Research Report On Low Trend Of Boutiques In Multan

Low Trend Of Boutiques In Multan

Research Report

On

Low Trend Of Boutiques In Multan

 

Preface

The research report is the practical part of the theoretical subject Business Research Methods of our MBA Program.The sole objective is to familiarize the students with the practical manipulation of business organization.This report has been written to know about the causes that lead to the low trend of boutiques in Multan.In the first phase of the report there is the general introduction about the Fashion, Business of Boutiques and of Multan City. In the next part, we took into account the objectives that are behind this motivation. We illustrate the objective one by one according to their preference. To understand and specify the objectives is necessary to understand the background of problem. Then we draw some variable, which affect these problems. We define only the key variable. In last part we collect the data from different sources and analyze it, interpret it, and show the diagrammatical representation for easy understanding. And at last we make some conclusion and offer our suggestions for improvements with some limitations that we face.

Executive Summary

The objective of this research was to explore the factors behind the cause of low trend of boutiques in Multan and also to suggest remedial measures to increase the trend of boutiques in Multan.The collection method comprised of structured questionnaire on which responses were recorded for analysis.

Our population was the entire female community above the age of sixteen having at least income sources of RS. 5,000. From which we took a sample size of 80 respondents by random sampling procedure.

Result of the research revealed that by the opinion of the respondent there is a low trend of boutiques in Multan. The major reason that cause the low trend in Multan is price level as compare to the income level, combined by the fact that there is lack of awareness due to improper advertisement and less projection of boutique i.e. fashion shows and exhibitions.

On finding from the respondent survey analysis the result inferred that 63% of respondent not prefer and 36% respondent prefer the boutique dresses. Those 63% who prefer purchase boutique dresses occasional. They are not the regular customers and young people and high-income level class preffer mostly boutique dresses.

We should try to create awareness about the services that boutique provides by conducting fashion shows, advertising in print and electronic media and most of all by establishing large and attractive display centers in main bazaars displaying all of the variety of dresses.

For the boutique trend to be high we should try that there should be frequent changes in the fashion. Incentives should be given to the customers to buy from boutiques, such as special discount offers, buy two get one free and the most important is to improve the quality of stuff that is used in boutique dresses and improve the variety available.

Introduction

Multan is one of the oldest city of Pakistan. There are many things that made Multan famous and attractive, one of them is its customs and traditions here the population is so large with great customs and traditions that there should be some changeable or variant traditions, which tend to change according to the likes, dislikes, weather, environment of people living here. These traditions, which change accordingly to any factor some times, fall in the category of fashion. Fashion is nothing but the trend of people about certain thing. If the trend of people is towards a particular thing then it is said that it is fashion . So here we come to our related problem of “ Low trend of Boutiques in Multan”.

Readymade garments means and includes ready to wear dress prepared by the companies which are available on shops with standard sizes and are complete from all aspects and people just buy and wear them. We will try to see and explore the causes that leads to low trend of boutiques in Multan as compared to other cities like Lahore, Karachi and Islamabad. Causes represents the problems or difficulties faced by the boutiques to grow themselves as sound and flourished business in Multan. So, we will follow exploratory research method to determine the main causes of low trend of boutiques in Multan. There are some limited boutiques that we plan to study mainly Trend , Nikhar ,Classic e.t.c situated in Cantt area of Multan and finally we will collect the data with the help of structured questionnaires .After collecting the data our next step would be to analyze the data and provide with instrumental suggestions to the boutique owners that will provide them with insight into the customer’s requirements.

Literature Review

Probably the most quoted line in the history of fashion is, “A bit of bad taste is good; it’s the tastelessness we must fight against.” Often people who know the difference between good taste, bad taste and tastelessness and also appreciate a rare quality called a ‘sense of humor’, quote this. And many use it just to flaunt that they are familiar with Diana Vreeland.

If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzazz to the latter, bitterer truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.

The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.
Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.

New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.

The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.

Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.

Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.

