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Devi Ahilaya Vishvavidyalaya, Indore.: School of Journalism and Mass Communication M.A.M.C (4 TH Sem)

The document discusses the importance of fashion and style in today's society. It states that fashion affects first impressions and helps convey whether a person is serious. It also influences how people interact and determine social status. Various institutions like schools, workplaces, and hospitals require specific types of attire to maintain professionalism, hygiene, and distinguish roles. Overall, the document argues that fashion plays an important role in society by setting standards and boundaries.

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0% found this document useful (0 votes)
171 views41 pages

Devi Ahilaya Vishvavidyalaya, Indore.: School of Journalism and Mass Communication M.A.M.C (4 TH Sem)

The document discusses the importance of fashion and style in today's society. It states that fashion affects first impressions and helps convey whether a person is serious. It also influences how people interact and determine social status. Various institutions like schools, workplaces, and hospitals require specific types of attire to maintain professionalism, hygiene, and distinguish roles. Overall, the document argues that fashion plays an important role in society by setting standards and boundaries.

Uploaded by

vineetashari
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 41

School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Devi Ahilaya Vishvavidyalaya,


Indore.
School Of Journalism And Mass Communication
M.A.M.C (4 th sem)

Research- Fashion affecting Society through Media

Guide:- Investigator :-

Dr. M S Parmar Vineeta shari

HOD, SJMC M A (Mass communication)

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 1
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

School of Journalism and Mass Communication


Devi Ahilaya Vishvavidyalaya,
Indore.

Certificate

This is to certify that accompanying dissertation “Fashion Effecting


Society” is submitted by Vineeta Shari in partial fulfillment of M.A (Mass
Communication) Devi Ahilaya Vishavavidyala, Indore is her genuine
work. She present this dissertation under my guidance and supervision .
I consider this dissertation fit for submission.

Indore Dr. M S Parmar

Dated :- Head of Department,

School of Journalism & Mass communication

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-2
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Acknowledgement

It is my first duty to express my deepest sense of gratitude to my respected guide,


Dr. M S Parmar, head of department of School of Journalism & Mass
Communication, Devi Ahilaya Vishvavidayalaya, Indore, for his valuable,
demonstrative direction, constant encouragement at all stages of my dissertation
work . He devoted his precious time to the maximum extent without which the
work would not have been completed.

I am thankful to all my friends and respondents for their co


operation and constant encouragement to completion the work in time.

Last but not least, I record my genuine thanks to all the staff
members of school of Journalism & Mass Communication and those who have
directly or indirtectly helped me in my dissertation work. This thesis is dedicated
to each person whom so ever I interacted , whose example and inspiration make
me work hard.

Date:- Vineeta Shari

Place:- M . A (Mass Communication)

School of Journalism & Mass Communication

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-3

Index
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Chapter 1:- Introduction

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-4

Introduction to Topic
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

What is Fashion

Fashion, a general term for a currently popular style or practice, especially in


clothing, foot wear or accessories. Fashion references to anything that is the
current trend in look and dress up of a person. The more technical term, costume,
has become so linked in the public eye with the term "fashion" that the more
general term "costume" has in popular use mostly been relegated to special
senses like fancy dress or masquerade wear, while the term "fashion" means
clothing generally, and the study of it. For a broad cross-cultural look at clothing
and its place in society, refer to the entries for clothing, costume and fabrics.

Fashion is a state of mind . A spirit , an extension of ones self.


Fashion talks, it can be an understand whisper, a high energy scream or an all
knowing wink and a smile . Most of all fashion is about being comfortable with
yourself, translating self- esteem into a personal life.

Fashion affects the society through media that is through srials,


movies, advertisements, etc.. People change their way of clothing, accessories by
the changing trendsin fashin. At present mostly 90 % people lie wearing
fashionable and trendy dresses so that they can look up to date and not out of
fashion. In present time children , yputh and even mature people are also wearing
fashionable dresses which is shown in movies, television serials, advertisements
or commented by their favourite celebrities.

Fashion is a general term for a currently popular style or practice,


especially in clothin, footwear or accessories. Fashion refers to anything that is in
the current trend in look and dress up of a person.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4th Semester- MAMC, Pg no.:- 5

The human race universally wears articles of clothing also known as dress,
garments or attire on the body in order to protect it against the adverse climate
conditions. People wear clothing for functional as well as social meanings.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Religion , customs and particular hisrorically important circumstances have


shaped the way different people in various times feel about clothing and
exposure . Moreover, clothing has been regarded as one of best ways to e

distinguish social classes sexes, occupation, marital status and ethnic or religious
affiliation.

On certain thing in the fashion world is change. We are


constantly being bombarded with new fashion ideas from music, videos ,books
and television. Movies also have a big impact on what people wear.

Thus, we can say that fashion through different types of media


affect the life style of people in society.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 6

The Importance of Style and Fashion in


Today's Society
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

The importance of style and fashion in today's society is much underrated. The
way that you look and dress is the first impression that people have of you. In
order to give people a good first impression, you need to be dressed in a way that
fits your style and does not look sloppy or messy, but one that does compliment
you..

Fashion and style let people know if you are serious or not. The way that you
dress on a job interview tells employers if you might make a good employee The
importance of style and fashion in today's society is very important so always
make sure you look your best whenever you go because you never know who is
watching. You could end up reaping many rewards if you invest in yourself
because you will look great and feel better about yourself. Put your best clothes
on and put your best foot forward.

Fashion is one of the most important factors in terms of social interaction and
status. People would often judge other people according to their clothing. From
social gatherings to status groups, fashion is often the main theme in such
gatherings. In the case of social institutions, clothes also define people. For
example, students would not be able to go to class if they are not sporting the
right attire. Bars and social clubs also have a policy in attires. If a person is
sporting a type of fashion which is not allowed in the establishment, then that
person would not be able to enter. In the workplace, offices also require their
employees to wear the proper attire if they are going to work or if they would
have a meeting. Since sporting the right attire is important, most people do not
have the choice in clothes.

