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The impetus behind market segmentation is that it helps retailers identify customers who are most likely to buy their products. Small clothing retailers, wholesalers and manufacturers primarily focus on demographics, personalities and needs when segmenting their markets. This allows them to better reach non-buying consumers and customers through advertising and other marketing efforts. These companies can also further differentiate their clothing products from key competitors. There are several types of key market segments used in retail clothing markets. Sponsored Link Wholesale Embroidery Top Deals at Factory Price. Contact Directly & Get Live Quotes!www.Alibaba.com Gender-Related Segments Small clothing retailers make frequent use of gender segments. For example, small, independent department stores may sell clothing lines for both men and women. These clothing lines may include casual and business attire for both genders. The clothing items the department store features is usually contingent upon the season. Men's shorts, for example, would primarily be sold in the spring and summer. A small clothing store may also specialize in a specific gender, selling men's suits or ladies' lingerie. Age-Related Segments Age is another distinguishing factor or demographic that helps clothing retailers determine their buying audiences. Many clothing manufacturers target teenage girls with their trendy new fashion lines, including jeans, blouses and other apparel. They often promote these clothing lines in late July and August, before the school year commences. The entire children's sector represents another viable buying group in apparel sales, according to MarketResearch.com. Children's clothing retailers may also sell related items that appeal to children and their parents. Infants and toddlers represent additional age-related segments. Some
For example. an online business reference site. for example. Geographic Segments Savvy marketers and retailers know that customer clothing preferences vary in different regions or geographical areas. .com. to meet their clients' lifestyle needs. a coat manufacturer may need to produce faux fur coats instead of fur ones for those who are more sensitive to animal welfare. the market for coats and jackets is greater in colder parts of the country. One determining factor is weather. as this segment is significant enough in size. Clothing trends may also vary by geographic region. For example. Opinions may also play a role in what consumers purchase in this particular segment. People living in warmer climates wear shorts and swimwear for longer periods. clothing retailers may sell the popular colors of red and green during the holiday season. retailers or manufacturers of the most extreme high fashion apparel may only sell their clothing in exclusive markets like New York City and Los Angeles. clothing manufacturers that produce clothing for hunters or military personnel sell camouflage and military fatigues. respectively. service or other factors that are immensely important to them. may also be behavior-related. according to NetMBA. Small clothing marketers and retailers may also appeal to the behavior-related segment with holiday-related products. Lifestyle Segmentation Lifestyle represents another market segment in which small clothing retailers and manufacturers base their product selections. Contrarily. including apparel. For example. Behavior-Related Segments Consumers' choices in products.small manufacturers and wholesalers may exclusively focus on the infant and toddler markets. They may also shop at certain clothing stores for better quality. customers may purchase a small manufacturer's clothing line for prestige. For example. For example.
and is distinguished by the high quality of its raw material and the competitive value of its end product. Before going into market analysis we want to specify that our garments industry is directlyrelated to the textile industry because we have to deal with them at every moment. I t s k n i tw e a r i n d u s t r y i s t h e h i g h e s t v a l u e a d d e d t e x t i l e s e c t o r i n t h e country. In garmentmanufacturing sector the demand for garments increasing rapidly within the country as well as inf o r e i g n c o u n t r i e s e s p e c i a l l y f o r P a k i s t a n i g a r m e n t s . Out of these manufacturers/exporters. 15 . There are about 600k n i t we a r f a c to r i e s o f v a r i o u s s i z e s i n P a k i s t a n . and 57% in Sialkot. I n o r d e r t o m e e t t h e d e m a n d o f o u r customers we will try our level best to increase the production. and is an important player in theg l o b a l t e x t i l e ma r k e t . To d a y t h i s i n d u s t r y i s a s o u r c e o f d i r e c t employment to the workforce for more than 20. Some other areas like Gujranwala. Kasur.Total knitwear capacity in Pakistan is about 50 million dozens of pieces. The existing suppliers/manufacturers of work wear in the country are veryless in number. about 8% are based in Lahore. There are about 70 – 75 establishments all over the countrywho are exclusively involved in the manufacturing and exporting of workwear.vPakistan is the fourth largest cotton producer in the world.34% in Karachi.000 knitwear exports is a major foreign-exchangesource for Pakistani economy 1 .
7 6 7 . This is because that the concept of the work wear is relativelynew in the international as well as in the local markets as compared to thetraditional woven and knitbased garments.Stitch & Style Garments Ltd. There is also a lack of awarenessabout this sub-sector of clothing in our country. 0 0 0 – 5 0 . 0 0 0 1 5 . 0 0 0 Poverty 4 5 % 9 . 0 0 0 Upper Class . and upper class. 5 % i n t h e t o t a l w o r k w e a r exports to European Union states 2 . / mont h Below poverty 4 0 % 8 . middle class. 0 0 0 Lower Middle Class 8 % 1 . we are providing good quality stuff Population in %Population in millionRs. The following facts and figures will clarify the whole picture:Source: Dawn 3 Our main target market is the lower middle class. As far as our prices are concern. 5 2 1 5 . 0 0 0 7 . a n d Fa i s a l a b a d a l s o h a ve s o me wo r k we a r s t i t c h i n g u n i t s . 9 3 . TARGET MARKET I n P a k i s t a n mo s t p e o p l e a r e l i v i n g b e l o w t h e p o v e r t y l i n e a n d f e w p e o p l e h a v e l u x ur i o u s facilities provided. 8 3 . wo r k we a r segment could not be developed effectively by our apparel industry duringthe past years. Our first aim isto focus on these areas.I n s p i t e o f h a vi n g a ve r y s t r o n g t e xt i l e b a s e a n d h u g e m a r k e t . Th e Pakistanim a n u f a c t u r e r s a r e c o n t r i b u t i n g a s h a r e o f 4 . 0 0 0 Middle Class 6 % 1 .
0 0 Rich 0 2 16 . 0 . 0 1 . 0 5 0 . 2 0 0 0 . 0 0 . 1 9 0 5 1 5 0 0 % . 0 0 0 0 % .
As in different parts of Pakistan people use to wear “Shalwar Kameez” and they do not like “Pants and Shirts”. suburban areas. Balochistan). We are actually targeting the people of ages17 to 45 approx.Stitch & Style Garments Ltd.F. b e l i e v e . t h e r e f o r e . Sindh. because they are 54 % of our total population (Appendix)..P. urban. w e k e e p t h e s e f a c t o r s i n mi n d . Like in Balochistan majority of people living there normally wear “Shalwar Kameez” but there are few cities in Balochistan where people usually wear “Pants and Shirts”. As population is notevenly distributed all over Pakistan. Here is the population distribution for different cities of CONSUMER BEHAVIOR A s we a r e a p p r o a c h i n g t h e c u s t o me r s o f d i f f e r e n t b a c k g r o u n d s h a v i n g d i f f e r e n t t r a d i t i o n a l v a l u e s. so it is very difficult to analyze that how much people areliving in rural. We also have toremain in touch about the climatic changes as to where and when supply the summer and winter clothing. a n d c u l t u r e s . wh e n w e d e s i g n . N.17 . A s fashion trend varies from place to place. within the resources of above-mentioned categories.W. we have to remain up to date with the upcoming trendsand fashion according to the regions (Punjab.(Appendix)The Pakistan’s population is not equally distributed like some provinces are heavily populatedand some are not that much populated.
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