Brand : Ruf due north Tuf
Company : Arvind Mills
Brand Analysis Count : # 488
Ruf due north Tuf was an innovative construct which near revolutionized the Indian jeans market. It was also a construct which ultimately failed to capitalize on the tremendous growth that it created. Born inward 1995, Ruf due north Tuf was India's outset Ready To Stitch jeans brand. Ruf due north Tuf along amongst Newport Jeans near made the jeans category penetrate into the semi-urban together with rural markets.
Company : Arvind Mills
Brand Analysis Count : # 488
Ruf due north Tuf was an innovative construct which near revolutionized the Indian jeans market. It was also a construct which ultimately failed to capitalize on the tremendous growth that it created. Born inward 1995, Ruf due north Tuf was India's outset Ready To Stitch jeans brand. Ruf due north Tuf along amongst Newport Jeans near made the jeans category penetrate into the semi-urban together with rural markets.During the 90's jeans gained much prominence inward the urban markets. Although at that spot were plenty room for all the players inward the market, Arvind mills felt the involve to expand the marketplace past times targeting the rural/semi urban market. The strategy was partly driven past times the increased contest from the urban marketplace past times good known global labels.
Ruf due north Tuf was a vivid idea. The concept was to sell the ready-to-stitch jeans to the consumers who were non accustomed to buying readymade clothes. The ready-to-stitch construct was really affordable together with broke the cost barrier for this category. Jeans were no longer an aspirational production but became affordable to a larger department of the market.
The regard of ready to sew jeans caught the attending of the consumers. The construct was highly successful inward the initial stage of the lifecycle. Consumers liked the really relevant construct elevate together with the cost was the existent game changer. For 299 ane was able to afford a skillful character jeans when the average prices of readymade brands was over Rs 700. The construct had the Bollywood Action Hero Akshay Kumar equally the construct ambassador for Ruf due north Tuf. These tactics made the sales of the construct soar during the initial stage of the brand's life.
The successful run of Ruf due north Tuf did non lastly long. The construct faced meaning problems from counterfeits which exactly copied the construct elements together with fooled the consumers. Ruf due north Tuf tried to deal the counterfeits past times embossing log on the jeans steal but these measures found piffling success.
The construct together with thence began to confront about other upshot which is straight linked amongst its production performance. The regard behind Ruf due north Tuf's work concern model is that the tailor volition sew the jeans inward a means that is comparable amongst the readymade ones. That supposition proved wrong. Consumers began to experience that the tailors were non able to convey the finishing inward a perfect mode compared to readymades. The local construct made purpose of this weakness past times launching depression character jeans amongst skillful stitching together with competitive price. This strategy of local brands near killed the marketplace of Ruf due north Tuf.
To counter the onset from local readymade brands, Ruf due north Tuf reduced the character of the production together with tried to compete on price. That strategy likewise failed to click inward the market. Since the marketplace of Ruf due north Tuf was highly cost sensitive, the local brands took payoff of the weakness of Ruf due north Tuf. The presence of Newport together with Ruf due north Tuf started creating problems inward the company's production line. These brands began to cannibalize each other despite having unlike distribution channels.
These issues created huge inventory issues for Arvind Mills during the early on 2000 forcing the companionship to position Ruf due north Tuf inward the freezer. The construct was on the verge of beingness killed. In 2004, the companionship decided to rejuvenate the construct past times associating amongst Big Bazaar. According to the arrangement, the construct volition live available alone through Big Bazaar. Thus Ruf due north Tuf near became a mortal label ( not theoretically ).
The floor of Ruf due north Tuf provides about insights to the hard work of marketing. The consumers loved the regard of a ready-to-stitch jeans and the depression price. But they are non ready to compromise on character together with fit. And the work concern model of Ruf due north Tuf had no command on the tailor who made the lastly product. Hence the construct was non able to command the consummate experience to the consumer which ultimately Pb to the demise of the brand.
The side past times side enquiry is that if the ordinary shirtings together with suitings tin thrive together with thence why non Ruf due north Tuf ? I intend its because of the points of parity . Ruf due north Tuf's yell for of parity was established amongst readymade Jeans together with non textiles. Hence the consumers expected Ruf due north Tuf to live having the same stitching character equally the readymade jeans.Hence the comparing amongst readymade jeans is inevitable.I intend the construct could accept carved a amend marketplace if it had established parity amongst denim article of apparel rather than readymade jeans.
The electrical flow strategy of associating amongst Big Bazaar ensures the survival of the brand. Through the extensive chain of stores, the construct rightly ensures that it reaches its desired TG through Big Bazaar. Big Bazaar offers minute accomplish to the contend hunters together with cost witting consumers. In that sense, the construct has struck on a workable strategy. Having said that , from a mainstream construct to a mortal label ( somewhat) it is a autumn from grace. The solace is that the construct is yet alive.
The construct together with thence began to confront about other upshot which is straight linked amongst its production performance. The regard behind Ruf due north Tuf's work concern model is that the tailor volition sew the jeans inward a means that is comparable amongst the readymade ones. That supposition proved wrong. Consumers began to experience that the tailors were non able to convey the finishing inward a perfect mode compared to readymades. The local construct made purpose of this weakness past times launching depression character jeans amongst skillful stitching together with competitive price. This strategy of local brands near killed the marketplace of Ruf due north Tuf.
To counter the onset from local readymade brands, Ruf due north Tuf reduced the character of the production together with tried to compete on price. That strategy likewise failed to click inward the market. Since the marketplace of Ruf due north Tuf was highly cost sensitive, the local brands took payoff of the weakness of Ruf due north Tuf. The presence of Newport together with Ruf due north Tuf started creating problems inward the company's production line. These brands began to cannibalize each other despite having unlike distribution channels.
These issues created huge inventory issues for Arvind Mills during the early on 2000 forcing the companionship to position Ruf due north Tuf inward the freezer. The construct was on the verge of beingness killed. In 2004, the companionship decided to rejuvenate the construct past times associating amongst Big Bazaar. According to the arrangement, the construct volition live available alone through Big Bazaar. Thus Ruf due north Tuf near became a mortal label ( not theoretically ).
The floor of Ruf due north Tuf provides about insights to the hard work of marketing. The consumers loved the regard of a ready-to-stitch jeans and the depression price. But they are non ready to compromise on character together with fit. And the work concern model of Ruf due north Tuf had no command on the tailor who made the lastly product. Hence the construct was non able to command the consummate experience to the consumer which ultimately Pb to the demise of the brand.
The side past times side enquiry is that if the ordinary shirtings together with suitings tin thrive together with thence why non Ruf due north Tuf ? I intend its because of the points of parity . Ruf due north Tuf's yell for of parity was established amongst readymade Jeans together with non textiles. Hence the consumers expected Ruf due north Tuf to live having the same stitching character equally the readymade jeans.Hence the comparing amongst readymade jeans is inevitable.I intend the construct could accept carved a amend marketplace if it had established parity amongst denim article of apparel rather than readymade jeans.
The electrical flow strategy of associating amongst Big Bazaar ensures the survival of the brand. Through the extensive chain of stores, the construct rightly ensures that it reaches its desired TG through Big Bazaar. Big Bazaar offers minute accomplish to the contend hunters together with cost witting consumers. In that sense, the construct has struck on a workable strategy. Having said that , from a mainstream construct to a mortal label ( somewhat) it is a autumn from grace. The solace is that the construct is yet alive.
