On the international fashion scene, multicultural sensibilities are being accepted as mainstream fashion staple. Lines between the east and the west are blurring. What is the scenario in India? What …
On the international fashion scene, multicultural sensibilities are being accepted as mainstream fashion staple. Lines between the east and the west are blurring. What is the scenario in India? What does India make of its authentic multicultural influences, given the multitude of new home borne and international influences that keep cropping up so often these days? How have these impacted fashion?
The Indian fashion stage is a reflection of deep cultural influences, the consumer shift in the new economic scenario, and changing social perceptions. This indicates the birth of new and distinct target groups that ride on various influences to set new trends. Understanding these influencers and the various target group characteristics are key to setting foot or succeeding in the Indian fashion industry. This report explores this potential, but challenging landscape in depth, and gives direction as to how a fashion brand can achieve success with Indian consumers.
Challenges in India’s diverse landscape are many. Smart consumers are a new phenomenon.
They like to base their decisions on rationale and focus on fashion brands that are most coherent with their aspirations. Also, fashion adaptations vary greatly across the country, and makes the map even more complex to understand. Insight Instore discusses how these and other challenges characteristic of India can be overcome, through spotting the target segments and delving deeper into their thinking patterns.
We further identify the macro trends that are representative of these segments. The study looks at 4 macro trends and 12 sub trends across 3 segments. Combining attractive and relevant visuals with our analysis to communicate the trends, we finally put together a few pointers which we believe will stimulate ideas and actions in the right direction.
Useful for brands, designers, consultants, trend hunters, professionals in the fashion sector and ideators who are interested in this creative line.