Exploratory research on fashion accessories


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Fashion accessories are decorative items that supplement one's garment, such as jewelry, gloves, handbags, hats, belts, scarves, watches, sunglasses, pins, stockings, bow ties, leg warmers, leggings, neckties, suspenders, and tights.
Accessories add color, style and class to an outfit, and create a certain look, but they may also have practical functions. Handbags are for carrying small necessary items, hats protect the face from weather elements, Laptops provide mobile connectivity and are used to increase work power and gloves keep the hands warm.
Many accessories are produced by clothing design companies. However, there has been an increase in individuals creating their own brand name by designing and making their own label of accessories.
Accessories may be used as external visual symbols of religious or cultural affiliation: Crucifixes, Jewish stars, Islamic headscarves, skullcaps and turbans are common examples. Designer labels on accessories are perceived as an indicator of social status.
Accessories are also available in the form of bracelets, necklaces, earrings, and shoelace accessories.

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Exploratory research on fashion accessories

  1. 1. Exploratory research on Fashion accessories for children clothing. Presented by— Bishwajeet
  2. 2. Objective of the research…. <ul><li>The objective of the research was to figure out the general behavior of parents about the fashion accessories of their children. </li></ul><ul><li>The research was aimed at identifying the uses and types of children fashion accessories which are more prevalent among the children. </li></ul><ul><li>It also aimed at studying the role of BRAND for the parents when it came to children's stuff. </li></ul>
  3. 3. Methods and Procedure of the research <ul><li>The research process proceeded in three forms: </li></ul><ul><li>1. We did the secondary research. </li></ul><ul><li>The secondary research was done on the internet. It aimed at defining the brands operating in the market. </li></ul><ul><li>2. Then expert interviews were done. </li></ul><ul><li>People who are in the business of children fashion accessories were interviewed. They were mainly shopkeepers. This aimed at defining the market trend and size, the buying behavior and the brand role. </li></ul><ul><li>3. A survey was conducted for 500 parents. </li></ul><ul><li>This was done to find out buying behavior of the parents </li></ul>
  4. 4. Limitations of the methodology <ul><li>“ The audience is cautioned that the findings presented here are more qualitative, and less quantitative in nature. The study was designed to explore the behavior of the respondents and not on the causes of such behavior. Therefore, the findings cannot serve as a basis for statistical generalizations, but should instead be viewed as working hypotheses, subject to quantitative validation.” </li></ul><ul><li>“ Respondents constitute a small non random sample of relevant customers and are therefore not statistically representative of the population from which they have been drawn.” </li></ul>
  5. 5. The Secondary Research <ul><li>The secondary research was done on the internet, google.com being the major information provider. </li></ul><ul><li>The brands operating in Indian market are: </li></ul><ul><ul><li>Disney </li></ul></ul><ul><ul><li>Barbie </li></ul></ul><ul><ul><li>Weekender kids </li></ul></ul><ul><ul><li>Gini & Jony </li></ul></ul><ul><ul><li>Catmos </li></ul></ul><ul><ul><li>Lilliput </li></ul></ul><ul><ul><li>Wear House </li></ul></ul>
  6. 6. Continued…. <ul><li>The kids branded apparel & accessories market in India was estimated at $ 600 million in FY ‘ 05. </li></ul><ul><li>It is estimated to grow to $ 850 million by 2010. </li></ul><ul><li>The market is driven by both character and non-character merchandise. </li></ul><ul><li>The non-character segment constitutes almost 85% share of the total market size. </li></ul><ul><li>According to census.gov.in the population of children from age group of 5 to 12 in Bangalore was 9.20 lakh in 2002. </li></ul>