Whatever happened to fashion’s prime purpose of spreading awareness, style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight against”.helping people find their own

Mix and Match!! Create your own style!! Western, Indian, Oriental, Folk etc. contemporary fashion amasses every facet. Designer industry is booming and there are quite a few very respectable names in this still juvenile industry. Best and most attractive thing is the Coti (a Jacket) embroidered with Dabka in geometric motives and colors that will swing your heart. Chiffon, Silk, Lace, Velvet, hand loom fabrics glitters the evenings. Pencil heals enhances the delicacy.

Formal evenings include Lehnga, embossed Organza Shirt with Chooridar pajamas, Sleeveless Choli and Lenga, and a deep neck line. Designer industry conducts fashion shows, with top models like Eruj, Ayesha, Sonia, Bibi, Iffat Rahim cat walking through the long Isle. Big boost.

Pakistanis are a very fashion conscious nation. Be it dress, food, or lifestyle, what ever is in vogue is “IN”. Fifty percent of Men and ninety-five percent of the Pakistani women wear their National Dress, “Shalwar Kameez”, i.e., a knee length shirt (Kameez), loose ankle length trouser (Shalwar) and for the women a stole, which is worn over the shoulders known as “Dupatta”.

Usually women are seen with dyed or highlighted hair and latest trendy apparels that are devotedly followed. Not to forget the young men who usually drive inspiration from the singers or actors.

Haute Couture

The fashion business is one of the most imaginative and busiest activities in Pakistan. Salons, beauty parlors and clothing outlets are found in every street and corner. When it comes to textile and embroidery, it is one of the industries in which Pakistan excels. Rich embroidery with sequins, glasswork, thread, beads, shells and thin wire depicts the true eastern culture. The seasonal cloth comes out in a variety of patterns and designs, usually worn mix and match, and for those who like to be different solid colors are adorned with block prints, screen-printing or are hand painted to add exclusivity.

Fashion in Pakistan is not only restricted to the upper class but also maidservants and the shopkeepers have an aesthetic fashion sense. Weddings, events, festivals and parties are a display of the hottest trends.

In Pakistan, fashion has evolved over time. As the society is moving close to advancement, more attention is being paid to the manner of dress and lifestyle. Here is a quick glance back in time to see how the nation has grown with its trends.

The Swinging 60’s

The focus of the time was on fittings. Bell bottoms, hair pieces, narrow fitted shirts, narrow dupattas, heavy eye makeup for girls and side burns for men was order of the time. People in those times took influence from the actors whom they idealized.

The Political 70’s

In 70’s the political times changed. People turned towards patriotism. Cotton came in vogue and people were seen in loose kurtas called Awami Suits and Saris.

The Materialistic 80’s

The 80’s emerged from the drabness of the 70’s and ushered in disco, glitz and glamour. People were indulged in their material instincts. In Pakistan, loose was “in” and tight was “out”. Glitter and glitz was trendy and simplicity took a back seat. People on streets emerged attired in sacks.

Back To the East With 90’s

It was a time for the rival of our culture. Traditional costumes made a comeback. A lot of embroidery, gharara, Sheirwani and Paishwaz were seen. Everyone wanted to look sleek and thin.

The New Millennium “The Y2K”

The year 2000 came with a bang moving people towards hi-tech and fast-paced living. Now people in the cities, especially women, have become work oriented. They want to look good but have no time for frills and fancies. Therefore, the clothes too have become more streamlined and structured. The defined boundaries of eastern and western fashion have collapsed people wear no fuss Chinese trousers, cargo pants, iron easy cloth and manageable preferably short hair. Fusion is the call of this time.

Probably the most quoted line in the history of fashion is, “A bit of bad taste is good; it’s the tastelessness we must fight against.” Often people who know the difference between good taste, bad taste and tastelessness and also appreciate a rare quality called a ‘sense of humour’, quote this. And many use it just to flaunt that they are familiar with Diana Vreeland.

If we sensibly try to deconstruct the quote, it’s understood that the first part is merely there to add pizzaz to the latter, more bitter truth. But nothing explains Vreeland’s famous line better than the recent trend in Pakistani fashion. Here the uncontrolled ‘bit’ is growing at an alarming rate into tastelessness itself. And this is what, I am sure, she must have meant.

