Research Paper :Trend Forecasting : Ethnic Fashion In India

THE DATA BOOK

PRIMARY RESEARCH DATA COLLECTION & ANALIYSIS

RESEARCH AREA :

Fashion Economic Seasons & Trend Analyis pertaining to the Indian subcontinent | 2015

BY AARUSHI SAXENA

Unanswered questions..

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

The main objective of this survey is to understand how popular ethnic wear is among the youth and modern women of today’s India.

This has been done by enquiring firstly, whether they need or want ethnic wear in their wardrobes, how often the average woman goes on a ethnic shopping spree and what could be the various possible reasons behind the purchase.

The survey was taken in a printed questionnaire format targeted at a specific target popultaion, with an understanding of the subject.

This data would further aid in establishing a structure for the fashion seasons for ethnic wear in India.

SURVEY 1 How often do you purchase Indian traditional or ethnic wear for your wardrobe ?

Why do you purchase ? Is it a need or a want ? What are the reasons that induce the purchase ?

What kind of ethnic wear do you prefer to purchase ? And what have you purchased the most ?

According to you, what could be the relevant fashion economic seasons for Indian ethnic wear in our country ?

In the ethnic wear retail stores that you have visited, how often do you find new collections and when?

Name, retail stores, boutiques and other places that you purchase ethnic wear?

TARGET POPULATION GENDER : FEMALE Trendy and Fashion Conscious women who live in urban and sub-urban areas. Mainly targeting the female gender demograhic from fashion- forward metro cities.

GEOGRAPHIC EXTENT

MUMBAI DELHI BANGALORE

AGE GROUP

20 - 25 years 25 - 35 years 35 - 45 years 45 and above

OCCUPATION

STUDENTS

Design, Fashion, Engineering, Medicine etc

YOUNG PROFESSIONALS Designers, Teachers, IT sector, Psychologist

WORKING WOMEN HOME MAKERS

Q1

1

How often do you purchase

Indian ethnic

wear for your wardrobe

?

RESPONSES •

Atleast once a month

•

Once or twice a year

•

Once every three four months

•

Twice a year.

•

A few times a year

•

Twice a year usually,

or if I see something I

really like

•

Whenever I go shopping-

•

Once a month

•

Very often

•

Once in three months

•

During occasions or

festive seasons, may be

once in 3 months

•

Once a month

•

Once in a month.

•

I purchase it occasionally

•

Once/twice a year

once in a month

•

Once in a while

•

Every festive season, 3-4

times a year

•

Every 3 months

•

Not very often, twice in

three months or less.

•

Once a year

•

Once in 2 months

•

Occasionally

•

Thrice a year

•

Every 6 moths

•

Every two to four months

•

Every two - four months

•

Quite often. 3-4 times a year

•

Mostly during festivals.

•

RARELY

•

Rarely.

•

Maybe once in 2 months.

•

Once in six months

•

Once in three months

•

Atleast twice a year

•

Once in three months

Based on the above mentioned answers, the following categories can be made .

A COLOUR CODED RESPONSE CATEGORISATION :

FREQUENCY OF PURCHASE OF ETHNIC WEAR : ONCE A MONTH

ONCE IN TWO MONTHS

EVERY QUARTER YEAR

TWICE A YEAR

ALMOST ONCE A YEAR

6 7

10

9 3

1

7

8

14

29

35

Q

Q2

Why do you purchase ethnic wear (need/want) & what type of clothes do you prefer to buy

RESPONSES •

I like ethnic clothing and ofcourse if there is a sale then theres no other better reason.

•

Occasion - Diwali/holi and if there are any weddings I have to attend

•

Need, I prefer ethnic wear for college

primarily hence its mostly cause of need.

•

Each of the above

•

Festivals and marriages . Now and then for general use.

•

For a particular occasion or event.

Sometimes, on whim; if I just really like something I see or if it’s a necessity

•

Want-occasions and sales

•

All the above

•

Want-occasion/on whim

•

Need/want

•

Occasion & Sale

•

Need or occassion

•

Need/want

•

Occasion.

• •

Occasion/need When I have to attend a wedding or an ethnic event in college.

•

Occasions. Also, any time I go to the temple, I like to buy clothes for auspicious reasons.

•

Need, and if there are sales

•

sale or occassion

•

Need-for occasions and school

requirements

•

Need for college. On whim

sometiimes

•

Need- Occasion

•

Want-occasions

•

Usually for festivals, but some

times just a short kurti for

college

•

Mostly on whim: rarely for

occassions.

•

I have a passion for clothes

•

Want. I like ethnic wear. And sale

sometimes

•

Occasions mostly like any

functions or get-togethers.

