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1 Research Scholar, National Institute of Fashion Technology, India
2 CEO, Pearl Academy of Fashion, India
3 Department of Fashion Technology, India
*Corresponding author: Ajit Kumar Khare, Professor, Department of Fashion Technology, Mumbai, India
Submission: July 11, 2018;Published: October 04, 2018
ISSN: 2578-0271Volume4 Issue3
Purpose:
Design/Methodology
Objectives:
Findings: The interpretation of the interviews led to formulation of two major thematic areas connecting similarities and differences in the views of the participants. Key areas point the advantage of the location of their present store as compared to their previous store and the factors considered while choosing a space in the market.
Research limitations: The study focuses on the retailers who have their present stores in two areas only i.e. Hauz Khas village and Shahpur Jaat in New Delhi because there is a cluster of Indian designers present there. These are the locations that have the maximum clientele of Indian luxury clothing.
Practical implications: Due to certain constrains the handloom sector is not organized and branded. This study is beneficial for a person or an organisation that has the capacity to collect these exquisite crafts under one umbrella brand.
Keywords: Location; Brands; Luxury; Retailer; Indian handloom; Marketing
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