Summer Internship Report

On
Segmenting Indian Fashion Designer Wear Market

Submitted by:

Rohit Srivastav
(MFM/16/231)

S. Smrutiranjan Sahoo
(MFM/16/821)

Under the guidance of:

Mr. S.S. Banerjee

(Asst. Professor. NIFT, Bhubaneswar)

A report submitted towards the partial fulfilment of the course of Masters of Fashion
Management

Submitted to:

Department of Fashion Management Studies

National Institute of Fashion Technology
(Ministry of Textiles, Govt. of India)
NIFT Campus, IDCO Plot No-24,
Bhubaneswar, Odisha-751024.
 CERTIFICATE

This is to certify that Rohit Srivastav and Smrutiranjan Sahoo have completed their summer
internship from 1st June 2017 to 31st July 2017 with Date The Ramp. This particular report is their
original work and has not been submitted to any other institution or university. This work may be
placed before the jury for its final evaluation.

We wish him all the best in their future endeavors.

Regards
 DECLARATION

We, Rohit Srivastav and S. Smrutiranjan Sahoo hereby declared that the information presented by
us is true and best of our knowledge; this project is the record of authentic work carried out by us
during the period from 1st June 2017 to 31st July 2017, under the guidance of Prof. S.S Banerjee
and has not been published anywhere else.
The finding and conclusion of this report are based on our personal study & experience during the
course of our internship with Date the ramp.

Place: - Bhubaneswar Signature

Date:
CERTIFICATE
 PREFACE

Summer internship is an integral part of Post Graduate in Masters in Fashion Management and for
successful completion of this program requires a minimum of 8 weeks.
This training serves the purpose of acquainting the student with environment of an organization in
which student have to work in future. This program also exposes students to the current trends in
the industry and also increases the key skills required for the industry.
We were fortunate enough to have an opportunity of doing summer internship at DateTheRamp
and were assigned a project by our industry mentor i.e. segmenting Indian Fashion Designer Wear
Market. In this report, all the important findings of the project are included.
We gained valuable experience and knowledge during the analysis. The project consists of our
designers’ list, data analysis, Cluster analysis through SPSS, graphs and conclusion were and
finally recommendations were put forward.
 ACKNOWLEDGEMENT

We take this opportunity to express our gratitude to all the people who have guided and helped us
in the course of completion of my report. We express our gratitude to Mr. Chinmoy Panda, CEO
at DateTheRamp who gave us a chance to work with him, provided constructive and a positive
feedback during our project.
We also like to thank MS Lopa Mohapatra, Head Buyer at DateTheRamp, for her constant support,
meeting and helping us developing the initial work of our report.
We also express our sincere gratitude to our project guide Prof. S.S Banerjee who had given strong
support in achieving our goal.
Without all of the above people and their co-operation this project would have been inevitable and
their presence behind us is totally indispensable.

Signature
TABLE OF CONTENTS

S. No Title Keywords Page. Numbers

1. An Overview of Global Fashion 1.General Data
Industry
2. Indian Apparel Market Size 1. Graph
3. Indian Fashion Industry 1. History
2. Brief Introduction
3. Market Capitalization
4. Total Contribution to the economy/sales
5. Domestic and Export Share
6. Latest Developments
4. India’s and Global Replica Market 1. Data and Graph
5. An Overview of Designer Wear 1. Global
Industry 2. India
6. Reason of Growth in India’s
Designer wear Market
7. Designer Sales Place 3.
8. Online Clothing Rental Market 2. About
3. Drivers and Restraints
4. Geographical Overview
9. Renting Luxury in India 1. About
10. Data The Ramp 1. History
2. Funding:
3. Location:
11. Leading Competitors of DATE THE 1. Flyrobe
RAMP 2. Swishlist
3. Wrapd
4. Liberent
5. The Clothing Rental
12. Daily Task
13. Analysis of Data (Designer’s Data
Collection)
14. Cluster Analysis
15. Finding
16. Suggestion
17. Reference
An Overview of Global Fashion Industry

General Data

The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent
of the world's Gross Domestic Product (GDP). The fashion industry includes many sub industries,
such as menswear, women’s wear and sportswear.

