DISSERTATION

ON
‘Brand management in apparel industry’

SUBMITTED

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF

BACHELOR OF BUSINESS ADMINISTRATION

(Marketing)
OF
AMITY UNIVERSITY, MUMBAI
SUBMITTED BY
Jayraj Jajoo
ENROLLMENT NO: A70006418056
(2018-2021)
UNDER THE GUIDANCE OF
Prof. Dr. Joyee Chatterjee

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY, MUMBAI - PUNE EXPRESSWAY,
BHATAN- PANVEL, MAHARASHTRA 410206
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 DECLARATION

I, Jayraj Jajoo, declare that, I have completed dissertation project titled as “ BRAND

MANAGEMENT IN FASHION INDUSTRY” which is submitted in partial fulfilment

of the requirement for the degree of Bachelor of Business Administration (MARKETING) of
Amity Business School, Amity University, Mumbai during the year 2018-2021.

The information presented in this project is original work and does not form any part of the
project undertaken previously to the best of my knowledge.

DATE: Signature:

NAME OF THE STUDENT

JAYRAJ JAJOO
ENROLLMENT NO.
A70006418056

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 CERTIFICATE

This is to certify that the Dissertation Project titled as “BRAND MANAGEMENT IN

FASHION INDUSTRY” submitted by “JAYRAJ JAJOO” in partial fulfillment of the

requirements for the degree of Bachelor of Business Administration of Amity Business

School, Amity University, Mumbai during 2018-2021.

DR. JOYEE CHATTERJEE DR. A.K SURYAVANSHI

PROJECT GUIDE DIRECTOR

DATE:

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 ACKNOWLEDGEMENT

I am very glad to present this dissertation as a part of my BBA program. Also, I wish to express
my sincere gratitude to all those who really helped me with the Dissertation Project.

Special thanks to my faculty guide Dr. JOYEE CHATTERJEE for the support, mentoring and
feedback for the final semester project.

I am also grateful to my friends and my batch mates who were with me throughout these three
wonderful years.

Finally, I would like to thank all my family members for their care, encouragement and support.

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 ABSTRACT
Fashion brands need to reimburse their superficiality with some kind of attractive memorandum
that is also aware of social issues and the urge of people to express themselves through fashion
items. Establishing your own brand might sound like icing a cake, but it comes with a bunch of
responsibilities. In the field of marketing, brand management is an important of function of an
organization, that analyzes how the brand is being perceived currently as well as, how its shall be
perceived in the coming future. Effective brand management enables the price of commodities to
go up and shapes loyal customers through positive brand associations and images or a strong
awareness of the brand. It takes years to establish a brand, and when it finally occurs, it still
requires dedication, imagination, and creativity. A significant feature of brand management in
the fashion industry is that the identity of the brands is not permanent as in the other fields. They
keep changing, and they need to constantly adapt and reshape their brand identity. Creativity is
fundamental but also being very well-informed about new trends and launches, demands and
connections with the celebrity, entertainment and pop culture. As we all know Brand signifies
the product. And the brand equity of any product or service signifies its importance, acceptance,
and credibility among the consumer and sustainability in the market. The factor that makes a
great influence in the fashion industry: how the company designs its brand management strategy.
Being an authentic and original brand seems more difficult than ever in this era where the
customer is king and dictates what will be a triumph or a catastrophe in the shop windows. And
that’s also a good thing for the market, it just demands more from each fashion brand. This study
focuses on the duties of companies as a responsible brand in the fashion industry as well as
consumers perception to the techniques and strategies of their brand management.

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 TABLE OF CONTENTS

PAGE
Sr. no PARTICULARS NO.
DECLARATION 2.
CERTIFICATE 3.
ACKNOWLEDGEMENT 4.
ABSTRACT 5.

1. Introduction 8.
2. Review of literature 11.
3. Objective 17.
4. Research Methodology 19.
5. Data Analysis and findings 22.
6.
6.1 Brand Purpose 35.
6.2 Three E’S in Brand Management 36.
6.3 From silos to synchrony 38.
6.4 Consumer Relationship Management 38.
6.5 Global Alignment 39.
7. Conclusion 42.
8. References 44.
9. Annexures 46.

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 CHAPTER 1
INTRODUCTION

INRODUCTION:
“Branding demands commitment; commitment to continual reinvention” – Richard
Branson.
Establishing your own brand might sound like icing a cake, but it comes with a bunch of
responsibilities. In the field of marketing, brand management is an important of function of an
organization, that analyzes how the brand is being perceived currently as well as, how its shall be

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perceived in the coming future. The system of brand management involves three E’s; Efficiency,
Effectiveness and Experience. I would like to propose a narrative in case. We all have acquainted
with the story of Disneyland’s catastrophic opening day, in California, USA. Disneyland is
commonly known as the “Happiest Place on Earth,” but when the park opened on July 17, 1955,
it didn’t live up to its now-ubiquitous nickname. It is said that fake tickets overloaded the park,
traffic was backed up for miles, the park was covered with wet paints and weeds, and so much
more disastrous things took place that day. It was all unexpected by the planners. If we take a
look at Disney land today, with its technological advancement, we will learn how brilliantly
organized and managed it has become over the years. Well, my whole point of portraying this
example was to mark the importance of one of the most significant factors of the three E’s, that
is Experience. The service that is provided to the consumer by a brand, does not necessarily has
to be tangible.

