NATIONAL INSTITUTE OF FASHION

TECHNOLOGY, GANDHINAGAR

BRAND ANALYSIS OF WOMEN ETHNIC WEAR

OGFI ASSIGNMENT-2

SUBMITTED TO: SUBMITTED BY:

Asst. Prof. Nupur Chopra Daksha Tiwari

NIFT, Gandhinagar Gurdeep Singh
Partha Banerjee
Sagar Parmar
Saumya Srivastava

NIFT, Gandhinagar
Introduction
Visual merchandising is the art of presentation, which put the merchandise in focus. It
educates the customer and create desire to buy. It’s a presentation of a store. The
objective of a store sale promotion plan. A team involved the senior management,
architects, merchandising managers, buyers, the visual merchandising director,
industrial designers, and staff is needed.
IT INVOLVES- Skills, Creativity, Lighting, Props, Background, Interiors, Flooring.
ELEMENT OF DISPLAY: -colour, lighting, Merchandise, Functional Block,
Decorative props, Structural props, Background, Fixtures. Retail fixtures. Accessories.
WINDOW SIZE AND STYLE: Closed windows, Open-back windows, Closed
windows, Shadow box window, Focal/Angled windows, Rack windows, No window.
Importance of visualmerchandising:1) Increase Sales generation
2) Profit
3)Expansion of the store
4) Corporate image
5) Big share in market

TIPS FOR GOOD VISUALMERCHANDISING

1. Take It Outside- If the weathers good and you’re allowed to do so, set up a display of
merchandise outside your store. This can create a sense of excitement and buzz: consider
a "Street Faire" environment, with flags and balloons.
2. Identify Everything- Customers are in a hurry. Use signage to identify not only
departments but categories -- this will help customers pinpoint what they need and
inspire additional purchases.
3. Set the Mood with Your Windows- Store windows are incredibly valuable
merchandising territory: use them to set the mood of the event or sale you’re having.
This mood should match the mood your customers want to experience after buying from
you, do they want excitement, family fun, romance?

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BIBA, a synonym for pretty women in Punjabi, is literally a home grown ethnic wear brand, started by Mrs.
Meena Bindra from her house in Bombay with a partly sum of eight thousand, way back in 1988. Soon, the
brand started spreading its wings in and around the city as the product’s styling and beautiful hand block prints
started getting fantastic response from the local communities, including many film stars as well. The retail
revolution in the country gave the brand the desired recognition and an opportunity to grow across the country.
Symbolizing the strength and the spirit of today’s woman, BIBA today is the most loved ethnic wear brand in
the country. With a prime objective of providing trend setting and fashionable Indian attire at an affordable
price.
BIBA products are available in all three categories of SKD (Salwar
Kameez Dupatta), M&M (Mix & Match) and Unstitched Fabric. The
popular demand from its avid patrons, led the company to introduce
BIBA Girls, a dedicated range for kids between 2 to 12 years. With an
aim to tap the burgeoning premium ethnic and bridal wear segment in
the country, BIBA recently acquired a substantial minority stake in the
designer label- Anju Modi.
BIBA pioneered Bollywood merchandising in India by providing
costumes for Na Tum Jano Na Hum in 2004. It covered ten more
projects, including blockbusters such as Devdas, Hulchul, and
Baghban. BIBA Apparels Private Limited ("BIBA"), the Indian
fashion giant, stands true to its name.
BIBA products are available through 172 stores in 65 cities, apart from
presence in all the major retail chains in the country like Shopper’s
Stop, Lifestyle, Pantaloons and Central. E-commerce is also here to
stay.
STORE VISITED
Address: 30-32, Ahmedabad One Mall, 261, Sarkari Vasahat Rd, Vastrapur, Ahmedabad, Gujarat
380054

NIFT, Gandhinagar
STORE DETAILS
Biba- More graphical, vibrant, more commercial, theme based and customer drive stores. Mostly Biba target
are women. The shopper navigation is very simple. Its gives equal preference to hangers, shelves and
dummies. Use hangers in different geometrical way, round, line arrangement.

