To study the consumer's perception towards fashion in India and to see its implications for apparel, retail stores (Brick-and-Mortar & E-tailing)

Abstract

Fashion- An endless aspiration for innovation, a form of individual differentiation, a constant change, or a pursuit of uniformity and individualization at the same time- it is complex to define but has become an inseparable part of everyone’s life. Through this CCS, we try to identify and define what fashion is to different individuals and their theory of fashion consumption. Ethnographic techniques and interviews were the primary tools employed to get the insights of the subject. The later part of the CCS looks in to the implications of the above findings to both brick-and-mortar stores and e-tailing and comes up with recommendations for the brick-andmortar stores making use of the findings of the study.