Biba Brand Study

One of the top ethnic brand-BIBA

1. Presented By-
AnchalKumari
FD-3

2. BIBA is one of the most loved ethnic
fashion brand in India. Biba, the Indian
fashion giant, stands true to its name. The
word “biba” is a Punjabi endearment for a
young and pretty girl.
Biba Apparels is an Indian fashion brand for
women and girls founded by Meena Bindra
in 1988 from her home in New Delhi, India.
It has more than 150 brand outlets and 225
multi-brand outlets. Biba recorded sales of
INR 600 crore in 2014-15.
Industry Fashion
Founded 1988
Founder Meena Bindra
Headquarters New Delhi,India

3. L
O
G
O
The design of the new logo is inspired by a peacock feather -an intrinsically Indian motif
that has found representation in art and fashion through eternity. It captures the core
value of confidence for the Biba brand identity. The typography for the refreshed
identity is clean and bold, although with soft edges and contouring, highlighting the
feminine character of the brand. Together, the symbol and the typography are
expressed in a bright, vivid red colourto place the associations with fashion, celebration
and womanhood.

4. DESIGNER ENTREPRENEUR
TURNED BUSINESSWOMAN:
Meena Bindra, Indian
clothing brand, Biba’s
founder.
History
In 1982, Meena Bindrastarted the company from her home in New
Delhi. She took 8000 rupees loan to start a small business.
Some years later, Bindraallowed her sons, Sanjay and Siddharth, to help
her to manage the business. In 2010, Sanjay left Biba and started his own
apparel business, Seven East.
Biba opened its first standalone store inMumbaiin 2004.Kishore
Biyani’sFuture Groupacquired a 6.5% stake in Biba in 2007.Future group
divested from Biba Apparels in 2013.
In 2014, Biba Apparels acquired a minority stake in the designer label
Anju Modi.
Biba, in October 2014, launched its owne-commerceportal biba.in, to
leverage the country's fast growing e-commerce space.Inorder to tap the
value segment market and the youth segment of tier 2 and 3 cities, a
new line of Indian wear under brand Rangritiwas launched by Biba in
2014

5. Meena BindraSuccess Story
MeenaBindrawas born inDelhi.Meena’sfather was a business person. When he passed
away he left lots of property.Thishelps them to live normal childhood with her six siblings.
Her father died when Meena was 9 years old.
It all starts a the beginning whenMeenaBindramarried with Indian Navy officer at the age
of 19. At that time she had completed her BA.As she was the wife of the naval officer she
moved all over the country with her husband.Shewas the mother of two children.
At this point, Meenawas thinking about small business. Just to improve her pocket-money.
Meenaspoke to her husband about business,he immediately arranged eight thousand
rupees loan. She started her business in 1982.
MeenaBindraStarted her business at home. She used to design clothes and sell it
informally.Meenathen started selling the clothes from home. And every clothes use to get
the sale. With her first sale,shemade a profit of Rs 3000.
Her younger sonSiddharthhas made a clear vision to own their own outlets.Theyhave built
their first outlet where they have made a profit ofRs 12lakh per month.Siddharthuses to
handle Management and funding. By the time of 2012, the revenue ofBIBAraisedtill Rs
300 cr.
TodayBIBAis producing more than 100,000 fabrics and selling it every month.
Founder Of BIBA Meena
BindraSuccess Story, Life
Journey Woman Who Turn
Her Passion Into Multi
Million Business

6. Popularity
Meena’s fabric was mostly liked by women and popularity of her fabric
made her work famous.Thepopularity was raising and Meena was decided
for giving a brand name.Shenamed her brand name as ‘’BIBA’’.
Time has come where the retailer has to keep large order.Theywere
ordering 100 fabric’s with different design.
Present and Future
Today bibais producing more than 80,000 fabrics.
The annual turnover of BIBA today is 600 crore.
In terms of product line they have launched BIBA Girls-an ethnic wear
collection for 2-12 years old girls.
They arealsoplanningtolaunch unstitched fabrics in a big way in every
month.

7. Inspiration
Thoughinspiredby India's rich indigenous art and
crafts,BIBAproducts are rendered unique through a
generous sprinkling of contemporary design elements.
Underscoring the sartorial elegance of Indian dresses
infused with ingenious styling elements, theBIBAethnic
wear collections are as plentiful as they are unique.
Tagline of BIBA
“Fashion at affordable prices”
POSITIONING
“Trendy fashionable ethnic wear”.

8. Bollywood fashion
In 2002, BIBA tied up with Mukta Arts to replicate
designer costumes from four of its
moviesTaal,Yaadein,PardesandBadhaiHo Badhai,
thus tapping the Merchandising movie memorabilia
of the Indian market.
It made its first stint in Bollywood merchandising
with its integration inNa tum JaanoNa Hum,
followed by many others including blockbuster
movies such asDevdas,HulchalandBaghban.In
Salman Khan’s latest movie, BajrangiBhaijan,
KareenaKapoor is seen wearing BIBA outfits.

