tee shirt printing techniques

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Marketing Research Project On Attitude of Youth Towards Screen Printed Apparel Submitted by Abhinav Jain Under the supervision of Mrs. Jagriti Mishra Submitted to Department of Fashion Management Studies (FMS) National Institute of Fashion Technology (NIFT) (Ministry of Textiles, Govt. of India) GH-0 Road, Behind Infocity Gandhinagar 382007. Gujarat http://www.nift.ac.in “September”, “2014”

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Page 1: Tee Shirt Printing Techniques

Marketing Research Project

On

Attitude of Youth Towards Screen Printed Apparel

Submitted by

Abhinav Jain

Under the supervision of

Mrs. Jagriti Mishra

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)

(Ministry of Textiles, Govt. of India)

GH-0 Road, Behind Infocity

Gandhinagar 382007. Gujarat

http://www.nift.ac.in

“September”, “2014”

Page 2: Tee Shirt Printing Techniques

Acknowledgement

I would like to sincerely thank Mrs. Jagriti Mishra for giving us this opportunity to improve

our learning and understanding of Market research. I gained knowledge on some of the interesting

fashion brands and how they operate strategically. This project has helped me have a clear

understanding of the current scenario of Foreign Direct Investment. Moreover, it gave an

opportunity to go through various publications, research papers regarding the same.

Thank you,

Abhinav Jain

Page 3: Tee Shirt Printing Techniques

CONTENTS

1. Introduction

1.1 Background of the Study

1.2 Problem Definition

1.3 Review of Literature

1.3.1 Industry Overview

1.3.2 Types of Screen Printing

1.3.3 The Iconic 30 (History)

1.4 Objectives

1.5 Methodology

1.6 Limitation of the study

1.7 Scope of the Study

Bibliography

Page 4: Tee Shirt Printing Techniques

List of Exhibits

Figure 1.3.2.1 Cavier beads…………………..…………………...........................................……..7

Figure 1.3.2.2 Cracking ink……………………………………..…...........................................…...7

Figure 1.3.2.3 Discharge inks………………………….…………............................................…...7

Figure 1.3.2.4 Expanding ink(puff)……………………………...........................................…........8

Figure 1.3.2.5 Flocking…………………………………………….............................................……8

Figure 1.3.2.6 Foil………………………………………………..................................................…....8

Figure 1.3.2.7 Four Color Process (CMYK model)……………...............................................….9

Figure 1.3.2.8 Glitter / Shimmer.……………………………….…..............................................….9

Figure 1.3.2.9 Gloss……………………………………………….............................................…….9

Figure 1.3.2.10 Metallic…………………………………………............................................….……10

Figure 1.3.2.11 Plastisol…………………………………………...........................................………10

Figure 1.3.2.12 Water based ink...................................................................................................10

Page 5: Tee Shirt Printing Techniques

1.1 Background of Research

Prints are one of the elements in vogue fashion trends in clothing products. It has also

stimulated interest in the development and modernization of technologies of printing on textiles

and knits. The most commonly used method of printing on textiles and knits up to this point has

been screen printing. This includes the application of an ink layer by a screen using attached to the

frame and a scraper, in order to obtain the desired image on the surface of the fabric. This

technology involves a lengthy process of transition from one model to another application time and

high technical configuration of the means of production.

T-shirt is an attractive apparel category across consumer segments. The formal introduction

of t-shirts happened in 1913, t-shirts have graduated from being a uniform category to becoming a

multipurpose, multiuse, all-occasion apparel category across the globe. India too offers no

exception to this trend. 

India’s Rs 12,200 crore-worth t-shirt market is expected to grow at an impressive CAGR of 12

percent to reach Rs 21,250 crore by 2018. This market, which includes knit shirts, polo shirts, knit

tops, etc., is presently dominated by the men’s and boys’ segments, which contribute 85 percent of

the market share. The women’s and girls’ segments are, on the other hand, expected to register a

higher CAGR of 14 percent over the next five years, compared to the 11 percent growth

anticipated for the men’s and boys segments.

The t-shirt market in India faces its own set of challenges. For instance, a huge chunk of the

t-shirt market is unorganised and highly fragmented. This high level of industry fragmentation has

resulted in an extremely competitive market wherein product price has become the core basis for

competition. At the same time, t-shirt manufacturing is also highly fragmented yet concentrated, in

such knitting clusters as Ludhiana and Tirupur. Smaller manufacturers are grappling with issues of

quality management, colour consistency, effluent discharge, marketing,etc. 

