INTRODUCTION TO INDUSTRY

Introduction to clothing in world It is easy to forget that there is a history to the clothes we wear. All societies observe certain rules, some of them quite strict, about the way in which men, women and children should dress, or how different social classes and groups should present themselves. These norms come to define the identity of people, the way they see themselves, the way they want others to see them. They shape our notions of grace and beauty, ideas of modesty and shame. As times change and societies are transformed, these notions also alter. Modifications in clothing come to reflect these changes. The emergence of the modern world is marked by dramatic changes in clothing. In this chapter, we will look at some of the histories of clothing in the modern period, which is in the nineteenth and twentieth centuries. Why are these two centuries important? Before the age of democratic revolutions and the development of capitalist markets in eighteenth-century Europe, most people dressed according to their regional codes, and were limited by the types of clothes and the cost of materials that were available in their region. Clothing styles were also strictly regulated by class, gender or status in the social hierarchy. After the eighteenth century, the colonization of most of the world by Europe, the spread of democratic ideals and the growth of an industrial society, completely changed the ways in which people thought about dress

and its meanings. People could use styles and materials that were drawn from other cultures and locations, and western dress styles for men were adopted worldwide INTRODUCTION TO APPAREL INDUSTRY: Apparel is one of the basic necessities of human civilization along with food, water and shelter. The Apparel Industry reflects peoples lifestyles and shows their social and economic status. The Apparel and Textile industry, is Indias second largest industry after IT Industry. At present, it is amongst the fastest growing industry segment and is also the second largest foreign exchange earner for the country. The apparel industry accounts for 26% of all Indian exports. The Indian government has targeted the apparel and textiles industry segments to reach $50 billion by the year 2015 . China on the other hand, has already reached their target of $52 billion in 2004, and therefore, it is very possible for India to reach its target soon. One of the most interesting features of the apparel industry is that, it migrates from high cost nations to the low cost nations. The growth of the domestic demand for clothing in India is linked with the success of the retailing sector. India presently has entered the second phase of growth and is witnessing a massive rise in the domestic demand. This is primarily due to the rise in the standard of living caused by the rise in the middle-income groups. In our present economic world of demand and supply, price and quality are the key factors, which determine the success of any business. The key element here though, is the cost of labor. India and China have a comparative advantage in this industry though, their vast labor forces and the relatively low cost cost of labor.

Since, India and China have the advantage of making textiles and so fabric costs are lower than in other countries, they have become the Apparel sourcing choice for many international companies. Sourcing choices arise from profitability. This includes considering costs, such as, buying factors of production, like land, buildings and machines versus factors affecting revenues, including pricing, marketing, and distribution. The issues of labor, material, shipping costs and tariffs structure also affect the sourcing choices. Since, apparel production is a labor-intensive activity, wage rates are also a major factor in sourcing decisions. This gives immediate competitive advantage to producers in countries like India and China to export to more developed and high cost countries like the United States and the European Union Fashion Industry in India is in nascent stage at the moment and has great potential to make its mark on the world stage. Indian fashion has thousands of years of tradition behind it. India has a rich and varied textile heritage. Each region of India has its own unique native costume and traditional attire. Fashion Industry in India is growing at a rapid pace with international events such as the India Fashion Week gaining popularity and annual shows by fashion designers being held in the major cities of India.

Indian fashion industry got a big boost by the victories of a number of Indian beauty queens in International events such as the Miss World and Miss Universe. Contests such as these made Indian models recognized worldwide. Indian fashion designers such as Ritu Kumar, Ritu Beri, Rohit Bal, Rina Dhaka, Tarun Tahiliani, JJ Valaya and Manish Malhotra have also made their mark in the global fashion arena.

Apart from the rich tradition the strength of the Indian fashion industry also rests on strong raw material availability. India is the third largest producer of cotton, the second largest producer of silk and the fifth largest producer of man-made fibres in the world. India also possesses large number of skilled human resources and has among the lowest labour costs in the world. With the end of quota regime on January 1, 2005 the prospects for Indian fashion industry look upbeat. India is among the largest exporters of textile garments and fabrics. The quota regime restricted free export of materials and garments from the developing countries, giving an edge to developed ones. The regime resulted in unfair trade practices, such as hoarding of licenses for quotas and their eventual sale in the black market, and the shipping of low quality goods to meet contract demands. There was little incentive for the manufacturers to upgrade and improve either their products or manufacturing abilities. The end of the quota regime heralds the prospects of exponential growth for the fashion industries of countries like India that had faced quota restrictions earlier.

