Fashion Boutique Industry of Kathmandu

Management in partial fulfillment of the requirements for the degree of Bachelor of short letter Administration. This proposal writing assignment was guided by our course instructor Mr.. Parkas C. Battier and with his help and my enliven I selected the topic An Overview of the elbow room B asideique manufacturing of Nepal. I turn over always been interested in mood. When I was give up this opportunity to do a project work on the interest of my choice, I had no doubt it was going to be related with the spirt manufacturing of Nepal. The modality manufacture creationwide mootms to be at its glamorous eight, having its r individually from New York to Paris to London and Tokyo. every(prenominal) over the globe the in title(p) trends travel so fast that originators be busy making forecasts for each and every season and occasion they can think of. The mod technologies, media, and the cheer diligence charter propelled devise into b are-assed, unforeseeable heights. P eople everywhere atomic number 18 becoming more and more sort conscious and the Naples be non behind. The increasing number of trendy b protrudeiques in Nepal and almost every major street beingness lined up with form and clothing stores tar tick in that respect is a rising demand for high room among the modern Naples.The ad hominem manner industry is very lucrative and its sphere is unlimited. Nepal, being such(prenominal) a culturally and naturally divers(a) country, has a lot of aspiration for the trend industry. If this diversity can be converted into creativity and be sustainable entrenched in the devise industry of Nepal through the stylus dress shops, this industry would ultimately micturate a bun in the oven a very unique control, so much so that Nepal should also consider it as a electric authorisation forte. To bring in the live Naples fashion boutiques industry and see the ara of potential in it, who better to ask than boutique owners?These ar e the heap who are in the industry who know slightly fashion, introductions, and trends ultimately shaping the Naples fashion industry into new forms. They are the people who are l drawing active what is happening in the industry right now and what will or should happen in the prox of the fashion industry of Nepal. So, I have decided to survey the boutique owners of the blaze electron orbit of Paten since that seems to be the reduce point of the boutique industry of Katmandu valley. With this look into, I hope to understand the period market of fashion boutiques in Nepal and discover its constraints as comfortably as potential image.I have always been fascinated by the fashion industry. It is a mixture of art, pop culture, ideas and creativity. The fashion industries everywhere in the world are on new levels while the Naples fashion industry is put away in its infancy. One of the major components of the total fashion industry of Nepal is the fashion boutique industry. Being a craft student, I see sizable scope in this industry since it has a constantly growing market and it has the ability to revive it ego with the changing times because of the creativity of the designers involved.I chose to look almost he fashion boutique industry to see where the boutiques stand in the Naples fashion industry at the moment, to examine the constraints imposed for its growth and to measure out its possible scope. As a result, I want to find out whether there is a possibility that it will stand and blush deal in the aforesaid(prenominal) level with the imported ready-to-wear industry of Nepal in the future. The questions that I would like to address in this correction are 1. What is the reliable realm of fashion boutique industry in Nepal? 2. What are the factors that are hindering the growth of the boutiques of Nepal? . What is the scope of the fashion boutique industry in Nepal? 4. What should be done to propel the fashion boutique industry into an open and respected industry in the country? 1. 3 Objectives of the Study 1. 3. 1 General Objective The main objective of this research is to find out the actual state of the boutique industry of Katmandu I. E. The present state, constraints and the future scope of the industry. 1. 3. 2 Specific objectives 1. To understand the actual state of the fashion boutiques in Katmandu. 2. To identify the constraints faced by the fashion boutiques 3.To identify the scope and opportunities for the fashion boutique industry 1. 4 Importance of the view elan is important to almost everyone. Gone are the days where clothes were barely apply to hide your body or protect it. These days, clothing and direction plays a huge role in peoples lives. Every day, we see hundreds of people. Whether we see them on the street, at work, at school, or on television, people somerset through our visual theatre of operations. It whitethorn be intentional or unwilling that we form opinions about people base d on their style of dress.This study will be useful in understanding the sure state of fashion boutique industry of Nepal. It will help to determine, as wellspring as, understand the obstacles and constraints faced by the boutique owners of Nepal. It will even help to understand about the state of mind of the Naples in cost of the connection between fashion and boutiques, and also about the influences of international fashion in Nepal. With the completion of this research, areas of potential or scope of the boutique industry or where this industry should be heading will be see and the possibility of generation of market in fashion will be illustrated.This research will be helpful to anyone who wants a glimpse of the fashion boutique industry of Nepal. It will also be helpful to those people who will want to go in the boutique industry in the future, for creative or business purposes, as the project will illuminate where this industry is heading. 1. 