Summer Internship Report On Segmentation of Indian Fashion Designers Wear Market

Transcription

1 Summer Internship Report On Segmentation of Indian Fashion Designers Wear Market Submitted by: S. Smrutiranjan Sahoo (MFM/16/821) Under the guidance of: Mr. S.S. Banerjee (Asst. Professor. NIFT, Bhubaneswar) A report submitted towards the partial fulfilment of the course of Masters of Fashion Management Submitted to: Department of Fashion Management Studies National Institute of Fashion Technology (Ministry of Textiles, Govt. of India) NIFT Campus, IDCO Plot No-24, Bhubaneswar, Odisha

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3 DECLARATION I, S. Smrutiranjan Sahoo hereby declared that the information presented by me is true and best of my knowledge; this project is the record of authentic work carried out by me during the period from 1st June 2017 to 31st July 2017, under the guidance of Prof. S.S Banerjee and has not been published anywhere else. The finding and conclusion of this report are based on my personal study & experience during the course of my internship with Date the ramp. Place: - Bhubaneswar Date: Signature

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5 PREFACE Summer internship is an integral part of Post Graduate in Masters in Fashion Management and for successful completion of this program requires a minimum of 8 weeks. This training serves the purpose of acquainting the student with environment of an organization in which student have to work in future. This program also exposes students to the current trends in the industry and also increases the key skills required for the industry. I was fortunate enough to have an opportunity of doing summer internship at DateTheRamp and was assigned a project by our industry mentor i.e. Segmentation of Indian Fashion Designer Wear Market. In this report, all the important findings of the project are included. I gained valuable experience and knowledge during the analysis. The project consists of our designers list, data analysis, Cluster analysis through SPSS, graphs, conclusion and finally recommendations are put forward.

6 ACKNOWLEDGEMENT I take this opportunity to express my gratitude to all the people who have guided and helped me in the course of completion of my report. I express my gratitude to Mr. Chinmoy Panda, CEO at DateTheRamp who gave me a chance to work with him, provided constructive and a positive feedback during my project. I also like to thank MS Lopa Mohapatra, Head Buyer at DateTheRamp, for her constant support, meeting and helping me developing the initial work of my report. I also express my sincere gratitude to my project guide Prof. S.S Banerjee who had given strong support in achieving my goal. Without all of the above people and their co-operation this project would have been inevitable and their presence behind me is totally indispensable. Signature

7 TABLE OF CONTENTS S. No Title Keywords Page. Numbers 1. An Overview of Global 1.1 General Data 1 Fashion Industry 2. Indian Apparel Market Size 1. Graph 2 3. Indian Fashion Industry 1. History 4. India s and Global Replica Market 5. An Overview of Designer Wear Industry 2. Brief Introduction 3. Market Capitalization 4. Total Contribution to the economy/sales 5. Domestic and Export Share 6. Latest Developments 1. Data and Graph 7 1. Global 2. India 6. Reason of Growth in India s 9 Designer wear Market 7. Designer Sales Place Online Clothing Rental Market 1. About 2. Drivers and Restraints 3. Geographical Overview 9. Renting Luxury in India 1. About Data The Ramp 1. History 2. Funding: 3. Location: 11. SWOT Analysis 1. Strength 12. Leading Competitors of DATE THE RAMP 2. Weakness 3. Opportunity 4. Threat 1. Flyrobe 2. Swishlist

8 3. Wrapd 4. Liberent 5. The Clothing Rental 13. Daily Task Limitation of the Project Analysis of Data (Designer s Data Collection) 1. Designer having own websites 2. E-Commerce/E-business presence 3. Present of Designers in Different Categories 4. Percent of Designers in Different Clothing Categories 5. Cities/States presence 6. Reputation 7. Price Range Reputation as per Categories Cluster Analysis Category Analysis Cluster Analysis Category Analysis Suggestion 19. Reference

9 Table of Figures Sl. No Name of Graph and Figure Page No. 1. Global Fashion Industry 1 2. Indian Apparel Market Size 2 3. Indian and Global Replica market 7 4. Global Designer Wear Industry 8 5. Indian Designer Wear Industry 9 6. Percentage of Designer having Own Website E-Commerce / E-Business Website Percentage of Designer in Different Categories Percentage of Designers in Different Clothing 24 Categories 10. Cities/State Presence Reputation Price Range Cluster Analysis Graph Categories Analysis, 2 Cluster (Categories) Categories Analysis, 2 Cluster (E-Platform) Cluster Analysis Graph Categories Analysis, 4 Cluster (Categories) Categories Analysis, 4 Cluster (E-Platform) 48

10 1. An Overview of Global Fashion Industry 1.1 General Data The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent of the world's Gross Domestic Product (GDP). The fashion industry includes many sub industries, such as menswear, women s wear and sportswear. The women s wear industry is valued at 621 billion dollars The menswear industry is valued at 402 billion dollars The retail value of the luxury goods market is billion dollars Children s wear had a global retail value of 186 billion dollars Sports footwear is valued at 90.4 billion dollars The bridal wear industry is valued at 57 billion dollars Global Fashion Industry (Amount in Billion) Women Wear Men Wear Luxury Goods Market Children wear Sports footwear Bridal Wear 1 P a g e

11 2. Indian Apparel Market Size Total Apparel Market Crore Branded Apparel Market-20,000 Crore Organized Designer Wear Market Crore Indian Market Size (Amount in Crore) ,000 Total Apparel Market- Branded Apparel Market- Organized Designer Wear Market- 400 Series1 2 P a g e

12 3. Indian Fashion Industry Size of the Industry Geographical distribution Output Per annum Percentage in world market 1000 Crore All the major metropolitan cities like Mumbai, Delhi, Chennai, Bangalore, Hyderabad, Pune According to approximations, the total market in India is calculated to be about Rs 20,000 Crore. Indian Fashion industry accounts for barely 0.2% of the international industry s net worth 3.1 History Indian fashion Industry is at its infancy at the moment and has great potential to make the mark on the world stage. Fashion in India has thousands of years of tradition behind it. India has a rich and varied textile where each region of India has its own native dress and tradition costumes. Fashion Industry is growing at a rapid pace with international developments, such as the Indian fashion week gaining popularity and annual shows by fashion designers held in major cities of India. In India history, the kinds of costumes and accessories worn can be seen to fulfill two criteria: simplicity and opulence. In either of the instances, the choice of clothing is dependent on the person s status, wealth and religious orientation. After the independence, Indian Fashion industry witnessed the effects of globalization. Due to this, changes occurred in the dressing style of Indians, which even led to the fusion of Indian and western dresses. Wearing Kurtis on jeans, spaghetti with Sarees are examples showing the effect of western culture of India. The work of India designers is highly appreciated all over the world. Western brands are also coming to participate in Indian fashion weeks, as they see a lot of potential in our market. 3 P a g e

