You are on page 1of 59

Consumer Attitude towards Readymade Garment vs

Customized Garments

Submitted by:
AVANI JAIN
JAPNIT SETHI
UVIKA GARG

Acknowledgement
We have a number of people to thank for their assistance with the
development of this text. First, we would like to convey our sincere
gratitude to Mr. Bhaskar Banerjee, the subject faculty for all the teachings
and support. We would also like to thank the institute for providing us with
sabbatical time to work on this text and, more importantly, to our families
for their encouragement, support.

Executive Summary

Everybody wants something different. One of the major problems of ready to wear
garments is that one size rarely fits all; the consumers have difficulty in buying clothes as it
has limited their fashion options that they want in terms of fit and style. The ready to wear
sales have reduced by 7.4% due to inclination of consumers towards the better fit and
exclusivity.
The objective of the study is to analyse if people prefer customized garments over readymade
garments. Both males and females who are above the age of 15 are the target population to
corroborate the objective; this is done by using the questionnaire research method by using
Convenience Non probability sampling technique.
From the secondary data, we found out that despite there are people who buy only readymade
garments, the people are inclining towards customized garments.
There are growing numbers of organised apparel brands that are offering tailoring services in
their fabric retail outlets. This segment comprises around 15 per cent of the market. And there
is a premium tailoring segment comprising fashion designers and bespoke or luxury segment,
which comprises around 5 percent of the market.
With the service of customization, the customer gets exactly what he or she wants in the right
size and at a comparatively competitive price. With customization, people with plus sizes or
special body structure get well fitting of the garment and individual fashion at a price of a
standard product. This makes the customer satisfied with what he buys, which makes the
company stand out from the competition.
Pilot run was conducted with a sample size of 10, which helped us with certain conclusions.

Table of Contents
Acknowledgement................................................................................................. 1
Executive Summary............................................................................................... 2
CHAPTER-1 INTRODUCTION..................................................................................5
1.1 Problem Statement....................................................................................... 5
1.2 Objective...................................................................................................... 5
1.3 Title.............................................................................................................. 5
1.4 Population..................................................................................................... 5
1.5 Sampling Technique...................................................................................... 6
CHAPTER-2 LITERATURE REVIEW........................................................................... 7
2.1 Introduction.................................................................................................. 7
2.2 Background.................................................................................................. 8
2.2.1 Introduction and definition.....................................................................8
2.2.2 Customization and personalization.........................................................8
2.2.3 Development of customization...............................................................9
2.2.4 Need of change.................................................................................... 10
2.2.5 Custom-made fashion online................................................................11
2.2.6 Custom-made in physical stores...........................................................13
2.2.7 Effects and process of change.................................................................14
2.3 Literature Review........................................................................................ 18
PILOT TESTING..................................................................................................... 31
CHAPTER 3 HYPOTHESIS...................................................................................... 42
CHAPTER 4 RESEARCH METHODOLOGY...............................................................44
3.1 Research Design......................................................................................... 44
3.1.1Target customers selection criteria........................................................44
3.1.2 Sample Frame...................................................................................... 44
3.1.3 Sampling Design.................................................................................. 45
3.1.4 Contact ........................................................................................ Method
46
3.1.5 Research Instrument............................................................................ 46
3.2 Sources of Data.......................................................................................... 46
3.3 Data Analysis.............................................................................................. 46
3.4 Nature and Form of Result..........................................................................47
CHAPTER 5 FINDINGS AND CONCLUSIONS...........................................................53
3

CHAPTER 6 SUGGESTION/ RECOMMENDATION....................................................54


CHAPTER 7 LIMITATION OF THE STUDY................................................................55
BIBLIOGRAPHY..................................................................................................... 56

CHAPTER-1
INTRODUCTION
1.1 Problem Statement
Everybody wants something different (Tom Ford, 2007)
Fashion designers and the economy figure out the popular things and the taste of the people
who uses the product. Due to globalisation, the mass production does not consider the fit and
the style of the consumers.
One of the major problems of ready to wear garments is that one size rarely fits all. To get a
perfect fit, a customer has to finance a custom tailor
Because of the growing plus size population, the consumers have difficulty in buying clothes
as it has limited their fashion options that they want in terms of fit and style.
The elite section of the society want their clothing to suit their social status, personality and
the occasion so they have their own tailoring functions that cater their needs.
The ready to wear sales have reduced by 7.4% due to inclination of consumers towards the
better fit and exclusivity.

1.2 Objective
To analyse if people prefer customized garments over readymade garments.

1.3 Title
Consumer attitude towards readymade garments v/s Customized Garments for shopping of
fashion apparels.

1.4 Population
The best target group for this collection are
Gender: Female and male
Age: 15 and above
The population that suits this are those growing up with the development of customization
and personalization in the last ten years. In first place are women/men who are creative and
5

self-confident, who appreciate unique clothes which represent the own personality and who
are not afraid to express themselves are the main target. The consumer of this collection is a
communicative and independent woman/man who knows exactly what he/she wants and
knows how to get that.

1.5 Sampling Technique


The sampling method used is the Non Probability Convenience Sampling.
Convenience Sampling is technique where subjects are selected because of their convenient
accessibility and proximity to the researcher.
Convenience Sampling is made up of people who are easy to recruit for the study.

CHAPTER-2
LITERATURE REVIEW
2.1 Introduction
Fashion can be defined as a personal/customized mode of expression, and varies from the
individual to masses. Every one of us choose clothes daily, which describe our personality
generally or specifically, even those who might not care about trend or fashion. For a long
time the fashion-business was ruled by designers and the economy. They determined the
trends and the taste of consumers. Not at least because of globalization, mass production and
the resulting lower production cost, individual fit and design were not taken into
consideration. One size rarely fits all and so the customer has to deal with the wrong fit or
finance a custom tailor. The fashion business itself is confronted with problems such as price
war, fierce competition and consumers strong increasing wish of qualitative and individual
products. To solve those problems and to accommodate the customer needs, a solution was
needed. In this case customization and mass customization offers a great possibility.
Customization is a process of tailoring to individual customer's specifications. Especially in
fashion, it allowed consumers to create and customize their own outfit. Online shops as well
as physical studios in different countries are providing the service of customization.
Independent fashion labels as well as high fashion brands like Burberry and Dior recognize
and followed the trend of customization.
When more companies are giving consumers a role in the design process, it is important to
know about user behaviour: no-ones body is the same and everyones character is different.
The theme of customization is in fact too comprehensive to cover all aspects of the topic. To
have the possibility for the consumer to interact with the creative process directly, the fashion
sector needs to be rethought. Particularly affected in this regard is the designer personally,
since now the large task to create and present new trends can be carried out by the consumer
itself. However, it needs a higher performance and commitment of the customer.

