Colourful fashion trends of India
With the end of the 20th century came the end of all hype which has created a more practical and pragmatic environment and has given a more carport picture of the fashion business.
In the 50s, 60s and 70s, the Indian fashion scenario wasn't exactly colorless. It was exciting, stylish and very graceful. There were no designers, models, star or fashion compose labels that the country could show off. The value of a garment was judged by its style and fabric and not by who made it.
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It was regarded as ever so chic and fashionable to coming any unfamiliar tailor, who could make a garment for a few rupees, providing the excellent fit, quit and style. The high community lady, who wore it, was proud for getting a good deal and for giving her name to the end result.
In 60s, tight 'kurtas', 'churidars' and high coiffures were a trend among ladies. It was an era full of naughtiness and celebration in arts and music and cinema, manifested by liberation from restriction and acceptance of new types of materials such as plastic film and coated polyester fabric.
The 70s witnessed an growth in the export of customary materials exterior the country as well as within. Hence, international fashion arrived in India much before the Mtv culture with the bold colors, flower prints and bell-bottoms. Synthetics turned trendy and the disco culture affected the fashion scenario.
It was in the early 80s when the first fashion store 'Ravissant' opened in Mumbai. At that time garments were retailed for a four-figure price tag. The '80s was the era of self consciousness and American designers like Calvin Klein became popular. In India too, silhouettes became more masculine and the 'salwar kameez' was designed with shoulder pads.
With the evolution of designer shop in Mumbai, the elegant fashion compose culture was a trend among Indians along with their heavy price tags. No doubt that a garment with a heavy price tag was at the bottom stage of fashion. But clients immediately transformed into the high fashion fold where they were convinced that that the word 'elegant fashion compose culture' means, it had to have a higher price tag.
Garments were sold at staggering prices only because the designers had decided to get themselves noticed by production showy outfits and getting related with the right shows, celebrities and events.
Later, fashion shows shifted to competing events each attempting to out-do the other in theme, guest list and media coverage. For any newcomer, the fashion enterprise was the amount one expert art that time.
In the 90's, the last decade of the millennium, a move towards the drastic pairing down returned with ethnic wears (Today, ethnic wear market in India is accounted to Rs. 9000 crore). This led to the decline and the recession, the push to sell at any cost and keep staying in the limelight. With heavy cut throat competition and sound awareness of the client, the sure occurred. The price tags, which had once reached at a peak, began their downside journey.
At those times the downturn was not only being experienced in the price tags of the garments, but also in the enterprise of fashion shows. More models, choreographers, make-up men, hairstylists and designers streamed down into their business.
The fun and party time in the Indian fashion scenario had not ended with this, but continued. It was a point, where it reached at a sure steady level and from there, in the beginning of the 21st centaury, with new designers and models and some sensible designing; the fashion hype accelerated its speed.
Indian fashion manufactures spreads its wings globally
For the global fashion industry, India is a very big exporter of fabrics and accessories. All over the world, Indian ethnic designs and materials are carefully as a valuable facet for the fashion houses and garment manufacturers. In fabrics, while sourcing for fashion wear, India also plays a vital role as one of the biggest players in the international fashion arena.
India's strengths not only depend on its tradition, but also on its raw materials. World over, India is the third largest producer of cotton, the second largest producer of silk and the fifth largest producer of artificial fibres.
In the international market, the Indian garment and fabric industries have many underlying aspects that are compliant, in terms of cost effectiveness to produce, raw material, quick adjustment for selling, and a wide ranges of preference in the designs in the garments like with sequin, beadwork, aari or chikkon exaggeration etc, as well as economy skilled work force. India provides these fashion garments to the international fashion houses at competing prices with shorter lead time and an sufficient monopoly in designs which covers elaborated hand exaggeration - thorough world over.
India has all the time been carefully as a default source in the embroidered garment segment, but the changes of rupee against dollar has additional decreased the prices, thereby attracting buyers. So the international fashion houses walk away with customized stuff, and in the end crafted works are sold at very cheap rates.