13 3.2 Brief Introduction Fashion in India is growing industry with international events such as the Indian Fashion Week and annual shows by fashion designers in the major cities of the country. There are victories of a number of Indian beauty queens in International events such as Miss World and Miss Universe contests which have made Indian models recognized worldwide. Fashion designers such as Sabyasachi, Ritu Kumar, Ritu Beri, Rina Dhaka, Rohit Bal, Muzaffar Ali, Satya Paul, Abraham and Thakore, Tarun Tahiliani, JJ Valaya and Manish Malhotra, Anamika Khanna, Anita Dongre are some of the well-known fashion designers in India. Indian Fashion Industry covers a whole range of clothing from ornate clothes designed for wedding ceremonies to prêt lines, sports and casual wear. It even includes the traditional Indian techniques of embroidery like Chikhan, crewel and Sardosi. These traditional weaves and fabrics are used by Indian designers to create Indo-western clothing in a fusion of the best of East and West. Sarees are woven in silk, cotton and artificial fibers. In urban India, the women commonly wear salwar kameez and the churidar kammez, is worn by women who go to work and the saree is worn on formal occasions. Men wear Kurtas and Pajamas, or a Sherwani for formal wear. Western wear such as shirts and trousers are commonly worn by men across India. Jeans, T-shirts, capris, Bermudas are the kind of casual clothing worn by the young and the young at heart, who are trendsetters of fashion in India. Since the last decade the Indian fashion industry has moved from the embryonic stage to a blossoming take-off. Fashion designers have contributed immensely to the spread of fashion as a driving force, both among Indian consumers and select segments of Western markets. India can now boast of dozen of leading fashion designers, who can match any European fashion designer in their concepts, styles and designs. Ritu Beri, Rohit Bal, Ritu Kumar, Sabyasachi, Anamika Khanna, Abraham and Thakore, Deepika Govind, Gitanjali Kashyap, Indira Broker, J.J Valaya, Lina Tipnis, Payal Jain, Rina Dhaka, Shaina NC, Sonali and Himanshu, Wendell Rodricks, Ashish Soni, Manish Malhotra, and Tarun tahiliani top growing list of reputed fashion designers in India. 4 P a g e

14 3.3 Market Capitalization A report on Indian Fashion Industry recently stated that this Industry can increase from its net worth of Rs 200 Crore to Rs 1000 Crore in the next five to ten years. Currently the worldwide market for designer wear is amounted at $35 billion, with a 9% growth rate, with the Indian fashion Industry creating hardly 0.1% of the international industry s net worth. According to approximations, the total market in India is calculated to be about Rs 20,000 Crore. The branded Fashion market s size is nearly one fourth of this or Rs 5000 Crore. Designer wear, in turn, covers nearly about 0.2% of the branded apparel market. Total the largest sales turnover within the designer wear segment is about Rs 25 Crore, with other well-known names having fewer turnovers of Rs Crore. 3.4 Total Contribution to the economy/sales In an analysis of ASSOCHAM on Indian Fashion Industry, it was further revealed that the Indian fashion industry accounts for barely 0.2% of the international industry s net worth. Currently the market for designer wear is worth about Rs 1, 62,900 Crore and growing at 9.5% every year. As per the estimates, Indian designer wear commands a category engagement of 66% for male customers and 57% for female customers. The category engagement in western designer wear is 5%. The per capita per annum on designer wear for men amounts up to Rs 48,627 and Rs 56,271 for women. 3.5 Domestic and Export Share Indian Fashion Industry is a very big exporter of Fabrics and accessories for the global fashion Industry. Indian ethnic designs are considered as a significant facet for the fashion houses and garment manufactures all over the world. Indian also plays a vital role as one of the biggest players in the international fashion arena for fabrics, while sourcing for fashion wear. Indian s strengths are due to its tradition, but even its raw materials. India is the third largest producer of cotton, the second largest producer of silk and the fifth largest producer of man-made fibers all over the world. 5 P a g e

15 3.6 Latest Developments: The organized market for designer apparel is about Rs 250 Crore and designer wear calculate to less than 1% of the apparel market. The global market for designer wear is 5% of total apparel market and the global market for designer wear industry is largely dependent on the small-scale sector. Consumers for designer wear have a yearly household income of Rs 10 Lakh above. There are 3 lakh such household developing at 40-45%. Today the fashion designers and management experts foresee an average growth of about 10-12% for the Indian Fashion industry in the coming years. 6 P a g e

16 4. India's and Global s Replica Market India s growing designer wear industry is largely plagued by plagiarism as designs get copied and thus more and more fashion designers have started seeking copyright protection and are getting their designs registered. Counterfeit, fake and imitation luxury products are increasingly bothering global brands that have a presence in India. Interestingly, the counterfeit market for luxury products is growing twice as fast as the market for genuine luxury products in India. New distribution channels such as online portals are helping such products reach a huge pool of consumers. The Indian fake luxury market is Rs 5,600 Crore The global luxury industry is worth $320 billion of which the fake luxury product segment is valued at $22 billion and India's contribution to this number is currently at 7 per cent India's luxury industry valued at over $8 billion of which the counterfeit luxury industry currently accounts for 5 per cent of its overall market size It further highlights that a major contributor to this growth is online e-commerce websites that now account for over 25 per cent of all fake luxury goods sold The online luxury market worth Rs 17,000 Crore is growing at over 20 per cent Replica market in Billion (Global) 320 Global Luxury Market 22 Replica Luxury Market Series Replica market in Billion (India) 8 Indian Luxury Market 0.4 Replica Luxury Market Series1 7 P a g e

17 5. An Overview of Designer Wear Industry: 5.1 Global Growing at a CAGR of about 12% The global designer wear industry is currently poised at over Rs 2.2 lakh Crore Likely to cross Rs 6.1 lakh Crore mark by the end of this decade Global Designer Wear Industry Current By 2020 Current 5.2 India Growing at a compounded annual growth rate (CAGR) of about 40% Designer wear industry in India is likely to cross Rs 11,000 Crore mark by The domestic designer wear industry is currently poised at about Rs 720 Crore. Currently, India s share in the global designer wear industry is a minimal 0.32 per cent, but is likely to reach about 1.7 per cent by P a g e