 The women’s wear industry is valued at 621 billion dollars

 The menswear industry is valued at 402 billion dollars
 The retail value of the luxury goods market is 339.4 billion dollars
 Children’s wear had a global retail value of 186 billion dollars
 Sports footwear is valued at 90.4 billion dollars
 The bridal wear industry is valued at 57 billion dollars

Global Fashion Industry (Amount in Billion)

700
621
600

500
402
400 339.4
300
186
200
90.4
100 57

0
Women Wear Men Wear Luxury Goods Children wear Sports footwear Bridal Wear
Market
Indian Apparel Market Size

 Total Apparel Market- 88340 Crore

 Branded Apparel Market-20,000 Crore
 Organized Designer Wear Market-300-500 Crore

Indian Market Size (Amount in Crore)

100000
88340
90000
80000
70000
60000
50000
40000
Series1
30000
20,000
20000
10000
400
0
Total Apparel Market- Branded Apparel Market- Organized Designer Wear
Market-
Indian Fashion Industry

Size of the Industry 1000 Crore

Geographical distribution
Output Per annum
Percentage in world market
All the major metropolitan cities like Mumbai,
Delhi, Chennai, Bangalore, Hyderabad, Pune
According to approximations, the total market
in India is calculated to be about Rs 20,000
Crore.
Indian Fashion industry accounts for barely
0.2% of the international industry’s net worth

History

Indian fashion Industry is at its infancy at the moment and has great potential to make the mark on
the world stage. Fashion in India has thousands of years of tradition behind it. India has a rich and
varied textile where each region of India has its own native dress and tradition costumes. Fashion
Industry is growing at a rapid pace with international developments, such as the Indian fashion
week gaining popularity and annual shows by fashion designers held in major cities of India.
In India history, the kinds of costumes and accessories worn can be seen to fulfill two criteria:
simplicity and opulence. In either of the instances, the choice of clothing is dependent on the
person’s status, wealth and religious orientation.
After the independence, Indian Fashion industry witnessed the effects of globalization. Due to this,
changes occurred in the dressing style of Indians, which even led to the fusion of Indian and
western dresses. Wearing Kurtis on jeans, spaghetti with Sarees are examples showing the effect
of western culture of India. The work of India designers is highly appreciated all over the world.
Western brands are also coming to participate in Indian fashion weeks, as they see a lot of potential
in our market.

Brief Introduction

Fashion in India is growing industry with international events such as the Indian Fashion Week
and annual shows by fashion designers in the major cities of the country. There are victories of a
number of Indian beauty queens in International events such as Miss World and Miss Universe
contests which have made Indian models recognized worldwide. Fashion designers such as
SabyaSachi, Ritu Kumar, Ritu Beri, Rina Dhaka, Rohit BAL, Muzaffar Ali, Satya Paul, Abraham
and Thakore, Tarun Tahiliani, JJ Valaya and Manish Malhotra, Anamika Khanna are some of the
well-known fashion designers in India.
Indian Fashion Industry covers a whole range of clothing from ornate clothes designed for wedding
ceremonies to prêt lines, sports and casual wear. It even includes the traditional Indian techniques
of embroidery like Chikhan, crewel and Sardosi. These traditional weaves and fabrics are used by
Indian designers to create Indo-western clothing in a fusion of the best of East and West. Sarees
are woven in silk, cotton and artificial fibers.
In urban India, the women commonly wear salwar kameez and the churidar kammez, is worn by
women who go to work and the saree is worn on formal occasions. Men wear kurtas and pajamas,
or a Sherwani for formal wear. Western wear such as shirts and trousers are commonly worn by
men across India. Jeans, T-shirts, capris, Bermudas are the kind of casual clothing worn by the
young and the young at heart, who are trendsetters of fashion in India.
Since the last decade the Indian fashion industry has moved from the embryonic stage to a
blossoming take-off. Fashion designers have contributed immensely to the spread of fashion as a
driving force, both among Indian consumers and select segments of Western markets. India can
now boast of dozen of leading fashion designers, who can match any European fashion designer
in their concepts, styles and designs. Ritu Beri, Rohit Ball, Ritu Kumar, Sabyasachi, Anamika
Khanna, Abraham and Thakore, Deepika Govind, Gitanjali Kashyap, Indira Broker, J.J Valaya,
Lina Tipnis, Payal Jain, Rina Dhaka, Shaina NC, Sonali and Himanshu, Wendell Rodricks, Ashish
Soni, Manish Malhotra, and Tarun tahiliani top growing list of reputed fashion designers in India.

