kanika motwani ogfi

8/8/2019 kanika motwani ogfi

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OGFI Assignment

Evolution of designer labels, designhouses and brands.

Changes in Lifestyle of the IndianConsumer

Made By:Kanika MotwaniRoll No-10


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Parisy P aris is the fashion capital of France. It has a long standing history

as center of art and fashion and is a home to most prestigiousFrench fashion houses and fashion designers.

y P aris is not only the fashion capital of France, but it is virtually the

fashion capital of the world and is controlling the key to fashionworld since the 16th century.y Haute couture was established in France by Charles Frederick

Worth. It revolutionized the high sewing fashion all over theworld. There are 18 houses of haute couture in France todayBalmain,P ierre Cardin, Carven, Chanel, Christian Dior,Givenchy, ChristianLacroix, Lapidus, Hanae Mori,P aco Rabanne,Nina Ricci, Yves Saint Laurent, Jean-Louis Scherrer are some of the few designers.


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Chanely " Chanel" , is a P arisian fashion house founded by the

late couturier Gabrielle" Coco" Chanel, recognized as one of themost established in haute couture, specializing in luxurygoods (haute couture, ready-to-wear, handbags, perfumery, andcosmetics among others)

y Coco Chanel's designs and creations are timeless, considering thatthe basic silhouettes have remained consistent from generation togeneration

y The company has had many high-profile celebrities asspokesmodels , including Nicole Kidman, Keira Knightley, and

most famously, Marilyn Monroe .y The signature Chanel logotype is an interlocking double-C (one

facing forwards the other facing backwards.y Chanel operates over 200 Chanel boutiques worldwide.


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Milany Milan is considered the design business , fashion capital and hub of Italy,

with several fashion and trade fairs.y Milan is also Italia's richest and second largest city. The city is famous for

many museums, beautiful architecture, nightlife and exhibitionsy Via Montenapoleone and Via della Spiga are two of the most famous and

influential fashion streets possibly in the whole world. These streets arerichly concentrated with jewellers and fashion designers.

y Italian fashion has amongst the world's most important fashion designs,such as those of Franceand USA. Italian fashion features casual eleganceand luxurious fabrics.

y Milan- Most of the major Italian fashion brands, such as Valentino,Gucci, Versace,P rada, Armani and Dolce & Gabbana , are currentlyheadquartered in the city . It also hosts a fashion week twice a year, justlike other international centres such asP aris, London


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Armaniy The Giorgio Armani brand owned and run by the founder

designer Giorgio Armani has earned the much hallowed space inthe fashion industry through its superior design, relevant themesand trends.

y

Giorgio Armani started the company of his namesake back in1975. Being a designer himself, he made apparel with his sense of aesthetics, beauty and luxury, a sense that appealed to the elite of the society

y The brand markets its products under several, highly-specializedsub-labels includingGiorgio Armani , Armani Collezioni , Emporio Armani , AJ | Armani Jeans , AX | ArmaniExchange , Armani Junior , and Armani/Casa .


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Londony The UK fashion industry has a long, proud and diverse history,

encompassing distinct associations with historical eras theSwinging Sixties, theP unk and New Romantic movements of the 1970sand 1980s

y London has long been the capital of the UK fashion industry andhas a wide range of foreign designs which have integrated withmodern British styles.

y Typical British design is smart but innovative yet recently has become more and more unconventional, fusing traditional styleswith modern techniques.

y Among the most notable UK fashion designers are Burberry,P aulSmith, Vivienne Westwood, Stella McCartney, John Galliano, Jasper Conran and Alexander McQueen The last British HauteCouture House is said to be Saint-Hill & Von Basedow.


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Burberryy Was founded in 1856 by Thomas Burberry (1835-1926)y The Burberry brand is defined by its:o Authentic British heritageo Unique democratic positioning within the luxury arenao Founding principles of quality, function and modern classic style, rooted in the

integrity of its outerwearo Globally recognized icon portfolio: the trench coat, trademark check andP rorsum

horse logoy Burberry designs, sources and markets apparel and accessories, selling through a

diversified network of retail, digital commerce, wholesale and licensing channelsworldwide.

y Burberry has evolved from fine outdoors wear into one of the top labels in high-endfashion today. With nearly 150 years underneath its belt, Burberry continues toproduce some of the most superb items in both luxury and innovative functionality.


