Line Development of Indo-Western Dresses for Girls Using Peacock Motifs
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Date
2014
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Publisher
Punjab Agricultural University, Ludhiana
Abstract
The investigation entitled ‘Line development of indo-western dresses for girls using peacock motifs’ was carried out to make Indo-western styles more versatile for the contemporary trends in fashion and enhance its market potential. The prevailing market trends in Indo-western dresses studied through a market survey of twenty showrooms of Ludhiana selected through purposive sampling technique apprised the investigator that Indo-western dresses were available for both formal and semi-formal occasions in the market. Peacock motifs documented from various primary and secondary sources were selected and categorized. Ten motifs from each category, realistic and stylized obtaining top ten ranks, were selected by the investigator to design the Indo-western dresses. A line of twenty Indo-western dresses using peacock motifs was developed by using CorelDraw X5. Preferences of ninety college-going girls representing the target segment of consumers, selected randomly from three colleges of Ludhiana city revealed that A-line silhouette was most appreciated for both formal (94.44%) and semi-formal (100.00%) wear followed by empire line silhouette for formal in formal (90.00%) and semi-formal (92.22%) wear. Girls preferred taffeta (mean score 3.06) followed by georgette (mean score 2.34) and crepe (mean score 2.13) for Indo-western dresses. Halter neckline was preferred by 86.67 per cent respondents for formal and boat neckline by 92.22 per cent for semi-formal Indo-western dresses. Sleeveless dresses were highly accepted by 92.22 per cent respondents in formal and 94.44 per cent in semi-formal Indo-western dresses. Swarovski was most liked for both formal (96.67%) and semi-formal (100.00%) Indo-western dresses. Out of twenty developed designs of Indo-western dresses with peacock motifs, six most preferred designs were prepared. Evaluation of the prepared dresses was done by a sub-sample of thirty randomly selected respondents. The silhouette of the prepared Indo-western dress D1 and D18 was most preferred with mean score 3.43 each and obtained first rank. Colour combinations of D8 and D10 (mean score 3.69 each) obtained first rank. Overall appearance of D10 (mean score 4.02) and embellishment of D8 (mean score 3.79) were most preferred by the respondents. The quoted prices for the prepared dress designs D1, D13 and D10 were found to be adequate with profit margins of 28.38, 27.87, and 29.64 per cent, respectively. The cost of production is expected to be lower on being mass produced and profit percentage would be higher.
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Keywords
Line Development, college-going girls, Indo-Western Dresses, Fashion Designing, Peacock Motifs