Aravind Balakrishnan, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.
Abstract
This research explores how a comprehensive product range contributes to retail success in India’s competitive fashion market, focusing on colorplus and competitors such as Arrow, Allen Solly, U.S. Polo, Louis Philippe & Tommy Hilfiger. The study identifies the strategic importance of product assortment in influencing consumer satisfaction, sales performance, and brand positioning. Using mixed method approach, primary observation from shoppers stop store, Viviana mall are combined with secondary data on sales, pricing and inventory turnover. The findings suggests that a well-balanced product mis enhances customer retention, optimize inventory and increases brand loyalty. Practical recommendations are proposed for brands to improve product diversity and remain competitive.
Introduction
The fashion retail industry, especially in India is characterized by rapid evolution in consumer preferences, intensified competition, and growing demand for value-driven innovation. A critical driver success in this space is a brand’s ability to offer a comprehensive product range that appeals to diverse customer needs across price points, season, and fashion sensibilities.
Colorplus, a premium casual wear brand under Raymond group, has long been recognized for its comfort centric, sophisticated apparel. However, with competitors like arrow, Allen Solly, Louis Philippe, U.S. Polo, and Tommy Hilfiger continuously expanding their product ranges, there is increasing pressure on colorplus to reassess its product strategy. The research investigates whether colorplus assortment is competitive enough and how improvements can enhance retail performance. A well-diversified product portfolio enables brands to achieve multiple benefits higher customer retention, increased market coverage, improved inventory turnover and the ability to adapt quickly to seasonal or trend driven shifts. Brands such as Allen Solly have achieved market success by offering Friday dressing smart casuals while U.S. Polo leverages its sporty appeal to target young urban consumers.
The research problem revolves around how colorplus can optimize its product range and pricing strategy to better compete in the Indian premium casual wear segment. The objectives are to assess the product diversity and pricing of colorplus compared to its rivals, understand consumer preference through store data and provide practical data backed recommendations for brand improvement.
Literature Review
Product assortment plays a key role in influencing consumer purchases decisions and retail success. Below are concise review of 9 relevant journal and sources.
Kotler & Keller (2016) retailers with a well curated product mix experience higher customer loyalty and better market performance due to improved value perception. Nagle & Muller (2017) pricing strategy is a crucial element in shaping brand image and competitive positioning. Aaker (2014) strong branding including product range differentiation directly influences trust and loyalty. Deloitte (2023) retail success depends not just on product variety, but also on seamless customer experiences and data driven decision. Christopher (2016) supply chain integration and real time inventory planning support sustainable retail growth. Mela, Gupta & Lehmann (1997) an extensive product assortment reduces choice overload and improves satisfaction. Baker & Churchill (1997) a diverse product mix enhances perceived value and drives repeat purchases. Portee (1985): cost leadership or differentiation via product strategy gives brands a competitive advantage. Verhoef et al (2015) omnichannel synergy of physical and digital assortment improves brand engagement and purchases like hood.
These studies underline that a comprehensive product range, supported by strategic pricing and inventory management, creates a positive product range experience, there by contributing to long term retail success.
Research Methodology
This study adopts a mixed method approach, combining quantitative analysis of sales and product data with qualitative store observations. The primary comparison is between colorplus and five key competitors. Primary data collected through store visit to shoppers stop outlet in Viviana mall. Visual merchandising audits and product level data (fabric, price &category type) were documented. Secondary data of sales & stock data collected from the lifestyle team at Raymond lifestyle limited brand, brand websites and market reports.
Data analysis techniques
Descriptive statistics, category wise product and pricing breakdowns and correlation analysis between product range and consumer preference. Graphical representation is used to visualize patterns across shirt, t-shirt and trouser categories. Percentage analysis used to calculate contribution of each sub-category (fabric, price, product).
Data Analysis & Interpretation
In this section we triangulate observations with secondary sales inventory data to understand how product range drives retail performance for colorplus and its competitors.
- Category wise sales contribution:
- Shirts: arrow sports lead with 21.31 lakhs (22.9% of total sales) followed by Allen Solly with 19.20 lakhs (19.20% of total shirts) and colorplus 18.75 lakhs (20.2% of total sales).
- T-Shirts:S. Polo dominates at 19.20 lakhs (28.6% of t-shirt sales) while colorplus contributes 12.90 lakhs (19.2% of t-shirt sales).
- Trousers: arrow sports again tops at 16.75 lakhs (22.9% of trouser sales) with colorplus close behind at 15.20 lakhs (20.8% of trouser sales).
Interpretation: colorplus performs strongly in shirts and trousers but trails U.S. Polo in T-shirts suggesting an opportunity to expand its casual knit offerings.
- Inventory turnover and stock productivity:
Source: Sales & Inventory data from lifestyle department.
- Colorplus 3.3x turn indicate inventory sells every 111 days below the 3.5x industry average.
- S. Polo 4.6x stock sold every 79 days signals highly efficient replenishment.
Interpretation: to reach the benchmark, colorplus should reduce average inventory by 5.7% from 14.20 lakhs to 13.39 lakhs, either via tighter demand forecasting or targeted markdowns.
