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Trend analysis Brand wise & Segment wise of the Denim Jeans Market
Summer Training Report
At
Submitted to the Punjab Agricultural University in partial fulfilment of the requirements for the degree of
Master of Business Management
By ROHIN ARORA
L-2009-BS-19-MBA
PUNJAB
AGRICULTURAL UNIVERSITY LUDHIANA-141004
JUNE 2010
1
2
ACKNOWLEDGEMENT
I take the opportunity to express my deep gratitude to Malwa Industries Ltd to
taking me as a summer trainee & extending me their full support & co-operation
towards the completion of this project.
First and foremost, I express my deep sense of gratitude to my project guide
Mr. JP Singh (Sr.Mgr Marketing). His helping nature and his enthusiasm has
been source of constant inspiration. His unhitching support during my work is
very admirable. He is the true driving force behind this work throughout,
constantly encouraging me to do my best and inspiring me to aim higher.
I express my gratitude to Dr. Gagandeep Banga, who provide me this training
& give guidelines to complete the project. My special thanks go to my advisor
Dr. Pratibha Goyal for her constant support which has encouraged me to give
my best.
I also would like to thanks my parents and my friends for their constant
blessings, encouragement and cooperation.
Last and but not least, I thank all those numerous who have contribute in their
own way in driving this project to success.
Rohin Arora Dept of business management P.A.U Ludhiana
3
ABSTRACT
In this report, I tried to present some information regarding current trends in
denim jeans market. That it will be helpful for the company to forecast the
future trends and to meet its customer demands and needs. The project has been
divided in to two parts:-
In this part various trends of denim jeans of different brands has been
analyzed. For this some top brands are selected and studied Gender wise.
Under this part various aspects are studied as given below:-
To analysis the fits in demand
To study the fabric trends in jeans
To examine different category of washings
Comparative MRPs and their brand wise analysis
Designing & embroidery techniques
To know the likings and buying behavior of the customers.
To determine which variety (FITS) of jeans is preferred by
customers
To assess which brands of jeans are most preferred by consumers
To determine how much a customer is ready to pay for one jean.
-To determine which attribute is preferred most by customers while
buying jeans
4
COMPANY PROFILE
5
BRIEF PROFILE OF MALWA GROUP
The foundation of Malwa Group (formerly called the VSO Group) was laid by
Late Lala Vidya Sagar Oswal - a visionary known as much for his perspicacity and
sharp business acumen as for his philanthropic pursuits. Driven by a strong desire
to achieve what few in his day & time could have dreamt of, he sowed the seeds
of the textile powerhouse that Malwa has come to be today, built around the
cornerstones of Dedication to Work, Excellence in Product quality & Work
Practices, Commitment to its Customers and Daring to think beyond the ordinary.
Today, after having been in existence for seven decades, Malwa Group has become
an over 10,000-member strong Institution.
The Group is fully integrated in Textiles with interests in Ginning, Spinning,
Weaving, Processing and Garmenting, and thereby being one of the biggest
Textile Conglomerates in the Country.
Further, in line with the Vision of its founder, Malwa Group also runs India’s
second largest charitable Cancer Hospital.
Malwa Cotton Spinning Mills Ltd., the flagship Company of the Group was set
up in 1976. Malwa Cotton Spinning Mills Ltd or MCSML is among the top ten
textile mills in the Indian sub-continent Today, MCSML has a total spinning
capacity of 1.5 lac ring spindles and produces about 77 tonnes of yarns per day.
The Company also started manufacturing Sewing Threads and it has already
garnered sizeable market share.
Another Group Company, Oswal Knit (I) Ltd., established in 1992, is the market
leader for winter wear in the premium segment. The Garment Company is the sole-
licensee in India for manufacturing and marketing of the well-known International
6
Brand ‘Pringle of Scotland’, in India since 1994. The Company has been
successful in making it the most exclusive Brand in the Country. The Company
also owns the well-established Brand name in Sweaters--‘Casablanca’, which too
is one of the topmost Brands in the Country.
In 1997, Mr. Rishi Oswal, the scion of the Oswal family and the Managing
Director of Malwa Industries Limited started the denim manufacturing facility in
response to the increased market demand for Jeans in the 1990's. Commercial
operations started in FY97-98 and since then the company has been growing at a
fast pace. Malwa's premier denim manufacturing plant is located at Ludhiana in
the Punjab region, the heart of the Indian cotton producing belt. Its operations span
India (where it is headquartered), Jordan & Italy. Through these operations, its
products are exported to over 40 countries worldwide. With Quality certifications
such as the ISO9001:2000, ISO14001:2004 the name Malwa has, today, become
synonymous with superlative quality & product excellence. In recognition of its
excellent track record in Exports, it has been honoured with Export Performance
Awards by the Govt. of India in recent years. MIL achieves a current production
capacity of 20 million meters of denim fabrics & 4.50 million pairs of Jeans
annually.
