Project Management Theory Essay - 4267 Words

1. Introduction The High Speed Two is a high speed rail that is of very high profile within the UK right now. The project is to update the current rails as well as gaining better punctuality of service, less crowded trains and an increase of business travellers as well as a reduction in carbon emissions. The project is designed to update the rail network between London and the North West of England initially with the intention of expanding further north. The reason for this report is to evaluate three variation requests made to the High Speed Two project. The three requests are, first, a variation to the original route to take in more of Oxfordshire, second is to add a station in Madeley and third is a change of supplier. After completing†¦show more content†¦The reason for this is because the parties affected by the change are at the centre. Kurt Lewin designed the theory so that there was a one-to-one relationship between the experiment and the variables (Reason and Bradbury 2001). Throug h this theory it was further enhanced the importance of the opinion of the people affected by the change and in this case the people living around the rail and the people who are in need of a good commute route (Lawman 2014a). To gain the peoples’ opinion it was suggested by a Norwegian to introduce a conference to act as a mediator between the company and the public (Reason and Bradbury 2001). 2.1.2 Risk Management Theory According to Hubbard (2009), risk management is â€Å"the identification, assessment, and prioritization of risk followed by coordinated and economical application of resources to minimize, monitor, and control the probability and/or impact of unfortunate events.† When putting risk management into the context of a project, the objective becomes recognizing where the problems might occur as well as having a contingency plan in place to be able to take the appropriate preventative and remedial actions. For this project, when making a variation to the original route the main risks are going to lie with the objectives, time, cost and quality as well as the external environmental factors of an organisation (Pellegrinelli 1997). TheShow MoreRelatedProject Management : A Common Problem Within The Stakeholder Theory Literature1828 Words   |  8 Pagesstakeholder input to the cost estimating process in project management is a common problem throughout the stakeholder theory literatur e that focuses on the management of large engineering projects, such as space and software projects (Lucae, Rebentisch, Oehmen, 2014); and. This problem has been linked to the multiple definitions for the term stakeholder (Susser, 2012; Doh Quigley, 2014; Davis, 2014). The literature shows that space projects in the United States exceed original cost estimatesRead MoreProject On Management Theories And Practices2028 Words   |  9 Pages6/8/2015 The company I decided to write my final project on for Management Theories and Practices is Google. According to Google, the company was founded on September 4, 1998 by Sergey Brin Larry Page. They founded the company in Menlo Park, California. The two founders were only college students at the time, pursuing PhDs in Computer Science. (Management team, 2015.). Neither of them finished their degrees. Yet from there, the company took off. If you take a look at Alexa.com you ll see thatRead MoreManagement Theories And Practices : Final Project3444 Words   |  14 PagesManagement Theories and Practices – Final Project A Study of HEB Grocery Heralded as â€Å"the smartest supermarket you never heard of† (Dooley, R., 2014) HEB Grocery (HEB) is currently celebrating 110 years in business. Founded in 1905, in the Texas Hill Country town of Kerrville, HEB began as little more than an ambitious dream and a $60 cash investment (Lester, S., 2015). Today, HEB operates over 340 stores throughout Texas and Mexico, serving over 155 communities, employing over 70,000 partners (ratherRead MoreBusiness Analysis Management Theories And Practices 303 Course Project2818 Words   |  12 Pages Management 303 Course Project 1 LivWell Business Analysis Management Theories and Practices 303 Course Project In this course project I was given a couple of options to choose from; either analyze a prev ious business I have worked for, choose from a list provided or use my current emp loyer. Since my current job is quite interesting, I will go ahead and do an analysis of my current employer. LivWell, the largest premiere medical and recreational marijuana distributor in the world, wa s establishedRead MoreProject Management Methodologies For The Development Essay981 Words   |  4 PagesCHAPTER TWO LITERATURE REVIEW INTRODUCTION The first chapter introduced the research problem that raised the question of whether