As far as the market of fabrics is concerned, the ranges available in India can attract as well as confuse the buyer. A basic judgmental expectation in the selecting of fabrics is the present trend in the international market. Much of the yield tasks take place in parts of the small town of Chapa in the Eastern state of Bihar, a name one would have never even heard of. Here fabric production is a family industry, the ranges and ability of raw silks churned out here belie the crude yield methods and tool used- tussars, matka silks, phaswas, you name it and they can compose it. Surat in Gujarat, is the victualer of an astonishing set of jacquards, moss crepes and georgette sheers - all fabrics utilized to make dazzling silhouettes demanded world over. Someone else Indian fabric compose that has been specially designed for the fashion history is the "Madras check" originally utilized for the universal "Lungi" a straightforward lower body wrap worn in Southern India, this product has now traversed its way on to bandannas, blouses, home furnishings and roughly any thing one can think of.
Recently many designers have started using customary Indian fabrics, designs and cuts to improve their fashion collections. Ethnic Indian designs with batik cravat, tie-and-dye or vegetable block print is 'in' not just in India but all across the world.
In India, folk exaggeration is all the time related with women. It is a way of their self expression, and they make designs that depict their native culture, their religion and their desires. Women embroider clothes for their personal use, and the people related with the pastoral profession get ready embroidered animal decorations, attractive covers for horns and foreheads and the Rabaris of Kutch in Gujarat do some of the finest embroidery. Embroidered pieces are made during the festivals and marriages, which are appliqué work called 'Dharaniya'. One of the valuable styles of Saurashtra is 'Heer' embroidery, which has bold geometric designs, woven on silks. The Mutwa women of the Banni area of Kutch have a enthralling exaggeration where they make fine exaggeration works with designed motifs and mirrors in the size of pinheads, the Gracia jats use geometric designs on the yoke of long dresses. Moreover, the finest of quilts with appliqué work are also made in Kutch.
Garments ornamentation with bead work is Someone else area where it in examine in the international market. Beads are used to get ready garlands and other accessory items like belts and bags and these patterns now available for haute couture evening wear too.
According to a survey, in new times Indian women have given up their customary sari for western wears like t-shirts and shorts, as they feel more comfortable in skirts and trousers instead of saris and salwar kameez. It's been noted that women spend just 5 million on trousers and skirts against 1.74 billion dollars spent by men on trousers. With more women coming out to work, the (combined) branded trouser and skirts market has been expanding at a whopping 27 per cent in sales terms. Women feel that Western clothing is more suitable, particularly when working or using collective transportation. Many corporate offices are also in favor of their employees wearing Western wear.
In India, Western inspiration is expanding due to the affect of Tv and films. Besides, shopping malls selling branded clothes have also mushroomed in India and are enthralling the youngsters. Recently, designer wear is being promoted through store chains such as Shopper's Stop, Pantaloons, Westside, etc. Companies such as Raymond and Tcns have also set up their exclusive shop for designer wear such as Be: and W.
The market of India fashion industry
Recently, a report stated that the Indian fashion manufactures can growth from its net worth of Rs 200 crore to Rs 1,000 crore in the next five to ten years. Currently, the worldwide designer wear market is amounted at billion, with a 9 per cent growth rate, with the Indian fashion manufactures creating hardly 0.1 per cent of the international industry's net worth.
According to approximations, the total apparel market in India is calculated to be about Rs 20,000 crore. The branded apparel market's size is nearly one fourth of this or Rs 5,000 crore. Designer wear, in turn, covers nearly about 0.2 per cent of the branded apparel market.
At present, the largest sales turnover within the designer wear segment is about Rs25 crore, with other familiar names having less turnovers of Rs10-15 crore. In view of the prospects of the Indian fashion manufactures for growth, the figures are not very hopeful.
