forever new case study essay

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Indian Selling Sector

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India is one of the most desirable retail locations in the world. India’s twin development engines of economic growth and market profile arranged it aside from other nations around the world and present a persuasive business advantages of global retailers looking to enter the market. PwC research shows that India’s retail sector is worth US$ 350 billion and contains a low organised retail transmission of a few to 8%. Modern operate emerged during the 90s, primarily in the foodstuff and grocery sector, and it is now developing at a Compound Annual Growth Price (CAGR) of 15 to 20%.

A large market likelihood of a range of categories is definitely indicated by low ORP, increasing urbanisation, growing earnings, increasing consumer confidence, etc . India’s retail sector contains organised and unorganised members.

Given how big the country’s retail market, PwC research and other reports claim that the doze million mom-and-pop stores composed of India’s unorganised market can co-exist with modern transact players. Recognising the long-term growth potential of India’s retail market, some of the country’s greatest conglomerates have got allocated huge amounts of dollars to launch large scale retail projects that course cash-and take, food and grocery, ebooks, music and leisure, jewels and jewelry, footwear, apparel, accessories, etc .

India-based retail incumbents are growing their presence across a number of types, experimenting with platforms, launching exclusive labels, strengthening supply cycle systems plus more.

Global merchants are also evaluating the Of india market with keen interest. They have accepted that the next wave of growth in terms of generating earnings, reaching clients (including the top number of middle-class consumers) and harnessing research and development (R&D) and innovative skills. An aiming middle-class of 300 , 000, 000 consumers, a large demand-driven inhabitants of 500 million small consumers and a relatively untapped rural inhabitants of seven-hundred million people constitute the growth story. Besides, a strong GROSS DOMESTIC PRODUCT growth, growing consumer confidence, consumption-based conduct, increasing incomes and a sizable pool of shoppers have made India one of the planet’s most attractive full destinations.

Major demographic organizations are traveling purchases across categories:

Sources: PwC examination Capgemini, Merrill Lynch Wealth Management

India’s Retail Basics:

Industry Size Compound Annual Progress Rate Unorganised Sector Organised Retail Penetration Retail Denseness Contribution to GDP US$ 350 Billion dollars 15-20% 12 million little stores 5-8% 6% 14%

Indian overall economy displays strength in the midst of global crisis.

Resource: Prime Minister’s Economic Admonitory Council, Authorities of India

Demand motorists

Requiring consumers: Of india consumers are challenging access to services and products that please and motivate them, happen to be of good quality, and provide value for money. Increasing earnings: Strong GROSS DOMESTIC PRODUCT performance, capital market expansion and the emergence of new industries are creating new billionaires and improving income levels. This will act as an incentive intended for consumers to spend more in products. Fortunately they are experimenting with brands, trying new releases, etc . Growing consumption patterns: Traditionally, primary of American indian consumers was on keeping. However , great macro-economic principles, an changing retail market, way of living influencers, etc . are ensuring that consumers spend more across categories. Different aspects, just like the emergence of double-income households, easier use of credit and society’s acceptance of self-indulgence, are changing purchasing habits.

Supply drivers

Development: The growth of recent trade and expansion programs are allowing consumers to easily access selling products and services across urban, Rate II and Tier 3 cities and towns. Expansion opportunities: A lot of high growth categories inside the retail sector include kid’s wear, accessories, consumer durables, leisure, clothes and boots. New entrants: Some of the planet’s largest and a lot prestigious brands and stores have a presence in India. All who have not yet moved into India happen to be assessing the market with curiosity. The central government just lately took a choice to allow up to 51 percent overseas direct expense (FDI) in multi-brand retail and boost the limit for overseas investment in single-brand retail to 100 percent.

Benefits associated with FDI

Consumers: variety of choices with more expensive. Government Exchequer: Payment of indirect income taxes through the supply chain by the modern control players, primarily service tax. Farmers/Producers: Establishes efficient supply chains that links maqui berry farmers and little manufacturers directly with merchants which maximises value intended for stakeholders. Combined with back-end system, this will lower wastage (especially of fresh foods and vegetables), boost farmers’ realisations, encourage guidelines in plant management and improve meals safety and hygiene.

