SARDAR VALLABHAI PATEL

INTERNATIONAL
SCHOOL OF TEXTILE MANAGEMENT

(2010-2012)

“DEMAND OF DESIGNER CLOTHING”

ARYA SUGUNAN

(10TM08)
INTRODUCTION
Designer clothing is a category of garment that is created in smaller lots for
distribution to exclusive outlets. It is usually pricier and better made than lower-tier
clothing, but not always. Available in varying degrees of quality,
designer fashion can be inexpensive or cost as much as a new house.
All of us love to be dressed in designer dresses and why shouldn’t we? Designer
wears look appealing to the eyes as well as they work as grand style statements..
Designer dresses are fashioned by any one designer or a team of designers who
work on artificial patterns. Such dresses are in sync with the fashion trends of
modern men and women. They are considered exclusive. Wearing a designer wear
to a party or to any social gathering will save you the embarrassment of bumping
into someone wearing the same colors or patterns as you are wearing. You will
surely stand out. Moreover, you can also custom make your own designer wear
according to the style and the color that fits you well.

Designer wear you the centre of attraction are good confident  posture, proper
manners, eye contact, and a dazzling smile!

Are Young People Today More Fashion Conscious?

A one word answer to this query is yes! Young people today more fashion
conscious than their predecessors. They want to dress smart, look good and live
life to the fullest. The fashion industry today is mostly driven by the youth and for
the youth. In fact most of the youngsters in the cities today are seen to be fashion
and style obsessive.. The world today has become more professional and
opportunistic, the reason why the youth of today are under constant pressure to
strive and succeed. Fashion plays a very important role in any industry today,
because everyone in the professional world believes the fact that “Clothes maketh
a man”. This is the reason why it is very important for people working as well as
entering in the professional industry, to dress well, be it on any occasion, formal or
informal.
There are numerous designer apparel being launched every day, each having their
own unique style to offer. Young people are obsessed about looking good. Be it the
high school students or the ones in college, everyone wants to look good and wear
the most stylish and fashionable clothes available in the market.

ii) About Indian industry

It is a fashion boom time in India. The country suddenly has turned fashionable
with vehemence.
As the country marched toward the road of progress fashion has become a must
item in its agenda. A recent study by the Fashion Design Council of India (FDCI)
which was conducted by management consultants KPMG clearly highlights that
designer wear segment in India is a key growth sector.
The study predicts that the Indian fashion industry is all set to grow to Rs 1,000
crore from the current Rs 180 crore within the next five to 10 years. This means
good news for us that is for the people who are in the industry. At the same time it
means a more challenging environment and an increasing responsibility to carry
this trend forward. The road ahead is tough and there are “…miles to go before I
sleep…”
Indian Designer Wear

Many people opt for designer wear these days because everybody wants to wear
something exclusive and unique. Nowadays, Indian fashion industry is growing
tremendously and the demand for Indian dresses has also increased all around the
globe. No matter how expensive and unique a western dress is, but an Indian
woman would always like to wear Indian designer wear on traditional occasions
like weddings, Diwali, Rakshabandhan etc. Indian fashion market has lot to offer
for these occasions like designer sarees, salwaar kameez, lehnga cholis etc. It
would not be wrong to say that today Indian designer wear has become talk of the
town. Especially amongst Indian women, sarees and salwaar kameez with vibrant
colors are popular. They are eager to stylize their wardrobe with latest pattern
Indian ethnic wear. It is not possible for Indian females to resist themselves from
these attractive outfits available made of variety fabrics like Georgette, shimmer,
satin, chiffon, silk etc.
OBJECTIVE
The objective of this project is to find out the “DEMAND OF
DESIGNER CLOTHING” . It is mainy specializing on SALWAR KAMEEZ. The
fashion industry today is mostly driven by the youth and for the youth , So I have
selected college going girls of age group 18-25. Sample limit was limited only
inside Coimbatore. This project emphasize the preference of college going girls
for designer clothing. For What they give more preference when they buy a
clothing? The shop in preference in Coimbatore? Its reason? And also the media
which influence them more?
We could get a clear idea about why they buy designer clothing of
salwar kameez…..

METHODOLOGY
Research Methodology
.A good research plan gives a clear picture about what to do. Research

methodology deals with the different steps included for solving the research
problem.
Data sources
Primary data was collected by administrating questionnaire cum interview
schedule to respondents
Primary data
The primary data are those which are collected as fresh for the first time and thus
happen to be original in character. Primary data is collected through personal
questionnaire .
SAMPLING
Sampling may be defined as the selection of some part of an aggregate or totality
on the basis of which a judgment or inferences about the aggregate or totality is
made. The researcher quite often selects only a few items from the universe for his
study purpose.
SAMPLING TECHNIQUE

The sampling technique used for this study was convenience sampling.
Convenience sampling is used in exploratory research where the researcher is
interested in getting an inexpensive approximation of the truth. As the name
implies, the sample is selected because they are convenient.

Non probability method is often used during preliminary research efforts to get a
gross estimate of the results, without incurring the cost or time required to select a
random sample.