2.2 Background
2.2.1 Introduction and definition

Personalization, customization and mass customization have one basic principle in common:
to match individual customers needs by making something individual. However, crosslanguage and depending on scope of application like marketing or manufacturing, there are
differences between those terms which are not always clearly simplified or rather there are
many different debates about those terms and their exact us and meaning.
2.2.2 Customization and personalization

In the traditional sense customizing means to make or alter to individual or personal


specifications. The term was derived from the word customer and it is a way for customers to
create products or services according to individual and personal taste. To personalize means
to endow with personal or individual qualities or characteristics and especially in clothing to
mark with a person's initials, name, etc. Personalization can also be seen as a form of
customization. (Tseng & Piller 2003, 7.) While both personalization as well as customization
has the same principal message to make it individual, there are a number of differences
between those emerging, however. Even though personalization in tailoring in English
speaking area could be also defined as a product designed by customer requirements which
intergrades him or her closely in the realization of a product, it rather used to endow a final
product with for instance a name, an emblem or providing the product with a personal
packaging. Handbags for example can be monogramed with an own name or T-shirts can get
individual prints. The term is also used in the range of technology and marketing like the
individualization of the communication with the customer while; particularly in the Germanspeaking area customization is mostly in use for the adaption of series products to individual
customer requirements like objects such as furniture, cars, food, cosmetics and so on. The
Journal of Interactive marketing describes customization as a redesign of marketing from the
customers perspective. (Wind & Rangaswamy 2001.)
Personalization in general can be seen as a multi-value customer loyalty tool which collects
and evaluates information of user behaviour for adaption of individual contents for any
communication medium like websites, television or print media. Technologies behind
personalization offer the service of personalized content, links, search results or
advertisement for individual taste of groups or persons.

While personalization can be initiated by the customer or by the firm, customization is a


buyer-centric strategy which requires build-to-order system. Jerry Wind and Arvind
Rangaswamy define (2001), ...customization is more than just mass customization-it is a
business strategy to recast companys marketing and customer interfaces to be buyer-centric.
In case of customization, active and aware participation of the customer as well as interaction
and information exchange between customer and supplier is essential for a business
transaction. Thus, customization begins with customer and the product only can be
manufactured after customers order whereas for personalization there is no intervention in
designing process necessary because here the buyer does not have to create the product first
but only has to choose one of the proposed. (Wind & Rangaswamy 2001.) It can be provided
without direct and explicit customers request but it is not always wished by each customer
which makes the biggest difference between this two terms.

2.2.3 Development of customization

Clothing is essential for every human being from time immemorial. It is said that from the
beginning of the clothing history when humans wore plant fiber and animal skin like fur and
leather the main intention was not only to protect the body from environment but also to
attract attention, decorate and impress. (Lehnert 1998, 18) Fashion is a communication tool
and a form of freedom and identity which allows people to express their own personality,
ideology and status. Dressing was and still is a psychological and social need which offers the
opportunity not only of individualizing, to stand out from the crowd but also to integrate and
be a part of a group. Nevertheless, clothing or rather fashion always responds to
individualism. (Koskennurmi-Sivonen 1998) Up until the 18th century royals, wealth society
and church dictated fashion and only the upper class could afford fashionable clothes. The
lower class had to follow rules partly controlled by the government to reflect and separate the
rich from the poor. With an economic change in the same century the social classes began to
approach and fashion became available to more and more people. But it was in 1920 when
the term mass production was defined and fashion finally democratized and made so called
off-the rack clothing affordable for almost everyone. Parallel with mass production hautecouture fashion and tailor-made clothes continued to exist until his days but still only few
people are able or willing to effort the luxury of this individual and often exclusive garments.
(Lehnert 1998, 12/133)

2.2.4 Need of change

With an often quoted phrase in this context The mass market is dead Philip Kotler in 1989
prophesied already more than 20 years ago a significant change from mass market to mass
customization. The individualization of our society began around 40 years ago when there
was no clear trend in clothing recognizable anymore. Trends which were set no longer at
haute-couture shows but on the streets were not new anymore but characterized by imitation
and the way of combination and variation. Nevertheless, with the increase of prosperity, in
leisure time and higher educational level todays customers require consideration of their
needs and wishes. Despite, or perhaps because of nowadays poor quality, low price and
accessibility of mass products caused by comparatively low cost of mass-production the
consumers became bored and dissatisfied. Because the fashion market is full of copies and
duplicates there is everywhere and always a risk to meet a fashion double ganger. But the
new generation want to stand out from the mass and express the own individual personality.
Even today the variety of possibilities in fashion is greater than ever before more and more
customers are demanding a greater freedom for individualism. Modern consumer is showing
a clear wish of qualitatively better and more individual products and services to set apart
from the masses and highlight their own uniqueness. One of the reasons for increasing the
demand of individualization is the change of education of the post war generation, which has
been raised think of competition and individualism instead of togetherness in a group.
Todays new technology and internet more than ever allows the new generation being quickly
independent and better informed. Internet connects the people from whole over the globe and
provides information and exchange of knowledge as never seen before. Consumer know
exactly what they want and how and where to find relevant information to get it. An
increasing sensation of new design as well as an impulse for experience and adventure
makes, particularly well situated and young customers in the industrialized countries act
spontaneous and unstable. People not only want to exist or to be but also to discover and to
experience. They are becoming more selective and demanding, wherefore it gets increasingly
difficult to forecast buying behaviour to be able to respond appropriately.
An already saturated market with its countless offers and opportunities is another reason for
the need of a change in consumer sector from supplier point of view. Globalization and
liberalization of the consumer market increased the international competition and a hardfought price war. Drastically reduced prices resulting from relocation of manufacturing
abroad and low wages especially in textile trade makes it harder to keep up with comparable
10

competitors but also to build customers lasting loyalty to a trademark or a particular


company. Wide range of offers and a higher enlightenment give customers a stronger
position; allow changing over between different suppliers spontaneous and consequently
obliging enterprises to rethink the methods. In this case customization can be enrichment and
provide new possibilities. (Piller & Rissiek, 2001)
2.2.5 Custom-made fashion online

Internet plays a large role in our daily life. We get connected, inspired and entertained by the
online world. It makes communication, research and purchasing easier, faster and accessible
for people around the globe. The advantages of online shopping are very clear: For the
suppliers it represent the best way to reach as many customers as possible fast and costeffective worldwide. Meanwhile consumers can do their shopping around the world quickly
and conveniently from home or while on the move. Also there is a big variety of products and
possibility of rapid price comparison available online. According to statista.com, an onlinebased statistic portal, in figure 6 the clothing and accessories segment in online retailing was
the second largest with a turnover of 13.826,72 million euro in 2010.

11

The trend of online shopping is rising and my survey as shown, confirmed this statement. It shows
that majority of the participants in the English version of the interview purchase clothing online
while for the Germans shopping in the internet takes the second position.

