MAJOR RESEARCH PROJECT

ON

A CUSTOMER EXPERIENCE IN FASHION INDUSTRY ON

MOBILE SHOPPING.

Submitted to:-

(A Research Synopsis submitted as partial fulfilment for the

award of the Degree of Masters of Business Administration

(2015-2017)

UNDER GUIDENCAE:
SUBMITTED BY:

Prof. Sampada Najan MOHINA GUPTA

MBA 4rd Sem.

1
 DECLARATION

I hereby declare that the synopsis of my MRP entitles A CUSTOMER

EXPERIENCE IN FASHION INDUSTRY ON MOBILE SHOPPING . Has been
prepared under the valuable guidance and supervision of Prof. Sampada
Najan, faculty of MIST in partial fulfilment for the course requirement of
MBA from DAVV.

To the best of my knowledge and belief the information, facts, figures that
are presented in this report are actually based on my own work.

Mohina Gupta

MBA 4th Sem

2
 CERTIFICATE

This is to certify that Mohina Gupta student of MBA IV Sem. program has
here, with proposing to choose the major research project titled A
CUSTOMER EXPERIENCE IN FASHION INDUSTRY ON MOBILE SHOPPING
and prepared this report under my guidance and supervision.

Faculty Guide

Prof. Sampada Najan

Faculty MIST Indore

3
 ACKNOWLEDGEMENT

Expression of feelings by words makes them less significant when it

comes to make statement of gratitude.

The most awaited moment of successful completion of an endeavour is

always a result of people involved explicitly therein and it is impossible
without the help and guidance of the people around.

At the outset, I would take this opportunity to express my sincere most

gratitude towards Dr. MS Murthy, Director, Malwa Institute of Science and
Technology, Indore, for providing me the opportunity to undertake and
accomplish this project.

It gives me pleasure to express my most profound regards and sense of

great indebtedness and sincere gratitude to Prof .Sampada Najan Faculty
Guide,Dr.Shilpi Mehta of Malwa Institute of Science and Technology
Indore, for his untiring help, valuable guidance and kind supervision,
which were the main stream to bring this work to present shape.

I am also thankful to Dr.Mamta Vyas and all the respected professors and
my friends who helped me directly or indirectly in giving shape to this
report.

Mohina Gupta

MBA IV Sem

4
 CONTENTS

Title Page No.

Chapter 1: Introduction
1.1 Rationale Of The Study 7-11

Chapter 2: Review of literature

12-18
2.1 Objective of study
2.2 Methodology

Chapter 3: Company profile 19-24

Chapter 4: Data Analysis

25-36

Chapter 5 : Finding 37-38

Chapter 6 : Conclusion 39-40

Chapter 7: References 41-43

5
ABSTRACT
Social media is an evolving platform used by the fashion industry to generate
discussion, brand recognition, and improve consumer relations through interactivity
and networking. The following study examines the current uses and standards of
industry professionals regarding the different social media platforms to determine
effective practice. The innovative new instruments in public relations strategy provide
key benefits and widespread impact for users, designers, firms and publications that
are transforming relationships and brands in the fashion industry.

As a means of guiding the literary research and the collection of expert opinion,
Bourdieus Social Capital Theory (1985) says, the profits which accrue from
membership in a group are the basis of the solidarity which makes them possible
(Bourdieu, 1985, p. 249). The need for social networking is based on this social theory
that interactivity and engagement promote social capital, or the building of networks
and relationships. Consumers appreciate the transparency and trust built through
social media, but the fashion industry has yet to construct standards for the uses and
types of social media content and analytics.

As more fashion and public relations professionals move to online sourcing and social
platforms, the increased interactivity in this digital age greatly benefits all participants,
and designers and brand representatives need to embrace social networking strategies
and their related improvements towards reputation, sales, and accessibility.