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New Yorky New York City is where everything in fashion is happeningand happening

first. New York is the fashion capital of American fashion industryy American fashion design is dominated by a clean-cut, urban, casual style;

reflecting the athletic, health-conscious lifestyles of American city-dwellers.y New York City has the greatest concentration of design talent in the world.

Its wealth of fashion design schools ensures a steady flow of fresh faces andnew ideas that continually reinforce New Yorks place at the forefront of fashion innovation. Among the most notable USA fashion designers are Marc Jacobs, Calvin Klein, Ralph Lauren, Donna Karan.

y

The wealth of wholesalers, suppliers, designers and support services in NewYork City make it an unsurpassed location for wholesale activity.


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Calvin Kleiny Calvin Klein was founded in 1968 by Calvin Kleiny The company is headquartered in Midtown Manhattan, New York

City and currently owned byP hillips-Van Heuseny The most visible brand names in the Calvin Klein portfolio include:o Calvin Klein Collection (black label, top-end designer line)o ck Calvin Klein (grey label, recently repositioned as bridge collection

line)o Calvin Klein (white label, better sportswear line)o Calvin Klein Sport (sports version of the white label line for Macy's)o Calvin Klein Jeans (denim wear line; licensed toWarnaco

Group through at least 2044)y Calvin Klein is one of the few corporations worldwide to own a two

letter domain name.


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Tokyoy The fashion capital of Japan is Tokyo which is also the fashion

capital of the east.y Tokyo, Japan is one of the large stand most influential fashion

capitals of the world. With companies like MIKIMOTO, the mostrenown pearl maker in the world, Tokyo and its fashion are verystrong. The fashion is evident everywhere.

y There are many places to visit in Tokyo, especially temples; forexample Kannon Temple, I feel that the best activity to do there isshopping.

y Other things Tokyo is known for is there wonderful Japaneserestaurants.

y Hanae Mori , Kenzo Takada are the most prominent andrespectable fashion designers in Japan.


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Hanae Moriy H anae Mori , born on January 8, 1926, is one of the most

prominent and respected fashion designers in Japan. She is theonly Japanese woman to have presented her collections on therunways of P aris and New York, and the first Asian woman to beadmitted as an officialhaute couturedesign house by the federationfranaise de la couture in France

y Hanae Mori has retired from the runway but still has a few boutiques in Tokyo's fashionable Harajuku

y Her fragrance division, Hanae MoriP erfumes, is still active andproduces a series of acclaimed fragrances including Hanae Mori

Butterfly for women, HM for Men .y Her signature design inspiration is the butterfly. Her published books includeH anae Mori 1960-1989" and "Fashion A Butterfly That Flew Across the Border .


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Sp ainy Spain fashion is an integral part of the culture Spain.

The Spanish fashion industry has taken the entire world by astorm.

y Be it the formal suits and elegantly cut tuxedos or be it the slightlyunconventional and experimental rainproof ponchos, balloonsilhouettes and the fashionable checked and striped sweaters,Spanish men have a plethora of options when it comes to smartdressing

y Some of the leadingSpanish fashion designers who haverevolutionized the international fashion industry include: Amaya

Arzuaga, Cristobal Balenciaga ,P

aco Rabanne.y Spanish fashion is in short a wondrous medley of beauty, style,lines, cuts and silhouettes in myriads of colors and bold strikingprints.


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Z aray Z ara is the flagship chain store of Inditex Group owned

by Spanish company tycoon Amancio Ortega.y The group is headquartered in Galicia, Spain, where the first Zara

store opened in 1975.y

Zara stores have men's clothing and women's clothing, each of these subdivided in Lower Garment, Upper Garment, Shoes,Cosmetics and Complements, as well as children's clothing (ZaraKids).

y Zara is a vertically integrated retailer it controls most of the stepson the supply-chain: It designs, produces, and distributes itself.

y Inditex has launched the first online boutique for its best-selling brand Zara. The long-awaited website will begin in Spain, the UK,P ortugal, Italy, Germany and France six countries


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CHANGING LIFEST YLE OF THE INDIAN CONSUM ERy What is Lifestyle?