adaption project management methodologies can be tailored down to Nigerian SMEs. This chapter presents the academic literature pertinent to the research, and places it in context of the research. The aim of this chapter is to provide the background information of the research topic and to show the gaps in the research literature, so as to identify the areas this researchRead MoreThe Managerial Styles Within The Catering Industry1478 Words   |  6 PagesHumanities Department of the Built Environment Course: principles of Management Course Co-ordinator: M Rhoden Assignment: 1 A critical comparison to the managerial styles within the catering industry with that of the companies within the built environment Author: David Tiernan Student No: 000879221-6 20th November 2015 1. Introduction This report critically compares the key management theories and management style differences between the catering and construction sectors. ItRead MoreProject Management : A Relatively Young Field Of Professional Discipline1590 Words   |  7 PagesBetter? Comparing Project Management in the Years 2000 and 2008 Introduction Project management is a relatively young field of professional discipline. The history of project management has been written by Morris, 1994. It shows significant changes and development through the time, also suggesting that some area still needs identifying. Further studies and research are taken to improve project management on five major directions: project complexity, social process, value creation, project conceptualizationRead MoreWork System Theory1630 Words   |  7 Pagesï  ¶ Research the theory †¢ Who are the progenitors of the theory? Find the seminal publications. (Try to find references in addition to those listed on the Wiki.) The term â€Å"Work System† was first put forward in two serial journal articles, â€Å"MIS Problems and Failures: A Socio-Technical Perspective† (Bostrom, R.P. and J.S. Heinen, 1977). From year 1999 to 2006, Steve Alter published his propositions that developed and completed the current Work Systems Theory, which defined the Work System FrameworkRead MoreProject Management Life Cycle1218 Words   |  5 Pagesï » ¿ Project Management Life Cycle Chi Zhang Herzing University MBA 631 Operations and Projects Management Dr. Gary Hanney Abstract To control the process of a project and manage the operation of a project, the theory of project management life cycle is widely used in nowadays business administration. Treating the whole time dimension of the project as a life cycle, project management life cycle separates the project to some steps and uses checkpoint, milestone andRead MoreRole of Leadership1291 Words   |  6 PagesDefinition of Leadership 2.2 Leadership versus Management 2.3 Qualities and Traits of a Leader 3.0 Leadership in Delivering A Project 3.1 Leadership in Team Building 3.2 Leadership in Project Process 3.3 Impetus for Changes 3.4 Cultivating Leadership 3.5 A Perception in Today’s Organisations - Architectural or Engineering Consulting Firms 4.0 Conclusion and Discussion Bibliography Essay – The Role of Leadership in Delivering A Successful Project IDBE 12 By Li Hong Yu Univ. of Cambridge 1

Child Abuse and Neglect - 3425 Words

Running Head: CHILD ABUSE AND NEGLECT The Causes of Child Abuse and Neglect and the Long Term Effects on Human Development from Infancy to Adulthood Sheila Y. Boone Liberty University December 10, 2008 Abstract Child abuse and neglect is a prevalent issue in the United States. Every year approximately one million infants, children and adolescents are victims of child abuse and neglect. Research has linked childhood experiences of abuse and neglect with some serious life-long developmental, social, emotional and other significant problems. This paper will address risk factors that are associated with abuse and neglect, who is at risk for being abused, as well as some traits of the abuser. This paper will incorporate child†¦show more content†¦Teen mothers especially, are less focused on teaching adjustment and socialization skills to their children because they are dealing with high levels of stress or do not possess mature social-emotional skills themselves. Neglected children may learn that to receive attention from the neglectful parent and have their basic needs met, it is normal for them to act out. Abused children are also more likely to have mental health concerns and educat ional problems, during school age years into the teen years. Adults that were abused or neglected as children, may experience problems such as difficulties obtaining and keeping a job, difficulty with intimate relationships and public health concerns. â€Å"Neglected children face a multitude of risk factors known to impair normal development, such as poverty, serious care giving deficits, parental psychopathology, substance abuse, homelessness, family breakup and poor prenatal and postnatal care.