Shopper of Lands End can choose a garment and start to customize by specifying fit, size, color,
quantity and for some garments even an own initial. On this website the number of possible
customizing features is limited which means the shopper cant create the garment in total but
relevant features important for the customer. This way of customization makes it faster and easier to
produce and to create the clothing. Furthermore the website provides information about sizing,
inseam and hemming options, library about important facts of clothing like washing instruction as
well as views and reviews of customers who have already experienced with the products and further
an online chat where customers can set questions and discuss about everything at Lands End. When
the customer is not sure about the fabric, how it feels and how it exactly looks like, the company is
also sending fabric swatches for free. At the same time the company offers the service of
personalization in form of recommendations of other products which the customer might also like.
Another example for online customization in clothing is the website itailor.com. The Thai located
company offers further opportunities and a rich feature set for designing the own garment.
12

According to the website customer can create in only four steps an individual tailored blouse, jeans
or suite with free monograms and contrast fabric. More than one million varieties of design and
style are possible with a starting price of 19.95 for blouse and the shipment takes between 5 and 6
weeks. Figure 9 demonstrates that the website provides a 3D presentation, around 200 different
fabrics and modifications of style like sleeves, collar, pockets and cuffs and even further colors of
buttons and monograms. There are two options for body sizing as visible in figure 10 such as
standard sizes and measuring oneself with the assistance of a video. The uniqueness of those
products is the fact that the garments are all handmade and manufactured in a tailor shop in
Thailand.
2.2.6 Custom-made in physical stores

Besides customization on the web some companies give customers an extra opportunity of this
service in physical studios. A famous example for this is the clothing, footwear and sportswear
brand Nike with its customizable shoes of NikeID. In addition to its online shop for customized
shoes shoppers can build individual pair of shoes in the store. The biggest advantage of this service
is that the shop accommodates samples of the different basic components and materials so the
customer can see and feel the colour and material of the garment before it will be produced.
Experienced personnel at the studio are informing and helping during the modular design process.
After the different components of the product are chosen a shop assistant or customer himself will
enter the information into the NikeiD software. The online blog treehouselogic (2001) wrote
about NikeiD store: The in store experience is a great way to give customers a hand-on designyour-own experience in the context of a pre-defined product. The process is playful and interactive.
Customers arent just shopping (Gupta, 2014) (Gupta, 2014), they are controlling and making. That
means customer can explore real and unique experience of being a designer.
Further reasons for a costumer to buy a custom-made product in store are for instance the local body
measuring and fitting. The company gives customers the chance to come into the showroom where
qualified employees take measurements manually and show them different fabrics and possible
styles of the different products. The clients can tell about their wishes, and then they will be
informed when the clothing is sewn so it can be picked up and tried on in the store. The security of
internet and payment could be also one advantage because still many shoppers do not trust the
internet and cashless payment or feel insecure especially older generations. By intensive interaction
with the employees, clients can build a personal relationship and trust could be build up. (Keiser &
Garner 2008, 426) By offering customization online and at the same time in physical stores a

13

company can solve different problems such as right sizing and satisfy customer by giving them
unique experience of designing an own product.

2.2.7 Effects and process of change


With the service of MC and customization come different changes for the consumer, industry and
designer. This strategy apparently is bringing nothing but advantages for every participant and on
the one hand it can be true. The customer can get exactly what he or she wants in the right size, at a
comparatively competitive price and quick delivery while the supplier can achieve new market
niches with new customers and at the same time retain already existing relationships and create
competitive advantages. But to get the most positive effects for all the above named parties in this
context it is said that the customer should get a limited power of creating its own product and
involvement in the production process. It is necessary because the customer could get snowed under
with an unlimited range of components and endless number of possible variations and therefore
could get confused, deciding not to buy a customized product.
For the designer it can mean that they can still follow their usual way in creating clothing but have
to research about customer wishes and needs more than before as well as to give consumer the
opportunity to create the product by selecting or changing the style of the final product. Also by
working closely with the target group, the designer gets to know what the relative parts of the
garment customers consider important for customization and at the same time the designer has to
inform and inspire customers by giving new ideas, supporting them in finding a solution for desires
and helping with the realization of the product. Elizabeth Bye (2010) writes, Apparel designers
will continue to play an important role in code signed mass customization. Their challenge will be
to offer design choices that result in garments that are aesthetically pleasing and can be produced at
a profit. The company does keep creating collections of clothing using its own ideas of design first
and decide later what parts of the garment could be customizable as well as after getting experience
the collected knowledge of customers behaviour regarding to customization is flowing into the new
creations. Designers are needed to give the customer basic ideas of a basic product with different
components to choose from, because most of the shoppers do not have the necessary knowledge to
create a special product. The developer still has to inspire and can get inspired by the buyer, too.
If for instance, mass customization becomes the standard production way in the future, it will
change the way people purchase products, which will bring resulting advantages as well as
disadvantages for the shopper. The positive aspects of these strategies for example are the online
adventure experience and the feeling of being a designer of ones own clothes by developing their
14

ideas. Thus, this gives the product a new significance and makes it important and special for the
customer who will therefore appreciate it and take care of it more than standard products. This
promises an even longer product life and this could mean a change of our current throwaway society
and on the one hand consequently bring benefits for the environment. With customization and the
new technologies like a body scanner, people who have not standard sizes or special body attitude
have a greater chance to get well-fitting and individual fashion at a price of a standard product. This
makes the customer satisfied, and a happy shopper means repeat purchases at the same company
and this allows companies to stand out from their competitors.
With the marketing of customization, customers get higher expectations of quality of the garment
more than from mass products. Through the years, the consumer learned that cheap prices of mass
products could be connected with low quality of material, manufacturing and the wrong fitting of
clothing. When hiring a tailor the price of the garment or the outfit is far higher and so are the
expectations. It is necessary for the future of custom-made clothes that companies are currently
using or are going to use the way of customization to stand this expectation for keeping its
customers satisfied and not to disappoint and frighten them.
On the other hand customization can bring some disadvantages for the buyer of fashion products.
While the manufacturer benefit of facts like that mass customization can reduce stockholding cost
because the product will made only after the customers explicit order and less returns result of
customers satisfaction, for the consumer it also could be seen as a negative aspect. Because retailers
dont have left over garments to reduce anymore and that could mean fewer or even the end of sales
and discounts for fashion at the end of the season. But on the other hand the business can solve its
biggest problems like excessive warehouse stock or error cost can be reduced and affect cost
savings. Piller, Moeslein and Stotko (2004, 440) write in a report: Sanders (2001) calculates that in
the apparel industry today almost US$300 billion are wasted annually due to erroneous forecasting,
heavy inventory, fashion risks and lost profits as a result of necessary discounts. In the online
magazine Zeit, Etscheit (2002), states in his article that a negative aspect for the fashion business
could also be the elimination of the retailer sector. With enabling customer to individualize their
product in different stages of the supply chain, the service of MC especially in connection with
internet doesnt necessarily need a middleman anymore.

