12-11-2016, 10:50 AM
1476514197-udhaya.docx (Size: 925.02 KB / Downloads: 2)
1.1 INTRODUCTION
Ready-made or Ready-to-wear is the fashion design term for clothing marketed in a finished condition, in standard clothing sizes (in casual usage, off the rack or “off- the peg”). Some fashion houses or fashion designers create ready –to- wear lines that are mass-produced and industrially manufactured, while others offer lines that are very exclusive and produced only in limited numbers and only for a limited time. Whatever the quantity produced, these lines are never one of a kind.
Each and every person wants to look like a hero or heroine. As the fashion takes place, they want to wear more fashionable cloths. People in Thoothukudi are not an exception to this. The following is a study made on the readymade garments for men and how satisfied are the men in Thoothukudi with the readymade dresses available.
1.2 OBJECTIVES OF THE STUDY
The present study has the following objectives
To know about the origin, growth and development of readymade garment industry.
To study about the readymade garment sales retailers in Thoothukudi.
To study the consumer preference towards the readymade garments available in the market with various aspects in the study area.
To give major findings and suggestions related to the study.
1.3 SCOPE AND LIMITATION OF THE STUDY
The study on “Consumer satisfaction towards the readymade garments with reference to Thoothukudi Town” had the following scope and limitations.
1. The study area covered within the Thoothukudi Town. In all over India various types of consumers are purchase different types of readymade garments. The researcher had select the Thoothukudi
1.2. Town as their area of study.
1.3. In Thoothukudi Town there are thousands of readymade garments users are live. The researchers had select only 120 samples (consumers) for their study. “Consumer satisfaction towards readymade garments”.
1.4. Sample selection did by the researcher by convenience sampling method.
1.5. The researcher had collect 5 years data for their research work related to consumer satisfaction of Readymade garments.
1.4 DATA COLLECTION
The study on “Consumer satisfaction towards Readymade garments” in Thoothukudi undertaken by the researchers through direct interview and through questionnaires method. The questionnaire consists of personal particulars of the buyers of readymade garments and factors which are influenced and induced them to buy the readymade garments.
The researcher had collected 2 types of data for their research work. These are furnished in the next page.
1) Primary data
1)2) Secondary data
1. PRIMARY DATA
Researcher had collected the primary data through field survey with the help of questionnaire. It was provided to the male respondents who use readymade garments. They respondent to it with reasonable accuracy.
2. SECONDARY DATA
The secondary data has been collected from the published record, Journals magazines and web portals. To know the market share and position of various brands in readymade garments during last 5 years has been collected ie., 2004-2009 from all the major uses of readymade garments.
1.5. TOOLS FOR ANALYSIS
For the analysis of the collected data the researchers have used to the statistical tools like simple averages, percentages and tables.
1.6. SAMPLE SELECTION
Both the consumer and dealers survey was conducted. The sample size for the consumer was 120. The study was conducted in Thoothukudi Town. Both the consumers were contracted in person and data was collected with the help of a structured questionnaires.
1.7 CHAPTER SCHEME
The researcher has framed the following chapters to their research work titled “A study on Consumer satisfaction towards readymade garments in Thoothukudi”.
1.7.1. CHAPTER – I
(INTRODUCTION AND DESIGN OF THE STUDY) gives the general information and research design of the study.
1.7.2. CHAPTER – II
(HISTORY AND GROWTH OF READYMADE GARMENTS) This chapter gives the history, importance of readymade garments, innovation and technology inThoothukudi Town.
1.7.3. CHAPTER – III
DATA ANALYSIS gives the information about the results from the data collected.
1.7.4.CHAPTER – IV
(FINDINGS, SUGGESTION AND CONCLUSION) gives the clear picture about the findings suggestions and conclusions from the research work.
