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Abstract

The present investigation was undertaken to study retail marketing practices of designer fashion studios. The study was conducted in various fashion studios located in Ludhiana. From thirty five randomly selected fashion studios, 15 were further selected for studying their retail marketing practices through case study method. For this an interview schedule was prepared to collect data from the managers and sales staff of each studio regarding marketing strategies adopted by them. The results show that most of them spent less than Rs. 5000 per month on marketing. The factors that were considered important for promotion of a product were fluctuating consumer's preferences, consistent marketing and messaging and online marketing being more effective as well as less expensive. Also, various factors such as dynamic nature of retailing, customer oriented marketing etc. were considered important. Very few studios had their own website to update and sell their merchandise online. Most of them used Instagram to update their collections and content on daily basis followed by what's app & Facebook. On the basis of the findings, some improvements have been suggested for the studios to enhance their retail and marketing skills in order to boost their business and attract more customers.