Scotch & Soda

STUDY ON THE BRAND
Submitted to Mrs. Ritu Jain, Mr. Bhaskar Das, Dr. Jaspreet Kaur, Dr.
Poonam Kumar, Dr. Varun Duggal, Mr. Piyush Pandey, Gaggan
Bhatia, Mr. Neeraj Kapoor, Mrs. Alka Gupta, Mrs. Preeti Goel, Mrs.
Smriti Bhagat, Mr. Gaurav Singhal,
PEARL ACADEMY
SCHOOL OF BUSINESS
P.G. Fashion Business
(Marketing & Merchandising)
(Cohort-2019-2021)
Submitted by
ARPIT ARORA & KIRTI KARVEE

DECLARATION
We hereby declare that the project work entitled “Project Report on
“Scotch and Soda”, submitted to the Pearl Academy, is a record of
an original work done by us under the guidance of Mr. Gaggan
Bhatia Course Leaders of Post-Graduation in Fashion Business
Marketing and Merchandising, and this project is submitted in
partial fulfilment of the requirements for the award of the degree of
Post-Graduation in Fashion Business Marketing and
Merchandising. The results embodied in this work have not been
submitted to any other university or institute for the award of any
degree or diploma.
Name :
Arpit Arora & Kirti Karvee
Signature:

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INTRODUCTION
SCOTCH & SODA
1

BRAND
OVERVIEW
SCOTCH AND SODA
Scotch and Soda is an
Amsterdam based brand
established around 1987
rebranded in 2001. The company
was acquired by US-based
apparel group Sun capital
partners in 2011. It has a
worldwide presence since then
with 250 plus mono-brand
stores all over the globe and
7000 + inclusive stores.Scotch
and Soda came to India in 2014
and collaborated exclusively on
MyntraBut later on with other
great opportunities, it broke its
collaboration with Myntra and
partner through franchise
business with Reliance
industries in 2016 to set up
stores in India (Times of India,
2016)At present scotch and soda
has around 7 standalone stores
in major metropolitan cities
like Delhi Tamil Nadu West
Bengal Maharashtra Uttar
Pradesh India.

PARENT/SUBSIDIARY
COMPANY
In India the brand operates
as a Franchise Business
model under Reliance
Brands Limited

"At Scotch & Soda we want people to
love their clothes and enjoy wearing
them, that’s why we make great
garments that suit every individual. Our
products are rich in detail, high quality
and affordable. The designers at Scotch
& Soda spare no expense in ensuring the
high quality detailing and finishing of
each and every garment produced. We
invest in the product, which is typically
inspired by the best tried and tested
classic and vintage styles, enriched with
a wealth of inspiration from around the
world. "
BRAND VISION
BRAND USP
Scotch & Soda is one global brand paying
attention to well-dressed people of all
ages is Scotch & Soda." It’s a story of both
world discovery and self- discovery -
about how far you’d go and what risks
you’d take to do things differently and
choose your own way

For the purpose of understanding an international
Brand’s framework in India, we choose the famous
fashion brand “Scotch & Soda” from Amsterdam
which has a worldwide presence today. They have
recently stepped to India a few years back first with an
online presence and later setting up stores in prime
cities and locations.Dutch fashion label Scotch & Soda
CEO Dirk-Jan Stoppelenburg says the brand draws
inspiration from everything, even poems and rumours,
and that India remains a crucial market for the
company ( Forbes, 2020)
Partnered with Reliance to operates the Scotch & Soda
business after trying out the online presence through
Myntra, the brand’s our collective goal is to build a
brand connect with customers (Forbes,2020)
Also they believe India can become an important
sourcing destination of the brand in the future, as their
total sourcing from India is day by day growing in the
past 3 years.Although, the brand is facing some
challenges to fit into the mind of the consumers
because of lack of required connection with the
audience. It has so much to offer yet, couldn’t tap the
target the right way. Positioning of the band has to be
well looked upon if they are planning to play big in the
future.
Secondly, adding to the problem, the current Covid19
pandemic has put them in a position to revisit their
framework and come up with all new ways to cope with
the retail structure in order to deliver value to the
customers and keep up with losses made during the
black swan situation. Changing in the new realities is
expected at latest to lead.
RATIONALE

LITERATURE
REVIEW
SCOTCH & SODA
7

COVID-19 AND CONSUMER BEHAVIOUR
SCOTCH & SODA
LITERATURE REVIEW
The reality of this new pandemic took the world by
surprise. People worldwide are still trying to adapt to the
idea of prolonged indoor stays. The current global crisis
has resulted in a paradigm shift in consumer behavior.
This change in behavior may become the 'way of life' &
'new normal' for consumers. Consumers may be driven
to buy luxury for "conscientious value" rather than
"conspicuous value". There will be a transformation from
"what you wear" to "who you are," within conscious
consumers. (Dr. Sheetal Jain, 2020). Also, Nelson in his
recent reports says that, when people return to daily
routines, they may continue to be cautious about health,
and there could be permanent shifts in supply chain and
increased usage of e-commerce. Elders, previously
reticent to shop online, find that new, easier-to-use apps
and social media make shopping a breeze. Unless online
retail offers a unique value proposition, shoppers will
return to physical retail since consumer response in a
crisis is very different from when there is stability.
Concerns about the availability of goods have
encouraged panic buying of items in bulk. Financial
uncertainty and the prospect of a severe and long-term
recession make for a stark backdrop which has led to an
impact on consumer outlook, perceptions, and
behaviors. (Adam,2020). Mass is discovering the joys of
do-it-yourself (DIY) projects. Hygiene is high on the
agenda, spend more time on their wellness or beauty
routines. Even after the pandemic slows down it’ll lead to
a furthering of the shift towards consumers seeking
more meaningful experiences, rather than just
accumulating things. ( Mintel Blog, 2020). The
businesses, in this case, have to revisit their brand
essence and use innovative thinking to identify new
ways to use technology to solve life’s issues.
( Crabble,2020)

For a clearer understanding of my Brand’s consumer behavior in particular
and in general, we’ve used 2 models, AIO (activity, interest, and opinion),
VALS (values, attitude, and lifestyle). AIO Activities, interest, and Opinions
(AIO) are characteristics of a person used by market analysts in their
research to build the psychographic profile of the individual. VALS (Values,
attitude, and lifestyle) it focuses on the beliefs and behaviors of a customer,
has been commonly used for segmentation of the psychographics. (MBA
Skool, 2019).
In her research, The role of various Psychographic characteristics in apparel
store selection: A study on youth shows 4 psychographics divisions through
cluster analysis
1) Get going adapter
2) Independent life lovers
3) Confused followers
4) Disinterested Introverts.
Our customer base will mostly fall into the 1st and 2nd category who see
shopping as a recreational activity and are both driven by the layout and
latest designs.
(Narang, 2010)The second research “Generation Y values and lifestyle
segments” (Dawn B, Thomas L, 2013) said Generation Y is based on age
sub-segments. Segmenting the Generation Y market into meaningful
subsets may be better served through specific and targeted marketing
messages. This research has implications for marketing managers that shed
some light on this issue. Mostly experiencers, strivers tend towards the
usage of the internet and another segment towards the television.
Another research by Robert B settle, 1978, (Individual time orientation and
consumer lifestyle) he stated that there are 2 types of consumers 1. Future-
Oriented 2. Past Oriented. Future-oriented people see themselves as
opinion leaders, flexible, innovative. They are more ambitious, involved
whereas past Orient consumers are the ones who are more of a cautions
shoppers. They are pessimistic in nature about financial matters. While doing
this we came across that generation z and millennial are mostly the ones
that fall in this category and the target customers of Scotch and Soda are
people who like innovations and are flexible. They are the ones who are
conscious about their dressing.
UNDERSTANDING CONSUMER
AIO/VALS MODEL
SCOTCH & SODA

(Emergence of online shopping in India: shopping orientation segments)
tells us that in a drastically shifting business towards online platforms, we
noticed that online shoppers were likely to be convenience, impulsive, and
variety seeking oriented. Two major segments can be:1. The quality at
any price segment. Here price is always relatively less important to them if
the quality is well convincible. 2.Reputation/ recreation Segment. They
moreover see shopping as a recreational activity, interested in popular
brands and all trendy things. Online sellers may rely on the diffusion of
innovation processes to bring these consumers on board.
As seeing the consumer reaction on online shopping Scotch and Soda
has to explore more online platforms in India to expand their reach.
(Rajan,2012)Sustainability VALS: Sustainability value, lifestyle-practices,
and stewardship explained AIO model of sustainable lifestyle practice as
Activities: are composed of green product purchasing, purchase intention,
recycling, and care. Opinions: are for a pro-environment attitude linking
moral obligation of values, beliefs, and norms. Interests: it shares a
personal commitment to sustainability (Lee,2011).
Brand strictly follows no fur, feather, no animal testing, skin leather or
wool and also run on sustainable energy (Scotch and Soda) In this
research paper we discovered that consumer accepts green products
when their principal need for performance, quality, convince are met
and when they understand how green products can help to solve
environmental problems.
Findings of the study “Examining the role of consumer lifestyles on
ecological behavior among young Indian consumers” highlight that
environmental patterns and lifestyle factors are those that best
characterize the ecological market segment. This group of young
consumers is characterized by their self-identity and a feeling of
uniqueness. They always try to improve themselves and take actions
that pose a new challenge for them by having an ecological lifestyle,
selecting and recycling products and taking part in events to protect
the environment. This type of consumer is a present and future
investment for firms that are committed to the environment. They can
be smartly induced by tapping their values on point.(Adnan, Ahmad,
2017)

