Checking the Feasibility of Launching a Multi Functional Lehenga for Pero

Transcription

1 Graduation Research Project Checking the Feasibility of Launching a Multi Functional Lehenga for Pero Submitted By JYOTI BHARDWAJ IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE MASTER OF FASHION MANAGEMENT (MFM) Submitted to DEPARTMENT OF FASHION MANAGEMENT STUDIES (FMS) NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT) Plot No. 15, Sector - 4, Kharghar Navi Mumbai, PIN Ph , Fax: Web: May, 2018

2 Graduation Research Project Checking the Feasibility of Launching a Multi Functional Lehenga for Pero Submitted By JYOTI BHARDWAJ Under the Supervision of Ms. Sonali Saldanha Assistant Professor IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE MASTER OF FASHION MANAGEMENT (MFM) Submitted to DEPARTMENT OF FASHION MANAGEMENT STUDIES (FMS) NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT) Plot No. 15, Sector - 4, Kharghar Navi Mumbai, PIN Ph , Fax: Web: May, 2018

3 DECLARATION I, Ms. Jyoti Bhardwaj hereby declare that the graduation research project titled Analyzing the Instagram Handle of Pero and Checking the feasibility of launching a multi functional lehenga at Pero by Aneeth Arora is the result of my own research work carried out by me during the period January 9, 2018 to April 21, 2018 except as cited in the reference. This report has not been submitted to any other university or institute for award of any degree/diploma etc. Signature: Name of the student: Jyoti Bhardwaj Date: 22/5/18 Place: Mumbai

4 CERTIFICATE FROM FACULTY MENTOR This is to certify that Ms. Jyoti Bhardwaj has completed the graduation project titled Checking the feasibility of launching a multi functional lehenga for Pero under my guidance. She has been submitting the progress report on time. She is hereby allowed to participate in the jury. ( ) Name of the faculty mentor: Ms. Sonali Saldanha Date: 13/5/18

5 ACKNOWLEDGEMENT I take this opportunity to express profound gratitude to my industry mentor, Mr. Jasmeet Singh Arora. The completion of this project could only have been successful under his guidance and constant motivation. I am obliged to the retail merchandiser, Tanya Mishra for taking me under her wing and helping me grow under her positivity. It is said one absorbs energy and positivity from their surroundings; hence, I would also like to appreciate the other interns who were just as enthusiastic and made for a great source of motivation. I express my deepest thanks to my mentor, Ms, Sonali Saldanha for her constant guidance, her monitoring, her teachings and her enthusiasm. Lastly, I would like to thank everyone who indirectly helped me during my internship period.

6 TABLE OF CONTENTS S. TOPIC NO. 1 INTRODUCTION (EXECUTIVE SUMMARY) 2 CHAPTER 1 COMPANY PROFILE 3 CHAPTER 2 TASK 1: SALES REPORT ANALYSIS 4 CHAPTER 3 PROJECT 1: CHECKING THE FEASIBILTY OF LAUNCHING A LEHENGA FOR PERO 5 CHAPTER 4 PROJECT 2: ANALYZING THE INSTAGRAM HANDLE OF PERO 6 CHAPTER 5 OTHER TASKS 7 CHAPTER 6 LEARNING OUTCOME 8 CHAPTER 7 REFERENCES 9 CHAPTER 8 APPENDIX PAGE NO

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8 EXECUTIVE SUMMARY The report provides an insight to how the task of analyzing the performance of each category turned into a project. The idea behind launching a lehenga for came from this analysis only. Since there are so many designers in India who are into the business of making lehenga, therefore it was important to decide how to take a different path in the same segment. The designer came up with the idea of launching a multi functional lehenga where each piece can be worn differently with other clothing item. A survey was conducted to know the consumer perception of the people about the concept. In the next part of the project, an analysis was done to determine the best performing themes on Instagram which are posted by Pero. This was done by calculating the engagement of the posts. Recommendations were also given based on the analysis to increase the engagement on Instagram. 1

