IR Project - Shirts
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The document discusses a study conducted by 5 students for a Mumbai-based menswear company, K.R. Apparel, to help them launch in the Mumbai market. The study included surveying retail brands and consumers in Mumbai to understand preferences. Key findings were that formal and semi-formal shirts in natural fabrics with fancy pockets would be preferred. Color and trend predictions for summer 2012 were also analyzed to develop a new collection for K.R. Apparel's Mumbai launch.
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IR Project - Shirts
- 1. By: AVANI CHHAJLANI # 7 HIMANI JADEJA # 11 GREESHMA KARANATH # 13 MANSI PATEL # 16 SURBHI SHAH # 25
- 2. EXPLORING NEW OPPORTUNITIES AND AVENUES FOR THE MUMBAI MENSWEAR SECTOR DESIGN BY A MUMBAI BASED SOUTH SUPPLYING COMPANY Company: K.R.APPAREL
- 3. Company’s existence since 1979 Mr . Founder Located at kandivali west Apparel for Shirts and trousers Main market south India
- 4. OBJECTIVE: The objective of our study is to design a new collection for K. R. Apparels to launch in the megacity of - Mumbai.
- 5. 1. To survey the markets of Mumbai to understand and know their preferences. 2. To study the current trends and predictions from various agencies across the world for the season of spring/summer 2012 3. To also study the designing styles at K. R. Apparels. 4. Our objective in this study will be to be a helping hand in a successful launch of K. R. Apparels in the highly competitive Mumbai market and 5. To design a collection which would suit and be preferred by the end consumers in
- 6. Retail Brand survey – van husen, U.C.B, Celio, O.V.S, F.C.U.K, Louis Philippe, color plus, Arrow, Tommy Hilfiger, Gas, Apple plus, musfti etc. Location: Bandra, Infinity Mall, Palladium mall, General survey – offices, colleges, Location -
- 11. On basis General survey: FORMALS 35% SEMI FORMALS 45% CASUALS 20% WHAT DRESS CODE DO YOU FOLLOW AT YOUR WORK PLACE? LOCAL BRAND 15% INDIAN BRAND 51% INTERNATION AL BRAND 34% WHICH BRAND DO YOU PREFER TO WEAR?
- 12. STRIPED 29% PLAIN 21%TEXTURED 13% CHECKED 37% WHAT KIND OF SHIRTS DO YOU PREFER? NATURAL FABRIC 53% SYNTHETIC FABRIC 47% WHAT MATERIAL DO YOU PREFER THE SHIRTS TO BE IN? FANCY POCKETS 43% FANCY SHIRT YOKES 38% FANCY BUTTONS 12% FANCY ZIPPERS 7% WHAT NEW TRIMS WOULD YOU LIKE TO SEE? QUALITY 47% SERVICE 21% VALUE FOR MONEY 32% WHAT DO YOU EXPECT YOUR BRAND TO GIVE YOU?
- 13. 0 10 20 30 40 50 60 70 80 18 - 25 26 - 35 35 AND ABOVE FORMALS 11 56 73 SEMI - FORMALS 56 34 27 CASUALS 33 10 0 PERCENTAGE AGE GROUP PREFERENCES 0 5 10 15 20 25 30 35 40 45 18 - 30 30 AND ABOVE LOCAL BRANDS 31 13 INDIAN BRANDS 42 44 INTERNATIONAL BRANDS 27 43 PERCENTAGE AGE GROUP - BRAND PREFERENCES
- 14. 0 10 20 30 40 50 60 70 18 - 30 30 AND ABOVE NATURAL FABRICS 43 64 SYNTHETIC FABRICS 57 36 PERCENTAGE AGE GROUP - FABRIC PREFERENCES 0 5 10 15 20 25 30 35 40 45 18 - 30 30 AND ABOVE FANCY POCKETS 45 26 FANCY SHIRT YOKES 34 32 FANCY BUTTONS 12 35 FANCY ZIPPERS 9 7 PERCENTAGE AGE GROUP - TRIMS PREFERENCES
- 15. SEASONAL 25% FESTIVAL SEASON 55% SALE PERIOD 20% WHICH IS THE BEST SALE PERIOD FOR THE BRAND ? NATURAL FABRIC 59% SYNTHETIC FABRIC 41% WHAT MATERIAL DO YOU PREFER THE SHIRTS TO BE IN? SLIM FIT 45% REGULAR FIT 55% WHAT FIT OF SHIRT SELLS THE MOST? (FORMALS & SEMI FORMALS) DARKS 31% LIGHTS 42% EARTHY 14% PASTELS 13% WHAT COLOURS SELL THE MOST (FORMALS & SEMI FORMALS ?
- 16. COLOUR PREDICTIONS AND THEMES FOR SUMMER 2012
- 18. POCKET DETAILING