Effective brand management enables the price of commodities to go up and shapes loyal
customers through positive brand associations and images or a strong awareness of the brand. It
takes years to establish a brand, and when it finally occurs, it still requires dedication,
imagination, and creativity. Remarkable brands, that have accomplished themselves as leaders in
their respective field include Coca-Cola, McDonald’s, Microsoft, IBM, Procter & Gamble, CNN,
Disney, Nike, Ford, Lego, and Starbucks.

The strategies and techniques of management of the brand remains the same in every industry,
and well also sometimes depends on the type of brand. However, in the case of fashion, the
manager has to dive down to a typical approach, reason being the mantle of the commodity. The
designing and purchasing factor of Fashion commodities rely totally and completely on an
individual’s personality and is part of the daily life as well as the nature of the consumer. Fashion
brands rely more in their public identity and reputation than other industries, like tech or B2B.

A significant feature of brand management in the fashion industry is that the identity of the
brands is not permanent as in the other fields. They keep changing, and they need to constantly
adapt and reshape their brand identity. Creativity is fundamental but also being very well-
informed about new trends and launches, demands and connections with the celebrity,
entertainment and pop culture. Let’s take Coca-Cola and Givenchy for instance, the Coca-Cola
company is an American international beverage corporation, starting in 1886. The company still
serves soft drinks to the world, now in many more varieties than it used to have back then.
Givenchy, known for the little black dress, started off in the house of Givenchy in 1952 by
designer Hubert de Givenchy. Initially it was a clothing apparel, however, later on it established
its own “parfums”, and then stepped its foot in cosmetics as well. Brands like Dior, Dolce &
Gabbana, Valentino, Burberry, Prada and many more who started off with clothing apparels and
landed on to owning from top to bottom fashion commodities in order to survive the competition.

Fashion brands need to reimburse their superficiality with some kind of attractive memorandum
that is also aware of social issues and the urge of people to express themselves through fashion

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items. I was incredibly impressed when Musician Harry Styles, on the cover of VOGUE in the
December 2020 issue, styled a Gucci Jacket and dress while portraying his profession, that is
music and rhythm. In spite of receiving harsh trolls and criticism, he supported “Gender Neutral
Fashion”. Gender fluid fashion refers to the clothing, beyond the barriers of the sex of an
individual. Gucci, took a step to depict the notion and existence of this type fashion as it assists
the society in breaking gender-based norms. There critics as well as praises from all over the
globe. Although, this awareness couldn’t resist memes in India, when actor Ranveer Singh
approached for this type of fashion.

Another way of depicting general awareness and social issues is by believing that less is more. A
lot of upcoming brand, are coming up with their creative ideas of sustainability.

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 CHAPTER 2
LITERATURE REVIW

LITERATURE REVIEW:

Hillary Clinton once quoted “We need to support new organizing strategies for employees who
too often have never had the benefit of collective bargaining, and we have to resist the assault on
workers' rights.” Having being read the study, which is based on the original research which was
made into the experiences of the workers in four workplaces in the garment production industry

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in Ukraine. It explores the problems which are caused to workers in the industry by the low
wages and poor terms and conditions of employment which characterize the industry, despite the
workforce being high skilled and the existence of a developed infrastructure.

In this research paper by " Oksana Dutchak, Artem Chapeye and Bettina Musiolek”, includes
breaches of the existing labour laws as well as highlights the main issues that workers endure.
Beginning with one of the most common violations that are seen in this sector, is the non-
payment of the legal minimum wage within regular working hours. Garment workers are often
forced to work 14 to 16 hours a day, 7 days a week. During peak season, they may work until 2
or 3 am to meet the fashion brand's deadline. Their basic wages are so low that they cannot
refuse overtime - aside from the fact that many would be fired if they refused to work overtime.
In some cases, overtime is not even paid at all. One-third of the workers that were interviewed
earned the legal minimum wage only by working overtime, that is, they do not receive the legal
minimum wage for regular working hours. In fact, unrealistically high quotas, which can only be
achieved through overtime. According to the sources, it has been claimed that workers have to
work overtime in order to be paid the legal minimum wage and if they deny to do so, they might
face some serious problems from the authority. It seems like overtime also serves as a
punishment to the workers if in case they perform any unlawful activities or make a mistake.
They are also forced leave when there are no orders as well as extreme levels of overtime during
the high season. They also face issues like, not receiving the statutory number of days of annual
leave and repressive management and union busting.

They have to cut down on all expenditure. intaking poor-quality food and an impact on their
health can be one of the major consequences. Many employees and their families have to work in
their fields to earn a living out of their salary. A lot of workers receive state subsidies for water
and electricity costs, as well as retirement and disability pensions. Another strategy to cope with
poverty wages is to have an additional job, such as in cleaning. Fortunately, many people own
their own homes thanks to the legacy of the Soviet era – but, since they do not have the resources
to preserve them, these are just being used up. Garment makers are organizing an increase in
their bargaining power and with it, their safekeeping in this globalized trade. Worldwide, there
are examples of how organizing is improving the situation for these workers.

