arya mba

8/8/2019 arya mba

http://slidepdf.com/reader/full/arya-mba 1/19

SARDAR VALLABHAI PATEL

INTERNATIONALSCHOOL OF TEXTILE MANAGEMENT

(2010-2012)

³DEMAND OF DESIGNER CLOTHING´

ARYA SUGUNAN

(10TM08)

8/8/2019 arya mba


INTRODUCTION

Designer clothing is a category of garment that is created in smaller lots for

distribution to exclusive outlets. It is usually pricier and better made than lower-tier

clothing, but not always. Available in varying degrees of quality,

designer fashion can be inexpensive or cost as much as a new house.

All of us love to be dressed in designer dresses and why shouldn¶t we? Designer

wears look appealing to the eyes as well as they work as grand style statements..

Designer dresses are fashioned by any one designer or a team of designers who

work on artificial patterns. Such dresses are in sync with the fashion trends of

modern men and women. They are considered exclusive. Wearing a designer wear to a party or to any social gathering will save you the embarrassment of bumping

into someone wearing the same colors or patterns as you are wearing. You will

surely stand out. Moreover, you can also custom make your own designer wear

according to the style and the color that fits you well.

Designer wear you the centre of attraction are good confident posture, proper

manners, eye contact, and a dazzling smile!

Are Young People Today More Fashion Conscious?

A one word answer to this query is yes! Young people today more fashion

conscious than their predecessors. They want to dress smart, look good and live

life to the fullest. The fashion industry today is mostly driven by the youth and for

the youth. In fact most of the youngsters in the cities today are seen to be fashion

and style obsessive.. The world today has become more professional and

opportunistic, the reason why the youth of today are under constant pressure to

strive and succeed. Fashion plays a very important role in any industry today,

8/8/2019 arya mba


because everyone in the professional world believes the fact that ³Clothes maketh

a man´. This is the reason why it is very important for people working as well as

entering in the professional industry, to dress well, be it on any occasion, formal or

informal.There are numerous designer apparel being launched every day, each having their

own unique style to offer. Young people are obsessed about looking good. Be it the

high school students or the ones in college, everyone wants to look good and wear

the most stylish and fashionable clothes available in the market.

ii) About Indian industry

It is a fashion boom time in India. The country suddenly has turned fashionable

with vehemence.

As the country marched toward the road of progress fashion has become a must

item in its agenda. A recent study by the Fashion Design Council of India (FDCI)

which was conducted by management consultants KPMG clearly highlights that

designer wear segment in India is a key growth sector.

The study predicts that the Indian fashion industry is all set to grow to Rs 1,000

crore from the current Rs 180 crore within the next five to 10 years. This means

good news for us that is for the people who are in the industry. At the same time it

means a more challenging environment and an increasing responsibility to carry

this trend forward. The road ahead is tough and there are ³«miles to go before I

sleep«´

8/8/2019 arya mba


Indian Designer Wear

Many people opt for designer wear these days because everybody wants to wear

something exclusive and unique. Nowadays, Indian fashion industry is growing

tremendously and the demand for Indian dresses has also increased all around the

globe. No matter how expensive and unique a western dress is, but an Indian

woman would always like to wear Indian designer wear on traditional occasions

like weddings, Diwali, Rakshabandhan etc. Indian fashion market has lot to offer

for these occasions like designer sarees, salwaar kameez, lehnga cholis etc. It

would not be wrong to say that today Indian designer wear has become talk of the

town. Especially amongst Indian women, sarees and salwaar kameez with vibrant

colors are popular. They are eager to stylize their wardrobe with latest pattern

Indian ethnic wear. It is not possible for Indian females to resist themselves from

these attractive outfits available made of variety fabrics like Georgette, shimmer,

satin, chiffon, silk etc.

8/8/2019 arya mba


OBJECTIVE

The objective of this project is to find out the ³DEMAND OF

DESIGNER CLOTHING´ . It is mainy specializing on SALWAR KAMEEZ. The

fashion industry today is mostly driven by the youth and for the youth , So I have

selected college going girls of age group 18-25. Sample limit was limited only

inside Coimbatore. This project emphasize the preference of college going girls

for designer clothing. For What they give more preference when they buy a

clothing? The shop in preference in Coimbatore? Its reason? And also the media

which influence them more?We could get a clear idea about why they buy designer clothing of

salwar kameez«..

METHODOLOGY

Research Methodology

.A good research plan gives a clear picture about what to do. Researchmethodology deals with the different steps included for solving the research

problem.

Data sources

Primary data was collected by administrating questionnaire cum interview

schedule to respondents

Primary data

The primary data are those which are collected as fresh for the first time and thus

happen to be original in character. Primary data is collected through personal

questionnaire .

8/8/2019 arya mba


SAMPLING

Sampling may be defined as the selection of some part of an aggregate or totality

on the basis of which a judgment or inferences about the aggregate or totality ismade. The researcher quite often selects only a few items from the universe for his

study purpose.

SAMPLING TECHNIQUE

The sampling technique used for this study was convenience sampling .

Convenience sampling is used in exploratory research where the researcher is

interested in getting an inexpensive approximation of the truth. As the nameimplies, the sample is selected because they are convenient.

