Everlane Marketing and Brand report

EVERYLANE BRAND

REPORT STALIN JOY PGFBMM - B

1.

EXECUTIVE SUMMARY

2.

INTRODUCTION

3.

BRAND EQUITY

4.

MARKETING MIX

5.

6.

CONSUMER SEGMENTATION COMPETITOR ANALYSIS

7. POLITICAL AND ECONOMIC SCENARIO 8.

SWOT

9.

EXPANSION STRATEGY

10 10. VISUAL MERCHANDISE HUM UMA RESOURCE 11. HUMAN NCIA CIAL / BUDGET 12. FINANCIALS DIA IA M 13. SOCIAL MEDIA MARKET-

CONTENTS

E X E C U T I V E S U M M A RY

1

Taking forward one of the most innovative movements within the industry, Everlane is the epitome of all things minimalist and till date the brand is recognised as one of the most empowering enterprise. From the very beginning the main aim has always been to provide consumers with the highest quality products which promise to last a lifetime, whilst achieving that understated but luxurious aesthetic.

Within this report we not only cover the history and reinventions of the brand but also the scope and development to adapt to emerging markets.

The main intention of this report is to o esta estabest ket et a lish EVERLANE into the Indian market and develop brand loyalty by creating a p personpe al environment that allows customers ome mer to innlin teract both in-store and onli online.

Everlane launched in 2011, after raising $1.1 million from investors, with a simple cotton tee.

It stocks nearly 200 different items and sells tens of thousands of that same T-shirt every month.

The vision was to establish a collection of ready to wear apparel that wouldn’t the consumer, giving them a sense of purity and strength.

2

INTRODUCTION

Everlane operates along the guidelines of being radically transparent giving shoppers a full snapshot of how and where its products are made and how they reached they costing.

The brand has found its niche producing simple and modern basics- button down shirts, V-neck sweaters, trousers both slim and relaxed uncomplicated fabrics and neutral colors, in contrast to fast fashion brands that produce wastefully and under mysterious conditions.

“With pure design, you don’t need so much decoration”

A SUSTAINABLE WORLD Many of experiments are done over the past years that portrays the past, present and future of this world. Our planet's population is increasing day by day, however it consumed 1000 decades to reach at this level of population which is two billion people and has grown to over ve billion in a particular lifespan (Gore, 1991), and the estimate numbers of today's citizens is 6.6 billion (geohive.com). In addition to that, in a span of 40 years the residents are expected to get double yet again, we can easily presume it would easily cross 10 billion (Keytz, 1989).

However, the aggrerate of wastage and consumption by this population is abbergasting, also the inuence of corporation on the environment is yet to calculate (Graedel and Crutzen 1989) call attention to that the arrangement of the environment has been changed more in the previous 100 years through petroleum product use, farming practices, and deforestation than in the past 18,000 years, and that if current utilization rates proceed, all virgin tropical woods will be run inside 50 years with lost 50 percent or a greater amount of the world's species (Wilson, 1989).

Assigning to the reasonable proof that the status of our normal frameworks is perhaps in danger, Hart (2000) expressed that natural open doors may turn into a major source of income development later on (Bhattacharya and Sen 2004) In addition to that, trust that tomorrow's businesses ought to gure out how to have an increasingly benecial outcome rather than aimlessly working together the manner in which numerous right now look to contend. Throughout the following couple of decades, supportable improvement will establish one of the greatest open doors ever of (Hart, 1997).

CSR in apparel industry A in-depth understanding of Indian customers impression of CSR in the worldwide clothing industry is required, a qualitative approach was regarded suitable (Padgett, 2010). The essential technique for information gathering was the inside and out meeting, which uncovers the importance of members' involvement and their reality from their perspective (Kvale, 1996). After the creators got endorsement by the Institutional Audit Board to lead look into with human members, interviews were directed in India with 26 members (19 guys and seven females). An accommodation testing technique was utilized and members were selected by means of email. Meetings kept going somewhere in the range of one and two hours and were directed until immersion in reactions was accomplished (Kvale, 1996). Inquiries questions were created dependent on the audit of the CSR writing just as study destinations, and include: Is CSR vital to you? Why or why not? Do you mull over CSR when settling on attire acquiring choices? Why or why not? Does CSR impact the picture of an apparel brand or company? Do you think apparel companies ought to be required to be socially responsible? Why or why not?