7
ABOUT THE MANAGEMENT
The Company is being managed under the able and dynamic leadership of Sh.
Rishi Oswal, Mg. Director, who has an experience of more than 12 years in the
Industry. The operations are being overviewed by Sh. Jangi Lal Oswal, Chairman
of the Group, who has more than 30 years of experience in the Industry.
The Company’s Board comprises of 8 Directors on its Board, out of which, 4 are
independent Directors who are professionals and/or technocrats including 2 as
Institutional Nominees and only 3 are from the family.
A team of well-qualified and vastly experienced professionals in the field of
Technical, Marketing, Finance and HR are supporting the top management and
constantly striving to achieve Excellence.
8
ABOUT THE PRODUCT
Denim is one of the world’s oldest fabrics. From the 17th century to the present,
Denim has been woven, used and discarded, made into upholstery, pants and
garments, found in museums, antique stores and archaeological digs, worn as the
fabric of hard & honest worker and also used for the sailors of Columbus’ ships in
legend. Legend and fact are also interwoven when scholars discuss the origin of the
name of Denim. Most reference books say that Denim is an English corruption of
the French ‘serge de Nimes’, a serge fabric from the city of Nimes in France.
Hence, born in Europe, Denim’s function and adaptable form found a perfect home
in America that today is biggest consumer of Denim in the world. Denim today is
being used in various designs and weaves using various blends of yarns and these
innovations in Denim are believed to be keeping the fabric eternally young.
Independent estimates put the global consumption of Denim at approx. 4
billion meters. Per annum and has been constantly growing every year by 5-
6%.
9
ABOUT MARKETS
MIL today exports to over 40 countries across the Globe as diverse as Italy,
Portugal, USA, UK, France, Turkey, Australia, Sri Lanka, Kenya, Iran, Lebanon,
Malawi, Tunisia, Morocco, Israel, Dubai, Bangladesh, Russia, Poland, Mauritius
etc. Apart from the above, the Company also has a fair presence in the Domestic
market mainly for its Value Added Products (VAPs). The Company has been
awarded 2 Silver Trophies by the Govt. of India, for Outstanding Export
Performance in Fabrics amongst Manufacturer Exporters for year 2000-2001
and Outstanding Export Performance in Fabrics amongst Non-Quota Exports
for the year 2000 – 2001 and again awarded with similar category for 2001-02.
MIL is a relatively young player in the Denim Industry. However, its youth is
limited to its age only, since it has already created ripples in the Industry and is
giving the oldies of the Industry a run for their market-shares. In fact, in its short
span of 7 years, Malwa Industries has already made deep inroads in all the major
Fashion markets all over the world. The Company has very strong presence in the
fashion conscious Italy, Portugal, France, Spain, Turkey and other European
markets. The Company’s products are being used in the garments from major
fashion Brands like Zara, Levi’s, No Excuse, H&M, Target and Sears etc.
The Company has been equally focused on the Domestic Market. With the
booming Apparel market in India, whereby all the major International Brands talk
of outsourcing garments from India, the demand for the Company’s Value-added
Products is continuously rising in the Country. Already the major domestic Brands
have started increasing their capacities, increasing the Domestic Demand further
and translating into higher prices and better margins for the Company.
The Company’s products are well accepted and demanded by the major Domestic
Brands like Killer, Spykar, Weekender, Charlie, Flu and Live-in etc.
10
SWOT ANALYSIS
STRENGTHS…
a. Consistent R&D efforts and fast commercialization of ever new qualities
bringing better margins and beating the competition.
b. J-34 type cotton is proven best-suitable for Denim. The cotton belt of Punjab,
Haryana and Rajasthan are the major growers of this type of Cotton. This
proximity with the major Raw Material source helps in competitive pricing of our
Product.
c. Well-established marketing network both in the International and Domestic
markets.
d. Promoters have more than 70 years of experience in the Textile Industry.
e. Global Benchmarking.
f. Entry Barrier being capital-intensive nature of the Industry.