9. Collaboration
In October 2012, BIBA joined hands with designerManish Aroraby
taking up a 51% stake in the brand Indian by Manish Arora. This fashion
apparel brand launched in 2009 and offers apparels such as salwar
kameez, sarees, lehengas, kurtis, tunics, and T-shirts.
With its design collaboration withRohit Bal, a niche collection, BIBA by
Rohit Bal, was launched in 2013 to be retailed at select BIBA stores. The
collection’s main focus wasembroidery, gold and silver cutwork, and
elegant Mughalblock printpatterns.
Manish Arora
Rohit Bal

10. BIBA, the leading pan India Indian wear
brand, has added another interesting
designer collaboration to its portfolio by
announcing a collection with the renowned
and award-winning designer Anju Modi.
Anju Modi, the Bajirao Mastaniand Ram
Leela fame costume designer, has designed
an exquisite festive collection that is going
to be available at select BIBA stores and is
smartly priced, ranging from Rs 5,995 to Rs
29,950.
‘BIBA by Anju Modi’is going to be a
premium collection designed to tap the
niche premium ethnic wear segment in the
country.
Anju Modi

11. Indian ethnic wear brandBIBAlaunches its fashion accessory-
BIBAJewellery.Thejewellerycollection starts from price range
of Rs 1,500,which is available at select BIBA stores across the
country and on their online website.
The jewelleryline includes fashionable neckpieces, bracelets,
earnings and finger rings.

12. BIBA, unveils its new brand philosophy
through their first ever television
commercial
BIBA, the leading Ethnic wear brand launches its
first ever brandcampaignconceptualized by Lowe
Lintas Bangalore. The television commercialbringsto
life BIBA’s new philosophy across popular television
channels and will be supported extensively through
other media like Print, Outdoor and Digital. BIBA
believes that there is a lot more to a womanthan
just her beauty, and that’s what inspires
conversations about her.

13. BIBA 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
2. Pioneer of Bollywood merchandising in India with several successful film projects
3. 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
5. Done effective youth marketing on social media with campaigns like Quirky closet,
guess the look.
BIBA 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
3. Limited global reach where NRIs stay.
BIBA SWOT Analysis

14. BIBA Opportunities
1.Along with effective online marketing campaigns that it is currently into BIBA can think of selling
merchandise online which has emerged as an effective medium.
2.It can also take to export and showcasing the merchandise in International markets to earn greater
visibility globally
BIBA Threats
1. Entry of several Indian designers in the Indian Ethnic wear segment poses a serious threat
2. Highly fragmented fashion industry would lead to low brand loyalty
3. The recent Govt. tax policies on apparel would lead to a price rise.

15. Visual
Merchandising
VISUAL MEANING
Relating to the sense of sight.
MERCHANDISING MEANING -Merchandising is a
marketingpracticein which the brand orimagefrom one
product orserviceis used to sell another.
VISUAL MERCHANDISING ?
•Coordination of physical elements in place ofbusiness,
so that its project the right image toitscustomers
•Change a “passive looker into active buyers’’
•Responsible for total merchandiseOverallbusiness
image
•Placements of design elements
•It is the activity and profession of developingthefloor
plans and three dimensionaldisplaysin order to
maximize their sale.
•The display of products which makes themappealing
and attractiveItutilizes displays, colors, lighting
,smellsandsounds

16. IMPORTANCE OF VISUAL
MERCHANDISING
•Purposes are to sell products and
promote store image Should always
try to be different, new, and creative
•Change a “passive looker” into an
“active buyer”
•Enhances brand image
•Generates impulse sales
•Overall business image

17. Window
display
PURPOSE OF VISUAL
MERCHANDISING
The purpose is to attract ,engage,motivate
the customers towardsmakinga purchase.
Both goods and services can bedisplayedto
highlight their featuresandbenefits

18. Line
COMPONENTS OF VISUAL
MERCHANDISING:
Signage
Store Interior
Marquees
Banners
Store Exterior
Displays

19. Signage
Anyvisualrepresentation
which gives information to the
customers about a store, any
office, building, street, park
and so on is called
asignage.Signagehelps the
customers to easily reach their
desired destination or locate a
building by simply following
the instructions displayed on
it.
Store interiors
Store interior is an
important element of
a store concept.
The industry, product
selection, price
segment, customer
group and company
vision form the
foundation of the
concept.
Marquees
A special type of sign is
used to display the name of
the store.
An effective marquee
must stand out from the
other businesses toattract
customers.
It can be used to
announce a change inseason,
sale, a specialeventor a
promotion.

20. Banners
These are used increasingly as an
inexpensive but colorful , eye-catching
means of promotion.
Banners can be hung from flagpoles ,
projected from the
building or hung flat against the
exteriors.
Where many signs compete for
customer’s attention , design and
logo become more important .
They should be unique, noticeable and
readable.
STORE EXTERIORS
The exterior
appearance of a store
silently announces
what customers can
expect inside.
Good exterior visual
merchandising attracts
attention, creates
interest, and invites the
customer into the
business.
Displays
A display is an
arrangement of
merchandise
designed to get
attention and
thus promote
sales.

21. Open Back
Window
Element of store interiors
Atmospheric:-
Lights
Music
Color
Fragrance

22. VM in BIBA
Visual elements like wood,lines,textured
wall,flowers,lighting,colours,fragnance,music,bannersand using more joyfull
colourlike red,yellow,pink,green,blueand white.
Theme
Biba adjusts its window displays based
on seasonal events,suchas
Independence day,rakshabandhanand
Christmas,womensday etc

23. Straight Front

24. CloseLine

25. Wallpaper

29. Thank You