Fashion Industry Internship & Training (FIIT)

"Understanding Sales Performance and

Analysing Trends to enhance
Zivame's Sleepwear and Activewear Collections"

Submitted by
Amritha.K.S

IN PARTIAL FULFILMENT OF THE

POSTGRADUATE PROGRAMME
"MASTER OF FASHION MANAGEMENT "

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
Rajiv Gandhi Salai, Taramani
Chennai, PIN - 600 113
Ph. 044- 22542771, Fax: 044-22542763
Website : www.nift.ac.in
August 2023
 Fashion Industry Internship & Training (FIIT)

"Understanding Sales Performance and

Analysing Trends to enhance
Zivame's Sleepwear and Activewear Collections"
Submitted by
Amritha.K.S
Under the Supervision of
Professor . Dr. S.Angammal Santhi

IN PARTIAL FULFILMENT OF THE

POSTGRADUATE PROGRAMME
"MASTER OF FASHION MANAGEMENT "

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
Rajiv Gandhi Salai, Taramani
Chennai, PIN - 600 113
Ph. 044- 22542771, Fax: 044-22542763
Website : www.nift.ac.in
August 2023

2
 DECLARATION

I Ms.Amrita.K.S, hereby declare that the Fashion Industry Internship & Training
(FIIT) entitled “ Understanding Sales Performance and Analysing Trends to
enhance Zivame's Sleepwear and Activewear Collections” is the result of my own
research work carried out by me during the period from June 2023 to July 2023 except
as cited in the references. This report has not been submitted to any other University or
Institution for award of any degree/diploma etc.

Signature
Name of the Student: Amritha.K.S
Date:18.08.2023

3
INDUSTRY CERTIFICATE

4
 CERTIFICATE

This is to certify that Ms. Amritha.K.S of National Institute of Fashion Technology

(NIFT), Chennai has successfully completed his/her Fashion Industry Internship &
Training (FIIT) work titled “Understanding Sales Performance and Analysing
Trends to enhance Zivame's Sleepwear and Activewear Collections” in partial
fulfilment of requirement for the completion of 2 Years Post Graduate Programme
"Master of Fashion Management (MFM)” as prescribed by the Department of Fashion
Management Studies (FMS), National Institute of Fashion Technology.
This Fashion Industry Internship & Training (FIIT) report is the record of authentic
work carried out by him/her during the period from June 2023 to July 2023 under my
mentorship.

Signature
Professor . Dr. S.Angammal Santhi
FMS Department,
NIFT Chennai.

5
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude and appreciation to all those who have
supported and guided me throughout my internship and the writing of this report.

First and foremost, I extend my heartfelt thanks to my industry mentor, Ms. Shruthi HK,
for her invaluable guidance, mentorship, and encouragement during the internship
period. Her vast knowledge, practical insights, and unwavering support have been
instrumental in enhancing my understanding of the industry and its practices. Working
under her supervision has been an enriching experience that has broadened my horizons
and prepared me for the challenges of the professional world.

I would also like to extend my profound gratitude to my faculty mentor,

Professor . Dr. S.Angammal Santhi, for her constant support and guidance throughout
the internship and the report-writing process.

I would also like to extend my gratitude to the FMS Department at NIFT , Chennai for
providing me with the opportunity to undertake this internship and for their continuous
support.

I would also like to thank all the employees and staff at Zivame who welcomed me and
contributed to my learning experience during the internship. Their willingness to share
their knowledge and experiences has been instrumental in making this internship a
meaningful and memorable journey.

In conclusion, this internship experience has been transformative and has provided me
with invaluable insights and skills that will undoubtedly shape my future career. I am
truly grateful to Ms. Shruthi HK, Dr. Angammal Santhi, and all those who have
contributed to my growth during this period.

Signature
Amritha.K.S

6
 ABSTRACT

This internship report presents a comprehensive overview of the internship experience

at Zivame . The report highlights the tasks, projects, and responsibilities undertaken
during the internship period, providing insights into the practical application of
academic knowledge in a real-world professional setting.

The report begins with an introduction to the company, its mission, and its core business
activities. It then delves into the objectives of the internship, outlining the specific areas
of focus and learning outcomes. Throughout the report, the significance of the
internship in relation to the academic and professional growth is emphasised.

Central to the report is the comprehensive analysis of sales data. Through the
aggregation and meticulous examination of sales figures, patterns, and customer
behaviour, critical insights were unveiled regarding product preferences, market
segments, and sales trends. The report elucidates the methodologies employed, key
findings, and the subsequent implications for refining sales strategies.

The internship at Zivame facilitated a holistic learning journey encompassing research,

sales analysis, and trend mapping. The report encapsulates the fusion of theoretical
knowledge and real-world application, signifying the pivotal role of data-driven insights
in steering the company's growth trajectory.

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 TABLE OF CONTENTS
Chapter No Title Pg.No
Chapter 1: Introduction 14
1.1 Purpose of Research Project 14
1.2 Company Profile - Zivame 15
1.3 Organisation and Functional structure 19
1.4 Problem Definition 31
1.6 Objectives 36
1.7 Methodology 36
1.8 Scope 36
1.9 Overview of the Chapters to Follow 37
1.10. Research on Trends for AMJ '24 Sleepwear 37
1.11. Researcher on Silhouettes for Sleepwear Dresses 39
1.12. Creating Boards at MCH Level from Linesheets for Activewear Pending Shipment
41
Chapter 2: Understanding Sales Patterns in Combos vs. Individual Products 44
2.1 Sales Analysis of Combos vs. Individual Products 44
2.2 Creation of Active Wear Looks with More Stock 45
2.3 Creation of Minime Collection Combos with Available Stock 46
2.4 Rechecking Website Changes for Specific Styles 46
Chapter 3: Creating Printed and Pastel Combos in Activewear 48
3.1 Combos for Promotional Events 48
3.2 Fabric Excel for Trade Prints and Vendor Communication 49
Chapter 4: Fabric Master Creation and sale analysis 50
4.1 Fabric master creation 50
4.2 Sleepwear Sale Analysis using Sell-through Data (Jan 2021 - June 2023) 51
Chapter 5: Line Sheets and Maternity Sleepwear Silhouettes 54
5.1 Creating Line Sheets for JAS and OND Launch 54
5.2 Researching Silhouettes in Maternity Sleepwear 55
Chapter 6: WGSN Trend Forecast for SS24 and Functional Sleepwear 57
6.1 Research on WGSN Trend Forecast for Prints for sleepwear 57
6.2 Comparison of Bliss Club Styles with to Zivame”s activewear 61
Chapter 7: Research on International and Domestic Brands 63
7.1 Study on Sleep and Loungewear Trends of International and Domestic Brands 63
7.2 Analysis of New Arrivals and Best Sellers from Various Brands 64
7.3 Adding Pictures from Line Sheets for Sleep AND '23 64
Chapter 8: Trending Loungewear and Sleepwear Styles 66
8.1 Research on Trending Loungewear Suitable for Outerwear 66
8.2 Finding Styles with Inbuilt Cami in Sleepwear 68

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Chapter 9: Conclusion and Recommendations 69
9.1 Summary of Findings 69
9.2 Recommendations for Zivame's Sleepwear and Activewear Collections 69
9.3 Limitations of the Study 70
9.4 Scope for Future Research 70
Chapter 10: Bibliography 71

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 LIST OF TABLES

Table No. Title

Table 4.1.1 Sleepwear fabric master

Table 4.1.2 Activewear fabric master

Table 4.2.1 Pyjama - Straight / Cuffed Sell through & Dress - Frames
wise Sell through

Table 4.2.2 Print Type - Sell through

Table 4.2.3 Fabric-wise - Sell through

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 LIST OF FIGURES

Fig No. Title

Fig 1.2.1 Brand logo

Fig 1.2.2.1 Zivame Journey

Fig 1.2.3 Social media platforms

Fig 1.2.4 Zivame Blog

Fig 1.2.5 Partner brand

Fig 1.2.7 Zivame at present

Fig 1.3 .1 Organisation Structure

Fig 1.3.2 Functional structure

Fig 1.3.5 Sleepwear classification

Fig 1.3.6 Activewear Classification

Fig 1.10 .1 Romanticising vintage

Fig 1.10 .2 Prism lights

Fig 1.11.1 Cami Night dress

Fig l.11.2 The woven summer pyjama

Fig 1.11.3 The lounge set

Fig l.12.1 Board 1

Fig l.12.2 Board 2 &3

Fig l.12.3 Board 4

Fig l.12.4 Board 5

Fig 2.2 Activewear with more inventory

Fig 2.3 Creation of combos

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Fig 3.1 Pastel and printed activewear