Fabric category performance correlations
Analyzing fabric distribution against sales reveals critical insights.
- Shirts: colorplus mix (40%twill, 25% plain & 20% oxford) matches casual segment leaders but underutilizes oxford-based shirts.
- t-shirts: with 40% solids and 30% prints. Colorplus skews more classic. Whereas u.s. polo favors plain logo centric tees (50% plain) to drive higher t-shirt sales.
- Trouser: colorplus bestselling stretch chinos and twill slim fits align with high sell-through categories, whereas heavy winter dobby and non-stretch twill underperform aiming slow movers.
Interpretation: increasing casual learning fabrics (e.g., oxford stripes, lightweight knits) could boost colorplus in under penetrated fast-growing segments.
Pricing Positioning vs Sales Velocity
Comparing MRP ranges with turnover:
- Mid-premium positioning: colorplus shirts (2,499-4299) and twill prints (2,599-2,999) sit between value and luxury tiers.
- Turnover impacts: premium priced lines (comparable to LP sports and Tommy Hilfiger) show sales velocity. Allen Solly accessible range (as low as 1699) yields faster turnover (4.1x).
Interpretation: introducing a mid-line capsule at slightly lower MRP (1999-2499) could capture price sensitive shopper and accelerate stock rotation.
Integrated Assortment Insights
- Visual merchandising: colorplus occupies central store location with clam backdrops driving strong shirts (18.75 lakhs) and trouser 1915.20 lakhs) sales.
- Slow mover identification: heavy fabrics and overly structured fits (e.g., winter dobby trousers) consistently underperform, signaling targets for rationalization.
- Cross-category synergy: brands with balanced multi-category mixes (Allen Solly, Arrow sport) see higher overall turnover, underscoring the value of breadth.
Interpretation: pruning low-velocity SKU (seasonal dobby trousers, abstract print tees) and reallocating shelf space to high demand basics (soli knits, stretch chinos) will optimize both space and inventory investment.
Colorplus performs well in shirts (20.2% sales) and trousers (20.8%) but underperforms in t-shirts (19.2%) with an inventory of 3.3x below the industry standard while U.S. Polo achieves 4.6x indicating faster stock movement. Its fabric mixes under leverages high velocity casual types (e.g., oxford stripes) and its premium pricing slows turnover relative to rival’s offerings entry level MRP from 1699.
- Revenue shares: shirts 18.75 lakhs (20.2%), t-shirts 12.90 lakhs (19.2%), trousers 15.20 lakhs (20.8%).
- Turnover:3x (111 days in stock) vs 3.5x+ is average industry benchmarks.
- Action points: launch mid-tier capsule (1,999-2,499) SKU and shift space to core basics for faster sell-through.
Findings & Suggestions
Findings
Colorplus has a strong presence in shirts, but its product assortment is unbalanced compared to competitors like U.S. Polo and Allen Solly, which offer a more diverse range across shirts, t-shirts, and trousers. While shirts drive most sales for Colorplus, the brand’s t-shirt and trouser categories underperform due to limited options and inconsistent colors. Despite being positioned as mid-to-premium, Colorplus struggles with value perception compared to competitors at similar price points. Additionally, the brand faces profitability challenges due to lower intake margins and markups than premium brands like Louis Philippe and Arrow. Its stock turnover and sell-through rates are lower, indicating issues with excess inventory and slow-moving items in certain categories.
Suggestions
To reposition its presence, Colorplus should focus on expanding and diversifying its t-shirt and trouser categories to align with shifting consumer preferences. The brand can also refine its pricing strategy by introducing more affordable options that cater to a broader audience without diluting its image. Enhancing design variety and ensuring consistency in fabric and color quality across all product lines will further strengthen the brand’s appeal. Additionally, revisiting intake margins and renegotiating with suppliers can help boost profitability. Adopting a data-driven approach to inventory planning will enable Colorplus to improve sell-through rates and minimize slow-moving stock, ultimately driving business growth and efficiency.
Conclusion
This study confirms that a well curated, comprehensive product range is central to retails success in the Indian fashion industry. Brands like Allen Solly and tommy Hilfiger have gained a competitive edge by aligning product assortment with evolving customer preferences. Colorplus while strong in fabric quality and premium positioning, must diversify its offering and adopt agile product and pricing strategies to sustain and grow its market presences.
References
Aaker, D. A. (2014). Managing Brand Equity. Free Press.
Baker, M. J., & Churchill, G. A. (1977). The Impact of Product Assortment on Consumer Behavior. Journal of Retailing.
Christopher, M. (2016). Logistics and Supply Chain Management. Pearson Education.
Deloitte. (2023). Global Powers of Retailing Report.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Monroe, K. B. (2003). Pricing: Making Profitable Decisions. McGraw-Hill.
Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice. Journal of Marketing Research.
Nagle, T. T., & Muller, G. (2017). The Strategy and Tactics of Pricing. Routledge.
Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-channel Retailing to Omni-channel Retailing. Journal of Retailing, 91(2), 174-181.