18 Indian Designer Wear Industry Current By Reasons of Growth in India s Designer Wear market Increases in disposable incomes and rising urbanization have spawned a new class of consumers with more money to spend on what they wear and a growing passion for fashion. Growth in the women s segment. Traditionally the men s apparel market in India has been significantly larger than the women s apparel market but as more women enter the workplace their requirements have broadened to include different and more westernized attire. Fashion is increasingly a form of self-expression. Indian consumers are embracing the idea of fashion for its own sake, as a means of self-expression, and not merely as a functional purchase. Television, movies, advertising and the Internet have also played a major role in influencing their fashion choices. The comparative youth of India s population means that youngsters are opting for new styles and fashions to match their new lifestyles. 9 P a g e

19 7. Designer sales place: 1) Through Boutiques: Boutique is a small shop which sell fashionable clothes or accessories. Designer something sell their design to boutique. It s one of the best ways to build a relationship with the buyer who is sometimes owner. This type of continuity makes designer and retail shop partners in this business which can really help in a few ways. 2) Through Fashion Shows: A Fashion show is an event put on by a fashion designer to showcase their upcoming line of clothing during Fashion Week. Fashion shows debut every season, particularly the Spring/Summer and Fall/Winter seasons. Fashion shows have always been, and still are about generating publicity and giving buyers and the press an idea of what the season's look will be. This is where the latest fashion trends are made. A designer sending their clothes down the runway is essentially making a sales pitch. Retail buyers make notes on what they might be interested in purchasing based on whether to not they think it will sell. Fashion editors similarly note which items are likely to get positive feedback from the market, and both buyers and editors may also try their best to key in on common themes across different collections in a season to get ideas for a cohesive story/sales presentation. 3) Sell to Department Stores: Department Store is a large shop stocking many varieties of goods in different departments. The other way is to sell to department stores however it is not recommended for new lines. 4) Sell through Trunk Shows: A trunk show is a special event in which a bridal salon features a particular designer's collection. The bride has a unique opportunity to view and try on wedding dresses straight off the runway before they are available in stores as well as styles from previous seasons. The advantage of a trunk show to designers is that designer get access to all the customers without having to do ALL the marketing. 5) Sell at Art Fairs or Craft Fairs: Selling designers clothing line at a street fair will give instant gratification. The customers pay retail prices and designer get the money right away. Designer also get the interaction with your customer which is deadly important. 10 P a g e

20 6) Sell Online: Designers can set up their own online store and can similar product on their site. There is a lot of marketing involved to get traffic to on site and get product off the shelf. There are lots of designer who are putting their garment on various online website such as Perniapopupshow, Carmaonline and ogaan. The benefit of selling garment online is that designer can reach to the customer residing any part of the country. Also online market place consist lesser middleman. 7) Open a Retail Store: Designer can also open up their retail store and sell their product through store. However starting a retail store isn t cheap. There is lots of things need to be considered such as location, zoning. 8. Online Clothing Rental Market: 8.1 About Online clothing rental comprises services through which individuals can rent items of clothing for a predefined period. These services are of benefit of individuals participating in occasionally conducted events, such as wedding parties, theme parties, corporate parties, and photo shoots and filmmaking. Fashion-conscious individuals lacking the financial resources to purchase the clothing of their choice can also make use of online clothing rental services. Rental services provide a costeffective option for these demographics, which has driven the demand from the global online rental market. 8.2 Online Clothing Rental Market: Drivers and Restraints The primary driver of the global online clothing rental market is the increasing ease of use of online retail. Thanks to the rapid advancement observed in telecommunications technology, Internet shopping portals have grown in popularity rapidly over the last decade. The advancement in mobile Internet technology has further driven the demand for online shopping by making the process even more convenient. The rapidly growing middle class and corporate sector in developing economies has also expanded the target demographic for the online clothing rental market. Both these factors are expected to retain a strong influence on the trajectory of the global online clothing rental market in the coming years. 11 P a g e

21 Increasing Internet penetration in developing countries with a promising demographic breakdown, such as India, China, Brazil, etc. is also helping the online clothing rental market post a strong growth rate. The major restraint on the global online clothing rental market is the lack of customizability. In contrast to purchased items of clothing, which can be refitted according to the individual s measurements or even customized before buying, rental clothing can t be adjusted to precisely fit the customer s needs. This leaves significant scope for discontent among users of online clothing rental services. In response to this, many companies in the online clothing rental market are starting to offer innovative features. Live chats with stylists are becoming an increasingly common feature, while some companies offer the same item in two sizes so that customers may try them on and choose the better fit. Such innovative solutions are making this inherent restraint on the online clothing rental market less cumbersome for market players. 8.3 Online Clothing Rental Market: Geographical Overview The global online clothing rental market is led by North America, followed closely by Europe. Western Europe is by far the dominant segment of the Europe market, thanks to the high purchasing power and fashion consciousness of consumers in developed countries such as France, Italy, Germany, and the U.K. The easy availability of broadband Internet in these regions has also been a major factor in the growth of the online clothing rental market. However, the larger population of dynamic Asian countries such as China and India is expected to swing the balance in the favor of Asia Pacific in the coming years. The purchasing power of APAC consumers is on the rise due to the growing GDP of developing economies in the region, while Internet penetration is also increasing at promising rates across the region. In terms of competition, Rent the Runway, Share Wardrobe, Elanic Services Private Limited, Secoo Holding Limited, Stylish Play, FlyRobe, Walkin Closet, and Secret Wardrobe are the major players operating in the global online clothing rental market. 12 P a g e

22 9. Renting Luxury in India The online fashion rental market in India, pegged at $3-4bn, has been exploding with mushrooming startups and existing players even attracting seed funding. Obviously the Fashionistas no longer believe in buying expensive designer wear when they can rent it at a fraction of the cost. 9.1 About A decade ago, renting high-end designer wear was more or less unheard of. Women who didn't want to purchase an expensive dress for a one-time event were left to borrow from a friend. Designer gown and accessory rentals were the exclusive territory of celebrities and their stylists. But all that has now changed. The allure of 'no ownership' is now moving beyond housing and cars. High end fashion is now one of the biggest rental industries on the rise. It makes perfect sense for people who can't afford luxury brands but do appreciate the quality. The new generation raves multiple experiences and desires to be fashionable and trendy, without the pressure of permanent ownership. While the international market is huge for wardrobe rental services, with successful ventures like rent the Runway, Lending Luxury, Girl Meets Dress, etc., in India this trend is still in its early days. Though it is too early to predict where the sector is headed, renting has clearly found favor with this generation that values experiences over possession. It's the perfect way to dip your feet into the season's newest trends without any strings attached. 13 P a g e