Market Capitalization

A report on Indian Fashion Industry recently stated that this Industry can increase from its net
worth of Rs 200 Crore to Rs 1000 Crore in the next five to ten years. Currently the worldwide
market for designer wear is amounted at $35 billion, with a 9% growth rate, with the Indian fashion
Industry creating hardly 0.1% of the international industry’s net worth.

According to approximations, the total market in India is calculated to be about Rs 20,000 Crore.
The branded Fashion market’s size is nearly one fourth of this or Rs 5000 Crore. Designer wear,
in turn, covers nearly about 0.2% of the branded apparel market. Total the largest sales turnover
within the designer wear segment is about Rs 25 Crore, with other well-known names having fewer
turnovers of Rs 10-15 Crore.

Total Contribution to the economy/sales

In an analysis of ASSOCHAM on “Indian Fashion Industry”, it was further revealed that the Indian
fashion industry accounts for barely 0.2% of the international industry’s net worth. Currently the
market for designer wear is worth about Rs 1, 62,900 Crore and growing at 9.5% every year.
As per the estimates, Indian designer wear commands a category engagement of 66% for male
customers and 57% for female customers. The category engagement in western designer wear is
5%. The per capita per annum on designer wear for men amounts up to Rs 48,627 and Rs 56,271
for women.

Domestic and Export Share

Indian Fashion Industry is a very big exporter of Fabrics and accessories for the global fashion
Industry. Indian ethnic designs are considered as a significant facet for the fashion houses and
garment manufactures all over the world. Indian also plays a vital role as one of the biggest players
in the international fashion arena for fabrics, while sourcing for fashion wear. Indian’s strengths
are due to its tradition, but even its raw materials. India is the third largest producer of cotton, the
second largest producer of silk and the fifth largest producer of man-made fibers all over the world.

Employment Opportunities:

There has been growing consciousness among the Indian men and women towards the fashion,
styles and designers of the dresses since long times. There are several institutes like National
Institute of Fashion Technology (NIFT), Indian Institute of Fashion Technology (IIFT) and other
fashion academics which have been established where the students are taught to translate their
creativity into dresses and fabrics designs.

Latest Developments:

 The organized market for designer apparel is about Rs 250 Crore and designer wear
calculate to less than 1% of the apparel market. The global market for designer wear is 5%
of total apparel market and the global market for designer wear industry is largely
dependent on the small-scale sector. Consumers for designer wear have a yearly household
income of Rs 10 Lakh+. There are 3 lakh such household developing at 40-45%.
 Today the fashion designers and management experts foresee an average growth of about
10-12% for the Indian Fashion industry in the coming years.
India's and Global’s Replica Market

India’s growing designer wear industry is largely plagued by plagiarism as designs get copied
and thus more and more fashion designers have started seeking copyright protection and are
getting their designs registered.

Counterfeit, fake and imitation luxury products are increasingly bothering global brands that have
a presence in India. Interestingly, the counterfeit market for luxury products is growing twice as
fast as the market for genuine luxury products in India. New distribution channels such as online
portals are helping such products reach a huge pool of consumers.

 The Indian fake luxury market is Rs 5,600 Crore.

 The global luxury industry is worth $320 billion of which the fake luxury product segment
is valued at $22 billion and India's contribution to this number is currently at 7 per cent
 India's luxury industry valued at over $8 billion of which the counterfeit luxury industry
currently accounts for 5 per cent of its overall market size,
 It further highlights that a major contributor to this growth is online e-commerce websites
that now account for over 25 per cent of all fake luxury goods sold.
 The online luxury market worth Rs 17,000 Crore is growing at over 20 per cent.

