Indian fashion industry: does Indian designer wear and ethnic wear segments have the potential to make it big ?

Abstract

In the globalised era, the Fashion sector in India, like many other traditional product sectors is undergoing an astonishing change of perception. While it enjoys the position of being beauty enhancer, the new-age consumer perceives fashion as a must, manifesting the consumers personality, attitude and lifestyle. Fashion (refer appendix) is now one of the important new sales drivers in India. Local and global brands are scrambling to alter their designs to cater to the Indian market. A host of factors such as the buying occasion, the wearing occasion, the economic status of the target segment and the effect of provincial and spiritual influences on all of them are now being juggled to find the winning mix. Catering to fashion consumers is complicated affair as unlike traditional product that largely serve utilitarian function, fashion product serve aesthetic or experience function. With growing western influence, and a focus on resurgence of traditional Indian fashion elements, diversity in India sees new faces. The Indian fashion stage is a manifestation of deep cultural power, the customer shift in the new economic setting and varying social perceptions. It highlights the origin of new and distinct target groups that ride on various influences to set new trends. Appreciating these influencers and the various target group (TG) characteristics is the means to setting foot in the Indian fashion industry.