There are also other institutions that prohibit the use of casual clothing, for
example, in terms of the hospital setting. Nurses, health coordinators and doctors

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 7

need to wear the proper attire before they can work. Hospitals are all about
hygiene and cleanliness. If there would be an operation, doctors need to wear
sanitized scrub suits and gloves before having a surgery. Lawyers also need to
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

wear suits and formal attires so that they would be distinguished when they
would enter court. We can define the profession and status of a person through
his clothing. Psychologists would also use the attire of a person in their diagnosis.
People who are wearing inappropriate or dirty clothes may be defined as a person
who has a problem. Hygiene and attires would be a great defining factor in terms
of assessing a person and his background.

Imagine a world without the laws on clothes. People can just enter hospitals
pretending to be doctors or nurses because everyone is wearing casual outfits.
We would not be able to distinguish the profession and status of a person since
everybody is sporting the same outfit. Cleanliness in the hospital would be
removed because doctors can just enter and do any operation without changing
their clothes. That is why fashion is important in our society. Fashion sets
standards in professionalism and hygiene. Because of fashion, there is a decline in
sexual harassment in schools and in the workplace. Men are not tempted to
harass their colleagues because their co-workers are sporting the right outfit.

Fashion has set the social boundaries in the community. People would look
distinguished and clean if they are sporting the right outfit. Children would look
neat and tidy if they are wearing the prescribed attire when going to school.
Through fashion and the use of the right outfit, we have improved the society.
That is why people should always have some formal type of clothing so that they
can be accepted by the society. Having the right attire when going to work would
not only increase professionalism in the office but it would also improve the aura
inside the workplace.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-8

Fashion Fusion From East To West And Back


Again
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Just like a painting, or a song, fashion also plays a main role in the fusion of
different cultures and influences. Eastern and Western cultures engage in an
important part in the Fashion trends of today. These two are fused in the fashion
industry in many ways, the British borrowing from the Russians, India from the
French, Japan and Germany, and the list continues.

Since 1890, fashion expresses tremendous influences from the Eastern culture in
the western dress resulting from the artists and designers renowned interest in
Art Nouveau. The 1905 war between Japan and Russia and the Chinese revolution
in 1911 were fundamental for their inspiration at the moment, as well as today.
Some of the most common characteristics are V-necklines, straight seams,
hourglass silhouettes, full sleeves toward the end, sleeves sewn to bodice and
contrasting wide waistband, to name some.

In any store or designer line, you can find eastern inspired clothing like
embroidered tunics, beaded necklines on dresses and shirts, jeweled handbags in
Sari fabrics, reminiscing different characteristics from the East. Pashminas, for
example, are now an every day basic item for most women to wear either on a
date to the movies or to a fancy formal gala.

The element of women wearing pants, men wearing caftans have even translated
to comfort while being considered chic forms of relax-at-home fashion. Attire
wrapped around the body like kimonos and robes, rich color fabrics, even pagoda
sleeves are eastern trends incorporated in western fashion.

Season to season, we see fashion face some radical changes, but the east and
west mixture is inescapable, resulting always in a beautiful, artistic and also
commercial masterpiece representing a multicultural society of designers and
consumers.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 9
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Changing Fashion industry phenomenon and


strategies
India’s position as a target market and the Indian consumer’s aspiration for
international fashion brands has been increasing, as is evident from the number
of brand launches in the last six to seven years. The number of international
brands continue to grweach tear at a steady pacetill a couple of years backand
has now taken off exponentially post recession. . But India’s growing yet
fragmented market can seem chaotic and equally difficult to deal by some
companies considering international expansion.

The average cosumer is bound to get confused while shopping


because of the extensive cutthroat competition in market. For every product
there are large varities of top Indian and international brand players flooding the
fashion world.

Both consumers and brands in the emerging markets are rapidly


getting wealthier, more sophisticated , more mobile and more educated.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:- 10
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

How Does Fashion Influence People?


Fashion influences people in both good and bad ways for example fashion makes
people feel good about them it also makes them feel as if they are with the trend.
Fashion can also make bigger people feel good about themselves and the clothes
they wear it makes them feel good about their size and shape ! But fashion also
makes people want to become thinner and be able to fit intoo the clothes that
celebrities would like the basic 'size zero clothes '   and most people end up
becoming ill as they are trying to make themselves look good and be like these
famous celebrities and models.

Why Do We Need Fashion?


The desire to decorate our bodies so that we will be attractive to the opposite sex
is as old as mankind. It was the heart of what we know as fashion. As people
mingled with other nations and sects and were exposed to different styles of
dress, they often chose to wear the style of (especially superior)other cultures.
Women want to stand out and be seen as attractive, so do men. Different
ethnicities value different parts of the body differently and therefore adapt the
dress to best meet that value.. If a dominant culture conquers your culture, you
will be influenced to adapt to the dominant cultural ideas. This is how fashion is
influenced in early times. We all want to look like the winners. Of course Royalty
influences fashion in the prevailing countries. A darn good example is the way
Jackie Kennedy influenced fashion in the U.S.A. In the early 60's. She was
admired, so women wanted to look like her.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-12
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

How television serials affect fashion


Indian movies have always been a means of finding out the latest trends no
matter what part of the world you’re in. TV serials are even more elaborate.
Fashion is a changing phenomenon but what brings on the change? Two major
contributors to changing fashion are serials and movies. If movies create the ideal
world for the viewers, serials have become a reflection of daily life of the family.
These two mediums affect the lifestyle as well as introduce fashion into the
society.

With stories which cater to Indian household, serials have become an integral
part of life of several women and with hundreds of serials on air, the affect of it
on the society is immense. With such a huge approach to the common mass, one
cannot deny the affect of the serials on the fashion sense of the society.

Affect of daily soaps on Indian Fashion -


1.Redefining Indian Tradition –

The serials have brought back the Indian fashion sense


into the regular household. There was a time when westernisation had a great
effect on Indian fashion but with serials it seems that Indian fashion has come
back. With all the designer sarees, elaborate sindur, eye makeup and traditional
hairstyle, they have lured the Indian fashion industry. Tulsi saree had become and
still is one of the favourites among woman till date. The sequence work, the
glittery Gujarati saree and delicate bindi, have made them a fashion statement.

