designer wear

designer

wear

Industry Section 1

Global Current Scenario – Rs. 2.2 lakh crore

Growing at a rate of 12%

Indian Designer wear market – barely

0.32 % of International Industries’ net worth

Industry Overview

Global

And

Indian

Indian Market

Overview

Indian market size –

Total Apparel market : 88,340 crore

Branded apparel market : 20,000 crore

Organised designer wear market : 300-500 crore

India

Designer Wear Market

The largest current sales turnover

within the Indian Designer Wear

segment - Rs.30 crore per annum

Average turnover of well- known Designers -

Rs. 10-15 crore per annum.

Approximate Revenue Structure

Designers take profit of 200 % to

300 % profit on an outfit.

India - an attractive market for

luxury brands

About 50 premium and luxury brands,

including Jimmy Choo, Gucci, Christian Dior,

and

Chanel, have opened stores in India in

recent years.

Consumer spending on fashion products

has grown at 7.1% annually from 2002

through 2009

So what is your colour this season ?

India

Evolution of

designer wear

industry

Section 2

Timeline

Flower power designs,

Pantsuits era

Flourishing year

for designers

(Ralph Lauren, CK, DKNY)

Online shopping,

Comfort designs

Spread of designer wear

throughout the world

Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010

The Dynamics of Fashion ( Second Edition) – Elaine Stone

Till 3000 BC

Fashion is a factory that manufactures desires



Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs



Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010


Beginning of

Designer wear

Till 3000 BC

1848

Timeline

Fashion is a factory that manufactures desires


1848 – Charles Worth


Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs



Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010


Flourishing year

for designers


Online shopping,

Comfort designs



Beginning of

Designer wear

Till 3000 BC


Pantsuits era

1950 - 1980

Timeline

Fashion is all about the one who wears it


1950 - 1980


Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs



Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010



Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs

Beginning of

Designer wear

Till 3000 BC

1980 - 2000

Timeline


1980-2000 Style is a way to say who you are without having to speak


Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs



Till 3000 BC 1960 – 1980 1980 – 1990 1990-2000 2000-2010



Pantsuits era

Flourishing year

for designers


Online shopping,

Comfort designs



Beginning of

Designer wear

Till 3000 BC

1948 1950 – 1980 1980 – 2000 2000-2011

Timeline

The best design in the world comes down to a person

admiring it in front of the mirrior

Exinearticles.com , fashion brands – Mark Tungate

2000- 2011


Connecting with the heritage as well as the future 2000 -2011 India


If loving fashion is a crime, we plead guilty ! 2000 -2011 India

You don’t buy clothes, you

buy an identity . . .

Secondary

research Section 3

D

E

S

I

G

N

N

E

R

W

E

A

R

Industry Overview

High end users for designer wear

Women – ( 25 – 75 years )

- Working

- Housewives

Men - (30 – 50 years )

People during festivals

People during occasions – marriage, ceremonies,etc.

Students

- Young girls – ( 22 – 30 years)

Actors /models/ People in the media industry

- Film industry / Tv industry

Its not enough to be fashionable, one wishes

to appear intelligent as well

Primary users

There is inevitably something more appealing about an imagined better world

distribution

channels Section 4

Back End

distribution

# Step 1

Sketching and the Designing

# Step 2

Manufacturer / Wholesaler

# Step 3

Workshop

- Textile Designing

- Dying and Printing

- Embroidery and Lace work

- Cutting work and Stitching

Back End

distribution

AT

WORKSHOP

- Textile Designing

- Dying and Printing

- Embroidery and Lace work

- Cutting work and Stitching

Workforce

Kaarigars ,Masters ,Quality control team

Machineries

- Sewing machines ( Rs. 13,000 to Rs. 14,000

per machine )

- Juki machines

- Equipment for dying, printing and embroidery

Back End

distribution

# Step 4

Transportation

# Step 5

At the Boutique

# Step 6

Back Office

Back End

distribution

Front End

distribution

Satya Paul + Genesis co.

(Handbags and ties)

Rocky S + Brand Concept co,

(Handbags)

Priya Darshini (Sepia) + Westside

Paris Hilton + Brand Concept co.

