Author(s): Mandeep Kaur Warring and Dr. Prerna Kapila

Abstract:
Due to the ever-increasing demands of consumers and mass production of fashion at comparatively very low prices, eco-practices have become an issue of major concern among manufacturers and consumers. The study was undertaken to explore the availability of eco apparels in Ludhiana city in both online and brick and mortar retail outlets. A questionnaire was developed to collect response of the retailers and the details of online retailer’s websites were collected by browsing through the websites of retail stores. Fifteen retail stores were selected for the purpose of study from five retail malls and the same number of online retailers was selected for the purpose of study. It was seen that Eco-apparels were easily available in Ludhiana city but only in select outlets. It was found that 80 per cent of the firms complete their designing within the factory while 20 per cent of the firms outsource designing function. Around 90 per cent of the firms undertake pricing and supply chain management within the premises own whereas marketing and manufacturing activities are done in house by approximately 70 per cent of the firms, while rest of the firms outsourced these operations. The study revealed that new styles were being introduced for the customers at regular intervals and availability for female wear was comparatively more than the menswear and kids wear in eco apparel category. It was seen that mainly sustainable viscose, recycled fibres, organic natural fibres were used for the manufacturing of Eco-apparel.