FASHION INDUSTRY

APPAREL

Introduction
Consumer Behavior Definition: The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Its a set of trends that have been accepted by a wide audience. Costumes in India expanded between the 8th and the 12th centuries Masudi, Idrisi and Ibn Hawqal -Indian cotton with a sense of wonder Mughals in the 16th century - new garments like qaba, jama, piraban, lilucba, liba, kasaba Traditional women's costumes - silk saris, cholis, lehangas and salwar-kameez Traditional men's costumes - Shirts and trousers, kurtas, lungis, dhotis and pyjamas. Now, men's costumes T-shirts, jeans, trousers, party wear Now, women costumes Skirts, jeans, t-shirts, kurtis, midis

Trends shaping consumer behavior to Fashion Brands

The rise of the awareness and fashion evolvement Increase in purchasing power of the middle-class Fashion that returns value for money and yet is novel Change in fashion trends - almost every six months Global village to international brands Multi-functional clothing

Food trends and changing anatomy of fashion

Need to wear comfortable clothes during the long hours Shopping malls turning as one stop solution

Cultural Shift Towards Fashion Brands

The sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society

Consumer culture is influenced by life style and value simulations by gaining product experience
Family and external lifestyle and values impel consumer culture on designer brands and fashion apparel Retailers have adopted personalization to successfully market a wide range of designer products Branded and designer wear add to self esteem Customisation and added incentives is a key factor to favour fashion brands Demographics and psychographics play an important part towards he shift age / income / sex / cost / lifestyle / western cultural influence etc

How consumers learn about new products & services? Print ads TVCs Hoardings / OOH POP / POS Websites E-commerce Portals Website Apps / Mobile Apps Digital Signage's Digital Innovations Media Innovations Roadblocks Events Endorses Fashion shows Traditions SMO

Creation of Augmented Reality

Recent case studies show creation of Augmented reality front ends for people to experience A virtual dressing room is a AR in the form of a digital signage wherein a user will be able to see how each apparel looks on him/her. The need gap is in stores which are highly crowded and require people to try on new clothes before buying.

This becomes an engaging tool and also a lot of dual interactivity brings in a lot of interest
This can be amplified on you tube as well.

Print Ads & TVC

Still the strongest medium to reach the audience. Cheapest and the largest reach medium still rules the roost. Print ads dominate the media coverage routes used by brands to optimally engulf the markets TV commercials still become the strongest tool to reach the target audience since the audio visual communication still rules the roost. Links of various ads

Hoardings & Radio Jingles

The reach is not large yet effective if used in a strategic way. Depending on how the place / creativity used the effectiveness of this medium will enhance Some brands have made a huge difference with their OOH strategies Radio jingles as seen are primarily used for communicating discounts / offers / sale / other exciting tit bits for the consumers

Endorser Route

Major brands in apparel industry are taking the endorser route. This is usually done since apparels are a part of personal vanity its a style quotient and hence celeb endorsements add the necessary appeal to them As they say the first impression is the last impression. Some Examples John players - Hrithik Roshan now Ranbir Kapoor Wranglers John Abraham Roxton Zayed Khan Ried n Taylor Amitabh Bachchan Belmote Shahrukh Khan

Tradition and Apparels

India has been blessed with a tradition full of vibrancy and variety. Its hard to ignore the fact that people from varied cultures dress differently and with a lot of exuberance flaunt the styles Indian soil brings out the best in a person when it comes to dressing be it in traditional ways like Gujarat's Vibrancy , Rajasthan Colours, Kashmir's ethnicity, Maharashtras spice etc . We present to you some of the spice .

E-commerce

Electronic commerce has stake a huge role in developing the mindset of today's consumer. Easy to receive information and online buying are the newest options and trends in the fashion industry The advent of ecommerce has brought in the global village scenario The E-commerce platforms provide facilities like online buying and selling / payment gateway facilities / filtrations / return back policy / customization facility / catalog / shopping cart etc Some examples

Innovative Websites
Innovative websites have made a huge gateway in the fashion industry The innovation in the websites these days is in a holistic way with rich textual attributes / graphics / visually appealing formats / easy yet powerful navigation / strong enriched layouts. The added attributes these days are apps / activities on the website like newsletters / informative and interesting content / dual interactivity avenues / blogs / videos / smo integration etc helps provide wholesome experience which makes the user loyal and helps the site to generate a lot of traffic

Social Media Integration $ Mobile Applications Face book You Tube

Twitter
Mobile Apps

Mobile APPS

You tube

Events - Lakme Fashion Week

Consumers Involvement levels & Rate of Adoption

Whats and whys of consumption (Comparisons and preferences)

What is consumed Chic, elegant, fashionable, trendsetting Comfortable and customized Brands / first copy brands for low income groups Easily available and cost promising

Why it is consumed (examples?) Due to influencers Induced by various marketers strategies Other demographic and psychographic factors

Marketers response for benefits sought by Consumers

Increase in buyer centric market (variety / cost / offerings / new and evolved marketing strategies etc) Setting up franchises / strong distribution channels / brand and line extensions / more stores / online presence Levis denim curves specially made for indian women Happy hours at wranglers buy on get one free between 9 to 12 pm Raymond's MTM customized one of its kind suits

Media selection by consumers for decision making

Nothing spreads like Word of Mouth Tele-shopping used in products like slimming etc E-Commerce setting up new trend All sorts of Advertisements and marketing strategies Fashion Events / Glamour World / Bollywood / Page 3 parties Fashion Icons / Brand Ambassadors

Relationship marketing to build loyalty

Relationship with the consumer is built in highly on these parameters in fashion industry Direct marketing fliers / emailers / offers and discounts / home deliveries etc CSR ads or campaigns that are done for a cause CRM Special treatment / value adds / customization / loyalty cards etc SMO integration for enhanced & dual interaction which leads in sales / increased traffic to the parent website / store footfalls Activation strategies like onscreen and off-screen activations / POP / POS routes are also taken to engage consumers at ground level

3 to 4 Distinctive Characteristics of Apparel Brands

They never do the same kind of ad campaigns They have to have discounts running at the same time They will try and make their product reachable to their TG by hook or crook The best part is they keep on innovating constantly both in terms of offerings and strategies

Some tit bits ..a lot of study actually !!!

Whether its CEO or a worker, this pair of jeans is admired by all Denim brands High end brands like Mango / Zara / Mark Jacobs / Polo assassination all up with exclusive stores in India only cater to niche audiences Wow, ITC is capable of doing anything under the sun. Most people rate Wills products better than Van-Heusen and Arrow. Consumers are most comfortable in Wills sports T -shirt.

Sportswear like Proline and Fila are also very durable and costs less than 1/2 of brands like Adidas/Puma/Nike.

Conclusion
India yet to evolve fully in fashion sense its just started We are in the buyers market make the most of it Personal appearance has taken prime importance for bothe sexes Marketing and advertising strategies these days are focusing high on digital / innovations and nothing less than grey matter So Get dressed and set the ramp on fire

Thank You