4. The need for Quality Assurance
exists regardless of
whether you make it
or
someone else makes it!!!
4
5. UNDERSTANDING Q.A.
Textile Quality Assurance is the process of
designing, producing, evaluating and checking
products to deliver the desired PRODUCT.
Points to ponder:
Q. Who is responsible for the Quality of goods?
Q. What is the difference between Q.C. & Q.A.?
5
7. UNDERSTANDING Q.A.
Quality satisfies customer’s expectations
Today, you HAVE to produce quality products at
a competitive price
Q is inherent in a product and is incorporated in
the product during P.D., production & marketing
Textile Q.A. includes quality of goods as well as
actions & interactions of the departments,
materials and processes involved in production
7
9. The Model
Outermost circle represents materials,
processes and product characteristics and
features which affect the quality of a product.
Next circle indicates that the 3 factors must be
defined, evaluated, inspected and analysed to
ensure conformance and compliance.
Innermost circle indicates that Q.A. is a never
ending process
Center of the model presents the 2 basic goals
of Q.A.
9
12. Companies + employees must understand how
quality affects organisations, standard practices
within organisations, consumer behaviours,
customer purchases and satisfaction, and
competition within the market place.
12
13. Definition of Quality
Webster defines quality as ‘that which belongs to
something and makes or helps to make it what it
is; characteristic element; any character or
characteristic which may make an object good or
bad; the degree of excellence which a thing
possesses.’
13
14. Definition of Quality
Quality is defined as the total of the
characteristics that help describe the overall
object or service
COTTON is the best fiber available. T/F ??
14
15. Product Perspective
Product quality is represented by the total of a
set of precise & measurable characteristics or
component of a finished product
Difference in characteristic or component
difference in quality
Each parameter is quantified/benchmarked
E.g. GSM, count, construction, colour fastness to
washing/rubbing, etc.
15
16. Product Perspective
* more, finer, etc. doesn’t necessarily mean
better, should be relevant.
* sometimes lighter fabric is required, sometimes
coarser fabric is required
16
17. Producer’s perspective
Q = consistent conformance to specs & stds
Q is achieved when products fall within
acceptable range
E.g. button
“buttons may satisfy manufacturer’s expectations
but may or may not perform in a satisfactory
fashion for the consumer”
17
22. Producer’s perspective
Point of view #1
Good Q enables a company to produce goods that
meet pre-determined criteria and which can be sold
at full price
Point of view #2
‘Q is free’ | Production & material costs are same for
1st Q products as well as seconds | cost of producing
100 units is same regardless of whether 100, 75 or 50
units are first quality 22
23. Crosby’s 14 steps of Q improvement
1. Make it clear that management has a long-
term commitment to Q
2. Form cross-department Q teams
3. Identify where current and potential
problems exist
4. Assess the cost of Q & explain how it is used
as a management tool
23
24. Crosby’s 14 steps of Q improvement
5. Increase the Q awareness and personal
commitment of all employees
6. Take immediate action to correct problems
identified
7. Establish a zero defect program
8. Train supervisors to carry out their
responsibilities in the Q program
24
25. Crosby’s 14 steps of Q improvement
9. Hold a zero defects program
10. Encourage individuals and teams to establish
both personal & team improvement goals
11. Encourage employees to tell management
about obstacles they face in trying to meet Q
goals
12. Recognise employees who participate
25
26. Crosby’s 14 steps of Q improvement
13. Implement Q councils to promote continual
communication
14. Repeat everything to illustrate that Q
improvement is a never-ending process
26
27. Customer perspective
“quality depends on the dimensions of product or
service that are of importance to me”
Customer determines whether or not a
product/service meets or exceeds expectation
* Companies need to respond to changes in
expectations and needs in order to survive in the
market
27
28. Customer perspective
“superior colour fastness is desirable but higher
price isn’t”