Indian fashion industry needs to take following steps to fulfill its growth potential:

Indian fashion industry needs to create global image. There are

various agencies that can assist in the brandbuilding exercise. The Apparel Export Promotion Council (AEPC), other textile promotion councils, and industry associations such as Confederation of Indian Industries can market Indian fashion globally.

Large textiles players must develop linkages with small medium

enterprise (SME) clusters. Such networks would be a win-win for textile players that can concentrate on demand creation and branding as well as for clusters that can focus on quality production.

Indian fashion industry has to forge designer-corporate links as is the There is a large part of the novice designer community, possibly more

norm in global fashion industry.

talented, which remains obscure. Hence there is an urgent need to give exposure to young and budding designers. If we are able to take the above mentioned issues to their logical conclusion then there is no reason why Indian fashion industry cannot achieve its tremendous potential. The garments industry in India is one of the best in the world. An extremely well organized sector, garment manufacturers, exporters, suppliers, stockiest and wholesalers are the gateway to an extremely enterprising clothing and apparel industry in India. There are numerous garments exporters, garments manufacturers; readymade garments exporters etc. both in the small scale as well as large scale.

During April-December 1999-2000, textile exports were recorded as US $ 9735.2 million (Rs.440179.4 million), of which readymade garments comprised nearly 40%. Interestingly, almost of India's total exports goes to the USA.

Indian readymade garments and textiles are extremely popular the world over. In fact, exports of readymade garments registered a 6.4% increase in

dollar terms and an 11.6% increase in rupee terms during the period AprilDecember 1999-2000, despite a sluggish growth in income both at home and abroad. Indian Garment export growth during April-June 1998 for woolen ready made garments was a phenomenal 150%, for ready made garments made of silk it was 58%, and for other ready made garments it was 39%, in dollar terms.

Today, garments exports from India have made inroads into the international market for their durability, quality and beauty. One of the reasons for the economical pricing of India's ready made garments and apparels is the availability of highly skilled, cheap labor in the country. The superiority of India's Garment Industry has been acknowledged in the National Textile Policy (NTP) of India 2000. Having realized the tremendous growth potential of this sector there is a proposal in the NTP for taking the Indian Garment Industry out of the SSI reservation list. The textile industry is one of the oldest industries in India. It has played an important role in generating foreign exchange reserves and creating employment opportunities. The concept of readymade garments is relatively new for the Indians. Traditionally, Indians preferred dresses stitched by local tailors, who had tailoring units in townships or cities and catered exclusively to local demand. The growing fashion consciousness during the 1980s and the convenience offered by ready-to-wear garments were largely responsible for the development of the branded apparel industry in India. Other factors which contributed to its growth were: greater purchasing power in the hands of the youth, access to fashion trends outside the country, and the superior quality of fabrics.

The 1990s witnessed a drastic change in the overall economic environment of the country. The period was characterized by liberal trade and new investment policies. The effect of liberalized polices was seen in the clothing industry as well. In 2001-02, the domestic apparel market was estimated at Rs 431 billion, of which the readymade garments business was estimated at Rs. 298.5 billion. The branded apparel market accounted for Rs.90 billion of this Rs.298.5 billion market In other words, a Rs.208.5 billion market still remains to be tapped. The men's clothing segment accounts for the largest share (59%) of the branded apparel market. The major players in the branded apparel market are Madura Garments (part of Indian Rayon), Raymonds, Bombay Dyeing, Arvind Mills, Pantaloons, Zodiac and Acme Clothing.

INTRODUCTION TO COMPANY

Koutons Retail India Ltd.

