A SUMMER TRAINING REPORT

IN

COMPARISON BETWEEN
DIFFERENT BRAND OF JEANS

ON

GUESS, PEPE, DIESEL

SUBMITTED IN PARTIAL FULFILLMENT OF

REQUIREMENT OF BACHELOR OF BUSINESS
ADMINISTRATION ( B.B.A.) XXXXXXXXXXXXXX
UNIVERSITY, XXXXXX

TRAINING SUPERVISOR XXXXXXXXXXXXXXXXXXXX

SUBMITTED BY GUNJAN

SESSION: 2008
COMPARISON
BETWEEN
DIFFERENT
BRANDS OF
JEANS
CERTIFICATE
 ACKNOWLEDGMENT
Perseverance, inspiration and motivation have always played a key
role in the success of any venture. Working on this project was a
challenge and made us a bit filtery in the beginning.

At this level of understanding, it is often difficult to understand

a wide spectrum of knowledge without proper guidance and advice
.hence, we take this opportunity to express our heart felt gratitude to
MR. XXXXXXXXX, for his round o’clock enthusiastic support and
commentaries which made this project successful, we are thankful to
him for making impossible look easy for us.

We also extend our sincere gratitude to MR.

XXXXXXXXXXX, for his inspiration, encouragement and for the
impetus obtained throughout the course of our project.

Finally, we would to like to thanks XXXXXXXXXXX and all

of XXXXXXXXXXXXX department, for their motivation and
encouragement throughout our endeavor.

GUNJAN
 CONTENTS

1. Executive Summary
2. Objective Of The Study
3. Research Methodology
a. Type Of Data Collected
b. Primary Sources
c. Secondary Sources
d. Sampling
e. Sample Size
f. Sampling Technique
4. Company Profile
a. Diesel
b. Pepe
c. Guess
5. Comparison Between Product And Services
a. Product Range
b. Product Quality
6. Introduction
a. Jeans
b. Denim
7. Analysis Of Data Found From Customer Survey
a. Questionnaires And Analysis Of Findings
i. Section A
ii. SectionB
8. Recommendation
9. Conclusion
10.Bibliography
a. Web
b. Books
 EXECUTIVE SUMMARY
THE fashion in India or world is now an industry. There are many
player of this field of industry. This industry has many parts like
designing, making, marketing, etc like other industries.

Jeans is one of the outcomes of fashion industry. It is very popular in

young generation due to ‘style”, “durability”, “rough useable”, and
also for “comfort ness”.

Here we studied some of the famous brands of jeans. This is a

comparative study between them and a customer survey describing
the tendency and choice of customer regarding the jeans.

This report contains the comparative study between three famous

brands “GUESS”, “PEPE”, “DIESEL” which manufacture the jeans.
These three companies are the main player in this field on the world
scenario.

The world knows GUESS. Today, it is one of the most widely

recognizable apparel companies across the globe, with over 747
GUESS and GUESS Accessory retail stores worldwide and counting.

A company known for innovative style, GUESS continues to dress

and accessorize the world with fashion-forward apparel, handbags,
watches, shoes and more.

“Our global store expansion is possible due to the strength of our

brand and our licensee relationships. We have long-term relationships
with them because we provide a strong brand, marketing and
advertising worldwide, consistent image, clear direction for product, a
true global strategy and multiple retail concepts, including GUESS
stores, Marciano stores, accessories-only stores and our G by GUESS
stores.” -Paul Marciano

In 2006, GUESS celebrated its 25th anniversary. It is with the same

enthusiasm and passion from the beginning that drives the company
forward today. One world. One brand.
Pepe Jeans is one of the fastest growing denim and casual wear
brands in Europe. The brand has a presence in several countries
around the world. Pepe Jeans were launched in India in 1989 and has
expanded immensely since then.

Pepe Jeans London was established in the chic Portobello Road area
of London in 1973. From its origins as a tiny market stall to more than
half a US $billion dollar denim and casual wear brand, Pepe has
transformed itself to one of the fastest growing jeans-wear labels in
Europe.

The brand today has presence in more than 80 countries across the
world. Pepe Jeans was launched in India in 1989. The brand is
currently the leading player in the premium jeans and casual wear
segment, enjoying a market share of more than 25 percent.

Diesel S.p.A. is an Italian design company. It is best known for

clothing aimed at the youth market, particularly jeans, but the brand
can now be found on everything from wristwatches to perfume. The
company is owned by its founder Renzo Rosso, and is based in
Molvena in northern Italy.

The company was founded by Renzo Rosso and his former boss
Adriano Goldschmied of the AG Jeans company, in 1978. Diesel's
milestone years include 1985 (Renzo's complete acquisition of the
company), 1988 the hiring straight out of fashion college of current
head designer and Creative Director Wilbert Das, 1991 (beginning of
the international marketing strategy) and 1996 (opening of Diesel's
first flagship store on New York City's Lexington Avenue). In
February 2007, the company launched a major intimates and
beachwear division for men and women that is carried in the retail and
department stores. Diesel Black Gold was announced in November
2007.
 OBJECTIVE OF THE STUDY
In this project our main objectives are

1. To study about the jeans in the present scenario of the fashion

world
2. to study about the tendency and choice of the customer
regarding jeans
3. to select three most famous jeans manufacturers.
4. to study about these companies.
5. to compare these companies in the scenario of customer choice,
brand value, customer satisfaction, and market.
6. to lay down all the study in this project for better convenience
of study, by displaying the tables, charts and survey in a well
managed manner.
 RESEARCH METHODOLOGY
A Research Design is the framework or plan for a study which is used
as a guide in collecting and analyzing the data collected. It is the blue
print that is followed in completing the study. The basic objective of
research cannot be attained without a proper research design. It
specifies the methods and procedures for acquiring the information
needed to conduct the research effectively. It is the overall operational
pattern of the project that stipulates what information needs to be
collected, from which sources and by what methods.

TYPE OF DATA COLLECTED

There are two types of data used. They are primary and secondary
data. Primary data is defined as data that is collected from original
sources for a specific purpose. Secondary data is data collected from
indirect sources. (Source: Research Methodology, By C. R. Kothari)

PRIMARY SOURCES

These include the survey or questionnaire method, telephonic

interview as well as the personal interview methods of data collection.