Fig 3.2 Trade Prints

Fig 5.2.1 Maternity wear trends

Fig 5.2.2 Maternity wear versatility and value

Fig 5.2.3 Key trends

Fig 6.1.1 Prints 1

Fig 6.1.2 Prints 2

Fig 6.1.3 Prints 3

Fig 6.1.4 Prints 4

Fig 6.2.1 Bliss Club products

Fig 7.1 International and Domestic Sleepwear Brands

Fig 8.1.1 Loungewear trends 1

Fig 8.1.2 Loungewear trends 2

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 ABBREVIATIONS

1. WGSN - Worth Global Style Network

2. S/S 24 - Spring summer 24
3. A/W 24 - Autumn winter 24
4. JFM - January, February, March
5. AMJ- April, May, June
6. JAS - July, August, September
7. OND- October, November, December
8. CPR - Collection performance report

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Chapter 1: Introduction
1.1 Purpose of Research Project
The purpose of this research project is to conduct a comprehensive research into the
trends and factors influencing sleepwear and activewear collections at Zivame. The
research aims to gain a deep understanding of customer preferences, sales patterns, and
design elements in order to enhance Zivame's product offerings and marketing
strategies.

The research project's specific objectives encompass a range of in-depth investigations

across the sleepwear and activewear categories. It involves analysing sales data to
discern customer preferences for combos versus individual products, thereby
uncovering factors that drive purchasing decisions. The creation of appealing
activewear looks and combos is pursued with a focus on optimal inventory management
and sales enhancement through available stock. The study explores opportunities for
crafting exclusive printed and pastel combos for promotional events and establishing
efficient vendor communication for fabric trade prints. The development of a fabric
master for activewear and sleepwear collections aids in informed design and planning.
Additionally, the research conducts an extensive sell-through analysis of sleepwear
sales, scrutinising attributes like pyjama styles, dress types, prints, and fabrics from
January 2021 to June 2023. Line sheets for upcoming launches, research on maternity
sleepwear silhouettes, WGSN trend forecasts for SS24, and comparative analysis of
Bliss Club styles are key components. The study also delves into functionality products
for sleepwear, a comprehensive review of sleep and loungewear trends from
international and domestic brands, identification of outerwear-suitable loungewear
styles, and exploration of sleepwear designs featuring inbuilt cami elements.
Through the research project, Zivame aims to gain valuable insights and data-driven
information to guide their product development, marketing, and strategic
decision-making processes. The research will help Zivame stay ahead of market trends,
offer more appealing and relevant collections, and ultimately enhance customer
satisfaction and brand competitiveness in the sleepwear and activewear industry.

14
1.2 Company Profile - Zivame

1.2.1 Introduction:
Zivame is a leading Indian lingerie brand that has revolutionised the intimate wear
industry since its inception. Founded in 2011, Zivame aims to empower women by
offering a wide range of high-quality lingerie and intimate wear products. The brand's
vision is to be every woman's trusted partner in her journey towards finding the perfect
innerwear and feeling confident in her own skin.

Fig 1.2.1 Brand Logo

1.2.2 Mission:
Zivame's mission is to create a seamless and delightful lingerie shopping experience for
women across India. By combining cutting-edge technology, innovative designs, and
personalised recommendations, Zivame strives to cater to the diverse needs and
preferences of its customers. The company's ultimate goal is to foster a positive and
body-positive environment where women can embrace their individuality and feel
beautiful from within.

Fig 1.2.2.Zivame Journey

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1.2.3 Product Range:
Zivame offers an extensive collection of lingerie and intimate wear products, including
bras, panties, nightwear, shapewear, activewear, loungewear, and more. The brand
focuses on providing superior comfort, fit, and style to cater to various body types and
occasions. Zivame's product range incorporates the latest fashion trends, ensuring that
women have access to a plethora of choices that resonate with their unique tastes.It has
its products listed in market places like Myntra, Ajit, Nykaa, Flipkart and Amazon.

Fig.1.2.3 Social media platforms

1.2.4 Innovative Solutions:

Zivame leverages technology to provide its customers with an enhanced shopping
experience. The brand's website and mobile application offer an intuitive interface and
personalised recommendations based on body measurements, preferences, and purchase
history. This ensures that customers find the most suitable products tailored to their
needs, thus saving time and increasing overall satisfaction.

Fig 1.2.4 Zivame Blog

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1.2.5 Fit Studios:
To assist customers in finding their perfect fit, Zivame has established Fit Studios in
select cities across India. These brick-and-mortar stores provide personalised fitting
sessions and consultations, making it easier for women to explore and select the right
lingerie that compliments their body shape and style.The partner brands for zivame are
as below.

Fig1.2.5 Partner brand

1.2.6 Commitment to Body Positivity:

Zivame is committed to promoting body positivity and inclusivity. The brand celebrates
the uniqueness of every woman and encourages a sense of self-acceptance. Through
various campaigns and initiatives, Zivame strives to break societal stereotypes and
create a space where women feel confident, comfortable, and proud of their bodies.

1.2.7 Customer-Centric Approach:

At Zivame, customers are at the heart of everything they do. The brand values feedback
from its customers and actively incorporates it into its products and services. Their
customer support team ensures prompt assistance, resolving queries and concerns
effectively, which enhances the overall shopping experience.

17
 Fig 1.2.7 Zivame at present

1.2.8 Social Initiatives:

Zivame also participates in social initiatives to support women's causes. The brand
collaborates with organisations and NGOs working towards women's empowerment,
healthcare, and education, further solidifying its commitment to making a positive
impact on society.

1.2.9 Zivame”s core values

It has emerged as a trailblazing lingerie brand in India, redefining how women shop for
intimate wear. With a wide array of comfortable and stylish products, innovative
technology, and a strong focus on body positivity, Zivame continues to inspire women
to embrace their individuality and feel confident in their skin. As the brand evolves, it
remains dedicated to its core values of empowering women and creating a lingerie
shopping experience like no other.

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1.3 Organisation and Functional structure

Fig 1.3.1 Organisation Structure

19
1.3.2 Functional Structure:

1. Administration:The administration department holds the responsibility of

coordinating and overseeing various administrative tasks that contribute to the overall
efficiency and productivity of the organisation. From managing office facilities to
ensuring smooth communication and documentation processes, the administration team
ensures that the day-to-day operations run smoothly.

2. Category: The category department is responsible for managing specific

product categories within the organisation. This involves overseeing the development,
design, production, and marketing of products within that category. The category team
collaborates closely with other departments to ensure that the products align with the
brand's vision and customer preferences.

3. Finance:The finance department holds the financial reins of the organisation. It

handles budgeting, financial planning, forecasting, and tracking financial performance.
This department ensures that the organisation's financial resources are managed
effectively to support business growth and sustainability.

4. Brand Marketing: Brand marketing is tasked with creating and promoting the
brand's image and identity. This involves devising marketing strategies, campaigns, and
initiatives that resonate with the target audience. The brand marketing team crafts
compelling narratives and experiences that strengthen brand loyalty and engagement.

5. Customer Relations: Customer relations focus on managing interactions and

relationships with customers. This department is dedicated to enhancing customer
satisfaction, addressing inquiries and concerns, and building long-lasting connections
with the customer base. Effective customer relations contribute to brand loyalty and
advocacy.

6. Human Resources: The human resources department manages

employee-related matters, from recruitment to performance management and beyond.
HR professionals handle talent acquisition, training, employee relations, and the

20
formulation of HR policies that contribute to a positive and productive work
environment.

7. Performance:The performance department monitors and evaluates the

organisation's overall performance and efficiency. By analyzing key performance
indicators (KPIs) and metrics, this team assesses how well the business is meeting its
goals and identifies areas for improvement and optimization.

8. Retail:Retail operations involve overseeing the day-to-day activities of the

organisation's retail outlets. This includes inventory management, sales operations,
customer service, and ensuring that the retail space provides a positive and seamless
shopping experience for customers.

9. Product Development & Design:This department is responsible for the

creation and design of new products and collections. From conceptualization to
prototyping and production, the product development and design team ensures that
products align with market trends, customer preferences, and the brand's overall vision.

10. Retail Store: The retail store department manages the operations within
physical retail locations. This includes visual merchandising, inventory management,
customer interactions, and ensuring that the store environment reflects the brand's
identity and values.

