The Changing Face of Indian Fashion Industry

India is a country whose customs and cultures. People following various traditions live here, their way of dressing also differ from each other. The footprints of the Indian fashion can be found from the ancient remains of Harappa civilization and Mohenjo-Daro. After independence, globalization is being witnessed in the Indian fashion industry, because there have been changes in the style of dress of India.

Styles wear saris and salwar kameez have changed. The look is more cosmopolitan than the specific region. Different styles of blouses like the style Katori, halter, neck, back button blouses, high neck blouses, puffed sleeve blouses, etc. have become the favorite among women. The average length of the blouses have decreased. Saris are covered in most traditional style, Gujarati style back or Pallo. Indian fashion scene is greatly influenced by his films. For example Mumtaz saree draping style reminiscent of yester-year heroine Mumtaz. This sari is tightly wrapped around the body.

As far as salwar-kameez is concerned numerous styles and patterns can be given to this garment. For example, the kameez can be long, short, one line, skin tight, etc. Such variations can be done to salwar as well as dupattas. Modern version of kameez is called Kurti, which could combine with jeans, pants or churidar. It has taken the form of Indo-Western clothing. People in western countries have also started using kurtis.

The emergence of mall culture

Mall culture is slow and steady growth in India. Many brands and private labels are launched in the Indian market. The first point of sale as Shoppers Stop, which launched its first store in India of various brands in 1993. The specialty of such malls is that they offer a wide range of various brand stuff, all under one roof. Some of the famous malls of India are pants, Westside, Lifestyle, Globus, etcEstos points retailing have also launched a clothing line under private labels, manufactured and sold by them. For example, baggy has many private labels under its brand, like everyone, Fashion station and Mela. Some major private labels even operate as exclusive shops. The buyer gets an international shopping experience in these outlets. No nagging salesmen pressuring customers to buy.

Family stores are becoming hot favorite shopping center for buyers of middle class and upper middle. These stores sell garments of almost all ages and sexes. Clothes of various brands can be found in family stores. They are being considered as a unique shopping destination. Roopam, Grand Bazaar, Fashion Station, V-mart, Maxx, etc, are examples of some family stores.

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