CONSUMER CENTRICITY THE LOOK OF THE SEASON 2 Growing GDP Rapid Urbanization An explosion of choices and brands Mushrooming of shopping destinations Rise of ecommerce Rapidly changing India 3 MORE THAN ID: 764890
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CONSUMER CENTRICITY THE LOOK OF THE SEASON
2
Growing GDPRapid UrbanizationAn explosion of choices and brandsMushrooming of shopping destinations Rise of ecommerceRapidly changing India 3
MORE THAN50% OF URBAN CONSUMERS STRIVE TO KEEP UP WITH THE LATEST TRENDS(& GROWING BY 13%)Shift in mindset 4 Source : KANTAR IMRB’s TGI Latest fashion trends image
Grooming is an important ingredient to success 5 TGI’14 TGI’16 Growth BEING WELL GROOMED IS ESSENTIAL TO BEING SUCCESSFUL 47% 53% 12% Source : KANTAR IMRB’s TGI
THE CONSUMER LANDSCAPE
1 7 The Changing Physicalityof Indian Consumers !
The Growing Stature 8 3 cms 165 cms 5 feet 5 inches 153 cms 5 feet 1 inch 5 cms 1914 2014 1914 2014
Weighty matters 9 27% UNDERWEIGHT 56% NORMAL 17% OVERWEIGHT/OBESE Source: KANTAR IMRB’s TGI Men 19% Women 16% Proportion of Obesity
Size does matter! 10Sizes differ with brands My size is not available in some brands I need to alter it before buying Source : KANTAR IMRB study on Wardrobe
2 11 Men are from Venus too !
INDIAN MALE GROOMING MARKET HAS CROSSED $ 750 Million Source: TGI Source : KANTAR IMRB’s TGI
Growing vanity consciousness 13 Among Men TGI ‘14 TGI’16 Growth IT IS IMPORTANT TO BE ATTRACTIVE TO THE OPPOSITE SEX 44% 50% 14% Source : KANTAR IMRB’s TGI
And work for it!Source: KANTAR IMRB’s TGI 14 % of Men Visiting Salon Y-O-Y Growth For Facial 11% 17% Waxing/Threading 8% 13% Make up for special occasions 3% 180% Source : KANTAR IMRB’s TGI
15 Type of garment Average Numbers owned Full Sleeve shirts 5 Half Sleeve Shirts 4 Trousers 4 T-Shirts 4 Jeans 3 Kurtas 3 Track Pants 2 Shorts 2 Bulging Wardrobe Source : KANTAR IMRB study on Male Wardrobe
3 16 Variety is Spice of Life
Variety in clothing is gender agnostic today 17 Purchased in last 1 year % of Women Salwar Kameez 29% Sarees 48% T- Shirts 7% Dresses/Skirts 4% Purchased in last 1 year % of Men Ready-made Shirts 68% T-Shirts 57% Ready-made Trousers 52% Jackets/ Suits 23% Source: KANTAR IMRB’s TGI Source: KANTAR IMRB’s TGI
4 18 Fashion, the new FMCG!
Busier, more active lifestyles 19 FREQUENCY OF BUYING APPARELS MEN 48 DAYS WOMEN 62 DAYS Source: KANTAR IMRB’s E-Commerce Panel 2 ADDITIONAL HOURS SPENT OUT OF HOME
Source:KANTAR IMRB’s ecommerce shopping panel It’s the age of the complete ‘look’ 20 Bomber Jacket With Sleeve Patch Light Weight Pocket T-Shirt Chroma Thong 5 Flip Flops Spicoli Sunglasses INVOICE 1 Indian Truck Tee – Grey Jorden Muscle Vest – Blue and Yellow Luke Party Shirt – Blue and Maroon Marsh Colored Pants – Red INVOICE 2 Chronograph Watch – Black/Silver Traver Combo of 3 Briefs Source: KANTAR IMRB’s E-Commerce Panel
ACCESSORIES DEFINING STYLE…
45%CONSIDER ACCESSORIES TO BE VERY IMPORTANT Accessorizing defines Styling 22 Source: KANTAR IMRB’s TGI
And its not just for Women 23 A 25-35 YEAR OLD URBAN MAN TODAY OWNS 4 PAIRS OF SHOES ON AVERAGE MEN BUY ONE PAIR OF SHOES EVERY 3-4 MONTHS SPEND AROUND RS.1200 PER BUY Source: KANTAR IMRB’s E-Commerce Panel
SELFIE TIME..
Source: KANTAR IMRB’s TGINeed my perfect selfie! 25 Source: KANTAR IMRB’s TGI
Instantcy… always looking for a change 26 TGI ’14 TGI’16 Growth IT IS IMPORTANT TO CHANGE JOBS FREQUENTLY FOR A FASTER CAREER GROWTH 44% 52% 18% It is important to have a lasting relationship with husband/wife Source: KANTAR IMRB’s TGI
DON’T KID ME ..
1 IN 5 KIDSTHEMSELVES DECIDE WHAT CLOTHES TO BUY.. 28 Source: KANTAR IMRB’s KIDSCAN
40%OF THE KIDS PARENTS ALWAYS ASK FOR AND FOLLOW THEIR OPINION WHILE BUYING CLOTHESAccessorizing defines Styling 29 Source: KANTAR IMRB’s KIDSCAN
Source: KANTAR IMRB’s KIDSCAN Accessories integral even for the kids 30 Source: KANTAR IMRB’s KIDSCAN
Age is just a number.. 3140 + WOMEN Source: KANTAR IMRB’s TGI
REDISCOVERING THEMSELVES 32
GEOGRAPHY IS HISTORY – THE TOWN CLASS DIVIDE IS NON-EXISTENT TODAY!
The growth hub for fashion today 34BUYER PROPORTION MEN’S WEAR WOMEN’S WEAR Metros 27% 29% 10-40 L 13% 15% < 10 lack 61% 56% IN <10 LAKH TOWNS Buying Frequency (in month out of 6 months) 3.2 3.1 Average Spends 2740 1983 Source: KANTAR IMRB’s E-Commerce Panel
FASHION IS ALL AROUND US “Fashion is the armour to survive the reality of everyday life.”