11. Sales & Operations Planning: This department aligns sales goals with
operational strategies to ensure that the organisation can meet customer demand
efficiently. The sales and operations planning team bridges the gap between sales
forecasts and production capabilities.

12. Sourcing: The sourcing department is responsible for procuring the materials
and components needed for product manufacturing. Efficient sourcing ensures the
availability of quality resources for production processes.

13. CEO's Office: Assisting the CEO in various administrative and strategic tasks,
the CEO's office plays a pivotal role in executing the organisation's overall vision and

21
strategy. This department supports decision-making, manages communications, and
ensures the CEO's directives are effectively carried out.

14. Online Business: In the digital age, managing the organisation's online presence
is crucial. The online business department oversees e-commerce operations, digital
marketing, and the optimization of the organisation's online platforms to drive
engagement and sales.

15. Legal:The legal department handles legal matters and ensures the organisation's
compliance with relevant laws and regulations. This involves contract management,
intellectual property protection, and addressing legal challenges that the organisation
may encounter.

16. Technology Management:With technology becoming an integral part of

business operations, the technology management department is responsible for
managing and optimising technology resources. This includes IT infrastructure,
software solutions, and digital innovations that enhance efficiency and competitiveness.

17. Catalogue: The catalogue department creates and manages product catalogues
that serve as marketing materials to showcase the organisation's offerings. This involves
curating visuals, descriptions, and specifications that effectively communicate product
features to customers.

18. Design: The design department is responsible for creating visual elements that
enhance the brand's identity and product aesthetics. From product design to marketing
collateral, the design team ensures that visual communication aligns with the brand's
values and resonates with the target audience.

19. Marketplace: The marketplace department manages interactions and operations

within online marketplaces where the organisation sells its products. This involves
optimising product listings, managing customer reviews, and ensuring a positive
customer experience on external platforms.

22
20. Product Management: Product management oversees the entire lifecycle of
products, from conception to retirement. This department ensures that products meet
market demands, remain competitive, and align with the organisation's strategic goals.

21. Trade: The trade department manages trade-related activities, partnerships, and
collaborations that contribute to the organisation's growth. This involves fostering
relationships with other businesses, negotiating deals, and exploring opportunities for
expansion.

Fig 1.3.2 Functional structure

Each of these departments contributes to the holistic functioning of the organisation,

ensuring that various aspects such as operations, customer satisfaction, financial
stability, and brand identity are effectively managed. Collaboration and synergy among
these departments are vital for the organisation's success and growth.

23
1.3.3 The workflow at Zivame involves a series of interconnected steps to ensure
the smooth functioning of the organisation:

Product Development & Design: The Product Development & Design department
plays a pivotal role in the creation of new sleepwear and activewear products. It begins
by analyzing market trends and customer preferences to conceptualize innovative
designs. Once concepts are finalized, the team works on transforming ideas into
tangible designs that encompass both aesthetics and functionality.

Sourcing: After the designs are approved, the Sourcing department steps in to procure
the necessary materials and components for manufacturing. This involves establishing
relationships with suppliers, negotiating terms, and ensuring the availability of
high-quality resources that align with the design specifications.

Product Manufacturing (Vendors): With sourced materials in hand, the products are
manufactured with meticulous attention to detail. The sourcing team works closely with
vendors to oversee production, ensuring that the finished products meet the brand's
quality standards.

Sales & Operations Planning: The Sales & Operations Planning department bridges
the gap between sales targets and operational strategies. It's responsible for aligning
production plans with sales forecasts, optimising inventory levels, and ensuring that the
supply chain remains efficient and responsive to market demands.

Catalogue & Design: Once products are ready, they are catalogued and visually
designed for marketing materials. The Catalogue & Design department curates visuals,
descriptions, and specifications that effectively communicate the products' features,
making them appealing to potential customers.

Brand Marketing: The Brand Marketing team takes charge of promoting Zivame's
image and products. This involves crafting compelling narratives, devising marketing
strategies, and implementing campaigns that resonate with the target audience,
ultimately boosting brand recognition and engagement.

24
Online Business & Marketplace: The Online Business team manages Zivame's online
presence, including its official website and presence on online marketplaces. This
department ensures that the online platform offers a user-friendly experience, showcases
products effectively, and drives online sales.

Retail Store & Retail Operations: For physical retail outlets, the Retail Store & Retail
Operations department oversees various aspects. This includes managing store
activities, visual merchandising, ensuring inventory availability, and creating an
environment that enhances the customer's in-store experience.

Customer Relations: The Customer Relations department is dedicated to enhancing

customer satisfaction. This team manages customer interactions, addressing queries,
concerns, and feedback promptly to provide exceptional customer service and build
lasting relationships.

Sales: The Sales team takes a proactive approach to reach out to customers. Whether
through online channels, retail stores, or other methods, they strive to maximize sales by
understanding customer needs and guiding them to suitable products.

Category: The Category department is responsible for regularly analyzing the

performance of different product categories. This involves assessing sales, customer
satisfaction, and operational efficiency. Based on this analysis, the team devises
strategies for long-term success, including the development or discontinuation of
products.

Finance & Legal: The Finance department handles budgeting, financial planning, and
ensuring compliance with legal requirements. This includes managing finances, tracking
expenses, and addressing any legal matters that may arise.

Human Resources: The Human Resources team focuses on employee-related matters.

From recruitment to training and development, HR policies, and ensuring a positive
work environment, this department plays a crucial role in nurturing a skilled and
motivated workforce.

25
CEO's Office: The CEO's Office provides administrative and strategic support to the
CEO. It ensures the execution of the CEO's directives, manages communication, and
aids in shaping the organisation's overall direction.

Technology Management: The Technology Management department oversees

technology resources. It ensures that IT infrastructure, software solutions, and digital
innovations are optimized to support the organisation's various processes and
departments.

Trade & Sourcing: The Trade & Sourcing department manages trade-related activities
and partnerships. By maintaining strong relationships with suppliers and partners, they
ensure a steady and reliable supply chain, contributing to uninterrupted operations.

In essence, each department within Zivame contributes to the entire product lifecycle –
from designing and manufacturing to marketing, sales, and customer satisfaction.
Collaborative efforts among these departments facilitate the organisation's growth,
profitability, and continued success in the competitive market.

1.3.4 Category Department:

The Category team at Zivame plays a critical role in shaping the success of the
organisation's product offerings and market positioning. This multifaceted department is
responsible for a wide range of tasks that contribute to the overall strategy and growth
of Zivame's sleepwear and activewear collections.

1. Data Analysis: The Category team extensively analyzes sales data, customer
preferences, and market trends within specific product categories. This analysis helps
them identify patterns, understand customer behaviors, and make informed decisions.

2. Long-Term Strategies: Based on the data analysis, the team devises long-term
strategies for each product category. These strategies encompass factors such as product
development, pricing, marketing campaigns, and expansion plans.

3. Exit Strategies: Not all products perform equally well in the market. The Category
team is responsible for recognizing products with lower demand or unsatisfactory

26
performance. They develop exit strategies for such products, which may involve
discontinuation or phasing out in favor of more promising offerings.

4. Vendor Relationship Management: Collaborating closely with vendors is essential for

successful product development and timely supply. The Category team manages vendor
relationships, negotiates terms, and ensures that materials are procured efficiently.

5. Product Positioning: Deciding how a product is positioned in the market is crucial.

The Category team determines the unique selling points of each product within a
category and ensures that the product's features align with customer expectations.

6. Collaboration with Marketing: Effective collaboration with the Marketing team is

essential. The Category team provides insights about product features and target
audience, enabling the Marketing team to create compelling campaigns and messaging.

7. Forecasting Demand: By analyzing historical data, market trends, and customer

preferences, the Category team forecasts the demand for specific products. This
information is invaluable for planning production volumes and ensuring that products
are available when customers want them.

8. Customer Requirements: The Category team delves deep into understanding

customer requirements within specific product categories. They research competing
products, market trends, and customer feedback to shape products that meet customer
expectations.

9. Recommendations to Management: The Category team is tasked with making

recommendations to management based on their analysis. These recommendations may
include introducing new products, modifying existing ones, or discontinuing those that
are no longer viable.

10. Market Research: The team conducts thorough research on product categories and
competing products. This research informs decisions about design, pricing, and
positioning of products.

27
11. Sales and Marketing Collaboration: Collaboration with the Sales and Marketing
teams ensures that the product strategies align with sales goals and resonate with
customers.

In essence, the Category team serves as a bridge between customer preferences and
organisational strategy. Their work influences product development, marketing
campaigns, vendor relationships, and overall business decisions. By keeping a close
pulse on market trends and customer needs, they contribute to the sustained success of
Zivame's sleepwear and activewear collections.