15

16

When asking those people who purchase customized clothing what they liked and disliked about
customization the positive aspect of most of the answers was the possibility to design a unique
garment using their own requirements, which reflect their own personal style. One of the
interviewees for example said I like that I can have, what I imagine to have. Nevertheless, also in
this case there were misunderstandings between supplier and customer. According to one
participant, I was disappointed in that old-fashioned or strange design, because the designer and
the dress maker could not understand my taste and put their own taste. Some designers and dress
makers force the clients too much their own sense and taste. I think it is not for clients, it is for
them. Although some were happy about the perfect fit there were answers which express a
disappointment about sizing, too. These experiences confirm that it is essential for supplier and
designer to interact closely with the customer and shows that there is still a need for better
understanding their needs and wishes.
The participants were also asked what they would be willing to sacrifice for their own design and
perfect fit whereby multiple answers were accepted. Half of all interviewed would wait longer for
the individual clothing to be delivered while almost 40 would also accept a higher price of the
garment and around the same number are fine with acting creative while configuring the product.
Less accepted, is the risk of no return of the clothing for instance when the supplier does not take
back the customized product and even less participants would accept the danger of dissatisfaction
when for example the clothes doesnt meet their expectations like wrong fit or look.
17

2.3 Literature Review


(Gupta, 2014)The majority of Indian population has historically been brought up on tailored
clothing, as the garmenting industry was restricted to small scale manufacturing until the late
1990s. Also, due to lack of size standardisation in apparel, there were few ready-to-wear
(RTW) options for consumers, who preferred to buy ready-to-stitch (RTS) fabric and then
tailor the garment according to their size.
The present tailoring industry of India can be segregated into three distinct segments. Firstly,
there is a traditional market of local tailoring for the general masses.
Secondly, there are growing numbers of organised apparel brands that are offering tailoring
services in their fabric retail outlets. The tailors are trained to handle delicate and specialised
fabrics and they take extra care to ensure the right fit and look of the tailored products. This
segment comprises around 15 per cent of the market.
Thirdly, there is a premium tailoring segment comprising fashion designers and bespoke or
luxury segment. Such fashion designers have their own tailoring functions that cater to the

18

requirements of the fashion-conscious elite sections of society. This segment comprises


around 5 percent of the market.
Currently, the RTS segment is estimated to be around `39,820 crore (US$ 8 bn) comprising
approximately 20 per cent of the apparel market. The demand for RTS is still large, and it is
growing at an annual rate of 5.5 percent. However, the share of RTS is expected to increase in
years to come.
RTS fabric for shirts, trousers and salwaar-kameez-dupatta (SKD) comprise the majority
share of RTS market.
GROWTH DRIVERS FOR THE RTS MARKET INCLUDE:

Growth of major RTS consuming population of > 40 years and middle-income households

Growing plus-size population

RTS fabric as a well-established gifting option for special occasions like weddings,
birthdays, etc. in large parts of India

Growing consumption in rural markets, tier I, II and smaller cities

Increasing women workforce and increasing penetration of SKD and related ethnic wear
to southern parts of India

RTS SHIRTING: MARKET OVERVIEW


The overall RTS shirting market is growing at 3.1 per cent annually.
RTS TROUSERS: MARKET OVERVIEW
The overall RTS trouser market is growing at 4.1 per cent.
RTS SALWAAR-KAMEEZ-DUPATTA: MARKET OVERVIEW
The overall RTS SKD market is growing at 7.9 percent annually.
Till the time that RTW segment becomes strong in terms of standard sizes across all the key
categories of womens ethnic wear, suits, and trousers, the tailoring segment will continue to
be in demand and will continue to grow.
EMERGENCE OF MADE-TO-MEASURE
19

Made-to-Measure allows for customisation in terms of fabrics, fits, colours and styles but, the
patterns used in the designing of a Made-to-Measure garment are not unique to each
consumer. Arvind Brands and Raymond are leading brands in the fabric and suiting business
that are already extending this service to customers. Even regional and online players are
entering this space, thus offering customers a wider choice of fabrics, cuts, colours and styles.
These products are typically priced at a rate 2025 per cent higher than an off-the-shelf
garment and are progressively becoming popular with working professionals.
(Gupta, 2014)
The readymade garments industry reported a poor financial performance during the June
2015 quarter. Aggregate net sales of the 24 companies fell by 7.4 % during the quarter.
(shah, 2015)
(Mehta, 2010)For North Indian women customers who prefer flared Patiala salwaar suits,
Arun Sirdeshmukh is a new friend. The chief executive of Reliance Trends recently increased
the length of the garment retailers ready-to-stitch salwaar suits by one metre in north Indian
markets. He has also lined up a battery of in-house tailors across the country to stitch
garments 20% cheaper than any other tailor in the neighbourhood.
Sirdeshmukh has altered the way Reliance's apparel fashion arm functions this year, soon
after he started studying Indian anthropometry (physique) and cultural needs of the region.
The Indian customer needs someone who can offer affordable and fashionable clothing,
says Sirdeshmukh.
He is not the only one to realise that. A growing line of value retailers such as Reliance,
Future Groups Fashion@Big Bazaar and Max Retail are selling ready-to-stitch clothes and
recruiting tailors to offer the perfect fit and customized style to customers as these marketers
try to convert more people to branded clothes across towns, cities and metros.
Thats because Indians still love tailor-made clothes, literally. Tailored clothes account for
half the garment market in big cities and 60% of the market in smaller town and cities, say
retailers.
Value retailers, who have greatly expanded the branded apparel market in recent years by
offering readymade garments at cheaper rates and hold a 30% market share in the $6-7 billion
organised apparel retailing, now bet on tailors to speed up growth. It is growing 20% a year.

20

Value retailing is looking up, as 50% of Indians in the 15-45 age groups prefer branded
clothing. The new model entails employing tailors and offering well-fitting garments at lower
price, says Prashant Agarwal, joint MD of Delhi-based Wazir Advisors, a management
consulting firm focused on Consumer Products and Services sectors.
Ready-to-stitch garments account for one-fourth of all units Reliance Trends sell.
In cities, apart from women who visit tailors for their Indian wear, men prefer bottoms and
suits to be stitched for the perfect fit. In smaller towns, lack of affordability (of fashionable
garments) and access to retail outlets confine customers to tailors. Also, affordable ready-tostitch (RTS) offerings attract several people who never tried readymade garments to these
shops, the first step to switching over to readymade.
Stand-alone tailors are feeling the heat. And many are changing with times. Rizwan Shariff, a
small-time tailor in Andhra Pradeshs Chintamani town, moved to Bangaluru two years ago
and joined Reliance Trends. With customers preferring readymade garments and preferring
organised retailers over us, I came to Bangaluru, says Shariff who now heads a team of six
tailors at the Richmond Road outlet of the retailer.
Jitendra Chauhan, an Ahmedabad-based tailor-turned promoter of apparel multi-branded
outlet Jade Blue, says, With organised retailing offering similar services at far lesser prices,
(standalone) tailors have no chance to survive the onslaught.
The picture is completely different from five years ago, when branded and readymade
garments would stand no competition to the tailor who would stitch a garment for as low as
Rs 200.
The gap was bridged with the entry of a slew of value retailers such as Koutons, Cotton
County, Cantabil, Priknit, Westside, Big Bazaar, and Reliance Trends that started selling
branded readymade clothes at low rates.
Today, there are about 5,000 exclusive brand outlets of organized value retailers and the
number is expected to touch 7,000 by 2012 as existing players expand and new ones enter,
says Wazirs Agarwal.

