DIPLOMA PROJECT Range of Women Handbag for Brand CAPRESE Sponsor : VIP INDUSTRIES LTD, MUMBAI
student : RAGhvENDRA SINGh programme : Post-Graduate Diploma Programme
guide : ShIMUL MEhTA VYAs
2011 TEXTILE & APPAREL DEsIGN FACULTY (LIFEsTYLE ACCEssORY DESIGN)
National Institute of Design Ahmedabad
The Evaluation Jury recommends RAGHVENDRA SINGH for the Diploma of the National Institute of Design
IN TEXTILE AND APPAREL DESIGN (LIFESTYLE ACCESSORY DESIGN)
herewith, for the project titled "RANGE OF WOMEN HANDBAG FOR CAPRESE" on fulfilling the further requirements by *
Chairman Members :
*Subsequent remarks regarding fulfilling the requirements :
Registrar(Academics)
Range of Women’s Handbag for Brand CAPRESE RAGHVENDRA SINGH PGDPD|LIFESTYLE ACCESSORY DESIGN|NATIONAL INSTITUTE OF DESIGN|2011
CONTENT
Chapter 1. Introduction
1.1 About National Institute of Design 1.2 About Lifestyle Accessory Design 1.3 Diploma project 1.4 Acknowledgement 1.5 Synopsis
Chapter 2. Company Profile -------------------------------------------- 17 2.1 About Vip Industries 2.2 Organization and functioning 2.3 Core style and existing product range
Chapter 3. Brief Development --------------------------------------- 43 3.1 Initial Project Brief 3.2 Timeline and Methodology 3.3 Research and Study
Chapter 4. Research -------------------------------------------------------- 51 4.1 Introduction 4.1.1 History-Handbags 4.1.2 Categories 4.1.3 Psychology 4.2 Market Research & Analysis 4.2.1 International Brands study which are into luggage & handbags 4.2.2 Handbag competitors brands Study 4.3 Consumer Research 4.3.1 Consumer Segmentation 4.3.2 Consumer Persona 4.3.3 Consumer Psycho Analysis 4.3.4 Qualitative Research Understanding women’s Bags Reasons of Purchase and Uses
Parameter of evaluation Brand mapping 4.3.5 Consumer Discription Qualitative research Observations 4.4 Key Insights
Chapter 5. Conceptualisation --------------------------------- 137 5.1 Marketing Team Brief Theme Descripton 5.2 Revised Design Brief Target Consumer 5.3 Design Process Brainstorming Mood board / Colour board/ Form board Initial Sketches Exploration
Concept Ideation Mock ups/Final 3D Prototype
Final Product Specification Sheet Costing
Look Back -----------------------------------------------------------------------Appendix -------------------------------------------------------------------------Bibliography ---------------------------------------------------------------------
Chapter 1.Introduction 1.1 About National Institute of Design 1.2 About Lifestyle Accessory Design 1.3 Diploma Project 1.4 Acknowledgement 1.5 Synopsis
1.1 About National Institute of design
The National Institute of Design (NID) is internationally acclaimed as one of the foremost multidisciplinary institutions in the field of design education and research. The business week, USA has listed NID as one of the top 25 European and Asian institute in the world. The institute functions as an autonomous body under the department of Industrial Policy and Promotion, Ministry of Commerce and Industry, Government of India. NID is recognized by the Department of Scientific and Industrial Research (DSIR) under the ministry of science and technology and Government of India, as a scientific and industrial design research organization. NID has been pioneer in industrial design education after Bauhaus and Ulm in Germany and is known for pursuit of design excellence to make ‘Design in India’, a reality. In NID graduates have made a mark in key sectors of Commerce, industry and social development by becoming catalysts in the process and through thought leadership.
1.2 About Lifestyle Accessory Design
The Lifestyle Accessory Design (LAD) post-graduate Programme educates and trains professional designers to visualize and create lifestyle accessories and systems using different materials, processes and technologies. The designers from this program aspire to drive the market and make “Designed in India� a premier global brand. The programme focuses on a wide spectrum of accessory products to suits the need of contemporary patterns of living and lifestyles. It relates to living habits of people and the products they interact with, which form an important basis of their day to day lives. It delves into perceptions and trend studies of diverse dynamics influencing the lifestyle of consumers from various strata of society. It offers a strong multidisciplinary edge wherein the students gets opportunities to work for a wide spectrum of product categories viz. jewellery, bags, luggage, footwear, automobile interior, furniture, lighting etc. The programme curriculum encourages developing alternative approaches to design products by building innovative, out of the box thinking skills while ensuring that the design solutions successfully accomplish their commercial expectations. Design projects which are actively plugged into the curriculum, provides a vital learning experience whereby the students exhibits their capability to converge and synthesize their creativity, skills and knowledge base to come up with tangible outputs.
1.3 Diploma Project
The diploma project is the final stage of PG Course at NID. As part of curriculum, all final year students are required to undertake a diploma project, which is fullscale design project in the industry. The diploma project, which is expected to be a four to six months in duration, is a complete demonstration of Independent client service by the student and it is expected to generate a professional design assignment with application and implementation capabilities. It aims at giving the student, exposure to real life situations in the industry with evident constraints, time frame and methodology. It is an opportunity for the student to exhibit his skill as a Design professional in the industry with regular but limited guidelines from the institute. The project is the culmination of students learning process at NID, further enhanced by the learning and skills acquired by the interaction with the industry the exposure allows the student to grow in confidence and utilize all that has been taught in terms of practical application, understanding, client brief, cost consideration, market trends and buyer psychology amongst other things. Thus, the diploma project is an exposure to the professional world and gives the student, an opportunity to utilize the knowledge acquired at NID.
1.4 Acknowledgement At times our own light goes out and is rekindled by a spark from another person. Each of us has cause to think with deep gratitude of those who have lighted the flame within us. - Albert Schweitzer This project is dedicated to my parents...for their love, courage, confidence and patience. It moulds me everyday to be a better person. A colourful bouquet of gratitude and reverence for Shimul; she gifts her students with the whole of gamut of virtues needed to excel in a professional world. A humble and sincere vote of thanks to my professional guides- Vasant Dewaji, Ajith Kumar and Kedar Naik; who are unique individuals with contrasting perceptions and opinions, which also applies to their feedback, the consequence of which is this wonderful project that I learnt a great deal from, and enjoyed doing even more. Cheers to the VIP Industries Design team. It’s a great team with a fine rapport and unstoppable energy. The VIP Diploma Project has been an honor! A heartfelt salute to the entire personnel at VIP Design and development department Nasik (Maharashtra); it’s a manufacturing plant for VIP industries which defies the conventional reputation of one, and is an example
to be followed. Followed for its receptiveness to unconventionality, its willingness to provide guidance and help, and its humility towards the layman. It’s unforgettable. A big hug to the entire team at VIP Design, its sheer enthusiasm and jolliness transfers to everything that comes in contact with it. My project was unusual for it, but then again, that’s never a problem with the VIP team because it has always loved challenges. The journey of completing this project is going to be unforgettable in all respects. Learning, Exposure, Confidence, Management, Conduct are just a few words to explain all that I have achieved through this project. It was excitement and nervousness in the beginning with a doubt, whether I will be able to do it or not. But as said “When you really want something, the whole universe conspires in helping you achieve it”. My friends Sanjay, Nidhi, Vikas, Prajakta, Bijoya, Pallavi, Deepen, Sanjukta and Krati for sharing with me their knowledge and supporting me in all aspects to complete my work on time with full enthusiasm. Special thanks to my whole Lad 2008 batch & Nid Family.
Shimul M. Vyas, Kutti Bhai, Rajshree Bhen,Gaurav Bhai Jaishree Bhen My Close NID Family
Asif,Avantika, Chetan, Charuta, Gauri, Raghvendra, Sanjay, Sanjeev, Swati, Saranya Batch 2008 LAD Family
Nidhi ,Aanchal ,Vikas,Deepen,Snehal Rucha,Sambhu,Swati NID Family
Vasant,Kedar,Ajith,Gaurang, Pallavi,Prajakta,Bijoya Bagulji,Devreji,Dinu Kaka,shahniji,Ganeshji, Vip Design & Development Team
1.5 Synopsis Handbags have moved away from its traditional definition of “A commodity held in the hand or hung from a shoulder strap and used for carrying small personal articles and money”. The traditional value of handbags is a very western concept in itself if we look into the Indian scenario. The need of Handbags in a women’s life has increased multifold in the recent years. When I got the brief from VIP, for my diploma Project, made me wondered what makes VIP enter the handbag market when there are already big and established players along with small market players with unknown identity. For years, handbag has always been a fascinating affair for women. It is every woman’s dream to own a beautiful handbag, which accentuates her beauty and defines her personality. A luxury handbag will always allure a woman and inspire the handbag industry to constantly upgrade itself to meet the needs and aspirations of every woman.
home India market, the idea was to explore the next on fashion and open market possibilities. With this Diploma project, it was an opportunity to experiment and add value to the existing handbag market base of the company in India. VIP aims at launching the CAPRESE as a handbag brand in India. The house of brands has another additional CAPRESE linked to it as an exclusive Handbag brand.
The Diploma project was completed under VIP, Industries Pvt Ltd., which is headed by Mr. Dilip Piramal. Company’s primary inspiration is to provide the ultimate standards of Travel by delivering the best in design, quality and finish. The expertise of the company lies in providing the excellence in the suitcases and luggage by creating the exclusive contemporary designs for the global luggage market.
With the responsibility of studying the market, I took enough time to understand and realize the possible areas of design. The deep research on the unique culture and lifestyle of Indian Women was the most interesting part in the project. Studying the market for the consumer and their preferences was also an important part of the design process. All this learning helped me grow as an individual designer and gave a platform to apply my learning from NID into this project.
It caters to the masses and caters to their daily travel requirement. Apart from the established main line of Luggage, suitcases and backpacks that the company offers, it now aims at entering the luxury handbag market. As already aware of the opportunities in the
As it was my first experience of working in the industry, my involvement with the company gave me a great opportunity to educate myself and enhance my knowledge about functioning and working in an office set up, sticking to the guidelines and the brief and the real life constraints. The benefit of the office, design studio and the factory all easily accessible made my mind more active and open to lot of trials which immediately gave answers to all the doubts during my design process.
The design process I learnt at NID gave me a holistic approach to the project from every point of research, ideation, and form exploration to the final prototyping. The design procedure was very well appreciated and
accepted by the design team and the company head, which gave me a lot of confidence. The project in turn taught me how to work towards the vision of the company to achieve the results. It also taught me to deliver good results without losing the integrity of my initial concepts. The important learning apart from meeting the deadlines, being organized, communicating the ideas and presenting them effectively was to maintain the balance between the design concepts and the feasibility of executing them. As qualified designers it is very important not to lose out on the creative and innovative ideas or turn down by the difficulties of implementing them. Another learning as a designer, was that thinking it is too simple should never undermine a concept. I realized that simple ideas could be wonderful after working hands on with different material. This document is a compilation of the process, research, conceptualization and design of the CAPRESE collection of Handbags
Chapter 2.Company Profile 2.1 About VIP Industries 2.2 Organization & Functioning 2.3 Core Style & Existing Product Range
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Chapter 2.Company Profile
Bags have been essential to our daily life ever since people have had something precious to carry around with them, but the items that the bags have contained have changed over time. People carried bags because they could not effectively hold everything they needed to transport in their hands. Bags allowed them to carry a lot of things at once. The term ‘handbag’ first appeared in the early 1900’s and it referred in general to the hand carried luggage bags that were used by men. This started the inspiration for new types of handbags, which became popular with women. The handbags had complicated fasteners, internal compartments and locks. With this new fashion came the creation by jewelers of unique compartments for opera glasses and fans. In India, VIP has been established since 1972 to cater to the travel needs of the market. The needs are taken care of with varied products like luggage bags, suitcase, brief cases, and backpacks. To all to the experience, they wish to move into the market of Handbags. Since bags are another part of the Travel Experience.
This project is an attempt to add a signature collection to their newly launching brand called Caprese, keeping in minds the current trends and competition in the market. This project forms a part of Post Graduate Diploma in Design, National Institute of Design, Ahmedabad, under the discipline Lifestyle Accessory Design. The brand VIP is synonymous with trust and reliability. A pioneer in the field, VIP continuously offers new products and has expanded its infrastructure to dominate the Indian luggage industry. The first VIP suitcase rolled off the assembly line in 1971, and since then they have sold over 60 million pieces of luggage to people around the world. VIP make travel simple and convient for millions of people around the world, with a world class range of products and services designed to help them experience all the joys of travelling and none of the hassles. VIP Industries Ltd. is Asia’s leading manufacturer of hard and soft luggage and is the largest brand of luggage in Asia.
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2.1 About VIP Industries
VIP Industries Ltd. is the flagship company of the DG Piramal Group established in 1971. It is a leading luggage manufacturing company, which manufactures strolleys, suitcases, executive cases, backpacks and other hard and soft-sided luggage. It owns reputed brands such as VIP, Alfa, Footloose and Buddy. It has two manufacturing units in India and various subcontract operations in China and Indonesia. It has a world class design lab and R&D centre that works towards creating state of the art travel solutions for their customers worldwide. Currently, it has a workforce of nearly 2500 people. The company recorded net sales of 12 billion units for the year 20010-11 VIP is a well-known and reputed brand name in India. It has been increasing its presence in world markets in the luggage industry. The company has operations across the globe in five Continents. It has offices in the USA, South Asia,Middle east,Africa and Europe. The product portfolio of VIP industries ltd. today includes a diverse range of hard-sided and soft sided luggage. The range includes strollers, suitcases, duffels, and overnight travels solutions, executive cases, backpacks and even school bags.VIP industries ltd. has renowned brands like VIP, Alfa footloose, and buddy covering the entire spectrum of travel products. VIP is also a pioneer in introducing technology like HDPE and PP for moulded luggage in India. These products reach over 8000 retail outlets across the country. VIP products travel the world viz Middle East, Africa and Europe. Worldwide, VIP products are sold across 1300 retail outlets in 27 countries. Their
range includes injection moulded pp cases; vacuum formed ABS cases as well as soft sided luggage in nylon, polyester and Eva material. VIP also has presence in the moulded furniture segment under the brand name of Moderna. VIP is the part of the DGP enterprises, which comprises of several other companies. These companies are: - Blow plast Ltd - VIP Industries Ltd. - BP Ergonomics - Plus Channel India Ltd - Universal Luggage Mfg. Company Ltd. - DGP Windsor India Ltd. - DGP hinday Industries Ltd. - DGP Securities Blow plast was incorporated as a private ltd. company in 1965. Initially its main business was the manufacturing and marketing of industrial and custom mold plastic item and PVC footwear. In 1971 the company diversified and introduced plastic moulded luggage for the first time in India under the brand name VIP which after a few years became its main business. Since moulded luggage was three times as expensive as conventional luggage, the primary marketing task was to build customer acceptance towards it. This was successfully achieved by emphasizing its attributes of durability and reliability , and through lifestyle association with the different market segment in mind, the company has from time
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to time, launched different ranges:- current ranges include VIP odyssey, sky bags, elanza an alfa Athena. The industry has grown from Rs 30 lakhs in 1972 to almost 700 crores in 2011. Blow plast was also the first to introduce the concept of soft luggage in India in 1983. Initally the brand grew at compounded growth rate of 35 % but it subsequently witnessed a decline for a variety of reasons, including its “feminine” image. However in 1998, the brand was launched again with a shift in marketing strategy as the ideal luggage for businesss travel. The brand has now taken off with sales of over Rs 25 crores in 1997-98. Blow plast ltd is one of the India’s most successful consumer marketing companies, which pioneered the molded and the soft luggage business in India. They are there for using, promotion and protecting the VIP brand. VIP and Blow plast ltd . are two different companies, which operate independently. VIP is a manufacturing company and Blow plast, a distribution company. Blow plast markets some VIP products but not all of them. Today VIP luggage enjoys an over whelming 97 % brand awareness among India’s 950 million people, and enjoys a 60 % market share in the Rs 6 billion organized luggage industry today. The brand symbolizes quality luggage in India and also is one of the powerful brands across different product categories, geographical areas and consumer segments. Over the years, the name VIP has become a trust mark among the travellers, safeguarding their belongings
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wherever their journey may take them. It’s popularity is apparent from the fact that 10,000 direct dealers and several thousand more indirect dealers stock VIP luggage in India alone. Since launch, Blow plast has placed over 35 million luggage unit in India and over 50 countries worldwide. Abroad, sophisticated retailers as London’s Selfridges and the house of fraser stock VIP luggage. Their reach extends across the globe, to the United States, of Germany, Spain, Italy, and other countries.
