Garment Industry Project blackbook

PROJECT REPORT
ON
"GARMENT INDUSTRY A YOUTHFUL SITE"
SUBMITTED BY
MR AMIR KHAN
ROLL NO.11
BACHELOR OF MANAGEMENT STUDIES
SEMESTER V (TYBMS)
(Academic year 2016 – 2017 )
REENA MEHTA COLLEGE OF COMMERCE AND
MANAGEMENT STUDIES
Bhaynder (w)

DECLARATION
I, AMIR KHAN, a student of REENA MEHTA COLLEGE, T.Y.B.M.S Seat
no.11 hereby, declare that I have completed this project on “Garment Industry
A Youthful Insight” for the academic year 2016-17 and the information
submitted is true and correct to the best of my knowledge and belief.
______________________________________
Signature of Student
_______________________________________
Name of the Student

CERTIFICATE
I, GUJRAL MAM, hereby certify that AMIR KHAN has completed the project
on “Garment Industry A Youthful Insight” for the academic year 2016-17.
The information submitted is true and correct to the best of my knowledge and
belief.
___________________________ ___________________________
Signature of Principal Signature of Internal Examiner
(GUJRAL MAM) (SAJIDA SHAIKH)
______________________________ ___________________________
Signature of External Examiner Signature of Co-Ordinator

ACKNOWELDGEMENT
It gives me immense pleasure in presenting the “Garment Industry A
Youthful Insight” for the Semester V for the Third Year of Bachelor of
Management Studies.
I would also like to thank Principal Sir, for giving me the opportunity to
study in this esteemed college and doing the course of Management Studies.
I would like to express my sincere gratitude and thanks to GUJRAL
MAM, who is the B.M.S. co-ordinator and SAJIDA MAM who is my project
guide, as they have been guiding light for this project and has also provided me
with the best of knowledge, advice and encouragement which helped me in the
successful completion of this project.
My colleagues and especially my parents who have always supported and
encouraged me, the success of this project to a large extent are also dedicated to
them.
I also thank all those who have helped me and whom I have forgotten to
mention in this space.

Executive Summary
Indian sub continent is the second largest manufacturing of garment after china
being the global leader in the garment industry. India is known for its high
quality garment production for men .And most of the garment manufacturers are
in the small and medium scale industry. There is more consumption which has
increased global demand of garments by the rest of the world. India garment
industry has an advantage as it produces and exports stylish garments at
economical prices due to cheap labour rates. Today by the way of technologies
advancement and use of machinery it has enabled the manufactures to achieve
better quality and well designed garments. India’s garment industry has been
rapidly growing in the last few years. Exports have been rising as there is an
increase in orders from global buyers accompanied by a rise of investment in
the garment sectors of the country. Indian garment industry is closely connected
to the fashion industry and grows hand in hand, with these even opportunities
for employment is also increasing to a longer extent. This industry is becoming
very vibrant and lot of foreign investment pouring in this industry because of
low risk and high earning nature of this industry. As these products are fashion
oriented, entrepreneurs should always keep in mind the changing fashion styles.
The trends for growth are set for upcoming fashion entrepreneurs. The
emergence of a world-market for Indian Garment is largely the contribution of
Indian fashion designers. India is an ultimate combination, like it has a matured
garment industry for a long time with a vast trained man power. India garment
industry has carved on niche in the global market and earned a reputation for its
durability, quality and beauty.

Table of content
Sr.
No.
Topic covered Page
no.
1 Introduction – Garment Industry 1-3
1.1 Market characteristics 4-6
1.2 Emerging Trends 6-8
1.3 Developments 9-17
1.4 Growth in garment industry 18-21
1.5 Future Challenges and Implications on Size Distribution
of garment industry
21-27
2 Literature review 28-34
3 Research methodology 35-36
3.1 Objective of study 35
3.2 Need of study 35
3.3 Research design 35
3.4 Data collection 35
3.5 Sample design 36
4 Data analysis and interpretation 37-47
5 Finding 48
6 Recommendation 49
7 Limitation 50
8 Conclusion 51-52
9 Bibliography 53
10 Annexure I

1
INTRODUCTION
The Garment Manufacturing Industry and the Garment Companies in developed
countries are now always on a lookout for cheap source of garment production.
The days are gone when textile garment industry was concentrated in the
consumption hubs of US, EU and other developed countries of the world. The
clothing wholesale supply is increasing worldwide in all the sectors of the
industry, whether it is men’s clothing, women’s clothing, kids wear or infant
wear. The elimination of global export quotas has led to a shift towards low cost
countries having strong and established Clothing Industry especially the Asian
countries. India’s garment industry is a well organised enterprise and is among
the best in the world it constitutes of designers, manufactures, exporters,
suppliers, stockists and wholesalers. India garment industry has carved on niche
in the global market and earned a reputation for its durability, quality and
beauty. Today’s changing consumer preference – buying branded apparel and
fashion accessories, major boom in retail industry, people shopping at
department and discount stores , shopping mall, rising disposable incomes ,
government policy focused on fast track textile export growth and ambitious
goal have created several investment opportunities in India.
The readymade garment industry is of the channel of India’s textile industry
which dates back to the middle of 19th
century. The garment industry is a
leading industry in the country. There are mainly two types of clothing, one is
natural and the other is synthetic. Cotton, Silk, Wool etc. comes under natural
clothing and Polyester, Nylon etc. comes under synthetic clothing. The overall
demand of clothing is gone up since the increase in number of middle and upper
middle class people who are very keen in their dressing habits. Compared to
any other state in the country, people purchase more clothing for their personal
needs.

2
The increasing level of travel habits of the people has in turn created demand
for occasional and seasonal clothing. The development in all spheres of life in
general especially in educational, industrial and commercial sectors made the
demand for garments manifold which can be evident from the fact that there are
a lot of garment shops in every nuke and corner of even remote places. Very
big players are setting up garment shops in almost every town. Being in the
field for a long time, the promoter studied various aspects of the industry and
now confidently came forward to establish a garment unit. Moreover she is
setting up a designer garment unit, which is a value addition to the readymade
industry.
The Readymade garments industry is increasing day by day due to changes of
fashion in day to day life. The readymade garment industry in India owes its
existence to the emergence of a highly profitable market for exports. Ready-
made garments account for approximately 45% of India's total textile exports. In
the recent years, however, the domestic demand has also been growing rapidly.
The changes in the life style since the onset of the liberalization era, and given
the base of the industry for the overseas market, Indian garments industry have
taken big strides. The entry of the Indian and global fashion designers has
stimulated the market further. With the rising tailoring costs and relatively low
prices of standardized products, the Indian consumer is increasingly taking to
readymade. In the past, the readymade market was confined mainly to baby
dresses and small manila-shirts and dress shirts. Now it has extended to
trousers, suits, and lady dresses and, of course, fashion garments for men and
women. Readymade of specific brands have become not only a status symbol;
these have brought a more contemporary style in offices as much as in social
circles. Franchised boutiques have been established as tools for brand and image
building.