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We have the following policy recommendations to address to the government of Ukraine:

•An increase the legal minimum wage to a level in line with the ILO’s ‘ultimate goal to ensure to
workers a minimum wage that will provide a satisfactory standard of living to them and their
families’.

•Increase pensions to a level that offers people an adequate standard of living.

•Monitor the implementation of the law.

Ban Ki- moon once quoted “Sustainable development is the pathway to the future we want for
all. It offers a framework to generate economic growth, achieve social justice, exercise
environmental stewardship and strengthen governance.” This study by “Kalpana Munjak and
Radha Kashyap” talks about Sustainable development and the importance it carries.
Sustainability is not a concept, it’s a cry from the earth to save it. Clothing is something that is
required by all human beings. It is the most fundamental requirement needed to survive. Clothes
can either be produced from natural fibres such as cotton, wool, silk, hemp and linen or from
manmade fibres such as rayon; nylon etc. Textile mills take the natural and synthetic raw
material and turn it into fibre, yarn and fabric. The adoption of eco-friendly products has become
a fashion statement. Among many eco-friendly products bamboos is the fastest growing tree on
the earth. Bamboo, a renewable resource grown widely throughout Asia, serves as medium for
manufacturing numerous utility and decorative article. The present-day scenario shows that the
people are more conscious about environment and also personal health. People are deeply
attracted towards eco-friendly fabric process because it minimizes the waste and hazardous by-
product. Bamboo fabric is considered as an eco-fabric because of its softness, drapability and as
it is grown without using pesticides.

What is wrong with chemical products:

•Clothing has a lot of chemicals that a normal consumer may never know about in his lifetime.
On an average six hundred dyes and chemical are used, the most common are aldrin, benzo and
chlorolane.

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•These chemicals can have from minor effects on the consumer’s body such as rashes and
allergies to major skin problems and other lung and kidney problems.

•Chemical in clothes can also cause prostate, pancreas, liver and bladder cancer (Cantoria, 2010)
Even though clothes have many chemicals in them but they can also be produced without the
over whelming use of chemicals.

•Clothes can be produced by using crops that are grown organically and this clothing is known as
organic clothing. In organic clothing, the crops that are used as raw material are grown without
the use pesticides.

•The dyes used break down during usage and release chemicals known as scented amines, some
of which can cause cancer once they get into interaction with the human skin! Just like cancer,
chemicals and dyes can also lead to tumours.

•When such textiles are in prolonged contact with the skin, they enable the skin to absorb the
toxic chemicals; and when this happens especially when the skin is sweating, tumours can be
caused because all through perspiration, the skin pores are open, therefore inviting more toxins
inside.

According to the study, we have come cross some beneficial factors about the bamboo fibres that
might appear a good source of natural clothing:

• Bamboo is the fastest growing woody plant on this planet

• A viable replacement for wood

• A stable natural resource

• A critical element of the economy

• A renewable resource for agro forestry products

• A soil conservation tool

• An ancient medicine

• Integrally involved in culture and the arts

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• A food sources

The textile industry is a major pollutant in view of the high dependence on pesticides and
chemical fertilizers and water. Life standard is nowadays getting higher. The demands of people
in all areas are increasing as well as the requirements regarding new textile materials with new or
improved properties which are important for the required higher comfort or industrial use the
versatility of bamboo fibre makes it an excellent substitute of cotton for the manufacturing of
protective, healthcare and hygiene textiles which ranges from gauges, wipes, bandages, patient-
nurses uniform, etc. Therefore, bamboo fibre is praised as “the natural, green, eco-friendly with
high medicinal value new type textile material of 21st century”.

The author of Renegades Write the Rules, Amy Jo Martin once stated that, “It's a dialogue, not
a monologue, and some people don't understand that. Social media is more like a telephone than
a television." Nowadays, in this generation where social media is the norm of marketing, if a
brand doesn’t emphasize the importance of it, it will fail. It is that simple. This case study by
“Radha Kashyap” states that how Social media provides various platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This involves publishing
great content on your social media profiles, listening to and engaging your followers, analyzing
your results, and running social media advertisements. first started with publishing. Businesses
were sharing their content on social media to generate traffic to their websites and, hopefully,
sales. But social media has matured far beyond being just a place to broadcast content.

Nowadays, businesses use social media in a myriad of different ways. For example, a business
that is concerned about what people are saying about its brand would monitor social media
conversations and response to relevant mentions (social media listening and engagement). A
business that wants to understand how it’s performing on social media would analyze its reach,
engagement, and sales on social media with an analytics tool (social media analytics). A business
that wants to reach a specific set of audience at scale would run highly-targeted social media ads
(social media advertising). This platform has helped numerous small business owner to gain
individuality, fame and prosperity. Although, social media marketing comes with its own pros

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and cons. Having being realized the reach and worth of this platform it is very significant that it
is used in the right way.

