In the globalised era, the apparel and accessory segment in India, like many othertraditional product segments, is undergoing an astounding change o perception. Whileit continues to enjoy the position o being an enhancer o beauty, the new-ageconsumer perceives ashion as a must, maniesting the wearer’s attitude, personalityand liestyle.Fashion is now an important new sales driver in India, and domestic and internationalbrands are scrambling to adjust their designs to cater to the Indian market. A host o variables - the buying occasion, the wearing occasion, the economic strata o the targetsegment and the efect o regional and religious inuences on all o them are nowbeing juggled to nd the winning mix.With mounting western inuence, and a ocus on revival o traditional Indian ashionelements, diversity in India sees new aces. The Indian ashion stage is a reection o deep cultural inuences, the consumer shit in the new economic scenario, andchanging social perceptions. It indicates the birth o new and distinct target groups thatride on various inuences to set new trends. Understanding these inuencers and thevarious target group characteristics are key to setting oot in the Indian ashionindustry. Read on to nd out more about this potential landscape.
THE INDIAN FASHION SCENARIO