21

Amit Kumar, head of Fashion@BigBazaar, the apparel and accessory arm of the countrys
largest retailer Future Group, says the company is working towards dispelling the myth that
fashion is luxury. For example, Fashion@BigBazaar retails T-shirts and shirts at Rs. 149 and
Rs. 199, respectively, jeans at Rs. 299, salwaar-kameez-dupatta sets for Rs. 399-429 and
ready-to-wear ethnic wear at Rs. 329.
We bring tailors to one organised platform, enhance their skills through our retail know-how
and encourage their creativity. We even let customers design their own dresses with our inhouse tailors, says Agarwal.
The retailer is keen to take his tally of Big Bazaars, which house Fashion@BigBazaar, from
the current 137 to near 200 over 12-16 months. In addition, there are six standalone
Fashion@Big Bazaar outlets across five cities.
Value retailers are also expanding their product portfolio with popular local outfits to reach
out to more people.
While we have been retailing everything from fabric, ready-tostitch, infant wear, childrens,
teenagers, womens and mens garments, Indian wear, corporate wear, speciality clothing
including active sportswear and yogawear, we have also been catering to local populace by
offering bandhni sarees (in Gujarat), mundu (in Kerala) and burqa (in Hyderabad), says
Reliance Trends Sirdeshmukh.
Interestingly, the tailor-retailer axis is not limited to value players though. Even premium
mens wear brands like Raymond, Reid and Taylor and Vimal have brought in tailors to
customise garments for their customers, says Jade Blues Chauhan. At my stores, the
category is growing at 30% year-on-year, he says. (Mehta, 2010)

22

(Mehta, 2010)

(Fibretofashion)Fitting is one of the important criteria for consumers in their buying decision.
For getting the best fit and size dimensions, manufacturer spends big chunks of money. Best
range of sizing can be a key success factor for manufacturers. To implement this many
companies are using advanced technologies and strategies to device sizing systems and sizing
categories.
Idea about fittings: Patternmakers, graders, designers and customers themselves- all have
different perceptions about the best fit. Designer has his idea about match between size of
outfit and body dimension that will give the perfect look. Patternmakers seek to maintain this
look over a range of bodies. Customers have their personal preferences and perceptions about
which size gives a better look and feel of comfort. The effectiveness of sizing system is
highly dependent on skills of patternmakers and graders in identifying, defining and
23

manufacturing the type of fit appropriate for the target market. Some of the tools and
strategies to facilitate this are target body scanner, market surveys, wear testing, and virtual
fit assessment.
Style, design, and material as well as production methods used: Each style defines the
relationship between body and size. Each new style of outfit that is produced is aimed to fit
range of bodies in an acceptable manner. Some style like a baggy one can fit many bodies
with marginal difference. The design of a garment also influences fitting, especially when
design is complex. (Fibretofashion)
(Perry, 2013)The market has to provide apparels in terms of fits, style, on time delivery and
technology to the consumer. The Made to Measure garments are expected to give better fit as
compared to the ready-to-wear garment as the latter are constructed as per the definition of
the manufacturer about an average customer, whereas made to measure garments are as per
the individual requirements of a customer.
Made to Measure is an excellent initiative with a focus on customer satisfaction. The key
benefit to the customer who opts for Made to Measure clothing is that the garments will be as
per the fit requirements of the customer besides the customisation of fabric and detailing of
the garment. The disadvantage of made-to-measure is that the customer has to wait for
several weeks for the completion of the manufacturing process of the garment.
The trend is relatively new in India and as of now exists only for suits and a very few suit
manufacturers have entered this niche market and with time the market will take a growth.
A primary study was done to know about the customer awareness regarding Made to
Measure, their problems and their buying behaviour of MTM garments. About 53 per cent
customer are willing to buy the MTM products and 18 per cent of the customers were highly
interested to buy these products. The age group that prefers MTM in India is from 41-50
years. About 29 per cent of the customers belong to the age group of 31-40.
Sellers of everything from dress shirts to handbags and even consumer packaged goods are
discovering the value of letting customers create their own unique products. Retailers use Big
Data to present a personalized set of products to their customersits been a driving force
behind Amazons success. Now brands are taking personalization a big step forward into
mass customization. They are discovering that they can elevate customer loyalty and
engagementand use their customer base as an engine of advocacy to potential buyers.
24

Product customization helps brands boost sales on their own websites or gain share on a
retailers site. For example, Pepperidge Farm customers now design Goldfish crackers, and
Jawbone customers configure their own Jambox speakers. Trek enables cyclists to build a
bike from the ground up. And Brooks Brothers allows men to create their own suits.
A Bain survey of more than 1,000 online shoppers found that while less than 10% have tried
customization options, 25% to 30% are interested in doing so. While it is hard to gauge the
overall potential of customization, if 25% of online sales of footwear were customized, that
would equate to a market of $2 billion per year.
Beyond the pure size of the opportunity, our survey showed that those customers who had
customized a product online engaged more with the company. They visited its website more
frequently, stayed on the page longer and were more loyal to the brand (see Figure 1). In
footwear, for instance, our research determined that customers who designed their own shoes
gave companies a 50% higher Net Promoter ScoreSM (NPS)a standard way of
measuring customer loyaltythan customers who bought regular products from the same
manufacturer. Higher NPS typically translates to higher sales, referrals and lifetime customer
value. Ken Seiff, executive vice president of direct and Omni-channel marketing at Brooks
Brothers, says, In general, customers who buy customized products are more satisfied and
are more valuable. By automating customization using the Web, companies can more easily
take a customer segment down to the size of one. In five years this will come to be expected
by consumers.

25

By providing customization options, brands raise loyalty at a time when


its more important than ever: In a recent Bain survey of more than 1,200
global executives across a range of industries, 67% believed their
customers are becoming less loyal to their brand. Equally, customization
helps companies differentiate their products from those of their
competitors at a time when the Internet is rapidly creating high price
transparency and making it easier for customers to compare products with
standard features. According to Google, 49% of mobile phone owners use
their device to compare prices, and the number of price comparison apps
is increasing. We found that customers are willing to pay 20% more than
standard equivalents for customized productsand many companies are
successfully charging higher premiums.
Customization also helps companies reach specific consumerssuch as
the unpredictable millennial generation shoppers, a group known for their
fast- moving preferences. As a growing consumer force, young shoppers
demand more individualized products than their older counterparts
theyre not a one-size- fits-all generation. And, due to the proliferation of
social media and online publishing, styles and trends change more rapidly
than ever before, forcing sellers to keep up with shifting preferences.
26

Companies that offer customization are able to use consumers as


merchantscontinuously gaining insights from customized designs and
fine-tuning products in a feedback loop that helps companies stay one
step ahead of the competition. With each design choice, customers share
real-time shopper preferences that go well beyond what they would say in
a focus group. For example, what Brooks Brothers learns from its
customers in one season is systematically used to help it deliver the next
seasons product line.
All of this activity points to rapid growth in mass-customization offerings
across categories. Early pioneers like Oakley have demonstrated strong
consumer demand for customized products, and successfully orchestrated
programs are delivering positive ROI and consumer engagement,
according to Kent Deverell, CEO of Fluid, a digital agency and software as
a service provider that helps companies launch customization offerings.

