Monthly Archives: April 2013

by in / Business
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Marketing and Sales Promotion by Palak Jain

Marketing and Sales Promotion by Palak Jain

Introduction

Vhannah is a fashion store which opened in 2010 in Jaipur. It deals in Ethnic wear for women; extended lines include hand bags, evening wear. It specializes in hand embroidery, gotta pati work, danka work of Rajasthan. Has its own manufacturing unit and has an annual turn-over of around Rs 4,05,00,000.

Objectives and Research Method

1. Brand promotion
2. To increase the sales and hence profits
Primary data was collected by the in-depth interview of the owners of various brands and the wholesalers and Secondary data was collected through internet and the company catalogue

Findings

There is a lot of scope for the brand to grow as there is always a demand for the traditional women’s wear merchandise in Jaipur but the lack of branding/marketing and customer services is the hindrance to the company’s growth. The merchandise is exclusive but people are not aware of the existence of the company because there are no promotional activities done.

Conclusion

Working on marketing and sales promotion, for Vhannah, resulted in higher footfall and the sale increased by certain amount. Calling the customers and making them aware of the new merchandise, contacting wholesalers for order, analyzing the competitors and coordinating between the manufacturing unit and the retail outlet- were a part of this project. During the project assistance was given to the owner in range planning for the coming season and working upon the 6-month merchandise plan for the retail store.

Recommendations

1. Must hire marketing personnel
2. Tailor at the retail store is needed
3. Promotions are strongly suggested
4. Customer services must be taken care
5. Attractive offers/discounts needed to build clientele.

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by in / Art
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Mughal Era Art work by Aastha Ishpunani

Mughal Era Art work by Aastha Ishpunani

A friendly and outgoing person who likes to enjoy life as it comes. She is creative and yet practical. She likes to play with different kinds of materials and fabrics. Her area of interest is mainly prints and surface manipulation.

Theme: Mughal Era

Her collection is inspired from the Mughal era. She has
an inclination towards Indian ethnic work and the richness of ancient
times. Her work shows the richness of the Mughal Period and
exaggeration of that time. The motifs and the patterns are inspired
from the architecture, the colors are inspired from the jewels and
the surface techniques have been used to recreate the Mughal
environment in her collection.

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by in / Design
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by in / Fashion
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Wanderers in Transit by Aakanksha Thakur

Wanderers in Transit by Aakanksha Thakur

Simplicity in the form of colorless expression twined to explore the involuntary metaphors, transformed into garments inspired by a bohemian backdrop.

A collection cased on an entourage of prints intentionally placed on vibrant ombres of candy pinks, sunrise oranges and ocean blue along with contrast color blocking. The heat of summer comes as a reason to relax using light fabrics such as cotton, chiffon and crepe subtly supported by flowing drapery, liberal dressing, and the axis if it all – the bright infusion of prints and color.

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by in / Business
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Satakshi Arora – Challenges faced by Fashion Design – Entrepreneurs in business start-up in India

Satakshi Arora – Challenges faced by Fashion Design – Entrepreneurs in business start-up in India

Introduction
This paper presents a conceptual framework that emerged from a study that aimed to do just that – to understand the experience and the challenges in enterprise development in the relatively new, rapidly growing and dynamic fashion design sector in India. This conceptual framework is grounded in new – designers’ sense of their enterprise development experiences and challenges.

Objective and Research Method
The study takes 30 design – entrepreneurs as a sample size for an In-depth Interview, whose businesses were established not more than 7 years before in Delhi/NCR. This research uses a narrative approach to examine the sense making by the entrepreneurs and analyze further using in-depth and conceptual analysis to conclude the framework and experience they had in business start-up.

Findings
The fashion design entrepreneurs in Delhi were brainstorming about the challenges segmented into creative vs. business, lack of skilled workforce, self actualization, marketing and finance. Through narrative approach, they cited their histories of business start-up motivations and problem identification to the most detailed level. This research has concluded the increasing recognition of innovative, modern and intricate practices that are used by new designer – entrepreneurs in terms of business commencement and evolution motivating use of process-based tools to a greater extent in order to interpret the entrepreneur and business.

Conclusion and Recommendation
The limitation in studying the entrepreneurs in this research is to determine the explanation of entrepreneurship. Also, this research has been limited to identify the dependable attributes and practices that can completely explicate about a fashion entrepreneurship, resulting in ratiocination of entrepreneurial reasoning and behavior that seem to be insufficiently static to distinguish between different entrepreneurs and their reasons and behavior while starting up their business.

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by in / Business
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Sonam Narula – Product Departmentalization Display

Sonam Narula – Product Departmentalization Display

Introduction
Cottage Industries Exposition Ltd is a multinational company, it was established in 1978 by Mr. Abdul Rashid Mir.Regarding this study journals and articles related to Retail displays and merchandise presentation, Departmental display and product category management, Display settings and consumer response have been studied.

Objectives and Research Methods

1. To ascertain the impact of departmental displays on the overall merchandise presentation of the store.
2. To measure the difference in purchase intentions of the customers posts the application of product departmentalization.
3. To simplify the consumer buying decision and make convenient the management for employees.
The respondents have been selected using judgmental sampling technique. The exercise has been accomplished with the sample size of 50 Female and Male consumers in Delhi, South Extension.

Findings
The departmental display gives a comfortable shopping experience and complements to the complex consumer demographics. Although it is not a major decisive factor but it does influence the customer purchase intentions to quite an extent. Departmental display puts effort on individual product lines, therefore, increases buying. Also it makes merchandize management easier for the employees.

Conclusion
A difference of 3.5% in the sales has been noted after the application of department-wise display that is Rs. 6, 41,453 which very well reflects the significance of departmental display in Cottage Industries.

Recommendations
As argued in the introduction, the Indian Handicrafts Retail sector is of particular importance to the overall economy, and Cottage Industries Exposition is directly tied to it. With such varied product categories, the effectiveness of product departmental display is what is recommended by this study. By applying the same, we could track of what sells and what doesn’t and provide the right mix of the products to help increase sales for the company.

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by in / Business
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Akanksha Thapliyal – Setting up Merchandising Department

Akanksha Thapliyal – Setting up Merchandising Department

 

Introduction:

The company started in 1976 and is a division of Dwarka Men’s Wear. They started with their first brand “Dash” only in men’s formal shirts for the domestic market, with time the company has grown and now they are into domestic market as well as exports. The company works on push strategy and now they have increased segments in Men’s wear shirts and segmented the product range into formal wear, casual wear, party wear.

Objectives and Research Method

  1. Set up a Merchandising department in the company
  2. Streamline the hierarchy of the marketing department

Secondary resources for understanding organizational structure and primary for organizational Behavior

Findings

The company has disorientated organizational structure, that is the departments are not streamlined which leads to mismanagement. There is lack of proper organizational behavior which leads to lack of motivation of the employees.

Conclusion

1. Proposed ideas are looked upon for changes
2. Proposed strategies will be applied gradually as the staff is rigid and averse to new changes

Recommendations

  1. Streamlining hierarchy of marketing department
  2. To tackle the problem of lack in organizational behavior, lack in motivation

    Re-training programs Orientation programs

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