Marketing

Research

NEELAM MATHIR
REPORTED BY MRUNAL GHODAKE
5000016904
 MARKETING RESEARCH
SUBMITTED TO:

MS. DR NEELAM MATHUR

DEPARTMENT OF FASHION
BUSINESS

UNDERGRADUATE ADVANCE
DIPLOMA IN FASHION AND
LIFESTYLE BUSINESS
SEMESTER-4

SUBMITTED BY: MRUNAL

GHODAKE
5000016904

SUBMITTED ON: 19TH MAY 2023

 ACKNOWLEDGEMENT

THIS PROJECT WOULD NOT BE POSSIBLE

WITHOUT THE INVALUABLE HELP AND
SUPPORT OF A NUMBER OF MY PROFESSORS,
CLASSMATES, AND COLLEAGUES. WE WOULD
LIKE TO TAKE THIS OPPORTUNITY TO
EXPRESS OUR SINCERE GRATITUDE TO ALL
THOSE WHO HAVE ACCOMPANIED US ON THIS
ACADEMIC JOURNEY.

WE WOULD LIKE TO THANK MY ASSOCIATE

DEAN (MR. NEERAJ PAUL) AS WELL AS OUR
DEPARTMENT LEADER (MR. ANURODH
AGNIHOTRI) WHO GAVE US THE
OPPORTUNITY TO DO THE PROJECT. WE
WOULD ALSO THANK OUR TUTOR MS.
NEELAM MATHUR FOR HER GUIDANCE IN
HELPING US CONDUCT THIS PROJECT.

A VERY SPECIAL VOTE OF THANKS TO PEARL

ACADEMY, MUMBAI PROVIDING US WITH THE
PLATFORM TO CONDUCT THE PROJECT.

THANK YOU!

NAME: MRUNAL GHODAKE,

DATE: 19TH MAY 2023
 TABLE OF CONTENT
CHAPTER CONTENT PAGE NO

1 Introduction 5

2 Overview of Indian garment Industry 6

3 Women's wear 10

4 Indian Apparel Market 11

5 Literature Review 15

6 Problem Finding 16

7 Hypothesis 17

8 Rational 18

9 Anova Test 19

10 Data 21

11 Survey Analysis 22

12 Most Prefered Brand by Women Customers 25

13 Persanal Interview 28

14 Solutions 32

15 Bibliography 33

16 References 34
 INTRODUCTION

www.nykaafashion.com

For the Report of marketing Research here we will look or focus on

garment or apparel industry. In this industry mainly we will give
insight of women wear in India. For research purpose location which
has cover is “Mumbai, Maharashtra”. This Research covers all main
topics which are related with this category in garment/ apparel
industry. This report should include with introduction of garment of
apparel industry, introduction of women’s wear, rational or main
purpose of this research.
In this industry there are some gaps on which we will go to focus.
What are problems facing by women who are working or I their busy
lifestyle? How will they choose their cloths and what can brand do
to? How can they make balance between comfort and trends?
What style is more preferable for them in working busy life? What are
the solutions will be their brand should work on? What are types of
categories available and preferable by them and why?
This research include with survey method and interview which will
supports to the statement, assumption, solution for problem, helps to
analysis competitive brand in one category, analyze customer
demand etc.
 OVERVIEW OF THE INDIAN
GARMENT INDUSTRY

(Source: www.fibre2fashion.com)