Unorganised Trade: Mom-and-pop stores can easily exist alongside modern operate players and can explore alliance models (e. g., finding, franchise partners) in a quickly changing price tag environment. India’s retail sector is a great evolving marketplace. The sector will develop and develop over the up coming four to six years, since buyers will gain more, these below the poverty line will certainly cross over, the gains from economic growth will be felt more inclusively, and so forth

Pune Price tag Scenario

The retail sector in Pune was earlier limited to a few market segments which were unorganised, chaotic and crowded. Within the last two years, nevertheless , the within modern stores can be seen through the city. Koregaon Park Plaza, Inorbit, Phoenix az Market Town, Pulse, Kumar Pacific Mall and Amanora Town Center are the new ones which may have joined the already existing malls like S i9000. G. S i9000 Mall, Mariplex and Central to name a few.

Supply: CBRE India Retail Market Perspective 2011

Supply: CBRE India Retail Market Watch

Source: CBRE India Retail Market View

Pune has come a considerable ways in recent times. The IT industry, automobile boom, student community, thriving service sector, powerful real estate market and increase in the quantity of professionals include led to a great expansion with the city. This kind of rapid urbanisation, and the fresh demands of Pune’s global citizens, has led to a rise inside the number of malls, offering high-end brands.


Permanently New is a fashion garments and add-ons brand founded in Melbourne, Australia. It was started by Dipendra Goenka and Amanda Goenka, a great Indian-South African couple 5 years ago. The brand commemorates the girly beauty of girls, a personal style streaming through just about every creative element. Collections happen to be inspired by simply global tendencies in artwork, film, music and theatre as well as haute couture runway shows in Paris, London, uk, Milan and New York. It absolutely was started while Dipendra Goenka saw a clear gap that was not only limited to the Aussie market although all over the world. With Forever New, the Goenka’s targeted daughters who are willing to shop using their mothers, a bunch that flies well beneath the cultural adnger zone. Normally this gets very hard for a female who is on her behalf far aspect of 40s to have trouble with hot pants and perform suits of her young one’s choice, thus Forever New is a original store that makes women of most age groups cozy and makes an environment for any ages teams who choose ethereal to edgy range.

Forever Fresh has created a fashion empire primarily based around the frilly and feminine It is one of the fastest growing Aussie brands, Permanently New appeared in late 06\ as a start up retailer and now trades over 250 shops in eleven countries worldwide. The company was restructured this year to support is actually growth which values it at about $108 million, although the ownership remained unchanged. When Forever Fresh is best known because an Australian retailer, the 250-store string already involves outlets in China, India, New Zealand, Singapore, S. africa and Poultry. While Permanently New’s restructure meant that it had been impossible to say how much the chain produced in 2011. Accounts filed while using Australian Securities and Assets Commission confirmed that between June 25 and July 31 this summer it cleaned $480, 500 profit about about $1. 9 million worth of sales. Completely assets of virtually $50 million and utilized about seven hundred people.

Permanently New in India

Forever Fresh was launched in India soon after it was launched in Australia. It includes its hq in Noida, Uttar Pradesh. It also features its divisions in Delhi, Mumbai, Bengaluru, Pune, Hyderabad and Kolkata.

Segmentation, Aimed towards and Positioning In the Indian scenario the segment pertaining to Forever Fresh will be girls of almost all age groups starting from 12-15 years. They may be teenagers or college heading students, trend conscious young ladies, celebrities, top-notch class of ladies or residence wives engaged many in social activities etc . The prospective audience to get frilly, super feminine goods of permanently new varies from 15 to 6 decades as the designs are recorded the timeless classics edge. Along with that it will make selections inspired through the runway intended for the fashion mindful women.

