FAB

COUTURE

Transition from fitting in to standing out

!!
 INTRODUCTION
Fab Couture label is conceived to create womens
clothing that embodies the contemporary design
with impeccable style by bridging the gap between
art and fashion by making art wearable without
losing the exclusivity.
The label has incorporated garments ranging from
Indian, western wear, ethnic, contemporary,
evening dresses, bridals. We cater for niche as well
for the mass without losing the focus on its unique
designs.

 The style assessment method which

is developed to help a women
determine the appropriate styles for
their personality. It is focused on
engraving an everlasting memory in
the minds of the customers.
 Apparel Lines
Indian and
Ethnic:
Saree, Suits,
Blouses,
Cholis,
Bridal,
Lehenga,
Anarkali
 WESTERN
Dress,
Gown,
Skirts,
Tops,
Evening wear,
Wedding gown and
veil, couple outfits
 Distinct services offered:

Customized designs and stitching

Prints and embossment can also be customized
Style assistance, style assessment and fashion consultant
Store based selling and ecommerce selling (website and
app)
Cloth mending
Cloth recycling
Couple outfits
Home delivery
Pregnant and maternity clothing
Less time to find latest and trendy fashions in a single
place
People can conveniently patronized the boutique

 Research objective:

To analyze people preference of fashion

style
To find out peoples apparel shopping habits
To identify which features people stress for
buying of apparels
To find awareness about cloth recycling and
cloth mending
To find peoples perception on online
shopping of apparel
To frame and to analyze the promotional
strategies for the boutiques
 Research Methods

Type of Research
Descriptive Research:
The type of research which is used
in this survey is descriptive research.
It includes fact finding enquires of
different kinds. The major purpose of
descriptive research is description of
the state of affairs as it exists at
present.
 Sample Design:

It is a definite plan for obtaining a sample from a

given population which includes selecting items for the

sample. The sample design includes:

Sampling unit: People of Bangalore
Size of sample: 124
Sampling design
Non-probability sampling (Convenient sampling)
The convenient sampling is chosen for this research
because population elements are selected for inclusion
in the sample based on the ease access, nature of
research investigation, objectives, financial resources,
available time.
Data collection technique:
Primary data collection through
questionnaire

A questionnaire consisted number of

questions typed in a definite order on
a set of forms.
The questionnaire was created using
Google Docs and the link was send to
the respondents with a request to
answer the questions.
Data analysis and
interpretations
 Gender

Male; 26%

Female ; 74%

Interpretation: the respondents were 74% of female and

26% of male. Even male were asked to fill the
questionnaire because even they influence females in
decision making
 Age

6%

19% 16-25
26-35
36 and above

74%

Interpretation: 74% of respondents were the age group of 16 to

25 years, 20% of respondents were 26 to 35 years and 6% of
respondents were 36 years and above.
 How would you describe your style?

Vintage
3% 7%
16% Sporty
Causal
Feminine
23%
Classic
Trendy
31%

21%

Interpretation: 31% respondents describe their style as

classic, 21% as feminine. The boutique will prioritize the
styling designs based on this.
 How often do you shop an apparel?

31% Once or more in a month

Only on special occasion
50% Only when necessary

19%

Interpretation: Most of the respondents shop once in a

month. And few shop only when its necessary or on
special occasion.
 How much do you spend on shopping apparels monthly?

8% 6% Less than Rs500

Rs 500 to 1500
Rs 1500 to 3000
23%
32% Rs 3000 to 4500
More than Rs 4500

31%

Interpretation: 32% of respondents spend Rs.500 to

1500, 31% of the respondents spend Rs. 1500 to
3000 per month for shopping apparels. This data
helps in pricing of the apparels. Consumers are
extremely price sensitive.
 Where do you prefer shopping most?

10% Boutiques
21% Showrooms
Private label
Multibrand store
Online
15%
42%

13%

Interpretation: respondents prefer shopping in multibrand

stores and they do prefer shopping in boutiques. Opening
boutique in multibrand store will also be beneficial (it
would be difficult to have foothold in such stores)
 When you go to shop for apparels, your purchase remains:

More than what you had planned; 52%

Exactly what you need; 48%

Interpretation: 52% of respondents said that they shop

more than what they had planned. And 48% of them ve
told that they shop exactly what they need.
 Do you follow current fashion trends?

19%
26%
Yes, I follow them closely
Yes, but i dont really follow them
No

55%

Interpretation: 55 % of the respondents follow the current

fashion trends but not closely, while 19% dont follow the
current fashion trends. The designing at the boutique has
to be according to the current trends as people follow the
trends.
 What influences you to enter an apparel store?

10%
18% Advertisement
Recommendation from friends and family
Presonal experience
Appearence of the store

44% 29%

Interpretation: 43% of the respondents feel that they enter or

revisit the store on their personal experience, 29% feel that
they enter the store because of the recommendations from
friends and family. So treating customer in good way and
mouth of mouth play a very important role.
 While shopping do you:

Always return to the same shop

15%
21% Decide to go in due to the window display

18% Try new shops

21%
Search before for information and then visit the right shop

26%
Go to shops where there are special offers

Interpretation: 26% of the respondents try new

shops, 21% search before fro info and then visit the
shop, and 21% go to shops where there are special
offers. So making customer loyal customers and
giving special offers would be effective.
 Have you tried to customize your dresses?

No; 26%

Yes; 74%

Interpretation: 74% of the respondents have customized

their dresses. So its important to differentiate the service
as the people have already experience the customization
service.
 Do you always find right size and correct fittings in the ready-made apparels?