One trillion rupees are invested in India's garment sector. By volume, approximately 33% of its
knitwear production and 20% of its woven garment manufacturing are exported. Approximately 25% of
the total garment manufacturing is ultimately sold to foreign markets, leaving 75% for home
consumption.
Over one lakh units make up the industry, which directly and indirectly employs about 6 million people
in an almost equal distribution. The garment industry's production-related products such as
sewing/embroidery thread, buttons, buckles, zippers, metal plates, cardboard sheets, plastic
butterflies, and packaging material make up the indirect portion, which supports the direct production
sector.
(Panthaki, No Date)
Approximately 20% of the entire clothing business is organized, with a focus mostly on exports. While
the remainder are proprietary or partnership Companies, these are typically limited Companies.
Geographically, men's clothing is primarily manufactured in western and southern India, whilst
women's clothing is primarily made in north India. Children's clothing is a specialty of India's eastern
region, which is also where these clothes originated.
80% of the clothing produced is made of cotton, 15% of it is made of synthetic or blended fibres, and
the remaining 20% is made of silk and wool. (Panthaki, No Date)
 Government policies
More than 100 distinct styles of clothing for Policies of economic liberalization have
men, women, and children are produced by increased earnings, supported female
this industry. Clothing for babies, entrepreneurs, resulting in sharp increases
overcoats/raincoats, suits, ensembles, in family incomes, and given them access
jackets, dresses, skirts, trousers, shirts, to rising amounts of disposable cash. Due
blouses, undergarments, T-shirts, to the spike in food grain costs brought on
jerseys/pullovers, and accessories like by the unseasonably warm weather, this
shawls/scarves, handkerchiefs, gloves, and has contributed to an increase in clothing
portions of garments are all included. purchases but has also constrained these
Fabric constitutes 65 to 70% of the cost of purchases. Rural communities have
production with labour making up a further benefited from economic reforms together
15% and the rest go for overheads and with the expansion of education. In fact,
manufacturer's profit. some rural areas have lifestyles that are on
par with or even superior to those of urban
Retail trade in India dwellers.
This is distributed across specialist stores, (Panthaki, 2008)
hypermarkets, and bargain retailers. Since a few years ago, 9 to 10% of the
Several shopping centres have popped up disposable income has been used to buy
all throughout the nation, particularly in the clothing and textiles such as tapestries,
major cities. As a result, land values have drapes, and other home decor items.
skyrocketed. The focus now switches to "B"
and "C" class cities as well as the
countryside. (Panthaki, 2008)

(Source: www.businessoutreach.in)
 (Source: www.businessoutreach.in) (Mascarenhas, 2023)

India exports clothing and accessories to The production of fibres, spinning yarn,
every country in the world. The USA, weaving fabric, dying and printing textiles,
EU, and Canada, however, account for as well as the creation of clothing are all
70% of global exports together. The part of India's vast textile industry. The
remaining markets are found in Asia, states of Gujarat, Maharashtra, Tamil
Africa, East Europe, Australia, New Nadu, Uttar Pradesh, and West Bengal,
Zealand, and nations in the Pacific which are renowned for their textile
Ocean. (Panthaki, 2008) clusters, are where the industry is
predominantly located.
One of India's largest and oldest (Source: www.businessoutreach.in)

sectors, the textile and apparel (Mascarenhas, 2023)

sector has a long history that
dates back to antiquity. Today, the
sector significantly contributes to
India's economy by creating jobs
for millions of people
producing major export revenue.
India's textile industry has a long history of
making a variety of fabrics out of various
materials, such as cotton, silk, wool, jute,
and synthetic fibres. India produces more
than 30 million bales of cotton yearly,
and
making it the second-largest producer in
the world. With more than 70% of the
overall production, the cotton textile sector
is the largest in the Indian textile industry.
The Indian clothing sector also makes a ·Exports: A significant exporter of goods,
substantial economic contribution and the textile sector provides several nations
directly and indirectly employs about 45 with foreign exchange. The export of textile
million people. There are a few significant items also helps to enhance the trade
players in the market, but small and balance, which supports a country's
medium-sized businesses predominate. economic development.
The Indian clothing business creates a ·Innovation: The textile industry constantly
wide variety of goods, such as sportswear, creates new materials and fabrics that may
casual wear, formal wear, and traditional be utilized in a variety of applications,
clothing. (Mascarenhas, 2023) making it a highly inventive sector of the
economy. This has sparked the growth of
Significance Role in development and new sectors like technical textiles and
growth: smart textiles, which have several uses in
·Employment: One of the biggest a variety of industries. (Mascarenhas,
employers in the world, the textile sector 2023)
employs millions of people. It contributes to Furthermore, the industry's contribution to
a nation's economic development by giving exports has enhanced the nation's trade
skilled and unskilled workers employment balance. The sector has demonstrated
possibilities. resilience and adaptation by embracing
·Contribution to GDP: The GDP of new technologies and procedures to
numerous nations is significantly increase its efficiency and competitiveness,
influenced by the textile sector. In reality, it despite obstacles including competition
ranks among the most prominent industries from other nations, growing costs, and the
in developing nations, where it contributes need to embrace sustainable practises.
significantly to GDP. (Mascarenhas, 2023) (Mascarenhas, 2023)