SECONDARY SOURCES

These include books, the internet, company brochures, product

brochures, the company website, competitor’s websites etc,
newspaper articles etc.

SAMPLING

Sampling refers to the method of selecting a sample from a given

universe with a view to draw conclusions about that universe. A
sample is a representative of the universe selected for study.

SAMPLE SIZE
The sample size for the survey conducted was 35 respondents. This
sample size was taken on 95% confidence level and 6 significant
level.

SAMPLING TECHNIQUE

Random sampling technique was used in the survey conducted

 COMPANY PROFILE
DIESEL

Diesel S.p.A. is an Italian design company. It is best known for

clothing aimed at the youth market, particularly jeans, but the brand
can now be found on everything from wristwatches to perfume. The
company is owned by its founder Renzo Rosso, and is based in
Molvena in northern Italy.

History

The company was founded by Renzo Rosso and his former boss
Adriano Goldschmied of the AG Jeans company, in 1978. Diesel's
milestone years include 1985 (Renzo's complete acquisition of the
company), 1988 the hiring straight out of fashion college of current
head designer and Creative Director Wilbert Das, 1991 (beginning of
the international marketing strategy) and 1996 (opening of Diesel's
first flagship store on New York City's Lexington Avenue). In
February 2007, the company launched a major intimates and
beachwear division for men and women that is carried in the retail and
department stores. Diesel Black Gold was announced in November
2007.
The company has around 3,500 employees in 17 subsidiaries across
Europe, Asia and the Americas. Its products are available in 5000
retail outlets, of which 300 are Diesel-branded stores.[1] 200 of these
are owned by the company, the rest are franchised.[1] Annual sales
were approximately €1.2 billion in 2005 and largely consist of denim
sales, but also extremely successful and influential ranges of
accessories and children's wear.

Most of Diesel's current production is outsourced to small and

medium-sized companies. Production of denim jeans is based mainly
in Italy.

Brands

All Diesel collections, including licensed products, are made under

the Creative Direction of Wilbert Das. The principal lines are Diesel,
the main line, and Diesel Black Gold, a new collection launched in
2007 in the casual-luxury segment. The children's collection is called
Diesel Kid. Diesel Denim Gallery offers limited edition denim sold in
innovative art-gallery-like spaces. Diesel also offers collections of
footwear, intimate (underwear), and bags. Diesel's licensed collections
are eyewear (made with Safilo), jewelry and watches (Fossil), and
fragrances (L'Oréal). L'Oreal and Diesel launched Fuel for Life (for
him and for her) in the fall of 2007. A mini-collection for Adidas was
launched in 2008 called Adidas Originals Denim by Diesel. The
underwear license is held by the US company Mast Industries Inc.,
who also make lingerie for Victoria's Secret.

Creative Direction

Diesel's Creative Director and head designer is Wilbert Das who has
worked for Diesel since 1988. Wilbert started as a designer on the
Male, Accessories, Leather, and Kids lines. He rose quickly to head
the style office and creative areas of Diesel, and in 1993 was given the
official title of Creative Director, with responsibilities ranging from
directing all product design as well as all communication campaigns.
From clothing & accessory design to advertising, new media,
merchandising, retail & interior design (including stores, showrooms,
offices, hotels), planning of fashion shows & events, as well as
developing new brand extensions such as houseware, furniture and
even automobiles. Literally all aspects of the Diesel brand’s style and
image continue to fall under Wilbert’s responsibility.

Marketing

In recent years the company has driven its attention to endorsing

young creativity by sponsoring the youth market, by sponsoring
several projects such as the Diesel-U-Music Contest or the Diesel
Wall artistic programme. Diesel has been the founding partner of
International Talent Support in its various forms. Diesel has also
offered sponsorship and creative contribution to the 2006 edition of
Vienna'sLife Ball AIDS charity, as well as the Sundance Film
Festival.

Diesel's innovative approach to marketing has let it to be perhaps the

first clothing company to market their clothing in video games, and
has developed innovative approaches to fashion shows

PEPE
Pepe Jeans is one of the fastest growing denim and casual wear
brands in Europe. The brand has a presence in several countries
around the world. Pepe Jeans were launched in India in 1989 and has
expanded immensely since then.

Pepe Jeans London

Pepe Jeans London was established in the chic Portobello Road area
of London in 1973. From its origins as a tiny market stall to more than
half a US $billion dollar denim and casual wear brand, Pepe has
transformed itself to one of the fastest growing jeans-wear labels in
Europe.
The brand today has presence in more than 80 countries across the
world. Pepe Jeans was launched in India in 1989. The brand is
currently the leading player in the premium jeans and casual wear
segment, enjoying a market share of more than 25 percent.

Pepe Jeans is a well known jeans brand. It has sales in over 60 places
around the world. Pepe Jeans was originally just a small market on the
Portobello road located in West London. The brand was named Pepe,
because it was a short word that could be written without much
trouble. The supermodel Kate Moss’s first advertising campaign was
for Pepe Jeans. The brand was setup by three brothers in 1973. The
manufacturing of jeans is done from start to finish by Pepe Jeans
Company. The process includes blending of cotton and turning it into
web of fibers in the process called Carding. The yarn is then made
stronger by spinning it. The dyes used are mostly sulphur and indigos;
finally beaming, weaving and last finishing are done and jeans are
available to be sold and exported. The unique solutions for apparel
and footwear manufacturing, called Styleman are used by Pepe Jeans.
Pepe Jeans are known for their diverse apparel collections. They have
the Utilitarian collection which comprises of fashion apparel with
military attire elements imbibed in it. They vary in colors from green,
khakis, grays, tans and olives and have other features like multiple
pockets and loose fashion silhouettes. Pepe Jeans contribute to both
man and women’s wardrobe by their wide collection of trendy T-
shirts, shorts, pants, Jerseys and skirts. The shirts have colored checks
and highlighted stripes. The Pepe clothing sports tones of red, yellow,
pink, lime and green and some have hand embroidered details. Pepe
Jeans host many fashion shows and advertising campaigns and sign
many famous models and sports personalities. Pepe Jeans introduced
art exhibitions in their birth place- Portobello Road, London. They
exhibit the work of local artists as well as international ones.
Pepe Jeans History

