May 22nd, 2009 Add Your Comments

As a part of our market research activities, we were evaluating the customized t shirt market scenario in India. Online t-shirt selling websites are a huge successful in the US and lot of these models are being adopted for the Indian market as well.

There are two prominent business models that have been successfully implemented in the US.

  • The Custom made t-shirts(Customized by user) Eg : Zazzle, cafepress (They sell other merchandise as well : mugs, stickers, caps etc)
  • Community based T-shirt company (Winners of a design competition) Eg : Threadless

Both these models are replicated in the Indian market.

Myntra, Pringoo are at the top of the league now.They have a model similar to Zazzle

Inkfruit has a different business model more on the lines of threadless.

When we are talking about a emerging market like India where the size of the market is huge and adaptability of a new product is slow, we realized a few important aspects which have to be done right to be successful in this business. we spoke to some sample set of users and we asked them what would influence their decision to buy t-shirts online and this is what we found out in the order of priority.

1. Brand suggested by peers
2. Visual appeal of the site
3. Customer experience on the site
4. Availability of designs
5. Selection of T-shirt types
6. Customer service
7. Name of the web site
8. Search engine ranking
9. Price

One might be surprised to see price at the bottom of the list, but if we consider the fact that we are still in the nascent stages of this market, price after all is not a major competitive advantage.

Many new businesses are emerging in this field and these aspects have to carefully addressed by them to make an impact on the market.

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