Pertaining to the teenagers it has edgy, cute and girly models. It has distinct price ranges for ladies of the high level class and celebrities and provides them with deluxe fabrics and styles. For the ladies aged 40-60 it has frilly, elegant clothing with a soft pastel taste so that it suits their age and elegance and does not look flashy. Overseas this positions itself as a central range manufacturer which provides exclusively to women coming from all age groups mostly from 12-15 to 60, but in India generally following the age of 30-35 women tend not to prefer this. Hence in India it includes positioned itself as a extremely chic, feminine, high fashion expensive company which suits women old group from 15 to 35.

The Marketing Mix


The items of Forever New are exclusively for ladies and have an amazing array under all of them. Under the clothing section they may have dresses, clothes, pants, skirt, denims, short circuits, knitwear, coats and outdoor jackets. They expand their range with a fabulous collection of hand bags, sunglasses, shoes or boots, jewellery, hats, belts, jewelry and safety gloves. The products are very feminine, frilly, and classy and generally have soft colours. The standard of the products is incredibly good particularly the choice of fabrics or elements for each piece. Design-wise the items are in line with the latest vogue forecasts or they are simply simple classics.


Different products have different price ranges, starting from Rs 800 to Rs 12-15, 000.

Special offers:

Forever New in India encourages itself through hoardings in malls. In addition, it gives away usana products for locations in fashion magazines for which that gets due credit, consequently displaying it is latest collection through printing media. Displays are set up in Mumbai to create brand awareness. Additionally they do mobile phone marketing by sending a great SMS to every customer telling them of the new provides and revenue. It gives aside free catalogues to people who enter all their stores to boost its company awareness. It has an online searching website which in turn displays and sells the latest collections.


It sells through 2 several channels. Shops and On the net. In India Forever Fresh doesn’t have standalone stores. They are located in malls. The head workplace is in Noida but the inventory is shipped by Australia with each store in India separately, even though the goods are manufactured in China.

Permanently New, Pune

Forever New is located in 2 distinct malls in Pune: ï‚· Town Hub Amanora, Hadapsar

Town Centre Amanora in Pune is a lifestyle full centre, distributed across twenty lac sq ft. It truly is set in accordance to first class standards, it truly is destined as the retail and cultural epicentre of Pune, catering to both European and Of india sensibilities, it includes everything from high quality to mass retail, concert halls, quick services restaurants, cafe’s and fine dining choices. Town middle is destined to get a stable stream of shoppers, keeping these people engaged during the day and make a profitable equation for retail partners. The positioning is an edge for Permanently New since it has virtually all kinds of persons coming to the mall out of which many are youthful women from the age group of 15-35 since the mall is situated right at the entrance of Amanora Township spread throughout 450 miles and is nearby the Magarpatta area, the link of IT pros. ï‚· Koregaon Park Plaza

Koregaon Recreation area Plaza developed on Euro concept, introduced on second March 2012 is a world class attraction having a premium selling mix as well as the epitome of “shop entertainment exactly where visitors will discover a host of great, engaging activities. The price tag positioning of the mall is usually mirrored by simply its position in the center of Pune, at Koregaon Park. This mix of centralised location plus the mall’s world class architectural features positions Koregaon Park Plaza as an attractive destination for vacationers & shopaholics of Pune. The location should’ve been an edge for Forever New had the mall been since successful because promised nevertheless unfortunately Koregaon Park Plaza is not doing so well, but loyal and regular clients of Forever New carry out visit typically and store from there. Considering that the mall is isn’t doing well, it is very challenging to form new customer interactions leading to fewer brand consciousness.

Forever New in Town Middle Amanora, Hadapsar

It is a small retail store in a rectangle-shaped format. Size: 375 sq ft. Approximately. The customers that come to this shop are mostly girls (teenagers), IT professionals or housewives from the upper central or top quality. Store Layout:

The store around Centre Amanora is a small , and congested retail outlet. It has incredibly less space to move around. Primary does not go on the primary wall membrane. The having their nests table in the entrance uses up too much space. The trial rooms are big and well covering. There is no correct defined space for equipment. There is no described path to get the customer

Permanently New in Koregaon Playground Plaza

This retail outlet is in rectangular format which has a fairly good size. Size: 400Sqft Around. The customers that visit this kind of store are mainly loyal customers and are located far away from your Magarpatta location. It also provides college heading girls coming in to store. Women/girls from upper middle course or top quality also come here to shop. Shop Layout:

The store in Koregaon Park Plaza is fairly bigger and spacious. Your local store provides a well defined way for the customer. It has been put up in such a way that primary goes on the right places. A store is very big and pleasing. It appeals to attention.