1973: Established as weekend road side stall by three brothers Nitin

Shah, Arun Shah and Milan Shah. Their shop was located at
Portabello Road Market, West London. Before the brand began Nitin
Shah worked for a petrol station and was spotted by a man named
Shantilal Parmar who ran a jeanswear business. Shantilal Parmar took
Nitin Shah on from the petrol station to work for him as a
commissioned agent selling jeans. From these begingings and learning
all about the jeanswear industry, fabrics, stitching, washes, packaging
and marketing from Shantilal, Nitin and his three brothers started
there own company Sholemay Ltd trading as Pepe Jeans. Ultimately
Shantilal Parmar company manufactured jeans for the three brothers
which they sold on the stalls and to other retailers whom they knew.

1975: Number of market stalls grew to 4. This also included

Kensington Market, which housed many other denim sellers many of
which also became well know jeanswear wholesalers. Due to the fact
that Pepe was growing bigger it was necessary to open a boutique at
Kings Road, London than a boutique on Carnaby Street followed and
latter a warehouse and offices in Avonmore Trading Estate.
In the 80's the brand grew even more and it became one of Europe's
best clothing brands. Famous bands like The Smiths made campaigns
for the brand.

1973

Established as weekend road side stall by three brothers Nitin Shah,

Arun Shah and Milan Shah. Their shop was located at Portobello
Road Market, West London. Before the brand began Nitin Shah
worked for a petrol station and was spotted by a man named Shantilal
Parmar who ran a jeanswear business. Shantilal Parmar took Nitin
Shah on from the petrol station to work for him as a commissioned
agent selling jeans. From these beginnings and learning all about the
jeanswear industry, fabrics, stitching, washes, packaging and
marketing from Shantilal, Nitin and his three brothers started their
own company Sholemay Ltd trading as Pepe Jeans. Ultimately
Shantilal Parmar company manufactured jeans for the three brothers
which they sold on the stalls and to other retailers whom they knew.

1975

Number of market stalls grew to 4. This also included Kensington

Market, which housed many other denim sellers many of which also
became well know jeanswear wholesalers. Due to the fact that Pepe
was growing bigger it was necessary to open a boutique at Kings
Road, London. Then a boutique on Carnaby Street followed and later
a warehouse and offices in Avonmore Trading Estate.

1980s

In the 80s the brand grew even more and it became one of Europe's
best clothing brands. The song How Soon is Now? by The Smiths was
used to advertise the brand in 1988.

1992

Current Pepe jeans logo is introduced.

GUESS
COMPANY PROFILE GUESS
Guess, (styled as GUESS?) is an American name-brand clothing line.
It is known for its sexualized advertising campaigns, which have
featured explicit black-and-white photographs of fashion models and
actresses such as Claudia Schiffer, Valeria Mazza, Adriana Lima,
Drew Barrymore, Anna Nicole Smith, Paris Hilton and Jordan.

Guess also markets other fashion accessories besides clothes, such as

watches and jewelry. They also own the line Marciano. Claudia
Schiffer, Anna Nicole Smith and Drew Barrymore are Guess models.

History

The beginning

Guess was founded by Georges, Armand, Paul, and Maurice

Marciano, four brothers born in Ouarzazate Morocco but who
supposedly grew up in the south of France and were influenced by the
culture and style in the region. They moved to California in 1977 and
founded the company in 1981. Seed money to start the business came
from the Nakash family, owners of the Jordache denim empire. Their
first product was a three-zipper style of jeans they named "Marilyn"
(Style # 1015). Department stores and fashion critics were initially
reluctant to carry the new 'stone washed denim' jeans, but in
December when Bloomingdale's finally agreed with Georges to stock
two dozen pairs of the new jeans as a favor to the brothers. They sold
out quickly.

Their advertising campaigns began in 1982, and they introduced their

iconic black-and-white ads in 1985. The ads have won numerous Clio
Awards. Their fashion models have included a number of widely-
recognized supermodels, many of whom first achieved prominence
via the ad campaigns. Guess models have included:

• Alessandra Ambrosio
• Valeria Avdeyeva
 • Diora Baird
• Bianca Balti
• Ana Beatriz Barros
• Patricia Barros
• Drew Barrymore
• Sasha Beznosyuk
• Toshauna Boake
• Lauren Bowles
• Chris Brown
• Carla Bruni
• Naomi Campbell
• Karen Carreno
• Laetitia Casta
• Laryssa Castro
• Chanel Celaya
• Shannan Click
• Bree Conden
• Ksenia Deshtchekina
• Rhea Durham
• Lonneke Engel
• Megan Ewing
• Roxana Filip

In the 1985 Spielberg movie "Back to the Future", Marty McFly

(Michael J Fox) - wore distinctive Guess denim clothing, rumored to
have been designed specially for the movie.

During the 1980s Guess was one of the most popular brands of jeans.
The company was one of the first companies to create designer jeans.
While the first jeans were for women, in 1983 a men's line debuted. In
1984 Guess introduced its new line of watches known as "Guess",
"Guess Steel", and "Guess Collection (Gc)." The watch line is still in
existence today, and has been joined by a number of other accessory
sidelines. In 1984, they also introduced a line of baby's clothes, called
"Baby Guess".

In the 1990's, they also had a division called Guess Home, which
featured bedding collections and a number of towel collections. By
the end of the decade, sales dropped and Guess discontinued their
home division.

Stagnation and Controversy

After Abigail's line in the 1980s the company began to take a

downturn during the nineties, as other companies such as Calvin
Klein, Diesel, Tommy Hilfiger, and Gap began rising in popularity.
Guess's sales suffered, and its stock dropped dramatically.