(Source: www.businessoutreach.in)
 WOMEN’S WEAR

(Source: www.indiaretailing.com)

The women's wear market, which accounts for 38% of all garment sales in the nation, is
expanding quickly due to the rise in the number of working women and the consequent
rise in Indian women's purchasing power. Although unorganized players are still control a
substantial portion of the women's clothing market, many new, reputable national and
international players have recently begun to enter the market. Technopak analyses the
market and analyses the numerous potential in this industry. (IMAGES Business of
Fashion, 2018)
Global Women’s Wear Market
Since fashion trends—the most crucial components of women's clothing—are changing
so quickly, the market for women's clothing has experienced rapid growth. The biggest
market for women's clothing is in Europe, followed by North America and then the Asia-
Pacific region. Given that it includes some of the emerging economies with a sizable
proportion of the middle class and rapid economic growth, Asia Pacific is predicted to
have the quickest rate of growth for the women's clothing market.

With a projected CAGR of 10%, India is one of the economies that is expanding the
fastest. The developed markets of the US, Europe, and Japan are predicted to expand at
a pitiful rate of 2% to 3% less than India.
 Women’s Wear in India
The market's women's apparel category is
primarily controlled by unorganized
competitors. However, however, a lot more
organised companies have begun expressing
interest in this market. These structured
players have quickly expanded aggressively
with the aid of e-commerce and other
innovative distribution methods after realising
the market potential. This market segment
has been fueled by an increase in the number
of working women and the resulting increase

Indian Apparel Market in disposable income. Fast fashion and

globalization have increased people's
Men's wear, women's wear, and children's
wear are the three primary categories into awareness of fashion trends and styling. The
which the Indian clothing market can be market for women's clothing, currently valued
divided. Women's wear is anticipated to
increase at a faster rate than men's wear, at Rs 1, 02,358 crore, is predicted to increase
despite the fact that the men's wear segment at a CAGR of 11% to reach Rs 2, 89,518
accounts for the majority of the apparel
market (42%), followed by women's wear crore by 2025.
(38%), and kids' clothing (20%). (IMAGES
Business of Fashion, 2018)
Key Categories in Women’s Wear in India
Women’s wear in India can be broadly
classified into four categories:
·Ethnic Wear
·Western Wear
·Indo Western Wear
Innerwear

Ethnic Wear:
Sarees, salwar kameez, and blouse-petticoats
are the three main subcategories of women's
ethnic clothing. The saree, which has a
market of Rs 36,035 crore, is arguably the
most representative Indian clothing for ladies.
It is the type of women's clothing that is most
popular in India. It is anticipated to increase at
a CAGR of 6%, reaching Rs 61,553 crore in
2025. Although sarees are predicted to lose
market share to salwar kameez or western
clothing in urban and semi-urban markets,
sarees will continue to be the most popular
category among middle-aged and elderly
women in both urban and rural India.
(IMAGES Business of Fashion, 2018)

(Source: www.nykaafashion.com)
 Indo-Western Wear

A new category, Indo-western, has emerged as a

result of the heightened competition from western
clothing. It combines both ethnic and western
elements. The country's urban areas have seen an
increase in popularity for this category. As a result,
the majority of contemporary players have
introduced distinctive designs that are the ideal
blend of ethnic and western. Brands have
discovered that a combination of both western and
ethnic is accepted by today's ladies. Due to the
increasing attention that Indian fashion is receiving
in western countries, the incorporation of women's
apparel designs has become necessary. Priority
one when choosing clothing is comfort. Sarees
take a lot of time to drape because they are formal
attire. Women adore wearing Indo-western clothes
because they are so comfortable. Basically, these
garments are either fully or partially sewn.
(IMAGES Business of Fashion, 2018)

