A Mélange of influences due to globalisation and the

8/3/2019 A Mlange of influences due to globalisation and the

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A Mlange of influences due to globalisation and the more recent Indianisation resulting in a shift in

the sociocultural, economic, demographic and psychographic make up of the country; these directlyand

indirectly have an impact on fashion Emergence of India as a source of inspiration for Indian &

International designers; Surge in popularity of Indo-western garments.

THE FASHION INDUSTRY TODAY

Birth of a new breed of experimental designers with no qualms about any mode of self expression;

A complex fashion language driven by established and new designers rise of new target groups across

the diverse sub-continent Increased awareness of fashion accelerated by advances in technology and

media proliferation Fashion is in an era of change driven by designers, consumers and brands.

A HIGH POTENTIAL MARKETBUT WHATS MISSING??

y a shallow awareness ofdiverse target segments

y an ability to predict theeffect of regular media

influences on existing

target groups;

dependence on western

trend adaptations

y a traditional static,consumer-research based

approach to design &

strategy

y mostly independentdesign and business

strategies


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y an in-depth understanding toidentify diverse requirements

& new segments

y an ability to forecastfashion adaptations across

a diverse map

y a dynamic approach driven byan understanding of trends ,

and shoppers along with

traditional consumer research

y a cohesive design andbusiness strategy that is borne

out of trend, consumer &

shopper research

WHAT NEEDS TO BE DONE?

Explore the Indian fashion landscape in detail using a combination of trend, consumer and

shopper research,Elaborate existing and Identify potential target groups

Propose and align strategies with research findings

Forecast style, colour and texture trends


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PROPOSAL

A first of its kind study to explore the potential,complex fashion landscape in India based on

trend, consumer and shopper research Titled The future of Indian Fashion - Trend

research, analysis & forecasting in the apparel

sector - 2011 and beyond

Will offer the brand

In-depth information on the Indian fashion industry

Trends and forecasts for range design and planning

Insights towards creating or revising business and

communication strategies

The report will be the brands strategy and design

B. Analysis

Gap analysis

Insights from market, trend, consumer

and

shopper research help spot the current

market

gaps Future scenario creation.

This involves using insights derived out

of research to

define segments and sketch out possible

future

scenarios.


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C. Strategy Creation

Scenarios created are indicative roadmaps

for each segment, with strategies being

borne out of them. An analysis post-scenario creation, helps test the

strategies for robustness and resiliency and

helps to further refine them.

D. Forecasting - Style, Colour, Textile

Used as a means of giving designers and

brands new ideas of

color/fabric/theme/mood and yarn

developments for different product types

and levels.

Forecasting includes fabric, colour and styling

trends; these combined with effective marketing

strategies dictates the success of designs

An analysis of the history of fashion will help

identify elements influencing change and

extrapolations will aid forecasting future trends.

METHODOLOGY - Research

The methodology will consist of both primary

and secondary research.


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Primary research

Shopper research Shopper observation &

interviews

Consumer research Focus group interviews

Trendspotting

B. Secondary research

Online research

Publications

Fashion Events Shows, trade fairs and more

METHODOLOGY - Forecasting

Style, Colour and textile forecasts are based on

primary and secondary research insights

Forecasting is done through scenario creation

using a combination of logic and intuition.

Scenarios are created by applying historical and

current trends to fashion frameworks and then

interpreting them in a future context.


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Conclusion

With the changing time,nature of people,habits together with their sence of

living and lifestyle changes ( mostly not predictable) .but researchers from all

over the world try and believe that fashion in India is changing at a major scalewith a growing exponential parameter.

Young brilliant minds are working with lot of skills without the effectivity of

any calamity,problems related to infrastructure,recession or share ups and

downs

Availability and non-availability of resources, have firm belief in their mind that

one day India gets enlisted in the fashion capital and the pronounced design

gurus of fashion.

Some basic following steps should not be avoided like proper

establishment,resource management, experimentation with textiles,giving

more ffocus and support to the young buds of india,foreign collaboration ,tie-

ups with the foreign universities for exposure.

The big shots of india should also think about FASHION and not being onlyfashionable ,celebrities should take it to a mass exposure,mass media will also

play an important role in this context together with the general awareness of

rural people, who are involved in this textile section.

If everybody keenly emphasis to this segment then it can become a major

source like medical ,engineering,films,etc..


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THE FUTURE OF INDIAN FASHION

Trend research, analysis & forecasting in the apparel

sector

Rajiv chatterjee,fd-7,collouium


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A Mélange of influences due to globalisation and the

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