服装品牌消费者行为研究.pptVIP

* * Recommendations UCB is in consideration set of most women WoM most important influence Versatility an important benefit for women Focus to shift toward retail productivity (availability, store staff etc.) service encounter merchandize improvement. Need to create WoM by leveraging social media. Use social networking to generate WoM and identify opinion leaders. Make them brand evangelists. Increased use of surrogate indicators showing versatility. Thank You * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * Group – 1 Aditya Gandotra Kevin D’Silva Shubham Khurana Suvid Anand Tapan Malhotra Consumer Behavior in Women’s Western Wear Objectives of our project Consumer Research Questions Who all are buying? (Identify Segments) How they different from each other? Which attributes do they consider important? What influences them to buy a brand of their choice? Global fashion brand owned by Benetton Group: HQ - Treviso, Italy Founded by Benetton family in 1965; now global network of 6200 stores in 120 countries with yearly turnover of €2 billion Casual clothing marketed as ‘United Colors of Benetton’ Ads by Oliviero Toscani contain striking images unrelated to the products E.g. Ads on AIDS, war, death row inmates and such controversial subjects ISSUE : Below average sales growth in India United Colors of Benetton UCB’s Competitors UCB’s key competitors in the female casual clothing market are Levi’s, Pepe, Wrangler, Lee, Tommy Hilfiger, WLS However, Benetton considers all apparel brands as competition To counter other international brands, UCB has international retail formats offering wide range of styles and options Advertising different from competitors – on lines of international campaign – controversial but cut-through Distinctiveness from competitors seen in exquisite Italian styling and options and international garments at Indian prices Gurgaon factory to increase scale to compete - but higher-end garments imported from Mila