(Source: www.nykaafashion.com)
 (Source: www.nykaafashion.com)

Women’s Western Wear

Women’s western wear can be further classified into casual western wear and
formal western wear. Due to rising female employment rates and a general
preference for western clothing, the category of women's t-shirts and tops is
also expanding quickly. The market for women's tops and shirts is currently
valued at Rs 1,979 crore, and by 2025, it is projected to increase at a CAGR of
14% to reach Rs 7,337 crore. The market for women's t-shirts, which is
currently worth Rs 797 crore, is expanding along with all other casual clothing
categories and is projected to rise at a CAGR of 17.5% to reach Rs 3,999 crore
by 2025.
 LITERATURE REVIEW

1. traditional wear: traditional wear refers to the various type of clothing that are worn by
women in different region and culture around the world. these includes sarees, salwar
kameez, lehenga choli, and other traditional outfits that are specific to particular
countries and regions. traditional wear is often deeply rooted in culture and historical
traditional, and is an important part of women's identities and expressions. according
to a study by Jain and Bhatia(2019)
2. Streetwear; Streetwear refers to clothing style that are inspired by urban culture and
fashion. this includes items such as hoodies, sneaker, and denim jackets, as well as
accessories such as hats and sunglasses. streetwear has become increasingly
popular in recent years, particularly among young generation and is often associated
with a sense of rebellion and individuality. according to a study by wang and cai
(2019), streetwear is often seen as a symbol of self-expression and personal style.
3. Denim: Denim remained a staple in women's wear in 2020, with a focus on
sustainable and eco-friendly production methods. according to a study by Jain and
Bhatia (2020), denim was seen as a versatile and durable choice, reflecting a desire
for longevity and sustainability in fashion.
4. Athleisure wear: athleisure wear continued to be a popular trend in 2020, reflecting a
growing trend towards healthy and fitness. according to a study by Aslam et al. (2020),
athleisure wear was seen as a comfortable and versatile choice, suitable for both
exercise and everyday wear.
 PROBLEM ANALYSIS

(Source: www.nykaafashion.com)

This research is for finding the gap area in the chosen industry. here the chosen industry
for research is Apparel industry. In apparel industry main focus of this research is what is
most preferable style by consumers formal wear or casual wear.

In women's wear what is the problem facing by women's consumers. There is one
problem facing by working women during choosing cloths because they don't want to
wear formal cloths all the time during their working hours. at the same time they want to
go with trends, so want to know what is the most preferrable style by working women
consumers as well as men.
With this research finding also want to know about what type of brands are preferred by
them and this research will be helpful for brand and industry to get idea about what will
future trend and what will be the most demandable apparel style by them. the target
audience for the research is " working women, men"
Also this research includes with what will be the solutions and additional suggestion on
this gap and how brand can overcome on the concept formals for work area. what
should they do and what should they come with other new innovation in futures which will
be the helpful for them and enhance sells.

for this research the specific area which has been chosen by me is "Mumbai,
Maharashtra".
 HYPOTHESIS

(Source: www.nykaafashion.com)

This research is also included with hypothesis. which will be analyses by test such as
Correlation/ Anova/ Chi square test etc.
according to the topic of research, For research I chose apparel industry and focus on
women wear. Problem- is they don't want to wear formal all the time. So apart from this
which style of clothing is more preferable by women consumer.
come with some hypothesis which will analyses by test
Hypothesis:

Women’s are more conscious for their look than male

Women want to wear trendy cloths than male
Male are more brand conscious than female

Target audience for this survey is between 20-25, 25-30, 30-35, 35-40 etc.
For this research the specific area which has been chosen by me is "Mumbai,
Maharashtra".
 RATIONAL OF
STUDY