Prevalent Features:

Almost all the International stores have a Visual Merchandising guide from their region head office that they need to follow. A lot of them are: ï‚· The collection stories and their display criteria. For instance, the way the tale for is usually be planting season it collection has to

Exotic Fantasy plus the displayed on the primary wall structure is already made the decision and

ï‚· ï‚· The sent window by display Australian head office. design and style too comes from the Australian head office. The fundamental store qualities, like the humungous beautiful reflection behind the money counter, the chandeliers, the white wall space, the accessories, nesting desks, trail bedrooms with maroon curtains, the chic and fun scores, the review book, the catalogues etc . Whatever points do not get sold off after having a particular period of time are repaid to Quotes. The collection can be updated monthly. Everything every store. Product sales happen twice a year. This brand wants to make certain that the customer have a first class encounter while visiting their store. So that when they walk out that they form a picture of the brand inside their head and position this as a elegant, feminine and delicate place. originates from the

Aussie head office straight to

Brand Collection

Like mentioned before, Permanently New is definitely an exclusive ladies wear company. It has an ultra womanly style plus the designs are inspired simply by classics and latest runway shows of recent York, Rome, Milan and London. In India it is considered as a costly brand. By using expensive and delicate fabrics just like silk and lace due to the products. It provides a good image experience the moment one enters its retail outlet. groups of women. The products are just like the brand by itself, delicate and beautiful. Excellent wide variety of companies sizes for the age


Can certainly Sizing Graph and or chart

Way of measuring Point Bust Circumference Waistline Circumference Hip Circumference 4 74 57 83 six 79 sixty two 88 8 84 67 93 12 89 seventy two 98 12 94 77 103 18 99 82 108 of sixteen 104 87 Clothing Intercontinental Size Conversion

XS S Meters L 4-6 8-10 12-14 16

Shoes or boots International Size Conversion

Australia US UK The european countries 5 5 3 thirty six 6 six 4 37 7 six 5 37 8 8 6 39 9 9 7 45 10 15 8 41

Ring Size Guide (measurement is the diameter of the ring)

S/M M/L 17mm 19mm

Item examples:


The stores composed of almost 25 different types of dresses: Some of them were: 1 . Cassie Embellished Tie Dress installment payments on your Yvette Skater Dress three or more. Ella Low Back Outfit 4. Poppy Strapless Design Dress

The dresses a new very extensive price range beginning from Rs 2150 to Rs 15, 500. The sizes varied in the kind of dresses available. Generally speaking the quickest selling sizes were 6 and eight. The slowest selling sizes were 12 and of sixteen.


The store composed of almost forty-five different kinds of surfaces Some of them had been: 1 . Trixie High Low Top 2 . Koko Studded Pocket Tee 3. Chelsea Printed Tank 4. Mackenzie Roll up outter

The prices of the tops went from Rs 1200 to Rs 6000. The sizes diverse

in line with the different kinds of covers. The speediest selling sizes were almost eight, 10, doze and 16. The slowest selling size was 4.


The store made up of almost 20 different kinds of feet: Some of them were: 1 . Isobella Draped Pant 2 . Leya Casual Lanky 3. Arla Tuxedo Trousers 4. Oslo Piped Bank Jegging

The amount paid of the trousers ranged from Rs 1200 to Rs 4,000. The sizes varied according to the different kinds of slacks. The speediest selling sizes were 8, 10 and 12. The slowest providing sizes were 6 and 16.


