The

Wardrobe
Story
Part - 1
Year | 2019
Country : India
Sample Size : 200
The
Wardrobe
Story

Table of contents

01. Introduction
02. Size & Style
03. Habits & Behaviour
04. Wardrobe Internals
05. Storage Needs
06. Accessibility
07. Conclusion
08. What’s Next?

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The
Wardrobe
Story

Industry’s fact

India’s modular kitchen market stood at $ 206

million in 2018 and is projected to grow at a
CAGR of over 27% during 2019-2024 to reach
$ 862 million by 2024.

After widely acceptability of modular kitchen in

indian home, modular wardrobe system is the
next product, making space in major interior
projects.
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Wardrobe
Story

Introduction

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Wardrobe
Story

Who all contributed ?

200 people
across India
participated in
the survey,
answering how
they use their
current wardrobe
and what they
are expecting
from their new
wardrobe.

55.4% male and 46.6%

female participate in the
survey. The youngest
participant was 19 years
old and the eldest one
was 74 years.

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The
Wardrobe
Story Who all contributed ?

29.3%
Business
Class
Profile

54%
Salaried
Class
Profile

16.7%
Home
Maker
Profile
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Wardrobe
Story
Wardrobe is known as ?
“
28.7%
People prefer to refer
wardrobe as “cupboard”,
18% use “almirah” and
2% people refer
wardrobe as “closet”
The word wardrobe appeared in the
English language in the early 14th
century.
It originated from Old French words
wardrobe, wardereube and
garderobe, in which “warder” meant
“to keep, to guard” and "robe" meant
“garment” ...wikipedia.org
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The
Wardrobe
Story

Use of wardrobe in general ?

18.4% Only Storage

2% Only Safety

From storage to organising

14.5% Only Organiser things and keep them
uncluttered, wardrobe has
more uses than just a look
of the room.

2% Only Lifestyle Look

63.1% All of above

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Wardrobe
Story

You need wardrobe in each room ?

70.8%
People think that each room
of the home need a wardrobe
except the kitchen and
bathroom.
Kitchen and bathroom has a different
kind of storage requirement.

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Wardrobe
Story

Size & Style

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The
Wardrobe
Story

What size of wardrobe people generally have?

46.5%
People currently have wardrobe
6 feet and bigger size.
25.2% have 4-5 feet big wardrobe, 20.6%
people have wardrobe between 3-4 feet
wide. 7.7% people have very small
wardrobe equal or less than 3 feet.

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Wardrobe
Story

Are you happy with size?

68.8%
People need bigger
wardrobe then
what currently they
have.
15.6% are happy with the
current wardrobe size and
similar number of people
can’t choose between the
given options.

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Wardrobe
Story
What Style of wardrobe people generally have?

58.4% 10.4% 26%

Swing Wardrobe Folding Wardrobe Sliding Wardrobe

Only 5.2% people have walk-in wardrobe

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Wardrobe
Story

What Style of wardrobe people wish to have?

34.2%
People wish to have a walk-in
wardrobe where currently only 5.2%
have the same.
36.1% people wish to have sliding wardrobe where 25.2% are
happy to have swing wardrobe.

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The
Wardrobe
Story

Do kids and teen need

separate type of wardrobe
other than parents have ?

87.4%
People feels that kids
need seperate
wardrobe.
In another question, 92.5%
people feels that teens also
need a different wardrobe
and can not accomodate in
parents wardrobe.

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Wardrobe
Story

Habits & Behaviour

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Wardrobe
Story

Do you like to share your wardrobe space ?

46.5%
People fight / argue for
the wardrobe space
with their spouse / sibling
or roommates.

In another question, 54.2%

people share their wardrobe with
spouse / sibling / roommate but
actually 52.9% people really don't
like to share their wardrobe
space.

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The
Wardrobe
Story

Do people hang used and dirty clothes in wardrobe?

93.6%
People really do not like
to hang the used & dirty
clothes in wardrobe.

3
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Wardrobe
Story

Where people hang used and dirty clothes other then wardrobe?

16% 51.3% 28.8%

Behind Doors Laundry Bucket Washing Machine

3
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The
Wardrobe
Story

About keeping food items in wardrobe?

Only

2%
People agreed that
they store food
items in wardrobe to
keep them safe from
other members.

3
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Wardrobe
Story

Wardrobe Internals

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Wardrobe
Story
How many drawers you want in your wardrobe?

3.8% 46.5% 16.6%

1 Drawer 2 Drawers 3 Drawers

There are 33.1% people need 4 or more drawers in their wardrobe

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Wardrobe
Story

Do you need a lockable

drawer in your wardrobe to
keep valuables?

83.4%
People want to
have lockable
drawer in
wardrobe.
In another question,
75.2% people agreed
about using the drawer to
keep jewellery, watches
and some other regular
valuables.

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The
Wardrobe
Story

Need of organiser for small item, perfumes, watches ?

73.6%
People do not have an organiser
drawer in their wardrobe to keep
such stuff.
In another question, 80.5% people feel
they should have a dedicated organiser
drawer for keeping small and daily useful
things like watches, perfume etc

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Wardrobe
Story

Using wardrobe for storing

shoes and sandals?

