BFDI-073 Solved Assignment 2025
Introduction to Fashion Industry
Part I
Q1- Discuss the growth of Indian Fashion Industry in the present scenario with example
Q1- Discuss the growth of Indian Fashion Industry in the present scenario with example
Q2- Write a short note on:
(a) Properties of Viscose Rayon
(b) Manish Arora
(b) Manish Arora
Q3- What do you mean by Fashion Marketing? Explain about STP process in detail.
Part II
Case Study/Activity
Q4- Prepare a summary report of any one female and kids fashion retail outlet in perspective to its summer collection 2023.
Case Study/Activity
Q4- Prepare a summary report of any one female and kids fashion retail outlet in perspective to its summer collection 2023.
Answer:
Part I
Question:-1
Discuss the growth of Indian Fashion Industry in the present scenario with example.
Answer:
Growth of Indian Fashion Industry in 2025
The Indian fashion industry has witnessed remarkable growth in recent years, evolving into a dynamic and influential sector on both domestic and global stages. As of 2025, the industry is driven by a blend of cultural heritage, technological advancements, and shifting consumer preferences. Valued at approximately $70 billion, it encompasses traditional craftsmanship, modern retail, e-commerce, and sustainable practices. This article explores the key factors fueling this growth, supported by examples that highlight the industry’s vibrancy.
1. Fusion of Tradition and Modernity
The Indian fashion industry thrives on its ability to blend rich cultural heritage with contemporary aesthetics, appealing to diverse audiences. Designers are reimagining traditional textiles like Banarasi silk, Chanderi, and Kanjeevaram for modern silhouettes, such as Indo-western gowns and tailored sarees. For instance, Sabyasachi Mukherjee, a leading designer, has popularized handwoven lehengas and sarees that combine intricate embroidery with minimalist designs, catering to millennials and Gen Z. His collaborations with global brands like H&M have brought Indian craftsmanship to international markets, showcasing the industry’s global appeal. Additionally, regional weaves like Pochampally and Kalamkari are gaining traction in urban markets, driven by a growing appreciation for artisanal work. This fusion ensures that Indian fashion remains rooted in tradition while embracing modern trends, attracting both domestic and diaspora consumers.
2. Rise of E-Commerce and Digital Platforms
The advent of e-commerce has revolutionized the Indian fashion industry, making it accessible to a broader audience. Platforms like Myntra, Ajio, and Nykaa Fashion have democratized access to designer and ethnic wear, offering everything from budget-friendly kurtas to high-end couture. In 2025, e-commerce accounts for nearly 40% of fashion retail sales in India, driven by increased internet penetration and smartphone usage. For example, Myntra’s “Myntra Fashion Superstar” campaign leverages social media influencers to promote emerging designers, creating a direct connection with young consumers. Virtual try-on technologies and AI-driven size recommendations have further enhanced the online shopping experience. Smaller brands, such as Jaipur-based label Anokhi, have scaled rapidly through e-commerce, reaching customers beyond metro cities. This digital shift has empowered both established and new players to tap into Tier-2 and Tier-3 markets, fueling industry growth.
3. Sustainability and Ethical Fashion
Sustainability has emerged as a cornerstone of the Indian fashion industry, responding to growing consumer awareness about environmental and ethical concerns. Designers and brands are adopting eco-friendly materials, zero-waste techniques, and fair-trade practices. For instance, Doodlage, a sustainable fashion brand, uses upcycled fabrics and textile waste to create trendy outfits, appealing to environmentally conscious consumers. Similarly, labels like Raw Mango promote handwoven textiles, supporting local weavers while reducing reliance on mass production. The industry is also seeing a revival of natural dyes and organic cotton, with brands like Fabindia expanding their sustainable collections. Government initiatives, such as the Handloom Mark and Silk Mark, further encourage ethical production. As consumers prioritize sustainability, brands integrating these practices are gaining loyalty, positioning India as a leader in conscious fashion globally.
4. Influence of Bollywood and Pop Culture
Bollywood and pop culture continue to shape fashion trends in India, acting as a powerful marketing tool. Celebrities influence consumer choices through red-carpet appearances, social media, and brand endorsements. For example, Deepika Padukone’s promotion of handwoven sarees from brands like Anavila has sparked a renewed interest in lightweight linens and soft pastels. Similarly, films like Rocky Aur Rani Kii Prem Kahaani have popularized vibrant ethnic wear, with designers like Manish Malhotra creating collections inspired by movie aesthetics. Fashion weeks, such as Lakmé Fashion Week, amplify this influence by showcasing celebrity-endorsed collections. Social media platforms like Instagram and X further amplify these trends, with influencers and actors driving demand for specific styles. This synergy between fashion and entertainment ensures that the industry remains aspirational and trend-driven.
