Report on Feasibility Study on Made to Measure Garments

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MADE TO MEASURE GARMENTS- Project Report

MARKETING MANAGEMENT

Submitted By:

Prachi Garg (12)
Shinu Nair (48)

PGDM-IB 2010-12

TABLE OF CONTENTS

1. INTRODUCTION………………………………………………………… 3 2. OBJECTIVE OF STUDY…………………………………………………... 6 3. REVIEW OF LITERATURE ……………………………………………….7 4. METHODOLOGY………………………………………………………….12 5. DATA ANALYSIS………………………………………………………….14 6. MARKETING PLAN………………………………………………………17

INTRODUCTION

Technological advances during the past decade have opened many new doors for the Textile and Apparel industries, especially in the area of rapid prototyping and related activities. When evaluating consumers’ dissatisfactions with apparel that has been mass-produced and is readily available in the marketplace, there are several recurring themes. The first is an overwhelming criticism about how garments “fit”. While fit is a subjective variable, at best, it is nevertheless a problem that almost every consumer has had at some time. In the apparel industry, accurate measurements are very important as the first step to determine correct sizing and to create garments customized to a specific target market. Historically, tailors and fashion designers used measuring tapes to obtain the physical measurements of the bodies they created for. This method has been time consuming, invasive, and often inaccurate, based on who took the measurements and how they took them. Until just recently, only tailors and couture houses actually still used real body measurements to create or alter the clothing they produced. Unfortunately, the sizing systems that have developed through the years are neither standardized nor related to the average human’s body measurements. While we know that garment sizing can be impacted by production inaccuracies, we must face the fact that many garments were sized or proportioned incorrectly for the target consumer, from conception. This specific problem has encouraged the development of 3-D body scanning technologies that will enable rapid and accurate extraction of individual consumer’s measurements. This ability will enable redevelopment of current sizing systems, as well as production of Made-To Measure Garments. In a Made-to-Measure garment, customer’s measurements are first taken by a made-to-measure retailer (BRAND store). It is sent to the manufacturer and the manufacturer makes that single garment. Then the garment is dispatched to the retailer (BRAND store) who delivers it to the customer within 1-1½ weeks. It is similar to Tailor-made garments; the difference being that it is provided by a BRAND e.g. Raymond’s. The primary benefits to the customer of made-to-measure clothing are that garments will be well-fitted to the customer’s body and the customer may have the opportunity to customize the fabric and design. To order a made-to-measure garment, the customer’s measurements are first taken by a made-to-measure retailer. Then a base pattern is selected that most closely corresponds with the customer’s measurements. This base pattern is altered to match the customer’s measurements. The garment is constructed from this custom pattern. The primary benefits to the customer of made-to-measure clothing are that the garments will be well-fitted to the customer’s body and the customer may have the opportunity to customize the fabric and detailing. The primary disadvantage of made-to-measure is that the customer must wait up to several weeks for the garment to be sewn and delivered. Made-to-measure retailers often travel internationally meeting clients in cities, providing samples of the latest materials and styles. One of the most active made-to-measure retailers in the U.S. is Noble House, based out of Hong Kong and has a group of salesmen who travel to a variety of major U.S. cities. CUSTOMIZATION – CASE STUDIES FROM APPAREL INDUSTRY

1. Bodymetrics
Bodymetrics is a UK based organization that deals in made-to-measure jeans. There is a 3-D scanner which...
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