Fashion Industry[1]

8/12/2019 Fashion Industry[1]

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A

PROJECT REPORT

ON

FASHION INDUSTRYWomens perception toward fasion

A detailed study done in

!AR"#"TIN$

Submitted in partial fulfillment of the requirement for the award of degree of

Bachelor of Business Administration (BBA) under Bharati Vidyapeeth

Deemed University !une"

Submitted by

#ISHOR !A%HARI #ANDHAR"RO%% NO& '(

)AT*H& +,',-+,'.

Under the guidance of

/ROF0 !I%IND #ADA!

)arati 1id2apeetsInstit3te of !ana4ement 5 "ntreprene3rsip De6e7opment

Na6i !3m8ai


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ACKNOWLEDGEMENT

Tis idea 8rin4s m2 st3dies at )arati 1id2apeet Instit3te of !ana4ement and

"ntreprene3rsip De6e7opment to an end0 D3rin4 te process of doin4 tis pro9ect: I a6e

recei6ed tremendo3s e7p from o3r mentor /rof0 !i7ind #adam0 I am 6er2 4ratef37 for is

s3pport and interest and I stron472 8e7ie6e tat te o3tcome of tis pro9ect wo37d not a6e

8een te same wito3t is 43ide7ines and recommendations0

I wo37d a7so 7i;e to tan; m2 co77ea43es at Instit3te: wose inp3t and e


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CERTIFICATE

This is to certify that the project tite! "Fashio# I#!$stry% is s$ccessf$y !o#e &y

"Kishor Mahari Ka#!hare% !$ri#' the s$((er i#ter#ship of his co$rse i# partia

f$fi(e#t of the )acheor of )$si#ess A!(i#istratio# $#!er the )harati *i!yapeeth+#i,ersity of P$#e thro$'h the )harati *i!yapeeth I#stit$te Of Ma#a'e(e#t A#!

E#trepre#e$rship De,eop(e#t- Na,i M$(&ai.

Date/ 00 1 00 1 00

Dr. D.2.Pati Prof.Mii#! Ka!a(

Director Project G$i!e


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E3EC+TI*E 4+MMAR2

Te s389ect of tis 6o73me is te red trade as it is often affectionate72 and not at a77

disrespectf3772 ca77ed 82 tose in6o76ed in it0 Despite an2 ima4e tis term ma2 e6o;e:

fasion is one of te 8i44est 83sinesses in te wor7d: one tat t3rns o6er 3ndreds of

8i77ions of do77ar and emp7o2s tens of mi77ions of wor;ers0 It is a profession: an ind3str2:

and: in te e2es of man2: an art0

Fasion is one of te o7dest ind3stries in wor7d: and it as 4rown o3t of rater simp7e

8e4innin4s to 8ecome one of te most d2namic and sopisticated of a77 ind3stries: as

detai7ed in introd3ction0 Wi7e te foc3s remains on "3rope and America: 7i;e te

ind3str2 itse7f0

Fasion Ind3str2 in India toda2 is witnessin4 a sea can4e amid se6era7 impactin4 factors

= domestic as we77 as 47o8a70 On one and were te man3fact3rers are contin3o3s72 on

teir feet 8eca3se of f73ct3ations in raw materia7 prices and c3rrenc2> te2 are a7so facin4

te manpower ca77en4e in terms of cost: s;i77 and a6ai7a8i7it20 Not to mention tat te

demand wic fe77 sarp72 d3rin4 47o8a7 s7owdown is 2et to pic; 3p f3772 in internationa7

mar;ets0 "6en 8ac; ome te cons3mer as remained appreensi6e as inf7ation remained

record i4 for 7on4 in a s7owin4 down econom20

Te co6era4e of tis pro9ect as app7ica8i7it2 on te entire Fasion Ind3str20 In order tosed 7i4t on tem 8rief72 and e


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LITERAC2 RE*IEW

"ar72 Western tra6e77ers: weter to /ersia: T3r;e2: India: or *ina fre@3ent72 remar; on

te a8sence of can4es in fasion tere: and o8ser6ers from tese oter c37t3res comment

on te 3nseem72 pace of Western fasion: wic man2 fe7t s344ested an insta8i7it2 and

7ac; of order in Western c37t3re0 Te apanese So43nBs secretar2 8oasted Cnot

comp7ete72 acc3rate72 to a Spanis 6isitor in 'E,( tat apanese c7otin4 ad not

can4ed in o6er a to3sand 2ears0 Howe6er in !in4 *ina: for e


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ori4inatin4 from Ancien RL4ime France0 To34 te ric 3s3a772 7ed fasion: te

increasin4 aff73ence of ear72 modern "3rope 7ed to te 8o3r4eoisie and e6en peasants

fo77owin4 trends at a distance sometimes 3ncomforta872 c7ose for te e7itesMa factor

)ra3de7 re4ards as one of te main motors of can4in4 fasion0

Ten 'Et cent3r2 portraits of $erman or Ita7ian 4ent7emen ma2 sow ten entire72 different

ats: and at tis period nationa7 differences were at teir most prono3nced: as A78rect

