Summer Training Positioning of Monte Carlo Denim Vis-à-Vis With Other Competitive Brands

Introduction To the Garment Industry

India is rich in resources like cotton and other raw clothing materials. Hence there is a huge export market that lies in the country. It’s only when you get your hands on the export surplus that you will find excellent quality. Clothing from India includes baby suits to tops, skirts, shirts, and trousers; everything gets exported in the best material available. No doubt it has earned its name abroad and exports have always added to the country‘s GDP.

The excess from the export is then circulated in the country. In the new millennium, a huge foreign investment hand in clothing is visible, especially in metropolitan cities. So the clothing in India available ranges from Rs. 100 that you get from the roadside markets, around Rs. 300 in local shops, and then anything above Rs. 500 to Rs. 2000 in branded shops. So it all depends on your taste for clothes and how much you want to shell out.

Clothes are a woman‘s prerogative as the options for her outlast the options available for men. However Indian clothing for women differs in different regions. After all clothing is indirectly related to customs, cultures, and traditions. So every few kilometres that you cover in India you will have a difference in cultures and clothing. Down south, women mostly wear saris, younger girls wear sharara types skirts with matching tops with typical South Indian borders.

Industry Overview Of the Denims Market

Indian denim market is among the fastest growing market with a projected growth rate of 8-12%. Fashion is driving the sales of this apparel like never before. Fashion mania that is fascinating the jeans market is ubiquitous, cutting across the price segments and brands. An increasing number of middle-income families in India has given a chance for denim apparel to capture a good market. Satellite Televisions have also played their part in creating a fascination for these apparel associated with Western culture.

Brands like Hugo Boss, Tommy Hilfiger, and Rathore jeans make the premium segment with a price tag of more than Rs.2, 000. Pepe, Wrangler, and Lee make the premium segment with products ranging from Rs.1, 000-2,000. Numerous brands exist in the Indian market with a price range of Rs.500 -1,000. Other in-store jeans are also available at prices ranging from Rs.400.

Fashion gurus believe that the fashion wave for denim apparel is driven by innovations in washes, and fabrics. Manufacturers are coming up with novel ideas to capture the minds of consumers, especially the younger segment. Crosshatched, broken twill, stretch, and multi-count are a few popular patterns. Jeans are available at all price ranges to suit the budget of every single customer. Even for the people who prefer tailored garments over ready-made ones, ready-to-stitch jeans are available with a pant fabric, leather label, pouch of rivets, and an instruction booklet regarding the stitching process. Manufacturers do not want to lose a single opportunity to market their products.

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