Non probability method is often used during preliminary research efforts to get a

gross estimate of the results, without incurring the cost or time required to select a

random sample .

SAMPLING UNIT

Sampling unit was limited to Kovai, Tamilnadu.

SAMPLE SIZE

A sample size of 200 has been selected for the study to extract much feasible

result from the study.

8/8/2019 arya mba


QUESTIONAIRE AND DATA ANAYSIS

³Demand of designer clothing among college going girls´

1)which one do you prefer more?o Designer sareeso Designer salwar kameezo Designer lehenga choli

2) If salwar kameez,which type like the most?o Mazakalio Rasakalio Anarkalio Salwar kameez

3)Which work you prefer more?o Zardosio Zariso Beads and stoneso Embroidery

4)When do you prefer to clothing it?o Occasionallyo Frequently

5)From where do you usually buy designer clothing in kovai?o Brocadeo Chennai silkso Psr o Rmkvo Others

6)why do you prefer the specific shop?o U nique designo Reliableo Durableo Reasonable

8/8/2019 arya mba


7)How often you buy designer clothing?

o Occasionallyo Frequentlyo Always

8)why do you prefer designer clothing?o U nique work o U nique designo U nique color

9)What kind of accessories you like to clothing with designer clothings?o Gold ornamentso Beads and stoneso

Tight Necklace10)How do you know the new trends in designer clothing?o Television ado Peer groupo Magazineso Posters

8/8/2019 arya mba


1)Which one do you prefer more ?o Designer sareeso Designer salwar kameezo Designer lehenga choli

Source frequency Percentage

designer Sarees 50 25

Designer salwar kameez 134 67

designer lehenga choli 16 8

Inference :Among college going girls, The preference for salwar kameez ismore when compaired with other designer wears.

8/8/2019 arya mba


2) If salwar kameez , which type you like most ?o Mazakalio Rasakalio Anarkalio Salwar kameez


Mazakali 24 14

Rasakali 56 28

Anarkali 66 33

Salwar Kameez 50 25

Inference: Even though other patterns of anarkali has arrived people arepreferring anarkali more than new patterns

8/8/2019 arya mba


3 )Which work you prefer more ?o Zardosio

Zariso Beads and stoneso Embroidery


zardosi 32 16

Zaris 56 28

Beads and stones 50 25

Embroidary 62 31

Inference: From analysis ,customers prefer zari works and embroidery worksmore than other heavy works

8/8/2019 arya mba


4) when do you prefer to clothing it ?o Occasionallyo

Frequently

Source Frequency Percentage

Occasionally 176 88

Freque ntly 24 12

Inference: Majority of customers prefer to wear designer clothsonly occasionally.

8/8/2019 arya mba


5) From where do you usually designer clothing from kovai ?o Brocadeo

Chennai silkso Psr o Rmkvo Others


Brocade 50 25

Chennai silks 42 21

PSR 24 12

RMKV 68 34

Others 16 8

Inference:This shows, even though RMKV is new to Coimbatore,it could grab customers mind and satisfaction in few months.

8/8/2019 arya mba


7) How often do you buy designer clothing ?o Occasionallyo

Frequentlyo Always

Source Frequency Percentage

Occasionally 128 64

Freque ntly 48 24

Always 24 12

Inference: Majority people buy designer clothing occassionaly ieonly when there is a occasion or party.

8/8/2019 arya mba


6) why do you prefer this specific shop?o U nique designo

Reliableo Durableo Reasonable


U nique Design 116 58

Reliable 58 29

Durable 12 6

Reasonable 34 17

Inference: Consumers feel that RMKV has got more unique designs andcollections in designer clothing.

8/8/2019 arya mba


8) why do you prefer designer clothing ?o U nique work

o U nique designo U nique color


U nique work 56 28

U nique design 102 51

U nique color 42 21

Inference: Consumer prefer designer clothing because of itsuniqueness in design, color and works. But they give morepreference to uniqueness in design.

8/8/2019 arya mba


9) what kind of accessories you like to have with designer clothing?

o Gold ornamentso Beads and stones

o Tight Necklace


gold ornaments 12 6

Beads and stones 144 72

Silver and black metal 44 22

Inference: college going girls are giving least preference to goldornaments. They are comfortable and satisfied with beaded andstone works accessories.

8/8/2019 arya mba


10)how do you know the new trends in designer clothing¶s?

o Television ado Peer group

o Magazineso Posters


Television AD 74 37

Peer Group 62 31

Magazines 30 15

Posters 34 17

Inference: consumers in the age group of 18-25 are moreinfluenced by television advertisements and peer groups

8/8/2019 arya mba


Conclusions

From this analysis we can conclude that college going girlswear more of desiger salwar kameez than of other designer wears like

sarees or lehangas. They like to wear desiner clothing mainly because of

its uniqueness in the design and even color also plays a major role. Even

though they like to wear and express themselves most of them ,they

prefer to wear only on occasions . Now consumers preference is more of

towards elegant and light works , it was heavy and kundhan works

before . It is also to be noticed that , inside Coimbatore customers are

more attracted towards RMKV designs because south Indian people are

more towards traditional designer wears and they could provide it . Its

traditional design patterns and color combinations made people feel

more affinity towards it.

arya mba

Documents

Transcript of arya mba