However, these challenges can also be viewed as opportunities for growth and improvement

by organised manufacturers, retailers and brands. The increasing brand awareness among the

Indian youth will drive the penetration of t-shirt brands into smaller cities and rural India, thus

increasing the share of various brands within the t-shirt market.

Page 6: Tee Shirt Printing Techniques

1.2 Problem Definition

The expected faster growth of screen printing on knits may be attributed to the comparatively

lower base of market size and increasing acceptance of casual clothing among women. As a

matter of fact, the t-shirts category and thus screen printing on tee shirts is one of the top high-

growth categories in men’s, women’s and kid’s apparel in India. (indiaretailing n.d.)

Even, the last two decades, have seen India open up its economy in a slow but steady

fashion to private as well as foreign investment. Globalisation and liberalisation have immensely

influenced the Indian economy and have gone a long way in making it a lucrative consumer

market. Thus, this leaves us with a huge opportunity to explore the attitude of youth towards

screen printed apparel.

.

1.3 REVIEW OF LITERATURE

1.3.1INDUSTRY OVERVIEW

(indiaretailing n.d.)

OPPERTUNITIES

Growing demand for casual clothingIncreasing acceptance of Friday Dressing ConceptsGrowing acceptance of t-shirts among older age groups

WEAKNESSESComparatively lower peneteration into rural indiaLower acceptance among women , especially in smaller citiesPreference of formalwear for regular office use

THREATSReinvention of women's ethnicwear , casual woven shirtsFragmented market with too many players

S W O T

Page 7: Tee Shirt Printing Techniques

1.3.2 Types of Screen Printing

Caviar beads

Caviar bead printing, the process of printing a clear

plastisol that serves as an adhesive directly upon a

garment or underbase and sprinkling soft, tiny plastic

beads (caviar beads) onto the adhesive, is one of the

hottest decorating techniques to hit the textile screen

printing industry.  Caviar beads come in many shapes

and sizes to produce many different effects.  Printers

all over the world are finding this technique garners

higher profit margins while only requiring slightly more

effort than other special effects printing.  This paper

will define the techniques needed so any printer can

learn to successfully do Caviar Bead Printing.(unionink

n.d.)

Figure 1.3.2.1

Cracking ink

Cracking ink effect is when the ink produces an

intentional cracked surface after drying.(fespa n.d.)

Figure 1.3.2.2

Discharge inksDischarge ink is used to print lighter colours onto dark

background fabrics, they work by removing the dye of

the garment – this means they leave a much softer

texture. The cons with this process is that they are less

graphic in nature than plastisol inks, and exact colours

are difficult to control. One of the pros of using this

process is they are especially good for distressed prints

and under-basing on dark garments that areto be printed

with additional layers of plastisol. It adds variety to the

design or gives it that natural soft feel.(unionink n.d.)

Figure 1.3.2.3

Page 8: Tee Shirt Printing Techniques

Expanding ink (puff)

Expanding ink, or puff, is an additive to plastisol inks which

raises the print off the garment, creating a 3D feel and look

to the design. Mostly used when printing on apparel.

Figure 1.3.2.4

Flocking

Flocking consists of a glue printed onto the fabric and then

flock material is applied for a velvet touch.

Figure 1.3.2.5

Foil

Foil is much like flock, but instead of a velvet touch and look it

has a reflective/mirror look to it. Although foil is finished with a

heat press process it needs the screen printing process in order

to add the adhesive glue onto the material for the desired logo or

design.

Figure 1.3.2.6

Page 9: Tee Shirt Printing Techniques

Four colour process or the CMYK colour model

Four colour process is when the artwork is created and then

separated into four colours (CMYK) which combine to create the

full spectrum of colours needed for photographic prints. This

means a large number of colours can be simulated using only 4

screens, reducing costs, time, and set-up. The inks are required

to blend and are more translucent, meaning a compromise with

vibrancy of colour.

Figure 1.3.2.7

Glitter/Shimmer

Glitter or Shimmer ink is when metallic flakes become an additive in the

ink base to create this sparkle effect. Usually available in gold or silver but

can be mixed to make most colours.

