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ESSAY Designer retail is the market domain selected out of four options which were Designer, Retail, Export and Craft. Designer retail is further divided into various levels which are Haute Couture, Ready to wear, Diffusion, Bridge and Mass market. By studying designer retail, there was a clear view of the meaning and an understanding of how the market works. The market segment selected is ready to wear designer labels or brands which deal in western wear. Later, reading about different brands with similar aesthetics, there were some similarities and differences as well. The brands taken were Rocky Star, Prabal Gurung, Pankaj & Nidhi and Gauri & Nainika. While Rocky Star has a wider audience but is not well established and known to public. He has a strong vision which might turn into an opportunity. Prabal Gurung on the other hand is well established and has strong take on public issues as is an outspoken designer. But, the weakness is that he is not very spontaneous. Being on a bigger platform, he must make his voice known to everyone. Pankaj & Nidhi are doing great with Indian market but must explore more of the international market. They are pushing the envelope when it comes to creativity and innovation and are great with collaborations. Gauri & Nainika are purely making western wear but needs to be more international and do more and more collaborations. They are however, making great online presence. Studying the fashion forecast, there can be seen a lot of styles coming back like retroromance which includes puff sleeves, exaggerated shoulders, laces, fish nets, high necklines, delicate layering, fringe and patchwork. Colours most used were gelato pastels, soft grass, alaaqua. There were new prints and graphics coming in with different cuts and silhouettes. The client survey done was online and the results were supporting the research done on the client base for the brands. The client has to be a woman aged between 25 to 35 and is quite feminine. The geographic location is predominantly India and in India mostly Delhi but in dominantly the geographic location will be worldwide. Their social status is generally at top of the pyramid. They are mostly married and have higher spending capacity on relationships and themselves as well. They are generally entrepreneurs or self employed and buy clothes to enrich their wardrobe. They generally buy from individual designer stores and malls. Their buying is mostly based on ongoing trends and buy clothes several times per week. They are very spontaneous and will pay for quality, fitting, uniqueness, material and other little details. They are also mostly environment friendly. Under VALS, they come under Experiencers and Achievers. The basic understanding for market segment and client profile has been clearly shown. ~ Rashmi Sarraf Section C Level 2
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