Fabric manufacturer has to understand the
wants of immediate customer and the ultimate
consumer
28
29. T.Q.M.
Focus on customers and their satisfaction is the
basic underlying principle of TQM
In TQM, all actions are directed toward
producing a quality product for the TG, satisfying
the TG and meeting the company’s business
objectives
29
30. T.Q.M.
Customer satisfaction doesn’t occur JUST by
keeping contact with customers through
complaint departments, satisfaction surveys, and
warranties
Firms must understand all interactions
customers have with company & use that
information to improve the system
30
32. Deming’s management principles include 14
points that relate to adopting a philosophy of
improving products & services, remaining
competitive, staying in business and providing
jobs
32
33. Deming’s 14 points:
1. Create constancy of purpose for improvement
of product and service
2. Adopt the new philosophy
3. Cease dependence on mass inspection
4. End the practice of awarding business on the
basis of price tag alone
5. Improve constantly and forever the system of
production and service
33
34. Deming’s 14 points:
6. Institute training
7. Adopt and institute leadership
8. Drive out fear
9. Break down barriers between staff areas
10. Eliminate slogans, exhortations, and targets
for the work force
11. Eliminate numerical quotas for the work force
34
35. Deming’s 14 points:
12. Remove barriers that rob people of pride of
workmanship
13. Encourage education and self-improvement
for everyone
14. Take action to accomplish the transformation
35
37. Deming’s Cycle
1. Conduct consumer research, use the results in
planning the product (PLAN)
2. Produce the product (DO)
3. Check the product to make sure it meets
criteria identified in the plan (CHECK)
4. Market the product (ACT)
5. Analyse how the product is received by TG in
terms of Q, cost and other criteria (ANALYSE)
37
38. Joseph M.Juran – Q Pioneer
Juran’s approach concentrates on eliminating
the relatively few sources that cause the majority
of problems
Focus is on understanding customers,
communication within the company & with
customers, and continuous improvement
38
39. Juran’s 10 steps to Q improvement
1. Build awareness of both the need for
improvement & opportunities for
improvement
2. Set goals for improvement
3. Organise to meet the goals that have been set
4. Provide training
5. Implement projects aimed at solving
problems
39
40. Juran’s 10 steps to Q improvement
6. Report progress
7. Give recognition
8. Communicate results
9. Keep score
10. Maintain momentum by building
improvement into the company’s regular
systems
40
41. Value-based perspective
“quality are those that perform/conform at
acceptable prices”
Today, value & excellence are combined to
create affordable excellence
“when benefits exceed cost, customer is satisfied
& vice-versa”
41
42. Dimensions of Q
8 dimensions of Q have been identified as follows:
1. Performance
2. Features
3. Reliability
4. Conformance
5. Durability
6. Serviceability
7. Aesthetics
8. Perceived quality
42
43. 1. Performance combines product & user-based
approaches, and focuses on measurable
product attributes
2. Features are secondary characteristics that
supplement a product’s basic function
- E.g. style & design aspects
- feature for fashion products change more
quickly than basics
Dimensions of Q
43
44. 3. Reliability : describes the likelihood of product
failure within a given time period
-Important in case of durable goods.
-E.g. durability is not required in case of bridal
wear
* Textiles are normally semi-durable goods
Q. Give examples for product failure ??
Dimensions of Q
44
45. 4. Conformance is the degree to which a
product’s design and function match standard
and specs
- E.g. the product should meet the standards in
terms of the desired construction, fabric
strength, matching of plaids at c.f. seam,
matching of trims and fabric in terms of colour
Dimensions of Q
45
46. 5. Durability : how long a product will be suitable
for its end use.
- A product can’t be used if it has deteriorated to
the point of unsuitability
* Deterioration may be in terms of colour
fastness, abrasion resistance, fit, style, fashion
“product life span vary for different consumers”
“expectations from nightwear and work wear are
very different”
Dimensions of Q
46
47. 6. Serviceability : related to product repair. In
textile, it means ‘clean-ability’
Q. Can the product be cleaned & restored to its
near-new condition?