Replica market in Billion (Global)

Replica market in Billion (India)
350 320
300 10
8
250 8
200
6
150
100 Series1 4 Series1
50 22 2
0.4
0
0
Global Luxury Replica Luxury
Indian Luxury Replica
Market Market
Market Luxury Market
An Overview of Designer Wear Industry:
Global

 Growing at a CAGR of about 12%

 The global designer wear industry is currently poised at over Rs 2.2 lakh Crore
 Likely to cross Rs 6.1 lakh Crore mark by the end of this decade

Global Designer Wear Industry

8
6.1
6
4
2.2
2
0
Current By 2020

Current

India

 Growing at a compounded annual growth rate (CAGR) of about 40%

 Designer wear industry in India is likely to cross Rs 11,000 Crore mark by 2020.
 The domestic designer wear industry is currently poised at about Rs 720 Crore.
Currently, India’s share in the global designer wear industry is a minimal 0.32 per cent, but is likely
to reach about 1.7 per cent by 2020.

Indian Designer Wear Industry

12000 11000

10000

8000

6000

4000

2000 720
0
Current By 2020
Reasons of Growth in India’s Designer Wear market

 Increases in disposable incomes and rising urbanization have spawned a new class of
consumers with more money to spend on what they wear and a growing passion for fashion.
 Growth in the women’s segment. Traditionally the men’s apparel market in India has been
significantly larger than the women’s apparel market but as more women enter the workplace
their requirements have broadened to include different and more westernized attire.
 Fashion is increasingly a form of self-expression. Indian consumers are embracing the idea of
fashion for its own sake, as a means of self-expression, and not merely as a functional purchase.
Television, movies, advertising and the Internet have also played a major role in influencing
their fashion choices.
 The comparative youth of India’s population means that youngsters are opting for new styles
and fashions to match their new lifestyles.
Designer sales place:

1) Through Boutiques: Boutique is a small shop which sell fashionable clothes or

accessories. Designer something sell their design to boutique. It’s one of the best ways to
build a relationship with the buyer who is sometimes owner. This type of continuity makes
designer and retail shop “partners” in this business which can really help in a few ways.

2) Through Fashion Shows: A Fashion show is an event put on by a fashion designer to

showcase their upcoming line of clothing during Fashion Week. Fashion shows debut every
season, particularly the Spring/Summer and Fall/Winter seasons. Fashion shows have
always been, and still are about generating publicity and giving buyers and the press an
idea of what the season's look will be. This is where the latest fashion trends are made.
A designer sending their clothes down the runway is essentially making a sales
pitch. Retail buyers make notes on what they might be interested in purchasing based on
whether to not they think it will sell. Fashion editors similarly note which items are likely
to get positive feedback from the market, and both buyers and editors may also try their
best to key in on common themes across different collections in a season to get ideas for a
cohesive story/sales presentation.

3) Sell to Department Stores: Department Store is a large shop stocking many varieties of
goods in different departments. The other way is to sell to department stores however it is
not recommended for new lines.

4) Sell through Trunk Shows: A trunk show is a special event in which a bridal salon
features a particular designer's collection. The bride has a unique opportunity to view and
try on wedding dresses straight off the runway before they are available in stores as well as
styles from previous seasons. The advantage of a trunk show to designers is that designer
get access to all the customers without having to do ALL the marketing.

5) Sell at Art Fairs or Craft Fairs: Selling designers’ clothing line at a street fair will give
instant gratification. The customers pay retail prices and designer get the money right away.
Designer also get the interaction with your customer which is deadly important.

6) Sell Online: Designers can set up their own online store and can similar product on their
site. There is a lot of marketing involved to get traffic to on site and get product off the
shelf. There are lots of designer who are putting their garment on various online website
such as Perniapopupshow, Carmaonline and ogaan. The benefit of selling garment online
is that designer can reach to the customer residing any part of the country. Also online
market place consist lesser middleman.
 7) Open a Retail Store: Designer can also open up their retail store and sell their product
through store. However starting a retail store isn’t cheap. There is lots of things need to be
considered such as location, zoning.

