Enhancing Customer Satisfaction Through Fashion Retail

Volume 11, Issue 3, 2020

Enhancing Customer Satisfaction through Fashion Retail

Manvi Tejpal, Student, B. Design (III Year) Department of Textile Design National Institute of Fashion Technology NIFT, New Delhi India

ABSTRACT

The dynamic nature of fashion requires companies dealing in fabric and apparel to be responsive to the ever changing customer choices as the consumers not only seek novelty in the products, but also in the entire shopping experience. For this they not only deal with customer satisfaction but also compete with other players in this field. This poses challenges to the companies in fashion retail to provide not only quality material catering to varied choices of the diverse clientele but also be effective in terms of consumer time and cost of products. Thus, in order to be responsive to the customers’ needs, the companies need to be effective on aspects ranging from procurement, production, design, distribution, sale and service while ensuring quality across all. This study is about improving the efficacy of the retail outlets of an Indian company dealing in fabrics and dress material.

Keywords: fashion retail, customer satisfaction survey, customer retention

1. Introduction retailer it is important to respond to their The fashion industry has many facets from needs (Modak; 2006). The marketing mix is production of fabric to consumption, the a series of elements, traditionally referred to dynamics of which are changing rapidly as the four Ps, i.e. Price, Producct, with changes in needs and technology. It Promotion, Place, have now grown to seven demands companies to stay agile and Ps including People, Process and Physical responsive to the customers’ needs and evidence as well with the acknowledgement choices. The ever changing and fast moving of the importance of service to the overall nature of fashion gives the apparel business package of benefits bought by customers a unique set of challenges. For any business (Jackson T., Shaw D. 2001). Further, the to sustain, it needs to stand the customer shop characteristics are found to reflect and orientation. To satisfy the customer adapt to consumer behavior by gender (Drucker. 1985) is the mission and purpose (Chea, Pisey; 2011) wherein females were of every business. According to Kotler gather shoppers who went shopping for (1997), key to success in the marketplace reasons of enjoyment and relaxation. Thus, rests on attracting, satisfying and retaining they like spending time browsing to customers in an effective and efficient compare prices, products, and quality. On manner. People make choices, and as a the other hand, men were hunter shoppers

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who went shopping for need-driven. In multiple designs and categories. The wide addition, the impact of other variables like collection of plain, printed and woven sarees conversations among customers and with the to embroidered dupattas, stoles and scarves staff, also affect the consumer satisfaction is manufactured from huge fabric collection and sale. Modak (2006) highlights that ranging from fabrics like Chanderi, Brocade, sharing of a product’s information (fabric Ikkat, Jamdaanis, Linen, Cotton, etc. The composition, weave, etc.) and visual appeal company initiated from a small place in also enhances sale, as not every customer is Kolkata in 1998 to cater to the demand of aesthetically inclined. Some need help and creative and premium fabrics in the market, direction and so visual merchandising in a rich in colour, weave and culture, and retail store helps boost sale. Conversations gradually expanded by opening offices in with other customers are shown to lead to Mumbai (2003) and Noida(2005). The greater satisfaction in the consideration company has its product reach out to more phase than those with sales assistants than 47 cities in India besides selling (Harris. K, Barry J. Davies & Baron. S; materials in various countries with a 1997). Sales assistants are confirmed as less customer base above 4000 in both in India credible, and the notion that spoken and abroad. The central warehouse is interactions with assistants may lead to located in Noida with a branch office in increased purchase intention is rejected. Bengaluru and three showrooms, one each The variety seeking drive has an impact on in Delhi, Ahmedabad and Kolkata that brand switching propensity of consumers, so showcase the entire range of products. The retailers need to ensure that their clothing company’s employee strength covering brands or stores are among those in the multi extensive sales network, sales team rose brand repertoire of the consumer from 2 to 70 plus people over the last 22 (Michaelidou, N., & Dibb, S. (2009). years. FFAB has a strong and reliable network of more than 1375 handloom So, in order to enhance customer satisfaction weavers across different handloom clusters in retail fashion it is important to identify the of India exclusively working for the factors that affect the sale and thus seek to company over the years. address all challenges by understanding the philosophy and the processes undertaken. So 3. Rationale and Objectives as to bridge the gap between procurement, FFAB claims to have an extensive network production, design, distribution and even of the outlets with a huge customer base sale of the material (fabric or apparel) by a ranging from fashion designers to boutique company. This study is about understanding owners, exporters, businessmen, etc. the problems faced by the retail stores of However, the company owners were FFAB Creattions Private Limited, an Indian concerned about the sale, customers’ reach company engaged in manufacturing and out and satisfaction in their retail outlets at imports of premium fashion fabrics. Ahmadabad and Delhi. A systematic study in this regard was taken up with the 2. About FFAB following objectives. FFAB Creattions Private Limited is an 1. To identify problems faced by the Indian company engaged in manufacturing customers visiting FFAB store in and imports of premium fashion fabrics selection and purchase of material mostly made of natural and human-made (fabrics, colors, patterns, combinations fibers like Silk, Flax, Wool, Hemp, Jute, etc.) as per seasons, events, festivals, Cotton, Viscose, Bemberg (Cupro), Modal, cost etc. Bamboo etc., mainly suited for fashion and 2. To suggest measures to enhance home industry. The range includes, machine satisfaction (w.r.t. selection and and hand woven, value added fabrics in purchase of material) of the customers embroideries, natural dyes and prints etc., in visiting FFAB.