2.Subtle denial of western fashion –

The serials have restricted western fashion to the


youngsters of the family or the costume of the vamp. In a nutshell, the simple
Indian fashion is for the good and the western fashion is for vamp. This has got
many teenagers and college going students take up the traditional salwar kameez
as a regular wear. With the availability in the market, it has become all the more

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-12
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

easy for the regular crowd to follow the fashion.

3.Cultural Misleading –

Gujarati family wear glittery dresses, Bengali always stick to


red and white with enormous red sindur and bindi etc have a misleading effect
and infact as people are following daily soap fashion, it in some way is also
affecting the traditional fashion sense of people who are looking forward to
following it.

4.Loud Jewellery –

Loud jewellery are back in trend, thanks to the affect of daily soap
on the Indian fashion. Elaborate jewellery with intricate work and stone setting is
what everyone has to offer.

Daily soaps are ruling the Indian fashion sense and fashion industry. It is not only
affecting Indians in India but also Indians abroad and also the western crowd.
Infact Indian jewellery and bright clothing has gained immense popularity in
Germany.

Fashion effecting society ,Year 2010-11, By Vineeta Shari, 4th Semester-MAMC,Pgno.:-13


School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

The communication links brought about by the Hindi daily soap is immense. Hindi

daily soaps have gained attention all across the globe because of easy access to the

Hindi channels. Even if the country is facing financial crisis, it will have capital to

buy Hindi channels.1

Star Plus is the mostly watched channel. This is because Star Plus is one of

the oldest channels and people are acquainted with it for a long time.2 Most of the

popular shows watched by the students are also from the Star Plus like “Kasauti

Zindagi Ki”, “Kumkum”, “Bidaai”, “Kaahin To Hoga” and “Kis Desh Mein Hai

Mera Dil”. The students prefer to watch these serials because the themes of these

serials- love, friendship and fashion appeal them. On the contrary, the themes of

“Balika Vadhu” and “Jai Shri Krishna” do not appeal the students because these

serials are based on traditional beliefs, morals and ethics.

Most of the Hindi daily soaps are produced by Ekta Kapoor of Balaji

Telefilms. In every serial, Ekta makes woman as a protagonist and antagonist. The

reason might be that she wants to satire the existing male dominated society and

give the message about women empowerment. Moreover, we found that antagonist

2
Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-
14
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

and protagonist are given different look via clothing and accessories. This has

affected the sale rate of sarees and salwar kameez. From the interview of the i

found that light colored sarees and salwar kameez are in high demand. This might

be because the customers want to create a positive image like that of the

protagonist.

Furthermore,i found that one serial offers variety of style. For instance, in

“Kasauti Zindagi Ki,” the characters wear dresses ranging from traditional saree to

modern skirts and t-shirts. The designer uses this strategy to show the difference in

phases- youth, childhood and adulthood in a limited time. In addition, designers of

daily soaps focus more on the costumes and style as compared to designers of the

movies. The rate of married customer is high as compared to unmarried customer

in jewellery shop, but it is reverse in clothing shop. Unmarried women do not

prefer jewelry because wearing traditional and old ornaments might make them

look mature. However, shopkeepers said that the number of married women in

clothing shop is increasing nowadays. The reason might be that the married women

too want to look young by wearing modern design salwar kameez.

After analyzing I found that Hindi daily soaps have brought a revolution in

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-15
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

the dressing style of common people. Due to publicity of the same design people

are encouraged to purchase it. In one way it helps binding people, but on the other

hand decreases the value of individuality.

Is Indian Fashion Making A Comeback?

Do you remember the time when Aishwarya Rai was pulled into controversy for
her western dress in the Cannes? It was the time when Indian fashion was the
follower of the western fashion, trying to blend in the both to produce something
creative. Western wears like one shoulder dress etc got migrated into Indian.
Someone who did not know how to carry a western fashion was an outcast. Vidya
Balan came into trouble for her fashion sense with her movie 'Hey Baby' and
competing with her for the title of worst dressed was Rani Mukherjee, for Tara
Rum Pum.

Indian Fashion made a comeback. From being a follower, Indian wears now is
being followed in the western culture. Vidya Balan has decided to stick to
Kanchipurm sarees, teamed with long jhumkas and traditional neck pieces,
Aishwarya Rai Bachchan, Deepika Padukone, Kareena Kapoor has shed the
western wears to dress in Anarkali style suits. All dressed in designer Indian wears
with traditional jewellery and Indian make up.

The rising demand of Indian wears abroad specially in the US and Germany proves
that Indian fashion has made a comeback. The people in foreign wear Indian
dresses and the Indian jewellery in parties.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-16
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Indian Costumes
People in India wore mostly cotton clothing. India was the first place where cotton
was grown, even as early as 2500 BC in the Harappan period.
By the Aryan period, women wore one very long piece of cloth called a sari, that
they wrapped around themselves in different ways. The word “sari” comes from a
Sanskrit word that just means cloth. Saris are first mentioned in the Vedas, about
600 BC. Rich women wore saris made of silk, but most women wore cotton
ones.There were many different ways of draping saris – to dress up women wore
them like skirts with a top part thrown over their shoulder or worn over their
heads as a veil. Working women often pulled their sari up between their legs to
make a sort of pants. Women who were fighting with the army tucked in the top
part of the sari in the back, to free up their arms for fighting. Most saris were five
or six yards long, although some saris were nine yards. Younger women generally
wore brightly colored saris, but widows and other women in mourning wore only
white ones.