Store Exterior.
Place of location Alpha mall, EBO
Brands Single, biba
Store Entrance Narrow
Widow Display mannequin, wall mount vinyl backdrop with spot
light
Color story Festive, red and gold
Door Types Single glass door
Walkways Free flow
Size of the store Medium
Colors and Materials Off white wall and floor
Theft Prevention. Yes
Store Interiors
Store type Free flow
Methods of Displays Straight rack, shelves , straight faceouts, ladderr
display
Employees Types and Density sufficient
Merchandise Types and Density Sufficient
Lightening Illuminated and spot lights on product
Sound types and Density No
Odor Types and Density Very light
Sitting arrangement yes
Visual Types and factors Venyl backdrop, tv, mannequin
Signage Collection type
Colour blocking According to theme

Store layout:

NIFT, Gandhinagar
 BIBA believes that
there is a lot more
to a woman than
just her beauty,
and that’s what
inspires
conversations
about her. It’s this
thought that
propels the
brand’s Spring
Summer 2017
collection –
“Who’s that Girl”.

NIFT, Gandhinagar
BIBA PRODUCT MIX

BIBA

Women's wear girl's wear

Suit set Easy stitch Bottom Top jewellery

printed dress
A Line skirt kurta necklace
material

anarkali embroided pallazo kurti earrings

straight embellished leggings short top bangles

assymetric churidar tunic bracelates

patiala shrug ring

shalwar koti jacket

crop top

PRODUCT LINE DEPTH OF BIBA

Each product line length has a depth which include items in different sizes and many number of Styles. The
Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases

Product depth for a product

Length Long, short, knee length
Size XS, S, M, L, XL (Regular fit, slim fit)
colour Different color for same style
Product depth for a category i.e., kurta
Fabric Cotton, silk, viscose silk, tussar cotton, modal,linen
Style A line, Straight, Paneled, flared, asymmetric , angharkha, p line
Pattern Solid, printed, embroided, check, embellished, stripes

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New concept in weaving with fresh motif signature is being
used to create a fashionable line in woven handloom.
TanaBana is a weaving term meaning ‘the warp and the
weft.’ All the designs in this collection is formed by weaving
colored warp yarns and forming designs on borders of
garment.
This autumn winter collection has bright shades in an
affordable range. The collection brings evergreen kurtas for
our wardrobe.

Collection name Tanabana

Products range Kurta, dupatta
Price range 1799 to 2999 Rs.
Sizes available 32,34,36,38,42,46
Fabrics used Cotton, rayon

Maroon Mustard yellow orange Burnt orange Brown

Asymmetric straight A line Flared

Neck lines Round neck Band collar
Sleeve type Cap sleeve Sleeveless ¾ sleeves
Aesthetic trims Tassels buttons

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 A collection to greet the festivity with its
opulence and grace. Imbibing the divinity of
golden and red, which hold a resilient place in
our culture and tradition; this collection exudes
charm, beauty and elegance thereby preparing
you for celebrations ahead.
The collection is an amalgamation of Golkonda
fort architecture and Palampore chintz with a
dash of gold foil print. It represents our cultural
heritage in contemporary silhouettes that suit
the sensibilities of an Indian woman

Collection name Puja collection

Products range Kurta, kurti, skirt, palazzo, dupatta
Price range 699 (dupatta) to 4500 rs.
Sizes available 32,34,36,38,42,46, one free size
Fabrics used Polly metallic cotton, cotton. Nylon Viscose, polly cotton

gold Beige Off white Coral red Red

Asymmetric straight A line Flared

Neck lines Round neck Band collar V neck
Sleeve type ¾ sleeve Sleeveless
Zari embroidery Print Polly Metallic weave

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Inspired from the traditional art of
Madhubani Paintings recreated in
beautiful hues of Indigo overlaid with
Shibori patterns. Silver highlights give
the collection its light and life. The
collection brings a new contemporary
look, yet inspired by tradition with
innovative silhouettes.
Splendid Grandeur of havelis of
Rajasthan set the mood to inspire the
rich craft of Indigo for summer.