Online Clothing Rental Market:

Online clothing rental comprises services through which individuals can rent items of clothing for
a predefined period. These services are of benefit of individuals participating in occasionally
conducted events, such as wedding parties, theme parties, corporate parties, and photo shoots and
filmmaking. Fashion-conscious individuals lacking the financial resources to purchase the clothing
of their choice can also make use of online clothing rental services. Rental services provide a cost-
effective option for these demographics, which has driven the demand from the global online rental
market.
Online Clothing Rental Market: Drivers and Restraints

The primary driver of the global online clothing rental market is the increasing ease of use of online
retail. Thanks to the rapid advancement observed in telecommunications technology, Internet
shopping portals have grown in popularity rapidly over the last decade. The advancement in mobile
Internet technology has further driven the demand for online shopping by making the process even
more convenient. The rapidly growing middle class and corporate sector in developing economies
has also expanded the target demographic for the online clothing rental market. Both these factors
are expected to retain a strong influence on the trajectory of the global online clothing rental market
in the coming years.
Increasing Internet penetration in developing countries with a promising demographic breakdown,
such as India, China, Brazil, etc. is also helping the online clothing rental market post a strong
growth rate.
The major restraint on the global online clothing rental market is the lack of customizability. In
contrast to purchased items of clothing, which can be refitted according to the individual’s
measurements or even customized before buying, rental clothing can’t be adjusted to precisely fit
the customer’s needs. This leaves significant scope for discontent among users of online clothing
rental services. In response to this, many companies in the online clothing rental market are starting
to offer innovative features. Live chats with stylists are becoming an increasingly common feature,
while some companies offer the same item in two sizes so that customers may try them on and
choose the better fit. Such innovative solutions are making this inherent restraint on the online
clothing rental market less cumbersome for market players.

Online Clothing Rental Market: Geographical Overview

The global online clothing rental market is led by North America, followed closely by Europe.
Western Europe is by far the dominant segment of the Europe market, thanks to the high purchasing
power and fashion consciousness of consumers in developed countries such as France, Italy,
Germany, and the U.K. The easy availability of broadband Internet in these regions has also been
a major factor in the growth of the online clothing rental market.
However, the larger population of dynamic Asian countries such as China and India is expected to
swing the balance in the favor of Asia Pacific in the coming years. The purchasing power of APAC
consumers is on the rise due to the growing GDP of developing economies in the region, while
Internet penetration is also increasing at promising rates across the region.
In terms of competition, Rent the Runway, Share Wardrobe, Elanic Services Private Limited,
Secoo Holding Limited, Stylish Play, FlyRobe, Walkin Closet, and Secret Wardrobe are the major
players operating in the global online clothing rental market.
Renting Luxury in India
The online fashion rental market in India, pegged at $3-4bn, has been exploding with mushrooming
startups and existing players’ even attracting seed funding. Obviously the Fashionistas no longer
believe in buying expensive designer wear when they can rent it at a fraction of the cost.

About
A decade ago, renting high-end designer wear was more or less unheard of. Women who didn't
want to purchase an expensive dress for a one-time event were left to borrow from a friend.
Designer gown and accessory rentals were the exclusive territory of celebrities and their stylists.
But all that has now changed.
The allure of 'no ownership' is now moving beyond housing and cars. High end fashion is now one
of the biggest rental industries on the rise. It makes perfect sense for people who can't afford luxury
brands but do appreciate the quality. The new generation raves multiple experiences and desires to
be fashionable and trendy, without the pressure of permanent ownership. While the international
market is huge for wardrobe rental services, with successful ventures like rent the Runway,
Lending Luxury, Girl Meets Dress, etc., in India this trend is still in its early days.
Though it is too early to predict where the sector is headed, renting has clearly found favor with
this generation that values experiences over possession. It's the perfect way to dip your feet into
the season's newest trends without any strings attached.
 Data the Ramp

About:
Date the ramp has come up with one reason: To help customers
experience designer fashion. It has a concept of Luxury fashion
Rental.

History:
The story begins in 2013, with the observation that although
women are aware about designers and designer fashion, and interested too, it would never translate
to actual purchase and experience. So in 2015 they decided to take the leap and started their
company to fulfill that gap of renting luxury to customers.

Funding: DateTheRamp is a bootstrapped/self-funded venture. However company may think of

external capital if and when they need it.