Brands do not only fashion their advertising campaigns on social media but they also approach
celebrities to market their product on their social media handles to gai popularity. It’s a very big
chain and it all relies on collaborations, looping, and paid promotions. Social media has helped
many designers and companies to advertise their products. The products that are sold are
identified with their brand names. Today purchasing decision and choices of a consumer is based
on their perception of a brand. Therefore, the power of social media is quite evident in the
fashion industry. This type of marketing ha indeed replaced the traditional way of marketing
globally. Top brands like Louis Vuitton, Burberry and other urban outfitters have been more
connected to the people out there than before only due to social media. Today advertisements
have been replaced by blogs, fashion magazines are not just received as hard copy but also on
websites. People involved in marketing and retail, do not only use social media to advertise but
also to listen. An example of Burberry, Dolce & Gabbana, Prada and many more that truly
explains the marketing strategy. These brands make use of different social media platforms like
Facebook, twitter, Instagram and YouTube to sometime display their new collection, or to let
people know about their upcoming fashion events, and many more.

These type of strategies holds up the glue between the brand/company and its people. It helps the
consumers to stay connected and updated all the time. Social media has become a popular tool or
medium for the fashion industry to link a bridge between the consumers and brands, resulting in
the benefit of both the parties. Having records of past activities and events helps the new
consumers learn more and stay quite informative about the history before making purchases.
Hence social media has proved to be one of the most powerful media to share and exchange
views.

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 CHAPTER 3
OJJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY:

As we all know Brand signifies the product. And the brand equity of any product or service
signifies its importance, acceptance, and credibility among the consumer and sustainability in the
market. The factor that makes a great influence in the fashion industry: how the company designs
its brand management strategy. Being an authentic and original brand seems more difficult than
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ever in this era where the customer is king and dictates what will be a triumph or a catastrophe in
the shop windows. And that’s also a good thing for the market, it just demands more from each
fashion brand.

We all at some levels are aware of how and why to start off a company, organization or firm.
However, what seems to be an underrated factor in the business industry is, the perception of a
brand in the eyes of the people. Now let’s imagine you are walking in a store of your favorite
brand, for instance pantaloons. You made a purchase, went back home, tried it on, and flaunted it
on your vacation. You are now a happy consumer of the brand, by default. Hence, your
experience is the intangible feedback collected by the service provided by the brand. Now, there
might be thousands of purchases made in a day, which will definitely have variations of
feedbacks. Those feedbacks altogether act as the goodwill of the brand.

This study focuses on the duties of companies as a responsible brand in the fashion industry as
well as consumers perception to the techniques and strategies of their brand management.

1. To learn people’s perception about the brand after making a purchase

2. What factors trigger them to purchase.
3. To understand the factors affecting brand management in the industry.
4. Factors that add to the successful brand implementation among potential consumers.
5. To identify the possible ways to establish effective brand management.

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 CHAPTER 4
RESEARCH METHODOLOGY

METHODOLOGY:

1.1. RESEARCH PROCEDURE:

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The research design is exploratory in nature. The data is collected by the secondary source and is
motivated to explore ideas and possibilities for effective and efficient client management.
Through an established framework to achieve the targeted goal. As in this situation, the major
goal is to commence with the research, explore and compare the client management tactics
published by various management authors and gurus. It also strategizes to look for effective
client management strategies that can help achieve targeted goals.

1.2. RESEARCH DESIGN:

The data was collected by both quantitative and qualitative methods. The quantitative approach
allowed to produce generalizable knowledge about the cause and behavioral pattern of the
phenomenon so the qualitative method of interviewing and testimonial helped to produce
contextual real-world knowledge about the behaviors and shared beliefs of the set of the target
audience. Here is the point: Client relationships may seem healthy. Even radiant. But there might
be small bothering your client. It may be a minor issue- for now. But over a period of time, that
concern may grow and even merge with other concerns. Hence, considering this matter and for
better understanding, a questionnaire was designed to collect genuine opinions of consumers
with personal experience in the topic. The survey consisted of:

 Multiple choice questions

 Linear scale questions
 Opinion based questions.

1.3. DATA COLLECTION

Primary Data –

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Primary data are those type of data which are collected a fresh and for the first time and thus
happen to be original in character.

 The primary data collected in this report if through survey method by distributing
questionnaires.
 The questionnaires were carefully designed by taking into account the parameters of my
study in this “SIP”.

Secondary Data –

Secondary data are those type of data which are already been collected by someone else and have
already been passed through statistical process.

 Data was collected from web sites, going through the records of the organization, etc.
It is the data which has been collected by individual or someone else for the purpose
of other than those of our particular research study.

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 CHAPTER 5
DATA ANALYSIS AND FINDINGS

FINDINGS: DATA ANALYSIS & INTERPRETATION

With the agenda of a deep understanding of the matter, a questionnaire was fashioned and
circulated to a bunch of people. The questions in the analysis below are framed keeping in mind

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one of our crucial objectives of the study, that is; comprehension of brand image and
management from the eyes of a consumer.