I don ́t care about
brand when
shopping.
I just take into
account the type of
product.
In my free time, it
is important for me
to have fun.
In my free time, it
is important for me
to meet new people
to find new places.
In my free time, it
is important for me
to do something
useful.
When shopping I
often buy
something I have
never bought
before.
One of my life
principles is to be
well-dressed.
I prefer innovative-
looking products.
I prefer buying
more expensive
but better quality
clothing.
It is important for
me to spend my
free time doing my
hobbies. I live to
enjoy my life.
I like to dress
inconspicuously.
When it comes to
clothing
I have a very good
taste.
I dress in such a
way to be liked by
the others.
I am self-confident
enough.
A good brand is a
guarantee of a high
quality. I
t's worth paying
more for quality
products.
Quality products
are always more
expensive.
Clothes should be
primarily practical
and comfortable.
The government
should guarantee
reasonable living
standards for
everyone.
A C T I V I T Y I N T E R E S T O P I N I O N

RO 1
To analyse the consumer behaviour for
the brand with respect to Indian
Consumer.
RO 2
To analyze the financial statements of
the Brand and interpret the brand
position
RO 3
To understand the HR Policy and
employee reviews regarding the
organisation
RO 4
To find out the annual sales budget and
for a range plan for Spring Season ‘21
RO 5
To understand the buying and
production process involve
OBJECTIVES
Research
SCOTCH & SODA

With a population of almost 0.9 million
(worldometer,2020), with almost equal men and
women ratio, the city of Amsterdam looks back
on a long and interesting history, and today it
prides itself on a rich cultural life and a diverse
population.
The people who live here, the people who work
here, the people who study here and the people
who visit here are what makes Amsterdam
vibrant and multi-faceted. There is an underlying
belief that sport and exercise are key to living a
healthy, happy life, and the city's population
takes advantage of thisregularly.
Amsterdam’s international profiles introduce us
to a wide variety of people from around the globe
who've chosen to develop their careers and live
their life in the Amsterdam Metropolitan Area,
finding new work, making new friends and
enjoying a wealth of opportunities. Share in their
experiences and get ahead with their tips. They
have an Unintentional attention towards bold
individualistic fashion. People of Amsterdam like
social traveling, weekend getaways, and other
activities. And they have a very casual approach
in daily dressing.With roughly 2.5 bikes per head
in the Netherlands, it’s no surprise that getting
around the city by bicycle is everyone’s
preferred mode of transport. Cycling is a simple
and healthy way to get anywhere in the city and
may well be a key ingredient towards enjoying a
happier and fit lifestyle
COUNTRY
OF
ORIGIN
SCOTCH AND SODA
Amsterdam

Casual workwear is now being adopted by
people in India by working as well as
nonworking class.
The Confident Clothing approach is also
adopted by people psychologically.
Body positivity is widely accepted by recent
generations so the scope of plus size
fashion is a recent opportunity in the
apparel business.
Older people also like to be well-groomed
these days so they are also to be
considered as a new segment altogether.
People can be influenced by Advertisement.
They take interest in new upcoming
products and keen to try them as well.
COUNTRY
OF
ACCEPTANCE
SCOTCH AND SODA
THE BRAND Scotch & Soda is about Individualistic and eclectic sense of
fashion. They don't believe in associating their identity but believe there
exists a market who will identify themselves with the brand's identity. It
proudly says that we’re "Storyteller of small things"Because they are actually
excellent at drawing inspirations from little things around and blend it with
the designs, patterns and styles to create a unmet style of their own.
They are believer of ownership and originality in style statement of the
individual “Just like its culture which is very cosmopolitan, its (Amsterdam’s)
fashion is also very embracing. It takes things from across the world and
mixes them up to make its own style," says (CEO) Dirk-Jan Stoppelenburg
INDIA

E N V I R O N M E N T A L
A N A L Y S I S
SCOTCH & SODA
15

OPPORTUNITIES
Expanding the store presence is always an
opportunity but also expanding women
wear firstly and stepping into kids and
furnishing section as in other countries.
Proper advertisement can do wonders and
will increase the chances of building
awareness and thus market share could
also level up. It has a well-established
physical presence but an online presence
is still not up to date. (Livemint, 2016) And
getting into e-commerce is no more a
choice but a need.
THREATS
Competitors are in a better position in
most aspects. Diversified mindset of
Indian consumers. Sourcing cost (mostly
done from far countries) is subjected to
political, legal and environmental
changes. (amid COVID-19). Premium
pricing as to competito
STRENGTHS
The brand associates strongly with the
quality they serve is at its best and that is
what makes customers stick to the brand.
Secondly, along with a strong image
around the globe in India it is associated
with Reliance Industries that adds to their
reputation and good image again. It caters
to a wide age group (men) and women
without a barrier to any target age group.
It sources designs and merchandise from
different locations and therefore could
provide multi-varied options to its
customers.
WEAKNESS
There lacks Brand Awareness and
Promotion in the market. It moreover
believes in Word of Mouth promotions
but In India, the brands do work on
assertive marketing and advertisements.
Although the brand is doing pretty well
but with a little push of awareness
opportunities will not be bound. The
choice of store location could be another
matter of concern because at all places
the store has been purposely given a
corner and not in the limelight location.
The undefined target group fails
communicating with the target group.
Less merchandise for women. MEN:
WOMEN Ratio (7:3) says store manager
(Pooja,2020)
SWOT
ANALYSIS
ENVIRONMENTAL ANALYSIS

M A R K E T I N G
A N A L Y S I S
SCOTCH & SODA
17

SEGMENTATION
TARGETING
POSITIONING
Geographic: Metropolitan cities at Prime locations like
Delhi, Mumbai, Chennai targeting the Urban high class
and cosmopolitan population.
Demographic: Age group 20 and above that would
include Men and women with high spending power.
They also have kids apparel but apparently not in India.
Psycho-graphic: Mature men and women, expressive
through fashion, self -style statement, Unique way of
living, explorers (Fashion United, 2017)
Behavioral: less price sensitive. quality driven,
individual style explorers and Independent life lovers.
The brand has adopted for a Differentiated targeting
approach for its consumer- They would focus on Men
and women, regardless of the age, young or old in
different age groups who would understand and
associate themselves with the brand and ready to pay
what it costs.(Forbes, 2016)
Scotch & soda is positioned as a down to earth,
premium, contemporary brand with an Amsterdam cool
heritage and sensibility.Also, the positioning of the brand
through perceptual Mapping is shown in the picture.
(Forbes, 2019)

C O M P E T I T O R
A N A L Y S I S
SCOTCH & SODA
19

D I E S E L
S U P E R - D R Y
Scotch & Soda
Lacoste

C O N S U M E R
A N A L Y S I S
SCOTCH & SODA
21

rfm
analysis
R E C E N C Y
F R E Q U E N C Y
M O N E T A R Y
RFM Analysis of data is a technique
used to determine quantitatively
which customers are the best ones
by examining and also a way to
identify groups of customers for
special treatment. It stands for 3
dimensions Recency, Frequency and
Monetary and is intensively used by
businesses to analyze customer
value
In our study we managed to collect
150 transactional data FROM 30
Scotch consumers through different
data points, connecting people
through social media, friends and
relatives etc. Using Rconnect
software we run the data for the rfm
analysis and received the following
results.
The Rfm analysis helped us to
cluster the data according to
meaningful customer segment
patterns which would further help us
derive personalized strategies for
each of those segments. The
majority 63% is under Class 2 and 3
including new and promising
customers who have spent a little
amount of money recently but only
once or twice as well as customers
who need attention are those who’ve
spent a good amount in the past but
haven’t come back since a long time,
also those who used to buy
frequently and spend good amount
but haven’t turned up in a long time.
The main priority for the brand has to be these customers and
make efforts to convert them loyal customers of the
brand. Although it has been only 2 years since the brand has
been properly established therefore the champions and loyal
customers (24%) are difficult to be clearly distinguished in
such a short span.Also, 13% of the customers who fall under
class 1 are hibernating and maybe we’re on the verge of
losing them. Since the initial efforts are very important to be
put in during time of establishment because that is how we
can best create brand awareness and put the brand in the
minds of the people