9 CHAPTER 1 COMPANY PROFILE 2

10 Pero by Aneeth Arora Péro, which means to wear in Marwari, is a label launched by Aneeth Arora, a textile design graduate from National Institute of Design, Ahmedabad and a fashion design graduate from National Institute of Fashion Technology. From the designer s point of view, Péro interprets international aesthetic using local material and skills and takes inspiration from what surrounds us to make a product that connects with people across the world. The Indian ness of Péro rests in the textile process where materials and techniques have been passed down generations from one craftsperson to the other thereby carrying forward the Indian tradition of handmade textiles and creating pieces that are at once unique. Pero products consist of its ready to wear to women, men and children (chota pero) and accessories. Pero s USP lies in the fact that each textile is especially made for each collection. The design process starts from the fabric stage and sometimes even at the yarn stage. It is almost like an artist weaving his own canvas before he starts to paint on it. She creates apparel that is crazy enough to surprise people, but they are wearable and stylish at the same time. She strives to balance fashion with tradition, making everyday dressing fun and trendy. The foundation of her design philosophy is that, less is more, which reflects in her design as well, with clothes exuding versatility and comfort, but also carrying a keen attention to detail. Pero has marked its presence in a short span of time. Currently, it is retailing in 17 countries via 200 retail stores like Barneys, Pippa Small, Pallazo Dallay, Canary etc. In India, Pero retails in almost all metropolitans like New Delhi, Mumbai, Bangalore, Chennai and Hyderabad through various multi designer stores like Ogaan, Good Earth, Collage, Amethyst, Elan, Elahe among others. The clientele of Pero includes people who value handmade touch, oversize garment, comfort fit and wearable is the main word with which people can identify Pero garments. Celebrities like Kangana Ranaut, Dia Mirza, Mira Nair, 3

11 Kiran Rao, Sonam Kapoor, Irrfan Khan etc. A lot of their clients belong to the upper class. Also major international business comes from European countries. Fig 1.1: Depicting the clientele of Pero With social media platforms like Instagram, Facebook, Twitter becoming a major part of our lives, even businesses could not refrain themselves from making use of these platforms to educate the audience about their brands. And so has pero, which has been active on the platform for 9 years. We will see in detail as how Pero is performing on these social media platforms in terms of engaging people through a detailed analysis. Different Departments of Pero Fabric Department The fabric manager work on dyeing, development of prints, bulk purchase of fabric, screen development, calculation of fabric used in the collection, keeping the fabrics in stock, placing orders, giving contracts to weavers across India like Maheshwar, West Bengal, Assam, Kullu to weave their collection based fabrics. Design Team They work on the samples, by looking at different types of techniques in a garment, embroidery, sourcing, working on different colour ways. They basically 4

12 get to create samples that can work for the collection, taking care of the trims. They also work on creating press kits. When the sample is approved by Ms Aneeth, then 4 samples of each product are made which are Black dot, Blue dot, Red Dot and No dot. Those samples have to be sent to the distributors so that their inputs can be considered while finalizing the collection. Production Team The in house production is handled by the production team. They basically take care of ordering trims, goes through orders given by the buyers, meeting deadlines, following up to the orders to so that they are completed on time, getting the garment checked at every step, giving the garment for handwork and then for shipping the order. Also, taking a follow up from the unit to see the progress of each order so that it can be shipped on time is another task that the production department takes care of. Retail Merchandising The retail merchandising team directly deals with the stores. They take care of the amount of stock that is present in the store that retails pero products, sending shipments to the stores, taking customer orders, handling mails and fixing up buyers meeting. Basically, the retail merchandiser in Pero is the one who represents the label at all the events. Social Media The social team create posts for daily updates on Instagram, Facebook and Twitter which have to be approved by Ms. Aneeth Arora before posting. While creating the posts, they try to showcase the garments, detailing, materials used and the hardwork behind every garment. Also, they try to create posts where they try to connect with their audience on an emotional level by creating various stories. 5