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3. To facilitate the company to design a brochures (if any), invoice, and other related regulatory mechanism for increase in sources was carried out. The questionnaire customer base and extend its reach out. comprised of 19 items, wherein one section aimed at taking and identifying the 4. Methods background of the customers who visited The study was conducted in two stores of FFAB, so as to understand its target group the company, one was located in Delhi and of buyers. Some other items were intended the other was in Ahmadabad. A mixed to extract opinion of the customers about the method approach with tools that included a stores and focused on their requirements, questionnaire for the customers, and their views regarding staff, fabric observations on the display and working of collection, window display, etc. Attempt the staff in the stores, customer behavior, was also made to capture their grievances informal interactions using semi structured and suggestions, through open-ended items interview schedules with the owner, store in the questionnaire and even during head, visual merchandiser, sales staff was informal interactions. Each of the interview employed to collect data. A semi structured schedules had seven to eight questions with interview schedule each for the owner and multiple probes on different aspects for the staff of the stores were also used. pertaining to dig out deep information on the Besides document analysis from data retail stores. sources like official website of the company, Table 1. Number of respondents S. No. Respondents Number 1. Customers 54 (Delhi- 40, Ahmadabad -14) 2. Owner 01 3. Store Head 01 (Delhi) 4. Visual Merchandiser 01 5. Sales Staff 05

The data was collected in both face-to-face 6. Results and Discussion and e-mode (Google proformae, email and Most of clients were above the age of thirty, Whats App). Out of 54 clients who filled the few in twenties and very few in their teens. questionnaire, one or two of them skipped With majority being educated; graduate some of the items. Accordingly, the (58%) and postgraduate (14%); and married responses for each item were analyzed (84.6%) the clients were expected to be separately and this data was triangulated mature to make individual choices. Most of with information obtained from the visitors to the stores are females and questionnaire, interactions, field male clients who visit the store occasionally observations and from the secondary sources are only exporters or fashion designers. using document analysis. Table 2. Male and Female respondents 5. Limitations of the Study Respondents Number  The data from the Delhi store involved face to face interactions with the Female 48 customers, employees and owners as the Male 05 researcher worked at this outlet for a Total 52 month during summer holidays.  Only telephonic and e-mode was used to collect data from the Ahmadabad store.

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The company website and the interactions from different sectors namely government with different stakeholders ranging from the job, business corporate, advocates, owners to the employees revealed that homemakers and people who owned their FFAB enjoys a good reputation especially own business ventures other than fabrics. A among fashion designers. The results limited number of shoppers purchased for coincided with the data on professional their personal use whereas the rest needed engagement and experience (Fig. 1) of the fabric for others. Informal interactions customers. Most customers were boutique with the customers revealed that many of owners (38.6%) and fashion designers them wanted to purchase in bulk for their (27.3%) whereas only a fraction was business/professional needs exporters. Rest of the clients were buyers (boutiques/emporiums/shops/ franchise).