CLASS 1
This segment can be taken under those who
have one tried the brand, maybe that too with low
end products and never turned back. Retargeting
them by taking into account their identified
preferences or past purchase behaviour in order
to add relevant value to their experience when
retargeting them after. Giving them credit points
that they can use for purchase, giving them
discounts and offers on their wishlists. Sending
them texts or emails saying, Are you there? Hi
we’ve got something for you can also induce
engagement. Monetary value for this class is
usually low so strategies like referral marketing
can induce them as well.
CLASS 2
This segment has those majority customers who
used to visit quite often, and also purchased good
amounts of merchandise but haven’t visited
recently. The brand cannot afford to lose this
segment as they were once very interested and
it’s important to know what went wrong, either
they've had an issue or maybe switched to
competitors. The brand can create “win back
strategies'' for these customers like sending them
emails or personalized texts, limited time offers in
the form of push notifications (respecting their
space). Also trying to collect reviews or feedback
from their last purchases could help analyze why
they went apart and assuring them that you care.
Also if tapped correctly they have the potential to
turn into loyalists.
CLASS 3
Consisting 30% of segmentation class 3 includes
those who have high overall RFM but low frequent
shoppers. The brand has to make a great deal at
First Impression. The brand has already
succeeded in creating awareness because the
customer has decided to try the product. Focus on
increasing monetization through product
recommendations based on past purchases and
incentives tied spending thresholds. The
relationship has to be built now, providing loyalty
programs, combo offers, they can be invited to early
slots during sales. Providing them product
catalogues at their first purchase to keep them
curious can be one smart move as well, first time
user offers can be tried. They are likely to be
converted into regulars if understood well.
CLASS 4 / 5
This class has the hero and to-be heroes customer
segment for the brand. They have to be dealt very
smartly as they really matter and so are their
opinions. The brand can perform high
personalization efforts for this group, they have to
feel privileged. Sending them gifts and wishes on big
days can be one strategy to keep them uplifted. We
can find out ways to bring them to the spotlight
through social media fun campaigns, they’re likely to
get involved and also can act as a good source of
‘word-of-mouth’. Sending them invites to launch
events, or other events organized by the brand can
clearly create value. The brand has to stay always
on top of mind. Also, to add the general strategies
that the brands should focus during this unforeseen
situation when no brands are making profit or selling
products, it’s very very important to at least remain
connected to the customer. Making valuable efforts
to tap on the current requirements and find a way to
deliver the same value can provide the business with
good results in the long run. Social media is no doubt
one of the best ways to go for it. The businesses
have to think beyond selling the product. Running
interesting campaigns, and competitions, and other
contents and will make users to stick to the brand
virtually.
RECOMMENDATION
BASED ON RFM ANALYSIS
SCOTCH & SODA

BRANDING
Where's your road?
24

The brand name
suggests a classic
everlasting combination
that associates with
luxury and premium
lifestyle a black and
white logo.
Sewing machine logo to
bring an essence of
couture image to the
brand. that states
premium touch.
S C O T C H & S O D A
What makes the
Brand different?
"Just like its culture which is very
cosmopolitan, its (Amsterdam’s)
fashion is also very embracing. It takes
things from across the world and mixes
them up to make its own style," (CEO
Jan stoppelenburg, 2017)Also, the
brand says they cater a particular
mindset of people who would fall into
explorers and innovators, but the
demographic is huge, the collection
might be alluring for an adolescent as
well as 60 year old man. They want the
customer to relate their Individualism
with the brand. (Scotch and soda, 2017)
(official website) Also, the brand is
very particular about the story theme
and inspiration behind every style,
which they draw from biggest to the
tiniest things and it surely reflects in
the collection. They don't go overboard
with their silhouettes, they want to
remain classic with style but play with
patterns and prints.

Brand & Maslow's
Need Hierarchy
Creativity
Spontaneity
Confidence
Achievement
Individuality
Knowledge quest
Meaning of life
Acceptance of facts
The brand Scotch and soda believes
that they fulfill the need of attributes
within Self-Esteem and Self -
Actualization
Kapferer's
Brand Prism
It concepts for describing a brand’s
identity through its characteristics. The
prism diagram is a useful visualization
for identifying not only a brand’s core
characteristics, but how they relate to
one another. According to Kapferer, the
strongest brands weave all six elements
together seamlessly into a cohesive
brand identity and message – with all six
facets relating to the brand’s core
essence.
Physique
Relationship
Culture
Reflection
Self-Image
Personality
Here is an understanding of the brand and its customer base,
the brand identity prism for Scotch and Soda

BRAND SALIENCE
The degree to which brand is thought or noticed when a customer is in a buying situation. Scotch
and Soda will fall into Low to Moderate amidst the fact that it has a moderately low recall,
recognition, and awareness among its customers. The brand somewhere lacks on connecting to the
consumer.
BRAND PERFORMANCE
It talks about how well the brand performs to meet the needs of the consumer.The brand here
provides high fashion, with high-quality apparel. and reflect the adage "people pay for what they see
in the product". The store feels very vintage and chic.
BRAND IMAGERY
Imagery is what impression comes to mind when a customer pictures of a brand. Sometimes it's not
only products but a lifestyle that a brand connects with.Here the customer images the brand to be
very luxurious and sophisticated.
BRAND JUDGEMENTS
This element is about the customer's opinion of a product. Here, for Scotch, the customer agrees on
good quality but at the same time it's a little too expensive they feel as well. The ones who've visited
the brand talk about it but in mind of others it's just an unpopular brand that exists. But at the same
time, they have opinions that the design and patterns they offer are exceptional.
BRAND FEELINGS
As simple, how does the customer feel about a brand? For Scotch, the customers feel a high-status
symbol to own the brand. They feel a distinctive style because of the exceptional products.
BRAND RESONANCE
Resonance refers to the nature of the relationship that customers have with the brand and the
extent to which customers feel that they are “in sync” with the brand. In the brand's case, it will be
low to moderate because the customers are loyal but less in no. It's still new at capturing the minds
of the customer and customer engagement is also less which has to be drastically improved through
creating intensive brand awareness.
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HOW CAN BRAND
EFFECTIVELY THINK OF
EXTENSION WITH RESPECT
TO THE COVID-19 CRISIS?
As we all are aware that this crisis at
current has led to a halt on the actions
of the world. Everyone has been
staying indoors and spending time
with Families and Working from home.
If I look at the brand’s customer
segment, it gives me a personality that
is sophisticated, elite, vintage and
classic.
Therefore apart from the current
Product line that is menswear and
womenswear, we can think of
extending the brand with a Category
Extension Approach. We know that
how the brand is known for its
extravagant prints patterns and
designs that make them stand outside
the box, continuing with the same, the
brand can extend its product line to
Aesthetic Wallpapers and other Home
furnishings and develop themselves
as a stylish sustainable luxury brand.
Also, the prints could be used to try
their hands on Bespoke shoes. This
has been practiced earlier by a very
successful business “Sabyasachi”.
A beautiful campaign can be used to
communicate with the customers to
redecorate their homes. This also
shouldn't be a bigger challenge for the
company because they have been
running home furnishing successfully
under their roof in other countries.
C O V I D - 1 9
Scotch & Soda
V/S
DURING COVID 19
The current pandemic has brought businesses to
brainstorms new ways to connect to their
consumers. Especially the luxury and premium retail
industry is facing a huge crisis because most of their
revenues are generated through offline sales. (ET,
2020) The brand seems quite active on global
instagram pages, and also have been launching their
seasonal collection with beautiful campaigns, but
again, lacking to actually deliver them to Indian
consumers. They are trying to conduct a series of
events and campaigns through social media to keep
up the customer engagement.
Apart from launching collections, a few creative
things that they had done include masterclasses of
various strands, launching album playlists on
different themes every week, live DJ,s and yoga
sessions, encouraging more participants.Also,
Scotch declared that 50% of their wardrobe classic
sales and 10 % of worldwide online sales will be
donated to the UN Foundations Solidarity Response
Fund for the WHO. (Stoppelenburg, 2020)Talking
about Scotch and Soda, its presence in India as of
now is about 8 stores in different cities. Although
they sell through Ajio online shopping site but failed
to create a standalone social media and online
selling presence at a high level. This will reduce their
chances to connect to the audience at an emotional
and personal level during its tough time. They
haven’t done any lays off as of yet.