3
The garments industry categorizes itself into many segments: formal wear
and casual wear; women's dresses, men's and kids wear; suits, trousers, jackets
and blazers; shirts, sportswear, tee-shirts, denims, neckwear; undergarments
(men's and women's), knitwear, saris. Denim is graded in clearly defined
weight classes. Lightweight denim is used in shirts and blouses. Heavy
classical denim is used to make trousers, jackets or coats.
Readymade garments are the choice of urban people. It is also gaining wider
acceptance in semi-urban and rural areas. The huge charges made by tailors and
delay in delivery have made people to switch over to readymade garments. In
domestic market and export market, it has made spectacular progress in the last
decade. This industry is becoming very vibrant and lot of foreign investment
pouring in this industry because of low risk and high earning nature of this
industry. As these products are fashion oriented, entrepreneurs should always
keep in mind the changing fashion styles. Considering its advantageous
position, it is assumed that there will be no constraint in marketing of gent’s
readymade garments.

4
1.1 Market Characteristics:
India’s textile clothing and apparels sector has opened up significantly with
the dismantling of quotas. Global apparel market is gradually shifting from
western countries to Asia on account of cost competitiveness. India has also
the added advantage of low labour cost along with other countries like
Bangladesh, Indonesia and China.
a) Market Size:
Apparel is the second largest retail category in India. There are a number of
factors that have contributed to a definite swell in apparel market size. The
rising affluence of the middle class due to rising disposable income and
strong per capita income have considerably helped the industry to move
ahead from a commodity level garment purchasing to a life style or a
branded level product.
b) Assessment of Demand and Market Potential in India:
Indian textile clothing and apparel industry has been one of the worst
affected under the impact of financial meltdown that has impacted the
economies of US and EU. India’s domestic textile and apparels market
suffered some set-back. However, India’s economy during the past 2/ 3
months has shown signs of recovery. Government of India has projected
GDP growth rate of 6.5% for 2009-10. This is much better economic
situation when one compares with the developed western countries.
c) Characteristics of Indian Consumer:
The Indian consumers are noted for the high degree of value orientation.
Such orientation to value has labelled Indians as one of the most discerning
consumers in the world.

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Even, luxury brands have to design a unique pricing strategy in order to get a
foothold in the Indian market. Indian consumers have a high degree of
family orientation. This orientation in fact, extends to the extended family
and friends as well. Brands with identities that support family values tend to
be popular and are accepted easily in the Indian market. Indian consumers
are also associated with values of nurturing, care and affection. These values
are far more dominant than values of ambition and achievement. Products,
which communicate feelings and emotions, gel with the Indian consumers.
Different Segments of Indian Consumers Socialites: Socialites belong to the
upper class. They prefer to shop in specialty stores, go to clubs on weekends,
and spend a good amount on luxury goods. They are always looking for
something different. They are the darlings of exclusive establishments. They
go for high value, exclusive products. Socialites are also very brand
conscious and would go only for the best known in the market.
The conservative segment is the reflection of the true Indian culture. They
are traditional in their outlook, cautious in their approach towards purchases;
spend more time with family than in partying and focus more on savings
than spending. Slow in decision making, they seek a lot of information
before making any purchase. They look for durability and functionality but
at the same time is also image conscious.
They prefer high value consumer products, but often have to settle for the
more affordable one. These habits in turn affect their purchasing habits
where they are trying to go for the middle and upper middle level priced
products. The Working Women: The working women’s segment is the one,
which has seen a tremendous growth in the late nineties. This segment has
opened the floodgates for the Indian retailers.

6
The Indian women have grown out of their long-standing image of being
homemakers. Working women have their own mind in decision to purchase
the products that appeal to them. Product which communicate feelings and
emotions gel with the Indian consumers. Apart from psychology and
economics, the role of history and tradition in shaping the Indian consumer
behaviour is quite unique.
1.2 Emerging Trends:
Sustainability today has become a necessity driven by consumer awareness and
preference for sustainable products, compliance norms, and a realisation that to
secure the future it is important to act today. Life cycle approach to
sustainability in apparel industry entails ensuring the three facets of
sustainability social, economic and environmental. These are being addressed in
the following stages: Fibre production, textile manufacturing, garment
manufacturing, distribution, retailing, consumption, and aftermarket. The
Government policy has changed from earlier objective of maintaining the
incipient export growth momentum to increasing production and productivity in
cotton and cotton yarn. Enhancing value addition in garment, apparel sectors
and safeguarding employment opportunities. It is now attracting larger capital
flows and foreign direct investment.
a) Technology Up gradation Fund Scheme (TUFS):
This scheme started by the Government aims towards the modernization of
the textile industry. Subsidy was released on August 06, 2009, in a single
trance, for the first time, with the amounts credited to the bank accounts of
all beneficiaries in 3 working days reconstituting an effective addition to the
stimulus packages announced by the Government.

7
b) E-Marketing:
E-marketing platforms have been developed by the Central Cottage
Industries Corporation of India, and the Handicrafts and Handlooms Export
Corporation of India .Many contemporary designs with technical details and
regional language interface have been hosted for free download on the
website of National Centre for Textiles Design.
c) Export Promotion:
Despite the global slowdown, share of textile and clothing exports in total
merchandise exports increased. In a ‘Look East Policy’, new markets have
been tapped to promote exports, besides consolidating existing markets like
EU and US. As part of the initiatives, mega textile shows have been held to
capture new markets in Japan, South Asia, Australia, Latin America and
South Africa.
d) Technology change:
Carbon-centric to water centric, energy access to energy efficiency, printed
papers to digital development, increased international campaigns, increased
pressure from consumers and legislation, increased innovation and creativity
at various supply chain steps. Under Handloom Weavers Comprehensive
Welfare Scheme with life insurance coverage. Under the Rajiv Gandhi Shilpi
Swasthya Bima Yojana artisans were provided with health insurance
coverage.
e) Marketing Initiatives:
Niche handloom and handicraft products are provided a marketing platform
via ‘Handloom Week’ in December 2009. These marketing Initiatives of
crafts mela and pradarshinis are held in all states periodically.

8
f) Migrant Labour:
Industry experts said migrant workers have lot of employment opportunities
in their hometowns following fast-paced development of infrastructural
projects there. They also have ample opportunities to earn money in different
government schemes. Devesh Patel, president, Katargam Weavers
Association, told TOI, "There will be a shortage of workers and we have to
increase the wages in order to attract the skilled workers to our units. The
cost of living in the city is very costly for the migrant workers compared to
their hometowns. Most of them are looking out for jobs in their native places
to cut down on the expenses."
g) National Institute of Fashion Technology (NIFT):
Twelfth Centre of National Institute of Fashion Technology (NIFT) was
inaugurated at Kangra in Himachal Pradesh. Two new NIFT centres will
come up at Bhubaneswar and Jodhpur and a specialty centre at Coimbatore.
h) Skill Up gradation of Handicraft Artisans:
1,00,155 Artisans were given assistance to upgrade skills and build capacity
under the Ambedkar Hastshilp Vikas Yojana, the Human Resource
Development and the Design & Technology Up gradation Schemes.

