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MODULE I : FASHION STUDIES

GUIDED BY : MS.VANDHANA NAUTIYAL

SUBMITTED BY : SHUBHAM JAISWAL
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PG. NO INDEX
2 INTRODUCTION.
3-5 BASIC TERMINOLOGY.
6-7 FASHION MOVEMENT.
8-9 WHAT IS FASHION CYCLE?
10 OBJECTIVE OF THE PROJECT.
11-20 MARKET ANALYSIS.
21 AIM
22-23 HISTORY OF BACKPACK.
24-25 FASHION CYCLE OF TRADITIONAL STUDENT
BACKPACK.
26 FASHION CYCLE GRAPH- TRADITIONAL BACKPACK
28 FASHION CYCLE & GRAPH – MODERN BACKPACK
29 CONCLUSION
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INTRODUCTION-WHAT IS FASHION?

Fashion is a popular style, especially

in clothing, footwear, lifestyle, accessories, makeup, hairstyle and body. Fashion is
a distinctive and often constant trend in the style in which people present
themselves.
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BASIC FASHION TERMINOLOGY

Style: a particular design, shape, or type of apparel item defined by the distinct
features that create its overall appearance . Example: a-line skirts, Bermuda shorts,
or Western shirts Fashion: the prevailing type of clothing that is favored by a large
segment of the public at any given time .
Trend- Trend is a general direction where people tend to move. Trends are like
waves in the ocean, it reaches the shore once in a while. It has a prolonged period
of time when prices of financial market rises and goes down because of the
demand of the particular trend.
Fad: temporary, passing fashion. Around only for a short period of time. Example-
Hula Hoops.
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Classic: item of clothing that continues to be popular even though fashions

change .Example: the little black dress .

Apparel: refers to any men’s, women’s, or children’s clothing .

Garment: a particular article of apparel .Example: a dress, suit, coat, or sweater .

Silhouette: the shape of a clothing style. Formed by the width and length of the
neckline, sleeves ,waistline and pants or skirt.

Croquis: a rough, preliminary drawing or sketch.

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Fit: refers to how tight or loose a garment is on the person wearing it.
Bodice: the area above the waist in a garment .

Haute couture: literally means “finest dressmaking” in French. Refers to the high
fashion industry or “fashion houses” with a designer who creates original,
individually designed fashions Ready-to-wear. For example-Sabyasachi
Mukherjee, Manish Malhotra & Anita Dongre.

Garments: garments that are mass produced in factories.

CAD: Computer Aided Drafting.

BODY SHAPES

Tall & Thin: Almost all fabrics can be worn well by people with this build
.Should avoid wearing tight, straight dresses, skirts or pants.
Tall & Heavy: Tend to look their best in garments with simple lines and little
decoration .Should avoid loud prints, checks, plaids and stripes.
Short & Thin: Look best in soft, fluid, lightweight fabrics .Should avoid bulky
textures, large prints and plaids, large pockets, collars and cuffs.
Short & Heavy: Best in garments providing the illusion of height.Should avoid
two-piece or two-colored garments
Large Upper body: Dark, dull plain fabrics in simple, slim tailored tops.Should
avoid wearing clingy, shiny fabrics or large, bright prints on top
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Large Lower Body: Garments including vertical lines pointing towards neckline
as well as wide shoulder lines. .Should avoid tight-fitting pants or skirts, especially
those with patch pockets, as well as shirts that end at the hipline.

FASHION MOVEMENT

The Flow of Fashion: The distribution of fashion has been described as a

movement, a flow, or trickle from one element of society to another such as the
trickle-down, trickle-across, or trickle-up theories.

Trickle down- The oldest theory of distribution is the trickle-down theory

described by Veblen in 1899. To function, this trickle-down movement depends
upon a hierarchical society and a striving for upward mobility among the various
social strata. In this model, a style is first offered and adopted by people at the top
strata of society and gradually becomes accepted by those lower in the strata. This
distribution model assumes a social hierarchy in which people seek to identify with
the affluent and those at the top seek both distinction and, eventually, distance from
those socially below them. Fashion is considered a vehicle of conspicuous
consumption and upward mobility for those seeking to copy styles of dress. Once
the fashion is adopted by those below, the affluent reject that look for another.
Example - When a catwalk trend is assumed by the affluent at a high price,
comparable pieces may be released by high street stores at a cheaper price to meet
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the demand of the perceived lower classes, who seek to imitate the fashion
behaviour of the affluent.

