Deciphering Fashion Trends Among Youth
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Transcript of Deciphering Fashion Trends Among Youth
Decip
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Trends a
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Objective
To decipher the ‘Fashion Pulse’ of the Youth. ◦Understanding the source of
inspiration for Fashion Trends among with youth.
Understanding FashionFashion is a style that is popular in the
present.
It is a set of trends that have been accepted
by a wide audience.
It is a complex phenomenon: psychological,
sociological, cultural or commercial points of
view
◦ Trickle Down Theory
◦ Trickle Up theory
◦ Trickle across theory
Trends
Can be emerging, building or declining
It has identifiable similarities across
information sources. (styles, details, etc)
Characterized by a building awareness
among consumers
Eg Leggings with Tunics
Fads
Short Trend (a trend with a short duration)
Accepted among a relatively small
contingent of consumers
Fades quickly because it isn’t supported the
corresponding lifestyle changes.
Classics
Long trend
Any item or style that gains visibility,
generates multiple purchases, and reaches a
plateau level of widespread acceptance that
persists over a long period of time.
Classics implement core attributes desirable
while avoiding extreme styling
Eg Little Black Dress, Denims
Survey Information
Sample size - 20
Female – 11
Male – 9
17 -25 Age group
Method of collection of data
Observation
Interviewing
Survey Information Areas covered
Colaba Causeway
Jai Hind college, Churchgate
KC College, Churchgate
Linking Road, Bandra
Phoenix Mills, Lower Parel
Café Mocha, Churchgate
Gauging the Fashion Pulse◦ Where do our TG shop from?
◦ Who are they inspired from?
◦ Who is their Fashion Idol?
◦ What is their current style for the following
Party
Everyday
Work
What does ‘Being in Fashion’ mean to them?
Where do they shop from?
Any place Convinient10%
Brand Store / Labels
7%
Price conscious18%
Retail Chains49%
Street Wear11%
Small Botiques / Small Designers4%
Inference
Retail chains like Pantaloons, Shopper Stop
are the most popular shopping destinations
among TG.
Youth are more keen on owning a ‘Brand /
Label’ and based on their ‘buying power’
shop from various destination.
For regular casual / everyday look – Retail
chain
For special Occasion - Boutiques / Fashion
Label
Who are they inspired from?
Celebrities24%
Movies16%
TVC4%Magazines
20%
Peers4%
Your own style32%
InferenceAlthough majority claim to develop their own
‘style’ it is in fact inspired from either*◦ Movie◦ Celebrity◦ Look – Rock, Bohemian, etc ◦ Image – The Rugged, The Corporate, etc ◦ Fashion Magazine / Designers
*Uncovered when probed further during conversation.
Magazines CelebsFemale
◦ Vogue◦ Elle◦ Marie Claire◦ Seventeen◦ Cosmopolitian
Males ◦ GQ◦ Men’s Health
Kareena Kapoor – 4
Katrina Kaif - 3
Shahrukh Khan – 2
Hip Hop Culture / 50
cents – 2
Shahid Kapoor – 1
Kevin Pieterson – 1
Michael Schumi -1
Celeb Category that influences the youth
Actor50%
Fashion Models19%
Sports13%
Music Idols*19%
Celeb Category
*Mostly for Males
Resourceful insights
-1
Females
◦Women’s clothes are vents their
individuality
◦Very particular about their look
Eg. This season leggings are in vogue so
prefer leggings over denims.
◦Like to maintain their Signature look with
minor changes according to the latest trend.
Eg Rock chic look, or Bohemian Look
Resourceful insights -
2
Males
◦Men’s clothes are generally
occupational.
◦Prefer to wear Black during parties.
◦Bright Tshirts with Shorts / Denims are
in.
◦Comfort is more important than looks
Resourceful Insights -3
Both get inspired by the ‘Look’ in a movie
than the actual celebrity look.
Female get inspired from actor, models and
magazines unlike Males
◦ They select and coordinate looks from catalogs,
print ads, and commercials
Males prefer the sports / casual look.
Resourceful Insights -4
Fashion Stylist have tremendous artistic
clout in today’s image driven fashion world
Classics (long trends) have the most recall
and retention index.
Followed by the Trend that also has high
retention score.
Fashion Cycle
Classics
Trends
Fad
• High retention • Higher acceptability,
Low Risk• Denims, LBD
• High recall and retention
• Consider to be fashionable
• Low recall index• Considered to be
highly fashionable• Change their look
frequently
THANK YOU