BFDI – 073: Introduction to Fashion
Q1: What is the role of sustainability, retail marketing, and trend setting in the fashion business? (10 Marks)
In the modern fashion industry, sustainability, retail marketing, and trend setting play pivotal roles in shaping consumer behavior and business strategies.
- Sustainability: Sustainability in the fashion business focuses on reducing the environmental impact of clothing production and ensuring ethical labor practices. Brands are increasingly adopting eco-friendly materials, reducing waste, and using sustainable production processes. Consumers today are more aware of environmental issues and are leaning towards brands that align with sustainable values. Sustainable fashion not only helps protect the planet but also builds consumer trust and loyalty.
- Retail Marketing: Retail marketing in fashion focuses on promoting products and enhancing customer experience through various channels. It involves strategies such as advertising, public relations, promotions, and customer engagement. Fashion retailers utilize both physical stores and online platforms to reach their audience. Effective retail marketing helps fashion brands build their identity, increase sales, and expand their customer base by aligning with consumer preferences and the latest trends.
- Trend Setting: Trend setting refers to the identification and introduction of new fashion trends that influence the market. Fashion designers, influencers, and celebrities often play a key role in setting trends. Trend setting helps retailers position themselves as innovative and in tune with consumer desires. By introducing new designs, colors, and styles, fashion businesses can drive consumer demand, keeping their offerings relevant and attractive.
In conclusion, sustainability, retail marketing, and trend setting are interlinked elements that contribute to the success of a fashion business. Sustainable practices attract eco-conscious consumers, effective marketing strategies boost brand presence, and trend setting ensures a continuous flow of innovative products to meet market demand.
Q2: Write a short note on: (5X2=10 Marks)
(a) Hypermarkets:
Hypermarkets are large retail stores that combine a supermarket and a department store, offering a wide variety of products including groceries, clothing, electronics, and home goods, all under one roof. They operate on a large scale, usually offering products at competitive prices due to economies of scale. Hypermarkets aim to provide a one-stop shopping experience, catering to customers’ everyday needs. In the fashion industry, hypermarkets may offer trendy yet affordable apparel options for a diverse customer base. Their ability to stock a broad range of goods makes them a convenient shopping option for families.
(b) Role of Fabric Sourcing in the Fashion Industry:
Fabric sourcing plays a crucial role in the fashion industry as it directly influences the quality, cost, and sustainability of garments. Designers and manufacturers must carefully select fabrics based on factors such as texture, durability, availability, and price. Fabric sourcing also involves choosing between natural, synthetic, or blended fabrics, depending on the desired end product. Moreover, with the growing trend toward sustainability, ethical sourcing practices—such as using organic, recycled, or eco-friendly materials—are becoming increasingly important. Fabric sourcing is integral to the production process, impacting both the environmental footprint and the brand image of fashion companies.
Q3: Discuss organized and unorganized fashion retailing.
In the fashion retail industry, there is a distinction between organized and unorganized retailing, both of which have different business structures, target audiences, and operational strategies.
- Organized Fashion Retailing:
Organized retailing refers to large, structured, and professionally managed fashion retailers, which often have multiple outlets or an online presence. These retailers are usually part of well-known fashion chains, and they operate with standardized practices, including branding, marketing strategies, and customer service. Examples of organized fashion retailing include multinational brands like Zara, H&M, and Forever 21. Organized retailers benefit from economies of scale, better inventory management, and a more consistent customer experience. They also focus on offering a wide range of fashion items, customer loyalty programs, and effective marketing strategies. - Unorganized Fashion Retailing:
Unorganized retailing refers to small, independent retailers or local markets that sell fashion items. These may include street vendors, small boutiques, and regional stores. Unorganized retailers often operate without formal business structures, limited brand recognition, and have smaller operations compared to organized retailers. While they may provide lower prices and unique, locally crafted items, they may lack consistency in product quality, customer service, and inventory management. Unorganized retailing still holds a significant share in certain markets, particularly in emerging economies, due to affordability and local relevance.
In conclusion, organized retailing offers a structured, professional experience with global reach, while unorganized retailing is more local, flexible, and informal. Both types of retailing coexist in the fashion industry, each catering to different consumer segments and needs.
Part II
Case Study/Activity
Q4- Write a survey report (Approx 1000 words) on any one kids wear brand. (20 Marks)
Survey Report on “FirstCry: A Leading Kidswear Brand”
Introduction
FirstCry is a well-known brand in the kidswear and baby products industry in India, renowned for offering a wide range of products from clothing, toys, and baby care items to feeding accessories. This survey report focuses on understanding FirstCry’s position in the market, its target audience, product offerings, and customer perception. The data for this survey is collected through customer reviews, feedback, and market analysis of the brand’s operations and growth over the years.
Objective of the Survey
The purpose of this survey is to evaluate the popularity, customer satisfaction, and market presence of FirstCry, with a particular focus on its kidswear segment. By analyzing factors such as product variety, quality, pricing, and customer service, this report seeks to present an overview of the brand’s standing in the competitive kidswear market.
