WESTSIDECustomer study for Formal

shirts and casual tees

Presented by :Rahul GautamNIFT Patna

NEED AND SCOPE OF THE PROJECT

This project is done for understanding customer current Tastes and preference for Men’s Formal Shirts and Men’s Casual Tees in Westside.

Understanding competition level arising from different retail gaints.

Understand the taste & preference of customer in terms of the major items, styles, colors, sizes and brands stocked.

The study of customer will provide the company with valuable data which will be helpful in doing range forecasting and buying process.

WESTSIDE

Style, affordable prices, quality these are the factors that have shaped Westside success story in the retail fashion stores business.

Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of India's largest and fastest growing chains of retail stores.

These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.

SWOT OF WESTSIDE

Strengths

Growing at the faster pace Brand name of TATA’s. Good customer base. Apparels are cheaper Attractive promotional schemes

Weakness

Not much product range for middle class Lack of differentiation Poor inventory turns and stock availability

Opportunities

Huge untapped market

Urbanization

Threats

Competition from organized retail players

Competition from local retailers.

Westside Formal shirts and casual teesDIFFERENT IN-HOUSE BRANDS OF WESTSIDE (MEN’S FORMAL SHIRT)

WESTSIDEASCOTRICHMOND

ASCOT : The premium formal shirt Brand present in Westside. Prices are little higher as compared to its in - house Brand Richmond and Westside.The quality of the clothes is better than Westside and Richmond .

RICHMOND : Richmond is the another brand present in Westside for formal shirts. If wants to buy good range shirts , then Richmond is the right destination. Prices of Richmond shirts are low as compared to Westside, but the quality fabric is not that good as of Ascot.

WESTSIDE : Westside has its formal shirt brand with Westside name only.Prices are lower in comparison to Ascot and Richmond.Quality is not good as that of Ascot and Richmond.

Wesport : Can find good range of polo tees. Value for money.

Prices point is good. However quality of fabric is not good.

Nuon : The best in-house brand which is provide stylish tees with great

Colour and styles. However the prices are little high as compared to rival retailers like pantaloons and lifestyle.

Research Methodology for Men’s Formal shirt (Westside)

Data collection method : Primary Data Sample Size : 250 Age Group : Above 30 Location : Huges Road, Infinity Mall, Army Navy

(Mumbai)

Q1. When do you usually shop ?

INTERPRETATION : Most of the customer told that they buy when there is a need.

when do you usually shop ?

73

3121

01020304050607080

Only when there is aneed

Monthly once orplanned

It’s a weekend activity

when do you usually shop ?

Q2. Which is your preferred shopping destination for formal shirts ? Brands if any ?

Which is preferred shopping destination for Formal shirts ? Brands if any ?

01020304050

Wests

ide

Pan

talo

on

s

Lif

esty

le

Sh

op

pers

Sto

p

Arr

ow

Van

Hu

ssein

Jo

hn

Pla

yer

Mark

n

Sp

en

cer

Pete

r

En

gla

nd

All

en

so

lly

Raym

on

ds

Bla

ckb

err

y

Which is preferred shopping destination for Formal shirts ? Brands ifany ?

INTERPRETATION : Most of the customer preferred john player (41 out of 125) as their first preference because of its good fit and fabric quality. Also customers were seen driven towards Van Hussein formal shirts.

Q3. What type of formal shirts you prefer to wear ?

73

52

0

10

20

30

40

50

60

70

80

Full sleeves 73

Short sleeves 52

What type of formal shirts you usually prefer to wear ?

73 customer preferred full sleeves, and 52 customers preferred short sleeves.So Westside should focus more on its full sleeves shirt.

Q4. What Fit do You prefer in Formal shirts ?

Which Fit do you prefer in Formal shirts ?

Full sleeves, 86, 69%

Short sleeves, 39, 31%

INTERPRETATION : Most Of the customer preferred Regular fit in comparison to slim fit shirt.

Q5. Most Preferred Price Point for a Formal shirt ?

Most Preferred Price Point for formal shirt

15

16

7

22

17

4

23

17

4

300 - 1000

499 - 899

800 - 1000

645 - 1000

350 - 450

1000 - 1500

500 - 750

500 - 800

800 - 1200

Most Preferred

Price Point for

formal shirt

INTERPRETATION : Most preferred price point for formal shirts is from Rs 500 to 750. ( 23 respondents preferred this price point ).

Q6. Other comments . If any ?

21 15 19 27 43

0 20 40 60 80 100 120 140

Other comments. If any ?

value for money, stylish, Ascot prices high, solid colours few

Good collection, style options limited, value pack of 3 is missing

XL and XXL sizes are missing, black & white shirts less in no.

colour fading problem seen in Richmond and Westside, Not consistent with quality

Brand logo on pocket & sleeves missing, limited stock of half shirt, 100 % cotton preferred

INTERPRETATION : Most of the customers ( 43 customers out of 125 , commented that Brand logo on shirt sleeves and front pocket is missing, limited stock of half shirts, 100 % cotton preferred )

OBSERVATION AND FINDINGS

Demand for half sleeves

100 % cotton is preferred

Customers asking for button down collar

Customers looking for smaller checks in shirt

Demand for solid colour shirts which are few in numbers. Colour preferred in solid shirts are : Black, White, blue, Brown, Light Green.

Style options are less as compared to pantaloons and lifestyle.

customer asking for single and double cuffs shirts like Van Hussein Does.

Most of the customer Complained that the price of Ascot Formal shirts are high.

Most of the customer were looking for combo pack and value pack shirts . 3 shirts for Rs 999 or 2 for 499.