As well as increasing competition, Guess also saw a serious tarnishing

of its image during this time. More significantly, as awareness of
sweatshop use among major corporations grew, Guess was quickly
marked as a major offender in this area. In 1992, Guess contractors
faced litigation from the US Department of Labor (DOL) due to
failure to pay their employees the minimum wage or adequate
overtime. Rather than face a court case, $573,000 in back wages was
paid to employees.

Soon afterward, Guess promised to monitor their contractors for

illegal activity, and the company earned a place on the US DOL's
'Trendsetters List', but this position was suspended several years later
in 1996 after independent inspectors found violations of regulations at
seven of the company's contractors. In the same year the company was
sued by the Union of Needletrades, Industrial and Textile Employees
(UNITE), again because of failure to pay the minimum wage or
overtime to workers. The settlement, supervised by the US
Department of Labor, saw the reinstatement of 8 workers found to
have been illegally fired and another $80,000 in back pay given to
workers, but almost immediately afterward Guess announced that it
was moving its sewing production to Mexico. The company denied
that the move was related to these court cases, but its public image
continued to suffer.

Throughout the nineties, UNITE continued a public relations

campaign against Guess, focusing on the experiences of former
employees. Eventually, Guess countered with a defamation suit
against Unite and several of its officials, while in 1997 the company
ran full-page ads in many major American newspapers claiming that
its contractors were 'guaranteed 100% free of sweatshop labour'. The
wording of these ads was changed after federal authorities complained
that the claims had not been made by anyone in the government and
had no official status.

While Guess saw its image severely tarnished in the United States, the
company still remained fairly profitable. Guess especially began
expanding in the less competitive and increasingly lucrative European
and Japanese markets.

In 2005 Guess pulled a line of t-shirts from the market after Stanford’s
Colombian residents called for a boycott of the company. "Ski
Colombia: Always Plenty of Fresh Powder" was designed on the t-
shirts released by the company in the second quarter of 2005 --
referencing to Colombia's drug-trafficking problem. Guess sent
apology letters to all those who implied the company was setting a
negative image of the country, however the letters seemingly left
those still unsatisfied.

Upswing

In the 2000s, the company promoted a different look and sense of

style, while the controversy that surrounded the company during the
nineties was largely forgotten. As the marketing ads grew increasingly
sexier, Guess's sales began to take a turn for the better. In 2005, Guess
began catching the eye of many new people (mainly teens) who were
unaware of Guess's earlier history. Since mid-2003, the Guess stock
has continuously risen, eliciting nothing by positive reviews from
stock holders and Wall Street, though the wider community has more
mixed opinions. Recently, the clothing and accessories company has
redesigned itself, offering several new aspects to the company.

Since Guess was looking to make its impact once again on the fashion
market, the Marciano brothers called upon hotel heiress and fashion
mogul Paris Hilton to feature in a new series of ads. The daring ads
were successful in grabbing media attention for the company. The
company even promoted a line of Paris accessories including a Guess
Paris Hilton handbag.
Today

In 2004, Guess celebrated the 20th anniversary of its watch collection,

issuing a special-edition Guess watch. The accessories department
was also greatly expanded and several stores across the United States
were redesigned. Guess also created a lower priced collection sold
exclusively through its outlet locations.

Guess also introduced its first brand extension, the up-scale female
line of clothing and accessories, named Marciano. The line features
pricey, runway-inspired styles, and is featured in several retail
locations throughout the world, as well as select Guess retail stores.

In 2005 Guess began marketing perfume. The company introduced

Guess for Women in the spring of 2005. Guess introduced the Guess
for Men line in the spring of 2006. Guess has also continued its Guess
Kids clothing line into the 2000s, and in 2006, Guess began
promoting the clothing line for girls and boys through its factory retail
stores.

Guess continues to be guided by the Marciano brothers, as co-

chairmen and co-CEOs. Maurice has overseen the design and its sales
growth, while Paul manages the image and advertising. The company
operates in many countries around the world with the majority of their
stores located in the United States and Canada.

In early 2007 Guess introduced a new business concept known as G

by Guess. The new brand sought to focus on a target audience similar
to Abercrombie's Hollister brand. G by Guess offers chic clothing,
popular among teenagers at an affordable price. Many denim styles
are priced within the $40 to $50 range. The new brand is priced
similar to Express, American Eagle and Gap. Guess? has already
begun heavily promoting the new concept is several cities across the
United States. Their stores feature eye-catching displays and offer a
sassy night-club atmosphere.

Around the same time, Guess? disabled their Guess Factory website.
The outlet website offered similar styles at similar prices as the G by
Guess line. The company's factory stores will still remain open at their
respective outlet mall locations, however the discount product is no
longer available through an online retailer.

Expansion

In October 2006 Guess expanded their shoe line by re-introducing

men's shoes. Guess pulled the men's shoe collection from their
establishment back in 2003 due to lackluster sales and interest. The
initial response was slow, however by early 2007, the new men's
footwear line began to increase steadily, and Guess? has continued to
push and introduce new designs into the line. The men's footwear line
now offers more than 15 styles ranging between sandals to dress
shoes. The pricing for the footwear varies between $49, and $140.

In November 2006 Guess introduced their Marciano men's line, which

is available exclusively through Guess.com, and select Guess and
Marciano retailers throughout the country. As of November, 2006 the
new men's collection features button up shirts, blazers, and dress
pants. The men's line will, like the women's line, be developed and
manufactured in Florence, Italy; and will be available for a higher
price. As of January, 2007 the Marciano men's line was pulled from
Guess? stores due to lackluster sales. The merchandise was marked
down, and will be sent to factory outlet stores upon deletion.

After the success of the fragrance line which included scents for both
men and women, Guess? introduced two new fragrances. Guess? Gold
is the latest addition to the women's collection, while Guess? Suede
was the second installment for the men's fragrance. Both scents retail
for around $50 and are available in several retail locations.

