Financial Daily from THE HINDU group of publications
Tuesday, Apr 08, 2003
Financial Daily from THE HINDU group of publications Tuesday, Apr 08, 2003 |
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Marketing
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Marketing Research Louis Philippe, Arrow whites top fashion study Our Bureau
NEW DELHI, Apr 7 IMAGES magazines, in its `business of fashion' research study, reveals that white shirts constitute 11 per cent of the 55 million branded shirts produced annually in India. The survey estimates the white shirts market size at 6.1 million pieces, with the usage of white shirts directly related to professional stature. About 67 per cent of the top-level executives surveyed have five and more white shirts in their wardrobe while 75 per cent of the mid-level executives have - 3-4 white shirts. According to the Images study, over 295 million shirt pieces were sold annually in India of which ready-to-wears constituted 88 million. Also, 63 per cent of these were quality branded shirts — 11 per cent out of this 55 million, or approximately 6.1 million pieces were whites. The study is based on responses from 432 mid-level to top-level executives and professionals from corporate and Government organisations and 72 retailers from the four metros. White shirts purchases were found to be highest in the Rs 801-1,500 price range, with 48 per cent respondents quoting the range. About 80 per cent of the respondents preferred to have their white shirts home-washed and the rest said they get them dry-cleaned every alternate month. Only half the respondents used whitening agents. While Arrow and Louis Philippe were rated the most successful white shirt brands, Van Heusen, Zodiac and ColorPlus followed. The Images study also asked consumers to name the white shirt brands they would purchase next. Interestingly, consumers tipped brands offering maximum options and choices for their next purchase. The study will be published in the April issue of Images magazines.
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