THIS RESEARCH BASED ON SEARCHING This research will be helpful for brand that are
PROBLEM IN APPAREL INDUSTRY. THIS IS
INCLUDED WITH WOMEN’S WEAR, MAINLY in manufacturing in style like street style,
FOCUS ON THE; WHAT IS DIFFICULTY FACE BY fusion wear, casual, formal, indo-western wear
WOMEN IN THEIR BUSY WORKING LIFE. THIS in women’s wear.
RESEARCH IS FOR IDENTIFYING PROBLEM
AND SUGGESTIONS ON PROBLEM FACING.
This research is mainly based on customer
NOW DAY CUSTOMER ESPECIALLY WOMEN preferences, with this research industry can
CUSTOMERS ARE VERY CONSCIOUS FOR assume forecast for what is best or most
THEIR LOOKS, SELECTION OF CLOTHS, acceptable by customers.
ALWAYS LIKE TO WEAR WHICH IS IN TREND.
BUT IN THESE FAST CHANGING FASHIONS
WHAT TYPE OF STYLE IS ACCEPTABLE BY With this by this research will able to identify
WORKING WOMEN. relation between customer preferences and
brand. How much it will important. Brand
www.nykaafashion.com
DUE TO THIS GET KNOW IDEA ABOUT HOW
CAN THEY GO WITH TREND BUT MAINTAIN acceptance by customer how depend on the
ELEGANCE, PROFESSIONAL, SOPHISTICATED continues innovation of product, look at needs
LOOK DURING WORK PLACE AND WHAT of customer, and finding of gap to get
SHOULD BRANDS FOCUSES ON? popularity in this competition.
IT WILL HELPFUL FOR BRAND, INDUSTRY GET
TO KNOW IDEA ABOUT FUTURE FORECAST
FOR WOMEN WEAR. SO THEY CAN WORK ON
THIS.

WITH THIS RESEARCH WANT TO IDENTIFY

WHAT TYPE OF CATEGORY OR STYLE MOSTLY
PREFER BY WORKING WOMEN TODAY? ALSO
WHAT SHOULD BRAND IS DOING AND WHAT
WILL BE THE FUTURE PLANS FOR THESE
BRANDS WHICH HAVE THESE STYLES OF
CLOTHS AVAILABLE?
 ANOVA TEST
Gender and conscious for looks
Women’s are more conscious for their look than male

according to the test we can observe that the value for sig. in above table is .041. it
means our hypothesis is correct women's are more conscious for their look than man.

Gender and Trend

Women want to wear trendy cloths than male

our hypothesis for this test is women want to wear trendy cloths than male. according
to information that got from anova test; the sig. value is 0.293 which is greater than
0.05 it means our hypothesis is correct.
 ANOVA TEST
Gender and Brand Conscious
Male are more brand conscious than female

our assumption is male are more brand conscious than female but the data we got from anova test
which shows that our assumption is wrong due to the 0.870>0.05
DATA
 SURVEY ANALYSIS

conducted a survey for finding which style In this questionnaire mention some
is more preferable by women during their questions about their profession, about
work time. According to this found some their clothing style, most preferable brand
results and on the bases of this result we by them, also ask reason why they choose
can get to know about what style is most only one specific clothing style and brand.
preferable by women customers. what now look at what are the finding according
brands are most prefer by them? or in to the survey. they all are from different
which area they need to work more professions. also according to the survey
according to the needs of customers. 97.7% people what to wear trendy cloths.
57.1% women customers are getting
conscious for their looks and 42,9% are
not.
also we can identify that mostly women's
are not like to wear formal wear during their
office hours. according to survey 93%
women's not like to wear formal wear and
prefer other style of cloths. they prefer
other cloths such as Kurti salwar
At times i wear formals, at times I wear
traditional
Casual/formal, Informal , Formal, Forming
Kurti, t-shirt, jeans, leggings, kurti with
jeans, saree, indowestarn, salvar suit,
track pants, trouser, gym wear, trouser,
jacket, skirt,tops ,
leggings, trouser, jeans t-shirt shirt with
jeans, t-shirt with trouser
Gym wear, shirt track pants t-shirt
oversized shirt tshirt, shorts tops
Saree, kurta, plazo, trouser, plazo etc.
In survey their is one question about what
is most preferable style by them and result
shows that 55.8% women's prefer casual
cloths, 27.9% prefer fusion wear, and
16.3% prefer streetstyle.
women customer why they prefer these
style they have reason for it which are
found on the bases of survey such as It is
goes well with my profession and also it is
comfortable for me, easy to carry, it looks
good we can pair it with anything, easy to
carry and best for long working hours, it
gives my own different look, we can create
any kind of look with it, pair lt with anything
other kurti, it is create good look also help
to show my own persanality, it is goes well
with my profession and personality
It is easy to carry myself when I work in
kitchen of restaurant,
Most comfortable easy to carry myself
It looks in well manner and comfortable for
me, it is comfortable, replicate own
persanality, it is looking good , and match
with my profession as well as personality
It is looking good and comfortable
It is easy to wear for daily working life
Because it's manageable and very easy to
carry, it easy to carry and match with any
bottomwears, we can create our own look
is comfortable in work place than formal
It is comfortable for me work in long hours
Comfortable match with any other clothes
It is comfortable for my work place and for
me, it is comfortable we can't wear formal
or just one dresscode all the time also it
gives choice to create our own look
Looks good
According to my profession it is easy for me
to carry myself in good way with comfort
We can match it accordingly to our personal
style.
Also the another important aspect of the
research is what most preferred brand by
women's consumers.
 MOST PREFERRED
BRAND BY WOMEN
CUSTOMER