With fiscal Spring 2007, Guess entered a new phase with their GC
watch collection. The newest additions are in response to the growing
demand for designer watches featuring eye-catching designs, and
high-end prices. The new watches help to expand the popular GC
collection, and help to separate it from the mid-price watches Guess
has come to be known for. Moving away from the traditional steel
material used to produce the majority of Guess? watches, the
company along with Callanen International, the producer of Guess?
watches have introduced gold, silver, and diamonds into the designs.
The new products are all Swiss made, and boast a much higher pricer.
The GC men's collection now range between $200 and $1,200, while
the women's watches are being sold between $200 and $1,000. TAG
Heuer, Dolce & Gabbana, and Fendi all place the highest on Guess's
competition with entry level high-end watches. D&G, in late 2006
launched a massive campaign promoting their new D&G watch
collection, marketing on such TV channels as MTV.

During the first half of 2007 Guess introduced a new line G by Guess.
Throughout 2008, relatively unknown model Adam Bertrand is set to
headline Guess' advertising campaigns.

Criticism

Guess?, like many other clothing giants, is heavily criticised for its
use of clothings made in sweatshops. Many, including band Rage
Against the Machine and other bands, celebrities, and human rights
activists, have criticised Guess? for its sweatshop labor. Billboards
subsequently appeared in Las Vegas and New York featuring a
photograph of Rage Against the Machine with the caption "Rage
Against Sweatshops: We Don't Wear Guess? – A Message from Rage
Against The Machine and UNITE.
COMPARISON BETWEEN PRODUCT AND
SERVICES

Product range
s/l Feature Pepe Guess Diesel

1 Cost range (Rs) 1200-4000 1000-5000 2400-10000

2 colour Blue   
Black   
White   
Grey x  
3 fit Loose   
Tight   
Butt cut   
4 Gender/Age Male   
Fe-m   
Kid  x x
Product quality

s/l Quality Pepe Guess Diesel

1 Life cycle 8 – 12 7 - 12 10 -16

(months)
2 Colour fade No No No

3 Zipper type Premium Premium Premium

brass brass brass
4 Zipper life Un breakable Un breakable Un breakable

5 Comfort Good Good Good

 INTRODUCTION

JEANS
Jeans are pants made from denim. Mainly designed for work, they
became popular among teenagers starting in the 1950s. Historic
brands include Levi's and Wrangler. Today, jeans are a very popular
form of casual dress around the world and come in many styles and
colors, with the "blue jeans" particularly identified with the American
culture, especially the American Old West. Americans spent more
than $14 billion on jeans in 2004.

History

Jeans fabric was made in Chieri, a town near Turin (Italy), in the
1600s. It was sold through the harbour of Genoa, which was the
capital of an independent republic, and a naval power. The first were
made for the Genoese Navy because it required all-purpose pants for
its sailors that could be worn wet or dry, and whose legs could easily
be rolled up to wear while swabbing the deck. These jeans would be
laundered by dragging them in large mesh nets behind the ship, and
the sea water would bleach them white. According to many people the
jeans name comes from bleu de Gênes, i.e., blue of Genoa[citation needed].
The raw material originally came from the city of Nîmes (France)
Serge de Nîmes i.e. denim.

Riveted jeans

A German-Jewish dry goods merchant Levi Strauss was selling blue

jeans under the "Levi's" name to the mining communities of
California in the 1850s. One of Strauss's customers was Jacob Davis,
a tailor who frequently purchased bolts of cloth from the Levi Strauss
& Co wholesale house. After one of Davis's customers kept
purchasing cloth to reinforce torn pants, he had an idea to use copper
rivets to reinforce the points of strain, such as on the pocket corners
and at the top of the button fly. Davis did not have the required money
to purchase a patent, so he wrote to Strauss suggesting that they both
go into business together. After Strauss accepted Davis's offer, the
two men received U.S. Patent 139,121 , for an "Improvement in
Fastening Pocket-Openings," on May 20, 1873.

In 1885 jeans could be purchased for $1.50. Today, some jeans cost
$200 to $500 with limited-edition and collectibles costing up to
$2000.

Jeans in popular culture

Initially, blue jeans were simply sturdy trousers worn by workers,
especially in the factories during World War II. During this period,
men's jeans had the zipper down the front, whereas women's jeans had
the zipper down the right side. By the 1960s, both men's and women's
jeans had the zipper down the front. In the United States during the
1950s, wearing of blue jeans by teenagers and young adults became
symbolic of mild protest against conformity. This was considered by
some older adults as disruptive; for example, some movie theaters and
restaurants refused to admit patrons who wore blue jeans. During the
1960s the wearing of blue jeans became more acceptable and by the
1970s had become general fashion in the United States, at least for
informal wear. Notably, in the mid-1950s the denim and textiles
industry was revolutionized by the introduction of the stone-washing
technique by GWG (Great Western Garment Co.). Entrepreneur,
importer, and noted eccentric Donald Freeland of Edmonton, Alberta
pioneered the method, which helped to bring denim to a larger and
more versatile market. Denim suddenly became an attractive product
for all age groups and Freeland became one of the most important
innovators in the history of denim and denim products. It should be
noted, also, that Freeland contributed to a variety of other denim
textile developments throughout his career with Great Western
Garments (GWG)[1] Acceptance of jeans continued through the
1980s and 1990s to the point where jeans are now a wardrobe staple,
with the average North American owning seven pairs.

As imported American products, jeans were somewhat expensive,

especially in the case of the Soviet Union which restricted hard
currency imports. In Spain they are known as vaqueros or "cowboys,"
in Danish cowboybukser meaning "cowboy pants" and in Chinese
niuzaiku (SC: 牛仔裤), literally, "cowboy pants" (trousers), indicating
their association with the American West, cowboy culture, and
outdoors work. Similarly, the Hungarian name for jeans is
"farmernadrág", meaning "farmer-trousers".

Jeans can be worn very loose in a manner that completely conceals the
shape of the wearer's lower body, or they can be snugly fitting and
accentuate the body. Historic photographs indicate that in the decades
before they became a staple of fashion, jeans generally fit quite
loosely, much like a pair of bib overalls without the bib. Indeed, until
1960, Levi Strauss denominated its flagship product "waist overalls"
rather than "jeans".

