Introduction to Apparel Industry

© SOFT Student Handouts,By, Sunil Talekar, Faculty, SOFT-Pune

• Basic needs of human; Food, and

shelterCloth

Re-Cloth,,,,,

Clothing and their importance

@ Throughout history, clothing has had great meaning. It has indicated peoples handcrafted skill, artistic imagination, and cultural rituals. @ It also reflected advances in technology@ Clothing does lot more than cover your body

From the beginning, clothing has served the same basic human needs;

Why People Wear Clothes

Protection = Physical needs

Adornment & identification = Physical needs

Modesty = Social needs

Status = Social needs

PROTECTION

Protection: Clothing can prevent harm caused by the climate and the environment.Cloth supplements our natural body covering like a “ second skin”.Protective clothing give physical protection to the body

@ From weather

@ From environmental dangers

@ From occupational hazards

@ From Enemies

ADORNMENtAdornment: Clothing can affect a persons mental attitude or morale in a good way. This is done through adornment or decoration@ Beauty is quality that gives pleasure to the senses, and gives a positive emotional reaction to the viewer.

@ The way one culture views beauty in clothing may be completely different than the way one culture views beauty.

IDENTIFICATIONIdentification: Identification is the process of establishing or describing who someone is or what someone does.

@ Uniforms are a way of identifying roles, uniforms identify that someone is police officer, or a member of the armed forces. Uniforms can decrease racial, religious and other barriers.

@ The regular clothing peoples wear may be considered “psychological uniforms”-looks at your classmate, aren’t all of them pretty much dressed alike?

IDENTIFICATIONIdentification: Identification is the process of establishing or describing who someone is or what someone does.@ Ceremonial garment: These can provide identification-A white wedding dress indicates a woman is a bride.

@ A cap and gown indicates a person is graduating

@ Institutional wear: some businesses and institutes have dress codes.

MODESTYModesty: Human beings wear clothing to satisfy their social need for modesty

Modesty is the covering of a persons body according to the code of decency of that persons society.

In the 1800’s it was immodest for American Women to let their ankles show.

Women's swimsuits were once made of thick fabric and covered the entire body. Now fashionable swimwear exposes lots of skin.The event you attending also affects your modestyBy wearing appropriate and inappropriate clothing, people show their acceptance or rejection of their social environment

Status: A persons status is his or her rank or position in comparison to others. “good “ or ‘high’ status is usually associated with recognition, prestige and social acceptance.

STATUS

WHY PEOPLES SELECT CERTAIN CLOTHs

Some of the most important factors that influence the particular clothing choices are people values and attitudes, their tendencies toward conformity or individuality, and their personalities.

Fashion magazine is one book were to be left from today for people to read in hundreds of years.

VALUES AND ATTITUDESValues are the ideas, belief, and things that are important to an individual. They are the underlying motivations for a person’s actions.

Attitudes are formed from values. They are an individuals feelings or reactions to people, things or ideas.

Some people select clothing because they value comforts.

PERSONALITY

Personality can be defined as the total characteristics that distinguish an individual, especially his or her behavior and emotional tendencies.

DOMESTIC

RETAIL

EXPORT

DOMESTIC

DOMESTIC MARKET The domestic apparel

industry constitutes three segments

MENS WEAR WOMENS WEAR KIDS WEAR

mens womenskids

MENS APPAREL

FORMAL

CASUAL

LOUNGE

INNER

INSTITUTIONAL

ACCESSORIES

ETHNIC

TIE

BOW

CAP

H. CHIP

OFFICE

SEMI FORMAL

STREET

SPORTS

PARTY

ESSANTIALS

EVENING

ACTIVE

BEACH

BRIEFS

VEST

SWIM

TRADITIONAL

FUSION

CONTEMPORARY

OFFICE

SCHOOL

FACTORY

DEPARTMENT

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

MENS WEAR With the increasing fashion

trends in the global scenario Indian men are also becoming increasingly stylish. Indian is home to numerous top men clothing brands that are domestic.

Some of the Top Men Clothing Brands in India are Madura Garments, Provogue India Ltd., Raymond Apparel Ltd., Pantaloon Retail (India) Ltd., Levi Strauss & Co. etc.