Fast Moving sizes Are 40 and 42.

Least Moving Sizes Are 44 and 46.

Some of the customer complained about the colour fading seen after few wash.

Most of the customer were happy with Westside because it provides value for money.

Check shirts are few in number in most of the Westside store.

Most of the customer were looking for styling with brand logo and buttons.

Some of the customer were looking for solid collar shirts.

RESEARCH METHODOLOGY FOR MEN’S CASUAL TEES

Data collection method : Primary DataSample Size : 125Age Group : Above 30Location : Huges Road, Infinity Mall, Army Navy

(Mumbai)

Q1. When do you usually shop ?

When do you usually shop ?

78

47

0102030405060708090

impulse buying monthly once orplanned

When do you usuallyshop ?

INTERPRETATION : Most of the Respondent told that they do impulse buying.

Q2. Most Preferred price range for tees ?

Most preferred price range for tees ?

28

42

17 15 13

05

1015202530354045

299 -

399

499 -

599

699 -

799

700 o

r

above

price is

not

an

import

ant

299 - 399

499 - 599

699 - 799

700 or above

price is not an importantfactor

INTERPRETATION : Most preferred price range for casual tees was from 499 to 599.

Q3. Most preferred Style in Casual tees ?

Most preferred style in tees ?

14

2833

2327

05

101520253035

solidcrewnecktees

printedcrewnecktees

stripedcrewnecktees

solidpolo

stripedpolo

Most preferred style intees ?

INTERPRETATION : Most of the customer ( 33 out of 125 ) preferred striped crew neck tees.While the least preferred style was solid crew neck tees ( 14 out of 125 )

Q4. Do you prefer long sleeves or short sleeves ?

Do you prefer long sleeve tee or short sleeve tees ?

37

88

0102030405060708090

100

Long sleeve tee short sleeve tee

Do you prefer longsleeve tee or shortsleeve tees ?

INTERPRETATION : 88 respondents preferred short sleeves while 37 respondents preferred for long sleeves

Q5. In polo tees – do you prefer rib collared tees, rugby collars or round neck tees.

53

40

22

010

2030

4050

60

Rib collartees

Rugbycollartees

Roundneck tees

In polo tees - do you prefer rib collar tees or rugby collar or round neck collar ?

In polo tees - do youprefer rib collar tees orrugby collar or roundneck collar ?

INTERPRETATION : Most of the customer preferred rib collar tees.

Q6. In polo tee – do you prefer rib at cuff or plain stitched sleeves ?

In polo tees - do you prefer rib at cuff or plain stitched sleeve ?

73

52

0

10

20

30

40

50

60

70

80

Rib at cuff Plain stitched sleeve

In polo tees - do you prefer ribat cuff or plain stitched sleeve ?

INTERPRETATION : 73 respondents preferred Rib at cuff in Polo tees.

Q7. In Polo tees – do you prefer comfort fit or slim fit ?

In polo tees - do you prefer slim fit or comfort fit ?

44

71

0 20 40 60 80

slim fit

comfort fit

In polo tees - do you prefer slim fit or comfort fit ?

INTERPRETATION : Most of the customer preferred comfort fit.

Q8. In polo tee – do you like some badges or prints or you prefer plain stripe or solid tees ?

In polo tees - do you like badges, prints, plain stripe or solid tees ?

37

21

41

16

05

1015202530354045

like somebadges

prints tobe used

Preferplain stripe

solid tees

In polo tees - do you likebadges, prints, plainstripe or solid tees ?

INTERPRETATION : Most of the customer preferred plain stripe, while few customers preferred solid tees.

Q9. other comments if any ?

Other comments if any ?

18

25

16 17

39

05

1015202530354045

colour fadingproblem,

value pack of3 absent

notconsistentwith fabric

quality, 100% cottonpreferred

solid colourtees less in

no, xxl sizesfew

morecontrasting

colourcombination

needed,bigger

badges withbrand name

numbering intees should

be morestylish,

styling withcuffs and

collar

Other comments if any ?

INTERPRETATION : Most of the customer complained that Westside tees dont have attractive numbering in tee, also the styling done with collars and cuffs are not up to mark like pantaloons bare leisure and Rig collection.

OBSERVATION AND FINDINGS Most Preferred Price Range is between 499 to 599.

Most of the customers are happy with Nuon collections.

Most of the customer Preferred Rib at cuff in Polo Tees.

Some of the customer complained of colour fading problem.

Value pack is absent in westside.

Style options are limited .

Most of the customer looked for Black & blue , Red & white, Green & white, black & white combination.

Customers were looking for fresh stock of tees with stylish numbering and brand name.

100 % cotton is mostly preferred by the customers.

Check tees are few in numbers.

some of the customers were looking for more contrasting colour combination.

Button should be given style, brand tag on pocket and sleeves required.

Most of the customer complained that Nuon tees prices are high.

Not Consistent with fabric Quality …feel of merchandise is not that good.

Most of the Customers are happy with wesport polos.

Multiple colour checks tee in demand.

limited XXL size available in store, Most of the customer Complained about that.

RECOMMENDATION Westside should regularly bring value pack in stores to pull customers more in

store.

Customers are looking for finest quality of fabric with 100 % of cotton, so the company should seriously look into this issue.

Colour fading problem is seen in Wesport polo and tees, so proper dying should be done.

No trendy styling is seen done in cuffs and collars of Westside tees which should be done on regular basis to attract customer.

Customers are looking for some nice badges and prints on tees which is not that

good in Westside as compared to pantaloons and lifestyle. So the company should bring more new and stylish badges and print.

The company should leave copy paste formula and should bring something new of its own.

Thanks