  7. 7. Expert Interview <ul><li>People who were in the business of children apparel and accessories for a considerable time were interviewed. e.g. shopkeepers . </li></ul><ul><li>We received the following information: </li></ul><ul><ul><li>The buyers are not very particular about brand. </li></ul></ul><ul><ul><li>There is a regular demand in the market but it increases in seasons. </li></ul></ul><ul><ul><li>This business is not a success if there is no variety in the store. </li></ul></ul><ul><ul><li>The demand for character based accessories depends on individuals and events. While the non-character based accessories have a flat demand. </li></ul></ul>
  8. 8. Continued… <ul><ul><li>Girls accessories are more in demand as compared to boys accessories. </li></ul></ul><ul><ul><li>Foreign brands are generally preferred by the upper middle class and the local brands are preferred by the lower middle class. </li></ul></ul><ul><ul><li>The buyers usually follow the latest trends in fashion accessories for children’s clothing. </li></ul></ul><ul><ul><li>The shops that we approached: </li></ul></ul><ul><ul><li>Kids Kemp, Urbanite, Kid City </li></ul></ul>
  9. 9. Market Survey <ul><li>The survey was conducted for sample size of 500. </li></ul><ul><li>The areas in which the survey was done are: </li></ul><ul><ul><li>Koramangala </li></ul></ul><ul><ul><li>Madhav Nagar </li></ul></ul><ul><ul><li>HAL </li></ul></ul><ul><ul><li>Brigade Road </li></ul></ul><ul><ul><li>Hanumanth Nagar </li></ul></ul><ul><ul><li>The respondents were selected on the basis of age group of their children (i.e. 5– 12 years). </li></ul></ul>
  10. 10. Questionnaire <ul><li>Dear Respondent, </li></ul><ul><li>  </li></ul><ul><li>We kindly request you to fill in the details for the following questions on fashion accessories for children’s clothing. </li></ul><ul><li>  </li></ul><ul><li>NAME: _________________________ </li></ul><ul><li>  </li></ul><ul><li>PHONE NO: _______________________ </li></ul><ul><li>  </li></ul><ul><li>Do your children use fashion accessories? </li></ul><ul><li>  Yes No   </li></ul><ul><li>If yes, do you decide the accessories for your children or do they decide? </li></ul><ul><li>We They Both   </li></ul><ul><li>Do you buy accessories only for your children or as a gift also? </li></ul><ul><li>Only for my children Also as a gift   </li></ul><ul><li>Which are the accessories used by your children? </li></ul><ul><li>Girls: Hair bands hair clips earrings bangles </li></ul><ul><li>Bracelets Watches wrist bands goggles </li></ul><ul><li>Belts Fancy footwear others ______________ </li></ul><ul><li>Boys: </li></ul><ul><li>Caps Belts Watches goggles </li></ul><ul><li>Wrist bands Fancy footwear others ________________   </li></ul><ul><li>Who & what are the main influencers in your child’s choice of fashion accessories? </li></ul><ul><li>TV shows & advertisements Movies Friends </li></ul><ul><li>Classmates Shopping malls   </li></ul><ul><li>Do you prefer branded items? </li></ul><ul><li>Yes No   </li></ul><ul><li>Do you keep up with the latest trends? </li></ul><ul><li>Yes No </li></ul><ul><li>Thank you. </li></ul>
  11. 11. Who decides the accessories?
  12. 12. Accessories are bought for whom? 150 For our children As a gifts also 500
  13. 15. Most commonly used accessories for Girls***
  14. 17. Most commonly used accessories by boys###
  15. 18. Influencing agents!
  16. 19. Analysis…. <ul><li>The children’s fashion world is equally trend driven as may be the world of men or women. </li></ul><ul><li>The market for Fashion Accessories for children is highly competitive. </li></ul><ul><li>The competition is between the foreign brands and the local brands. </li></ul><ul><li>The kid’s apparel and accessories market in India stands at almost 15% of the total apparel market. </li></ul><ul><li>It is poised for a yearly growth of approx. 40% </li></ul>
  17. 20. Conclusion <ul><li>From the study we can say there exists a huge opportunities to launch powerful Indian brand for children accessories. The aim should be to create a line of products that meet the quality and value standards of the Indian costumers matching the international fashion trends </li></ul><ul><li>We therefore recommend that the concept be further developed and formal executions be tested. </li></ul>
  18. 21. THANK YOU