Location:
10th floor, DLF Cyber city Info city Area
Bhubaneswar - 751024

Products:
The company deals with various products say it
 Red Carpet :
 Bridal:
 Ethnic: Sarres, Lehangas, Anarkalis, Suits, Kurtis, Kaftans
 Western: Gowns, Sarees Gowns, Capes and Jackets, Tunics, Tops, Bottoms, Jumpsuits
 Accessories: Jewellery, Clutches, Saree Blouses
Swot Analysis:
Strength

 Everyone wants to look different and luxurious on different occasions. Renting is a great
option to fulfill their desire
 In City like Bhubaneswar majority of population belongs to middle class so there are many
people who will rent
 Date the ramp has good partnership with various designers
 Large assortment of products are available for renting
 Date the ramp provides 1 extra size when order is placed
 Date the ramp has good working atmosphere

Weaknesses

 Date the ramp still don’t presence on other cities like Delhi and Mumbai.
 Company still lacks manpower as it’s a new Start-up company
 As of now Company ships product in Bhubaneswar area

Opportunity
 There is no competitor of Date the Ramp in Odisha
 Company has better financial stability
 Target customer for them is in more numbers for them in Odisha
 They are expanding their business in other cities
 Date the ramp is diversifying their offerings
 Company is increasing their promotional strength in social media

Threat

 Many established competitors are presence in India

 Company is facing warehousing and storing issue
 Defect can be found after customer return the products
 Many people in India has mindset of using new garment on auspicious occasion like
wedding
Leading Competitors of DATE THE RAMP

1.FLYROBE

Sourcing from brands, upcoming designers, and stores that design their own merchandise, Flyrobe
is a Mumbai-based fashion rental service that gives out bags, jewelry and apparel for various
occasions. Launched in September 2015, it is by far the leading wardrobe rental service in the
country, and features brands like FCUK, Forever New, ASOS, Mango, Quirk Box, as well as
collections from designers like Samant Chauhan, Shehlaa Khan, Surendri, and more. You can rent
a garment within three hours or more, for a time period of three days (for regular rentals). The
rentals for western apparels start at Rs 179, and can go up to Rs 18,999 (for a designer lehenga
worth over a lakh). While you need not pay a security deposit for high-street brands, you will have
to pay a 20 per cent deposit for designer ones.

2. SWISHLIST

You can rent outfits at SwishList by going through their online clothing catalogue and reserving
an outfit you like as per your date of event. The outfit will reach your doorstep about two days
prior to the occasion. You can then return the garment on the next day. SwishList does charge a
security deposit equivalent to 50 per cent (or more) of the rental fee.

3. WRAPD

Delhi-based Wrapd initially started off as Rent a Party Dress in 2009. It is also one of the many
services that actually has a physical store. All you need to do is go and check out the outfits from
either their store or by browsing online. You can then give them your measurements (in case of
any alteration) for the attire you have chosen. Book the outfit by paying a rental fee and a security
deposit that’s up to three times that rent, and return it the day after the occasion.

4. LIBERENT

With a rental period spread over three days, you can rent a garment from LibeRent with no
additional security deposit whatsoever. The fashion rental service makes alterations according to
the measurements you give them. What’s best is, they also allow a trial before the date of rental
for an additional amount of Rs 350.

5. THE CLOTHING RENTAL

A Mumbai-based service that started in 2005, The Clothing Rental is known to be a secret
destination for professionals from the glamour industry. Apart from sourcing garments from the
most basic brands, this service also allows you to rent out original brands from their New York
buying office. Along with an online portal, the service also has two stores (in Bandra and Versova).

Daily Tasks
Collections of designers’ details:

The first and foremost task which had to be performed was to collect data of designers. We'd been
assigned to complete the list of all designers from various online e-commerce websites. The data
includes designers’
 Social media presence.
 Celebrity linkages.
 Price list.
 Type of collections etc.

Objectives:

1. To have thorough understanding about fashion designers and their designs exist in Indian
market.
2. To come up with buying decision from the list of different designers through various parameters
like
 Their Celebrity linkages.
 Fan followers on social networking websites.