9
1.3) Developments in garment Industry:
a) Prevailing Trends in Indian Garment Industry:
According to a survey, in recent times Indian women have given up their
traditional sari for western wears like t-shirts, shorts, skirts, jeans etc, these
are the latest fashion trend as they feel more comfortable in skirts and
trousers instead of saris and salwar kameez. Even Indian men are moving
towards western styles and they now prefer to wear T-shirts, Jackets, Jeans
etc.In the 21st century, with new designers and models and some sensible
designing; the fashion hype accelerated its speed. Garments embellishment
with bead work is another area where there was a demand in the
International and Indian Market for Indian clothes. Fashion has always been
changing from time to time, earlier people were more traditional with their
clothing but know they are more interested in the Western culture, they are
following the Fashion from Europe, people in India who loved to wear
traditional clothes are now becoming more modern in their style.
A significant part of the apparel export from India is dominated by Cotton
garments. Out of the total exports, men’s shirts, T-shirts and to some extent
skirts and kids garments have a large use of cotton fabric. These are not only
high growth areas in India’s apparel export, but also expose themselves to a
variety of wet processing options. Further, categories such as trousers, shorts
and denim apparel, which internationally are high growth categories, have
wet processing as an integral part of its value addition. Thus, one of the
prime reasons for garment wet processing sector’s rising importance is its
ability to introduce a variety of aesthetic and functional innovations.

10
Garments have been subjected to a wide range of performance-enhancing
functional finishes in the recent years. Some of the more widely used
functional finishes include but not limited to Water & Oil Repellent (WOR),
Wrinkle Resistant (WR), Anti-Microbial, Anti-Ozonate, UV resistant, Fire
Retardant, Moisture Management, Sensory Perception etc. A large number
of Domestic Brands have been employing the above functional finishes quite
widely and have accepted these in their finish program. Unlike the aesthetic
appeal, these finishes build in a specific functional characteristic in the
apparel and hence make the garment more intelligent. This helps in raising
the unit value realization and also provides with a differentiation strategy.
In recent years interest from overseas buyers in sourcing garments is been
seen that has a large inclination towards “wash” factor, due to the fashion
trends currently in vogue. Finally, a number of wet processes are being
carried out on the garment stage rather than the fabric stage, since this gives
a better control element to the garment manufacturer. Hence, washing which
started off initially to pre-shrink garments (prior to reaching the consumer)
has come a long way now to provide fashion and functionality elements.
Now washing programs are many such as silicone wash, enzyme wash,
denim wash, vintage wash, bio wash, steam wash, sand wash, caustic wash,
stone wash, stain guard wash, peach skin finishing, acid wash, cold tip wash,
wicking effect, golf ball wash, melange wash etc. but choice remains with
consumer.
While the garment sector in general has been traditionally in the unorganized
sector, the wet processing sector has been further relegated due to its low
importance in the initial years of garment manufacturing in the country.
Even till date, garment exporters continue to accord this department lowest
priority.

11
which can be seen from the fact that the laundry is either manned by
“masters” or on contract basis, unlike other departments. There is a vast
scope for improvement, but proper initiation at the end of the industry
owners and policy makers in the country is highly desirable if one tries to
achieve operational excellence and produce mind blowing products to satisfy
fashion needs on economic scale.
b) Employment sector of garment industry:
One of the important aspects of the garments industry is its contribution to
employment. If at all it is believed that Indian garments industry will grow
by leaps and bounds during the post quota regime it is precisely because of
its advantages in terms of labour productivity in relation to the prevailing
wage rate. Among handloom, power loom and mill sector, power loom
sector occupies a dominant position followed by the handloom and
organized mills sector. It is quite apparent that though the handloom sector
provides the largest employment, it also has the lowest labour productivity
levels. If the production levels are not improved, handloom sector may not
be able to withstand the competition owing to globalization though it
occupies a significant position in terms of employment, flexibility of small
production, uniqueness, innovation and adaptability. Considering the
employment aspects of the Textile and Garments sector, which is
phenomenally high, the important determinant of competitiveness could be
its labour productivity. Textile and garments sector is one of the important
sectors among the various constituents of the manufacturing sector in India,
mainly due to its contribution towards employment. It is the second largest
employment provider after agriculture, both direct and indirect employment
put together.

12
The textiles and garments sector alone employed 20% of the workforce in
the organized manufacturing sector. Further, the share of textiles and
garments sector in total workforce and number of enterprises is higher in the
unorganized manufacturing sector as compared to the organized
manufacturing sector which indicates that labour intensive small and
medium enterprises dominate this industry as compared to other
manufacturing sectors. The share of textiles and garments in total workforce
in unorganised manufacturing sector is estimated at 34% of the total
workforce in the unorganised sector.
c) Quality Control in Garment Industry:
Garment industry has a complex supply chain where garment makers source
materials, stitch garments and sell goods to retailers. Through buyers and
retailers quality garments reach to end user located all over the world. No
wearers will buy a garment with poor quality and visible defects. So buyers
and retailer knowingly do not purchase a product that does not meet the
quality requirement. Quality conscious buyers have a strong quality
inspection system in place to avoid purchasing of defective goods. There is
no way garment manufacturers can ignore producing quality products.
Quality comes first to most of the manufacturer supplying garments across
the countries.
Quality must be controlled during processing whether it is done by the
operators, supervisors, pressman, garment packers or one employs a checker
or inspector. Quality is a relative term. It means customer needs is to be
satisfied. Quality is of prime importance in any aspect of business.
Customers demand and expect value for money. As producers of apparel
there must be a constant endeavour to produce work of good quality. In case
quality of the product and processes is not being controlled from beginning
to end it will cause followings:

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 High alteration and rejection of garments.
 Requirement of extra manpower for checking of goods and repair work.
 Need to work for extra hours.
 Delay in production completion.
 Ultimately production cost will increase if one ignores quality control
area in manufacturing stage.
Managers used to say that garments are soft goods. Hence it is not possible
to produce 100% goods fault free to justify their failure to make quality
goods. If you have quality control team, role of the quality are likely -
 To check raw materials and confirm for use in cutting, sewing processes.
 Check cutting quality, patterns, cut parts.
 Check sewing process, do 100% inspection of stitched pieces and move
quality garment for finishing.
 All the above checks are necessary to avoid failure of final inspection,
rejection of shipments and control over manufacturing cost.
 It is to be noted that importance of controlling garment quality may vary
for the other part of the supply chain.
Quality inspection and control in RMG industry

14
The various Steps of Garments manufacturing where in-process inspection and
quality control are done are mentioned below-
Quality Control in Sample Section:
 Maintaining buyer Specification standard
 Checking the sample and its different issues
 Measurements checking
 Fabric colour, Fastness etc properties required checking
Quality Control in Marker Making:
 To check notch or drill mark
 Fabric width must be higher than marker width
 Fabric length must be higher than marker length
 Matching of green line
 Check pattern size and dimension
 Matching of check and stripe taking into consideration
 Considering garments production plan
 Cutting table length consideration
 Pattern direction consideration
Quality Control in Fabric Spreading:
 Fabric spreading according to correct alignment with marker length and
width
 Maintain requirements of spreading
 Matching of check and stripe
 Lay contains correct number of fabric ply
 Correct Ply direction
 To control the fabric splicing