† (Hildyard Wolfe, 2002) Infancy through preschool age is a very important part of a child’s life. This is the period of a child’s life when development is crucial. â€Å"Parenting during the first months of life is believed to be crucial to cognitive, social and emotional development. Infants who are well cared for by warm, supportive caretakers are moreShow MoreRelatedChild Abuse and Neglect1653 Words   |  7 Pages Child Abuse and Neglect Child abuse, or child maltreatment, is an act by a parent or caretaker that results in or allows the child to be subjected to death, physical injury, sexual assault, or emotional harm. Emotional abuse, neglect, physical abuse, and sexual abuse are all different forms of child abuse. Child abuse is more than bruises and broken bones. While physical abuse might be the most visible, other types of abuse, such as emotional abuse and neglect, also leave deep, lastingRead MoreChild Abuse And Neglect704 Words   |  3 Pagesexperience this feeling, not just for a second, but throughout their childhood. Neglect is child abuse, as well as physical abuse, sexual abuse, and emotional abuse. Child abuse is awful because it causes the child to feel worthless, to lose trust, and to have serious psychological problems early on in life. Neglect is the most common form of child abuse. The parent or caregiver fails to provide basic needs for the child. Neglected children are constantly being told that they are worthless orRead MoreChild Neglect : Neglect As A Form Of Child Abuse2216 Words   |  9 PagesChild Abuse: Neglect Has The Community Done Enough To Reduce Cases Of Neglect As A Form Of Child Abuse? Thesis statement: most scholars and practitioners have elaborated adverse impacts of child abuse, especially child neglect, but the research focuses on the positive side of the discourse; it concentrates on the community contribution and the steps that have helped to reduce and stop the act in many nations. The term child abuse got used in a very broad array of situation that it has become hardRead MoreChild Abuse and Neglect2475 Words   |  10 Pages This paper will discuss child abuse and neglect and the lasting effects left on a child. The main types of abuse and neglect explained are emotional abuse, psychological abuse, physical abuse, sexual abuse, medical neglect, educational neglect, emotional neglect, and physical neglect. Included are some warning signs of these different types of abuse and neglect and the legal definitions of each. It is important to understand that all of these forms of abuse and neglect are different and containRead MoreChild Abuse and Neglect922 Words   |  4 PagesASSIGNMENT 1: SOCIAL ISSUE- CHILD ABUSE AND NEGLECT KIM CARTER SOCIOLOGY PROFESSOR PATRICIA HENNINGTON JANRUARY 29, 2012 Child abuse and neglect The issue of child abuse and neglect is serious, controversial, and is escalating in today’s society. Many people are not aware, but child abuse is rampant in our society. Many child abuse and neglect cases go unreported because a person may not know the signs and symptoms of child abuse and neglect or perhaps the person or person may feel that thisRead MoreChild Abuse and Neglect1678 Words   |  7 Pagestopic of child abuse is one of the hardest topics to write about. It is imperative to have a profound understanding of this topic and its consequences specially when working in the field of human services. Professionally and personally, I have encountered situations where child abuse is present. This reality has touched my life in many ways and these experiences continue shaping me as a human being and as social service provider. I will try to cover in this paper the subject of child abuse, its definitionsRead MoreChild Abuse And Neglect Of A Child817 Words   |  4 PagesC hild Abuse and Neglect The meaning of child abuse is the mistreatment of a child in the form of injury, sexual abuse, neglect or exploitation. The signs of possible child abuse include, but are not limited to sudden behavior change, untreated medical issues, difficulties in school, lack of adult attention, the child makes excuses to stay away from home. Parents can also show signs such as showing little interest in the child, blaming the child for the child’s problems. The parent could ask theRead More Child Abuse and Neglect814 Words   |  4 Pages Child Abuse Child abuse and neglect is frightfully high. As a country this is unacceptable. We need to come up with better ways to fight this â€Å"disease† before we destroy our children, our future. An estimated 903,000 children across the country were victims of abuse or neglect in 2001, according to national data released by the Department of Health and Human Services. The