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Dilip.g
Chairma
Radhik
Managin
Neeraj Dhingra VL 1 ,VP CEO - CTG (UK)
Manish Vyas VL 1 ,VP Marketing
Manoj Tulsian VL 1 ,
Sunil Kohle
VL 1 ,Inti. Sourcing & PD(HK)
Indranil Roy VL 1 ,VP & Head Sales & hyper market
Praful Gupta
Arnab Mitra
(Senior Manager)
Navin Shetty
SL 2 ,General Manager (HR,CO)
(Assistant Manager)
Ashutosh Bakshi (Manager)
Akshat Sahu (Manager)
Amit Bhatia
(Assitant Manager)
ORGANIZATIONAL STRUCTURE
Kaveri Agrawal
(Manager)
Rajeev
SL 2 ,Gene CSD
g.Piramal
an
ka Piramal
ng Director
Vacant
VL 1 ,Head Sourcing
v Malhotra
eral Manager
Permanand.T
Ashish Saha Vasant Dewaj
Prasant Pandit VL 1 ,CEO
VL1 ,VP
Works
Works
Ladies Handbag
MFD
VL 2 ,Director
VL1 ,VP
VL 1 ,Head - Design
S.B. Mitra
Kedar Marathe SL 1 ,Head
Institutional Sales
Kedar Naik
Ajith Kumar
(Design Manager)
(Design Manager)
Prajakta Bamnikar
Supriya Nauriyal
(Senior Designer)
(Designer)
Gaurang Gaurav (Designer)
Bijoya Mukherjee (Designer)
Pallavi Sharma (Designer)
* Abbreviation Grade - Designation VL 3 - Managing Director VL 2 - President / Director VL 1 - Vice Precident SL 2 - GM / Heads SL 1 - DGM
2.2 Organization & Functioning
Brand Positioning
In 1971, VIP Industries was born in India to address the need for great travel products available all across the country at affordable prices with an assurance of quality backed by reliable after sales services. VIP was launched as a lifestyle brand with high aspirational value and an elite ambience of sophisticated luxury. It also catered to the need of the hour coming up with a light and sturdy alternative to existing luggage in the form of pp moulded luggage. Stylish products with excellent features built into a brilliant design, made VIP a much sought after brand in the expanding luggage market. VIP’s national distribution network also played a major role in ensuring that customers all over India had access to VIP products. People preferred VIP for air travel and there was a gradual move away from steel trunks towards pp moulded luggage. VIP, in line with its new found status as a front runner in the global luggage markets, got itself a new brand identity “HAPPY JOURNEY”. VIP is aimed to contemporize the brand with a studied disassociation with its earlier emotional connects. Targeting the youth brigade, VIP launched backpacks. VIP also launched travel accessories under the name ‘Travel Essentials‘ to plug a hole in its portfolio. Finally, to give VIP customers the ultimate in ambiences, VIP lounges-exclusive company owned retail stores, were opened in selected locations. Together with its imposing presence in the modern retails channel too. VIP portrays the India which is of the new millennium. Aspiration for global leadership, inspiration from inner values, quality of the highest order and a visionary team at the helm of affairs are a potent combination from which great things are expected. VIP as a brand has one of the highest brand recall and generations vouch for the quality and durability
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of VIP travel products which are having a extensive all India penetration in all markets through the multi brand luggage outlets, exclusive outlets and company owned stores, VIP is also associated with the defense forces and a separate SBU ensures the presence and availability of VIP products in all army canteens across the country. VIP’s travel products also have a strong presence in corporate gifting segment.In order to reach the all locations and all categories of customers across the sub continent travel products division is segmented as the follwing SBU’s - Trade sales - CSD sales in Military canteen - Institutional Sales - Retail Sales
Company tie ups & acquisitions
VIP acquired the ‘Carlton’ brand in 2004 which is the chosen vehicle for global expansion. VIP and its subsidiary Cartlton travel goods are moving towards a pan global presence.VIP has a joint venture in Bangladesh called VIP – Nitol Ltd. for the manufacturing and marketing of hard luggage and moulded chairs.VIP has set up a regional office in Hong Kong not only to facilitate sourcing but also for sales and distribution in the Asia pacific countries.
Corporate Governance
The company is committed to adopt the best corporate governance practices and endeavours continously to implement the code of corporate governance in its true spirits. The philosophy of the company in relation to corporate governance is to ensure transparency in all its operations, make disclosures and enhance shareholders’ value without compromising in any way
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Manufacturing Production in complying with the laws and relationship and a corresponding duty towards the stakeholders to ensure that their rights are protected. Through the governance mechanism in the company, the board along with its commitees endeavours to strike a right balance with its various stakeholders.
within each other, to reduce packing space, and freight cost. A QC team is also based out of Hongkong. Production of soft luggage is done in China because of it’s cheap labour and resources, although the design development and prototype making still happens in Nasik.
The establishment of VIP, Asia’s No.1 luggage manufacturer, in 1971 heralded the birth of modern luggage in India. VIP launched India’s first hard suitcase the same year. Since then, the company has grown, not only in size and the range of products offerings but also in the geographical breadth of operations. The ultra modern manufacturing facilities are located at Nasik (Maharashtra) and Haridwar (Uttarakhand). These facilities houses the best machinary and technology available to manufacture hard luggage, from hi-tech injection moulding machines, to the power coating & gold plating facility, all are available under one roof.
New Production Development
Apart from production facility, Nasik plant houses central functions like research, design and development, computer aided design, tool design and mould manufacturing. The state of the art VIP design lab at Nasik is constantly working towards developing world- class products and has won numerous awards for innovation and design. VIP has earned numerous international patents and design registrations. Both the plants of VIP are certified for ISO-9000 Quality systems. Over a dozen vendors works with the company on a regular basis, and they are completely in sync with quality and process requirements. VIP has also identified luggage that can be nested
VIP- Nasik has one of the most hi-tech tool design and manufacturing facility in that part of the country which include state of the art facilities like CNC milling machines, wirecut, EDM, and spotting press facility. The tool room also has the advanced reis Die spotting press which gives perfectly matched parting surface and is suitable upto large, complex twin cavity moulds. There are also a fleet of CNC machines which help to reduce the turn around time for new product development. The focus on quality and technology used during the product development stage is also carried forward into the manufacturing process and series of automatic injection moulding machines and an ultra modern in line vacuum forming plant have the capacity to produce high quality shells of various colors and patterns for different models and sizes of luggage. VIP also has fully automatic high efficiency powder coating plant that ensures uniformity, reliability and VIP finish, there is also a gold plating facility which used the latest technology to give uniform plating
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thickness, superior finish and durable plating. Not only is the “VIP� manufactured with the best of materials and world class technology but it also undergoes diverse and rigorous tests like the drop test, skid test, wheel test etc so that the final products are able to stand the test of time. Some of the tests and their use are detailed below.
VIP Industries Ltd,Manufacturin Plant 1.Nasik-Maharastra 2.Sinnar-Maharastra 3.Haridwar
3
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PRODUCTION PROCESS
Manufacturing of luggage
4
1
2
1. PP Sheet Production
3
5
6
3. Branding on Metal Handl e
2. Vaccum Forming of Luggage
4. Color Filling on Brand Logo 5. Checking of Fittings
7
8
10
9
11
9. Interior Fittings 7. Handle Assembling
12
12. Storage of Luggage
10. Assembling of all Component s 11. Packaging of the luggag e
Quality Testing Procedure
Drop test
Wheels Test
To check the durability and strength of the luggage, loaded bags are dropped from a height of 1 metre onto a concrete floor.
To check the rotation and durability of the wheels, bags are subjected to a 5 km wheel rotation and a 10 km linear motion run.
Jolt test To check the handle strength and fitment, each loaded bag is subjected to 5000 jolts on a special testing machine.
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Pressure Test To measure the bag’s resistance to pressure, they are clamped to a frame and a pressure load of up to 200 kgs is erected on the shells.
Pendulum Test
Zipper Test
To check the durability of the handles and to measure the strength of the corners, loaded luggage is swung 1000 times, with the corners hitting against fixed metal plates.
To check the durability of the zippers in zipper test 15000 times force applied to sliders & Zippers to test. The strength of zipper and puller.
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2.3 Core Style & Existing Product Range Brands of VIP VIP is mainly dealing with two types of luggage - soft luggage and hard luggage. With its growing product range and targeting different price segments they have come up with different sub brands targeting different audience. It has renowned brands like VIP, Alfa, Footloose, Skybag, Aristocrats and Buddy covering the entire spectrum of travel products. To make mark in international front of luggage business they have acquired Carlton luggage brand.
VIP Under the brand name VIP which is also it’s mother brand VIP industries been producing quality luggage keeping up to it’s brand attributes reliable, strong and functional. It has provided the customers with a diverse variety of luggage product for different travel needs. In India VIP is looked upto as the best brand for luggage. Today VIP products such as Elanza (which boasts of two world patents and an original design) as well as more recent introductions such as Skate have propelled the company into the global market place. VIP products are currently exported to several countries including the UK, Germany, France, Italy, Spain, West Asia, Hongkong and Africa.
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Alfa Alfa’s genesis can be traced to the mid- eighties when the growing unorganized segment in hard luggage had started hitting VIP, on seeing opportunity to target the lower priced segment through non frame luggage, VIP launched International Tourister in 1987, which was relaunched as Alfa from VIP in 1989. The brand has been rechristened as Alfa, giving it an independent identity. Currently, Alfa has a pan India distribution network comprising 100 distributors catering to 7500 retail outlets. Sales have reached a peak of over 12 lakh units annually in recent years. Production currently happens at two units in Sinnar and Nasik, both in Maharashtra. In 2005-06, Alfa entered the soft luggage segment with three ranges of soft luggage, Jet, Club & Express. These products fulfilled a long standing need of the value for money traveller who had to make do with either hard luggage or poor quality soft luggage. Alfa’s soft luggage strategy revolves around a few coverstones like superior design strength, sourcing efficiency, marketing support, quality control and product guarantee.
Aristocrat Aristocrat has been one of the prefered luggage brands in India for more than 25 years. They offer over 100 products of hard and soft luggage under the Aristocrat brand. Aristocrat luggage is available at over 1000 retailers in India. Aristocrat brand of luggage offers value added features like light weight luggage locking systems, zippered compartment, multi-point adjustment trolley handle, roller-blade wheels. Aristocrat has kept pace with the times and has offered consumer products that are at par with international standards in style and quality. RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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Skybags Skybags was launched in 1993. The main focus of the range since its inception has been quality soft luggage. Today there are 16 ranges under the Skybags brand. VIP Skybags brand is easily available at Big Bazaar, Metro and other modern retails formats across the country.
Footloose VIP, in line with its new found status as a front runner in the global luggage market, got itself a new brand identity emotional connect, targeting the youth brigade, VIP launched bag packs brand called Footloose. Footloose is the coolest and the youngest brand from the house of VIP, launched in October 2001. Footloose was an instant success story and post that it has gathered a great fan following with the youth. Footloose is a favorite brand because of its exciting range of casual bags, suited to the youth’s lifestyle (obviously in a fashionable way) the range varies from backpacks to duffles, shoulder bags to waist pouch, sling bags to duffles trolleys; anything from college bag to multi-purpose bag. With its values embedded in the aim to provide exciting yet practical bags. Footloose stands for the youngster who is a free – spirit in every way.
Buddy Buddy is launched by VIP targeting the youngest consumer of the brand. It has collection of school bags and accessories especially designed keeping in mind the audience of the particular age group, with its variety of colors and designs to attract the school children. RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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Acquired Brands Carlton V.I.P Industries Ltd has acquired both the brand and the manufacturing equipment of the UK’s leading luggage maker, Carlton International Plc. The Carlton acquisition is a continuation of VIP’s ongoing efforts to make world class products for export markets as well as domestic luggage buyers and one more step towards our goal of becoming the world leader in luggage. Carlton believes that travel is not just about getting there; it’s about getting there looking your stunning best. That it isn’t about the miles traveled, it’s about the impressions made. To that end, the Carlton brand traces its essence to the following values: Global, crafted with passion and refreshingly stylish. Launched in 1972, Carlton has come a long way in 30 years. Today, it’s a globally recognized brand with offices in 4 countries, designers across 3 continents and a presence across 60 countries. Through the years, it has kept pace with the changing needs and lifestyles of the world traveler. It is been achieved by constantly innovating, improvising and adopting the latest technologies. Crafted with passion, Carlton bags anticipate the
needs of today’s traveler down to the last trim and zipper, with designs inspired by insights into human behaviour. Every contour has a story to tell of ergonomics, convenience, thoughtfulness and ease. Every feature speaks of innovation. From hub less wheels to 360 degrees rotatable handles, the attention to detail becomes apparent at a glance. Chic, with an unconventional approach to design, Carlton bags reflects the taste of the modern, young traveller, making it more of a personal style statement than just a travel accessory.
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1983 NR Mechanism Very popular innovation of VIP. Popularly named as “ ULTA NAHIN KHULTA”or “RIGHT SIDE UP”.Luggage with this features does not open in “upside down condition” to avoid any messy situation.
1995 Bumper for Luggage International patent No – 2275256 (UK); 0615708(EP) unique Dual Material Dimpled Bumper to take shocks in rough usage of luggage added visual strength.
DESIGN INNOVATION
1986 Padded Handle Handle with soft grip for ease of caring.1989 dual action lock.a enhanced locking and unlocking mechanism. Openable only w front finger and thumb is used.
1996 Corner Lock Luggage Locks are usually on front side with operable from front only. Th unique locking, when the locks are locked on front side but by buttons provided on side edge for ease of operation.
2001 rolling Scratch Guard A roller Guard provided on the bottom of the luggage to avoid scratch mark and for ease of movement of luggage on floor in horizontal condition (especially when the luggage is to be dragged from beneath of the railway berth) 2001 Centre Locking Inspired from car, all the multiple latches given on the luggage gets locked from a single locking movement in the centre, no hassle to lock them separately
an when
his is pressing
1995 Heat Sealing Method International Patent No- 2275224 (UK); 5458718 (USA); 0615833 (EP) first ever completely moulded luggage (No Metal Frame) having inside fabric lining. The lining was pasted and the edges are “heat Sealed� in the added lip. 2000 CoVIPack A soft luggage inside a hard luggage. A private packaging space for keeping used clothes.
