Cultural, Social and Economic Influences of Changing Fashion Trends in India in the Last 20 Years

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TABLE OF CONTENTS

CHAPTER1: INTRODUCTION1

Research Background1

Research Aim and Objectives2

Research Questions2

CHAPTER 2: LITERATURE REVIEW3

Fashion and Fashion Industry3

Fashion Consciousness4

Introduction to Indian Fashion Trends and Industry5

Historical Perspective of the Indian Fashion Industry6

CHAPTER 3: RESEARCH METHODOLOGY8

Research Method8

Research Instrument8

Data Collection method9

Primary Source9

Secondary Source9

Participants9

Data Analysis10

Ethical Consideration10

REFERENCES11

CHAPTER1: INTRODUCTION

Research Background

Fashion within 20 years has come a long way with the increasing trend of online shopping driving a significant change in the Asian fashion manufacturing. Indian fashion is not anymore a privilege for just the elite and rich. Fashion has played a significant role on the life of individuals as it is considered to be medium of self-expression. The accessories and garments that people wear help people in identifying their groups in terms of religion, profession, lifestyle or an attitude. Hence, the term “fashion” has increasingly become a synonym with the growth of the overall country (Michael & Tian, 2010, 99). Trends and Styles have dropped down from fashion boutiques to small shops along the street line. The evolution of fashion trends have been observed all across the globe, however, the most significant impact has been observed in the Asian markets. These changes in the fashion markets and trends have been influenced by a number of factors. There are numerous factors contributing to the evolution of fashion trends on the whole. It has been extensively observed that the famous and rich people, and the royalty and political figures have always been a factor that has affected the seasonal changes in the fashion trends. In all this, media has played a prominent in updating people about the lasted trends and style checks (Lau & Phau, 2007, 428).

In the past twenty years, Indian Fashion trends have been witnessing a rapid growth with each passing decade. As a matter of fact, there is an increase and change in the trends and fashion almost every six months time span. This has proven to be the most highlighted area of the fashion industry of India that has been increasing and growing with leaps and bounds. This research focuses on identifying the cultural, social and economic factors that have influenced significant changes in fashion trends in India in the last 20 years.

Research Aim and Objectives

Main aim of the research is to identify and analyse the cultural, social, and economic influences of changing fashion trends in India in the last 20 years. Following objectives will be helpful in achieving the aim of this research:

To analyse the evolution of Fashion trends in India within last twenty years

To identify cultural factors that influences the changes in fashion trends in India

To identify economic factors that influences the changes in fashion trends in India

To identify social factors that influences the changes in fashion trends in India

To highlight the role of media in influencing the fashion trends in India

Research Questions

This study will focus on seeking answers for following research questions:

What is the role of media in influencing fashion trends in India?

What are the cultural, social ...