- A product may shrink, bleed or loose colour,
wrinkle
E.g. Process can be incorrect : hot water
- Inappropriate material : dry cleaning, detergent
- Inappropriate material used in product: pigment
dyed cotton + silk
Dimensions of Q
47
48. 7. Aesthetics describes one’s physical senses of
sight, sound and touch.
- In case of textile & apparel – hand, weight,
texture, colour & fashion
- Aesthetics reflects individual preferences –
pastels, body-hugging
Dimensions of Q
48
49. 8. Perceived quality : customers rarely possess
complete information about a product. They tend
to rely on nebulous factors like brand name,
advertising, etc.
Dimensions of Q
49
50. Determining product markets
Why is identification/determining of TG
important?
Demographics, psychographics, lifestyle,
etc.
50
51. Demographics
Gender
Age & stage of lifecycle (teens, single working,
micro-family, large family)
Education level & socioeconomic status (design
companies, accounting companies)
Geographic location
Ethnicity & cultural membership
51
52. Lifestyle factors
Social activities, entertainment preferences,
memberships in group & organisations, Shopping
habits, hobbies, spending & saving habits, gift
giving
E.g. athlete, tennis player, horse rider
E.g. travel & vacation plan resort, trekking
52
53. Lifestyle factors
E.g. wardrobe size & variety :
- Alok owns 5 pairs of black pants – IDENTICAL
- Ravi owns 5 pairs of black pants – DIFFERENT
WT, TEXTURE, STYLING
- Deval owns 1 pair of black pants – JUST 1 PAIR!!
“each of the above individuals has developed a
wardrobe to meet particular needs”
53
54. Lifestyle factors
Also, manner in which individuals clean, repair
and store textile products has an impact on the
market
E.g. one consumer may replace an item when
he/she looses a button
another consumer may replace the lost button or
replace all buttons.
Q. What do the Sheikhs do in the Middle-East?
54
55. Psychographics
Includes individual self concept, self esteem,
body image, personal values, attitude towards
fashion, standard of living, religious beliefs
Environmental attitude organic clothing,
frugality
Background in textile & apparel ??
Personal likes & dislikes discount stores;
specialty stores; catalogues, web
55
56. Relating TG to Product Attributes
“ability to translate TG characteristics into
product attributes for a specific product is
the most important & difficult task”
56
57. CASE STUDY
T.G. Family of limited income, some vocational
education, parents in early 30s, one or more small
children, suburbans of a metro city of India,
moderate interests in fashion, conservative
attitudes. Avid watchers of cricket, laughter
shows, talent shows, children’s programs,
interested in crafts.
Q. Describe the apparel product this TG would be
interested in.
Q. Describe a specific apparel product – let’s say
T-shirts for a 5 year old kindergarten girl
57
58. CASE STUDY-Answer to Q1.
This market may be more interested in products
that are relatively low cost, durable, and easy
care. Thus, a company that produced for this
group would need to be extremely price
conscious. Their products would probably
incorporate cotton, cotton/PES, or 100% PES in
fabrications that have good abrasion resistance,
are strong, and don’t require special care in
laundering. Product would need to be
constructed in a durable fashion and not
incorporate any components that required dry
cleaning.
58
59. These products would probably be somewhere in
the middle of their fashion cycle, but the fashion
component would be modified to appeal to the
more conservative nature of this target market.
Because of the interest in crafts, a special trim,
appliqué, embroidery, or screen print might
appeal to this group provided that the addition
did not add much to the cost or affect care or
durability.
59
CASE STUDY-Answer to Q1.
60. This customer would likely shop at a discount
mass merchandiser in the suburban community.
The merchandiser is known for its everyday low
prices and reasonably durable products. The tee
shirts are made of either 100% cotton or
cotton/PES blends and are machine washable.