•

ON WHIM

•

Depending on my Need and want

•

Sometimes depending on needs .

also, depending on want (by

choice) and on occasions.

•

Occasion

•

Occasion or sale

•

For festival wear (want)

•

Mostly need based

NEED COLLEGE

OCCASSION

FESTIVE UGADI

WEDDING SUMMER

DUSSHERA WINTER DIWALI

The above data shows that in the current times, the need for ethnic wear overpowers the want for purchasing it.

Women of all ages, ranging from young adults (college - going students), working professionals and fashionable middle-aged home makers in India, have made ample space in their wardrobes for ethnic attire.

However, the reason behind the same borders close to necessity. It has been seen that women purchase ethnic

WHY WANT ON WHIM

SALE

FESTIVE

OCCASSION

END OF SEASON UGADI

DUSSHERA

clothing mostly for festivals and weddings, where tradition deems it necessary. Some young adults clearly state that they only purchase ethnic wear as it is a dress code at their work places.

The ratio between need:want is tipping low in terms of want. A seasonal fashion forecast for ethnic wear may be an ideal solution to change the need:want ratio and create a fashionable platform for it.

The following is an analysis of respondants answers to the above mentioned questions.

The data collected has been categorised :

NEED

WANT

22

13

WHY THEY WANT TO PURCHASE OCCASSION

SALE

ON WHIM

26 9 12 WHAT IS THE NEED OCCASSION

SALE

ON WHIM

15 20 17

Q

Q3

According to you what would be the relevant fashion economic seasons for ethnic wear in India

RESPONSES •

I think summer and winter are most apt as well as changing a store's collection during festive seasons such as Diwali, Navratri and holi as indian's most generally buy new ethnic wear during festivals

•

May and December, cause thats when students usually stock up on new clothes for the semester.

•

Summer and Fall

•

Summer and Spring

•

Summer and Diwali, because those are the seasons in which people in India do the most shopping

•

Maybe every June and December, college girls buy for the new semesters. Festivals and weddings could be a factor too.

•

Pre and post Festival season

•

Fashion economic seasons for ethnic wear should be based on festivals

•

Holi and Diwali may represent two different seasons.

•

No idea.

•

Winter season and festive seasons

•

Wedding seasons and during major festivals

•

According to me the marriage

season is the most suitable

economic season for ethnic wear

•

in India

•

Dec-Feb and April-June

•

Around every major festival season

•

Diwali, dussehra, summer

•

Winters

•

Wedding season, Diwali

•

Festival time would be pretty

much half the year. Or college

Festive and summer season

semester related would be ideal •

There is no such season in India,

people with different cultural

background prevails in every part

of the country and they have

occasions round the year.

•

Festival and summers

•

Wedding season or Holi/Diwali

for ethnic clothes

•

During Diwali and December

•

Comfort based

•

Should be all year round. Modify

styles according to season. But

it's currently according to festivals,

which also works for the indians

•

Summer, spring.

•

FESTIVE

Based on the various responses from the target sample set, the following categories have been established :

A LIST OF THE POSSIBLE FASHION ECONOMIC SEASONS RELEVANT TO THE INDIAN TERRAIN

THE WEDDING SEASONS May-June & Nov-Dec-Jan

THE FESTIVAL SEASONS Ugadi, Dusshera & Diwali

THE COLLEGE -SEMESTERS Jun-Jul & Dec-Jan

THE INDIAN SUMMER Feb-Mar-April

A COLOUR CODED DISTRIBUTION OF SEASONS IN THE CALENDAR January

February

March

April

May

June

July

August

September

October

November

December

Q

Q4

Where do you go to purchase ethnic wear.

Name retail outlets, boutiques, online stores etc.

Based on the various responses from the target sample set, the following categories have been established. A quantitative ranking in terms of popularity of choices has been depicted. This will aid in the trend analysis and research process in further stages of the project.

A LIST OF THE POPULARLY VISITED ETHNIC WEAR MARKETS BY THE TARGET SAMPLE SET

ETHNIC WEAR RETAIL OUTLETS FAB INDIA BIBA SOCH W GLOBAL DESI MOTHER EARTH ANOKHI AURELIA MELANGE

12 15 15 5 5 5 3 4 1

DEPARTMENTAL STORES LIFESTYLE WESTSIDE PANTALOONS SHOPPER’S STOP

LOCAL VENDORS & STREET SHOPPING

5 7 11

ONLINE SHOPPING DESIGNER BOUTIQUES

4 5 6 2

Keeping in mind that the objective of this survey is to understand how popular ethnic wear is among the youth and modern women of today’s India, a different target sample is used to obtain relevant data.