Blue jean insulation

Recycled blue jean is becoming a popular insulation material

(sometimes called Cotton Batt insulation) used in the construction of
houses. Due to its low relative synthetic chemical composition and
because it is made of recycled materials, it is gaining prominence in
green building circles. Like conventional insulation, it moderates heat
transfer and reduces sound transfer between floors or rooms. Blue
Jean insulation has an R-Value of 13 to 19 (for 3.5 and 5.5 inch batts,
respectively) making it a preferable insulator to typical fiberglass batts
even without taking into account the environmental considerations
DENIM
Denim is a rugged cotton twill textile, in which the weft passes under
two (twi- "double") or more warp fibers. This produces the familiar
diagonal ribbing identifiable on the reverse of the fabric, which
distinguishes denim from cotton duck. Denim has been in American
usage since the late eighteenth century.[1] The word comes from the
name of a sturdy fabric called serge, originally made in Nîmes,
France, by the Andre family. Originally called serge de Nîmes, the
name was soon shortened to denim.[2] Denim was traditionally colored
blue with indigo dye to make blue "jeans," though "jean" then denoted
a different, lighter cotton textile; the contemporary use of jean comes
from the French word for Genoa, Italy (Gênes), where the first denim
trousers were made.

A similarly woven traditional American cotton textile is the diagonal

warp-striped hickory cloth that was once associated with
railroadmen's overalls, in which blue or black contrasting with undyed
white threads form the woven pattern. Hickory cloth was
characterized as being as rugged as hickory wood—not to mention the
fact that it was deemed to be worn mainly by "hicks"—although
neither may be the origin of that term [from a nickname for
"Richard"]. Records of a group of New Yorkers headed for the
California gold fields in 1849 show that they took along four "hickory
shirts" apiece. Hickory cloth would later furnish the material for some
"fatigue" pantaloons and shirts in the American Civil War.

The word dungarees, to identify heavy cotton pants such as overalls,

can be traced to a thick cotton country-made cloth, Dongari Kapar,
which was sold in the quarter contiguous to the Dongari Killa, the fort
of what was then known as Bombay (Hobson Johnson Dictionary).
The word entered English with just this meaning in 1696 (OED).
Dongri Fort was rebuilt in 1769 as Fort George, Bombay, where the
first cotton mill was established in 1854. Dyed in indigo, the
traditional cloth was used by Portuguese sailors and cut wide so that
the legs could be swiftly rolled up when necessary. Thus, dungarees
have a separate history.
Dry denim

Dry or raw denim, as opposed to washed denim, is a

denim fabric that is not washed after being dyed during its production.
Over time, denim will generally fade, which is often considered
desirable.

Most denim is washed after being crafted into an article of clothing in

order to make it softer and to eliminate any shrinkage which could
cause an item to not fit after the owner washes it. In addition to being
washed, non-dry denim is sometimes artificially "distressed" to
achieve a worn-in look.

Much of the appeal of dry denim lies in the fact that with time the
fabric will fade in a manner similar to factory distressed denim. With
dry denim, however, such fading is affected by the body of the person
who wears the jeans and the activities of their daily life. This creates
what many enthusiasts feel to be a more natural, unique look than pre-
distressed denim.

To facilitate the natural distressing process, some wearers of dry

denim will often abstain from washing their jeans for more than six
months,[3] though it is not a necessity for fading. Often, enthusiasts
will just hang their unwashed denim to help get rid of the smell.

Selvage denim

Selvage denim (also called selvedge denim) is a type of denim which

forms a clean natural edge that does not unravel. It is commonly
presented in the unwashed or raw state. Typically, the selvage edges
will be located along the out-seam of the pants, making it visible
when cuffs are worn. Although selvage denim is not completely
synonymous with unwashed denim, the presence of selvage typically
implies that the denim used is a higher quality.

The word "selvage" comes from the phrase "self-edge", the natural
edge of a roll of fabric. In this case,denim made on old-style shuttle
looms. These looms weave fabric with one continuous cross thread
(theweft) that is passed back and forth all the way down the length of
the bolt. As the weft loops back into the edge of the denim it creates
this “self-edge” or Selvage. Selvage is desirable because the edge
can’t fray like lower grade denims that have separate wefts which
leave an open edge that must be stitched. Shuttle looming is a more
time-consuming weaving process that produces denim of a tighter
weave resulting in a heavier weight fabric that lasts.

Shuttle looms weave a more narrow piece of fabric, and thus a longer
piece of fabric is required to make a pair of jeans (approximately 3
yards). To maximize yield, traditional jean makers use the fabric all
the way to the selvage edge. When the cuff is turned up the two
selvage edges, where the denim is sewn together, can be seen. The
selvage edge is usually stitched with colored thread: green, white,
brown, yellow, and red (red is the most common). Fabric mills used
these colors to differentiate between fabrics.

Most selvage jeans today are dyed with synthetic indigo, but
natural indigo dye is available in smaller niche denim labels. Loop
dying machines feed a rope of cotton yarn through vats of indigo dye
and then back out. The dye is allowed to oxidize before the next dip.
Multiple dips create a deep dark indigo blue.

In response to increased demand for jeans in the 1950's, American

denim manufacturers replaced the old shuttle style looms with modern
projectile looms. The new looms produced fabric faster and wider
(60-inches or wider), yet lighter and less durable. Synthetic dyeing
techniques along with post-dye treatments were introduced to control
shrink and twist.

Color Denim

Denim Fabric Dyeing is divided into two categories; Indigo Dyeing

and second is Sulphur Dyeing. Indigo Dyeing is traditional blue colors
or shades similar to blue colors.

Sulphur Dyeing (also called Color Denim) is done for specially black
colors and other colors like Pink, Grey, Rust, Mustard, Green and Red
ANALYSIS OF DATA FOUND FROM
CUSTOMER SURVEY

Questionnaires and Analysis Of Findings

The survey was done on 35 people, 17 of them were girls and 18 were
boys.