2.1.PROFILE OF THE STUDY AREA
The history of textiles in India dates back to the use of mordant dyes and printing blocks around 3000 BC. The diversity of fibres found in India, intricate weaving on its state-of-art manual looms and its organic dyes attracted buyers from all over the world for centuries. The British colonization of India and its industrial policies destroyed the innovative eco-system and left it technologically impoverished. Independent India saw the building up of textile capabilities, diversification of its product base, and its emergence, once again, as an important global player. Today, the textile and apparel sector employs 35.0 mn people and is the 2nd largest employer, generates 1/5th of the total export earnings and contributes 4 percent to the GDP thereby making it the largest industrial sector of the country. This textile economy is worth US $37 bn and its share of the global market is about 5.90 percent. The sector aspires to grow its revenue to US $85bn, its export value to US $50bn and employment to 12 million by the year 2010 (Texmin 2012).
2.2 IMPORTANCE OF READYMADE GARMENTS
With a change in trend in fashion, readymade garments have become very popular. The key reasons behind the purchases of readymade garments are as follows,
(i) Time saving
(i)(ii) New designs and latest fashion
(i)(iii) Multiple options to choose
Understand the new trends and the mind to the people to serve them better. There are also few more shops like Jasmine, Jazz, and Designs India etc.., which could not keep up the momentum and lost their market value, which also led to the closure of these shops.
2.3. FITTINGS & SIZES ISSUES IN READY- TO – WEAR GARMETNS
Fittings issue of garments has impact on the customer’s buying decision. The main concern of customers especially teenagers, is to purchase garments that have proper fitting and yet fashionable. Although cuts and styles of the clothes is important, the more important factor that influences the buying decision is the proper fitting which is according to the person’s body structure. Clothes are not only for body protection and covering, but also have social and emotional aspects attached to them. For example – a petite girl wearing clean and proper fitted clothes that are not too tight and loose would look more flattering then another petite woman who wears tight fitting non-clean dress.
The garments which after wearing does not show any wrinkles, pulls or unnecessary fluffiness is of proper fit. Also the clothes with right placed seams, darts and grain lines has good fitting. The importance of proper fit of garment varies with its type. Like in case of tight fitting dress smallest of misfit is quite visible and noticeable, whereas for loose fitting clothes 100% proper fit is not required and does not make much difference. Even if the fabric is of high quality, craftsmanship on the dress excellent, but if the fitting is not up to the mark then other things does not matter.
Apart from the customers, the readymade garments manufacturers and retailers also bear the consequences in terms of loss of time, resource and damage to merchandise due to fitting issue problems. Although the problem might seem not so big. But in the form of return of purchased clothes, non-satisfaction towards the brand and time taken in trial rooms puts additional expenses on the seller. Whether a particular garment is purchased or rejected is decided on the bases of its fit. Customer satisfaction depends upon the designing, style and most important the fit & size of the garment. Apart from visual attractiveness the comfort level of the well fitted clothes is more preferred. Generally garments with not so good fittings lie unused most of the time in our closets.
Even if the garment is made of high quality fabric with excellent work on it and of latest style, the customer would not be enough motivated to buy it in absence of proper fit. Due to it the sales declined and unnecessary costs build up on the retailer’s head.
However well fitted clothes do not imply that have to be body hugging of tight, different types of dresses and garments need different degree of fitting, like the right fitting criteria for evening wear and nightwear is different. According to a survey done on teenage boys and girls, the readymade garments to require some alternation to be made and also one is ready to shell out few extra bucks for better fit.
The most common criteria for judging the fitting size are, whether hemline is even or not, seams on vertical front should be straight, darts that are narrowed extending before the wide part of the body they are given to shape up, neckline comfortable and shoulder seam a & waistline seam in accordance.
2.4. PROS AND CONS OF READYMADE GARMENTS
Pros:
The following are the advantage of readymade garment
(i) Saves time
(i)(ii) Different varieties
(i)(iii) New arrivals
Cons:
The only disadvantage seen is
(i) Fittings and sizing issues
Further down, it describes about the fitting and sizing issues and how it impacts the men choosing readymade.
2.5. THE TEXTILE AND APPAREL SUPPLY CHAIN
The textile and Apparel supply chain comprises diverse raw materials sectors, ginning facilities, spinning and extrusion processes, procession sector, weaving and knitting factories and garment (and other stitched and no-stitched) manufacturing that supply an extensive distribution channel (see Figure 1). This supply chain is perhaps one of the most diverse in terms of the raw materials used, technologies deployed and products produced.