The new reality will depend largely on the behaviors and spending
habits of core consumer segments. As this situation hits hard, the
consumer anxiety about infection persists across all age grou
them shift to online and digital purchasing. The longer the crisis
exists omnichannel purchasing will become the next
normal.Although some brands have been facing ‘Internet
Dilemma’ of how to be inclusive and yet maintain an aura of
exclusivity.The brand has to revisit its competitive advantages
identifying the opportunities for growth in the next normal
(Achielle, Zisper, 2020).
The task of replicating unique, personalized luxury buying
experience offered in offline stores will require investment in
world-class digital technologies- ranging from augmented
reality/virtual reality to artificial intelligence, data analytics, and so
on 360-degree viewing, virtual dressing room, etc (Jain,2020).One
big challenge will be to come up with models to create an offline
safe space for both it’s customers and employees. Store
sanitization, touchless limited walk-in has to be enhanced,
contactless and cardless payment gateways to be assured.
Regarding what to sell, the alterations have to be made in the
plan too. The consumer will demand more comfort yet functional
clothing, as work culture is changing and keyboard up dressing is
more into the trend. Bringing in purposefulness in designs like
fashion masks, overalls style, and a few other innovations in
classic can really help (Malik,2020)Happened in China, after the
lifting up of lockdown brands like Hermes and Louis Vuitton were
boosted with huge sales, this was the result of “Revenge buying”
and a desire to maximize value for money by purchasing
functional items (BOF, 2020) Likely to be happening here as well,
the brands can apply the Zara online model, where customer can
choose the products online and pick-up from the store. This can
save in-store time spend.
But keeping in mind that customers will now shift to value for
money while purchasing brands can use the tactics “Bridge to
luxury” to make luxury available at accessible prices for young
Indian buyers. Luxury retailers should see opportunities in this
challenging scenario to entice new consumers by coming up with
products with lower price points (Achielle, Zisper, 2020). Also,
consumers will embrace the brands which show a sense of
responsibility in the hour of crisis. Moving to sustainable solutions
and can help them win over this.
L E A D I N G
I N
new
realities
2
0
2
0
T
H
E
N
E
W
N
O
R
M
A
L

F I N A N C I A L
A N A L Y S I S
30

Preliminary Expenses
As we’ve calculated the sales figure earlier,
keeping it as a base we are here calculating a
rough Preliminary Expenses for the Brand .
Legal Expenses as mentioned to be 1.2 % of
revenue because it is standard to keep them.
Brand Launch cost is assumed to be again 8%
of the sales figure.
And other preliminary expenses as 12%
of the sales.
COMPUTATION OF ASP
ASP is calculated through the SKU’s found
from the observation at Scotch store and
similarly ASP of each category along with
weights in the category mix.
ASP (YEAR 1)
Weights x ASP = 8050

INITIAL INVESTMENT (CAPEX)
Assuming the security deposit to be 6month rent
+ one month advance, As the per month rent for
the store at DLF Noida is approximately 2lacs (
Sales consultant, 2020), the amount totals to
7month rent; 14lacs. Store interiors to be
calculated at 5000 per sq foot. And Working
Capital Investment is taken into account as 30%
of yearly sales.
OPERATING EXPENSE (OPEX)
An operating expense is an expense a
business incurs through its normal
business operations. Often abbreviated as
OPEX, operating expenses include rent,
equipment, inventory costs, marketing,
payroll, insurance, step costs, and funds
allocated for research and development.
ADMINISTRATION AND OFFICE EXPENSES
/ SELLING AND DISTRIBUTION EXPENSES
(PVH Corp, 2019)
Using the footfall, average basket
size,average transaction value and other
data from the retail store, we found that
the yearly sales figure of the store came
out to be INR 16,30,00,000, after dividing
COGS(46%) and Gross profit(54%) and
then subtracting fixed cost we got an
operating loss of INR 4890000. After the
COVID pandemic, the sales are further
expected to decrease by 50% and so the
operating profit will rise at a very high
level. A sale of INR 172,055,555 should
be there to reach the breakeven. There
should be a target profit of INR
32600000, i.e. 20% of regular sales and
for that yearly sales should reach INR
232425925 for bringing the company to a
profitable situation.
INCOME STATEMENT
BREAKEVEN POINT

NET PRESENT VALUE(NPV)
IF PROFITS ARE INCREASING AT @20%
PER ANNUM, IF THE ASSUMPTION OF
DISCOUNT RATE IS 10%, i.e, i=10%
For any situation to be termed as Black
Swan, it has to be a totally unpredictable
event, impact should be huge.
The Coronavirus (COVID-19) is a “Black
Swan” event. This unexpected and hard-
to-predict event was not within the range
of normal expectations. Nonetheless, it
will result in a severe economic
contraction on a global basis in 2020.
While the magnitude of the human
tragedy is still unknowable and outside
the realm of our expertise, the economic
and financial impact is coming into view.
Our focus on the latter does not intend
to lessen the importance of the human
side but is merely our recognition of our
area of competence.
Black Swan Situation

RETAIL
MERCHANDISE
SCOTCH & SODA
34

The store is located on the ground floor and is spread in the area of 2400 Sq Ft.
There are 5 employees who are handling the overall operations of the store for 10
hours per day.
The store has a footfall of 100-150 customers per day on weekdays and 200-250
customers per day on weekends.
With a conversion rate of 4/hour on weekdays and 6/hour on weekends, the
overall conversion rate for the whole day i.e. 10 working hours, becomes 40/day
for weekdays and 60/day for weekends.
The average basket size was about 2 articles per basket with an average basket
value of Rs.10000/basket.
This resulted in an average per hour sale on weekdays of Rs. 40000 and on
weekends Rs. 60000.Thus the avg. per day sale was found out to be Rs. 4 lacs for
weekday and Rs. 6 lacs on weekends.
Total monthly sales is found by adding sales of all weekdays and all weekends of
a month which came out to be Rs.13600000.
This gave us the annual sales of Rs. 163200000.
Thus with these figures in hand, the per month sales per square feet is calculated
and came out Rs.5700.
There are two stores of Scotch and Soda in Delhi-NCR. The store which we visited
for the retail merchandise analysis is in DLF Mall of India, Noida. In the store, we
were assisted by their senior fashion consultant, Pooja who gave us the detailed tour
of the store and briefed us about various operations and policies of the store. We
also did a self-analysis of the store in which we found some vital information as:
Analysis
S T O R E

T H I S C A T E G O R Y H A S B E E N D E R I V E D
F R O M T H E S K U T A B L E
Category Mix
A N A L Y S I S

Category Mix
A N A L Y S I S
Scotch and Soda maintains a
ratio of 7: 3 (Men:Women)
and majorly deals in clothing
and accessories.
The assortment includes both
everyday classic and fashion
wear ,although the range
includes a narrow depth and
width in most categories.
But it has all possible colors
ratios available in polo t-shirt
and chinos categories
because they are the USP of
the brand.
The top is to bottom mens
category is more towards
topwear in both categories.
Mens T-shirts alone comprise
more than the total of all
men bottom wear.
It is a bridge to luxury brands
offering high quality
merchandise at an avg store
price of INR 9000.
INTERPRETATION OF CATEGORY
MIX

WGSN
TREND REPORT
Spring/Summer'21

Merchandise Budget
Calculations
Estimated Sales with 35% less
value due Covid-19

MEN
7500X 67% +
11330 X 33%
ASP = 9440
WOMEN
7080X 52% +
8750 X 48%
ASP= 7880*
ASP OF THE STORE
9440 X 72% +
7880X 28%
ASP= 9000
Budget
Allocations
FEB - MAR - APRIL

CHOSEN CATEGORY FOR RANGE PLAN -
WOMEN DRESSES
BUDGET ( 14,90,721 )
Avg Selling Price- 7000 INR
Estimated Units Purchase - 213 Units
213 Units
CLASSIC WEAR
128 units
Size set Ratio: 2:3:3:1
Color Ratio 2:2
No. of Units per style-
36
No. of styles : 128/36
4 styles *
FASHION WEAR
85 units
Size set Ratio: 1:2:2:1
Color Ratio 2:2
No. of Units per style-
24
No. of styles : 85/24
4 styles *
Classic : Fashion
6:4
Spring
Summer' 21
R A N G E P L A N B U D G E T

RANGE PLAN (FASHION)
RANGE PLAN (CLASSIC)
Spring
Summer' 21
Note: Refer to this Google sheet link for clear understanding
https://docs.google.com/spreadsheets/d/1FanD_3Nw46v555zYVTNRBmrRA-ySoYqBGiU4MEdTPdU/edit?
usp=sharing

Spring
Summer' 21
PRODUCT BUYING
& MERCHANDISING
SCOTCH & SODA
45

Techpack
OVERVIEW
SHEET
POINT OF
MEASUREMENT
SHEET

Techpack
BILL OF
MATERIALS
SHEET
STYLE
CODING
Note: Please refer this google sheet link to view the complete T & A Calender
https://docs.google.com/spreadsheets/d/1FanD_3Nw46v555zYVTNRBmrRA-
ySoYqBGiU4MEdTPdU/edit?usp=sharing

PRE- PRODUCTION PROCESS FLOW
1. Tech pack received from the
buyer:
At the very first stage of a garment
export order, the buyer sends the tech
pack to the apparel merchandiser to
develop the sample. Designers will
include measurements, materials,
colors, trim, hardware, grading, labels,
tags, etc
2. BOM draft for sampling:
The cost initial requirements for making the proto sample has been calculated and sent
to the buyer.
3. Raw material procurement and inspection
The material is sourced, inspected and approved for the product development.
4. Proto Sample Development
According to the tech pack, garment merchandisers develop the first sample. Normally
product development sample quantity is 2-3pcs, where 1pc for buyer, 1 pc for agent
and another 1pc for apparel merchandiser as a counter. Exact material, color, and
fabrics to be used at this point.
5. Product approval from the buyer:
When a product development sample is completed then it’s sent to the buyer for
approval. If product development is perfect then approved by the buyer, but if there’s
needed any rectify then it’s sent again to the garment merchandiser.
6. Fit Sample making and approval
Fit samples are made on the basis of grade rule. The main purpose of a fit sample is to
check the fit and construction of the garment. If they approve of it, we move further and
other changes to be considered.