Collection name Indigo collection

Products range Kurta,palazzo, dupatta
Price range 1199 to 4999 Rs.
Sizes available 32,34,36,38,42
Fabrics used cotton. Viscose, art silk ,terry rayon

Indigo light blue Indigo red blue Golden yellow

Asymmetric straight A line Flared

Neck lines Round neck Band collar
Sleeve type Cap sleeve Sleeveless ¾ sleeves

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 Founded in 1960 by john Bissell to market
diverse craft of India. It started as home
furnishing exporting company. At present,
with Pan India presence largest private
platform for products that are made from
traditional techniques, skills, and hand-
based processes. Its products are natural, craft based, contemporary, and affordable. It endeavors to bring
customers a choice of products and lifestyle which is an alternative to mass produced. It maximizes its vision
on handmade elements, whether it is handwoven textile, hand block printing, hand embroidery and handicraft.
It has spread its products across –Garment, Accessories, home linen, home furnishing, home product, floor
covering personal products and organics. It has 211 store across India.

Women’s
men’s wear kid’s wear furniture bodycare organic food bath linen
wear

home
home linen jewellery fowears bags cutlery stationary
accessories

Alpha One

Shop No. 16, 2nd Floor, Ahmedabad One Mall,

Nr. Vastrapur Lake, Vastrapur, Ahmedabad-
380054
Phone:91-079-40061079
Email: alphamall.ahmedabad@fabindiastores.in

NIFT, Gandhinagar
STORE DETAILS
Fab store is very conceptual store. Fab India is more of earthy, shuttle, more authentic and traditional. Its more
of complementary, artistic as well, Handcraft, candles, are major motivational thing which enhance the look of
the stores. Its VM is mostly Very simple shorted arrangement. Women collection are kept mostly hangered and
shelved based.

Store Exterior.
Place of location Alpha mall, EBO
Brands Single, fabindia
Store Entrance Wide open
Widow Display mannequin, with spot light and accessories
Color story festive color (maroon, cream)
Door Types Two way glass door
Walkways Loop
Size of the store medium
Colors and Materials Wood finish
Theft Prevention. Yes

Store Interiors
Store type Free flow
Methods of Displays Straight rack, shelves , rack shelf combination
Employees Types and Density sufficient
Merchandise Types and Density Sufficient
Lightening Illuminated
Sound types and Density No music, tv
Odor Types and Density Essential perfumes
Sitting arrangement no
Visual Types and factors Mannequin with accessories
Signage Size, new arrivals and collection name
Colour blocking According to theme ,VIBGYOR

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NIFT, Gandhinagar
FABINDIA PRODUCT MIX
FABINDIA

Women's wear Men's wear Food

Bottom Top ascessories beauty lehenga

skirt kurta jewellery

pallazo kurti bags

leggings short top footwear

churidar tunic

patiala

shalwar

PRODUCT LINE DEPTH OF FABINDIA

Each product line length has a depth which include items in different sizes and many number of Styles. The
Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases

Product depth for a product

Length Long, short, knee length
Size XS, S, M, L, XL (Regular fit, slim fit)
colour Different color for same style
Product depth for a category i.e., kurta
Fabric Cotton, silk, viscose silk, tussar cotton, modal,linen
Style A line, Straight, Paneled, flared, asymmetric , angharkha, p line
Pattern Solid, printed, embroided, check, embellished, stripes

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 When traditionally dyed indigo cloth comes together with bold geometric patterns,
INDIGO COLLECTION
striking contrast accents and contemporary silhouettes – that’s not just any Indigo.
Fabindia Indigo is bold, contemporary and authentic.