 This static simply belongs to the age group of the consumers. Our responses have been
served largely by the age group between 18-30, which is 96.3% (in blue), where as they
remaining are between 30-50.

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 .

 In this diagram, we can clearly identify the importance of a goodwill or reputation that
brand creates on its consumers. Our of 100, 67.2% people consider a making purchase if
the brand has good image in the market, which directly defines the quality, durability,
effectiveness of its commodities/ services provided. It’s certainly appears shocking that
9.7%, although being a small amount, do not consider it to be an important factor.
However, we do have a certain amount of people to whom it may or may not seem an
important factor to be considered while making a purchase. Some apparel brands despite
of having quality products can’t establish a reputation, for instance brands at fashion
streets across the country. But it doesn’t make the product any less. In some cases, brand
image does matter, and in some, it may not.

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 Moving on to the next question, on the scale of 1-10, we have 22.4% of consumers from
the rating of 1 to 4, who consider themselves “Price driven”. This study tells that these
many people consider the factor of saving or investing money in quality more than the
labels of brands. If I b honest, the idea behind their choices might be the overpriced
services and products supplied. Consumers from the rating of 5-7 that is, 57.4% are the
ones who are neutral. They consider both the factors to be equally important. At times,
they choose saving and at times “brand driveness” is not that big a deal. Well, according
to the study, purchasers from the rating 8-10, that is 20.2% are totally driven towards the
brand.

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 Type of marketing has always been a hot topic in every sector of brand management,
especially because it requires a whole band to be involved a creative process of
promotion, that attracts a large number of consumers. And there’s always some sort of
competition among companies. However, its quite interesting to have been collected
responses from the consumers themselves. Beginning with the least preferred type of
marketing, holding only 16.4% of votes, “cause marketing” is quite not liked. On the
other hand, internet marketing holds up to 41% votes, that means it some what appears to
be in demand. Internet marketing today has reached skies, with its creativity and high
reach. Whereas 43% people opted for “advertisement”, one of the oldest and traditional
way of marketing. Advertising has always played a tricky role in a consumers life, which
can get them into being emotional, happy, controversial, sad, thoughtful and what not. A
fact that can’t be denied is that, advertisements do leave a deep impact on people’s
thoughts, depending on their way of thinking. The one with the highest votes, comes the
option number two, “word of mouth” which has been voted by 57% of the audience.
Generally, in some cases word of mouth acts as an important aspect of marketing since
words coming out from the mouth of trusted companions, friends, companies are much
more trusted than ads in newspaper or on social media.

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 Brand purpose is an aspect which is the reason for brand to exist beyond the money profit
and materialistic factors. On the scale of 1-10, 12.7% people assume it to be the least
important aspect. Whereas, 54.5% of the people give an average amount of importance.
And people belonging to the rating of 8-10 feel that its uttermost important for a brand to
have a purpose other than money, that is 32.9%. I personally believe that it serves very
important for a purpose to exist in an organisation since, it urges the working
environment to meet its goal. Of course, money matter, but what’s going to get you the
money, is the reason why you want it, which motivates you to give more and receive
more every day.

 This question has all my eyes. While setting the questions, I was very curious to know
how brands are fulfilling the requirements of people. One of the important rules of every
designing house/ company is bound to deal with the problems and requirements of every
small-huge demands of the consumers.as designers, problems solving is an important
subject taught to improvise the livings of people. If we look at the stats, we learn that out
of 100, 49.3% of the consumers are satisfied with the service. 21.6% are very satisfied
with it. And 29.1 percentage of purchasers are not that happy. Well, this stat is quite
explanatory in its nature, and in the most pellicular way I’d like to say that if 70.9% are
happy, it’s good news. Not that the rest of them are not to be considered, but should be
taken care of.

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 As said earlier, advertisements leave a great impact on people emotionally, 78.4% of our
group of consumers agree with the statement. Whereas, 14.2% do not require any sort of
attachment and for the remaining 7.5%, it doesn’t even matter. It works quite different
with variety of people. Advertising and physical stores, in my personal opinion are very
important to have a glance at before making a purchase. Not that it proves 100%
authenticity but, just to build opinions for better choices.

 Feedbacks are those diamonds that If shines, can lights everything up. People might have
different ways of collecting their diamonds. 53% people believe in experiencing on their
own. On the other hand, 23/1% believe in ‘exploring’ on their own. Exploring is when
people collect information for different sources and make a decision before

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 experiencing. Whereas, 22.4% go with word of mouth, that is by someone else’s
recommendations and a very tiny amount, that is 1.5% of the people chose none of the
above.

 This is an intriguing and significant factor in the apparel industry since the production
might benefit with this. 13.4% of the people, shop very often. On the other hand, 37.3%
people shop often. That is not very frequently. We have 11.9% consumers shopping once
in a while and 37.3% shopping just randomly.