WEAKNESSES…
Cotton, which is the major raw material for our Product, is subject to the vagaries
of nature. This results in fluctuations in its prices. However, being already in the
Industry for the past 60 years, we are experienced to relatively fairly foresee and
forecast the price movements and hence hedge ourselves against any negative
trends.
11
OPPORTUNITIES…
a. Post MFA regime, i.e. after 31st December, 2004, the restricted markets of US and
EU have opened up for imports from cheaper manufacturing nations, pre-
dominantly, India, particularly for cotton textiles where India has strength in terms
of availability of good quality Cotton. India is third largest producer of cotton in
the world.
b. Independent researches indicate that Global Denim Demand is expected to
increase by 5-6% annually for another 4-5 years.
THREAT…
Fashion may change impacting the demand for Denim. However, none of the
leading Designers of the World expect that to happen on a permanent basis, since
already Denim is more than 300 years old and has stood the tests of time.
12
FUTURE OUTLOOK
The Company sees growth in Value Added Products of Denim. All the major textile
research agencies conclude that Denim has become a fashion item and the
consumer is ready to spend extra money for new and innovative designs and
varieties in Denim. The Company today has over 1000 different varieties of
Denim to choose from to cater requirement of every type of garment being
manufactured with Denim. The Company has been constantly upgrading its
existing operations/ technology to meet market demand and to deliver quality
products at competitive prices to its valued customers. The Company has been able
to create its name in the international as well as domestic market as the ‘product-
innovators’.
The Company still believes that ever-new varieties in Denim shall continue to
drive the growth and expansion of market for Denim. Hence, the Company
plans to keep its focus on R&D efforts and increase the share of “Value Added
Products” like Multi-counts, Slubs, Stretch Denim, Mercerized Denim, Shiny
Denim, Pigment Dyed apart from the already established Cross Hatches,
Streaky Denim, Chinos etc in its product mix. These products fetch far better
margins for the Company.
13
Moreover, with the disbanding of the quota regime from 1 st Jan, 2005 onwards,
many Garment outsourcing orders from European and US markets have started to
come to the cheaper manufacturing countries, with China and India bagging the
prominent shares. Further, the ‘Made-in-India’ Denim fabric has already
established its quality perception amongst the highly quality conscious European
and US Markets. Indian Denim fabric fetches a certain premium over its other
South Asian competitors’ fabrics. Hence, the domestic demand for Denim is
expected to grow manifold.
EXPANSION ACTIVITIES
The Company has recently expanded its fabric manufacturing capacity by 5 million
meters (from 15 to 20 million mtrs per annum) and a 2.5 million pieces per annum
jeans wear manufacturing plant. The company has put up a captive power plant
based on bio-fuel.
ACQUISITIONS:
The Company has acquired two Units located overseas. One Unit is a Garmenting
facility having capacity of 4 mn pcs p.a. in Middle East (Jordan) and another is a
top-end Wet processing facility for Garments in Europe (Italy). The cost of both
these Acquisitions was around USD 9 Mn (Rs. 40.00 crores approx.).
14
FINANCIAL ANALYSIS
15
FINANCIAL ANALYSIS
After the initial stabilization and smoothening of the processes, the
Company never looked back and has kept its focus consistently on R&D efforts
for value addition through product reengineering, particularly targeting fashion
conscious European markets. The Company's strategy has been a success, which
is depicted in the Company’s strong financials.
The Company continues to give due importance to cost cutting measures
in every expense, wherever possible. For the year ended 31.3.20010, the
Company has earned Net Profit of Rs 3659lacks. In the previous 9 months
period ended 31.3.2009, the Company recorded Net Profit of Rs. 1665lacks. A
brief on the audited Key Financials of the Company are being produced below:-
1. KEY FINANCIALS (RS. IN
LACKS)
Key Financials 12 months ended
31st March, 2008-
09 (Audited)
9 months ended
31st March, 2009-10
(Audited)
Turnover 17791 21687
PBDIT 1600 3868
Net Profit 1665 3659
Current Ratio (times) 2.11 1.69
Debt – Equity Ratio (times) 2.148 3.45
16
2. EXISTING BANKERS
The Company is availing of Credit Facilities to the tune of Rs. 50.80
crores (FB-Rs. 39.80 crores + NFB-Rs. 11.00 crores) from the Consortium of
Canara Bank, SBI and SBOP Bank, with Canara Bank as the Lead Banker. The
Company with its strong financials has consistently been a top rated
Company with its Bankers for
the last 4 years.
