11ewdew1 | P a g e

Growth of fashion industry

12/19/2012
Presented by :
Aqsa omer
Ayesha khan
Maryam Mustafa
Presented to :
Mamm Tanzeela
PROGRAMME :
Bba (hons) eve
5
th
semester
University of education bank road Lahore


Growth in fashion industry

Table of Contents
Fashion Summary ............................................................................................................................ 4
Fashion Industry:..................................................................................................................................... 5
Pakistan Fashion Industry focusing on Pakistani Culture and Heritage ............................................ 6
Literature review ........................................................................................................................... 8
Pearsons Correlation: ................................................................................................................... 13
According to that correlation table there is a satisfied relationship between the variables. This
shows that any change in one variable is correlated with change in second variable. In our
survey data Pearsons correlation of consumers is 1, new designers is .231, cloth industry is
.254, or media compaign is .285. From that value we can conclude that there is a satisfied
relationship between our 4 variables. .......................................................................................... 13
Our Pearsons correlation is positive that indicates that increase in value of one variable also
increase the value of others. Or decrease in value of one variable also decrease the value of
others variables. ............................................................................................................................ 13
Results ........................................................................................................................................... 13
The result shows that independent variables new designers& cloth industries nd media campaigns
strongly or highly related with dependent variable consumers. ...................................................... 13
References ..................................................................................................................................... 14

Growth in fashion industry

ABSTRACT

This research study is a Structured Literature Review focused on identifying the learning
points which can derive from the fashion industry. Manufacturing, distribution and
marketing issues that enable a more robust analysis of the sector are investigated. A
review of business models used by companies in the fashion industry is conducted to gain
insights into the way that fashion firms manage demand. An extensive review of the
literature reveals that the fashion industry is market orientated and characterized by
short life cycle products and low demand predictability.
The dissemination of fashion has been studied for at least a century, and yet there is not
one universally accepted explanation for this fundamental process.


The study was conducted to explore the FASHION INDUSTORY IN PAKISTAN. The
objective of study was to highlight the importance of fashion, to identify the factors
influencing fashion also kinds of fashion and how can we get aware of latest fashions. Study was
conducted and conclusion was drawn. The suggestions and recommendation have been
given at the end of research.







Growth in fashion industry


Introduction of Fashion:
Art, Clothing, and Fashion; when talking about fashion it is hard not to discuss clothing;
and when speaking about clothes, it is hard to omit the influence of art. Thus, these three
words go hand in hand to give meaning to each other. Art, clothing, and fashion influence
each other and provide basis for us to understand each other anyone who has ever visited
an art show or art museum can easily see that art comes in various forms. Art ranges from
an oil painting hanging on the wall to a statue made out of diamonds. In the same way,
fashion may be presented through different clothing each falling in different categories
like; evening, gala, night, beach wear, etc.


Well fashion does not coordinate only towards clothing. We also have hair styles; make
up, music and now a days even underwear. Each of these depends on the type of clothing
chosen. Nevertheless in each category art is present and this criterion has been a debate
argued for decades.
Fashion is a creative process that results in a finished garment. Fashion has always
borrowed from other art forms whether they are textile patterns of ancient cultures or
sport. Taking these insights, designers recreate a new language of art in the form of an
item of clothing. They are artists working within the medium of cloth.
Fashion Summary

Examines the world of clothing and fashion design . Describes the influence of art on
fashion. Concludes that fashion is an interactive art form where the wearer is an essential
element of the art.
Growth in fashion industry

Fashion Industry:
The fashion is very large industry which consists from Fiber to Garments. Various
industries related to fashion:

Fiber related industry
Yarn processing industry
Fabric related industry
Fabric processing industry
Garment industry

Support sector (Educational Institute, Accessories manufacturer, machine manufacturer,
software developers, Research and development firms etc)

Pakistani fashion industry

Pakistani fashion industry has grown by leaps and bounds in last twelve to fifteen years.
Many famous fashion designers are working in this field and contributing their work to the
progress of the industry. With opening of the new institutes and fashion schools our
industry has found new horizon with new talent pouring in.
As Pakistani fashion industry has many talented and creative fashion designers. Every
fashion designer has new and creative ideas which make them distinguish from each
other. Famous Pakistani fashion designers names are Ammar Belal, Nomi ansari, karma,
Lajwanti, khaddar, Asifa and Nabeel, Sobia Nazeer, HSY, Maria B, Bee jees and more. And
I selected two designers for my case study, Ammar Bellal and Tazeen Hasan.
Ammar Bellal is basically my inspiration in this case study; he is doing a lot of work on
men's wear. Like other Pakistani fashion designers he didnt opt for bridle wear designing.
And my 2nd selected designer Tazeen Hassan says" I design my cuts with people from real
society in mind and not just models". Her designs are very simple. She sells Pakistani
women wear embroidered dresses,bridle dresses, kameez shalwar and lehnga chooli.
Although Tazeen hasan is also working good and creating style and designs.