2002 Handle Locking Mechanism A lockable handle to avoid theft.the handle is lockable
2002 Luggage with paper frame For the first time ever a luggage was made with center band of thick paper.
1998 Vertical access features Briefcases with these features can be opened halfway to access documents in vertical condition.
2000 Cable locks Usually a customer uses a security chain to tie up the luggage in train journey. This is first integral retractable steel cable wire mechanism provided in luggage. The cable is pulled out by pressing the button and retracted back by pressing the same press button.
2003 FM radio In Luggage When FM radio started its tunes in metro, it was a boon for daily commuters. Hences keeping pace with time; FM was introduced into the briefcase.
Chapter 3.Brief Development 3.1 Initial Project Brief 3.2 Timeline & Methodology 3.3 Research & Study
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3.1 Initial Project Brief
Initial Design Brief Design a Ramge of handbag for working women who lives in metro and sub metro to provide them a unique travelling experience in their day today life. It will be for mass market and for middle class and upper middle class.
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Executive Summary Aim -
Time and Action Plan
The Objective -
•
To provide a unique travel experience to women in their daily life.
To design a range of handbags to suit their lifestyle and catering to their needs and requirements. The range is not only a product but also an experience for the user itself.
• •
• •
Phase 1 (Research): 1st Feb 2011 - 6th March 2011 Phase 2 (Ideation & Conceptualization): 7th March 2011 - 15th May 2011 Phase 3 (Exploration/Sourcing): 16th May2011-7th June 2011 Phase 4 (Product Sampling): 8th June 2011 - 31st June 2011 Phase 5 (Final Product): 1st July 2011 - 30th July 2011
Price Points • •
Final MRP range between Rs 1500/- to Rs 3000/The cost breakup is yet to be decided.
Scope of Work • • • • •
Market Research Comparative study of brand and Products Brand Position and Market Analysis End User study Material and trim sourcing in market
Methodology • • • • • •
Extensive Explorative Research Detailed Interviews and Data Collection Analysis and Design Directions Ideation and Conceptualization Model Making and Test Run Documentation
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- Rough Idea about handbag
- Moodboard / color board - Form board / Material Board - Design Direction - Initial sketches / Doodles - Final Sketches
- Initial Design Brief
Concept
Ideas Brief
TIME ACTION PLAN
Research
- About vip - About Indian Women - Handbag - Handbag Market - Final Design Brief
- Sourcing of Material/Trims/Accessory - Paper Mock up/Thermacol mockup - Surface Exploration - Prototyping
Design Development Evaulation
Testing Final Production - Quality Testing - Market Opinion on Product
- Final Production in China
3.3 Research & Study
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Project Details The project will be carried out in five phases. I would be segregating the project according to the design process stages as mentioned below:
Phase 1: Research and Analysis
This phase will be carried out in the first four weeks of the project where I would be carrying out extensive market research on different categories of women like working, homemakers, Professionals, business women etc. Will study their lifestyle in a city like Mumbai, looking at different activities they perform in a day to day life and what are their situations in which they interact with Bag. I would understand the touch points between the bag and the user. I would also try and see what are the alternative things she use instead of a Bag to understand the needs and demands they have in their daily life. To understand the competition in the market I would visit stores and outlets where I can study brands and local markets and the price points, which the market offers. Along with this I would study the Brands and it’s positioning to understand the clients and its segregation. Once I have all the data in hand, I would identify the potential customer for VIP women’s handbag and do a gap analysis of the company. Once the customer profiling is done, I would carry out personal and semi structured interviews to understand closely the customers’ needs, demands, problems, emotions and psychological association with the Bags.
Phase 2: Ideation and Conceptualization Deliverables of the Project: This phase will be carried out in next eleven weeks of the project where I would be developing consumer profile and identify design directions for the product range. I will also do visual representation of inspiration, client, and mood and color palette. Bringing all the elements together I will start ideating through different visual tools and explore the forms in form of modeling.
1. A diploma document in soft and hard copy. 2. Final Product prototype. 3. Explorations and Mockup.
Phase 3: Detailing
This phase will include 3D development of final design concept on 3D software along with sourcing of materials and trims, development of specification sheet. I would also carry out material, surface and form exploration. This will take three weeks.
Phase 4: Sampling
This phase will be carried out in three weeks. I would be developing patterns of final Bags. Mock ups of the bags in different materials and Sample development.
Phase 5: Documentation and final Deliverables In this phase I would dedicate last four weeks to the final product development. The documentation will be carried out for nine weeks during the diploma project side by side.
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Chapter 4.Research/Info Collection/ Data Gathering 4.1 Introduction to Handbag 4.1.1 Handbag history 4.1.2 Category of Handbag 4.1.3 Bag Psychology
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4.1 Introduction to handbag It is essential to understand the various kinds of handbags available in the market and the connotation behind each. The aim of the study was to know the different brands and their USP’s. This also gave an idea of the trends in the market. I looked at various techniques and styles in terms of construction, detailing, and surface treatments. This exercise actually opened my mind to different permutation and combinations achievable in different materials. Overall, learning and looking at diverse handbags was quite inspiring and helped me while designing the collection. More than just a fashionable accessory, the handbag is chosen by a modern woman in the knowledge that it will become her own private but portable boudoir, office, bank, and emergency kit, without which she would undoubtedly feel totally lost. Even the smallest handbag will defy the laws of physics to hold mobile phone, organizer, Lipstick, Mirror and hairbrush, face tissues, not to mention, money, credit card, keys and the old mint. Caution and greediness. One analyst warns men against women who keep their bag rolled around the wrist and the hand firmly clasped around the lock. From being “just a bag” to lug your essentials, handbags have become a style statement over the past few years. Whether you are rushing off to college or office, or even just stepping out to do a little bit shopping, we tend to pay attention to the right kind of bag, is it color and style complimenting my outfit, footwear or is it seeming out of place. A handbag or purse is an indispensable part of woman’s apparel. Whatever the parameters, one of the most important
factors of selection is the brand of the handbag. Choosing right shape of the bag complimenting the body of the carrier is another important factor. If one is tall and thin, the look is to go in for slouchy rounded hobo bag to compliment ones figure. If one is short and voluptuous, a handbag that is tall and rectangular, long and sleek is the right way to go. These days we find sporty versions for the day and glitz metallic versions for the evening. Beaded and printed designs in distinct shapes lend glamour and at times even an identity. The jholas for collage goers or leather bags for women who mean business. Mirrors and traditional embroidery on jute, leather and canvas add a touch of ethnicity. Textured leather never goes out of fashion may it be the crocodile, alligator or ostrich leather. For stylish evening bags the look is clutch bags, hobo bags, small embroidery bags with a wrist loop, Swarovski embedded bags with handle. Mankind has derived a balanced solution to fulfill the aspirational needs of women in for m of replica of designer’s handbag. Replica means a duplicate or copy of the original. A replicated handbag is the ditto of the actual one in terms of the little details like the stitching, buttons, using impressions, handles, zips etc. The reproduction is so minute and detailed that it is almost impossible to configure the difference between the real and the Mock –up. Picture this Scenario : You totally love handbags and cannot do without one. While you might have a great collection,out of all the bags you own there’ll be that one special bag that you love to carry time and again. Not just because its design and colours are perfect, but
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because it’s super convenient, functional and handy for your busy schedule. Bags are a key element of a women’s overall style, and believe it or not studies show that the kind of bag you carry can actually say a lot about the personality and temperament of a women. From the petite clutch to the hobo,there is something to be learnt about yourself.So sit back and prepare to be stunned. THE HOBO Like the bag, which is typically large and can accomodate everything, the women carrying it too is a practical chick with a lot going on in her life. More often than not, curiosity takes the better of her. She has a wide range of hobbies and interest and does not like complacency or stagnation. Those who love Hobos have an artistic bent of mind and are brimming with ideas. They also have an eye for perfection.
She has a grip on whatever she undertakes, is a loving person and always has friends by her side. THE CLUTCH Women who love carrying clutches love elegance and class. Just the way she has a tight grip on her bag,so it is with things that are close to her heart. She is a confident women and a headturner. She knows how to leave an impression,Cherishes her friends and has lasting relationships with the people in her life.
THE SATCHEL Fan of this type of sling bag are soft of heart but firm and professional when it comes to other matters. The soft look of the bag is reflected in the friendly personality of the wearer. They are dreamers by nature and have big ideas that they want to pursue with a solid plan in mind. As the bag is not big, the owner knpws exactly what she wants. THE BOWLING BAG A women who loves Bowling bags has a strong personality and is a no-nonsense women. She does not follow trends and has a very distinct personal style. Her day is a Happy mix of work, friends and family. RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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4.1.1 Handbag History
Handbags had always been an important part of ones personality since time immemorial. Bags came into picture when the basic need to carry around things was felt, and bare hands were not sufficient. African priests used to carry beaded bags, as beads form an integral part of their folklore culture. In Victorian era, ladies used to carry bags with frills, and laces. People have always incorporated essence of their innate traditions and cultures in their lives and in the articles too, which they use on a daily basis. Similar is with handbags. People have always styled their bags so as to bring out their personality best. With continue advancements in technology and designers/ companies becoming more and more user centered started utilizing newer techniques and employing latest technology to make the customer experience more pleasant and enjoyable. Bags have always been a signifier of the wearer`s tastes and the time or era.
Pouches:
“Handbags� did not exist until the kid- nineteenth century, and ancient pouches, made of leather or cloth were widely used by men, to hold their valuable items and coins etc. (Foster, 1982). Ancient Egyptian hieroglyphs show men wearing purses around the waist, and the Bible specifically identifies Judas Iscariot as a purse carrier. Fourteenth and fifteenth centuries witnessed Girdle pouches. Both men and women used to attach pouches to their Girdles. As pockets were not invented by then, many other important items were also attached with their Girdles, like Rosary, Book of Hours, chains etc. the drawstring of the pouch would hang from the girdle on a long cord and would vary according to the fashion, status and also lifestyle of the wearer. Women drawstrings were more ornate then men. RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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Medieval purses were not strictly used for carrying money, but were also associated with marriage and betrothal, often depicting embroidered love stories.
Elizabethan era
: During the Elizabethan era, women’s skirts expanded to enormous proportions. Consequently, small medieval girdle purses were easily lost in the large amounts of fabric. Rather than wear girdle pouches outside on their belt, women began to wear their pouches under their skirts, and men would wear pockets (called “bagges”) made of leather inside their breeches (Foster 1982). Peasants and travellers also wore their purses diagonally across their body, as it was handy for them to carry items like this. This was also the era of “Swete bagges”. It came into picture when personal hygiene was lacking, and people carried bags that were filled with sweet smelling material. Towards the end of the century, purses became increasingly sophisticated, moving from a simple drawstring design to more complex shapes and of different materials.
Post French reveloution: after the
French revolution, narrow dresses became popular and full skirts slowly moved out of the scenario. These slender dresses left no room beneath for pockets and consequently, pockets were discarded. Purses came back out in the open in the form of “reticules” as English tended to call them, suggesting that women had already largely developed a dependence on their handbags (Steele and Borrelli 1999). Nineteenth century saw the rise of Handbags. This time witnessed many advancements in Science and industry. Victorain era created a vast array of styles
and fabrics, which women could coordinate, with the rest of their outfits. Though pockets returned in the 1840s, women continued to carry purses and spend an enormous amount of time embroidering them to show off for potential husbands, often marking the date and their initials on their bags (Wilcox 1999). With the advent of railroad, bags experienced a revolution. As more people started travelling by trains, and women became more mobile, professional luggage makers turned the skills of horse travel into those for train travel, and soon the term “handbag” emerged to describe these new hand-held luggage bags. Twentieth century: handbags in the early twentieth century became much more than just hand-held luggage. Women could choose from small reticules, Dorothy bags with matching robes, muffs, and fitted leather bags with attached telescopic opera glasses and folding fans. Working women often used larger bags which could be worn around the shoulder. After WWI, as more activities and travel opportunities became available for women, the long constricting layers and rigid corseting disappeared. Most important development during this period was a type of a handle less clutch, often decorated with dazzling geometric and jazz motifs, which women would tuck under their arms to give them an air of nonchalant youth. Novelty bags also became popular during this period.
Art deco
style highlighted abstraction and celebrated new industrial materials, such as plastic and zippers. The war saw the smooth contours of the 1930s fashion change to a more military look. Bags became larger, squarer, more practical, reflecting a desire to appear self-sufficient. As zippers, mirrors, and leather became scarcer, designers turned to wood
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or plastic for frames and employed new synthetics such as Rayon’s. During 1950s Handbags reached a Cult status, due to the post war economic boom. Major designers such as Vuitton, Hermes and Chanel enjoyed a culture where accessorizing and color coordinating were held to an almost moral standard. Christian Dior’s new style, introduced in 1947, emphasized long skirts and tiny waists. This new look signaled a new decade of femininity where a small bag implied beauty and sophistication.
Handbags are currently made in a bewildering array of styles and materials such as waterproof canvas, space age synthetics and fauz reptile skins. Designers continue to play with the paradoxes inherent in the handbag with transparent materials that both expose and conceal the contents of the bag. And handbags are also becoming quite popular with men too.
During 1960`s
, narrow clutch was one of the earliest types of handbags to make the transition into the age of informality and youth fashion. Small and dainty shoulder bags with long chains began to dominate as it complimented well with the miniskirt. Which handbags highlighted the 1960`s swinging fashion. In late 1960`s, influenced by young travels to India, larger satchels and fabric shoulder bags began to be popular. In less than a decade, individual expression became popular and psychedelic patterns and later “flower power” introduced a romantic and ethnic look to fashion. By the end of 1970s, slung shoulder bags returned with lots of buckles and zippers giving feminism a dimension of power.
1980s and onwards:
handbags became associated with conspicuous consumption- and for the first time, a concern with health and fitness sports bags and shoes were an additional group of accessories that influenced high fashion. One of the brightest stars of 1980s was the rise of Vera Bradley`s classic quilted handbag that reached sales of over $1 million in just three years.
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Bowling Bag Like the shoulder bag, a backpack allows the weight of the contents to be carried evenly by the body. Prada took the backpack from the playground to the front rows of the fashion Shows, ensuring that the convenient (and accommodating) rucksack became stylish.
4.1.2 Category of Handbag
Baguette A bag shaped like French baguette-rectangular with rounded edges. It comes with or without a short shoulder strap.
Box Bag This kind of bag has a hard outer shell often in exotic leather, shiny metal, embroidery, wood and other materials. It can be clasped in the hand or slung with an optional metal chain. It goes well with the eveningwear.
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Bucket Bag (Cabot)
Minaudiere
A casually chic multitasked, this classic wide-topped bag easily holds a great number of items within its roomy confines. Functional and stylish, the nylon Herve Chapelier Cabot, in particular, became an early 1990’s “must haves” when fashion and practicality merged.
This is the bag as a work of art, and is not for the faint-hearted. ‘look at me’, it shouts. The rhinestoneencrusted Judith Leiber stand out and demand attention. The word minaudiere apparently means ‘coquettish air’, and was coined by Alfred Van Cleef, the jeweler, when he saw the use of a metal cigarette box as a small handbag.
Pochette
A small wallet designed to be carried in the pocket. Comes from French ‘Diminutive pocket’.