Some of the tee shirts are solid colours, some
have lace trim and ribbons or embroidery, and
some incorporate screen prints of currently
popular children’s cartoon characters. No doubt
this customer would find at least one product in
this retailer’s offerings that would satisfy
requirements for a girl’s tee shirt. 60
CASE STUDY-Answer to Q2.
63. Serviceability
Serviceability describes how well a product
satisfies customer needs
Components of serviceability include:
Aesthetics
Durability
Cost
Comfort
Care
Appearance retention
63
64. Aesthetics
Appearance, fashion preference, fit & styling
E.g. Does the facing extend far enough into the
jacket front?
- Does the wrap skirt fall open when the wearer
sits?
- Does the pocket facing show during wear? Does
the content spill out when the wearer sits or
walks?
64
65. Durability
How long does a textile product be usable for its
intended purpose?
Durability is dependent on how a product is
used, cleaned & stored
* Therefore durability is difficult to define in
absolute terms.
65
66. Durability
Durability is often assessed in terms of tensile
strength, resistance to abrasion, pilling, snagging and
deformation
E.g. for carpeting : resistance to soiling, pile
matting and pile crushingmay be measured
Expectation for durability may differ depending on
whether the item is high fashion or basic product
66
67. Durability
Q. What is your durability expectation from
(a) a rug that’s used in the living room, AND
(b) a rug that’s used as bed for the family pet?
(a) minimal shedding of fibers, abrasion & snag
resistance, shouldn’t buckle with use, colour
permanence, fading, soiling, pilling, matting of
surface yarns
(b) regular m/c washing, wear & tear from the pet
67
68. Durability
Equally important is durability of all
components used in the product
Fabric, thread, buttons, zippers, lining, etc.
Durability is influenced by selection of
appropriate stitch & seam type
“customers prefer that seam rupture before the
fabric tears” T/F ??
Durability factors also include the bond strength
of fusible interlining
Elastic, zippers
68
69. Cost
Cost is used to differentiate & categorise textile
products
Customers have been led to believe that cost is
an indicator of quality
Customers have unrealistic expectations for
expensive goods and may not understand other
factors that affect the cost of product. KIDSWEAR
69
70. Cost
“often moderately priced product deliver
greatest value for the amount paid.” T/F?
Cost includes ??
raw material, labour, O/H, fees for registered
trademarks, licence fee for copyrighted material,
advertising, services such as alteration/home
delivery, ambiance (décor, music, computer
animations, videos)
70
71. Comfort
Items that are comfortable allow consumers to
use or wear them w/o thinking about them or
being annoyed or made uncomfortable by them
Comfort includes how a product effects heat
loss or heat gain
Moisture absorption – apparel, towelling,
industrial wipes
71
72. Comfort
Water resistance/repellent – umbrella,
outerwear, awnings
Static build up – upholstery, carpeting, apparel,
B +ve
Fabric hand – direct contact with skin
How often have you torn out care labels
because they are stiff??
72
73. Comfort
Excessively bulky seam (A/H area, W/B)
Stiff threads (NYLON)
Rivets & metal zippers (DRIER, SUN, CAMPFIRE)
Fit (of course!!) (walk, sit, go through normal
range of body motions)(COATS while driving)
73
74. Care
“care describes how the product responds to the
procedure(s) recommended for returning a soiled
item to its clean and as near-to-new condition as
possible”
Dimensional stability (shrinkage, elongation, L,
W, L x W)
Colour fastness (bleeding, fading, staining,
migration)
74
75. Care
Pilling, snagging, fabric distortion, yarn slippage
Metal zippers and buttons may tarnish
Fabrics with wrinkle free finishes tend to hold
on to oily soils tenaciously. E.g. ring around the
collar
Pleats, creases, seams, pockets, collars,
plackets, etc. can undergo drastic changes during
cleaning
75
76. Care
Some care instructions are unrealistic or
confusing. E.g. care label of a RED-and-WHITE
striped T-shirt reads “wash bright colours
separately”!!