Koutons Retail India Ltd. is the leading retailer of readymade and fashion wear brand in the country today. With more than 1400 outlets across India, it has a wide range of apparel designs suited for all segments including corporate, formal and casual dressings. Koutons aptly creates the conducive environment for a family outing, making family shopping the best experience at an affordable price - all at one place. Koutons was born in 1991 as Charlie Creations and are now Koutons Retail India Ltd. Koutons started primarily as a denim brand but are today manufacturing and selling complete men, women and kids wardrobe under the brand name Koutons, Les Femme and Koutons Junior respectively. Another brand from the stable of Koutons is Charlie Outlaw, which caters to the teens of the country with apparels including jeans, T- shirts, jackets etc. Koutons Brand is catering to the Upper & Upper Middle Class of Society with a vast target age group between 18-60 years. "Value for Money and High on Fashion" being their USP, Koutons has given the brand an extension delving into specific consumer segments. The garments are made keeping in view the overall need of the niche market and the basic/fashion demand of the Indian masses. Our product range also caters to the tastes of all segments. Our Brand is placed as the most dynamic brand of India.

KOUTONS MENSWEAR The well-known apparel house, Koutons Retail India Ltd. has unveiled their latest collection of menswear. This collection offers a wide range of formal and informal clothing for men for the age group of 18 years and above.

Known for their comfort and durability the brand has become synonymous with 'fashion and quality' at affordable price'. The collection caters to men which includes the working professionals. The collection includes the shirts, T-shirts, pull overs, sweat shirts ,denim and non-denim trousers, cargo and shorts for men in trendy yet formal shades the collection also offers a variety of fabrics to choose from. The basic formal shirts are available in linen and cotton fabrics. The range is also available in blended fabrics. The special product range wrinkle resistant flaunts ten to twelve colors to choose from. Using wrinkle-resistant technology the company has sought to introduce a new breed of weaved hundred percent cotton fabric and blended cotton. The latest collection of Koutons menswear is a range created for today's generation of men who wear what they like and firmly believe in themselves. The collection is for those who like to blend comfort with style. Vision

To emerge as the most profitable retailer in India by being the most efficient To provide contemporary fashion at affordable prices. To cut away all areas of distribution and value chain that do not benefit the consumer.

Mantra

Fashion & Quality @ Affordable Prices Respect for the customers views Use our vast experience and insights for improved products.

Stay abreast with international developments Achieve volume and sale to be globally competitive. Growth through leadership.

Mission

We aim to lead through innovation & improve through introspection to serve our customers and stakeholders equally and become an efficient and low cost operator with a commitment to quality.

We aim to be world leader yet remain firmly rooted to our local markets

RESEARCH METHODOLOGY
Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe.

Scientific research Main article: Scientific method Generally, research is understood to follow a certain structural process. Though step order may vary depending on the subject matter and researcher, the following steps are usually part of most formal research, both basic and applied: 1. Observations and Formation of the topic 2. Hypothesis 3. Conceptual definitions 4. Operational definition 5. Gathering of data 6. Analysis of data 7. Test, revising of hypothesis 8. Conclusion, iteration if necessary A common misunderstanding is that by this method a hypothesis could be proven or tested. Generally a hypothesis is used to make predictions that can be tested by observing the outcome of an experiment. If the outcome is inconsistent with the hypothesis, then the hypothesis is rejected. However, if the outcome is consistent with the hypothesis, the experiment is said to support the hypothesis. This careful language is used because researchers recognize that alternative hypotheses may also be consistent with the observations. In this sense, a hypothesis can never be proven, but rather only supported by surviving rounds of scientific testing and, eventually, becoming widely thought of as true. A useful hypothesis allows prediction and within the accuracy of observation of the time, the prediction will be verified. As the accuracy of observation improves with time, the hypothesis may no longer provide an accurate prediction. In this case a new hypothesis will arise to challenge the old, and to the extent that the new hypothesis makes more accurate predictions than the old, the new will supplant it. Research methods The goal of the research process is to produce new knowledge. This process takes three main forms (although, as previously discussed, the boundaries between them may be obscure.):

Exploratory research, which structures and identifies new problems Constructive research, which develops solutions to a problem

Empirical research, which tests the feasibility of a solution using empirical evidence

Research can also fall into two distinct types:

Primary research (collection of data that does not yet exist) Secondary research (summary, collation and/or synthesis of existing research)

In social sciences and later in other disciplines, the following two research methods can be applied, depending on the properties of the subject matter and on the objective of the research:

Qualitative research (understanding of human behavior and the reasons that govern such behavior) Quantitative research (systematic empirical investigation of quantitative properties and phenomena and their relationships)

Research is often conducted using the hourglass model Structure of Research.[1] The hourglass model starts with a broad spectrum for research, focusing in on the required information through the methodology of the project (like the neck of the hourglass), then expands the research in the form of discussion and results.