A way of life or style of living that reflects the attitudes andvalues of a person or group, that is, a set of attitudes, habits,

or possessions associated with a particular person or group


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Traditional Modern

Single Income

Less disposableIncomeLess available optionsLack of awarenessP refer to SaveFamily shoppingFunctionalTraditional meals

dual Income

more disposable Incomeoptions are moreAwareness and knowledgeP refer to spendindividual shoppinglifestylerestaurants


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Areas coveredy Consumer Fashiony Urban entertainment centre & mall culturey E ating habitsy Automobilesy Consumer durables


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Fashion

Changes In Indian Fashion Consumer

Fashion is the latest trend or style which is accepted by themass.Indian fashion consumer market is increasing drastically.


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Brand Awarenessy The market of branded garments is growing up.y

More and more people are switching on to branded apparel then non- branded ones.P opularity of Boutiquesy More and more Indians are inclining towards designer wear outfits due

to increase in income and capability of spending on high fashiongarments.

Indian Consumer As Fashion AudienceIndian Fashion Consumer marketis increasing because of increasing

participation in fashion events andawarness of fashion market and latesttrends.


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MallsDefinition:y A shopping mall (or simply mall), shopping center, or

shopping arcade is a building or set of buildings that contain

stores, and has interconnecting walkways enabling visitors toeasily walk from store to store along with a parking area amodern, indoor version of the traditional marketplace.


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Mall culture ca p turing Indiay The mall magic has taken over our country and this great mall

bandwagon is driving all over.y The purchasing power of the consumer is on a constant rise (maybe

on a decline now due to world financial crisis),this in turn leads to a better adaptability of the people to the one roof multidivisionary market place which is presented in the form of

these mally Malls are rewriting the rules, developing a constitution of their ownand are converting the basic need for recreation and shoppingactivity into a unique parameter or criteria for judging oneslifestyle statement.

y

The current mall mania has gripped the shopping frenzy Gen-X. The Indian cities have turned into a thriving township all caughtin the new whirlwind of the mall fad, a perfect emblem of the newIndia.


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Urban Entertainment Centrey Urban E ntertainment Centre can be defined as family-oriented entertainment

destinations. These centres combine shopping and recreation with entertainment toform an overall experience. Retail needs entertainment to draw people in andentertainment needs retail to support the overall operation.

y E ntertainment is the draw and a large part of what creates the unique experience of the centre. . A UE C has to be created as a centre with the right balance of retail andentertainment.

y The components that, typically, form a UE C are as listed below:1. Movie halls 2. Restaurants 3. Sports complex4. Shopping complex 5. Theme park 6. Walk ways7. Museumsy E ntertainment City in Noida :

It is thought of as Disney Land of India s p readover a whoo p ing 147 acres with an investmentof 10 billion.


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EATING HABITS

From traditional home cooked to wide delacacies

y Awareness and influence of western culturey E ntry of various food players due to liberalisationy Socializingy To reduce the cooking timey Increase in disposable incomey Indians enjoy eating in fine

dining restaurants.y Various delicacies likeItalian, Mexican, Chineseare enjoyed occasionally.


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PACKAGED FOOD PRODUCTSy Convenience foody Reduced preparation time.y Becoming popular due to increasing

number of working couples.y Includes products like ready to eat

vegetables, packaged fruit juices, breakfast cereals, etc


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AutomobilesFrom Functional to Lifestyle

RE ASONS FOR SHIFTInnovative technology

LiberalizationAvailability of trained manpower Joint ventures with foreign collaborationIncreased competition


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Air conditioners-y In the early nineties, air-conditioner manufacturers focused

on institutional sales, leaving the dodgy unorganised sector,with its dirt-cheap and poor quality offerings, to servicehouseholds.

y came sleek plastic shapes offering such features as a dust-free environment, split-room cooling and so on and soforth.

y M obile phones- The mobile phone market grew at 29 percent in 200708 over the previous year. The market isexpected to grow at a compound annual growth rate(CAGR) of about 28.3 percent from 2006 to 2011


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Thank You.

kanika motwani ogfi

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