23 10. Data the Ramp About: Date the ramp has come up with one reason: To help customers experience designer fashion. It has a concept of Luxury fashion Rental. History: The story begins in 2013, with the observation that although women are aware about designers and designer fashion, and interested too, it would never translate to actual purchase and experience. So in 2015 they decided to take the leap and started their company to fulfill that gap of renting luxury to customers. Funding: DateTheRamp is a bootstrapped/self-funded venture. However company may think of external capital if and when they need it. Location: 10th floor, DLF Cyber city Info city Area Bhubaneswar Products: The company deals with various products say it Red Carpet : Bridal: Ethnic: Sarres, Lehangas, Anarkalis, Suits, Kurtis, Kaftans Western: Gowns, Sarees Gowns, Capes and Jackets, Tunics, Tops, Bottoms, Jumpsuits Accessories: Jewellery, Clutches, Saree Blouses 14 P a g e

24 11. SWOT Analysis: Strength Renting is a great option to fulfill their desire because everyone wants to look different and luxurious on different occasions. In City like Bhubaneswar majority of population belongs to middle class so there are many people who will rent Date the ramp has good partnership with various reputed designers Large assortment of products are available for renting Date the ramp provides 1 extra size when order is placed Date the ramp has good working atmosphere Weaknesses Date the ramp still don t presence on other cities like Delhi and Mumbai. Company still lacks manpower as it s a new Start-up company As of now Company ships product in Bhubaneswar area only Opportunity There is no competitor of Date the Ramp in Odisha Company has better financial stability Target customer for them is in more numbers in Odisha They are expanding their business in other cities Date the ramp is diversifying their offerings Company is increasing their promotional strength in social media 15 P a g e

25 Threat Many established competitors are presence in India Company is facing warehouses and storage issue Defect can be found after customer return the products Many people in India has mindset of using new garment on auspicious occasion like wedding 16 P a g e

26 12. Leading Competitors of DATE THE RAMP 1.FLYROBE Sourcing from brands, upcoming designers, and stores that design their own merchandise, Flyrobe is a Mumbai-based fashion rental service that gives out bags, jewelry and apparel for various occasions. Launched in September 2015, it is by far the leading wardrobe rental service in the country, and features brands like FCUK, Forever New, ASOS, Mango, Quirk Box, as well as collections from designers like Samant Chauhan, Shehlaa Khan, Surendri, and more. You can rent a garment within three hours or more, for a time period of three days (for regular rentals). The rentals for western apparels start at Rs 179, and can go up to Rs 18,999 (for a designer lehenga worth over a lakh). While you need not pay a security deposit for high-street brands, you will have to pay a 20 per cent deposit for designer ones. 2. SWISHLIST You can rent outfits at SwishList by going through their online clothing catalogue and reserving an outfit you like as per your date of event. The outfit will reach your doorstep about two days prior to the occasion. You can then return the garment on the next day. SwishList does charge a security deposit equivalent to 50 per cent (or more) of the rental fee. 3. WRAPD Delhi-based Wrapd initially started off as Rent a Party Dress in It is also one of the many services that actually has a physical store. All you need to do is go and check out the outfits from either their store or by browsing online. You can then give them your measurements (in case of any alteration) for the attire you have chosen. Book the outfit by paying a rental fee and a security deposit that s up to three times that rent, and return it the day after the occasion. 17 P a g e

27 4. LIBERENT With a rental period spread over three days, you can rent a garment from LibeRent with no additional security deposit whatsoever. The fashion rental service makes alterations according to the measurements you give them. What s best is, they also allow a trial before the date of rental for an additional amount of Rs THE CLOTHING RENTAL A Mumbai-based service that started in 2005, The Clothing Rental is known to be a secret destination for professionals from the glamour industry. Apart from sourcing garments from the most basic brands, this service also allows you to rent out original brands from their New York buying office. Along with an online portal, the service also has two stores (in Bandra and Versova). 18 P a g e

28 13. Daily Tasks Collections of designers details: The first and foremost task which had to be performed was to collect data of designers. We'd been assigned to complete the list of all designers from various online e-commerce websites. The data includes designers Social media presence. Celebrity linkages. Price list. Type of collections etc. Objectives: 1. To have thorough understanding about fashion designers and their designs exist in Indian market. 2. To come up with buying decision from the list of different designers through various parameters like Their Celebrity linkages. Fan followers on social networking websites. Week s Summary Although we d been assigned a project to collect data of designers and do analysis for uying decision which was two months process. We were switching from one website to another for collection of designers data. 19 P a g e

29 14. Limitations of the project This project doesn t include all the designers of India, but includes those designer who can be found on online websites. This report also doesn t include international designers. Since DateTheRamp already has some designers included in its collection so the report doesn t include those designers list. Some designers don t have proper social media presence. Some of them can be found on Facebook but not in Instagram or vice versa. Some are not found in both. The reputation of the designers is calculated by social media presence and celebrity linkages only. 20 P a g e

30 15. Analysis of Data (Designers data collection) 15.1 Percentage of designers having own website 57% 43% NO YES Out of list of 536 designers 303 designers are having their own websites, which is 57% of the total designers list. There are many designer who have their own website however their websites are not properly maintained. From the next chart we can understand how many designers website allow customers to shop from their websites, how many website is simply for showing the products 21 P a g e

31 15.2 E-commerce/e-business website 16% 39% E-business E-commerce 45% No Information Available E-Commerce site is known as a place where a customer can buy their product where E- business is a place where designers only showcase their products on their website however customer can t buy from their website. Out of 303 designers who have their own websites, 45% have an e-commerce site where as 39% have an e-business sites. For the rest 16% there are no information on the websites as they are either under construction or are coming soon etc. 22 P a g e

32 15.3 Percentage of Designers PERCENTAGE OF DESIGNERS IN DIFFERENT CATEGORIES clothing 78% 14% 1% 1% 6% jewellery jewellery and accessories clutches all Since DateTheRamp includes products only in designer women s wear, jewelry and clutches, therefore we only studied about these category and didn't include other categories like footwear. Out of 536 designers list we collected 420 clothing designers data which is 78%. Accordingly Jewellery designers list consist 14% and 6% includes all categories such as (Jewellery, clothing, accessories) 23 P a g e

