Extent of Discounting (%)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

BSN) ASP (®) Price Range (%)
COA Wisi Amazon Rta
And 1,100-1,200 270-2,499 15-40 20-50 20-40
Aurelia 900-1,100 400-4,500 50 20-50 30-40
Biba 1,200-1,400 399-4,995 0 20-40 20-50
Elleven 1,150-1,300 499-3,299 10-25 10 NL
Fabindia 1,500-1,700 500-8,990 20-40 15-30 10-30
Forever 21 1,100-1,300 329-2,499 20-35, 30-40 10-25
Forever New 2,200-2,400 1,195-4,800 40-60 30-50 30-40
Global Desi 800-900 320-2,799 20-30 20-50 20-40
Go Colors 600-800 499-1,499 0 10-20 0
H&M 1,700-1,800 749-5,499 25-50 20-40 10-30
Levis 2,400-2,600 1,399-4,899 30-50 35-50 30-40
Marks & Spencers | __1,600-1,800 499-4,999 40-45 15-30 30-45
Max 700-850 179-1,999 10-30 10-20 10-35
Soch 1,900-2,100 399-9,998 15-40 30-45 15-20
Vero Moda 1,600-1,800 500-4,990 20-40 30-50 20-50
w 1,100-1,400 399-4,599 50 20-50 30-40
Zara 2,400-2,700 999-2,999 20-35 NL NL
Distribution Led Brands
Jockey 800-1,000 449-1589 0 05-15 0
Lux 400-450 190-585, Nolepmmerce'on 10-15 NL
Website
Prisma 600-650 274-959 0 NL NL
Rupa 275-325 75-449 0 10-20 NL

 

 

 

 

 

 

 

 

‘Source: Annual Reports, Secondary Research, Technopak Analysis; Data as of 6 July 2021.NL- Not Listed

The average selling price for Go Colors falls in the value segment and it lies in the mid-category pricewise. This
will promote its growth especially post COVID-19 when consumers are more careful about large expenditures.
Go Colors and similar core category brands have had far better recovery in sales post COVID-19, compared to
fashion brands.

The average selling price of Go Colors of approximately approximately % 600 per piece helps to cater across
income segments and will allow the brand to penetrate deeper in Tier 3 and 4 towns.

Most of the brands tend to provide similar discounts on various e-commerce platforms. However, for most, the
discounts on their website are slightly lower when compared to marketplaces like Amazon. While e-commerce
platforms offer higher discounts currently, the focus is shifting towards convenience.

Brands like Go Colors operating in core categories like bottom-wear have followed limited discounting approach
since its initiation. Consumers have come to accept the brand with this approach as well. This trend is seen more
so in core category brands, as they offer products which go with different outfits, and are not season dependent.

Channel Wise split

The bottom-wear market is dominated by the unbranded sector. 33% of the women bottom-wear market is branded
amounting to = 4,473 crores. Most players in bottom-wear are now operating Multi-Channel, with COVID-19
Jeading to faster than anticipated focus and growth of the Online channel. Apart from EBOs and LFSs, players
are expanding their presence to marketplaces like Amazon and Flipkart, plus Apparel specific marketplaces like
Myntra, Nykaa Fashion, Tata Cliq, etc. Within Online, players are re-evaluating their approach of distribution

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