Week’s Summary

Although we’d been assigned a project to collect data of designers and do analysis for uying
decision which was two months process. We were switching from one website to another for
collection of designers’ data.
Analysis of Data (Designers’ data collection)

PERCENTAGE OF DESIGNERS HAVING OWN

WEBSITE

57% 43%
NO
YES

 From total 536 designers 303 have their websites, which is 57% of the total data collected
 So there are many designers have their own website but many of them are not maintained
properly
 From the next chart we can understand how many designers website allow consumers to
shop from them, how many website is simply for showing the products

E-COMMERCE/E-BUSINESS WEBSITE

16%
39% E-business

E-commerce
45%
No Information Available

 Where a costumer can buy a product from the particular site, then that site is called an E-
commerce site, where as the websites made only for showcase of the product but a customer
can't buy from that site, then that site is called an e-business site.
 among the 303 designers who have their own websites 45% have an e-commerce site where
as 39% have an e-business sites and for 16% there are no information on the websites as
they are under construction, are coming soon etc.
 PERCENTAGE OF DESIGNERS IN DIFFERENT
CATEGORIES

clothing

14% jewellery
78%
jewellery and accessories
1% clutches
1% all
6%

 As DateTheRamp includes only designer women's wear, jewellery and clutches, we only
studied about those category and didn't include other categories like footwear.
 From 536 data we have collected about the designers has included 420 of clothing designers
which is 78%.
 accordingly only jewellery contains 14% and 6% includes all (jewellery, clothing,
accessories)

PERCENTAGE OF DESIGNERS IN DIFFERENT

CLOTHING CATEGORIES

18% 8%
ALL CLOTHING
23%
51% ETHNIC
INDOWESTERN
WESTERN

 Among the 420 clothing designers, there are designers for ethnic wear, western wear, and
indo-western wear.
 As it can be seen from the pie chart, there are more than half of total clothing designers are
ethnic wear designers.
  32 designers are have all the categories of clothes in their collection.
 The indo-western takes the second place with 96 designers.

CITIES/STATES
160
140
120
100
80
60
40
20
0 Total
CHENNAI

GOA

KERALA

MUMBAI
FARIDABAD

HYDRABAD
DELHI

GUJRAT

NAGPUR
AHMEDABAD

HARYANA

PUNJAB

UTTAR PRADESH
GURGAON

JAIPUR

PUNE
MADHYAPRADESH

RAJASTHAN

WEST BENGAL
BANGLORE

 As we can see from the bar graph that Delhi is leading the list with 153 designers in its
area, where as Mumbai is back to Delhi with 69 designers.
 West Bengal, Haryana, Hyderabad, Uttar Pradesh, Rajasthan also has a good contribution
to the designer wear market.

REPUTATION

Mid High
40% 20%

Low
40%

 The reputation is calculated according the likes and followers in Facebook and instagram,
celebrity linkages, other social media presence.
 According to that there are 106 designers are highly reputed, which is 20% of the total
designers
 There are 40% designers categorised in both medium and low level of reputation.

Count of Reputation Column Labels

Row Labels High Low Mid Grand Total
ACCESORIES 1 3 4
ALL 5 14 12 31
ALL CLOTHING 12 9 11 32
CLUTCHES 1 4 5
ETHNIC 39 105 72 216
INDOWESTERN 19 35 42 96
JEWELRY 21 25 30 76
WESTERN 9 27 40 76
Grand Total 106 216 214 536

 From the cross tab we can see the distribution of the number of designers in every category.
 As the number of designers in ethnic garment is more the number of high level as well as
low level designers are also more in that category, but we can see that around 50% of the
ethnic wear designers are low level designers.

PRICE RANGE

13%
HIGH
35%
LOW

MEDIUM

52%

 We have categorised the price range.

 1000-20000(lower price range)
 20000-50000(medium price range)
  above 50000(higher price range)
 There are 281 designers in lower price range and only 68 designers having the price range
above 50000.
2 Clusters Analysis
Final Cluster Centers
Facebook Likes Rating
Facebook Activity Rating
Instagram followers Rating
Instagram Activity Rating
Other Social media Presence
Rating
Majority Price Rating
Celebrity linkages Rating
Reputation Rating
Cluster
1 2
2 1
3 2
2 1
3 2
2 2
2 1
2 1
2 1
Cluster 1
These designers have medium number of likes and fan followers on Facebook and Instagram
however they have highly active on social media like Facebook and Instagram. They also have
good presence on other social media like Pinterest, Linkedin, and Google Plus etc. They have
moderate celebrity linkages. Their reputation is medium and price range of their product lies
between the ranges of 20,000 to 50,000.