Their grocer comprised of almost 15 different kinds of bags: Some of them were: 1 ) Lori Satchel 2 . Ava Grace Little Bag several. Ariela Hard Case Clutch system 4. Sharon Stud Endroit


The store comprised of a lot of accessories: A few of them were: ï‚· ï‚· ï‚· ï‚· Tilly Pearly Affirmation Ring Heather Beret Vanessa Lace Shawl Jaylyn Teeth enamel Torque

The store comprised of practically 15 different kinds of shoes: Some were: 1 . Prianne System 2 . Sonia Embellished Shoe 3. Candice Diamente Pump 4. Lolita The prices from the pants went from Rs 2500 to Rs 6000. The sizes varied according to the different kinds of shoes. The fastest providing sizes were 6, several and almost 8. The slowest selling size was twelve.

After learning the choice of both the retailers, it can be concluded that: The size 5 clientele inside the Pune sector is less. The most common sizes are 8, twelve and doze. Oversized persons generally will not prefer Permanently New pertaining to dresses and shoes but they prefer the tops.

Competitive Analysis According to the Pune Retail Scenario, the immediate competitors of Forever Fresh would be: ï‚· ï‚· Manga Zara

Though they have different ones and they all are from across the globe still inside the Indian market these brands are rivalling against each other. Mango: Manga clothing is a Spanish multinational based in organization

Barcelona. That designs, companies and market segments clothing apparel and accessories for women and men. Manga opened the first store in 1984. What began as a tiny team began to grow resulting from an committed production program based on the philosophy “justin-time, which described product principles, store style, quality specifications, price and brand image. This sound approach provides turned Manga into a Spanish fashion head. Mango could be differentiated for achieveing a highly-defined concept. The Mango concept is based on an alliance among a quality product, with a unique design and a coherent and specific brand picture. Dressing the current, urban females for her daily needs is definitely the formula they have analysed, modified and applied in all the countries in which Mango is present. Zara: Since the moment the first Zara store’s doors had been opened in 1975, the growth of the Zara fashion series has built a been unstoppable. In Zara famous the has brand competitive successfully clothing market, worldwide

because of their high grade locations as well as a unique management system of design, production and provide chains. Contrary to other vogue brands, it will require Zara simply 10 to 14 days from the time they design fresh clothing until it arrives in stores. This “fast fashion idea and procedure allow Zara to always provide the most fashionable clothes to their customers, plus the ever-renewed series definitely support build brand loyalty.

Company Positioning:

Factors Quality Variety Sizes Assortment Value for Money Price Style Style Permanently New Very good Fair Great Poor Fair High Good Good Manga Good Poor Fair

Good Reasonable High Fair Poor Zara Poor Very good Poor Great Poor Medium Good Great

Mango in Pune has built itself up only being a women’s have on brand. In contrast to Forever Fresh it has a extremely good variety of products. Very low category of products which can be affordable by middle and higher middle class women and another category that can be affordable simply by elite classes. It has more expensive but significantly less variety. Zara in Pune opened up just lately in 2011. It includes great design and is up-to-date with style, but unlike Forever New it has dimensions issues and the most of their goods are sold away or not available in proper sizes. It has poor quality merchandise when compared to Mango or Forever New. It can be cheaper than both the brands but it won’t provide affordability.

Forever Fresh SWOT Evaluation Strengths

ï‚· ï‚· ï‚· ï‚· Filled in the manufacturer gap of mother child shopping collectively. Unique Items Brand name Customer Loyalty On the net Market

Weak spot lot of Indian consumers are not able to relate with all the brand. Expensive Weak Advertising Strategies Fewer brand awareness

Emerging Marketplaces Increasing Economic system New Products Advancement New Technology


Intense Competition Substitute Products Replacement Market Failures due to low acceptance price of consumers


Permanently New is actually a big brand name and a lot of buyers will be described towards this cause of that. It has a USP of filling in the difference of mom daughter buying together. They have exclusive goods for women. It includes high

customer commitment rate. Permanently new has built itself up in the online marketplace which is the newest trend inside the retail organization. It delivers to India free of cost which adds on to the remaining portion of the advantages.