15
Quality Control in Fabric Cutting:
 The dimension of the pattern and the cut piece should be same and
accurate
 Cut edge should be smooth and clean
 Notch should be cut finely
 Drill hole should made at proper place
 No yarn fraying should occur at cut edge
 Avoid blade deflection
 Maintain cutting angle
 More skilled operator using
Quality Control in Sewing Section:
 Input material checking
 Cut panel and accessories checking
 Machine is in well condition
 Thread count check
 Special work like embroidery, printing panel check
 Needle size checking
 Stitching fault should be checked
 Garments measurement check
 Seam fault check
 Size mistake check
 Mismatching matching of trimming
 Shade variation within the cloth
 Wrong placement of interlining
 Creased or wrinkle appearance control

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Quality Control in Finishing Section:
 Proper inspection of the garments including measurement, spot, dirt,
impurities
 Water spot
 Shading variation check
 Smooth and unfold in pocket
 In secured or broken chain or button
 Wrong fold
 Proper shape in garments
 Properly dried in after pressing
 Wanted wrinkle or fold in lining
 Get up checking
 Collar closing
 Side seam
 Sleeve placket attach
 Cuff attach
 Bottom hem
 Back yoke
 Every parts of a body
d) The Role of Technology in Garment Manufacturing:
A firm’s quick response to compete in the global market depends on the
extent of manufacturing technology adopted and its integration of this
technology into business operations .Constant innovation and adoption of
new technology becomes an essential element for competitive advantage in
the global market because firms can maintain quick and flexible responses to
market demand using the technologies.

17
While developing countries have disadvantages in developing and exporting
advanced technologies due to capital intensiveness, adoption of the
technologies can increase their manufacturing industries’ performances .A
firm may adopt or borrow technology already in use within the industry.
There are two groups of technologies in the manufacturing industries1)
hardware technology and 2) software technology. Typically, the hardware
technologies include: automated identification stations; automated inspection
stations; automated material handling devices; computer aided design work
stations; computerized numerical control machine tools; numerical control
machine tools; programmable production controllers; robots; and shop-floor
17control systems Example of software technologies include: computer-
aided manufacturing; computer-aided engineering; statistical process control;
production planning/inventory management software; engineering data
management; computer aided process planning; local area networks; and
group technology Traditionally, high technology and R&D activities have
been less prioritized in the garment manufacturing industry. The industry
runs on three basic operations: cutting, stitching, and pressing/finishing.
While the typical production is a combined process of various specialized
and/or general machines operated by manual/mechanical/electronic devices
by skilled and unskilled labour of diversified organizational production
activities.
However, in many instances, the production involves manual operations of
machines and materials of automated assembly. Since the material need
proper feed through the machines, automation is limited. Therefore, the
technology adoption in the industry has primarily been mass-production
focused, and technology development and usages have been limited In recent
days, however, the change in the market trends and fast fashion styles
reduced demands for mass production models.

18
It has been reported that apparel executives believe that industry
competitiveness depends upon the ability to quickly respond to demand with
a variety of practices and better engineering practices (Bailey, 1993).
Desired levels of production and quality can be achieved by adoption of
newer technologies and techniques. Apparel makers strive to cope with ever-
changing fashion styles by reducing the time it takes to design, produce, and
deliver the goods (Bailey, 1993). In this environment, technology to support
such needs emerged as an important source of competitiveness. Accordingly,
the industry began to place 18greater emphasis on advanced technologies to
fulfil the extended demand for production, speed, and quality requirements
for the competitive export market. These technologies can be used
individually or in combination with other technologies to achieve the desired
economies he intensified global competition has pushed the firms to meet
demands and standards quickly and effectively. Flexibility, quality,
inventory reduction, efficient production cycle, and shorter lead time in
manufacturing became essential for firms to achieve global competitiveness
The adoption of advanced technology is a way to improve these areas and
meet the export standards.
1.4 Growth in garment industry:
a) New occasions:
As the lifestyles of India’s prospering urban consumers have evolved, their
clothing needs have broadened, reflecting more varied usage occasions. For
men, clothing choices once came primarily in three basic categories: home-
wear, work clothes, and special occasion wear.
Now, with more “socializing” opportunities, men are buying more
sophisticated combinations of outfits: party wear, sportswear, clothes for
hanging out at the mall.

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Not long ago, for example, men from India’s northern regions only required
a good dark suit or Sherwani, the traditional long coat, to cover big
occasions and important celebrations. But over the past several years, men
have begun to supplement those staples with expensive Western style
jackets, and collared shirts some in funky patterns and cut for a night on the
town, others in stripes or checks for casual meetings with important business
associates. Today, Indians are more inclined than consumers in other
markets to buy apparel for a specific purpose. Indeed, 38 percent of Indian
respondents to a recent McKinsey study said they were highly likely to buy
apparel for special events—a significantly higher proportion than in Brazil (5
percent), Russia (3 percent) or China (6 percent).2
Family celebrations and
weddings continue to eat up an enormous share of Indian consumers’
clothing budgets.
b) Fashion increasingly a form of self-expression:
Increasingly, Indian consumers are embracing the idea of fashion for its
own sake, as a means of self-expression, and not merely as a functional
purchase. Television, movies, advertising and the Internet bombard today’s
Indian consumer with new ideas about style, even as American-style
shopping malls lure them away from traditional marketplaces. Traditional
clothing remains central to the way consumers dress, and the quality and
craftsmanship of classic Indian clothing have drawn rave reviews in recent
years from some of the world’s leading designers, style magazines, and
fashion blogs. In a recent McKinsey survey of Indian consumers, 62 percent
said they thought it was important to “keep up with trends.” More than ever,
Indian consumers are experimenting with combining styles, as seen in the
recent “Indo-fusion,” boom, which mixes the silhouettes of the East with the
comfort cut of the West.

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Over the next five years, we expect this growth to continue and the size of
the market to nearly double. The increase will come partly from continued
gains in disposable income, but it’s not just that Indians have more to spend.
As they prosper, Indian consumers will naturally continue to spend more of
what they earn on what they wear. Our experience suggests consumers
worldwide typically spend an average of 5-6 percent of total income on
apparel, but the figure is often significantly higher in emerging markets.
Consumers in China’s larger cities, for example, spend 10 percent of their
income on clothing, nearly double what their counterparts in Indian cities
spend.3
That higher propensity to spend on clothes has helped to make
China’s apparel market 4-6 times larger than India’s.
c) Growth in the women’s segment:
Historically, the men’s apparel market in India has been significantly larger
than the women’s apparel market. With only 20 percent of India’s urban
women in the workforce, women’s wardrobes have traditionally been limited
to home wear and items for special occasions. Now, women are more willing
to dress differently when they venture beyond the home—to shop, for
example, or visit a school or office.