33 15.4 Percent of Designers in Different Clothing Categories PERCENTAGE OF DESIGNERS IN DIFFERENT CLOTHING CATEGORIES 23% 18% 8% 51% ALL CLOTHING ETHNIC INDOWESTERN WESTERN Among the 420 clothing designers, there are designers for ethnic wear, western wear, and indo-western wear. As it can be seen from the pie chart, more than half of the total clothing designers are from ethnic wear designer categories. 32 designers are have all the categories of clothes in their collection. The indo-western takes the second place with 96 designers. 24 P a g e

34 AHMEDABAD BANGLORE CHENNAI DELHI FARIDABAD GOA GUJRAT GURGAON HARYANA HYDRABAD JAIPUR KERALA MADHYAPRADESH MUMBAI NAGPUR PUNE PUNJAB RAJASTHAN UTTAR PRADESH WEST BENGAL 15.5 Cities/States Presence CITIES/STATES Total As we can see from the bar graph that Delhi is leading the list with 153 designers followed by Mumbai with 69 designers presence. West Bengal, Haryana, Hyderabad, Uttar Pradesh, Rajasthan also have a good contribution to the designer wear market. 25 P a g e

35 15.6 Reputation REPUTATION MEDIUM 45% HIGH 13% LOW 42% The reputation is calculated according the likes and followers in Facebook and instagram, celebrity linkages, other social media presence. According to that there are 106 designers which are highly reputed, that is 20% of the total designers There are 40% designers who are categorized in both medium and low level of reputation. 26 P a g e

36 15.7 Price Range PRICE RANGE 35% 13% 52% HIGH LOW MEDIUM We have categorized the price range in three categories (lower price range) (medium price range) Above 50000(higher price range) There are 281 designers in lower price range and only 68 designers having the price range above P a g e

37 16. Reputation as per Categories Count of Reputation Column Labels Row Labels High Low Mid Grand Total ACCESORIES ALL ALL CLOTHING CLUTCHES ETHNIC INDOWESTERN JEWELRY WESTERN Grand Total From the cross tab we can see the distribution of the number of designers in every category. As the number of designers in ethnic garment is more, the number of high level as well as low level designers are also more in that category, but we can see that around 50% of the ethnic wear designers are low level designers. 28 P a g e

38 17. 2 Clusters Analysis Final Cluster Centers Cluster 1 2 Facebook Likes Rating 2 1 Facebook Activity Rating 3 2 Instagram followers Rating 2 1 Instagram Activity Rating 3 2 Other Social media Presence Rating 2 2 Majority Price Rating 2 1 Celebrity linkages Rating 2 1 Reputation Rating P a g e

39 Cluster 1 These designers have medium number of likes and fan followers on Facebook and Instagram however they have highly active on social media like Facebook and Instagram. They also have good presence on other social media like Pinterest, Linkedin, and Google Plus etc. They have moderate celebrity linkages. Their reputation is medium and price range of their product lies between the ranges of 20,000 to 50,000. Cluster 2 The designer have average social media activity but their likes and fan followers are less on Facebook and Instagram. They have moderate presence on other social media like Pinterest, Linkedin, and Google Plus etc. Their products are having lower price range which is less than 20,000. They have lower celebrity linkages and have low reputation. Recommendation: We recommend the group of designers present in cluster 1 as they have a good social media presence, medium celebrity linkages along with medium price range. So it will be good cluster for the company for the buying purposes. We have the list of potential designers below. 30 P a g e

40 List of Designer for 2Cluster 1st Membership Name of the Designer Clothes E-platform Voylla JEWELRY E-commerce Pipa Bella ACCESORIES E-commerce Aprajita Toor ACCESORIES E-commerce EESHA ZAVERI JEWELRY E-commerce Dhora JEWELRY E-commerce Ritika Sachdeva JEWELRY E-commerce Chique Clothing ALL CLOTHING E-commerce Peppermint Diva ETHNIC E-business Prerto JEWELRY E-commerce Varnika Arora JEWELRY E-commerce Rejuvenate Jewels JEWELRY E-commerce Unniyarcha JEWELRY E-business Zariin JEWELRY E-commerce IKROOP JEWELRY E-commerce AE-TEE JEWELRY E-commerce House of BIO ACCESORIES E-commerce DIVYA CHUGH JEWELRY No Information Available Olio WESTERN E-commerce Ra Abta / Rahul JEWELRY 0 Astha Jagwani JEWELRY 0 Atelier Mon JEWELRY No Information Available Metamorphosis By Karishma & Tanvi Clutch 0 Zerokaata JEWELRY E-commerce Mirakin JEWELRY E-commerce Micare JEWELRY E-commerce Mrinalini Chandra JEWELRY No Information Available Suhani Pittie JEWELRY E-commerce Love to bag Clutch E-commerce PREETI S KAPOOR ETHNIC #N/A Rose Jewellery Collection JEWELRY E-business Eina Ahluwalia JEWELRY E-commerce Ruvya by Ruchika & Divya WESTERN 0 Klick by RG Clutch 0 The Bohemian JEWELRY No Information Available Beau Monde Clutch 0 TI Couture By Tania M Kathuria JEWELRY E-commerce Isharya JEWELRY E-commerce 31 P a g e

41 Deepa by Deepa Gurnani JEWELRY E-commerce Kanelle WESTERN 0 Doodlage WESTERN E-commerce Just Jewellery JEWELRY E-commerce Picchika by Urvashi Sethi ETHNIC 0 Valliyan / Nitya Arora JEWELRY E-commerce Raya by Vijeta R JEWELRY E-business Nepra by Neha Goel JEWELRY 0 Vedika M WESTERN 0 Rouka WESTERN E-commerce Carousel by Simran Arya INDOWESTERN 0 SHIVANGI SAHNI ETHNIC 0 MASABA INDOWESTERN E-commerce Mine of Designs JEWELRY E-commerce Ahilya Jewels JEWELRY E-commerce Akaaro ETHNIC E-business Heena Kochhar WESTERN No Information Available SOUP BY SOUGAT PAUL ETHNIC No Information Available Purvi Doshi ETHNIC E-commerce Ankita WESTERN E-business Sameer Madan WESTERN E-commerce Misho JEWELRY E-business UMBAR BY PAYAL PRATAP ETHNIC 0 Deme By Gabriella WESTERN E-commerce Dev R Nil INDOWESTERN 0 Megha Garg INDOWESTERN E-commerce Anuj Sharma INDOWESTERN 0 Amrapali JEWELRY E-commerce BODICE WESTERN E-business Art Karat JEWELRY E-commerce CHOLA WESTERN E-business NISHKA LULLA ALL E-commerce NISHKA LULLA ALL E-commerce Lai JEWELRY E-commerce Pia Pauro ALL E-commerce CLOTHING Lovebirds WESTERN E-commerce Mint Blush INDOWESTERN 0 NAMRATA JOSHIPURA INDOWESTERN E-business Bungalow 8 INDOWESTERN E-business Tanzila Rab JEWELRY No Information Available THE CIRCUS BY SANA AND SULAKSHANA WESTERN E-business 32 P a g e