statistics indicate that about 12.4 out of every 1,000 children were victims of abuse or neglect, a rate comparable to the previousRead More Child Abuse and Neglect1102 Words   |  5 Pageswhat effects abuse can have on a child? The effects abuse can have on a child is very serious. Children can obtain serious problems from child abuse. They can develop social problems, depression, and anxiety. There are four types of abuse: physical abuse, sexual abuse, emotional abuse, and neglect. Physical abuse can injure a child severely. Domestic Violence is a worldwide problem and affects the health and well-being of those open to it. Children that are exposed to physical abuse are at riskRead MoreChild Abuse and Neglect2110 Words   |  9 Pagesevent, including the abuse and neglect of a child, also known as child maltreatment, (Schwartz Perry, 1994). In 2005, 3.3 million referrals were made that year to child protective agencies for suspected child maltreatment, (Bentley Widom, 2009). The Centers for Disease Control and Prevention defines child maltreatment as â€Å"any act or series of acts of commission or omission by a parent or other caregiver that results in harm, potential for harm, or threat of harm to a child,† (Leeb, Paulozzi, Melanson

Creative writing free essay sample

Reading Goethe’s essay on Art and Literature the question as to whether he is a romantic or a neoclassic writer is one of the things most people would ask. Writers that are romantics such as Wordsworth, Shelley or Poe, mostly are from the late 18th or late 19th century. Romantic writers write as if they can change the view of other people in the world. Romantics write from a view of a more â€Å"organic† stand point. By organic they write from a view of nature or an artistic view rather than a scientific or rational view. The view of romantics have imagination that is elevated to a position as a supreme faculty of mind, one of the easiest way to understand what a romantic really is in a modern way is describing them as more of hippies. They think that individual experiences are more important than society. Originality, freedom, intuition, and imagination are what they write from and where there opinions are formed from. Nails were being done, hair being curled, and giggles filled her ears.Everyone was ecstatic for the big day, and they all had their own thing that they were looking forward to. Aerosol and nail polish trickled into her nose as the stylists began their magic on her. Time flew as the girls told stories, sang along to music, and sipped on champagne. The stylists were finishing up, and she was beginning to get anxious as they left. Everything she ate lost flavor as she thought about what was about to come. Dresses were exchanged while the girls continued to laugh and play.As her dress emerged, all sound came too cessation. The beauty of the perfect piece was breathtaking, and as she slipped it on, the volume was turned up once more as the girls commenced to 000 and ah at the image. Before the girls left the house, one of her best friends made a toast to a wonderful ay and prayed to watch over her throughout. The melodious words that she spoke were like an angel singing. The limo arrived and they all carefully piled in. They reached their destination, and pictures began.The constant flashes of light made her feel like a celebrity being bombarded by paparazzi. After what seemed Like eons, it was finally the moment she had been walling for. They lined up, and the butterflies began to flutter Inside of her stomach. She and her father went arm in arm entering the room with beautiful high ceilings and colorful flower arrangements. The world stopped when she saw him. He was beaming with his eyes locked on hers across the room, and for a moment, it was only them in the room filled with people.The love of her life was waiting just down the aisle, and she was finally ready. She was ready for a perfect life together. She was ready for two instead of one. It was her wedding day, and there was nowhere else shed rather be. Creative Writing By carjacks searched for a way into her room. As her mother entered the room, she drew back window on that beautiful June morning, and it tickled her nose as it reached her. Up, up, up, her mother exclaimed. Its a big day today, and you cant stay in bed another minute!We have an appointment! After minutes of battling her bed, she finally managed to escape the twisted covers to Join her mother in the car. The stylists were finishing up, and she was beginning to get anxious as they left. After what seemed like eons, it was finally the moment she had been waiting for. They lined up, and the butterflies began to flutter inside of her stomach. She and her room filled with people. The love of her life was waiting Just down the aisle.