Growth in fashion industry

The fashion industry has short product life cycles, tremendous product variety, volatile
and unpredictable demand, and long and inflexible supply processes. These
characteristics, a complex supply chain and wide availability of data make the industry a
suitable avenue for efficient supply chain management practices. The industry has also
been in a transition over the last 20 years: significant consolidation in retail, majority of
apparel manufacturing operations moving overseas and, more recently, increasing use of
electronic commerce in retail and wholesale trade. This paper aims to review the current
state of operations and recent trends across the fashion supply chain in the US. We use
industry-wide data, articles from business journals, industry reviews and extensive
interviews with an apparel manufacturer in California, and a major US department store
chain to describe the current operational practices and how the industry is restructuring
itself during the transition, focusing at the apparel manufacture and retail segments of the
supply chain.
Journal of Fashion Marketing and Management. 2006; 10(3):329-344.
Description: Purpose This paper seeks to address the complex nature of fast fashion
buying through case studies with a supermarket, department store and own brand label.
Pakistan Fashion Industry focusing on Pakistani
Culture and Heritage
The culture of Pakistan has always been the focal point for all fashion designers in the
Pakistani fashion industry. Whether it is dress or accessories, Pakistani fashion industry
has always kept the aspect of pertaining to our traditional roots and heritage that are
actually the main identity of Pakistan.
Pakistani culture and traditions always have a huge impact on Pakistani fashion industry
and the collections of famous Pakistani fashion designers, however, our designers, and
experts have also tried to be unique and exclusive to use their imagination to design the
unmatchable products, dresses and accessories.
Growth in fashion industry


Pakistani Fashion industry striving to make identification of Pakistani culture
The creations and collection line-ups of Pakistani fashion industry, that are purely culture
oriented, received warm acclamation and gratitude from the fashion ramps from all over
the world especially the western countries. The basic intention behind promoting
Pakistani culture and Pakistani fashion trends through products and dresses is to mark
our individuality in the fashion industry worldwide, tied along with our tradition and style.
Whether it is trendy shalwar kameez or choori daar pajama, Pakistani fashion industry
has always marked its elegance with classy outfits. Moreover, Pakistani fashion industry is
doing an outstanding job as far as bridal creations are concerned. The bridal dress, lehnga,
sharara and gharara have received a new charm and spectacular grace by amazing color
blends and distinguished embellishments from many famous Pakistani fashion designers.





Growth in fashion industry

Literature review
Theoretical Framework
The dependant variable of fashion growth is influenced by three independent variables
electronic media, promoting new designers, and establishing new industries. These
three variables aretotally dependent on each other but are independent individually.
These three variables collectively influence the dependent variable which is consumer in
this case.
The influence of media on consumer behavior is profound. The billions of dollars spent in
advertising each year attest to the impact of media on consumer purchasing and buying
preferences. The ability of media to shape consumer trends and tastes through media
such as movies, television shows and music is all-pervasive. New media such as Internet
sites accelerates consumer receptivity to products through comments made on websites
and blogs.

With the promotion of new designers as well as new brands in industry going towards the
growth of fashion. It is very beneficial for our industry .in this way more people get
interest in this field and through this way our fashion industry goes towards betterment.
When new industries of textile developed. It cause increase in growth of fashion.
Fashion is not something that exists in dresses only. Fashion is in the sky, in the street;
fashion has to do with ideas, the way we live, what is happening.
Coco Chanel
I think the idea of mixing luxury and mass-market fashion is very modern, very now - no
one wears head-to-toe designer anymore.
Alexander McQueen
"I think there is beauty in everything. What normal people would perceive as ugly, I can
usually see something of beauty in it?"

"Its a new era in fashion - there are no rules. Its all about the individual and personal
style, wearing high-end, low-end, classic labels, and up-and-coming designers all
together."
Alexander McQueen
Growth in fashion industry

Model:




















Growth of

Fashion

Industry

Promoting New designers

Establishing New
Clothing industries

Making people well
aware of latest fashion
by mean of media n
campaigns.