42 BIBA / Rohit Bal ETHNIC E-commerce Matsya WESTERN E-commerce By Shweta Kapur WESTERN E-commerce SHIFT BY NIMISH SHAH WESTERN E-business Lola / Suman B WESTERN E-commerce Jodi INDOWESTERN E-commerce KUKOON WESTERN E-commerce Pernia Qureshi ALL CLOTHING E-business ANKITA JUNEJA ETHNIC 0 Gopi Vaid ETHNIC 0 ABRAHAM & THAKORE ALL CLOTHING E-commerce Rohit Gandhi Rahul Khanna ALL CLOTHING E-commerce Natasha J ETHNIC E-business Nisha Sainani WESTERN 0 Kanika Goyal WESTERN No Information Available VERB BY Pallavi Singhee ETHNIC 0 SURABHI ARYA ETHNIC E-commerce RISHTA BY ARJUN SALUJA INDOWESTERN 0 Shweta Putharan ETHNIC E-business Shrruti Tapuria For Whatever JEWELRY E-commerce Sangeeta Boochra JEWELRY E-commerce DOLLY J ETHNIC E-commerce SURENDRI BY YOGESH CHAUDHARY ETHNIC E-commerce PAYAL KHANDWALA INDOWESTERN E-business Outhouse JEWELRY No Information Available Loupe JEWELRY 0 Anupamaa Dayal INDOWESTERN E-business Shahin Mannan WESTERN E-business Aamaya by Priyanka JEWELRY E-commerce SHOW SHAA ETHNIC 0 Anavila ETHNIC 0 Ritika Bharwani WESTERN E-business AM:PM INDOWESTERN 0 Ranna Gill INDOWESTERN E-business Purab Paschim by Ankit Khullar JEWELRY 0 URVASHI KAUR ALL E-business KHARAKAPAS ETHNIC E-commerce Anju Agarwal ALL 0 Anushree Agarwal ALL 0 33 P a g e

43 VRISA ETHNIC E-business SHRUTI SANCHETI INDOWESTERN E-business Debashri Samanta ETHNIC 0 Rutu Neeva WESTERN 0 URBANE WESTERN E-commerce VEDA RAHEJA INDOWESTERN E-business Payal Pratap ALL CLOTHING E-business Mint N Oranges ETHNIC E-business Pinnacle By Shruti Sancheti INDOWESTERN E-business Ka-Sha WESTERN 0 Kala Sangam ETHNIC 0 OSR Jewellers JEWELRY E-commerce Arjun ETHNIC E-business EKRU ETHNIC E-commerce EKAYA ETHNIC E-business Niki Mahajan ETHNIC E-commerce Archana Rao INDOWESTERN E-commerce Agami By Neha Agarwal INDOWESTERN E-business Pranay Baidya INDOWESTERN E-commerce Nadine Dhody WESTERN E-business Anushree INDOWESTERN 0 OHAILA KHAN INDOWESTERN E-business Abu Jani Sandeep Khosla ETHNIC E-business BHUMIKA GROVER ETHNIC 0 Hemant & Nandita INDOWESTERN E-business Anamika Khanna ALL CLOTHING E-business Nachiket Barve INDOWESTERN E-business Ashish N Soni WESTERN No Information Available SHIVANI AWASTY WESTERN E-business Bhavna Rao INDOWESTERN E-commerce CHAMEE & PALAK ETHNIC 0 Cita 9 / Ritu & Divvya ETHNIC 0 Priyanka Parekh WESTERN 0 Ayinat By Taniya O'Connor ETHNIC 0 Karn Malhotra WESTERN E-business Ridhi Bansal ALL CLOTHING E-business KIRAN UTTAM GHOSH WESTERN 0 DIVYA REDDY ETHNIC 0 Aditi Somani ETHNIC 0 MALINI RAMANI INDOWESTERN E-business 34 P a g e

44 NANDITA MAHTANI INDOWESTERN 0 Dimple Raghani INDOWESTERN E-commerce SAMANT CHAUHAN ETHNIC E-business Kresha Lulla WESTERN No Information Available Kaj Fine Jewellery JEWELRY E-commerce POONAM BHAGAT WESTERN E-business Anand Bhushan WESTERN 0 Pankaj & Nidhi ALL CLOTHING E-business PALL CLOTHINGavi Jaipur INDOWESTERN 0 RINA DHAKA WESTERN 0 Esse Vie WESTERN E-commerce AMBRISH DAMANI ETHNIC E-commerce SWATI VIJAIVARGIE ETHNIC 0 AHARIN INDOWESTERN No Information Available Neha Chopra ETHNIC No Information Available RAJESH PRATAP SINGH ETHNIC E-business PERO ALL CLOTHING E-business QUO by Ishita Mangal INDOWESTERN 0 BHAAVYA BHATNAGAR ETHNIC E-commerce Cherie D INDOWESTERN E-commerce Monisha Thahryamal ETHNIC 0 SWATI & SUNAINA ETHNIC E-business RASHMI VARMA WESTERN E-business PRATIMA PANDEY ETHNIC 0 VIKRAM PHADNIS ETHNIC E-business Priyal Prakash ETHNIC 0 Radhika Airi ETHNIC 0 Rianta's INDOWESTERN 0 Elysian By Gitanjali ALL CLOTHING 0 BABITA MALKHANI ALL E-commerce Sumona ALL E-commerce URVASHI JONEJA WESTERN E-business THE LITTLE BLACK BOW ALL E-business Anoli Shah INDOWESTERN E-business Malasa ETHNIC No Information Available NIKASHA INDOWESTERN E-business MATSYA BY UTKARSH AHUJA ETHNIC E-business Punit Balana ETHNIC 0 Myra by Anju Narain ETHNIC E-commerce Jhunjhunwala INDOWESTERN 0 35 P a g e

