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Submitted to:
Mr.Abhay Mehta
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SWOT Analysis of BIBA: A Case Study in the Indian Ethnic Wear Market - Prof. Singh, Assignments of Fashion Business Basics
perfect for fashion management students
Typology: Assignments
2020/2021
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Submitted by:
Sonali Roy
Submitted to:
Mr.Abhay Mehta
BIBA
- (^) Parent Company
- (^) BIBA Apparels Private Ltd
- (^) Category
- (^) Apparel and Accessories
- (^) Sector
- (^) Lifestyle and Retail
- (^) Tagline/ Slogan
- (^) Fashion at affordable prices
- (^) USP
- (^) Affordable Designer Ethnic Wear
PRODUCT LINE
• CONTEMPORARY ETHNIC WEAR
- (^) KURTAS-A-line Kalidaar Straight Flared Long Anarkali
- (^) Trousers Straight Flared Palazzos Churidaar
- (^) Dupatta
- (^) Stoles
SWOT Analysis
- (^) Strengths
- (^) 1.Emergence of a successful brand in the ethnic wear category with several awards like the Golden Seale trophy and consistently rated as the most admired ethnic wear brand
- Pioneer of Bollywood merchandising in India with several successful film projects
- Strong presence in over 40 cities with over 90 stores and in several MBO’s like Shopper’s Stop, Pantaloon, Lifestyle, Central etc.
- (^) 4. Strong product mix which includes mix-match and unstitched fabrics
- Done effective youth marketing on social media with campaigns like Quirky closet, guess the look
- (^) Weaknesses
- (^) 1.Strategic alliance with Future group in unstable due to financial concerns
- (^) 2.Lack of self- procuring facilities would be a problem in the long run
- Limited global reach where NRIs stay
Competition
- (^) Competitors
- (^) 1.Global Desi 2.Kashish
- (^) 3.Fab India