Fashion in India & USA- An Intercultural Comparative Study

2. To study the diversified culture of India & USA in terms of fashion

1. To study the largely dominating fashion categories in these countries –

Casual WearFormal WearTraditional Wear

3. To study the effects of culture on the Indian & USA fashion industry and market

4. To study the current fashion trends in the two countries

5. To study the cultural factors influencing these fashion trends

OBJECTIVES

Fashion in India originated in 5th millennium BC in the Indus Valley Civilization when cotton was kitted, woven and dyed

Presently, Indian Fashion Industry is worth USD 40 billion & is estimated to increase at the highest rate of 13% to USD 124 billion by 2020

India has youngest consuming population base with more than 60% population between 15-59 years

The diversified culture of this country leads to diversified fashion cultures

Majority of Fashion Followers as compared to Fashion Innovators, E.g.: Influence from Bollywood

Indian Fashion Culture

Indian Fashion Culture

Types of Clothing for Women: Saree (7 yards, 9 yards & different draping styles for different cultures), Ghagra Choli, Salwar Kameez, Chudidaar Kurta, Pants, Skirts, Tops, Dresses, Gowns, etc.

Types of Clothing for Men: Dhoti, Lungi, Kurta, Sherwani, Headgears (Turbans, Pheta, Mysore Pheta, Gandhi Cap & Rajasthani Pagari), Pants, T-Shirts & Shirts, Coats, Blazers, Suits, etc.

Strictly follow color codes, drapes, accessories, etc in clothing based on the religion and ritual concerned

In USA fashion originated since 1920’s with the showcase of fashion trends through Radio, Print and Billboard advertisements

The USA Fashion Industry is presently worth USD 225 billion & is estimated to increase at a rate of 4% to USD 316 billion by 2020

USA has a comparatively weaker consuming population base with only 42% population between 15-59 years

USA has generally followed fashion trends from the history in cycles and their changing trends largely depends on culture, region, venue, demographics, etc.

Number of Fashion Innovators are more than Fashion Followers

USA Fashion Culture

Types of Clothing for Women: Types of Clothing for Women: Pants, Skirts, Tops, Dresses, Gowns, etc.

Types of Clothing for Men: Pants, T-Shirts & Shirts, Coats, Blazers, Suits, etc.

Conditions in terms of color codes, drapes, accessories based on the traditions are also followed in USA but, not as stringently as in India, E.g.: Garments in black are worn for weddings & mourning

USA Fashion Culture

Major Fashion Segments:

CASUAL WEAR

FORMAL WEAR

TRADITIONAL WEAR

V/S

60-70% of youth population prefer wearing casuals regularly

30-40% of youth population prefer wearing casuals regularly

Major Target Age Group – 15-59 years

Major Target Age Group – 15-75 years

Average spending on casual wear (per person/per year) – Rs. 300.000 – 500.000

Average spending on casual wear (per person/per year) – USD 7,500 – 8,000

Major Cities/States following this trend – Tier 1 metros (Mumbai, New Delhi, Bangalore, Kolkata, Chennai, etc.)

Major Cities/States following this trend – Tier 1 metros (NYC, Los Angeles, Chicago, Washington, San Francisco, Boston)

CASUAL WEAR - Statistical Comparisons

V/S

Cultural barriers leads to women majorly wearing clothes that are not revealing whereas men wearing basic denims/shorts & T-Shirts

CASUAL WEAR - Cultural Comparisons

Liberal Culture leads to women & men wearing clothes of their choice and experimenting with their styles

Colors like bright red, pink, blue are preferred in casuals

Largely pastel shades or subtle hues are preferred

E.g.: Tommy Hilfiger launches the classic American style collection with aesthetics matching the Indian culture like cuts, sizes, colors, etc

E.g.: Tommy Hilfiger launches the same classic American style collection with different aesthetics matching the culture of this country

V/S

CASUAL WEAR - Illustration

Major Fashion Segments:

CASUAL WEAR

FORMAL WEAR

TRADITIONAL WEAR

V/S

50-60% of working population prefer western/traditional formal wear regularly to work

75-80% of working population prefer western formal wear regularly to work

Major Target Age Group – 21-80 years

Major Target Age Group – 21-80 years

Average spending on casual wear (per person/per year) – Rs. 350.000 – 600.000

Average spending on casual wear (per person/per year) – USD 8.500 – 9.000

Major Cities/States following this trend – Tier 1 metros (Mumbai, New Delhi, Bangalore, Kolkata, Chennai, etc.)

