Dept of Fashion Management Studies 2018 - 2020 UDAAN

UDAAN

Dept ofFashion Management Studies

2018 - 2020

MANAGERS OF 2020MANAGERS OF 2020

GP TOPIC : STUDY ON EMPLOYEE PSYCHE AMIDST COVID-19

OBJECTIVES : To look into and study the psychological state of mind of the employees of said companies amidst the initial stages of corona. Keeping corona are the independent variable and the employee psyche of our employees as the dependent variable. The primary objective of this study is to know some of the fears our employees had during that crucial time. To determine whether the fearswere just mental or did it bring about any change in their workplace behavior.

FINDINGS: The fear of the spread of the virus did play on the psyche on the minds of the employees to some extent. Even so, the employees were motivated to perform to their best efforts by not letting the fears come in the way of their profession. The virus may be instilled fears in their minds, but that's where it remained.

SUGGESTIONS : Have professional help available for the company employees to seek help. Staff training in maintaining utmost in-store hygiene. Strongly suggest client appointments to be done through online platforms putting the mind of the employees at ease as well. Ensure the retail employees that they have a job to come back to.

Abigail George

HOUSE OF ANITA DONGRE

[email protected]

Mentor : Dr. Shiv Kumar Belli

Masters in Fashion Management

2018 - 2020

UDAAN

GP TOPIC : STORE SEGMENTATION AND ASSORTMENT STRATEGY FOR GCC COUNTRIES AND TO PROPOSE A BUY PLAN FOR THE SEGMENTED STORES

OBJECTIVES : The objective was to introduce the concept of store segmentation and Assortment plan in middle east market to optimize the Store level activity including ranging, pricing, Merchandising and Marketing by segmenting the stores on the basis of certain parameters which indirectly and directly contributes the store performance. Secondary objective is to propose a buy plan for the segmentedstores for the next season buy by identifying the challenges and opportunities in the product group and bridging the existing gap.

FINDINGS: The blanket buy approach have been replaced by clustered approach, segmentation will help to roll out more significant Marketing activities that is aligned to its potential customer, track and monitor the performance of stores, reduce inventory pile up and by increasing the efficiency on the floor. Segmentation sheet can be referred as a base sheet for tracking and updating the Store performance



2018 - 2020

UDAAN

Akshay Vaibhav

Levi's Strauss & Co

[email protected]

GP TOPIC : DEVELOPING EFFECTIVE STRATEGIES TO BOOST THE SALES OF MENS TOPS IN THE UPCOMING SEASONS' FOR LEVI'S

OBJECTIVES : The primary objective of the study is to help Levi's in formulating strategies to increase the sales and performance of the mens tops category which is now struggling to perform well than previous seasons and to get a growth. The study also includes the analysis of the performance of mens tops brick wise, identification of the best and least performers and finding out the latest trends.

FINDINGS: The mens tops category was facing a de-growth of -8% in the previous season. MFL Graphics, jackets and Shirt shop are the best performers among the bricks. As a result of the consumer survey, price range, color pattern and design are the attributes to improvise. T-shirts are the product with more demand. Jack N Jones and Tommy Hilfiger are the main competitor brands for Levi's. Embroidered designs were commonly used among the competitor brands. Zipper polos are the latest trend and linen products were also common. Colorful and catchy prints were also seen.

SUGGESTIONS : More options should be added to T-shirts since it is the product in demand. More bright and catchy prints can be used. There should be modifications in the existing designs and color patterns. The polos category should be given more attention. The price range should be subjected to slight modifications. A trade-off between buying the latest trends and basic styles is essential.

Amal M

Levi's Strauss and co

Buying and Planning



2018 - 2020

UDAAN

GP TOPIC : Customer perspective towards sustainable practices by premium brand and promote development of sustainable practices in Arrow Suits & Trousers

OBJECTIVES : 1) To study the acceptance of sustainable practices in Arrow Suits among consumers. a) To analyse the acceptance of sustainable produced garments among consumer group. b) To understand the possibility of sustainable practices in enhancing brand image. 2) To find and implement sustainable replacement for packaging trims in a Suits and Trouser for Arrow.