The Company today has healthy financials in terms of Current Ratio, Debt-
Equity Ratio and Net Worth. The same are presented here below:
17
RATIO ANALYSIS
1. LIQUIDITY RATIOS
CURRENT RATIO
Current ratio is a measure of liquidity calculated dividing the current assets by
the current liabilities.
Current ratio = Current Assets
Current Liabilities
Year March2010 March2009 March2008
Current
Ratio
2.35 1.65 2.11
Interpretation:
The current ratio of a firm measures its short term solvency, that is,
ability to meet short – term obligations. As a measure of short
term/current financial liquidity, it indicates the rupees of current assets
available for each rupee of current liability/obligations payable. The
higher the current ratio, the larger is the amount of rupees available per
rupee of current liability, the more is the firm`s ability to meet current
obligations and greater is the safety of funds of short- term creditors.
Here, in thus case current ratio is quite good in march 2010 than in
March 2009.
18
QUICK RATIO
It is a more rigorous test of liquidity than the current ratio. Also known as acid
test ratio or liquid ratio.
It establishes a relationship between liquid assets & current liabilities.
Quick Ratio = Quick assets
Current Liabilities.
Quick Assets = Current Assets- (inventory + prepaid exp.)
Year March2010 March2009 March2008
Quick
Ratio
1.03 0.65 0.88
Interpretation:
Generally, an acid test/quick ratio of 1:1 considered satisfactory as a firm can
easily meet all current claims. Here, there is significant variation in quick ratio
but it is more than standard. According to the above table, in March 2009, the
ability of the company to meet the claims decreases as compared to previous
years
19
Activity Ratio
Inventory Turnover Ratio
This ratio indicates the number of times the stock has been turned over in an
accounting period and evaluates the efficiency with which a firm is able to
manage its inventory.
Inventory Turnover Ratio = Cost of goods sold
Average Inventory
COGS = Raw Material consumed + Manufacturing Expenses + inc/dec. in
Work in Progress and Finished Goods + Difference of Excise duty on
stocks.
Average Inventory = Opening Inventory + Closing Inventory
2
Year March
2010
March
2009
March
2008
Inventory
Turn Over
1.759 1.68 1.436
20
Ratio
Interpretation:
As Inventory turn over ratio of the company has slightly increased from march
2008 to March 2009, it represents efficient management of inventory of the
company such that as more frequently the stocks are sold , lesser amount of
money is required to finance inventory. It indicates number of times inventory
to be turned in a year has slightly been increased from 1.436 to 1.68 But this
ratio is significantly less than march 2010.
21
Profitability Ratio
Gross Profit Ratio
This measures the relationship of gross profit to net sales and usually
represented as percentage.
x 100
Gross Profit = Net Sales – COGS
Year March
2010
March
2009
March
2008
G.P Ratio 25% 18.88% 36%
Interpretation:
A high ratio is a sign of good management as it implies that the cost of
production of the firm is low. It may also be indicative of a higher sales price
without a corresponding increase in COGS. A low gross margin is a danger
signal. A firm should have a reasonable gross margin to ensure adequate
coverage for operating expenses of the firm and sufficient returns to the owners
of the business, which is reflected in the net profit margin. The above table
shows that our gross profit is decreases drastically as compared to previous
year. A very low ratio indicates high cost of goods sold which may be due to
unfavourable purchasing policies, lesser sales, lower selling prices , excessive
competition , over investment in plant and machinery etc.
22
Net Profit Ratio
It establishes a relationship between Net Profit (after tax) and Sales and
indicated the efficiency of the management in the manufacturing, selling,
administrative and other activities of the firm. It measures the overall
profitability of the firm.
x 100
Year March
2010
March
2009
March
2008
N.P Ratio 8%loss 20%loss 5%profit
Interpretation:
A high net profit margin would ensure adequate return to the owners as well as
enable a firm to withstand adverse economic conditions when selling price is
declining, cost of production is rising and demand for the product is falling.
The company has detoriated from last year’s because it has funded its
losses from long term debts. Company has raised about RS 4115 lacks
term loan to overcome losses.
23
24
INTRODUTION TO
PROJECT
25
TITLE: Trend Analysis Brand wise & segment wise of the Denim jeans
market.
Introduction to denim jean market
The jeans wear market in India is currently pegged at approximately Rs 6,000
crore - the bulk of it in the unbranded market according to recent reports.