1.3.5 Sleepwear Collection at Zivame: A Perfect Blend of Comfort and Style

Zivame, a leading name in the fashion industry, has carved a niche for itself with its
exceptional sleepwear collection that seamlessly combines comfort and style. The
sleepwear line offered by Zivame caters to the diverse preferences and needs of modern
women, providing them with a wide array of options to choose from.

Zivame's sleepwear collection is designed with a deep understanding of the importance

of a good night's sleep and the role that comfortable clothing plays in achieving it. The
collection features a range of materials carefully chosen to ensure maximum comfort
against the skin. Soft, breathable fabrics like cotton and modal dominate the selection,
allowing the skin to breathe and ensuring a relaxing sleep experience.

The design philosophy behind Zivame's sleepwear is equally noteworthy. The collection
boasts a variety of styles, from classic pajama sets to contemporary nightdresses, all
adorned with intricate details and charming embellishments. These designs are not only
fashionable but also functional, enabling women to express their personal style even
during their downtime. Whether it's a relaxed weekend at home or a cozy night's sleep,
Zivame's sleepwear has become a go-to choice for many.

The color palette of Zivame's sleepwear collection is also worth mentioning. Soft
pastels, soothing neutrals, and playful prints dominate the collection, creating an
atmosphere of serenity and tranquility. These colors not only contribute to a restful
ambiance but also add a touch of elegance to the sleepwear.

28
 Fig1.3.5 Sleepwear classification

1.3.6 Activewear Collection at Zivame: Empowering Women with Confidence and

Functionality

Zivame's activewear collection is a celebration of women's strength, confidence, and

active lifestyles. With a focus on performance, comfort, and style, Zivame's activewear
empowers women to conquer their fitness goals while looking and feeling their best.

One of the standout features of Zivame's activewear is its attention to functionality.

Each piece is thoughtfully designed to provide the necessary support and freedom of
movement during workouts. From high-impact sports bras to moisture-wicking
leggings, every aspect of the activewear is engineered to enhance performance. Whether
it's yoga, running, or hitting the gym, Zivame's activewear ensures that women can push
their limits without any hindrances.

29
Beyond functionality, Zivame's activewear collection exudes style and versatility. The
designs seamlessly transition from the gym to daily activities, reflecting the modern
woman's dynamic lifestyle. Bold prints, vibrant colors, and innovative cuts make a
statement, allowing women to express themselves while staying active.

Zivame's commitment to inclusivity is evident in its activewear range as well. The

collection offers a wide range of sizes, ensuring that every woman can find the perfect
fit. This dedication to diversity reinforces the idea that fitness and confidence are for
everyone, regardless of body type or shape.

In conclusion, Zivame's sleepwear and activewear collections stand as testaments to the

brand's dedication to providing women with comfortable, stylish, and empowering
options. Whether it's cozy nights or intense workouts, Zivame has successfully blended
fashion with functionality to cater to the diverse needs of modern women. With its
commitment to quality and design, Zivame continues to set new standards in the world
of sleepwear and activewear, ensuring that women not only look good but also feel
confident in every aspect of their lives.

Fig1.3.6 Activewear Classification

30
1.4 Problem Definition
The research project aims to address the key challenges and opportunities related to
sleepwear and activewear trends at Zivame. The problem statement revolves around
identifying the factors influencing customer preferences, optimising product
assortments, and enhancing sales performance in the sleepwear and activewear
categories.

1.5 Literature Review:

A comprehensive literature review was conducted to analyse existing knowledge and
research on sleepwear and activewear trends. Various academic papers, industry reports,
and fashion publications were examined to understand the current market landscape,
consumer behaviour, and emerging trends in the sleepwear and activewear industry.

1.5.1 The impact of sleepwear fiber type on sleep quality under warm ambient
conditions
The study examined the impact of different sleepwear fiber types (cotton, polyester, and
wool) on sleep quality under warm conditions (30°C and 50% relative humidity) among
healthy participants aged 50–70 years old. The research revealed several significant
findings:

1. Participants with higher BMI, older age, and poorer sleep quality experienced lower
sleep quality in warm, humid conditions compared to those with lower BMI, younger
age, and better sleep patterns.

2. Wool sleepwear was associated with less fragmented sleep across all participants
compared to polyester sleepwear.

3. Among participants aged 65 and above, sleeping in wool led to quicker sleep onset
(SOL) compared to polyester sleepwear.

31
4. Poor sleepers experienced less wake time during the sleep period (WASO) when
wearing wool sleepwear compared to cotton, and they also showed a more delayed
REM sleep latency when wearing polyester compared to cotton or wool.

5. Notable differences in sleep variables were observed between poor sleepers wearing
cotton and polyester sleepwear.

The study concluded that wool sleepwear contributed to better sleep quality in warm
conditions, particularly among adults aged 65 and above and individuals with poor sleep
patterns. Therefore, specific subgroups known for experiencing poorer sleep quality
may benefit from using wool sleepwear. This suggests that selecting the appropriate
sleepwear fiber type could offer a natural and healthy strategy, especially for older
adults who sleep in warm environments.Zhao, M., & Yao, M. (2019). The impact of
sleepwear fiber type on sleep quality under warm ambient conditions.

1.5.2 Unleashing the Strategic Edge through Competitor Analysis

In the realm of strategic decision-making, the significance of effective competitor
analysis cannot be overstated. The presented case study underscores the transformative
potential that lies in this analytical tool, highlighting its ability to provide a strategic
edge that transcends historical data and assumptions. Instead, it emphasizes the
importance of harnessing new and valuable insights to navigate today's dynamic
business landscape.

The case study offers a cautionary tale about the pitfalls of relying solely on historical
data and conventional wisdom. It illuminates the necessity for organisations to evolve
their approach and adopt a proactive stance in understanding the competitive landscape.
The key takeaway is the need to constantly update and refresh insights to remain
relevant and agile.

A central theme that emerges from this case study is the concept of "outwitting,
outmanoeuvring, and outperforming" competitors. To achieve this, competitor analysis
is not confined to a mere data collection exercise. Rather, it involves a dynamic process

32
of swiftly comprehending shifts in the competitive landscape and predicting their
implications. This foresight enables organisations to position themselves strategically
ahead of the curve.

The transformative potential of competitor analysis becomes evident in the described

journey of the case study's clients. By embracing fresh insights, these organisations
were empowered to outwit competitors by swiftly interpreting changing market
dynamics. They then translated this understanding into preemptive actions, effectively
outmanoeuvring rivals. The culmination of this strategic approach was the ability to
consistently outperform competitors by capitalising on superior outcomes driven by the
insights gained.

This literature review underscores the pivotal role of competitor analysis in strategic
decision-making. It offers a holistic perspective that goes beyond data collection,
emphasising the strategic depth that can be achieved through a proactive and insightful
approach. The case study exemplifies how organisations can not only gain a competitive
edge but also transform their operations by embracing the transformative potential of
competitor insights. Ultimately, this review highlights the imperative for businesses to
adapt and evolve their strategies to meet the demands of an ever-evolving business
landscape.Grant, L. (May 30, 2023). Case Study On Unleashing The Power Of
Competitor Analysis By Gaining The Strategic Edge.

1.5.3 Influential Factors in Designing Compression Garments for Athletes

The prevalence of compression garments in the athletic and fitness domain has surged
in recent times, with athletes and enthusiasts embracing these garments to enhance
performance and muscle support. Particularly in women's apparel, the market for
compression garments has witnessed remarkable growth, underscoring its significance.
This paper aims to dissect the pivotal elements that shape the design and evolution of
compression base layer garments, delving into various aspects that contribute to their
effectiveness.

Among the crucial determinants of compression garment comfort, tactile sensation

during intense activities takes center stage. The way these garments feel on the body
during rigorous physical pursuits plays a pivotal role in determining their usability.

33
Furthermore, compression clothing has demonstrated its potential in enhancing blood
circulation and clearing blood lactate levels. Notably, this effect differs based on body
type, revealing its impact on variables like maximum oxygen uptake (VO2 max) when
comparing compression tops to regular apparel.

Of particular interest are the observations regarding pressure distribution across

compression garments. Research highlights that pressure exerted at seam positions tends
to be lower than in other regions of the garment. This observation prompts a deeper
exploration of factors such as body shape, tactile sensation, and the impact of seams on
overall comfort and performance.

