University of Central Punjab

FASHION INSTITUTE

Submitted to: Dr. Z.A. Khan

Submitted By:

Registration No: L1F06MBAM2007

L1F06MBAM2003
L1F06MBAM
L1F06MBAM
Section: A
 Acknowledgement

We truly express our gratitude towards our respected

teacher Professor DR. Zulfiqar Ahmed, who persuaded us to
carry out this research. We would also like to thank our near and
dear ones and many other bosom friends of ours, who suffered
uncomplainingly and plucked our courage during our long
working hours. Thus with great love and appreciation, we
dedicate this report to all the above mentioned people and to all
readers of this report.
Introduction:

The fashion industry in Pakistan has been known to produce designs that can reflect pop culture
trends among the population. In a way, it can be used as a good gauge of ideologies and lifestyles
present in a specific era. Fashion designers translate these philosophies into art that one can
wear. Aside from artistic statements, fashion design houses have also demonstrated excellence in
producing clothes that are practical and functional for everyday activities.

The Fashion Designer profession, has recently emerged as one of the most sort out careers
among the youths. These youths have their own creative style of dressing and believe in setting a
trend rather than following a trend set by others. A career in Fashion Design not only involves
meeting glamorous people and interacting with rich and famous but also gives a momentum to
the creative flair of the people who possess a sense of style. The major functional areas in the
industry are designing garments, cutting the cloth, sewing the pieces together and finally
merchandising.

Nature of Proposed Business:

We present you “National Institute of Fashion & Designing”. An institute where one can
explore his ideas of creativity. It is an institute for one to learn to become a fashion designer.

The designer can specialize in three types of design: mass market pieces, ready-to-wear (RTW)
clothes, and haute couture pieces. Mass market clothes are familiar enough to everyone; these are
clothes that target a specific demographic and are intended to be worn everyday. Retail stores
and outlets typically sell these clothes. RTW pieces, on the other hand, are not produced in bulk
unlike mass market clothes. These involved more specialized needlework and tailoring. You can
find them in boutiques or high-end clothing stores.

Concepts in fashion design not only lies on finished clothing pieces, but also on the fabric used.
Fashion designers also have a say in creating and choosing the fabric that can do justice to their
concept. Textile designers are equally influential in constructing an outfit; these are not just left
to fashion design professionals. Textile designers decide on textures, patterns, and colors that
will appear on a piece of cloth, which will then be tailored fashion designers according to the
image in their heads.
Mission Statement:

The Fashion and Apparel Merchandising Program provides a supportive academic environment
that will assist students in reaching their potential outcomes. The program seeks to enable
diverse constituencies to successful pursue educational, business, technical, and career goals.

Vision Statement:
To create a competitive, creative, innovative, competent and skilled designers for the fashion
industry.

General Objectives:
• To give form to our own ideas and creativity, to design and realize fashion collections.
• To prepare ourselves to jump into a solid professional career in the world of fashion.
• To work from research of new trends to inspiration, from inspiration into an idea, from an
idea into a fashion concept.
• To illustrate fashion figures, design collections, realize clothing items through
experimentation and utilization of all the techniques of paper models, draping, sewing,
embroidery, printing, designing accessories, designing and realizing knitwear, and much
more.
• To develop our own talent and transform it into professional skill and a bright future.
• Provide an environment that encourages independent learning, and innovative skills.
• To continue to strive for excellence, polish talent, integrity, determination and
achievement for students to have a building ground where talent thrives and genius is
recognized and encouraged.
• Prepare students for a Professional reality of the fashion world, not only developing.
• To open outlet of our fashion institute within some period of time
TASK ENVIRONMENT:

In task environment we will discuss the following.

