indian apparel industry
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  • 1. Introduction to Apparel © SOFT Student Handouts, By, Sunil Talekar, Faculty, SOFT-Pune Industry
  • 2. Clothing and their importance • Basic needs of human; Food, Cloth and shelter Re-Cloth,,,,, Throughout history, clothing has had great meaning. It has indicated peoples handcrafted skill, artistic imagination, and cultural rituals. @ It also reflected advances in technology @ Clothing does lot more than cover your body @
  • 3. Why People Wear Clothes From the beginning, clothing has served the same basic human needs; Protection = Physical needs Adornment & identification = Physical needs Modesty = Social needs Status = Social needs
  • 4. PROTECTION Protection: Clothing can prevent harm caused by the climate and the environment. Cloth supplements our natural body covering like a “ second skin”. Protective clothing give physical protection to the body @ From weather @ From environmental dangers @ From occupational hazards @ From Enemies
  • 5. ADORNMENt Adornment: Clothing can affect a persons mental attitude or morale in a good way. This is done through adornment or decoration @ Beauty is quality that gives pleasure to the senses, and gives a positive emotional reaction to the viewer. @ The way one culture views beauty in clothing may be completely different than the way one culture views beauty .
  • 6. IDENTIFICATION Identification: Identification is the process of establishing or describing who someone is or what someone does. @ Uniforms are a way of identifying roles, uniforms identify that someone is police officer, or a member of the armed forces. Uniforms can decrease racial, religious and other barriers. @ The regular clothing peoples wear may be considered “psychological uniforms”-looks at your classmate, aren‟t all of them pretty much dressed alike?
  • 7. IDENTIFICATION Identification: Identification is the process of establishing or describing who someone is or what someone does. @ Ceremonial garment: These can provide identification-A white wedding dress indicates a woman is a bride. @ A cap and gown indicates a person is graduating @ Institutional wear: some businesses and institutes have dress codes.
  • 8. MODESTY Modesty: Human beings wear clothing to satisfy their social need for modesty Modesty is the covering of a persons body according to the code of decency of that persons society. In the 1800‟s it was immodest for American Women to let their ankles show. Women's swimsuits were once made of thick fabric and covered the entire body. Now fashionable swimwear exposes lots of skin. The event you attending also affects your modesty By wearing appropriate and inappropriate clothing, people show their acceptance or rejection of their social environment
  • 9. STATUS Status: A persons status is his or her rank or position in comparison to others. “good “ or „high‟ status is usually associated with recognition, prestige and social acceptance.
  • 10. WHY PEOPLES SELECT CERTAIN CLOTHs Some of the most important factors that influence the particular clothing choices are people values and attitudes, their tendencies toward conformity or individuality, and their personalities. Fashion magazine is one book were to be left from today for people to read in hundreds of years.
  • 11. VALUES AND Values are the ideas, belief, and things that are important to an individual. They are the underlying motivations for a person‟s actions. Attitudes are formed from values. They are an individuals feelings or reactions to people, things or ideas. Some people select clothing because they value comforts. ATTITUDES
  • 12. PERSONALITY Personality can be defined as the total characteristics that distinguish an individual, especially his or her behavior and emotional tendencies.