Drer recorded in is act3a7 or composite contrast of N3rem8er4 and 1enetian fasions at

te c7ose of te 'Jt cent3r2 Cillustration right0 Te Spanis st27e of te end of te

cent3r2 8e4an te mo6e 8ac; to s2ncronicit2 amon4 3pper-c7ass "3ropeans: and after a

str3447e in te mid 'Kt cent3r2: Frenc st27es decisi6e72 too; o6er 7eadersip: a process

comp7eted in te 't cent3r20

To34 co7ors and patterns of te


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pro4ressi6e72 more dominant fi43re: despite te ori4ins of man2 fasions in street

fasion0 For women te f7apper st27es of te '(+,s mar;ed te most ma9or a7teration in

st27es for se6era7 cent3ries: wit a drastic sortenin4 of s;irt 7en4ts: and m3c 7ooser-

fittin4 c7otes> wit occasiona7 re6i6a7s of 7on4 s;irts: 6ariations of te sorter 7en4t

a6e remained dominant e6er since0 F7appers a7so wore c7oces: wic were sn34 fittin4

and co6ered te foreead0 Her soes ad a ee7 and some sort of 83c;7e0 Te most

important part was te 9ewe7r2: s3c as& earrin4s and nec;7aces tat ad diamonds or

4ems0 Te f7apper 4a6e a partic37ar ima4e as 8ein4 sed3cti6e d3e to er sort 7en4t

dress: wic was form fittin4: and te 7ar4e amo3nts of ric 9ewe7er2 aro3nd er nec;0

Te fo3r ma9or c3rrent fasion capita7s are ac;now7ed4ed to 8e /aris: !i7an: New Yor;

*it2: and %ondon: wic are a77 ead@3arters to te 4reatest fasion companies and are

renowned for teir ma9or inf73ence on 47o8a7 fasion0 Fasion wee;s are e7d in tese

cities: were desi4ners e


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te


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TA)%" OF *ONT"NTS

/ARTI*U%ARS /A$" NO0

*apter A& Fasion Ind3str2PPPPPPPPPPPPPPPPPPPPPPPP''& Introd3ctionPPPPPPPPPPPPPPPPPPPPPPPPPP00'

+& India in 47o8a7 fasion ind3str2PPPPPPPPPPPPPPPPPP000+

.& Indias fast-4rowin4 Fasion !ar;etPPPPPPPPPPPPPPPP000K

& *a77en4es to Indian Fasion Ind3str2PPPPPPPPPPPPPPP00'.

J& %a;me Fasion Wee;& Indias Fasion Ind3str2 faces

ca77en4es to 4o 47o8a7PPPPPPPPPPPPPPPPPPPPP000'

*apter )& $7o8a7 Fasion "6entPPPPPPPPPPPPPPPPPPPPP00'

'& Traditiona7 Fasion !ar;etPPPPPPPPPPPPPPPPPPP000+,

+& "mer4in4 Fasion !ar;etPPPPPPPPPPPPPPPPPPPP0+.

.& $rowt of Fasion Ind3str2PPPPPPPPPPPPPPPPPPP000+J

*apter *& !ar;etin4 in Fasion Ind3str2PPPPPPPPPPPPPPPPPP..

'& Nat3re of Fasion Ind3str2PPPPPPPPPPPPPPPPPPPP..

+& *ons3mers 8ea6ior towards fasionPPPPPPPPPPPPPPP000.J

.& On7ine !ar;etin4PPPPPPPPPPPPPPPPPPPPPPP000.E

.0'& Introd3ctionPPPPPPPPPPPPPPPPPPPPPP0.E

.0+& Searc and /3rcase /rocessPPPPPPPPPPPPPPP00.K

.0.& /erformance !ar;etin4 *anne7sPPPPPPPPPPPPP00.K

.0& S"O 5 Socia7 !edia !ar;etin4PPPPPPPPPPPPPP0.

.0J& Searc-"n4ine-Ad6ertisin4PPPPPPPPPPPPPPPP0,

.0E& /erformance-!edia Q )annerin4PPPPPPPPPPPPPP0,

.0K& Affi7iate !ar;etin4PPPPPPPPPPPPPPPPPPP0'

.0& Trac;in4-Tecno7o42PPPPPPPPPPPPPPPPPP00+

& Womens On7ine /3rcasin4 )ea6iorPPPPPPPPPPPPPPP00K

J0 Fasion !ana4ement 5 *R!PPPPPPPPPPPPPPPPPP000J

J0'& Introd3ctionPPPPPPPPPPPPPPPPPPPPPP0J

J0+& Findin4 8a7ance tro34 mar;et orientation

and ;e2 c3stomerPPPPPPPPPPPPPPPPPPP0000JJ


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J0.& $ainin4 ;now7ed4e tro34 c7ose re7ationPPPPPPPPPP0JJ

J0& Re7ationa7 8enefitsPPPPPPPPPPPPPPPPPPP00JE

J0J& *omm3nication in Fasion !ar;etPPPPPPPPPPPPPJE

J0E& *omm3nication too7s00PPPPPPPPPPPPPPPPP0000JK

J0K& )rand identit2PPPPPPPPPPPPPPPPPPPPP0JK

*apter D& Road aead for IndiaPPPPPPPPPPPPPPPPPPPPP00J(

*apter "& Researc !etodo7o42PPPPPPPPPPPPPPPPPPPPPE,

'0 Researc O89ecti6ePPPPPPPPPPPPPPPPPPPPPP00E,

+0 Researc Desi4nPPPPPPPPPPPPPPPPPPPPPPP000E'

.0 Data *o77ection 5 Samp7in4 /rocessPPPPPPPPPPPPPPP000E+

0 $enera7 InformationPPPPPPPPPPPPPPPPPPPPPP0E.