Monochrome fashion : from runway to streets

Trickle across- Proponents of the trickle-across theory claim that fashion moves
horizontally between groups on similar social levels (King; Robinson). In the
trickle-across model, there is little lag time between adoption from one group to
another. Evidence for this theory occurs when designers show a look
simultaneously at prices ranging from the high end to lower end ready-to-wear.
Robinson (1958) supports the trickle-across theory when he states that any social
group takes its cue from contiguous groups in the social stratum. King (1963) cited
reasons for this pattern of distribution, such as rapid mass communications,
promotional efforts of manufacturers and retailers, and exposure of a look to all
fashion leaders. Example- aviator glasses
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Trickle up- The trickle-up or bubble-up pattern is the newest of the fashion
movement theories. In this theory the innovation is initiated from the street, so to
speak, and adopted from lower income groups. The innovation eventually flows to
upper-income groups; thus the movement is from the bottom up.

Examples - the T-shirt, initially worn by laborers as a functional and practical

undergarment, has since been adopted universally as a casual outer garment and a
message board.

WHAT IS FASHION CYCLE?

Fashion cycle maybe defined as the lifespan of a particular fashion which passes
through 5 stages. The way in which fashion changes is usually described as a
fashion cycle. It is difficult to categorize or theorize about fashion without
oversimplifying. Even so, the fashion cycle is usually depicted as a bell shaped
curve encompassing five stages: introduction, rise in popularity, peak of popularity,
decline in popularity, and rejection.
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STAGES OF FASHION CYCLE

1. Introduction of a Style:
Designers interpret their research and creative ideas into appeal or accessories and
then offer the new styles to the public. Designers create new designs by changing
elements such as line, shape, color , fabric, and details and their relationship to one
another. New creations referred to as the “latest fashions” may not yet be accepted
by anyone. At this first stage of the cycle, fashion implies only style and newness.

Most new styles are introduced at a high price level. Designers who are globally
respected for their talent may be given financial backing and be allowed to design
with very few limitations on creativity, quality of raw materials, or amount of fine
workmanship. Naturally, production costs are high, and only a few people can
afford the resulting garments. Production in small quantities gives a designer more
freedom, flexibility, and room for creativity.

2.Increase in popularity:
If a new style is purchased, worn, and seen by many people, it may attract the
attention of buyers, the press, and the public. In self-defense, most couture and
high – priced designers now have secondary bridge and or diffusion lines that sell
at lower prices, so they can sell in more quantity.

The popularity of a style may further increase through copying and adaptation.
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Some designers or stylists may modify a popular style to suit the needs and price
range of their own customers. Some manufacturers may copy it with less expensive
fabric and less detail it order to all the style at lower prices.

3.Peak of popularity:
when a fashion is at the height of its popularity, it may be in such demand that
many manufacturers copy it or produce adaptations of it at many price levels.
Some designers are flattered by copying and others are resentful. There is very fine
line between adaptations and knockoffs.

Volume production requires a likelihood of mass acceptance. Therefore, volume

manufacturers carefully study sales trends because their customers want clothes
that are in the mainstream of fashion.

4. Decline in Popularity:
Eventually, so many copies are mass produced that fashion –conscious people tire
of the style and begin to look for something new. Consumers still wear garments in
the style, but they are no longer willing to buy them at regular prices. Retail stores
put such declining styles on sale racks, hoping to make room for new
merchandise.

5. Rejection of a Style or Obsolescence:

In the last phase of the fashion cycle, some consumers have already turned to new
looks, thus beginning a new cycle. The rejection or discarding of a style just
because it is out of fashion is called consumer obsolescence.

OBJECTIVE OF THE PROJECT

PRIMARY OBJECTIVE
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The primary objective is to learn about fashion terminologies, concept related to

fashion , fashion cycle and to understand the fundamentals of fashion.