13 Design and Production Process 1. Inspiration: The collection is started by taking inspiration about how the collection is going to be. The inspiration could include anything from fabric to colour to any technique of production or embroidery. In their current SS18 collection, the inspiration taken was the bullion technique of embroidery which is used in most of their garments and the French knots which are very hard and time consuming. 2. Sourcing of fabric and development of surfaces: Once the inspiration part is done, the next thing to finalize is to what all fabrics will be used in the collection. Generally, Pero incorporates cotton, cotton silk, silk, khadi in its collection. If it is a winter collection, then wool is also added in the swatch file. Once the fabrics are finalised, the surfaces are developed on each fabric which are assigned different codes by the fabric manager. 3. Making of test fits: The next step involves making of test fits where different silhouettes are tested on different fabrics and only those are approved which the designer feels will work for her client base. 4. Making of samples: The test fits that are approved, are the ones that go on to make samples for final production. Four types of samples are made, blue dot, black dot, red dot and no dot for different distributors. 5. Fashion Week: The samples are sent to Milan Fashion week where the buyers from different stores place order with Pero. Generally, one order from one store consists of 30 pieces, the buyers can also customize the the garment by selecting different silhouette with different prints. 6. Production: After the orders have been places by the buyers, the production starts immediately for the international orders where according to the priority and delivery dates for different stores. The production is done in house as well as in their other unit. But the hand work and embroidery is taken care by the ladies in the studio itself. 7. Checking: After the production is done, the garments are checked before shipment by the checking department to rectify the flaws, if there is any in the garment. Without the approval of the checking department, no garment can leave the production room or for that matter, can be sold. 6

14 CHAPTER 2 TASK 1 SALES REPORT ANALYSIS 7

15 Sales Analysis Report The first task that was assigned was to analyze the sales report from January 2016 to December The objective of this analysis was to find out the performance of each category by calculating their sell through. The task was carried out by taking out relevant information like the product code, category, and quantity of the products sold from the sales invoice of each store from January 2016 to December Consolidating the whole data in a proper framework in an excel sheet was the next step to carry out the analysis. Once the complete data was collected in the sheet, the next step was to create a pivot table which would summarize the data in the required format. Segmenting each category by their quantity produced and quantity sold, the sell through was calculated by dividing the latter with the former. Below is the sell through of each category for the year 2016 and Category Blouse 78% Bottom 67% 61% Crochet 43% Dress 71% 76% Gamcha 54% 51% Jacket 66% 68% Jumpsuit 75% 56% Kurta Set 100% Lungi 76% 69% Necklace 23% 24% Rumal 68% 45% Sari 95% 88% Shirt 69% 72% Shorts 21% Shoes 50% Top 74% 70% Table 2.1: Depicting the sell through of each category 8

16 Fig 2.1: Graphical representation of the sell through of the categories for the year 2016 and 2017 An interesting thing appeared while analysing the report. It was observed that their Indian wear, which only comprised of Sari in 2016 marked a sell through of 95% in its first season. Also, when their Kurta sets were introduced in the next year, they marked a sell through of 100% while saris had a sell through of 88% the next year. With such an overwhelming response for the Indian wear in Indian market, it was decided to come up with another vertical in the Indian wear of Pero, i.e. a Lehenga. 9

17 CHAPTER 3 PROJECT 1 CHECKING THE FEASIBILITY OF LAUNCHING A MULTI FUNCTIONAL LEHENGA 10

18 INTRODUCTION MULTI FUNCTIONAL LEHENGA The research topic identified is to check the feasibility of launching a multi functional lehenga for Pero. Pero primarily focuses on women s wear category, both western as well as Indian. The major categories that are present in the western wear are dress, bottoms, shirts and tops. While for the Indian wear, they currently manufacture and retail kurta sets, sari and blouse. As lehenga is one of the most essential element of Indian wear, it was important for them to complete the Indian wear line, hence the study. Since the market for Indian wear is never ending, and so many designers are performing very well in the same category, Pero needed to come up with a lehenga which is different in some way from the ones designed by other designers. Therefore, pero has thought of coming up with multi functional lehenga, where each piece can be worn independently with other clothing item as well. Basically, it provides the scope for people to mix and match and thereby increasing the functionality as well as usability of each piece. Objective To check the customer/consumer acceptance of such a concept 11

19 REVIEW OF LITERATURE The Lehenga Choli also known as Lehenga, is a three-piece attire comprising the lehenga, a long Indian skirt worn by Indian women across India. Secured at the waist with the mid-riff left bare, lehenga is usually worn on ceremonial occasions, festivals and weddings. It is generally embroidered, printed or embellished and is worn with a fitting blouse called choli. Additionally, the lehenga-choli is paired with a dupatta which acts as a sari pallu and covers the mid-riff and head, depending on how one wishes to drape it, going by the occasion. Lehenga Choli became popular as an attire amongst women mainly in North India, during the 10th century. The lehenga evolved through fine craftsmanship with the arrival of Mughals in India and their subsequent rule from the 12th to the 18th century. The original, ancient form of lehenga was mainly stitched from cotton, after which royal fabrics and embroideries like silk & brocade were used, making lehenga further evolve into royal attire. Most of the designers have come up with their own kind of lehenga. Sabyasachi Mukherjee represents the royal, Indian ness of our culture. It is reflected from the kind of embroidery, print and colours used in his designs. Fig 3.1: Depicting Sabyasachi lehenga 12