Clutch
Vanity case
The clutch is usually for the evening because it is designed to be slim and held in the hand like a document wallet, tucked or neatly under one’s arm while holding a glass or being introduced/ Discreation is a characteristic of someone choosing this envelopstyle bag.
The woman who has a specially constructed bag for her for her stash of creams, lotions, and potions is not necessarily vain, but she certainly cares about her appearance.
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Shoulder and Cartidge bags Evening bag
Duffel Bag The drawstring on the top of this bag makes throwing items in and pulling them out easy. Originally a sport bag, the duffel often retains the round or oval base that accommodated a ball.
Smaller and more decorative than day bags, these are bags that give a little more of one’s chapter away. A simple black velvet clutch shows a formal, restrained attitude, while a sparkling, colorful minaudiere expresses a more exuberant personality.
The long strap allows the shoulder to carry the weight of the bag leaving the hands free to access the contents, making shoulder bags the choice of bus conductors, gamekeepers and postal workers.
Kelly Bag Women don’t carry a Kelly bag (whether the real thing from the Hermes, or one of the many fake imitations) unless they like what it stands for- namely the beauty, wealth, talent.
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Heirloom Bags Unusual bags are collector’s items and show an electric, individual style. Jewellery Designer Angela Hale collects bags from every era, from beaded evening bags to ones made from bakelite.
Satchel Bag A satchel bag, often with a strap. The strap is often worn so that it diagonally crosses the body, with the bag hanging on the opposite hit, rather than hanging directly down from the shoulder. They are commonly used for carrying books. Satchels are most often made of leather of cloth.
Tote This bag can only be hung on the wrist or clasped in the band. The straps are short hence the bag cannot be carried on the shoulder. The term Tote, means “to carry” can be traced back to the 17th century. A tote is a perfect Grocery or beach bag. The open top reveals an open personality, the contents are easily seen and there is nothing to conceal. Their versions range from utterly practical to the more stylized.
Wristlet A bag often of a clutch style, meant to be carried with a wrist strap. It has a formal and evening look.
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4.1.3 Bag Psychology
A woman without her handbag feels as lost as a wanderer in the desert. And she wants it large. She gets it in leather, now growing scarce; take it in fabric, fur, or even plastic. The handbag is the movable base of her supplies, the depot of her expected needs. These eventual needs may reach out to a degree far beyond any man’s power of imagination. A woman’s handbag is a mysterious dungeon. It’s the key to her real self; the prosaic answer to many poetic conceptions. A magician does not want to explain his tricks. There is an aura of taboo about a closed handbag. Every woman has an uneasy look if somebody glances into its sacred privacy. The typical handbag of a typical woman contains a certain number of fundamental things, plus her own individual touch. It is that individual touch that fills the bag. Some item is pretty sure to roll out the moment the bag is opened. Every woman’s handbag is a lost and found department in itself. It is strange, but things actually disappear there, as by magic. They finally reappear on the surface after three or four investigations and complete pellmell of the contents.
Women have also adapted pockets to their suits and coats. But the most genuine are just fit to put hands into. The others are good enough for a chiffon handkerchief to peep out of or they are faked. No woman’s suit pocket is meant to hold her belongings. Every bulge would endanger the slim line and the smart effect. So women continue to carry handbags. Some psychologists think the way a woman carries her bag is characteristic. “Bagology” is quite a science. There is the strap type, the shoulder-strap type and the woman who tucks her bag under her arm. There are a great number of women who hold their bags both by the straps and pressed under the arm. Seen from the psychologist’s angle, the way a woman carriers her purse demonstrates the entire scale of characteristics, from light-mindedness and generosity to caution and greediness. One analyst warns men against women who keep their bag rolled around the wrist and the hand firmly clasped around the lock.
Chapter 4.Research/Info Collection/ Data Gathering 4.2 Market Research Analysis 4.2.1 International brands study which are into luggage & handbags 4.2.2 Handbag competitors brand study
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4.2.1 International Brands into Luggage & Handbags
In this topic I have studied four luggage brands who came into handbags segments but still maintain their essences as a brand without changing their identity and are successfull. I did their brand analysis throughly to understand their functioning and Philosophy behind the success. Then I did a comparitive analysis on the basis of 3 strong point which define the brand Strongly from the other brand in relation to VIP Luggage brand. All this study is done to get out insight for VIP to understand and take it further.
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Brand Analysis
Mandarina Duck
Kipling
Samsonite
Tumi
Kipling
Founded in 1987 with its name inspired by Rudyard Kipling,the author of “The Jungle Book”,Kipling has evolved beyond its original roots of providing high quality backpacks suited for the adventures of everyday life into a distinctive ,worldwide brand offering a range of carryalls for a variety of lifestyles. The Kipling story is one of great passion, creativity and entrepreneurial spirit. In 1987, three friends in the fashion capital of the world (Antwerp rules!) decided that women needed high-quality bags that were iconic and chic and feminine and fashionable and… not boring! So they created a line of casual and colourful bags that were affordable, sporty and functional, packed with attitude but never serious or stuffy or stuck-up. In a word… FUN! Its bags are effortlessly stylish, colorful and fun as well as practical and durable enough for even the most active individual.Headquatered in New York City with products developed and designed in Antwerp,Belgium,Kipling North America is a division of VF Sportswear,Inc.Every Kipling bag has it’s iconical monkey symbol on it which is the brand mascot.
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Brand Analysis
Kipling Origin
Belgium
Price Point
USP
Starting Rs. 15000-20000 for Luggage Starting Rs.4000-8000 for Handbags
“The Jungle Book� Look Adventure Bags
Target Audience
Attributes
Outdoor Sporty Stylish Addictive Travel Company Monkeylike
Fashionable / Adventure Living Life on Edge
Availability Shop in Shop Assorted Shop Company Owned Shop Online Shopping
Mandarina Duck
The bright and beautiful Mandarin Duck is a tireless traveller and a faithful partner for the whole of its life. That is what makes it the perfect icon for a brand driven by an irresistible desire to explore the many dimensions of style, design and colour, without ever losing sight of its own distinctive character. This is how Mandarina Duck continues to enjoy the excitement of discovery and experimentation, while remaining forever true to its innate love of innovation and the strictest standards, in total harmony with our modern way of life. For the first time ever, the worlds of design and architecture were conquered by travel accessories. This opened up a new dialogue that was rich with stimulating horizons and crossovers Thirty years on from its birth, the Mandarina Duck brand continues to express values such as design, practicality and emotion. Our benchmark customers are men and women who are active, informed and hard-to-please. Every product in the Mandarina Duck collections is dedicated to them. The concept of modernity is at the heart of every Mandarina Duck creation.
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Brand Analysis
Mandarina Duck Origin
Europe - Paris
Price Point
USP
Starting Rs. 12000 for Luggage Starting Rs. 6000-8000 for Handbags
Versatile Bags
Target Audience
Attributes
Young Sporty Fresh Adventurous Professional
Strong Structure Multitude Functional Innovative Simple Utility Base Light Weight
Availability
Retail Outlets
Tumi
Tumi is recognized as the world’s leading brand of luxury travel,business and lifestyle accessories.Tumi’s Success can be traced its continual focus on its principles of design excellance,functional superiority and technical innovation. During the 1980’s,Tumi’s innovative introduction of soft ,ultra-functional,black-on-black ballistic nylon travel bags catapulted the company to its current leadership position.Throughtout the 1990’s,as product innovations continued in the wheeled luggage and business case categories,increasing numbers of consumers around the world chose.Tumi’s unique blend of modern design and unparalleled performance. Product quality and selection are key attributes that have made Tumi a leader.It is how they approach every aspect and detail of product design.There is a breadth of Tumi Products in every classification,which includes luggage,business cases,handbags,small leather goods,executive accessories,electronics,gifts,pen and watches.Tumi regularly introduces new product collections that reflect the best aspects of the Tumi Brand: performance,organization and modern design.
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Tumi
Brand Analysis
Origin
South America
Price Point
USP
Starting Rs. 12000 for Luggage Starting Rs. 3000 for Handbags
Modern Design Unparalleled Performance
Target Audience
Attributes
Smart Ultra Functional Unique OďŹƒcial Innovative
OďŹƒcial / Professional
Availability
Departmental Store Speciality Store Company Owned Shop
Samsonite
Samsonite’s tag line – ‘Life’s a journey’ – embodies the brand’s belief and vision,symbolizing the role Samsonite has in the multi-faceted lives of travelers. The Samsonite brand was born in 1910 when founder Jesse Shwayder began producing luggage for turnof the –country – a small and affluent group who appreciated the company’s unique,durable and finely crafted products.Samsonite’s ability to perceive and adapt to the changing needs of travellers has made the brand a leading authority for people on the move,throughtout the years.Samsonte has different sub brands to full fill the needs of different consumers.To Meet the discerning needs of the luxuary market they have Samsonite Black Label brand,while the innovative ,high-quality offering within our time-honored. Samsonite brand serves both middle and uppermarkets customer segments.Their American Tourister brand provides affordable,quality products to valueconscious consumers. Samsonite’s Luggage expertise to partner with market-leading lifestyle brands,such as Lacoste with whom they have develop handbags and casual bags,and Timberland,with whom they offers travel gear,accessories,backpacks and outdoor items.
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Samsonite
Brand Analysis
Origin
USA- Colorado
Price Point
USP
Starting Rs. 5000-10000 for Luggage Starting Rs. 2500-5000 for Handbags
High Quality + Technology
Target Audience
Attributes
Young Professional Student
Tough / Strong Technologically Sound Clean Line Conservative Appearance Safe Light Weight High Quality
Availability
Shop in Shop Assorted SHop Company Owned Shop Online Shopping
Comparitive Analysis
Handbag Brand Comparative study in relation to VIP Brand
Vip
Blues & Blue
Holii
Baggit
Hidesign
Charles & Keith
Occasion
Office/Travel Business Gear School/College Gifting
Shopping, Traveling, College/Party
Casual/Party Travel Office Gifting
College/Office Travel
Office/College Business Gear Casual Travel Gifting
Casual Travel/shopping
Brand look + Attribute
“Happy Journey� Long-lasting Trust Affordable Emotion
Rebellious Flamboyant Attention Grabber Youthful Outstanding
Indo Western Style with elegance Casual / party Flaunt with confidence Pride
Non leather brand style with utility affordable durable variety
Playful/Clean Design, Fresh color Combination, Stylish/Funky, Affordable price
Combination of different material, Prints/Color Decorative Little Expensive then normal
Utility base, Consumer centric Design, Fresh look & Feel Affordable Price
Leather Crafted Product Pure/Pride, Premium Best Natural color
T Product Feature (Price points/ Detailing/Material/ Finish)
Good Quality in Affordable price, Consumer centric, Long-lasting performance
Clean cut/Stylish Handcrafted beauty, long-lasting market leader in leather product, Availability in various place
Perfect combination of Chics & Flick Style, Modern/Elite Luxury Flaunt my style
New material combination Rich Look and feel sturdy
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Key Insights
After studying the brands in the international market, I could see they have targeted on different customer on very precise basis. • They have a defined design language to go with the user and a strong brand image to follow. • The comparative study shows the relation of the design elements connecting with the users and the brand image the company tries to portrait. • The brands have moved from luggage to adding handbags to their portfolio. • The design legacy is carried from their existing brand and design value to the new ranges of handbags also. • The language followed is very similar continuing the uniqueness of the brands. • The message that follows through all these brands is that “ we give you the right product and ask for the price value and not the cost.”
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4.2.2 Indian handbag competitors brand
In this Part I have studied top handbag brand in popular segment which are selling in the Indian market. To understand all these brand on all possible factor I have done brand analysis for five brand. All these five brands are different in all possible ways with different philosophy and still has a huge customer buying their product. Next I did their comparitive study on the basis of 3 strong point to understand their diffences from one another and in relation to VIP brand to get the relevant insight for VIP to work further in the area of handbag.
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Brand Analysis
Blue & Blues
Holii
Baggit
Hidesign
Charles & keith
Blue & Blues
The world is not only black and white.Colors are the life of life.Try thinking apple without thinking lusciously juicy red.Try thinking grass without thinking refreshingly dewy green. Try thinking sky without thinking shimmering twinkling blue.And now,think leather bags and think an unending palette of seductive hues. Like you,colours can be their own people.Some are wild like tarantella,the racy Italian dance; some tranquil like gondolas in serene Venice evenings.Some are enigmatic like Da Vinci’s strokes;some passionate like Michelangelo’s sculpture.Colours can be a reflection of what you’re feeling.Of what you want to become.And sometimes,of who you are.
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Blues & Blue
Brand Analysis
Origin Europe - Italian
Price Point
USP
Starting Rs. 600-700 for wallets Starting Rs.1200-1500 for hand bags
Stylish bags in aordable price
Target Audience Attributes Color, Break free, Rebellious, Flamboyant, Outstanding, Leathery, Stark, Attention Grabber
Young Girls College Going Party Goer’s
Availability
Malls Shop in Shop Assorted Store Online
Daring combinations
European origin
Availability in selective store
Holii
The Holii brand was launched in June 2009 as part of a joint venture between Hidesign and Future Group. Aimed at bringing in a distinct Indian design aesthetic to bags and accessories along with the high production standards of Hidesign, the brand within a short period of time has been introduced at all the major department stores and also sells from the airports. Holii Accessories Private Limited is a joint venture between Future Group and Hidesign. Started in June 2009, the company shares the vision to be a distinct everyday affordable luxury accessories brand. Holii is inspired by India. The multitude of colours and textures, our heritage, the rich culture acts as a stage on which every Holii product is minutely designed. Holii has successfully embodied Indian notion of beauty and expressed it in the form of sophisticated and delicate accessories and smalls. Holii desires to create all forms of personal accessories to adorn her and realize her beauty. Because through the passage of time, beautiful has always been in style holii creates sheer delight by bringing together leather and fabric and styling it in the modern Indian idiom. It is this indo-chic appeal which wins the brand its large fan following. holii handbags and smalls are made from genuine vegetable tanned leathers and exquisitely woven textiles. Traditional techniques have been given a modern twist. These contemporary designs with a very “now� look is what gives the product and edge.