Shoppers are primed for customization just as the capabilities are evolving
to serve the market. Technology has advanced to enable flexible, digitally
controlled manufacturing processes and to integrate online design
capabilities with supply chains. Computing power and bandwidth are now
sufficient to accommodate online design without making the experience
too cumbersome. Companies like Fluid serve as one-stop shops for ecommerce retailers and brands interested in offering customization to
their customers. Ultimately, companies need to develop new muscles,
particularly in the materials supply chain, to ensure customization is
profitable but these challenges are increasingly being met.

What companies deliver depends on what their consumers want (see


Figure 2). We originally focused on the fit issues some performance
athletes face but found out people arent so interested online in fit and
sizes, says Harm Ohlmeyer, chief e-commerce officer at Adidas. The
bigger opportunity was in the design, aesthetic and user-generated
27

content. Consumer preferences vary from category to category. Bains


survey found that footwear customers are willing to wait three to four
weeks for a product to be delivered, but that interest in customized mens
shirts declined after a two-week wait time. There is one thing that all
customers seem to want: the ability to return goods within a reasonable
period, typically 30 days. Our survey determined that demand for
customization falls off precipitously if consumers think they could be stuck
with something they dont likeeven though early adopters of product
customization have found that return rates are lower than for standard
products.

In addition to tailoring the offering to the customer, success requires


stepping back and deciding upfront what a company hopes to get out of
entering the customization game. Some companies use it to improve
customer acquisition and engagement while others make it a stand-alone
business. Knowing the objective helps determine a second major
consideration: how much customization to offer.
All successful companies follow five rules.

28

Know what you want. Before testing the waters, companies need to
be clear about the strategic value they hope to derive from their
customization efforts. When using it primarily to engage with
customers and build brand advocacy, the cost is a marketing
expense akin to PR, advertising, market research or social media
campaigns. Pepperidge Farms investment in customizable Goldfish
crackers augments its spending on branding, according to digital
agency Fluid. Other companies pursue customization of a chosen
product line largely for its direct profit potential. That, Fluid claims,
is the impetus behind Longchamps self-design versions of its iconic
Le Pliage tote bag. On the extreme end of the spectrum: building a
core business around a customized offering, such as Wild Things has
done with its design-your-own Insulight jackets.
Know how much customization you really need to offer. Some
brands allow consumers to design a unique product that will be built
to order, with a range of features that can be added. Thats what
Indochino does with its custom-designed suits, which are only
available online. Other companies succeed by offering minor
customization optionsadding a monogram to a standard shirt or
engraving a name on a briefcase. Some companies only allow
customization in fit or design. And others, like Serena & Lily, provide
consumer-choice bundling. Shoppers at Serena & Lilys online
store design their own bedding combinations. The process may feel
personal but it does not involve actual customization: Customers
buy existing products that are then collected from a warehouse and
shipped to them. For most retailers, its the option that makes the
most sensethey can sell from a standard product line. Serena &
Lilys average order value is 88% higher for customers who bundle
than for customers who buy item by item, according to research by
Fluid.
Make it simple. Theres a risk to customization. Customers need a
simple and easy design template as a starting point, as opposed to
29

a blank canvas. If the online design process is too complicated,


difficult or unattractive, many potential shoppers will be turned off.
They may also reject too many options. Thats why the best
companies isolate the number of features that can be tailored. In
footwear, that could mean limiting options to the 7 to 10 design
choices that are both important to customers and easy to
implement.
Let people share. Companies offering customization options have
learned that after consumers invest time in designing their own
products, they want to share their creations with friends and
relatives. This social aspect helps companies engage with existing
customers and, at the same time, draw new customers to their site.
Longchamp provides a Facebook application that allows customerdesigners to share their handbag creations online. Other companies
give customers the ability to create a virtual catalogue of all their
designs. Companies can make design leaders out of their most
creative customers, ranking them based on the number of followers
and acknowledging those who are most popular. The North Face has
launched a gallery of designs created by customers for its Denali
jacket, which serve as inspiration points for others. Jeld-Wen enables
real-time, online collaboration for customers to co-create and share
customized door designs.
Enhance the customer experienceand dont disappoint. Engaging
customers through customization raises the stakes. If youre going
to play the game, you need to make the process of designing
products enjoyable and the process of returning them seamless.
As more retailers and brands give their customers the design-it-yourself
option, they should see a boost in profitable revenues, stay connected to
their best customers and lower costs. Winners will be those that know
their objectives, understand how much customization they really need,
keep things simple and create a repeatable model for delighting
customers again and again. (Perry, 2013)
30

31

PILOT TESTING

If you prefer customized garments over Readymade garments; what all factors
influence your decision?

What all garments would you like to be customized?

32

Fit [What all factors influence your decision while purchasing a readymade
garment? Rate According to Preference]

Design [What all factors influence your decision while purchasing a readymade
garment? Rate According to Preference]

Exclusivity [What all factors influence your decision while purchasing a


readymade garment? Rate According to Preference]

33

Price [What all factors influence your decision while purchasing a readymade
garment? Rate According to Preference]

Colour [What all factors influence your decision while purchasing a readymade
garment? Rate According to Preference]

34

Material (fabric) [What all factors influence your decision while purchasing a
readymade garment? Rate According to Preference]

Fit [What all factors will influence your decision while purchasing a customized
garment; rate according to preference]

Design [What all factors will influence your decision while purchasing a
customized garment; rate according to preference]

Exclusivity [What all factors will influence your decision while purchasing a
customized garment; rate according to preference]

35

Price [What all factors will influence your decision while purchasing a customized
garment; rate according to preference]

Colour [What all factors will influence your decision while purchasing a
customized garment; rate according to preference]

36

Material (fabric) [What all factors will influence your decision while purchasing a
customized garment; rate according to preference]

Fit Issues [How often do you face following problems in a readymade garment ? ]

Style Issues [How often do you face following problems in a readymade


garment ? ]

Price Issues [How often do you face following problems in a readymade


garment ? ]

37

Common garments [How often do you face following problems in a readymade


garment?]

Comfort Issues [How often do you face following problems in a readymade


garment?

Which platform will you prefer for customization?