Figure 1.3.2.8

Gloss

Gloss ink is when a clear base laid over previously printed inks to create a shiny

Figure 1.3.2.9

Page 10: Tee Shirt Printing Techniques

Metallic

Metallic ink is similar to glitter, but smaller particles suspended in the ink. A

glue is printed onto the fabric, then nano-scale fibers applied on it. This is often

purchased already made.

Figure 1.3.2.10

Plastisol

Plastisol is the most common ink used in commercial garment

decoration. Good colour opacity onto dark garments and clear

graphic detail with, as the name suggests, a more plasticized

texture. This print can be made softer with special additives or

heavier by adding extra layers of ink. Plastisol inks require

heat (approx. 150 °C (300 °F) for many inks) to cure the print.

Figure 1.3.2.11

Water-Based inks

These penetrate the fabric more than the plastisol inks

and create a much softer feel. Ideal for printing darker

inks onto lighter coloured garments. Also useful for larger

area prints where texture is important. Some inks require

heat or an added catalyst to make the print permanent.

Figure 1.3.2.12

1.3.3 THE ICONIC 30 (HISTORY)

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Top 30 t-shirts of all time that have not only created the statement but also evolved t-shirts as

a category. Completing its journey of a hundred years, t-shirts are now one of the apparels which

are widely used across generations by different age groups. The army and navy troops were

pioneer to war t-shirts as a piece of underclothing. Soon, they became a regular issue to all the

armed services. T-shirts were brought into fashion by movie stars in 50s, tie and dye in 60s, art in

70s and rock stars in 90s. Have a glamce at the top 30 t-shirts of all time. (Vishwanath 2014)

World war I & II

Marlon brando

Air corps gunnery school t-shirt

Tie & dye

Tropix togs disney t-shirts

Che geuvara 

Nelson mandela 

Martin luther king 

Cruella de vil

Joker

Led zeppelin

Metallica

The rolling stones

Beatles

Ozzy osbourne

Bob marley

Captain america

Superman 

Punisher 

Hulk

Captain america

Green lantern

League

Peace sign 

Yin & yang

I love ny

Coco cola 

Barcelona 

Bleed blue campaign 

Page 12: Tee Shirt Printing Techniques

Manchester united

Kolkata knightriders 

Arsenal

1.4 Objectives

1. To study the attitude of youth towards screen printing in order to know the scope of

screen printing in India.

2. To analyse the views, opinions and preferences of youth in order to deduce which

screen printing technique will gain popularity in future.

3. To fathom the key drivers behind the perceptions of youth towards each printing style

so as to help the export houses to improve their business revenue by understanding its clients

better.

1.5 Research Methodology

This study aims at analysing the change in attitude of youth towars screen printing

techniques. To extract shopper and consumer insights in a detailed fashion, qualitative

study will be very useful.

Research Design: Exploratory

Data Collection method is divided into two parts

Data collection from Primary sources

Data collection from Secondary sources

Data Collection form Primary Sources:

Primary data will be collected from Focussed group discussions and In-depth

interviews. The interview will be unstructured and the duration will be approximately 1.5

hours whereas the focus groups will last for 2.5 hours.

Data Collection from Secondary sources:

This study being qualitative and exploratory, it will include both sources of data

collection: Primary and Secondary data. Secondary data refers to information gathered from

already existing sources. This will help in formulating a theoretical basis and help us know

Page 13: Tee Shirt Printing Techniques

the existing research papers, journals, eBooks, fashion blogs and reports published by

market research companies, which relate to this study.

1.6 Limitation of the Study

This study is confined to Indian market. Also, due to the qualitative research study, there

maybe sampling errors which maynot allow for the exact representation of the population.

1.7 Scope of the Study

This research paper will serve as the background study for export houses to understand their

foreign counterparts in order to prosper. If the export houses understand the demand and

popularity of printing techniques amongst the Indian consumers, they will be in a better position to

improvise their designs and channelize their energies towards the production of popular

techniques.

Bibliographyn.d. http://www.unionink.com/unionink/articles/caviar.html.n.d. http://www.indiaretailing.com/Fashion/7/1/83/11828.fespa. n.d.indiaretailing. n.d. http://www.indiaretailing.com/Fashion/7/1/83/11828.unionink. n.d.Vishwanath, Sanjna. indiaretailing. 08 11, 2014.

http://www.indiaretailing.com/fashion/7/1/15/11827/The-Iconic-30.