 On the above stats, we can see 11.1% people are the lest aware of the current fashion
trends ranging in the scale from 1 to 4. 50.4% are the ones who are aware of the trends in

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 an average amount. Nor too low neither too high. People ranging from 8-10 are the ones
who are very updated with the trends in fashion that means they are almost updated with
whatever is going on in the industry in regards to new collections and campaigns that are
being launched.

 This calculation has been taken on an average amount. 14.2% people spend one to five
thousand bucks on buy new clothes per year. On the other hand, 23.1% spend five to 10
thousand bucks on shopping annually. Whereas, 21.6% people spend on an average, ten
to fifteen thousand bucks on shopping annually. We have 13.4% people shopping with
about fifteen to twenty thousand on shopping and 17.9% spending twenty to twenty-five
thousand bucks on an average, while shopping annually. Lastly, we have 9.7% people
spending more than 25 thousand bucks on buying new clothes every year.

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 This is certainly a question for fashion enthusiasts. On our stats, we have 57.5% people
agreeing to have a service as such, like digital magazines and social media handles or
websites that just post fashion related information. On the other hand, 32.8% are fine
with having and not having such services. Whereas, 9.7% do not require any such
services.

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 On the scale of 1 to 5, consumers who tend to be least attracted by any such campaign
range from 1-2, making a 38.8% on the statistics. Whereas, 32.1% consider it neutrally
intriguing and might or might not affect their buying decision. And 29.1% consider it
intriguing and fascinating while they find celebrities collaborating in campaigns with
brands.

 In today’s generation where machines have taken over the industries, man made products
have now lowered their demands. Although its quite hard to have an exact number of
demands among the consumers for machine made or man-made textiles. However, 77.6%
people have voted for both type of textiles which is either machine made or hand made.
Whereas, on a quite exact amount we have 13.4% of people who want their textiles to be
made with hand. And 9% of the people have voted for machine made textiles. It was
quite good to see that people still believe in man made goods, which shows a bright
future in sustainability for the apparel industry.

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 Nowadays, with renting commodities, properties and automobiles, fashion has not stood
back. Earlier renting clothes existed, but today it exists in a whole new and fashionable
way. Certain brands have been established just for the purposes of renting clothes. It is
very useful for those sectors of people who can’t afford expensive clothing. Getting back
to the stats, we find a huge amount of people, who prefer buying new clothes only, that is
79.1%. whereas 17.9% people believe in both renting as well as buying. And the rest
often prefer to rent their clothing.

 Of about 62.7% people claim that a piece of clothing resides for a year in their wardrobe.
Whereas, 7.5% claim for a quarter year. Since this question can’t be judged by us, we left
an option for the people to mention how long a piece of cloth remains in their wardrobe,
to which we have received variety of answers. Some say it resides for more than a year,

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some voted for 6 months, some voted for more than 2-4 years and many more. This
depicts the durability of the products that are being provided. According to the stats, a
huge amount of people claimed that a piece of garment resides for more than a year to
lasting till 4 years. That means, products are being provided with fine quality.

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6.1. BRAND PURPOSE

As brands strive for differentiation, relevance and growth, a clear purpose brought to life in
compelling ways is often the difference between success and failure. Consumers cognizant of the
market, are changing the way it works. Increasingly, nowadays consumers see brand purpose as
a significant factor, while deciding to make a purchase of a product or service. In fact, the 2017
“Earned Brand Study” by Edelman found that 50% of ubiquitous consumers contemplate
themselves to be belief driven buyers and 67% bought a brand for the first time because they
settled for its position on a controversial topic. This means that a powerful brand purpose can set
a corporation apart from the mass. A brand purpose is fundamentally a brand’s motive for being
beyond making money. It’s vital to not complicate this with a ‘brand promise’. A brand promise
may give the buyer an idea of what to expect from the product or service, but the brand purpose
goes way beyond that. I’d like to pull out certain examples to justify my explanation. In Dior’s
brand book, Christian Dior states that the brand’s purpose is;

“We embody the prestige of the Western ‘Art de Vivre’ on a global platform by blending
tradition and innovation with enchantment. WE, AS DIOR, DESIRE TO PROVIDE WOMEN
WITH TIMELESS BEAUTY”

Kindly refer to the image on the left. The

more you learn ‘why’ your company or
brand exists provides the groundwork on
which to shape everything else — your
‘how’ (organizational culture, brand
experience) and your ‘what’ (what products
or services you offer).
.

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Having a clear and compelling brand Purpose isn’t some hippy-dippy, cosmic ideal. Study has
rove that having a strong purpose of establishing the brand helps them grow 10 times faster than
their competitors. The purpose technically serves the creator with an inspiration to the innovation
that might change or bring about a whole new concept of the particular field. Having a purpose
differentiates an individual from the crowd since the ideas and thoughts aren’t replicated.