38

Reliability Test:
Cronbachs Alpha: 0.873

Chi Square Test:

How do the following factors affect your


purchase of readymade garments? Rate
according to your preference. [Fit]
Observed N

Expected N

Residual

1.0

20.0

-13.0

2.0

20.0

-13.0

3.0

17

20.0

-3.0

4.0

30

20.0

10.0

5.0

39

20.0

19.0

Total

100

How do the following factors affect your


purchase of readymade garments? Rate
according to your preference. [Design]
Observed N

Expected N

Residual

1.0

20.0

-11.0

2.0

10

20.0

-10.0

3.0

23

20.0

3.0

4.0

40

20.0

20.0

5.0

18

20.0

-2.0

Total

100

How do the following factors affect your


purchase of readymade garments? Rate
according to your preference. [Exclusivity]
Observed N

Expected N

Residual

1.0

20.0

-12.0

2.0

17

20.0

-3.0

3.0

39

20.0

19.0

4.0

25

20.0

5.0

5.0

11

20.0

-9.0

39

Total

100

How do the following factors affect your


purchase of readymade garments? Rate
according to your preference. [Colour]
Observed N

Expected N

Residual

1.0

20.0

-15.0

2.0

22

20.0

2.0

3.0

29

20.0

9.0

4.0

27

20.0

7.0

5.0

17

20.0

-3.0

Total

100

How do the following factors affect your


purchase of readymade garments? Rate
according to your preference. [Material (fabric)]
Observed N

Expected N

Residual

1.0

20.0

-16.0

2.0

11

20.0

-9.0

3.0

26

20.0

6.0

4.0

30

20.0

10.0

5.0

29

20.0

9.0

Total

100

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Fit]
Observed N

Expected N

Residual

1.0

11

20.0

-9.0

2.0

20.0

-13.0

3.0

12

20.0

-8.0

4.0

22

20.0

2.0

5.0

48

20.0

28.0

Total

100

40

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Design ]
Observed N

Expected N

Residual

1.0

20.0

-14.0

2.0

10

20.0

-10.0

3.0

14

20.0

-6.0

4.0

37

20.0

17.0

5.0

33

20.0

13.0

Total

100

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Exclusivity]
Observed N

Expected N

Residual

1.0

10

20.0

-10.0

2.0

20.0

-14.0

3.0

24

20.0

4.0

4.0

30

20.0

10.0

5.0

30

20.0

10.0

Total

100

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Price]
Observed N

Expected N

Residual

1.0

11

20.0

-9.0

2.0

13

20.0

-7.0

3.0

26

20.0

6.0

4.0

31

20.0

11.0

5.0

19

20.0

-1.0

Total

100

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Colour]
Observed N
1.0

10

Expected N
20.0

Residual
-10.0

41

2.0

20.0

-11.0

3.0

28

20.0

8.0

4.0

32

20.0

12.0

5.0

21

20.0

1.0

Total

100

How do the following factors affect your


purchase of customized garments? Rate
according to your preference. [Material (fabric)]
Observed N

Expected N

Residual

1.0

20.0

-15.0

2.0

20.0

-15.0

3.0

20

20.0

.0

4.0

40

20.0

20.0

5.0

30

20.0

10.0

Total

100

Will you prefer Customized clothing over ReadyMade Garments?


Observed N

Expected N

Residual

No

18

50.0

-32.0

Yes

82

50.0

32.0

Total

100

Recodedoftenfit
Observed N

Expected N

Residual

1.00

20

33.3

-13.3

2.00

67

33.3

33.7

3.00

13

33.3

-20.3

Total

100

ORecodedOftenStyleIssues
Observed N

Expected N

Residual

1.00

41

33.3

7.7

2.00

50

33.3

16.7

3.00

33.3

-24.3

42

Total

100

RecodedOftenPriceIssues
Observed N

Expected N

Residual

1.00

27

33.3

-6.3

2.00

58

33.3

24.7

3.00

15

33.3

-18.3

Total

100

RecodedOftenCommonGarments
Observed N

Expected N

Residual

1.00

33

33.3

-.3

2.00

47

33.3

13.7

3.00

20

33.3

-13.3

Total

100

RecodedOftenComfortIssues
Observed N

Expected N

Residual

1.00

35

33.3

1.7

2.00

55

33.3

21.7

3.00

10

33.3

-23.3

Total

100

RecodedPlatform
Observed N

Expected N

Residual

1.00

34

33.3

.7

2.00

25

33.3

-8.3

3.00

41

33.3

7.7

Total

100

43

CHAPTER 3
HYPOTHESIS

P1= Population preferring customised clothing


P2= Population Preferring Readymade garments
Null Hypothesis: The people customised garments is equal to the preferring
readymade garments
Alternate Hypothesis: the sample frame preferring customised garments is more
than the people preferring readymade garments

H0: P1= P2
H1: P1>P2
Confidence Level= 95%
Confidence Interval= 90-100
Error percentage = +- 5%

44

CHAPTER 4
RESEARCH METHODOLOGY

3.1 Research Design


Our topic is to analyse the customer preference for customised garment over readymade
garments.
First we supported our title and justified it with articles and thesis and completed our
secondary research with background study and literature review
Pilot Run was conducted with the sample size of 10. We derived our conclusion and
hypotheses with it.
3.1.1Target customers selection criteria

Gender: Female and male


Age: 15 and above
Descriptive Characteristics:-

The reason to select this age limit is that we target the men and women who are creative and
self-confident, who appreciate unique clothes which represent the own personality and who
are not afraid to express themselves.
We have conducted our own survey in a form of questionnaire
The analysis was done with the help of a questionnaire; it is a research instrument consisting
of a series of questions and other prompts for the purpose of gathering information from
respondents and is often designed for statistical analysis of response.
The questionnaires were filled by people sent to them through social networking sites and
different age groups were targeted through that.
The Google forms were used to create the questionnaire and send it to targeted customers.
3.1.2 Sample Frame

45

Ahmedabad population according to 2011 census: 7,214,225


Growth rate of 24% was observed over a period of 10 years
So estimated current population of Ahmedabad: 7,733,648
Male population: 4,061,790
Female population: 3,671,858
In 2011, Gandhinagar had population of 1,391,753
The growth rate of 4.29 percent was observed over 10 years.
So, estimated current population of Gandhinagar is: 1,408,454
Male population: 7, 32,550
Female population: 6, 75,904
Population Reduction:
Population of India 1.252billion (2013) United States census bureau Population of Gujarat
65.1million (2014)
Total estimated population of Ahmadabad and Gandhinagar: 9,132,102
According to censusindis.gov.in the percentage of people in age bracket 15-59 years is 61.6%
61.6% of 9,132,102= 5,625,375
3.1.3 Sampling Design

The sampling method used is Non Probability Convenience Sampling.