FINDINGS: It was found that replacements for currently used packaging trims the responds were positive to adapt the sustainable alternatives, for the more the study and its results are just the initiation of a long term goal, the study has proven the importance and relevance of adapting sustainable practices and marketing by a brand which in longer term can be applied at various stages from sourcing of raw material to finished goods manufacture and also into supply chain management and retail aspects of a brand.

SUGGESTIONS : The Future is something we all are concerned about as we are living in the fast moving world, as individuals and as any organisation the agenda should be to ensure and implement every possibleideas and practices towards making a better environment for tomorrow. Bringing in Sustainable methods in termsof production, transportation and disposal of apparels, pushing in sustainability as a core value into the minds ofconsumers with every possible marketing and promotional tools & Finally to utilise resources with proper planning.

Arjun JB

Arrow, Arvind fashions Limited

[email protected] in

Fashion Management 2018 - 2020

UDAAN

Mentor : Ms. Mukthi S

GP TOPIC : A project to cognize the product visual merchandising strategies in lifestyle to enhance and upgrade product display for apparel ladies

OBJECTIVES : • To identify the grey area is Product VM for Apparel Ladies (APL) concept in lifestyle stores• Suggest ways to improve product VM and increase sales• To understand and Obtain in-depth knowledge about the role of a Product VM in lifestyle

FINDINGS: • The product team always perform well and excels when compared to the other regions with respect of their work. The stores doesn’t score well because they do not have all the merchandise to follow the docket. Docket was made from the implementation done in the A grade store which was unable to be followed for the other stores

SUGGESTIONS : Separate docket has to be made for the B & C grade store. Initially when this strategy was done there was a rise in the score of the stores which were lagging behind, Product training sessions should be kept in a fixed interval of time as it will help the staff to gain knowledge about the product, Maximum utilization of the wall without leaving any negative space make the wall more appealing and pleasant.

Arun Janardhanan

Lifestyle International Pvt Ltd.

[email protected]



2018 - 2020

UDAAN

GP TOPIC : CONSUMER PREFERENCE & FEASEBILITY OF WINTER WEAR PRODUCTS IN BENGALURU

OBJECTIVES : To study the Consumer Preference for Winterwear in Bengaluru. & To propose a .

solution for optimized buying, planning and category management of merchandise for the upcoming Autumn/ Winter in Bengaluru.

FINDINGS: Respondents' Demographics: 113 Respondents, 99 Female, 14 Male.Age: 40% were 21 – 25 years, 20% were 26 – 30 years, 21% of 30-35 years, 9% were 36 to 40 years, 6% within 16 to 20 years, 3% being 40 -50 years & 1% being 51 years and above. Region: 78 – Bengaluru, 20 – Kerala, 11 – Chennai, 2 – Tamil Nadu, 1 – Andhra, Telangana & 1 - Hyderabad. Purchase preference - 101 Positive and 12 Negative.Winter wear as a necessity were 63% Positive, 10% Neutral and 40% was Negative.The respondents were also consumers of Max [63], Westside [52], Reliance Trends [45], Lifestyle [44], Pantaloons [41], Shopper Stop [43] and the rest were scattered.

SUGGESTIONS : ncrease light & medium winter wear, diversify products as to expand options. With I

the pandemic, it is particularly suggested that the winter wear have anti-bacterial finishes along with functionality like temperature check and self-cleansing mechanisms. .

Bhuvaneshwari.

ABFRL – PANTALOONS

[email protected]

Mentor :Ms. Mukthi S


2018 - 2020

UDAAN

GP TOPIC : Mannequins in Max – to be increased or not?

OBJECTIVES : To study how mannequin actually affects the psychology of fashion retail customers of Tamil nadu region. And know how it alters the buying behaviour of customers of Max stores across Coimbatore. Finally To find whether to increase the number of mannequin in Max stores or not.

FINDINGS: Mostly the customers of Max (shoppers of value fashion brand) does not look at mannequins. The sales of each product on mannequin, after a week doesn't raise above 40%, only at rare cases the percentage increases above 65%.