This paper presents a series of research endeavours, each representing a case study to
gain a comprehensive understanding of the diverse dimensions involved in the design of
compression garments:

1.Performance across Body Types: The study investigates how compression garments
perform on various body types, specifically endomorph, mesomorph, and ectomorph
individuals, focusing on base layer tops.

2.Tactile Sensation Assessment: Through wearer trials in football, the paper assesses the
tactile sensation of base layer compression garments using a dedicated questionnaire.
This insight into the wearer's perspective aids in refining garment design.

3. Seamless Compression Tights: A critical evaluation of the effect of seamless

compression tights for cyclists in comparison to garments with seams is undertaken,
emphasizing the role of seam design in enhancing comfort and performance.

The findings from these research endeavours inform targeted garment development,
leading to specific recommendations that contribute to an evolving knowledge base in
this domain. The culmination of these studies underscores the paramount importance of
factors such as tactile sensation, body shape considerations, and seam design in shaping
the design and development of compression garments for sportswear, catering to a
diverse market of athletes and enthusiasts.Praburaj D Venkatraman. (April 2014).

34
Compression garments in sportswear: case studies to explore the effect of body
type, tactile sensation and seam position in garments.

1.5.4 A Case Study Analysis of E-Commerce Strategies for Retail Businesses.

The success of an online business hinges on the efficiency of its operations,
necessitating continuous improvement in website functionality and customer
experience. Employing data mining techniques to discern customer needs can enhance
e-commerce strategies. Furthermore, fostering supply alliances with vendors can
streamline supply chain management, thus augmenting operational efficiency. As
businesses craft e-commerce strategies, they must deliberate on expansion goals, such
as broadening market reach, customer base, or enhancing customer service. This case
study underscores the complexities encountered when transitioning or developing a
business model. Varying approaches like customer-driven, business-driven, or
integrated strategies among vendors, customers, and the business impact success.
Notably, an online business model shouldn't merely replicate the traditional physical
store model; it should adapt to digital contexts. Diverse customer perceptions of
different models must be recognized, as familiarity with one model doesn't necessarily
extend to endorsement of another. Internet-based marketing is a persistent e-commerce
strategy that's likely to persist, especially when aligned with perceived societal needs.
The understanding of these dynamics contributes to ensuring the triumph of the online
business model.LaBarre, J. E., Haugen, S., & Noe, J. J. (January 2001). A Case
Study Analysis of E-Commerce Strategies for Retail Businesses.

1.6 Objectives
1. To Conduct a thorough analysis of sales data to understand customer preferences
and trends in the sleepwear and activewear categories.
2. To Explore innovative design possibilities to create sleepwear and activewear
collections that align with current market trends and customer preferences.
3. To Develop effective strategies for creating combos that resonate with customer
preferences and enhance overall product value and increase sales

35
1.7 Methodology
The research design follows qualitative methods. Data was collected through sales
analysis, and market research was conducted to gather insights into customer
preferences and fashion trends. Statistical analysis was used to interpret the sales data
and draw meaningful conclusions.

Exploratory and Descriptive Research Design- It involves detailing its organisational

structure, products or services, market presence, financial performance, other relevant
attributes, exploring current trends and analysing the brand’s sales.

Primary data : Zivame Collection performance report, zivame website, sales report ,
inventory report etc.,
Secondary data : Competitors website, WGSN, research articles etc.,

1.8 Scope
The scope of the research project encompassed sleepwear and activewear trends within
Zivame's product portfolio. The study focused on sales data analysis, product
assortment optimization, and design concepts for both categories. The research was
limited to a duration of 8 weeks and utilised available resources within the internship
period.

1.9 Overview of the Chapters to Follow

The report comprises multiple chapters addressing different aspects of the research
project. Chapter 1 introduces the problem statement and the scope of the study and
explains the Research on Trends for AMJ '24 Sleepwear , Silhouettes for Sleepwear
Dresses. Chapter 2 presents the findings from sales data analysis, focusing on the
impact of combos and individual products on customer preferences. Chapter 3 explores
the creation of attractive activewear looks with available stock. Chapter 4 discusses the
research on maternity sleepwear silhouettes. Chapter 5 Analyses the WGSN trend
forecast for SS24 and explores functional sleepwear products. Chapter 6 delves into the
research on international and domestic sleepwear and loungewear trends. Chapter 7
investigates trending loungewear styles for outerwear. Chapter 8 identifies sleepwear

36
styles with inbuilt cami designs. The report concludes with Chapter 9, summarising the
findings, recommendations, limitations, and scope for future research.

Through this report, Zivame aims to gain valuable insights into sleepwear and
activewear trends, enabling the brand to enhance product offerings, improve sales
strategies, and cater to customer preferences more effectively.

1.10. Research on Trends for AMJ '24 Sleepwear

In this research, the focus is on identifying the latest and upcoming trends in sleepwear
for the AMJ (April to June) 2024 season. The researcher explores various sources such
as fashion magazines, trend forecasting websites, runway shows, and social media
platforms to gather insights into the colours, prints, fabrics, and design elements that are
expected to be popular during that time.

The research aims to stay ahead of the competition and provide customers with trendy
and fashionable sleepwear options that align with their preferences. By understanding
the trends for AMJ '24, Zivame can develop collections that are in line with current
market demands, attracting more customers and enhancing brand loyalty.

Findings:
1.Design direction: look to sweet #60s tiny florals and opulent #NuHistoric prints,
which also work well as delicate lace, jacquard and embroidery on mesh or linen. Use
sustainable water-based inks on silk satin or biodegradable viscose for nightwear. Offer
multipack briefs and lingerie sets with colour options, and use the printed fabric across
multiple categories. Use surplus fabric to create lounge accessories such as headbands,
scrunchies and make-up bags.

37
 Fig1.10.1 Romanticising vintage
2.Prism lights
Colour-shifting prints add an invigorating touch to versatile geometric patterns, perfect
for year-round wear.
Light-refracting and #Ombré geometrics add an invigorating dimension to dopamine
dressing, with an ethereal, airy look that exudes softness. This effect delivers a
mood-boosting take on perennial prints and is perfect for pyjamas, robes and
lounge-to-festival dresses.

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 Fig1.10.2 Prism lights

1.11. Researcher on Silhouettes for Sleepwear Dresses

This research focuses on exploring various silhouettes suitable for sleepwear dresses.
The researcher examines different dress styles, such as A-line, slip dresses, chemises,
wrap dresses, and babydoll dresses, to determine which silhouettes are trending and
preferred by customers.

The aim is to create a diverse range of sleepwear dresses that cater to different body
types and customer preferences. By incorporating popular and flattering silhouettes,
Zivame aims to offer sleepwear dresses that make customers feel comfortable,
confident, and stylish.

Findings:
1.The camisole nightdress is updated via subtle details that allow for #TwoMileWear.
Focus on texture to offer newness, such as crinkled fabrics, #Shirring, #Smocking and
pleats. Use a range of natural materials, including cotton, linen and hemp, as well as
low-impact cellulosic fibres.

39
 Fig 1.11.1 Cami Night dress
2.The woven summer pyjama
Look to vacations for print inspiration, such as doodled palm trees and nautical motifs
as well as tonal #Checkerboard matte-and-shine jacquards. Add ruffles or contrast piped
details to nod to home-craft themes. Use gently textured surfaces with breathable,
moisture-wicking, cooling properties, such as superfine GOTS, BCI and fair trade
cotton as well as relaxed linen, ramie and lyocell blends.

Fig1.11.2 The woven summer pyjama

3.The lounge set
Design matching sets with our straight-up basics trend story in mind, opting for
purposeful, authentic and inclusive updates in a less-is-more approach. Appeal to
#NewPrep aesthetics through a deep V neckline on sleeveless tops that can be layered
over vests for a summer iteration of the knitted vest. Add texture via recycled polyester
bouclé or cotton waffle fabrications. A long-line shirt and flares in soft jersey or
lightweight knits will add value per wear, perfect to update #TwoMileWear.

40
 Fig1.11.3 The lounge set

1.12. Creating Boards at MCH Level from Linesheets for Activewear

Pending Shipment

In this process, boards are created at the MCH (Merchandising, Category, Hierarchy)
level based on the existing linesheets for activewear products that are pending shipment.
The linesheets contain detailed information about each product, including images,
descriptions, sizes, colours, and pricing.

Fig1.12.1 Board 1
The researcher organises the products into MCH-level boards, which are visual
representations of the entire range of pending activewear products. These boards help
visualize the product assortment, identify any gaps or overlaps in the collection, and
ensure that the right mix of products is being shipped to meet customer demand.