  • 13. DOMESTIC RETAIL EXPORT
  • 14. DOMESTIC
  • 15.  The domestic apparel industry constitutes three segments  MENS WEAR  WOMENS WEAR  KIDS WEAR mens womens kids
  • 16. MENS FORMAL APPAREL CASUAL LOUNGE INNER ETHNIC INSTITUTIONAL TOP TOP TOP TOP TOP BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM STREET BRIEFS OFFICE SPORTS VEST SCHOOL PARTY SWIM ACCESSORIES FACTORY TIE ESSANTIALS DEPARTMENT BOW OFFICE SEMI FORMAL EVENING TRADITIONAL ACTIVE FUSION BEACH CONTEMPORARY CAP H. CHIP
  • 17.   With the increasing fashion trends in the global scenario Indian men are also becoming increasingly stylish. Indian is home to numerous top men clothing brands that are domestic. Some of the Top Men Clothing Brands in India are Madura Garments, Provogue India Ltd., Raymond Apparel Ltd., Pantaloon Retail (India) Ltd., Levi Strauss & Co. etc. TOP DOMESTIC MEN CLOTHING BRANDS IN INDIA  Zodiac  Provogue  Killer
  • 18. women's APPAREL FORMAL CASUAL LOUNGE INNER ETHNIC INSTITUTIONAL TOP TOP TOP TOP TOP BOTTOM BOTTOM BOTTOM BOTTOM BOTTOM SPORTS PANTIES OFFICE PARTY VEST SCHOOL ESSANTIALS SWIM ACCESSORIES FACTORY SCARF LINGERIE DEPARTMENT TIE & BOW OFFICE SEMI FORMAL EVENING TRADITIONAL ACTIVE FUSION BEACH CONTEMPORARY CAP HANKIE
  • 19.  In India, woman's clothing varies widely and is closely associated with the local culture, religion and climate.  Traditional Indian clothing for women in the north and east are saris or ghagra cholis and (lehengas)[citation needed] while many south Indian women traditionally wear sari and children wear pattu pavadai. .  Women started wearing more comfortable clothing and exposure to international fashion led to a fusion of western and Indian styles of clothing.  Women's clothing nowadays consist of both formal and casual wear such as gowns, pants, shirts and tops.  Traditional Indian clothing such as the kurti have been combined with jeans to form part of casual attire. Fashion designers in India have blended several elements of Indian traditional designs into conventional western wear to create a unique style of contemporary Indian fashion.
  • 20. INTRODUCTION  The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market.  The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India.  Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof.
  • 21. Key Players in India
  • 22. Future Group Mahindra Group Future Group is an Indian privately held corporation that runs chains of large discount department stores and warehouse stores. •Big Bazaar •Brand Factory •Central •Pantaloon Retail India (Now belongs to A. Birla) The Mahindra Group is an Indian multinational company headquartered in Mumbai, with operations in over 100 countries across the globe. •Mom & Me : Mahindra entered the retail market with a unique mother child venture called Mom & Me.
  • 23. Reliance Industries ADITYA BIRLA GROUP Reliance Retail, Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and based in Mumbai, it is the second largest retailer in India. Various Subsidiaries & division under Reliance Retail. •Reliance Fresh - Retail Outlets of fruits, Vegetables & Groceries. •Reliance Digital - Consumer Electronics retail Store •Reliance Jewels - Jewellery Reliance Time Out - Lifestyle store of Books, Music, Movies, Toys, Gaming, Fragrances, Stationery. •Reliance Trends - Apparel and Clothing In December 1999, Aditya Birla Nuvo, an Aditya Birla Group company, acquired Madura Fashion & Lifestyle to become the undisputed leader in the readymade menswear industry in India. In 2000, the company became a wholly-owned subsidiary of Aditya Birla Nuvo. •Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle. •Recently, the company launched Trendin.com, a one-stop shopping destination for the style conscious. online store showcasing the widest range of merchandise from Louis Phillipe, Van Heusen, Allen Solly, Peter England and People
  • 24. FABINDIA Shoppers Stop Fabindia (or Fabindia Overseas Pvt. Ltd.) is an Indian chain store retailing garments, furnishings, fabrics,Organics ,Personal Care and ethnic products handmade by craftspeople across rural India. Established in 1960 by John Bissell , an American . The products of Fabindia are mainly sourced from villages helping to provide and sustain rural employment in India. Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group started in the year 1991 with its first store in Andheri, Mumbai. SS has more than 60 stores in India. Shoppers Stop Sister Stores are: •Crossword Bookstores •HyperCity •MotherCare •Timezone PRODUCTS : Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. OWN LABELS :STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc
  • 25. • Madura Garments is a market Leader in branded apparel. It offers wide range of ready-to-wear clothes to cater to every market segment. • Madura Garments has ramped up exclusive showroom space more than 3lakh sq.ft through more than 200 stores across India. • These include several large format exclusive brand outlets of world class standards providing top quality retail experience to the consumers. • The Power Brands are Van Heusen,Louis Philippe & Allen Solly.