76
77. Appearance Retention
Describes the degree to which a textile product
retains its original appearance during storage, use
and care
E.g.1 resistance to colour change (YELLOWING) |
abraded denims may turn yellow or develop a
green cast
E.g.2 aging of components |adhesives used in
fusible interlinings – may darken & stiffen with age
77
78. Appearance Retention
E.g.3 wrinkling, creases
E.g.4 knit & bias cut garments when placed on
hangers – STRETCH
bulky, loose knits when placed on hangers –
SHOULDER BUBBLE
78
79. Customer perceptions of Quality
Considers the materials & production techniques
used in the product, the uniformity or consistency
across similar products, the fashion statement
inherent in the design of the product, and the
price of the product.
“Consumers continue to rely on price as an
indicator of quality”
79
80. Customer perceptions of Quality
Companies should keep this in mind while
strategising
Button producers sell to apparel/home
furnishing manufacturer who in turn sell to
ultimate consumer successful companies also
consider the needs of individual consumers
80
81. Customer perceptions of Quality
From a consumer’s perspective, button failure
may include cracking, chipping, breaking,
tarnishing, rusting, bleeding, fading or
discolouring, or shanks cutting through sewing
threads
Button supplier has to satisfy the direct customer
as well as ultimate consumer
81
82. Performance expectations
3 corners of quality: the product, the user, and
training of the user or support during the life of the
product
Customers expectations are based on a holistic
perspective that includes numerous factors like
cost, comfort, durability, fashion, end use &
PERCEPTION of others
82
83. Performance expectations
Customers develop their performance
expectations based on previous experiences with
similar products, information from family members
& friends, and assumptions regarding trade names,
brand names, fiber content, fabric type & colour
83
84. Performance expectations
Customers have an extremely limited knowledge
of textiles their expectation may be skewed in
unrealistic directions
E.g. customers unrealistically expected that frosted
denim jeans would perform as well as untreated
denim jeans
84
85. Product performance in customers’ hands
Customer remains the ultimate judge of product
quality and performance
It’s important to understand what customers
look for, how they evaluate tangible & intangible
attributes of a product
Perception changes with info, XP, etc.
Consumers also assess the performance of
abstract factors which are hard to define
85
86. Customer satisfaction
How well a product/service meets customer
expectations
“Know your TG in order to satisfy them”
“Know what your TG wants”
“firms need to ensure that business objectives
don’t conflict with customer satisfaction”
“customer evaluation process begins with the
purchase process & continues throughout the use
of the product” 86
87. Effect of expectations & performance on
satisfaction
87
Not satisfied Satisfied
Slightly
satisfied
Highly
satisfied
Expectations
Performance high
high
88. Effect of expectations & performance on
satisfaction
88
“customers are often unable to articulate the
product attributes that are most important to
them”
“uninformed customers judge products!”
“attribute of little importance in producing
satisfaction maybe of great importance in
producing dissatisfaction” E.g. FAN/ZIPPER/GLASS
89. GREATEST CHALLENGE
89
To translate consumer/customer expectations into
descriptions, characteristics and performance
requirements for the products
Customer satisfaction surveys are undertaken to
identify issues related to products/services that did
not meet customer expectations
90. GREATEST CHALLENGE
90
- PROBLEM with M.R.: rapid product changes
makes it extremely difficult to conduct a full
customer satisfaction assessment
- The entire season may elapse before the result of
the survey is available
When season changes fashion change
materials change expectations change
∴ results of survey have little application
91. GREATEST CHALLENGE
91
Mail order companies & firms producing basic
products are more likely to devote time to
assessing customer satisfaction
Mail order companies focus on returned
products
92. Performance measure for companies
92
Q. Why is measuring performance important?
Q. How do we measure performance?
Gross income
Total turnover
No. of merchandise returns
Productivity levels in manufacturing facility
Rejection rates – quality levels