The phenomenon is viciously at work on all fronts of the fashion scene. Clothes, accessory, photography, styling and most sadly, fashion journalism have fallen victim to this onslaught. The recently opened floodgates of bad taste have unleashed a storm, which is sweeping even those names, which were once synonymous with good taste.

Today, save from a few, everyone has joined the bad-taste bandwagon, continuing their journey towards tastelessness. At the risk of sounding like a bitter loser, I would like to say that the sad part is that the leaders of bad taste are getting undue attention, importance and success.
New clothesline reveal that nothing new is experimented with. In fact, earlier clothes were more tasteful. Now that element has also flown out of the window. Strange people with a darzi and loads of money are calling themselves designers. Their modus operandi is to go to Kehkeshan with a copy of this magazine, get designs copied and sell them to the ones who are bitten by the designer bug. Few are even more audacious. They actually buy a Bunto Kazmi, Rizwan Beyg, Nadya Shah, Nilofer Shahid and Sana Safinaz and start mixing and matching all. But the worst are those who are trained from so-called fashion schools and blatantly plagiarize the senior people’s designs that have invested time and effort in their work. These ‘trained’ shamelessly feed off their imagination. Mehboob Bukhsh, Jama Cloth and Anarkali have found up-market outlets in posh localities.

The sudden burst of fashion magazines has provided a platform to these fashion quacks. Everyone and their, wives/husbands, son/daughters, servants and dogs are taking out a magazine these days. If you could manage to get a few photographs taken of a caked up clothes-hanger, can write English alphabets in a coherent looking form which resembles words, you could easily publish a magazine. So what if it doesn’t make any sense? So what if it’s all grammatically wrong? It should only LOOK like English, even if it’s in Roman script. Who reads anyway? Everyone looks at the pictures.

Now let’s take a look at the pictures as well. Anything that looks like photos of clothes would pass for a fashion shoot. You have four outfits. Designed by your own self? Great, a designer is born. You, or if you are a male then some women in the house, must have some cosmetics as well. After all, no decent woman shows her face to the world without it. Amazing - we have a stylist in the house. Oh lovely, your husband/brother/son loves to take photos - that means we have a photographer, too. What a talented family you are. The shoot is ready. And we ready to print it as we are the biggest, greatest and most knowledgeable fashion magazine in Pakistan.

Shady looking characters are mushrooming everywhere, courtesy this epidemic called fashion magazines. I met a character in Lahore who introduced himself as a Fashion Consultant. He does style shoots for various designers, gets them published in these magazines and takes 15% cut from both. He was directing a wannabe model in a way, which looked more like molestation than styling and choreographing. He was shooting a so-called designer’s ‘latest’ fur-trimmed summer collection in April for the May issue of a sleazoid. Upon inquiry regarding the combination of summer and fur, he nonchalantly replied, “In Pakistan everything goes”.

Whatever happened to fashion’s prime purpose of spreading awareness, helping people find their own style and creating good-looking images? Fashion in Pakistan, after a brief tasteful era, has gone down the film industry path. Fame is the name of the game. The blinding glare of glamour doesn’t reveal the purpose behind the lights. Those with knowledge of good and bad are feeling tired and defeated in the face of blatant commercialization. They are retiring into their cocoons. The revolutionary zeal is evaporating. Can we let these ugly demons raise their uglier heads and gobble up what our seniors so passionately and painfully gave birth to and nurtured in the name of fashion? We are heading for an era that would surely have earned a line from Vreeland had she been alive and aware of us. “A bit of bad taste is good; it’s the Pakistani fashion and magazines we must fight again

Research Process

Theoretical overview

Aim of Research:

The aim of any academic research like under discussion is to apply the knowledge of business research methods gained to practical work in field and, to get some clue to factual position about the proposition.