7. BOM draft for Production
It is the main stage of any garment export order. Business profit totally depends on it.
After negotiating with the buyer, the garment merchandiser fixed a perfect price for the
order here.
8. Approval on Pre-Production Sample
This is the sample with all final modifications done. PP sample is made in garment
factories prior to starting bulk production.
9. Approvals on Size- set Samples
Size set sample is made to check the measurement and shrinkage of fabric. After
checking the size set sample they will adjust the pattern and will make a pre-production
sample for buyer approval.
10. Order confirmation:
Finally, the order is confirmed here. In this stage, the buyer confirms the quantity,
shipping date and other terms related to the apparel export order.
11. Fabric and Trims estimation and booking:
In this stage, apparel merchandisers have to calculate fabrics and accessories
consumption according to the buyer's provided measurement chart and order quantity
and bookings are made accordingly
12. Fabric and accessories in-housed and Inspected
In this stage, the required amount of fabrics and accessories are in-housed depending
on the fabric and accessories booking chart and fabric inspection is done. GPT and
FPT are done to confirm the functionality of the fabric. And order file is transferred to
the Production Department.

PRODUCTION PROCESS FLOW
1. RECEIVING PRODUCTION PATTERN
It is a pattern set that has been corrected and is without error. It is the base for the
final production of the T-shirts.
2. GRADING
Pattern Grading is the process whereby patterns of different sizes are produced from
the original master pattern. This process can be performed manually or automatically
by a computerized system. Patterns are graded according to size charts which
present the sizes and the average measurements of the population group for which
the garments are intended.
3. SPREADING
Spreading is a preparatory operation for cutting. The main aim of the spreading process
is to lay the several fabric plies essential for the production process to the marker length
without any tension on the fabric.
4. MARKING
It is an arrangement of different patterns of the fabric
along with proper labeling in an effective manner. The
on-paper arrangement is also called Mini-Marker. To
make a layout for the cutter to allow
• To place pattern pieces close together to avoid fabric waste
• To accommodate the cutting order (ensuring that the correct quantities of each
size

5. CUTTING
Assuming all components of fabric, design, and trims
are acceptable and correctly planned and cut. a
sharp blade is pressed against the fibers of the fabric
to separate them. After cutting the cut pieces are
thoroughly checked.
6. BUNDLING
The cut pieces are labeled through stickers and the Progressive bundling is practiced
where pieces corresponding to specific sections of the garment (such as sleeves or a
collar) are bundled together and given to one operator. Other operators sew other parts
of the garment, which are then assembled into the finished garment in the final phase.
7. LOGO EMBROIDERY
On the patch pocket, the logo of the brand is to be embroidered
next. The designs on the computer are converted into a format
that the sewing machine understands. In professional language,
you would call it digitizing. This is fed into the embroidery program
on the computer of the sewing machine and embroidery has been
done.
8. STITCHING
Stitching or sewing is done after the cut pieces are
bundled according to size, color and quantities
determined by the sewing room. Garments are
sewn in an assembly line, with the garment
becoming complete as it progresses down the
sewing line. Fusing machines for fusing collar
components, button, and buttonhole, sewing machines
for sewing button and buttonholes are specifically employed. Pressing has been done
to give it a final finish.

9. CHECKING
Once the sewing is complete a quality control checking is done to see the sews and
whether embroidery is in place, buttons, collars, and other things are stitched
accordingly.
10. PACKING AND DISPATCH
In the last steps of making a product retail-ready, garments are folded, tagged, sized,
and packaged according to customer specifications. Also, T-shirts are placed in
protective plastic bags, either manually or using an automated system, to ensure that
the material stays clean and pressed during shipping. Lastly, garments are placed in
cardboard boxes and sealed and shipped to client distribution centers to eventually be
sold in retail stores.

Q U A N T I T A T I V E
R E S E A R C H
55

Creativity/originality
Expressiveness
Part-1
Factor Analysis- This is a technique to identify the latent variable
with the help of factor reduction. To identify the types of
consumers of brands, we selected two variables that we
depicted from our brand personality. These variables are taken
from ipip.ori.org. These two
variables are:
We did a pilot analysis of a sample size of 40 people.
We got some positive keyed and some negative keyed
statements which became the factors for the Like rt scale and
then the factor analysis is performed, where such factors whose
correlation value is near to -1 and +1 are considered as strong
and are depicted as the factors for that particular variable.
Reliability Analysis-
Then we did a reliability analysis that depicts, whether the scale
is reliable to use or not. Whether the factors can be used as the
factor for the particular variable. The value of Cronbach Alpha is
the value that tells us the reliability of the scale.
In India, for a scale to be called reliable, the value of Cronbach
alpha should be at least 0.7.
Factor 1- Creativity/Originality
Factor 2- Expressiveness
The value of Cronbach Alfa
for the scale is .86, which
shows that the scale is
reliable and can be put into
use further research.

The graph of the scree plot first goes down and then moves
towards right making an L shape.
X-axis depicts the factor number while Y-axis depicts the
Eigenvalue of the factor.
The minimum eigenvalue of the factor should be 1, in order to
have a strong relationship with the variable.
From the above graph, we can say that only 5 factors have a
strong relationship with the variables
Part-2
Another part of the research is based on the current situation which is affecting the
whole world i.e, COVID-2019. This disease changed the overall structure of the market
and so resulted in an overall change in consumer buying behavior and so in order to
analyze this change, a questionnaire is made which will depict two attributes that
consumers might show during and after this situation. These two attributes are:
• Saving
• Anti-consumption
The questionnaire will include various factors that will support the required variables and
then the factor analysis will be done which will give the factor loadings and reflects
which variable has a great impact on the factor. A reliability analysis will also be
performed for the scale, in order to see whether the scale is reliable or not.
The scales taken for reflecting such attributes are as follows:
Cautiousness:
In this scale, cautiousness is depicting the situation where people are very particular in
spending their money, in other words, this is the situation where people start saving money
or may start practicing anti-consumption. For further research on this scale, a questionnaire
was made which included both positive and negative keyed statements and was distributed.
Data is taken from a sample of 40 persons and then the Reliability test is done.

The Cronbach Alpfa value of the
first factor came out to be 0.7 which
shows that the scale is reliable and
can be used for factor analysis.
Savings-Conscious:
The second factor is reflecting the quality of people who adjusts their spending and make
timely budgets and are very decisive about their expenditure.The reliability test is taken in
order to see whether the scale is reliable or not. Again a sample of 40 people is taken and
then analyzed.
The Cronbach Alpha value of this
scale came out to be 0.64 which is
acceptable and can be used for
factor analysis.
The factor analysis for both the scales is taken out and then factor loadings are observed
and the variables with factor loading value greater than 0.5 are considered as strong.
The variables with a correlation value greater than 0.5 have a strong relationship with the
factors.
X-axis depicting the component number of the variable
and Y-axis depicts the eigenvalue.
The minimum eigenvalue of the variable should be 1,
which means that such a variable can cause a great
variance.
In the above-shown graph, Factors with component
number 1-6 can cause high variance and have a
minimum eigenvalue of 1

Higher the correlation value,
stronger will be the effect of
change in the variable will be on
the factor.

Part 3
In this section, we will take a certain
demographic and psychographic variables
related to our brand and then create a few
hypotheses based on those variables.
Below are the variables which we selected as
related to our brand study:
Gender
Age
Monthly Income
Brand consciousness
Well dressed
Confidence
Fitting
Comfort
Brands exploration
Advertisements
Highly advertised brands have a positive
impact on female customers. (Gender<-
>Advertisements)
Age has a negative impact on brand
consciousness. (Age<->Brand
Consciousness)
The dressing has a positive impact on
the confidence of a person. (Well
dressed<->Confidence)
Age has a positive impact on the comfort
factor of the garment. (Age<->Comfort)
Income has a positive impact on brand
exploration. (Income<->Brand
Exploration)
Hypothesis
5 hypotheses are created with the help of
selected variables and then further studied
by making a questionnaire.
VARIABLES
Questionnaire
A questionnaire consisting of 13 questions
based on hypotheses is created and further
analyzed by collecting data of 250 people.

Sample size- 250
Skewness and Kurtosis
These are used to measure the
normality of data and further interprets if
the distribution of data is normal or not.
The value of skewness should lie close
to 0 but if the value lies between +/- 2, it
is accepted and data is called as
normally distributed.
Only data that is normally distributed
can be worked upon and analyzed
further.
Here, skewness and kurtosis of the
variables are calculated on which
hypotheses are made.

Further, after finding the skewness and kurtosis which proves that the data is normally
distributed, we move forward towards finding the correlation of the variables on which
hypotheses are made.
This will further show that if there is any relationship between the variables and if the
relationship is strong the hypotheses will be proved right.
Correlation
For proving a relationship between the dependent and independent variable the correlation
value should be at least +/-0.5. This ensures that a change in the independent variable will have
a positive or negative impact on the dependent variable.

