IMPROVEMENT OF FIT FOR MEN’S TROUSERS

A dissertion submitted in partial Fulfillmet of

the requirement for the award of Degree in

Bachelor of Fashion Technology (Apparel Production)

Submitted By:
AYUSH GAUTAM
PRERNA KHATRI

Under the Guidance of

Ms. ABOLI ASHOK NAIK
(Assistant Professor)

Department of Fashion Technology

National Institute of Fashion Technology, (Mumbai)
May, 2018

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 LIST OF CONTENTS
Serial No. Chapter Name Page No.
1 Abstract 3
2 Certificate 4
3 Acknowledgement 5
4 List of Figures 6
5 List of Tables 7
6 Chapter 1 Introduction 8
7 1.1 Need of the project 9
8 Chapter 2 Objective 10
9 Chapter 3 Review of literature 11
10 Chapter 4 Methodology 14
11 4.1 Preliminary study 14
12 4.2 Survey 14
13 4.3 Visual Analysis 15
14 4.4 Measurements Analysis 15
15 4.5 Sales Analysis 16
16 4.6 Feedback and trail 16
17 Chapter 5 Preliminary study 17
18 5.1 Product Architecture 17
19 5.2 Market study 18
20 5.3 Anthropometry study 21
21 Chapter 6 Survey 22
22 Chapter 7 Visual Analysis 27
23 Chapter 8 Measurements Analysis 36
24 8.1 New and previous fit 37
25 8.2 Final measurement chart 37
26 Chapter 9 Sales Analysis 38
27 9.1 Measurements chart 39
28 9.2 Comparision 39
29 Chapter 10 Feedback and trail 41
30 Chapter 11 Conclusion and limitation 46
31 Biblography 48
32 Appendices 49
33 Annexures 72

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 ABSTRACT

The project was aimed at understanding the different fit parameters of different popular brands

and analyzing their measurements and visual appeal on wearer to arrive at most acceptable fit.

Development of fit is a continuous process to arrive at most ideal situation. The insufficient

anthropometric data makes the development of fit ambiguous. There is a continuous debate and

evolution of fits of readymade garments as the goal is not stationary; and the scenario keeps

changing. A better fit would ensure customer satisfaction and result in boost in sales, revenue

generation, and long term customer loyalty.

The key objective of the project is to improvise the fit of the men‘s trouser for the private label

of Shoppers Stop LIFE. The most acceptable fit parameters were arrived by studying the fit of

different popular brands and then the samples were developed for the suggested fit and the trial

was done for the same.

The key findings of the project was the existing fits present in the market and the consumer‘s

preference and perception of the same, the parameters and measurements important for good fit

in the trouser. The feedback of the developed samples helped us to arrive at the most acceptable

fit.

AYUSH GAUTAM
PRERNA KHATRI

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 CERTIFICATE OF ORIGINALITY

This is to certify that this Project Report titled ―Improvement of fit for Men’s Trousers‖ is

based on our (Ayush Gautam, Prerna Khatri) original research work, conducted under the

guidance of Ms. Aboli Ashok Naik, Assistant Professor, NIFT Mumbai and Mr. Vikram

Ghadwal, Deputy Buyer, Shoppers Stop towards partial fulfilment of the requirement for

award of the Bachelor‘s Degree in Fashion Technology (Apparel Production), of the National

Institute of Fashion Technology, Mumbai.

No part of the project is copied from any other source. Material, wherever borrowed has been

duly acknowledged.

AYUSH GAUTAM

PRERNA KHATRI

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 ACKNOWLEDGEMENT

It has been due to the guiding support and encouragement of a few people who have blessed this

project with their contributions. We would hereby acknowledge their efforts, and suggestions

and guidance. We would first of all thank our mentor Ms. Aboli Ashok Naik, Assistant

Professor, NIFT Mumbai for her constant guidance. We would like to thank our Industry mentor

Mr. Vikram Ghadwal, Deputy Buyer, LIFE- Non Denims, Shoppers Stop for facilitating our

project from technical needs and support.

We are grateful to the staff at Resource Center, NIFT Mumbai for providing sufficient reading

for the project along with the Director, National Institute of Fashion Technology Mumbai, the

faculties of BFT Department for their constant guidance and support.

We would take the opportunity to thank the members of sales and retail operations team at

Shoppers Stop, and all the people who participated in the wearer trial and gave their useful

feedback. Last, but not the least we would like to thank our parents for supporting in everything

we do and believing in us.

AYUSH GAUTAM

PRERNA KHATRI

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 LIST OF FIGURES
Figure 1 Flowchart for Classification of Fit.................................................................................................. 19
Figure 2 Trouser preference of Consumers ................................................................................................ 22
Figure 3 Important factor while purchasing touser .................................................................................... 23
Figure 4 Fit preference of Consumers......................................................................................................... 24
Figure 5 Bottom Opening preference of Consumers .................................................................................. 24
Figure 6 Most appropriate fit according to consumers .............................................................................. 25
Figure 7 Most preferred brands by the Consumers.................................................................................... 25
Figure 8 Most accepted Rise- Waist of the trouser .................................................................................... 26
Figure 9 Sample trial and comments for Allen Solly trouser ...................................................................... 27
Figure 10 Sample trial and comments for Arrow trouser ........................................................................... 28
Figure 11 Sample trial and comments for Blackberrys trouser .................................................................. 28
Figure 12 Sample trial and comments for Celio trouser ............................................................................. 29
Figure 13 Sample trial and comments for Color Plus trouser ..................................................................... 29
Figure 14 Sample trial and comments for Jack & Jones trouser ................................................................ 30
Figure 15 Sample trial and comments for Levis trouser ............................................................................. 30
Figure 16 Sample trial and comments for Louis Philippe trouser............................................................... 31
Figure 17 Sample trial and comments for Park Avenue trouser................................................................. 31
Figure 18 Sample trial and comments for Pepe trouser ............................................................................. 32
Figure 19 Sample trial and comments for Tommy Hilfiger trouser ............................................................ 32
Figure 20 Sample trial and comments for US Polo trouser ........................................................................ 33
Figure 21 Sample trial and comments for Van Heusen trouser.................................................................. 33
Figure 22 Sample trial and comments for Wills Lifestyle trouser ............................................................... 34
Figure 23 Sample trial and comments for Wrogn trouser .......................................................................... 34
Figure 24 Sample trial and comments for LIFE trouser.............................................................................. 35
Figure 25 Perception of fit .......................................................................................................................... 41
Figure 26 Feedback of Rise ......................................................................................................................... 41
Figure 27 Feedback of waist ....................................................................................................................... 42
Figure 28 Feedback of fitting at hip ............................................................................................................ 42
Figure 29 Feedback of fitting at crotch ....................................................................................................... 43
Figure 30 Feedback of fitting at thigh ......................................................................................................... 43
Figure 31 Feedback of fitting at knee ......................................................................................................... 44
Figure 32 Rating of fit according to wearer’s comfort ................................................................................ 44
Figure 33 Rating of fit according to look ..................................................................................................... 45
Figure 34 Final feedback on developed fit .................................................................................................. 45

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 LIST OF TABLES

Table 1 Different fits available in different brands ..................................................................................... 20

Table 2 Visual analysis................................................................................................................................. 35
Table 3 Measurement of trousers .............................................................................................................. 36
Table 4 Life previous and new fit ................................................................................................................ 37
Table 5 Life previous and new fit ................................................................................................................ 38
Table 6 Result of Sales Analysis .................................................................................................................. 38
Table 7 Measurements of different sizes preferred in different brands .................................................... 39
Table 8 Comparison between measurements for LIFE and other brands- size wise .................................. 39

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 CHAPTER 1: INTRODUCTION

Development of fits is continuous process to arrive at a most ideal situation. There is a

continuous debate and evolution of fits of readymade garments as the goal (i.e. the fit preference

of Indian Consumer) is not stationary and keeps changing as the time changes. Overtime with the

changing lifestyle, the Indian body type has changed considerably. Hence, it is important to keep

understanding the latest needs of fit in terms of different body type.