Solids or patterns, express your style with

Indigo. Exquisite new collection in varying
intensities of blue
with myriad hues of red, tangerine and green as
the accent colours. Solids or patterns, express
your style with Indigo. Exquisite new collection
in varying intensities of blue with myriad hues
of red, tangerine and green as the accent
colours.Contemporary style reigns in their
latest Indigo collection. With fine cuts, edgy
contours, bold colours,it is an ideal blend of art
and style. In short, it is #NotJustAnyIndigo.
hen traditionally dyed indigo cloth comes
together with bold geometric patterns, striking
contrast accents and contemporary silhouettes –
that’s not just any Indigo. Fabindia Indigo is bold, contemporary and authentic. Explore this exquisite new
collection in varying intensities of blue with myriad hues of red, tangerine and green as the accent colours.
Chunky neck pieces, earrings and bracelets make for the perfect finishing touch to your look.
Collection name Indigo collection
Products range Kurta dupatta tunic top
Price range Rs. 890 short top to 4290 kurta
Sizes available XS S M L XL (Regular fit) (slim fit)
Fabrics used cotton. Viscose tussar, silk cotton

Indigo Off white Mystic blue Brown Red

paneled straight A line Flared

Neck lines Round neck Chinese collar V neck
Sleeve type ¾ sleeve Sleeveless Full sleeve
Printed Embroidery solid

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MALHAR COLLECTION

Inspired by the poetic depiction of flora and fauna in the Jaipur

court, we bring to you our latest collection – Malhar. Vibrant hues
from firozi blues to gajari reds to neutrals and beiges come
together with rich traditional chanderi, silk fabrics. Adding on to
the charm are intricate prints with khari, embroideries, sequins
and jamdani weaves. A fusion of what is truly indigenous and
contemporary styles make this a collection for you to absolutely
indulge in
Chunky neck pieces, earrings and bracelets make for the perfect
finishing touch to your look.

Collection name Malhar collection

Products range Kurta dupatta tunic top
Price range Rs. 890 short top to 4290 kurta
Sizes available XS S M L XL (Regular fit) (slim fit)
Fabrics used cotton. Viscose tussar, silk cotton

Indigo Blue Mystic blue Pink Neutral Orange Red

paneled straight A line Flared

Neck lines Round neck Chinese collar V neck
Sleeve type ¾ sleeve Sleeveless Full sleeve
Printed Embroidery solid

NIFT, Gandhinagar
Let the festivities begin with Rajwada:
All that is opulent, traditional, contemporary yet routed. Explore the brilliance of master craftsmen’s work in
this latest collection. Experience banarasi, silk, chanderi fabrics in vibrant hues with hints of aari work, zari
embroidery and sequins. This festive season, make Rajwada your own and #Bethe Occasion

Collection name Rajwada collection

Products range Kurta dupatta stole palazzo tunic churidars
Price range Rs. 790 short top to 6990 kurta
Sizes available XS S M L XL (Regular fit) (slim fit) (comfort fit)
Fabrics used cotton. Viscose tussar, silk cotton, cotton silk, tussar cotton, silk

Royal blue Aqua blue Beige Copper Pink Wine

paneled straight A line Flared

Neck lines Round neck Boat neck V neck
Sleeve type ¾ sleeve Sleeveless
Zari embroidery Hand block print Aari embroidery Zari

NIFT, Gandhinagar
W’ MEANS WOMAN
Born in 2001, the brand W is a part of TCNS CLOTHING
CO. LIMITED. The dream of two brothers – Mr. OS
Pasricha and Mr. AS Pasricha came to reality when W started
its journey with an aim to provide fashion in a modern retail
environment to the Indian woman.
It is the only brand in the Indian retail space which offers
‘Indian contemporary’ wear and stays a step ahead of the
fashion curve. The pioneer in introducing the concept of ‘Mix
n Match’ in retail, W designers take inspiration from the latest
fashion trends & forecasts from the west and transform them into silhouettes and styles acceptable to the modern
Indian woman.
Their first brand Store was opened in 2001-2002 at Lajpat Nagar, New Delhi. And now when we are standing
in 16th year the store count is 400+ across the globe. The idea is not to grow only within India but internationally
W’s core mission is to provide complete wardrobe solution to the modern Indian woman.
Started in 2001, the aim was to fill the gap by providing contemporary Indian ethnic wear in organized modern
retail format.
We aim to grow nationally as well as globally to cater a larger clientele through both retail and e-commerce
space.