  • 26. Key Players in India : ARVIND • Arvind Brands Ltd the wholly owned subsidiary of Arvind Mills Ltd has a joint venture with the US based VF Corporation to manufacture and market the US based company's global brands in India. • VF Corp owns brands such as Lee,Wrangler,Vanityfair,Jansport,Flying Machine,Ruf & Tuf etc
  • 27. Key Players in India : RAYMOND • Raymond Apparel is one of the biggest textile players in India. • Raymond Apparel has three major brands under its belt: Park Avenue , Parx & Manzoni. • Other Key Players in the Apparel segment include Provogue India Limited which started in 1997. ITC Wills lifestyle .
  • 28. BOUTIQUES IN INDIA
  • 29. BOUTIQUES IN INDIA Ritu Kumar is the first women to introduce the “Boutique”culture in India under the brand name Ritu. Boutique or Concept stores are similar to specialty stores. Concept stores only stock one brand. They are run by the brand that controls them. They are mostly found as Standalone stores in prominent locations or in major Shopping Malls. The exclusive outlets of these Designers are very limited in number & displays all the categories under one roof. Since highly priced due to the quality ,unique designs & techniques they are catered to only Upper class in India & abroad.
  • 30. RETAIL MERCHANDISING
  • 31. • Retail merchandising is the process used in order to conduct retail sales. As part of the process, the merchandiser pays close attention to the types of products offered for sale, how to best present those products to consumers, and determining what is a reasonable retail price for each unit sold. • The first important step in retail merchandising is establishing working relationships with manufacturers who will provide the goods or services that are ultimately sold by the retailer. This type of retail buying involves determining what products will be carried in the retail establishment, negotiating the unit price that will be charged by the manufacturer, and arranging for the delivery of those goods. • Once the goods are secured, the retailer must determine the unit price that he or she will assign to the products. In all cases, this retail price will be higher than the cost of purchasing the goods from the supplier. • After setting the retail pricing, the process of retail merchandising moves on to the task known as setup and display. Setup and display are often considered especially important with fashion merchandising and similar retail settings, in that the visual display is often the key means of attracting customers who are highly likely to make a purchase.
  • 32. Retail Merchandising • Marketing is an important aspect of any retail merchandising strategy. Engaging in a publicity campaign to reach prospective customers may involve something as simple as advertising in local publications as well as electronic advertising on local radio and television stations. Direct mail is also a common strategy in retailing, as the mailings make it possible to reach people in their homes and places of business rather than relying on them to approach the retailer first. • In order to be successful with retail merchandising, it is necessary to provide consumers with a couple of key benefits. First, the products must be of high quality; this helps to ensure the customer will return for more purchases in the future. Along with the quality, the retailer must also sell the products at prices the consumer finds reasonable. By providing quality products at affordable prices, the retailer has a much better chance of standing out from the competition and remaining in business for many years to come.
  • 33. VISUAL MERCHANDISING…
  • 34. Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product. Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.
  • 35. Inspire Shoppers To encourage them to buy more of the products you want them to, increasing your sales, margin and return on space after all, you are running a business. First Impression counts The exterior of your premises should be instantly appealing with clear, consistent branding applied to your signage. The entrance reflects the personality of your store and must entice the passer by to enter. Creative and Inventive window display An excellent opportunity to bring more customers to your store. Customers have only a few seconds to view and be attracted by your displays so keep them simple, bold and uncluttered. Use of bright colors & lighting to draw the eye, maybe even motion.
  • 36. Importance of Visual Merchandising Seasonal displays are a perfect opportunity Mothers day, Fathers day, Easter, Diwali, Christmas etc. Ensure any special offers are clearly readable and not too big / small. Store Signage Your in store signage must be clear and concise. Keep it simple and in line with your existing store branding. Use fonts and colors that are easily readable from a distance, avoid script or fussy, ornate styles. POS : Point of Sale Point of sale (POS) or checkout is the location where a transaction occurs. Use this area to display new products, special offers. Be really creative with these displays. Keep them simple and bold.
  • 37. The Concept of Retail Price
  • 38. Concept of Retail Price • Price is an Integral element of the retail marketing mix. It is the factor which is the source of revenue for the retailer. • The price of the merchandise also communicate the image of the retail stores to the customer. • The Key Factors: • Depends on the business model that the retailer has chosen to follow. • Demand for the product and the Target Market. • The store policies and the image to be created. • Competition for the product and the competitors price for a similar product the market.