Figure 1. Background of Customers

In order to understand the reach out of the addition to about 39% customers heard company to its customers the responses to about it from their friends. Only a small but the source from where the clients came to equal fraction became familiar through know about the FFAB outlet were explored. social media and exhibitions. The owners It was observed (Fig.2) that most of them shared that they have no mechanism of (49%) noticed the outlet while passing by in public relations except the company website.

Figure 2. Customers’ Source of Knowledge About FFAB

FFAB claims to be one of its kind i.e. a when 88.7% of the customers appreciated creative textile company which is one of the the collection of fabrics. All of them rated largest supplier of fabrics to the fashion the pproducts from excellent (53.7%) to good industry in India. The owners shared that (46.3%) and none chose the option ‘needs their exclusive tie-ups in various places over improvement’. 42.3% also liked the window the years with the best weavers in display whereas many of them are not powerloom and mill sector, who satisfied with their arrangement and manufacture fabrics as per the global quality segregation as only 26.4% find the standards, help them deliver quality stuff at organization and display of fabrics the stores. This claim gets substantiated appropriate (Fig.3.).

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Figure 3. Factors that appeal to Customers

A sizable number of customers expressed The observations of the collection revealed satisfaction with respect to the staff engaged that it covered a wide expanse of Chanderi, in the stores. Almost all the visitors rated Cotton, Silk, Brocade, Khadi and Cotton- behavior of staff cordial and cooperative. silk, which were rich in prints and They expressed that the staff has a sound embroidery whereas variety in Linen, knowledge and understanding of the Chiffon, Organza, Georgette and plain products and also had convincing skills. A fabrics was inadequate. The company’s negligible portion disapproved of the claim of the huge variety of collection was communication/convincing skills of the staff countered by the customers’ views as many employed. of them shared that they did not like the Organza and Ikkat compilation, the former The company takes pride in providing being only plains and the latter being poor in incessant support to customers through terms of colors and patterns. Some otheer swatches, images and design updates. With views were like; digital database of more than 10,000 designs that are updated with new additions to the “Need to keep more prints in Georgette existing collection from time to time. Fig. 4 variety,” shows that Chanderi and Cotton based “Add more western prints.” fabrics are the top choices of the shoppers “Need to get more Luckhnavi fabrics.” (49.1%) and thus are highest in demand, which is followed by Silk (45.3%) and The period of study being summer time subsequently by Khadi at 39.6%. Others justifies the huge demand for Chanderi, such as Ikkat, Linen and Brocade are Cotton, and Khadi and Linen yet the somewhat in demand i.e. 17%, 22.6%, requirement of Silk could be attributed to 28.3% respectively. The least required fabric designers or exporters i.e. customers who is Chiffon being lowest in demand (1.9%) would be trading in fabrics outside the city among customers. The demand for plains is or India. The lack of variety of Chiffon, moderately low (9.4%) whereas that for Georgette and Organza could be the reason embroidery (32.1%) and prints (39.6%) is for their low demand. relatively higher.

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Figure 4. Choices of Fabric Material Although the company website emphasises With finished products, demand for strong focus on design and innovation dupattas, suit sets, sarees, Jamdanis is through state of the art in-house design namely, 26.4%, 17%, 13.2%, and 11.3% studio and the owners shared that they respectively. On being asked, the customers worked extensively with handloom weavers expressed that they wanted more variety in in different handloom clusters across India sarees and Jamadanis. Some of them also for revival of their art and also to provide its suggested,“Keep finished fabric as well.” partner weavers a sustained platform for The occasion also influences the choice of growth, yet, the customers felt that more of fabrics largely. People visiting the stores the handloom work could be used in their have a high preference for fabrics usable for collection when they mentioned, marriage and other related events or festivals (35.8%). Demand for daywear fabrics “Prefer hand blocks instead of digital (32.1%) justifies the huge demand for prints.” Chanderi and Cotton fabrics. Demand for “ Don’t find much of the handloom official wear (20.8%) and eveningwear collection.” (11.3%) is moderate (Fig. 5.). “ Our customers demand handloom clothes.” “I was looking for a handloom saree”