● Highly advertised brands have a positive
impact on female customers.
The correlation value between the
dependent (Gender) and independent
(advertised brands and famous brands) is
-0.94 which shows a strong correlation
● Age has a negative impact on brand
consciousness.
dependent (brand particular and brand
primary) and independent (age) variables is
-.77 and -.76 which shows a negative strong
correlation which depicts that with the
increase in age, brand consciousness
decreases.
● The dressing has a positive impact on the
confidence of a person.
dependent(confidence) and the
independent(well-dressed) variable is .80
which shows a strong positive correlation
and proves the hypothesis that with the
increase in the level of dressing,
confidence level increases.

● Age has a positive impact on the comfort
factor of the garment.
dependent (comfort factor and fitting) and
the independent(age) variable is .89 and .87
which shows a strong positive correlation
and thus proves that with an increase in age
the preference of comfort factor while
purchasing a garment increases.
Income has a positive impact on brand
exploration.
dependent(new brands and bounce rate)
and the independent(monthly income)
variable is .82 and .88 which shows a strong
positive correlation and thus depicts that
majority of people with high income are
more interested in trying new brands and
can’t stick to one brand for long.
Predictive Analytics
It is a model where a judgment is made on a
prediction based on past data to find out a
future value.
1. How much important for an 18-year-old
person is to be particular about the brand
while purchasing?
y=mx+c
y=dependent variable= brand particular
m= coffecient
x=independent variable=age
c=constant
Regression analysis is performed.
x=1
c= 5.68
m= -1.02
y=mx+C
(-1.02)1+5.68
y= 4.66
X
Y
1
4.66

The value of y depicts that the person who is 18
years years old will agree that being brand
particular is an important factor for him/her while
purchasing the brand.
Residual= measurement of error
=observed value-predicted value
= 4-4.66
= -.66
This suggests that there is a difference in the
degree of importance of brand as selected by the
sample and the degree of importance should be
more.
2. What is the chance that a person with a
monthly income of INR 650000 will try our brand?
y=mx+c
x=4
m=.92
C=.17
y= (.92)4+.17
3.68+.17
y=3.85
4
X
Y 3.85
After the correction of an error, there is a
slight increase in the chances that the
person of that particular income will
select our brand.
The value of Y depicts that there is a
good chance that the person will select
our product because that customer is
fond of trying new brands.

Q U A L I T A T I V E
R E S E A R C H
66

To understand the changes in Consumer behavior through
qualitative research during or after any epidemic or other such
situation that disrupts the economic growth nationally or
globally, we’ve read several case studies and derived through
the following conclusion:
During the Global recession 2008, it was found that on average 18%
of consumer-packaged-goods consumers bought the lower-priced
brands (substitute brands) for almost two years. 46% claimed that
the products actually worked much better than the high priced
ones. The consumer had become price-conscious and preferred
trying the unpopular brands as well.(Carlotti, Mihas 2009)
During the SARS 2003 outbreak at the early stage, tension surged
and due to all kinds of rumors spread except for reality,
exaggerated the spread of Social panic among people, which
reflected from panic buying of certain drugs and essentials. It
turned out to be a public’s alarming situation that led to behavior
that exacerbated the economic blows to the travel and tourism
industries of the countries with the highest number of SARS cases.
(W. Tong, 2013)
Also, the poultry product sales had majorly declined due to the
spread of the virus during SARS as well as the H7N9 Influenza
outbreak. (J. Wu, 2018)
MERS (Middle East Respiratory Syndrome) in 2015 was another
outbreak that also raised international concerns, which led to over
100,000 canceled tourist visits to the nation. Also, Retail and
Departmental sales showed a fall of 18.6% due to consumers switch
to online shopping for necessities. (Ioppolo, 2016)
Due to impacts of outbreaks like border closure, disruptions in
business and even social events, significant changes in Human
Behaviour can be witnessed which is driven by Fear. Anti-
consumption of other luxury products showed a decline of 20-35%
due to less footfall at malls. (Stewart, 2014)
After World war 2 the consumers developed a “ Waste not, want
not” attitude towards consumption and lifestyle sustainable
consumption restricted to other basic necessities. (Soul, 2017)The
following variables can be derived from the above research:
I
M
P
A
C
T
D
U
R
I
N
G
P
A
S
T
P
A
N
D
E
M
I
C
/
E
P
I
D
E
M
I
C
R
E
S
E
A
R
C
H

I
M
P
A
C
T
D
U
R
I
N
G
P
A
S
T
P
A
N
D
E
M
I
C
/
E
P
I
D
E
M
I
C
R
E
S
E
A
R
C
H
•Due to impacts of outbreaks like border closure, disruptions in business
and even social events, significant changes in Human Behavior can be
witnessed which is driven by Fear.
Anti-consumption of other luxury products showed a decline of 20-35%
due to less footfall at malls. (Stewart, 2014)
• After World war 2 the consumers developed a “ Waste not, want not”
attitude towards consumption and lifestyle sustainable consumption
restricted to other basic necessities. (Soul, 2017)
Miscommunication
Sustainable Approach
Anti-Consumption
Savings
Panic action
The following variables can be derived from the above research:
K A T H L E E N J O H N S O N
Swimming Instructor

Fashion Change and Fashion Consumption:
The chaotic perspective
Ka Ming Law, Zhi Ming Zhang and Chung Sun Leun
2004
Grounded theory
Secondary Data Article (In depth interviews and focus groups)
33
A change in style or trend leads to change in consumption of that
particular fashion and it varies from zones, generations and this change
is strongly dependent on cultural behaviour of people.
Change in any element of fashion launching a new trend should be
highly dependent on the country of acceptance rather than country of
origin, keeping in mind local cultural values.
Title of the study
Author
Date
Research method
Data collection
Sample size
Major outcomes
Application of
outcomes
Title of the study
Author
Date
Research method
Major outcomes
Application of
outcomes
A Case Study Analysis of Clothing Shopping Mall for Customer Design
Participation Service and Development of Customer Editing User
Interface
Ying Yuan1 and Jun-Ho Huh
2018
Case Study
Digital textile printing or customer involvement in designing through a
software proved to be highly effcient for t-shirt making companies where
prints and colors are used widely and customer also feels a sense of
freedom .
Brand can make efficient use of DTP with a consumer friendly software
where by at initial stage, only regualr customers should be given acces to
such software for showing their creativity and then further moving on to
next customer. This motivates the customer to be loyal to the brand and
purchase mostly from that brand only as only a customer can fill a
loophole which sometimes a designer cannot.
QUALITATIVE RESEARCH ANALYSIS

Title of the study
Author
Date
Research method
Data collection
Sample size
Major outcomes
Application of
outcomes
Title of the study
Author
Date
Research method
Data collection
Sample size
Major outcomes
Application of
outcomes
Consumed by Consumption: A Phenomenological Exploration of the
Compulsive Clothing Buying Experience
MARTINEZ-NOVOA, LORRAINE M
2016
Phenomenology
Secondary Data Aticle
06
Compulsive buying should not be considered as a disease, but it is an
interplay of psychological and socio-cultural factors, where a person tries
to get rid of negativity of his life
Such people should be targeted more as they can be a major source for
increase in sales, butalong with this they should be targerted with a
source of positivity which the brand is providing through its apparels,
and in this way the person will become a loyal customer.
Exceptional E-services are key to growth of Brands
JIA WERTZ
2011
Content analysis
Facebook comments, articles
50
Negative reviews, bad online experience, poor
customer service, late shipments
Improve online website and e-commerce service,
customer after sales services,Key to growth
Title of the study
Author
Date
Research method
Data collection
Sample size
Major outcomes
Application of
outcomes
Will ‘Green’ be the ‘New Black’? : investigating how sustainability impacts
perceptions of brand and product value in the luxury sector
Molly Minton
2018
Ethnography
Secondary Data Aticle
173
Luxury customer is perceiving a highly sustainable value from the brands
The brand has to rediscover the essence and bring sustainability right
from practices, product,packaging and more

H U M A N
R E S O U R C E
SCOTCH & SODA
71

Administration- This is the most important
department of Human Resource which
takes care of-
Attending the guests who arrive at the
company for meetings or
Arrangement of travel facilities if the
employee has to go out of
Opening salary accounts of new
employees if they don’t have any
Human resources is altogether a different
department operated by different people and
guided by an HR Head.
The different parts of the HR Department are:
deals.
station for official work with budget
allocation.
such bank account.
Organizing insurance camps in order to
keep their employees
insured and getting all the employees an
insurance who are not insured.
Maintaining the housekeeping and over
jobs in the organization·
Handling personal issues such as
disputes or any complaints for
and from the employees and taking
required action for the problem.
If any event is going to take place in the
organization, then the
HR Department is the one who is having
the authority to allocate the funds for that
event.
• Recruitment and Selection- This department
takes care of all the recruitment and
selection process of new employees to be
hired for the organization.
There are certain internal methods of
recruitment within the organization which
includes-
• Promotion and transfers
• Job posting
• Employee referrals
• Job posting
External methods include;
• Campus recruitment
• Advertisements
• Walk-in interviews
• E-recruitment
Go to website
Apply online
Opportunities in retail
Login
Candidate profile
Personal data
Communication data
Education data
Family details
Data completeness
There is a proper procedure for E-recruitment,
which is mentioned by the HR department of
the organization which includes;