How to put on a sariMen also wore one long piece of cloth called the dhoti, which
was generally white. They wrapped the dhoti (DOE-tee) around their legs to make
sort of pants like the working women. Dhotis though were shorter so they didn’t
have the part that covered the chest and shoulders. Men also often wore long
cotton cloths wrapped around their heads as turbans.
With the Islamic invasions around 1000 AD, Persian fashions in clothing entered
India and became popular especially in the north, though they never replaced the
sari or the dhoti. Both women and men began to sometimes wear trousers with
long tunics over them down to their knees. The trousers are called churidar.
Women generally wore churidar with a long veil or scarf over it. Indian women
who could afford it generally wore a lot of silver or gold jewelry, especially
earrings and nose-rings. Sometimes they also put a spot of red on their foreheads
called a bindi (BINN-dee) as a decoration.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-17
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Dhoti
Dhoti kurta is the traditional Indian clothing of men. Unlike other dresses, it is an
unstitched piece of cloth usually 5 yards long that is tied around the waist and
legs. The knot is tied at the waist. Dhoti is known by different names at different
places such as Laacha in Punjabi, dhuti in Bangla.

Kurta
Kurta is a term used to refer to a long loose shirt, the length of which falls below
or may be just above the knees of the wearer. In the olden times, it was primarily
worn by men, but today, it has become a unisex dress that both men and women
can wear.

Indian Salwar Kameez


Salwar kameez is the traditional Indian clothing for women. Due to its high
popularity in the region of Punjab, shalwar kameez is commonly referred to as
Punjabi suit. The fashion of Shalwar Kameez in India is not new. Since the past
many few centuries, women have been wearing this wonderful attire.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-18

Indian Sari
Sari is one of the most wonderful dresses worn by Indian women. Infact, when
one thinks of a typical Indian woman, the first thing that strikes the mind is a
woman clad in sari, who is wearing the solah shringar including bindi, chudi, kajal
etc.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-19

Sherwani for Men


Sherwani is a long coat resembling achkan in styling. It is buttoned upto the collar
and lengthwise it is usually below the knee. It adds to the charm and grace of
men, especially the taller ones. Indian men spend lavishly on buying the sherwani
suit for the special occasion of their wedding.

Turban
In India, one can spot many men wearing turban. Well, turban is tied not for the
sake of fashion, but because it has a lot of significance in the lives of Indians. The
hair turban is a headdress that basically consists of a long piece of unstitched
cloth, which is wrapped around the head.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-20

Costumes of Ancient India


Costumes of ancient India mainly included those clothes that were wrapped
around the body in different ways. There are several literary works or sources
that broadly define the costumes of ancient India. A complete idea of the
people`s dress and costumes of the ancient age can be obtained from the Vedic
literature. As regards garments, the Rig Veda comprises terms like adhivastra,
kurlra and andpratidhi. The first denotes an outer cover or veil. The second was,
perhaps, a head-dress or head-ornament and the last one indicates a part of a
woman`s dress. Linen and wool seem to have been used in making clothes.
Further, the Vedic texts also mention that gold was widely used for making
ornaments. Niska, rukma were the names of certain ornaments that were hugely
used to decorate the neck and the ear.

Costumes in Vedic Age


From a study of the Atharva Veda, it appeared that one`s garment mainly
comprised an inner cover, an outer cover and a chest-cover. Besides kurlra and
andpratidhi, already mentioned in the Rig Veda, nivi, upavasana, vavri, usnlsa,
kumba and tirlta appear in Atharva Veda. These appear to signify correspondingly
underwear, veil, upper garment, and the last three denoting kinds of head-dress.
The last three are taken by some to mean different sorts of head-ornament.
Footwear (updnaha) and blanket (kambala) are also mentioned. Besides linen and
wool, silk was also used as dress material. Besides gold, mani (jewel) is also
mentioned in this Vedic text as an ornament. Cosmetics appear to have been used
as beautifying aids. Baldness was hated, and medicines were applied for the
growth of hair. There were prayers for the growth of thick hair. A thorny thing
seems to have been used as a comb. The barbers used to shave hair and beard.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-21

Costumes in Age of Brahmanas


In the age of Brahmanas, people appear to have attached great importance to
dress and decoration. Knitting, sewing and weaving were known. Garments were
made of wool, cotton and silk. Generally, the dress consisted of three parts - main
portion, outer garment and nivi or under-garment. From certain Brahmanas such
as Shatapatha Brahmana it appears that gold and silver ornaments have been in
use. Necklaces made of gold or pearls are also mentioned in Shatapatha
Brahmana.

People of the Sutra age appear to have worn garments made of cotton, wool, flax,
hemp,animal skin, silk, and bark; the last two kinds were probably used
exclusively at religious rites and sacrifices. Ksauma and Kauseya are the words
used to denote clothes made of linen and silk respectively. An upper garment and
a lower one were usual. On certain occasions, the turban (usnisa) was also used.
Adhivdsa is the term used to denote an upper garment. Prdvarana is also found to
indicate a wrapper or an outer cover. Both weaving and sewing appear to have
been in vogue. Kumba-kurlra appears to have been gold ornaments attached to
the head-dress; some however, take it to mean a hair-net. Blankets of wool
(Kambala) and of the hair of mountain goats (Kutapa) were used also used. As far
as ornaments are concerned, both males and females of the Sutra age appear to
have worn them. Apart from earring and other stuffs of gold and silver, niska or
necklace worn round the neck, made mostly of gold and sometimes also of silver;
it appears to have been used by both men and women. Rukma, made of gold or
silver, seems to have been a encircling ornament, with 21 studs sewn in a strap of
deer-skin and strung on a three-fold hempen cord, worn round the neck.

The use of flowers and flower-garlands, especially in marriage and other


ceremonial occasions were also in vogue. Other aids to enhance one`s beauty
included mirror, collyrium and fragrant unguents. Several other forms of hair-
style
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-23

were obviously in trend. Shaving the head and beard was necessary on certain
occasions, for example Srauta sacrifices and at the end of the period of mourning.
Women sometimes used to keep two locks of hair.
The different kinds of fabric, used for making garments, according to Panini
included Kauseya meaning silk cloth, woollen cloth and cotton cloth. Some of the
garments were antarlya, pravara and Brhatika. Antarlya appears to denote cloth directly
covering the body. Pravara seems to have been a wrapper. Brhatika was, perhaps, an upper garment
thrown over the shoulders, and hanging down to the knees. Several kinds of blankets appear to be
referred to by Panini and Patanjali. Beautifying the body with ornaments and various kinds of decoration
in the Paniniyan age includes aids like Darpana (mirror), anjana (collyrium), mala (garland), gandha
(perfume), danda (stick), asi (sword), updnah (shoes), the last three appear to have been used by males.