The Indian Apparel Market Essay Example

The Indian Apparel Market Essay The Indian apparel market has demonstrated resilience and growth in an environment characterized by slow economic growth. The domestic apparel market, which was worth INR 207,400 crore (~USD 38 billion) as of 2012, is expected to grow at a compound average growth rate (CAGR) of 9% over the next decade. Further, the recent omission of excise duty on branded apparel has provided an impetus to retailers in terms of the overall market sentiment. The Menswear Market With a market size of INR 87,500 crore (USD 16 billion) in 2012, menswear is the largest segment in India’s apparel market, accounting for 42% of the overall market. In comparison, womenswear makes up 38%, while kidswear comprises 20%, of the market. Market Size and Growth Projections The menswear market can be divided into various categories including woven shirts, trousers, denims, winterwear, innerwear, T-shirts, suits, activewear, ethnic wear and dailywear. The woven shirts category is the single largest within the menswear market, followed by trousers and denim. The menswear market is expected to grow at a CAGR of 8. 5% over the next five years to reach INR 131,000 crore (USD 24 billion) by 2017. Menswear Market in India (INR cr) 131000 87500 CAGR: 8. 5% 2012 2017 (P) Source: Technopak Advisors High Growth Categories Denim, activewear and T-shirts are high growth categories within menswear segment with CAGRs of 16%, 14%, and 12% respectively. Despite the not so optimistic economic scenario of 2012, the demand for denim is growing among men, especially with the younger generation. We will write a custom essay sample on The Indian Apparel Market specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Indian Apparel Market specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Indian Apparel Market specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The entire denim market of India hinges around the men’s denim segment which contributes 80% to the market. The heightened acceptance of casual or ‘Friday’ dressing, and the penetration of denim into Tier II and Tier III cities and rural India are contributing to the growth of men’s denim in India. The activewear category primarily constitutes of sportswear, gymwear, and swimwear. Increasing health consciousness has made sports, gym, jogging, swimming, yoga, etc. an essential part of modern life, especially in metros, as a result of which the demand for activewear is on the rise within Indian menswear market. The shift from formal attire to comfort-oriented casual attire is driving the market for men’s T-shirts, alongside the demand for denim. 30000 25000 20000 16% Category-wise Growth in Menswear (INR cr) 14% 12% 18% 16% 14% 12% 9% 7% 6% 3% 15000 10000 5000 0 8% 6% 9% 9% 10% 8% 2012 CAGR 6% 4% 2% 0% Source: Technopak Analysis Market Trends Menswear consumers are in a phase of transition; they no longer want to stick to wearing apparel of defined styles and silhouette but also want to experiment with the look of the clothing. The demand for occasion-specific clothing is rising within the menswear segment, e. g. , the modern Indian male can be seen in activewear at the gym in the morning; in formal shirts, trousers, and suits during office hours; in smart casuals in the evening; and in dailywear/sleepwear at night. The demand for ethnic dressing at special occasions like marriages and social functions is also a distinct trend. Many brands have specifically forayed into men’s ethnicwear to cater to this demand. The menswear segment is also witnessing an increase in the demand for colored bottomwear. In addition to the traditional colors, viz. black, blue, brown and grey, Indian men have started experimenting with newer colous like red, green, orange, etc. Almost all domestic and international brands have started offering men’s bottomwear in newer colors; they are also optimistic about the growth of colored trousers and denim. Another interesting trend in the menswear market is the steady growth in the premium tailoring segment comprising the fashion designers and the bespoke / luxury segment. Customers in the super premium segment are willing to pay a premium to ensure that their tailor-made clothing reflects their own personality and also helps them differentiate themselves and get noticed. The Womenswear Market The INR 78, 500 crore (USD 14. 4 billion) worth womenswear market contributes 38% of the total apparel market of India. The growth of this market is more rapid than the menswear market. With the relatively lower penetration of brands, and the growing disposable income of modern women, this segment has become the focus of many Indian and international brands. Market Size and Growth Projections The womenswear segment comprises various categories that include sarees, salwar kameez, innerwear, blouse, winterwear, sleepwear, tops/shirts, trousers, skirts, denim, T-shirts, etc. Indian ethnicwear, which includes saree, salwar kameez, and blouse, is the biggest category within the segment with a 75% share of the entire womenswear market. The market is expected to grow at a CAGR of 9% for the next five years to reach a figure of INR 121, 400 crore (USD 22. 