Report on Feasibility Study on Made to Measure Garments
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
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