REFLECTION- STORY TELLING

CHALLENGE AND SELECTION:

My challenge is to break the myth about plus size clothing in the Indian sub-  urbs.  The tool that I have chosen to address this challenge is story telling. The  reason for choosing the tool is because the challenge here is a social stigma. In  India women who come under the plus size category rarely wear Western outfits,  not because they are not comfortable, but because not many brands offer western  clothes in their sizes. This includes clothes for work etc.

Very few brands have clothes that are customized for plus size women. There  are few brands that do, but even those brands do not offer a wide range of clothing.  So the idea is to create a label that gives the women to dress confidently and  fashionably.

The brand will also be an inspiration for all the women who want to add a  touch of the current trend to their clothing. The key challenge here is to break the  myth that plus size Indian women cannot dress up in Western attire; it could be  jeans, crops, or cocktail dress for that matter.

APPLICATION:

The application part will start at the very beginning. The brand name will  represent the vision of the business. Since the aim is to break the myth about the  plus size women’s dressing, marketing the brand and especially its idea would do  the job. When marketing we could use models or celebrities who fall under the  plus size category, since celebrities have in the past made huge impact on the  minds of the average Indian consumers. This might be another one of those  instances. Also here in India there is an extraordinary fan following for celebrities.  Other factors of the brand like the positioning (price, consumer expectations,  consumer perception about the brand, brand attributes).

INSIGHTS:

We did a small test survey by picking random plus size women on their take on  western clothes and the existing brands offering the same. The questions ranged  from “Do you wear western clothes, and if yes then how often?” to “Which brand  comes to your mind and why?” and “Are you satisfied with what the brand is  offering?”

The understanding that we received from the survey was that, most of the  Indian women are comfortable wearing western outfits and would try a brand like  ours for sure since, it seems to be more promising than the other brands.

APPROACH:

Creating a label with a line of products that can compete with the existing  brands in the market will be the key aim.

Also the brand should be able to create its own market space.

An alternative approach to explain this challenge would be by using the  visualization tool.