Consumer decision making and Corporate social responsibilities (CSR) It is broadly settled that a shopper experiences a ve phase basic leadership process when making a purchase (Solomon, 2009). Supporting CSR is no exemption. At the point when members were approached about the criteria they search for when buying clothing, including whether an item was made under socially dependable conditions, they depicted an assortment of variables that inuence their choices. The most essential components were cost and quality of the item. Participants brought up that on the off chance that they are guaranteed that their money is being utilized for the correct purpose and goes to the perfect individuals, at that point they may be all the more eager to pay a more higher price. That is, for particants, trust is a vital factor in choosing whether they are eager to pay more cash for items made under socially resposible conditions. Participants feel that, all in all, Indians are not very aware of CSR. Lack of awareness has been observed to be one of the major reasons why CSR may not inuence purchase behavior (Hustvedt and Dickson, 2009; Shaw et al., 2006). Although, they believe that if shoppers are made aware of how and where their garments are being produced, at that point this may affect purchase behavior more frequently. The public picture of an organization can likewise affect customer buy behavior (Becker-Olsen et al., 2005). That is, if an organization’s picture is anticipated adversely by the media because of reckless practices, at that point consumers may hesitate to purchase from that company. Participants believe that shoppers in India lack awareness about the sorts of social obligation retailers practice. Since there is little data accessible about CSR, couple of purchasers can either support or react to it. In this way, as per participants, instruction is basic so as to construct mindfulness. Every member had an alternate thought regarding how it should be possible, from utilizing the web to get the message out, to purpose of procurement showcasing. All participants discussed the vital job of the media in CSR education.

It is important that companies attempt to educate Indian consumers and make them mindful of their socially resposible practices, as lack of awareness is one of the essential reasons why buyers might not support organizations who practice CSR. Eventually, awareness is required with respect to the buyer with the goal for them to be eager to pay more for items created by socially capable rms. Obviously, consumer awareness of CSR is related to education. Participants recommended a few different ways to instruct consumers, as they brought up that awareness is the key for buyers to think enough about CSR to eventually impact the choice whether they will bolster dependable rms. They imagine that the most ideal approach to instruct customers about CSR is through ads, print media, television, the web and purpose of procurement implies. This nding is in accordance with (Planken et al’s, 2010) examine

Global consumer trends Five key consumer patterns affecting businesses and markets the world over and distinguished how they will happen in the years to come. In 2019 and past, the worldwide consumer landscape will develop more than ever, determined by topics of protection, uniqueness and health (Mintel, 2018).

• Total Wellbeing: Consumers are treating their bodies like an ecosystem and seeking solutions that complement their personal health and evolving needs.

• Challenge Accepted: A growing momentum to take on new challenges is driving consumers to reach new heights and uncover new passions.

• Rethink Plastic: While not inherently bad, the throwaway use of plastic is driving consumers to review their own behaviours to prevent plastic pollution.

• On Display: Consumers and brands are becoming more aware that they have a digital persona to nurture and grow, creating tension as everyone ghts for attention and nobody is safe from scrutiny.

• Redening Adulthood: The concept of what it means to be an adult has changed beyond recognition and consumers are adapting to lives that don’t t the mold.

When it comes to reusing, well-meaning consumers are desperate to make the best choice however regularly just don't have the simple idea how or where to begin. As consumers keep on testing brands over the hazards of plastic waste, the advancement of recyclable items and packaging that are advantageous for consumers to separate will be basic. Be that as it may, similarly as essential will make incentives and initiatives; in China, 58% of Mintropolitans* are eager to pay more for sustainable and ethical brands.(Mintel, 2018) Celebrities are playing an ever more great job in modern culture and consumption designs, lling in as authorities of taste, style and public opinion the world over. Their endorsement and creative information empower them to bring attention, validity and other elusive advantages to a brand such that no other sort of advertising can. This new worldwide report analyses the manners by which advertisers are misusing celebrity power to make an deep and emotional bond with the customer and further their sales potential.