Costumes in Epic Age

Several references are found about the costumes of ancient India in the greatest
epics Ramayana and Mahabharata. In Ram numerous references to clothes
especially glittering robes have been found. The grown-ups appear to have worn
two pieces of garments, one lower and the other upper; the former called vastra
and the later uttariya. Women also used an uttariya and an adhovastra. The
words sucl (needle) and tunnavdya (tailor) also occur in this epic thus symbolising
that sewn clothes were in use, and sartorial service was in demand. Kancukas or
jackets and usnlsas or turbans appear to have been put on mainly by attendants
and soldiers. A kind of head-dress appears to have been put on by Raksasa
women. It has been also found that wooden or leather sandals were mainly used
by men.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-23

Of the ornaments, mainly used


ones were Kundala or ear-
ornament, hara (e.g. V. 9.48) or
necklace, hastabharana or bracelet,
ahgullyaka or ring. Of kundala,
there were two well-known types,
namely karnavesta and
s`vadamstrd. Necklaces and
bracelets appear to have been used
by both men and women. Of
necklaces, the following varieties
are mentioned in Ramayana - graiveyaka, maid hiranmayi and niska. Niska, a kind
of gold-coin, was used as necklace. Such coins were, perhaps, strung together.
Several types of bracelets were ahgada or keyura, pdrihdrya and valaya. Girdles
were probably worn by women only. Further, Nupura, with tinkling bells attached,
was used by women. Floral decorations were in use among both males and
females. The people of the epic age appear to have been particular about their
hair. The common practice among women seems to have been to divide the hair
into two halves by drawing a line across the middle of the head and to make two
braids hanging loose. There are references to soldiers keeping their hair well-
groomed.
Cloths of different colours appear to have been put on in the Mahabharata age.
Red was the colour appropriate in war. Garments varied according to different
regions and subsequently the festive dress of the Ceylonese appears to have been
studded with jewels and the Kiratas living in hilly regions used to wear animal
skin. Even Raksasas are found to have put on very fine cloth. The Mahabharata
bears out the use of ornaments, mostly of gold, even among the males. It is
curious that ear-rings were used even by males. Interestingly, the people of this
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age appear to have been particular about hair-dressing. It is believed that horn of
a buffalo was in use for blowing or wearing a horn on the head; even today

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-24

people of some aboriginal tribes are found with horns on their heads. Not much
information about the garments of women is found in Mahabharata. At the time
of marriage, brides appear to have worn silk cloth usually of red colour. Women
appear to have used ornaments like necklace, ear-ring, jewels, niska (gold coin),
conch-made things, bracelet, etc. Flowers and garlands were widely used in the
epic age.

Costumes in Age of Puranas


The main materials used for the garments in the Puranic age include cotton, silk,
wool, linen. The mention of Prdvarana is found. It appeared from the Puranic
texts that sometimes the hairs were completely shaved or shaved partially and
sometimes a tuft was kept. Long hair and dishevelled hair was also disliked.
Further, unkempt beard was probably disliked. The Indian Puranas mention the
head-dresses usnisa and mukuta, the former more frequently. Among ornaments,
it mentions keyura, ahgada and waist-bands are also found. Some kinds of
perfumes and collyrium are also mentioned in it.

Moreover, Pali works contain descriptions of the garments mainly of the


Buddhists. The Dhammapada refers to people clothed in yellow robes and
describes ear-rings made of precious stones. Thus, from all the references of
these literary sources it can be said that costumes in ancient India were really
diverse and colourful.
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-25

More than Seventy Years of History of Fashion


(1920-Present)
You will be amazed as you read how different events in history have an effect on
how people dressed during those times. For instance, during World War II people
were only allowed to use the minimum amount of clothing materials needed to
create simple outfits that were practical enough for wartime duties. The overall
message that was conveyed during the 1980s was the ideal that you could
become as successful as you believe to be. Therefore, during this era in history
many people “dressed for success”. A large number of men and women wore
suits and office clothing that would help them move up the corporate ladder.
Present-day fashion for men is still fairly conservative. Usually a dark-colored two-
or three piece suit is usually worn with a white collared shirt and a tie.

 How Fashion Changed from 1920 to the Present

Some fashions are classic, meaning that they stand the test of time and
may never “go out of style”. However, other clothing items are just “fads”,
meaning that they are only in style for a short season and then no one
seems to want to wear those certain clothing items any more.
Sometimes the popularity of a particular outfit or accessory depends upon
the tastes of a particular group of people. For instance, one “clique” (tight-
knit circle of friends) during the 1980s may have been into wearing ripped
jeans with a leather jacket while others preferred to dress in casual slacks
and a button-down shirt.
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 Teens from 20s to Present


From the 1920s to the 1940s teen dress was fairly conservative in contrast
to present-day styles. For the most part teens dressed very much like the

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-26

adults of this time. In the 1920s teens wore outfits such as the schoolgirl cadet
style outfit which consisted of a gathered skirt with a hemline just below the
knee. This skirt was usually accompanied by the wearing of a V-necked bottom-
down jersey knit cardigan, white collared shirt, and tie. On the head was worn a
beret. Other teen girls and/or older children often wore cardigan sweaters, cotton
frocks, and canvas shoes. Sometimes they wore sandals with their outfits. In the
1930s teens and/or young women would dress to imitate movie stars as much as
possible. In the 1940s during World War II natural materials for clothing were
scarce. Children’s and or teen clothes were made with the same fabric as adult
fashions were (rayon and viscose). During this time, clothes were mended when
worn and when new clothes were needed drapes, sheets, pillow cases, and other
household materials were used to make new clothes. During the 1950s, new teen
fashions began to develop, especially between 1955 and 1960. In fact, this was
the period of time when teens began to purchase their own clothing, which was
one of the reasons why they became such an influence on fashion that was made
during this time. Teen’s girls in the mid to late 1950s wore clothing items such as
an oversized sweater, buttoned cardigan, and/or a simple long tweed skirt.
Around their necks they sometimes wore a string of beads along with it. In the
1950s, groups of teen girls also sometimes wore baseball jackets and loose jeans
rolled up. Most adult woman would where such an outfit (i.e. these girls’
mothers).
In the 1960s mini-skirts and mini-dresses became very popular. During the late
1960s long flowing “hippie” dresses were sometimes worn by teens or young
women. These styles along with jeans and T-shirts and psychedelic clothing were
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also very popular with youth, especially those at least 18. This trend continued on
throughout the 1970s, which also included the wearing of bell-bottoms. The
1970s was considered to be all about individual expression. In the 1980s overalls,
sweat suits, Spandex sportswear, cotton jersey dress, and baseball shirts were
often worn by teens. Additionally, parachute pants, jeans (straight-legged or
narrow-cut), sneakers, and denim shirts or jackets.1990s teen styles have many