20 As for Manish Malhotra, he represents a very different take on lehenga. The silhouettes are Indian while the detailing and trims are very modern in nature or vice versa. These designers have been a part of Indian lehenga industry for quite long and have made their contribution as well Fig 3.2: Depicting Manish Malhotra lehenga As for Anita Dongre, though her style is totally Indian, she tries to incorporate something new in her designs, like a lehenga with pockets or something new with colours. 13

21 Fig 3.3: Depicting Anita Dongre lehenga Fig 3.4: Depicting Masaba Gupta s lehenga Masaba Gupta is one of the youngest fashion designers in India. Her design sensibilities are comprised of Indian Fusion, where her prints are very Indian modern while her silhouettes are pretty inspired by west. The colour palate in her collection is very bright and the prints are also unique and very modern which basically stands out in the crowd. Masaba Gupta is the new face in the ever expanding Indian fashion industry which is dynamic and internationally acclaimed, thanks to the contribution by some of the 14

22 best names in this industry. She is deft at creating both traditional and western designs for her clients as she is well aware of the latest trends emerging in the international fashion arena. 15

23 RESEARCH METHODOLOGY The research topic identified is to check the feasibility of launching multi functional lehenga. The study is conducted since Pero primarily focuses on women s western wear which follows the anti fit pattern. The sensibility of Pero clothes is such that it does not conform to the general norms of fitting. The clothes, as quoted by most of the people, are wearable, the clothes that are showcased in the fashion week are meant to be worn, unlike the collection of other designers which are only meant for shows. Also, Pero launched its Indian wear 2 years back with sari and kurta sets being a part of it. The study is conducted on pan India basis. Both primary and secondary data is collected. Primary data amounts to 80-90% of the study and secondary data amounts to 10-20% of the data. Primary Research: The data has been collected in tier one cities of India. The data is collected through e-surveys. E-surveys are a part of the survey method of data collection. The questionnaires were given to respondents visiting the studio and the retailing stores as well. The analysis is done with through Google forms. Secondary Research: The information related to review of literature, the scenario in lehenga market in India, the designers in the industry and the type of their designs, all of this information has been obtained through secondary research. Sample size: 52 The sample is set to be 52 as our target customer is the women, falling under the age bracket of years. Pero women knows what they want to wear, they do not follow the societal norms. 16

24 ANALYSIS To understand the customer preference regarding multi function lehenga, a survey of 52 people was conducted. Pie Charts Fig 3.1 suggests that 42.3% of people shop for Indian wear on a quarterly basis while 28.8% people buy Indian wear in every six months Fig 3.2 suggests that most of the people are fond of wearing lehenga and kurta sets, followed by sari 17

25 Fig 3.3 suggests that the people like to wear lehengas with sequined and thread embroidery more. Fig 3.4 suggests that 71.2% of people like experimenting as compared to 7.7% who do not like experimenting at all. 18

26 Fig 3.5 suggests that most of the people like to mix and match their outfits quite often as compared to the people who don t do it at all.. Fig 3.6 suggests that majority of the people are okay with the concept that the label wants to introduce while only some of them are unsure 19

27 Calculation Responses No. of Responses Standard Percentage Value of Responses Yes % 33 May be 19 50% 9.5 No 0 0% 0 Total Table 3.1: Depicting the calculation x/100*52=42.5 x=42.5*100/52 x=81.7 Since value of x is greater than 66, therefore we can say that launching the lehenga is feasible and has the potential to work well in the Indian market. CONCLUSION After considering the responses and the calculation, we can surely say that Pero should go ahead with the concept of launching a multi functional lehenga where each piece can be worn individually with other item of clothing. 20