Conclusion
The Indian fashion industry in 2025 is a vibrant tapestry of tradition, innovation, and sustainability, poised for continued growth. Its ability to blend heritage with modernity, leverage digital platforms, prioritize ethical practices, and harness the power of pop culture has solidified its position as a global contender. Brands like Sabyasachi, Doodlage, and Anokhi exemplify the industry’s diversity and adaptability, catering to a discerning and diverse consumer base. As the industry navigates challenges like supply chain disruptions and competition, its focus on inclusivity, technology, and sustainability will drive future success, making Indian fashion a symbol of creativity and resilience on the world stage.
Question:-2(a)
Write a short note on Properties of Viscose Rayon.
Answer:
Properties of Viscose Rayon
Viscose rayon, a semi-synthetic fiber derived from regenerated cellulose, is widely valued for its unique properties, making it a versatile material in textiles and other applications. Often referred to as "artificial silk," it combines the qualities of natural fibers with cost-effective production.
One of the most notable properties of viscose rayon is its exceptional softness and smooth texture, providing a luxurious, silk-like feel. This makes it ideal for clothing such as dresses, blouses, and linings, offering comfort against the skin. Its high absorbency is another key characteristic, allowing it to take up moisture effectively, which enhances its dyeability. Viscose rayon can be dyed in vibrant, uniform colors, ensuring excellent color retention and aesthetic appeal.
The fiber exhibits good drapeability, enabling it to flow gracefully in garments, contributing to elegant designs. Its breathability makes it suitable for warm climates, as it allows air circulation, keeping the wearer cool. Additionally, viscose rayon is biodegradable, as it is derived from natural cellulose, making it an eco-friendly choice compared to fully synthetic fibers.
However, viscose rayon has some limitations. It has relatively low tensile strength, especially when wet, which can lead to stretching or tearing if not handled carefully. This necessitates gentle washing and care to maintain its integrity. The fiber is also prone to wrinkling, requiring ironing or specific treatments to retain a crisp appearance. Furthermore, it is less durable than synthetic fibers like polyester, which may affect its longevity in high-wear applications.
Viscose rayon’s versatility extends beyond apparel to home textiles like curtains and upholstery, as well as industrial uses such as medical supplies and tire cords. Its ability to blend with other fibers, such as cotton or polyester, enhances its functionality, balancing cost, comfort, and durability.
In summary, viscose rayon’s softness, absorbency, drape, and eco-friendly nature make it a popular choice in textiles, though its lower strength and wrinkle-prone nature require careful handling. Its unique combination of properties ensures its continued relevance in diverse applications.
Question:-2(b)
Write a short note on Manish Arora.
Answer:
Manish Arora
Manish Arora, born in 1972 in Mumbai, India, is a globally celebrated fashion designer known for his vibrant, eclectic designs that blend traditional Indian craftsmanship with contemporary Western aesthetics. Often dubbed the "John Galliano of India," Arora has carved a niche in the luxury fashion industry with his bold use of psychedelic colors, kitsch motifs, and intricate embroidery, appliqué, and beading. His signature palette, frequently featuring pink and gold, reflects a maximalist approach that celebrates individuality and joy.
Arora initially pursued commerce at Narsee Monjee College but shifted to fashion, graduating from the National Institute of Fashion Technology (NIFT), New Delhi, in 1994, where he won the Best Student Award. In 1997, he launched his eponymous label, "Manish Arora," followed by the sportswear-inspired "Fish Fry" in 2001, in collaboration with Reebok. His breakthrough came at the inaugural India Fashion Week in 2000, and by 2003, his vibrant collections caught the attention of Paris’ Maria Luisa, sparking international demand.
His international debut at London Fashion Week in 2005 and Paris Fashion Week in 2007 cemented his global reputation. In 2011, Arora became the first Indian designer to serve as creative director of Paco Rabanne’s womenswear, though he left in 2012 to focus on his brand. His designs, worn by celebrities like Lady Gaga, Katy Perry, and Sonam Kapoor, are known for their theatrical flair and cultural fusion.
Arora’s collaborations span brands like Swatch, MAC Cosmetics, Swarovski, and Disney, showcasing his versatility. By 2009, he owned five stores in India and retailed in over 80 stores worldwide. Despite closing his brand in 2020, his legacy endures, with a 2024 retrospective at SCAD FASH, "Manish Arora: Life is Beautiful," highlighting his archive.
