Literature Review on fashion industry

Submitted By Anupam Prakash 2nd MBA K Reg No: 1021105

Fashion Industry
Fashion industry is something that is growing at a very fast rate. Fashion industry in emerging markets like India is very competitive with different players like Lakme, future group, Aditya Birla group etc. Foreign fashion brands are also entering in India like Gucci, Armani and Zora etc. Fashion gives two options. Either choose to love it or hate it. But one cannot neglect it. No one can deny that people treat better when someone is well dressed. It shouldn't happen but it does. Hence, it is important to weigh the way a person looks and the way others want to see him/her. When it comes to fashion, there are lots of different things which come in our mind. Like the latest fashion trends, colours & style. To be in sync with fashion, one should have the proper knowledge of the intricacies of fashion as Fashion Is Ever-changing.

Literature review
1) Valerie Steele, the Museum at the Fashion Institute of Technology. http://www.bergpublishers.com/BergJournals/FashionTheory/tabid/524/ Default.aspx The article talks about the fashion theory Fashion Theory takes as its starting point a definition of fashion as the cultural construction of the embodied identity. The importance of studying the body as a site for the deployment of discourses has been well established in a number of disciplines. It says that the fashion is not only about the apparels and accessories but also the body fashioning like piercing and tattooing. 2) Kennedy, Caroline. Transforming fashion: Gifts Accessories; Dec2007, Vol. 108 Issue 12, p62-72, 5p & Decorative

The article offers tips on how to mix-and-match fashion accessories that will help women maximize their fashion budget without compromising their style. Reversible elements, like jewellery and handbags, can change an accessory piece, which offers two looks for the price of one. Purses with covers can be switched according to mood, whereas ensemble jewellery with removable gems can complement various outfits. Coordination in apparel, accessories and jewellery can let women have fun with their wardrobe. 3) No Author; The world beckons, but the biggest market for Indian designers is at home. The Economic Times Apr 3rd 2008 .

India's fledgling designer-fashion industry is stepping out into the international market. India boasts only a handful of designers that sell well overseas. It is India's potential as a source of future design stars that attracts the foreigners. In Mumbai Albert Morris, a consultant for Browns in London, said he was looking for that polished diamond able to combine Western cuts with India's talent for embellishmentand its famously fine textiles. But foreign buyers complained that although the fabrics were gorgeous, the cuts were often poor, and it was difficult to spot a single trend amid the riot of styles, even within one show. Many Indian designers also lack the organisational skills and infrastructure needed to handle large orders. Although many emerging designers have their sights on the global stage, their biggest and fastest-growing market by far is at home. Some 85% of sales at Delhi fashion week were to Indian buyers, who like more traditional sub continental styles. This presents a quandary for Indian designers and their financial backers. 4) Gemperli, Natalia. "Fashion World Mapper: Your City on the Trend Radar". Master Thesis, University of the Arts Zurich. June, 2010. The aim of the article is to define what a fashion city is, what are the factors and driving forces that characterises these cities and to show how the fashion industry boosts the local economy. he design, is a visualization of the dynamics of a fashion city, emphasising its most important characteristics and showing visually the results and consequences of boosting certain important factors/driving forces in a city. a "Fashion City" has an active entertainment and cultural scene, attracting tourists and consumers not only because of fashion per se, but also because of its leisure variety. A Fashion City should be an object of inspiration for the professionals that are based there, with an active, vivid, strong, unique sub-culture that can inspire not only fashion professionals, but also the people in the city, turning the street style and the street culture into an essential characteristic 5) Wright Lee, Macala. 5 Ways Social Media Changed Fashion in 2009. 2010 January. Its safe to say that the fashion industry has adopted social media as a marketing platform to reach their customers online and reignite brand passion and customer loyalty. While fashion brands and retailers are still grappling with social media in terms of brand perception and establishing metrics to measure its marketing value, they have used Twitter, Face book, YouTube and other social communities to develop digital marketing strategies to drive online sales and retail store traffic. Fashion is an experience with very specific feelings and emotions they hope to create for the wearer. The thought of going social scares many brands because theyre not sure how to translate these feelings into online traction.