According to survey found three brand which are

most preferred by women customers such as Zara,
H&M, BIBA etc.

ZARA
One of the biggest global fashion brands is Zara. It
is a part of one of the biggest distribution
corporations in the world, Inditex.

Our distinctive business approach, which involves

design, manufacture, distribution, and sales
through our wide retail network, is centered on the
customer. (www.zara.com, No date) Zara has
designed clothes for women, men, children etc.
Zara has tops for women’s wear in all colors. Also
they have printed, solid, knitted, crop same style of
tops. Zara is the competitor of Benetton due to the
price point also they have categories according to
full sleeves, straps, sleeveless etc.

(Source: www.zara.com)
 (Source: www2.hm.com/en_in/index.html)
H&M

Our creator had a goal in mind. Erling Persson aimed to provide everyone with quality clothes at a
reasonable price in an ethical manner. We grew from a single store in 1947 to a family of companies
that caters to customers all over the world with fashion and design. This is our narrative.
The Stefan Persson family, the H&M Group's founders and largest shareholders, has privately
sponsored the H&M Foundation, a non-profit organization with a global reach. The H&M Foundation,
which was established to hasten the achievement of the UN Sustainable Development Goals 2030,
leverages cooperation and innovation to co-create, fund, and share solutions for the most pressing
problems facing humanity. (www2.hm.com/en_in/index.html)
BIBA

The brand Biba is a pretty woman in Panjabi; it is a

home- grown fashion brand. The brand was
started by the Meena Bindra. The brand has
become synonymous with ethnic wear in India.
The story of the brand Biba is momentous as well
as incredible. The story behind the brand is
inspiration as woman who created this brand. They
are in many different categories such as woman’s
wear, girls’ wear, footwear, accessories, and
fragrances. Rohit BAL and Anju Modi this are big
designers working with the brand Biba.
Today brand Biba is bold, fearless, trend setting,
stylish, effortless. They are using clean/ clear
comfortable silhouettes to champion the modern
Indian Woman, with that they want to make
beautiful designs in our tradition. Also the brand
Biba is offering them a line as well as adorable
clothing for children from 2 to 15 years. Now a day
the Biba is as powerhouse of the contemporary
and Indian Fashion. (Biba.in)

(Source: digitalscholar.in and Biba.in)

 PERSANAL INTERVIEW

Saketa Veluri

1 .Do you like to wear trendy cloths?

Yes, I like to wear trendy cloths but sometime it became difficult due to professions and sometime I
have to follow rules.

2. Are you getting conscious for your look, and why?

Not all the time but sometimes, people are wants to be looking good and nice.

3. Do you wear formal all the time when you go to office? If yes/no then why?
No, not all the time; mostly I like to prefer comfortable cloths because it is easy to carry them in
office time for long working hours.

4. What kind of style most preferred, comfortable, and trendy by you, during work time?
I feel all the styles are unique in it but I will always go with casual wear. I feel that it is most
comfortable, trendy and most important we can match tops, t-shirts with any type of bottom wear. It
means we can manage our daily different looks in small investment.