(Handbags)

Debenhams

(Manish Arora and Narendra Kumar

Location of the Boutique matters the most

In Designer Wear Industry

- Amber and Shirrin

Channel Partners

Co - branding

Lakme + Manish Malhotra

(Lakme Absolute Make up)

Tarun Tahiliani + Timex

(Designer watches)

Julian Mac Donalds+ Intel

(Laptop Bags)

Marc Jacob + Sony

(psp bags)

Front End

distribution

Marketing and Advertising done through,

Participation in National and International

Fashion Shows-

(Shows at Dubai, Milan, India, etc)

National and International Exhibitions –

(Dubai, Chicago )

Sponsoring Charity shows -

Vikram Phadnis recently did Araaish’s sale of

charity in Delhi.

(Tour de India Fashion week, Durban fashion

week)

Marketing

And

Advertisements

Advertising in Fashion Magazines –

like Vogue India, BTW, Femina, etc

Freebies to superstars

In film Advertising –

(Entry of Manish Malhotra)

Others - Krishh, Mujhse shaadi karogi, etc

Social functions –

Award Functions, Television shows

In India, Bollywood is one of the best ways

to gain fame in the

Designer Wear Industry

Marketing

And

Advertisements

Understanding consumers Estd. 1858 - 2011

Section 5

Primary Research

Women 2 5 4 4 4 5 3 3 3 2 3 4 3 4 4 4

Men 5 2 4 4 3 1 2 4 2 3 4 4 3 1 1 3

Occasional buyers 3 5 5 4 4 5 3 4 4 4 3 3 3 4 5 4

Aspirational buyers 5 4 4 5 4 5 4 4 3 5 3 4 2 5 2 3

Regular buyers (Elite group)

1 5 5 4 3 5 4 4 5 2 2 4 3 3 5 4

Celebrities 1 5 5 4 3 5 4 3 4 1 2 4 3 3 2 2

Non buyers 5 2 4 5 5 4 4 5 5 5 2 4 4 5 4 5

Channel partners(Other brand

outlets) 4 5 3 4 5 3 2 NA 3 4 NA 3 1 3 1 3

International Buyers 1 5 5 5 2 5 3 4 4 3 1 4 NNAA 5 5 3

Pri

ce

Des

igne

r's

nam

e

Fit

and

sty

le

Qua

lity

Var

iety

Uni

que

ness

Co

lour

Co

mfo

rt

Ser

vice

Info

rmat

ion

abo

ut t

he

des

igne

r

Loca

tio

n

Fab

ric

Am

bie

nce

Dis

pla

y

Cus

tom

er in

volv

emen

t

Sho

pp

ing

exp

erie

nce

Need gaps

Customers

Value Parameter Need Gap

Shopping Experience One stop boutique

Variety Design accessories

along with the

designed costume

Uniqueness Just above affordable

prices

Comfort Enhanced comfort with

styling

Service Sampling (swatches)

for international buyers

Service Computerised sketches

Variety Designer formals

Variety

Reusability/On rent

Designer regional

dresses

Online website –

second hand designer

wear

Value

Proposition Section 6

Concept –

Online tracking – timeline of the design

process at each stage

Tie up with an online portal partner, who

would provide a tracking system for the attire

to the customers

Ideas

Order

Feb 15,2011 Sketch

Approved

Feb 17,2011

Fabric

Approval

Feb 20,2011

Printing

Feb 21,2011 Dyeing

Feb 25,2011

Value Propositions

Stitching

Feb 27,2011 Trial 1

Feb 28,2011 Final

Feb 29,2011 Delivery

March 2,2011

Dyeing

Feb 25,2011

Concept –

Online tracking – timeline of the design

process at each stage

Tie up with an online portal partner, who

would provide a tracking system for the attire

to the customers

Value Propositions

Concept

One stop Boutique

A designer wear boutique where the

customer gets the following services

under the same roof by the designer

- Attire

- Accessories

- Footwear

- Grooming (Especially for Bridal

season)

Value Propositions

Fancy packaging – uniqueness -

Branding through unique

packaging which will help the

designer differentiate from the

competitors

Gift cards –

What better can one think of gifting

to a designer wear. Exclusive Gift

cards could be offered in order to

give the receiver his own preference

Ideas

Value Propositions

Training centres

Certification

Waiting time to sit – Ambience

Increase brand awareness through

Social networking websites

Value Propositions

Thankyou Sneha Randad

Roshni Vora

designer wear

Lifestyle