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Holii
Brand Analysis
Origin
India -Pondicherry
USP
Price Point
Indian Craftology
Indian print/Motif
Starting Rs. 600 for wallets Starting Rs. 1200 for hand bags
Embossing Technique Indo Western Combination
Target Audience Attributes Young Professionals with an Indo western style pick Indian Motifs used Western cuts and shapes Leather combinations professional Well Defined Colorful but subdued
Availability
Shop in Shop and Tie ups. No company owned outlets
Indian Textile
Baggit
Baggit, a Mumbai-based premium bags and accessories brand, is on expansion mode. It is planning to provide employment to 5,000 rural people and achieve a turnover of Rs 50 crore within three years. With its own in-house designers and machines, Baggit produces a variety of trendy and fashionable handbags, wallets, mobile pouc-hes, belts, caps, scarves and footwear (outsourced) targeted at women executives. These outlets, she said would be spread over 400-500 sq ft in upmarket malls. Lekhi was voted as one of the 50 powerful business women of India by Business Today, 2007 and felicitated by PETA (People for the Ethical Treatment of Animals) with the 2007 Proggy Award for manufacturing nonleather products. Baggit Offering. • Handbags • Wallets • Mobile Pouches • Belts • Caps • Scarves • Footwear
Baggit Core Values. • To provide the Indian consumer with the latest international designs in bags and accessories • Design Trendy and smart fashion • Styling • Value-add • Choice of colours • Thoughtfully designed • To provide a variety of styles to cater to the tastes of a varied audience • To ensure that the consumer gets the best quality products • Quality is controlled inhouse by a group of talented designers • Every product passes critical design acceptance test • 100% quality inspection of imported CC fabrics, imported trims
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Baggit
Brand Analysis
Origin
India- Mumbai
USP
Price Point
Starting Rs. 600 for wallets Starting Rs. 900 for hand bags
Target Audience
Playful Smart chic Bold Trendy Stylish
Easily available in different Store
Playful with Materials
Affordable Ramp Fashion
Attributes
Variety of design
Young chic’s ,College Students
Availability
Shop in Shop, Assorted stores, Company owned outlets
Hidesign
Hidesign is an Internationally successful brand in the “affordable Luxury” category.It’s a brand that is born out of passion,sets its first foot internationally and then comes to indian market almost two decades of marketing its presences in various parts of the globe.Hidesign has been an international company ,distribution under its own brand name across the world.Today Hidesign has its own manufacturing units,company tannery and buckle factory.Hidesign has stayed focused on innovation based on the strong heritage of craftmanship.Hidesign stands out for the sensuous naturalness of its high quality leathers and the smooth soft glow of its solid brass fittings.Hidesign sells leather bags and garments under its own name in India,Australia,Greece,SouthAfrica,United Kingdom and the United States. All Hidesign Product Lines reflects the hidesign concept and create a harmonious image that reflects the sophisticated lifestyle of their customers.Their core classic range of briefcases,handbags and wallets are always contemporary,sophisticated and ideal for the successful executie lifestyle.Hidesign differentiates itself through the key values of being soft and sensuous from warm,natural materials.This core philosophy is reflected in its Design leadership with a strong sense of individual identity.Hidesign is a recognised leader in the research of the ecological use of vegetable tanned leathers for its leather goods.learning from the centuries old skills of tanning with natural seeds and barks.hidesign has created fashionable leathers that age exceptionally well. Hidesign focuses on fashion & lifestyle media for their communication in india.
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Hidesign
Brand Analysis
Origin
India -Pondicherry
Price Point
Indian Tan leather
Hand crafted
Natural ,Mock texture USP
Starting Rs. 600 for wallets Starting Rs. 2500 for hand bags
Handcrafted for the professional
Target Audience Attributes Young Professionals Professional Classy Handcrafted Serious Mature
Availability
Franchise company owned store
Charles & keith
Charles & Keith, the eponymous fashionable shoe brand from Singapore was launched in 1996 and since then captured the interest of industry insiders and the admiration of the fashion-conscious alike. Triumphing with its remarkable high street fashion shoes and accessories, Charles & Keith has won the hearts of many, placing itself as one of the most marketable fashion footwear brand in today’s international scene. Dedicated to trendy shoppers, Charles & Keith develops a distinctive line of fashion forward designs that cater to market sentiments in fast velocity. Attention to product design and fashion trends is the driving aesthetic force of Charles & Keith as the brand continues to provide shoppers with a plethora of stylish footwear and accessories to complement and complete their wardrobe. From its humble beginnings in 1996 at a 500 square feet store in Amara Shopping Centre Singapore, Charles & Keith has made significant growth, and to date, covers more than 200 stores across 26 countries including Bahrain, Brunei, China, Cyprus, Egypt, Estonia, India, Indonesia, Iran, Jordan, Kingdom of Saudi Arabia, Kuwait, Latvia, Lebanon, Lithuania, Malaysia, Myanmar, Oman, Pakistan, Philippines, Qatar, Singapore, Thailand, Turkey, United Arab Emirates and Vietnam. The worldwide uniformity of the brand is managed by the Charles & Keith International division, strategically guided by its successful franchise model. With an attitude that exudes style and confidence, Charles & Keith has captured a legion of loyal fans and positioned itself as a sought-after and preferred fashion brand in today’s highly competitive world.
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Charles & keith
Brand Analysis
Origin
Singapore
Price Point
USP
Starting Rs. 2500 for Shoes Starting Rs. 3000 for hand bags
Perfect combination of Chic & FLick style
Target Audience
Attributes
Sweet Feel Chic Flick Patels Glossy High Heel feel Devil wears prada feel
Chic’s, college goers,Trend followers
Availability
Malls & expensive markets in metro cities, franchise & company owned
Artificial Leather
Good Finishes
Great cuts
Comparitive Analysis
International Luggage Brand Comparative study in relation to VIP Brand
Vip
Kipling
Tumi
Mandrina Duck
Samsonite
Occasion
Office/Travel Business Gear School/College Gifting
Casual Chic/Sporty Adventurous trips
Luxury Travel Business Gear
Semi Formal meeting Travel Shopping
Office/Travel Business Gear School/College
“Fashion which is not boring” Adventurous Sporty Frequent Traveller Trendy Flamboyant
Smart Design Official Functionality Unparalleled Performance
“Tireless traveller & a faithful partner for the whole of its life”
“Life is journey” Durable Premium Quality Play Safe Design with Technology
Vibrant color playful material Light Weight Fabric Smart Design Language
Rugged Material Smart Combination Innovative Accessory Long Lasting
Brand look + Attribute
Product Feature (Price points/Detailing/ Material/Finish)
“Happy Journey” Long-lasting Trust Affordable Emotion
Good Quality in Affordable price, Consumer centric, Long-lasting performance
Utility base Simplistic Design Fresh look & Feel
Utility based Durable/Long-lasting Affordable Price Trendy/Variety Techno
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Key Insights
Key Insights for the domestic brands more runs on the basis of price points and brand image people have in their mind. • The attitude carried to this market is in what price we get what. Different brands offer different unique elements of design in the price point they offer. • Brand targeting to high elite class customer and want to be premium so they choose name which sounds international. Every one is making any one point to be portray strongly to attrack their customer. Blues & Blue offer a wide range of fresh new color option for the youth, HOlli gives us Indian handcrafted bags and so on, Baggits gives us the designer stylist bags, HIDESIGN gives us the hand crafted bags, Charles & Keith gives the Latest style with Current Fashion. The bags might not entirely have all the qualities of a great bag but will have one unique feature we can identify with. It also reflects the mindset of the people and consumer in India.
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Chapter 4.Research/Info Collection/ Data Gathering 4.3 Consumer Research 4.3.1 Consumer Segmentation 4.3.2 Consumer Persona 4.3.3 Consumer emotion to handbag
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4.3 Consumer Research
Juxt has progressed rapidly to become a leading force in both ‘syndicated research’ and ‘online research’ space in India. Juxt is the only research company in India offering the complete 360° market research solutions online. Juxt New Age Market Research Agency conduct survey on Indian Generation 2010 as Gen Next, Gen Now as derived from the authentic Govt. of India· base-level population statistics (NSSO/Census/RGI), were applied to the survey data. In this Survey study has been done on Comprehensive profiling of generational· age groups as consumers in India 2 in their demographics, psychographics and consumption lifestyles. The size estimates and profiling of the consumers in 5 generational groups in the study is based on one of the largest single surveys in the country (covering over 259,000 individuals living in 57,000 households across all regions and states, using 2-stage random sampling· methodology). At each ‘generational’ stage, the biological and psychological needs vary and so do the ‘lifestyle’ and ‘consumption’ needs. But more importantly what also varies significantly across generational stages is the individuals ability to take independent consumption decisions and then be able to fund those independent consumption decisions.
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4.3.1 Consumer Segmentation
Consumer Research Report Data Reference: JUXT Survey I started my research by studying how the Indian society is segmented, profiling Indian consumers to study the concept of generation gaps in consumption Lifestyle. This survey gave me an understanding of the real spending power and consumption lifestyle. The reason why I referred to this survey is to understand who has how much money, which would help me identify my consumer profile better. At each generational stage, the biological and psychological needs vary and so do the lifestyle and consumption needs, but more importantly what varies significantly across generation stages is the individual’s ability to take the independent consumption decision, and then be able to fund them. The generations in India can be broadly segmented as indicated in the chart
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In India as mentioned, young people attain financial independence mainly in their 20’s. So if we notice the extremes in the society of the expenditure power, we notice, it starts from the 20’s and diminishes at the age of 55. So the generation which I need to study is Generation Next, Generation Now and generation yesterday. Since my range is for women’s wear. I tried to refer to data for Gen next, gen now and Gen yest for women. I noticed a strong differentiation in the women’s segment according to their occupation and married status. The segments are as indicated in the chart
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The findings of the survey are quite an eye-opener. • 9% of the whole women population is India is working which is 40 million in number. • 50 % of the population are Housewives moms. • Southern region has the highest contribution of the working women in India. • Though housewives moms are better SEC profile, i.e. they have better expenditure power. Looking at the lifestyle and expenditure power I decided to target Women students, working maidens, working wives as my target group since they form the major expenditure power and the highest average monthly income. They are the group who tend to spend on their own and take decisions for their own buying. Looking at the segment I can define my consumer profile would be Women from age of 25-35 years who are at the peak of their careers and has a good
expenditure power. I am avoiding the below 25 age group since they tend to be more vulnerable and are very street fashion followers. The age group above 35 years tend to be very specific and very choosy. So to launch a new collection I sincerely think this is the best age group to start with and penetrate into the market. I decided to choose Urban Market as my target since they are the ones where the brand can reach more easily and they are the people who would not mind spending on something new. We cannot launch this brand on the same level as VIP luggage right now since Luggage section has already formed a trust in the brand with middle, upper middle sections of society. Looking at the segments I am trying to target. I looked for the times where these segments of women have the highest interaction with BAGS. As I observe the daily lifestyle of women, I see that their daily lifestyle is similar at some points and different at others.
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4.3.2 Consumer Persona
I have extended my research about ‘Consumer lifestyle’ after understanding the women and different segments exist in the society from the survey conduct by juxt research agency on Generation next, Generation now and Generation yesterday in the previous topics. In My findings I conclude and come on macro level to go further and understand in detail the four segments of womens and their lifestyle exist in india as my promising consumer who intent to buy handbag and have the capacity to invest in handbag. I have conducted personal interview session and telephonic conversation based on my findings on different segments of the society with the help of my family, friends and people on social networking sites. Demographic and Socio-Economic profiling is based on all women individuals living in the surveyed households. Psychographic and Consumption lifestyle profiling is based on information of women respondents who answered all the question based in questionaire I prepare for them as well as the add few more question on the spot while having one to one conversation.
A deeper profiling of various type of women occupational and marital status segments in India . How they differ in their consumption lifestyle and preferences to includes details about their location and language preferences, socio-economic status, household and financial assets ownerships, monthly and annual household expenditure on main spend heads, personal and household level consumption of some lifestyle products along with brand preferences, psychographic profile, regular lifestyle habits and preferences, holiday and entertainment preferences, shopping orientation & preferences, media usage.
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Women Students
Consumer Persona
Woking Maiden
Working Wives
Working Moms
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IPOD
Unorganized Put Aside
Casual Strong Headed
Status Symbols
Experimental
Party/Trips
Impulsive Shopper
Selective
Consumer Attribute Women Student
Demanding Planner
Impulsive Buyer
Professional
Updated
Techno
Time Value
Impatience
Independent Gossiping
Late back
Short Temper
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Consumer Persona Divya Singh Management,Student
Women Student
Her day starts at 8 am in the morning on an average. She tends to travel to college/ Institute and study the whole day. She has her lunch within campus or in and around the campus generally with friends.She is well travelled within the city.She knows the best hangout zones in the city. For her it could be part time earning. She is good with computers and gadgets.She carries a cell phone. She is updated with the fashion market and trends.She is very price conscious and brand exposed.
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Well Organized
Decision Maker
Authoritative Put Aside
Homely
Ambitious Strong Headed
Smart Shopper
Beauty with Brains
Consumer Attribute Women Maiden
Planner
Time Value
Gossiping
Independent
Personal/Professionally Balance
Selective
Multitasking
Updated
Professional
Techno
Educated
Status Symbols
Focus
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Consumer Persona Nidhi Gupta Fashion Consultant
Working Maiden The day would start at 7 am. She is health conscious.She goes to gym / Yoga. She cook’s her own food. She is independent and has good decision making skills.She travels alot and is very career oriented. Work is always her priority. Office is her space to spend most of the time . Lot of professional interaction. Food is available at office canteen or home cooked. Office colleagues become her best friends that time. limited interaction with family. Her evening would either go working or meeting friends for coffee.She had a maid to clean the house or even cook.
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Beauty with Brains
Strong Headed
Homely
Decision Maker
Personal/Profession Life
Authoritative
Smart Shopper
Consumer Attribute Planner
Women wives
Updated Gossiping
Time Value
Selective
Multitasking
Independent Professional
Status Symbols Educated
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Consumer Persona Sweta Baoni Account Manager
Working Wives
The day will start at 6.00 am in the morning. She is busy doing household work. She coordinate home and office. She is a good and authoritative position . She is a strong decision maker and good manager. She manages home and office. Her day passes away in office and is particular about reaching home on time. Prefers to spend time with husband. She would schedule her time for friends around the weekend.
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Smart Buyer Socially Active
Occupied with Responsibility
Authoritative
Homely
Smart Shopper
Consumer Attribute Strong Headed Planner Gossiping
Women Mom
Updated Time Value Status Symbols
Put Aside Selective
Multitasking
Independent Professional Educated
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Consumer Persona Ambika Magotra Design Faculty
Working Maiden
Busiest of all the above categories mentioned. She is the ones who will start her day at 5.00 am. Cook for the family, get the kids ready and run here and there. She is the one who will not have time for herself in the whole day. Family becomes her priority. She is very price conscious and would look for multiple utility. She is very good at multitasking. She takes the decision for the family but the man is still the decision maker. Extremely busy and superb managers. She have very less time for social life. Family becomes the core for life.
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Comfort
Personality
Assurance
Contentment
Need
Special
Pride
Helper
Reflection
Enthusiasm Belongingness
Emotion attached with Bags
Togetherness
Ease
Companion
Desirable Space
Satisfaction
Style
Obsession Fashion Quotient
Passion Multipurpose
Pleasure
Security
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I have created a visual board for the Five strong keyword from the findings which can be considered at the level while designing of handbag. Comfort
Companion
Desirable
Pride
Security
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Handbag Why
How What
Where When After Understanding all the women segment in the society and their persona then I decide to understand why they what to purchase it, what is the perception of women towards handbag, when they like to have it, where all they will used it, how they perceive it these were the queries was in my mind then i decided to raise and understand the psychology of a women towards handbag and their emotion attached to the handbag. During my interview session came up with lots of point on this topics from which I choose few phrase of all the discussion and put on next page to refer with their reference image with the details.
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Why ?
"Because i feel at ease when i know something is taking care of me and will be around me always making me feel secured and happy" - Nidhi Gupta, 25,Student
What ?
An experience that makes me feel proud and noticed in the crowd when i'm with it. It's that compliments me and my thoughts the best. - Anubha Sinha ,32, IAS oďŹƒcer
When ?
I'm all alone in the crowd, in good time and in bad times,something that can hold on to me , something i share everything with.
- Bhavna Mahajan,27, Professional
Where ?
In the fast moving life, to pace up with me in the city of dreams. - Priya Saraiya , 35,Artist
How ?
From someone who understands me, i can trust upon and i know will make it happen.