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7
INTRODUCTION

Social media is an emerging platform that enables brand recognition and popularity
for designers in the fashion industry while contributing to the interactivity of
companies and consumers. Although better adopted by parallel industries, the fashion
industry lacks industry-wide standards regarding the success and use of social media
tools, including Facebook, Twitter, Instagram, and Pinterest. Social media is a public
venue that promotes transparency and feedback. According to Lee (2009), while
fashion brands and retailers are still grappling with social media in terms of
controlling brand perception and establishing metrics to measure its marketing value,
they have used Twitter, Facebook, YouTube and other social communities to develop
digital marketing strategies to drive online sales and retail store traffic.

The fashion industrys adoption of social media has lead to exponential feedback by
its users who suggest and recommend styles and collections that, in turn, make those
designers and brands more popular. However, social media is not yet recognized as an
effective public relations tool or emerging venue for fashion debuts and responses in
the fashion industry as a whole, and the content producers who have taken to social
media have yet to develop strategies equivalent to industry standards. Social media
marketing is the use of social media platforms and websites to promote a product or
service. Most of these social media platforms have their own built-in data analytics
tools, which enable companies to track the progress, success, and engagement of ad
campaigns.

Companies address range stakeholders through social media marketing including

current and potential customers, current and potential employees,
journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social
media effectively, firms should learn to allow customers and Internet users to
post user-generated content (e.g., online comments, product reviews, etc.), also known

8
as "earned media", rather than use marketer-prepared advertising copy.[2][3][4] While
social media marketing is often associated with companies, as of 2016, a range of not-
for-profit organizations and government organizations are engaging in social media
marketing of their programs or services.

BACKGROUND

The current developments in social media allow consumers to anticipate and follow
upcoming trends and styles before they debut. Traditionally, the fashion industry was
limited in its public relations tools to ones that restricted interaction between designers
and brands, consequentially limiting consumer exposure and knowledge of upcoming
collections, styles, and promotions. There is little published data supporting the use
and growth of social media as a public relations strategy in the fashion industry given
its recent establishment and development as an effective measurement of public image
and reputation.

As an instrument in public relations strategy, social media establishes relationships

between clients and designers. Public relations practitioners and content producers
must develop a standard structure for the use of different social media outlets for
success and transparency purposes.

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 RATIONALE OF STUDY

RATIONALE OF THE STUDY

Because of the largely undocumented connection between social media use and
increased consumer reaction and brand trending, research indicates that there are no
prevalent or established industry standards regarding the use of social media in the
fashion industry. By comparing the impact of social media on fashion public relations
strategy with parallel industries, the question arises of content control and production
of such social media outlets.

The fashion industry incorporates designers, consumers, brands and media, which are
interlinked by social media tools. The use of these outlets is relatively new in the
fashion industry and the investigation of how they are beneficial and whom they reach

10
exemplifies the exponential exposure social networking provides. The field of public
relations emphasizes reputation and open forums for dialogue.

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12
THE LITERATURE REVIEW

According to Sinclaire (2011), consumers are active creators and monitors in social
networking, and are no longer passive receivers of marketing messages. As a result
of the widespread growth of online social networking and user-generated content sites,
a shift in the balance of power is occurring

Felix, R., Rauschnabel, P.A.; Hinsch, C. (2016). "Elements of Strategic Social

Media Marketing:

A Holistic Framework". Journal of Business Research.

doi:10.1016/j.jbusres.2016.05.001.

Bridgen, (2012) The fashion industrys previous tell style standards of

communication were one-way and limiting to where public relations professionals
could dictate and control their organizational methods conversely, social media
actively enforces monitoring or discussing content with consumers. The discussion of
power in the fashion industry today is directly correlated to the impact one has on
consumers and critics, as opposed to merely selling merchandise or advertising.

According to Binkley (2010), social media has a marketing promise [that] is obvious
for business: it has deep potential as a customer-service channel for retailers. The
immediate reaction and discussion that social media allows and encourages creates a
trusting relationship between consumers and designers. This online networking is
granting the world an unprecedented level of access to fashion gurus.