6.2. THREE E’S IN BRAND MANAGEMENT

EFFICIENCY

EFFECTIVENESS EXPERIENCE

The idea is that you need all three of them in order to be a successful business to be a successful
enterprise, but increasingly it's the experience part that differentiates you. It's increasingly
difficult to have an efficiency advantage or even an effectiveness advantage. And just to give you
an idea of how we value things or how we perceive quality or beauty or whatever it might be. A
brand efficiency refers to how well the brand is performing with putting in appropriate efforts
and putting out minimal waste. Firms have not equally gained triumph in attaining high
efficiency of their brand management procedure for the reason that they do not line up their
brand investments to the encouragement of brands on consumers buying decisions. The long-
term victory of a brand hangs on on the sustainable impact brands have towards the purchasing
decision in a particular product group. If the influence of the brand on the buying decisions of
consumers is low, a brand management that invests heavily to generate a strong brand (in terms
of purchaser-based outcome) is assumably inept as the brand investments will not lead to a high
monetary outcome. As a second contribution we therefore grow a multi-item measure for the
brand significance in an industry or a merchandise market in terms of buying choices in that
industry.

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Moving on to, Brand experience is a type of pragmatic marketing that incorporates a complete
set of conditions created by a company to influence the feeling a customer has about a particular
product or company name. Through a combination of various modes, a consumer uses to interact
with a brand, companies attempt to create a general atmosphere of goodwill, dependability or
trust to create an association between the brand and a specific need or emotion. Many aspects of
a customer’s experience contribute to how they interpretate a brand. Companies rely on a large
number of mechanisms to impact the attitudes accompanying with their brand, including many of
the following; Advertisements targeted at a specific or wide-ranging audience are fashioned as a
delay of the feeling and nature of the brand. Designers select colors for their ads, net content, and
other marketing ingredients that induce anticipated feelings in customers at different stages.
Companies attempt to interlace themselves into the stories of their community, incorporating
political views, holidays, and important life signposts into their branding. Well-resourced
customer facility helps to give customers a positive view of their user experience and makes
them more likely to make a purchase or return as a customer.

Marketing specialists know that both customers and employees can build emotional attachments
to a brand that then decode into solid and durable loyalties, and even a sense of partnership or
proprietorship. For your brand to reach its full potential with customers, it’s important to have an
engaged and committed internal team that understand its role in the customer’s journey. From
senior management to customer service, your brand must bring its customer experience vision to
life for everyone.

Many companies focus their branding efforts on marketing enterprises like packaging and
advertising. But if your organization fails to inspire its employees to be brand ambassadors,
you’re missing out on one of your most powerful assets: your people. Irrespective of what
product or service you propose, building a strong brand necessitates that employees feel
connected to and a part of it, as well as comprehend the role they play in spinning your brand’s
vision into reality. Brand management is crucial to the success of every association, and smart
companies recognize that powerful brands are not built by marketing alone, but require every
employee to play a role. While each brand management tactic is diverse in terms of possessions
and execution, the goal is the same: to build a brand that is distinct and profitable. Consistent

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messaging across every marketing channel will ensure that when people think of your brand their
perception is right in line with how you want it to be perceived.

6.3. FROM SILOS TO SYNCHRONY

Organizations have been demonstrating a curiosity to participate in design, remarking it as a

strategic element to obtain competitive benefit. Design must become a fundamental part of the
commercial purposes, permeating all levels of corporate happenings. Well-organized and
resourceful management of raw materials is obligatory for streamlining the manufacturing
procedure. It leads to proper synchronization between the Seller & Supplier. It serves to be
highly significant to come up with a design management framework while working an apparel
industry. Today, interest in design research related to strategy and management in companies is
increasing. Inserted in the textile and clothing production chain, the apparel industry holds
particular characteristics, as the proximity to the end consumer and the high number of agents
involved in their production systems, through outsourcing. This last factor, while requiring self-
management control of the production process, enables the rapid product development process.

Currently, the life cycles of clothing products are increasingly shorter because, in addition to the
three standard annual collections, some companies create intermediate collections, systematically
renewing the products in retail. The dynamism of the clothing market requires constant updates
on raw materials, changes in colors and textures, innovations and new product launches to follow
the trends of the industry. Thus, product development cycles need to be shortened to meet this
dynamic. Thus, we observe the importance of design management, being involved from the
development of strategies to the monitoring of the product's acceptance on the market, keeping a
critical look at determining aspects related to processes, agents involved, knowledge and
information.

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6.4. CONSUMER RELATIONSHIP MANAGEMENT

In customer relationship marketing the marketers builds positive customer relation to maintain
brand loyalty, and to build brand value by different marketing strategies and activities. Similarly,
brand managers have to conduct such activities in the rural market to maintain its loyal
customers. According to Jenkins D ‘Customer relationship management can be defining as the
process of predicting customer behavior and selecting action to influence that behavior to benefit
the company’.

In order to build an effective consumer relationship management model that the firm can
implement in rural it company need to understand the customers thoroughly. The marketers and
brand managers should understand the issues and challenges faced by the customer i.e. about the
consumer’s product experience, identify the consumers journey.

