e These brands are fully equipped for a multi-channel approach. They have the requisite B&M presence,
have absorbed online (own website, marketplaces, vertical specialists) and can enable multichannel into
one digitally enabled process.

Impact:

e Replicating the product development cycle that the first movers have established over the years
becomes difficult for new brands, to match their size and volume.

e For new brands to create a brand connect that established brands have, implies creating a retail
structure as that of established brands or spending large sums of money on digital marketing.

e Creating a multi-channel retail network to build brand visibility and scale will take time for the new
brands.
Innerwear Market — Jockey (Page Industries)
Brand Launch:

e Jockey was set up in India under Page Industries Ltd. in 1994 with the key objective of bringing the
world-renowned brand Jockey to India.

Advantages:

e The comfortable design of the briefs made the company a success. Focussed mainly on innerwear, and
quickly gained a leading position in this category.

e Jockey being the first mover in the innerwear category and establishing its place in the medium price
segment has gained considerable market share. Its product development cycle is well established and
has penetrated the organized as well as the unorganized market. The brand is available through a large
network of EBOs and MBOs, sells online and retails through the unorganized distribution channel too.

Impact:

e — Itis now a leading manufacturer and marketer of comfort apparel sold in more than 147 countries
around the world.

e Jockey pioneered innerwear, evolving and innovating not only the product, but also the way it has been
marketed over the years and is one of the leading manufacturers, distributors, marketers and retailers of
innerwear, sportswear and sleep wear.

Footwear Market - Bata

Start Of the Brands:

e Established in 1894 in Austria- Hungary. Bata set up its first Indian production unit in 1932 near
Kolkata.

Advantages:

e Bata, a focused brand on large format retail experiences, it launched an internationally designed
collection and forayed into sports apparel with the launch of the first Power store in NCR.

e Having traditional as well as contemporary and fashionable shoes give it an edge with worldwide brand
name.

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