However, the branded segment is believed to be growing at a faster pace, with
brands giving tough competition to one another. According to industry sources,
the total size of the jeans market in India is about 40-45 million pairs of denims
out of which 44 million pairs are in the value segment(less than Rs 1,000). The
Indian retail market size of jeans (men`s and women`s) in 2007 was Rs 3,080
crore with a healthy growth of 18 per cent over last year as per research
conducted by Technopak. According to an Indian expert, denim production in
India in 2006 was estimated to be at 400 million meters, of which 250 million
meters was for domestic consumption and the rest for exports.
Indian denim market is on a high growth path with a rate of growth in the range
of 8-12%. However, the market is dominated by the non-branded players who
take away the major share of the denim market. The branded denim market is
estimated to be around $450-$500 million, and is dominated by some
international labels though the local brands are also getting prominent.
26
Denim Brands n India
1. Levi’s: Levi’s is the leader in the branded denim category with about 20-
25% share of the market. Using various innovative strategies, Levi’s has
strengthened its hold on the market. It started operating in India in 1994
and is present in over 250 cities.
2. Killer Jeans: owned by the Kewal Kiran Clothing Limited, the brand was
introduced in 1989 and is one of the well known denim brands in India.
The other brands by this company – Easies, Lawman and Integritti are
also well known menswear brands.
3. Spykar: Targeting the tastes of the youth of the country, Spykar uses its
labs to bring out a large variety of designer denim jeans .The company
launched aggressive campaigns in colleges, pubs and coffee shops as well
as sponsored college events and fashion shows to target the right clients It
is on a high growth trajectory and is currently reported to have a turnover
of $45million+.
Besides the above , there is an array of national and international brands.
International brands includes Pepe, Wrangler, and Lee from VF (in joint
venture with Arvind) , Tommy Hilfiger, Replay Jeans etc. Diesel is a
recent entrant and the brands from Sixty Group Energie and Miss Sixty
27
will bw launched shortly. National brands worthy of mention include
Numero Uno, Flying Machine and Ruf and Tuf (Arvind) ,Trigger
Jeans (KG Denim) .
NEED FOR THE STUDY
By looking over the popularity of jeans trouser and changing trend in fashion
made it essential to understand the factor which is desirable to make customer
satisfied. Since fashion is on his track & it keeps on moving. It leads to change
in trends. So for Malwa Industries Ltd as a manufacturer of denim jeans it is
essential to analyse the current trends and to remain on the track of fashion.
To capture the current trends in denim jeans. It will help company to
meets it current demands and to forecast trends.
To differentiate brands according to their MRPs and fabrics. It will
help in selection of brands while dealing with them.
To analyse gender wise trends this will help the company in deciding
proper segmentation.
To know the likings and buying behaviour of customers. It will help
company to satisfy their consumer needs.
28
OBJECTIVES
Keeping all the above information and requirements in mind, the
objectives of this project are:
1. To study the current trends in denim jeans brand wise and
gender wise.
2. To know the likings of the customers.
3. To recognize the buying behavior of the consumers.
29
RESEARCH METHODOLOGY
The project is divided into two parts:
First part is about to know the trends in denim jeans. Which is done by self
analyzing process in shopping malls, multiplexes in Ludhiana city
Research Design:
The primary data was obtained from the different brand stores in malls. The
data collected was evaluated manually. Percentage was used to estimate the
proportion for various aspects under consideration. Microsoft Excel was used to
depict graphical representations of the analytical inferences and tabulations.
Secondary information was needed for analysis, and this data was collected
through internets, online shopping sites and the denim brands official website.
Second part is to know about customer likings and their behavior
Primary data was collected through survey. The questionnaire was prepared
asking respondent about their behavior towards jeans. The basic research
instrument used is a questionnaire in this part. The questionnaires were filled by
the respondents themselves.
30
Sample Design:
``Anybody those wearing jeans or not were taken as respondent. The ages
of respondents ranged from 17 to 30 with mean age of 24.150 respondents were
surveyed for research.
Data source:
The survey was conducted outside shopping malls, multiplexes in Ludhiana
city.
Sample Profile:
Gender No. Percent
Male 90 60
Female 60 40
31
LIMITATIONS OF THE STUDY
It should be noted that the research methodology was limited by the following
factors:
This survey is conducted in city Ludhiana, India. There is possibility that
perception of whole Indian market will be not as similar as perception of
Ludhiana’s people.
Sample may not be the true representative of the population.
The individuals being observed might behave in a different way when
they know they are being observed and thus data collected may not be a
true picture of the actual self. Generally, respondents were busy in their
work and were not interested in responding correctly
Limited time frame was the biggest constraint.
Only some of brands are selected for study.
The research was conducted in present prevailing conditions. There can
be some fluctuations in the market which can offset findings.