28 CHAPTER 4 ANALYZING THE INSTAGRAM HANDLE OF PERO 21

29 INTRODUCTION Social media is a series of websites and applications designed to allow people to share content quickly, efficiently and in real-time. Most people today define social media as apps on their smart phone or tablet, which helps them to engage with with different people at the same time. The ability to share photos, opinions, events, etc in real-time has transformed the way we do life and it is also transforming the way business is done. Retailers who engage social media as part of their marketing strategy have seen great results. But the key to success with social media is to treat it with the same care, respect and attention. We will see in detail as how Pero is performing on one of the social media platforms ie, Instagram in terms of engaging people through a detailed analysis. OBJECTIVES 1. To analyze the themes on which Pero posts on its Instagram page and to determine the engagement generated from the posts. 2. To identify the problem areas and come up with some recommendations to increase the social media engagement. 22

30 REVIEW OF LITERATURE INSTAGRAM AS A MARKETING TOOL In the early days of social marketing, there was little competition for the dollar. Today, there are tons. You can spend thousands of dollars on a Facebook ad campaign, for example, and get no return on your investment. Just like competing for space in the newspaper years ago, you are not competing for eyes on social media. And since social media by its very nature is a "short attention span" media, it is 10 times harder to get their attention than it was with a newspaper ad. The ad headlines and copy are harder to write on Twitter or Instagram than in print. The goal should be to provide content that is relevant to the customer and engages them to the point that they want to share the post to others. If you engage social media, engage your customer. Involving them in a dialogue, asking them their opinions, posting a picture of two items you are considering to carry in the store and ask the customers which one they like better. It creates a conversation and a dialogue which leads to shared posts which leads to engaged followers. As for Instagram, Nowadays, it is not restricted to only personal use. Businesses have also realized the potential of the platform and they are also actively participating to promote their brand. According to statista.com the platform has 800 million monthly active users as on September Fig 4.1: Active users of Instagram in various countries 23

31 According to the graph, United States has the highest number of active users on Instagram followed by Brazil. India stands fourth in the survey with 52 million active users on Instagram. Also, Total number of daily active Instagram users: 500 million Instagram Stories daily active users: 300 million Number of business on Instagram: 25 million. Getting a bit deeper into the demographics: 68% of Instagram users are female. 32% of all internet users are on Instagram. 59% of internet users between the age of 18 and 29 use Instagram while 33% of internet users between the age of 30 and 49 use Instagram. 17% of the teens say Instagram is the most important social media site, up from 12% in % of users follow a business on Instagram. All in all, we can say that Instagram has become an integral part of digital social media marketing which helps the business to reach its specific audience, at a lower cost and also allows you to analyze the performance of a specific campaign which is difficult to determine in offline marketing. The main purpose of social media marketing is to create brand awareness, which means reaching as many people as possible and thereby growing the audience. In Social media marketing, the businesses are always interested to know the reach, impression and engagement of the posts. These terms and features help the business understand the whether their posts are able to reach their target audience and what percent of people are interacting with the posts. Talking about them in a bit detail: Reach: the number of people who see the content. Impressions: the number of times your content is displayed. 24

32 Engagement: The number of interaction people has with the content (i.e.: likes, comments, shares, retweets, etc.) Hashtags: Also, the feature of putting hashtag on Instagram helps the same photo or video to appear at different places. The maximum limit of using hashtags is 30 on Instagram. That means same photo or video can appear at 30 different places if 30 hashtags are used on a single post. Location: Just like a hashtag, putting up a location on the post makes it visible at the location place as well. Unlike a hashtag, the pictures where a location is tagged, it is visible only at one more place. Following: there is a limit on the number of people an account can follow on Instagram. According to Instagram in order to reduce spam, they limit the number of people followed by an account to But there is no limit on how many people can follow a particular account. Likes: There is a limit on the number of likes an account can perform on Instagram. This limit is 350 likes per hour. Chances are very less for an account to exceed this limit unless the user is using an automated tool or are highly active on Instagram, you won t hit this limit. But if this limit is crossed, then the account may get locked up for a while. Characters: There are some limits to the number of characters a user can use throughout Instagram. Instagram username cannot exceed 30 characters while Instagram bio cannot exceed 150 characters. Also, the limit for captions on the photo and subsequent comments caps at 2200 characters. Stories: Just like Snapchat, Instagram has also introduced the feature of putting up stories which lasts for only 24 hours. Considering a large user base of Instragram than Snapchat, the stories have become quite a popular feature on Instagram. ` Carousal Posts: Another feature introduced by Instagram to post multiple photos/videos at once. Since there is a particular limit to the number of posts that 25