Problem Statement:

Problem is defined as any situation where a gap exists between the actual and the desired ideal state. For doing the research, it is very necessary to define or to know the actual problem because if someone does not know the problem, then how the one will conduct the research.

We Carried out an exploratory research to discover that “why boutiques are not so popular in Multan.”

 

Variables:

To explore this it was essential to define various variables and then find out which of all variables defined are the preference variables with the general public and then using those as standards of measure to measure the boutique trend in Multan.

The various variables selected were:

1-  Low income

2-  Lack of awareness

3-  Lack of good quality & designs.

4-  Availability of all sizes.

5-  Low literacy rate.

6-  High price.

7-  Purchasing of boutique garments from other cities like Lahore, Karachi.

8-  Promotion strategy of boutique is not effective.

 

Research Objectives:

v To know about the causes and then to identify the most important causes that leads to low trend of boutiques in Multan. To suggest the remedial measures to increase the trend of boutiques in Multan.

v To encourage the customers to purchase from boutiques by creating awareness and to provide an insight into ‘what customers want’ to the boutique owners.

Benefits of Research

Apart from, that research students will get insight about the process of conducting research, the general benefits visualized are:

·     Research will give clue about boutique facilities.

·     Research will indicate people’s trend in selection of boutiques.

·     Reasons for declination of boutique trend in Multan, indicative of limitation of boutiques.

·     Research can finally be used to give recommendation to improve upon boutique garments.

RESEARCH DESIGN:

As problem is obvious therefore it does not need special crystallization the research will be an academic one.

Target Population:

The target population is the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made. The target population must be defined previously and we have done so. Our target population was all females:

1.   Students;

2.   Working women;

3.   Housewives;

All of the members of the population were above the age of 16 and having the income sources of at least Rs5000.

Respondents:

Respondents are major source of collecting the data. It is logical to acquire data from people by asking them questions when the information need of a study requires data about respondent attitude, perception, motivation, knowledge and intended behavior asking question is essential by this way you will be able to clarify any sort of confusion or ambiguity in respondents mind with the help of a dialogue. The respondents can be housewives, students or workers who can provide data useful to a decision situation.

Data Collection:

Data collection modes will cover only primary data collection method.

Primary Data Collection:

The survey of the whole population is not possible. So sampling is used for the collection of primary data.

Sampling:

The basic idea in sampling is that the analysis of some of the elements in a population provides useful information about the entire population.

Sampling Technique:

In research design phase it is important to select among different sampling techniques to choose best suitable sample, which will be true representative of whole population. So, we have used the random sampling technique.

 

Sample Size:

Sample size is one of those issues, which is still clearly debated in business research. No specify formula or theory is yet defined for selecting a sample size. To measure the boutique trend in Multan, a random sample size of 80 respondents were selected to evaluate their perception about boutique garments in Multan.

 

 

Development of Tool for Data Collection:

Keeping in view the objective of the research, the researcher develops a tool for data collection. The questionnaire was used in this research. The questionnaire contained 20 items and have detailed introduction of the research, and guidance for the respondents. Questionnaire is given as follows:

1. What is your social status?

      Student

Housewife

Worker

2. What is your age group?

       16 to 25

       25 to 40

       Above 40

3. What is your qualification?

Metric or below

Intermediate

Graduate

Masters

Other (Specify)

4. Please specify your household income per month:
   
   

5,000 to 10,000

10,000 to 20,000

20,000 to 40,000

Above 40,000

5. What kind of garments do you prefer to wear?

Self-made

Tailor-made

Ready-made

6. Your preference to buy garments from boutiques:

Highly Prefer   Prefer      Indifferent    Don’t prefer     Not at all

(5)                (4)               (3)                   (2)                   (1)

7. If ‘Don’t prefer’ then what are the reasons for not preferring boutiques?

(You can specify more than one)

No knowledge about boutiques

I don’t like buying from boutiques

Boutiques usually don’t have casual dresses

I think that quality of stuff is not good

Prices of boutique dresses are high.