SECONDARY OBJECTIVE
The objective of this project is to study the market trend of any 5 brands , out of
which taking out a common element , to analyze its fashion cycle .
I have done the trend analysis of different types of bags available in the market for
which I have taken 5 brands dealing in bags and made thorough analysis on it.
Following are the brands visited for my analysis:
1.LAVIE
2.BATA
3.GINGER
4.ADIDAS
5.GAMME

I visited Seasons mall, Magarpatta city in Pune on 18/07/2018 for my project to

analyze the above brand’s current trend in the market.

MARKET ANALYSIS
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BACKGROUND STUDY.
Lavie a part of the Gurgaon-based company Planet Retail was launched as a
Lifestyle brand, its first bag collection was in 2010, followed by a shoe collection.
Lavie aims to appeal to the Gen Y woman with their bags for every mood by
providing bright , colorful , vibrant bags.
Lavie's hand bag collection comprises of satchels, totes, slings, hobos, box bags to
clutches & wallets .
The latest collections are available across India at select Bagzone stores, Shoppers
Stop, Lifestyle, Central, Pantaloons and other leading retail chains.
Lavie is also now also available at leading online retailers including Bagzone.com,
Jabong, Myntra, Flipkart, Amazon, Snapdeal.
The CEO is Sandeep Goenka. The brand ambassador earlier was Bollywood star
Kareena Kapoor and now the current brand ambassador is Kangana ranaut.

OBSERVATIONS
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FOLLOWING ARE MY OBSERVATIONS ON LAVIE :-

• STORE PLACEMENT – The store was on the ground floor ,right side of
the entrance ,implying high rent space.

• STYLE -Provided all types bags such as Tote, hobos, satchels, backpacks,
clutch, slings .

• PRICE RANGE – the price range is from 1000 – 4000.

• TARGETED CUSTOMER – the targeted customer is middle class to upper

middle class people.

• DISPLAY – the store looked very attractive from the outside making it quite
appealing for the passerby to enter it. The display consisted of wooden
stands with artistic background.

• USP – bags for every mood . provides vibrant , bright and colourful bags.

• MATERIAL – Faux leather, cotton canvas , plastic .

• DISCOUNTS – Flat 50% off on all bags .

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BACKGROUND STUDY.
Lifestyle opened its first store in India in 1999. Lifestyle store offers five concepts
under one roof -Men’s, Women’s and Kid’s Apparel, Footwear, Accessories,Beauty
and Skincare.
Lifestyle International Pvt. Ltd is led by Vasanth Kumar, who is the Managing
Director of the company.
Lifestyle is a Landmark Group’s business who has come up with an online store
lifestylestores.com
Lifestyles in-house brand labels brings in about 30% of the revenues.

OBSERVATIONS
FOLLOWING ARE MY OBSERVATIONS ON GINGER :-

• STORE PLACEMENT – It was on the ground floor in the lifestyle store.

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• STYLE – Provided all types bags such as Tote, hobos, satchels, backpacks,
clutch, slings .

• PRICE RANGE – price range is from 700 to 1900.

• TARGETED CUSTOMERS – the targeted customer is mainly middle

class people.

• DISPLAY – It was a simple sectional rack display with wooden

background.

• USP – Ginger mainly dealt with bohemian ,floral and fancy looking bags,
appealing to the eyes.

• MATERIAL – synthetic leather , P.U.

• DISCOUNTS- Discount was upto 50% off on certain type of bags.

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BACKGROUND STUDY
Bata is a private company who came in first as a shoe making company in 24th
August , 1894 , 123 years ago in Czech Republic by founder Tomas bata. Its
headquarter is in Lausanne , Switzerland. It serves in the Europe , Africa , Asia,
Latin America . The chairman of the company is Christopher Kirk and CEO is
Alexis Nasard.
Bata now deals in a wide variety of products from footwear , clothing to
accessories. The company has a retail presence of over 5,300 shops in more than
70 countries and production facilities in 18 countries.
In 1931 - Bata India Limited the Company was incorporated at Calcutta. The
Company Manufacture and market of all types of footwear, footwear components,
leather and products allied to footwear trade. It became a public limited company
in 1973 and the name was changed to Bata India Ltd. In 1937 ,Tanning was
introduced at the new factory at Batanagar, along with the introduction of leather
products towards the end of that year.
The brand ambassador for Bata is actor Kriti Sanoon.
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OBSERVATIONS
FOLLOWING ARE MY OBSERVATIONS ON BATA :-

• STORE PLACEMENT – Bata is on the ground floor .

