www.cpmr.org.inOpinion: International Journal of Business Management
ISSN: 2277-4637 (Online) | ISSN: 2231-5470 (Print)Opinion Vol. 2, No. 2, December 2012
has became a destination brand, where different variouschannels are being negotiated and integrate servicefashion and design branding strategies .Globalization andincreasing competition, and short product life cycles infashion retailing cultivate asymmetric consumer behavior and pose a number of marketing challenges for retailfirms in India. In order to survive in this industry, it isvital for manufacturers and for retailers to develop andleverage core marketing capabilities. This study examinesthe effectiveness of different fashion marketing strategiesand analysis of the consumer behavior in a cross-sectionof demographic settings in reference to fashion apparelretailing. This paper also discusses the marketingcompetencies of fashion apparel brands and retailers inreference to brand image, promotions, and external-market knowledge. The study examines thedeterminants of consumer behaviour and their impacton purchase intentions towards fashion apparel.Consumer market for fashion apparel has become morediverse by designer brands, store brands, personalization, advertising, and ethnicity in the globalmarketplace. If manufacturers and retailers of fashionapparel can identify the target consumers’ preferences,they may be better able to attract and maintain their target consumer group. However, little research has been conducted to investigate the factors influencing theapparel shopping behaviours among Hispanicconsumers. Thus, the purpose of the present study is toinvestigate the attributes of shopping designer apparelamong consumers in India.The present paper is divided into following sections,Section I, i.e. the present section gives the insights of changes in the culture and its impact on Indian fashionindustry and preferences of buying. Section II gives theextensive reviews the literature .Section III gives analysisand interpretations of the results, followed by summaryand conclusions contained in Section V. References arethe part of the last section.
II. REVIEW OF LITERATURE
The fashion apparel has been quiet successful in buildingan image in the market by which is mainly exemplifiedas sexually ardent designs across genders (Narumi,2000). It is argued that shifts in consumer culture areconsidered as part of an international cultural system.There are many consumer values fitness for purpose,functionality and efficiency are considered as main driverswhich contribute significantly in cultural change andchange in fashion fit their lifestyles (Hartley andMontgomery, 2009). The platform adopted by the is inits Free design form the apparel designers,manufacturers, and retailers to exhibit geometry modelsof apparel products. Apparel products are essentiallydesigned with reference to human body features, andthus have a common set of features as the human modelhence is helpful in producing automatic generation of fitted garments. As seen people across genders buy theclothes which are mainly offered by the retailers, whoare mainly influenced by lifestyle, cultures and values(Wang et al, 2009). Hence, the following hypothesiscan be laid:People buy products which are mainly influenced by the consumer preferences the base of which is socialdifferentiation of the products and self esteem of theconsumer and this choice differs across culture whichlargely differs in their cultural orientation (Moon
,2008).Cultural dimensions like individualism, masculinity,uncertainty and avoidance etc is considered as a veryuseful framework in explaining cross cultural differencesin customer acceptance of designer products(Hofstede,1980).Apparel is often used for its symbolic valuereflecting the personality and status of the user. Whenthe apparel holds a designer brand, it may be perceivedas an ostentatious display of wealth. Thus consumersare motivated by a desire to impress others with their ability to pay particularity high prices for prestigious products (Solomon, 1983). Such personality dimensionsoften play critical role in shifting the consumer culturetowards brand led buying behaviour of utilitarian goods.The designer apparel brands are perceived by theconsumers as prestigious brands encompassing several physical and psychological values such as perceivedconspicuous value, perceived unique value, perceivedsocial value, perceived hedonic value and perceivedquality value (Prendergast and Wong, 2003).Consumer experience with high socio-economic power perceptions