Brandscan 2017: Study of Product Fit and Comfort through Product Testing for Brag's Portfolio

Yelamanchi, Kanishka (2017) Brandscan 2017: Study of Product Fit and Comfort through Product Testing for Brag's Portfolio. Project Report. TAPMI, Manipal. (Unpublished)

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Ragtagger Lifestyle Private Limited, headquartered in Bengaluru was incorporated on 1st of June 2016. Its flagship brand “Brag” is the first and only Indian teen innerwear brand. It has uniquely designed Bralettes that challenge the notion of bras being made to hide. Their vision is “to get girls out of the closet and onto the streets”. In August 2017, they also opened their first exclusive offline store in Bengaluru. The study focuses on the product fit and comfort through Product Testing for Brag's portfolio. The objectives of the study are to understand the behavior in terms of the respondent’s purchase, usage and attitude towards bras and panties in general, to understand the attitude towards Brag’s bralettes and panties pre and post-trial and to carry out a size-chart validation for Brag's bralettes for various measurements and cup sizes through trial. The research was divided into two parts, i.e. short term study, where respondents tried multiple designs and long term study, where respondents tried a bralette and a panty for three weeks before giving the feedback. The project aims to identify the potential changes that the client can incorporate in order to achieve better fit, comfort and confidence for the users of Brag products. The target group includes females falling in the age group of 18 years to 25 years in a semi-urban location (Manipal).

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Brag's portfolio; Production Management' Marketing; Marketing Research
Subjects: Marketing
Marketing > Brand Management
Divisions: General Management and Enterpreneurship
Depositing User: Mr. Muralidhara D
Date Deposited: 27 Nov 2018 05:03
Last Modified: 22 Jan 2019 12:11

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