The shape of fashion industry
o The organized market for designer apparel is about Rs 250 crore
o Designer wear calculates to less than 1 per cent of the apparel market
o The global market for designer wear is 5 per cent of total apparel market
o The global market for designer wear manufactures is largely dependent on the small-scale sector
o Consumers for designer wear have a yearly household revenue of Rs 10 lakh-plus. There are 3 lakh such households developing at 40-45 per cent
o Designer wear manufactures is projected to growth to Rs 1,000 crore by 2015.
o More than 81 per cent of the people below 45 years of the age is fashion conscious.
Many fashion designers and administration experts foresee an average growth of about 10-12 per cent for the Indian fashion manufactures in the coming years. Though, the growth rate could be more than 15 per cent, if infrastructural and other logistical bottlenecks and drawbacks are over come.
India needs more effort to overcome
However, despite the benefits available in India there are also some disadvantages. India is not a distinguished player in the global market with reference to brands because of its inability to add value to products. This is observed by the fact that nearly 50 per cent of its exports are apparel and made-ups where value expanding is essential. Likewise, 75 per cent of domestic apparel market is commoditized and unbranded and very few Indian brands do survive in the foreign markets. Evidently, the Indian market has not made a strong stand and hence it is difficult to make Indian brands that can compete with global brands in India.
Another speculate for the fashion industry's inadequate growth is the tiny caress of the designers and the platform they are offered. The insignificance stalks from the reality that most of the young talent is hired by the bigger names to work in their studios, thus imprinting their work with the label of the big designers.
Though performing private presentation is not an alternative option for most of the young talent, because of the limitation of finance, a beginner designer's name fails to come to the forefront.
Another thing, with regards to the ramp, is what the designers offer is barely thorough to be worn ordinarily. You'll see there's distinction between what is there on the ramp and what the Page Three crowd wears. Some believe at present the fashion is in, but the tendency hasn't changed much as it is the old ones coming back. We have had short kurtas, long kurtas, flowing skirts, etc. coming back into fashion with only a new collection of designs.
Many administration consultants and professionals believe that the Indian fashion manufactures will be boosted if the new comers are paid allowable attention. What they require is more retain so that their work gets due recognition. Agreeing to the consultants and professionals there should be a panel of people who choose designers for showcasing Agreeing to their work and not their name or who they've worked for earlier, and hence option would be purely based on quality. Besides this, the panel of judges should consist of of people from the fashion schools rather than designers.
It has been observed that the media-hype colse to the big designers and blatant commercialism has hindered enterprise in the Indian fashion industry. No clear cut picture is in case,granted about the feasibility of the products. Basically it is only the paramount names that are being talked of. What they offer is not quite daily-wear. The entire focal point of the manufactures is on commercialism. The conference is only regarding how much is sold and for what price and nothing about the designs or styles.
Efforts to compose global fashion brands
It needs innovative designers, a seamless contribute chain, control over retail and distribution and concentration of ability while dealing with some image. While a few have finished something in the west exterior Tommy Hilfiger, Gucci, Zara, Armani, Versace, Ralph Lauren, etc, India has not been capable to track on.
A serious speculate for India not being victorious has been its isolation in the fashion system. Each stakeholder together with designers, exporters, textile players and retail chains need to come together along with the government to make sure that the position of Indian fashion is strong in the coming years.
There are assorted agencies and manufactures associations that can retain in brand-building practice. Many of these agencies require enthralling resources and production a global image of Indian fashion rather than independently trying to promote singular brands or textile segments.
Efforts to originate strong global image
Large textiles players require more and more to target on the market facing activities while developing an connection with small medium enterprise (Sme) clusters. Such kind of networks would be a benefit to that which can focus on examine production and branding as well as for clusters that can focus on ability production.