- Vasundhra Chaddha, 30, BPO
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Market observation of Handbag users
Quilted Patterns
Customisation Easy access Prints & Graphics
Accessory used for Expansion
Pure Leather
Organiser pouch
Through this Survey I wan fashion trends of handba style of handbag among get to understand various to handbags(shape, size, co Mens have different percep like a dump yard where ev later I came to understand t All time Favourite Color Designer handbag is also opportunities to design so space into more organised space for the women of Metal fittings handbag is used has a point Multiple Pocket be light in weight to carry f After this market Study I observation study and findi point of their being a wom which I Shared with the A Qualitative Research done discuss in my Next Segmen
Duffle Bag
Fabric with Sequence Space for Coins/Small Items Metal hardware in Fashion Security/Safety
Material Combination
Longer bag (jhola)
Multiple Pocket for easy access
My Observation during the market survey conducted in different Market, Railway Station, Bus Station and various part of Mumbai was on handbag user. Through this Survey I want to understand the latest fashion trends of handbag and the most desirable style of handbag among womens. In my Survey I get to understand various needs and wants related to handbags(shape, size, color, texture and Finishes). Mens have different perception about handbag as its like a dump yard where everything is just dump. But later I came to understand that as a Lifestyle Accessory Designer handbag is also a space where I have the opportunities to design something for unorganised space into more organised way to provide maximum space for the women of today. Whatever style of handbag is used has a point to make in life and has to be light in weight to carry for longer time. After this market Study I decide to make a proper observation study and finding to understand the whole point of their being a women and Study their lifestyle. which I Shared with the Agency in the next level of Qualitative Research done with them. Which I will discuss in my Next Segment of Reseach.
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Chapter 4.Research/Info Collection/ Data Gathering 4.3.4 Qualitative Research Understanding Women’s Bags Reasons of Purchase and Uses Parameter of evaluation Brand Mapping
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4.3.4 Qualitative Research
OBJECTIVES The main objectives of this research were to understand current trends & practices in the ladies handbag market along with deep understanding of the purchasing process for buying ladies handbag. This research also helped me to garner responses towards need gaps and product offering. Lastly to understand the perceptual space brands hold in the consumers minds.
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we met an equal mix of housewife and working women for the study. The statistics are
With the help of Hansa Research team
Centers
Working (Group)
Working & Housewife (Group)
Housewife (Group)
Mumbai
1
1
1
Delhi
1
-
1
indicated in the chart.
The demographics of the Target group as briefed to the company was Women that belonged to • SEC A • Age: 24 – 35 years • Education: Graduate; Post Graduate • Unmarried / Married • Prefers shopping at Branded / Organized Retail Outlets
A Total of 5 groups across 2 cities
Within this we were looking at a set of two special sections : Housewives and working women. As mentioned Below their income and purchasing power.
Housewives • •
has a monthly household income : Rs.1 lac and above has bought a bag worth Rs.3000 & above (in last 6 months)
Working women • •
Earning : Rs. 25000 - Rs. 50000 per month bought a bag worth Rs. 2000 & above (in last 6 months)
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Section 1.Understanding Women’s bags Section 2.Reasons of Purchase and Uses Section 3.Parameters of evaluation Section 4.Brand Mapping
Section 1.Understanding Women’s Bags This section understands the
Life, Dreams
and Aspiration of these women to have a better understanding of them as a human to connect with them on a basic ground level. The finding of the focus group research of the target groups mentioned before is very enlightening. A brief introduction to the buyer would include that these are as follows. •
the women of high social strata and mostly live in nuclear families. • The housewives we met have their husbands working at middle or top-level management while working women came from different walks of life from being account management to interior decoration to being HR managers. • The varied variety helped us gain a different outlook of these women in different environment and different surroundings. • A clean observation was that since most of these women had an inclination towards Fashion, showed a fair amount of awareness to current trends in the market and globally. • These women are independent which surprisingly includes housewives, have the power to spend and in turn have a very free spirited lifestyle. So if these women lifestyle have to be described in three strong words that would be progressive in their approach to life, High Spending power and are completely independent decision makers.
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The dreams and aspiration of these women are very different in the two different groups. For the Workingwomen the future revolved around professional success, which led to independence and expression of power. Few of the examples are The workingwomen identifies with the need of power and thrives hard to have it. The financial stability and social independence is very much a necessity.
For Housewives dreams were well connected to success of spouse.The housewives do not have independent dreams but are connected to their spouse. Their aspiration and dreams are about the success of their husbands.
“I am talking about success; if husband and my child are successful then naturally I will also be successful in life.” “I want my husband to be successful”.
“Right now I am working under someone, but later I want someone to work under me.” “We really want to become independent; no one wants to be dependent now”
The relation to the two groups with their families reflect that the working women have a blend of social and family centric life whereas the housewives are completely like the CARE GIVERS. Few Quotes from the housewives
Few quotes from the Working Women
“I like cooking food… I cook good Punjabi food” “I have twins, they are 8 years old, they are at home full day (holidays) so its like being with them full time and enjoying”
“When I have free time I’m always on Facebook” “We go for parties regularly” “My husband’s have friends, I have friends, our kids also have friends, we visit everyone.”
To conclude their family and lifestyle, though there were no stark differences observed, the working women had a slightly more active social life. All the above observations gave me an insight that although there were some differences spotted… the audience can be termed as a single homogeneous lot.
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Live and Interest of the homogenous lot
I surf the Internet… I like surfing the
net…facebook
We finish our work and go for partying..socializing The activities that involve Entertainment and staying connected to ‘their world’ seemed important to most in the group. The need to be engaged in some or the other way seems utmost important. Hobbies featured a lot of out of home activities, so home is a major area of their personal space and engagement. The need of this group is to have a life filled with activities to pamper self which they try to achieve through different mediums like Spa, Beauty service, having a Hand pet or many other.
innovative designs… I look out for new designs on the internet…
I utilize my time in reading,
cooking dancing and watching TV
Shopping malls… catching
up with friends, parlor spa
I like watching movies…
Snap-deal… Star Alive, Fashion for you
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The value triangle is a medium of expression for the consumer’s values and importance in life. It is broadly under three categories, which are Self, Family and Friends. In all the three above categories the consumer tend to be more involved in the self values and gives a lot of importance to it.
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Individuality plays a very important role in the consumer’s life. They tend to fall mostly in the individual quarter of the map. A large part of the consumers featured in the Individuality- Freedom quadrant. The trait of individuality seemed to be stronger in case of most consumers (especially the working women and the high profile women) Keeping the context in mind, this essentially exhibits traits like • New-ness • Variety • Change • Experimentation • Self Expression
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What Fashion meant to most of the women is very interesting to read. Some felt that fashion to them is makeover, which would completely change them upside down. Some linked fashion to very strongly with Bollywood trend. So the link of fashion to Bollywood was strongly visible. Many said it is a reflection of the personality of the person or the one carrying the fashion. Few said it’s the attitude you carry through fashion. The feedbacks on fashion came from the groups like Delhi house wives, Mumbai high profiles, Delhi working women, Mumbai working women and Mumbai house wives. It was an interesting insight as to how people perceive fashion and had a lot to do with the influence of the surrounding around them.
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Broadly if we categories the feedback of the consumers we saw a strong pattern emerging and keywords to describe it.
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Their Handbags: Importance of handbags in life Spontaneous Reaction.The functional attributes associated to bags include strong words as Follows
Functional Attribute’s association with Bag
Convenient Price Driven By Occasion Texture Storage Traveling Necessity Light Weight Comfort Multiple Pockets Long lasting Unique Spacious Color Size of the bag Mini Wardrobe
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Emotional Attribute’s association with Bag
Confidence Attitude GoodFriend Trendy Colors Matching with Dress Stylish Classy Designer Style Statement Smart look Fashionable Style Innovative Unique Status Fashionable Elegant Show off
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Section 2. Reasons of Purchase and Uses Bag Usage and Purchase
The current possession of these consumers include Number of Bags • On an average women owned 7-8 bags in their wardrobe • “I have 6-8 clutches and bags” HW, Delhi • “I have 6 to 7 hand bags and 4 to 5 clutches” WW, Mumbai • However in a few cases, a part of the audience owned more than even 20 bags • “I have 18 to 20 bags but not all are branded” HW, Mumbai • “I have 45 bags. Means I am counting from small pouches till the big bags” WW, Mumbai
Consumer terminology for each of the types was: • Clutch • Purse • Formal Bag • Sling Bag • Casual Bag • Wallet • Jhola • Batua
Key Insight: “ A COLLECTION”
A wider range of handbags enables women to mix and match and pose a different look each time they step out.
Bag identification
The Consumers didn’t identify the bags as Tote, Hobo and Satchel or any other technical terminologies used in the industry though they did identify clutches as the category. Instead the consumer had their own terminologies that they use for the shape and the usability of the bag.
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Each consumer carried varied types of bags. They would always have a collection of bags. We tried to reason out why would they have a collection of bags and came out with four strong reasons for it.
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Mapping of Occasions
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Mapping of Places of Purchases Purchasing Behaviour The purchase behavior included both planned and unplanned trips. There are emotional and rational factors to trigger a purchase. The frequency of purchase includes both planned and unplanned shopping featured when it comes to bag purchase. Of all purchases, 1 or 2 times the purchase was planned. Most others articulated they buy bags once in 5-6 months, while the high profile women buy once in 2-3 months.
The key triggers for a planned Triggers for Impulsive purchase purchase are Instant Gratification: The attractiveness in a bag was a Updating: A new season; a new bag • “If a brand has good collection and trendy then we buy” HW, Delhi • “Sometimes big bags are in (fashion) so then you just feel like going and buying” High Profiled, Mumbai. Freshness: Boredom of repeating • “We need a new bag; If you are going out with the same people you can’t carry same bag every time” WW, Delhi Replacement: When discarding their previous worn out bags • “When it gets spoilt, it looses its shine I look for a new bag” WW, Mumbai Occasion Drive: With the upcoming occasions (parties, wedding) many felt the need to buy bags to pose a new Style statement • “When I have to go for a party and I don’t have the right bag then I buy” WW, Delhi Attire Driven: It was noticed that women primarily decided the attire and then searched for bags which matched the same • “If I have bought a new dress, I need to carry a bag along with it so I buy one” WW, Delhi • “If I don’t have a matching bag with my outfit I decide to buy a new bag” HW, Mumbai.
driver to choose it while walking in a mall. The need for an immediate possession was felt to be strong • “I’m a go getter if I like the bag I have to buy” HighProfile, Mumbai • “ When you like a bag you just buy them as later when you come back you won’t find them around” HW, Mumbai.
Discount and Sales:
Brands on sale is another prime motivator for purchase • “Shoppers Stop gold member’s sale I picked up 12 bags at one go and distributed them to my sisters” High Profile, Mumbai.A friend Influencer: Women as co shopper have also influenced the purchase decision when accompanied their friends in shopping • “My friends wanted to buy and I tag along with them and then we both end up buying something” HW, Mumbai. Elevating Mood: Like any other category, even in this case many shopped bags to lift their mood – an emotional trigger • “When I’m depressed and not a good day I go to buy bags or shoes” High Profile, Mumbai
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Concept of Co-Shoppers
Most women were accompanied by others while shopping as they felt a strong need to garner a second opinion before buying • Women mostly preferred shopping with female companions; their opinions are more relied upon • “I prefer going with my sister. She suggests and gives her opinion then I decide what I like” WW, Mumbai • “ I go with my friends or mom to shop” HW, Mumbai • In some cases spouse accompanied them • “I go with my husband and ask his opinion; what I like” WW, Delhi In spite of taking multiple opinions, at the fag end the decision rested upon them
In store Experience
There were mixed responses towards seeking the sale person’s opinion while buying • “Sometimes we listen to them; sometimes we think that they are pushing some costly purse” HW, Mumbai • “No, we don’t take advice from the salesperson as it’s a personal decision” HW, Delhi Although a strong need was observed for in store assistance while buying • “If I want to buy something so I will ask the sales person” HW, Mumbai
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Section 3.Parameters of Evaluation
After the detailed observation and understanding of women and association of handbags, the key insights and direction are as follows:
Mobile Holder “Sometimes when the mobile rings it takes 5 minutes to find the mobile till then the call is missed” High Profile, Mumbai
Logo to be visible:
It could be preferably placed on the front side of the bag at the lower end as the upper surface gets covered by the hand of the user in most cases
Space Constraints
Cosmetic Case “I carry pouches in the bag for cosmetics, when we change bags we just transfer the pouches” High Profile, Mumbai
The maintenance of bags required space and special attention - “Some party purses we have to put it in plastic and cover it properly; otherwise it gets spoilt” HW, Mumbai - “It gets spoilt if you keep it outside, I keep my bags inside the cupboard” WW, Delhi - “It’s very costly; so we cant put them here and there, we need to keep it in the cupboard” HW, Mumbai
Compact money pouch
Protective Case
Key Holder
• Large thus Visible • Holder of the zip should be large enough to be quickly grabbed upon; • Made of scratch proof metal and shine that maintains for a longer time • Could be embedded with the logo
- Providing an additional soft cloth covers along with each bag - preferably with strings to hang them would occupy less space and allow storage of bags when unused.
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Section 4.Brand Mapping
• Brands like Esbeda, Rhysetta, Da Milano and Lavie were all considered to be International “Lavie is an International brand from the name you can come to know if it is international because the name sounds different” WW, Mumbai. “Da Milano it sounds International, it may be from Italy” HW, Mumbai • No clear brand imagery observed
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Sources of Awareness
Have been constantly made their presence felt through media and large stand alone stores thus a stronger recall. • “International brands you come to know in magazines and on internet” HW, Mumbai • “International brands are all present in magazines and on Internet” WW, Mumbai
International therefore premium
– Enjoy a higher grade of being premium on quality, unique on design thus furnish enhanced flaunt value and exclusivity • “It is always the International brands that makes you feel premium” WW, Mumbai • “Burberry London is UK brand, when you will meet with other you will feel you are exclusive not part of that crowd” WW, Delhi
No Hierarchy
– No specific ranks were seen across centers for brands. • “There is no ranking as 1,2, 3….all of them are good” WW, Delhi • “If I go anywhere and if I see a good bag then I buy it, not necessary that I go only for a specific brand.” WW, Mumbai
Da Milano Less Expensive
Not Easily Available
Esbeda
Rhysetta
Expensive
Da Milano
Rhysetta Esbeda
Easily Available
Rhysetta
Not Popular
Da Milano
Esbeda Popular
Low on Variety
Rhysetta Da Milano Esbeda High on Variety
Acceptance towards new arrivals
– No loyalists to any brand they only considered repeating their purchase on the basis of the durability of the product • “If I have used 1 brand for 6 months and it lasted pretty long then next time I would again want to pick up that same brand” High Profile, Mumbai
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Key Insights • •
High Profile
Others across centers •
Popular
Esbeda, Zara, Mango,Aldo,Gucci, DKNY,
Damilano,Gucci
Baggit,Esbeda,Hidesign
Trendy
Gucci,Esbeda,Charles & Keith
Charles & Keith,Hidesign
Prada,D&G,Tommy Hilfiger,Esbeda,Gucci
Flaunt
Versace,Gucci
Gucci, Esbeda,Hidesign, Channel,Dior,Louis Vuitton,Prada
Louis Vuitton
Premium
Rhysetta,Hidesgn, Guess,Gucci, louis vuitton,Armani,DKNY
Gucci,Guess,D&G,Louis Vuitton,Chanel
Armani,Tommy Hilfiger,Louis Vuitton
Future
Versace,Gucci
Louis Vuitton,Chanel,Prada
Prada
•
The need for a bag largely revolved around creating a fashion statement - design(shape/colour/style) is the key With the category in it’s nascent stage, the key drivers for product purchase were hence mainly the aesthetic elements followed by utility features (zip, material, compartments, handles) While high awareness and usage exists for several ‘brands’ no distinct brand persona exits for most - issues such as ‘country origin’, association with certain product types, etc were almost negligible There is a strong aspirational value for the brands that sound International.