Indian garment brands must keep in mind that Indians have their unique needs when it comes to

fit as every consumers has a different body type. A fit that might work in US may not work well

with the Indian population. Furthermore, a fit that might work well in Punjab may not work with

the population of Mumbai due to change in body types as well as lifestyle according to

demographics.

Here, the anthropometry plays a vital role but the insufficient anthropometric data in India for the

age group above 20 years makes the development of fits ambiguous. A brand should try to give a

‗made to measure‘ experience to its customer. It may not be necessary to achieve it at a mass

production level due to insufficient anthropometric data. It is therefore important to arrive at a fit

that suits most of the population or in other words is the more acceptable fit with the population.

Therefore, it becomes an important area of study for brands in the business of garments in India.

This must be done for every different type of merchandise since the decision which influences a

consumers in buying a suit may be totally different from what he may think while buying a pair

of trouser.

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1.1 NEED OF THE PROJECT

There are many researches done on what makes a consumer buy a product. It becomes

necessary for us to understand that any such study must be done for every single product

with respect to the kind of consumer that is targeted.

The need is to find out which are the internal and external features critical for the consumer

decision making, these features automatically become important for the product

development team. One such extremely important feature is fit of garment. A consumer‘s

satisfaction with the product is highly correlated to the comfort of a garment and fit plays a

vital role in it. Our project has tried to find out consumer‘s fit preference in men‘s trouser.

Also, an important part of the project is to suggest the actual measurement for a good fit

based on benchmarking of fits available in popular brands. This needs to be done as the label

is having some issues in the fit of trousers based on the consumer feedback and needs to

improve. Then it‘s important to do a trial run for the samples developed and record the

feedback of the wearers. After the above changes could be made to the fits developed based

on the feedback. A better fit would ensure customer satisfaction and will result in boost in

sales, revenue generation and long term customer loyalty.

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 CHAPTER 2: OBJECTIVE
2.1 Primary Objective

Improvement of fit for Men‘s Trouser for LIFE (Private label – Shoppers Stop).

2.2 Secondary Objective

 To study the existing fits in the market of different brands.

 Understanding consumers fit preference for casual trousers in Menswear.

 To study about fit through Visual Analysis.

 To study the measurements of different available brands.

 To arrive at most acceptable fit parameters based on the study of measurements,

visual analysis of competition brands.

 To study the sales data of different brands for different season to know the preferred

size in each brand.

 Development of samples for suggested fit and trial for the same.

 Procuring feedback and suggesting changes in the fit based on the consumers

feedback.

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 CHAPTER 3: REVIEW OF LITERATURE

In case of trousers, fit is considered to be the most important feature and it is here that

anthropometry plays a key role. Anthropometrical surveys have been conducted in the past by

many researchers and they have provided apparel industry with lot of useful information.

A Demographic Study of Consumer Desirables for Men’s Trousers In India In The Mid-

Priced Segment for Oxemberg

- SHASHANK JOHRI ( NIFT MUMBAI, GP REPORT-MAY,2011)

The project talks about the Demographics of Consumer behavior with respect to the product

Trousers, the Target being the Male Consumer of Bottom Wear in India for the mid-priced

segment. The project also includes how consumer behavior is influenced by modern culture

specific to different region where the study was conducted.970 consumers as well as 85 retailers

from 10 cities of the country were surveyed for the purpose of this project, which gave a broad

view of how the bottom wear was reacted to by the male Indian Consumer. The project uses

different statistical techniques and provides a comprehensive 4P analysis (Product, Price,

Position and Place). The results gave a clear picture of the different type of such consumers, their

perception, and the factors on which they decide while making purchases from the type of

Product they want to buy to the type of environment they prefer buying in.

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Competition Benchmarking of Fits in Trousers and Suits to arrive at a Best Fit scenario

- NEHA YADAV (NIFT MUMBAI, GP REPORT- 2008-2012)

The project was aimed at understanding the different fits prevalent in the market and analyzing

their patterns, measurements and visual appear on wearer to arrive at a most acceptable fit. The

fits for Peter England and competition brands was studied and a consumer survey was also done

for the same in Peter England stores to arrive at a better fit. Fit samples in a size set were

developed for both cotton and formal wear trousers. A wearer trial on 100 people was done

separately for both of the product categories. The feedback of the trial procured was based on

questionnaire. The feedback of the formal trouser was mostly positive, therefore, it was finalized

as a new fit whereas the feedback for cotton trouser was just average, so a new set of

measurements were given based on the feedback. A trial for the same was done and the fit was

finalized as the new fit for slim fit cotton trouser.

Indian Anthropometric Dimensions for Ergonomic Design Practice

- Dr. DEBKUMAR CHAKRABORTY

The book contains data of 290 dimensional measurements of 961 subjects in 23 different regions,

with a male: female ratio of 2.83:1 from subjects above 20 years of age. However, this data is

more than a decade old but holds great significance to date in product design. It also gives

dimensions of Human Body with respect to popular static positions popular in India, like sitting

crossed leg etc.

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Indian Body Dimensions

- Dr. DEEPTI GUPTA (2008)

This work presents a study on Indian Body Dimensions and is ready material for sizing in

garments for Indian Body types. Anthropometric survey was conducted for young Indian women

and men in the age group of 18-24 years. Protocol for conducting anthropometric studies was

developed and the problems with existing body size systems were analyzed. Results were

analyzed to gain understanding about the body proportions and dimensions existing in the

population. Univariate and multivariate analysis of the anthropometric data was carried out.

Using an indigenously developed algorithm and a unique approach, accurate body sizes for top

and lower body garments were proposed. For the first time it became possible to map the Indian

population for the purpose of evolving a sizing system for garments. Wearer trials conducted

with proposed sizes showed that fit obtained was excellent.

We are like that only: Understanding the Logic of Consumer India

- RAMA BIJAPURKAR

Taking cues from economics, demography, history, culture, philosophy and good old common

sense, Rama Bijapurkar makes sense of the complex and inscrutable Indian market—the many

Consumer India‘s, their diverse and schizophrenic consumer behavior and the way to make your

company‘s fortune in this billion-plus market.

Irreverent and insightful, this work illustrates the way Indian Consumer has evolved over the

decades and which direction they are likely to move. It talks about crucial factors like diversity

of ethnicity, the nature of Indian consumer and the way it assesses any product.

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 CHAPTER 4: METHODOLOGY

4.1 PRELIMINARY STUDY

4.1.1 Product Architecture of LIFE

The product architecture of the label was studied through Option Plan, Product Hierarchy, Range

Width Planning (RWP) and Assortment Plan, each report was filtered to sort the bottom wears.