6) Dana Gers, Social Climbing: Luxury Fashion Brands Must Embrace Social Media, Forbes, 14 oct 2009 Image is everything to luxury fashion companies. Preserving prestige is what sets brands such as Gucci and Hermes apart from Gap and H&M. But that same elitism is keeping certain luxury brands from engaging in social media, one of the most powerful forms of marketing at the moment. Luxury fashion companies are known for setting trends when it comes to their products. Most prefer to simply buy ad space in publications where they can present-and control--their image in glossy two-page spreads. While traditional media will remain an important advertising vehicle for high-end fashion companies, social media needs to be part of the marketing mix too. 7) Supriya Belwal, Latest Trends in Fashion Designing Industry, April 23, 2011 Fashion industry is a global industry and is one of the fastest emerging industries of India. The industry has made an outstanding performance in the recent years and has the potential to make a mark internationally. A lot Indian fashion shows are organized every year at the metropolitan cities of India. All top designers of India exhibit their designs to make clients and earn appreciation at such a popular stage. India is the epicentre of textiles and handicrafts industries; there are many handicrafts industries in the towns and small cities of India. India is the largest exporter of textile garments and fabrics and second largest producer of silk. Today Indian fashion designers are largely inspired by the simple but elegant apparel designs of these small scale industries. They use silk and cotton in their apparels time to time. These designs are also appreciated internationally for their uniqueness and elegance. 8) Doc. Dr Sneana Uroevic, Prof. Dr Milan Stamatovic & Danko Damjanovic ; Research of the Brand's Attributes in Fashion Industry, March 30, 2011 Most people unquestionably have their favourite brands. Those brands unquestionably evoke different emotions within people as well. If the emotions are positive, brand has greater chances to become popular. Brand has certain attributes (characteristics), it has personality, and it has its own self. It offers promises, guarantees value and quality. Human characteristics can be assigned to brands (brand personality), so they can be described with attributes used for describing people. If it is assumed that attributes can be assigned to the dear persons, then it is possible to apply on brands. Researches regarding brands' attributes experience in

modern industry evoked within the consumers are presented in this paper, and some brand's attributes among twenty of them are highly ranked such as: useful, urban, practical, creative and global.

9) Violawong, The Emulation of Indian Fashion and the West, May 23, 2011 With the expansion of western colonialism and development of foreign trades, Indian fashion has been continually improving to perfection. However, the forte of Indian fashion industry lies in its free-wheeling nature that incorporates anything exotic into integral Indian so much that it is not that easy to sport its origin. Nowadays, the Indian fashion industry is accelerated by mainly two aspects including customer choices and globalization of Indian economy. There are many reasons accounting western impact on the Indian apparel and costume industry. As a melting pot of multi ethnic groups, the open-minded culture coupled with cultural diversities of India embrace the whole world in tolerance posture. Each group has its own prominent style and type of dresses and costumes. Indian Fashion designers are known to interweave these diverse fashions and lend an amazing Indian touch to them. 10) Surabhi Bailwal, Fashion and Education, March 15, 2011 Fashion is the word which means self confidence and satisfaction. Fashion has its own definition to any fashionable person. As being fashionable is one's choice and its a mirror to ones own personality. Talking about the education and courses in this field, it is considered as one of the most exhilarating and challenging career options in today's world. In a country like India, where textile and garment industries have been flourishing for ages, the recent boom in fashion designing & textile industry has led to innovation and new prospects in the existing sphere of garment and accessory design. If you have a inclination for creativity, style and novelty, a career in fashion designing can be perfect for a person who likes to do experiment and who is innovative. On one hand, the fashion industry satisfies both the creative fancies and the materialistic needs of the people, on the other hand it promises glamour, fame, success and high pay packages. 11) Hemanth Y, Trainer and Consultant for Apparel Retail Management and IT. Paradigm shift in Fashion Industry- An E-Business Perspective, October 08, 2010 The face of Fashion Industry is witnessed a dramatic change in which the business is done. In the current scenario, Internet is considered as one of the channels of marketing (front end) in Apparel business. This article focuses on how Brand building

can be implemented by making use of tools like E-Business and Internet based channels to improve the traffic flow. Internet marketing has made its presence in the fashion industry. Fashion represents one's personal style and a taste of art. Every month, every one of us spends at least hundreds to thousands on what we are wearing. There are different purchasing and supplying sources to renew your closet every season. Now, it is no longer necessary to purchase directly from stores. E-buying is definitely the current trend. 12) Trishia Lopez , Designers: The Gods of Fashion Industry, July 22, 2010 Fashion designers help create the billions of clothing articles, shoes, and accessories purchased every year by consumers. Fashion designers working for apparel wholesalers or manufacturers create designs for the mass market. Fashion designers are the people who create the elegant, whimsical, fun, silly, and often expensive clothes we see parading down runways twice a year. Fashion designers design and create clothing and accessories for men, women and children. Some high-fashion designers are self-employed and design for individual clients. Other high-fashion designers cater to specialty stores or high-fashion department stores. 13) Subhashree Sarkar, The Design Development, July 08, 2011

Process

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Fashion

Product

The development and formulation of a design requires rigorous involvement and in most of the cases follows some or the other process. The process involved should be a course of action that would make reaching the goal very much easier and simpler. Design can be defined to conceive the idea for some artifact or system and/or to express the idea in a form. It would also mean reaching the goals within constraints. Here, the goals consist of the purpose like who is the design for? What is the use of the design etc. The constraints on the other hand are the materials and the platforms to be used. Overall it is a very challenging job to create a design that is aesthetic, creative and innovative at the same time.