• TRENDS IN FASHION DESIGNING

• DEMAND FOR FASHION DESIGNING
• FORECASTING OF FASHION DESIGNING INDUSTRY

Trends in Fashion Designing:

People need clothing and, beyond the basic necessities of comfort and modesty, they want to
look good. There's serious money to be made in the fashion industry, the fourth largest in the
world.
The fashion designers are the artists of the industry, the creative individuals with an eye for
color, texture and line, and an innovative sense of style. But there is so much more that goes into
creating a fashion masterpiece than most people realize.
Fashion design begins with the designer's vision that is brought to paper and worked through
multiple drafts. Once a final sketch is made the designer must consider the different materials
and textures available and anticipate how the piece will fall on a three-dimensional body. After
the material has been selected, the pattern is cut from the cloth and sewn together. Finally, after
many incarnations and considerations the designer's vision has been brought to life.
However, each step along the way requires special training in order to construct a reality from a
vision. In addition, today much of fashion design is being aided by the use of computers and
design programs, all of which require technical skill and experience in addition to creativity to
clothes, dresses, garments, textiles, etc. There is an increase in quality textiles and materials for
the fashion designers to work with. Fashion is identified today with status, acceptance and it
almost implies social involvement. Pakistan enjoys a prominent place in the international market
with its rich silks, traditional handloom fabrics, rustic textures and vibrant dyes. The creation of a
world market for Pakistani garments is largely the contribution of Pakistani fashion designers.
The trends for growth are set for upcoming fashion entrepreneurs.

Demand for Fashion Designing:

The way we dress is a sign of who we are and how we wish to act in the world...
There can be few words that conjure up as many conflicting ideas and emotions as “fashion”. To
some it is redolent of excitement, to others it reeks of tyranny and exploitation. A voyage of
inner discovery for the true believer, to the cynic it is the essence of superficiality.
Attitudes to it vary but the fact of fashion remains: at any given time in a culture there will be a
dominant mode of dressing that reflects ideas about beauty and what it means to be a woman or a
man. It is a question of turning necessity (that of clothing ourselves) into art – and, increasingly
today, into money. If the commercial motive has subverted the artistic one in recent times it is
because the underlying notions about sexuality and beauty have become confused.
Here, then, is the challenge of fashion today: to rediscover it as an art that expresses the true
dignity and attractiveness of the person. This applies especially to women, who are the focus of
fashion, and the only ones who can put their authentic stamp on it. Every woman shares
responsibility for this project.

Forecasting of Fashion Designing Industry:

As fashion designing industry is growing rapidly all over the world and it is becoming a
fastening business now a days. More people are going towards this industry. Government and
private sectors are establishing different schools of fashion designing because the demand of
fashion is terrifically increasing now a day. From teenagers to mature people are fond of fashion.
So there is tough competition between different fashion schools and fashion designers.
Breaking into fashion design is very difficult without attending a top design school. There,
students not only develop technical skills, but are exposed to the culture of fashion design and
develop the contacts that are essential to success.

MACRO ENVIRONMENT:

Macro environment includes

• Economic environment
• Political and Legal environment
• Ecological environment
• Socio-cultural environment

Economic Environment:

Pakistan’s economy continues to gain traction as it experiences the longest spell of its strongest
growth in years. Economic growth has been notably stable and resilient. With economic growth
at 7.0 percent in 2006-07, Pakistan’s real GDP has grown at an average rate of 7.0 percent per
annum during the last five years (2003-07) and over 7.5 percent in the last four year (2004-07) in
running. Compared with other emerging economies in Asia, this puts Pakistan as one of the
fastest growing economies in the region along with China, India, and Vietnam. The good
performance has resulted from a combination of generally sound economic policies, on-going
structural reforms and a benign international economic environment. Based on the performance
of half-a-decade of strong, stable, resilient and broad-based economic growth it appears that
Pakistan’s economy will continue to be a high mean, low variance economy over the medium-
term.
Pakistan is in the midst of its strongest economic expansion phase and its growth momentum is
broad based.