6.5. GLOBAL ALLIGNMENT

An important element for successful international marketing is to develop an international

marketing system. There is huge financial gain to be made from optimizing this system but, just
as importantly, it also creates a common point of reference for the entire company to follow. In a
world of globalization, multinational companies and expanding online commercial and social
interactions, global brand management has evolved into a complex and ever-changing discipline.
Organizations with international brands in their portfolio have different approaches and systems
for global brand management, but the underlying principle is always to instill, build and maintain
consistency in the process. Brand management is not about rigid enforcement of frameworks,
rules and practices. Successful global brands are managed by balancing ‘consistent brand
guardrails’ with the ‘freedom to adapt to leverage local growth opportunities. Without the
freedom to adapt to local needs and leverage emerging opportunities, brands risk becoming
obsolete and irrelevant. Any form of brand adaptability, such as extensions, variants, and
diversification, should not dilute the core values of the brand and lead to a loss of equity.
Constantly evaluating a brand’s strategy against its guardrails, vision and core mission ensures
consistency in the global brand promise across countries and regions. For instance, Da Milano

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has tied up with designers in Italy, the UK and other European countries to ensure its products
are world class in quality and style. The firm manufactures 90% of its products in its plant at
Nalagarh in Himachal Pradesh while the rest sourced from local vendors.

Certifying consistency and sense of stead and sense of steadiness in brand identity, strategy,
marketing and stimulations should be the core role and responsibility of at least one person in an
organization. These people are the brand guardians and their job is not to act like a cruel enforcer
of guidelines but to be a strategic guide and counselor who can direct local brand marketing
teams on strategic issues such as managing brand guidelines, ensuring consistency in brand
positioning, adapting or localizing brand communications, participating in local marketing
strategies into the global brand strategy and facilitating the exchange of knowledge and best
practices between local and global brand teams.

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CHAPTER 7
CONCLUSION

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 CONCLUSION

To sum the study up, an overall view over Brand Management after all the research and analysis
states that, it’s quite intriguing to see how brands drive business in the new world. Only by
allowing brands to initiate, corporations can accomplish true consumer‐centricity. The other side
of this “coin” is that, while companies may primarily generate them, brands are assembled and
“owned” by customers, with companies merely having guardianship of them. Its therefore vital
for brands to maintain good relations with their consumers. In order to gain that, brands also
require to establish a powerful purpose to serve to their people in order to be consistent and
motivated. And as we penetrate into the interlocking systems of management, companies also
can’t forget the three E’s that is; Efficiency, Effectiveness, and Experience which will open the
doors to triumph. What actually provides experience is the creative procedure of converting
“silos to synchrony”. Yes, that indeed is a major, in fact a necessary factor in the management
industry. While owning or running brands, one thing shouldn’t be taken for granted is the power
of social media. Social media marketing is that tool, that fuels your rocket in the journey of
touching skies and going beyond. As we have spoken about the reach and importance of social
media, it should be made use till its optimum use.

In this study, we have also come across the dilemma of laborer’s these days which is a critical as
well as vital issue to be taken care of. Being a designer of huge/small companies, the care for
their health is not just a necessity, but also a responsibility. The brand has to become a part of
them. Last but not the least, sentiment is the key to gain consumer acceptance, attachment, and
lasting loyalty, and yet so many companies still choose to overlook this fact. Sensibly based
branding doesn't work in a world where parity is the norm. Efficient product differences, for
example, will become even more trivial. This isn't to say that a brand's promise needs not be
based in quality, service, invention, and morals; on the contrary, all great brands must have these
characteristics.

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CHAPTER 8
REFERENCES

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 REFERENCES
https://buffer.com/social-media-marketing#

https://blog.saleslayer.com/brand-management-in-the-fashion-industry-all-you-need-to-know

https://www.investopedia.com/terms/b/brand-management.asp

https://www.canto.com/blog/brand-management/

https://www.dontpaniclondon.com/what-is-brand-purpose/

https://issuu.com/daneeshapatel/docs/issu_copy_ad0d746a73f835

https://medium.com/@afdhelaziz/brand-purpose-101-everything-you-wanted-to-know-but-were-
afraid-to-ask-21593fb37d33

https://apparelmagic.com/clothing-inventory-management-guide/

http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1808-23862017000100001

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=962240

https://whatis.techtarget.com/definition/brand-experience

https://marcom.com/what-does-brand-management-mean/

https://knowledge.insead.edu/blog/insead-blog/five-best-practices-of-global-brand-management-
4136

https://www.bynder.com/en/blog/aligning-branding-and-marketing/#:~:text=Consistent
%20branding%20starts%20from%20within,vision%2C%20and%20set%20of
%20values.&text=Brand%20management%20approaches%20that%20are,success%20on%20a
%20global%20scale.

https://www.thenationalnews.com/business/economy/breaking-into-india-s-apparel-market-is-
not-as-easy-as-it-seems-1.880532

https://www.sustainyourstyle.org/old-working-conditions

https://www.earthyworthy.in/blog/can-chemical-dyes-in-your-clothes-be-harmful-to-your-
health/#:~:text=Hormone%20disruption&text=As%20you%20can%20see%2C%20the,now
%20shifting%20to%20organic%20clothing.

https://www.academia.edu/Documents/in/Apparel_Industry
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CHAPTER 9
ANNEXURE

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 ANNEXURE
 Survey Conducted for this SIP Report

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