Dissertation project. CHELA
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Transcript of Dissertation project. CHELA
Dissertation Project NIFT, Kannur
18.05.2015
RESEARCH ON MARKET READINESS FOR A NEW DESIGNER BRAND ON
SAREEBY
SIMIRAAJ
Background
Love and passion for the
fashion industry
Launching own brand in
home land
Idea for bringing up a
promising brand line
exclusively for sarees
Money minting
industry
Thrissur the next big
thing
Thrissur-ites are
shopaholic
Why saree ?
• Tradition, culture and costume of our country
• Best attire to dress a women to accentuate her body and beauty
• Classic in Indian fashion
• Mostly worn attire by all age group of women
• Personal favorite
Objectives
• research, find and execute a furnish-able fashion business idea on saree
• to find a niche market for saree business
• to find a perfect business idea, its launch & promotion
Limitations
• Limits within a particular target audience
• Finance
• Restricts to the niche market
• Only in Thrissur
Scope
• Concept started in late 2011 by referring friends of friends for on request saree designing
• Increase in client base on the go
• Stand out from the repeated saree designs in market IN Thrissur
• Demand on quirky saree designs sensed through survey
• Gap between usual saree design and quirky designs
Company Brief
• CHELA means ‘ a long piece of cloth that can be draped to form an attire’
• A brand that will be truly dedicated to saree attires
•Understands that its attire is a form of self-expression, allowing woman to differentiate themselves.
• Located at Thrissur, Kerala
• Targeting Upper middle class & Elite class
• Woman owned sole proprietorship company
Market Brief
• Location at Thrissur, Kerala
• Booming land Thrissur
• Saree is a classic fashion in Kerala
• Unavailability of quirky sarees in Kerala & hence people don’t buy it
• The monopolies such as Kalyan & Jayalakshmi don’t have such sarees
Research Methodolog
y
Personal Interview
• Ms Deepika Ramesh (32yrs) says her love for her native land Thrissur and reveals her only concern that she
always have to travel out of town and she says “anything fashionable and real is always welcome and would be
supported”.
• Saritha Venugopalan (28yrs) , PR manager of Perfect Relations, Kochi says,”as a professional in the corporate world and with lack of time to shop in big textile stores I
have always relied on Chela for my formal as well as occasional wear sarees. Chela has always made me
improve my persona with its exclusive designs designed for me and my skin tone.”
Research Methodolog
y
Survey
A survey was carried out on a sample size of 231 women from Lions Club, Thrissur and thus it came to an
understanding that there is high demand for quirky designs and concepts. It was only due to the
unavailability that nobody came up for such sarees
max amount spend for saree purchase a month
2000rs -5000rs5000-100008000- 1500020000 above
Preffered design type
Quirky designsTraditional designsEmbroideredAll the above
Research Methodolog
y
Questionnaire
The findings through questionnaire was to know the mind set of people from Thrissur.
To know their acceptance towards clothing styles
Understanding the business feasibility in Thrissur
And also it was understood that women do buy saree even if it is a one time wear, its more about possessing it
Design
Developed
This saree was conceptualised with 1050 no:s of 1rs coins. The famous shisha embroidery technique is been used to concentrate the coins on the saree. This design belong to an avant garde collection. Mainly for attention seeking of the brand which helps in promotion and launch of brand.
Design
Developed
With the same concept of coins but the coin design used are the age old coin from 1910, ANNA1 for its aesthetic appeal which bring in a quirky yet attractive design through screen printing on a Chandheri silk saree. This can fall in casual to semi formal saree.
Marketing
Strategies
• The classic 4 P’s
• Target audience
• Querilla weapons : 1. Fusion marketing 2. Follow up
3. Public seminars
• Market niche
• Brand personality
Promotion & Laun
ch
• A introduction of the designs for its quirkiness through a leading women’s
magazine of Kerala
• Contracted the coin saree for a movie
• A sales exhibition to be conducted in Lion’s club, Thrissur
SWOT
Analysis
STRENGTHLocationPersonal contactsMedia contactPrevailing client baseQuirky and unique designs
WEAKNESS Material sourcingWorkmanship sourcingAvailability only in Thrissur
OPPORTUNITIESIncrease in client baseIntroduction to industryStanding out from other brandsApproaching new challenges in marketFame with the strategy of quirky designs
THREATCompeting the monopolies in townCopying by other claiming brandsGetting accepted
IPR Protection
1. Class 24 - Textile piece goods including sarees, dress materials and shawls.
2. Class 25 - Clothing, footwear, headgear.3. Class 40 - Tailoring, dressmaking and dying of
garments included in class 4. Class 42- Designing of Dresses and Cloths
Conclusion
• This research project has shed light in understanding the market for designer sarees in Thrissur, Kerala.
• Helped in developing a unique identity and promotional aspects for a new brand.
• To implement a new sense of saree designs to the audience in Kerala.
• Recognition and fame as a designer.
Thank You