In knitting industry demand management is highly required for smooth and steady business. Demographic analysis is not enough to forecasting the demand. Psycho graphic influences also need to analysis. High innovation and fashion content are the main aspects of demand creations.

1. NIFT – TEA KNITWEAR FASHION INSTITUTE
Sayantani Hazra I Final year MBA (AB)
Demand Management of Knitwear
Industry in Changing World
- A Special Focus on Fragile Market Trend
(With Reference to Koral International, Tirupur)

2. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)2
World Knitwear Market Size in US $ Bn.
Source: National Centre for Trade Information, New Delhi

3. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)3
Top Knit Apparel Exporting Countries of the World in the year 2005 - 06
Source: Apparel Export Promotion Council, India

4. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)4
Top Knit Apparel Importing Countries of the World in the year 2005 - 06
Source: Apparel Export Promotion Council, India

5. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)5
Indian Exports of Knit Apparel
Source: Apparel Export Promotion Council, India

6. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)6
USA's Knit Apparel Imports in US$ Mn.
Source: Department of Commerce, USA

7. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)7
Tirupur Knitwear Exports by Volume
Source: www.fibre2fashion.com/industry-article

8. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)8
Tirupur Knitwear Exports by Value
Source: www.fibre2fashion.com/industry-article

9. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)9
The Demand Management Process
Monitoring
demand
Identifying and
analysing
demand variance
Managing
demand variance
Managing
demand risk
• Understand the
customer taste
and lifestyle
• Identifying
variance (e.g.,
rapid growth
rates or relative
differences)
• Identifying root
causes of
variance
• Managing demand
through
– Best Customer
Experience
– Partnering/Virtu
al Integration
• Annual
supply/demand
Gap Analysis
• Development of
alternatives
• Consistent
garments quality
• Product
development
• Latest Fashion
• Demand/Supply
collaboration
with suppliers
• Right product to
the right
consumers
• Tailored to meet
specific needs of
the customer
• Demand
uncertainties – the
predictability of
the demand for a
product

10. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)10
Scope of the study
Worldwide demand for knitwear products is growing vastly. In 2006, China retains
the leader position in clothing export followed by Hong Kong, Italy, Turkey. India
holding seventh position.
Apart from the demography analysis and market trend, now a day apparel market
mostly depending on the mood, behaviour and buying habits of the consumer.
People likes knitwear garment much as casual dress according to their range of
styles, colours and mood
Fashion in garment industry as usual playing a fragile role. Uncertainty of demand
for knitwear product variety is still on the higher side
Mass customisation and digital printing for meeting unpredictable demand levels,
for luxury goods, uncertain customer wants and for heterogeneous demand.
USA, EU (25), and Canada all together constitute approx 74% share in world
exports of knitted garments from India.
Knitwear industry in Tirupur are not utilising the full capacity because of flexi
demand

11. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)11
Objectives
In knitting industry demand management is highly required for smooth and steady
business.
Demographic analysis is not enough to forecasting the demand. Psycho graphic
influences also need to analysis.
High innovation and fashion content are the main aspects of demand creations.

12. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)12
Analysis: Current Knit Apparel Business Trends
Global
Market
Continuous
advances in
IT
Increasing
outsourcing
Short
product life
cycle
Expanding
product
variety
CURRENT
BUSINESS TRENDS

13. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)13
Analysis: Company’s Operating Model
Inventory
Customer Plan
Product
Due Date
Confirmed
Orders
Finished Product
Shipping Orders
Order Management
Customer
Expectations
Production Unit
Capable
to
Promise
Transportation
Planning
Available
to
promise
Demand
Plan
Supply
Planning
New Product
Development
Merchandizing
& Selling
Promotion
Demand
Planning
Plan
Outside
Supply
Strategic,
Marketing,
& Operations
Planning
Raw
Material
Exporting
Demand
Plan
Customer

14. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)14
Analysis: Import Order Placement Type

15. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)15
Analysis: The Initiatives Company Take to Increase the Orders

16. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)16
Analysis: Demand Type and Production
Production Size Estimations
Weekly
4%
Fortnightly
12%
Monthly
23%
Seasonally
61%

17. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)17
Analysis: Time Require to Execute a Standard Order

18. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)18
Analysis: Measurement to Quantify the Demand

19. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)19
Analysis: Managing Supply with Respect to Variable Demand
Payment
Analysis
Resources
Productivity
Analysis
Inventory
Optimisation
Modelling
Procurement
Risk
Modelling
Spending
Category
Supplier
Performance
Analysis
Supply
Management

20. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)20
Analysis: Same Order Repetition and New Order Rejection Rate
81.42%
14.38%
4.20% 0.00%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
0-10% 10-20% 20-30% >30%
New order rejection rate in a year

21. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)21
Analysis: Factors Influencing Purchase

22. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)22
Analysis: Level of Satisfaction

23. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)23
Analysis: Attributes Consider Most while Placing the Imports Orders

24. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)24
Findings & Recommendations
 Manufactures to maintain a good knowledge base on fashion markets and
interpret the fashion market as well.
 The price and the consistent quality are the high criterion for selection of a knit
garment.
 Tirupur knit industry is expected that efficiency in production process and high
productivity would affect the price and quality as well which help them to compete
head-on with the biggest low cost suppliers from other developing counties.
 Low repetition rate is not the cause of concern for import orders unless and until
knit company has good product development capability.
 Demand uncertainty or risk is pretty high in knit apparel business.

25. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)25
Scope of Improvement
 The survey focused mainly on the demand and marketing aspect and not on
sales. In depth survey of the distribution channel also needs to be conducted to
know the preferences of the buyers well.
 The impact of demand variability on pricing and inventory replenishment decisions
is not touched.
 A measurement requires to identify the effective supply chain strategy in knit
industry.
 The possibility of any kind of alteration in the product or the product line has been
totally eliminated in this project.
 The possibility of the new product in the global market has also been neglected.
The new product development frequency also needs to be studied.
 A cost benefit analysis based on this survey may be designed to know the
feasibility of the various promotional strategies.

26. NIFT – TEA KNITWEAR FASHION INSTITUTE
Demand Management of Knitwear Industry in Changing World Sayantani Hazra I Final year MBA (AB)26
NE
Q?
Thank you all