Yes; 33%

No; 67%

Interpretation: 67% of the respondent find it difficult in

finding right size and correct fittings in readymade
apparels. Fab couture will bridge such differences, as the
apparels can be made according to the customers size and
required fiiting according.
Have you found difficulty in finding your favorite prints and designs in the store?
Do you know that your favorite prints and designs can be customized at an affordable prices?

Yes; 34%
No; 24%

No; 66%

Yes; 76%

Interpretation: 66% of the respondents are not aware that their

favorite prints and designs can be customized at affordable
prices. Fab couture will cater their favorite prints and designs
at affordable price.
 Does cloth recyling makes you feel good because of utilizing the waste clothes?

No; 24%

Yes; 76%

Interpretation: 76% respondents have selected that cloth

recycling makes them feel good because of utilizing the
waste clothes. This can be utilized to acaquire waste and
old clothes and can be made useful stuffs out of it which
will a part of CSR activity. (it takes lot of resources to
produce fabric)
Do you feel good if you have a fashion consultant in
the place where you shop?

No; 20%

Yes; 80%

Interpretation: since 80% of the respondent feel

good having a fashion consultant in the place where
they shop, it would be effective to have a fashion
consulant at Fab couture to help the customers.
 Have you heard about cloth mending?

Yes; 36%

No; 64%

Interpretation: Many of the respondents are not

aware of cloth mending, but if the awareness is
created then it would be effective as the customer
can mend their clothes purchased at the boutique.
Not many of the stores offer such service.
 Do you like couples wearing "Matching Couple outfits"?

No; 28%

Yes; 72%

Interpretation: offering couples outfit would be

effective as 72% of the respondents like such
outfits.
Responses for various features:

Parameters Very Unimportant Neutral Important Very

Unimportant Important

Price 6 12 16 29 37

On trend 11 33 20 27 19

Brand 21 26 22 17 14

Convenient location 5 11 16 39 29

Store atmosphere 13 19 34 19 15

Product quality 2 6 18 43 31

Ambiance of the store 12 19 32 20 17

Interpretation:

People are price sensitive. Pricing is very important factor

Designs in the store has to be according to the current trends
Branding plays a important role to an extend
Convenient location is very important ascept to attract the
customer
Store atmosphere and ambiance of the store has to maintained in
an attractive manner, even though they arent the important factor
but attracts eye of the customer towards the store
Product quality plays an important role in retaining the customer,
as the customer give preference to quality product
Parameters for online shopping:
Parameters Strongly Disagree Neutral Agree Strongly
Disagree Agree

Shopping on internet saves time 8 14 24 41 16

Online shopping is as secured as traditional 9 20 39 21 11

shopping

Online shopping is risky 16 24 29 19 12

I'll purchase only if there is provision for home 4 11 18 38 29

delivery

Online shopping gives me easy access 6 13 22 38 21

Interpretation:

These data will be very useful for the development of app

and web based shopping options for the customers.
People feel that shopping online would save their time and
app would be useful for such customers
Online shopping is as secured as traditional shopping this is
an important opinion for introducing web based shopping
options
People these dont feel that online shopping is risky
Home delivery service is a very effective option to gain
more customers and helpful to deliver satisfying service for
the customers
Online shopping options allows the customers to have
a easy access to the boutique
Marketing objectives:

To provide women with a boutique that offers a

comfortable and approachable environment
To showcase quality, well-constructed fashions from
prominent and cutting-edge designers
To offer a variety of beautiful and high-end fashion
accessories
To help women learn what clothing and styles go best
with their unique personalities
To generate buzz and sales through exclusive services
Marketing Strategies

Develop strong relationship with customers by

utilizing style assessment and offering services
to help each women determine the right clothes
for them. Aiming at cost effective and innovative
advertising tactics that truly reaches the target
market. Utilize personal referrals to build traffic.
 STP Module

SEGMENTATION:
Fashion can be an
expression of individuality or association,
and different groups of people respond in
different ways to different styles. The
segmentation of customers is based on
demographics like age and income,
geographic considerations based on
climates and regional styles and
psychographic characteristics, such as
social affiliations.
TARGETING:
Women between the age group of 16 to 60
Customers who wishes to customize their clothes
Variety seekers

POSITIONING
Product: Unique designs and good quality
Price: Value based
Distribution: Exclusive
Exclusive personal services
 Promotional Activities:

The following promotional tactics are for generating buzz

about Fab Couture
Word of Mouth via networks of friends, stylist and
customers
Developing of app and website of the boutique
Unique visual displays in the store front on a weekly basis
Monthly email newsletters to customers
Direct mail as post card notice to the target and potential
customers
Provide overview of the services and designs made at the
boutique in the app and website
Sponsorship of dresses for the TV show hostess
Participating at fashion shows
Hosting small events at the store
Billboards and hoardings in the locality where the store is
set up
 WEB PLAN

The website will serve as a source of information for

online visitors. App can be a platform for the customers
who can select the colour, silhouette, designs, prints and
size (sizes of registered customers) for their apparel.
The site will be developed so that users can see everything
they need. The wedsite and app will feature key items
along with the unique services of the boutique. Editorial
content will entail ideas of outfits that are appropriate for
work, special events, getways, cloth mending etc
The overall strategy of the website will to be provide a
clear and simple architecture that allows the users to
obtain all the information they need on a click.
 Social Marketing Strategies

Posting daily content on Website, App,

Facebook page, Pinterest, Instagram and
Twitter
Q&A through Twitter and social websties
Posting images and works on social media
Leverage social reviews to automate word
of mouth marketing
Conducting contest for the customers
who will post best photos on social media
(with the dress designed in the boutique)
Micro content on the websites