SUGGESTIONS : Max fashions, is suggested not to increase the number of mannequin immediately. Mini projects: 1. Usage of pins at waistband, to increase the aesthetic of the belted dress. 2. Analysing visually attractive area in a store, to use it for more visual promotions. 3. Using mannequins to promote social distancing.

Haripriya. A

Landmark groups, Tamilnadu.

[email protected]



2018 - 2020

UDAAN

GP TOPIC : The Analysis of Purchasing Behaviour Pattern As Consumer Move From Handle to Handle- Indian Terrain

OBJECTIVES : To understand the role of migration in consumer purchasing behaviors. How consumer preference changes when moving from one region to another (PAN INDIA).To determine the highest migration sale % with respect to zone and handle, based on the frequency, APV (Average Purchase Value) & basket size of the consumer

FINDINGS: In the FY 2019-2020, 19% of IT consumer from South, 15% from West, purchase the IT products both Registered IT Store & Migrated IT.Store.

SUGGESTIONS : The allocation of the merchandise can be increased in the IT store that produce highsale due to Migration of consumer. The implementation of PHYGITAL Along with Omni channel. The brand can encourage consumer to engage with them online through virtual store visits.

KOUSALYA K

Indian Terrain Fashion Ltd

[email protected]



2018 - 2020

UDAAN

GP TOPIC : A Project On Enhancing Visual Merchandising as A Promotional Tool to Improve Sales in Lifestyle Stores

OBJECTIVES : To analyse visual merchandising production process in Lifestyle, starting from design to real time execution.,To evaluate the design and suggest methods to enhance the outcome in a cost efficient manner., To upgrade styling in order to meet the brand strategy with special interest on poor performing

FINDINGS: Lack of planning, poor back end research and improper management of resources for every new project, its production activities and implementation. Few stores exhibit unsatisfactory performance with respect to styling and displays due to low or no knowledge of SVMs on styling, lack of merchandise n C and B grade stores, lethargic attitude of Store VM’s, late submission of records to the Head Office.

SUGGESTIONS : Improve planning of the entire Visual Merchandising Process with proper utilization of newer technologies and better alternatives available in the market., Issue different styling reference for different grade stores, with proper training and guidance to Store VMs on currents trends and styles.

Krishnapriya N

Lifestyle International Pvt. Ltd

[email protected]



2018 - 2020

UDAAN

GP TOPIC : To assess visual Merchandising waste & suggest ways to reduce it

OBJECTIVES : To assess the waste generated from Visual Merchandising elements used at max retail outlet. To understand the harmful effects of visual elements used at the store. To estimate the VM budget& its effectiveness.

FINDINGS: The placards and high point visuals used at store are stored at the back offices of the store once the fashion season is over. Column visuals & pop out communication of a season are thrown into trash once the season is over. Fit tags, big tags and shelf talkers are stored at the back office & if possible used again for the next season. These communications are non-biodegradable & hazardous to environment.

SUGGESTIONS : Material optimisation will reduce the usage of non-eco-friendliness. Cloth banners, canvas flex, polyethylene flex, Thicker GSM paper, Electronic shelf labels, different type of fixture will be a better alternative. By applying the 3R principle & proper maintenance of the elements cost can also be reduced.

Mohana Priya A

Max, Chennai

[email protected]



2018 - 2020

UDAAN

GP TOPIC : A Project On Enhancing Visual Merchandising as A Promotional Tool to Improve Sales in Lifestyle Stores

OBJECTIVES : To increase the sale and customer satisfaction by developing a customized allocation plan to distribute an optimum product category to the right stores. To ensure product availability in storeand optimize the product on shelves by assorting the right product and option mix. To minimize in-store transfer.

rdFINDINGS: Pantaloons was chosen as 3 brand preference for ethnic wear shopping compared to its competitors and majority of the consumers chose casual ethnics as their first preference it was found out that there is a demand for formal ethnic wear Larger number of population from the study doesn't find product attributes offered by Pantaloons attractive.The brand analysis shows that the overall performance of ethnic brands in Pantaloons has declined in SS19 from SS18

SUGGESTIONS : Introduction of formal ethnic wear category, Needs to improve communication and VM featues, Needs to improve product features for better acceptance of the products . .

