Indian Fashion Case Study

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The Indian market as a whole and as such even the fashion industry outstretched its arms to the global market circa 1991 which marked the beginning of a new era, we commonly refer to as “globalization”. This entailed a retail boom which led to a veritable increase in the retail space for retailers both at the local and the international level. The invent of globalization and liberalization in India brought with it an upsurge in the Indian market that considerably altered its shape and structure. With a GDP growth of 6.8 percent per annum during the 90’s alongside a foreign exchange of $35 billion and a live stock market which would attract substantial foreign exchange made India an alluring market which has maintained its momentum and growth. India’s second largest market is the apparel industry with $3.5 billion (Data monitor). In the past and till the present time, organizations in order to obtain overseas funding used to sell their single branded products to common public. In the retail outlet, investment of 51% was allowed in individual branded products. An increase in the number of local designers who have benefited from international identification recently is one of the major reasons for this expansion. Other factors like the introduction of related courses for business education indulged in developing designers and creating an association with the industry are responsible for such growth in the Indian fashion industry as well. According to the estimations made between mid 2008 to 2012, the fashion industry of India was expected to increase by 178% by the year of 2012 and meet $189 multi millions as per US (United States) currency. This growth in the industry is hinged on a substantial increase in huge fashion incident...

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This imminent change in the consumption pattern of Indian consumers is perhaps a direct consequence of the change in their attitudes in the first place. Increased exposure through media such as the television, foreign travelling for work or higher education, introduction and proliferation of the world wide web specially with regards to the havoc creating social networking sites, etc have cause the Indian population to embrace western culture more readily and as such the globalization of international brands has been welcomed by consumers in India with a new wave of approval and acceptance. This has also wholesomely had reflection on the cultural thought process of Indian consumers precipitating a new kind of demand altogether wherein they have begun to feel the need to possess such high end products which they feel are in some way indicative of social status.
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