3 billion) by 2017. Womenswear Market in India (INR cr) 21,400 78,500 CAGR: 9% 2012 2017 (P) Source: Technopak Advisors High Growth Categories Denim, innerwear, and tops/shirts/T-shirts are the high growth categories within the womenswear segment, a consequence of the growing acceptance of women’s westernwear in the Indian market. Denim is growing at CAGR of 17%, women’s innerwear at 14%, and tops/shirts/T-shirts at 11%. Denim is penetrating deeper among women in the metros and mi ni metros, especially among the younger generation. Even working women in smaller cities have started accepting denim as a casual outfit. The growing focus of retailers and brands on women’s denim will also contribute to its further penetration. The high growth of the innerwear category is driven by the transition of innerwear from a utility-based product to an aspirational one. Market Trends With increasing women in the workforce, and the growing economic independence of women, the demand for women’s westernwear is at an all-time high, thanks to which women’s westernwear is emerging a clear winner in the womenswear market. This trend is expected to continue as more women enter into the workforce or aspire to follow the lifestyle of working women. Within working women, there is a clear trend indicating the growing acceptance of women’s dresses and western formalwear. The working women in the metros and mini metros, in addition to traditional sarees and salmar kameez, are moving towards dresses, formal suits, and business attire. Though these markets may remain relatively small, they are expected to grow rapidly. Source: Technopak Advisors Despite the trend of consumers moving away from ethnicwear, some sub-categories within women’s ethnicwear are emerging as promising business opportunities. The demand for contemporary ethnicwear with trendy look and comfort elements is accelerating. Even the traditional ethnicwear subcategory is witnessing the entrance of a growing number of organized players who assure the desired quality and right fit. The fusion of western style and cuts and even knitted fabrics with basic Indian ethnic designs is another noticeable trend in the womenswear market. The Innerwear Category Innerwear is one of the high growth categories in the apparel market and promises growth and innovation. The increase in income levels, along with higher discretionary spending, growing fashion orientation of consumers, and product innovations by the innerwear market have turned innerwear from a traditionally utilitarian item to an essential fashion requirement. The size of the Indian Innerwear market is INR 15,870 crore (USD 2. 9 billion); the category is also growing at an impressive CAGR of 12% and is expected to reach INR 27,900 crore (USD 5. 1 billion) by 2017. The women’s innerwear market, which is driven by value-added innerwear products, contributes around 60% to the market. The growth of the innerwear category is primarily centered in urban India. The trend towards western outfits, combined with the demand for occasion- and outfit-based innerwear, is acting as a boost for the market. The demand for innerwear with higher functionality and greater comfort is rising fast. The market for innerwear product variations like seamless intimates, plus size inner wear, body shape enhancers, etc. is burgeoning in the metros and mini metros. Innerwear Market in India (INR cr) Womens Innerwear Mens Innerwear 18380 9540 6330 2012 9520 2017 (P) Source: Technopak Advisors The Men’s Innerwear Market The men’s innerwear market, worth INR 6330 crore (USD 1. 2 billion) is characterized by the presence of numerous Indian and international brands catering to different segments of the market. Though many fashion/apparel players have extended their existing brand labels in menswear to men’s innerwear as well, but the product recall of players with focus solely on innerwear products is comparatively higher. The various subcategories of men’s innerwear include vests, briefs/boxers, basic T-shirts, shorts/pyjamas, sleepwear, and activewear. Consumers mostly purchase branded products for vests and brief/boxers, which are the largest category offerings from leading innerwear brands. On the basis of product pricing, this market is further subdivided into super premium, premium, medium, and economy segments. The economy segment contributes around 55% to the market, while the mid-price segment makes up 36%, the remaining 14% comes from premium and super premium segments. The premium and midprice segments are expected to witness a higher growth rate within this market. In these segments, the consumer seeks higher fashion orientation and higher comfort, as well as a strong brand name. The younger