• STYLE – Deals only with hand bags.

• PRICE RANGE- the price range is between 2000 – 2500.

• TARGETED CUSTOMER – The main focus is to target middle class

to upper middle class people.

• DISPLAY – shelves with white lights and background giving it a

contrasting look. The display also had footwear along with handbags of
same colour giving an appealing look .

• USP – Bata played a safe game by providing only handbags of colours

which is generally demanded by the masses. They are not being
experimental in trying new stuffs most propably due to the fear of
failure. Thus they stick on to that segment and colour of bags which are
highly demanded by the masses.

• MATERIAL – They deal with leather and synthetic material to make

bags.

• DISCOUNT – No discounts were there on bags , only on footwear.

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BACKGROUND STUDY
Adidas was founded on july 1924 , 94 years ago as “Gebruder Dassier
Schuhfabrik” and later came to be known as adidas on 18th August 1949.
The founder of Adidas is Adolf Dassier with its headquater in
Herzogenaurach,Germany. Now Adidas serves worldwide with products like
footwear ,sportswear, sports equipment, toiletries .The first Adidas sports bag was
introduced in 1952 . Adidas India aims at 1,000 stores by 2020 .There are total of
32 manufacturing units of Adidas in India out of which 4 deals only with
accessories manufacturing like bags ,bands , etc. The accessories manufacturing
units in india are in Pune, Uttrakhand & two units in Rajasthan.The Indian brand
Ambassador of Adidas is cricketer Rohit Sharma.
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OBSERVATIONS
Following are my observations:
• STORE PLACEMENT – The Adidas store was on the second floor of the
seasons mall.

• STYLE – Adidas mainly dealt with a wide variety of backpacks and pouch
bags.

• PRICE RANGE – the price range was between 1200 – 5000

• TARGETED CUSTOMER –the targeted customer are middle to upper

middle class people.

• DISPLAY –It is a medium sized store having a hanging display section on

one side of the wall with grey background and yellow display lights on the
ceiling.

• USP – Adidas makes simple and classy looking bags usually mixing up two
colours giving it an appealing look. Each bag has Adidas three stripes logo
on it .

• MATERIAL – the material of the bags were 100% polyster.

• DISCOUNT – There was a discount of 30- 50% off going on selected bags
while the fresh arrival did’nt have any discount.
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GAMME
BACKGROUND STUDY
Gamme is an association of Micron India established in 1965. Due to this, our
relentless efforts we have always been rewarded in the form of brand loyalty. they
deal in a variety of product range such as bags, Luggage, backpacks, travel kits
Etc. to fulfill the diversified needs. They bring a new latest designed luggage
category for children and youth. They also customize into especially designed
Disney characters in association with the Walt Disney Company(India) Private
Limited. Products can also be purchased on their web site http://www.gamme.in/ .
Their motto is Customer service and satisfaction.

OBSERVATIONS

Following are my observations:

ND
• STORE PLACEMENT- The store is on the 2 Floor of seasons mall.
• STYLE – they provide backpacks and trolley for kids.
• PRICE – the price range is between 2000 – 6000
• TARGET CUSTOMER – the targeted customer is focused only on upper
class kids.
• DISPLAY – Window glass display on the second floor .
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• USP – They provide all only kids backpack and trolley bags with comic
prints on it. It had marvel , DC, and animated print on it specially designed
for kids.
• MATERIAL – the bags are made up of Polycarbonate, Aluminium,
Polyster.
• DISCOUNT – there was a discount of 10-30% off going on.
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AIM

The aim is to take out a common element from the above five brands chosen and to
plot the fashion cycle of that particular category of product .
For my report, I have taken backpacks as a common element from the above
brands Lavie , Bata ,Ginger , Adidas & gamme.
I am making a report on the fashion cycle of backpacks ,history of backpacks , its
current status , and new types of backpacks coming up in the market.
For fashion cycle, I have taken from the category – internal frame ,student`s
backpack, as the common element from all the brands. Op
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HISTORY OF BACKPACKS
The word backpack was coined in the United States in the 1910s.A
traditional backpack also known
as bookbag, kitbag, knapsack, rucksack, pack, sackpack or backsack is a
sack carried on one's back and secured with two straps that go over the shoulders.
Backpack generally falls into 3 categories:
1.Frameless- This is the simplest backpack design where the sack is attached to a
set of shoulder straps. The simplest designs consist of one main pocket. This may
be combined with webbing or cordage straps, while modern models add extra
pockets, waist straps, chest straps, padded shoulder straps, padded backs.