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-27

more variations than in decades before. As in the 1970s, fashion from this time on
became more about individual expression for teens rather than following a trend.
As a result, numerous sub-groups, often called “cliques” resulted. From the 1990s
to the present day (2007) one group of teens may wear the usual jeans and T-shirt
outfit. Bell and flare-bottom pants are probably the items of clothing worn by the
largest group of teens. Other groups, such as punks, wear ripped jeans, spiked or
colored hair, and body piercing. Speaking of body piercing, this practice has gone
way beyond the traditional pierced ear. Navals, eyebrows, noses, and even
private areas of the body are worn by teens.
In the present day, teen fashion has also become quite risqué, although fashion
professionals frown upon certain trends. Midriff shirts that rise too high above
the “belly button”, shirts that show too much on the top portion of the body, and
opened-fly jeans are frown upon in many learning institutions.

 Children’s from 20s to Present


Toddler girls from 1919 wore laced-edged rompers which snapped on the
sides. A bloomer dress with white collar was worn in the year 1925, and a
fringed bunting with side fasteners was used to keep babies warm in the
year 1939. Older girls wore schoolgirl outfits such as a black or green
velveteen plaid skirt with white pique blouse and feather white socks and
white shoes (1939). A polka dot sun suit with elastic around edges of top
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

and shorts was a big hit in the 1950s. This outfit was most likely worn as a
swimsuit. Middle-aged boys in the 1920s wore items such as a gray or
brown woolen suit jacket with matching vest and trousers. From this time
throughout the 1930s different styles of knickers (knee pants) were worn
by boys as well. Sometimes knickers were worn with knee-high print socks
(as appears in one photo) and shoes. Older boys wore wool slacks and

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pgno.:-28

necked jacquard patterned sweaters in the 1950s. Also in the 1950s, boys wore
navy denim jeans with a checked cotton button-down, collared shirt.
In the 1960s, outfits for school and sports became more casual. One of the simple
signature outfits of this decade is the black and white washable Welsh wool dress.
In later years, these dresses were then made from man-made materials. Gingham
skirts were displayed in an Issue of Vogue during this decade as well, which
means these dresses were most likely worn quite a bit. Bridesmaids’ dresses in
the 1960s were long and designed with a raised waist. For the boys n the year
1964 boys often wore a wool blazer and grey marl shorts. During this time, both
boys and girls wore short white socks while young followed by knee-length socks
when older. These socks were often held up by garter belts. Toddlers in the 1960s
were often seen in pinafore rompers. These were often worn over a blouse or
jersey. From 1965 to 1970, outfits such as the machine-washable sleep suit were
worn by babies, and this outfit was considered to be one of the most useful
clothing items up to this time period.

For the small boy during the late 1960s and early 1970s, a tweed coat with long
trousers-similar to the 1950s boys outfits-is worn with a stiffened woolen hat.
Girls during this time dressed much like the women of the time, in high-waist
dresses and matching ribbed tights. Sometimes young boys during the latter
portion of the 1960s also dressed like little men. For example, they dressed in a
drip-dry shirt, bow tie, and waistcoat or a tweed coat and long trousers (for
winter). In the 1970s, girls wore a variety of different kind of outfits similar to
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

what women wore, such as Indian print shirts. They also wore print silky outfits of
a matching shirt and flared pants. The 1980s is the start of another evolution in
children’s fashion. Girls during this decade wore outfits such as the unisex
polycotton brushed leisure suit. Small boys during this decade wore outfits such
as a suit with a bright blue top that has red sleeves with logo on chest, along with
pants to match.
Other children’s outfits worn during this time include girls’ dresses in blue and

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-29

white, with vest-shaped top and gathered short skirt. This was often worn with
accessories such as heart-shaped sunglasses, canvas sandals, and hair tied up with
bright stretchy bands. 1990s school and summer fashions were made for children
to be able to move and play in. A signature boys’ outfit of this time is the blue
jeans overall outfit, and the girls’ signature outfit is the jean dress with a white
trim and pink shirt underneath.
Clothes from the 1990s for children share a similar vein as to the ones in the
present day. The most important aspect of making clothing for children today is
to make sure the outfits are safe to wear and that they fit well.

People prefer Branded clothes


When given people are given the choice to buy a brand name product or a lower
priced "no-name"/generic product, they often prefer brand name products. They
are not very concerned about how much they spend for Nike sportswear, Poma
Shoes and Oshkosh children's clothing. But when it comes to cheaper no-name
products they look down upon them and consider them unusable. So many
generic products end up on the clearance or reduction shelves. Why do people
think brand names are so much better than generic? Are they really better?
Perhaps we have been tricked into believing that generic or cheaper products are
unworthy?
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

More than a hundred years ago, businesses started the idea of branding products
so that people would find it easier to know the difference between premium
manufactured products and the products which are cheaper and less known.

Traditionally, the USA is recognized for their high quality brand name products
which enable them to have the power to charge higher prices. People worldwide
know just what they are receiving when they buy from the US.