Non-availability of different sizes/variety

Other (Specify)   

8. If ‘Prefer’ then you prefer to buy from boutiques because :

(You can select more than one option)

Prices are low

Better designs

Much variety

Better quality

Source of prestige

Other (Specify)

9. How often do you buy garments from boutiques?

Occasionally

Regularly

Once in a month

Once in a year

10. On which occasions you prefer to purchase boutique dresses?

Birthdays Eid Marriages Formal Parties Others (Specify)     ______________________

11. Do you prefer your own city to purchase dresses from boutiques?

Yes

No

12. If ‘Yes’ then why you prefer your own city boutiques?
    
    

Low Price

Traditional Dresses

Being citizen of Multan

13. If ‘No’ then why don’t you prefer your own city boutiques?

High Price

Outdated Designs

Lack of variety

14. Extremely                                                       Extremely

Favorable     5        4         3         2          1   Unfavorable

(Select the figure with respect to boutiques in Multan)

Internal Environment

Behavior of salesmen

Atmosphere

Service provided

15. What factors you consider while selecting a particular boutique?

Location

Prices

Variety of dresses

Quality of stuff

Other specify

16. How likely are you to recommend purchase from boutiques to others?

(Place an ‘X’ at the position along the line that best reflects your judgment)

17.  Do you find difference in environment of boutiques in Multan and other

cities?

Yes                                          No

18.  Do you think effective advertising is important for successful boutique

business?

19. Do you want more boutiques to open in Multan?

20. How do you usually come to know about new boutique opened in the city?

Newspapers

Hoardings/Billboards

Magazines

Other people

Banners

Data Entry And Coding :

Data entry as well as coding was performed in “SPSS” which is software for statistical package for social sciences. Various variables were defined according to the need of questions in Questionnaire and then various properties were set for them along with assignment of certain codes to questions with various options.

Data Analysis:

Analysis of data performed in spss was as follows:

Preference Of Garment Type According To Social Status

Preference Of Garment Type According To Household Income

Preference Of Boutique Dresses According To Age Group

Reasons For Non-Preference Of Boutique

Reasons For Preference Of Boutique

Source Of Boutique Information According to Social status

During working on this research project our knowledge and experience about business research environment has enhanced manifolds. In order to accomplish this task we have visited many boutiques in different areas in Multan and had a detailed discussion with their owners, after discussion with boutique owners we were able to know different aspects of boutiques garments which was helpful for us to develop a question to measure the trend of boutique garments in Multan.

After filling these questionnaires from common respondents we have reached to following conclusion.

Ø It is concluded that the boutique garments are more popular in youngsters specially in the range of 16–25 and as the age is increased this trend is decreased because young girls are more conscious to present themselves in a better way, as the boutique plays an active role to provide better designs and stylish dresses to fulfill their needs and wants.

Ø As 36% of our respondents answered that they preferred boutique clothes but they are not highly satisfied about their stitching quality, stuff variety and price. Mostly they buy in emergency when they have not sufficient time to prepare clothes by themselves or in case of any formal parties.

Ø About 90% respondents claimed that they purchase boutique garments only on special event, and they have objections on the price, stuff and variety of boutique clothes.

 

Recommendations

After conducting this research we come to know that trend of boutique garments is not so much established in Multan. It can be improved by following suggestions:

1.   We should try to create awareness about the services that boutique provides by conducting fashion shows, advertising in print and electronic media and most of all by establishing large and attractive display centers in main bazaars displaying all of the variety of dresses.

2.   For the boutique trend to be high we should try that there should be frequent changes in the fashion.

3.   Incentives should be given to the customers to buy from boutiques, such as special discount offers, buy two get one free etc.

4.   Prices are very high, there is need to reduce the prices. By reducing the prices, boutique sales can be increased

5.   By providing better stuff customers can be attracted easily towards boutiques.

6.     Owners should provide with the latest & more variety of garments to attract the attention of customers.

Limitations

In this report preparation we faced some limitations to present this report, which are as follows:

Many of the respondents conceal the facts and some respondents provide no information such as age, income level etc.

Also some proprietors of boutiques also conceal their annual sale and profit.

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