According to Papasolomou (2012), the Internet implementation in the marketing

process is inexpensive, delivers instant international reach, offers great real time
feedback, and reaches millions of people for whom the web is the center of virtually
all communications

Filieri, Raffaele (2015). "What makes online reviews helpful? A diagnosticity-

adoption framework to explain informational and normative influences in e-WOM"

13
(PDF). Journal of Business Research. 68 (6): 12611270.
doi:10.1016/j.jbusres.2014.11.006. Retrieved April 14, 2016.

According to Noricks (2010), the most active social media sites have helped to
generate more access between fashion brands and consumers, thus, making fashion
brands appear more transparent and open. Because of popular consumer reaction in
favor of company transparency, social networking sites ultimately can lead to
increased consumer trust

Prabhakar, (2010).For third-party vendors and conveyors, social media means

potential applications for brand building. Magazines now employ style bloggers, have
digital apps to regularly update consumers, and can disseminate information more
regularly than monthly publications. With the transition to social media sites, glossy
magazines are less in style given their delayed printing after fashion events and
updates.

Summed up by Lee (2009), the fashion industry has adopted social media as a
marketing platform to reach their customers online and reignite brand passion and
customer loyalty, and public relations practitioners are now more involved in this
process.

According to Wilson (2012), to have power in fashion today means to have real
impact, the kind that demonstrably moves an industry, as opposed to merely moving
merchandise, this is achieved through the effective use of social media.

14
15
OBJECTIVES

To gain specific insight about fashion professionals usage of media in

evaluation of fashion industry
To evaluate the customer experience, analysis and social media marketing for
mobile app in fashion industry

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17
METHODOLOGY

Research design:

Quantitative methods will be used. Quantitative data will be applied to provide

descriptions of the outcomes.

Sampling Method: Non-Probability (Judgmental)

Sample Size: 500

Sampling: Samples will be collected from the Indore city.

Tools and Instruments: Questionnaire will be used to collect data.

Data collection:

Primary Data Collection:

A structured questionnaire will be used as instrument to conduct the study.

Secondary Data Collection Method:

Journals, Articles, Newspaper, Magazines, Books, Internet and other sources have been used as
secondary data for the study.

Data analysis:
Pie Chart, Bar Graph, will be used to analyze interpret and present the data.

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19
DETAILS OF COMPANY

MYNTRA

Myntra is an Indian fashion e commerce market place company headquartered in

Benguluru, Karnatak , India. The company was founded in 2007 by Indian Institute of
Technology graduates with a focus on personalization of gift item. By 2010 Myntra
shifted its focus on the online retailing of branded apparel.

In May 2014, Myntra.com merged with Flipkart to compete

against Amazon which entered the Indian market in June 2013 and other established
offline retailers like Future Group, Aditya Birla Group and Reliance Retail.

History

Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena,
Myntra was in the business of on-demand personalisation of gift items. It mainly
operated on the B2B (business-to-business) model during its initial years. Between
2007 and 2010, the online portal allowed customers to personalize products such as T-
shirts, mugs, mouse pads, calendars, watches, teddy bears, pendants, wine glasses and
jigsaw puzzles.

In 2011, Myntra expanded its catalogue to include fashion and lifestyle products and
moved away from personalisation. Myntra tied up with various popular brands to
retail a wide range of latest merchandise from these brands. Myntra offered products
from 350 Indian and International brands by 2012. Myntra also had casual wear for
men and women from brands. The website saw the launch of Fastrack watches and of
Being Human, the brand.

2014 saw the merging of Myntra with another Indian e-commerce gaint
Flipkart.com in an estimated deal of 2,000 crore (US$300 million), though
nothing in terms of value was officially disclosed by any of the company. Merger was

20
majorly influenced by two large common shareholders, Tiger Global and Accel
Partners. Myntra still continues to function and operate independently to increase its
market share from 50 to 70 per cent of the market share. In 2014, Myntra's portfolio
included about 1,50,000 products of over 1000 brands ranging from international
brands to designer brands and distribution area of around 9000 pincodes in India

The March to Mobile?