45 Aharin India ALL CLOTHING No Information Available Rana's by Kshitija ETHNIC E-commerce Raw Mango ETHNIC E-business PRATHYUSHA GARIMELLA ETHNIC E-business SHEHLAA BY SHEHLA KHAN ETHNIC 0 SAAKSHA AND KINNI INDOWESTERN 0 Lajjoo c ETHNIC 0 Priya Chhabria ETHNIC 0 Raakesh Agarvwal WESTERN 0 TAIKA BY POONAM BHAGAT ETHNIC E-business HEMA KAUL ETHNIC E-business Rahul Mishra INDOWESTERN E-business Jayanti Reddy INDOWESTERN 0 Astha Narang ETHNIC E-commerce Divya Gupta ETHNIC 0 NITYA BAJAJ ETHNIC E-commerce Patine ALL CLOTHING E-commerce MRUNALINI RAO ETHNIC 0 Shalini James ETHNIC E-commerce DEVNAAGRI ETHNIC E-commerce AGT By Amit GT ALL CLOTHING E-commerce MADSAM TINZIN ETHNIC E-business NUPUR KANOI ETHNIC 0 Reeti Arneja INDOWESTERN 0 BHUMIKA SHARMA ETHNIC 0 Sailex INDOWESTERN 0 Pinakin INDOWESTERN 0 Anju Modi ETHNIC E-commerce ASAL BY ABU SANDEEP ETHNIC E-business Abhinav Mishra ETHNIC 0 BANI BATRA ETHNIC E-business Faabiiana ETHNIC 0 Diva'ni ALL CLOTHING E-business Seema Khan ETHNIC E-business DEEPIKA ANAND ALL E-business NIKITA MHAISALKAR INDOWESTERN 0 Amit Aggarwal ALL CLOTHING E-business Aneesh Agarwaal ETHNIC 0 36 P a g e

46 AMOH BY JADE INDOWESTERN E-commerce RS by Rippii Sethi WESTERN 0 PAYAL SINGHAL ETHNIC E-commerce RIDHIMA BHASIN ALL E-commerce ASHIMA-LEENA WESTERN E-business ANJUL BHANDARI ETHNIC 0 Avni Bhuva INDOWESTERN 0 SVA ETHNIC E-business Architha Narayanam ETHNIC E-commerce Ashima Leena ETHNIC E-business Brime Bright Minimalism ETHNIC E-business GAURAV GUPTA ETHNIC E-business Aarbee By Ravi Bhalotia ETHNIC 0 MANDIRA WIRK ALL E-commerce Arpita Mehta INDOWESTERN E-commerce Samant Chauhan Accessories ALL E-business TISHA SAKSENA ETHNIC E-business MISHRU ETHNIC 0 Abha Choudhary ALL CLOTHING E-business Anita Dongre ALL CLOTHING E-commerce Agunj / Gunjan Arora ALL CLOTHING 0 Anushka Khanna INDOWESTERN 0 SUNEET VARMA ETHNIC E-business Kartikeya ALL CLOTHING 0 NIKHIL THAMPI ETHNIC 0 KAMAALI ALL E-business Samatvam / Anjali Bhaskar ALL CLOTHING 0 Kashmiraa Gandhi ETHNIC 0 Shaheen Abbas Fine Jewellery JEWELRY E-business Parul Bhargava ETHNIC 0 FALGUNI & SHANE PEACOCK ETHNIC E-commerce Manish Malhotra ETHNIC E-business SHIVAN & NARRESH ALL E-commerce ZORAYA ETHNIC 0 REYNU TANDON ETHNIC E-business PAPA DON'T PREACH BY SHUBHIKA ETHNIC E-commerce Sonal & Ekta INDOWESTERN E-business 37 P a g e

47 Mayank Anand Shraddha Nigam ETHNIC E-commerce NEETA LULLU ETHNIC E-commerce RIMPLE AND HARPREET NARULA ETHNIC E-commerce VARUN BAHL ETHNIC No Information Available Monika Nidhii ETHNIC No Information Available MANAV GANGWANI ETHNIC E-business 38 P a g e

48 Categories Analysis 2Clusters (Categories) Row Labels Count of Clothes ACCESSORIES 3 ALL 14 ALL CLOTHING 21 Clutch 4 ETHNIC 100 INDOWESTERN 48 JEWELRY 46 WESTERN 42 Grand Total 278 CATEGORIES ACCESORIE S ALL ALL CLOTHING Clutch 100 ETHNIC INDOWESTE RN JEWELRY WESTERN E-platform Row Labels Count of E-commerce 0 85 E-business 80 E-commerce 96 No Information Available 17 Grand Total P a g e

49 E-platform No Information Available 17 E-commerce 96 E-business 80 Total P a g e

50 18. 4 Cluster (Analysis Run) Final Cluster Centers Cluster Facebook Likes Rating Facebook Activity Rating Instagram followers Rating Instagram Activity Rating Other Social media Presence Rating Majority Price Rating Celebrity linkages Rating Reputation Rating P a g e

51 Cluster 1 These designer are having medium number of fan followers and are moderately active on social media like Facebook and Instagram. They are also moderately presence on other social media like Pinterest, Linkedin, Google plus etc. They have reputed celebrity linkages and have moderate price range between 20,000 till 50,000. Their overall reputation is medium. Cluster 2 They are highly active on Social media like Facebook and Instagram but like and fan followers are medium. They have a moderate presence on other social media like Pinterest, Linkedin, Google plus etc. They have lower price range which is less than 20,000 and they don t have any celebrity linkages. Their reputation is medium. Cluster 3 These designer have high number of likes and fan followers on social media like Facebook and Instagram. They are highly active on other social media like Pinterest, Linkedin, Google plus etc. They have medium price range of 20,000 to 50,000 with moderate celebrity linkages. They are having good reputation overall. Cluster 4 They are moderately active on Facebook but the activity on instagram, Fan followers and likes are comparatively lower in number. They have presence on other social media like Pinterest, Linkedin, Google plus etc. They have moderate price range of 20,000 to 50,000 with low reputed celebrity linkages. They are having lower reputation overall. Recommendation: According to the cluster analysis the 3 rd cluster is recommended since the designers in this list have very high social media likes and activity, the reputation of the designers are high as well as they have medium celebrity linages and a medium price range. All the designers belong to cluster 3 are listed below. 42 P a g e

