Download - Female Casual Wear
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FEMALE CASUAL WEAR
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Casual is a dress code that emphasizes comfort and
personal expression over presentation anduniformity.
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Female casual wear in American and European markets
include jeans, skirts(mini , micro mini, long, denim,
cargo), wrap arounds ,tops, t-shirts, tunics , capri, hotpants,jackets and everything that a female feels
comfortable wearing both physically and socially.
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THE INDIAN SCENARIO
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In all the historical and mythological scriptures, Indian females
have been portrayed either wearing ghaghara-choli or saree and
in recent past , salwaar kameez.
As a result, these attires were adopted as casual wear for indian
females and have continued to exist but now being categorized
under etnic wear.
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Though a small segment of urban India has been exposed to and often
accepted new fashion directions, most Indians hold a conservative view.
Almost all married ladies wear salwaar-kameez or a saree at home.
This trend is especially seen in the middle aged and old ladies.
There is a certain section of the society , particularly young girls who
prefer to wear long skirts and tops as regular wear.
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ONGOING TRANSFORMATIONS
The Indian women casual wear market however, is undergoing transformational phase over thepast few years.
y growing number of working women
yboom in female literacy rate
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y rising level of media exposure to the global market
y changing fashion trends ;and
y arrival of numerous international brands
have contributed in providing industry a new
dimension.
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OVERVIEW OF KANGRA MARKET
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CASE STUDY:GARG MODWEAR
y Multi brand outlet
y Brands available
jeans: Flying Machine, Levis, Lee , Spykar , Denizen , Vintage
Blue, WranglerT-shirts/ tops: 109, Lee, Madame, Levis, Spykar, Integrity,
Puma, Infeel, Raves
y Price Range
jeans: Rs.899-Rs. 2999y They place their consignment order 6 months in advance.
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y Location advantage:
Business expansion with opening of third store and
improvising store layout with latest style window displays.
y Stock is replenished semi annually.
y Customer Age Group Mainly teenagers.
The mid aged female buyers compromise on quality and
spent les.
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CASESTUDY-KOUTONS SHOWROOM:
Single brand outlet
Established in 2006
Brand names : Les femme
Price Range : Rs 799 - Rs 2599
Product Range : Jeans, Capri, Skirts,T
ops,T
-Shirts
Stock replenishes: Semi Annually
.
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Location: roadside
Visual merchandising: suggested by the company
Customers: mainly teenagers
Discount season: throughout the year
fluctuates between 10%-80%
Consignment is sent by the company as per the ongoing trends
Major product sale: slim fit jeans and top
size 26-28(most preferable size in jeans and skirts)
size medium, small( tops)
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CASE STUDY: VERMA FASHION
Multi brand outlet
.
Established in 2006
Price Range : Rs 450 Rs 1200 for Jeans
Rs 150 Rs 1100 forTops
Discount Percentage 10 to 40 percent
Stock Replenishes Every week
Major Customer Group -Teenagers
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Major product sale : Narrow bottoms and Slim fit jeans
Discount season Semi annually during the season end.
Product Range Jeans , Capri, froTops,T-shirts, Skirts.
Location NationalHighway.
Consignment sent by the brand distributers from Delhi and
Chandigarh.
Visual merchandising : Done by the owner himself.
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