Using the above plans the bottom wears were further classified into denims and non-denims,

knits and woven. The study is specified for woven casual trouser in Slim and Regular fit.

4.1.2 Market Study for fit of different brands and Classification of fit

A market study was by visiting MBO‘s, EBO‘ and Departmental Stores like Shoppers Stop,

Lifestyle and Central etc. The most easily available brands were analyzed in terms of available

fit and accordingly the fits were classified.

4.1.3 Anthropometric Study

The anthropometric data from the paper of Dr. Debkumar Chakraborty was studied and the

parameters important for the development of fit in a garment were taken.

4.2 SURVEY AND QUESTIONNAIRE

A questionnaire was prepared, using google forms to understand consumers fit preference. The

sample size for the survey was taken 200 and convenient sampling method was used. The survey

was conducted through Whatsapp and Mails and analysis was done using Microsoft excel 2010

to represent the outcome in the form of percentage, bar graphs and pie charts.

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4.3 VISUAL ANALYSIS

Few brands were shortlisted from the above survey as well as few competitive brands were

suggested by the sponsoring company for visual analysis of fit. A Size 32, Slim fit trouser of

each brand was brought and trial was done on the same size live model. An expert panel of three

people including Trading Manager, Category Manager and Quality Head were asked for

suggestions and comments on the visual look of the garment in terms of fit.

4.4 MEASUREMENT ANALYSIS

Through visual analysis few brands were selected for further process. The measurements of

selected brands were noted and statistical analysis for Mean, Median, Mode, Max and Min was

done using Microsoft Excel 2010. A new measurement chart was developed using the statistical

analysis and was compared with the previous measurements.

Measurements considered1 were:

 Size
 Waist
 Hip
 Thigh
 Knee
 Outseam
 Inseam
 Front Rise
 Back Rise
 Fly Length
 Fly Width
 Bottom Opening

A graded trouser measurement chart for sizes 30, 32, 34, 36 and 38 was developed. The grading

was done with the help of Pattern Maker of the Vendor.

1
Indian Anthropometric Dimensions for Ergonomic Design Practice – Dr. Debkumar Chakraborty

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4.5 SALES ANALYSIS

A sales analysis was done using the Sell Through Report (or Rate of Sales Report -ROS),

Merchandise Management System, Qlickview for the selected brands to find out the most

preferred sizes in each brand and the measurements of each size was compared with the

developed fit measurements.

4.6 CONSUMER FEEDBACK AND SAMPLE TRIAL

Samples were developed according to new measurements for Size 32 and 34 and a wearer‘s trial

was conducted. A predefined questionnaire was used to rate the fit and look of the garment out of

10 and an overall feedback regarding the fit was taken. On the basis of feedback the final fit was

decided.

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 CHAPTER 5: PRELIMINARY STUDY

A basic understanding of all the inputs necessary for the formulation of any project is of utmost

importance. Therefore, it is important to identify those bigger factors which contribute to the

most of the research. For the purpose of this project, an understanding of the underlined features

was of primary importance. The three basics of preliminary study were:

 Product Architecture of LIFE label

 Market study for fits of different brands and Classification of Fit

 Anthropometric study

5.1 PRODUCT ARCHITECTURE2

The product under study was men‘s trouser for the label LIFE. The label includes the casual

wear for the age gap 18 to 25.

LIFE bottoms involved two basic categories:

 Denims

 Non denims

The study research of the project was based on the non-denims category. The non-denims were

further divided into two categories:

 Knits

- Joggers

- Shorts

2
Shoppers Stop Brand Book –LIFE and Product Hierarchy Sheet

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  Woven

- Cargoes

- Chinos

- Shorts

The study specified woven department only. In woven department there were two types of fit:

- Slim fit

- Regular fit

5.2 MARKET STUDY FOR TROUSERS AND CLASSIFICATION OF FIT

Luxury

New arrivals - Camla (Barcelona), Selected Homme (Bestseller) etc. other international

brands.

Old Expensive Names- Canali, Collective, Designer labels

Premium Brands- Louis Philippe LUXOR (Madura), Manzoni (Raymond)

Premium Category

Pure Premium- Wills Lifestyle, Park Avenue, Tommy Hilfiger, US Polo Association

Category Premium- Peter England Elite, Rare Rabbit, Insignia, Arrow

Mid-Price Segment

High on Finish and fabric quality

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 Cheap Fabric and moderate quality

Low Price Category

In house brands of Trends (Reliance), Pantaloons, Globus, Westside (Nuon) etc. and

other local players.

Classification of Fit

Figure 1 Flowchart for Classification of Fit

A market research in the following places of Mumbai was done to know the different fits offered

by various brands in the market.

 EBO‘s in Seawoods Grand Central Mall

 EBO‘s in Ghatkopar R city Mall

 EBO‘s in Phoenix Market City Mall, Kurla

 EBO‘s in Inorbit Mall, Malad

 Department stores in Shoppers Stop

 Department stores in Lifestyle

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  Department stores in Central

The results of the market research are as follows:

MEN'S WEAR TROUSERS

BRANDS FITS
Regular Slim Ultra slim
Park avenue Slim Smart Newyork
Blackberry B88 B90 B95
HNM Classic Slim Skinny
John Players Regular Slim
Newyork slim
Arrow Smart Slim
Newyork tapered
Belmonte Classic
Wills Lifestyle Regular Slim
CODE Regular Slim Stretch
Nuon Regular Slim skinny
Parx Regular Slim Tapered
Tommy Hilfiger Regular Straight Slim
Allen Solly Regular Straight Slim/Tapered
Stop Regular Slim
Peter England Smart Slim Ultra slim
Van Heusen Custom Slim Ultra slim
Celio Regular Slim Skinny
Louis Philippe Classic Ultra fit
Indian Terrain Regular Slim Skinny
Rare Rabbit Regular slim
Marks & Spencer Regular Slim Super slim
Zara Regular Slim

Table 1 Different fits available in different brands

All the fits in above brands were categorized into three basic fit families.

1. Regular

2. Slim

3. Ultra Slim

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5.3 ANTHROPOMETRIC STUDY

As anthropometry plays an important role in development of fits, a preliminary study was done

on the study done by National Institute of Design under the guidance of Dr. Debkumar

Chakraborty.

The parameters important for fit in a garment were shortlisted and studied. But not much was

derived out of the study due to undefined age category, very small sample size and also because

the data was too old. The data can be found in the annexures.

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 CHAPTER 6: SURVEY AND QUESTIONNAIRE

A survey was done to understand consumers fit preference in casual trousers. The questionnaire

contained questions related to the most preferred fit, brand and style etc. The questionnaire can

be referred to in the appendices.

Sample Size: 200

The survey was done online where the questionnaire link was shared through whatsapp and mails

and the response was recorded. Out of 200 respondents, the data of 182 respondents was

considered. So, the final sample size became – 182.

The following were the results of the consumer survey:

Figure 2 Trouser preference of Consumers

When asked about the trouser preference for front, 78.7% respondents preferred Front Flat

Trouser whereas the other remaining percentage responded Pleated Trouser. The percentage

helped us in deciding the trouser category to work upon.