21
d) Fashion increasingly a form of self-expression:
Increasingly, Indian consumers are embracing the idea of fashion for its own
sake, as a means of self-expression, and not merely as a functional purchase.
Television, movies, advertising and the Internet bombard today’s Indian
consumer with new ideas about style, even as American-style shopping
malls lure them away from traditional marketplaces.
Traditional clothing remains central to the way consumers dress, and the
quality and craftsmanship of classic Indian clothing have drawn rave reviews
in recent years from some of the world’s leading designers, style magazines,
and fashion blogs. In a recent McKinsey survey of Indian consumers, 62
percent said they thought it was important to “keep up with trends.” More
than ever, Indian consumers are experimenting with combining styles, as
seen in the recent “Indo-fusion,” boom, which mixes the silhouettes of the
East with the comfort cut of the West.
Over the next five years, we expect this growth to continue and the size of
the market to nearly double. The increase will come partly from continued
gains in disposable income, but it’s not just that Indians have more to spend.
As they prosper, Indian consumers will naturally continue to spend more of
what they earn on what they wear. Our experience suggests consumers
worldwide typically spend an average of 5-6 percent of total income on
apparel, but the figure is often significantly higher in emerging markets.

22
a)Key players in garment market:
1. Raymond’s
2. Wills Lifestyle
3. Levi's
4. Peter England
5. Belmonte
6. Provogue
7. Panneri
8. “Charlie Outlaw”
9. Arvind mills
10.Zodiac clothing
11.Landmark group
12.Madura garment
13.Pantaloon
14.Shopper Stop
15.Globus store

23
1.5 Future Challenges and Implications on Size Distribution of
garment industry:
In this section we discuss how the dynamics of relations within the garments
producing units affect the size distribution in the respective cluster. The future
course of growth of garment industry depends on how the clusters respond to
changing demands in various segments of the export market competitors.
Export performance primarily depends on costs, quality and strict compliance to
delivery time. In such a scenario economies of scale becomes important because
higher scale of operation provides the opportunity to reduce per unit costs.
On the other side, producers of Tirupur or NCR cannot entirely be dedicated to
fashion garments because that involves higher risk and uncertainty and at the
same time it is very difficult to go ahead of European firms in trend setting
designs and fashions because the latter would obviously have a greater grip on
culture and likings of their native people. Moreover, in relatively more value
added segments the competitive advantage based on low labour cost gradually
decline. Rather labour needs to be viewed as human capital in which
investments need to be made, both in terms of enhancing their technical
capacities through training and also by materially enriching them through fair
wage.
This in any case requires an altogether different approach to the production
process in general and to labour in specific. As a result, the optimal strategy of
firms could be moving towards a proper mix of targeting both mass and niche
markets. In our survey although we find some trends towards some degree of
vertical integration both in Tirupur and NCR, but in no case does this seem to
be the dominant trends. Also, this is happening in the two clusters in two
separate ways. Most of the garment units in NCR perform the cutting, stitching
and finishing jobs in house.

24
The backward and forward linkages are thin in the sense that fabrics are
bought from other states. Moreover, for the exporting units maintaining quality
and also to have greater control over the production process, the portion of work
subcontracted gradually declines. In the case of Tirupur vertical integration goes
with a simultaneous process of in contracting, hence making the structure more
resilient to changes in demand. But at the same time the extent of graduating of
firms in terms of size depends on the nature of product. Since most of the
exporters deal with a large variety of garments having separate specifications of
fabric that could only be produced by separate machines it is always gainful to
rely upon dedicated suppliers than internalizing every phase of production less
than one roof.
One can also argue that the decline of For dist structures, primarily
because of the shrinking of the stable, standardized mass market and
emergence of fragmented and customized demand has its obvious implications
in the lower end of the market as well. Even in the low value added segments
there has been a relative decline in product life cycles and frequency of offering
new styles and shapes has increased considerably. This change in demand
pattern requires greater flexibility in the production structure and that could not
be taken care of by the one dimensional concern of reducing costs that scale
economies could offer.
The rise in consumption in recent past that has accompanied if not resulted in
higher growth in India is essentially driven by the expansion of the middle class
market that happens to be less sensitive to price compared to styles. On the
other side, there has been a considerable shrinkage in real consumption in the
lower segment of the income class in our country, which constitutes the mass
market.

25
In the case of garments in India although differences in costs between exported
and those produced for the domestic markets do not always match with
differences in technology and skill of workers between the two segments,
nevertheless large gaps exist in the quality of the fabric, designs and colors,
processes like dyeing, printing, compacting and so on that involves higher costs.
It seems that the demand for garments of standards such as basic T-shirts
produced for exports is not large enough in the domestic market which could
induce larger investments or new start ups at the higher scale. The issue of
size distribution and linkages between large and small enterprises is
sometimes contextualized in the scheme of late industrialization. In most of
the late industrializing countries new industries normally came up in large
industrial enclaves and that happened primarily because scale and scope
economies were already large to start with. Once these enclaves get deep rooted
and produce for the domestic market, opportunities for participation in forward
and backward linkages opens up for smaller firms, especially in the consumer
goods sector in which the economies of coordination plateaus down quickly.
As a result, the average size of industries would decline in late industrializing
countries, contrary to that in advanced ones where more and more artisan units
are drawn into large vertically integrated structures. Hence the rise of the small
enterprises in developing countries is sometimes viewed as de integration of
established large structures giving rise to ancillaries or a variety of
subcontracting relationships. However, in the garments industry in India the
trajectory is possibly the opposite. Most of the big exporting firms grew up from
smaller specialized subcontracting units but what is quite obvious is that the
number of firms graduating is always less than the number of new start ups as
subcontractors.

26
Hence the trends of vertical integration are little compared to diffusion of
production. As a result, we do not envisage any such clear trajectories rather
large exporting firms and smaller subcontracting units simultaneously exist,
each complementing the other and there seems to be little signs of
overall consolidation in the garments industry.
There are issues related to institutional failures as well. Because of regulatory
limits in regard to area allotted to each owner in Noida we find large number of
owners having multiple firms at separate sites basically reflecting horizontal
expansion. Most of these firms are specializing in one or more of the specific
tasks a job and linked through a network of common management by way of
having same or separated legal existence.
Hence in essence these firms are vertically integrated and employ much
more than thousand workers in total but when considered as separate legal
entities they might not come under the middle category in terms of separate
enrolment of employment. On the other side, one of the remarkable features in
garment industry as well in others such as leather is that the exporting firms go
for higher scales while even though large domestic markets exist we find
relatively fewer numbers of large firms producing for the domestic market. This
is precisely because the domestic demand is less standardized, batches of orders
are less and moreover the owner has to have his own marketing network to sell
his products, a responsibility which in the case of exports the owner might not
have to undertake. For any given level of technology, in order to produce at the
lowest cost, that 40 is, producing at the minimum of the long run average cost
curve, a minimum volume of order is required and there seems to be a lot of
uncertainties in the domestic market.