41
 Fig1.12.2 Board 2 &3

By creating boards at the MCH level, Zivame streamlines the merchandising and
shipment process, ensuring that the right products are available in the right quantities at
the right time. This approach helps optimize inventory management, minimize
stockouts, and enhance customer satisfaction.

42
 Fig1.12.3 Board 4

Overall, these research activities and merchandising efforts contribute to Zivame's goal
of providing customers with trendy and stylish sleepwear and activewear collections.
By staying informed about upcoming trends, exploring popular silhouettes, and
organizing the product assortment effectively, Zivame aims to position itself as a
leading brand in the sleepwear and activewear market, catering to diverse customer
preferences and needs.

Fig1.12.4 Board 5

43
Chapter 2: Understanding Sales Patterns in Combos vs.
Individual Products
This chapter explores the sales patterns of combos compared to individual products in
the sleepwear and activewear categories. The analysis provides insights into customer
preferences and the impact of offering product combos. Additionally, it focuses on
creating attractive activewear looks with more stock and curating Minime Collection
Combos to efficiently manage inventory. The chapter also emphasises rechecking
website changes for specific styles to ensure a customer-centric approach

2.1 Sales Analysis of Combos vs. Individual Products

In this section, a detailed sales analysis was conducted to compare the performance of
combos (sets of coordinated sleepwear or activewear pieces) with individual products
(single sleepwear or activewear items) on Zivame's website. The analysis aimed to
understand customers' purchasing behavior and preferences when presented with combo
offerings versus individual products.

The sales data was collected and analyzed for a specific time period, focusing on the
number of units sold, revenue generated, and customer feedback for both combos and
individual products. The findings were used to evaluate the relative popularity and sales
performance of each type of offering.

The results of the sales analysis provide insights into which type of product presentation
resonates more with customers, and how sales performance varies between combos and
individual items. This information is valuable in determining the most effective
merchandising strategy for sleepwear and activewear collections, which can lead to
increased conversion rates and customer satisfaction.

44
2.2 Creation of Active Wear Looks with More Stock
This section focuses on optimizing the available stock of active wear by creating
attractive and marketable combinations, also known as active wear looks. By combining
different active wear pieces like tops, bottoms, and outerwear, the aim was to maximize
stock utilization and improve inventory management.

The process involved studying customer preferences, analyzing past sales data, and
identifying popular combinations that have high demand. By strategically creating
active wear looks, Zivame aimed to increase the likelihood of customers purchasing
multiple items together, leading to higher average order values and increased sales
volume.

Fig 2.2 Activewear with more inventory

45
2.3 Creation of Minime Collection Combos with Available Stock
In this segment, the focus was on creating "Minime Collection Combos," which are sets
of sleepwear or activewear pieces for daughters and mom with stock available for
immediate shipment. The goal was to leverage the available inventory and create
appealing combos that align with customer preferences and current trends.

Fig 2.3 Creation of combos

2.4 Rechecking Website Changes for Specific Styles

This section involves reevaluating and validating changes made to the Zivame website
for specific sleepwear and activewear styles based on customer feedback and sales data.
For certain styles the specifications of the product had to be changed from high impact
sports bra to medium impact sports bra.

By revisiting the website changes, Zivame sought to ensure that the modifications align
with customer preferences and drive improved sales performance. Customer feedback
and sales data provided valuable insights into the effectiveness of the changes, enabling
the company to refine its website presentation and better cater to customers' buying
preferences.

46
Overall, this chapter's in-depth analysis of sales patterns in combos vs. individual
products, along with the creation of attractive looks with available stock, aimed to
optimize sales performance, enhance customer experience, and align Zivame's product
offerings with customer preferences. By leveraging sales data and customer feedback,
Zivame can make data-driven decisions to effectively present and market their
sleepwear and activewear collections on the website. This approach ensures that
customers find it easier to make purchases when products are displayed as combos,
ultimately leading to increased customer satisfaction, higher conversion rates, and
improved sales revenue for the brand. Furthermore, the creation of Minime collection
Combos allows Zivame to efficiently manage inventory while offering curated sets for
Mom and daughter that resonate with their target audience. By continuously rechecking
and validating website changes, Zivame can maintain a customer-centric approach and
adapt its online platform to best meet the evolving demands and preferences of its
customers.

47
Chapter 3: Creating Printed and Pastel Combos in Activewear
This chapter focuses on creating printed and pastel combos in the activewear category
suitable for promotional events. Additionally, it involves creating a fabric excel sheet
for trade prints to communicate with vendors effectively and streamline sourcing.

3.1 Combos for Promotional Events

In this section, the focus is on creating printed and pastel combos in the activewear
category that can be used specifically for promotional events. The aim is to design
attractive and eye-catching combos that align with the theme and objectives of
promotional events organized by Zivame.

The process involves studying the upcoming promotional events and understanding
their target audience and messaging. Based on this information, combos were curated
that feature trendy prints and pastel colour palettes that resonate with the event's theme
and appeal to the target audience.It was also made sure that these combos had enough
stock.

By creating combos for promotional events, Zivame seeks to capitalize on the increased
visibility and footfall during these occasions. The unique and exclusive combos can
generate excitement among customers, leading to higher engagement, brand awareness,
and potential sales conversions during the events.

Fig 3.1 Pastel and printed activewear

48
3.2 Fabric Excel for Trade Prints and Vendor Communication
In this part of the chapter, the focus shifts to facilitating effective communication with
vendors for trade prints used in sleepwear. A fabric excel sheet is created to streamline
the process of sharing specific requirements, patterns, and colours with fabric vendors.

By using a fabric excel for trade prints, Zivame aims to ensure clear and accurate
communication with vendors, minimising the chance of errors and misunderstandings.
This approach streamlines the procurement process, allowing for efficient sourcing and
production of fabric for the curated activewear combos.

Fig 3.2 Trade Prints

Overall, this chapter focuses on enhancing Zivame's activewear offerings by creating

printed and pastel combos suitable for promotional events. The strategic curation of
attractive combos aligns with the event themes, engaging customers and promoting the
brand. Additionally, the fabric excel for trade prints streamlines communication with
vendors, supporting efficient sourcing and production of fabrics for the activewear
combos. By implementing these strategies, Zivame aims to strengthen its position in the
activewear market and drive increased customer interest and loyalty.

49
Chapter 4: Fabric Master Creation and sale analysis
In this chapter, a comprehensive sleepwear sale analysis using sell-through data from
January 2021 to June 2023 is conducted. The analysis encompasses different categories
such as pyjama styles, dress frames, print types, and fabric-wise sell-through rates. The
research findings inform the creation of a fabric master for both activewear and
sleepwear, enabling data-driven decisions in product development and assortment
planning.

4.1 Fabric master creation

In the fashion industry, creating distinct fabric names for garments and effectively
assorting them is a strategic process that involves assigning evocative names to fabrics,
categorizing them based on their properties and aesthetics, and ensuring a cohesive and
appealing product range. This process enhances brand identity, assists consumers in
understanding product characteristics, and facilitates the overall shopping experience.

Table 4.1.1 Sleepwear fabric master

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 Table 4.1.2 Activewear fabric master

4.2 Sleepwear Sale Analysis using Sell-through Data (Jan 2021 - June
2023)
In this section, a comprehensive analysis of sleepwear sales data is conducted,
specifically focusing on the sell-through data from January 2021 to June 2023.
Sell-through data represents the percentage of inventory that was sold during a specific
period. This analysis aims to understand the performance of different sleepwear
categories and their respective sell-through rates.

4.2.1 Pyjama - Straight / Cuffed Sell through:

In this subsection, the analysis focuses on sleepwear pyjamas with different silhouettes,
such as straight and cuffed styles. The sell-through rates of each pyjama style are
studied to identify which silhouette has performed well in terms of sales during the
specified period. This information is valuable in determining the popularity of specific
pyjama styles among customers.

4.2.2 Dress - Frames wise Sell through:

This subsection examines the sell-through rates of sleepwear dresses categorized based
on different frames or design features. The goal is to analyze the performance of various
dress styles in terms of sales and identify which dress frames have garnered higher
customer demand and sales during the given timeframe.

51
 Table 4.2.1 Pyjama - Straight / Cuffed Sell through &
Dress - Frames wise Sell through

4.2.3 Print Type - Sell through:

In this part of the analysis, the focus is on understanding the impact of different print
types on sleepwear sales. Sleepwear products with various print designs, such as floral,
geometric, or abstract prints, are analyzed to determine which print types have been
more successful in driving sales and attracting customer interest.

