Fashion Issue

Fashion Swayed the Psyche of the Indian Consumer

Fashion is an approach and practice that is admired in the present. Its a set of trends that have been accepted by a wide audience. Following fashion provides a way for people to gain acceptance from others. It is a contest without any draft of rules and guidelines in which all of us are partakers willfully or impulsively. These rules we learn by testing and errors and are harmonization of replication and demarcation of others. The word fashion is frequently associated with the world of glamour, beauty, style or apparels.


Latest fashions may be accepted instantaneously by eminent people, including sports person, film stars, and political figures. Then, other people may go after these fashions so that they can make out with this privileged group. A number of people consider that fashionable clothes and surroundings elevate their status in life. Fashion is a multifarious noticeable fact from psychosomatic, sociological, cultural, or commercial points of view. Many fashions are prevalent in many cultures at any given time but it changes more rapidly than the culture as a whole. Men and women have constantly enjoyed varying their materialization. Following new fashions in clothes, hair styles, and makeup allows people to amend their appearance in a by and large acceptable approach.


Fashion is an all persistent power. It is present in inter-related life style products like in the devise of newer automobiles and architecture, eating habits, the development of latest technology, fast moving consumer goods, and entertainment industry, or in formulating business management strategies. This espousal of fashion applies more to clothes and social behaviour than to cars, houses, and other items that most people cannot afford to swap frequently. Understanding fashion helps to explain how these transformations happen in each and every sphere of life.



Fashion in India is very enlightening in representing the reception and conversion of a product. Fashion awareness is increasing as well. Fashion awareness is increasing as well.There seems to be profound western plead with on urban middle and upper class Indians. There is a positive attitude with regards to western trends. Increasing number of malls in the city, eateries, designer wear, watches, hi-tech products, beverages, canned food, footwear, toys are a few examples which reflect these changes. Now fashion is no more a monopoly of the starlets or just confined to rich people. Even common college going boys and girls or men and women working in a corporate environment, follow the latest trends and wear designer attire as daily office wear or casual wear, unlike a decade ago.


Today, India has emerged as the third most attractive market destination in the world for fashion apparel retailers. Now, the Indian consumers are much more supple and experimental in their approaches. Change is most likely one of the few constituents of passion, and is brought in the minds of the consumer due to sway of media, which has brought the western world in the Indian homes. Secondly, as more and more Indians go out of the country for study, work and leisure, the Indian is exposed to and gets first hand experience of a world and life, which is different from what we have in India. The Indian consumers are selecting and choosing many new product offerings that have entered the market and product variety has also increased to a great extend due to foreign competitors. Due to retail revolution drastic changes are observed, as upgraded service levels are use to attract the consumer and they are more patronized and pampered. Now the consumers show a higher level of fashion consciousness.

The conventional markets for fashion and clothing are changing to a more refined or organized market. There is plentiful launch of dissemination lines by designers in India. They are actively setting up more flagship stores and even license their names. With constructive events like end of multifiber agreement, the global elimination of quotas at the end of 2004, entry of foreign retailers and textile companies into the country and the escalation and appreciation of the Indian fashion industry throughout the world, apparel marketing has become one of the interesting and hard jobs in the arena of marketing. India ranks among the top target countries for any company sourcing textiles and apparel. Indeed, apart from China, no other country can match the size, spread, depth and competitiveness of the Indian textile and apparel industry. The malls are coming up away from the city centers.


Also, celebrities are being progressively more used in marketing communication by marketers to provide individuality to their products. Celebrities create headlines. With the visual media becoming more popular the use of celebrities in the TV media has increased. Consumers like advertisements more if they are adherent of the celebrities in the advertisements. Their behavior and associations are being closely watched and replicated. What they endorse sell like hot numbers. They also help to reposition products and in increasing the sales.