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Indian textile and clothing industry during 2006 was estimated to be about INR1,511 billion ( USD 38 billion) , which includes apparel of men, women and kids . Kids wear segment constitutes INR 226.66 billion (USD 5.7 billion). Balance USD 32.3 billion constitutes for mens wear and womens wear. About 15% of total textile and apparel market and has grown at a CAGR of 11.60% in the last 5 years. Bulk of the apparel market in India is currently dominated by a number of local and unorganized players. This presents an excellent potential opportunity for organized players to expand.
the 1st lifestyle store that racked exclusive International brands for KIDS in 2007.
Association with international brand i.e. Levis, Puma, etc. for selling
Brand Ideology
The brand firmly believes that children must be happy. Its the only goal they have set for themselves. And therefore the Brands Mantra is Gini & Jony Happy Style.
Philosophy:
We believe that children must be happy. Its the only goal set for ourselves. A happy, laughing child is one of the best sights of life. We believe that childhood lasts a lifetime.
Retail presence
EBOs: 245 in more than 79 cities; LFS: 252; MBOs: 500+Eco-friendly practices use of Eco friendly dyes; wodden buttons replacing plastics and metal buttons; lead and nickel free garments; use of virgin plastic for packaging.
It is a niche mother brand of the Company Positioning: Super premium. Key attributes: Innocence, Happiness, energy and cutting edge style along with rich design and superior fabric .
Segments: Young customers belonging to SEC A, A+ section of society in the age group of 2 years up to 14 years.
Price Point: Rs. 325/- up to Rs. 1345/-.
Presence: Every premium large format stores, Malls & A-Class Multi-branded stores across the country. The brand has pan India presence with Exclusive stores in high streets & malls.
GJ Jeans:
GJ Jeans Unltd is mainly a denim-based brand Positioning: As a premium offering Key Attributes: Focuses on international styling & fits, innovative treatments and washes on denim fabric. Segment: SEC A, A+ section of customers in kids wear segment, the Brand is focused on the kids in the age group of 2 to 14 Price point: Range of Rs. 295/- up to Rs.1295/-.
Gini & Jony has an in-house research & development (R&D) team which is constantly involved in experimenting with various techniques on denim to develop exclusive attributes for companys products.
Palm Tree:
Positioning: Mid-market product. Key Attributes: Affordable pricing
Gini & Jony Rocky S makes kids clothes in the same style as their adult versions that are so popular with film stars, without sacrificing any of the spunk and funk that made the label so trendy. The products are available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent. The whimsical patterns and cuts from one of the best names in Bollywood and international fashion. Style that lets your little stars show off their fun-loving and groovy personalities. Bold contrasting cuts and punchy colors and textures make Rocky S a stand-out in fashion. Available in print-size, medium, large and extra large kid versions, they are irresistible to the discerning parent
Baby Dreamz:
Gini and Jony has licensee
Cradles, socks and accessories for infants with the price ranging from Rs 150 to 500/-.
The target audience is the Middle
Class upwards.
Strength:
Established brand for kids segment Tie-ups with international brands Knowledge of textile market
SWOT
Brand extension
Unorganised sector
Way Forward:
GINI & Jony expanding its horizons into newer areas
Clothes Footwear and Accessories
as a part of its mission to offer the youth everything they need to be cool!
Philosophy:
Youth in India should experience the best of fashions and become trend setters
Our Objective:
To establish ourselves in youth segment To be amongst the top 5 brands
Business Plan:
Introducing new range for Youth under Gini & Jony umbrella.
Product line: Casual & regular, Sports and Designer wear youth
tools.
Opening more stores across the city with the new collections for
Benetton, Puma
Target Market Share of 10% in the first two years of introduction.
SEGMENTATION :
Target Audience:
Age group 17 to 35 Income group lower middle, upper middle and rich class Psychographics fashion & brand conscious, trendy, party lovers,
NEW RANGE:
Sports Wear:
Positioning: Premium offering Key Attributes: trendy, bright
Designer Wear:
Positioning: fashion wear Key Attributes: style, trend,
customization
Segment: SEC A, A+ section of
Strategy:
Extend association with Levis, Puma for youth segment Increased presence in retail stores Capacity enhancement Launch with good advertisement budget and sales promotion
concepts
7 BOX STRATEGY
Target Audience: Age group 17-35 Current belief: Gini & Jony for kids between 3 16 yrs
Support: Brand name and association with brands like Levis and DJ
Desire Do: Change the product range and target youth and more retail reach
MARKET PROMOTION:
Gift Voucher Schemes Branding activities and initiatives throughout the year Taking a brand ambassador for Aparrel e.g.:
Casual & Regular: Ranbir Kapoor and Katrina Kaif
Sports: Virat Kohli, Vijendra Kumar, Saina Nehwal Designer Wear: Dipika Padukone and Hritik Roshan
MARKETING TOOLS:
National Print Outdoor Event SMS Local Cable TV Radio CRM activities
Visual Merchandising:
Window display In store Promo or Theme based
Store Opening Season Brand based Offer based Large Format