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Figure 3 Important factor while purchasing touser

Maximum number of respondents consider fit as the most important factor while purchasing.

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Figure 4 Fit preference of Consumers

Approximately an equal number of respondents prefer both slim fit and regular fit. There is a

minor percentage which prefers ultra slim/skinny fit.

Figure 5 Bottom Opening preference of Consumers

When asked about their preference for bottom opening most of the respondents responded

narrow bottom while when asked about fit preference there was approximately an equal ratio for

both slim and regular fit.

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Figure 6 Most appropriate fit according to consumers

Slim fit was the most accepted fit when asked to tick mark the most appropriate fit. This data

shows that maximum number of people prefer slim fit casual trouser.

Figure 7 Most preferred brands by the Consumers

The highly preferred brands by customer in terms of fit according to survey are-

1. Blackberry (7.5 %)

2. Raymond (6.5 %)

3. Van Heusen (6.5 %)

4. Allen Solly (6.4 %)

5. Jack and Jones (6.4 %)

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 6. UCB (5.5 %)

7. Louis Philippe (5.5 %)

8. Arrow (5 %)

9. Tommy Hilfiger (4.8%)

10. Celio (4.5 %)

Figure 8 Most accepted Rise- Waist of the trouser

Mid waist was the most preferred response for the rise of the trouser, this helped us to define the

waist and rise region for the improvement of the fit.

The survey helped us to arrive at a conclusion regarding the most preferred fit and brand. There

was an approximately equal percentage of slim fit and regular fit but when the same question

was asked in a different format, the maximum respondents chose slim fit over regular fit which

clearly signified the consumer‘s preference for the particular fit. An open ended question was

asked to know the brand preference also, out of which the most preferred brands were

shortlisted. The shortlisted brands and the fit were further considered for Visual Analysis.

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 CHAPTER 7: VISUAL ANALYSIS

Visual Analysis was done to analyze the fit and look of the garment on a live model. The brands

shortlisted through consumer‘s survey as well as the brands suggested by sponsoring company

were considered for this part of the methodology. A Size 32 sample of all these brands was

brought and was given for trial to the particular size model. An expert panel of three people

including Trading Manager, Category Manager and Quality Head were asked for their

suggestions and comments on the visual look of the garment.

The following were the results of Visual Analysis:

ALLEN SOLLY

Figure 9 Sample trial and comments for Allen Solly trouser

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ARROW

Figure 10 Sample trial and comments for Arrow trouser

BLACKBERRYS

Figure 11 Sample trial and comments for Blackberrys trouser

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CELIO

Figure 12 Sample trial and comments for Celio trouser

COLOR PLUS

Figure 13 Sample trial and comments for Color Plus trouser

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JACK & JONES

Figure 14 Sample trial and comments for Jack & Jones trouser

LEVIS

Figure 15 Sample trial and comments for Levis trouser

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LOUIS PHILIPPE

Figure 16 Sample trial and comments for Louis Philippe trouser

PARK AVENUE

Figure 17 Sample trial and comments for Park Avenue trouser

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PEPE

Figure 18 Sample trial and comments for Pepe trouser

TOMMY HILFIGER

Figure 19 Sample trial and comments for Tommy Hilfiger trouser

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US POLO ASSOCIATION

Figure 20 Sample trial and comments for US Polo trouser

VAN HEUSEN

Figure 21 Sample trial and comments for Van Heusen trouser

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WILLS LIFESTYLE

Figure 22 Sample trial and comments for Wills Lifestyle trouser

WROGN

Figure 23 Sample trial and comments for Wrogn trouser

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LIFE

Figure 24 Sample trial and comments for LIFE trouser

There were few brands that were tight at waist, knee or some other body part but the previous fit

of LIFE was tight throughout waist to knees. Depending on the comments received from expert

panel six brands with clean fit or overall ok fit were selected and were further analyzed. This

analysis also helped us in understanding how the fit should look visually.

The brands selected were:

Serial no Brand Comments

1 Blackberrys Clean fit in front and back ; overall ok fit
2 Celio Bottom opening is more ; otherwise fit ok
3 Jack & Jones Clean fit ; overall ok
4 Tommy Hilfiger Clean fit ; overall ok fit
5 Van Heusen Pulling of pockets ; otherwise ok fit
6 Wills Lifestyle All ok fit

Table 2 Visual analysis

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 CHAPTER 8: MEASUREMENT ANALYSIS

The brands selected through above analysis were noted and analyzed using Median, Mode, Max

and Min.

The measurements of the trousers are given below:

Chinos JJ TOMMY VH CELIO WILLS BB Median Mode Min Max

SIZE 32 32 32 32 32 32 32 32 32 32
1/2 Flat Waist 33 33 1/2 34 34 33.5 33.5 33 1/2 33.5 33 34
Waist band height 1 1/2 1 1/2 1 1/2 1 1/2 1 1/2 1 1/4 1 1/2 1.5 1 1/4 1 1/2
1/2 Hips 3" above crotch -
39 40 40 40 1/2 40 39 1/2
ACROSS STRAIGHT 40 40 39 40 1/2
Thigh @ crotch 24 24 1/2 24 24 24 1/2 24 24 24 24 24 1/2
Knee 14" from CROTCH
15 16 15 1/2 16 1/2 16 1/2 16
POINT 16 16 15 16 1/2
Bottom Opening ½ 13 14 13 1/2 15 14 14 14 14 13 15
OUT SEAM LENGTH 40 40 43 1/2 44 42 1/2 43 42 3/4 40 40 44
Front rise Incl W/Band 11 10 10 1/2 9 3/4 9 3/4 9 1/2 9 7/8 9.75 9 1/2 11
Back Rise Incl W/Band 14 3/4 14 3/4 14 3/4 14 1/2 15 14 1/2 14 3/4 14.75 14 1/2 15
FLY LENGTH INCL W/B 7 1/2 7 7 6.5 7 7 7 7 6 1/2 7 1/2
fly width 1 1/2 1 1/2 1½ 1 1/4 1 1/2 1 1/4 1 1/2 1.5 1 1/4 1 1/2
INSEAM 31 1/2 34 33 ½ 33 33 33 33 33 31 1/2 34

Table 3 Measurement of trousers

Min and Max were calculated to define a particular range i.e. minimum and maximum value for

each measurement criteria. As Mode is a frequently occurring value, so this was calculated to

develop new measurements.

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8.1 COMPARISON BETWEEN LIFE PREVIOUS AND IMPROVISED FIT

TROUSER LIFE NEW LIFE

SIZE 32 32
1/2 Flat Waist 33.5 32 ½
Waist band height 1.5 1½
1/2 Hips 3" above crotch - ACROSS STRAIGHT 40 39
Thigh @ crotch 24 23
Knee 14" from CROTCH POINT 16 16
Bottom Opening 1/2 14 14
OUT SEAM LENGTH 40 42
Front rise Incl W/Band 9.75 9
Back Rise Incl W/Band 14.5 14
FLY LENGTH INCL W/B 7 7
fly width 1.5 1½
INSEAM 33 34

Table 4 Life previous and new fit

The previous fit of LIFE was not acceptable as the measurements of some parts were

inappropriate like for the Size – 32 trouser, the waist was 32.5 whereas the waist for other

shortlisted brands ranged from 33 to 34, thigh measurement was 23 and the same part

measurement for other brands was 24 to 24.5, the front rise and back rise measurement were also

not matching when compared to other brands respectively.