Convenience sampling, as the name implies is a specific type of non-probability sampling
method that relies on data collection from population members who are conveniently
available to participate in study.
Convenience sampling is a type of sampling where the first available primary data source will
be used for the research without additional requirements. In other words, this sampling
method involves getting participants wherever you can find them and typically wherever is

46

convenient. In convenience sampling no inclusion criteria identified prior to selection of


subjects. All subjects are invited to participate (mentioned age group).
3.1.4 Contact

Method

The time frame of our data collection is 48 hours. And the responses were accepted and saved
in the Google forms for further analysis.
3.1.5 Research Instrument

The research instruments used to collect data are questionnaires designed to measure the
variables, characteristics or information of interest.

3.2 Sources of Data

Secondary data- The secondary data provides a baseline for primary results. The data
was collected by various sources.
Paper based sources- books, journals, abstracts, newspapers, reports etc.
Electronic sources- Online databases, internet etc.

Primary data- The primary data is collected through communication with respondents
via questionnaires. A set of questions related to the problem are created and mailed to
the informants to answer the questions.

3.3 Data Analysis


The tool used for analysis is SPSS is Statistical analysis in social science.
It is also used by market researchers, health researchers, survey companies, government,
education researchers, marketing organizations, data miners, and others.
Statistics included in the base software:

Descriptive statistics: Cross tabulation, Frequencies, Descriptive, Explore, Descriptive


Ratio Statistics

Bivariate statistics: Means, t-test, ANOVA, Correlation

Prediction for numerical outcomes: Linear regression

47

3.4 Nature and Form of Result

Will you prefer Customized clothing over Ready-Made Garments?


Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

No

18

18.0

18.0

18.0

Yes

82

82.0

82.0

100.0

Total

100

100.0

100.0

48

49

50

51

52

53

CHAPTER 5
FINDINGS AND CONCLUSIONS
Apparel sector is growing at a very fast pace with growing Indian economy. The Indian
customized garment industry is flourishing and succeeding despite the growth of branded
segment of apparel industry.
There is a large segment of the society which prefers customized garments over readymade
garments even when people are so busy in their lives.
Further, the results revealed that the competition in the industry is high, then the competition
concerns in the industry and found pricing.
Fashion retailers in India have to continue realigning and restructuring their models to cater
to the evolving needs of this dynamic market.

54

CHAPTER 6
SUGGESTION/ RECOMMENDATION

Customization and Readymade garments both available at one place

The retail stores can start the facility of customized garment as well. The service provided
by the retail stores to the customers will be affected drastically in a positive way.
They will not have to go to different places for customization; they will get all at one
place saving their time.
They can choose a readymade garment or customize it as they want.
The suggestion caters both the groups of people, the once who have time for
customization and others who are too busy in life to get it customized.

Mass Customization

We can form a group of small number to be more precise and then customize garments
for them.
This can save time and shorten the delivery time.
It can reduce the price of the garment as it can be mass produced to certain level.
Mass customization is a marketing and manufacturing technique that combines the
flexibility and personalization of "custom-made" with the low unit costs associated
with mass production.

55

CHAPTER 7
LIMITATION OF THE STUDY

Time constraint was a major problem in completing this project. It was very difficult

to collect both secondary and primary data in a weeks time.


As it was a market survey, people were reluctant in giving responses.

56

BIBLIOGRAPHY
http://www.indiaretailing.com/7/1/83/12183/Indian-Tailoring-Industry-Going-Bespoke
http://www.franchiseindia.com/content/Custom-Fit-Clothing--Turning-out-to-be-the-talk-ofthe-town.730
http://sparksheet.com/clothing-brands-get-personal/
https://www.apparelnews.net/news/2014/jun/05/denim-lounge-customized-denim-trade/
http://www.indiantextilejournal.com/News.aspx?nId=1xbNBh1o5iU3qdXRse7AwQ==
http://fashionista.com/2014/06/customization-apparel-fashion
http://mass-customization.blogs.com/mass_customization_open_i/clothing/
http://www.academia.edu/6696111/Factors_Affecting_the_Customer_Buying_Behavior_in_
Relation_to_Readymade_Garments_in_Bangladesh
http://tirocchi.stg.brown.edu/514/story/dressmaking_custom.html
http://www.bain.com/publications/articles/making-it-personal-rules-for-success-in-productcustomization.aspx
http://www.franchiseindia.com/content/Custom-Fit-Clothing--Turning-out-to-be-the-talk-ofthe-town.730
http://www.cnbc.com/2015/04/08/retails-plus-size-problem-designing-for-larger-sizes.html
http://economictimes.indiatimes.com/topic/readymade-garments
http://market.apparelresources.com/market-analysis/mass-customization-the-new-attraction/
https://www.apparelnews.net/subscribe/
https://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=4&cad=rja&uact=8&ved=0ahUKEwjPmqzu85L
KAhWDVI4KHQKFBG8QFggwMAM&url=http%3A%2F%2Fmasscustomization.blogs.com%2Fmass_customization_open_i%2Fclothing
57

%2F&usg=AFQjCNHcosu3Kq5jneslMRTh8kX1xDW6aw&sig2=xDDBMRL-zsLRjnUUXe04g&bvm=bv.110151844,d.c2E
http://epaper.timesofindia.com/Repository/getFiles.asp?
Style=OliveXLib:LowLevelEntityToPrint_ETNEW&Type=text/html&Locale=english-skincustom&Path=ETM/2010/12/06&ID=Ar00400
https://www.google.co.in/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0ahUKEwiWipvN8ZL
KAhVQjo4KHarQDiYQFggbMAA&url=http%3A%2F%2Ffashionista.com
%2F2014%2F06%2Fcustomization-apparel-fashion&usg=AFQjCNFvhwAlDzAnwtI6vBlGZW4aXvBlg&sig2=sNV9IuYL63xS90eWLFpaA&bvm=bv.110151844,d.c2E
https://www.apparelnews.net/news/2014/jun/05/denim-lounge-customized-denim-trade/
http://eds.b.ebscohost.com/eds/results?sid=f0f33962-7170-4fca-8460-93cf5627267d
%40sessionmgr114&vid=13&hid=103&bquery=customization+AND+IN+APPARELS&bdat
a=JnR5cGU9MCZzaXRlPWVkcy1saXZl
http://epaper.timesofindia.com/Repository/getFiles.asp?
Style=OliveXLib:LowLevelEntityToPrint_ETNEW&Type=text/html&Locale=english-skincustom&Path=ETM/2010/12/06&ID=Ar00400
http://tirocchi.stg.brown.edu/514/story/dressmaking_custom.html
http://www.academia.edu/6696111/Factors_Affecting_the_Customer_Buying_Behavior_in_
Relation_to_Readymade_Garments_in_Bangladesh
http://www.fibre2fashion.com/industry-article/market-research-industry-reports/size-and-fitproblem-with-readymade-garment/size-and-fit-problem-with-readymade-garment1.asp
http://www.dnaindia.com/money/report-custom-clothing-new-e-commerce-rush-for-apparelbrands-2055200
http://eds.b.ebscohost.com/eds/pdfviewer/pdfviewer?sid=8d50dc21-10d0-425a-bfc6eeccc79a2a8a%40sessionmgr110&vid=1&hid=103

58