27
Needless to say that clinging to the lower end of the value chain in
garments by competing on low labour costs could never be a sustainable
strategy. A low wage strategy lasts only as long as the next low wage site comes
along. It also discourages long term investments because there always remains
the possibility of choosing a new site before the return of such investments have
been realized and as a result, it acts as a disincentive to upgrade their capacities,
products and production.
There seems to exist a strong argument in favour of labour market flexibility
that primarily says that firms do not increase their scale of operation in order to
avoid strict labour regulations. One would hardly subscribe to any such
proposition, especially in the context of garment industry. There hardly exists
any serious concern about labour rights in any of the firms in NCR. Perhaps the
argument of labour market flexibility and its impact on scale should go the other
way round and seems to be more plausible. This may be because the presence of
large labour surplus together with absence of any substantive presence of labour
institutions firms are less inclined to move up the value chain as they are left
with the option of competing on the basis of low labour costs and finally driving
competition to a ‘race to the bottom’.
Broadly, there can be two kinds of choices left to the firm: one, given
there is no constraint in demand a firm would like to bear the costs of
regulations including those related to labour only when such costs are
outweighed by the gains they make through scale economies and related
economies of coordination. Two, a strategy quite suitable in the face of demand
uncertainties as well as that of fragmented markets and that is to limit the scale
of operations to a smaller establishment that might be operating within a larger
network of subcontracting unit and compete on the basis of low labour costs by
taking advantage of the unregulated labour market.

28
Both these strategies would not be sustainable for two separate reasons: first,
the former strategy of large scale employment based industries would gradually
drive up the wages, as it happened in the case of China, wiping out the
comparative advantages derived from margins on wage cost.
Second, the strategy of remaining small and catering to relatively customized
markets but at the same time deriving advantages from avoiding labour laws
would network for long. This is simply because catering to customized markets
would increasingly demand more skills and that would obviously entail higher
costs.
Always its better to plan for a longer time horizon, create proper infrastructure
and skills and move up the value chain such that value realized could be much
greater than the cost borne. This is precisely suggesting a gradual
transformation to a ‘high road strategy’ competing on the basis of quality and
flexibility from the ‘low road’ where competition is primarily based on reducing
labour costs.
Finally, a word on an appropriate policy mix that might influence the growth of
firms in labour intensive sectors such as garments that we could conceive at lea
tentatively. There has to be some tightening of the labour market either by
execution of the existing labour laws or by means of active intervention in the
labour market through schemes such as NREGA. In response to higher labour
costs, firms might opt for higher capital intensity in order to replace labour if
capital is relatively cheaper. However, this change in capital intensity might not
always lead to a change in the composition of products in favour of high value
added goods.

29
This is precisely because higher capital intensity does not necessarily imply use
of higher technology producing high valued goods rather it might be simply
reflecting increased use of labour displacing technology accompanied by
increased use of deskilled labour. What is required is a comprehensive sector
specific policy to upgrade the capabilities of firms in producing goods with
higher skill and design intensity that, of course, could be meaningful only
when located amidst an overall strategy of wage led growth that would ensure
greater demand for high value added goods in the domestic market as well.

30
LITERATURE REVIEW
Fashion as a Part of Youth Culture
By Aidan Ivory-Dawson
Submitted On: May 28, 2012
Article Source: Ezine Articles.
When a parent or grandparent sets out to buy stylish clothing for the teenage
children in their lives, they often have trouble determining which trends to
follow. Today, it seems that there are numerous trends in play at the same time.
The couture lines have their definition of fashion. It used to be that the latest
fashion trends were pretty well documented in fashion magazines, but today that
is not necessarily the case. Now, the dynamics of fashion have changed
dramatically; the fashion magazines are still the sheets of the high fashion
industry, but that industry is getting a run for its money from a newly
established style vanguard.
Youth style - and youth culture in general - has largely been taken over by a few
entertainment moguls who have correctly estimated the power of spreading a
celebrity's pull power over a variety of product lines. The star effect has been
well known for a long time: if a hot young starlet goes out for a highly visible
evening with friends and she's lugging along your handbag, your handbag will
be the next big thing before the paparazzi have even finished uploading all their
pictures to the Net.
Harnessing the star effect has been hugely successful. Instead of handing all that
free publicity to a whole lot of little brands, stars stamp their names on the
products they like, allowing their brand to benefit when sales go through the
roof.

31
Because young people tend to be more easily influenced by celebrity behaviour,
those who manage these celebrity brands have locked in on youth culture.
Basically, they've taken over. Youth culture belongs almost entirely to that
group of young, ultra-famous celebrities who have taken their fifteen minutes of
fame and parlayed it into a brand with its fingers in every pie from clothing to
fragrances to jewellery.
The stars don't design the clothes any more than they mix the fragrances. And
those who do the designing have discovered an immensely easy market to
penetrate. Fashion choices are always, to some extent, about self-expression,
and the basic thing that most teenagers want to communicate is how they are
different from their parents, their teachers, and the rest of the establishment. All
a fashion trend needs to be is different. It doesn't have to look good. It just has
to break with tradition.
The mechanics of imprinting new fashion choices on the culture have nothing to
do with the aesthetic value of the design or the quality of the construction.
Frighteningly, they have more to do with how bee swarms work than with using
a sewing machine. A new fashion concept is simply placed in enough places
that it suddenly becomes ubiquitous; as soon as it does it will be successful.
Most of the time, when a parent or grandparent spends money on clothes for a
teenager, they want the teenager to look good in those clothes. They have to
accept, however, that youth fashion is about something else entirely. A
snapback cap may look good; skinny jeans may not look good; but those values
are essentially irrelevant. The key to buying clothing the teens in your life will
like is to take them to the store and let them pick it out.

32
Garment industry expects bright future
PTI Aug 19, 2008, 01.11pm IST
ECONOMIC TIMES
ERODE (TN): Textile and garment manufacturers and exporters in the district
were expecting a bright future in the days to come as more international buyers
were turning their attention to Indian markets following hike in prices of textile
and garments in China, which had the largest share in the export market.
Buyers from various countries, including US and European countries, were now
started placing fresh orders with the textile garment exporters here, Erode
Textile Garment Exporters Association Secretary S Sivanandhan told reporters
here.
He said it was reported that production and export of garments from China have
started declining, due to various reasons including price hike of raw materials
and increase in production cost.
Garments worth about Rs 20,000 crore were exported from Tamil Nadu
annually of which the share of the district was around Rs 500 crore.
He thanked the Centre for taking steps to control prices of yarn, which helped
the textile industries.

33
Garment Industry Wants 3% Interest Subvention Post RBI
Policy
PTI Aug 4, 2015, 02.37PM IST
ECONOMIC TIMES
COIMBATORE: Expressing disappointment over RBI keeping its policy rate
unchanged, the Tirupur Exporters Association (TEA) today requested the
government to announce a three per cent interest subvention scheme for
garment sector.
"At this juncture, we strongly request the central government to announce three
per cent interest subvention scheme on rupee packing credit to employment-
intensive garment sector immediately with retrospective effect from April 1,
2015, for growth of exports," TEA president A Shaktivel said in a statement
here.