Store visited
W store
Alpha One Mall
261, Sarkari Vasahat Road, Vastrapur, Ahmedabad, Gujarat 38000

NIFT, Gandhinagar
STORE DETAILS
W- It is totally graphical, geometrical structured, contrast, colour scheme, semi-cotton, borzoi, mostly
commercial fabric. Symmetric and non-symmetric arrangement. Lighting is a major part of w stores to
arranged product in stores. Season based collection arrangement of stores.

Store Exterior.
Place of location Alpha mall, EBO
Brands Single, W
Store Entrance Narrow door
Widow Display No mannequin, wall mount vinyl backdrop with
spot light
Color story Bold colors ( teal green, pink blue, etc..)
Door Types No door
Walkways Free flow
Size of the store Big
Colors and Materials Off white with venyl cover on wall and wood on
floor
Theft Prevention. Yes
Store Interiors
Store type Free flow
Methods of Displays Straight rack, shelves, 4 way rack
Employees Types and Density sufficient
Merchandise Types and Density Sufficient
Lightening Illuminated and spot lights on product
Sound types and Density No music
Odor Types and Density Pleasant
Sitting arrangement yes
Visual Types and factors Venyl backdrop,
Signage No
Colour blocking According to theme

NIFT, Gandhinagar
 W

Bottom Top jewellery Dupatta

skirt kurta Neckpiece

pallazo kurti Earrings

leggings short top Broach

churidar tunic

patiala

shalwar

PRODUCT LINE DEPTH OF W

Each product line length has a depth which include items in different sizes and many number of Styles. The
Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases

Product depth for a product

Length Long, short, knee length
Size 6,8,10,12,14,16
colour Different color for same style
Product depth for a category i.e., kurta
Fabric Cotton, silk, viscose silk, tussar cotton, modal,linen
Style A line, Straight, Paneled, flared, asymmetric , angharkha, p line
Pattern Solid, printed, embroided, check, embellished, stripes

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KALEIDO KURTAS

festive fashion with color blocking this season as W

is all set to add a vibrant, colorful twist to the
festivities with Kaleido Kurtas.
The vibrancy of this color blocking Kurta resembles
the plethora of bright colors visible through a
kaleidoscope. Basically, it is a style where opposite
bold colors are put together for an interesting
contrast.
Take a loud way of saying festivities is here donning
this yellow colored kurta having a contrast placket.
Clubbing this with another bold color like blue or
pink. Black is bold and truly class apart. Add this
black and golden color-block kurta to your festive
closet and flaunt it as a dress. The stylish red scarf
around its neckline is surely popping out the quirky
element.
Collection name Indigo collection
Products range Kurta dupatta tunic top
Price range Rs. 1275 to 7999 kurta
Sizes available 6, 8, 10, 14, 16, 18
Fabrics used Viscose

Teal green Yellow Pink Blue Red Black

straight A line
Neck lines Round neck Boat neck
Sleeve type ¾ sleeve
solid

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PASTEL SHIMMER

Pastel colors straight long kurta with prints with W geometric pattern use of
vertical and horizontal lines. Comes up
with a soothing look.
Pastel colors are perfect for this
weather. Wear these kurtas with a pair
of white culottes and flats to turn all the
eyeballs.
is surely popping out the quirky
element.

