Historical Development Of Fashion Industry In India Marketing Essay

CHAPTER 1

Fashion Industry has made a sweeping surge over today’s progressive world. From big shots to teenagers, everyone is rapt in this leading-edge mania. Fashion, from an etymological panorama, refers to a mode of expression – privy or composite and is ergo, a component of dynamic conventions. Fashion permeates within its extremity an outstretched cluster of celebrated vogue in apparelling, designing, characteristic embellishment, musical orientations, recreation, interests, form of interchanging ideas, and the like. The mobile complexion of fashion can be identified reasonably from the way the people of the era cherish or deny the style of fashion with vehement zeal. India, at this moment, is making gigantic and persistent clump to approximate with the present-day fashion which was earlier instructed by the fashion ports of the West such as Milan, New York and Paris.

In India, A person’s attire symbolizes his or her social status. Indian Apparel Industry has developed endlessly over the period of the country’s history. In 5th century BC, Herodotus, Greek historian expounds the fruitfulness of the quality of Indian cotton clothes. Ancient Vedic literature states regarding the clothes (phataka) made from barks and leaves. The Rig-Veda of 11th century B.C, mentions about the dyed (paridhan) and embroidered (pesas) garments and henceforth, foregrounds the development of refined fabricating techniques of Apparels during the Vedic age. By 2nd century AD, muslin clothes produced in southern India were merchandised to the Roman Emperors. Silk is considered as one of the major exports of ancient India. Tailored garment evolved in India before the beginning of 10th century AD and it was further pitched around 15th century by Muslim empires of India. Draped clothing became common among Hindu population while the Muslims increasingly adopted stitched apparels.

British Raj encouraged British industrial cloth in India, hence, paralyzing the clothing and handicrafts industry. This boosted the development of khadi clothing – a hand-woven material – so as to lessen the dependency of Indian people on British industrial goods. The 1980s was tagged by an outbreak alteration to Fashion in Indian clothing which was characterized by expansion of fashion schools in India, accelerative participation of women in the fashion industry and altering Indian attitudes towards multiculturalism. These outgrowths played an important role in the fusion of Indian and Western clothing styles.

COLOURFUL FASHION TRENDS OF INDIA

The beginning of 21st Century brought a clear and stable picture of fashion business, ending all the hypes and created a more practical and pragmatic environment. Back in 50s, 60s and 70s, the Indian fashion scenario wasn’t exactly colourless. Even then, it was exciting, stylish and very graceful. There were no designers, models, star or fashion design labels that the country could show off. The value of a garment was judged by its style and fabric and not by who made it. It was regarded as ever so chic and fashionable to approach any unfamiliar tailor, who could make a garment for a few rupees, providing the perfect fit, finish and style. The high society lady, who wore it, was proud for getting a good bargain and for giving her name to the end result.

Clothing in India diversifies according to the various regions of the country and is highly affected by local culture, geography and climate. But there is a lot of Western influence as well. There are majorly 5 external factors influencing Western Fashion Industry.

Social Issues

As more women became liberated, pants for women became normal. Before 1950’s women had always worn dresses. Over time, the roles of women changed, and what they wore changed, in part as a result of the women’s rights movement of the 1960s. Since then and notably in 1980s, women entered the workforce in great numbers. The 1960’s also saw rebellion in many garments. For example the Hippie looks. After world war II, men came home and triggered the “baby boom”, phenomenon which extended into the mid 1960’s. Generations born after the boom were much smaller in size.

Economic forces :

One of the major economic factors affecting fashion is consumer income.

