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ABSTRACT
Statistical techniques have been used in the fashion industry,
production and quality management process and other industries for
over more than 25 years. To achieve and analyse the objective
decisions, statistical methods are used, based on data collected
about a product or market. There are a number of practical and
managerial issues related to the application of statistical techniques
in studies aimed at improving the brand performance. This report is
a summary of the application of statistical techniques on the several
aspects of fashion industry. The objective is to learn the scope of
statistical tools in analysing the pattern of sale, interrelationship
between data variables and defining a successful business strategy
in a very volatile industry like fashion industry.
INTRODUCTION
Throughout history, fashion has greatly influenced the fabric of
societies all over the world. What people wear often characterizes
who they are and what they do for a living. As Mark Twain once
wrote, Clothes make the man. Naked people have little or no
influence on society. The fashion industry is a global industry,
where fashion designers, manufacturers, merchandisers, and
retailers from all over the world collaborate to design, manufacture,
and sell clothing, shoes, and accessories.
The industry is characterized by short product life cycles, erratic
consumer demand, an abundance of product variety, and complex
supply chains. Whats hot today is blas tomorrow. Innovation
becomes retro. Seasons change. Hemlines rise and fall and so do
your sales figures. A celebrity makes a fashion statement on the red
carpet and suddenly your financial statements are covered in red.
Therefore launching a new fashion brand or streamlining a
production process or evaluating current vs. prospective customers,
todays business managers face greater complexities than ever
Scaling Technique
A common feature of marketing research is the attempt to
have respondents communicate their feelings, attitudes,
opinions, and evaluations in some measurable form. To this
end, marketing researchers have developed a range of scales.
Each of these has unique properties. This technique allows
companies to learn more about past, current and potential
customers, including their specific likes and dislikes (Miriam
Catterall, 1998). The following are the types of scales used
generally.
Dichotomous scales have two choices that are diametrically
opposed to each other. Some examples would be:
Yes or No
True or False
Fair or Unfair
Agree or Disagree
Rating scales are probably what were most familiar with.
On a scale of 1-10, how satisfied were you with our service
today?
The three most common rating scales are:
1-10 scale
1-7 scale
Image 1.1
Semantic differential scales are used to gather data and
interpret based on the connotative meaning of the
respondents answer. These two usually have dichotomous
words at either end of the spectrum. They generally measure
more specific attitudinal responses, such as the following
image (1.2)
Image 1.2
Census Data
This tool helps fashion start-ups to understand an area's
demographic information and lifestyle habits. One can find out
which areas would be most receptive to a campaign or launch,
which competitors are located nearby, and trends in the area
that have shifted. Following image (1.3) is date collected from
the U.S census.
Source: US Census
Following are widely statistical techniques for analysis of
data relating to market research and evaluating customer
satisfaction in fashion industry.
Data Analysis Technique
(Histogram in Excel)
1:
Frequency
Distribution
for ready-to-wear sizing, and even if we find one brand that works
for us, that rarely translates to other brands or stores.
At least sewing patterns allow us to customize sizing to create a
perfect fit. But where did our sizing system even come from, and
whose proportions are they based on?
Before mass production clothing there was made-to-measure, where
garments were tailored to specifically fit each customer. Womens
clothing, in particular, always required a precise fit and plenty of
detail. After World War I, things began to shift. Money was tight and
women wanted access to affordable, on trend fashion, regardless of
their class.
Manufacturers were keen to adapt to this changing market, but
sizing was a major problem. In 1939, the US Department of
Agriculture (USDA) launched a yearlong study titled Womens
Measurements for Garment and Pattern Construction. Working with
the Bureau of Home Economics under a federal project grant, they
studied the weight and 58 body measurements of 14,698 women
across seven states in the US. They even went so far as to measure
elbow girth and ankle height; they were thorough, to say the least.
Once the final data was collated, statisticians analysed the
results and decided that just five measurements were
enough to determine the size and shape of a woman:
weight, height, bust girth, waist girth, and hip girth.
CONCLUSION
Statistical techniques are widely used in the fashion industry. Its a
well known fact that using the obtained statistics about certain
parameters, future business strategies can be decided. By gathering
specific information about product and sale via marketing research
and statistical analysis, knowledge of the best marketing,
manufacturing and retailing practices can be applied to provide
ideas that are both based on the feedback of customers and proven
to work by the experience.
REFERENCES
http://www.ipublishing.co.in/jarvol1no12010/voltwo/EIJAER2218
.pdf
BLS Spotlight on fashion statistics, June 2012.
NPD, Apparel Market Research & Business Solutions.
John T. Williams, Small business powered by StudioD.
Jami Oetting,2016, 17 Tools & Resources for Conducting Market Research.
www.businessoffashion.com
FAO Corporate Document Repository, Chapter 3 Level of measurement and
scaling.
Alex Birkett, Survey Design 101 Choosing Survey Response Scales.