This supply chain supplies about 70 percent by value of its production to the domestic market. The distribution channel comprises wholesalers, distributors and a large number of small retailers selling garment and textiles. It is only recently that large retail formats are emerging thereby increasing variety as well as volume on display at a single location. Another feature of the distribution channel is the strong presence of ‘agents’ who secure and consolidate orders for producers. Exports are traditionally executed through Export Houses or procurement/commissioning offices of large global apparel retailers.
2.6. COMPETITIVENESS OF INDIAN TEXTILE & APPAREL INDUSTRY
India is one of the few countries that ownes the complete supply chain in close proximity from diverse fibres to a large market. It is capable of delivering package products to customers comprising a variety of fibres, diverse count sizes, cloths of different weight and weave, and a panoply of finishes, the permits the supply chain to mix and match variety in different segments to deliver new products and applications. This advantage is further accentuated by cost based advantages and diverse traditions in textiles.
Indian strength in spinning is now well established – on unit costs on ring yarn, open-ended (OE) yarn as well as textured tarn, Indian firms are ahead of their global competitors including China. Same is true on some woven OE yarn fabric categories (especially grey fabrics) but is not true for other woven segments. India contributes about 23 percent of world spindles and 6 percent of world rotors (second highest in the world after china) fifty five percent of total investment in technology in the last decade has been made in the spinning sector. Its share in global shuttle less loom, however, is only about 2.8 percent of world looms (and is ranked 9th in the world). The competitiveness in the weaving sector is adversely affected by low penetration of shuttles looms (i.e., 1.69% of Indian looms), the unorganized nature of the sector (i.e., fragmented, small and, often, unregistered units, low investment in technology & practices especially in the power loom, processing, handloom and knits) and higher power tariffs. There is, however, a recent trend of investment in setting up hi-tech, stand-alone mid-size weaving companies focusing on export markets. Indian also has the highest deployment of handlooms in the world (handlooms are low on productivity but produce specialized fabric). While production and export of man-made fibres (and filament yarn) has increased over the years, Indian industry still lags significantly behind US, Chins, Europe, Taiwan etc. (Taxmin, 2012).
Indian textile industry has suffered in the past from low productivity at both ends of the supply chain-low farm yields affecting cotton production and inefficiency in garment sector due to restriction of size and reservation of size and reservation. Add to this, contamination of cotton with consequent increase in cost (as if affects quality and requires installation of additional process to clean and open cotton fibres before carding operations), poor ginning (most equipment dates back to 1940s), high average defect rates in production process (which also leads to increase in effective Labour and power costs), hank yarn requirement, etc.., and its competitiveness gets compromised severely. Similarly, processing technology is primarily manual and small batch oriented with visual colour matching and sun drying. This leads to inconsistency in conformance quality. Lead times across the sector continue to be affected by variability in the supply chain-defect rates average over 5% average & of orders on time is about 80%, variance in order size across firms is high (e.g., the coefficient of variability of average order size for sinning firms is about 2.6), and on an average, 16 days of sales as work-in-progress inventory (the highest for garment firms (and an average of 30 days of sales in raw material inventory (the for spinning firms) (Chandra 2004). Some of the hurdles (eg., reservation in the garments sectors) including tariff distortions between the organized and unorganized sectors have now been systematically removed by policy initiatives of Government of India and have opened avenues for firms to compete on the basis of their capabilities.
Trade data of post-MFA performance reveals some interesting trends – Indian firms registered a 27 percent growth in exports to US (against China’s 52 percent) during the Jan-April 2012 time period. Most of this growth has been in textiles while apparels show marginal gains. Apparels & accessories constituted 78% of global exports to USA (FICCI 2012). (India is still a relatively small yet growing player in the global apparel market). It ex expected that India will soon replace Mexico as the second largest apparel supplier to the US.