8.2 FINAL MEASUREMENT CHART FOR ALL SIZES

TROUSERS LIFE FINAL SIZE CHART

SIZE 30 32 34 36 38
1/2 Flat Waist 32 33.5 35.5 37 38.5
Waist band height 1.5 1.5 1.5 1.5 1.5
1/2 Hips 3" above crotch - ACROSS
STRAIGHT 38 40 42 43.5 45
Thigh @ crotch 23 24 24.5 25 26
Knee 14" from CROTCH POINT 15 16 17 17.5 18
Bottom Opening ½ 13.5 14 14.5 14.5 15
OUT SEAM LENGTH 40 40 40 40 40
Front rise Incl W/Band 9.5 9.75 10 10.5 11
Back Rise Incl W/Band 14 14.5 14.5 15 15.5
FLY LENGTH INCL W/B 7 7 7 7.5 7.5

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 fly width 1.5 1.5 1.5 1.5 1.5
INSEAM 33 33 33 33 33

Table 5 Life previous and new fit

CHAPTER 9: SALES ANALYSIS

Sales analysis for the selected brands were done for five seasons (SS16, AW16, SS17, AW17,

SS18).

Sales of each brand was analysed for slim fit casual trousers, it was done size wise to know the

sell through of most selling size in each brand.

According to sales analysis, 36 was the most preferred size in Blackberrys, 32 and 33 were most

preferred size in Celio, 30 and 31 were the most preferred size in Jack and Jones, 34 was most

preferred size in Tommy Hilfiger, 36 and 40 were the most preferred size in Wills Lifestyle

whereas in Van Heusen all the sizes were equally preferred, there was no such considerable

difference in the sell through of different sizes. The data can be referred to in appendices.

S. no Brand Preferred Size

1. Blackberry 36

2. Celio 32,33

3. Jack N Jones 30,31

4. Tommy Hilfiger 34

5. Wills Lifestyle 36, 40

6. Van Heusen All sizes equally preferred

Table 6 Result of Sales Analysis

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 9.1 MEASUREMENTS OF MOST PREFERED SIZE IN EACH BRAND

TROUSERS JJ CELIO TH BB VH
SIZE 30 32 34 36 38
1/2 Flat Waist 32 34 35.5 37 38 1/2
Waist band height 1 1/2 1½ 1 1/2 1 1/2 1 1/2
1/2 Hips 3" above crotch - ACROSS
40 ½
STRAIGHT 36 42 43 45
Thigh @ crotch 22 24 24 25 26
Knee 14" from CROTCH POINT 15 16 ½ 17 17 18
Bottom Opening 1/2 12 15 15 14.5 15
OUT SEAM LENGTH 40 43 43 43 43
Front rise Incl W/Band 9.5 9¾ 10 10.5 11
Back Rise Incl W/Band 14 14 ½ 14.5 15 15.5
FLY LENGTH INCL W/B 7 1/2 7 7 7 1/2 7 1/2
fly width 1 1/2 1¼ 1 1/2 1 1/2 1 1/2
INSEAM 31 34 33 33 33

Table 7 Measurements of different sizes preferred in different brands

9.2 COMPARISON BETWEEN IMPROVISED FIT AND MOST PREFERED SIZE

TROUSERS LIFE ALL SIZES MEASUREMENT CHART JJ CELIO TH BB VH

SIZE 30 32 34 36 38 30 32 34 36 38
38
1/2 Flat Waist 34
32 33.5 35.5 37 38.5 32 35.5 37 1/2
Waist band height 1.5 1.5 1.5 1.5 1.5 1 1/2 1 1/2 1 1/2 1 1/2 1 1/2
1/2 Hips 3" above crotch -
38 40 42 43.5 45 36 40 1/2 42 43 45
ACROSS STRAIGHT
Thigh @ crotch 23 24 24.5 25 26 22 24 24 25 26
Knee 14" from CROTCH
15 16 17 17.5 18 15 16 1/2 17 17 18
POINT
Bottom Opening 1/2 13.5 14 14.5 14.5 15 12 15 15 14.5 15
OUT SEAM LENGTH 40 40 40 40 40 40 43 43 43 43
Front rise Incl W/Band 9.5 9.75 10 10.5 11 9.5 9 3/4 10 10.5 11
14
Back Rise Incl W/Band
14 14.5 14.5 15 15.5 14 1/2 14.5 15 15.5
FLY LENGTH INCL W/B 7 7 7 7.5 7.5 7 1/2 7 7 7 1/2 7 1/2
fly width 1.5 1.5 1.5 1.5 1.5 1 1/2 1 1/4 1 1/2 1 1/2 1 1/2
INSEAM 33 33 33 33 33 31 34 33 33 33

Table 8 Comparison between measurements for LIFE and other brands- size wise

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The improvised measurements of LIFE were compared with the most preferred sizes of different

brands, in size 30 there was difference between two measurements, hips and bottom opening

whereas in size 32 difference was noted at waist and bottom opening. In size 34 and 36, there

was difference in bottom opening and hips respectively whereas in size 38, there was no

difference noted. Overall, not a huge difference was noted in the measurements which indicated

that the fit can perform well in the market, but to validate the new measurements a feedback

analysis was done.

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 CHAPTER 10: FEEDBACK ANALYSIS

The feedback from consumers was procured based on questionnaire. The questionnaire may be

referred to in the appendices. Loyal consumers of Shoppers Stop, aware about the fit, were given

the trouser for trial and then their feedback was taken. The sample size taken for wearer trial was

10 consumers. The image of few consumers can be referred to in the appendices.

The following are the results of the feedback for fit trials:

Figure 25 Perception of fit

When asked about their perception of fit of the garment 80% consumers responded slim fit

whereas the other 20% were confused between slim and regular fit, for them it was something

between slim and regular fit.

Figure 26 Feedback of Rise

100% consumers responded that the garment sits on their mid waist.

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Figure 27 Feedback of waist

The 80% of consumers were satisfied with the grip of the garment at their waist, the garment was

perfect all over the waist. Therefore 10% respondents found the garment slightly loose and tight

respectively.

Figure 28 Feedback of fitting at hip

When asked about the fitting at the hip, 80% of the respondents responded that it was perfect

and were satisfied whereas the other 10% found it loose and tight respectively.

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Figure 29 Feedback of fitting at crotch

For 80% respondents the garment was perfect at the crotch but for the 10% it was too close to

body and for other 10% it was slightly loose.

Figure 30 Feedback of fitting at thigh

When asked about the fit at thigh 80% consumers responded that it fits perfectly whereas for

10% people it is slightly loose and tight respectively.

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Figure 31 Feedback of fitting at knee

The knee of the garment was perfect on 80% consumers whereas it was tight and slightly loose

on the other 20% respectively.

Figure 32 Rating of fit according to wearer’s comfort

(1- very poor and 10- excellent)

According to wearer‘s comfort, most of the consumers rated the fit 8 and 9, 10% also responded

10 and the other 10% rated it 7.

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Figure 33 Rating of fit according to look

(1- very poor and 10- excellent)

For the criteria look, 70% consumers rated it 9, the 10% rated it 10 whereas the left percentage

rated it 8 and 7 respectively.