(Gordon, 2014)

3

BRAND EQUITY

BRAND IDENTITY PRISM

BRAND RESONANCE SALIENCE • When mentioning Everlane, reinvented classics fashion comes

to minds.

•Everlane brings consumers a concept or idea that you don’t need to buy quantity rather go for quality products which are durable and which stays with you for a long time. Also, giving consumers the information on why the products are little expensive as they believe the consumers should KNOW THE COSTS! •Everlane has product categories which is accepted by mass and suits everyone. They feature wardrobe essentials of high quality without the price tag of luxury.

PERFORMANCE •

Durable and longevity

• Styles provided by Everlane are elegant and minimal. High quality of products make them more reliable. Such basic and timeless designs attract consumers who are simple and mature. As the pieces work as wardrobe essentials the demand remains constant.

• Everlane works on removing the middlemen and educating consumers on their RIGHT TO ASK! They give the cost breakdown making the consumers know what they are actually paying for.

• The pricing is very distinctive. Being a sustainable fashion brand the quality is not compromised making the product’s price a little premium. Such pricing allows customers to buy high quality products without a luxury price tag. Refund and exchange policies are also features offered

by Everlane

IMAGERY • The user prole of Everlane are people who are mature and environment-conscious who are ready to pay a premium for products that long lasts and are environment friendly/sustainable. They care about the future and environment and also care about their appearance at the same time.

• Boutique-type-store creates exclusivity and passer bys who are educated milennials can get attracted to the displays or the vibe of the store. As the designs are classic Everlane creates psychological thoughts to let customers buy the products without considering too much.

MARKETING MIX SIZE RANGE - S TO XL PRODUCTS AVAILABLE PRICE RANGE - USD 20 - 235

PRODUCT

PRICE

• Products for both men’s and womn’s are available, with a large product width of more than 1000 styles.

• In terms of depth there are 13 subcategories in men’s section and 20 subcategories in women’s.

• Each of the product have a durable and comfortable feel to them, and tend to conform to a neutral color palette with hints of bright color.

• The overall aesthetic of the garment is oversized but at the same time tailored to t the body.

• Initially, when the company started all of the items were under $160.

• As the brand became famous the company had to set and maintain higher prices to reect the quality of the products and to live up to their premium status.

• Introducing the undergarments category was a smart move as the price range was relatively low and they could reavh a whole new level of customers.

• This meant customers with low income can afford to get a pinch of the brand without having to spend a lot.

PLACE

PROMOTION

• Everlane distributes to Europe, USA and some parts of Asia via online platforms.

• Reiterating the brands exclusivity, their marketing strategies are very limited and reserved .

• With over a massive 756k followers on Instagram, their account has the possibility to really entice customers with refreshing content and engage with new markets.

• In terms of direct marketing they are missing out on so many opportunities to create desire within customers.

C O N S U M E R S E G M E N T AT I O N

The demand for the brand and sustainable fashion praducts has been increasing recently in Asian countries like India. The target demographic for most of the campaigns are high paid, work oriented individuals aged between 25-40. The typical consumer wants contemporary but sophisticated garments that are made to last, which can easily be mixed and matched without taking too much time out their busy schedule. Looking ‘ON TREND’ is not their aim, they simply want luxury items that are tailored to exceptional standards without the fuss of decoration.

EVERLANE’S designs haven’t prominently changed overs the years due to the fact that their target consumers needs have considerably stayed the same. However, the recently launched CAMI TOPS COLLECTION showed a new and refreshing approach by the brand.

While Michael Preysmen described the collection as ‘LIGHT, SENSUAL AND FEMININE’, there were some new elements in the styles and fabric added to the mix which had never been seen before from the brand.