Cluster 2
The designer have average social media activity but their likes and fan followers are less on
Facebook and Instagram. They have moderate presence on other social media like Pinterest,
Linkedin, and Google Plus etc. Their products are having lower price range which is less than
20,000. They have lower celebrity linkages and have low reputation.
4 Cluster (Analysis Run)
Final Cluster Centers

Cluster
1 2 3 4

Facebook Likes Rating 2 2 3 1

Facebook Activity Rating 2 3 3 2

Instagram followers Rating 2 2 3 1

Instagram Activity Rating 2 3 3 1

Other Social media Presence Rating 2 2 3 2

Majority Price Rating 2 1 2 2
Celebrity linkages Rating 3 1 2 1
Reputation Rating 2 2 3 1
Cluster 1
These designer are having medium number of fan followers and are moderately active on social
media like Facebook and Instagram. They are also moderately presence on other social media like
Pinterest, Linkedin, Google plus etc. They have reputed celebrity linkages and have moderate price
range between 20,000 till 50,000. Their overall reputation is medium.

Cluster 2
They are highly active on Social media like Facebook and Instagram but like and fan followers are
medium. They have a moderate presence on other social media like Pinterest, Linkedin, Google
plus etc. They have lower price range which is less than 20,000 and they don’t have any celebrity
linkages. Their reputation is medium.

Cluster 3
These designer have high number of likes and fan followers on social media like Facebook and
Instagram. They are highly active on other social media like Pinterest, Linkedin, Google plus etc.
They have medium price range of 20,000 to 50,000 with moderate celebrity linkages. They are
having good reputation overall.

Cluster 4
They are moderately active on Facebook but the activity on instagram, Fan followers and likes are
comparatively lower in number. They have presence on other social media like Pinterest, Linkedin,
Google plus etc. They have moderate price range of 20,000 to 50,000 with low reputed celebrity
linkages. They are having lower reputation overall.
Categories Analysis

2Clusters

(Categories)

Row Labels Count of Clothes

ACCESSORIES 3
ALL 14
ALL CLOTHING 21
Clutch 4
ETHNIC 100
INDOWESTERN 48
JEWELRY 46
WESTERN 42
Grand Total 278

CATEGORIES
3
14 4 ACCESORIES
42 21
ALL
46 ALL CLOTHING
Clutch
100 ETHNIC
48
INDOWESTERN
JEWELRY
WESTERN

E-platform

Row Labels Count of E-commerce

0 85
E-business 80
E-commerce 96
No Information Available 17
Grand Total 278
 E-platform

No Information Available 17

E-commerce 96

Total
E-business 80

0 85

0 20 40 60 80 100 120
4 Clusters Run Analysis

(Categories)
Row Labels Count of Clothes
ACCESORIES 1
ALL 7
ALL CLOTHING 12
ETHNIC 49
INDOWESTERN 20
JEWELRY 22
WESTERN 10

Grand Total 121

 Catagories
60
49
50
40
30 22
20
20 12 10 Total
10 7
1
0
E-platform

Row Labels Count of E-platform

0 26
E-business 35
E-commerce 52
No Information Available 8
Grand Total 121

E-PLATFORM

7% 21%

0
43% E-business
29% E-commerce
No Information Available
Suggestion

For 2Cluster Analysis

As per the 2cluster run we recommend cluster 1. Because these designer are overall good compare
to second cluster Characteristic of designer are as follow.

These designers have medium number of likes and fan followers on Facebook and Instagram
however they have highly active on social media like Facebook and Instagram. They also have
good presence on other social media like Pinterest, Linkedin, and Google Plus etc. They have
moderate celebrity linkages. Their reputation is medium and price range of their product lies
between the ranges of 20,000 to 50,000.

For 4Cluster Analysis

As per the 4cluster run we recommend cluster 3. As we see these designer are comparatively good
when we compare it with other clusters group. Characters of these designers are as follow.

These designer have high number of likes and fan followers on social media like Facebook and
Instagram. They are highly active on other social media like Pinterest, Linkedin, Google plus etc.
They have medium price range of 20,000 to 50,000 with moderate celebrity linkages. They are
having good reputation overall.
 References:
 https://fashionunited.com/global-fashion-industry-statistics
 http://www.assocham.org/
 http://www.indiancloths.in/
 http://www.datetheramp.com/
 Previous years : Internship and GP report