Zodiac Provogue Killer

TOP DOMESTIC MEN CLOTHING BRANDS IN INDIA

women's APPAREL

FORMAL

CASUAL

LOUNGE

INNER

INSTITUTIONAL

ACCESSORIES

ETHNIC

SCARF

TIE & BOW

CAP

HANKIE

OFFICE

SEMI FORMAL

SPORTS

PARTY

ESSANTIALS

EVENING

ACTIVE

BEACH

PANTIES

VEST

SWIM

TRADITIONAL

FUSION

CONTEMPORARY

OFFICE

SCHOOL

FACTORY

DEPARTMENT

LINGERIE

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

TOP

BOTTOM

WOMENS WEAR

In India, woman's clothing varies widely and is closely associated with the local culture, religion and climate.

Traditional Indian clothing for women in the north and east are saris or ghagra cholis and (lehengas)[citation needed] while many south Indian women traditionally wear sari and children wear pattu pavadai. .

Women started wearing more comfortable clothing and exposure to international fashion led to a fusion of western and Indian styles of clothing.

Women's clothing nowadays consist of both formal and casual wear such as gowns, pants, shirts and tops.

Traditional Indian clothing such as the kurti have been combined with jeans to form part of casual attire. Fashion designers in India have blended several elements of Indian traditional designs into conventional western wear to create a unique style of contemporary Indian fashion.

INTRODUCTION TO APPAREL INDUSTRY : RETAIL

The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market.

The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer buying behavior, ushering in a revolution in shopping in India.

Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers, multi-storied malls and the huge complexes that offer shopping, entertainment and food all under one roof.

INTRODUCTION

Key Players in India

Notable Retailers in India

Future Group

Future Group is an Indian privately held corporation that runs chains of large discount department stores and warehouse stores.•Big Bazaar•Brand Factory•Central•Pantaloon Retail India (Now belongs to A. Birla)

Mahindra Group

The Mahindra Group is an Indian multinational company headquartered in Mumbai, with operations in over 100 countries across the globe.•Mom & Me : Mahindra entered the retail market with a unique mother child venture called Mom & Me.

Reliance Industries

Reliance Retail, Ltd. is a subsidiary company of Reliance Industries. Founded in 2006 and based in Mumbai, it is the second largest retailer in India.Various Subsidiaries & division under Reliance Retail.•Reliance Fresh - Retail Outlets of fruits, Vegetables & Groceries.•Reliance Digital - Consumer Electronics retail Store•Reliance Jewels - JewelleryReliance Time Out - Lifestyle store of Books, Music, Movies, Toys, Gaming, Fragrances, Stationery.•Reliance Trends - Apparel and Clothing

ADITYA BIRLA GROUP

In December 1999, Aditya Birla Nuvo, an Aditya Birla Group company, acquired Madura Fashion & Lifestyle to become the undisputed leader in the readymade menswear industry in India. In 2000, the company became a wholly-owned subsidiary of Aditya Birla Nuvo.•Planet Fashion, the multi-brand, apparel-retailing arm of Madura Fashion & Lifestyle.•Recently, the company launched Trendin.com, a one-stop shopping destination for the style conscious. online store showcasing the widest range of merchandise from Louis Phillipe, Van Heusen, Allen Solly, Peter England and People

FABINDIA

Fabindia (or Fabindia Overseas Pvt. Ltd.) is an Indian chain store retailing garments, furnishings, fabrics,Organics ,Personal Care and ethnic products handmade by craftspeople across rural India. Established in 1960 by John Bissell , an American .The products of Fabindia are mainly sourced from villages helping to provide and sustain rural employment in India.

Shoppers Stop

Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group started in the year 1991 with its first store in Andheri, Mumbai. SS has more than 60 stores in India.Shoppers Stop Sister Stores are:•Crossword Bookstores•HyperCity•MotherCare•Timezone

PRODUCTS : Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel.OWN LABELS :STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc

Key Players in India : MADURA GARMENTS

• Madura Garments is a market Leader in branded apparel. It offers wide range of ready-to-wear clothes to cater to every market segment.

• Madura Garments has ramped up exclusive showroom space more than 3lakh sq.ft through more than 200 stores across India.

• These include several large format exclusive brand outlets of world class standards providing top quality retail experience to the consumers.

• The Power Brands are Van Heusen,Louis Philippe & Allen Solly.

• Arvind Brands Ltd the wholly owned subsidiary of Arvind Mills Ltd has a joint venture with the US based VF Corporation to manufacture and market the US based company's global brands in India.