J0 *onc73sion and recommendationPPPPPPPPPPPPPPPPP0K

*apter F& )i87io4rap2P000PPPPPPPPPPPPPPPPPPPPPPP0KE


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A. Fashio# I#!$stry

'0 Introd3ction

Fasion: accordin4 to an2 dictionar2: is word wit man2 meanin4s0 For p3rpose of tis

pro9ect: te word fasion refers to mens: womens and ci7drens appare7 and

accessories: as we77 as te ind3stries and professions tat create tem: Toda2: te fasion

ind3str2 is a .+, 8i77ion 47o8a7 8eemot: emp7o2in4 mi77ions of peop7e wor7dwide0

/rod3cts prod3ced 82 tis ind3str2 ser6e 8i77ions of peop7e: a77 wit different needs

deepenin4 on teir 7ocation: socioeconomic stat3s: c37t3re: and 7ifest27e0

From tis first anima7-s;in 8od2 co6erin4 to toda2s i4-fasion-co77ections: fasion as

e7d an important ro7e in te e6a73ation of man;ind and te ind3str2 as made ma9or

contri83tion to o3r c37t3re and socia7 en6ironment0 It is an ind3str2 tat responds to o3r

inerent 7on4in4 for tri8a7 8e7on4in4: o3r socioeconomic needs: indi6id3a7 7ifest27es: and

stat3s stratification and professiona7 appare7 re@3irement: te fasion ind3str2 is fast-

paced: comp7e


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+0 India in te $7o8a7 Fasion Ind3str2

For te 47o8a7 fasion ind3str2: India is a 6er2 8i4 e


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Fa&ric I#!$stry 7 Geo'raphica Di,ersity across the I#!ia# La#!scape

As far as te mar;et of fa8rics is concerned: te ran4es a6ai7a87e in India can attract as

we77 as conf3se te 832er0 Te sma77 town of *apa in te eastern state of )iar: a name

one wo37d a6e ne6er e6en eard of: as fa8ric ma;in4 as a fami72 ind3str20 Te ran4es

and @3a7it2 of raw si7;s c3rned o3t ere 8e7ie te cr3de prod3ction metods and

e@3ipment 3sed0 In S3rat cit2 of $39arat: fa8rics are 3ti7i?ed to ma;e da??7in4 si7o3ettes

tat are demanded wor7d o6er0 Anoter Indian fa8ric desi4n is te !adras cec;

ori4ina772 3ti7i?ed for te 3ni6ersa7 %3n4i - a simp7e 7ower 8od2 wrap worn in So3tern

India0 Tis prod3ct as now tra6ersed its wa2 on to 8andannas: 87o3ses: ome f3rnisin4s

and a7most an2tin4 one can tin; of0

Fo6 E(&roi!ery

In India: fo7; em8roider2 is a7wa2s associated wit women0 Women 7in;ed wit te

pastora7 profession prepare em8roidered anima7 decorations: decorati6e co6ers for orns

and foreeads0 Ra8aris of #3tc in $39arat do some of te finest em8roider2: ma;in4

em8roidered pieces d3rin4 festi6a7s and marria4es0 One of te si4nificant st27es of

Sa3rastra is Heer em8roider2: wic as 8o7d 4eometric desi4ns: wo6en on si7;s0 Te

!3twa women of te )anni area of #3tc do fine em8roider2 wor; wit pinead si?e

mirrors0 Te $racia ats of #3tc 3se 4eometric desi4ns on 7on4 dresses0

Cha#'i#' Taste of I#!ia# Wo(e#

In recent times: Indian women a6e 4i6en 3p teir traditiona7 sari for western wears: as

te2 fee7 more comforta87e in t-sirts and tro3sers instead of saris and sa7war-;amee?0 It

as 8een noted tat Indian women spend 93st 'EJ mi77ion on western wear as a4ainst

'0K 8i77ion spent 82 men on tro3sers0 Wit more women comin4 o3t to wor;: te

com8ined western wear mar;et in sa7es terms as 8een increasin4 at a woppin4 +K per

ann3m0

.


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I#!ia# Fashio# 8o$ses 5 Fashio# Desi'#ers

Rit3 #3mar 8rid4es te 4ap 8etween modernit2 and traditiona7ism0 Se as desi4ned

wardro8es for tree !iss India s as te2 participated in Internationa7 8ea3t2 pa4eants0

Rit3 )eri as te credit of 8ecomin4 te first Indian desi4ner to present er co77ection in

/aris0 !anis !a7otra as 8een te cost3me desi4ner for top actresses 7i;e !ad3ri

Di


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Wester# 9ear ta6i#' I#!ia# appare (ar6et &y stor(

A s7i4t s7owdown in economic 4rowt and a depreciatin4 r3pee 6a73e ad minima7 effect

on 4rowt in eiter te 6a73e or 6o73me of appare7 sa7es tro34o3t te +,,E-+,'' re6iew

period0 Te inf73ence of Western wear infi7tratin4 te Indian c37t3re remained one of te

8i44est dri6in4 factors 8oostin4 4rowt in 6o73me sa7es0 !ore peop7e are tra6e77in4

a8road m3c more fre@3ent72 and 8ecomin4 e


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increase te presence of 47o8a7 8rands in India0 *ertain 7oca7 p7a2ers a6e a7so

stren4tened teir presence: in6estin4 in a44ressi6e e


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R3ssia C. percent or *ina CE percent0 Fami72 ce7e8rations and weddin4s contin3e to eat

3p an enormo3s sare of Indian cons3mers c7otin4 83d4ets0

Gro9th i# the 9o(e#;s se'(e#t.Historica772: te mens appare7 mar;et in India as

8een si4nificant72 7ar4er tan te womens appare7 mar;et0 Wit on72 +, percent of

Indias 3r8an women in te wor;force: womens wardro8es a6e traditiona772 8een

7imited to ome wear and items for specia7 occasions0 Now: women are more wi77in4 to

dress different72 wen te2 6ent3re 8e2ond te omeMto sop: for e


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Indian cons3mers are e


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Tese can4es wi77 a6e far-reacin4 imp7ications for desi4ners: man3fact3rers: and

retai7ers tar4etin4 te Indian appare7 mar;et0 Spanis fasion 4iant Indite< CGara as

anno3nced p7ans to enter India tis 2ear0 Fast Retai7in4 CUni@7o as pe44ed +,'+ for

mar;et entr20

)3t as in te fasion ind3str2 e6er2were: s3ccess in India wi77 depend on 4ettin4 man2

tin4s ri4t at once& fi43rin4 o3t wat cons3mers want: de6e7opin4 a profita87e retai7

concept: and 83i7din4 a so7id team0 How: ten: to compete in tis promisin4 83t fast-

can4in4 mar;et We see tree s3ccess factors&

4hape the cate'ory.Winners wi77 inno6ate occasions: 7oo;s: and wardro8es> te foc3s

wi77 terefore 8e 8roader tan 93st 83i7din4 8rands0 Tis is a7read2 8ein4 done in some

areas& o6er te past tree 2ears: for instance: ma9or 9ewe7r2 8rands a6e re6i6ed a J:,,,