2.External Frame- these type of backpacks were designed to carry heavy loads ,
giving the wearer more support and protection and better weight distribution than a
simple, frameless strapped bag. For centuries wooden pack frames were
used . Ötzi the Iceman may have used one in Copper Age in Alpine, Italy. These
packs are commonly used in military and mountaineering application & its metal
versions first appeared in the mid-20th century.
The external frame is made from aluminum, other lightweight metal alloy, and In
modern time synthetic polymers or plastic are used and is equipped with straps and
which prevents contact between the metal frame and user's back. In addition to
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comfort, it provides the additional benefit of creating air circulation between the
frame and the wearer's back. For this reason, external frame packs are generally
considered to be better than internal frame designs.

3.Internal Frame- The internal frame backpack is a recent innovation, invented in

1967 by Greg Lowe. An internal-frame pack has a large fabric sac around an
internal frame composed of strips of either aluminum, titanium or plastic,
sometimes with additional metal stays to reinforce the frame. A complex series of
straps works with the frame to distribute the weight and hold it in place. The
internal frame is designed to fit closely to the wearer's back to avoid shifting of the
load much, when participating in activities that involve upper-body movement
such as scrambling over rocky surfaces and skiing. However, the tight fit reduces
ventilation, so these type of packs tend to be more sweaty than external frame
packs. The internal construction also allows for a large storage compartment.
Internal frame packs originally suffered from smaller load capacity and less
comfortable fit during steady walking, but newer models have improved greatly in
these respects.
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FASHION CYCLE OF INTERNAL FRAME :STUDENT BACKPACK

Internal frame backpack is the most common backpack used by the masses. Key
markets for backpacks includes the USA and Europe with china and India growing
at a fast pace .The USA is the key market for backpacks , with a value of $2.7
billion .
Backpacks , traditionally used for their functionality , are evolving to serve as an
accessories . The masses have now started to own bags because they can change
with the season , mood , style of apparel.
The backpack was first introduced in 1910 in US after which it took a steep turn as
the sale of backpacks started rising and was accepted largely by the masses. The
traditional students bag was introduced in 1980 with a simple design having zip ,
and shoulder straps to hang it on the back.
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PC: ttps://www.huffingtonpost.in/entry/backpack

This was the time when these bags were in its introductory stage. Slowly and
gradually after 1980 the sale of these bags started rising till 2000 with some
modifications in it.

Till late 2005-2006 these bags kept rising and reached its peak where it was seen in
school and colleges . These bags had piping one its side to give it a structure with
some extra compartment on the bag.
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Slowly by the end of 2009-2010 these bags were seen getting outdated and the
sales started to decline .New trendy bags started coming up with comic , floral and
different types of prints on it. Cotton canvas and polyster bags became famous and
nylon bags was almost looked upon as obsolete. New trendy bags started to come
up and almost completely replaced these types of bags by 2015-2016. The look ,
shape , style and fabric of the bags completely changed by 2017-2018.

Modern bags

FASHION CYCLE GRAPH:TRADITIONAL STUDENT BACKPACK

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FASHION CYCLE OF MODERN BACKPACK : BOX OR SMALL BAGS

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Box bags and small bags are the current favorite of the masses. Most of the bag
making companies are getting into experimenting new design of backpacks. These
types of bags are getting a very positive response from the customers and its
demand is getting high with time. Patterns like bohemian and floral on these bags
can also be seen in the stores.

These bags are in the introductory stage . The demand of these bags are high and
the sales are inclining not yet reached its peak.
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CONCLUSION
It has been a matter of immense pleasure, honour and challenge to have this
opportunity to take up this project and complete it successfully.
While developing this project I have learned a lot about the fashion industry ,the
way it works.
During my research , I have studied critically different aspects of marketing,
managing and promotion of a product.