Marketing Research Project

On

Attitude of Youth Towards Screen Printed Apparel

Submitted by

Abhinav Jain

Under the supervision of

Mrs. Jagriti Mishra

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

1.1 Background of Research

Prints are one of the elements in vogue fashion trends in clothing products. It has also
stimulated interest in the development and modernization of technologies of printing on textiles
and knits. The most commonly used method of printing on textiles and knits up to this point has
been screen printing. This includes the application of an ink layer by a screen using attached to the
frame and a scraper, in order to obtain the desired image on the surface of the fabric. This
technology involves a lengthy process of transition from one model to another application time and
high technical configuration of the means of production.
T-shirt is an attractive apparel category across consumer segments. The formal introduction
of t-shirts happened in 1913, t-shirts have graduated from being a uniform category to becoming a
multipurpose, multiuse, all-occasion apparel category across the globe. India too offers no
exception to this trend.
Indias Rs 12,200 crore-worth t-shirt market is expected to grow at an impressive CAGR of 12
percent to reach Rs 21,250 crore by 2018. This market, which includes knit shirts, polo shirts, knit
tops, etc., is presently dominated by the mens and boys segments, which contribute 85 percent of
the market share. The womens and girls segments are, on the other hand, expected to register a
higher CAGR of 14 percent over the next five years, compared to the 11 percent growth
anticipated for the mens and boys segments.
The t-shirt market in India faces its own set of challenges. For instance, a huge chunk of the
t-shirt market is unorganised and highly fragmented. This high level of industry fragmentation has
resulted in an extremely competitive market wherein product price has become the core basis for
competition. At the same time, t-shirt manufacturing is also highly fragmented yet concentrated, in
such knitting clusters as Ludhiana and Tirupur. Smaller manufacturers are grappling with issues of
quality

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.

1.2 Problem Definition

The expected faster growth of screen printing on knits may be attributed to the comparatively
lower base of market size and increasing acceptance of casual clothing among women. As a
matter of fact, the t-shirts category and thus screen printing on tee shirts is one of the top highgrowth categories in mens, womens and kids apparel in India. (indiaretailing n.d.)

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.
.

1.3 REVIEW OF LITERATURE

1.3.1INDUSTRY OVERVIEW

(indiaretailing n.d.)

1.3.2 Types of Screen Printing

Caviar beads
Caviar bead printing, the process of printing a clear
plastisol that serves as an adhesive directly upon a
garment or underbase and sprinkling soft, tiny plastic
beads (caviar beads) onto the adhesive, is one of the
hottest decorating techniques to hit the textile screen
printing industry. Caviar beads come in many shapes
and sizes to produce many different effects. Printers
all over the world are finding this technique garners
higher profit margins while only requiring slightly more
effort than other special effects printing. This paper
will define the techniques needed so any printer can
learn to successfully do Caviar Bead Printing.(unionink
n.d.)
Figure 1.3.2.1
Cracking ink
Cracking ink effect is when the ink produces an
intentional cracked surface after drying.(fespa 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

Expanding ink (puff)

Expanding ink, or puff, is an additive to plastisol inks which
raises the print off the garment, creating a 3D feel and look
to the design. Mostly used when printing on apparel.

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

Four colour process or the CMYK colour model

Four colour process is when the artwork is created and then
separated into four colours (CMYK) which combine to create the
full spectrum of colours needed for photographic prints. This
means a large number of colours can be simulated using only 4
screens, reducing costs, time, and set-up. The inks are required
to blend and are more translucent, meaning a compromise with
vibrancy of colour.

Figure 1.3.2.7

Glitter/Shimmer

se

or

Shimmer ink is when metallic flakes become an additive in the

to

create this sparkle effect. Usually available in gold or silver but

mixed

to make most colours.

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

similar to glitter, but smaller particles suspended in the ink. A

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

1.3.3 THE ICONIC 30 (HISTORY)

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)

World war I & II

Marlon brando
Air corps gunnery school t-shirt
Tie & dye
Tropix togs disney t-shirts
Che geuvara
Nelson mandela
Martin luther king
Cruella de vil
Joker
Led zeppelin
Metallica
The rolling stones
Beatles
Ozzy osbourne
Bob marley
Captain america
Superman
Punisher
Hulk
Captain america
Green lantern
League
Peace sign
Yin & yang
I love ny
Coco cola
Barcelona
Bleed blue campaign
Manchester united
Kolkata knightriders
Arsenal

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.

1.5 Research Methodology

This study aims at analysing the change in attitude of youth towars screen

printing techniques. To extract shopper and consumer insights in a detailed fashion,

qualitative study will be very useful.

Research Design: Exploratory

Data Collection method is divided into two parts

Data collection from Primary sources
Data collection from Secondary sources

Data Collection form Primary Sources:

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.

Data Collection from Secondary sources:

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.

1.6 Limitation of the 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.

1.7 Scope of the Study

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.