Section A

1. In what age group do you come under?

a. 0-10
b. 10-20
c. 20-30
d. 30 and above

Finding

Table 

s/l Age group No of people

1 0-10 1
2 10-20 25
3 20-30 9
4 30 and 0
above
Chart 
No of people

30
25
20
15 No of people
10
5
0
0-10 20-Oct 20-30 30 and
above

1 2 3 4
 2. What is your occupation?
a. Business man
b. Government officer
c. Salaried person
d. Any other

Findings

Table

s/l Occupation No of people

1 Business man 0
2 Government officer 0
3 Salaried person 10
4 Any other 25

Chart

No of people

30
25
20
15 No of people
10
5
0
Government

Any other
Salaried
Business

person
man

officer

1 2 3 4
 3. What is your monthly income?
a. below 5000
b. 5000-10000
c. 10000-20000
d. 20000-30000
e. 30000 and above

Findings

Table

s/l Monthly No of people

income
1 < 5000 25
2 5000-10000 0
3 10000-20000 10
4 20000-30000 0
5 30000 < 0

Chart

No of people

30
25
20
15 No of people
10
5
0
< 5000 5000- 10000- 20000-
10000 20000 30000

1 2 3 4
 4. Do you like to do shopping?
a. Yes
b. No

Findings

Table

s/l Answer No of people

1 Yes 27
2 No 8

Chart

No of people

No
2, 8

1 Yes
2 No

Yes
1, 27
Section B

1. Which jeans brand do you prefer?

a. Diesel
b. Levis
c. Guess
d. Pepe
e. Any other

Findings

Table

s/l Brand Percentage

1 Diesel 15
2 Levis 40
3 Guess 3
4 Pepe 15
5 Any other 27

Chart

Percentage

45
40
35
30
25
Percentage
20
15
10
5
0
Diesel Levis Guess Pepe

1 2 3 4
 2. Which type of jeans do you prefer mostly?
a. Branded
b. Local
c. No specific

Findings

Table

s/l Type Percentage

1 Branded 50
2 Local 24
3 No 26
specific

Chart

Percentage

No specific
3, 26
1 Branded
Branded
2 Local
1, 50
3 No specific
Local
2, 24
 3. How many different brands of jeans do you have?
a. Two
b. Three
c. Five
d. Seven
e. More than seven

Findings

Table

s/l No of brands Percentage

1 Two 26
2 Three 34
3 Five 26
4 Seven 10
5 More than seven 4

Chart

Percentage

40 34
35
30 26 26
25
20 Percentage
15 10
10 4
5
0
Two Three Five Seven More
than
seven

1 2 3 4 5
 4. Why do you prefer a particular brand due to its?
a. Price
b. Quality
c. Durability
d. Famous name
e. No specific

Findings

Table

s/l Causes Percentage

1 Price 0
2 Quality 57
3 Durability 22
4 Famous name 11
5 No specific 10

Chart

Percentage

60 57

50

40
30 22 Percentage
20
11 10
10
0
0
Durability

Famous

specific
Quality
Price

name

No

1 2 3 4 5
 5. What price range do you prefer for your jeans?
a. 500-1000
b. 1000-2000
c. 2000-3000
d. 3000 and above

Findings

Table

s/l Price range Percentage

1 500-1000 10
2 1000-2000 52
3 2000-3000 10
4 3000 < 6

Chart

P ercentage

60
52
50

40

30 P ercentage

20
10 10
10 6

0
500-1000 1000-2000 2000-3000 3000 <

1 2 3 4
 6. How your after sale is services of your company?
a. Good
b. Average
c. Excellent
d. Very good
e. Can’t say

Findings

Table

s/n Service Percentage

1 Good 40
2 Average 23
3 Excellent 27
4 Very good 9
5 Can’t say 1

Chart

Percentage

45 40
40
35
30 27
25 23
Percentage
20
15
9
10
5 1
0
Good Average Excellent Very good Can’t say

1 2 3 4 5
 7. Why do you choose a particular company due to its?
a. Company’s name
b. Friend’s suggestion
c. Family choice
d. Any other

Findings

Table

s/l Cause Percentage

1 Company’s name 55
2 Friend’s suggestion 10
3 Family choice 20
4 Any other 15

Chart

P erc entage

60 55

50
40
30 P erc entage
20
20 15
10
10
0
Com pany ’s F riend’s F am ily c hoic eA ny other
nam e s ugges tion

1 2 3 4
 8. Do you like the promotional activities of your company?
a. Yes
b. No

Findings

Table

s/l Answer Percentage

1 Yes 100
2 No 0

Chart

P erc entage

No
2
0%

1 Y es
2 No

Y es
1
100%
 9. At what time do you prefer to buy jeans?
a. Discount sale
b. Seasonal
c. As per requirement
d. Once in a month
e. Quarterly
f. Can’t say

Findings

Table

s/l Time Percentage

1 Discount sale 10
2 Seasonal 10
3 As per requirement 60
4 Once in a month 3
5 Quarterly 2
6 Can’t say 15

Chart
Percentage

70 60
60
50
40
Perc entage
30
20 15
10 10
10 3 2
0
Discount

Once in a

Quarterly

Can’t say
requirement
Seasonal

month
sale

As per

1 2 3 4 5 6
 10.Which jeans colour do you generally buy?
a. Blue
b. Royal blue
c. Black
d. Grey
e. No specific

Findings

Table

s/l Colour Percentage

1 Blue 20
2 Royal blue 20
3 Black 33
4 Grey 2
5 No 35
specific

Chart

Percentage

40 35
35 33

30
25
20 20
20 Percentage
15
10
5 2
0
Blue Royal blue Black Grey No specific

1 2 3 4 5
 11.Do you prefer designer jeans?
a. Yes
b. No
c. Both

Findings

Table

s/l Answer Percentage

1 Yes 25
2 No 40
3 Both 35

Chart

Percentage

25%
35%
1 Yes
2 No
3 Both

40%
 12.Are you satisfied with the service provided by your brand?
a. Yes
b. No

Findings

Table

s/l Answer Percentage

1 Yes 100
2 No 0

Chart

Percentage

0%

1 Yes
2 No

100%
 RECOMMENDATION
Check list in buying the jeans
With the overwhelming selection of jeans out there, it’s no surprise
that it can get pretty complicated when shopping for a pair. Jeans are a
staple item in any woman’s wardrobe. You can dress them up with a
sexy pair of heels or wear them with your favourite tee and running
shoes. You want a pair that fit properly and look good at the same
time. The colour, quality, cut and brand are all factors that you need to
take into consideration when searching for the perfect jeans.

