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MIT INSTITUTE OF DESIGN

MIT Institute of Design




Consumer Behaviour & Marketing Mix

Case study on: 

Fast Fashion is short lived and brands must propagate Slow Fashion.

Brand Taken as example: FABINDIA

Gladwin Joseph E
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Case Summary

Introduction:
This study aims to understand the importance of slow fashion and of how the fast fashion uses
poor-quality of materials that are non bio-degradable and non-recyclable. This case study de-
scribes the importance of Slow fashion especially when fast fashion brands recreates styles and
trends from the runways and sell them for lower price and higher quantities in the mass market
which are short lived because of it’s value and benefits.
The case study propagates brands to follow slow fashion that encourages slower production, fair
wages, lower carbon footprints, and (ideally) zero waste. 

This Case study also describes the marketing strategy for Fabindia Brands that follows sustainabil-
ity.


OBJECTIVE:
• Summarising the outcome of Slow fashion like Fabindia that are better for the environment and
of how fast fashion brands can be reduced by propagating slow fashion.

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‘FAST FASHION IS SHORT LIVED AND BRANDS MUST PROPAGATE

BACKGROUND ANALYSIS:

FAST FASHION:
• They’re ahead of fashion Industry.

• They pollute the environment.

• Fast fashion encourages overspending and overconsumption.

• Non-Bio degradable.

• Micro fibers are polluting the oceans.

• They form a huge textile waste.

SLOW FASHION:
• Made from sustainable quality products.

• They are mostly made by local craftsmen and retailers.

• They are so much more fashionable.

• Fewer styles in per collection.

• They’re locally sourced, produced and sold garments

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CONSUMER SEGMENTATION
Fab India has used following bases of segmentation

Demographic: They used disposable incomes as criteria to segment their customer bases. Fab In-
dia caters to only Upper middle class and upper class. Hence Fab India does not advertise, they
believe in word of mouth of this group of people. 



Personality: Fab India has a brand personality conveying traditions, stability, sticking to your
roots, appraising Indian factor, social responsiveness so people whose personality conforms to
these traits are likely to be brand loyal to Fab India.

Psychological factor: Fab India has focussed on people who have genuine interest in ethnic wear
and handicrafts and the people who hold positive and strong opinions about handicrafts, Indian
craftsmen and this entire effort and concept.

Cultural Lifestyle: According to lifestyle segmentation these kind of consumers have strong
opinions about certain issues and attracted to a particular category of product like handicrafts.

MARKETING STRATEGY:
PRICE: Fabindia’s Product range enables it to provide a wide range of products in a wide price
range. The products range from garments for men and women to upholstery, furniture etc. Obvi-
ously these products have different price ranges.

PROMOTION: Fabindia has traditionally relied only on word-of-mouth as a marketing tool. It

believes that the product speaks for itself and this strategy has up till now worked very well. Also,
they uses a lot of in-store posters to create consumer awareness.

PRODUCT: Fabindia’s products are its differentiating factor and it has made sure over the years
that the quality and the style of the products is maintained. It has a large product range which in-
cludes -Garments for men and women, Accessories, Home Linen and Furnishings.

PLACE: Fabindia has stores in more than 95 locations across India. The stores include the premi-
um, regular and concept stores. It is trying to increase coverage in order to make sure that the
products are available at the largest number of places possible. It also differentiates its stores ac-
cording to the products stored.

SWOT Analysis
STRENGHTS
• Differentiable products
• Brand recognition and loyalty
• Diverse product mix
• Partnering with suppliers
• In-house manufacturing
• Price Trends Setter
• Different categories of stores
• Customer Loyalty
OPPORTUNITIES
• In store merchandising & navigation
• Promoting e-business channel
• Organic foods market
• Customer acquisition strategies
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WEAKNESSES
• No specific promotions strategy
• Limited channels of business
• Sourcing strategy skewed towards
suppliers
• Inconsistent quality of products
• Inconsistent service in stores
THREATS
• Substitute producing competitors
• Not in touch with Fashion Trends
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CONCLUSION:
Fabindia has not only have a positive impact on the environment, but also this brands can
saves a lot of money that could be put to better use which of course makes a good example
of how slow fashion is better than fast fashion products that are short lived.

PROPOSED SOLUTION FOR CONSUMERS WHO USES FAST FASHION:

• Take good care of the fast fashion clothes that you already own.

• Shop less, Choose better, and buy only the products that you love.

• Go for clothes that are high quality.

• Start thinking about second handed processed clothes.

• Support ethical brands. (Slow Fashion)

REFERENCE


https://swirlster.ndtv.com/style/3-reasons-why-you-should-choose-sustainable-fashion-1865637

https://www.chattersource.com/article/fast-fashion-alternatives

http://www.bha.co.in/project/nicobar/

https://www.borngroup.com/how-zaras-winning-strategy-is-disrupting-the-indian-fashion-retail-industry/

https://www.fabindia.com/business-enquiries