32
33
FINDING AND ANALYSIS
34
Findings and analysis
To analysis the fits in demand
MENs FIT (in %)
REGULAR SKINNY SLIM STRAIGHT BOOT
CUT
LOW
RISE
KILLER 7 25 43 25 0 22
SPYKER 5 20 55 20 0 20
LEVIS 21 4 40 35 0 30
LEE 20 20 30 30 0 18
WRANGLER 5 3 45 47 0 25
PEPE
JEANS
10 0 0 90 0 5
Fig- Men`s Fits brand wise
35
From the Table and graph it is evident that the most dominant fits are straight
(41%) and slim fits (36%). In denim low rise, slim fit and straight fit are in
vogue. These Fits are the most popular and covers majority of retail sales of
customer choice.
On the other hand skinny (12%) and regular fits (11%) least preferred and
are having low in demand. Boot cut fit is out of fashion now.
Slim fit is major in all brands except for pepe jeans. Pepe jeans covers mostly
straight fits. Levis and Lee also have some regular fits.
36
WOMENS FIT (in %)
REGULAR SKINNY SLIM STRAIGHT BOOT
CUT
KILLER 6 36 34 16 8
SPYKER 5 45 30 20 0
LEVIS 16 38 30 16 0
LEE 15 45 33 7 0
WRANGLER 2 65 30 5 0
PEPE JEANS 0 45 55 0 0
Fig- Women`s Fits brand wise
On the other hand in women`s section from above the observation reveals that
women choices move towards skinny fit (46%). Slim fit (35%) capture the
second. Straight (11%) and regular (7%) fits are least preferred by women.
Skinny and slim fits are the major fits in Women`s section for all brands.
37
Since low rise jeans can be in fits like skinny, slim and straight. So its graph has
been drawn separately.
The demand of low rise jeans is rising in these days and is more in case of
ladies segment (25%) than in Men’s (20%). Killer and Levi’s contribute most
in low waist jeans and Pepe add lowest.
To Compare MRPs and their brand wise analysis
38
For our analytical study we are classifying the brand segmentation as below:
Super Premium Segment (2000+) – Levi’s, Pepe jeans
Premium segment (1500+) – Lee, Wrangler
Middle segment (1000+) – Killer, Spykar
Today Indian consumers are no longer price conscious rather they are willing to
spend money on high-end denim brands. Spykar and killer offer many great
styles at an affordable price as national brand. These denim players are not
only catering to the premium class, but are also catering to the upper-middle and
mid-segments as well.
Lee and Wrangler are the upper middle segment brands range from 1500 to
2500. Pepe and Levi’s are amongst the premium brands in India having price
from 2000 to 3500. From the table majority of branded jeans (35%) range from
1500 to 2000.
39
In case of Women’s section MRP of different brands same as in Men. But the
relative price is lower in case of Women’s segment w.r.t Men. This may due to
quality or weight of fabric used or some other factors.
Fabric trends used in jeans
40
Fabric weight in oz (ounce)
Men’s Women’s
In Men’s In Women’s
Heavy – 55% Heavy – 12%
Medium – 30% Medium – 53%
Light- 15% Light – 23%
Heavy denim (12- to 14-ounce) tends to work best when made into jeans to
designs with straight lines and little or no gathering or easing. It can undergo
heavy and distress washings otherwise fabric become lumpy and loose. From
above it is clear that heavy denim is used mainly in Men’s jeans.
41
Medium - weight, 10- to 12-ounce denim. Medium denim can handle softer
styling and some curved seams that require easing or gathering. Most of
Women’s jeans weight is from 10 to 12 ounce (from the graph). Since
majority of fabric are stretch and women prefers light and comfort in the jeans
in medium weight category.
Light weight denim (6- to 8-ounce) .This denim is the easiest to sew and can
be handled like any woven cotton fabric. Light weight denim usage is very rare
in these days and is mainly used in jackets, shirts etc.
42
Slub Character
A yarn that is spun purposely to look irregular in shape (length and
diameter).Usually slub yarns are very regular in repeat and size. Denim made
with slub yarns have the benefit of showing white streaks after denim is
stonewashed, so it provides a garment with more character and interest.
Men’s Women’s
Slubs used in jeans can be vertical or horizontal. Graph shows that there is
trend in vertical slubs both in Men’s and Women’s section. There is no
particular variation in this trend between different brands. 75% garment
observed to have vertical slub in Men’s segment. Similarly in women’s it covers
73%.
