more exclusive
stores during the financial year 20082009
Targeting southern market.

CONTD
Currently, the Brand is available at
33 Large Format stores such as
Shoppers Stop, Reliance, Central
Pantaloon etc.

Current Innovations
Numero Uno
launches Espana
Espana reflects
style and manifests
originality of
today's fashionconscious and
discerning young
generation

NU Blue
NU Blue entered
the market in
spring/summer 08.
Launched new
economy brand NU
Blue in the Indian
market.
Economical price
with quality.

NU Blue
NU Blue is a
product that
combines all facets
of style, fit and
design.
Targeting young
professionals and
college goers.
NU Blue is a trendy
garment for both
Men and Women.

NU JUNIOR
2007 NU Launched its products for
juniors under the Brand name NU
JNS.
Products have been retailed through
NU exclusive stores.
NU plans to open 20 exclusive brand
outlets for NU JNS in the financial
year 2008-2009 & 2010.

EYEWEAR
Licensing
arrangement with
a reputed
international
eyewear
manufacturing
company.
Numero Uno
eyewear is
available through
NUCLs distribution
network

FOOTWEAR
NU has a large section
of footwear's.
company plans to
open 20 exclusive
footwear stores across
India by 2009-2010.
company is also
putting up a
manufacturing facility
for NU Footwear at
Silaqui (Uttaranchal).

ACCESSIORIES
DEODRANTS and PERFUMES

BELTS

UNO
NUCL is also planning to start a
formal label under the brand name
Uno
UNO will be a complete line of
formal clothing.

OVERSEAS
Company is looking at licensing
arrangements in international
markets.
company has started test marketing
& exporting its products to UK, South
Africa and Nepal where the Brand
has been well accepted.

PROJECT

Comparative Analysis of The

Brand in There FLAGSHIP
STORE,FACTORY OUTLET and
VENUE SALE

Analysis of the store on the 4Ps of

management

Price

Product
4Ps

Place

Promotion

PRODUCT
Deals with the casual wear.
Keeps younger generation in mind.
Wide merchandise range for both
males and females.
Enough merchandise on accessories

Merchandise categories for

mens
Exclusive merchandise
to satisfy the needs of
the different segment
of the Male customers.
Like : Denims
Shirts
T-Shirts
Accessories
Footwear's

Merchandise categories for womens

Exclusive merchandise
to satisfy the needs of
the different segment
of the Female
customers.
Like : Denims
Tops
Casual Shirts
Accessories
Footwear's

Exclusive Fits of Numero Uno Men

Slim fit
NURM 219 ;- Mid low
slim fit
NURM 209;- Mid low
slim straight
EJM Espana 239;- Low
slim fit (Launched in
march 2009)
EJM 249;- Mid low
narrow slim fit

Regular fit
NURM 230;- Mid low
comfort fit
NURM 255;- Straight
fit
NURM 259;- Boot cut
EJM 279;- Light boot
cut (slim and thigh
tight

Exclusive Fits of Numero Uno

Women
Fits NURL/JSL 019;Mid low slim
straight
NURL/JSL 07 ;- Boot
cut
NURL/JSL 09;- Mid
low slim fit
NURL/JSL 08 ;- Mid
low straight cut

PRICE
Mens
Denims:-Rs
1099to2499
Shirts:-Rs
799to1449
T-shirts:-Rs
599to899
Tri pack T-Shirts:Rs 799

Womens
Denims:-Rs
999to2299.
Shirts:-Rs499to
999
T-Shirts:449to799
Tri pack T-Shirts:Rs 699.

ACCESSORIES
Footwears; - Price range starting from
Rs599-2799
Sunglasses; - Price range starting from
Rs1299-1699
Belts;- Price range starting from Rs599-899
Scarfs; - Price range starting from Rs199499
Caps; - Price range starting from Rs299-399

ACCESSORIES Contd.
Bandanas; - Price range starting
from Rs149-249
Socks; - Price range starts from
Rs99-299
Perfumes; - Price range is Rs349
Deodrants;- Price range is Rs149

LOCATION OF THE STORE AT CONNAUGHT PLACE

The store is located in the heart of

INDIA capital NEW DELHI.
It is located in the costliest and
shopping paradise of India
Connaught Place.
Connaught place is one of the largest
financial, commercial and business
centres in Delhi
It is often abbreviated as CP

CONTD.
Robert Tor Russell, chief architect to
the Government of India designed
Connaught Place in 1932.

Promotion
Brand does not spends much on promotion
They come up with several schemes like
buy a merchandise of Rs5000 and get a
sunglass by paying just Rs 250 more.
The brand imagery and message is
portrayed through TV spots on Prime
Channels, ads in lifestyle magazines,
newspaper ads, hoardings, and time-totime promotions through events and
sponsorships

FLAGSHIP STORE QUESTIONAIRE

Q1.How many times

in a year do you go
for shopping?
i)Once in a
month...... ii)Once
in two
months....iii)Every
six month.....
iv)Once in a year

12

10

0
1

QUESTIONNAIRE CONTD.
Q2.Are you Brand
loyal? (Do you buy
NUMERO UNO
always?)
i) Yes...........
ii) No............
iii) Not
always...........

0
1

CONTD..
Q3. When do you
come to the Store
what do you
prefer the most?
i)Brand
name...........
ii)Style........
iii)Quality.....
iv)Pricing..........
9
8
7
6
5
4
3
2
1
0
1

CONTD
Q4.When do you
come to the Store
what do you prefer
the most? What
factor(s) influences
your choice?
i)Price....ii)style
and
variety......iii)Qualit
y........iv)Comfort....
....

