SUFFERING SHORTSIGHTEDNESS?

/REASONS FOR FAILURE

The company saw evolutionary success as it climbed the ladder in the textile industry. The company was earning
heavy profits and gaining popularity in the market with the brand VIMAL.
The brand VIMAL was started as a saree brand and later in to the furnitures.
VIMAL sarees and VIMAL harmony were the names of the brands respectively. After the enormous response into the
sector, Reliance industries went ahead with launching suiting in the year 1980.Reliance industries then was primarily
a textile industry, the product was well positioned in the market. The marketing strategies were well employed and
VIMAL suitings was a big hit.
The brand line ONLY VIMAL obtained tremendous appreciation and response from the market. They strategically
promoted the product by employing the 4Ps of marketing effectively and efficiently.
Despite their huge success in the textile sector, VIMAL was not able to cope the competition from brands like NIKE,
REEBOK ,etc.., Lest the fact that these are sports brands, VIMAL was not able to cope with other suiting brand like
RAYMONDS who was its major rival. The main reasons that Reliance failed to pay attention on VIMAL was the fact
that it had diversified its domain from textiles to petrochemicals and the management failed to look into the
promotion strategy of VIMAL as a brand.
The other reasons are as follows,
Though they had a wide range of designs, they were outdated and not suited to the latest fashion trends.
The weave code in VIMAL is outdated.
Reliance, a pioneer in polyester threads and other printed fabrics failed to look into innovation in the suiting sector.
As consumers preference shifted towards readymade garments, they failed to give effective marketing strategies to
keep their business going.
Failed to read what exactly the consumer needs
The company had announced a revival plan of VIMAL in the year 2007, but the concern here is that whether it
would be able to come back to the original position as it has lost touch in the brand due to concentration in other
sectors rather than textiles.

RECOMMENDATION/WAYS TO REVIVE THE BRAND

Conducting a market research on the consumer needs and wants(expectations)
Incorporating new fibre technology like plasma technology, high end micro fibers and other specialty fibres which
would add value to the suiting fabric.
Other value additions like special finishes also could be given.
Proper choice of target market and potential customers. (Globe trotters and professionals)
Give a fresh new perspective into advertising the product.
Employ new weave codes and pave way for creativity and innovation with which it could gain access quickly into
the world of fashion business.
Keep open to the changes happening in the fashion and business world.