52 List of Designer for 4Cluster 3rd Membership Name of the Designer Clothes E-platform Voylla JEWELRY E-commerce Pipa Bella ACCESORIES E-commerce Ritika Sachdeva JEWELRY E-commerce Prerto JEWELRY E-commerce Rejuvenate Jewels JEWELRY E-commerce AE-TEE JEWELRY E-commerce Ra Abta / Rahul JEWELRY 0 Atelier Mon JEWELRY No Information Available Mirakin JEWELRY E-commerce Micare JEWELRY E-commerce Suhani Pittie JEWELRY E-commerce PREETI S KAPOOR ETHNIC E-commerce Eina Ahluwalia JEWELRY E-commerce Isharya JEWELRY E-commerce Deepa by Deepa Gurnani JEWELRY E-commerce Just Jewellery JEWELRY E-commerce Picchika by Urvashi Sethi ETHNIC 0 Valliyan / Nitya Arora JEWELRY E-commerce MASABA INDOWESTERN E-commerce Purvi Doshi ETHNIC E-commerce Deme By Gabriella WESTERN E-commerce Dev R Nil INDOWESTERN 0 Amrapali JEWELRY E-commerce BODICE WESTERN E-business Art Karat JEWELRY E-commerce NISHKA LULLA ALL E-commerce NISHKA LULLA ALL E-commerce Lai JEWELRY E-commerce Bungalow 8 INDOWESTERN E-business SHIFT BY NIMISH SHAH WESTERN E-business Lola / Suman B WESTERN E-commerce Jodi INDOWESTERN E-commerce KUKOON WESTERN E-commerce Pernia Qureshi ALL CLOTHING E-business Rohit Gandhi Rahul Khanna ALL CLOTHING E-commerce Nisha Sainani WESTERN 0 43 P a g e

53 Sangeeta Boochra JEWELRY E-commerce DOLLY J ETHNIC E-commerce PAYAL KHANDWALA INDOWESTERN E-business Outhouse JEWELRY No Information Available Anavila ETHNIC 0 Ritika Bharwani WESTERN E-business AM:PM INDOWESTERN 0 KHARAKAPAS ETHNIC E-commerce Payal Pratap ALL CLOTHING E-business OSR Jewellers JEWELRY E-commerce Arjun ETHNIC E-business Niki Mahajan ETHNIC E-commerce Archana Rao INDOWESTERN E-commerce Anushree INDOWESTERN 0 Abu Jani Sandeep Khosla ETHNIC E-business Hemant & Nandita INDOWESTERN E-business Anamika Khanna ALL CLOTHING E-business Nachiket Barve INDOWESTERN E-business Ashish N Soni WESTERN No Information Available DIVYA REDDY ETHNIC 0 Dimple Raghani INDOWESTERN E-commerce SAMANT CHAUHAN ETHNIC E-business Kresha Lulla WESTERN No Information Available Pankaj & Nidhi ALL CLOTHING E-business PALL CLOTHINGavi Jaipur INDOWESTERN 0 Neha Chopra ETHNIC No Information Available PERO ALL CLOTHING E-business VIKRAM PHADNIS ETHNIC E-business Priyal Prakash ETHNIC 0 Radhika Airi ETHNIC 0 Rianta's INDOWESTERN 0 Anoli Shah INDOWESTERN E-business Malasa ETHNIC No Information Available NIKASHA INDOWESTERN E-business Aharin India ALL CLOTHING No Information Available Raw Mango ETHNIC E-business SHEHLAA BY SHEHLA KHAN ETHNIC 0 Priya Chhabria ETHNIC 0 Rahul Mishra INDOWESTERN E-business Jayanti Reddy INDOWESTERN 0 Astha Narang ETHNIC E-commerce 44 P a g e

54 NITYA BAJAJ ETHNIC E-commerce Patine ALL CLOTHING E-commerce MRUNALINI RAO ETHNIC 0 Shalini James ETHNIC E-commerce DEVNAAGRI ETHNIC E-commerce NUPUR KANOI ETHNIC 0 Reeti Arneja INDOWESTERN 0 BHUMIKA SHARMA ETHNIC 0 Anju Modi ETHNIC E-commerce ASAL BY ABU SANDEEP ETHNIC E-business Faabiiana ETHNIC 0 Diva'ni ALL CLOTHING E-business Seema Khan ETHNIC E-business DEEPIKA ANAND ALL E-business Amit Aggarwal ALL CLOTHING E-business AMOH BY JADE INDOWESTERN E-commerce RS by Rippii Sethi WESTERN 0 PAYAL SINGHAL ETHNIC E-commerce RIDHIMA BHASIN ALL E-commerce ANJUL BHANDARI ETHNIC 0 SVA ETHNIC E-business Architha Narayanam ETHNIC E-commerce Brime Bright Minimalism ETHNIC E-business GAURAV GUPTA ETHNIC E-business Aarbee By Ravi Bhalotia ETHNIC 0 Arpita Mehta INDOWESTERN E-commerce Samant Chauhan Accessories ALL E-business TISHA SAKSENA ETHNIC E-business MISHRU ETHNIC 0 Anita Dongre ALL CLOTHING E-commerce SUNEET VARMA ETHNIC E-business NIKHIL THAMPI ETHNIC 0 KAMAALI ALL E-business Samatvam / Anjali Bhaskar ALL CLOTHING 0 Shaheen Abbas Fine Jewellery JEWELRY E-business FALGUNI & SHANE ETHNIC E-commerce PEACOCK Manish Malhotra ETHNIC E-business SHIVAN & NARRESH ALL E-commerce REYNU TANDON ETHNIC E-business PAPA DON'T PREACH BY SHUBHIKA ETHNIC E-commerce 45 P a g e

55 Mayank Anand Shraddha Nigam ETHNIC E-commerce NEETA LULLU ETHNIC E-commerce RIMPLE AND HARPREET NARULA ETHNIC E-commerce VARUN BAHL ETHNIC No Information Available 46 P a g e

56 4 Clusters Run Analysis (Categories) Row Labels Count of Clothes ACCESORIES 1 ALL 7 ALL CLOTHING 12 ETHNIC 49 INDOWESTERN 20 JEWELRY 22 WESTERN 10 Grand Total 121 Total Total 47 P a g e

57 E-platform Row Labels Count of E-platform 0 26 E-business 35 E-commerce 52 No Information Available 8 Grand Total 121 E-PLATFORM 7% 21% 43% E-business 29% E-commerce No Information Available 0 48 P a g e