• VF Corp owns brands such as Lee,Wrangler,Vanityfair,Jansport,Flying Machine,Ruf & Tuf etc

Key Players in India : ARVIND

• Raymond Apparel is one of the biggest textile players in India.• Raymond Apparel has three major brands under its belt: Park Avenue ,

Parx & Manzoni.• Other Key Players in the Apparel segment include Provogue India

Limited which started in 1997. ITC Wills lifestyle .

Key Players in India : RAYMOND

BOUTIQUES IN INDIA

Ritu Kumar is the first women to introduce the “Boutique”culture in India under the brand name Ritu.

Boutique or Concept stores are similar to specialty stores. Concept stores only stock one brand.

They are run by the brand that controls them. They are mostly found as Standalone stores in

prominent locations or in major Shopping Malls.The exclusive outlets of these Designers are very

limited in number & displays all the categories under one roof.

Since highly priced due to the quality ,unique designs & techniques they are catered to only Upper class in

India & abroad.

BOUTIQUES IN INDIA

RETAIL MERCHANDISING

Retail Merchandising• Retail merchandising is the process used in order to conduct retail sales. As part of

the process, the merchandiser pays close attention to the types of products offered for sale, how to best present those products to consumers, and determining what is a reasonable retail price for each unit sold.

• The first important step in retail merchandising is establishing working relationships with manufacturers who will provide the goods or services that are ultimately sold by the retailer. This type of retail buying involves determining what products will be carried in the retail establishment, negotiating the unit price that will be charged by the manufacturer, and arranging for the delivery of those goods.

• Once the goods are secured, the retailer must determine the unit price that he or she will assign to the products. In all cases, this retail price will be higher than the cost of purchasing the goods from the supplier.

• After setting the retail pricing, the process of retail merchandising moves on to the task known as setup and display. Setup and display are often considered especially important with fashion merchandising and similar retail settings, in that the visual display is often the key means of attracting customers who are highly likely to make a purchase.

• Marketing is an important aspect of any retail merchandising strategy. Engaging in a publicity campaign to reach prospective customers may involve something as simple as advertising in local publications as well as electronic advertising on local radio and television stations. Direct mail is also a common strategy in retailing, as the mailings make it possible to reach people in their homes and places of business rather than relying on them to approach the retailer first.

• In order to be successful with retail merchandising, it is necessary to provide consumers with a couple of key benefits. First, the products must be of high quality; this helps to ensure the customer will return for more purchases in the future. Along with the quality, the retailer must also sell the products at prices the consumer finds reasonable. By providing quality products at affordable prices, the retailer has a much better chance of standing out from the competition and remaining in business for many years to come.

Retail Merchandising

VISUAL MERCHANDISING…

Visual Merchandising

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the

eyes of the customer.

It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them

in a way that would convert the window shoppers into prospects and ultimately buyers of

the product.

Visual merchandising includes window displays, signs, interior displays, cosmetic promotions and any other special sales promotions taking place.

Importance of Visual Merchandising

Inspire Shoppers

To encourage them to buy more of the products you want them to, increasing your sales, margin and return on space after all, you are running a

business.

First Impression counts

The exterior of your premises should be instantly appealing with clear, consistent

branding applied to your signage. The entrance reflects the personality of your store and must

entice the passer by to enter.

Creative and Inventive window

display

An excellent opportunity to bring more customers to your store. Customers have only a few seconds to view and be attracted by your

displays so keep them simple, bold and uncluttered. Use of bright colors & lighting to

draw the eye, maybe even motion.

Seasonal displays are a perfect opportunity

Mothers day, Fathers day, Easter, Diwali, Christmas etc. Ensure any special offers are clearly readable

and not too big / small.

Store Signage

Your in store signage must be clear and concise. Keep it simple and in line with your existing store

branding. Use fonts and colors that are easily readable from a distance, avoid script or fussy,

ornate styles.

POS : Point of SalePoint of sale (POS) or checkout is the location

where a transaction occurs. Use this area to display new products, special offers. Be really creative with

these displays. Keep them simple and bold.

Importance of Visual Merchandising

The Concept of Retail PriceThe Concept of Retail Price

• Price is an Integral element of the retail marketing mix. It is the factor which is the source of revenue for the retailer.

• The price of the merchandise also communicate the image of the retail stores to the customer.

