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Textile Tale

The Revival of KhadiKhadi, the cloth synonymous with Mahatma Gandhi, is in urgent need of a revival. Window

displays can lead to the resurgence of this beloved heritage fabric.

Text by Dr. Sabita Baruah and Vibhuti Barve

In India, where most khadi products continue to be marketed with assistance from government

institutions that lack serious commitment, visual merchandising has not been keeping up with thetimes. Window displays are either non-existent or neglected at most sarkari khadi retail outlets.

Therefore, the present study focuses on assessing the importance of visual merchandising for

promoting khadi merchandise in the highly competitive markets of urban India. In particular, thisstudy not only examines khadi merchandising from a retail salespersons point of view, but also

presents the consumers perspective.

Scope of Study

The study was based on a survey designed to gauge the impact of visual merchandising on

consumers choices. The study aimed to examine the possible effectiveness of visual displays inincreasing the sales volumes, while significant factors such as price bands and brand names

remained in the foreground. At some point, the study attempted to elicit the typical salespersonsviews on exploring innovative ideas for visual merchandising of khadi clothing. The survey also

collected firsthand information of consumer opinions and attitudes towards visual merchandising

of khadi.

When used intelligently and appropriately, information from this study could be of help to khadi

retailers and visual merchandisers. The overall study revealed that visual displays played a

crucial role in arousing consumer interest and promoting sales. Based on the survey, it was foundthat there was a demand for a new generation of innovative clothing patterns in khadi. To prove

this point, an attempt was made to design khadi kurtas, which could appeal to a younger

generation of urban consumers in khadi wear. The study was carried out at three khadi outlets in

Mumbai.

Consumers Perspective

After a brief survey, it became immediately evident that the vast majority of respondents from all

the four age groups surveyed (18 to 30 years, 31 to 40 years, 41 to 50 years and above 50 years)

were not attracted by the window displays currently in vogue at the government supervisedsarkari khadi outlets. It was almost immediately apparent that existing window displays were

unable to arouse sufficient curiosity or lure consumers in the age group of 18 to 30 years.

However, the experimental study further revealed that window displays in khadi outlets affected

the choice of respondents from the age group of 18 to 30 years. One point worth noting was thatwindow displays did not affect the choice of respondents from the age of 50 years and above.

Majority of the respondents from all the four age groups found the existing window and theinterior display of the khadi outlets drab, listless, and unimaginative. Most consumers felt that

renovations and significant changes in window displays were required at khadi outlets.

Respondents from all the age groups felt that while the approach of salespeople in khadi outlets

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was helpful, their sales pitch and strategy were not very inspiring. Most respondents from all the

age groups felt that khadi should be promoted more as a brand rather than a fabric.

The female respondents constitute the maximum number of people who engage in window

shopping. They seemed disinclined to be attracted to the window display of a khadi outlet.

Moreover, experienced salesmen from all the three outlets hold the view that innovative windowdisplays could help in increasing the sale of khadi textiles.

In all the three outlets surveyed, the vast majority of respondents felt that the consumers interestin khadi products is poor primarily due to drab visual displays, which fail to capture the unique

character of khadi. Other factors that negatively impact sales include, lack of effective

sales/promotion strategies, lack of sufficient variety in khadi fabrics, and poor salesmanship.

Salesmens Perspective

Most salesmen at all the three outlets were of the opinion that their retail store outlets were in

dire need of interior renovations and improved window displays. Furthermore, they felt thatimprovements in development of new styles of khadi fashion garments could go a long way in

making an impact in the urban market space.

The vast majority of respondents from all the three outlets feel that latest fashion trends should

be incorporated in khadi products to enhance their product appeal. Respondents from all thethree outlets feel that if training, knowledge and know-how about window displays is made

available to store owners, they could conceptualise better displays for the outlets.

The respondents from all the three outlets felt that the experimental change carried out in thewindow display, in conjunction with certain innovations in the garment patterns, was helping in

changing the brand image of khadi at the outlets surveyed. To help revive an interest in khadi,

government institutions need to connect more intelligently with the consumers.

Dr. Sabita Baruah is the lecturer and co-ordinator-in-charge of the fashion design course at the

Department of Textile & Apparel Design, SNDT Womens University, Mumbai. She has also

authored the book Quick & Easy Fashion Illustration.

Vibhuti Barve is a research scholar who recently completed her post graduate studies in Textile

Science and Apparel Design at the Department of Post Graduate Studies and Research in HomeScience, SNDT Womens University, Mumbai.