SS TRENDS FORECAST / 2020 - ( According to WGSN 2019) the emerging consumers of 20192020 want more transparency and truth than ever before, and with ‘Creativity and Self expression’ becoming even more popular Everlane might need to step up their comfort zone in order to fulll the needs of the market.

-As consumers are getting increasingly wrapped up in social media, next year is set to be the time to reconnect with the real world with brands ‘designing for feeling’, as we enter a new ‘emotional era’. Making it more difcult for the brands as they might have to consider reposition their branding in order to really engage with emerging consumers.

C O M P E T I T O R A N A LY S I S

Even though EVERLANE is considerably under the radar in comparison to other premium, ready-to-wear brands, it does compete with the likes of ZARA and H&M .

They all have a similar appearance and personality, yet all contrast when it comes to price points and product offers.

When comparing EVERLANE with H&M, there’s a clear separation when it comes to quality as Everlane’s garments are always made with specic care and detail, unlike H&M which is largely mass produced therefore the quality can’t be matched. Even with similar products on offer, EVERLANE is a lot more limited as they only have minimal variations because they want to stick to the idea of creating a simple experience for the consumer.

As ‘FAST FASHION’ is taking over the industry, high street brands like ZARA and H&M are likely competitors as they are easily available for those consumers who want understated garments but with more variations. Even though they don’t match when it comes to quality, the t of garments from Zara is a lot more superior than other high street names, allowing those consumers who were once willing to splurge on an item from Everlane to get a look alike for much less. In terms of counterfeit goods, They’ve never really been an issue for the brand as the majority of the people look for ‘MONOGRAMMED FAKES’ and a typical Everlane garment or a T-Shirt isn’t that easy to recognise.

PERCEPTUAL MAPPING HIGH-PRICED

TRENDY BASIC

LOW - PRICED

POLITICAL AND ECONOMIC SCENARIO

POLITICAL •

India was once called the ‘golden bird’ but it has seen many changes in its political and economic scenario since then. But India has a record of producing great leaders. It has a history of being ruled by people from Mughals to Rajputs and moreover, by the Britishers, which led to the recognition of some great leaders in the country like Mahatma Gandhi, Jawaharlal Nehru, Bhagat Singh, Subhash Chandra Bose, etc.

•

India got independence in 1947 and since then it has seen both times of growth and times of shrinking. Especially since 1992, when the decision of opening up the economy for foreign countries was taken, India has seen a lot of changes.

•

According to Bimal Jalan, former Rajya Sabha MP and RBI governor, the economic and political scenario of India is stronger than any of the last 25 years. According to him, the political scenario is very strong because it is only one party ruling the government which makes the decision making easy and hurdle-less. Earlier, India saw coalition governments that could not take stern political measures aiming at important social problems. India, being the largest democracy of the world, still has the largest number of people living below poverty line. But now, since the Modi government has come into power, it is taking steps for the economy that the earlier governments could not. Even though Modi government has been taking steps for the country’s growth, it has made the country’s economic scenario very shaky and unpredictable.

•

Recently, in the year 2017, the Indian government levied the goods and services tax (GST) on the supply of goods and services. The motive of the government was to make taxation simpler and to have a single tax for the whole country. It has kind of proved to be benecial for non-manufacturing startups in India. It has a higher threshold for registration than VAT taxation structure (Rs.20 lakh compared to Rs.5 lakh) Since the procedures of GST have become easier, it helps startups to focus on managing and expanding operations rather than on tedious processes of tax compliance.

•

A major area of concern for the Indian economy is corruption. It is a major threat for the economy and affects the political and business aspects badly. It increases the cost of business operations and affects foreign direct investment (FDI). Steps are being taken by the government for combating the problem but they don’t seem to work that well. Apart from all this, today, India is one of the most powerful countries in the world. It is the largest democracy and has a relatively stable political environment.

