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