Political and Legal Environment:

Political instability in Pakistan causes disturbances in the economy in different industries and as
far as legal measures are concerned, HEC has recommended some standards for fashion schools.
Recently, The Higher Education Commission (HEC) has recommended Pakistan School of
Fashion Design (PSFD), Lahore for grant of Charter to award its own degrees. The decision has
been taken upon successful evaluation of feasibility report and inspection of academic, financial
and physical infrastructure available with the School in relation to the ‘Criteria/Guidelines for
Establishment of New University/Institution of Higher Education’ and considering future
development plans for the up-gradation of faculties of School as envisaged by the Government.
The government has allocated an amount of Rs 18.75 billion for both textile and commerce
sectors for the year 2007-08, to achieve 10.9 percent manufacturing sector growth for export
surplus. The 10.9 percent manufacturing growth rate includes 12.5 percent for large scale and 7.5
percent for small-scale sector.
The Pakistan Readymade Garments Technical Training Institute (PRGTTI) is producing skilled
manpower in various areas of apparel industry to man positions of responsibility in Pakistan's
key industry.

Ecological Environment:

Fashion schools develop creativity and talent. All you need now is education direction and
support to make careers in one of the most exciting industries.
Fashion schools provide education for students seeking successful careers in fashion industry.
Fashion schools are dedicated to equipping students with the knowledge and skill sets they need
to prosper. Fashion schools are providing environment that give students confidence and
experience. All they need to turn their designs on a career in to fashion reality

Socio-cultural Environment:

Socio-cultural trends are those that have to do with the values, attitudes, and behavior of
individuals in a given society. Such trends can and do exert powerful effects on markets for a
great variety of goods and services.
In this portion we would primarily discuss the fashion consciousness of people. More and more
people are becoming aware of the fashion today. People are getting increasingly educated and
with the media open to people much more than ever before fashion consciousness is becoming a
chief attitude of people. With such trends the market seems attractive and the industry under such
circumstances seems more than attractive.
BCG Matrix:

SWOT Analysis of NIFD:

STRENGTHS

• Specialist marketing expertise

• Quality processes and procedures
• Quality Education
• Quality Products
• We are Financially Strong
• Outlet by NIFD
• Teachers Up to date to new technology

WEAKNESSESS

• Lack of Awareness
 • Not supported by culture
• Undifferentiated products or services

OPPORTUNITIES

• Career Options in Fashion

• Growing Industry
• A developing market
• International market
• Moving into new market segments that offer improved profits.

THREATS

• Unfavorable within Cultural Framework

• Intensive Competition
• Price wars with competitors.
• A competitor has a new, innovative product or service.
• Competitors have superior access to channels of distribution.
• Taxation is introduced on your product or service.

Customer Analysis:

• It is important to analyze who the potential customers of a business are and to plan the
marketing of a business.

• The basic marketing functions include buying, selling, promoting, product development
and gathering market information.

• The key principle in marketing is that it the performance of business activities to establish
and satisfy customer needs and in the process to meet company objectives. Analyzing the
customers for fashion school business we see a lot of potential in this business. There are
customers who are interested in fashion education.
Competitor Analysis:
Our competitors are as follows:

Company Name Market Share

National College of Arts 20.7%

Pakistan School of Fashion Design 15%

National Textile College and Management 5%

BETS Fashion School 8%

Dandy School of Fashion Design 6%

ACTMA Institute of Textile and Fashion 9.5%

National Textile College of Professionals Sciences and IT 7%

Iqra Millennium 9%

Hajvery University 8.7%

Beacon house National University 6.3%

STEPS Institute of Professional Development 4.8%

Our main competitors are

• National College of Arts (NCA)

• Pakistan School of Fashion Designing (PSFD)

National College of Arts:

Like all old institutions, the National College of Arts, has a historical tradition. Much of its
present tone was set long ago when it was known as the Mayo School of Arts. Gazetteers written
about the city of Lahore in 1915 describe the work being done at the school as one of the cultural
highlights of the urban center.
The Mayo School of Industrial Art was set up to commemorate Lord Mayo, the British Viceroy
to India, assassinated in 1872. A teacher of painting and sculpture Lockwood Kipling, working
then in Bombay in a Parsi School, was appointed its first Principal parallel to his charge of the
Curator of the Lahore Museum.