Efforts to originate value networks
After the entry of large retail chains like Wal-Mart, Gap etc in India, Small scale manufacturers in India will find it very difficult to satisfy the demands of these international buyers if they continue to promote their products individually. Therefore, it is very leading that value networks are created between large textile and apparel Companies in India and small scale manufacturers, so that the marketing muscle of the leading players can be utilized for receiving large orders while the bigger players then assign the orders to the small-medium enterprises Agreeing to their past report of ability and service. For this to be put into practice, it will be vital to well-organize the facts on small-medium enterprise clusters in a excellent manner so that victualer option decisions are made Agreeing to the facts in the long run, only the more sufficient small-medium enterprise players survive and develop.
Efforts to couple on designers and designs
Designers have a underlying role to play in the hereafter of Indian fashion scenario. There should hence be an sufficient process for establishment these designers. This can be done by sponsoring transfer programs with international schools, expanding participations in the fashion capitals of the world, motivating and offering enterprise incubation to new designers and rewarding efforts through allowable compose awards.
Even in India, familiar designers are incapable to tap finances from well-organized resources, since a vital part of their assets are brands and compose talent which are not measured in terms of money and hence it becomes difficult to judge the value. This has severely inhibited their improvement and ability to raise retail existence across the country and abroad. Likewise, there is no systematic coming of existence in the fashion capitals of the world like Paris, Milan and New York. Due to this, designers have to depend on their personal contacts and relationships for organizing fashion shows and production retail alliances. The French government as well as the British government helps designers of their singular countries appreciably in these areas as they understand that value creation through compose is the only way to carry on in the competing landscape of the global fashion industry. The Indian government and related agencies should also accept this aspect of textile, apparel and fashion manufactures sincerely if they need to see India on the global fashion map.
Work in collaboration: designers-corporate efforts
Designers and many organizations can work globally through assorted models and with many working relationships. The Indian fashion manufactures has many views but only one such model, wherein a designer creates a retail investment with his/her own brand through organized retail chains. There are many other models Agreeing to brand possession and division of operational activities.
Globally, many models of collaboration between designers and corporates are available. For example Ralph Lauren has made an deal with Jones Apparel for producing and retailing assorted Polo brands. Likewise, Armani had an deal with Zegna for production, even while it was competing with them in the marketplace. There are many cases of designer brands being co-owned by the designers and corporates, Gucci-Alexander McQueen and Gucci-Stella McCartney being some of them.
In the end, many designer businesses have been obtained by corporates where designers play a major role in the compose elements of the business, but the brand and the society is owned completely by the corporate.
The current possession of Calvin Klein by Philips Van Heusen and earlier holdings of Hugo Boss and Valentino by Marzotto are some related examples in this segment. These examples strongly point out that not only designers find such relationships leading for development, but also corporates find these enthralling for rising their profitability and growth. Likewise deals in India could go a long way in developing the brand values of corporates and designers.
Developing clusters
Making tasteless infrastructure for functioning such as compose and sampling, affluent treatment, product testing, etc can help in expanding the ability of the clusters since distinguished investments could be made by the clump itself rather than any singular player.
Well-managed databases can help in decreasing hunt costs and through data mining, rating of players can be done so as to make the procurement process easier for buyers. Cooperative marketing programs at dissimilar clusters can also retain players to grow up in the value chain by mixing their strengths within the cluster.
Cluster based battle in the fashion manufactures is characterized by the Italian industry. The National chamber for Italian Fashion for example, supports the improvement of the fashion clusters at Milan and Florence in a well organized manner. Indian manufactures can learn a lot from Italy because India has a similar clump based scattered yield base, but has been incapable to link it with compose and branding capability.
If the above activities are successfully considered, India could have an astonishing improvement in the fashion industry, which could growth from a negligible size to Rs 8,000 crore in the coming decade.
Conclusion
In the 50s, 60s and 70s, the Indian fashion scenario was colorful and stylish, in the end of 20th century it was quite subdued and with the beginning of the 21st century it has geared up and is still experiencing the growth with many spectrums of colours. Though this manufactures is growing at a very good pace, Besides achieving a negligible share in the global market, still it needs to make severe efforts to stand amongst international fashion market in assorted aspects.
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