The sample size is very simply the size of the sample. If there is only one sample, the letter "N" is used to designate the sample size. If samples are taken from each of "a" populations, then the small letter "n" is used to designate size of the sample from each population. When there are samples from more than one population, N is used to indicate the total number of subjects sampled and is equal to (a)(n). If the sample sizes from the various populations are different, then n1 would indicate the sample size from the first population, n2 from the second, etc. The total number of subjects sampled would still be indicated by N.

A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case. The questionnaire was invented by Sir Francis Galton.[citation needed] Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some demographic groups conducting a survey by questionnaire may not be practical. As a type of survey, questionnaires also have many of the same problems relating to question construction and wording that exist in other types of opinion polls.

FACTS AND FINDINGS

ANALYSIS AND INTERPRETATION

CONCLUSION AND SUGGESSIONS

SHECDULE
Name (Optional) Age. Gender Income Address & Contact No (Optional).

1. What is your expenditure on apparels in three months? (a) Less than 1500 (c) 3501-6500 (b) 1501-3500 (d) more than 6500

2. What type of apparel do you use? (Tick any one) (a) Traditional (b) Modern (c) Both

3. Generally from which retail format do you buy your apparels? (a) Traditional Shops (b) Malls, Branded showrooms (c) Both

4. Who made Buying Decision in your family? (a) Woman in a family (b) Man in a family (c) Self

5. Where do you go for shopping? Formal Wear Malls Apparel Bazars Branded Stores Specialty Stores Casual Wear Traditional Wear

6. With whom do you like to go for shopping? (a) Alone (b) With friends (c) With Family

7. How frequently do you go to buy apparel in three months? (a) Less than equal to 2 times (b) 3 to 5 times (c) More than 5 times

8. Do you purchase branded apparels? (a) Yes(b) No

9. When you go to shop for apparels, your purchase remain:(a) Exactly what you need (c) Much more than planned (b) more than what you had planned

10. If you purchase branded apparels then generally take which brand? (a) Koutons (b) Park Avenue (c) Raymond

(d) Cantabile (e) Charlie Outlaw

(f) Woodland

For question 11 to kindly answer for a comparison between Koutons and Charlie Outlaw:11. (i) How often do you enter in Koutons retail store on the basis of the window display? (a) Very Frequently (b) Frequently (c) Rarely (d) Never

(ii) How often do you enter in Charlie Outlaw retail store on the basis of the window display? (a) Very Frequently (b) Frequently (c) Rarely (d) Never

12. (i) How often do you enter in Koutons retail store on the basis of the Sales Promotion initiative publicized outside the showrooms? (a) Very Frequently (b) Frequently (c) Rarely (d) Never

(ii) How often do you enter in Charlie Outlaw retail store on the basis of the Sales Promotion initiative publicized outside the showrooms? (a) Very Frequently (b) Frequently (c) Rarely (d) Never

13. Rate the Two Brands according to the scale below:1 Least Important 2.., 3, 4, 5. Most Important

1 Multiple Products Variety Quality Showroom Ambience

Staff Behavior Showroom Promotion Deals Offers and

Convenience in Shopping and Product Placement Affordability

14. (i) Do you think location of Koutons showroom in the proximity area affects your purchasing behavior? Strongly agree Neither agree nor disagree Disagree Strongly disagree (ii) Do you think location of Charlie Outlaw showroom in the proximity area affects your purchasing behavior? Strongly agree Neither agree nor disagree Disagree Strongly disagree 15. Rate Koutons and Charlie Outlaw for following:Price Koutons Available Designs Latest Fashion

(a) High (b) Reasonable (a) More than Expectations (a) Yes (c) Low (b) Less than Expectations (b) No (a) High (b) Reasonable (a) More than Expectations (a) Yes

Charlie Outlaw

(c) Low

(b) Less than Expectations (b) No