Arora’s work, characterized by dramatic silhouettes and futuristic sensibilities, transforms fashion into an emotional, expressive art form. His ability to merge Indian heritage with global trends has made him a trailblazer, inspiring designers worldwide.
Question:-3
What do you mean by Fashion Marketing? Explain about STP process in detail.
Answer:
Fashion Marketing and STP Process
Fashion marketing is the strategic process of promoting fashion products, brands, or services to target consumers by blending creativity with business acumen. It involves understanding consumer preferences, market trends, and brand identity to create compelling campaigns that drive sales and brand loyalty. Unlike general marketing, fashion marketing emphasizes visual storytelling, trend forecasting, and cultural relevance, leveraging platforms like social media, runway shows, and influencer collaborations. It encompasses product design, pricing, distribution, and promotion, tailored to the dynamic and competitive fashion industry. A critical component of fashion marketing is the STP process—Segmentation, Targeting, and Positioning—which ensures brands effectively reach and resonate with their audience. Below, the STP process is explained in detail under three key headings.
1. Segmentation
Segmentation involves dividing a heterogeneous market into smaller, homogeneous groups based on shared characteristics, needs, or behaviors. In fashion marketing, segmentation is crucial due to the diversity of consumer preferences, lifestyles, and purchasing power. Marketers use various bases for segmentation:
- Demographic Segmentation: This includes age, gender, income, occupation, and education. For instance, luxury brands like Gucci target high-income individuals, while fast-fashion brands like Zara appeal to younger, budget-conscious consumers.
- Geographic Segmentation: Location influences fashion preferences due to climate, culture, and urbanization. A brand like Canada Goose focuses on cold regions, while beachwear brands target coastal areas.
- Psychographic Segmentation: This considers lifestyle, values, and personality. Sustainable fashion brands like Stella McCartney attract eco-conscious consumers, while streetwear brands like Supreme appeal to urban, trend-driven youth.
- Behavioral Segmentation: This focuses on purchase behavior, brand loyalty, and usage rate. For example, occasion-based segmentation targets consumers buying for events like weddings or festivals.
Effective segmentation allows fashion brands to identify niche markets, tailor product offerings, and craft personalized marketing messages, ensuring relevance and engagement.
2. Targeting
Targeting is the process of evaluating and selecting the most attractive market segments to focus marketing efforts on. After segmentation, fashion marketers assess each segment’s size, growth potential, profitability, and alignment with the brand’s objectives. The targeting strategy can follow one of three approaches:
- Undifferentiated Targeting: A mass-market approach where a single product or campaign targets all segments. Fast-fashion giants like H&M use this to offer affordable, trendy clothing to a broad audience.
- Differentiated Targeting: This involves creating distinct products or campaigns for multiple segments. Nike, for example, markets athletic wear to athletes, casual wear to youth, and premium collaborations to fashion enthusiasts.
- Concentrated Targeting: Focusing on a single, niche segment. Luxury brands like Hermès target affluent consumers seeking exclusivity, offering high-end, limited-edition products.
In fashion, targeting considers factors like consumer accessibility, competition, and brand resources. Marketers analyze data from social media analytics, sales reports, and trend forecasts to select segments that align with the brand’s identity and market positioning. Effective targeting ensures resources are allocated efficiently, maximizing return on investment and customer satisfaction.
3. Positioning
Positioning involves creating a distinct brand image and value proposition in the minds of the target audience, differentiating it from competitors. In fashion marketing, positioning is about crafting a narrative that resonates emotionally and culturally with consumers. It encompasses the brand’s aesthetic, values, pricing, and communication style.
- Value Proposition: This defines why consumers should choose the brand. For instance, Zara positions itself as offering affordable, trend-driven fashion, while Chanel emphasizes timeless luxury and heritage.
- Perceptual Mapping: Marketers use perceptual maps to visualize how consumers perceive the brand relative to competitors based on attributes like price and quality. This helps identify gaps or opportunities in the market.
- Communication Channels: Fashion brands leverage runway shows, social media platforms like Instagram, and influencer partnerships to reinforce their positioning. For example, Gucci’s bold, eclectic campaigns position it as a trendsetter in luxury fashion.
- Consistency: Successful positioning requires consistent messaging across all touchpoints, from product design to advertising. Patagonia’s commitment to sustainability is reflected in its eco-friendly materials, campaigns, and corporate practices.
Positioning in fashion is dynamic, requiring brands to adapt to evolving trends, consumer values, and competitive landscapes while maintaining core identity. A strong positioning strategy builds brand loyalty and drives long-term success.