In May 2015, Myntra moved on to app-only business model wherein customers can
only buy and transact in their site through smartphones. The move came after the site
claimed that 95 percent of Internet traffic on their site came mobile and 70 percent
sales were generated through smartphones. The move to app-only generated mixed
reviews and saw 10% dip in sales initially. However, in February 2016, the company
retracted its app-only model in an attempt to win back lost customers. The company
cited that the app-only strategy had backfired and Myntra would relaunch its website.

One of the oft-repeated reasons for Myntra moving to an app-only model is its claim
that 90% of traffic and 70% of sales is already coming from the mobile app and so in a
way, Myntra is following the market. The only problem with this argument, as any
amateur statistician can readily testify, is that percentages is not a zero-sum game.
Traffic from the mobile app might have grown from nearly zero to 70% in the space of
one year but that doesnt necessarily mean that desktop traffic has declined. So while
mobile traffic might be growing at a great clip, it is quite possible that desktop traffic
has also remained stable and while it might not necessarily growing at the same rate, it
might nevertheless be increasing.

While we have no way to know what the absolute growth numbers are for Myntra, it
is not difficult to envisage a scenario where mobile traffic is unlocking new time
online for users rather than folks shifting out from desktops. This is anecdotally true

21
with a lot of users surfing the web on their mobile while they are in transit or after
work hours but more pointedly, a recent comScore report highlighted how this is
certainly true in the US where mobiles share of traffic is growing but the overall pie
is growing too with mobile use adding to desktop use, not subtracting from it
PRODUCT

Myntra has tied up with top fashion and lifestyle brands in India, such as Nike,
Reebok, Puma, Adidas, Lee, Converse, Lotto, FIFA, John Miller, Indigo Nation etc.

To offer a wide range of current season merchandise from these brands Myntra
currently offers products from more than 200 Indian and international brands. These
include shoes for running, tennis, football, basketball and fitness, along with casual
footwear from world-renowned industry leaders.

There are also casual and dressy footwear for women from Catwalk, Carlton London
and Red Tape to name a few. E-retailing strategies of myntra

E-retailing strategies of myntra

E commerce considered the following attributes:-

Direct electronic interaction between two computer applications(application to

application) or between a person using a computer .

Interaction involves the completion of a specific transaction or part of a transaction

MARKETING STRATEGIES OF MYNTRA

Consumer-to-Consumer (C2C) Model The C2C model involves transaction between

consumers. Here, a consumer sells directly to another consumer However, it is
essential that both the seller and the buyer must register with the auction site. While
the seller needs to pay a fixed fee to the online auction house to sell their products, the
buyer can bid without paying any fee. The site brings the buyer and seller together to
conduct deals. E-retailing strategies of myntra

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Consumer-to-Business (C2B) Model The C2B model involves a transaction that is
conducted between a consumer and a business organization. It is similar to the B2C
model, however, the difference is that in this case the consumer is the seller and the
business organization is the buyer. In this kind of a transaction, the consumers decide
the price of a particular product rather than the supplier. This category includes
individuals who sell products and services to organizations. E-retailing strategies of
myntra

WEB ENABLED SUPPLY CHAIN

Infrastructure - Shared , global networks Information - World Wide access to

whoever is authorized Members - Members join and leave quickly, securely and with
consistent, easy to use administration. Control - Permission controlled, where data is
accessible from anywhere in the world with sophisticated security for authentication
and authorization. Process - Virtual product modeling and world wide simultaneous
engineering with integrated video conferencing and Internet telephone links E-
retailing strategies of myntra

SUPPLY CHAIN

Myntra.com is an aggregator of many brands. Its business model is based on

procuring current season merchandise from various brands and making them available
on the portal at the same time as in respective retail brand outlets. All these products
are offered to customers on MRP. It is a Business to Customer (B to C) revenue
model.

Procurement is important for Myntra as they deal in merchandising; they receive the
finished goods from various brands, store them at their various warehouses and then
ship them to the customer when ordered. Outbound logistics is one of the critical
activities for Myntra. They use a third party courier for their outbound logistics. It is
their responsibility to give the demanded product to the third party courier as soon as
possible. They then keep track of the lead time and try to reduce it with collaboration
from the courier company. Marketing and Sales is a core activity of Myntra. Through

23
proper marketing Myntra is creating awareness among customer & enhancing their
online shopping experience

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DATA ANALYSIS
1. Age basis distribution of respondents.