It is standard for product brands to be reliable and high in value. When a


customer trusts a brand name product they will most likely purchase the
product/service repeatedly. Therefore, repeat customers raise the profits of

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:30

brand products much more than generic brands.When a customer chooses a


product, their memory is triggered and they remember a television commercial
they saw, or a jingle they heard on the radio or the big sign they see while driving
home from work every day. This makes them familiar with the product more than
inexpensive products. Even if you are not in a store, some of the jingles you have
heard get stuck in your head and you find yourself singing or humming them.

Does branding a product work with internet sales? Branding a web site is more
essential than the branding of separate products. Studies reveal that online
buyers look more for sites that they can trust and sell what they want at lower
prices than the actual brands that are for sale. Therefore, web sites which sell
products need to take extra time to advertise their website more than the
product itself.

The purpose of most advertising methods is to learn about what customers are
searching for and make it available to them. In conventional retail stores, superior
qualities branded products are very important. At the same time, people who buy
products on the internet are looking for better than ever quality web sites.

Most of the customers are obsessed with brand name products. They prefer
buying only branded products be it for their food, clothing or any other item. Why
are branded products so popular with the consumers? This is because the
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

companies have successfully built trust by offering quality products which


customers value the most. The customers are satisfied when they get quality
products worth the money they have spent.

Clothing is just not to cover the body at present, it is the part of the fashion.
Everyone wants to be perfect in outlook and so they prefer the finest clothes. The
clothing industry also changed a lot and there are lot of brands, fashion houses
and fashion magazines where interesting articles and new trends are being
introduced each week. Therefore people have become more attentive in the
brand name clothing than the traditional clothes. It is because they are looking for

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-31

the style and the personalities that will make them look better. In the office,
home or in parties most people wear different sets of clothes only to highlight
themselves. This kind of self consciousness is the key point, that will make the
fashion houses and their brand name clothes popular all around the world.

Popular Brands of clothes of present time


 Armani,
 Bikkembergs Jeans ,
 Brioni ,
 Burberry
 Costume National
 Diesel
 Dolce & Gabbana
 Etro
 Evisu
 Grifoni
 Gucci
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 Hugo Boss
 Jil Sander
 Just Cavalli
 Moschino
 Prada
 Salvatore Ferragamo
 Ted Baker London
 Theory
 Trussardi
 Versace

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4th Semester- MAMC, Pg no.:-32

WOMEN DESIGNER CLOTHING

 Armani
 Burberry
 Costume
 National
 Dolce & Gabbana
 Evisu
 GF Ferre
 Grifoni
 Just Cavalli
 Moschino
 Paul Gaultier
 Roberto
 Cavalli
 Salvatore
 Ferragamo
 Trussardi
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

 Valentino

KIDS DESIGNER CLOTHES

 Evisu

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-33

Fashion Forecasting
Fashion forecasting is the prime issue underlying the issue of trends. It is not an
occupational guessing game because very substantial amounts of money of the
fashion industry are at stake. It Is a vital activity where experienced fashion
analysts scrutinize past buying patterns signs for current market dynamics and
project these into the future. There are forecast agencies that collect facts
pertaining to consumer buying patterns, activities and occasions for which clothes
are needed, their priorities, reading habits etc. this is done through liaison with
stores, retailers and wholesalers fashion professionals also rely on information
sources such as design, colour and video Services, newsletters, books, magazines
and websites. In order to gear up for the season to come, the fibre and textile
producers must start new developments almost two years in advance, clothing
and accessory manufacturers must have their products ready well in time months
before the consumers' wearing season. Without well-judged projections of
designs, colours and fabrics by the forecasters, the producers would not be able
to sell in large quantities of unsold to be disposed through discount sales, the
importance of the forecaster in trend analysis becomes invaluable.

Forecasting is of 2 types :-
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

Long term forecasting (over 2 years ahead) is used by executives for corporate
planning purposes. It is also used for marketing managers to position products in
the marketplace in relationship to competition.

Short term forecasting is used by product developers, merchandisers and


production managers to give style direction and shape collections. For short term
forecasting most apparel companies subscribe to one or more services, whose job
is to scan the market and report on the developments in color, textiles and style
directions.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-34

What are the importance of fashion forecasting?

For companies that need to do a design assignment whether it's creating a new
product or pretty much anything else regarding design, it is a great help to gather
information outside the company. In the end everyone will benefit of each others
core competencies.

To cope with the ever-changing world, the marketing segmentation and targeting
techniques are rapidly evolving from traditional, static, demographic-based
criteria towards dynamic, mood, lifestyle and psycho graphic influences. Fashion
forecasting is the prediction of mood, behavior and buying habits of the
consumer. It is no longer a question of identifying your customers by age,
geography or income, but looking into how and why they buy, based on their
mood, beliefs and the occasion.

The Fashion Forecasting Process

a) Trend forecasting businesses


School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

French companies based in Paris have traditionally dominated fashion


forecasting. Although a number of larger ones are still based in Paris, many with
satellite offices around the world, a number of new niche forecasters have
emerged offering their own specialties of product and services.
Forecasting is more that just attending runway shows and picking out potential
trends that can be knocked off at lower prices (although that is part of it). It is a
process that spans shifts in color and styles, changes in lifestyles and buying
patterns and different ways of doing business. What appears to be near random
activity is in fact a process of negotiation between the fashion industry and the

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-35

consumer, and between the various segments in the supply side chain.

b) Consumer research

Manufacturers and retailers may ask consumers directly about their buying
preferences. Consumer reactions are compiled and tabulated to find preferences
for certain garments or accessories, colors or sizes and so on ,or products to fit
specific consumer tastes.Surveys, by telephone or mail are conducted by
publication and market research companies for manufacturers and retailers.
These surveys include questions about income, life-style, fashion preference and
shopping habits. Customers are usually selected by the market research firm to
meet with manufacturers or retailers. In-store informal interview can help
researchers obtain information by simply asking customers what they would like
to buy, what styles they like that are currently available and what merchandise
they want, but cannot find. Because of their close contact with their customers,
owners of small stores can often do this most effectively.The apparel supply chain
has one purpose, i.e. to provide an appealing and desirable product to satisfy
customer needs, wants or aspirations. When successful, the connection results in
a sale, because this connection is the purpose of the process. Every forecast
begins with the customer, by observing the customer's adjustments to the
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marketplace and in the unexpected ways the customer adjusts the marketplace to
his lifestyle and preferences. onsumer research figures are important in decisions
about product development, brand marketing and retailing.