9
8
7
6
5
4
3
2
1
0
1

CONTD.
Q5..What do you
think about the
Merchandise at the
at the Store?
i)Excellent.........
ii) Good............
Iii) Average........
iv) Poor............
9
8
7
6
5
4
3
2
1
0
1

CONTD
Q6.What do you
think Service
offered at the Store
of NUMERO UNO?
i)Excellent........
ii) Good............
iii) Average.......
iv) Poor................
9
8
7
6
5
4
3
2
1
0
1

CONTD..
Q7.What do you
think about the
VISUAL
MERCHANDISING
of the Store?
i)Excellent.
ii) Good.
iii) Average
iv) Poor

14

12

10

0
1

CONTD
Q8.Are you satisfied
with the product
Range of the
Brand?
i)Yes...........
ii)No..............

14

12

10

0
1

CONTD
Q9.What do you think
of the Brand NUMERO
UNO as compared to
other Brands?( Rank
according to your
preference)
i)Numero Uno.
ii)Pepe.
iii)Spykar
iv)Levis
8

CONCLUSION
Heavy Denims.
Less assortments in ladies section.
Tunic and capries
Shorts.
Value for there money
Same quality with cheaper price.
Premium products

FACTORY OUTLET

An outlet is a retail store where

manufacturers sell their dead stocks
or outdated stocks through their own
Branded Store.
invention of the retail outlet store is
often credited to Harold Alfond,
founder of the Dexter Shoe Company

FACTORY OUTLET
Outlet malls first appeared in the
United States.
Sites of factory outlet are generally
out-of-town
Which minimizes overhead costs.
Recently, most of these kind outlets
are published online

Numero Uno, Factory outlet

There are several factory outlets of

NU.
Outlet which I have been through
was in Atul kataria chowk Gurgaon.
Walk-ins :-local residents
Response:-Satisfactory

Merchandise at outlet
Approx six month old.
All types of fits (outdated also)
Merchandise range is less for
females.

Discount offered at the

outlet
Men's

Denims:25%to4o%
Shirts:30%to50%
T-Shirts:30%to50%

Women's

Denims:25%to4o%
Shirts:30%to50%
T-Shirts:30%to50%

There is fixed rates in fresh stocks

FACTORY OUTLET QUESTIONAIRE

Q1.How often do
you go for a
shopping?
i)Twice in a month
ii) Once in a
month
iii) Once in two
months
14

12

10

CONTD
Q2..Are you Brand
loyal? (Do you
buy NUMERO
UNO always?)
i) Yes...........
ii) No............
iii) Not
always...........
8

0
1

CONTD
Q3. When do you
come to the factory
outlet what do you
prefer the most?
What factor(s)
influences your
choice?
i)Price
i)style and variety.
iii)Quality
iv)Comfort

10
9
8
7
6
5
4
3
2
1
0
1

CONTD
Q4.Are you
satisfied by the
price at factory
outlet?
i)Yes.........
ii)No........

16

14

12

10

0
1

CONTD
Q5.If the sales would
have been offered
at the Flagship
store, Factory
outlet, Venue Sale.
What would be
your preference
order?

10
9
8
7
6
5
4
3
2
1
0
1

CONTD
Q6.What do you
think about the
Merchandise at
the at the
factory outlet?
I)Excellent............
ii) Good............
iii) Average.........
iv) Poor................

10
9
8
7
6
5
4
3
2
1
0
1

CONTD
Q7.How do you
perceive Factory
outlet of Numero
Uno with
comparison to
Flagship Stores?
i)Excellent..
ii)Good............
iii) equally
good...............
iv) Average................

12

10

0
1

CONTD
Age group:
18-25
26-30
31-35
35 and above

14

12

10

0
1

VENUE SALE AAGA KHAN

HALL
Sale started from 25th of June to 12th
of July
Offerings at sale venue were
attractive.
Buy three get one free.(T-Shirts)
Rs300/- off on Denims of both ladies
and gents.
50% off on shirts of both ladies and
gents.

SALE.
Very next day 2
more offers were
introduced
Created confusion
Next day offer was
stopped bcoz offer
was for store only.
Previous offered
was continued.

SALE QUESTIONNAIRE
Q1.When do you
come to the Sale
what do you prefer
the most? What
factor(s) influences
your choice?
i)Price.
ii)style and variety.
iii)Quality.
iv)Comfort.

0
1

CONTD
Q2.D you buy the
products of
NUMERO UNO
only from the
Sale or you go to
the Stores also.
i)Yes
ii)No (only in
Sale)

12

10

0
1

CONTD
Q3.What do you
think about the
Merchandise
offered at the
Sale?
i)Excellent.
ii) Good.
iii) Average.
iv) Poor.

12

10

0
1

CONTD.
Q4.How would you
compare the sale
offering of NUMERO
UNO as compared
to the sale of
others Brand?
Excellent.
ii) Good.
iii) equally good.
iv) Average.
10
9
8
7
6
5
4
3
2
1
0

CONTD
Q5.Do you think
its value for your
money after the
purchase?
i)Yes.
ii)No.

20
18
16
14
12
10
8
6
4
2
0
1

CONTD
Q7.If sale is
being offered at
Flagship Store
also where
would you go
and why?
i)Flagship Store.
ii)Sale.
iii)Both.
9
8
7
6
5
4
3
2
1
0

CONTD
Age group:
18-25
26-30
31-35
Above 35

12

10

0
1

CONTD
Approximate
monthly
income:
25,000 <
25001-50,000
51,000-75,000
-Not earning
9
8
7
6
5
4
3
2
1
0
1

CONCLUSION
Consumers perception for the Brand.
Consumers wants some more
product range.
Needs more marketing activities and
promotional strategy.
Brand should come up with more VM
activities.
Should come up with some premium
collection.

THANKS