Democratic will of the people in local and national elections is respected by political parties. Stability of the economy and political stability is a very important factor in attracting foreign direct investment (FDI). But India still has some level of sporadic political unrest. Yet, many international companies have been setting up their facilities in India in the recent years because of government initiatives like Make in India and Digital India.

ECONOMICAL As per Central Statistics organization, India has emerged as the fastest growing country in the world. According to Boston Consulting Group, by 2025, India is expected to be the third largest consumer economy as its consumption may triple to USD 4 trillion. It is quite an amazing time for ambitions and opportunities since Mr. Narendra Modi has said that India is expected to grow ve-fold by 2040.

Some of the points about the Indian economy are mentioned below: • India’s GDP is estimated to have increased 6.6 per cent in 2017-18 and is expected to grow 7.3 per cent in 2018-19.As per the estimates of Gross Domestic Product by Central Statistics Ofce, the Indian economy grew 8.2% year-on-year in the rst quarter of Financial Year 2018-2019, which beat the consensus estimates of 7.6%.

• India’s labour force is expected to touch 160-170 million by 2020, based on rate of population growth, increased labour force participation, and higher education enrolment, among other factors, according to a study by ASSOCHAM and Thought Arbitrage Research Institute.

• Exports from India increased 15.48 per cent year-on-year to US$ 351.99 billion in April-November 2018 • Around 10.8 million jobs were created in India in 2017.

• Foreign direct investment inows stood at USD 12.75 billion during April-June 2018.

• Mergers and Acquisitions (M&A) activity in the country has reached US$ 82.1 billion in 2018 (up to Novem ber).

• India is expected to have 100,000 startups by 2025, which will create employment for 3.25 million people and US$ 500 billion in value, as per Mr T V Mohan Das Pai, Chairman, Manipal Global Education.

• India has improved its ranking in the World Bank’s Doing Business Report by 23 spots over its 2017 ranking and is ranked 77 among 190 countries in 2019 edition of the report.

According to The World Bank, the Indian economy is pegged to grow at 7.8% in 2018-19. According to Ms Kristalina Georgieva, Chief Executive Ofcer at The World Bank, demonetisation has helped in fostering a clean and digitised economy in the long run.India’s gross domestic product (GDP) is expected to reach US$ 6 trillion by FY27 and achieve upper-middle income status on the back of digitisation, globalisation, favourable demographics, and reforms.India’s revenue receipts are estimated to touch Rs 28-30 trillion (US$ 385-412 billion) by 2019, owing to Government of India’s measures to strengthen infrastructure and reforms like demonetisation and Goods and Services Tax (GST).

According to all these gures, it seems that doing a business in India can be very protable as India is predicted to be growing at such high rates in the near future.

STRENGTH • The brand’s purpose is to minimise consumption through inuencing consumers to buy less but better. By producing high quality, long lasting garments, not only have positive iffect on customer’s lifestyle but it’ll also save on unnecessary production of new clothing and minimise waste.

• Early adopter of the slow fashion movement.

• Transparency allows the brand to create an honest and open relationship with the consumers.

• Online is a commercially viable platform for a new brand like this.

WEAKNESS • Having very less stores limits the brand to ecommerce and could disregard the customers that still need to touch, see and feel the product before buying • Initially Everlane eill only sell onlinee on the own site, this limits the brand exposure and as they not are partenering with other platforms to stock their prubucts

S W O T A N A LY S I S

OPPORTUNITIES • After gaining popularity and momentum, more stores can be openend, helping the brand to communicate its promise to consumers.

• If the launch collection gets successful, we could expand its offering by asking consumers what other items they would like the brand to perfect.

• To diversify into the footwear market and offer a ‘Sustainable Sneaker collection’ targeted to millenials.

• Inuencers are an effective way for customers to be introduced to the brand in a trusting way.

• We could partner with relevant inuencers to be the ambassadors, promoting the products in a natural and transparent way.

THREAT • The threat of other brands offering similar collection, which could potentially lead to the market becoming more competitive.

• The tough economic climate makes it a difcult environment for business to grow in.

• Changed shopping patterns of millennials; inclination towards fast fashion.