Weak point

A whole lot of Of india ‘mothers’ whom go out purchasing from their children won’t be capable of relate to the manufacturer. Another weak point is that due to the high prices of the items a lot of people tend not to prefer buying from there. They have poor promotional strategies and therefore the buyers don’t detect it much and hence less brand recognition.


With the new-technology coming in it would be easier to style and develop goods bringing about faster advancement and new items. The economy is definitely increasing thus more and more people will probably be willing to dedicate to such brands.


There is powerful competition from a lot of International brands as they are also looking forward to buy the Indian Full Sector. Substitute products and substitute markets for better offers will cause a danger to Forever New. Since the Indian individuals are not acknowledging the brand correctly the company may possibly go into a reduction.

Data Examination and Interpretation

Why carry out people shop from Permanently New?

Sizes Quality Pricing Style Style zero Why do people store from Permanently New? two Style 12 4 Design and style 9 6th Pricing one particular 8 10 Quality your five 12 Sizes 1 13

A majority of persons shop coming from Forever Fresh because of its style followed by it is designs.

Recommended Mall

14 doze 10 eight 6 four 2 0

Town Centre Amanora

Koregaon Playground Plaza

Preferred Nearby mall

According to my test size the mall preferred to visit Forever New is Koregaon Park Plaza.

What do people prefer buying?

Tops Underside Dresses Sneakers Accessories

3% 13% 37% 34% 13%

Almost 37% of people purchase tops from Forever New which is tightly followed by Dresses (34%).

How often do people visit Permanently New?

10 on the lookout for 8 six 6 five 4 three or more 2 1 0 Each week Fortnight Monthly Once in 6 months Yearly How often perform people go to Forever Fresh?

According to my test size a number number of people check out Forever Fresh monthly whilst hardly any individual visits this weekly.

Simply how much do people spend?

9% 18% 500-1500 1500-2500 32% 2500-5000 5000-10000 41%

In this sample size 41% of people dedicate Rs 1500-2500 and 32% spend Rs 25005000 about Forever New.

Which different brand do you prefer?

sixteen 14 doze 10 8 6 some 2 zero Mango Zara Promod Additional Which other brand do you prefer?

Maximum number of people prefer Zara if not really Forever New.

Problems encountered

4% 4%

8% Style

Designs Charges

46% 38%

Quality Sizes Other


According to this sample size the major concerns faced in Forever New are sizes and prices.

Preferance: Store or perhaps Online

20 18 16 18 12 twelve 8 six 4

Preferance: Store or Online 0 Online Store

Various people choose visiting retailers over to shop online.

Membership Greeting card?

16 14 doze 10 almost eight 6 some 2 0 Yes Simply no Membership Card?

A majority of persons prefer a membership card to get Forever New.

Recommendations and Conclusion

Forever New is moving at an extremely slow rate in Pune. That caters only to a limited clients and many people are not aware of computer as a brand. People who find themselves aware of american presto and store from it are not very happy with the sizes and the prices it offers to them. Along with that a lot of people complained which it has limited variety and goes out of stock fast. Despite all of these issues, Permanently New has a brand loyalty and some persons do follow that regularly, generally on a monthly basis due to its designs, style and top quality. A lot of people are not aware about the internet shopping facility of this brand and hence do not take advantage of it. The major support of the online shopping market is that folks prefer likely to stores mainly because they just like the overall connection with actually touching the product then deciding on whether to buy this or not. International Brands like Permanently New are currently going through a poor phase in Pune mainly because consumers are continue to in the middle of acknowledging such expensive brands.

Expansion Opportunities

Even though the women’s wear clothes is booming right now, that still is a little congested. But since there is a correct gap like mother daughter shopping jointly in one retail store (similar to Forever New), it can fit into the Of india scenario, one particular just has to work on the styles and sizes a bit so that the Of india mothers agree to it more openly. Indians as people are still not really ready to spend a lot of money about apparels therefore if one can work on the values and they fall a bit for any brand similar to this, it will be effective in the Indian market.

Recommendations and Bibliography

Earning in the Of india Retail Sector Indian Full Report: Opening more Entry doors CBRE India Retail Market View 2011 e=UTF-8&q=global

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