43
Density of slubs
Men’s Women’s
Contrast look of fabric is depend upon the concentrations of slubs. So slub
density has a great effect on the denim jeans. It is clear from the graph that low
dense slubs are more popular than high dense.
Jeans with low dense slub covers 65% in men’s side and 62% in women’s section.
44
Length of slubs
Men’s Women’s
Graph shows that short slubs dominate the long one. In men’s section expect
spykar and killer, all brands have majorly short slubs fabric. In women’s also
trend of short slub is going on. This observation reveals that about 63% of
denim garments have slubs long in nature in both segments.
45
Coated/od
Mens Womens
From above it is evident that coated or over dyed fabric is out of trend in both
Men’s and Ladies section. Only a very small portion is filled by coated fabrics.
About 9% of garment observed to have coated fabric.
46
Stretchiness/rigidity of denim
Men’s Women’s
The demand of stretch jeans is continuously rising. From the graph Spykar and
Levi’s contributes most in stretched denim. 80% of spykar total denim is
stretched. Similarly killer, Levi’s, Lee, Wrangler, Pepe have 40%, 60 %, 30%,
20%, 25% share in stretched denim. However the demand of stretched denim is
more in case of women’s section.
47
Shades of Fabrics
Men’s Women’s
Here SBIT means sulfur top indigo bottom and IBST means indigo top sulfur
bottom. In real ample of variations are present in the shades of fabrics. But in
this study many shades are considered to be included in these two shades which
is somewhat related.
The findings from above are:
In Men’s section % share in fabric shades of SBIT is 30%, IBST 22%, Black
7%, Indigo 21%, and Greenish blue 20%. Similarly in Women’s SBIT 31%,
IBST 26%, Black 7%, Indigo 20%, and Greenish blue 16%
It clearly shows that SBIT and ISBT are the preferred shades. Black is still
confined to small portion of Production. Indigo and Greenish blue shades are
also in trend.
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To examine different category of washings
Men’s Women’s
From above these observations are found:
In Men’s segment % share of Rinse wash 15%, Enzyme wash 35%, bleach 38%
and others 11%.
Similarly in Women’s Rinse wash 15%, Enzyme wash 38%, bleach 43% and
others 8%.
It is clear that bleach wash is mostly preferred by consumers in summer.
Enzymes wash capture second. Rinse wash is least popular.
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Designing & embroidery techniques
Mens Womens
With changing lifestyles, the organized players are coming up with
contemporary designs to target the youthful, stylish, trendy and fashionable
consumers.
In this study only two variables are taken. Jean with extra design or embroidery
is considered as complex otherwise it will be taken in simple category.
From above it is evident that Spykar and Killer have most complex design jeans
which are followed by Wrangler and Lee brand.
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Part-B
To know the likings and buying behavior of the customers
Data was collected through survey. The questionnaire was prepared asking
respondent about their behavior towards jeans. Only those wearing jeans were
taken as respondent. The ages of respondents ranged from 17 to 29 with mean
age of 24. 150 respondents were surveyed for research.
Sample Profile:
Gender No. Percent Male 90 60Female 60 40
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To determine which variety (FITS) of jeans is preferred by customers
From Graph it is clear that the Slim fit is most popular among the Varieties of
jeans with 54 responses out of 150.Staright fit is second most preferred with
48 responses out of 150.Skinny fit and Regular fit got 24 and 18 responses
respectively. Boot cut is least popular fit among the varieties of jeans. Low Rise
Jeans which can be form of any Slim, Straight or skinny fits got 36 responses
out of 150.
Whereas among the female slim fit and skinny fit are most popular with 27 and
18 responses out of 60.
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To assess which brands of jeans are most preferred by customers
Brand Preference
Graph- suggests that among masses, Spykar is the most popular brand of jeans
(51 out of 150 responses) followed by Lee (39) and killer (33).
Whereas among the female Lee, Levi’s and Spykar are equally preferred brands
of jeans with 15 out of 60 responses each.
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To determine how much a customer is ready to pay for one jean.
Fig- price rangeStudy shows that customers are more willing to buy jeans at price below
1000 Rs.(63 out of 150 responses) and 36 % of respondents can go up to
range of Rs 1000-1500.Only 6% of respondents can buy jeans having price
above Rs. 2000.
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To determine which attribute is preferred most by customers while buying jeans.