2.7. INNOVATION & TECHONOLOGY
A review of the products imported from China to USA during January-April 2005 reveals that the top three products in terms of percentage increase in imports were Tire Cords & Tire Fabrics (843.4% increase over the previous year), Non-woven fabrics (284.1% increase) and Textile/Fabric Finishing Mill Products (197.2% increase) (FICCI, 2012). None of these items, however, figure in the list of imports from India that have gained in these early days of post-MFA. Entry into newer application domains of industrial textiles, Nano-textiles, home furnishings etc. becomes imperative if we are to grow beyond 5-6% of global market share as these are areas that are projected to grow significantly. Synthetic textiles comprise about 50 percent of the global textile market. Indian synthetic industry, however, is not well entrenched. The Technology Up gradation Fund of the government is being used to stimulate investment in new processes. However, there is little evidence that this deployment in technology has accompanied changes in the managerial regimes – a necessary condition for increasing productivity and other winning ability.
2.8. DOMESTIC MARKET
The Indian domestic market for all textile and apparel products is estimated at $26 bn and growing. While the market is very competitive at the low and end of the value chain, the mid or higher ranges are overpriced (i.e., ‘dollar pricing’). Firms are not taking advantage of the large domestic market in generating economics of scale to deliver cost advantage in export markets. The Free Trade Agreement with Singapore and Thailand will allow overseas producers to meet the aspirations of domestic buyers with quality and prices that are competitive in the domestic market. Ignoring the domestic market, in the long run, will peril the export makers for domestic producers. In addition, high retail property prices and high channel margins in India will restrict growth of this market. Firms need to make their supply chain leaner in order to overcome these disadvantages.
2.9. DOMESTIC MARKET
Textile policy has come long ways in reducing impediments for the industry – sometimes driven by global competition and, at other times, by international trade regulations. However, few areas of policy weakness stand out – Labour reforms (which is hindering movement towards higher scale of operations by Indian firms), power availability and its quality, customs clearance and shipment operations from port, credit for large scale investments that are needed for up gradation of technology, and development of manpower for the industry. These are problems facing several sectors of industry in India and not by this sector alone.
2.10. READYMADE DRESS FOR MEN
Men have become more fashion-conscious in recent year. They are simply catching up with women; they want the same quality and choice that women have in their readymade garments range.
A wide collection of men’s readymade garments are Men’s suits, Tuxedos, Indo Western Men’s wear, Wedding Sherwani, Party Sherwani and Embroidered Sherwani.
Contemporary men can discover high-end dressing with a range of ready-to-wear garments- that spells quality, innovation and unusual styling. With over distinctive choice of smooth textures and fine fabries, our designers bring to contemporary men a unique sense of being well-dressed.
The readymade shops in Thoothukudi offer a complete and vibrant wardrobe of Formal wear, Casual wear. Party wear, Work wear, Outer wear, Suits, Jackets, including Embroidered Sherwani incorporating the latest trends and exciting mix of colors, playful styling, trendy textures and comfortable fits. The brand is available across shops like Kanna silks, Karthiks Tex and renowned outlets like Reymond, Bombay Dying, Crocodile and Prestige showrooms.
In the above range, the ethnic inspirations become an exotic accessory to what is fundamentally a collection of finely tailored suits, shirts, embroidered sharwani and trousers. The best-in-the-world linings, interlinings and threads lend these garments a premium look. The designs are created in limited editions to maintain exclusivity.
The suits impeccably blend style with exquisite designs to give the men arguably the best suit or Sherwani in the market today.
Men’s Readymade in Thoothukud
Fashion reaches the nook and corner of the country. Thoothukudi is also hit by the latest fashion. The great shops and showrooms that make these fashions reach the people of Thoothukudi are as follows,
(i) Velavan Stores
(i)(ii) Karthika Tex
(i)(iii) Raymonds
(i)(iv) Milan
(i)(v) Shelton Show Room
(i)(vi) Polo Show Room
(i)(vii) Crocodile Show Room
(i)(viii) Deiva Jeans Palace
(i)(ix) Border Bazaar and etc.,
Thoothukudi has quite a number of readymade shops. Few shows have been like legends that are existing over many years.
Shops like Students Emporium, Abirami, DA silks have been established over more than thirty now. The success of these shops lies on their ability to.