Whatis fashion to you? If you ask this question in a crowd, you are bound to getnumerous answers. But there will be one common aspect in all the answers - looking good! Looking good meant differently in different times and indifferent cultures. This is the reason, fashion in different era and differentregions differed from each other.
Fashionindustry in India has developed immensely in the last decade. Today, it isestimated to be of many billion dollars. India has attained acclamation in theinternational fashion arena. Just like the traditional big names - Italy, France, and UK, India has been recognized as the emerging fashion hot-spot!
LeviStrauss, Pepe Jeans London, Lee and other international brands entered India a long time back. But major international luxury brands like Gucci, Chanel, TommyHilfiger, and others saw huge potential in Indian markets merely a decade back.They found Indian markets attractive and invested profoundly in it.
ShaileshChaturvedi, CEO, Tommy Hilfiger India says, "We are seeing that with newfound prosperity, Indian consumers are rapidly upgrading their consumptionpattern. Tommy Hilfiger has benefited with this upgradation where consumersused to buying Indian apparel brands have rapidly upgraded to TommyHilfiger." (Source: Desicreative.com)
Mediais the main reason of such increasing acceptance for fashion and brands amongthe masses. New trends are constantly being introduced by the stars of silverscreen and small screen. Fans tend to imitate their role models in every way.Copying their fashion and style statement is no exception!
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Inthe late nineties and early twenties, ethnic wear was considered out dated andold fashioned. But soap operas wiped out this mentality from Indian minds asthe drama queens were clad in traditional wear majority of the times. Fashionableethnic garments became the buzz word in cities and towns of India, thereafter.
Actorsand actresses are adored and looked upon by millions in India. They hold a special place in the hearts of Indian fans. Fans can spend any amount ofmoney to dress and feel like their favorite stars.
Thisis the reason fashion houses and companies hire celebrities and noted actorsand actresses to promote their product.
Manyfashion shows took place in India in the last decade. The number of fashionshows is increasing day by day. Indian designers like Ritu Beri and TarunTahiliani got international acclamation. Generally, high profile fashiondesigners have film stars as 'show stoppers' in their fashion shows.
Fashionmagazines like Femina have played a considerable role in making the masses familiarwith different brands and fashion trends. Fashion portals and TV channelspresent the daily news and happenings of the fashion world before the people.They adopt it after viewing it and analyzing it.
NainikaKaran, Fashion Designer, 'Gauri & Nainika' team remarks, "You cannot survive withoutmarketing. Marketing and advertising is required to take any brand forward. Iwould not say that the fashion industry would not have grown to the level ithas now without the help of the media, but media has a large role to playbehind the success of any brand. A brand reaches a wide audience through themedia."
Fashionand media are interconnected. Media has played a significant role in boostingthe fashion industry in India. It has helped in creating awareness about aparticular brand, designer, or fashion show in the minds of people. The fashionindustry will continue to grow. It is expected to be worth Rs. 750 cr by thisyear.
References:
1)Grailresearch.com
2)Desicreative.com
3)Indiatimes.com
4)Indiamod.com
ImageCourtesy:
1)Planetfashiontv.com
2)Dawn.com
3)Newa24online.com
4)Dailybhaskar.com