33 can be uploaded in a day, Carousel posts make it easier for the users to post multiple photos without crossing the limit. 26

34 RESEARCH METHODOLOGY The research topic identified is to analyze the Instagram page of Pero, to determine the shortcomings and come up with recommendations. The research done was both primary and secondary in nature. Primary Research: Analyzing the different themes of posts, calculating the engagement for them and comparing each theme were the part primary research. Secondary Research: The information related to demographics, the number of followers, post with maximum likes and comments was extracted from Instagram s own analytical tool called Instagram Insight. Understanding and realising various limitations of different features of Instagram was the another aspect. Also, how the these features like, hashtags, stories, videos, gifs, should be used when and for what purpose was a key factor to determine the engagement of the people for each post. The analysis was generally done by analyzing the content posted in the past and see what all content is liked by the audience and what all is not. 27

35 INSTAGRAM PAGE OF PERO Fig 4.2: shows the Instagram Page of Pero Currently, Pero has 86.4k followers on Instagram, with almost 3800 posts on its page. The content which they post has been divided into the categories like: People of Pero: Covers the people who have been spotted wearing pero. Pero Family: This category covers the employees of Pero, their stories, their skills, the relationship with the organization and the people. This category basically tries to connect emotionally with the people. Pero Shops: In this category, a good display of stores that stocks pero is posted. Both Indian as well as international stores are covered in this category. Chota Pero: This category covers the kids wear segment. Sunday Reads: This category covers the generic post about fashion or sometimes covers philosophy of Pero. 28

36 Current Collection: This category covers various shots of the garments that are retailing in the store, to inform people about what all designs, silhouettes and trims are present in the collection. Looks of the collection are also posted so that people can order the product, those who do not have access to the stores. This is the list of various categories that pero covers in its social media posts. Instagram has an analytical tool called Instagram Insight and with its help, most of the information about the demography, the impressions, reach, most engaging posts can be obtained. The information is represented below. Fig 4.3: Depicting the percentage of male and female population following the Pero account Fig 4.4: suggests the location of their followers 29

37 Most of the followers are located in India, followed by United States, Italy and Australia. Fig 4.5: depicts the specific location of Indian followers Going further into the details, most of the followers are based in Mumbai, followed by New Delhi, Bangalore and Ahmedabad. Also, from the Instagram Insights, the time and the day for most engagement were determined which is depicted in the figure below. Fig 4.6: Depicts the time and day when most of the followers are online We can see the above figure that the best time to post on Instagram is 11 am and 7 pm and most of the followers are online on Saturday and Thursday. 30

38 ANALYSIS Pero Shops The theme Pero Shops features the good window display or the VM of the stores that stocks pero products. Product shots do get good engagement as we can see below. Also, pictures on this theme is posted only once a week (morning: domestic stores, evening: international stores) so the merchandise is not always on the face of the audience. Therefore this theme gets good engagement. From the Instagram page of Pero, Theme: Pero Shop Theme: Pero Shop Theme: Pero Shop Engagement: 1.2% Engagement: 1.9% Engagement: 1.5% We can see that product shots are faring well in creating engagement, and considering the like and comments in the above pictures, we can say that their theme Pero shops is doing in creating engagement. 31

39 People of Pero The theme People of Pero features the client base of Pero, wearing Pero. The client base of Pero generally consists of upper class strata, including celebrities like Sonam Kapoor, Mira Nair, Kangna Ranaut, Kiran Rao, Irrfan Khan among others. Under this theme, both celebrities and commoners are featured and one thing which is clearly visible is that pictures featuring celebrities are generating much more engagement than the ones where commoners or lesser known people are featured. This is shown below: Theme: People of Pero Theme: People of Pero Theme: People of Pero Engagement: 1.7% Engagement: 1.9% Engagement: 1.6% The well known personalities are able to create 1.7% of engagement, on an average. Theme: People of Pero Theme: People of Pero Theme: People of Pero 32