2ear-o7d sacred da2 ;nown as A;sa2 Trita: wic now acco3nts for te 7ar4est

sin47e-da2 9ewe7r2 sa7es in India0 Simi7ar72: te Frida2 dressin4 concept: introd3ced 82

one appare7 8rand: as;ed 2o3n4 professiona7s to 832 8ri4ter co7ors for Frida2s:

e


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se77-tro34 if te new offer or co77ection is not a it0 And 3ncertaint2 on in6entor2

mana4ement and orderin4 in te a8sence of istorica7 sa7es data is 7i;e72 to 8e te norm0

Winners wi77 need to 4et te 8ac;-end operations ri4t m3c ear7ier tan te sca7e of te

mar;et s344ests& mana4in4 mar4in tro34 smarter in-season mar;downs: a discip7ined

8a7ance 8etween core fasion and i4 fasion: mana4in4 in6entor2 tro34 a proper mi$e#ess of (ar6eti#' fashio#/

/s2co7o4ica7 O8so7escence

A sort 7ife c2c7e Cse77in4 period

%on4 7ead times

Hi4 prod3ct 6ariet2: 7ow 6o73mes per S#U

Hi4 demand 3ncertaint2 and 6aria87e demand

Hi4 stoc;-o3t cost

Hi4 in6entor2 and o8so7escence costs

..


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Fashio# Pro!$ct/ Chae#'es/

Lo#' s$ppy ea! ti(es&

*ompanies need time to s3pp72 7ar4e @3antit2 of prod3cts0 As fasion prod3ct: a77

prod3ction care so37d 8e ta;en proper720

8a,i#' too ($ch pro!$ct ea!s to !isco$#ts/

Its a7most impossi87e to predict e


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+0 *ons3mer 8ea6ior towards Fasion prod3cts

/"O/%" NO %ON$"R )UY /RODU*TS TO #""/ TH"! DRY AND

WAR!0

Te2 832 tem 8eca3sePP0Te

prod3ct canPP00!a;e tem fee7&-

MASCULINE

SPORTY

Sensual

RUGGED

DIFFERENT

YOUNG

RICH

GLAMOUROUS

SU**"SSFU%

.J


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O3r )3siness now is se77in4 "


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37timate72 832in4 on te internet0 "specia772 in te fie7d of womens wear: te con6ersion

rates of aro3nd E. are i4er tan te a6era4e0 Te internet is t3s 3sed 82 a 7ar4e

4ro3p of peop7e: 8ot for researc and to an increasin4 e


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new c3stomers as te o86io3s tar4et of /erformance !ar;etin40 It is terefore appropriate

to 7oo; for a sensi87e mi< of te indi6id3a7 /erformance !ar;etin4 *anne7s0 For eac

canne7 82 itse7f can pro6ide an added 6a73e for te performance of an on7ine sipper:

on72 te s;i7f37 com8ination of te canne7s: owe6er: a77ows a decisi6e ad6anta4e

towards te competition0

.0& S"O 5 Socia7 !edia !ar;etin4

D3e to te centra7 importance of searc en4ines in te searc and 832in4 process of

fasion prod3cts: an optimi?ation of te internet presence is a7wa2s recommenda87e0 It

appears tat on7ine fasion sops fre@3ent72 s;imp S"O meas3res and teir 6isi8i7it2 in

searc en4ines: terefore: is often 3nsatisfactor20 Ne6erte7ess tree @3arters of te on7ine

sops consider Searc "n4ine Optimi?ation as an important mar;etin4 meas3re0 Wita7

simp7e arran4ements

can e7p to 7ift te sops to i4er ran;s0 A 8etter positionin4 in searc en4ines means a

8etter 6isi8i7it2 to potentia7 c3stomers and t3s as a direct impact on increasin4 sa7es0 A

.


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first step terefore is for e


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in its own ands and direct72 answer to posts at te socia7 networ;s: if te2 re7ate to te

8rand0 A positi6e spin-off of Socia7 !edia !ar;etin4 is te cas3a7 4eneration of

additiona7 7in;s: wic in t3rn e7ps to impro6e te positionin4 in te searc en4ines0

.0J& Searc "n4ine Ad6ertisin4

Since searc en4ines are in te center of te fasion searc and 832in4 process:

additiona772 to S"O meas3res te 3se especia772 of Searc-"n4ine-Ad6ertisin4 CS"A for

e


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medi3m: can 8e 3sed a7wa2s on72 to meet te demand: wereas )annerin4 resem87es

rater more te c7assic /USH media: wic see;s to stim37ate demand0 Since especia772

in te fie7d of fasion 6is3a7 attractants e7p to create sa7es incenti6es: is )annerin4

partic37ar72 for te fasion ind3str2 an attracti6e ad6ertisin4 medi3m0 In addition: 8anner

*ampai4ns in re7ation to off7ine ad6ertisin4 media s3c as print ads are m3c ceaper0

Wen imp7ementin4 a )annerin4 campai4n: it is not on72 important to draw attention

3ni@3e72 to te 8anner0 As far as possi87e: te 8anner so37d sta2 in te memor2 of te