This has been done by selecting various designers, boutiques, local shops, private ethnic retailers, exclusive ethnic wear retail brands and enquiring of their sales and opinions about fashion trends and forecasts for ethnic wear.

The survey was executed via personal and telephonic interview methods towards a specific target popultaion, as mentioned above.

This data would further aid in establishing a structure for the fashion seasons for ethnic wear in India.

SURVEY 2 When is it that you have most sales for ethnic wear ensembles?

How often do you create your own new collections/designs ? How often do you launch new collections in your store ?

In your opinion, what would be the most appropriate fashion economic seasons for ethnic wear relevant to our country’s climate, diversity and culture ?

Do you follow international trend forecasts while creating new collections ? Would you prefer to have a forecast for ethnic wear, while designing new ranges for fashion seasons relevant to India’s culture?

TARGET POPULATION Living in the world of fashion, in sync with trends an newest revelations in the industry; The survey is targeted at designers and owners of boutiques, store managers of exclusive ethnic wear retail outlets and departmental stores that keep such merchandise.

The aim is to once again, enquire of the need for fashion seasons for ethnic wear pertaining to India’s cultures and climate.

GEOGRAPHIC EXTENT

MUMBAI DELHI BANGALORE

METHOD OF INTERVIEW Telephonic

Personal

Delhi

Mumbai

Bangalore

SPECIFIC PLACES INTERVIEWED

BOUTIQUES

Tanman, Cover Girl, Meena’s etc

ETHNIC WEAR RETAIL OUTLETS Soch, Aurelia, Biba, Fab India

DEPARTMENTAL STORES

Westside, Lifestyle, Shoppers Stop

DESIGNERS

The following are summarised interviews at various boutiques and ethnic wear retailers in locations at Bangalore, Mumbai and Delhi. It is a very limited study area, with the aim of just understanding the current scenario and mindset of people towards the idea of a fashion season structure for ethnic women’s wear relevant to india’s geo-demo-psycho factors and a forecast for the same. The interviews sole purpose is to gain an insight into their opinions on the topic and not a solid answer to the subject at hand.

1 2 3 4 5 6 7

TANMAN BOUTIQUE COVER GIRL KIARA SAKHI TAMANNA WORLD COLLAGE DESIGN WORX

10 REGALIA 11 KAARIGAR’S 12 BIBA 13 SOCH 14 PANTALOONS 15 SHOPPERS STOP

8 PALANQUINE 9 PARI’S DESIGNER BOUTIQUE

1 “Normally, I get my bigger customers during the wedding season, mostly winters and early summers.”

Seamstress and owner of Tanman boutique, says she doesnt look much into forecats as international trends cannot be incorporated into her ethnic design collections. Every six months, she launches new designer wear for her cutsomers. She feels business would do better, if there was an ethnic forecast, as there would be a demand for certain kinds of designs and her boutique would cater to and recreate the fashion of the current times.

-Tanman Boutique, Bangalore

2 “I have a very specific set of customers who visit all year around. “ says owner and designer at Cover Girl.

“Every few months I design ensembles inspired by collections I see on the ramp. ’’ When asked about her opinion on the fashion economic seasons for women’s ethnic wear, she says, weddings and of course festivals are a must-include factor.

As a designer, she stays on top of the trend forecasts, but doesnt incorporat emuch into her designs as there is no ‘connection’.

-Cover Girl, Bangalore

3 Creating designs for mostly casual ethnic wear, owner and designer at Kiara, says “There are no trends for her to incorporate before the season launches.”

Her take on ethnic wear for the indian women, is slightly different, as she believes every design is evergreen when it comes to such clothing. However she states that her sales increase and designs drastically change during dusshera and diwali.

Concluding, she states that a specific forecast could really boost this sector.

-Kiara Boutique, Bangalore

4 “We are constantly reinventing the present collection.”

Designers at Sakhi stay in sync with whats new on the ramps and tweak their collections every so often to offer the customers - the newest and latest.

“We get customers all year round, but the festival season is a riot, especially during dusshera and diwali ”, says one of the workers there. Though they al whole-heartedly agree on a structural fashion season for ethnic fashion, none of them have more to say on the matter.

-Sakhi Boutique, Bangalore

5 The boutique offers latest collections of over 50 young and upcoming designers in India. New collections arrive every few months and the stock is never stale. Sales are good all year around.

“All the latest trends from the ramps are seen in our collections, says a sales executive present at the time. When asked about the relevant fashion economic seasons, apart from the wedding and the festive season when sales boom the most for the boutique, they seem to find no other possible season for the same.

-Tamanna world, Bangalore

6 The boutique is a new concept where the top-notch designer labels and brands are showcased and every ensemble has the essence of ‘wearable art’.