40 Engagement: 0.28% Engagement: 0.44% Engagement: 0.5% Whereas when posting pictures of lesser known people, the followers are not able to connect with them. Therefore, with above references, we can say that under People of Pero, celebrity posts perform better than the posts where lesser known personalities are present. Pero Family The theme Pero Family features the employees of Pero. It covers the stories, the journey of the people working in Pero. They relationship they share with their co workers, all of this is covered under the theme. Under this theme, the social media team has posted pictures as well as videos. Both photos and videos are performing in a different way. Comparing the photos and videos of the same category, that is Pero Family, we see that, Theme: Pero Family Theme: Pero Family Theme: Pero Family Engagement: 0.3% Engagement: 0.3% Engagement: 0.19% The average engagement created by the photos is only 0.26%. Whereas if we compare the video for the same category, we see that, 33

41 Theme: Pero Family Theme: Pero Family Engagement: 6.3% Engagement: 5.3% The average of likes, comments and views is 5.8% One thing to keep in mind is that while calculating the engagement for videos, views on a particular video is also included along with the likes and comments. The videos get more engagement than the photos in this category because listening to the anecdotes and the story of the people is more engaging than reading the whole caption with the same layout of the picture i.e. people holding the pero card in front of their face. Also, behind the scene videos are also faring well as they give the fans a sneak peek into what all goes into the making of a product. : Theme: Behind the scenes Theme: Behind the Scenes Engagement: 15% Engagement: 29% Therefore, for Pero Family, videos perform better than photos. Also, behind the scenes create a good amount of engagement. 34

42 Sunday Reads: This category generally covers general posts about fashion or sometimes philosophy of Pero. This category is not able to generate enough engagement as can be seen from the pictures. Theme: Sunday Reads Instagram is all about posting visually appealing pictures. The users of Instagram do not want to read articles on the posts, unlike Facebook as the users are quite different for both the platform. As we can see in the above pictures, the likes and the comments on them is quite low, which shows the disinterest of the people to read the article. More of textual data on the picture makes it difficult for the people to read as they have to zoom in to read the whole content. Therefore, instead of posting the whole picture, Pero can post an excerpt from the blog and posting the link in the bio for the whole content. 35

43 Chota Pero For Chota Pero, as we have observed that runway images work well. They create almost 1% average engagement. Theme: Chota Pero Theme: Chota Pero Theme: Chota Pero Engagement: 1% Engagement: 1% Engagement: 1.3% People like to see children in their natural, happy state which is depicted above. But the model like expression that is expressionless look is not creating engagement for Chota pero. Theme: Chota Pero Theme: Chota Pero Theme: Chota Pero Engagement: 0.5% Engagement: 0.35% Engagement: 0.28% Therefore, for the theme of Chota Pero, we should post such pictures of children where they are not posing too much and are shown in a happy state. 36

44 How many times should a business post in a day? There are numerous suggestions given by various websites as to how many posts a day are best for a brand. Many suggest to post only twice or thrice a day. But there are many brands like Fashion Nova, which is faring well even after posting 10 times a day. According to social media expert Neil Patel, every brand works in a different way. Some things that work for brand 1, may not work for brand 2. The best posting frequency for Instagram is the frequency that you or your business can keep up with consistently. Pero generally uploads 2 posts a day, but the social media team started posting multiple pictures for showcasing their SS18 collection and AW 18 collection. After going through several posts, calculating the engagement for each post and observing a pattern, I came to a conclusion and one of the examples for the same is depicted above. The pictures above were posted on the same day in the month of March and they created an average engagement of 1.8%. While when the pictures of the same theme were posted 4 times a day, the engagement dropped significantly as shown below. 37

45 These 4 pictures were posted on the same day resulting to an average engagement of 0.39% of engagement. Therefore, for Pero, posting twice a day will be sufficient as that is the kind of trend that has been followed by Pero. 38

46 Instagram Stories Once Instagram launched Stories in August 2016, the feature spread like wildfire. As of November 2017, Instagram Stories topped 300 million daily users. Instagram has reported that Stories have encouraged users to stay on the platform longer and visit it more frequently.(source:adweek.com) According to instapage.com, one of the most important reasons for businesses to use Instagram Stories is relevancy in the followers feeds. Since Instagram updated the feed to be algorithmic in June of 2016, having stories always appear at the top of a follower s feed helps your brand remain top-of-mind. Popular Stories also appear at the top of the Explore page, helping gain an even wider reach. The feature of uploading stories was used by Pero less frequently. As we already know that people want consistency from a brand, whether it is a post or story, they expect some content from them at a uniform interval. Therefore it was necessary for them to upload stories and remain relevant. Below are some screenshots of the amount of views they got from the followers. The stories posted during the Amazon India Fashion Week got a good number of views. On an average, 4986 views are there on the stories. 39

