 

 

 

 

 

 

 

 

w v v

Zara v v |
Distribution Led Brands |
Jockey v v v v |
Lux v Vv v lv |
Prisma v v iv |
Rupa & Co v v v v |

 

 

 

 

Source: Secondary sources, Technopak Analysis; Data as of 6” July 2021

Historical Rollout of EBOs

 

 

 

 

 

 

 

 

 

 

Go Colors 70 200 450 42% 31%
Aurelia 69 183 213 38% 5%
Biba 150 254 346 19% 11%
Fabindia 200 275 307 11% 4%
H&M NA 39 48 NA 7%
Levis 400 410 366 1% -4%
Marks & Spencer 44 62 92 12% 14%
Soch NA 100 131 NA 9%
Vero Moda 64 67 49 2% -10%
WwW 166 281 301 19% 2%
Zara 16 20 21 8% 2%

 

 

 

 

 

 

 

 

‘Source: Secondary sources, Technopak Analysis; Data as of 6* July 2021. Go Colors store count as of May 2021.
Price Segmentation
Pricing, SKUs, and Discounts being offered by Key Bottom-wear Brands

Core apparel categories have limited discounting. Brands like Go Colors, Lux, Jockey, Rupa etc. offer minimum.
discounts ranging between 10% to 20%, exception being end of season clearance sale to prepare for the next
season. However, in fashion apparel, high and frequent discounts are available due to the pressure of time and the
vulnerability of these brands to the changing trends.

The price range for the women's bottom-wear varies from % 179 to = 3,000, depending on the different target
segment players. Most of the players have listed them on e-commerce platforms like Amazon, Myntra, Flipkart,
etc., where the discount is higher than their web portals. In the recent past, ecommerce play in India has been
characterized by heavy funding from foreign investors, high discounting to attract customers, in a bid to grow the
market and make consumers habituated to online shopping.

Players in core bottom-wear segment like Go Colors offer limited discounts on select sizes/ clearance sale. This
has worked well for the brand, with consumers buying at full price and not expecting discounts. Players like Lux
and Rupa have also adopted this approach to some extent.

Average Selling Price (ASP), Price Range, and Discounting for Key Bottom-wear brands

Extent of Discounting (%)

 

 

 

—_ I) ee) COA st Amazon Ata)
Retail Led Brands
Go Colors 584, 499-1,499 0 10-20 0
Allen Solly 1,000-1,200 619-2,100 40-50 20-40 30-40

 

 

 

 

 

 

 

 

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