Figure 5. Occasion for Fabric choice Most of the customers wanted mix and trying to find the right match to a fabric or to match combinations of fabrics. Although, make the combination of their choice. Some many of them did express satisfaction with of the buyers gave multiple visits to the good selections of fabric in the stores stores just to be absolutely sure before (Fig.3). However, it was observed that the purchasing it. Often, this dissatisfaction of customers spent a long time in the store the clients made them leave the store

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without buying the fabric they were help and suggestions. Another reason for the interested in. same could be that many boutique owners, exporters and designers visit the store and Fig.6 shows that 50.9% of the customers they already have a good knowledge about prefer looking at the fabrics and making the fabrics and designs, they also follow a combinations on their own. This could be certain design process and aesthetic, hence due to either they do not like the existing do not like taking the opinions from sales combinations or their choices do not gel staff. 34% of buyers liked taking with the taste of the sales staff that offers suggestions from more experienced staff.

Figure 6. Preference for Fabric selection by customers Staff from a reputed institute like the clients as only 1/10th of them find the prices National Fashion Technology Institutes.). reasonable; whereas 37% consider them as Many customers shared this informally exorbitant (Fig.7.). It was a common during interaction with the researcher when experience to see the customers bargaining she offered them help. They were happy while shopping in the store. Half of the with the regular sales staff when they suggestions given by the customers for provided knowledge and suggestions making improvement in different aspects regarding the latest collection, offers, etc. were of reduction in prices and rebates. A going on in the store. Apparently, the sizable number (51%) opined that the prices customers appreciated support and help are justified for the fine quality of the throughout their shopping time. 15.1% of fabrics. It was also shared that FFAB the buyers wanted readymade combinations. provides services in the shortest possible However, when asked for their preference time irrespective of the size of orders with for existing mix and match, nearly 79% strict adherence to the delivery date. The opted the same. clients also expressed the same when around 95% of the clients rated their experience at The company’s claim on standard and fair the store from good (53.7%) to excellent prices for its products, which is mentioned, (40.7%). 6% of them expressed it as decent goes through stringent quality checks and and none mentioned it to be bad. partially matches the expectations of the

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Figure 7. Views on Prices of Fabrics 7. Findings, Conclusion and Suggestions collection did not appeal the customers. On the basis of the above, the following are Ikkat did not have the patterns and a set of findings that throw light on the colors of their choice whereas Organza challenges that affect the efficacy of the and Georgette collection had only plains retail outlets of the FFAB. with no prints or embroidery and the demand for plains was very less as 7.1 Findings compared to embroidered and printed  The company reaches out to the fabrics. customers only through its website . A  The period of study being summer time majority of them noticed the stores justifies the huge demand for Chanderi, while passing by and others heard about Cotton, and Khadi and Linen yet the it from their friends. So it can be said high requirement of Silk could be that a conscious approach seems to be attributed to designers or exporters i.e. lacking on company’s behalf as word of customers who would be trading in mouth seems to be the mode of reaching fabrics outside the cities or India.

out to the customers by FFAB  Among finished products, the customers  The customers visiting the stores are preferred dupattas suit sets, which had young people, mostly in their 30s who more variety to sarees and Jamdanis. are not only mature enough to take their They also preferred handloom and hand own decision but also are also well block prints instead of digital designs. informed about the fabrics to choose  Most of the customers purchased them as per their requirements. A material for formal wear during majority of them are females. marriages and other festivals as  Most of them do not need fabric in bulk, compared to casual wear. They as the majority are boutique owners and preferred mix and match combinations, fashion designers with exporters coming which they select on their own as the scarcely. Only a few visitors need staff was, not equipped to help them in products for their personal use whereas this regard. This required making largely the requirement is for business considerable efforts in terms of time and or professional need. multiple visits, which appears to be a  The collection of Chanderi, Cotton, Silk, major factor for dissatisfaction of Khadi, and Cotton-silk is rich in prints customers, eventually affecting the sale and embroidery and is also found to be at stores. in quite popular demand. Ikkat, Linen  High demand for both the formal and and Brocade followed it whereas casual stuff irrespective of the season Chiffon, Organza and Georgette were indicates that although the exporters, least in demand. who visit the FFAB stores are very less  Chiffon, Linen and Georgette lacked in yet they purchase the maximum as variety whereas the Ikkat and Organza clients could be exporting the FFAB

