Retail Marketing Practices of Designer Fashion Studios in Ludhiana City

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dc.contributor.advisorGrewal, Sumeet
dc.contributor.authorNarula, Tanisha
dc.date.accessioned2022-07-30T14:47:47Z
dc.date.available2022-07-30T14:47:47Z
dc.date.issued2022
dc.description.abstractThe present research work was conducted to study the retail marketing practices of designer fashion studios in Ludhiana city. The study was conducted in various fashion studios located in Ludhiana. From thirty five randomly selected fashion studios, 15 were further selected for studying their retail marketing practices through case study method. For this an interview schedule was prepared to collect data from the managers and sales staff of each studio regarding planogram, retail and marketing strategies and customer facilities offered by them. The results of the investigation were interpreted using percentages and mean score. The results revealed that the designer fashion studios were owned by designers out of which, 46% were females and 40% were males and 14% percent were couples and majority of them were graduates. Most of the studios used collaborative method of customisation followed by deep assortment strategy. Also, the products were displayed on the basis of product type. The store layout followed by majority of the studios was herringbone and the interior of the studio included fixtures such as display racks and mannequins whereas the colour scheme followed by most of them was complementary. The lights used were mostly ambient followed by functional props, and outdoor signages. The unique selling point for the studios was quality of the products and well maintained store environment. Also 80 percent of the studios followed visual merchandising and the frequency of changing the display was after every 15 days and was mostly managed by designers themselves. The results also showed that most of them spent less than Rs 5000 per month on marketing. The factors that were considered important for promotion of a product were fluctuating consumer’s preferences, consistent marketing and messaging and online marketing being more effective as well as less expensive. Also, various factors such as dynamic nature of retailing, customer oriented marketing etc. were considered important. The raw material was sourced by majority of them from wholesalers, mostly from local markets. The inventory control was done manually by most of the studios and 20 % of them only faced stock shortage due to variability in demand. Also, the stock was replenished as and when required. Most of them had in-house activities for various processes and few of them outsourced some of the activities. Most of them used Instagram to update their collections and content on daily basis. Very few studios had their own website to update and sell their merchandise online. Only one of them had augmented reality feature installed in the studio. Majority of them provided sales staff training whenever required and it was mostly given by designers themselves. Many customer facilities were also provided by the studios like free parking, trial rooms and rest rooms. The customer feedback was taken on feedback booklet. On the basis of the findings, some improvements have been suggested for the studios to enhance their retailing and marketing skills in order to boost their business and attract more customers.en_US
dc.identifier.citationNarula, Tanisha (2022) Retail Marketing Practices of Designer Fashion Studios in Ludhiana City (Unpublished M.Sc. thesis). Punjab Agricultural University, Ludhiana, Punjab, India.en_US
dc.identifier.urihttps://krishikosh.egranth.ac.in/handle/1/5810185954
dc.keywordsDesigners, fashion studios, marketing, merchandise, retailingen_US
dc.language.isoEnglishen_US
dc.pages57en_US
dc.publisherPunjab Agricultural University, Ludhianaen_US
dc.research.problemRetail Marketing Practices of Designer Fashion Studios in Ludhiana Cityen_US
dc.subClothing and Textilesen_US
dc.themeRetail Marketing Practices of Designer Fashion Studios in Ludhiana Cityen_US
dc.these.typeM.Scen_US
dc.titleRetail Marketing Practices of Designer Fashion Studios in Ludhiana Cityen_US
dc.typeThesisen_US
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