Major Cities/States following this trend – Tier 1 metros (NYC, Los Angeles, Chicago, Washington, San Francisco, Boston)

FORMAL WEAR - Statistical Comparisons

V/S

Majority of women are apprehensive about wearing western formal wear because of the social stigma

FROMAL WEAR - Cultural Comparisons

The society is unruffled by the style that women adapt in their formal wear

Stripes, checks, sheer tops of bright colors with full/half/3/4th sleeves with trousers are preferred in western whereas Kurta & Chudidaars are preferred in Traditional Formal Wear

Solid Pastel Shades with full sleeves or sleeveless with trousers/skirt, dresses & Blazers are preferred

E.g.: Park Avenue launches the merchandise mix that is suitable to the Indian Market Demands

E.g.: Whereas, Park Avenue launches merchandise mix that is suitable to the Market Demands of this country

V/S

FORMAL WEAR - Illustration

Major Fashion Segments:

CASUAL WEAR

FORMAL WEAR

TRADITIONAL WEAR

V/S

85-95% of population prefer traditional wear for festivals / weddings

90-95% of population prefer traditional wear for festivals / weddings

Major Target Age Group – 18-80 years

Major Target Age Group – 10-80 years

Average spending on casual wear (per person/per year) – Rs. 100.000 – 200.000

Average spending on casual wear (per person/per year) – USD 3.500 – 5.500

Major Cities/States following this trend – Tier 1, 2 & 3 Metros (Mumbai, New Delhi, Bangalore, Kolkata, Chennai, Rajasthan, Gujarat, other interiors, etc.)

Major Cities/States following this trend – Tier 1,2 & 3 Metros (NYC, Los Angeles, Chicago, Washington, San Francisco, Boston, Miami, Houston, Dallas, Atlanta, Detroit, Seattle,)

TRADITIONAL WEAR - Statistical Comparisons

V/S

There are varied cultures and hence numerous festivals throughout the year increasing the demand for festive wear.

The demand for festive wear is high only at commonly celebrated popular festivals

Colors & Patterns of Festive wear is selected based on the religion & region

Colors & Patterns are selected based on the mood n feel of the festival

E.g.: Largely Indian Brands are preferred as they exactly understand & cater to these demands

E.g.: Any brand can cater to this market – Zara, Only, Mango, Calvin Klein, Esprit, FCUK, Versace, Louis Vuitton, Gucci, Prada, Burberry, etc.

TRADITIONAL WEAR - Cultural Comparisons

TRADITIONAL FESTIVE WEAR – Illustration

TRADITIONAL FESTIVE WEAR – Illustration

V/S

TRADITIONAL WEAR – Wedding Culture

More of Individual Style, making Own style statement

Reluctant to follow the what other our doings

Individualism VS Collectivism - Theory

Individualism

Blindly follow the trend, hard to make own style. Especially from Movies

Very comfortable to do what others are doing

Collectivism

My Understandings

Both the countries are very different in the approach of adopting the Fashion with respect of their cultures

Well defined market structure for fashion in both the countries.

Since both the countries have very diverse culture Fashion varies throughout the country

Indian Couture Fashion Week

http://youtu.be/QQaeb-f5Quc

Please follow the link

New York Fashion Week

http://youtu.be/viqjhCGarH4

Please follow the link

http://en.wikipedia.org/wiki/Clothing_in_India#Contemporary_clothing

http://travel.cnn.com/mumbai/shop/citypulse/india-fashion-pour-homme-300832

https://www.google.co.in/#psj=1&q=origin+of+fashion+in+usa

http://www.shmoop.com/history-american-fashion/

http://en.wikipedia.org/wiki/History_of_fashion_design

http://ushistory101.weebly.com/us-fashion.html

http://apparel.edgl.com/case-studies/How-Does-the-Global-Economic-Crisis-Affect-Textile,-Apparel-Sourcing-86371

http://articles.economictimes.indiatimes.com/2012-10-10/news/34363404_1_apparel-exports-textile-and-apparel-cent-of-world-trade

Reference Links