Figure 34 Final feedback on developed fit

80% respondents liked the fit whereas the other 10% responded no and the remaining percentage

selected the option other with mentioning the reason that it was slightly loose on him.

Overall, 8 out of 10 consumers were satisfied and liked the fit, that is the 80% of total sample

size, which shows that the fit was accepted and finalized for further processes and a capsule

launch of 50 trousers is planned for AW18.

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 CHAPTER 11: CONCLUSION AND LIMITATIONS

After the grading of suggested measurements, fit samples were developed and the sizes

developed were 30, 32, 34, 36 and 38. A wearer trial of 10 consumers was done separately in the

Shoppers Stop outlet at Inorbit Mall, Malad. Pictures of the few wearers was taken in three

angles, front profile, side profile and back profile. The pictures of the wearers were compared

with the measurements and visuals analysis of fit was done, also they were asked to give their

feedback in a form of pre-defined questionnaire. The pictures of wearer trial can be referred in

annexures.

The feedback of the trouser was mostly positive therefore it was finalized as the new fit.

KEY FINDINGS

 Existing fits in market for trousers for various brands.

 Consumer‘s fit preference for trousers.

 Parameters important for good fit in the trouser.

 Most acceptable measurements in trousers.

 Feedback of sample developed according to suggested measurements.

LIMITATIONS AND SCOPE OF STUDY

 One major limitation of the project was insufficient anthropometric data. The availability

of same would have made the development of a new fit more scientific and accurate for

most population.

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 The second major limitation of this project was time. Duration of 14 weeks is not

sufficient for the purpose of study of fits for trousers as well as development, trial run and

capsule launch for trousers.

 Another limitation was covering a sample size for trial run in different regions in a short

span of time.

 There are more ways in which the fit of different brands can be studied which must be

tried and tested in current retail scenario.

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 BIBLIOGRAPHY

1. Dr. Deepti Gupta; Indian Body Dimensions; Textile Department- IIT Delhi;

2008

2. Shashank Johri; A Demographic Study of Consumer Desirables for Men’s

Trouser in India in the Mid-Price Segment; NIFT Mumbai; 2011

3. Neha Yadav; Competition Benchmarking of fits in Trouser and Suits to arrive

at the Best Fit scenario; NIFT Mumbai; 2012

REFERENCES

4. Dr. Debkumar Chakraborty; Indian Anthropometric Dimensions for Ergonomic

Design Practice; NID Ahmedabad; September 1997

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 APPENDICES

COMPANY PROFILE

Figure : Shoppers Stop

History and milestone of shoppers stop

 The foundation of shoppers stop was laid on October 27, 1991, by the
K. Raheja corp. Group of companies.

 From inception, shoppers stop has progressed from being a single brand shop to
becoming a fashion & lifestyle store for the family.
 With an immense amount of expertise and credibility, shoppers stop has become the
highest benchmark for the Indian retail industry.

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  By 2016 shoppers stop operations expanded to 81 stores in 38 cities viz. Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (10 stores),Mangalore (2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (5 stores), Chandigarh, Durgapur, Gurgaon etc.
AWARDS AND RECOGNITION
ACCOMPLISHMENTS

Shoppers stop is the only retailer in India to become a member of prestigious intercontinental
group of department. The IGDS consist of 30 experienced retailers from all over the world which
include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1
(China), Manor (Switzerland) etc.

YEAR ACHIEVEMENT

2000 The most admired retailer of the year

2001 Mr. B. S. Nagesh won the ―Annual Award for Excellence as Top COE for

2001‖ at the Institute of Marketing Management.

2002 Retailer of the Year

2003 Lycra Images Fashion Award for ―Best Retail Chain of the Year‖

2006 ―Intelligent Enterprise Awards‖ for IT at the Technology Senate for the

SSL Group Companies.

2007 Department Store of the year

2008 ―Most Admired Retailer-Customer Relations Management‖

2010 Department Store of the year

2012 ―Top Class brand award‖

2015 Award for Excellence in Retail Supply Chain

2016 ―The most Respected Company in Retail‖

Table: Awards and Achievements of Shoppers Stop

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• Shoppers Stop is an Indian retailing company promoted by the K Raheja Corp Group, started
in the year 1991 with its first store in Andheri, Mumbai. With an unparalleled assortment of
the leading international and national brands in clothing for men, women, and kids;
accessories, fragrances, cosmetics, footwear; home furnishing and decor products, the stores
aim to provide shoppers a truly international shopping destination.
• At Shoppers Stop we believe in a world of limitless possibilities. We always set benchmarks,
cross limits, achieve the impossible and celebrate our successes. Innovation being our key
driver, we have adopted a new philosophy of "Start Something New" to give retail a new
dimension. We endeavour to Start Something New in performance. Start Something New in
products. Start Something New in customer service. Start Something New in Life.
BRANDS OF SHOPPERS STOP

Figure: Different labels at Shoppers Stop

VISION

To be an inspirational and trusted brand, transforming customer's lives through fashion and
delightful shopping experience every time

Values that help us in achieving the mission and vision:

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 EXCELLENCE - "We will have an environment that encourages development &
excellence."

OPENNESS - "The obligation to dissent and an environment conducive to openness."

CARE - "We will have a willingness to apologize and forgive." INTEGRITY – "We will
be fair and not take what is not ours." INNOVATIVE – "We will have an environment of
innovation and growth." SOCIALLY RESPONSIBLE – "We will respect our customers‘
rights and be socially responsible."

DEPARTMENTS OF SHOPPERS STOP LIMITED

Figure: Departments at Shoppers Stop

DESIGN TEAM :

The designing team is concerned with the making of designs that caters to the taste of the
celebrity of the exclusive label and also by keeping in mind the guidelines provided by her.

BUYING TEAM

The buying team or the buyer can give suggestions about which design would sell and which
would earn less profit. The designer accordingly makes necessary changes. Then he gets the
samples made from the vendors.

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VENDOR

Vendors are assigned on two bases: Conversion: in this, the brand purchases all the fabrics,
trims and hands them over to the vendors. The vendors are only responsible for converting the
raw materials into final product. The vendor is not liable for any rejections. These are mostly
domestic vendors

- Import: All the purchases, starting from fabrics and trims to everything re-quire for production
are done by the vendors. The vendor will be liable for any rejection that comes into view.
QUALITY ASSURANCE

The quality assurance department, as the name suggests, assures that the quality level is always
maintained. The department conducts inspections right from the fabric to the final production lot.

Fabrics are inspected using the 4-point system for defects. Defects are checked from both
physical and performance‘s point of view. Various tests are conducted to check dimensional
stability, fastness, tensile strength, etc. After desk loom fabric is considered OK, then it is
released to the vendors for conversion into yardages for sample production.

Once, samples have been developed and have received approval from the design, product
development and merchandising department, a pilot run in conducted before final production
starts. This is done to check fit and workmanship. Further inspections are done during in-line
production and once the entire order has been completed.