Oormila S Pillai

Pantaloons - ABFRL



2018 - 2020

UDAAN

[email protected]

GP TOPIC : Role of Visual Merchandising elements in enhancing shopping experience of Pantaloons customers

OBJECTIVES : From the study it is evident that offering a convenient and hassle free shopping to customers is one strategy to develop loyal customers and influence them to make a purchase. Customers treat shopping as an experience and they want it to be a memorable one. Shopping experience can be improved by many ways such as offering best customer service, or by treating customers in the best possible way that the customers develop a connect with the store.

FINDINGS: Lack of planning, poor back end research and improper management of resources for every new project, its production activities and implementation. Few stores exhibit unsatisfactory performance with respect to styling and displays due to low or no knowledge of SVMs on styling, lack of merchandise n C and B grade stores, lethargic attitude of Store VM’s, late submission of records to the Head Office.

SUGGESTIONS : Lighting in large format store is adequate enough, however improvement can be made in small format stores. On interaction with customers, it was observed that lighting in MG Road store has further scope for improvement. Customers consider product informationalsignage, directional signage and promotional signage as an important factor while shopping,it is hence important to update them frequently. Absence of the same may demotivate customers.

Orna M S

Pantaloons - ABFRL

[email protected]



2018 - 2020

UDAAN

GP TOPIC : Impact of Visual Merchandising in Max, Pondicherry.

OBJECTIVES : To understand, analyze and improve the visual merchandising standards that are being used in the outlet, To Implement and record the STR of displays, walls, high point and themed visuals.To record the features that is customer friendly with the help of questionnaire, interviews and observations.

FINDINGS: STR of window/ cluster/ themed/ sectional/ seasonal displays is improvised after implementing changes, With Big data analytics, the customer responses are found, tested and recorded.· Increase in growth % after implementing walls and visuals based on per day sale quantity w.r.t to last year has been recorded. Change over of high point and negative area visual created a huge impact on seasonal perception etc.

SUGGESTIONS : Digitalizing highpoint, POS visuals, Updating of store layout for each season, Weekly changeover of mannequins, Consistent maintenance - Store ambiance, Fixture capacity, Visual Elements to be ensured etc.

S.Padmapriya

Max Fashions

[email protected]



2018 - 2020

UDAAN

GP TOPIC : A STUDY FOR THE PROBLEMS REGARDING PLANNED AND ACTUAL SPACE UTILIZATION OF PRIVATE BRANDS IN PANTALOONS FASHION & RETAIL LIMITED

OBJECTIVES : To study the planogram of the Pantaloons and highlight the discrepancies between the planned and actual plan in terms: a. Fixture used and capacity b. Retail area utilized c. Space efficiency d. Density e. Number of Options

FINDINGS: Communication between head office and store is lackingPlanogram are not made for all shelf, Lacking space related master data Planogram creation is not automated Stores do not fully implement all plan Different stores have a high volume of SKUs and stores to manage Space plan performance is not reviewed

SUGGESTIONS : Establish processes for communication between head office and stores • Make sure space related master data is up to date • With a large number of SKUs and stores, use automation

PREEMA

Lifestyle International Pvt. Ltd

[email protected]



2018 - 2020

UDAAN

GP TOPIC : Introducing Personalization Software to Jimmy Choo, Palladium, Mumbai.

OBJECTIVES : To equip the associates to provide a more human & personal service tailored to the individual, To stay relevant-create deeper & more meaningful engagement with modern affluent consumers, deliver a new range of personalized experiences & innovate to fit modern digital-infused lifestyles. To use real-time customer data to make a relevant recommendation to a customer in a timely way.To make customer experiences as relevant to the individual as possible, regardless of channel.

FINDINGS & SUGGESTIONS : .: The software that support brands both in-store & online shopping wereshort-listed, according to the need of Jimmy Choo, Palladium, Mumbai. The 5 software short-listed wereRiсh Relevanсe, Certona, Yusp, Syntasa and Nosto. All the features were studied, compared and suggested to the brand.And few more suggestions that could be put in to action immediately were also given.