34
Good news from garment sector: exports to US, No. 1 single
market, hit record high
Written by Anil Sasi | New Delhi | Published: October 27, 2014 4:22
am
THE INDIAN EXPRESS
The pick-up in performance, visible in the export of Indian apparel and textiles,
is also matched by a revival of sorts visible in domestic sales.
The Centre’s ‘Make in India’ pitch seems to have already found resonance in
the country’s textile and garment industry, with India’s exports to its largest
single market, the US, headed for a record surge this year.
While a renewed buoyancy in textile and apparel exports is helped by a sharp
improvement in raw material supplies, the strong performance by India this year
is also a reflection of a combination of global factors — a steady improvement
in demand as the American economy picks up, a progressive decline in Chinese
exports to major markets such as the US, currency appreciation in Indonesia,
labour unrest in Asian competitor Cambodia and safety concerns after a major
factory fire in Bangladesh last year.

35
Indian textile and apparel exports have risen nearly 7 per cent during January-
August 2014, according to the US Department of Commerce’s Office of
Textiles and Apparel (OTEXA) data, compared with an average 2 per cent
annual growth in the last five years. The growth in exports this year is being
seen as significant as it happened despite the sharp strengthening of the Indian
rupee since September 2013 (a stronger domestic currency results in a loss of
competitiveness for exporters and vice versa).
While the steady pick in US demand is a major factor, larger domestic cotton
supplies are also helping India push textile and apparel exports, Ajay Sardana,
vice-president of Aditya Birla group firm Grasim said on the sidelines of a
recent conference. India is projected to be the world’s top cotton grower this
year, ahead of China for the first time in over three decades, according to a
September 12 US Department of Agriculture forecast that has been corroborated
by the Cotton Association of India.
Virender Uppal, Chairman, Apparel Export Promotion Council, said, “We
(Indian exporters) have leveraged our raw material strengths and followed
sustained better compliance practices, which attracted the buyers and
international brands across globe to source from India.”
Added to this is a series of problems encountered by India competitors.
Cambodia, in June this year, saw labor unrest as angry workers rampaged
through a textile plant that supplied US sportswear company Nike Inc, clashing
with police over their demands for a pay hike. The collapse of the Rana Plaza
garment factory in Bangladesh last year has had a continuing impact in terms of
orders being diverted to India and other markets because of concerns over
Bangladeshi workshop safety while textile manufacturers in Vietnam, one of the
fastest growing supplier bases, have been weighed in by the high cost of credit.

36
Both Bangladesh and Cambodia have seen a contraction in exports to the US, a
factor that has helped India alongside the continuing slowdown in Chinese
supplies on account of surging labor costs. Indonesia, another major exporter,
too recorded a sharp contraction in the growth in export shipments to the US
during this period, primarily on account of the Indonesian rupiah’s appreciation
since January 2014.A mid-level exporter based in Gurgaon confirmed that
orders from its US clients that include JC Penney, GAP and Pier 1 have surged
over 10 per cent for the winter 2014 season and his two units are executing
those currently.
The pick-up in performance, visible in the export of Indian apparel and textiles,
is also matched by a revival of sorts visible in domestic sales. The improvement
in India’s textile sector, primarily linked to the surge in shipments to the US, is
visible in the domestic industrial output numbers. The IIP (index of industrial
production) estimates for April showed a sharp 7 per cent increase under the
textiles head, coming in the wake of strong performances in both March and
February.
Readymade garments played a significant role in India’s double-digit export
growth in May, clocking a 25 per cent increase (year-on-year).
The turnaround is significant as India has been steadily losing ground to
Bangladesh, Vietnam and Indonesia in the US market for apparel and textile
products.
While China’s hold over the US market has been loosening on account of
increasing labor wages and power shortages, India, which was widely seen as
being in the best position to capitalize on China’s lost market share, had been
increasingly relegated to the position of a supplier of intermediate products to
other successful garment exporting countries.

37
RESEARCH METHODOLOGY
3.1 Objective of study
The objectives of my study are as follows which I have tried to achieve through
my research. They are:
1. To identify the potential buyer of garments by Indian youths.
2. To indentify the changing trends among the youths.
3.2 Need for study
1. To understand the customers changing attitude towards garment.
2. To study whether they are trend setter or follower.
3.3 Research Design
The research design that is undertaken for this project is Descriptive Research
and Exploratory Research as we are not aware of the problem and research
conducted for a problem that has not been clearly defined and will undertake the
further research through questionnaire that would clearly define the problem
and the appropriate solution.
3.4 Data Collection
a) Secondary data:
The secondary data that has been collected for this research is through
internet and newspaper articles.
b) Primary data:
The primary data that has been collected is through structured
questionnaire which is been filled by the youths.

38
3.5 Sampling Design:
The sampling that I have undertaken to do this research is random probability
samplings, because it refers to taking a number of independent observations
from the same probability distribution, without involving any real population
and involves unpredictable component.
a) Population:
The population targeted was youths. In addition to this, the youths who
purchase garments and to understand their knowledge regarding garment
industry were targeted to get appropriate information
b) Sample size:
The sample selected from the population consisted of 50 people ranging
from 16 years to 30 years of age.

39
DATA ANALYSIS AND INTERPRETATION
Q1. Which brand apparel do you prefer?
Analysis and interpretation:
From the above details it is observed that 32% customers prefer Levis and 26%
customer prefer other brands which followed by Forever21 and Men’s 21 and
many other brands.
Sales, Nike, 18,
18%
Sales, Levis, 32,
32%
Sales, Forever 21/
mens 21, 24, 24%
Sales, Any other,
26, 26%
Nike
Levis
Forever 21/ mens 21
Any other

40
Q2. Do you agree “consumer put major emphasis on
product quality”?
From the above graph we come to know that 38% youth strongly agree that they
emphasis on quality of garments and 36-26% agree upon the statement and only
2% youth disagree with the statement.

41
Q3. Do you get attracted by pre and post sale service?
From the above graph it is stated that 70% of youth get attracted with pre and
post service give by suppliers but 30% do not get attracted.
Column1, Yes,
70, 70%
Column1, No,
30, 30% Yes
No

42
Q4. How often do you purchase garments?
From the above graph it is seen that majority of youths purchase garments
monthly and few of them purchase quarterly and half yearly.

43
Q5. While purchasing garments what things you keep in
mind?
From the above graph, it is observed that majority of youth keep quality and
comfort before purchasing any garments.
Sales, Brand, 20,
32%
Sales, Comfort,
36, 57%
Sales, Price, 6,
9%
Sales, Quality,
1.2, 2%
Brand
Comfort
Price
Quality

44
Q6. From where do you purchase your garments?
From above graph, it is observed that majority of youth by garments fr45om
malls and other half purchase from local vendor.

45
Q7. Are you?
From the above graph, it is observed that majority of youths are both trend
setter and trend follower.
Sales, Trend
setter, 34, 34%
Sales, Trend
follower, 34,
34%
Sales, Neither,
32, 32% Trend setter
Trend follower
Neither

46
Q8.What kind of dressing style do you prefer?
From above graph it is observed that, majority of youth prefer both western as
well as Indian clothing.

47
Q9. Things due to which you get attracted towards
garments?
From above graph it is observed that, majority of youth get attracted by brands

48
Q10. Which according to you is the leading retail brand in
garment industry?
From the above observation, According to youth Pantaloon is the leading retail
brand in garment industry which followed by Shopper Stop.