The former research lead to CAPRESE in its present category of women’s handbag with an international name and feels associated to it. The design collection thus to be made would have the following points of directions. 1. The collection will be for the modern women, which would cater to different environment. 2. The collection would be taking care of their special needs and demands along with the international aesthetics and look with it. 3. The brand will have an international appeal and finish which would be appealing the Indian Mindset. 4. The price range of the bags would fall between Rs.2000 to Rs. 5000. 5. The competition to the brand will be Brands like Baggit, Madirnina Duck etc.
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Chapter 5.Conceptualization 5.1 Marketing Team Brief Theme Description 5.2 Revised Design Brief Target Consumer
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5 1.Marketing Team Brief Theme Description
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The most fashionable way to tell the world who you are.
symbol
class
you
personality status
You bag says a lot about who you really are. When you put your bag down on a table, it reflects a lot about your personality – its shows your class, your taste and is a symbol of your status. Thankfully we have bags that speak volumes for the person you are.
Flaunt your confidence in style.
Formal with Style Collection
style
taste
Casual with Statement Collection
confidence
pride impact bold fashionable
A handbag is the most noticed accessory that a woman adorns herself with, with the exception of shoes perhaps. A woman carrying the right bag exudes a certain confidence as she walks into a room. It's a part of who she is. The bag allows her to carry herself with pride. We get only the finest pick of today's most fashionable styles so that no matter what style you choose, you will always have the confidence to handle any situation.
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5 2.Revised Design Brief Aim:
To launch a series of women handbags for VIP under the brand name CAPRESE.
Objective:
To design a range of handbags for office and casual environment for women under the brand CAPRESE to be launched in India with the house of brands of VIP.
Customer Profiling Details
The huge market shift to customization has lead to a huge change in the way products are now perceived. Women have now become very specific and open about their needs and demands. In terms of bag they are clear about their look and impression they wish to put forward in the minds of the viewer. This brings me to define my customer profile on a single platform. The two themes that are “Flaunt your confidence in style” and “The most fashionable way to tell the world who you are.” Define a single target group in different environment. The women now keep their professional front separate from their personal front. It is clear in their choice of looks they prefer to carry in those environments. The idea is to cater to needs of a single target group in different environment which is a direct impact of the customization trends seen around.
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Working Queens Look
At Work
Partying / Clubbing
Smart,Contemporary,trendy,unconv Funky/sexy/Eye-catching/ entional statement makers/Fashionable
Holiday / Vacation / Spa /Sport /Beach
Fun,Hip,Innovative/Chic
Material
Soft,Sloutchy leather,nappa leather,fabrics,denim,suede
Leather-reptile/patent/ animal/luminescent stones,fur,metal
Leather with natural materials,Canvas,Parachute
Form
Contemporary,functional,simple
Compact/Elegant/Basic
Simple/Fun/Playful/ Changeable/Fluid
Colors
Mild,pleasant,soft colors,subtle metallic,classic black and white
Striking vibrant colors/ Contrasting/Neon dazzling/ metallic colors/psychedelic/ fiery stones
Multicolored/cheerful/ bright/close to nature/ bright colors
Technique/Detailing
Embellished with zippers/buckle/ studs/detailing/feminine ruches & ruffles / Weaving / Braiding / Graphics
Funky Graphics/Metal detailing/Sequence
Print/beading/fringe/ coiling/layering
Type/Size
“The Bigger the Best�, oversized, Multi-pocket & easy to carry
Small,more concept handbag for carrying essentials.
Medium to big tote/hobo/ bucket
Target Consumer
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Working Queens Demographics
Lifestyle Pattern: •
Age: 25-35
Socializing/ Priorities:
Gender: Female
•
Family and Self
Wants and Desires:
Marital Status: Single / Married
•
Qualification: •
Proactive in life and career/ high on Spirit.
Graduate / Post Graduate / Professional course
To be Successful individual/ Strong identity/To get noticed/desire for latest products
Think of design as:
Income: 3, 00,000/- to 6, 00,000/- p.a
•
Profession:
Psychographics
•
Working in Corporate, govenment Sector, consultants, social worker, leader, Teaching, Media, Doctor, Engineer, MNC’s Creative Fields - Ad agencies, Design Studios etc.
Economic Status: • •
Financially Independent Lots of disposable income
Confident Urbane Decision Maker Social Far sighted
Buying Behaviour • • • • •
Social Status: •
• • • • •
Trendy/different/noticeable/in sync with latest fashion.
Single Household/ Decision Makers
Choosy Price and brand Conscious Utility Design sensibility Fashion Awareness
Cultural Background:
• •
Aware of the culture and follow the culture till the time it doesn’t restrict Logical and practical/ Open minded
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Client Board
Indo- Western
Multi-tasking
Professional life
Decision Maker
Independent
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5.3 Design Process Brainstorming Design Direction Mood board/Color board/Form Board Ideation/Exploration/Concept Ideation Mock Ups Final Prototype
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Design Process
I started my design process with brainstorming Session. In which two different design directions which was decided after all the market research and their key Insights. We came up with two areas to work which will cater to women with entirely two different persona in different scenario. So Initially the thought about handbag was very open in it’s approach. Innovation has no boundary and it has to be free from all barrier so i decide to do my brainstorming as open as it can be to get more opportunity to explore in all area of element of design. I derive attributes from this broad brainstorming session for both the design language to work it further and define their look. Attribute are so strong to define the whole look and feel of the collection and also give the scope to derive form and language.
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Fashionable
Elegance with Style Bold & Beautiful
Ultimate
Feel Good Factor Mood
Colourful
Functional You & Me
Brainstorming
Personality
Trendy Problem Solving
Multi-utility
Class
Unique
Impactful
Spacious
Pride
Symbol Organic
Confidence
Style Statement
Convertible
Taste Refreshment
Authoritative
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Design Direction . No . 1 The Most Fashionable Way to tell the World Who you are
A collection of bags which are a mix of party and casual look and have an evening bag feel to it. This theme is a very strong reflection of the traits of the carrier. The key attribute of this theme is Symbolic, status, personality and taste. The mood is very transparent in its nature. The mood is to have a bag which could be a complete reflection of one’s personality. The designs should be very symbolic in nature. The designs should be so that it speaks of the taste of the holder and also reflect a class and living standard of the customer. The forms I wish to explore for this theme are more like convertible and transformable. The pleating element in the design. Lot of organic shape and form.
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The most Fashionable Way to tell the World Who You are
Mood Board
Personality
Taste
Symbol
Status
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The most Fashionable Way to tell the World Who You are
Color Board
Art
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The most Fashionable Way to tell the World Who You are
Convert & Transfor m
Pleating Technique
Form Board
Art
Organic Shape & Form
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INITIAL SKETCHES
Basic Geometry to explore Form and Shape
Broad Shape and Short handle exploration RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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Broad Shape and Short handle exploration
Overlapping and curve shape explore
Form explore with hardware in different ways
Elongated shape with handle RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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Broad Shape and Short handle exploration
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Overlapping and curve shape explore
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Hardware Exploration Hardware Design . 1
Discription/Feedback I have taken inspiration from my form board to derive hardware forms which are Unique in shape and form. I have developed 4 different hardware for different placement on the bag and have different utility. In harware design 1: The utility is for multiple straps and can be used in front/side portion of handbag. The form language is such that overlapping cannot be happened and stress will be on all possible direction to hold the bag and provide proper structure in its visual language.
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Hardware Design . 2
Discription/Feedback I have taken inspiration from my form board to derive hardware forms which are Unique in shape and form. In hardware design 2: form is unique in shape which will be placed in side portion of bag. Alignment has be match to fullfil the right proportion of the bag while carrying and is in use. Ergonomics is the key factor for the placement on top of the bag with proper placement.
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Hardware Design . 3
Discription/Feedback I have taken inspiration from my form board to derive hardware forms which are Unique in shape and form. In Hardware design 3: In this i have chose the close view of the bird back leg and wings for my form language.Form is very Organic Shape which define the look of the bag in different way because of its shape. It will stand up in the bag and make the statement of its own.
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Hardware Design . 4
Discription/Feedback In Hardware design 4: I Choose a small segment from the furniture as a form to explore in hardare where trigular shape is inside the two block like a insertion to give extra expansion to the furniture to open up. . Interestingly that inspire me to work on it and futher i expore it precisely.
Conclusion Finally we came to the conclusion that the importance of harware can be enhancing otherwise it should be revealing to the extend that make a style statements.
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Surface Exploration
Overlapping Detailing for Different level for multiple Pocket
Discription/Feedback I have explored Pleating technique in different ways in terms of layering, twisting, pintucks and Folding. In all my exploration, i tried to create different surfaces for different look and feel. I used these surfaces for different application at different places of handbag. I start my exploration with a particular folding pattern by using it in different sizes from ascending order to decending order and vise versa. In this segment i have create option for multiple pocket through layering with a style. which came out nice but need little more refinement to execute in final product make more feasible design.
DOWN FALL/BROAD STRIP
REVERSED ORIENTATION
REVERSED ORIENTATION
DOWN FALL/ClOSE STRIP
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Interesting twisting for hilighting in detailing of some part
LINEAR ORIENTATION
Discription/Feedback
GROUP TWIST CLOSE
TOWARDS CENTRE
GROUP TWIST WITH GAP
TOWARDS CENTRE
LINEAR ORIENTATION
In this part I majorly explored twist as technique keeping in mind to be used for small parts of the bag. I tried to enhance the two different surfaces of leather/pu leather to be used to create the effect of the variation. The orientation was horizontal direction so that it can make an impact more prominent. It is in used as linear pattern, centric movement, Group etc. The feedback i got from my design team is like they liked it very much and plan to used it in handbag at later point of time because this time they want their handbag to be more closed to simple,form based with little work on surface.
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Surface Exploration
Linear look and feel for surface
Discription/Feedback In this exploration I have tried to use Tucks as a technique with small strips of Pu-leather. I have hold the strip and use tucks at different levels but try to follow the pattern so to acheive a regular pattern with different volume. This exploration give the scope to used it at different area in different sizes. The look will be change with the use of different size of the strip in diferent orientation.I have tried to achive certain geometry pattern with geometric shape. Few exploration were appreciated and have the tendency to take for another level. Due to the workmenship required in making it restrict it to be used in the handbags.
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TUCKS APPLICATION
Discription/Feedback
Hard & Soft Feel to it
In this part of exploration i have tried to create 3d surface with using tucks. I have intensionally used geometric shape to create such pattern which came as repeat and the formation is called tassellation. The pattern was so interesting that gives a feel of soft and hard. It has the scope to explore it more linear and in non linear way. I have chosen few geometric shape to start with.It had mesmerized everyone with its look and feel everyone like it and show their interest to used it. I have few findings based on surface design and technique for handbag. Which I decide to explore in later part of my design process after the doodling has been going on. To understand the surface, texture, look and feel of the bag i have tried layering,folding and tucks as my reference point. When I present my Surface exploration everyone liked it but they came up with a conclusion that it will increase the cost due to the number of operation increasing in making handbag so we decide to keep it for future reference. All the exploration are labour intensive and need proper improvisation to attain the full acuracy to maintain best quality. RAGHVENDRA SINGH | PGPDP | LIFESTYLE ACCESSORY DESIGN | NID
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CONCEPT NO-1 Initial Sketch & Detailing Initial Sketching as a concept
Discription
Sketch of the final bag with all detailing
This category has bags specifically for the evenings to get fashionable. It is about the evenings in style. Totally flashy and jazzy. It is about carrying youself in style. It is about holding on to the most desired object around you but in the most sublte language of design the magic of these designs come from the pleats. The pleats gives an illusionary impact to the bags adding volume and gloss to it. The combination of pleates and plain on same platform makes it very contrasting. The pockets and the handle are very broad and strong, giving it a look and feel of the strong, bold attitude in the most fashionable way.
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Sketch of the final bag in different sizes
Sketch of the final bag
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Design Development
Paper mock up front/back
Paper mock up Side view
Fabric mock up process
Preparation for pleating
Match and final touch up
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3D Rendering of Final Bag
Production Process Step 1. Paper pattern Step 2. Paper mock-up Step 3. Fabric Mock with interior Step 4. Final sampling
Discription/Feedback
3 D mock up with detailing of fabric
In this design after the first cut prototyping i came to understand that it requires lots of changes in different possible area of handle, hardware and also the size which need to be considered for more space. The next stage of refinement I did on paper mock up then went further to understand 3D view of the bag through 3D software. In this not only the shape which is made but also do the editing of realistic feel of the handbag to be achive with the scan image of the actual fabric. In this way i get to know lot of possibility to save time and money and do smart work in best possible time.
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Final Rendered Bag Final Rendered Image of the handbag
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CONCEPT NO-2 Initial Sketch & Detailing Doodling of the form
Discription The concept strictly concentrates on exploring hardware. The idea is to give importance to every little element which contributes to the look of the bag. The user now- a-days is very design conscious and trend updated. The decision of what bag to buy comes from the complicated network of buying behaviour which includes not only from design and utility purpose but also the cordination of the design elements . The design combines in a rythmic form the color, form and hardware. The very usual silhouttee with an extraordinary hardware makes it stand out in a casual environment no matter where you be.
Different shape explored
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Detailing of the final bag
Detailing of the final bag
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Design Development
Production Process Step 1. Paper pattern Step 2. Paper mock-up Step 3. Fabric Mock with interior Step 4. Final sampling Paper mock up Side view
Paper Mockup Back view
Paper Mockup Front view
Fabric First cut Mock up
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3D Rendering of Final Bag
Feedback
3D mock up in different view
First stage of mock was made and presented to the mentor. The feedback on the mock was that it need more refinement in terms of size of hardware, its placement and also its back pocket shape needs refiinement. Its was a learning experience in terms of the visual language. Then I proceed to do it on 3d software to get the correct proportion and all the placement in the right kind of fabric details.
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Final Rendered Bag
Final Rendered Image of the handbag
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CONCEPT NO-3 Initial Sketch & Detailing
Discription The shape has been used in its very basic form to let the focus be on the newly developed hardware. The design language is for people who are noticed for their simplicity and for the casual attitude. This is the same person who in office is very strictly bounded by the principles set for herself but when away from the same is very casual and laid back but very much in style by its simplicity.The simple cuts just to enhance the basic looking shape gives it the fashionable edge.
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Design Development
Production Process Step 1. Paper pattern Step 2. Paper mock-up Step 3. Fabric Mock with interior Step 4. Final sampling
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3D Rendering of Final Bag
Discription/Feedback
3D mock up in different view
In this design after the first cut prototyping I came to understand that it requires lots of changes in area of Front Opening, and shape of the loop to match to the language of the bag. The next stage of refinement I did it on the 3D to see the realistic look and feel of the handbag. It took me little time but the outcome which came in the last was appreciated by everyone because of language. I think Product needs refinement on every stage but as a designer we have to take decision on which stage we have to stop.