3sers and: of co3rse: stim37ate tem to 8320 /recise !edia /7acement is te ;e20 Te art

in 8anner ad6ertisin4 is to a7wa2s ;eep an e2e on te ret3rn on in6estment0 Tis

effecti6e72 means to te fasion ind3str2: to switc te 8anner at tat p7ace were it can

attract te interest of potentia7 c3stomers0 /rice comparisons: prod3ct searc en4ines:

fasion 87o4s and for3ms are partic37ar72 s3ita87e for tis p3rpose0 Te r37e terefore is&

te more specific te 8anner is tai7ored on te tar4et 4ro3p and te more 6iews are

8roadcasted to tis fasion interested 4ro3p: te more sa7es can 8e 4enerated0 In order to

increase 8rand awareness: and t3s in partic37ar te n3m8er of new c3stomers: a wider

distri83tion of 8anner campai4ns is reasona87e0

.0K& Affi7iate !ar;etin4

Te 4reat ad6anta4e of Affi7iate !ar;etin4 for te fasion ind3str2 is to open 3p

partic37ar72 we77 to nices0 Wit te Affi7iates: wo for e


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catc 3p on fasion and e


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)2 te creati6e trac;in4: for e


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te oter and te 6iews can 8e meas3red0 /ost-6iew trac;in4 pro6ides a mi


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*ross-*anne7-Trac;in4

A77 actions can 8e trac;ed centra772> te impact of te 6ario3s canne7s in te

/erformance !ar;etin4 mi< so37d 8e meas3red specifica7720 On72 wen te traffic

4enerated 82 te indi6id3a7 canne7s: is detected and teir respecti6e impact on

impressions: 7eads and sa7es is p7aced in re7ation to te o6era77 performance: te o6era77

mar;etin4 strate42 can 8e ad93sted to te mar;et and can 8e f3rter optimi?ed0 Tis

means tat wo7e campai4ns or te performance of indi6id3a7 canne7s can 8e compared0

*ross-*anne7-Trac;in4 f3rtermore offers te possi8i7it2 to find o3t wat sa7es were for

e


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0 Women On7ine /3rcasin4 )ea6ior

W2 do women te wor7d o6er wear te c7otes tat te2 do Is it 8eca3se

we see tem on a famo3s actress wa7;in4 te red carpet at te Academ2

Awards Do we 832 a new dress 8eca3se we6e seen it in a ma4a?ine and

we ;now it is the latest trend3 Are women se77in4 o3t mone2 to 832

c7otes 8eca3se an Internet we8site sa2s tis is a must have item for the fall

season3It is 7i;e72 tat a77 tese strate4ies are inf73encin4 women toda20

Te @3estion is>

"8o9 !oes the fashio# i#!$stry $se (ar6eti#' strate'ies to set tre#!s

for 9o(e#?%

Toda2: te fasion ind3str2 as a7most 3n7imited reso3rces at its disposa70 Informationand poto4raps tat appear on te Internet instantaneo3s72 reac mi77ions of women te

wor7d o6er0 Immediate72: te2 ;now wic fasions are in and wic are o3t0 Te2 see

te co7o3rs and trends on sp7as2: pop37ar we8sites0 Te2 find o3t 6er2 @3ic;72 wat

te2 so37d 8e wearin4 and wat te2 so37dnt0

A time-ono3red tradition 3sed 82 te fasion ind3str2 to set trends and mar;et teir

desi4ns as 8een to wor; wit famo3s peop7e to mode7 teir c7otes0 Wit te ad6ent of

s3c sows as !T1 and oter m3sic sows: te m37tip7icit2 of award sows: te p387ic

is 8arra4ed wit a p7etora of desi4ns to coose from0 Howe6er: te 37timate messa4e

from te fasion ind3str2 is> if a famous person wears this & it must be cool and

therefore you must have it too40 As a3tor: Anne /a


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o6er ce7e8rities is otter tan e6er 8efore0 T1 and mo6ies a6e ta;en center sta4e wen it

comes to 8ot entertainment and fasion0 !a4a?ines spend end7ess in; on wat

!adonna and ennifer %ope? wear to award sows0 /a


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Internet presence pro6ide temse76es wit contin3o3s: free ad6ertisin40 It is an

e


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Te n3m8er of midd7e-a4ed women is set to increase o6er te ne


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"6en to34 te mar;et for p73s-si?e women is o86io3s72 tere: te fasion ind3str2

contin3es to 3se anoter fami7iar mar;etin4 strate42 to tar4et tese women as we77 = te

3se of ce7e8rities0 Women 7i;e _3een %atifa and Opra Cmore so in te past a6e often

8een cited as s3ccessf37 ro7e mode7s for 7ar4er si?ed women 0

A constant teme in fasion mar;etin4 is to create ideas or temes for wat it means to

loo% good or loo% attractive" Terefore: mar;etin4 to women wit 6ario3s 8od2 si?es and

sapes ma;es for 4ood 83siness strate420 Howe6er: te mar;etin4 of fasion to women

isnt 93st a8o3t wat 2o3 7oo; 7i;e 83t wat they want you to loo% li%e" Tat is: part of

mar;etin4 strate42 is to 4enerate ideas in womens eads a8o3t wat ;inds of c7otes we

need to wear in specific sit3ations = te wor; en6ironment: socia7 sit3ations: etc0 As in

man2 oter co3ntries: apanese women see; to wear te 7atest trends0 As a mar;et

se4ment: 2o3n4 apanese women contin3e to see; new wa2s to appear trend2 and

fasiona87e0 In eiter teme: c7otin4 tat is we77 desi4ned to ma;e women 7oo; more

8ea3tif37: as potentia7 CSen;en Sim83n +,,J0

J'


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In anoter we77-written artic7e: /a


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4ood too and 4i6e 3s tat 7itt7e 8oost of confidence we need from time to time 0 Te

conc73sion of tis @3er2 is tat te fasion ind3str2 3ses a m37tip7icit2 of strate4ies in

order to reac a wide ran4e of women te wor7d o6er0 Teir primar2 mar;etin4 strate42

is to set trends wic dictate to women te ;inds of c7otes we so37d wear: wat we wi77

7oo; attracti6e in and wat we wont: w2 certain co7o3rs are te ones to wear and oters

are not0 In te end: it is 3p to women to 832 into tese trends or set teir own trends as

indi6id3a7s0

J.


