Market segmentation is the process of dividing consumers into different categories based on distinguishing characteristics.

The impetus behind market segmentation is that it helps retailers identify customers who are most likely to buy their products. Small clothing retailers, wholesalers and manufacturers primarily focus on demographics, personalities and needs when segmenting their markets. This allows them to better reach non-buying consumers and customers through advertising and other marketing efforts. These companies can also further differentiate their clothing products from key competitors. There are several types of key market segments used in retail clothing markets. Sponsored Link Wholesale Embroidery Top Deals at Factory Price. Contact Directly & Get Live Quotes!www.Alibaba.com Gender-Related Segments Small clothing retailers make frequent use of gender segments. For example, small, independent department stores may sell clothing lines for both men and women. These clothing lines may include casual and business attire for both genders. The clothing items the department store features is usually contingent upon the season. Men's shorts, for example, would primarily be sold in the spring and summer. A small clothing store may also specialize in a specific gender, selling men's suits or ladies' lingerie. Age-Related Segments Age is another distinguishing factor or demographic that helps clothing retailers determine their buying audiences. Many clothing manufacturers target teenage girls with their trendy new fashion lines, including jeans, blouses and other apparel. They often promote these clothing lines in late July and August, before the school year commences. The entire children's sector represents another viable buying group in apparel sales, according to MarketResearch.com. Children's clothing retailers may also sell related items that appeal to children and their parents. Infants and toddlers represent additional age-related segments. Some

small manufacturers and wholesalers may exclusively focus on the infant and toddler markets, as this segment is significant enough in size. Geographic Segments Savvy marketers and retailers know that customer clothing preferences vary in different regions or geographical areas. One determining factor is weather. People living in warmer climates wear shorts and swimwear for longer periods, for example. Contrarily, the market for coats and jackets is greater in colder parts of the country. Clothing trends may also vary by geographic region. For example, retailers or manufacturers of the most extreme high fashion apparel may only sell their clothing in exclusive markets like New York City and Los Angeles. Behavior-Related Segments Consumers' choices in products, including apparel, may also be behavior-related, according to NetMBA.com, an online business reference site. For example, customers may purchase a small manufacturer's clothing line for prestige. They may also shop at certain clothing stores for better quality, service or other factors that are immensely important to them. Small clothing marketers and retailers may also appeal to the behavior-related segment with holiday-related products. For example, clothing retailers may sell the popular colors of red and green during the holiday season. Lifestyle Segmentation Lifestyle represents another market segment in which small clothing retailers and manufacturers base their product selections. For example, clothing manufacturers that produce clothing for hunters or military personnel sell camouflage and military fatigues, respectively, to meet their clients' lifestyle needs. Opinions may also play a role in what consumers purchase in this particular segment. For example, a coat manufacturer may need to produce faux fur coats instead of fur ones for those who are more sensitive to animal welfare.

vPakistan is the fourth largest cotton producer in the world, and is an important player in theg l o b a l t e x t i l e ma r k e t . I t s k n i tw e a r i n d u s t r y i s t h e h i g h e s t v a l u e a d d e d t e x t i l e s e c t o r i n t h e country, and is distinguished by the high quality of its raw material and the competitive value of its end product.Total knitwear capacity in Pakistan is about 50 million dozens of pieces. There are about 600k n i t we a r f a c to r i e s o f v a r i o u s s i z e s i n P a k i s t a n . To d a y t h i s i n d u s t r y i s a s o u r c e o f d i r e c t employment to the workforce for more than 20,000 knitwear exports is a major foreign-exchangesource for Pakistani economy 1 . Before going into market analysis we want to specify that our garments industry is directlyrelated to the textile industry because we have to deal with them at every moment. In garmentmanufacturing sector the demand for garments increasing rapidly within the country as well as inf o r e i g n c o u n t r i e s e s p e c i a l l y f o r P a k i s t a n i g a r m e n t s . I n o r d e r t o m e e t t h e d e m a n d o f o u r customers we will try our level best to increase the production. The existing suppliers/manufacturers of work wear in the country are veryless in number. There are about 70 75 establishments all over the countrywho are exclusively involved in the manufacturing and exporting of workwear. Out of these manufacturers/exporters, about 8% are based in Lahore,34% in Karachi, and 57% in Sialkot. Some other areas like Gujranwala, Kasur, 15

Stitch & Style Garments Ltd. a n d Fa i s a l a b a d a l s o h a ve s o me wo r k we a r s t i t c h i n g u n i t s . Th e Pakistanim a n u f a c t u r e r s a r e c o n t r i b u t i n g a s h a r e o f 4 . 5 % i n t h e t o t a l w o r k w e a r exports to European Union states 2 .I n s p i t e o f h a vi n g a ve r y s t r o n g t e xt i l e b a s e a n d h u g e m a r k e t , wo r k we a r segment could not be developed effectively by our apparel industry duringthe past years. This is because that the concept of the work wear is relativelynew in the international as well as in the local markets as compared to thetraditional woven and knitbased garments. There is also a lack of awarenessabout this sub-sector of clothing in our country. TARGET MARKET I n P a k i s t a n mo s t p e o p l e a r e l i v i n g b e l o w t h e p o v e r t y l i n e a n d f e w p e o p l e h a v e l u x ur i o u s facilities provided. The following facts and figures will clarify the whole picture:Source: Dawn 3 Our main target market is the lower middle class, middle class, and upper class. Our first aim isto focus on these areas. As far as our prices are concern, we are providing good quality stuff Population in %Population in millionRs. / mont h Below poverty 4 0 % 8 . 8 3 , 0 0 0 Poverty 4 5 % 9 . 9 3 , 0 0 0 7 , 0 0 0 Lower Middle Class 8 % 1 . 7 6 7 , 0 0 0 1 5 , 0 0 0 Middle Class 6 % 1 . 5 2 1 5 , 0 0 0 5 0 , 0 0 0 Upper Class

0 0 Rich 0 2 16

. 0 1 . 1

9 0 5 1 5

0 0

% , 0 0

0 0 % , 0

2 0 0 0 . 0

0 0

Stitch & Style Garments Ltd. within the resources of above-mentioned categories. We are actually targeting the people of ages17 to 45 approx. because they are 54 % of our total population (Appendix). As population is notevenly distributed all over Pakistan, so it is very difficult to analyze that how much people areliving in rural, urban, suburban areas.(Appendix)The Pakistans population is not equally distributed like some provinces are heavily populatedand some are not that much populated. Here is the population distribution for different cities of CONSUMER BEHAVIOR A s we a r e a p p r o a c h i n g t h e c u s t o me r s o f d i f f e r e n t b a c k g r o u n d s h a v i n g d i f f e r e n t t r a d i t i o n a l v a l u e s, b e l i e v e , a n d c u l t u r e s , t h e r e f o r e , wh e n w e d e s i g n , w e k e e p t h e s e f a c t o r s i n mi n d . A s fashion trend varies from place to place, we have to remain up to date with the upcoming trendsand fashion according to the regions (Punjab, Sindh, N.W.F.P., Balochistan). We also have toremain in touch about the climatic changes as to where and when supply the summer and winter clothing.As in different parts of Pakistan people use to wear Shalwar Kameez and they do not like Pants and Shirts. Like in Balochistan majority of people living there normally wear Shalwar Kameez but there are few cities in Balochistan where people usually wear Pants and Shirts.17