Fashion is all about how you wish to present yourself through your hairstyle, clothing trends, outfit, and by certain behaviour and mannerisms. Trends are set by designers and supported by celebrities who endorse them. In the recent years with greater media attention accorded to fashion industry, entertainment events, live shows, expositions, promotional events, theme weddings, destination weddings, reality shows, and growth in consumer industry ably supported by an aspirational and confident middle-class having better disposable income, have aided handsomely to rise of fashion industry. Global brands and foreign chains such as Zara, M&S, Forever 21, H&M, etc. are all doing profitable and serious growth oriented business here.
The young generation wish to follow latest trends and they are going with quality over quantity, buying costlier though fewer clothes, from global designer wear or recognized designer’s creations. Even in smaller towns and villages, young girls are crossing cultural boundaries to adopt latest trends in fashion, with the cuts and shades that were considered a taboo until a few years ago.
Fashion is the root with which the society reflects in our surroundings which is why we can define the contrast between contemporary and trendy looks. Fashion is however correlated with the lifestyle. Our lifestyle has dramatically changed because of the adaptation of fashion. The way of styling oneself with little highlights of accessories and mixing of ethnic and modern trends enhance the shades of the outfit.
Feminism get a boost with manifestation of fashion trends and rightly so, as women and men both are free to exercise the choices available aplenty. There is always something happening in the world of fashion. It’s changing rapidly and what is hot in today’s fashion trends may last for possibly only six months and becomes obsolete sooner than imagined. Creativity and innovation are tested and challenged.
Men’s fashion too is on an equally high swing and growing as rapidly as women fashion market. Salons and cosmetics segment have witnessed the dramatically fast rise in demand from men with a quest to looking good and acceptable, which is no longer only women’s prerogative.
A big market in India with a potential 650mn plus young population and an equally fashion- conscious middle-age consumer class is yet to open its doors to contemporary global fashion as there is an uneven distribution of money between tier-1, tier-2, and tier-3 cities, and as dispensable income rises in smaller cities and towns, fashion and consumer companies will be the first to exploit the market.
Already we see in a slow and subtle way things are changing. And one of the drivers is the e-commerce industry and communication technology. With high speed internets available, and enhanced logistics, fashion is home-delivered to many of smaller towns, and it’s no surprise that Amazon India has clocked its highest growth in tier-2 and tier-3 markets.
We already see many renowned fashion retail chains have ventured into non-metro markets, and are having better revenue generation and profits as compared to their counterpart retail chain in metro cities because one of the most challenging factor for survival in metro cities is the real estate cost and availability of good locations to open the retail outlet.
Watches too are in fashion and drive a more niche lifestyle trend even though the most basic function of a watch is more conveniently met by the huge upsurge in mobile phone penetration.
Last, but not least globalisation and economic development provides for fashion and culture, and for two of them to merge.
Indian fashion will always remain connected with elegant style and colour combination and shades etc.
May the fashion industry grow faster in years to come as nothing drives a nation’s growth faster and quicker when its citizens have that confidence and aspiration to excel in a gradually even and fairer society or workplace. And as India being such a huge untapped market for global fashion industry and a big chunk yet to join the fashion league as economic power increases, we are going to see more and more fusion and distinct blend of Indian traditional, ethnic and European or American design trends.