Pakistan School of Fashion Designing (PSFD):

Pakistan School of Fashion Design (PSFD) is a graduate school for fashion design located in
Lahore, Punjab, Pakistan. The school was founded in 1995 and is known as the preeminent
fashion school in Pakistan. PSFD was the first institution to offer graduate training in fashion
design in Pakistan. It is affiliated with Les Ecoles de la Chambre Syndicale Parisienne in Paris,

France.
In 2006, the PSFD and the French Federation for Ready to Wear Women Garments (FFPAPF)
decided to formalize cooperation and collaboration for the exchange of knowledge and skills and
promotion of business between France and Pakistan’s garment industries. The agreement
envisages a programme for development of the PSFD into a modern international fashion
marketing institute, which could support and prepare Pakistan’s garment industry for the
international market. It also creates links between the Pakistan and French garment industries for
exchange of information, awareness raising, delegations and seminars.

Competitive Edge:

Our competitive edge is going to be the outlet we are going to open particularly for the students
who will be graduating from National Institute of Fashion & Designing. This way student will
have the opportunity to initiate from the NIFD outlet; this will be like a stepping stone towards
their career. Moreover, teaching of accessory making shall also be our competitive edge.
MARKETING ANALYSIS:

Marketing and branding of Fashion school will play a key role in the mobilization of targeted
number of customers. Major marketing options include, site advertisement, cable ads and
handbills among other traditional marketing channels. Before launch of the project, it is
recommended that a research for understanding the dynamics of the targeted market should also
be carried out, to design the promotional strategy. The basic principle of marketing is to sell the
right product, at the right price and promote it in the right place to the right people. The job of
the marketer is to control the 7Ps.However; there are other socioeconomic factors, which also
affect the business. The success of marketing is often determined by the extent to which various
socio-economic factors are considered. Market research is a useful tool for assessing the attitudes
and behavior of potential consumers.

Marketing Objectives:
• To give form to our own ideas and creativity, to design and realize fashion collections.
• To prepare ourselves to jump into a solid professional career in the world of fashion.
• To work from research of new trends to inspiration, from inspiration into an idea, from an
idea into a fashion concept.
• We aim to acquire 10 percent market share within next five years.
• We aim to increase the customer awareness about fashion skills.

MARKETING STRATEGIES
As we have a niche market segment. The strategies for our market segment are:

• Pricing strategy
• Promotion strategy
• PULL Strategy
• Sales strategy
• Growth strategy

Pricing strategy:

We will set our pricing according to our class that we are targeting. We will set high prices so as
to say MARKET SKIMMING as our target audience is elite and upper middle class.
Promotion strategy:

Our promotion strategy will be commercials on cable networks, banners, word of mouth,
website, fashion shows, magazines, and billboards.

PULL Strategy:

We shall be promoting heavily to end users and consumers to create a demand.

Sales strategy:

Our main sale strategy is again to maintain the happy and totally satisfied relationships with our
customers so as students of our institute.
We must say that we shall not be selling; we shall be providing quality fashion education. We
will work with better standards and broader view, and we expect to gain position in the market.

Growth strategy:

We seek to become a powerful competitor within the total market. Its marketing objective is to
attain market share by 10 percent by five years. For growth we will introduce the use of latest
technology to outperform our competitors.

POSITIOING STATEMENT:

Positioning statement is what picture we portray in the mind of our customers. Positing statement
of Our Fashion School shall be:

“Passion forFashion”
Target Market segmentation:

In this section we have basically identified the primary target market for our service. Target
market segmentation for our project is niche segment. We shall use demographic, geographic
and behavioral descriptors to achieve this purpose.

• Demographic Descriptors
• Geographic Descriptors
• Behavioral Descriptors
• Psychographic

Demographic Descriptors:

Age – we shall be targeting people from 16 years to 35 years.

Gender – male and female.
Income – the elite and upper middle class.

Geographic Descriptors:

In geographic segmentation we have chosen the city Lahore and the place which we have chosen
for our school campus is located at ‘120-Abu Bakar Block New Garden Town Lahore’.