Age No. of respondents

18 to 25 years old 200
26 to 35 years old 250
36 to 45 years old 50
46 to 55 years old 00

Response

10%
18 to 25 years old
40% 26 to 35 years old
36 to 45 years old
50% 46 to 55 years old

INTERPRETATION

Out of 500 respondents 40 % were between 18 to 25 years, 50% were between 26 to

35 years while 10% were between 36 to 45 years.

26
2. Gender basis distribution of respondents

Response No. of Respondents

Male 325
Female 175

Response

35%
Male
Female
65%

INTERPRETATION

Out of 500 respondents 35% were male while 65% were females.

27
3. Distribution of respondents on the basis of education

Response No. of respondents

Primary Education 50
Secondary Education 100
University Education 150
Master or PHD Education 200

Response

10%
Primary Education
40% 20% Secondary Education
University Education
Master or PHD Education
30%

INTERPRETATION

Out of 500 respondents 10% had primary education, 20% had secondary education,
30% had university education while 40% were doing master degree.

28
4. Are you aware about social media marketing?

Response No. of respondents

Yes 320
No 180

Aware

36%
Yes
No
64%

INTERPRETATION

Out of 500 respondents 64% were aware while 36% respondents were not aware about
social media marketing.

29
5. Which social site attract you most?

Response No. of respondents

Facebook 220
Instagram 130
Twitter 50
Youtube 80
Any other 20

Response

4%
16% Facebook
Instagram
44%
10% Twitter
Youtube
Any other
26%

INTERPRETATION

Out of 500 respondents 44% said Facebook, 26% said Instagram, 10% said Twitter
while 16% said Youtube and 4% said other when they asked about which social site
attract you most.

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6. Which of the following social media is best in marketing in Fashion Industry?

Response No. of respondents

Facebook 220
Instagram 130
Twitter 50
Youtube 80
Any other 20

Response

4%
16% Facebook
Instagram
44%
10% Twitter
Youtube
Any other
26%

INTERPRETATION

Out of 500 respondents 44% said Facebook, 26% said Instagram, 10% said Twitter
while 16% said Youtube and 4% said other when they asked which of the following
social media is best in marketing in Fashion Industry.

31
7. Social media marketing place vital role in Fashion industry to attract the customer

Response No. of respondents

Strongly Agree 150
Agree 250
Neutral 50
Disagree 50
Strongly Disagree 00

Response

10% Strongly Agree

10% 30%
Agree
Neutral
Disagree
Strongly Disagree
50%

INTERPRETATION

Out of 500 respondents 30% respondents were strongly agree, 50% were agree, 10%
were neutral while 10% were disagree with statement that social media marketing
place vital role in Fashion industry to attract the customer.

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8. What is your opinion regarding social media marketing in fashion industry?

Response No. of respondents

Very Important 100
Important 300
Neutral 50
Not Important 50

Response

10%
20%
10% Very Important
Important
Neutral
Not Important

60%

INTERPRETATION

Out of 500 respondents 20% respondents said very important, 60% said important
while 10% said neutral and 10% said not important when they asked what your
opinion is regarding social media marketing in fashion industry.

33
9. How it is easy for customer to find relevant product through the social media
marketing

Response No. of respondents

Very easy 50
Easy 200
Not so easy 100
Not easy 150

Response

10%
30% Very easy
Easy
Not so easy
40%
Not easy
20%

INTERPRETATION

Out of 500 respondents 10% said very easy 40% said easy while 20% said not so easy
and 30% said not easy when they asked about how it is easy for customer to find
relevant product through the social media marketing.

34
10. What are the mean do you mostly find in social media marketing

Response No. of respondents

Internet 360
Television 100
Radio 30
Other 10

Response

6% 2%

20% Internet
Television
Radio
Other
72%

INTERPRETATION

Out of 500 respondents 72% said internet, 20% said television while 6% said radio
and rest respondents said other when they asked about what are the mean do you
mostly find in social media marketing.