Swot analysis

STRENGTH WEAKNESS
1. Good financial position 1. Operating cost is very high
2. Loyal customer Base 2. Employee Retention
3. Presence across various 3. Inadequate Promotional
segments Strategies
4. Increasing Footfalls and Conversion
Rates 4. Investing too much revenue on IT
5. Well established Management
Team

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 6. System and Process

OPPORTUNITY THREAT
1. Geographical Reach 1. Threat of New Entrants
2. Preferred Partner 2. Competitive Rivalry in the
3. Foreign Players Industry
4. Private Labels 3. Economic Slowdown
5. Enter new segments- 4. Unorganized sector
consumer goods
Table: SWOT Analysis of the Company

ABOUT THE LABEL

BRAND PHILOSOPHY

As a youth brand we targeted at the young generation, LIFE‘S communications represent the
identity of youth. It serves as a canvas that tells the world of their brash and confident outlook on
life. By doing so, the brand becomes a partner in their adventures, and an extension of their
personality.

Target:

LIFE is primarily targeted at 18-26-year-olds from SEC A, B and C households. This essentially
covers higher/senior secondary school-goers and college students. And though the
communication has a metro-centric skew, it will be present at metros, mini-metros and B-towns.

Belief:

Everyone has its own identity and wants to stand out. As they want to be attractive, their clothes
are quirky, funky, out of the way which stands out in a social gathering.

Character:

 Out spoken
 Spontaneous
 Youthfulness

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  Trendy
 Charismatic
 Fashionable
Brand Persona

The following personality attributes define the life brand.

 Believe of NOW
 Rebellious
 Free spirit
 Outrageous
 Passionate
 Unpredictable
 Rugged
 Bold
 Generation forever
 Interactive
 Explorer
PRODUCT CATEGORY

Men

 T-Shirts
 Shirts
 Jeans
 Cargos & Trousers
 Shorts
 Sportswear
 Jackets
 Winterwear
Women

 KNIT- DRESSES

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  WESTERNWEAR
 Shirts
 Tops & Tees
 Dresses
 Jackets & Shrugs
 Skirts
 Palazzos & Jumpsuits
 Jeans & Leggings
 Pants
 Capris & Shorts
Kids

 Topwear
 Bottomwear
 Dungarees & Jumpers
 Innerwear
 Nightwear
 Winterwear

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 MOST PREFERRED BRANDS AND THEIR
PERCENTAGE
Brand Response Percentage
Zara men 4 2.20
Vettoria Fratini 4 2.20
Nike 5 2.75
Jack & Jones 11 6.04
Quechua 1 0.55
Wrangler 6 3.30
Wrogn 6 3.30
Pantaloons 4 2.20
H&M 6 3.30
Kraus 1 0.55
Westside 3 1.65
Fbb 1 0.55
Allen solly 11 6.04
Lee 4 2.20
Indian Terrain 2 1.10
Louis Philippe 10 5.49
UCB 10 5.49
FCUK 1 0.55
Mufti 1 0.55
Arrow 9 4.95
Max 4 2.20
US Polo 2 1.10
Diesel 2 1.10
Being Human 1 0.55
Flying Machine 8 4.40
HRX 1 0.55

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Parx 1 0.55
Blackberry 3 1.65
Calvin Klein 5 2.75
Mufti 1 0.55
Peter England 3 1.65
Roadster 3 1.65
Tommy Hilfiger 13 7.14
Raymond 12 6.59
Van Heusen 12 6.59
Marks and Spencer 1 0.55
Gap 1 0.55
Park Avenue 1 0.55
Wills Lifestyle 1 0.55
Code by Lifestyle 1 0.55
Adidas 2 1.10
Total 178 97.8021978

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 SALES ANALYSIS
1. Blackberrys
S.NO. SS16 (BB-90) TOTAL SALES UNITS IN %
1 32 20,925 20.3
2 34 29069 28.2
3 36 22,884 22.2
4 38 17524 17
5 40 12,679 12.3
TOTAL UNITS 1,03,080 100

S.NO. AW16 (BB-90) TOTAL SALES UNITS IN %

1 32 24,231 19.2
2 34 38493 30.5
3 36 26,503 21
4 38 20571 16.3
5 40 16,407 13
TOTAL UNITS 1,26,205 100

S.NO. SS17 (BB-90) TOTAL SALES UNITS IN %

1 32 28,386 22.2
2 34 31199 24.4
3 36 27,107 21.2
4 38 21992 17.2
5 40 19,179 15
TOTAL UNITS 1,27,863 100

S.NO. AW17 (BB-90) TOTAL SALES UNITS IN %

1 32 27,791 21.3

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 2 34 37316 28.6
3 36 25,834 19.8
4 38 21267 16.3
5 40 18,267 14
TOTAL UNITS 1,30,475 100

S.NO. SS18 (BB-90) TOTAL SALES UNITS IN %

1 32 3,330 22.6
2 34 3861 26.2
3 36 3,124 21.2
4 38 2284 15.5
5 40 2,137 14.5
TOTAL UNITS 14,735 100

2. Celio
S.NO. SS16 (CELIO) TOTAL SALES UNITS IN %
1 30 5,224 20.2
2 32 5,509 21.3
3 33 4,707 18.2
4 34 3,905 15.1
5 36 3,440 13.3
6 38 3,078 11.9
TOTAL 25,862 100

S.NO. AW16 (CELIO) TOTAL SALES UNITS IN %

1 30 2,942 19.2
2 32 3,310 21.6
3 33 3,019 19.7
4 34 2,268 14.8

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 5 36 2,069 13.5
6 38 1,716 11.2
TOTAL 26,855 100

S.NO. SS17 (CELIO) TOTAL SALES UNITS IN %

1 30 5,237 18.8
2 32 6,184 22.2
3 33 6,240 22.4
4 34 3,761 13.5
5 36 3,566 12.8
6 38 2,869 10.3
TOTAL 27,856 100

S.NO. AW17 (CELIO) TOTAL SALES UNITS IN %

1 30 5,855 19.5
2 32 6,125 20.4
3 33 6,065 20.2
4 34 4,053 13.5
5 36 4,264 14.2
6 38 3,663 12.2
TOTAL 30,025 100

S.NO. SS18 (CELIO) TOTAL SALES UNITS IN %

1 30 698 18.4
2 32 766 20.2
3 33 778 20.5
4 34 561 14.8
5 36 527 13.9
6 38 463 12.2

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 TOTAL 3,793 100

3. Jack & Jones

S.NO. SS16 (Jack and jones) TOTAL SALES UNITS IN %
1 30 20,025 17.2
2 31 18,744 16.1
3 32 17,463 15
4 33 16,532 14.2
5 34 17,696 15.2
6 36 13,039 11.2
7 38 12,923 11.1
TOTAL 1,16,423 100

S.NO. AW16 (Jack and jones) TOTAL SALES UNITS IN %

1 30 27,252 16.8
2 31 26,116 16.1
3 32 24,656 15.2
4 33 24,819 15.3
5 34 23,034 14.2
6 36 19,790 12.2
7 38 16,546 10.2
TOTAL 1,62,213 100

S.NO. SS17 (Jack and jones) TOTAL SALES UNITS IN %

1 30 17,497 17.2
2 31 16,073 15.8
3 32 15,055 14.8
4 33 14,547 14.3
5 34 15,055 14.8

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 6 36 12,004 11.8
7 38 11,495 11.3
TOTAL 1,01,726 100