QUALITY STYLE FIT PRICE BRAND1 51 54 57 21 272 39 24 45 27 183 18 21 30 42 364 27 24 15 21 365 15 33 3 39 33
Fig- Jeans attributes
Above fig- shows ‘fit’ is first priority for most of respondents followed by
“style”. Third highest priority is given to ‘quality ‘of jeans.
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CONCLUSIONS & RECOMMENDATIONS
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In Men’s the most dominant fits are straight (41%) and slim fits (36%).
while women choices move towards skinny fit (46%).
The demand of low rise jeans is more in case of ladies segment (25%)
than in Men’s (20%).
Spykar and killer offer many great styles at an affordable price. Lee and
Wrangler are the upper middle segment brands range from 1500 to 2500.
Pepe and Levi’s are amongst the premium brands in India having price
from 2000 to 3500.
Heavy denim is used mainly in Men’s jeans. Women prefer light and
comfort in the jeans in medium weight category.
There is trend in vertical slubs both in Men’s and Women’s section. 75%
garment observed to have vertical slubs. Low dense slubs are more
popular than high dense. Jeans with low dense slub covers 65% in men’s
side and 62% in women’s section.
Coated or over dyed fabric is out of trend in both Men’s and Ladies
section. About 9% of garment observed to have coated fabric.
Spykar and Levi’s contribute most in stretched denim. 80% of spykar
total denim is stretched. Similarly killer, Levi’s, Lee, Wrangler, Pepe
have 40%, 60 %, 30%, 20%, 25% share respectively in stretched denim.
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% share in fabric shades of SBIT is 30%, IBST 22%, Black 7%, Indigo
21%, and Greenish blue 20%.
Bleach wash is mostly preferred by consumers in summer. Enzymes wash
capture second. Rinse wash is least popular.
Spykar and Killer have most complex design jeans which are followed by
Wrangler and Lee brand.
Spykar is the most popular brand of jeans (51 out of 150 responses)
followed by Lee (39) and killer (33).
customers are more willing to buy jeans at price below Rs.1000.(63 out of
150 responses) and 36 % of respondents can go up to range of Rs 1000-
1500.
‘fit’ is first priority for most of respondents followed by “style”. Third
highest priority is given to ‘quality ‘of jeans
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Recommendations
To make /produce future sampling on these value factors.
Since the demand of stretch denim is rising. Company should produce
more stretched denim.
Research says that men prefers to wear ‘straight fit’ and ‘slim fit’ and
women prefers ‘skinny fit’ more than any other variety so add this variety
in the collection.
According to study among the attributes like “fitting” and “style” are
considered first while purchasing a jean so this attributes should be
highlighted in promoting jeans.
According to research, spykar brand of jeans tops the preference chart,
other than that Lee and Killer are also preferred , so it is advisable to add
these brands into the collection instead of current collection of Pepe,
Wrangler brands.
They need extensive market research for forecast the consumer
preference in fashion and styles to be able to meet such demands.
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ANNEXURE:
FITS: Men’s Ladies Regular
Skinny
Slim
Straight
Boot cutLow Rise
Others
Total
Fabrics: Men’s Ladies Weight (oz)
Heavy
medium
light
Heavy
medium
Light
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Slub character V
H
V
H
Density of Slub High
low
High
Low
Length of Slub Long
Short
Long
Short
Shades/casts
SBIT
IBST
Black
Indigo
Greenish blue
others
Washings:
Rinse
Enzyme
Bleech
Resin
Others (tint)
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Stretch/rigid
Coated
Od
MRPs
1000-1500
1500-2000
2000-3000
Any discounts
AXX: Mens Ladies
Thread:
colour
combination
Design /embroidery techniques:
Complex
simple
Packaging material:
Hanger packing, Polythene,
Carry bag
Certification:
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QUESTIONNAIRE
PERSONAL DETAILS
1. Name : ………………………………………………………………...
2. Email :
……………………………………………...............................
3. Mobile Number :
4. What is the average monthly income of your family (in Rs.)?
< 10000 10000 – 20000 20000 – 30000
>30000
5. Gender : Male Female
BRAND PREFERENCE
6. Select one Brand which you like most for buying jeans.
SI Brand
1 Spykar
2 Killer
3 Levi`s
4 Lee
5 Wrangler
6 Pepe
7. How much you ready to pay for one jean.
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<1000 1000-1500 1500-2000 2000-3000
8. Which fit of jeans you preferred the most.
Slim Straight Skinny Regular Boot cut
9. Rate the following parameters in choosing your preferred brand. ( on scale of 1
to 5 starting with 1 as their first priority )
RATING QUALITY STYLE FIT PRICE BRAND12345
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