Behavioral Descriptors:

Customer needs – the needs that would be focused would be being moderate and fashionable.
The people who are conscious about how they look and they want other people to look good.

Lifestyle – the product would also be segmented according to lifestyle. It will be definitely for
fashion freak people and people who want to get educated of fashion technologies. We will be
catering people with liberal lifestyle.

Psychographic:

In psychographic segmentation we choose the people who are early adopters, achivers, elite
classs and the people with high income and high living standards.
 Marketing Mix of NIFD

PRODUCT:
Our fashion school “National Institute of Fashion and Designing” would be offering
differentiated programs; like:

 Fashion Drawing
 Diploma in Pattern Making
 Jewellery and Accessories
  Tailor-made programs
 Colors Theory
 Fashion Styling

Fashion Drawing:

Learn to transfer the human body into fashion drawing and fashion drawing into iIIustrated
figures according to relevant movement composition and color.

Diploma in Pattern Making:

Learn different techniques to construct various pattern blocks, dart and pattern, variety of design
lines in a professional manner. You will learn the basic skills required to progress on to creating
patterns from your own and other’s working drawings.

Jewellery and Accessories:

Learn what accessory & jewellery making consists of and how to design various items for day,
evening, party and bridal wear. Study different creative methods and explore new materials.

Colors Theory:

Learn the study of color that uses various types of order, observation, scientific fact, and
psychology to explain color reactions and interactions. Color theory is a body of practical
guidance to color mixing and the visual impact of specific color combinations.

Fashion Styling:

Learn number of factors, such as color and fit. They must also be able to see the possibilities in
clothing. Successful fashion stylists can take conventional pieces and use them in unconventional
ways. They will be clothing innovators.

Tailor-made programs:

Learn tailoring alterations for all shapes and sizes and tailored designed clothing from sketches
or drawings. Tailoring allows cutting and weaving various pieces of cloths, bags, shirts, and
other cloth items. Tailors can create cloth items for cloth wearing classes.

The most important factor kept in mind would be the quality of education being provided. We
shall also be offering courses to make accessories to attract large customer in our domain.
PRICE:
Different price structure will be there for different courses. Starting from 5000 to 10,000 for
short term courses and for long term degree programs 20,000 to 35,000 per semester.

National Institute of Fashion and Designing (NIFD):

Admission Fee Rs 5,000/-

Registration Rs 5,000/-

Semester Fee Rs 35,000/-

Refundable security Rs 5000/-

Library security Nil

Lab charges Nil

Program Duration 2-Year

Semester Duration 4-Months

No of Semester 6

Total Rs 210000
Following are some fee structures of our competitors which they are offering to their customers:

1) Pakistan School of Fashion Designing (PSFD):

Admission fee Rs. 8000

Annual Examination Fee Rs. 1000

Fee for the month Rs. 8000

Medical Fee Rs. 100

Refundable Security Rs. 5000

Workshop Fee Rs. 1500

2) National College of Arts (NCA):

Admission Fee Rs.2000 (one time)

Registration Fee Rs.1000 (one time)

Examination Fee Rs.4000 (one time)

Degree Fee Rs.1000 (one time)

College Security Rs.600 (one time)-refundable

 Library Security Rs.1200 (one time)-refundable

Total Rs.9800 = (payable at the time of admission)

3) Hajvery University Lahore:

Admission Fee Rs 10,000/-

Registration Rs 10,000/-

Semester Fee Rs 35,000/-

Program Duration 3-Year

No of Semester 7

PLACEMENT:
Our business venture does not include any third party; we will not be having any agents and will
be directly providing services to our customers.

Producer Customer

PROMOTION:

We shall be promoting our school through advertisement; advertisement involves huge

financing so we shall advertise through television scrolls that come under different television
programs on different cable channels. This would be started month before the opening of the
school. Other medium of advertising used will be:

 Billboard Advertising
 Banners
 Word of mouth
 Internet
 Fashion shows
  Magazines & Newspapers

Billboard Advertising:

Billboard advertising plays a very important role in the promotion of any product. It gathers
attention of people on roads and billboards will be made in vibrant colors so that they attract the
attention of people far behind.