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material to different parts, in and out of for sale, which is evident from the high the country. demand of Cotton, Khadi, Chanderi, Silk  Though the staff at the stores, engaged etc. whereas and cultural contexts could be in public dealing is polite and the reason behind inclination for the prints, cooperative but it lacks the skills to tap embroidery over plains. Lack of variety in the interests of the customers to help terms of colors, patterns and handmade them to shop fabrics, material or items prints and material was causing the poor sale of their choice. of some type of dress materials. The  Although satisfied with the quality and discontent of the clients also gets reflected the service in terms of adherence to the towards higher price, non-availability of the delivery dates irrespective of the size of mix and match combinations and the the orders by the company, a large inability of the staff to provide them section of customers expressed their adequate support in this regard. Quality concern for the exorbitant prices of the material and efficient service besides material. cooperative staff were some of the strengths  Despite a good collection, the limited of the FFAB stores. range of existing display, arrangement and organization of the material besides 7.3. Suggestions the dearth of competence of the support To enhance the sale and profit in the retail staff to suggest attractive amalgamations outlets the company needs to work upon of fabrics hinders the sale at the stores. augmenting the customer number, their satisfaction or get bulk orders, which The use of only telephonic and e-mode to requires it to manage the integrated collect data from the Ahmadabad store made contributions of all functions in the fashion it difficult to capture the field observations retail business to provide benefits. Firstly, it from that store, which could impact the is ‘Promotion’ which is the culmination of a findings as the opportunity to have any number of retailer functions that range from informal interactions was missing with this product labels, packaging to image-based outlet. advertising or public relations mechanism and in-store visual merchandising in 7.2 Conclusion addition to incentives designed to increase It is evident that the FFAB lacks in some of sales. Since very few designers or exporters the Ps like Place, Promotion and People, visit the store, it is recommended that a which eventually affect store sales. In terms suitable mechanism to reach out to this of ‘Place’ which refers to the channels section of clientele is needed. The customers through which the products are sold, belong to well-educated and techno savvy including the accessibility, location, class; hence it will be better if the company available selling space, layout and adopts better measures of personal contact presentation. The lack of proper layout, like exhibitions, going at the doorstep of display and organization of the material designers, boutiques, export houses or within the available space in the stores through media involving both print and widens the gap between the buyer and the digital mode such as social platforms, product as far as the accessibility is newspapers, pamphlets, etc. Customer concerned. Besides, the company does not satisfaction will also enhance their number enjoy a good outreach to potential as word of mouth was also found to be a customers, as those visiting the stores good source of information about the store. happen to do so only by chance. Most of the The company needs to hire or employ a customers being young businesswomen who PRO for making advertising and public deal in small-scale set ups, do not purchase relations effective to enhance the customer the material in bulk. The seasons and base. In addition, keeping in view the occasions also affect the choice of material advancement in ICT, an O2O (Online to

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offline) model may also be adopted. Besides needs to make efforts for changing the the customers need to be provide access to opinion of customers from good to excellent sufficient choice of styles, colours, sizes and and enhance the customer base and that too price points, with appropriate changes in with those who could place orders in bulk. display regularly to maintain the perception The design section also needs strengthening of fresh fashion looks in the stores. The to add variety to Linen, Chiffon, Georgette company is doing well on quality and and patterns may be improved for Organza service aspects of the products, it is and Ikkat collection. Variety of plains in important to carefully rationalize the prices different types of fabric may also be of the products which may either be improved. compared with those from different competitors in the market or justified 8. References accordingly. Alternatively, a suitable mode Chea, P. (2011). Gender Differences in the to apprise and convince the clients for the Fashion Consumption and Store price quoted may be adopted. Characteristics in Swedish Clothing Stores. Retrieved from The reason to buy is influenced by the http://urn.kb.se/resolve?urn=urn:nbn:se:hb contribution of the store management by the :diva-20616