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11. Customer get more attract by social media marketing then other mean of
marketing

Response No. of respondents

Strongly Agree 100
Agree 250
Neutral 100
Disagree 50
Strongly Disagree 00

Response

10% Strongly Agree

20%
20% Agree
Neutral
Disagree
Strongly Disagree
50%

INTERPRETATION

Out of 500 respondents 20% respondents were strongly agree, 50% were agree, 20%
were neutral while 10% were disagree with statement that customer get more attract
by social media marketing then other mean of marketing.

36
37
FINDINGS
Out of 500 respondents 40 % were between 18 to 25 years, 50% were between
26 to 35 years while 10% were between 36 to 45 years.
Out of 500 respondents 35% were male while 65% were females.
Out of 500 respondents 10% had primary education, 20% had secondary
education, 30% had university education while 40% were doing master degree.
Out of 500 respondents 64% were aware while 36% respondents were not
aware about social media marketing.
Out of 500 respondents 44% said Facebook, 26% said Instagram, 10% said
Twitter while 16% said Youtube and 4% said other when they asked about
which social site attract you most.
Out of 500 respondents 44% said Facebook, 26% said Instagram, 10% said
Twitter while 16% said Youtube and 4% said other when they asked which of
the following social media is best in marketing in Fashion Industry.
Out of 500 respondents 30% respondents were strongly agree, 50% were agree,
10% were neutral while 10% were disagree with statement that social media
marketing place vital role in Fashion industry to attract the customer.
Out of 500 respondents 20% respondents said very important, 60% said
important while 10% said neutral and 10% said not important when they asked
what your opinion is regarding social media marketing in fashion industry.
Out of 500 respondents 10% said very easy 40% said easy while 20% said not
so easy and 30% said not easy when they asked about how it is easy for
customer to find relevant product through the social media marketing.
Out of 500 respondents 72% said internet, 20% said television while 6% said
radio and rest respondents said other when they asked about what are the mean
do you mostly find in social media marketing.
Out of 500 respondents 20% respondents were strongly agree, 50% were
agree, 20% were neutral while 10% were disagree with statement that customer
get more attract by social media marketing then other mean of marketing.

38
39
CONCLUSIONS

The paper focused on a particular challenge faced by many marketers of luxury brands
how to attract new customers in a shrinking marketplace. This paper first outlined
the relationship between luxury, fashion, and social media. Next, the paper addressed
how technology development benefits the world of fashion by attracting customers to
interact with the brands. After, a multitude of luxury business models were identified:
the luxury business model, the fashion business model, and the premium (or super)
business model. Despite the value in these business models, this paper pointed to their
limitation in failing to address social media as key in connecting and building strong
relationships with customers, and increasing social engagement to drive growth. New
innovative business models must incorporate social media to allow firms to build
strong customer relationships and encourage loyalty, and interact with customers
through new channels, formats, or revenue models. Given that social media has a
strong impact among media professionals, and the fact that their views spread on line,
offering opportunities for bloggers to formulate second tier expert views of fashion, it
is essential that we develop a deeper understanding of this influence to improve
fashion business models.

40
41
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exploratory adaptive structuration perspective for global organizations. Information
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Bridgen, L. (2012, June). Emotional Labour and the Pursuit of the Personal Brand:
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Binkley C. (2010, March 25). Fashion Pros Share Sometimes Too Much. Wall
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Noricks, C. (2010, September 14). Advanced social media for fashion brands and
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fashion-brands-retailers/

Prabhakar, H. (2010, February 13). How the fashion industry is embracing social
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Lee, M. W. (2009, December 21). 5 Ways social media changed fashion in 2009.
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Wilson E, Horyn, C. (2012, September 6) The New Order. New York Times, 1.
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http://www.nytimes.com/interactive/2012/09/05/fashion/newyorkfash
io nweek -theneworder.html

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