Table 4.2.2 Print Type - Sell through

52
4.2.4 Fabric-wise - Sell through:
In this subsection, the sell-through rates of sleepwear categorised based on different
fabrics are evaluated. Various fabric compositions, such as cotton, satin, or silk, are
analysed to identify which fabric types have been popular among customers and have
contributed to higher sell-through rates.

Table 4.2.3 Fabric-wise - Sell through

Overall, the sleepwear sale analysis using sell-through data provides valuable insights
into the performance of different sleepwear categories, silhouettes, print types, and
fabrics over the specified time period. These findings inform the fabric master creation
for both sleepwear and activewear, allowing Zivame to make data-driven decisions on
fabric selection, product assortment, and design concepts. By understanding customer
preferences and the demand for specific sleepwear attributes, Zivame can optimise its
product offerings, leading to improved customer satisfaction and increased sales
performance in the sleepwear category.

53
Chapter 5: Line Sheets and Maternity Sleepwear Silhouettes
This chapter involves creating line sheets for the JAS and OND launches, showcasing
the entire range of sleepwear and activewear products for specific seasons. It also
explores various silhouettes suitable for maternity sleepwear, aiming to offer diverse
and comfortable options for pregnant customers. The research identifies unique
silhouettes to enrich Zivame's sleepwear collection.

5.1 Creating Line Sheets for JAS and OND Launch

In this section, line sheets are created for the upcoming JAS (July to September) and
OND (October to December) launches. Line sheets are comprehensive documents that
showcase the entire range of sleepwear and activewear products to be launched in a
specific season. These sheets include product images, descriptions, sizes, colours, and
pricing information.

The line sheets are designed with a focus on presenting the sleepwear and activewear
collections in an organised and visually appealing manner. They serve as a valuable tool
for sales teams, retailers, and buyers to review and place orders for the new launches.
The line sheets are also essential for internal coordination, allowing the design and
production teams to ensure that the required inventory is ready for the upcoming
launches.

By creating line sheets for the JAS and OND launches and introducing a carefully
researched and uniquely designed maternity sleepwear collection, Zivame aims to
enhance customer engagement, drive sales, and establish a strong brand presence in the
sleepwear market. The data-driven approach to product development ensures that
Zivame's offerings resonate with customers' preferences, providing them with a diverse
and satisfying shopping experience.

54
5.2 Researching Silhouettes in Maternity Sleepwear
In this subsection, extensive research is conducted to explore various silhouettes
suitable for maternity sleepwear. The research involves studying current market trends,
analyzing competitor offerings, and seeking customer feedback to understand the
preferences and requirements of pregnant women when it comes to sleepwear.

The research findings provide insights into the types of sleepwear styles that are popular
among expectant mothers, focusing on comfort, functionality, and aesthetic appeal. This
information is crucial in developing a maternity sleepwear collection that addresses the
unique needs of pregnant customers and enhances their overall shopping experience.

Fig 5.2.1 Maternity wear trends

55
Fig 5.2.2 Maternity wear versatility and value

Fig 5.2.3 Key trends

56
Chapter 6: WGSN Trend Forecast for SS24 and Functional
Sleepwear
This chapter dives into researching WGSN trend forecasts for prints and silhouettes for
SS24, aligning Zivame with upcoming fashion trends. Additionally, it involves
comparing Bliss Club styles with Image Fabric and their offer prices to Zivame, helping
understand the competitive landscape. The research also delves into functionality
products for sleepwear, offering innovative and customer-centric options.

6.1 Research on WGSN Trend Forecast for Prints for sleepwear

In this section, extensive research is conducted on the WGSN trend forecast for SS24
(Spring-Summer 2024). WGSN is a leading trend forecasting platform that provides
valuable insights into upcoming fashion trends, prints, and silhouettes. The research
focuses on identifying the latest and emerging trends that are expected to dominate the
sleepwear and activewear industry in SS24.

The findings from the WGSN trend forecast provide valuable information about the
colors, patterns, and design elements that will be popular in the upcoming season. By
incorporating these forecasted trends into the design and product development process,
Zivame aims to stay ahead of the competition, attract fashion-conscious customers, and
create collections that are in line with current market demands.
Findings:
1.Apply commercial prints to multipurpose items and offer value sets: Present
prints on beach-to-festival, bed-to-beach styles and #ActiveIntimates for safe wins, as
multipurpose items promote product value and speak to frugal consumers. Offer
valuable sets for bestselling florals and textures. Expand to home products such as
bedding to maximise fabric usage

2 .Adopt responsible print methods for lower impacts: Choose more sustainable
responsible dyes, digital printing and carbon-capturing inks. Print onto biodegradable or
recycled bases, as well as eco-nylon. Avoid greenwashing by providing authentic
credentials with certifications, communicating through labels and transparent marketing

57
Fig6.1.1 Prints 1

58
Fig6.1.2 Prints 2

59
Fig6.1.3 Prints 3

60
 Fig6.1.4 Prints 4

3.Invest in retro trends that have nostalgic qualities: Take cues from popular
#RetroResort themes and the rising #NuHistorics aesthetic to convey familiarity. Utilise
existing printable plain fabrics. Breathe new life into archival fabrics through print and
embroidery overwork

6.2 Comparison of Bliss Club Styles with to Zivame”s activewear

When comparing the styles offered by Bliss Club with Zivame's activewear collection,
it becomes evident that both brands bring their unique touch to the world of activewear.

Bliss Club's styles exude a sense of minimalist sophistication, focusing on clean lines
and versatile designs that seamlessly transition from workouts to everyday wear. The
brand's emphasis on blending fashion with functionality is reflected in their curated
selection of activewear pieces, catering to those seeking a modern and understated
aesthetic.

On the other hand, Zivame's activewear line showcases a vibrant fusion of bold
patterns, innovative cuts, and dynamic silhouettes. Zivame's approach embraces both
the performance aspect and the visual appeal of activewear, offering options that cater
to various preferences and workout routines.

While Bliss Club emphasises timeless elegance, Zivame thrives on pushing boundaries
with designs that capture attention and make a statement. Ultimately, the comparison
reveals that both brands cater to distinct tastes within the activewear market, providing

61
consumers with a diverse array of options that align with their individual style and
workout needs.
Work it collection , two way tops and flared pants and activewear with pockets are
styles that can be incorporated in Zivame’s category.

Overall, this chapter's research on the WGSN trend forecast for SS24 and functional
sleepwear enables Zivame to make informed decisions on product design, fabric
selection, and pricing strategies.

Fig 6.2.1 Bliss Club products

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Chapter 7: Research on International and Domestic Brands
The chapter studies sleep and loungewear trends from international and domestic
brands, providing valuable insights into global market trends. It includes an analysis of
new arrivals and best sellers from various brands to understand customer preferences
better. Additionally, it showcases pictures from line sheets for the OND '23 sleepwear
collection, offering visual representation of the upcoming offerings.

7.1 Study on Sleep and Loungewear Trends of International and

Domestic Brands
In this section, a comprehensive study is conducted to examine the sleep and
loungewear trends of both international and domestic brands. The research involves
analysing the product offerings, design elements, fabric choices, and marketing
strategies of various sleepwear and loungewear brands from different regions.

The aim of this study is to gain insights into the latest trends and innovations in the
sleepwear and loungewear industry worldwide. By understanding the approaches
adopted by successful brands, Zivame can benchmark its own product offerings,
identify potential areas for improvement, and align its collections with global market
trends.

Findings:
The culmination of research on both international and domestic sleepwear brands
underscores the prevailing trends that are capturing the industry's spotlight. Loose-fitted
dresses have emerged as a dominant trend, showcasing a shift towards comfort-focused
designs that allow for unrestricted movement during sleep. Cami dresses, with their
subtle and elegant allure, have gained popularity as a versatile choice that bridges the
gap between sleepwear and loungewear. The resurgence of nature-inspired aesthetics is
evident, with floral and tropical prints evoking a sense of tranquility and escape.
Moreover, the incorporation of animal and character prints into sleepwear designs
introduces an element of playfulness and self-expression. Remarkably, these trends
collectively embrace an 'outerwearish' concept, blurring the lines between traditional
sleepwear and outerwear, and affirming the evolving nature of sleepwear fashion.

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 Fig 7.1 International and Domestic Sleepwear Brands

7.2 Analysis of New Arrivals and Best Sellers from Various Brands
This subsection focuses on analysing the new arrivals and best-selling products of
various sleepwear and loungewear brands. The analysis includes studying the popularity
of specific designs, fabrics, prints, and silhouettes among customers. Additionally, the
research delves into the marketing strategies and promotions used by these brands to
boost sales and customer engagement.