Banners:

Banners will be used to advertise our fashion school.

Word of mouth:

It is a very important tool of promotion and it plays an important role in case of our product.
Youth discuss their careers and ask for recommendations that which school should they join to
pursue their career in fashion designing.

Internet:

Internet will be used as youth instantaneously visit the websites.

Fashion Shows:
Fashion shows will be organized to promote our fashion school in which students will get
opportunities to show their creativity and talent within them.

Magazines & Newspapers:

We will also give add of National Institute of Fashion and designing on magazines&
newspapers. Adds on Sunday editions of newspaper and weekly/monthly editions of fashion
magazines.
ADVERTISEMENT AND PROMOTIONS OF NIFD

PEOPLE:

For our organization we will be hiring well-educated employees. We will encourage team work
and would consult the employees working in our organization in case of decision making.
The people who will be work for us:

 Dean
  Faculty
 Executive Officers
 Chief Librarian
 Lab In charge
 Clerical Staff

PROCESS:

All individuals seeking admission to National Institute of Fashion and Designing will be
interviewed in person or by phone by an Assistant Director of Admissions. The purpose of this
interview is as follows:
• To explore the prospective student's background, interests and career goals as they relate
to the programs offered by National Institute of Fashion and Designing.
• To assist the prospective student in identifying the appropriate area of study based upon
background, interests, and career goals,
• To provide information concerning curriculum offerings and support services available at
National Institute of Fashion and Designing, and
• To assess whether or not the prospective student has a reasonable chance of successfully
completing the program of study.
Each applicant must create an original essay of at least 150 words stating how an education at
National Institute of Fashion and Designing will help in attaining career goals.
Those who pass the written test will be short listed for interviews and then finally who pass the
interviews will be selected.

PHYSICAL EVIDENCE:

We will have Computers for designing, scanning, printing, machinery for patterns, drafting,
sewing machine, fabric, different tools and outlet.

Courses To be Offered By NIFD:

The courses which we will be offering:

1) Undergraduate Courses

i) Patternmaking
ii) Fashion Design
iii) Accessories
2) Master Courses

i) Fashion Design Master

ii) Launch a Fashion Business

3) Specialization Courses

i) Action Marketing and New Media

ii) Art Director and New Media
iii) Fashion Home and Space Design
iv) Art and Fashion

4) Language Courses

i) ILETS
ii) TOFEL

5) Private Courses

i) Tailor-Made Courses
ii) Seminars for Institutes
iii) Trade Fair Guide Tones

6) Short Courses

i) Media Production
ii) Computer Fashion Designing
iii) Computer Pattern Making

IMPLEMENTATION STRATEGY:
Formulating an effective strategy is undoubtedly a wonderful thing to do, but unless the strategy
is implemented effectively nothing will change. After formulation of strategies next step is the
implementation of those strategies.
When a new strategy is implemented it brings changes in the environment of the organization.
Some changes brought about by the strategy implementation are direct and some are indirect.
Direct changes are easy to divert but indirect changes are least likely to be averted.
Our organization will face both direct and indirect changes when strategy will be implemented.

DIRECT CHANGES
 After we will implement our strategies directly changeable aspects of implementation will be:

ORGANIZATIONAL STRUCTURE

Our organizational structure is as follow:

BOARD
OF
DIRECTO
RS

BOARD OF
MANAGEMENT & ADVISSOR
ADMINISTRATION

MARKET EDUCAT
HUMAN
ING & ION
OPERAT RESOU
RESOUR &PUBLI
ION RCE
CE C
DIRECT DIRECT
DIRECTO DIRECT
OR ORS
R OR

SPECIAL
BUSINESS LOGISTICS
EVENTS
MARKETING DEVELOPMEN
T

MEDIA
EDUCATION
RELATION TESTING HIRING FIRING
We will have flexible organizational structure so that when the trend changes we may adjust the
hierarchy of the organization.

Management System:

As we are entering into fashion industry we will create an up to date environment in our campus.
Trends will be followed by the staff as well.