Collection name pastel collection

Products range Kurta dupatta
Price range Rs. 1699 to 9999 kurta
Sizes available 8, 6, 8, 10, 14, 16, 18
Fabrics used Viscose

Pastel colors

straight A line
Neck lines Round neck Boat neck Chinese collar
Sleeve type ¾ sleeve
solid Embroided Geometric motifs

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GLOBAL DESI
Founded in 1995 by Anita Dongre, Meena Sehra and Mukesh Sawlani,
House of Anita Dongre Limited is one of India’s leading fashion houses
today—a well-recognised, well-respected and well-loved name. The
company owns and operates four brands each with their own distinct
identity. AND with its line of chic contemporary western wear for
women; Global Desi, a vibrant and free-spirited brand of boho-chic
ensembles;
Anita

Dongre offering exquisite bridal couture and

a prêt line for men & women along with
Pinkcity, handcrafted jadau jewellery; and
Grassroot by Anita Dongre which is a tribute
to the handcrafted traditions of India, seeking
to revive and sustain heirloom traditions and
empower artisans in villages.

Today, House of Anita Dongre has a

widespread reach that extends not just across
the country, but beyond the borders as well.
Within India, the network includes well
above 1,090 points of sale with more than 280
exclusive brand stores and over 820 multi-brand large format stores in over 105 cities. Globally, House of Anita
Dongre marked its first international presence in Mauritius in 2013
with Global Desi followed by Anita Dongre & AND in the city in
2014. In July 2017, Grassroot by Anita Dongre launched its first
international store in New York City, USA.

STORE VISITED
Alpha One Mall
Shop No. 24 & 25, First Floor, Vastrapur
Ahmedabad 380054

NIFT, Gandhinagar
STORE DETAILS
Store Exterior.
Place of location Alpha mall, EBO
Brands Single, global desi
Store Entrance Wide entrance
Widow Display No mannequin, wall mount vinyl backdrop with spot light
Color story Bold colors ( teal green, aqua blue, etc..)
Door Types No door
Walkways Loop
Size of the store Big
Colors and Materials Green vinyl and wood on wall
Theft Prevention. Yes

Store Interiors
Store type Free flow
Methods of Displays Straight rack, Gondola shelf with hangrails, Slat wall waterfall with
hook
Employees Types and Density sufficient
Merchandise Types and Density Sufficient
Lightening Illuminated and spot lights on product
Sound types and Density Soft beats
Odor Types and Density Pleasant feminine
Sitting arrangement no
Visual Types and factors Vinyl backdrop,
Signage Yes, 25% discount
Color blocking According to theme

NIFT, Gandhinagar
 W

Bottom Top jewellery Dupatta

skirt kurta Neckpiece

pallazo kurti Earrings

leggings short top Broach

churidar tunic

patiala

shalwar

PRODUCT LINE DEPTH OF W

Each product line length has a depth which include items in different sizes and many number of Styles. The
Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases

Product depth for a product

Length Anckle lengthLong, short, knee length
Size XS, S, M, L, XL, XXL, XXXL
colour Different color for same style
Product depth for a category i.e., kurta
Fabric ,tussar cotton, modal, linen, Cotton, silk, viscose silk
Style A line, Straight, Paneled, flared, asymmetric , angharkha, p line
Pattern Solid, printed, embroided, check, embellished, stripes

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Layering Done Right!

#FallGoals Layering Done Right!

The best part of a new season? A whole new set of fashion trends to embrace
and flaunt. One such fall trend that will never go out of style is LAYERING.
From ankle length booties, wrapped up scarves to long line jackets, be spoilt
for multiple layering options available for every fashion diva in town.
Top with indigo shirt
kurta with our floor-
gazing pachisi long
line tie-up shrug.
Two-in-one bliss!
Their dastakhat front
tie-up maxi is super
chic and a bright
layering outfit option.
linear blocks print tie-up dress
solid kurta and off-white cropped pants by adding a
contrasting printed scarf.