SAKTHIMEENA SEKAR

JIMMY CHOO, MUMBAI

[email protected]



2018 - 2020

UDAAN

GP TOPIC :Visual Merchandising: Creative In-Store Display and Retail Sales

OBJECTIVES : The objective of the project was to identify how the various aspects of visual merchandising such as cross merchandising, merchandise styling would help in enhancing the retail sales which would help the industry to grow. Also, to analyse how creative display helps in boosting thesales and reducing the inactive pieces in the stores.

FINDINGS: The study assured that the display plays a very important role in the purchase decision of the customer. The findings showed that the creative display in-store develops an urge in the customers to buy the product. Also could find through the study that the customers tend to get attracted to a creative display which in turn helps in boosting the sales in the store.

SUGGESTIONS : The products could be displayed creatively since the day the product is received inthe store so that the display attracts the customers which in turn helps in enhancing the sale in the stores, various aspects of visual merchandising should be taken into consideration like cross merchandising and merchandise styling, which would enhance the aesthetics of the product which in turn would develop an urge in the customer to buy a product and also give a better experience to the customers inside the store.

Sapna Ahmed

Pantaloons - ABFRL

[email protected]



2018 - 2020

UDAAN

GP TOPIC :

OBJECTIVES : To investigate and analyse the pertinent gaps among ARROW and its competitors in casual shirt category.- By comparing different attributes like brand, fit, price, design, quality etc. -To find the preferred brand of customers in Casual Shirt category and to find out the reasons behind it.

FINDINGS: The product characteristics that are most important while making a purchase of a casual shirt are fit, brand, and design. - Majority of the respondents are not aware of the brand Arrow for casual shirts as the brand is well known for its formal wear collection.- U.S. Polo and Louis Philippe are the most preferred brands for casual shirt..

SUGGESTIONS : The products can be strengthened by improving fit or introducing new fit.Arrow can consider introducing plus sizes The major problem identified is brand awareness. Engaging celebrities with the brand have always been a good bet in apparel industry.

Saumya CK

Arrow - AFL

[email protected]



2018 - 2020

UDAAN

GP TOPIC : Launch of the Plus Size category under E-commerce dept. of Cover Story

OBJECTIVES : The objective was to identify the Plus-size experience of the customers including social, psychological and physical experience of being Plus-size. To identify the fashion trend plus choice and preference of Plus-size customers. The main aim was develop a new category and curate option plan along with the establishment of try and buy scheme.

FINDINGS: The broken sizes or limited stock available for plus-size customers has led to psychological effect where they felt “unwanted” in this fashion world. Plus-size women considered online platform more feasible and comfortable while following the trend and buying the desired garment. With more preference towards midi and mini dresses, it shows a transformation towards body positivity.

SUGGESTIONS : As most of the women are more comfortable with Online Platform, AUGMENTED REALITY feature will definitely help in engaging more with the customers. They will also get an idea what suits more on their body and will end up buying precise products. Add on to that, Truck and Buy is a campaign for offline platforms to give a better experience to customers. As seen, Plus- Size women aren't comfortable with Offline as they are with Online. These women have always felt that they have been disregarded or ignored when it comes to Fashion. Launch of Plus size campaigns on social media can help in a major way.

Srishti Bhagat

Cover Story, Future Style Lab Ltd

[email protected]



2018 - 2020

UDAAN

GP TOPIC : Opportunities And Gaps In Innovative Shirts

OBJECTIVES : To find the opportunities and gaps in innovative shirt by analysing product awareness, customer preference and market study. To understand the customers, view for accepting innovative shirts and also recognise which type of innovative shirt will be preferred by them during their purchase in future, along with customer's willingness to pay for these products.

FINDINGS: The opportunities for the innovative shirts are higher in the market more than the gaps customers are willing to try the innovative shirts in future and they are concerned of technology/ functionality of the shirt but, some of the customers are concerned of the price. During the trade show the orders placed in innovative shirts were very less because there were very few options to choose from, and also due to the high price range..

SUGGESTIONS :Improvise marketing of Innovative shirts Revive the innovative products that werealready offered by arrow earlier. Come up with new innovative products range as most of the customers are willing to try them in future and pay a moderate amount, some products should be introduced in a lower range.