47 Sharing behind-the-scenes footage and photos, providing inside looks into office spaces and showing how certain products are made can all help establish intimate connections with the users. Giving people a peek into creative processes helps them feel that they really know the brand. Therefore, Pero should start posting stories more often to remain relevant in their followers feed. 40

48 RECOMMENDATIONS For People of Pero, Pero should post more of celebrities or well known personalities wearing it to create more engagement. Product Shots/ Pero shops are faring well in creating engagement The photos are not working well for Pero Family. Rather, more of videos should be posted for this theme as it is more interactive and create large number of views. To remain relevant on social media, Pero should start posting stories, covering events, behind the scenes of production etc. Only two posts should be made in a day to maintain the consistency and engagements. For Sunday Reads, link of the content should be posted on bio rather than posting the whole content. Since for Instagram, majority of the followers are Indians, specifically women therefore, Pero should also post its Indian wear. Since, most of the followers are active on Thursday and Saturday on Instagram therefore, Pero should post something substantial that catches peoples attention. 41

49 CHAPTER 5 OTHER TASKS 42

50 1. Stock Replenishment: Since Pero retails through multi designer and lifestyle stores like Ogaan, Good Earth, Collage etc, therefore, sending stock to the stores was one of the activities that was carried out regularly. There are generally two types of orders that are placed with Pero. The first one is the outright order, where the buyer of the store selects different styles, which according to them will definitely sell. The merchandise selected for outright order cannot be sent back to the brand if they are not sold. The selections for the outright order are generally done one season prior, generally during the fashion show, so that ample time is available for the production and completion of order The other type of order is the consignment order, wherein the stock is sent to the store considering different factors. The process of selecting the stock for different stores was based on the following factors: a. The space provided for Pero b. The best performing silhouettes for a particular store c. The climatic conditions of the city where the store is located. d. The remarks given by the fashion consultant of a particular store after their interaction with the customers. For a consignment order, the pieces which are not sold are sent back to the studio in a month. 2. Amazon India Fashion Week: Pero participated this year in the Amazon India Fashion Week to showcase its Autumn Winter 2018 collection which is named as P collection. P stands for Passa Manaria, in Spanish which stands for laces and trims that are extensively used in their fall winter collection. Being a part of fashion week for four day the main tasks were to take orders from the buyers of different stores for the next season, understanding their customer preferences in terms of fabrics and colours preferred, suggesting them to try different prints with different silhouettes and colours. 43

51 CHAPTER 6 LEARNING OUTCOME 44

52 LEARNING OUTCOME SELF LEARNING Leadership: Working in Pero has given me the confidence of believing in myself and made me realised my ability to perform tasks. I learnt the importance of punctuality, interpersonal communication skills and professionalism which are really important for a person to accomplish their career goals. COMPANY S BENEFIT With the completion of analysis of Instagram handle of Pero, the recommendations suggested really helped in creating engagement. Also, by conducting the survey, the result derived from it, helped them to go ahead with the idea of launching a multi functional lehenga. 45

53 CHAPTER 7 REFERENCES 46

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55 CHAPTER 8 APPENDIX 48

56 APPENDIX QUESTIONNAIRE Name: Age Occupation: a. Student b. Working Professional c. Home maker d. Self Employed 1. How often do you shop for Indian party wear? a. Every month b. Quarterly c. Every six months d. Annually 2. What all are you fond of wearing? a. Sari b. Kurta set c. Lehenga 3. How experimental are you with your Indian wear? a. I don t like to experiment b. I like to experiment c. I love to experiment 4. Do you like to mix and match your clothes? a. Yes b. No 49

57 c. Maybe 5. What kind of lehengas would you like to wear? a. Sequins and stones b. Classic banarasi c. Thread embroidered d. Other 6. Would you like to wear a lehenga where you can use the pieces independently with other item of clothing? a. Yes b. No c. Maybe 50

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