5. Limitations of the study T his study is non absolutely free from limitations the limitations that whitethorn be observed are as follows a. Since the study use special and indirect selective info in point to prepare report, the development nabing might be influenced by social crisis and personal influence of the selective information collector. . As the study is to be conducted by the students themselves, many opportunities to conduct a detailed market research may e lost cod to budget and time constraints. C. The primary data employ in this research will be from only a random sample of boutiques, which may not reflect the opinions of the boutique owners of the entire industry. D. The secondary data used in this research is limited as no such research has been done in Nepal in the past. E. The study may lack slender information because it is based on the opinions and information provided by the surveyed boutique owners. F.Certain information may be based on approximation. G. Many of the respondents may not answer the questions provided in the questionnaire. Fashion, design and clothing can incorporate a wide range of different activities These days, almost everything is related to fashion, from cars to architecture to stationery (AS Consultation y Formican, 2008). However, in this report, when we refer to the fashion vault of heaven we will be using the term in its most handed-down sense as the original fashion sector that has expanded to incorporate new(prenominal) parts of our life the clothing sector and fashion in terms of the way people dress.Apparel harvest-tides are typically classified into large categories, such as sanctioned commodity products ( tuck underwear and socks), fashion-basic products (dress shirts, casual slacks, and knit sportswear), better fashion (moderately priced dresses and suits), bridge fashions (higher priced ready-to-wear fashion products), designer collections (high tone of voice and expensive ready-to-wear fashion products) and cust om-made haute couture (Abernathy, et al. , 1999).These fashion categories are oft portrayed in a fashion pyramid in which products are arrayed according to factors such as fashion content, length of product life cycle, quality, and price (see pattern 1). The Fashion Pyramid More Fashion Content More crossroad Differentiation spiriter Greater aim Uncertainty Collections Higher Quality Fabric Higher Price Shorter Product Cycles Shorter Production Runs Diagram 2 The Fashion Pyramid (Derringer & Cretan, 2006). The boutiques of Nepal fall in the category of Better Fashions or Bridge Fashion collections.A boutique is a weensy shopping outlet, especially one that specializes in elite and trend-setting items such as clothing and Jewelry. In terms of Nepal, boutiques are a s essence shopping outlets specializing in fashionable ready-to wear items, as well as a home to the boutique owners creations. Dozens of boutiques and fashion calculating companies lining up from Bagman Bridge to Himalayan Hotel in expansile is enough to indicate that fashion has already grown up as an entrepreneurship in Katmandu. Youth have started to see a good sentiment in fashion as entrepreneurship.National Institute of Art and Fashion Designing, India fostering Center, Unman College of Fashion Technology, Alkaloid Institute of Fashion Designing and Lord Buddha study Foundation are some of the institute offering fashion schooling in Nepal. The scene in the Nepal fashion industry is not preferably bleak indeed. Fashion boutiques are growing in Katmandu and in other cities like Dharma, Pokka, Butyl, and Bipartisan, too (Timpanist, 2009). clear fashion boutiques remain to have certain advantages over larger retail formats.It is found that find that littler fashion boutiques excel in relational marketing and store branding. Small boutiques operators invest their effort in relational marketing by maturation friendship with a group of core customers and supplying accurate fashion inf ormation to all customers. Although small fashion retailers cannot afford to have specialised marketing staff or a budget for mass media advertisements, their mall size put them in a position to develop relational marketing with their customers much more thoroughly and deeply than large fashion retailers.Also, small fashion boutiques effectively gain store brand righteousness through flexible visual merchandising and cultivating a charismatic image for the operator. (Chew, 2009) The marketing of boutique follows the conventional marketing patterns, which is dependent on option of venue of the outlets and the product mix (designs and sizes), as well as the promotional strategy. Furthermore, the boutique owner has to marketing techniques like -Displaying and distributing it as proper places practice of electronic media I. E. Rejection of the boutique in fashion programs, advertisement on television, and grooming of dresses to various television plays and films. -Even arrangement l ike fashion shows and photo-shoots Moreover, in order to keep abreast with the emerging trends and client tastes, surveys regarding customer satisfaction/ ineluctably should be regular feature of the project. As this project deals in designer women wear, therefore the product mix will comprise of different styles of the female person dresses in different sizes. Fashion is in an era of change dictated by designers, consumers and brands.The fashion industry today, in Nepal like in India, is a mixture of influences due to globalization resulting in a shift in the socio-cultural, economic, demographic and cryptographic make up of the country these directly and indirectly have an impact on fashion (Insight Inshore, 2011). From the many fashion schools, institutes and other small scale institutes, there has been a birth of a new breed of experimental designers with no reservations about any mode of self expression. There is a rise of new target groups crossways the diverse sub-continen t.Further, there is an increased awareness of fashion accelerated by advances in technology and media proliferation (Insight Inshore, 2011). Boutiques currently have a high potential market, but something missing. There is a shallow awareness of diverse target segments there isnt an in-depth understanding to identify diverse requirements & new segments. There is an ability to divine the effect of regular media influences on existing target groups, dependence on western trend adaptations there isnt an ability to forecast fashion adaptations across a diverse map (Insight Inshore, 2011).There is a traditional static, consumer-research eased woo to design & strategy there isnt a dynamic approach driven by an understanding of trends, and shoppers along with traditional consumer research. There is mostly autarkical design and business strategies there isnt a cohesive design and business strategy that is borne out of trend, consumer & shopper research. 1. 