Sindhu M

Arrow - AFL

[email protected]



2018 - 2020

UDAAN

GP TOPIC : New Product Launch Plan at Mothercare

OBJECTIVES : Key objectives of the study are stated : Identifying the marketing strategies for launch of Mothercare diaper.Planning customer engagement activities to increase brand awareness and increase footfall in stores

FINDINGS & SUGGESTIONS: Mother care being a premium baby care brand, customer engagement is crucial – building a community, giving personalized experience will add to the entire experience for customers. They should invest in building the connection with their customers through unconventional and innovative promotional activities like social media and personalized customer engagement.

Smiti Mishra

Mothercare, RBL



2018 - 2020

UDAAN

[email protected]

GP TOPIC : A STUDY ON IMPACT OF ONLINE BRAND AWARENESS AND PURCHASE INTENTION FOR NEW KVM JEWELERS

OBJECTIVES : The main objective is to offer insights into the use of social media marketing to a small-sized organization like New KVM Jewellery who is striving to expand their business online. Correspondingly, the purpose of my research is to come up with a structured social media marketing plan and to give recommendations so as to successfully reach remote Tamil Audiences.

FINDINGS: The findings presented in this study conclude that even though social media is more effective than traditional advertising channels, it cannot be implemented in isolation. The implication is that social media alone cannot single handedly create brand awareness or even develop business.

SUGGESTIONS : The results showed that social media has positively influence on brand awarenessof KVM brand. As majority of the respondents are online users & nearly half have heard about KVM, a mix of traditional advertising and social media marketing will prove to be immensely effective ininducing strong purchase intentions. As, KVM Jewellers limit their marketing exposure to seasonal times, they can use online advertising and social media marketing to expand their online reputation.

SRI SAKILA DEVI D

KVM Jewellery



2018 - 2020

UDAAN

[email protected]

GP TOPIC : Luxury consumers' perception on environmental sustainability and eco-friendly packaging

OBJECTIVES : To analyze luxury consumer's awareness, ideas on the concept of sustainability and how the consumers perceive the relation between luxury and sustainability. The study was also conducted to evaluate customers' satisfaction and views on packaging material used by Michael Kors.

FINDINGS: The study showed that there is no relationship between brand's importance on encouraging

sustainability and consumers spending behavior. Also, the stronger the consumer's personal views onsustainability, the more concerned they are in purchasing sustainable fashion

SUGGESTIONS : The high costs of eco-packaging and lack of information on the benefits of their use is considered as reasons for not purchasing them. So, the consumers should be informed about ecological packaging through communication campaigns that will sensitize them and encourage them on eco-friendly consumption habits.

THARANIYA GANESAN

MICHAEL KORS, CHENNAI

[email protected]



2018 - 2020

UDAAN

GP TOPIC : To study the effectiveness of Auto replenishment system with determining the core size & loss of sales for buying & retail planning in Indian Terrain boys wear.

OBJECTIVES : The main of the project is to study the effectiveness of automatic replenishment system by comparing the before and after ARS process sales data ie, AW'18 & AW'19 of Boyswear Category on basis of frequency(number of times replenished) and live days(shelf life) with respect to the factors involved . And also to determine the loss of sales for both the seasons with suggesting a better sales plan to maximise the profit and also for each style to suggest a carry forward styles list in Boy's range .In additional finding the core size of each product category of Boys wear in all stores for a better assortment planning in upcoming season.

FINDINGS: Implementation of this automatic replenishment system has shown a betterment in sales and also it has served its purpose of increasing the shelf life of product without getting nil stock . These determined values helps to make a better forecasting sales plan along with size wise ratio helps to make a better assortment plan

SUGGESTIONS : The auto replenishment system is needed and thus establishing this system to

maximum with full benefits will enhance the brand performance. Bringing back the old styles in market would gain a benefit to the brand . Thus the carry forward style list would help in planning for the upcoming season.

R Thejasvi

Indian Terrain Fashion Ltd

[email protected]



2018 - 2020

UDAAN

GP TOPIC : A Study On The Effectiveness Of Social Media Marketing: A Case Study On Zivame.