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Final Rendered Bag Final Rendered Image of the handbag
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CONCEPT NO-4 Initial Sketch & Detailing
Discription The Form of the bag is slightly tweeked to give a sleek look and with pleating on top of the front pocket it make a impact on the people.The language is carry forward in a more casual way where the space utilization plays an important role and impact on look of the bag.Length of the bag is little bit bigger.Infront part the angular shape of the pocket give the impression of a dual surfase and different impact.
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Design Development
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3D Rendering of Final Bag
Production Process Step 1. Paper pattern Step 2. Paper mock-up Step 3. Fabric Mock with interior Step 4. Final sampling
Discription/Feedback In this design after the first cut prototyping i came to understand that it requires lots of changes in the area of handle, hardware and also the size which need to be considered for more space. The next stage of refinement I did on paper mock up and later on proceed to 3D. After constant feedback on the process the I made require change in the length and breath of the bag and also the replacement of the hardware with a shape handle. At last the language of the bag goes will the flow of the handle.
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Final Rendered Bag Final Rendered Image of the handbag
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Design Direction . No . 2 Flaunt your confidence in style
A collection of bags which are very formal, classy and office going types. Stylish enough to make a statement. The design direction for this theme includes a language which is very bold, noticeable, authoritative and very directional. The confidence is reflected at its best in the designs. The designs are aimed to be very stylized, Impactful in its character, pride to carry, fashion at its best and very confident strokes. I also tried to combine the characters of “why so serious?� Theme in it. So the kind of forms I am aiming to explore is very elegant and functional in its nature. There would be interactive interiors, lot of play of design elements and exploration of curvy and pinch lines.
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Flaunt Your Confidence In Style
Mood Board
Confidence
Pride
Style
Impact
Fashionable
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Flaunt Your Confidence In Style
Color Board
PANTONE 17-1340 TPX Adobe
PANTONE 19-1325 TPX Hot Chocolate
PA Or NT an ON ge E Or 16 ch -1 re 2
7 E 14-083 PANTON w llo Misted Ye
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TPX
PANTONE 18-1022 TPX Ermine
PANTONE 13-0915 TPX Reed Yellow 3-1
PA Eg NT gn ON og E 12 TP X
PANTONE 12-0824 TPX Pale Banana
06
E1 ON n NT PA am Ta Cre
01
TP
X
PX 8T
10
PANTONE 14-1116 TPX Almond Buff
P Ch ANT at ON ea u E1 Gr 5 ey -45
PANTONE 13-6108 TPX Celadon
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TP X
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Elegant & Functional
Interactive Interior
Form Board
Flaunt Your Confidence In Style
Play with Design
Curvy & Pinch lines
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INITIAL SKETCHES
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Discription In this concept after done lots of doodle and sketches in different direction came up with many concept to work it further. Since the direction which was finalise was on shape, interesting element of negative positive and 3 dimentional surface with the 2 Dimension plane. After doodling I choose 3 to 4 design direction to work it further which are follow in the next page.
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CONCEPT NO-5 Initial Sketch & Detailing
Discription The shape of the bag has boldness to it which makes it very confident bag to carry. The side cuts and the surface grooves add to the visual appeal and aesthetics of the bag. It also gives the bag a stiff look which also conveys a message of attitude and strong decision making. The inside space is utilised well to suit the needs of the person carrying it. The packet on the top of the bag gives an additional pocket to carry everyday items. The closed pocket and the slipped in pocket can be used for various other purpose like accessories and stationeries.
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Design Development
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3D Rendering of Final Bag
Production Process Step 1. Paper pattern Step 2. Thermacol Mould making Step 3. Masking/Paper mock-up Step 4. Fabric Mock with interior Step 5. Final sampling
Discription/Feedback In this design after the first cut prototyping i came to understand that it requires lots of changes in the area of handle, hardware and also the size of the negative space in the design which need to be considered to follow the language. The next stage of refinement I did on paper mock up as well as on 3D. I change the shape of the handle in same ways as it was initially and also the negative space placement in a right proportion according to the design.
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Final Rendered Bag
Final Rendered Image of the handbag
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CONCEPT NO-6 Initial Sketch & Detailing
Discription This bag is a combination of bold movement with curved lines and stiff forming. This is casually formal. The bags of this theme are designed strictly keeping in mind that laptop is a basic necessity of the bag in today’s scenario. The handiness of the bag makes it fit into different environment, may it be office or a professional meeting or even travelling in your personal transport. The color of the bag is striclty subtle and serious. The inner lining again contrasting to give it a colorful inside look.
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Design Development
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3D Rendering of Final Bag
Production Process Step 1. Paper pattern Step 2. Thermacol Mould making Step 3. Masking/Paper mock-up Step 4. Fabric Mock with interior Step 5. Final sampling
Discription/Feedback In this design after the first cut prototyping i came to understand that it requires lots of changes in the area of shape of the handle, hardware and also the form of the bag which need to be considered. The next stage of refinement I did on paper mock up which later on modified on 3D to get the right proportion of the hardware, shape and also detailing. At last everything follows the language and came as we want it be smart, sleek and attractive.
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Final Rendered Bag
Final Rendered Image of the handbag
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CONCEPT NO-7
Initial Sketch & Detailing
Discription The shape of the bag has boldness to it which makes it very confident bag to carry. The side cuts and the surface grooves add to the visual appeal and aesthetics of the bag. It also gives the bag a stiff look which also conveys a message of attitude and strong decision making. The inside space is utilised well to suit the needs of the person carrying it. The packet on the top of the bag gives an additional pocket to carry everyday items. The closed pocket and the slipped in pocket can be used for various other purpose like accessories and stationeries.
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Design Development
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3D Rendering of Final Bag
Production Process Step 1. Paper mock Step 2. MDF Mould making Step 3. Vaccum forming Step 4. Interior Construction Step 5. Hardware fitting on shell Step 6. Zipper and Coding Fittings
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Look Back
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My Diploma project with the company - VIP has been quite an experience. It was a golden opportunity working with company, which gave me a ground level exposure. Therefore, this was an opportunity I wanted to make the most out of. What got me going was the liberty to do what I intend to do and especially in a real life scenario. The continuous guidance and support from the company in every possible aspect has been the strength throughout this project. Challenging part of the project that excited me was to work On such a large scale and volume, the idea of dealing with a design process where the constraint of mass production always comes your way. The sourcing of production from China also was challenging enough to motivate me to do this project. It was quite challenging at times to keep my design ideas and approach on table and prove it to the entire team including the experts, but today I am proud to say that NID’s education and training is appreciated and is well up to the standards of the global design industry. It was an intimidating proposition, as designing an exclusive range of handbags for a brand, which will be launched, needs its basis for definition to enter into the market is the right way. It was in my hands to which direction I would like the brand to move forward and
take it further. It was on the basis of my research that the design language of the brand would be dependent on. It was challenging to shoulder the responsibility of a new baby brand like Caprese into the market. From the brief to the design direction, everything was formulated and structured from scratch. After joining the company for this project, I did some research on Handbags and learnt a bit about the basic women need of handbags so that before I join I had a critical know-how of the customer that I would be working in for some months to come. The biggest challenge was that I had to start with the Designing of the collection of handbags from the scratch. It was a brand new project and brand market that the company was entering. It was scary, but at the same time quite exciting to be an important part of this project. Dealing with the various departments of the company, different technical experts- marketing team both, various managers and the company employees gave me a 360-degree exposure and a new learning everyday. The real life training happened when I had to discuss my design ideas to the International manufacturing team. It was the language barrier along with the design understanding that taught me two very important things- un-
derstanding the manufacturing needs and the technical detailing. Both the points are something that I will remember in every work that I do after this project. There were a lot many specifications and limitations about the company manufacturing and sampling restrictions, material, and skills of the employees in the factory. In the end, I am glad that the designs were successfully completed and appreciated by all. In retrospect, this project has been a wholesome experience, which has changed me as a designer as well as a person.
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Appendix
Hard Luggage - Hard luggage is predominantly rolling luggage. It is equipped with wheels and sturdy handles to make it easy to manipulate. Due to its construction, it can also easily bear the weight of other pieces making a bulky airport luggage cart unnecessary. A hard sided luggage set may be constructed of materials such polypropylene or molded ABS. These create a sturdy and protective shell. Soft luggage - is generally chosen for its light weight, easy portability and the ability to be filled almost to overcapacity. Soft luggage has a give in its construction. Hard luggage, although generally heavier, is often chosen for its sharp appearance, solid construction and its ability to offer protection to its contents Demographic Profiling - Business experts emphasize using a demographic profile to understand what kind of products click with a particular customer. Through demographic profiling, you can look into various details such as geographical location, marital status, and educational qualifications of a person to figure it what you can sell to them. For instance, a man who has children and an impressive salary may be more interested in buying an overseas vacation package than a single man who is barely able to
manage his daily expenses. Psychological Profiling - can be used to tell a lot about a person by understanding their psychological motivations. For example, when you see a person driving a BMW and wearing designer clothes, it’s easy to guess that they love status symbols. Obviously, if you are selling an Armani watch, they would be a person who would want to buy it. Customer profiling - describes who buys most often and who spends the most money. Segmentation sorts customers into groups based on their purchase history, common behaviors and characteristics. Market segmentation - is definitely more an art than a science. Some of the more common segmentation screens utilize geographic, demographic, socioeconomic, psychographic, usage and/or benefit considerations. There are, however, also a number of creative market segmentation research and analysis techniques that have proven to be quite effective. Market segmentation offers the uncanny ability to match products and target markets. Shoulder bag – Shoulder bags are worn over the shoulder (thus the name) and are normally larger. The shoulder bag can come in many shapes and sizes.
Handheld bag – The handheld bags have straps and handles and are only held in the hand. These bags are normally small and are mostly used for fashion and strolling. Back pack – Backpacks have two straps and are usually used by students to carry books and other school supplies. The two straps that carry the backpack on the back helps to balance the weight and leaves the hands free to do other things. Tote Bag – Tote bags are big and are mainly used for casual purposes. Their casual simplicity make them ideal for everyday use. They allow you to have lots of room and are normally carried on the elbow. Clutch – Although the clutch is small and held in the hand, it has no straps or handles. Their purpose is mainly for style and fashion. Clutches are usually seen at parties and nightclubs.
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Bibliography
Print Media
Electronic Media
1. Foster, Vanda. 1982. Bags and Purses. London, UK: B.T. Batsford, LTD. 2. Steele, Valerie and Laird Borrelli. 1999. New York, NY: Rizzoli International Publications, Inc. 3. Wilcox, Clair. 1999. Bags. London, UK: V&A Publications.
Web
Diploma Documents 1. GND 0004, Range of Soft Luggage for ‘Footloose’, By Jeena Liz John, Year 2005, Lifestyle Accessory Design 2. GND 0002, Leather Bags: MIPEL fair spring summer 06, By Anubhuti Bhalla, year 2005, Lifestyle Accessory Design 3. GND 0102, Switch- Women’s :Laptop bag collection, By Vrushali Dayanand Kabare, Year 2009, Lifestyle Accessory Design 4. GND 0148, Enso- A Collection of Handbags, By Richa Dua, Year 2010, Lifestyle Accessory Design 5. GND 0190, Signature By Hidesign, By Dipen Desai , Year 2008, Lifestyle Accessory Design
1. Blogspot, “ handbag” http://3.bp.blogspot.com/_dfqmeArjLfo/S80n4pyBe-I/ AAAAAAAAC7E/tmSI10GZMOU/s1600/16th+handbag5.jpg 2. Blogspot, “ bags” http://1.bp.blogspot.com/_dfqmeArjLfo/S9jkM6DPEsIAAAAAAAA C8k/6HkrxWpfRTc/s1600/1900-2.jpg 3. Kelly modes, “ bags” http://kellymoorebag.com/media/catalog/product/cache/1/image /5e06319eda06f020e43594a9c230972d/p/o/posey-slategrey-worn-up_1.jpg 4. Blogs, “ hobo bags ” http://www.lovethosebags.ca/content/products/original/HoboGreyGirl.jpg 5. Hermes, “ bags” http://heycrazy.files.wordpress.com/2010/08/hermeskellyshearling.jpg 6. Portero, “ kelly bag” http://cdn.portero.com/catalog/product/cache/1/image/1200x800/5e06319eda06f020e43594a9c230972d/1/1/11682-36--herm-s-black-evergrain-leat her-20cm-kelly-bag-with-gold-hardware--.jpg 7. Gucci, “ latest style” http://www.gucci.com/images/ecommerce/styles_new/201008/ web_zoomin/263962_EE02G_7540_001_web_zoomin.jpg 8. http://www.weddingfavoursuk.com/prodimages/473-Evening-Bag-Slim_handle_w.jpg 9. Tqn, “ Bag” http://0.tqn.com/d/accessories/1/0/Z/I/-/-/dana-delaney-bag-2009-sagawards.jpg 10. Hiandlo modern, “ case” http://www.hiandlomodern.com/IMAGES/JEWELRY/marimekkocase.jpg 11. Blogspot, “ vanity case” http://4.bp.blogspot.com/_IM-rNQWo7rE/TB-q0OZ6oXI/ AAAAAAAABv8/t_qEB9aQNoc/s1600/kangol+vanity+case.jpg 12. Teslamall, “ Catalogue” http://www.teslamall.com/DesktopModules/CATALooKStore/ MakeThumbImage.aspx?fileticket=ZlL9%2FzvmiCI%3D&PORTALID=0
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13. Fashion bomb, “duffle bag” http://fashionbombdaily.com/wp-content/uploads/2011/06/kanye-west-duffle-bag.jpg 14. liimg, “ Evening Bag” http://i01.i.aliimg.com/photo/v0/346140133/2011_Latest_Lady_ Fashion_Evening_Bags.jpg 15. Dereklee, “bags” http://www.derekleegunsmiths.com/images/store/__products/ huge/1057.jpg 16. Design, “image” http://www.designfab.fr/files/gimgs/9_f1-copie.jpg 17. Amazons, “ Pochette” http://mytheresaimages.s3.amazonaws.com/catalog/product/ cache/common/product_115530/image/1000x1000/9df78eab33525d08d6e5fb8d27136e 95/P/0/P00027364-BELLE-DE-JOUR-POCHETTE-DETAIL_2.jpg 18. Tiffany,” cluthes” http://champagneandheels.com/wp-content/uploads/2010/09/TIFFANY-SAVOY-CLUTCHES-A.jpg 19. Amazons, “ leather bag” http://s3-eu-west-1.amazonaws.com/lyst-static/photos/2010/10/05/chloe-taupe-aurore-bucket-bag-leather-brown-product-1_full.jpeg 20. Amazons, “ bowling bag” http://s3-eu-west-1.amazonaws.com/lyst-static/photos/2010/11/09/alaia-black-leather-bowling-bag-product-1-860192522_full.jpeg 21. Fendi, “Handbag” http://www.fendi.org.uk/upfile/original/20117658231073.jpg 22. Word press, “article” http://lovely20s.files.wordpress.com/2010/10/sofia.jpg 23. Vip, “Quality Testing” http://www.vipbags.com/about/quality-promise 24. Purse, “Bags” http://www.pursepage.com/luxe-for-less/never-sing-the-blues 25. Baggit, “bags” http://baggitindia.com 26. http://www.mandarinaduck.co.il/gallery.aspx?IcatID=1 27. http://www.designfab.fr/files/gimgs/9_f9-copie.jpg
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