5. Which is the most preferable brand that you purchase from for your workplace?
I will always prefer brand which are always try to do something unique, new and innovative. I prefer
brands like Zara, H & M etc.

6. Are you feeling now day’s women customers are preferring quality of product and not to be price
sensitive? And what is more important for you pricing or quality?
Yes, today women customers are choosing products with good quality. For me then I would say that
yes I am also prefer quality of product because according to me quality is the factor that decide price
, so sometimes we only check quality of product and not price.

Source: www.nykaafashion.com
 PERSANAL INTERVIEW

Sanjana Prabhu

1 .Do you like to wear trendy cloths?

Yes, I like trendy cloths because it gives you your own personality and felling of going with world.

2. Are you getting conscious for your look, and why?

No, according to me looks our looks are important but these are our outer features of body and for
me how we are honest, pure by heart that is important.

3. Do you wear formal all the time when you go to office? If yes/no then why?
Sometimes I go with office wear and sometimes not, I prefer cloths which are easy to carry, mostly I
prefer Kurti, Jeans, t-shirt, tops etc.

4. What kind of style most preferred, comfortable, and trendy by you, during work time?
There is not one style which is followed by me. I like to wear traditional cloths, western, trendy cloths
basically all type of cloths so want to make balance between these styles.

5. Which is the most preferable brand that you purchase from for your workplace?
As I said before I want to make balance in my everyday look so according to this I prefer some
brand such as Biba, Fabindia, Zara, W for Women etc.

6. Are you feeling now day’s women customers are preferring quality of product and not to be price
sensitive? And what is more important for you pricing or quality?
No, I feel our country the market is price sensitive and to afford cloths with high price range is May
not possible for all. The size of pocket is different for everyone but everyone try to buy best for them.
And I prefer cloths with high price as well as moderate price because high price always not
determined about quality of product.

Source: www.nykaafashion.com
 PERSANAL INTERVIEW

Panita

1 .Do you like to wear trendy cloths?

Yes, I like trendy cloths but I feel other types of cloths are also looks good and some styles are just
timeless.

2. Are you getting conscious for your look, and why?

No, I am not getting conscious for my looks. Always I like to try new cloths.

3. Do you wear formal all the time when you go to office? If yes/no then why?
I wear office wear but I also like to wear fusion wear, casual wear etc I feel office wear looks nice,
elegant, sophisticated but casual wear is something easy to carry and goes with anything.

4. What kind of style most preferred, comfortable, and trendy by you, during work time?
Casual wear, Fusionwear mostly preferred by me.

5. Which is the most preferable brand that you purchase from for your workplace?
I said that I like to wear casual wear and fusion wear before, I like to buy clothes from Mango, Biba,
and Zara etc. these brands are create always new things and experiment with new designs.

6. Are you feeling now day’s women customers are preferring quality of product and not to be price
sensitive? And what is more important for you pricing or quality?
There are some women’s who all choose products/ clothes with high quality but not all because I
feel the definition of good quality is depend on different thing some feels high price- high quality,
some think good quality with famous brand etc. for me I try to choose good quality of Clothes it is not
about price.

Source: www.nykaafashion.com
 PERSANAL INTERVIEW

Kavya Kulkarni

1 .Do you like to wear trendy cloths?

I like trendy cloths but I would like to wear comfortable cloths if it is comfortable I will go with it, for
me it is not about trend it is about comfort.

2. Are you getting conscious for your look, and why?

No, I am not getting conscious for my looks.

3. Do you wear formal all the time when you go to office? If yes/no then why?
Not all the time, mostly I like to wear traditional cloths for me it is comfortable and suited to my
profession.

4. What kind of style most preferred, comfortable, and trendy by you, during work time?
Fusionwear, traditional wear mostly preferred by me.

5. Which is the most preferable brand that you purchase from for your workplace?
I said that I like to traditional wear and fusion wear before, I like to buy clothes from, Biba, and global
desi etc. these brands are create always new things and experiment with new designs.