Growth in fashion industry


Methodology
1. Sample size

The sample will be selected on the probability basis. In probability sampling we will use
the simple random sampling.
In this research, the sample comprising of 100 students (N = 150) selected from University
of education by convenient sampling technique. The sample consisted of girls (n =100)
students. Age level was constant ranging from to 18 to 25years.
For this study a self-explanatory questionnaire consisting of 14 questions was filled from
the students of University of Education. Questionnaire items contained informative
queries about advertised brand and its consumption process. Demographic include age
and educations questions. Age limit is 18 to 25 and mostly girls are bachelors and
masters students.
2. Primary data
Primary data were collected by questionnaire, which contained 14 questions related to
the variables we selected.
3. Secondary data
Data were collected form references, books, journals, and articles.
4. Type of research
We use explanatory research.
5. Instruments
We conduct our research by questionnaire or surveys.

Growth in fashion industry

Reliability







Reliability Statistics
Cronbach's
Alpha
N of Items
.713 4


Interpretation:
If the cronbachs alpha of reliability is greater than 0.07 than we can say that the data we
entered or use is reliable on scale or that shows a significant relationship between
variables. But if it is lower than 0.07 than the data is not reliable or that not satisfy the
variables relationship. In the reliability statistics table we can see that our reliability
statistics Cornbachs alpha is greater than 0.07 it is at .713 that indicates that the data we
use is reliable our there is significant or satisfied relation between our variables.




Case Processing Summary
N %
Cases
Valid 100 100.0
Excluded

a

0 .0
Total 100 100.0
a. List wise deletion based on all
variables in the procedure.
Growth in fashion industry

Correlations
fashion designer
s
c.indust
ry
M.compai
gn
fashion
Pearson
Correlation
1 .231 .254 .285
Sig. (1-tailed) .472 .398 .460
N 100 100 100 100
designers
Pearson
Correlation
.007 1 .096 .363
**

Sig. (1-tailed) .472 .171 .000
N 100 100 100 100
c.industry
Pearson
Correlation
.026 .096 1 .077
Sig. (1-tailed) .398 .171 .224
N 100 100 100 100
M.compai
gn
Pearson
Correlation
.010 .363
**
.077 1
Sig. (1-tailed) .460 .000 .224
N 100 100 100 100
**. Correlation is significant at the 0.01 level (1-tailed).

Growth in fashion industry

Pearsons Correlation:
According to that correlation table there is a satisfied relationship between the variables.
This shows that any change in one variable is correlated with change in second variable. In
our survey data Pearsons correlation of consumers is 1, new designers is .231, cloth
industry is .254, or media compaign is .285. From that value we can conclude that there is
a satisfied relationship between our 4 variables.
Our Pearsons correlation is positive that indicates that increase in value of one variable
also increase the value of others. Or decrease in value of one variable also decrease the
value of others variables.
Results
The result shows that independent variables new designers& cloth industries nd media
campaigns strongly or highly related with dependent variable consumers.
Conclusion:
I think that the fashion is important for things as interviews of work but is not such an
important thing compared with the health since for not going to the mode you go away to
dying.In conclusion to spend a lot of money in clothes costs a sorrow.
Fashion has almost nothing to do with good taste. So, fashion is Depending on your personality you
may like bright, dark, earthy, glittery colors. Also depending on your mood and scene you
may like different stuff at different times. Love it or hate it, fashion is here to stay. The immense
impact that fashion has on todays culture and daily life is evident everywhere you turn. While we are
sure that fashion always played a role in the social culture that makes up college campuses, it has
never been more apparent. While us extreme interest in the field of fashion may cloud my mind and
make ordinary outfits and tastes seem extraordinary, we think we may be on to something. Take a
moment to think about your day-to-day life at any point during this day, do you stop and think about
what you are wearing, or how good someone else looks? This is fashion. The fashion business is one
that is ever-growing, changing and influencing the way we think, act and look.
Growth in fashion industry

References
Fashion (2012, March 29). Wwd. (n.d.). Retrieved from http://www.wwd.com/fashion-
news.
Cinema: Clothing and identity in the movies - Page 196, Stella Bruzzi - 2012
Introduction", Costume & Fashion Press, 2004, ISBN 0-89676-253-X
Timothy Brook: "The Confusions of Pleasure: Commerce and Culture in Ming China"
(University of California Press 1999); this has a whole section on fashion.
al-Hassani, Woodcok and Saoud (2004), 'Muslim Heritage in Our World', FSTC
publisinhg, pp. 389
Josef W. Meri & Jere L. Bacharach (2006). Medieval Islamic Civilization: AK. Taylor &
Francis. p. 162. ISBN 0415966914.
Laver, James: The Concise History of Costume and Fashion, Abrams, 1979, p. 62
Fernand Braudel, Civilization and Capitalism, 15th18th Centuries, Vol 1: The Structures
of Everyday Life," p317, William Collins & Sons, London 1981
http://www.wwd.com/fashion-news
http://www.fashionsalad.com/
http://www.runwayfashion.org/