OBJECTIVES : To study how social media marketing affects the brand performance. To analyse the impact of influencer marketing and how it affects brand awareness, brand perception and improves engagement. To analyse how social media marketing has affected purchase decisions of the consumers,thus driving sales and to understand how brand associations can help increase the customer base, yet hold the brands identity.

FINDINGS: It can thus be said that social media does affect purchase decisions. Affiliate marketing plays a major role in creating brand awareness and perception, which influences the loyal followers the influencers have. Collaborationsand associations with other brands result in an increase in the number of followers on social media, and proved beneficial to the brand sales. Thus, improving online brand presence especially via influencers has a direct positive impact on brand performance

SUGGESTIONS :Campaigns should be designed in ways to create maximum engagement. The idea should be to come up with something that is about the audience, and not about the brand itself. Advertisements should be created such that audience should be able to associate an emotional connect with the brand. Associations with different brands gives the audience a new perspective and they look at the brand in a different way. The brand should associate with other women's wear brands and work out a collaboration that could bring out the best in both.

Ankita Menon

Zivame

[email protected]



2018 - 2020

UDAAN

GP TOPIC :Launch of New Ethnic Brand

OBJECTIVES : To study ethnic market trends and define the business model for a New Ethnic wear brand (Project name Navya). Understanding of Ethnic market & consumer. Competition understanding. Innovations in Ethnic market. Challenges while going online. The roadmap of the new brand. Trend Mapping & Price Mapping.

FINDINGS: The ethnic wear category is the fastest growing category. The trend will be more towards fashion consciousness and there will be greater demand for high quality, fashionable and affordable fashion. With the limelight on our culture and tradition, and most important – India's heritage, the ethnic wear segment will certainly move fast towards expansion. Customers want ethnic wear segment to have more affordable luxury collections. Convenience, comfort and style have been the key driving factors behind the growth of modern and organised format in ethnic wear segment. Younger generations are moving towards traditional attires irrespective of occasions. Men's ethnic wear is also becoming an attractive category. Rising e-commerce is adding value to the segment. Ethnic wearers want unique style statement along with premium quality, which caters both Men and Women, if a new brand were to be launched.

SUGGESTIONS : Authentic regional made famous work , traditional sarees, handcrafted fabrics, accessories, are all missing in most of the brands due to the modernization, thus Navya can cater to bring these back. Social media can be a great marketing tool to get more potential customers and literates who can learn and be made aware of lost traditions. To add Menswear in upcoming ethnic brands. More size options. More ethnic Men's wear. Create massive online presence.

Aruna T

ABFRL

[email protected]



2018 - 2020

UDAAN

GP TOPIC : LAUNCH OF NEW VALUE BUSINESS BRAND IN TIER 3 CITIES

OBJECTIVES : To recommend a brand expansion strategy that includes brand positioning,target consumer definition, product & price offerings, market penetration, channel strategy, marketing strategy etc as well as developing a detailed business plan highlighting investments & return. To study the Indian Value Business Market in terms of market size & growth. To identify the Value Business Brand name preferred by the consumers To study the important demographic, psychological & socio economic factors which influence the consumer purchase behaviour for shopping in a Value Retail especially in small towns & Talukas.

FINDINGS: pending power among the tier 3 population has increased and the trend is bound to remain the same in S

the coming years that will help boost the overall revenue. We can also under that consumer mind set in these towns is dependent more on the value for money of the product as compared to their counterparts in a metro. There is huge opportunity here to initiate a value fashion brand. A brand like Pantaloons clearly have what it takes to get into this market as they are very well capable of providing high quality clothing at affordable prices to all targeted segment.

SUGGESTIONS : The product offering should satisfy the psychology and functional benefits that the consumer expects from the product. In fact, in rural market, brands are almost non-existent. It is very important therefore for the marketer to understand that a lot needs to be done in terms of communication, media marketing and branding. Consumers in rural areas are extremely price sensitive and usually shop for value.

ELU MARIAM JOSE

ABFRL

[email protected]



2018 - 2020

UDAAN

THANK YOU

Documents

Dept of Fashion Management Studies 2018 - 2020 UDAAN