Fashion Marketing Strategies of SME Textile Manufactures in India – A Qualitative Perspective

Mani  Khera

Fashion Marketing Strategies of SME Textile Manufactures in India – A Qualitative Perspective

Surviving and Thriving: Fashion Marketing Strategies for SME Textile Manufactures in India

by Mani Khera*,

- Published in Journal of Advances and Scholarly Researches in Allied Education, E-ISSN: 2230-7540

Volume 4, Issue No. 8, Oct 2012, Pages 1 - 4 (4)

Published by: Ignited Minds Journals

ABSTRACT

SME textile manufactures play an important role in the economy of the country. Textile manufactures is an very important part of that sector and fashion runs hand in hand with that and so does fashion marketing. This paper focuses on the fashion marketing strategies that are used by fashion marketers to market the SME textile industry products such as apparels and garments to generate revenue and opportunities for the SME industry. This paper gives you a qualitative approach of the marketing mix tools and techniques of fashion product, fashion promotion, fashion place, fashion price. And the way those help in the marketing of the SMEs products. This helps in understanding the strategy used by the SMEs for marketing and what are the different ways through which they do it in a reasonable way as the investment and turnover to the SMEs are comparatively low. And with already the big players capturing the market how can they still survive and are surviving in the market only because of those marketing strategies.

KEYWORD

fashion marketing strategies, SME textile manufactures, India, qualitative perspective, apparels, garments, marketing mix tools, fashion product, fashion promotion, fashion place

1. Walker, O. C., Mullins, J. W., Boyd, H. W., & Larreche, J. L. (2006). Marketing strategy. New York: McGraw-Hill Irwin. 2. Fifield, P. (2012). Marketing strategy. Routledge. 3. Armstrong, G., Kotler, P., & He, Z. (2005). Marketing: an introduction. 4. McCarthy, E. J., & Perreault, W. D. (1997). Marketing. McGraw-Hill. 5. Kotler, P. (2012). Kotler on marketing. Simon and Schuster. 6. Simmel, G. (1957). Fashion. American journal of sociology, 62(6), pp. 541-558. 7. Barnard, M. (2002). Fashion as communication. Psychology Press. 8. Easey, M. (Ed.). (2009). Fashion marketing. John Wiley & Sons. 9. Hines, T., & Bruce, M. (2007). Fashion marketing. Routledge. 11. Raichurkar, P., & Ramachandran, M. (2015). Recent trends and developments in textile industry India. International Journal on Textile Engineering & Processes, 1(4), pp. 47-50. 12. Watson, J. F. (1866). The textile manufactures and the costumes of the people of India. India office. 13. Panizzolo, R., Garengo, P., Sharma, M. K., & Gore, A. (2012). Lean manufacturing in developing countries: evidence from Indian SMEs. Production Planning & Control, 23(10-11), pp. 769-788. Nayak 14. Pal, R., Torstensson, H., & Mattila, H. (2014). Antecedents of organizational resilience in economic crises—an empirical study of Swedish textile and clothing SMEs. International Journal of Production Economics, 147, pp. 410-428.

Corresponding Author Mani Khera*

Assistant Professor, Department of Home Science, Kanya Maha Vidyalaya, Jalandhar