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J0 Fasion !ana4ement 5 *R!

J0'& Introd3ction

%oo;in4 at s3ccessf37 8rands in te Fasion ind3str2: one can see tat tere is a pattern of

co3p7es were one mem8er is c7assified to 8e te creati6e one and te oter mem8er is

te mana4er0 "


65/86

T3s: Fasion firms are constant72 dependent on two different 4ro3ps of peop7e: name72

te creati6e peop7e Cte emotiona7 spirit and te mana4ers Cte rationa7 spirit> te

mana4ers need to a6e te a8i7it2 to 7ead te inno6ation process and an 3nderstandin4 of

te 7an43a4e and te c37t3re of creati6e peop7e0 !ost of a77: te2 m3st 8are in mind te

8asic r37e in te Fasion ind3str2&

*#t is not enough in 7ashion to offer the mar%et what it wants today as this would

already be an old product0 (Saviolo 9 +esta :;;: p" =:)"

J0+& Findin4 a 8a7ance tro34 mar;et orientation 5 ;e2 c3stomers&

In order to create 4ood inte4ration 8etween te mana4eria7 and te creati6e departments

in a Fasion compan2: one need to find a 8a7ance 8etween mar;et needs and commercia7

6iews0 Te compan2 can not on72 desi4n prod3cts tat meet c3stomers needs as te

cons3mer wants to 8e s3rprised0 Hence: creati6it2 wito3t 7imitations does not pro6ide

s3staina87e profit0 For instance: creati6e peop7e 8e7ie6e tat an ear7ier s3ccessf37 prod3ct

as to 8e comp7ete72 can4ed for a new season wi7e commercia7 8e7iefs is a8o3t ;eepin4

prod3cts tat a6e a istor2 of s3ccess0

To find a 8a7anced direction: Fasion companies need to create an approac for mar;et

orientation tat as its 8ase in ;now7ed4e of c3stomers and teir preferences0 To acie6e4reater ;now7ed4e for c3stomer preferences: Fasion companies so37d foc3s on ;e2

c3stomers0 #e2 c3stomers are c3stomers tat contri83te to a 7ar4e amo3nt of sa7es and

foc3sin4 on tem is considered to 8e anoter 6ita7 aspect of te Fasion ind3str20 Tis

strate42 e7ps Fasion companies to de7i6er a co77ection tat is perfect72 s3ited for its

se4ment

J0.& $ainin4 ;now7ed4e tro34 c7ose re7ationsips&*o77a8oration 8etween te mana4ers: desi4ners and te sa7es force is needed to increase

te ;now7ed4e a8o3t ;e2 c3stomers0 Accordin4 to Sa6io7o 5 Testa C+,,+: Fasion

companies so37d a6e se77-o3t 7o4ic: meanin4 tat te foc3s so37d 8e on te end

cons3mers0 Sa7es forces need to create c7ose re7ationsips towards c3stomers to increase

te ;now7ed4e of teir preferences0 Tese re7ationsips are essentia7 for de6e7opin4

JJ


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prod3cts can4e e6er2 si seasona7-:

re7ationa7- and instit3tiona7 comm3nication too7s0 Seasona7 comm3nication too7s are

cata7o43es: fasion sows and fairs0 *ata7o43es are te most traditiona7 too7s in te

fasion ind3str2: fasion sows are te most important too7s and fairs are too7s for

83siness to 83siness comm3nication.0 Re7ationa7 comm3nication too7s are too7s 7i;e te

internet Ca compan2s we8site: direct mar;etin4 Ce-mai7s: re7ationa7 mar;etin4 etc0

Accordin4 to Sa6io7o 5 Testa C+,,+ te internet so37d 8e 3sed more 82 fasion

companies so tat information re4ardin4 c3stomers and contacts wit tem is increased0

)3t companies need to remem8er tat materia7 on te internet so37d 8e 3pdated on afre@3ent 8asis0

Instit3tiona7 comm3nication too7s inc73de te 8rand: te ead@3arters: sops: and

sponsorsip and 83siness ma4a?ines0 *omm3nicatin4 te 8rand identit2 of a fasion firm

is a8o3t comm3nicatin4 te firms 6ision a8o3t te e


68/86

)2 7oo;in4 at a fasion compan2s store: one can disco6er te 7ac; of consistenc2 in

8rand identit2 82 te mana4ement0 Toda2s 7a2o3t in te stores is an aim to com8ine

p3rcasin4 wit a c37t3ra7 e6ent: so tat cons3mers 6isit to a store is ma


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moti6atin4 and offerin4 83siness inc38ation to new desi4ners and rewardin4 efforts

tro34 proper desi4n awards0

D. Research Metho!oo'y

'0 R"S"AR*H O)"*TI1"

Te main o89ecti6e 8eind cond3ctin4 tis researc was to find perception of women

towards fasion0 For ;now wat st27e te2 7i;e: ow m3c te2 spend: ow m3c te2

want to spend: wat factors inf73ence tem to 832: dis7i;es a8o3t fasion: wat te2 want

to see in ads: wat is teir mont72 earnin4 and man2 more factors wic 83i7d teir

perception0

Tere are 6er2 few fema7es in !3m8ai cit2 wo rea772 care a8o3t fasion compare to

oter de6e7oped cities in wor7d0 !ost72 fema7es wit i4 income 4ro3p spend 7ots of

amo3nt on c7otes0 Wi7e fema7es wit 7ow income 4ro3p are tend to sa6e more mone20

Fasion Ind3str2 as a c7otin4 compan2 needs to foc3s on increasin4 te cra?e of

Fasion on fema7es0 )eca3se: if fasion cra?e wi77 increase: Fasion Ind3str2 wi77 8e