Methodology
The survey is based on a combination of primary and secondary research:
- Primary Research: Customer feedback was gathered through online surveys and interviews with FirstCry customers, particularly those who have purchased kidswear products from the brand. The surveys included questions regarding satisfaction with product quality, affordability, shopping experience, and brand loyalty.
- Secondary Research: Secondary data was collected from FirstCry’s official website, industry reports, market analysis, and reviews from third-party e-commerce platforms like Amazon and Flipkart.
Overview of FirstCry
Founded in 2010, FirstCry is India’s largest online store for baby and kidswear products. It offers a wide array of items for newborns, toddlers, and children up to 12 years old. The product range includes apparel, footwear, accessories, and toys. The brand is particularly famous for its vast collection of branded kidswear and is a trusted name for parents looking for quality and convenience in their shopping experience.
Market Positioning and Target Audience
FirstCry’s primary target audience is parents of newborns and young children. The brand focuses on providing high-quality, comfortable, and fashionable clothing at affordable prices. Additionally, FirstCry targets working parents who seek the convenience of online shopping for kidswear and baby products.
The brand has positioned itself as a one-stop shop for all baby and kids’ needs. It offers a vast range of products from both national and international brands, catering to various price points. This allows FirstCry to appeal to a diverse audience, from budget-conscious buyers to premium shoppers.
Product Range and Quality
FirstCry offers a comprehensive product range that includes:
- Infant Clothing: Soft, comfortable clothing for newborns such as onesies, sleepwear, and bodysuits.
- Kidswear: Fashionable clothing for toddlers and children, including dresses, T-shirts, pants, shorts, and outerwear.
- Footwear: Shoes, sandals, and slippers for kids of all ages.
- Accessories: Hats, socks, mittens, bibs, and more.
The quality of FirstCry’s products has been consistently praised by customers. Many customers express satisfaction with the softness and durability of fabrics, which are essential for young children. Additionally, FirstCry stocks a wide variety of popular kidswear brands such as Barbie, Disney, Babyhug, and Pigeon, further solidifying its position in the market.
Pricing Strategy
FirstCry has adopted a competitive pricing strategy to cater to various segments of the market. Its pricing is relatively affordable, with budget options available alongside premium-priced products. The frequent sales, offers, and discounts further enhance the accessibility of FirstCry products to a broader customer base. Additionally, FirstCry’s price range allows customers to make choices based on their budgets without compromising on quality.
FirstCry also offers an attractive membership program called “FirstCry Plus,” which provides members with access to exclusive deals and discounts on selected products. This membership has contributed to brand loyalty and has helped attract repeat customers.
Customer Service and Shopping Experience
FirstCry has invested heavily in ensuring a positive shopping experience for its customers. The user interface of its website and mobile application is designed to be user-friendly and easy to navigate, with easy access to different categories, filters for size, and search functionality.
The online shopping process is smooth, with features like fast checkout, multiple payment options, and the ability to track orders. Customers also appreciate the swift and reliable delivery service. In terms of customer support, FirstCry offers efficient support through email, phone, and chat services, which have been well-received by its customers.
However, a few customers have pointed out delays in delivery during high-demand seasons, but overall, FirstCry’s customer service has been praised for being helpful and responsive.
Customer Feedback
A majority of the surveyed customers have expressed satisfaction with FirstCry’s products, particularly in terms of quality and design. Many parents prefer FirstCry for its wide variety of stylish yet comfortable kidswear. Customers also appreciate the range of sizes available, allowing them to find suitable clothing for their children of all ages.
One recurring theme in the survey responses is the brand’s reputation for reliability, especially when it comes to product delivery and post-purchase support. However, some customers have pointed out the occasional price fluctuation during sales, which can sometimes cause confusion regarding the best deals.
Customer loyalty is another positive aspect of FirstCry’s operations. Many respondents have mentioned that they continue to shop from the brand due to the overall experience, with several customers citing that they prefer FirstCry over other competitors in the market.
Challenges and Competitors
Despite its dominance in the market, FirstCry faces competition from other well-established players like MeeMee, Hopscotch, and Mothercare, which also offer similar products. These brands compete by offering unique features, better customer service, or more specialized product lines.
One of the challenges that FirstCry faces is the increasing demand for sustainability in kidswear. As consumers become more eco-conscious, there is an opportunity for the brand to expand its offerings of eco-friendly and organic kidswear. Addressing this demand could give FirstCry a competitive advantage in the marketplace.
Conclusion
FirstCry has emerged as one of the leading brands in the kidswear and baby product retail market in India. With its diverse product range, competitive pricing, and strong customer loyalty, the brand has built a solid foundation in both the online and offline retail spaces. While it continues to dominate the market, opportunities for growth lie in expanding its sustainability initiatives and innovating to cater to the evolving needs of parents.
Through effective pricing strategies, quality products, and excellent customer service, FirstCry has successfully established itself as a trusted name for parents looking to purchase high-quality kidswear and baby essentials. With an ever-growing focus on convenience, reliability, and affordability, the brand is poised to continue thriving in the competitive retail environment.