60s was an era full of naughtiness and celebration in arts and music and cinema, manifested by liberation from restriction and acceptance of new types of materials such as plastic film and coated polyester fabric. The 70s witnessed an increase in the export of traditional materials outside the country as well as within. Hence, international fashion arrived in India with the bold colours, flower prints and bell-bottoms. Synthetics turned trendy and the disco culture affected the fashion scenario. It was in the early 80s when the first fashion store ‘Ravissant’ opened in Mumbai. At that time garments were retailed for a four-figure price tag. The ’80s was the era of self consciousness and American designers like Calvin Klein became popular. In India too, silhouettes became more masculine. With the evolution of designer stores in Mumbai, the elegant fashion design culture was a trend among Indians along with their heavy price tags. No doubt that a garment with a heavy price tag was at the bottom stage of fashion. But clients immediately transformed into the high fashion fold where they were convinced that that the word ‘elegant fashion design culture’ means, it had to have a higher price tag. Later, fashion shows shifted to competitive events each attempting to out-do the other in theme, guest list and media coverage. For any newcomer, the fashion business was the number one professional art that time. In the 90’s, the last decade of the millennium, a move towards the drastic pairing down returned with ethnic wears (Today, ethnic wear market in India is accounted to Rs. 9000 crore). This led to the decline and the recession, the push to sell at any cost and keep staying in the limelight. With heavy cut throat competition and sound awareness of the client, the inevitable occurred. The price tags, which had once reached at a peak, began their downside journey. It was a point, where it reached at a certain steady level and from there, in the beginning of the 21st century, with new designers and models and some sensible designing; the fashion hype accelerated its speed.

Fashion Industry in India is in nascent stage at the moment and has great potential to make its mark on the world stage. Fashion Industry in India is growing at a rapid pace with international events such as the “India Fashion Week” gaining popularity and annual shows by fashion designers being held in the major cities of India. Indian fashion industry got a big boost by the victories of a number of Indian beauty queens in International events such as the Miss World and Miss Universe. Contests such as these made Indian models recognized worldwide. Indian fashion designers such as Ritu Kumar, Ritu Beri, Rohit Bal, Rina Dhaka, Tarun Tahiliani, J. J Valaya and Manish Malhotra have also made their mark in the global fashion arena.

India has a rich and varied textile heritage, where each region of India has its own unique native costume and traditional attire. While traditional clothes are still worn in most of rural India, urban India is changing rapidly, with international fashion trends reflected by the young and glamorous, in the cosmopolitan metros of India. Fashion in India is a vibrant scene, a nascent industry and a colourful and glamorous world where designers and models start new trends every day. Apart from the rich tradition the strength of the Indian fashion industry also rests on strong raw material availability. India is the third largest producer of cotton, the second largest producer of silk and the fifth largest producer of man-made fibres in the world. India also possesses large number of skilled human resources and has among the lowest labour costs in the world.

1.2. INDIAN APPAREL SECTOR CONTOURS TO BE A MAJOR COMPONENT OF THE GLOBAL SUPPLY CHAIN

The textile industry holds significant status in the India. Textile industry provides one of the most fundamental necessities of the people. It is an independent industry, from the basic requirement of raw materials to the final products, with huge value-addition at every stage of processing. Today textile sector accounts for nearly 14% of the total industrial output. Indian fabric is in demand for its ethnic, earthly colours with varied textures. The textile sector accounts about 30% in the total export. The textile industry is the largest industry in terms of employment economy, expected to generate 12 million new jobs by the beginning of 2011.

Position of the Indian Textile Industry in the World Textile Economy

India contributes 20% to world spindleage capacity, the second highest spindleage in the world after China. It contributes 6% to the world rotorage and 62% to the world loomage. India is perceived as a country with the biggest growth potential after China with an estimated growth of 7% per annum. Export revenue generation from the Indian apparel industry is expected to reach $34 billion USD by the end of 2011.

Enhanced with skilled manpower, variety of fabrics, and resources, Indian apparel industry is now undergoing a rapid metamorphosis, shaping out to become an integral part of the global supply chain. The share of the Indian textile economy in the global market is around 5.9%. India is one among the handful of countries that owns the entire supply chain in proximity from diverse fibers to a large market. The supply chain provides around 70% of its production to the domestic market, and is capable to offer a mix and match of variety of products and applications. Currently, the supply chains compete on low cost, accurate delivery, good quality, and flexibility in quantity and diversity. For the global fashion industry, India is a very big exporter of fabrics and accessories.