Policies and Procedures:

We will have strict policies whereas the procedures are going to be well-defined. Everyone shall
be addressed properly about their responsibilities.

Management Information System:

Managers cannot be aware of everything that is going on within the organization therefore, we
will hire some of the staff below who will supply them the information to make decisions.
For feedback will invest our project by taking loan from banks and as we are financially strong
we will invest our own money the proportion of the loan shall be comparatively small.

For getting feedback we will have following information systems:

Online feedback:

We will be launching website and the students will be able to give the feedback online.

Helpline centers:

A toll-free number shall be established for the students and the people associated with the
college shall be able to give their feedback. This shall be a quick way to give feedback.

Final thought:

Furthermore, the students who shall be graduating will have to share their experience and the
suggestions for improvement and they shall be taken in notice.

INDIRECT CHANGES:

Communication System:
Communication in an organization is carried out informally. We will try to develop much of
communication in between the employees. We will encourage the employees to share their views
about certain decisions.

Promotion of Creativity:

It is not possible to demand people to be inventive but those who will be creative and will
promote creativity they will be given rewards.

Monitoring and Evaluating Performance:

We will evaluate our performance by sales analysis. The methods which we will use are:

• Comparison with forecast sales

• Comparison with industry sales

Comparison with forecast sales:

National Institute of Fashion & Designing will compare the actual sales with achieved against
the forecast sales.

Comparison with industry sales:

National Institute of Fashion & Designing will analyze its performance in terms of market
share. The market share of the competitors will be seen and it will be observed that whether the
expected market share has been achieved or not.

Feedback System:
We will examine the actual performance and compare it with the expected performance. If it
deviated from its target we shall find out what caused it to deviate from its target. Whether the
plan needs to be changed or whether the situation has changed or someone is at fault.

Control System:

The most difficult management issues concern the control of human beings, and this is the area
where the feedback systems often breakdown. As we are going to run a fashion school so it is
really difficult to predict fashion. It keeps on changing and it shall be difficult to control on
people. A manager might assume something but with the change in fashion that assumption may
not hold true. To avoid this we shall use adaptive control.

Controlling involves:

• Allocating Personnel
• Budget Monitoring
• Reviewing
• Modification

Allocating Personnel:

In order to give quality education NIFD will hire teachers with degrees from renowned
institutes. NIFD will provide training to staff and will hire skilled and professional managers for
each department.

Budget Monitoring:

We will invest our project by taking loan from banks and as we are financially strong we will
invest our own money. The proportion of the loan shall be comparatively smaller than personal
investment.

Bank Loan: 45%

Personal Investment: 55%

Reviewing:

To review the performance we will have interim audit. It will provide us a clear picture of
progress. While reviewing we shall see if the organization is achieving the objectives or not. Is
everyone is working to achieve the objectives set by us. Moreover, it would involve whether
NIFD basic organization strategies well match to its opportunities.

Modification:

After reviewing, updating and modification will be necessary. As fashion industry is a

transforming industry it needs to get updated every now and then. The changes which come in a
period of time are to be replaced by current trends and new technologies.

Tactics of Control:
We will have to execute social and cultural control in our school of fashion design. Social and
cultural control comes from the standardization of norms of behavior within the organization.
We opted for social control because it works best in the conditions of change.

Market Research:

Questionnaire:

Q.1-Do you like to get dressed up?

Answer.

Q.2-What kind of clothes do you wear when you go out?

Answer.

Q.3-What is your basic style?

Answer.

Q.4-Who is the most fashionable person in your family?

Answer.

Q.5-How often do you change your fashion? your image?

Answer.

Q.6-Do you pay attention to fashion? Fashion shows?

Answer.

Q.7-Where do you get your fashion news?

Answer.

Q.8-What fashion magazines do you read? buy?

Answer.

Q.9-Do you read some fashion magazine regularly?

Answer.
Q.10-What is "mode" fashion?
Answer.

Q.11-What kind of fashion do you hate?

Answer.

Q.12-Do you have any brand items with you now?

Answer.