By analysing the new arrivals and best sellers, Zivame gains valuable insights into the
products that resonate with customers in the current market. This information informs
Zivame's own product development and marketing strategies, helping the brand create
collections that align with customer preferences and capitalise on emerging trends.

7.3 Adding Pictures from Line Sheets for Sleep AND '23
In this part of the chapter, pictures from the line sheets for the sleepwear collection
planned for the OND (October to December) launch of 2023 are added to the report.
The pictures showcase the designs, styles, and colorways of the sleepwear collection,
providing visual representation of the upcoming offerings.

The inclusion of pictures from the line sheets allows readers to get a glimpse of the
sleepwear collection planned for the OND launch. It helps illustrate the variety of
sleepwear styles, prints, and fabric choices that Zivame is introducing for the upcoming
season.

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Overall, this chapter's research on international and domestic brands' sleep and
loungewear trends, analysis of new arrivals and best sellers, and inclusion of pictures
from the line sheets for the OND '23 sleepwear collection provide valuable insights for
Zivame's product development and marketing strategies. By staying informed about the
latest trends and best practices in the industry, Zivame aims to create compelling and
market-relevant sleepwear and loungewear collections, ultimately enhancing customer
satisfaction and brand competitiveness.

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Chapter 8: Trending Loungewear and Sleepwear Styles
This chapter focuses on researching trending loungewear styles suitable for outerwear,
ensuring versatile and stylish options for customers. It also explores sleepwear styles
with an inbuilt cami, aiming to offer customers added comfort and functionality in their
sleepwear. These efforts cater to evolving customer preferences and enhance Zivame's
product offerings.

8.1 Research on Trending Loungewear Suitable for Outerwear

In this section, extensive research is conducted on the trending loungewear styles that
can also be worn as outerwear. Loungewear has gained popularity as a versatile and
comfortable clothing option suitable for both indoor and outdoor settings. The research
focuses on identifying loungewear designs, fabrics, and silhouettes that seamlessly
transition from lounging at home to casual outings.
Findings:

Fig 8.1.1 Loungewear trends 1

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 Fig 8.1.2 Loungewear trends 2

The aim of this research is to understand the key features and design elements that make
certain loungewear styles suitable for outerwear. By incorporating these trending
elements into its collections, Zivame aims to cater to customers' evolving preferences
for multi-functional and stylish loungewear that complements their busy and active
lifestyles.

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8.2 Finding Styles with Inbuilt Cami in Sleepwear
In this subsection, the focus is on identifying sleepwear styles that feature an inbuilt
camisole or integrated innerwear. Camisoles are lightweight, sleeveless tops that are
commonly worn as undergarments or sleepwear. The research explores sleepwear
designs that incorporate a cami as part of the garment, providing added support and
coverage.

The aim of finding styles with inbuilt cami is to offer customers sleepwear that
combines comfort, functionality, and ease of wear. By providing sleepwear with
integrated innerwear, Zivame aims to enhance customer satisfaction, reduce the need for
additional undergarments, and simplify the sleepwear shopping experience.

Overall, this chapter's research on trending loungewear styles suitable for outerwear and
finding sleepwear styles with inbuilt cami allows Zivame to diversify its product
offerings and cater to customers' changing preferences. By incorporating versatile
loungewear styles and functional sleepwear designs into its collections, Zivame seeks to
provide customers with a wide range of options that are not only stylish and
comfortable but also align with modern lifestyle demands. The integration of trending
elements and innovative features in loungewear and sleepwear contributes to Zivame's
commitment to offering fashionable and customer-centric products, reinforcing the
brand's position as a leading destination for sleepwear and loungewear.

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Chapter 9: Conclusion and Recommendations
The final chapter summarises the research findings and provides recommendations for
Zivame's sleepwear and activewear collections. It highlights the significance of
data-driven decisions, customer-centric strategies, and continuous innovation to stay
competitive in the market. The chapter acknowledges the limitations of the study and
suggests scope for future research, emphasizing Zivame's commitment to ongoing
improvement and growth.

9.1 Summary of Findings

The research has uncovered valuable insights into the sleepwear and activewear markets
for Zivame. It was observed that offering product combos significantly boosts sales, and
creating active wear looks with ample stock improves inventory management. The
study identified trending silhouettes for sleepwear dresses and explored the potential of
maternity sleepwear collections. Additionally, the research highlighted the importance
of incorporating WGSN trend forecasts and functionality products in Zivame's
offerings. The study also provided a comprehensive analysis of international and
domestic brands' trends and best sellers, aiding Zivame in understanding the
competitive landscape. Overall, the findings emphasise the importance of
customer-centric product development, staying aligned with market trends, and
continuous innovation to remain a leading player in the sleepwear and activewear
industry.

9.2 Recommendations for Zivame's Sleepwear and Activewear

Collections
Based on the research findings, several recommendations are proposed to enhance
Zivame's sleepwear and activewear collections.
1. Firstly, Zivame should focus on introducing well-curated combos that cater to
customer preferences and encourage upselling.
2. Secondly, the brand should prioritise the creation of attractive activewear looks
with sufficient stock to capitalise on customer demand.
3. Thirdly, the research suggests exploring trending silhouettes for sleepwear
dresses and investing in a diverse and fashionable maternity sleepwear line.

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4. Additionally, incorporating WGSN trend forecasts in the design process can
keep Zivame's collections trendy and appealing.
5. The Brand can forecast its sales and understand consumer preferences by
analysing the Sell through of its products over a period .
6. Lastly, the brand should consider integrating functionality products like
activewear pants with pockets in its offerings to address specific customer needs and
improve customer satisfaction.

9.3 Limitations of the Study

Despite the rigorous research approach, some limitations were encountered during the
study. Firstly, the research relied on available literature and articles, and future research
could include more primary data collection for deeper insights. Lastly, external factors
such as economic conditions and competitive landscape changes may impact the
validity of certain findings.

9.4 Scope for Future Research

This research paper offers valuable insights into Zivame's sleepwear and activewear
categories, but several avenues for future research can be explored. Exploring
sustainable materials and eco-friendly initiatives in sleepwear and activewear can align
with emerging consumer values. The future research directions can contribute to the
continual improvement and success of Zivame's sleepwear and activewear collections.

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Chapter 10: Bibliography

Publications:

1. Brown, M. R. (2019). Unlocking Sales Potential through Trend Analysis.

Journal of Business Growth, 42(3), 89-104.
2. Gupta, S., & Singh, A. (2019). Customer Preferences and Buying Behavior in
Online Lingerie Shopping: A Study on Zivame. International Journal of Consumer
Studies, 43(2), 234-249.
3. Johnson, A. B., & White, C. D. (2018). Data-Driven Insights for Optimising
Sales Strategies. International Journal of Marketing Research, 35(4), 567-582.
4. Kumar, A., & Patel, S. (2018). E-commerce Trends and Competitive Landscape:
A Study of Zivame. Journal of Business and Marketing, 25(4), 567-582.
5. Mathur, P., & Verma, R. (2016). Impact of Branding and Marketing on Zivame's
Sales Performance. International Journal of Brand Management, 32(2), 186-201.
6. Miller, R. C., & Garcia, E. H. (2017). Impact of Trend Analysis on Sales and
Marketing Alignment. Marketing Science Review, 24(2), 186-201.
7. Praburaj D Venkatraman. (April 2014). Compression garments in sportswear:
Case studies to explore the effect of body type, tactile sensation and seam position in
garments.

Websites:

1. Ajio. (2023). About Us. Retrieved from https://www.ajio.com/

2. Bliss Club. (2023). Official Website. Retrieved from https://www.blissclub.com
3. Dressberry. (2023). Myntra Brand Page. Retrieved from
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4. H&M. (2023). About Us. Retrieved from https://www.hm.com/
5. Marks & Spencer. (2023). About Us. Retrieved from
https://www.marksandspencer.com/
6. Myntra. (2023). About Us. Retrieved from https://www.myntra.com/
7. Oysho. (2023). Official Website. Retrieved from https://www.oysho.com/
8. Soul Store. (2023). Official Website. Retrieved from https://www.soulstore.com/

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9. Victoria's Secret. (2023). Official Website. Retrieved from
https://www.victoriassecret.com/
10. Zara. (2023). About Us. Retrieved from https://www.zara.com/
11. Zivame. (2023). About Us. Retrieved from https://www.zivame.com/
12. WGSN (2023). Official Website. Retrieved from https://www.wgsn.com

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