Selection Process
This is the process that includes
shortlisting of CVs which results in the
telephonic interview, and then the
performance aptitude test and then the
final predictive index.
The final interview which takes place
before actual hiring can be taken in
many ways:
• Non- directive interview
• Patterned Interview
• Structural interview
• Panel Interview
• Stress Interview
• Appraisal Interview
After the interview is complete, a
process called collective bargaining
takes place between the employer and
the employee where there’s a
negotiation from both ends and then the
final salary is decided for that job.
After this, the employee has to complete
a medical checkup to get the knowledge
about the health issues and past
medical history of the employee. It also
assures the fitness of the employee for
that particular job.
Training as per requirement is given to
the employee before giving the actual
work.
The final hiring lies in the hands of Line
Manager after keeping in mind all the
previous steps performed on the
employees. This may include-
• Replacement Hiring
• Normal Hiring
Development
There’s also a development program for the
employees which is directly linked to the
motivation of employees and rewarding them
as per their work or achievements.
Different awards given to them include-
• Star of the month award
• Best cashier award (cash speed)
• Best commercial associate award
• Best store manager of the quarter
• Best store of the quarter
•Offer Generation- Offer letter is printed and if
the employee accepts the offer he is recruited.
• Joining Formalities- This is the process in
which the applicant's whole certificates ,
relieving letter, appointment letter, joining
letter, photos, etc. are checked by the people
concerning the HR operation.
• Induction-It is a welcome process. It is a
process of receiving and welcoming an
employee when he first joins a company and
giving him the basic information.
HR Operations- Once the interview and the
medical examination of the candidate is over,
the HRD will engage in checking to reference.
The candidate has to give off at least 2-3
references in the application forms.

• Employee Self-service (ESS) R-connect:
Through the help of R-connect Employees
can log-in by their ID and using Employee
Self-service (ESS), they can update their
personal details like name, educational
qualifications, mobile number, date of
joining, work experience, present and
permanent address, family details, marital
status, Goals, and objectives(G&O),
attendance, leaves, identification mark,
etc. With the help of R-connect,
employees can check their Performance
appraisal report, attendance, number of
working & worked days, leaves status; the
employee can also claim their bills for
reimbursement like medical bill for
medical reimbursement, tuition fee
receipts for Child education allowance;
etc.
• Attendance- The RELIANCE card also
helps the management to calculate the
attendance of the employees. Employees
when scratches the card at the office
entrance then automatically it gets
register in the system with the timing of
entrance
• Working Hours- The working hours of
the store are divided into two parts: 10 am-
7 pm & 12 pm-9 pm. If the employee gets
in the store after 9:30 it will be calculated
as half day.
• Payroll: CTC (cost to company) includes
40% as basic/base pay and 60% as choice
pay. The choice of payment is basically
meant for facilitating Income-tax relaxation
to employees. The base pay includes
Provident fund (PF) which is 12% of basic
pay and Gratuity which is 4.91% of basic
pay.
Leaves- Types of Leaves:
• Company declared holidays- total leave day is
10.
• Optional holidays- total leave day is 3.
• Sick leave- total leave day is 10.
• Casual leave- total leave day is 5.
• Privilege leave- total leave day is 30.
• Maternity leave- Married female employees of
the company are entitled to this leave
not exceeding 12 weeks. Leaves can be granted
in conjunction with other leaves but the total
period of absence should not exceed 17 weeks.
•Performance management system: It is the
process of obtaining, analyzing and recording
information about the relative worth of an
employee. The focus of the performance
appraisal is measuring and improving the actual
performance of the employee and also the
future potential of the employee.
Its aim is to measure what an employee does. It
is a powerful tool to calibrate, refine and reward
the performance of the employee. It helps to
analyze his achievements and evaluate his
contribution to the achievements of the overall
organizational goals.
• Virtual Dashboard- A personal dashboard is
provided to each and every employee which can
be accessed from the company's portal. This
dashboard will consist of the overall Information
of the employee, employee's score, progress,
salary and perks related issues, leaves and all
other options through will the employee can
communicate with the organization and vice
versa.

• Mystery Shopper- It is an anonymous
way of judging and analyzing the natural
working behavior of the employee in the
store hours. A person is sent from the
company as a mystery shopper, who
will pretend to be a customer and will
judge the overall behavior of the
customer which includes way of
greeting, understanding the needs of
the customer, offering beverages, and
the effort he or she is making in
increasing the purchasing decisions of
the customer.
• Loan-The Company also provides
some loans to the employees with good
performance scores with low interest
and with less documentation for a
certain period of time. This may include
personal loans, car loans, etc.
According to the factors, the mystery
shopper will make a report in which the
employee is marked upon these traits
and if he/she is not capable of scoring
the minimum criteria, he/she will be fired
from the job. And if scored well, a
certificate will be awarded to the
employee.
COVID- 19
WHAT IS RELIANCE DOING FOR ITS EMPLOYEES
DURING THIS PANDEMIC CRISIS?
India's largest firm Reliance Industries has initiated
work-from-home for its staff while keeping open
consumer-facing businesses of hospitals, retail
stores and telecom with a minimum workforce amid
an increasing number of COVID-19 cases in the
country. (The Economic Times, 2020) For the
essential services, RIL would deploy about 10
percent of its staff on a rotation basis. (Business
Insider, 2020)
The spokesperson said adding the company will
also reimburse app taxi fare for such staff for work-
related commute during this period so as to reduce
pressure on public transport. Reliance to pay twice
to those employees who earn below ₹30,000.
This step has been taken to protect their cash flow
and mitigate any overwhelming burden. Especially,
women, is every unit have been offered Work from
home. (Livemint, 2020)
To allow seamless work in these times, Reliance
JioFiber has now come up with a new broadband
plan that provides 10 Mbps broadband free for
households. As per Reliance Jio, the initiative falls
under their #JioTogether campaign. ( FirstPost,
2020)
They’ve set up “Employee Xperience Platform”
EmpEP to address general queries of the
employees. (Business Today, 2020)
Also, Medical helpline set up for employees and
families for medical emergencies. Medical teams set
up at all campuses-including reliance corporate park
in Navi Mumbai.

Scotch and Soda is under a franchise business model owned and operated by
Reliance brands ltd. It follows the following hierarchy for the retail business in
New Delhi
HR ORGANIZATIONAL STRUCTURE
(SCOTCH AND SODA, NEW DELHI)

EMPLOYEE JOB SATISFACTION
SURVEY
QUESTIONNAIRE (Scotch & Soda)
1-Strongly Disagree
2-Disagree
3-Neutral
4-Agree
5-Strongly Agree
1 Do you think the management of the organization is supportive of you?
2 Are you satisfied with the compensation of your job?
3 Are you comfortable with the work culture and shift hours at the store?
4 Have you been able to learn new skills from this job?
5 Are you encouraged to offer suggestions and improvements?
6 Do you think the organization provides you with good essential facilities and
perks?
7 Is your work effectively-recognized and also rewarded?
8 Are you able to keep up the work-life balance working here?
9 Can you easily communicate with members of all levels of management?
10 Do the rules and procedures make your work difficult at the organization?
11 Are you also satisfied with your chances of promotion at the store?
12 Lastly, are you satisfied with the health facilities and policies of the organization here?

LAB VISIT
REPORT
TUV RHEINLAND
78

RAW MATERIALS OF FASHION
TESTING LAB VISIT REPORT
Tuv Rheinland ( Gurugram)
( March 30. 2020)
Kirti Karvi/ Arpit Arora (Pgfbmm)
INTRODUCTION
TÜV Rheinland is a global leader in independent
inspection services, founded 145 years ago. The history
of the TÜV Rheinland Group is the story of its growth from
a regional testing organisation into an international
provider of technical services. Today, the corporate group
is active worldwide. The independent experts stand for
quality and safety for people, technology and the
environment in nearly all aspects of life. TÜV Rheinland
inspects technical equipment, products and services,
oversees projects, and helps to shape processes and information security for
companies. Its experts train people in a wide range of careers and industries. To this
end, TÜV Rheinland employs a global network of approved labs, testing and education
centers. Since 2006, TÜV Rheinland has been a member of the United Nations Global
Compact to promote sustainability and combat corruption.he TÜV Rheinland Group
recognizes its responsibilities towards corporate social responsibility, society and the
environment. To explain this understanding in greater detail, the Executive Board has
adopted a binding company policy on values and responsibility The “Values and
Responsibility” company policy serves to ensure neutrality, thoroughness, objectivity
and high quality of the Group’s assessment services worldwide.