A basic judgmental expectation in the selection of fabrics is the present trend in the international market. Indian fabrics and designs have made a remarkable name universally. For instance fabrics like Tussras, Matka Silks, Phaswas, which are produced in Chapa. Surat supplies Jacquards, moss Crepes and Georgette sheers. Madras Check – This originated from ‘Lungi’, a simple lower body wrap. Recently many designers have started using traditional Indian fabrics, designs and cuts to enhance their fashion collections. Ethnic Indian designs with batik cravat, tie-and-dye or vegetable block print is ‘in’ not just in India but all across the world. Garments embellishment with bead work is another area where it in demand in the international market. In India, Western inspiration is increasing due to the influence of TV and films.

1.3. GROWTH OF THE FASHION INDUSTRY – INDIA

THE FIGURE OF FASHION INDUSTRY :

The Indian fashion industry has experienced significant expansion in the last decade mainly driven by the growth of domestic designers, some of whom have gained international recognition in recent years.

By 2012, the Indian fashion industry is expected to grow 78%, and reach USD 189 MM.

Recently, a report stated that the Indian fashion industry can increase from its net worth of Rs 200 crore to Rs 1,000 crore in the next five to ten years.

According to approximations, the total apparel market in India is calculated to be about Rs 20,000 crore. The branded apparel market’s size is nearly one fourth of this or Rs 5,000 crore. Designer wear, in turn, covers nearly about 0.2 per cent of the branded apparel market.

Consumer spending on fashion products has grown at 7.1% annually.

The organized market for designer apparel is about Rs 250 crore

The global market for designer wear is 5 per cent of total apparel market

Designer wear industry is projected to increase to Rs 1,000 crore by 2015.

Many fashion designers and management experts foresee an average growth of about 10-12 per cent for the Indian fashion industry in the coming years.

KEY GROWTH DRIVERS

International Recognition of Domestic Designers as Rina Dhaka, Anamika Khanna, and Manish Arora

Consumer Brand Awareness (More than 81 per cent of the population below 45 years of the age is fashion conscious).

Other Factors :

Well known Institutions for understanding Fashion. For example; The Indian School of Business (ISB) launched a program on ‘Business of Fashion: Strategic Brand Management’

A group of domestically established designers founded the Fashion Foundation of India (FFI). The aim of the association is to assist designers and fashion manufactures in growing the Indian fashion industry at international level

However, despite the benefits available in India there are also some disadvantages. India is not a remarkable player in the global market with reference to brands because of its inability to add value to products. This is observed by the fact that nearly 50 per cent of its exports are apparel and made-ups where value addition is essential. Evidently, the Indian market has not made a strong stand and hence it is difficult to make Indian brands that can compete with global brands in India. Another reason for the fashion industry’s inadequate growth is the limited experience of the designers and the platform they are offered. The insignificance stalks from the reality that most of the young talent is hired by the bigger names to work in their studios, thus imprinting their work with the label of the big designers.

Though performing individual presentation is not an alternative choice for most of the young talent, because of the limitation of finance, a beginner designer’s name fails to come to the forefront. The entire focal point of the industry is on commercialism. The discussion is only regarding how much is sold and for what price and nothing about the designs or styles.

VERY IMPORTANT

http://www.fibre2fashion.com/industry-article/9/809/the-most-significant-factors-to-consider-while-launching-a-new-apparel-brand-in-india1.asp

http://www.docstoc.com/docs/25493164/Indian-Textile-Industry—Industry-Analytics

http://www.oppapers.com/essays/Introduction-To-Consumer-Behaviour/382604

http://www.rajputbrotherhood.com/knowledge-hub/business-studies/the-economic-factors-affecting-business-environment.html

http://www.insightinstore.com/?page_id=796

http://en.wikipedia.org/wiki/Globalization