Conclusion
Fashion marketing is a multifaceted discipline that thrives on creativity, consumer insight, and strategic planning. The STP process—Segmentation, Targeting, and Positioning—is its cornerstone, enabling brands to navigate the complex fashion market effectively. By segmenting consumers based on diverse criteria, targeting the most viable segments, and positioning the brand to stand out, fashion marketers create meaningful connections with their audience. In an industry driven by trends and individuality, the STP process ensures brands remain relevant, competitive, and resonant, fostering loyalty and growth in a rapidly evolving landscape.
Part II
Case Study/Activity
Question:-4
Prepare a summary report of any one female and kids fashion retail outlet in perspective to its summer collection 2023.
Answer:
Summary Report: H&M Female and Kids Summer Collection 2023
Executive Summary
H&M, a leading global fast-fashion retailer, launched its Summer 2023 collection for women and children, capitalizing on pent-up consumer demand post-pandemic. The collection targeted fashion-conscious women and parents seeking trendy, affordable, and sustainable clothing for kids. Emphasizing vibrant colors, lightweight fabrics, and versatile designs, H&M aligned its offerings with key trends like Barbiecore pink, floral patterns, and gender-neutral kids’ wear. The collection was promoted through in-store displays, online platforms, and social media, leveraging influencer partnerships and the “mini-me” trend. Despite economic challenges, H&M’s strategic pricing, sustainability initiatives, and omnichannel approach drove strong sales, reinforcing its position as a market leader in women’s and childrenswear.
1. Brand Overview
H&M (Hennes & Mauritz), founded in 1947 in Sweden, is a global fast-fashion giant operating over 4,000 stores across 75 countries, with a robust e-commerce presence. Known for affordable, trend-driven clothing, H&M caters to women, men, children, and babies, with a strong focus on sustainability through initiatives like its Conscious Collection. In 2023, H&M held a leading position in the global childrenswear market, though it faced competition from cheaper rivals like Primark. The women’s segment, contributing significantly to H&M’s $22 billion revenue in 2023, benefited from expanded third-party offerings. The Summer 2023 collection for women and kids was designed to address post-pandemic demand for mood-boosting, versatile apparel, aligning with H&M’s mission to offer “fashion and quality at the best price in a sustainable way.”
Market Context
The global apparel market in 2023 was valued at $1.7 trillion, with childrenswear at $200 billion, growing at a CAGR of over 2%. Women’s apparel dominated with a 52.2% market share, driven by high consumer spending averaging $655 per U.S. household. Summer 2023 saw significant demand due to holiday travel, staycations, and events like weddings, though economic pressures like inflation and low consumer confidence restrained spending. H&M navigated these challenges by offering value-driven, trendy collections and leveraging social media trends like Barbiecore, fueled by the 2023 Barbie movie.
2. Collection Overview
H&M’s Summer 2023 collection for women and kids was characterized by bold aesthetics, sustainability, and inclusivity, reflecting key industry trends. The collection was launched in January 2023, aligning with the Spring/Summer fashion calendar, and was available in stores and online by March.
Women’s Collection
The women’s Summer 2023 collection embraced the Barbiecore trend, featuring vibrant pinks inspired by the Margot Robbie-led Barbie movie. Key pieces included:
- Dresses and Skirts: Flowy maxi dresses, pleated midi skirts, and slip dresses in powder pink, coral, and floral prints, designed for versatility across casual and semi-formal settings.
- Tops and Blouses: Lightweight cotton and linen blouses with puffed sleeves and tie-front details, emphasizing breathability for warm weather.
- Activewear and Swimwear: Tenniscore-inspired skirts, polos, and swimsuits in white and pastel shades, reflecting a 96% surge in tennis-related fashion searches.
- Accessories: Charm necklaces and oversized sunglasses, aligning with a 922% increase in charm jewelry demand.
Fabrics like cotton, linen, and recycled polyester were prioritized for comfort and sustainability, with H&M’s Conscious Collection featuring organic cotton and recycled materials. Prices ranged from $15 for basic tees to $80 for premium dresses, appealing to mass-market consumers.
Kids’ Collection
The kids’ collection targeted babies (0-5 years), younger kids (5-10 years), and older kids (10-15 years), with girlswear dominating the market. Key features included:
- Mini-Me Trend: Matching mother-child outfits, such as floral dresses and linen sets, inspired by social media trends like Dolce & Gabbana’s miniature adult styles.
- Gender-Neutral Options: Oversized tees, cargo shorts, and hoodies in neutral tones like beige and olive, addressing growing demand for inclusive designs.