3
COUNT CONSTRUCTION TEST:
Automatic Wrap Reel machines are used to find the count, higher the count coarser is
the fabric, lesser the count, lighter is the fabric. It also states durability of the fabric.
FABRIC SHRINKAGE TEST
Shrinkage measuring template, scale and marker made of glass
is used for this test.Shrinkage is the process in which a fabric
becomes smaller than its original size, usually through the
process of laundry. Cotton fabric suffers from two main
disadvantages of shrinking and creasing during subsequent
washing It happens both lengthwise and widthwise. Accepted
percentage for WOVEN is 3-5% and KNITS is 5-7% allowed.
FABRIC STRENGTH TEST
It is performed to analyze the strength of the fabric.
TEAR TEST Tear strength is the strength required to start or
continue the tear in a fabric under specific condition & tearing force
is the required to continue a tear previously started in a fabric thrice.
It is usually used for woven fabric because knits stretch. It is
measured in pounds.
TENSILE STRENGTH TEST: This is referred to as a strength strip
test where the load is applied along the direction of the test sample.
Five fabric samples are extended in a direction parallel to the warp
and five parallel to the weft.Both tests are measured in pounds . The
Grab Test is measured in pounds. Rubber balloon like structure is
inflated for testing below the fabric until it bursts and tears.(Wovens
only)

4
SEAM STRENGTH TEST
Seam Slippage Test is used to determine either the sewn seam strength of textiles or the
efficiency of a seam assembly with any given fabric and measurements are noted. It is
measured in lbs. It depends upon what goes with the buyer.
PILLING RESISTANCE TEST
Pilling is the small ball like lints that appear on the
fabric. MAXI-MARTINDALE test is performed where
fabric is rubbed against each other 2000 times.5 is
good 1poor. Pilling and Snagging Test is done where
fabric is attached on a roll and put in a rotating box
@60rotation per minute and checked whether lints
appear on the fabric.
COLOR FASTNESS TO WASHING
Test to evaluate the color fastness properties like a color loss, bleeding and surface
changes of textiles that intended to be laundered frequently. It can show signs of
Straining and Change in shade. It is rated after washing.
Acceptable rate is 4-5.
COLOR FASTNESS TO LIGHT
Xenon Test Chamber is a test to evaluate the color
fastness property of textiles when subject to light
exposure. Color Resistance is checked by exposing fabric
to light for 30-40 hours and see if it fades and it is rated.
Again, 4-5 shows no fading or straining.
PH VALUE:

5
Test to indicate the efficiency of washing operation after various wet treatments either
bleaching or scouring.It is done using extraction from the ph from the fabric and test it
fibre test to identify the characteristics of the fibre using distilled water.(5.5-7ph
accepted)
COLOR FASTNESS TO RUBBING
This is done on both wet and dry fabrics using a
Crockmaster Equipment. Crockmeter instrument used
to determine colour fastness to wet and dry rubbing. It
is available in motorised and hand-operated models.
ZIPPER ENDURANCE TEST
Zipper Tester, to determine the resistance to reciprocation
of zipper (slide fastener), the test specimen is subjected to
a specified number of cyclic operations about 500 cycles.
It is performed to check the durability and strength of the
zippers and also to check the friction as well.
BURSTING STRENGTH TEST
The force applied in this method is radial, unlike in breaking and
tearing strength, which are one directional. Knits, Laces and Non-
woven fabric are usually tested in this manner as their yarns are
not unidirectional.
Air pressure test by inflating the fabric twice is one method and
Mullen Bursting (Glycerine pressure) which is Hydrolic is the
second method. The thicker the yarn in the fabric, the greater the
breaking point and hence, stronger the bursting strength.

6
FOOTWEAR- LEATHER TEST
SHOE FLEXING TEST
The whole shoe flexing tester is used to test finished
shoes, like sports shoes, casual shoes, work shoes etc. And
determine its flexibility resistance or indicating the cracks
of shoe or shoe sole through reciprocating flexing
movements under the specified angle and frequency.
COLOR FASTNESS-RUBBING TEST
This test ensures that any coloring used in the manufacturing
of your shoe will not leak or bleed onto the wearer, their
clothes, or their surroundings. After a walk in the rain, no-one
wants to take off their shoes to find their white socks have
turned pink. This test will ensure that the color of your shoes
stays on your shoes only.
BALLY FLEXING (FLEXOMETER)
IT is to determine leather flex resistance by flexing
leather in a certain angle and speed in wet or dry
condition. The flexometer is suitable to test all kinds
of leather whose thickness is below 3 mm.The clamp
is different as required by different test standards and
purposes As a leather testing machine, bally
flexometer is commonly used to check the properties
of leather and footwear /shoe upper materials.

7
BOND TESTING (SOLE)
Shoes are constructed of many different parts that are all
bonded or glued together. Before shipping your footwear, you
must ensure that it is able to withstand consistent and adequate
levels of stress without breaking. The machine used for the
purpose is called DIN ABRASION helps testing the sole bond.
LATERAL IMPACT TESTING (HEELS)
The result provides an assessment of the liability to failure
under the occasional heavy blows received during wear. It is
particularly useful for injection-moulded plastic heels which
incorporate a steel dowel reinforcement, giving information on
the suitability of the dowel's hardness or softness
BELT FLEX TESTING
Out-soles of footwear or other flexing components may suffer
cracking due to flexing in use. Cracks usually develop at
points of high surface strain resulting from the design of the
sole pattern, without there are being any cuts due to grit etc.
to initiate them. The belt flex tester is designed to flex
complete soles with their patterns intact in a way similar to
flexing in actual use.
BENNEWART FLEX TESTING
Bennewart flex testing is intended to determine the
resistance of a component of material to cut growth during
repeated flexing. It can also be used to assess the effect of
surface patterns on crack initiation and growth. This test is
especially applicable to the out soles of footwear, but may
also be used with certain other flexible components.
TOY-TESTING
SHARP EDGES SAFETY CHECK

8
The UL Sharp Edge Tester is used for determining the sharpness of edges of electrical
equipment and other consumer products. It is made of
tough metal (not plastic). All moving mechanisms are
protected against dirt and breakage. used to determine
if accessibility exists sharp edge safety hazards to the
user by the touch part of the products, it belongs to Toys
safety test equipment.
DURABILITY TEST
Mouth-actuated Toy Durability Tester, to prevent mouth moving
toys or children’s mouthpiece has been mistakenly inhaled and
cause a choking hazard.Equipped with imported high-precision
pressure gauge. The pressure guage use digital display to avoid
damage if use pointer display.
FLAMMABILITY TEST
Used to determine flammability resistance of finery or toy and
children clothing. The toy flammability tester is mainly for
evaluating the burning speed and time of the following kinds of
toys or children stuff. Toys to be worn on the head, such as
beards, wig and mask, toy tents, stuffed toys like teddy bears
etc.
BUTTON SNAP PULL TESTER
Used to determine the holding or breaking strength of prong-ring
attached snap fasteners on toys( eg. teddy bear eyes), also as a
button pull tester applies for compression and tensile testing of
small samples. It will help you a lot when you do push and pull tests.

2
ANALYSIS REPORT
At the lab, we had witnessed a no. of tests that are done on different objects and I was
amazed to realize how important testing can be for the general and complex safety
purpose. The testings are required with basic day to day things and materials like shoes,
clothes, fabric, toys, chemicals, food, toys and whatnot.
TuV is one platform doing this at a global level altogether. The companies, buyer or
dealer has to fill a TEST REQUEST FORM to apply for the tests. Along with the product
that has to be tested a detailed requirements or measurements have to be provided as
well that is the base for the report.
The employees working are exposed to various harmful substances as well but the labs
are fully secured with structure and full protective equipment have been provided to
them for their safety. There are separate labs with fully equipped machines required for
the tests to be done.
FABRIC TESTING
FABRIC IDENTIFICATION TEST:
● Microscopic Identification: Positive identification of many natural fibers is
possible using the microscope
● Solubility: The chemical structure of polymers in a fiber determines the fiber’s
basic solubility characteristics using distilled water.
● Flammability Test: The reaction of fibers to heat from an open flame is a useful
guide in the identification of fibers. 45° angle flame test is performed and see
how much time does it take for the flame to reach from 1cm to 15cm called
Flame Spread Time)
● Dissolution test: 5gms of fibre in 70% sulphuric acid and see how much fibre
dissolves

C O M M U N I C A T I O N
Design
87

facebook
ad post
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cover

CONSCIOUS DENIM
COLLECTION CAMPAIGN
Scotch &
Soda
SUMMER'21

NEW
COLLECTION LAUNCH
Scotch &
Soda

Advertising
Video
ONLINE
SCOTCH & SODA
SCOTCH
&
SODA
Type of Video: Clothes
transition Video
Merchandise : Women Skirts
Idea/Concept:
A video showing the
collection from new launch of
the brand called " The Skirt
Story".. The main focus is on
the different kind of skirts in
one collection.
Tagline: THE SKIRT STORY
Link to the video:

D I G I T A L
M A R K E T I N G
93

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Kirti Karvee

G O O G L E
A D W O R D S
G O O G L E
A D W O R D S

F A C E B O O K
P A G E / A D
D I G I T A L
S T R A T E G Y

B
U
S
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S
S
W
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Arpit Arora

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