Objective and Scope:

The client, an international menswear apparel company, was looking to enter the kids wear market for the age group of 4–8 years. For this, it sought Benori's support in: 

• Assessing the total addressable market (TAM) size for the kids wear category in India
• Gaining detailed insights into its competitors 
• Understanding consumer preferences and factors influencing the purchase decisions, including the media’s role

Approach:

We undertook extensive primary and secondary research. While secondary research helped to understand the market and competition, surveys conducted with consumers (N=500) and retailers across the country revealed insights into consumers’ expectations and preferences. We created a detailed report covering information on the market size, competitor landscape, and entry and exit price points for different apparel categories.

Impact:

The research helped the client in:

• Evaluating the TAM size and understanding the consumer buying behavior in terms of spend size, fashion choice, and other preferences
• Knowing the most effective media channels and most influential celebrities for the segment
• Taking strategic decisions for entering the new category and tailoring its offerings