c) Colour Forecasting

Stimulating sales is the driving force behind color forecasting. Color grabs the
customers' attention, makes an emotional connection and leads them to the
product. Even when the basic product stays the same, changing the color gives a
sense of something new. Color consultants help companies decide on the right
color story to sell the product. Some consultants specialize in advising on color.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-36

Others develop color forecasts as part of their overall product development


function. Some large companies have departments dedicated to setting color
directions for multiple lines. Professional color organizations bring together
experts to collaborate on forecasts for industries like women's wear, men's
wear, children's wear and residential and non-residential interiors.

d) Textile Development

Frequently, the development of a completely new product is the result of a


particular functional need, but often it is driven by the benefits offered by a new
fabric. Specialist forecasters make the point that the technology is changing the
range of product, as through the ranges of benefits that designers can build into
garment product through the textiles used in construction.

Fabrics range from slick surfaces like leather and futuristic plastic to softer
surfaces like cashmere, from flat weaves to heavy textures like boucle and from
the solid structure of flannel to the web-like open structure of crochet. Clothing
has been called "the second skin" in recognition of its intimate connection with
a person's physical and psychological comfort (Horn, 1975). So it is not
surprising that news about which fabrics are "in" or "out" plays such a
prominent role in forecasting fashion. Newness in fabrics comes from the
introduction of new fibers, the manipulation of yarn and fabric structures,
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variation in pattern and prints and innovative finishing processes. These


innovations are introduced in trade shows and exhibitions held in the fashion
capitals of the world.

e) The Range of shows

The fashion shows: The word here is its widest possible interpretation to refer
to the range of organised textile and fashion garment trade shows, operating
over the 16 months preceding season. Trade shows, whether yarn, fabric or
product have a basic function, which is to sell products.
Visitors vary according to the nature of the show. A yarn show will attract a
range of people including fabric manufacturers, some retail buyers and

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-38

designers. The fabric show performs a more balanced role with great emphasis
on then sales of the fabric, but with more retail designers and buyers attending,
as the product on the show has a greater relevance to garment design. Garment
design shows are much more diverse, ranging from the products trade shows
through to the high profile Ready -to-wear Designer shows like London Fashion
week and then the exclusive Couture shows.

Continuing this sequence, specialist product trade shows are held after the
fabric shows. These shows are segmented according to broad sector like men's
wear or women's wear, and by specialist product categories, like sports wear or
lingerie. These shows are a good indicator of color, fabric, styling and new
products.

f) Sales Forecasting

Forecasting is relatively easy, straightforward and accurate for products with


long lifetime and steady sales. However, the fashion apparel business is one of
the most volatile, because it creates products that are new, highly seasonal or
have short lifetimes. In such situations forecasts become increasingly
inaccurate.
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g) Cultural Indicators

In the apparel field, companies need an early warning system so that specific
product categories can be fine-tuned to trends within a market segment. While
timing is important, an agile and responsive company will be able to capitalize
on trends whenever they are spotted; sometimes just as a glimmer far in the
future and sometimes as a phenomenon in the building stage. Waning trends
are another signal. When some avocation, interest or lifestyle loses cultural
power, it is a good time to survey the information landscape for the next big
thing.

h) Final Stage of fore casting


The 'Fashion look' for the season is therefore the result of a process of

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-38

development that combines the evolved views of textiles and product trade
show, forecasters, designers buyers and ready to wear shows. Like collage, the
final picture emerges after various layers have come together. Even though
these shows have an impact on some last minute high street fashion buys, their
major impact is mainly on reflecting the final views on trends close to the
season. Crucially, the media coverage of the shows is another important
dimension in the trend development process, as it highlights fashion trends that
fashion editors believe will be strong for the forth coming season. Such
'authoritative' coverage of the media, focusing attention on aspects of fashion,
including the 'must-have' looks, colors and products influences the consumers'
acceptance of hot trends for a season.

The Future of Forecasting

For apparel executives, hitting the target requires a balancing act between
anticipation of future developments and improvisation in the face of change.

The marketplace locks into one pattern, holds it briefly and then cascades into a
new configuration with the slightest jar to the equilibrium. In the marketplace,
those shifts may correlate with:
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 Changes in taste or lifestyles.


 Immigration.
 Technological developments.
 Shifts in the prices of raw materials.

Thus Fashion forecasting is used within the fashion/textile industry as a means


of directing companies into new ideas of color/fabric/theme/mood and yarn
developments for different product types and levels. Knowledge of trends and
future market requirements is increasingly important to the industry. While
there is no definitive fashion story, accessing the right color palette,
researching fabric and styling trends to suit a particular niche and customer
profile is essential. The degree and quality of information available to
designers and its interpretation, given an effective marketing strategy,

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-39

effectively dictates their success.

Forecasting fashion in the Indian scenario


The phenomenon of fashion moving from the ramp to the road seems to have
started happening in India. Over the last one year, fashion has been highly
visible, at least on the streets of metros. Western winds of fashion are reaching
metros like Mumbai and New Delhi virtually overnight. We also see new
categories added to customer wardrobes like clubwear, travel gear and
loungewear. This indicates a segmentation of the customers' wardrobe. This
also means that there are new brands and labels, although not heavily
advertised, easing into the market riding on the trend of new segments. We
expect this trend to rise further, mainly because fashion as a market allows
brands to be created mainly on the product look. The biggest achievements are
not from increasing efficiency, but by risk management. This would mean that
by riding on fashion trend one would fetch maximum benefits. However, there
is no agency today, which brands or retailers can follow for fashion forecast of
School of Journalism & Mass Communication Devi Ahilaya Vishavidayalay, Indore

domestic market. We still have to follow international forecasts and thereby


miss out on lot of opportunities.

Fashion effecting society , Year 2010-11, By Vineeta Shari, 4 th Semester- MAMC, Pg no.:-40
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