Uni Style Image – A Savvy Fashion Brand Poised to Stay Buoyant
Yukti Ahuja, Pooja Jain, Parul Gupta
Informasi Umum
Kode
24.10.091
Klasifikasi
658.827 - Use of brands and trademarks, Business names, Producer and distributor brands
Jenis
Case Studies
Subjek
Brand Management
No. Rak
Dilihat
198 kali
Informasi Lainnya
Abstraksi
The case centered around Mr. Ashvinder Singh, founder and director of Uni Style Image (USI), who initiated the polo T-shirt business in 1990 in Okhla, Delhi. The brand expanded across the country, but from 2010, USI faced fluctuating demand due to the rise of online marketing and intense competition from global fashion brands. Revenues dropped massively, leading to a significant downsizing from over 300 employees to just 11 by the end of fiscal year 2016–2017. In 2018, Singh explored the B2B model; however, the onset of the COVID-19 pandemic in 2020 impacted many small- and mid-sized apparel businesses, including USI. In the fiscal year 2021–2022, the B2B segment accounted for 90% of total revenue, but the business size could not cover significant operating expenses. Despite only 10% of revenue coming from the B2C segment, Singh wanted to leverage the online space. In September 2022, Singh closed his factory in Noida, National Capital Region, Delhi. Amid the uncertainty, Singh explored various opportunities in the Indian market. In 2023, he even engaged a consultancy for expertise in marketing initiatives. He had to choose the target segment/s, develop a positioning strategy and create an effective marketing mix with very limited resources.
Koleksi & Sirkulasi
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Pengarang
| Nama | Yukti Ahuja, Pooja Jain, Parul Gupta |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Emerald Publishing Limited |
| Kota | New York |
| Tahun | 2023 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