Only
18.9%
People show
interest in keeping
shoes in the
wardrobe.
In another question,
91.8% people simple
refuse to keep used shoes
back inside the wardrobe.

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The
Wardrobe
Story

Place to hang tie, belt & hang small hand bags ?

66.7%
People do not have a dedicated
hanging space for their purse /
small pouch / belts / ties in the
wardrobe.
In another question, 84.3% people prefer to
have a dedicate solution to hang tie, belt,
small pouch etc in their wardrobe.

3
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The
Wardrobe
Story

Apart from lockable drawer there is a need of safe?

74.2%
People think that they should have a
password protected safe in their
wardrobe.
Apart from lockable drawers which can be used
for small valuable items, people feels that there
is a need of safe attached inside the wardrobe.

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Wardrobe
Story

Storage Needs

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Wardrobe
Story

How many top wear

clothes you keep in your
wardrobe for regular use?

33.3%
People have more
than 40 pieces per
person top wear
clothes like shirt,
t-shirt, blouse or
tops.
Only 5.7% people keep
their wardrobe
minimalist and have less
than 10 top wear
clothes.

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The
Wardrobe
Story

How many clothes you keep in your wardrobe for regular

use ?

30.2%
People have less
than 10 bottom
wear clothes in
their wardrobe.
Only 6.9% people have
more than 40 bottom
wear clothes like jeans,
trousers, skirts in their
wardrobe.

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The
Wardrobe
Story

The requirement of a long

section in wardrobe to keep
longer dresses like gown?

40.3%
People need a long
section in wardrobe
to hang long
gowns, night suits
etc.
49.1% people are ok
without a longer
compartment in wardrobe
for such long dresses.

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The
Wardrobe
Story

Place to keep briefcase and suitcase when not travelling?

56.1%
People keep their suitcase and
briefcase at top shelf or in the loft
above the wardrobe.
9.6% people prefer to keep the heavy
suitcase at the bottom shelf of wardrobe
and 34.5% people do not keep this heavy
items in wardrobe and prefer to keep in
some other room.

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Wardrobe
Story

Where do you keep your woolen dress / pullover post winter?

35%
People want a seperate
section in same drawer to
keep seasonal dresses.

22.5% people keep them in the loft area

and 32.5% people pack them properly
and keep them under the bed storage.
Rest did not responded.

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The
Wardrobe
Story

Where to keep heavy work

dresses like wedding dress,
sherwani etc?

64.3%
People need a
seperate section in
same wardrobe to
keep such stuff.
10.8% people pack such
dresses and keep them
under the bed storage for
occasional use and do not
use the wardrobe space.
Rest did not responded.

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The
Wardrobe
Story

Accessibility

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The
Wardrobe
Story

How to access the top part

of the wardrobe or loft?

64.2%
People use a stool
of small ladder to
reach to the top
shelf or loft of a
wardrobe.
In another question, 44%
people keep their
suitcase, 18.2% people
keep their old memorable
items like albums,
trophies etc. in the loft
section.

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The
Wardrobe
Story

About the preference of
handle amongst the small,
long, conceal (slim) and no
handles
40.8%
People need
conceal (slim)
handles in their
wardrobe.
30.2% people prefer long
handles , 15.7% like small
handles and 13.2%
people do not like handles
in wardrobe doors.

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The
Wardrobe
Story

Requirement of built in light

inside the wardrobe?

79%
People do not have
a built in light in the
wardrobe.
In another question,
79.2% people feel the
requirements of having a
built in light in side the
wardrobe.

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The
Wardrobe
Story

About keeping mirror inside / over the

wardrobe doors?

54%
People need a mirror
with wardrobe.

In another question, 40%

people need mirror on the
door, 12% people need
mirror back side of the
door and 18% people need
mirror sliding from inside
of wardrobe.

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The
Wardrobe
Story

Conclusions:

● Wardrobe : storage, safety, organiser & lifestyle product.

● Walk-in wardrobe : new trend coming.
● People don't like sharing wardrobe.
● Kids and Teens need separate wardrobe.
● 2 & 4 drawers are maximum in demand.
● People need lock in drawer and one safe.
● Wardrobe accessories & organisers are in demand.
● Slim and Concealed handles are in fashion.
● Wardrobe need built-in lights.

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The
Wardrobe
Story

END
of part-1

What’s Next
“Demographic distribution of sample, special need for different geography, user profile wise need of
wardrobe design, time count, easy or difficulty level of using wardrobe, ergonomic challenges, comfort
zones, age wise design variation, preference of wardrobe internal body color, need of matching
wardrobe with rest of furniture in same room, kids wardrobe in detail, teens wardrobe in details, more
internal organisers, wardrobe in a niche, under staircase, open wardrobe, floor to ceiling partition system
are the points to be covered in part-2”

Soon to be released..

41
The
Wardrobe
Story
Part -1

By:
Gopal Dwivedi
Currently serving as
Head - Category Development
Livspace.com

Also served in past:

Hettich India | Evok Hindware
H&R Johnson | Sleek Internationals