• The Key Factors:• Depends on the business model that the

retailer has chosen to follow.• Demand for the product and the Target

Market.• The store policies and the image to be

created.• Competition for the product and the

competitors price for a similar product the market.

Concept of Retail Price

Apparel Export Industries

Introduction• India’s textiles and clothing industry is one of the mainstays of the national economy. It is also

one of the largest contributing sectors of India’s exports worldwide. • The report of the Working Group organized by the Planning Commission on boosting India’

manufacturing exports during 12th Five Year Plan (2012-17), predicts India’s exports of Textiles and Clothing at USD 64.41 billion by the end of March, 2017. The textiles industry accounts for 14% of industrial production, which is 4% ; employs 45 million people and accounts for nearly 11% share of the country’s total exports basket.

Work process of Apparel Export Industries

• Merchandizing• Sampling• Prototype• Fit• Designer work sheet• Purchasing • Costing• Production Scheduling• Quality assurance• Finishing

Apparel Export Merchandising

• The apparel export Industry, Merchandising in both export production and manufacturing function encounter many challenges in buying and Planning, Understanding merchandising calendar, Fashion forecasting, costing and future of fashion etc.

Tech pack received from

Merchant

Develop Pattern

Costing CAD Maker

Develop Sample

Develop Fit proto Sample

Revise Fit PP Sample

PP Sample

Size set sampleRevise Sample

Sealer SampleSealer Sample

Bulk Production Shrinking to added if its

wash

Incorporate Buyer

Comments

The next step in product development is making the first pattern, which is used to cut and sew the first sample garment. The pattern is made in sample size, one is used for testing and selling purpose.

PrototypeThe prototype is made by sample maker, the best of the factory sewers. Sample- makers must have factory sewing skills and know how to put an entire garment together. The factory construction methods must be tested as the garment is sewn.

Fit

The next step is to test the sample for fit and total effect. The ability to create good fit is the most important skill needed in the development of the garment. The garment must be fitted on the model to test comfort and ease of movement .

Sampling

Records are kept on all styles as they develop. Work sheets containing information that guides the production department in figuring costs and in fabrics and the trimmings.

Designer Work sheets

Ordering the materials necessary to produce garment is usually done by the manufacturer’s fabric or piece goods buyers.

The piece goods buyer act as a liaison between the mill or converter and the manufacturer. The buyer must know all properties of fabrics and have information on prices , availability and delivery.

Purchasing

Marker MakingMarker making is the process of determining a most efficient layout of pattern pieces for a style, fabric and distribution of sizes.Factories those don’t have CAD system perform this process manually. In manual marker making to make an efficient marker one need time, skill and concentration. Now-a-day Marker making is mostly done by CAD systems which give accuracy, increase control over variables and reduces time required in making markers.

Using the markers made graded patterns, in accordance with the issue plan, fabric are cut to prepare for garment assembly.

The cutting order tells what to cut , What fabrics to uses programmed data to determine what makers should be made, how fabric should be spread and cut, and the most cost – effective numbers of piles, colors, and size mixes.

Cutting Room

Costing is an exact calculation by using actual figures for material and labor. The costing department uses designer worksheet, a prototype garment, and the production pattern to analyze materials and construction step by step.

Cost Sheet

1. Materials

2.Trimmings

3.Production, patternmaking, grading and marking

4. Spreading and cutting

5. Assembly

6. Finishing

7.Freight

Costing

The production manager or merchandiser schedule cutting and garment assembly in time to meet shipping dates.

This schedule is reverse timetable , usually covering six months.

Production Planning

Quality control is the standardization of production using specifications as guides. The last garment sewn should be the same as first garment. They inspect all the garment production. Production standard is very important.

Quality Assurance

Finishing

• In apparel , this may include some handwork, For most apparel pressing, washing, labeling and folding are sufficient . The packaging of garment should be proper.

Name of Apparel Export Industries in India

• Gokldas Exports Ltd. (Banglore, Chennai)• Bombay Rayon Fashion Ltd. (Banglore)• Shahi Export Pvt.Ltd (Banglore)• Gartex Insta Apparel (Banglore)• Trendset Apparel Pvt. Ltd (Banglore)• Textport Industries Pvt.Ltd• True Blue Text Craft Pvt.Ltd (Kanpur)• Karni Export (Jaipur, Rajasthan)• JT Clothing

Thank You