- Playful Aesthetics: Barbie-inspired pink outfits, animal prints, and cartoon-themed tees for younger kids, with comfortable cotton fabrics to prevent color fading.
- School and Activewear: Durable school uniforms and Tenniscore-inspired activewear, like pleated skirts and polos, for older kids.w
Prices ranged from $5 for basic tops to $40 for outerwear, with multi-pack options for convenience. Sustainability was emphasized through organic cotton and recycled polyester, aligning with parental preferences for eco-friendly clothing.
3. Marketing and Promotion
H&M’s Summer 2023 marketing strategy leveraged omnichannel platforms, influencer collaborations, and trend-driven campaigns to maximize reach and engagement.
Digital and Social Media
H&M capitalized on social media’s influence, particularly Instagram and Pinterest, where parents and kids discovered trends. The brand collaborated with child influencers like Coco Pink Princess and parent bloggers to showcase “mini-me” outfits, driving a surge in demand. Hashtags like #HMSummer2023 and #Barbiecore garnered millions of views, amplifying visibility. H&M’s e-commerce platform featured curated outfits inspired by Paris Fashion Week and K-pop aesthetics, reducing shopping anxiety for consumers overwhelmed by trends. Online sales were boosted by a 15.6% CAGR in the U.S. online fashion retail market.
In-Store and Experiential
Despite a 58% consumer preference for in-store shopping, H&M enhanced its physical stores with experiential elements like interactive displays and styling stations. In-store promotions highlighted sustainable fabrics and multi-pack deals, appealing to cost-conscious parents. Seasonal events, such as summer fashion workshops for kids, encouraged foot traffic.
Sustainability Messaging
H&M promoted its Conscious Collection through campaigns emphasizing recycled materials and organic cotton, resonating with 27% of consumers prioritizing sustainable brands. The brand’s resale program, allowing customers to trade used clothing for store credit, gained traction, with 32% of consumers interested in second-hand options.
4. Sales Performance and Consumer Response
Sales Performance
H&M’s Summer 2023 collection performed strongly, driven by pent-up demand for holiday and event-driven apparel. The women’s segment saw a 5% sales increase in the first half of 2023, though growth slowed to 1-3% in the second half due to economic headwinds. Childrenswear sales grew steadily, with girlswear leading due to Barbiecore’s popularity. Online channels contributed significantly, with 79.3% of sales from offline stores and growing online penetration. H&M’s mass-market pricing and frequent inventory refreshes encouraged repeat purchases, aligning with fast-fashion trends.
Consumer Response
Consumers responded positively to the collection’s affordability, trend alignment, and sustainability. Women appreciated the versatility of maxi dresses and Tenniscore pieces, while parents valued durable, stylish kids’ clothing. However, some criticized H&M’s mass-market ranges for lacking excitement compared to Primark’s cheaper offerings. Social media feedback highlighted the “mini-me” trend’s appeal, with 61% of parents researching trends online before purchasing. The collection’s eco-friendly options resonated with 43% of younger consumers (18-34) shopping second-hand or sustainably.
5. Challenges and Opportunities
Challenges
- Economic Pressures: Inflation and low consumer confidence, with 80% of shoppers planning to maintain or reduce fashion budgets, limited discretionary spending.
- Competition: Primark and Zara gained share with cheaper, trendier ranges, challenging H&M’s market leadership.
- Sustainability Criticism: Despite eco-friendly initiatives, H&M faced scrutiny for fast-fashion’s environmental impact, with the industry contributing 10% of global carbon emissions.
Opportunities
- Social Media Influence: Collaborations with influencers and K-pop-inspired campaigns could further engage Gen Z and millennial parents.
- Resale Market: Expanding H&M’s resale program could attract the 41% of consumers valuing second-hand apparel for cost and sustainability.
- Gender-Neutral Expansion: Increasing gender-neutral kids’ offerings could tap into growing demand for inclusive fashion.
Conclusion
H&M’s Summer 2023 women’s and kids’ collection successfully navigated a challenging economic landscape by aligning with consumer trends like Barbiecore, Tenniscore, and sustainability. The collection’s vibrant designs, affordable pricing, and eco-friendly options resonated with fashion-conscious women and parents, driving strong sales despite inflation and competition. H&M’s omnichannel marketing, leveraging social media, influencers, and in-store experiences, amplified its reach, while the “mini-me” and gender-neutral trends boosted childrenswear demand. However, competition from Primark and sustainability concerns highlight areas for improvement. By expanding resale programs, deepening influencer partnerships, and innovating gender-neutral designs, H&M can strengthen its market position and continue to thrive in the dynamic fast-fashion industry.