Collection name Layering done right

Products range Kurta, dress, top, shrug, dupatta
Price range Rs. 650 TO 4999 kurta
Sizes available XS, S, M, L, XL, XXL, XXXL
Fabrics used Viscose, polyester, cotton

Purple Red blue Golden yellow Wine

Asymmetric straight A line Flared

Neck lines Round neck Boat neck V neck
Sleeve type ¾ sleeve Sleeveless
Floral print

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TIMELESS FESTIVE EDIT

Collection name Timeless festive

Products range Kurta dupatta skirt top, sharara
Price range Rs. 650 TO 4999 kurta
Sizes available XS, S, M, L, XL, XXL, XXXL
Fabrics used Viscose, polyester, cotton

Red blue Golden yellow Wine

Asymmetric straight A line Flared

Neck lines Round neck Key hole neck V neck
Sleeve type ¾ sleeve Full sleeves
Floral & chevron print Tassel tie up

NIFT, Gandhinagar
SOCH
A powerhouse of exquisiteness, Soch represents
heritage like no other. From designer apparel to elegant
fashionwear, Soch is a one-stop retail brand for all your
ethnic needs.

The first exclusive Soch store was opened in 2005 at

Bangalore’s Forum Mall. Every Soch store, since then, has
reflected the ancient traditions of Indian craftsmanship
in a contemporary vocabulary. A new classicism has been
created, where, through its innovative use of traditional
crafts, Soch celebrates the global Indian woman with a contemporary lifestyle - who flaunts her ethnicity as
she sets trends and breaks barriers, every day.

Today, Soch has grown to retail through over 100 exclusive brand outlets across 39 cities that include
Bangalore, New Delhi, Mumbai, Chennai, Hyderabad, Pune, Mysore, Coimbatore, Vijayawada, Cochin and
many more. Soch also retails through shop-in-shops across Shopper's Stop and Central outlets, with a
presence of over 50 large format stores.

NIFT, Gandhinagar
STORE DETAILS
Store Exterior.
Place of location Alpha mall, EBO
Brands Single, soch
Store Entrance Vertical(herringbone)
Widow Display mannequin
Color story Bold colors ( peach gold..)
Door Types Glass door, self-open
Walkways Straight
Size of the store small
Colors and Materials Off white wall, wood finish on floor
Theft Prevention. Yes

Store Interiors
Store type Free flow
Methods of Displays Straight rack, 4 way hangrails
Employees Types and Density sufficient
Merchandise Types and Density Sufficient
Lightening Illuminated and spot lights on product
Sound types and Density No
Odor Types and Density No
Sitting arrangement No
Visual Types and factors Vinyl backdrop,
Signage No
Colour blocking According to theme

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NIFT, Gandhinagar
 Collection name Diya, reyan, ora
Products range Kurta, dress, top, shrug, dupatta
Price range Rs. 650 TO 4999 kurta
Sizes available XS, S, M, L, XL, XXL, XXXL
Fabrics used Viscose, polyester, cotton

Purple Red blue Golden yellow Wine

Asymmetric straight A line Flared

Neck lines Round neck Boat neck V neck
Sleeve type ¾ sleeve Sleeveless
Floral print

NIFT, Gandhinagar
Conclusions
At the end we are concluding that we able to survey 5 brands covering different length, width, depth. Ethnic
wear covers all the Indian traditional categories of clothing which are wear by Indian women and men as the
sign of their culture. It includes Saree, Salwar Kameez, Lehenga, Kurtis for women. It was a good experience
to visit the stores and witnessed the overall process. We have attached some surveyed limitations with this
document at the end.

Limitations:

While doing this exercise, we found some limitations which was restricting us to get complete details from
stores.
The limitations we faced are:

• Like in Fab India, we are not allowed much to click pics. Hence, we had to stick to the information
concerned person gave us.
• While visiting other brands, interacting with workers were a tough task as managers were not
entertaining us to talk to them separately.
• In W, Customer are large in numbers in stores so some problem while taking pictures.

NIFT, Gandhinagar