SAMPLING UNIT

Sampling unit was limited to Kovai, Tamilnadu.

SAMPLE SIZE

A sample size of 200 has been selected for the study to extract much feasible
result from the study.

QUESTIONAIRE AND DATA ANAYSIS

“Demand of designer clothing among college going girls”

1)which one do you prefer more?

o Designer sarees
o Designer salwar kameez
o Designer lehenga choli
2) If salwar kameez,which type like the most?
o Mazakali
o Rasakali
o Anarkali
o Salwar kameez
3)Which work you prefer more?
o Zardosi
o Zaris
o Beads and stones
o Embroidery
4)When do you prefer to clothing it?
o Occasionally
o Frequently
5)From where do you usually buy designer clothing in kovai?
o Brocade
o Chennai silks
o Psr
o Rmkv
o Others
6)why do you prefer the specific shop?
o Unique design
o Reliable
o Durable
o Reasonable
7)How often you buy designer clothing?
o Occasionally
o Frequently
o Always
8)why do you prefer designer clothing?
o Unique work
o Unique design
o Unique color
9)What kind of accessories you like to clothing with designer clothings?
o Gold ornaments
o Beads and stones
o Tight Necklace
10)How do you know the new trends in designer clothing?
o Television ad
o Peer group
o Magazines
o Posters
1)Which one do you prefer more ?
o Designer sarees
o Designer salwar kameez
o Designer lehenga choli

Source frequency Percentage

designer Sarees 50 25
Designer salwar kameez 134 67
designer lehenga choli 16 8

Inference :Among college going girls, The preference for salwar kameez is
more when compaired with other designer wears.
2) If salwar kameez , which type you like most ?
o Mazakali
o Rasakali
o Anarkali
o Salwar kameez

Source frequency Percentage

Mazakali 24 14
Rasakali 56 28
Anarkali 66 33
Salwar Kameez 50 25
Inference: Even though other patterns of anarkali has arrived people are
preferring anarkali more than new patterns

3)Which work you prefer more ?

o Zardosi
o Zaris
o Beads and stones
o Embroidery

Source frequency Percentage

zardosi 32 16
Zaris 56 28
Beads and stones 50 25
Embroidary 62 31
Inference: From analysis ,customers prefer zari works and embroidery works
more than other heavy works

4) when do you prefer to clothing it ?

o Occasionally
o Frequently

Source Frequency Percentage

Occasionally 176 88
Frequently 24 12

Inference: Majority of customers prefer to wear designer cloths

only occasionally.
5) From where do you usually designer clothing from kovai ?
o Brocade
o Chennai silks
o Psr
o Rmkv
o Others

Source frequency Percentage

Brocade 50 25
Chennai silks 42 21
PSR 24 12
RMKV 68 34
Others 16 8
 Inference:This shows, even though RMKV is new to Coimbatore,
it could grab customers mind and satisfaction in few months.

7) How often do you buy designer clothing ?

o Occasionally
o Frequently
o Always

Source Frequency Percentage

Occasionally 128 64
Frequently 48 24
Always 24 12
 Inference: Majority people buy designer clothing occassionaly ie
only when there is a occasion or party.

6) why do you prefer this specific shop?

o Unique design
o Reliable
o Durable
o Reasonable

Source frequency Percentage

Unique Design 116 58
Reliable 58 29
Durable 12 6
Reasonable 34 17
Inference: Consumers feel that RMKV has got more unique designs and
collections in designer clothing.

8) why do you prefer designer clothing ?

o Unique work
o Unique design
o Unique color

Source frequency Percentage

Unique work 56 28
Unique design 102 51
Unique color 42 21
 Inference: Consumer prefer designer clothing because of its
uniqueness in design, color and works. But they give more
preference to uniqueness in design.

9) what kind of accessories you like to have with designer clothing?

o Gold ornaments
o Beads and stones
o Tight Necklace

Source frequency Percentage

gold ornaments 12 6
Beads and stones 144 72
Silver and black metal 44 22
 Inference: college going girls are giving least preference to gold
ornaments. They are comfortable and satisfied with beaded and
stone works accessories.

10)how do you know the new trends in designer clothing’s?

o Television ad
o Peer group
o Magazines
o Posters

Source frequency Percentage

Television AD 74 37
Peer Group 62 31
Magazines 30 15
Posters 34 17
 Inference: consumers in the age group of 18-25 are more
influenced by television advertisements and peer groups

Conclusions

From this analysis we can conclude that college going girls

wear more of desiger salwar kameez than of other designer wears like
sarees or lehangas. They like to wear desiner clothing mainly because of
its uniqueness in the design and even color also plays a major role. Even
though they like to wear and express themselves most of them ,they
prefer to wear only on occasions . Now consumers preference is more of
towards elegant and light works , it was heavy and kundhan works
before . It is also to be noticed that , inside Coimbatore customers are
more attracted towards RMKV designs because south Indian people are
more towards traditional designer wears and they could provide it . Its
traditional design patterns and color combinations made people feel
more affinity towards it.