Beruflich Dokumente
Kultur Dokumente
On
Submitted by
Abhinav Jain
Submitted to
Department of Fashion Management Studies (FMS)
National Institute of Fashion Technology (NIFT)
(Ministry of Textiles, Govt. of India)
GH-0 Road, Behind Infocity
Gandhinagar 382007. Gujarat
http://www.nift.ac.in
September, 2014
Acknowledgement
I would like to sincerely thank Mrs. Jagriti Mishra for giving us this opportunity to improve
our learning and understanding of Market research. I gained knowledge on some of the interesting
fashion brands and how they operate strategically. This project has helped me have a clear
understanding of the current scenario of Foreign Direct Investment. Moreover, it gave an
opportunity to go through various publications, research papers regarding the same.
Thank you,
Abhinav Jain
CONTENTS
1. Introduction
1.1 Background of the Study
1.2 Problem Definition
1.3 Review of Literature
1.3.1 Industry Overview
1.3.2 Types of Screen Printing
1.3.3 The Iconic 30 (History)
1.4 Objectives
1.5 Methodology
1.6 Limitation of the study
1.7 Scope of the Study
Bibliography
List of Exhibits
Figure 1.3.2.1 Cavier beads...............................................7
Figure 1.3.2.2 Cracking ink................................................7
Figure 1.3.2.3 Discharge inks................................................7
Figure 1.3.2.4 Expanding ink(puff)...................................................8
Figure 1.3.2.5 Flocking.............................................8
Figure 1.3.2.6 Foil......................................................8
Figure 1.3.2.7 Four Color Process (CMYK model)................................................9
Figure 1.3.2.8 Glitter / Shimmer.................................................9
Figure 1.3.2.9 Gloss..............................................9
Figure 1.3.2.10 Metallic.............................................10
Figure 1.3.2.11 Plastisol...........................................10
Figure 1.3.2.12 Water based ink...................................................................................................10
management,
colour
consistency,
effluent
discharge,
marketing,etc.
However, these challenges can also be viewed as opportunities for growth and improvement
by organised manufacturers, retailers and brands. The increasing brand awareness among the
Indian youth will drive the penetration of t-shirt brands into smaller cities and rural India, thus
increasing the share of various brands within the t-shirt market.
Even, the last two decades, have seen India open up its economy in a slow but steady
fashion to private as well as foreign investment. Globalisation and liberalisation have immensely
influenced the Indian economy and have gone a long way in making it a lucrative consumer
market. Thus, this leaves us with a huge opportunity to explore the attitude of youth towards
screen printed apparel.
.
(indiaretailing n.d.)
Figure 1.3.2.2
Discharge inks
Discharge ink is used to print lighter colours onto dark
background fabrics, they work by removing the dye of
the garment this means they leave a much softer
texture. The cons with this process is that they are less
graphic in nature than plastisol inks, and exact colours
are difficult to control. One of the pros of using this
process is they are especially good for distressed prints
and under-basing on dark garments that areto be printed
with additional layers of plastisol. It adds variety to the
design or gives it that natural soft feel.(unionink n.d.)
Figure 1.3.2.3
Figure 1.3.2.4
Flocking
Flocking consists of a glue printed onto the fabric and then
flock material is applied for a velvet touch.
Figure 1.3.2.5
Foil
Foil is much like flock, but instead of a velvet touch and look it
has a reflective/mirror look to it. Although foil is finished with a
heat press process it needs the screen printing process in order
to add the adhesive glue onto the material for the desired logo or
design.
Figure 1.3.2.6
Figure 1.3.2.7
Glitter/Shimmer
se
or
to
mixed
Figure 1.3.2.8
Gloss
ink is
when a clear base laid over previously printed inks to create a shiny
Figure 1.3.2.9
c
ink is
printed
onto the fabric, then nano-scale fibers applied on it. This is often
sed
already made.
Figure 1.3.2.10
Plastisol
Plastisol is the most common ink used in commercial garment
decoration. Good colour opacity onto dark garments and clear
graphic detail with, as the name suggests, a more plasticized
texture. This print can be made softer with special additives or
heavier by adding extra layers of ink. Plastisol inks require
heat (approx. 150 C (300 F) for many inks) to cure the print.
Figure 1.3.2.11
Water-Based inks
These penetrate the fabric more than the plastisol inks
and create a much softer feel. Ideal for printing darker
inks onto lighter coloured garments. Also useful for larger
area prints where texture is important. Some inks require
heat or an added catalyst to make the print permanent.
Figure 1.3.2.12
Top 30 t-shirts of all time that have not only created the statement but also evolved t-shirts as
a category. Completing its journey of a hundred years, t-shirts are now one of the apparels which
are widely used across generations by different age groups. The army and navy troops were
pioneer to war t-shirts as a piece of underclothing. Soon, they became a regular issue to all the
armed services. T-shirts were brought into fashion by movie stars in 50s, tie and dye in 60s, art in
70s and rock stars in 90s. Have a glamce at the top 30 t-shirts of all time. (Vishwanath 2014)
1.4 Objectives
1. To study the attitude of youth towards screen printing in order to know the scope of screen printing
in India.
2. To analyse the views, opinions and preferences of youth in order to deduce which screen printing
technique will gain popularity in future.
3. To fathom the key drivers behind the perceptions of youth towards each printing style so as to help
the export houses to improve their business revenue by understanding its clients better.
This study aims at analysing the change in attitude of youth towars screen
Primary data will be collected from Focussed group discussions and In-depth
interviews. The interview will be unstructured and the duration will be approximately 1.5
hours whereas the focus groups will last for 2.5 hours.
This study being qualitative and exploratory, it will include both sources of data
collection: Primary and Secondary data. Secondary data refers to information gathered from
already existing sources. This will help in formulating a theoretical basis and help us know
the existing research papers, journals, eBooks, fashion blogs and reports published by
market research companies, which relate to this study.
This study is confined to Indian market. Also, due to the qualitative research study,
there maybe sampling errors which maynot allow for the exact representation of the population.
This research paper will serve as the background study for export houses to
understand their foreign counterparts in order to prosper. If the export houses understand the
demand and popularity of printing techniques amongst the Indian consumers, they will be in a
better position to improvise their designs and channelize their energies towards the production of
popular techniques.
Bibliography
n.d. http://www.unionink.com/unionink/articles/caviar.html.
n.d. http://www.indiaretailing.com/Fashion/7/1/83/11828.
fespa. n.d.
indiaretailing. n.d. http://www.indiaretailing.com/Fashion/7/1/83/11828.
unionink. n.d.
Vishwanath, Sanjna. indiaretailing. 08 11, 2014.
http://www.indiaretailing.com/fashion/7/1/15/11827/The-Iconic-30.