Application of Design Thinking Techniques in Marketing of Fashion Apparel E - Commerce (Record no. 48238)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20170918114247.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 170918b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Misra, Sudha |
| 9 (RLIN) | 27484 |
| 245 ## - TITLE STATEMENT | |
| Title | Application of Design Thinking Techniques in Marketing of Fashion Apparel E - Commerce |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 18 - 31 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | To apply design thinking towards creation of garments with an aim of solving size and fit issues and minimizing returns of sold merchandise in fashion e-commerce business, a study was done with Flipkart, one of the leading e-commerce companies to understand the problems they were facing with apparel returns in the year 2014 and 2015. Based on the product return data collected from online customers, a questionnaire was formulated and a study was done in Bangalore with 1000 people in the age group of 18 to 30 years to understand why people shop online for apparels and the issues faced by them. The questionnaire analysis showed that 42% of fashion apparel was returned because they were not the right size or fit, 19% were returned because of fabric quality issues, and 8% were returned because of problems with colour. A study was also conducted by observation and personal interviews with 150 customers at various offline stores in Bangalore for the identification of attributes related to the issues of size and fit. The problem areas identified in women-wear were issues with waist, bicep/sleeves, and chest. To combat these problems, various design ideas were proposed, and the selected designs were constructed and tested on a population of 100 women in the age group of 18 to 30 years of different body shapes for size and fit. It was concluded from the results that if the garments be created in such a way that it can fit many people of varying body shapes, it can drive businesses to improve the overall customer experience by reducing rampant returns of apparel.<br/> |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Design Thinking |
| Uncontrolled term | Apparel E-Commerce |
| Uncontrolled term | Garment Curation |
| Uncontrolled term | Size and Fit Problem |
| Uncontrolled term | Sleeve-Bodice Combinations Design |
| Uncontrolled term | Pleated Front and Back |
| Uncontrolled term | Apparel Returns |
| Uncontrolled term | Size Chart |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Arivazhagan, D. |
| 9 (RLIN) | 27485 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 66648 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5557635 |
| Title | INDIAN JOURNAL OF MARKETING |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Volume 47, Issue 8, August 2017 |
| Uniform Resource Identifier | http://www.indianjournalofmarketing.com/index.php/ijom/article/view/117430 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 18/09/2017 | Vol 47, No 8/ 5557635JA2 | 5557635JA2 | 18/09/2017 | 18/09/2017 |