49
Q11. Any suggestions regarding garment industry?
There were many suggestions given by customers regarding garment industry,
they are as follows:
 Majority of customers wanted good quality of garments with the better
price.
 Garment is boosting day to day due to which lot of variety in garments is
found.
 There should not be any false advertisement regarding the quality and
price of garment.
 There is still room for lot of improvement in garment industry.
 There should be more variety in products.
 Without garments the life of youth would not be trendy.
 Better size in garments so that it fits accordingly.
 Should bring up more indo-western outfits.
 Garment industry to be trendier and should be more customer friendly.
 Always prefer comfort zone for dressing style rather than price.
 Big brands have good quality but expectation of high price.
 Some brands which are not so famous also have good quality garments.
 In all if the price, quality, and comfort all three comes together it would
be the best thing to buy.

50
FINDINGS
 Customers are god for any business, so good connection with customer is
required.
 Garment industry requires huge investment.
 Garment industry needs to work on training and promotions so that they
customers get to know more about the garments.
 Very few companies are organized so it is necessary that every garment
industry should be well maintained because that would maintain the
quality control of the industry.
 It is strongly agreed that consumer put major emphasis on product quality
so garment industries should make sure that quality of garments are well
maintained.
 Youths nowadays are conscious regarding the fashion trends there
majority of youth purchasing clothes monthly where as some purchase
quarterly or alternatively depended upon their requirements.
 By survey it was found that majority of people keep quality in their mind
and after which they prefer comfort and brands.
 Nowadays youth have either become the trend setter or trend follower.
 Customers that are youths purchase garments from mall and then
followed by local vendors.
 According to youth brands attract them a lot because a person more often
than not is judged by the way he/she is dressed. Apparels define the
personality of a human being.
 Fashions nowadays have become lot more important for youth because of
peer group pressure to set a class of standard.

51
RECOMMENDATION
 Uses of technologies are must so has to fulfil the demands of the
customer and this technology would keep the industry updated.
 We need to increase export so that our economy will be in better
condition.
 Working condition for workers should be improved and proper wages and
facility must be provided to the workers.
 Rather than importing of garments the garment industry must provide
best garments to the customer. More branded clothing should be made to
satisfy their needs and wants.
 Customer usually look for better quality , comfort, price, and brand so
this must be kept in mind and accordingly garments must be made.
 The changing tastes of people and evolving market trends, the garment
manufacturers in India are continuously striving to be innovative.
 Impulse shopping is expected to go up highly of total mall shopping.
 Young people tend to be more easily influenced by celebrity behaviour,
those who manage these celebrity brands have locked in on youth culture.
 Provide variations in style and design to attract the attention of
prospective buyers.
 Has garment industry is the growing sector in India they must make sure
that they walk according to the fashion trend of youth to acquire the
market economy.

52
LIMITATION
The limitations or the obstacles that I face while conducting the research is:
1) Due to time and cost constraint study was conducted only in selected area
Because of this sample size is only 50, which is not very large.
2) All the respondents could not fill their questionnaire on their own due to
language problem and also problem of time and lack of positive
behaviour
3) Findings of the study are based on the assumption that the respondents
and thus can be biased to some extent.
4) I was not sure that the information provided by the people was apt.
5) Also some of the people where not ready to fill the survey.
6) I was unable to find out through our research the global i.e. overall
perspective of all the users.

53
CONCLUSION
Indians are recognised all over the world for their sense of fashion; the fashion
statement is not only limited to celebrities but applies for the common masses as
well. For the garment industry in India, industrialisation has proved to be a
blessing. Complying with the changing tastes of people and evolving market
trends, the garment manufacturers in India are continuously striving to be
innovative. India is engaged in heavy export of garments to the international
markets.
Today, the buyers of readymade garment segment are aware of the running
trends, and demand the newest in fashion and products at a reasonable cost. At
the front position of this evolution are the smaller players, which private labels
that are thoroughly transforming the dressing way of men, women and children.
With the supply chain limitations eased, organization in real estate markets, and
rationale tax structure, the readymade garment segment has become more
lucrative and it is anticipated that the readymade garment segment will be the
main segment in the next five years.
Fashion as a part of youth culture during modern days, Instead of handing all
that free publicity to a whole lot of little brands, stars stamp their names on the
products they like, allowing their brand to benefit when sales go through the
roof. Because young people tend to be more easily influenced by celebrity
behaviour, those who manage these celebrity brands have locked in on youth
culture. Fashion among youth has become an enormous issue among
themselves. Fashion can even make youths be classified in different categories
and cliques. In this image obsessed society, what you wear, how you wear it and
what trends you follow can easily describe how you would be judged in this
society. Females and males are equal counterparts when it comes to fashion as
well. It is a clear evidence to show how times have changed and where women
and young girls are no longer expected to serve men.

54
In the face of such demand, Indian garment manufacturers and exporters
constantly have to maintain high quality in finished products and continuously
provide variations in style and design to attract the attention of prospective
buyers. The trends for growth are set for upcoming fashion entrepreneurs. With
the increase in demand for performance apparel, the sectors like Industrial
Clothing and Sports Wear will experience growth and due to the increased
fashion consciousness globally, fashion clothing will also see an upward trend.
The emergence of a world-market for Indian Garment is largely the contribution
of Indian fashion designers.
As today’s customer s are not purchasing goods or services with closed eyes
every company wants to produce best quality with optimum price to compete
each other. New garment manufacturing Technologies only making them to
achieved their Costumer needs and compete.

55
BIBLIOGRAPHY
Websites:
https://en.wikipedia.org/wiki/Textile_industry_in_India
https://India-Indian-Textile-and-Garment-Industry-An-Overview.
www.makeinindia.com/sector/textiles-garments
http://prevailing-trends-in-indian-readymade-garment
E-Paper Referred:
www.articles.economictimes.indiatimes.com
www.indianmirror.com
http://indianexpress.com/article/business/business-others/indias-garment-
exports-spin-a-manufacturing-success-story/

I
ANNEXURE
Questionnaire
Name: ________________________ Age: ________________
Occupation: ____________________ Gender: ______________
Objective: To study consumer behaviour of youth.
1. Which brand apparel do you prefer:
Nike Levis
Forever 21/ Men’s 21 any other_______________
2. Do you agree “consumer put major emphasis on product quality”
Agree Strongly agree Neutral
Disagree Strongly disagree
3. Do you get attracted by pre and post sale service?
Yes No
4. How often you purchase garment?
Monthly Half yearly Quarterly
5. While purchasing garments what thing you keep in mind?
Brand Comfort Price Quality
6. From where do you purchase your garments?

II
Local vendor Mall Boutique
7. Are you?
Trend setter Trend follower Neither
8. What kind of dressing style do you prefer?
Western Indian Both
9. Things due to which you get attracted towards garments?
Colour Advertisement Brand Word of mouth
10.Which according to you is the leading retail brand in garment industry?
Life Style Pantaloon Shoppers Stop Reliance Trend
11.Any suggestion regarding garment industry?
____________________________________________________________
The following information will be used only for academic purpose.
_____________________________________________________________
______________
 Thank You 

Garment Industry Project blackbook

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