When asked about sales, a executive at the store stated ‘it’s not about sales, rather customer loyalty with us’. Though the owner of the boutique believes that an ethnic fashion forecast may change the game for India, it’s a long way to go befor that actually happens.

-COLLAGE, Bangalore

7 A local retailer with ethnic merchandise says most of his customers are either college students or working youth who mostly opt for casual ethnic fashion, as that is the most abundant amongst his merchandise collection. He says that summer and winter collections come in whenever the season arrives.

When asked about the fashion economic seasons for an indian demographic, he seemed to be content with the current seasonal structure.

-Design Worx, Bangalore

8 “We love to incorporate international trends such as colours and prints, sometimes, into our designs, but ethnic wear really needs a different kind of forecast specific to the Indian fashion history including our vast handicraft heritage.”

Ofcourse the boutique has adequate sales all year around, but since it is specialises in bridal couture, theyundertake big projects and normally do not cater to small customer bases with singular designs.

-Palanquine, Mumbai

9 Right from bridal to festive to casual ethnic ensembles, Pari’s boutique creates couture designer wear.

“The sales boom during the end of the year when it comes close to diwali and the wedding season, with lavish designs and big projects.”

If any specific fashion forecast, has to be done for the ethnic wear market, they believe the summer and festive season might be the best bet.

-Pari’s Boutique, Mumbai

10 A high end designer boutique, where designs inspired by ramp collections are displayed.

“The customer that we target is not afraid to spend money on the latest trends and designs.”

No international trend forecast is followed and the boutique seems to run by the summer-winter seasons that are in play.

However, a spokesperson from the boutique mentioned that weddings and a casual summer collection could be a criteria for the seasonal forecasts for ethnic fashion.

-Regalia, New Delhi

11 “Creative innovative designs in ethnic wear for various high-end looks, is our forte.”

Sales vary not season-wise but rather according to the project that is undertaken.

The boutique follows no forecast and trend reports, but rather sheer creativity and innovation.

In their opinion, the seasons for ethnic fashion could possibly be : summer and wedding/festive which is centred towards the end of the year.

-Kaarigar’s Designer Boutique, Delhi

12 According to a store manager at a BIBA bangalore outlet, new collections come in every few months, twice during summer, the winter and of course during the festival time of dusshera and diwali.

The wedding colletions keep getting reinvented every now and then. Sales often increase during festivals and sometimes when the new year begins and young professionals along with college students are looking to update their wardrobes.

When asked about the fashion seasons for ethnic wear, the answer once again took a turn towards summer and festive.

-Biba, Bangalore

13 Ethnic wear is always in demand, be it during festivals or weddings or in general.

A sales executive states that right from college students to house wives, the customer base is regular. New collections arrive every few months with changes in designs based on the newest trends. “No season is required, ethnic fashion is evergreen, “ says a shopper at the store.

-Soch, Bangalore

14 The revenue at Pantaloons is generated more from the watern wear than the ethnic fashion merchandise, which does have an all-year-round market. Sales during ugadi an dthe end-of-season attract most customers and induce purchase of ethnic wear.

Like all stores previously interviewed, they too have a sales boom during the festival season and the beginning of the new year.

-Pantaloons, Bangalore

15 “Most of our ethnic wear merchandise has regular sales throughout the year, being a staple choice for most Indian women,� says an executive at Shoppers Stop.

However the stores are crowded during the end-of-season sales, where people are attracted to discounts more than designs.

According to the executive, fashion seasons for ethnic wear could be related to festivals and climatic changes.

-Shoppers Stop, Bangalore

INFERENCE The two surveys targeted at different sample sets, yeilded specific results that have aided in identifying a set of fashion seasons for women’s ethnic wear in India.

The surveys aimed at gathering opinions of both consumers and sellers of ethnic wear regarding it’s popularity, the need for a seasonal structure and regular forecasts for the same.

Based on the responses and analysis, the results of the data collected in the first and second survey help establish the following points : • As of now, every woman has a range of ethnic fashion in her wardrobe, by choice.

• It is more a need that leads to the purchase of ethnic wear.

• The ration between need:want is tipping low for the want variable.

• Most consumers and sellers believe that a seasonal structure for ethnic fashion along with forecasts is necessary.

• All suggestions for the fashion economic seasons are relevant to India’s cultural practices (traditional and pop culture).

• The status of ethnic wear can take a complete 180 degree turn if a forecast system relevant to the Indian demographic is created and enforced.

The above observations have led to the following list of proposed fashion seasons for ethnic wear in India : • • • •

The Summer - Resort (Casual) Season The Back to College Season The Festival Season The Great Indian Wedding Season

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

? ? ? ? ? ? ? ? ? ? ? ? ?

Have been answered..