“The world is changing and so is Fashion” Giorgio Armani‘s quote is a timeless saga. The changes are inevitable. For past two summers the psychological tsunami across all strata of consumers has hit the industry to new lows . Moreover, in the current scenario the consumer is stuck with hard choices of survival, alarmed of his carbon footprints, and diminished urge of splurging in retail sector. . We are not over yet with pandemic and we have started to witness long term shift in dressing sensibilities. The data driven and consumer oriented fashion sector needs a serious overhauling in terms of strategies . SUSTAINABLE fashion and STRATEGY changes are two prevailing mantras that will resuscitate the small sectors at faster pace. Its time to shed off the rigid approach and embrace the call of consumer to SURVIVE.
SUSTAINABLE FASHION is taking its baby steps as many acclaimed designers are bringing it to the mainstream. Creating Carbon footprints a serious issue. It is also a sign of being more human, being more conscious about impact you make on your journey to earth, being health conscious ,sound more educated and of course more trendy per say. Ethical in its approach and deriving its origin from exotic plants is definitely finding its place on the Indian fashion canvas. Yet we have to go long way in adopting strategies to make it more pocket friendly and penetrate deep to link the masses to the good cause.
The gap between urban and rural consumption has reduced. India has grown as one of the largest base of middle class income group .There is a steep rise in awareness levels courtesy mass scale digitization. Indian apparel industry is witnessing its fragmentation into several segments as per changing demographic, psychographic and economic trends like never before. New strategies are coming into play to plug the gap of functionality and desire of consumers with that of available ranges and options. Fashion is adopting yet YE DIL MANGE MORE strategy across to become more approachable and affordable Highlighting the innovation like clubbing of SPORT and Leisure as ATHLEISURE that sells like hot cake is the resultant of market mapping
FASHIONOVULTION