THE RIGHT FIT

“Jeans are all about how they fit and there is a perfect pair out there
for everyone,”.

Boyish Avoid fitted jeans, which can emphasize a straight silhouette.

Instead, choose a pair that are pocketless or ones with a curved
waistband to show-off your figure.

Average Average figures may be more comfortable in a pair of

classic-cut jeans.

Full Figure Try a boot-cut style to balance out your proportions.

Wide Hips To minimize wide hips, try a pair of jeans with diagonal
seams or super-low rise ones. Steer clear of anything that’s tapered or
high waisted.

Short Legs Jeans with pinstripes or cuffed hems look great on women
with shorter legs, and those with a larger bottom should choose a low-
rise cut with back pockets.

Large Thighs If you’re looking for more room in the thighs and
calves, choose a style that doesn’t hug the body such as relaxed fit or
boy-cut jeans. Jeans with a low waist, low pockets and a slight flare
around the ankle also work well. The pant leg should not bunch up at
the ankle; the hem should stop at around the low midpoint of the back
of your shoe.

SHADES OF BLUE

Choosing the ideal shade can be a little tricky. The great thing is that
any shade will do as long as you wear it for the right occasion. Lighter
shades of blue tend be more casual and dark jeans can be dressed up
for a night out. Black jeans are still available but not as popular as
they used to be.

MATERIAL
Most jeans are cotton but jeans with stretch have become all the rage
for those seeking comfort. “Stretch denim provides a huge comfort
level for anyone. They hug your body and move without you,” says
We. The great thing about stretch jeans is that you can wear them
tighter with feeling uncomfortable. Stretch eliminates a saggy seat and
provides extra comfort and ease of movement. You’ll also find that
the most popular jeans get reinvented into different material with
exactly the same fit. The next time you fall in love with a particular
pair of jeans, check to see if they make them in a different material
such as stretch cord, because chances are you’ll be able to find them.

TAKING CARE

To keep your jeans looking their best, We suggests washing them

inside out in cold water. “Many people tend to use a lot of detergent
on their jeans and there’s no need for it. If you’re washing a pair of
dark jeans, add a spoonful of salt to help preserve the colour.”

STYLES AND TRENDS

The style of jeans these days are going back to the basics. We says
that many brands are manufacturing the classic 5-pocket jeans. “Jeans
with whiskering (those with the creases around the front pockets) and
sand-blasting (lighter colour around the thigh area) are not as stylish
as they used to be.” The trend out there is cleaner, darker denim with a
heavier weight. Low-rise flare jeans, which create a great silhouette,
are still the latest thing. The up coming holiday season will see jeans
with a nautical theme, according to We. Anything with a low or
medium- rise and flare or straight leg will continue to be stylish.
Super-low rise jeans are great because they sit on your hips and work
for many different body types; just be careful that you don’t expose
too much.

BRANDS
With the many brands out there, you may need to try on many pairs to
find the perfect fit. One brand to check out is G-Star. Finally here in
Canada, G-Star offers the basic, classic denim we all love. If you’re
looking for slimmer jeans, try on a pair of Miss Sixty. Citizens of
Humanity are jeans with impeccable tailored lines that fit snug and
flare at the bottom; perfect for everyday. For the most flattering jeans,
pull on a pair of 7 for all Mankind or Paper Denim and Cloth. Other
brands to look out for include Joie, True Religion, Mavi and Earl
Jean.

HISTORY
During the famous California Gold Rush in the 19th Century, miners
wanted clothes that were strong and did not wear out or tear easily.
Jacob Davis, a tailor from Nevada, took metal rivets (fasteners) and
sewed large pieces of denim together so that they wouldn’t tear, to
make what we know today as jeans. Davis wanted to patent his idea
but didn’t have the money to develop or market his creation. In 1872,
he approached Levi Strauss who took his invention and started mass
production. It wasn’t until the early 1930’s when actors began
wearing jeans on the big screen that jeans became well-known. Jeans
today have a huge market in the fashion industry with many different
brands, styles and colours to suit anyone’s wardrobe.
Buying It

Keep this in mind when shopping for that perfect pair of jeans.

• Look for jeans that have at least a 2% Lycra content. This

will give you a little stretch and ensure that your jeans hold
their overall shape.
• Remember that the label plays a part in the final price
tag.
• When you are in the change-room be sure to crouch and
sit down. Make sure the jeans are comfortable to sit in and
that they do not expose too much in the back.
• Sizing varies greatly from brand to brand. Do not worry
about the size on the tag – concern yourself with what feels
comfortable and looks good.
• Remember to find a retailer with a wide variety of jeans
and try on at least a few different pairs.
• Finally, buy your jeans a little bit snug – denim tends to
stretch and give over time.
 CONCLUSION
The study concludes the company profile of three main players of the
jeans wear and a survey among customers about there tendencies.

The main parts of the study are.

1. company profile
a. Pepe jeans  the most known brand among the young
age people. Affordable cost, wide range, best in quality
and easy to find in market.
b. Guess jeans  a company which is very new for Indian
market. But a wide range, affordable cost and good
quality attracts the customer from middle class as well as
higher class.
c. Diesel  a good known brand for India but cost matters
here, so this premium quality product is most popular in
higher class.
2. customer tendency 
a. 10 to 20 year young like it most
b. Nearly 40 % market is occupied by these three brands
c. Most people likes branded jeans
d. Blue and black colours are most demanded
e. Designer jeans are still behind the simple one for its
comfort matter.
 BIBLIOGRAPHY
WEB

1. www.google.com
2. www.yahoo.com
3. www.pepejeans.com
4. www.guess.com
5. www.diesel.com

BOOKS

i. Research methodology, a step by step guide for biginers—by

Ranjan Kumar
ii. quality methods in management research – by Evert
iii. Marketing Management (10th Edition) Philip Kotler
iv. Marketing Management (3rd Edition) V.S. Ramaswamy
v. Research Methodology (2nd Edition) C.R.Kothary
vi. Research Methodology S.P. Kasande