E X PA N S I O N S T R AT E G Y

We intend to launch one brick and mortar store of EVERYLANE at DLF Promenade mall, Vasant kunj, New Delhi.

• To launch EVERYLANE by march 2020 which will allow them to take advantage of the change of weather and shoppers looking for cool clothing to adapt after the winter season. It will span the summer months to give customers the chance to experience the store and shop throughout the warmer months for staple summer pieces to add to their wardrobe.

• To increase brand awareness through social media • To establish Everylane as a recognisable and desirable brand for its target audience in order to be protable after three years.

LOCATION JUSTIFICATION Store location: DLF Promenade mall, Vasant Kunj, Delhi • One of the best high street shopping malls of Delhi.

• The prices of Everylane products and the concept of the brand are best suited for a place like this.

• Since the brand works towards sustainability, the audience that we expect is educated, aware and conscious.

VISUAL MERCHANDISE

STORE LAYOUT

DESIGN OF SPACE • 800 square foot store with two oor-to-ceiling glass doors and two oor-to-ceiling windows used for displays.

• Minimal xtures; industrial track and spot lights, oor lamps and dimmed wall lights for specic displays.

• Logo: top right corner of the store (will light up at night) • One of the window displays will showcase one outt every two weeks, which will be placed on a hanging ceiling rack.

• The store’s exterior will attract customers through its inviting design, transitional lighting and effortless aesthetics.

• The layout of the store will follow a free ow oor plan as a way to allow the customer to decide how their in-store experience will be through their personal interaction with store features and products.

• Two hanging racks in the center of the store, four wall displays, three medium oor displays and two small ones to showcase the products offered.

• Three leather chairs next to the window to give customers a place to relax.

• Ambience: edgy and effortless, mood-setting lights, a pleasant and inviting aroma and an assortment of music.

VISUAL DISPLAY • Very minimal display.

• Neat and orderly placement of products.

• Two large display areas with tables, one on the left for women clothing and the other placed on the right of the store to house the men’s section.

• On the tables: a variety of pants, shorts, sweaters and some small leather accessories.

• Hanging products on the side wall like light jackets, tops, dresses, etc.

• The sitting area will have look books with a lm of Everlane’s latest collection playing on the TV. • Marble check out station.

STORE FRONT • Straight front windows.

• The entrance to store will be located to one side of the single window.

• The window will be semi-open back window with a drop down.

• Str

GLASS FACADE • It will have display windows on the right side of the entrance.

• The glass windows will extend from oor to ceiling.

MANNEQUINS • We’ll use abstract mannequins because of the

astonishingly ne

detailed nish they have.

• They have facial features that makes them stand out of the rest.

DISPLAY TYPE • PROMOTIONAL DISPLAY • Related Merchandise Display

HUMAN RESOURCE

Human Resources is highly dependent on the region of practise as it’s highly ingrained within the economic, socio cultural, legal and environmental inuences based on geography

•

Pay practises – While the compensation philosophy may be applicable

across but in US the merit increase YoY are in single digit i.e. 2% to 3%, while in India it’s been minimum 2 digit in the previous years i.e. more than 10%. This is how the economic scenario in India inuence decisions in the brand’s HR practise (In a developed economy where the value for currency is higher, the merit increments may be lesser.)

•

HR compliance including leaves, tax liability, days of work is governed

by the local law of the land. US offers a leave system of 14 days vacation time, some other countries have a 13th month pay system or are paid twice in a month which is different from what’s followed here in India. This is how legal implications of different countries change the HR practise.

•

Terminologies like “termination” has a very different connotation between

US and India. US refers to all separations as terminations where as in India it is often referred to an offshoot of a disciplinary action or non performance and more by force. Reservations in the public sector industries practised in a india can be considered as a discrimination in US. There is no “Boss” concept that exists in US as the power distance is much lesser there, where as it exists in India and has much higher power distance. These are some examples of socio cultural impact on the brand’s HR practises.