  • 39. • India’s textiles and clothing industry is one of the mainstays of the national economy. It is also one of the largest contributing sectors of India’s exports worldwide. • The report of the Working Group organized by the Planning Commission on boosting India’ manufacturing exports during 12th Five Year Plan (2012-17), predicts India’s exports of Textiles and Clothing at USD 64.41 billion by the end of March, 2017. The textiles industry accounts for 14% of industrial production, which is 4% ; employs 45 million people and accounts for nearly 11% share of the country’s total exports basket.
  • 40. • • • • • • • • • • Merchandizing Sampling Prototype Fit Designer work sheet Purchasing Costing Production Scheduling Quality assurance Finishing
  • 41. • The apparel export Industry, Merchandising in both export production and manufacturing function encounter many challenges in buying and Planning, Understanding merchandising calendar, Fashion forecasting, costing and future of fashion etc.
  • 42. Tech pack received from Merchant Develop Pattern Costing CAD Maker Develop Sample Develop Fit proto Sample Revise Fit PP Sample PP Sample Revise Sample Size set sample Sealer Sample Sealer Sample Incorporate Buyer Comments Bulk Production Shrinking to added if its wash
  • 43. Sampling The next step in product development is making the first pattern, which is used to cut and sew the first sample garment. The pattern is made in sample size, one is used for testing and selling purpose. Prototype The prototype is made by sample maker, the best of the factory sewers. Sample- makers must have factory sewing skills and know how to put an entire garment together. The factory construction methods must be tested as the garment is sewn. Fit The next step is to test the sample for fit and total effect. The ability to create good fit is the most important skill needed in the development of the garment. The garment
  • 44. Designer Work sheets Records are kept on all styles as they develop. Work sheets containing information that guides the production department in figuring costs and in fabrics and the trimmings.
  • 45. Purchasing Ordering the materials necessary to produce garment is usually done by the manufacturer‟s fabric or piece goods buyers. The piece goods buyer act as a liaison between the mill or converter and the manufacturer. The buyer must know all properties of fabrics and have information on prices , availability and delivery.
  • 46. Marker making is the process of determining a most efficient layout of pattern pieces for a style, fabric and distribution of sizes. Factories those don‟t have CAD system perform this process manually. In manual marker making to make an efficient marker one need time, skill and concentration. Now-a-day Marker making is mostly done by CAD systems which give accuracy, increase control over variables and reduces time required in making markers.
  • 47. Cutting Room Using the markers made graded patterns, in accordance with the issue plan, fabric are cut to prepare for garment assembly. The cutting order tells what to cut , What fabrics to uses programmed data to determine what makers should be made, how fabric should be spread and cut, and the most cost – effective numbers of piles, colors, and size mixes.
  • 48. Costing Costing is an exact calculation by using actual figures for material and labor. The costing department uses designer worksheet, a prototype garment, and the production pattern to analyze materials and construction step by step. Cost Sheet 1. Materials 2.Trimmings 3.Production, patternmaking, gradin g and marking 4. Spreading and cutting 5. Assembly 6. Finishing 7.Freight
  • 49. Production Planning The production manager or merchandiser schedule cutting and garment assembly in time to meet shipping dates. This schedule is reverse timetable , usually covering six months.
  • 50. Quality Assurance Quality control is the standardization of production using specifications as guides. The last garment sewn should be the same as first garment. They inspect all the garment production. Production standard is very important.
  • 51. • In apparel , this may include some handwork, For most apparel pressing, washing, labeling and folding are sufficient . The packaging of garment should be proper.
  • 52. • • • • • • • • • Gokldas Exports Ltd. (Banglore, Chennai) Bombay Rayon Fashion Ltd. (Banglore) Shahi Export Pvt.Ltd (Banglore) Gartex Insta Apparel (Banglore) Trendset Apparel Pvt. Ltd (Banglore) Textport Industries Pvt.Ltd True Blue Text Craft Pvt.Ltd (Kanpur) Karni Export (Jaipur, Rajasthan) JT Clothing
  • 53. Thank You