6. Are you feeling now day’s women customers are preferring quality of product and not to be price
sensitive? And what is more important for you pricing or quality?
Yes I feel quality is important but usually people first look at the price if they like something and then
only it will convert into purchase. So I feel not all women’s are looking only at quality but also look at
other factors such as price, comfort, elegant etc.

Source: www.nykaafashion.com
 SOLUTIONS
The industry which was choses to work for this research is apparel industry. we found
problem in it.

In women's wear what is the problem facing by women's consumers. There is one
problem facing by them during choosing cloths because they don't want to wear formal
cloths all the time during their working hours. at the same time they want to go with
trends, so want to know what is the most preferrable style by working women consumers
as well as men.

Solution Or Suggestions:

In industry their are some rule which employee should follow them. we can't change
some protocol, rule, regulations. but according to the need of consumers brand,
industry can finding their problem which is facing by them during their work time
regarding clothing.
brand can launch new product line which is completely comfortable as well as it has
essence of formal wear. so they can combine these both styles such as casual and
formal wear and they can create semi formal wear.
during this creation they should try to follow trend, style, and important comfort pf
consumers.
also consumers can pair their formal clothes with casual or any other preferable style
by them such as formal shirt with jeans, skirt with formal shirt etc.
The companies can make some change which are strictly want that their employees
should be in formal wear, they can allow employees to wear formal 3 day's once a
week and three day's they can wear casual wear.

(Source: www.nykaafashion.com)
 BILBIOGRAPHY

https://www.nykaafashion.com/catalogsearch/result/?
q=western+women+wear&searchType=ManualSearch&internalSearchTerm=western+women+wear&
typedSearchTerm=western+women+wear&p=3

https://www.indiaretailing.com/2018/02/09/womens-wear-market-india/
https://www.businessoutreach.in/textile-industry-india/
https://www.fibre2fashion.com/industry-article/3594/overview-of-the-indian-garment-industry
https://www2.hm.com/en_in/women/occasion/casual-wear.html

https://www.zara.com/in/en/search?
SearchTerm=sweater%20%20tops%20for%20women&section=WOMAN

https://www.nykaafashion.com/women/indianwear/ethnic-dresses/c/4543?
root=nav_3&ptype=listing%2Cwomen%2Cindian-wear%2Cethnic-dresses%2C7%2Cethnic-
dresses&utm_content=ads&utm_source=GooglePaid&utm_medium=Search&utm_campaign=Search
_Generic_Indianwear-
TopSearches&utm_term=EthnicDresses&gclid=Cj0KCQjw3a2iBhCFARIsAD4jQB1bFORIOQZ-
VccRTaTohyFg74vjeUDVDDPMTcIgGnnJLoPgubWT77saAmamEALw_wcB

https://www.biba.in/new-arrivals?
mf_campaignname_click=13999467551&gclickId_identifier=Cj0KCQjw8eOLBhC1ARIsAOzx5cH6xtY
T-aTo2TKpGCB5tBNsX-
POwYWTvIGDy2tavPyzyJe0L171a7AaAkb_EALw_wcB&placement_id_identifier=&key_word_identifi
er=&ad_group_id_identifier=126599470513?
mf_campaignname_click=13999467551&gclickId_identifier=Cj0KCQjw8eOLBhC1ARIsAOzx5cH6xtY
T-aTo2TKpGCB5tBNsX-
POwYWTvIGDy2tavPyzyJe0L171a7AaAkb_EALw_wcB&placement_id_identifier=&key_word_identifi
er=&ad_group_id_identifier=126599470513&Rfs=catZZCU00348706
 REFRANCES

Panthaki, M.K. , (2008), Overview of the Indian garment Industry.

www.indiantradeportal.in, No Date, Apparel and Garment Industry

and export.

Mascarenhas, B. , 2023, Textile and Garment Industry in India.

IMAGES Business of Fashion, 2018, An overview on women's

wear Market in India.

www.nykaafashion.com, No date, For Images

www2.hm.com, No date, information about Brand

www.zara.com, No date, Information About Brand.

www.biba.in, No date, Information About Brand.

www.nykaafashion.com, No Date, Sourcing Images.