8enefited 82 earnin4 re6en3e0

Some oter secondar2 o89ecti6es are as 3nder&

To ;now te awareness of fasion

To ;now te scope for te new comers0

To ;now te spendin4 a8it of te fema7es of !3m8ai *it20

To ;now te wi77in4 to spend on fasion0

To ;now te inf73encin4 force 8eind te decision ma;in4 wi7e at a 832in4

c7otes0

To find o3t wat fema7es want to see in ads To #now te wat dis7i;es a8o3t fasion

E,


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+0 R"S"AR*H D"SI$N

Data 4o$rce & /rimar2 data

Research Metho! & S3r6e2 !etod

Research Tech#i>$e & _3estionnaire

Type of @$estio##aire & Str3ct3red

Type of @$estio#s & *7osed ended _3estions

No of @$estio#s & ',

Pace & !3m8ai cit2

SA!/%IN$ D"SI$N

Samp7in4 desi4n is one of te most important aspects0 So in tat Samp7e desi4n we a6eto 7oo; tat wate6er fi43re we ta;e tat can 4i6e tr372 and fact fi43re0 So were tedesi4n m3st 8e appropriate in order to a6e te desired res37t0 Samp7in4 desi4n inc73des6ario3s aspect and te2 are as fo77ows&

Samp7in4 Area & !3m8ai *it2

Samp7in4 Densit2 & Fema7es wit a4e 8etween C +J to .J

Samp7in4 /op37ation & ':,,:,,, apro


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.0 Data *o77ection 5 Samp7in4 /rocess

Te researc is cond3cted wit te e7p of @3estionnaire terefore te main so3rce ofinformation is te response of te respondents and fi77 3p te str3ct3red @3estionnaire0Tis can 8e considered as a primar2 metod of co77ectin4 te data

SOUR*"S OF DATA

/rimar2 Data&Te data: wic is co77ected direct72 from te respondents to te 8ase of

;now7ed4e and 8e7ief of te researc: are ca77ed primar2 data0

So far as tis researc is concerned: primar2 data is te main so3rce ofinformation0 Data as 8een co77ected tro34 _3estionnaire and information fromrespondent0

Samp7in4 /rocess

It is 6er2 tr3e tat its 6er2 diffic37t to do te researc wit te wo7e 3ni6erse0 As we;now tat it is not feasi87e to 4o for pop37ation s3r6e2 8eca3se of te n3mero3s

c3stomers and teir scattered 7ocation0 So for tis p3rpose samp7e si?e as to 8edetermined we77 in ad6ance and se7ection of samp7e a7so m3st 8e scientific so tat itrepresents te wo7e 3ni6erse0

So far as tis researc is concerned: I a6e ta;en samp7e si?e of +,, respondents0 I a6ese7ected income earner fema7es wit a4e 4ro3p of +J-., and .,-.J

A77 te respondents are stratified on te 8asis of teir 4pe#!i#' and sa,i#'s0 I a6ese7ected te samp7es as per o3r con6enience

E+

Samp7e 3ni6erse !3m8ai cit2

Samp7in4 Tecni@3e *on6enience

Samp7e si?e +,, respondents

Samp7in4 Unit&Fema7es a4e 8etween +J-., ` con6enienceFema7es a4e 8etween .,-.J ` con6enience


73/86


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Factors inf73ence to 832Row ` Factors inf73ence to 832*o73mn ` A4e $ro3p

Count of !a#tor$n%uen#e to buy

ColumnLabels

Row Labels 25-30 30-35GrandTotal

A&' 1 32 50

C"+/"&'a!(l('* 1, 31 50

as.("n 40 10 50

+"es' &()(n 12 14 2%

T.e+ 11 13 24

Grand Total 00 00 200

Findin4s&

Fema7es wit a4e 4ro3p of +J-., are more inf73enced 82

Zfasion to 832 c7otes0

Fema7es wit a4e 4ro3p of .,-.J are inf73enced 82 ZArt to 832

c7otes0 Howe6er: ZFasion as 7ess inf73ence on fema7es wit a4e

4ro3p of .,-.J0

EJ


76/86

Wi77in4 to spend&Row ` wi77in4 to spend*o73mn ` A4e 4ro3p

Count of &illing tos'end

ColumnLabels


1k-25k 43 32 5

25k-4k 3% 51

a!"#e 5k 13 21

!el" 1k 13 4 1


Findin4s&

Fema7es wit a4e 4ro3p of .,-.J a6e more wi77in4 to spend tan

fema7es wit a4e 4ro3p of +J-.,0

!ore fema7es wit a4e 4ro3p of +J-., are wi77in4 to spend aro3nd

',,, to +J,, on one item of c7otes0

!ore fema7es wit a4e 4ro3p of .,-.J are wi77in4 to spend aro3nd

'+J,, to ,,, on one item of c7otes0

EE


77/86

!ont72 spendin4&Row ` !ont72 spendin4*o73mn ` A4e 4ro3p

Count of Monthlys'end

ColumnLabels


1k-25k 1, 15 34

25k-4k 52 42 ,4

4k-5k 13 3, 52

a!"#e 5k 3 4 !el" 1k 13 13


Findin4s& !ore fema7es wit a4e 4ro3p of +J-., spend +J,, to ,,, tan

fema7es wit a4e 4ro3p of .,-.J0

!ore fema7es wit a4e 4ro3p .,-.J spend ,,, to J,,, tan

fema7es wit a4e 4ro3p of +J-.,0

EK


78/86

Wo inf73ence to 832Row ` Wo inf73ence to 832*o73mn ` A4e 4ro3p

Count of &ho$n%uen#e

ColumnLabels


Cele!&('(es 24 33 5

as.("n 21 3 5,&(ens 4 1, %%

Maa6(nes 10 1


Findin4s& ZFriends is important factor wic inf73ence fema7es wit a4e 4ro3p

of +J-., to 832 c7otes0 Wi7e fema7es wit a4e 4ro3p of .,-.J are inf73enced to 832 82

