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Fashion Value Chain
4 days ago
- Business
- Fashion Value Chain
Strategic Location Analysis and Marketing Approaches for New Retail Standalone: Nagarbhavi EasyBuy Store
Srinidhi Rajadurai PG Scholar, Master of Fashion Management, NIFT Daman Dr Rahul Kushwaha Assistant Professor – FMS, National Insitute of Fashion Technology, Daman INTRODUCTION The retail landscape is continuously evolving, prompting businesses to seek strategic locations that maximize customer reach and enhance brand visibility. This research focuses on the strategic location analysis and marketing approaches for the proposed Nargarbhavi EasyBuy Store, aiming to provide insights into the viability of establishing a new standalone store in Nagarbhavi. Nagarbhavi, a densely populated suburb in Bangalore, presents a great opportunity for retail expansion due to its growing middle-class population and increasing in consumer spending power. Marketing strategies are essential for any brand as they encompass the plans and tactics employed to promote products or services to target audiences. These strategies not only help in attracting new customers but also play a crucial role in retaining existing ones by fostering brand loyalty and awareness. For EasyBuy, a brand known for its commitment to providing quality products at competitive prices, effective marketing strategies are vital. They ensure that the brand not only stands out in a crowded marketplace but also resonates with the local community, thereby driving foot traffic to the new store. Through this research, the aim is to provide valuable insights into the strategic planning of retail operations, ultimately enhancing the competitive edge of the EasyBuy Store in Nagarbhavi within a rapidly changing retail environment. OBJECTIVES To assess the demographic profile and purchasing behavior of residents in Nagarbhavi. To conduct a competitive analysis and identify EasyBuy's market positioning potential. To recommend localized marketing strategies to maximize store visibility, footfall, and conversion. LITERATURE REVIEW The research paper on a case study on Zudio by B Govil examines brand awareness focusing on Zudio, a retail clothing brand. Which aimed to investigate Zudio's strategies to create and maintain brand awareness, along with their effectiveness. Respondents view Zudio products positively, linking their quality to marketing promises, with advertisements and social media playing a significant role in shaping consumer preferences and choices. Zudio's marketing and celebrity endorsements are influential, and its loyalty programs encourage repeat purchases. The study offers valuable insights for marketing professionals and helps understand brand awareness dynamics in the fast-fashion industry, guiding future strategies for Zudio and similar businesses. Karta N & Dhita P describe how the digital world has made it complex to drive marketing strategies for a brand due to the impact of Generation Z, a significant consumer group born between the mid-1990s and the early 2010s. This research paper aims to analyse Generation Z's consumer preferences and effective marketing strategies for building sustainable relationships with them. It uncovers recurring patterns, emerging trends, and socio-cultural influences shaping Generation Z's consumer behaviour, as well as their shift towards experiences over physical products, and their preference for brands prioritizing social values, environmental concerns, and sustainability. The insights from this research are expected to provide valuable guidance for companies looking to engage and resonate with Generation Z and remain competitive in the consumer market. RESEARCH METHODOLOGY The study combined both descriptive and exploratory methodologies. The descriptive aspect focused on evaluating the potential of the Nagarbhavi location through the analysis of customer accessibility, demographic profiles, and market demand, while the exploratory aspect sought to gain insights into local market trends, customer preferences, and the competitive landscape. Primary data was collected from residents of Nagarbhavi, including students and staff from nearby colleges and schools. A total of 180 people were approached, with 100 responses collected, and after filtering for accuracy and completeness, 87 valid responses were used in the analysis. Convenience sampling was utilized for participant selection. Additionally, interviews were conducted with the Business Development team to understand the site selection criteria and strategic planning for new stores. Secondary data was gathered through an on-ground catchment and competition study in Nagarbhavi, analyzing key competitors such as Zudio, Style Union, and Trends, along with their product offerings, pricing, and promotional strategies. A SWOT analysis of these competitors was conducted, and historical performance data from previous EasyBuy locations was reviewed with input from the Business Development and Marketing teams. Geographic and demographic analysis was also performed using Google Maps to study the 3 km radius surrounding the proposed store, with supplementary data collected from online sources on population density, age distribution, and income levels. Data analysis was conducted using SPSS and Excel. SPSS was utilized to identify correlations between key variables related to customer preferences, while cross-tabulation and bar graphs were employed to examine purchase behaviors segmented by age and average family income. This comprehensive analysis of customer demographics and purchasing patterns provided critical insights into the viability and potential success of the proposed EasyBuy store in Nagarbhavi.