S.NO. AW17 (Jack and jones) TOTAL SALES UNITS IN %

1 30 22,490 16.9
2 31 20,227 15.2
3 32 19,961 15
4 33 20,094 15.1
5 34 20,627 15.5
6 36 15,037 11.3
7 38 14,638 11
TOTAL 1,33,075 100
S.NO. SS18 (Jack and jones) TOTAL SALES UNITS IN %
1 30 2,610 17.2
2 31 2,443 16.1
3 32 2,307 15.2
4 33 2,170 14.3
5 34 2,094 13.8
6 36 1,821 12
7 38 1,730 11.4
TOTAL 15,175 100

4. Tommy Hilfiger
S.NO. SS16 (TOMMY) TOTAL SALES UNITS IN %
1 29 22,337 14.1
2 30 31,841 20.1
3 32 35,485 22.4
4 34 27,564 17.4

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 5 36 41,188 26
TOTAL 1,58,415 100

S.NO. AW16 (TOMMY) TOTAL SALES UNITS IN %

1 29 33,655 15.2
2 30 42,512 19.2
3 32 46,940 21.2
4 34 38,083 17.2
5 36 60,225 27.2
TOTAL 2,21,415 100

S.NO. SS17 (TOMMY) TOTAL SALES UNITS IN %

1 29 30,668 16.8
2 30 37,240 20.4
3 32 36,875 20.2
4 34 48,193 26.4
5 36 29,573 16.2
TOTAL 1,82,550 100

S.NO. AW17 (TOMMY) TOTAL SALES UNITS IN %

1 29 37,601 17
2 30 45,343 20.5
3 32 43,794 19.8
4 34 32,293 14.6
5 36 62,153 28.1
TOTAL 2,21,184 100

S.NO. SS18 (TOMMY) TOTAL SALES UNITS IN %

1 29 4,314 15.2

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 2 30 5,449 19.2
3 32 6,017 21.2
4 34 4,598 16.2
5 36 8,003 28.2
TOTAL 28,380 100

5. Wills lifestyle
S.NO. SS16 (WILLS) TOTAL SALES UNITS IN %
1 30 13,636 14.1
2 32 18,761 19.4
3 34 16,440 17
4 36 23,403 24.2
5 40 24,467 25.3
TOTAL 96,708 100

S.NO. AW16 (WILLS) TOTAL SALES UNITS IN %

1 30 16,944 15.2
2 32 20,288 18.2
3 34 20,065 18
4 36 25,861 23.2
5 40 28,314 25.4
TOTAL 1,11,471 100

S.NO. SS17 (WILLS) TOTAL SALES UNITS IN %

1 30 15,499 13.8
2 32 19,880 17.7
3 34 20,441 18.2
4 36 27,180 24.2
5 40 29,314 26.1

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 TOTAL 1,12,314 100

S.NO. AW17 (WILLS) TOTAL SALES UNITS IN %

1 30 3,189 15.2
2 32 3,819 18.2
3 34 3,609 17.2
4 36 5,287 25.2
5 40 5,077 24.2
TOTAL 1,07,887 100

S.NO. SS18 (WILLS) TOTAL SALES UNITS IN %

1 30 1,688 15.4
2 32 1,875 17.1
3 34 2,006 18.3
4 36 2,719 24.8
5 40 2,675 24.4
TOTAL 10,962 100

6. Van Heusen
S.NO. SS16 (VH) TOTAL SALES UNITS IN %
1 28 16,708 13
2 30 18,251 14.2
3 32 20,950 16.3
4 34 19,793 15.4
5 36 18,379 14.3
6 38 17,351 13.5
7 40 17,094 13.3
TOTAL 1,28,526 100

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S.NO. AW16 (VH) TOTAL SALES UNITS IN %
1 28 22,030 13.2
2 30 23,199 13.9
3 32 26,703 16
4 34 26,370 15.8
5 36 23,699 14.2
6 38 22,531 13.5
7 40 22,364 13.4
TOTAL 1,66,896 100

S.NO. SS17 (VH) TOTAL SALES UNITS IN %

1 28 18,708 13.9
2 30 19,112 14.2
3 32 19,919 14.8
4 34 20,458 15.2
5 36 20,727 15.4
6 38 17,227 12.8
7 40 18,439 13.7
TOTAL 1,34,589 100

S.NO. AW17 (VH) TOTAL SALES UNITS IN %

1 28 25,992 14.5
2 30 26,530 14.8
3 32 27,426 15.3
4 34 25,454 14.2
5 36 27,247 15.2
6 38 23,662 13.2
7 40 22,945 12.8
TOTAL 1,79,254 100

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S.NO. SS18 (VH) TOTAL SALES UNITS IN %
1 28 1,031 12.8
2 30 1,176 14.6
3 32 1,264 15.7
4 34 1,224 15.2
5 36 1,192 14.8
6 38 1,111 13.8
7 40 1,055 13.1
TOTAL 8,052 100

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IMAGES OF CONSUMER FEEDBACK TRIALS

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 ANNEXURES

Feedback mail received from the department manager of label LIFE from Shopper Stop outlet

Feedback sheet for LIFE men from different stores and regions

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MEASUREMENTS SHEET FOR ALL THE BRANDS

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 TROUSERS JJ CELIO TH BB VH
SIZE 30 32 34 36 38
1/2 Flat Waist 32 34 35.5 37 38 1/2
Waist band height 1 1/2 1½ 1 1/2 1 1/2 1 1/2
1/2 Hips 3" above crotch -
40 ½
ACROSS STRAIGHT 36 42 43 45
Thigh @ crotch 22 24 24 25 26
Knee 14" from CROTCH
16 ½
POINT 15 17 17 18
Bottom Opening 1/2 12 15 15 14.5 15
OUT SEAM LENGTH 40 43 43 43 43
Front rise Incl W/Band 9.5 9¾ 10 10.5 11
Back Rise Incl W/Band 14 14 ½ 14.5 15 15.5
FLY LENGTH INCL W/B 7 1/2 7 7 7 1/2 7 1/2
fly width 1 1/2 1¼ 1 1/2 1 1/2 1 1/2
INSEAM 31 34 33 33 33

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SELL THROUGH REPORT

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PRODUCT HEIRARACHY

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LIST OF PEOPLE CONTACTED FOR THE PROJECT

NAME TEAM / DESIGNATION ORGANISATION

Amitavo Quality Shoppers Stop
Yash Quality head Shoppers Stop
Tapan Pattern master Shoppers Stop
Niren Quality Shoppers Stop
Komal Buying Shoppers Stop
AbhimanyuDesigner Shoppers Stop
Deepali Buying Shoppers Stop
Vikram Buying Shoppers Stop
Suruchika Merchandising Shoppers Stop
Mohit Designer Shoppers Stop
Anuradha Merchandising Shoppers Stop
Neeti Category Manager Shoppers Stop
Sidhartha Category Manager Shoppers Stop
Suvash Buying Shoppers Stop
Shikha Photography Shoppers Stop
Yati Designer Shoppers Stop
Virender Trading Manager Shoppers Stop
Krishnan Trading Manager Shoppers Stop
Digvijay Trading Manager Shoppers Stop
Abdul department manager Shoppers Stop
Fatima CCA Shoppers Stop
Aishwarya Designer Shoppers Stop
Utpal Vendor Elegant fashion
All store managers of the different stores of Shoppers Stop
All wearers who tried the samples developed
All consumers who were interviewed
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