7 Conceptual framework In Nepal , small fashion boutiques that provide its clients with custom-made as well as cliched innovative designs of clothing.They are becoming increasingly popular, as seen by their bearing in every major street of the Katmandu valley. It is essential to crumble their current state so that the future or scope of the boutique industry can be accurately predicted. Purpose of boutiques Cost Customers Socio-economic changes policy-making scenario Area of expertise Regulations Resource management Competition Diagram 1 Conceptual Framework In this context, this study has made the framework given below to get a glimpse of the fashion boutique industry of Nepal.Here, by getting an idea of the purpose of boutiques, cost and their customers, we can get a pretty good idea about the current state of fashion boutiques of Nepal. From the current state, the future of this industry can be illume by exploring the opportunities of this industry such as changes in the socio-economy of the country, finding finical areas of expertise or niche, and expanding resource base. But the growth of the industry is hindered to a certain extent by factors such as competition, regulations of governments, and the political scenario of the country.All this is illustrated in the framework above. 1. 8 Research Methods 1. 8. 1 Study Area The study was conducted by surveying the boutique owners of Katmandu valley, primarily of the Splendor area of Paten. The boutiques were randomly selected and surveyed. I chose this particular location for my study because it is one of the stentorian places for boutiques and fashion in Nepal right now, as seen with the entire road being lined up with boutiques on either side. 1. 8. 2 Research Design The main purpose of this study is to give more information about fashion industry of Nepal.Hence, with the help of this study, we come to know about the current state of fashion boutique industry and find its potential scope that is very important for the people who have an interest in this industry, for personal or professional purposes. Therefore, the research design is descriptive in nature. 1. 8. 3 Nature and Source of entropy Both primary and secondary data were used for the study. Since the study use both sources of information, both qualitative and three-figure data were utilized for the study. To get information on this study about the current state of fashion boutique industry, various published articles were used.And in order to learn about the future scope of the fashion industry and current market as well, primary data was viewed. Primary data was undisturbed from the randomly selected boutique owners of Splendor and secondary data and information was collected from various published articles and reports, though very little secondary data was used. 1. 8. 4 Data Collection Techniques The structured questionnaire was used to collect the primary data for the study is attached in Annex 2. A set of structured questionnaire was developed t o conduct interviews with owners of fashion boutiques.All the information that includes the current market, constraints and scope of the fashion industry was asked with the help of the closed questionnaire. For the take procedure, 20 boutiques were elected and the owners of those boutiques were asked questions about their understandings and opinions of the boutique and fashion industry of Nepal. The convenience sampling technique was made use of in the study area. 1. 8. 5 Data digest and Report Writing All the collected data has been in good order processed by entering the collected data in the calculator software SIPS.In SIPS, through the use of various mathematical and statistical tools, the collected data has been refined and canvas. Different tables, charts, diagrams and graphs have been used as applicable. All these findings have en presented well in the summer project report. CHAPTER II DATA ANALYSIS AND MAJOR FINDINGS This chapter is the heart of the report. The question naires change by participants are tabulated and analyzed in order to come closer to our objectives. That very psychoanalysis is mainly presented in this chapter with the help of figures and charts.Questionnaire brief 20 boutique owners of Splendor had filled out the questionnaire (prototype in Annex) I had provided them with. Below, the answers provided by them are analyzed in order to understand the fashion boutique industry of Nepal and explore its scopes and threats. Note The words boutique owner and designer are used interchangeably as in case of this report, they both are the same person. In some of the charts and graphs, the total response has come to more than 20 because some respondents have treated the question as multi-response questions.Data Presentation and Analysis 1 . Current state of fashion boutique industry The current state of the boutique fashion industry largely depends on the character, nature, and acquirement levels of the ones who control the industry I. E . The boutique owners. Presented below is a graph illustrating the basic demography (education level and ender) of those very owners. Figure 1 Education and grammatical gender of boutique owners Field study, 2011 As we can see here, 90% of the boutique owners are female while only 10% of them are male.This isnt a big surprise because it is usually women who are more interested in fashion and trends in general in most societies. Also, all of the owners have completed their bachelor level and some have even achieved their masters degree. From the surveys filled out by them, it is seen that all of them have done some merciful of course or training related to fashion or design such as Diploma in Fashion Designing, Bachelor in Fashion Design, etc. Some have even gone abroad for their trainings, such as Sunlit Martha Sahara, owner of Jaeger who studied in tube-shaped structure Design Institute of North Carolina, USA.We can clearly see from the study that currently, all the boutique own ers of Katmandu are highly trained professionals with protracted knowledge and training in their fields. 1. 1 Purpose When the boutique owners were asked why they had decided to open a boutique and Join the industry, the results were as follows Figure 2 Purpose of opening boutiques A staggering 90% of the boutique owners claim to have opened a boutique because hey have a passion for designing and creating new things.Only 10% have chosen this field for other reasons. In the questionnaire, these 10% of the owners have mentioned that they chose this field because they wanted to earn money with their creativity and skills that they possessed as designers. We see that most boutique owners have chosen to be in this field because they followed their heart. As we have already established in the introduction part of this project that fashion boutiques are small shopping outlets specializing in fashionable ready-to wear items and custom-