Fashion Value Chain
09-05-2025
- Business
- Fashion Value Chain
Sustainability in Crafting Conscious Home Décor for Eco-Friendly Living
Srinidhi Rajadurai, Post-Graduate Academic Scholar in Fashion Management, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Introduction As consumers increasingly prioritise environmental responsibility and eco-friendliness, the home décor industry is shifting towards sustainable practices. Sustainability in home décor include not only the use of eco-friendly materials but also the adoption of responsible production methods, reduced waste, and energy-efficient designs. With the growing awareness of climate change and its impact on our planet, homeowners are seeking ways to create living spaces that are not only aesthetically pleasing but also environmentally conscious. In this context, sustainability plays a vital role in shaping the future of home décor, influencing consumer choices, and driving innovation in the industry. In 2024, the global home décor market was valued at approximately USD 747.75 billion and is projected to grow to USD 1,097.51 billion by 2032, with a compound annual growth rate (CAGR) of 4.58%. The U.S. market is expected to reach USD 305.51 billion by 2032, reflecting the overall growth trend in the industry. The Asia Pacific region is a significant contributor to this growth, driven by factors such as urbanization, rising disposable incomes, and increased consumer spending. The home décor industry is indeed evolving, with a notable shift towards prioritizing sustainability, reflecting changing consumer preferences for eco-friendly products. From Aesthetics to Environmental Responsibility Sustainable design focuses on reducing negative impacts on the environment and enhancing the health and comfort of building occupants. In Modern design, sustainability has emerged as one of the core themes which focus on the use of materials of construction, their extraction, and production. A decor shift that seeks to balance the environmental consequences associated with traditional adornment trends while allowing consumers to exist in what can be described as mindful living spaces. Eco-Friendly Materials Redefining Interiors & Home Décor Sustainable décor starts with smart material choices. People today look for natural, eco-friendly materials that are gentle on the planet and still look great in their homes. Bamboo is a fast-growing, renewable option used for furniture and flooring. The reclaimed Wood adds rustic charm while repurposing discarded timber. The Cork that are harvested without harming trees are ideal for insulation and flooring. The artificial dried flowers are durable, aesthetic, and water-conserving. A notable example is Laurence Carr Inc., a U.S.-based firm that introduced a sustainable capsule collection in 2023. The collection features sculptural vessels made from patented biomaterials such as Stonecast, Naturescast, and Nucast lightweight, durable, and more sustainable than traditional metal or stone. Sustainable design favours timeless aesthetics and durability. High-quality craftsmanship, neutral tones, and adaptable forms ensure that furnishings stay stylish across trends, reducing the need for frequent replacements. Upcycling and repurposing further extend the lifecycle of existing materials. Circular design practices transform how products are made, used, and reused. Home décor brands are embracing remanufacturing, recycling, and take-back programs. Meanwhile, minimalist and biodegradable packaging is replacing plastic-heavy alternatives, reducing waste at every touchpoint. Today's consumers expect transparency. Brands are responding by sharing details about sourcing, supply chains, and sustainability certifications, allowing consumers to make informed and ethical choices. Sustainable décor is not just better for the planet but it's better for people too. Non-toxic finishes, natural fibres, and indoor plants enhance air quality and create soothing, health-conscious environments. Challenges and Future on the Path to Sustainability Despite momentum, challenges persist. Higher upfront costs, lack of awareness, and limited availability of eco-friendly options can hinder widespread adoption. However, innovation and growing consumer demand are steadily addressing these barriers. Sustainability in home décor is no longer a niche trend; it is a global imperative. As consumers become more eco-conscious, brands must continue innovating, educating, and delivering décor solutions that are as kind to the planet as they are beautiful. The future of interior design & home decor lies in spaces that reflect not only personal style but also environmental integrity.