ZFasion0

E


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Dis7i;e a8o3t fasion&Row ` Dis7i;e a8o3t fasion*o73mn ` A4e 4ro3p

Count of (isli)e*bout !ashion

ColumnLabels


C.ane 7u()kl* 14 % 2

E8ens(#e % 32 11


Findin4s&

Fema7e wit a4e 4ro3p of +J-.,: dis7i;e fasion 8eca3se it ise


80/86

Want to see in ads&Row ` %i;e to see in ads*o73mn ` A4e 4ro3p

Count of Li)e tosee in ads

ColumnLabels

Row Labels 25-3030-35

GrandTotal

All 1, %5 4

Cele!&('(es 1 20 3P&"u)' A#a(la!le %4 15 ,

Grand Total 0000 200

Findin4s& Fema7es wit a4e 4ro3p of .,-.J: want to see in ads a prod3ct as we77

as ce7e8rities0

Fema7es wit a4e 4ro3p of +J-.,: want to see in ads a prod3ct rater

tan ce7e8rities0

K,


81/86

Window disp7a2&Row ` Window disp7a2*o73mn ` A4e 4ro3p

Count of &indow(is'lay

ColumnLabels

Row Labels 25-30 30-35

Grand

Total9a)k&"un 23 31 54

L(.'(n 11 1

P&"u)' 2 4, %

T.e+e 43 , 52


Findin4s&

!ore fema7es wit a4e 4ro3p of .,-.J want to see a prod3ct in

window disp7a20

K'


82/86

!ore fema7es wit a4e 4ro3p of +J-., want to see a tem in window

disp7a20

Spendin4 on fasion st27es&Row ` !ont72 spend*o73mn ` Fasion St27e

Count ofMonthlys'end

ColumnLabels

RowLabels

*rtisti#

#elebrity emo Girly

gothi#

Leisure

'un) Ro#)

romanti#

GrandTotal

1k-25k 2 % 5 2 3 5 3 2 % 3425k-4k , 10 2 , % 5 1% 2 10 ,4

4k-5k 3 3 4 5 2 1 1 , 52

a!"#e 5k 2 1 2 1 1

!el" 1k 2 2 3 2 2 2 13GrandTotal 2 22 3+ 20 , 3+ , 2+ 200

Findin4s&

Fema7es spend a 7ot on emo fasion st27e and ten 4otic0

K+


83/86

Spendin4 of emo fasion st27e ran4es from +J,, to ,,, mont72 82

one fema7e0

Wi77in4 to spend on fasion st27e&Row ` wi77in4 to spend*o73mn ` Fasion st27e

Count of

&illing tos'end ColumnLabelsRowLabels

artisti#

#elebrity

Emo

Girly

gothi#

leisure

.un)

Ro#)

romanti#

GrandTotal

1k-25k 4 1, 3 2 1% 5

25k-4k 12 11 12 4 25 1 %

a!"#e 5k 4 1 2 2 4 3 2 3 21

!el" 1k 1 2 4 3 3 1 1 2 1GrandTotal 2 22 3+ 20 , 3+ , 2+ 200

Findin4s&

K.


84/86

Fema7es are more wi77in4 to spend on 4otic fasion st27e0 And

ten after emo fasion st27e0

J0 *onc73sion 5 Recommendation

From te a8o6e findin4 and recommendation: te fo77owin4 are te conc73din4 points&

O6era77&

Tere are s3fficient n3m8ers of fema7es wo are aware of fasion st27es so tis isa 4ood for fasion ind3str2 tat fema7es want to 8e wit fasion trend0

In !3m8ai cit2: fema7es spend aro3nd B to o# (o#thy shoppi#'0

Wi7e: te2 are sti77 read2 to pa2 aro3nd B to o# o#e ite( of cothes0

Te2 spe#! (ore o# E(o;fasion st27e 83t te2 a6e 9ii#' to spe#! (ore

o# Gothic; fashio# stye: so tere is 4reat scope for fasion ind3str20

Fashio#: Artand Co(forta&iity is ma9or factors tat inf73ence fema7es to 8320

Frie#!s;p7a2s important ro7e wi7e coosin4 c7otes0

!ore fema7es want to see a pro!$ctin window disp7a20

Fema7es wit a4e 4ro3p of .,-.J& Fasion ind3str2 so37d concentrate on tis a4e 4ro3p: 8eca3se te2 a6e 9ii#'

to spe#! (oreon c7otes wit hi'h i#co(e a&o,e B0

!a9or factors 7i;e Art; 5 Co(forta&tity;: wic inf73ence fema7es in tis

4ro3p to 8320

ZFashio# inf73ences te coice of fema7es in tis 4ro3p0

ZP$#6 fasion st27e is more pop37ar in tis 4ro3p of fema7es0

K


85/86

"$ic6y cha#'i#' #at$re.

Te2 want to see in ads 8ot pro!$ct as 9e as cee&rities0

Te2 want to see a pro!$ctin window disp7a20

Fema7es wit a4e 4ro3p of +J-.,& Tis 4ro3p a6e o9 i#co(e aro$#! B


86/86

)I)LIOGRAP82)oo;s&'0 Te A to G of Fasion Ind3str20 IS)N (K-,-',-E.-,

o3rna7s&'0 I*"! Internationa7 o3rna7 of *omp3tationa7 "n4ineerin4 5 !ana4ement: 1o70

': Octo8er +,''

+0 *onfederation of Indian Ind3str2 -New /aradi4ms for Te

Documents

Fashion Industry[1]