consumers in the metros engage with brands primarily within the premium segment. It has been observed that consumers in the Tier I cities play across segments, i. e. premium as well as mass segment; however, the premium segment largely fuels the aspiration quotient. In the mid-price and economy segments, value for money, easy availability, and comfort play a vital role in the consumers’ purchase decisions. These consumers, of men’s innerwear, can be segregated into four groups on the basis of their attitude towards innerwear products and their buying behavior. These are: Young Aspirers, Discerning Urbanites, Optimistic Pursuers, and Corporate Climbers. The Young Aspirer group comprises men employed in high-paying jobs, who have high disposable incomes; they are ambitious and demonstrate a keenness to purchase branded innerwear. The Discerning Urbanite group consists of men employed in well-paying jobs, but they evaluate value on a benefit and convenience metric rather than purely on price. They engage with innerwear brands for the promise of quality and show no qualms paying a premium when quality is assured. The Optimistic Pursuer group includes men from smaller cities who are eager to pursue a prosperous lifestyle; they aspire to have a metro-like life and they seek opportunities to experiment with aspirational brands. The Corporate Climber group of consumers is made up of men who dream big and are keen to make a place for themselves. They have high aspirations, thus they want to engage with brands. But with limited disposable incomes, these people are cautious buyers. The Women’s Innerwear Market The women’s innerwear market, worth INR 9540 crore (USD 1. 7 billion), is one of the fastest growing categories within women’s apparel. This category is growing at a CAGR of 14%, and is expected to reach INR 18380 crore (USD 3. 4 billion) by 2017. The women’s innerwear market is considered to be more dynamic, with many design variation and the regular introduction of innovative products. Contrary to men’s innerwear where a consumer comes across advertisements for several brands on a daily basis, brand promotion and advertising activities are comparatively lower in women’s innerwear. Price-based Market Segmentation Source: Technopak Analysis The subcategories in women’s innerwear include brassieres, panties, camisoles, basic T-shirts, shorts/pyjamas, sleepwear, activewear, and maternity wear. Consumers in this category mostly purchase branded brassieres and panties, which constitute more than 90% of the category mix. However, the penetration of brands is comparatively low for other subcategories like camisoles, sleepwear, etc. When it comes to price-wise segmentation, the women’s innerwear market is dominated by products of mid-price and economy segment. These segments together contribute 80% of the market, while the remaining 20% comes from the premium and super premium segments. Like men’s innerwear, the mid-price and premium segments are expected to grow more rapidly within women’s innerwear categories. On the basis of demographics, behavior traits, lifestyle activities, and purchase patterns, the typical consumers of the women’s innerwear market can be divided into three distinct categories: Urbane Enthusiasts, Exuberant Seekers, and Thriving Homemakers. The Urbane Enthusiasts consists of young women employed in well-paying jobs who engage themselves with brands. The consumers in the Exuberant Seekers category live in the mini metros and tend to be ambitious and keen to make a mark for themselves. They are normally keen to experience modern retail formats try aspirational innerwear brands. Consumers belonging to the Thriving Homemaker category generally live in the smaller cities. As homemakers, they do not have high disposable incomes and are primarily value seekers. Looking to the Future Simply put, the future of the apparel market, and the innerwear category, looks promising. At the same time, fashion retailers have to face some daunting challenges prior to tapping the extant opportunities. Rising real estate costs, increasing power tariffs, and supply chain inefficiencies are some of the issues that have to be tackled with utmost prudence. The growth story of Indian consumption is expected to revive in the medium to long term, but it will require improvements in the overall business performance and managerial prudence of the highest degree to benefit from this growth. To emerge a winner in a market marked by the presence of multiple players, brands and retailers have to optimize their business operations by addressing the challenges and harnessing market opportunities. Understanding the psyche of the Indian consumer, amalgamating the Indian style of functioning with western management techniques, and tailoring fashion offerings to defined consumer segments, are some of the key areas upon which fashion and innerwear players have to focus. Authored By: Amit Gugnani Senior Vice President, Fashion