•

Availability of talent, future business imperatives, would be based on en-

vironmental aspects of the country. The new Visa norms in US may impact talent mobility and availability of talent in the future. These are environmental implications in HR practises.

HR practises in most global organisations are standardised globally and customised locally to meet these specic nuances of the countries they operate in.

Being an international brand HRM of EVERYLANE will be standardised globally and customised locally to meet these specic nuances in Delhi (INDIA).

ORGANISATIONAL STRUCTURE

EVERLANE recruit employees by posting job openings or vancancies at the ofď€ cial website with a detailed job description of a particular position. Jobs from higher management to lower management, all of them are available to apply on the website only. Job description clearly states the minimum criteria to apply for a post, like work experience, skills required, place of work and day-to-day tasks to be done.

STORE STRUCTURE

JOB DESCRIPTIONS AND SALARIES • One store manager, one merchandise manager, one assist managers and ve sales associates (all full time) • All salaries based off median retail salaries in New Delhi, India.

• Manager will receive Rs. 3,73,500 annually and be responsible for reaching sales targets, increasing prots, overseeing of stock control, receiving of shipments, employee management, schedule and payroll management, consistent store meetings, implementation of visual merchandising standards, opening and closing procedures, register management, and customer service.

• Assistant managers will receive Rs.3,01,225 annually and responsibilities will include employee management, implementation of visual merchandise standards, customer service, and register duties.

• Sales associates will receive Rs.2,01,151 annually and will be responsible for the general maintenance of the store, customer service and register duties.

FINANCIALS / BUDGET

Ba si c I nf or m at i on Location : DLF Promenade, Vasant Kunj Area(sq feet) : 2000 sq ft Lock In period : 2 years Number of employees : 10 Expected sales (1st year) : 1.25 Cr (APPROX.)

C or e C om p e ti t or - H &M Revenue from sales (All India) : Rs 893Cr Store Count (India) : 34 Per store sales : Rs 26.2 Cr Store Size : 28000 sq ft Categories : Men, women, kids Products : Apparel, shoes and accessories PHYSICAL RESOURCES

MERCHANDISE COST PRELIMINARY EXPENSES TOTAL

I NC O M E S TAT E ME NT (1 S T YE AR) 2020

2021

2022

GROSS MARGIN

Rs. 7500000

8250000

9075000

OPERATING PROFIT

Rs. 1536100

1689710

1858680

NET PROFIT

Rs. 1228880

1351768

1486944

ROI

12.2%

WORKING NOTES •

GROSS MARGIN(60%) = SALES - MERCHANDISE COST(40%)

Rs.7500000 • • •

= Rs.12500000 - Rs.5000000

OPERATING PROFIT = GROSS MARGIN - OPERATING COST Rs.1536100 = Rs.7500000 - Rs.5963900 NET PROFIT = OPERATING PROFIT - TAX(20%) Rs.1228880 = Rs.1536100 - Rs.307220 RETURN ON INVESTMENT = (NET PROFIT/ INITIAL INVESTMENT) *100

D I G I TA L M A R K E T I N G

SOCIAL MEDIA CALENDAR PLATFORM

DATE

FACEBOOK

POST TITLE

MOTIVE

ORGANIC/ BUDGET TARGET AUDIENCE EXPECTED PAID REACH

BIBLIOGRAPHY • • • • • • • •

https://www.indiatoday.in/mail-today/story/india-s-current-economic-and-political-situation-best-in25-years-feels-former-rbi-governor-1199509-2018-03-28 https://cleartax.in/s/start-ups-benet-under-gst https://www.howandwhat.net/pestel-analysis-india/ https://www.proschoolonline.com/blog/indian-economy https://www.statista.com/statistics/263617/gross-domestic-product-gdp-growth-rate-in-india/ https://www.ibef.org/economy/indian-economy-overview https://www.fastcompany.com/40525607/how-everlane-is-building-the-next-gen-clothing-brand https://www.businessinsider.in/This-hot-250-million-start-up-is-being-called-J-Crew-for-millennials/articleshow/51300130.cms