Fashion is an approach and practice that is admired in the present. Its a set of trends that have been accepted by a wide audience. Following fashion provides a way for people to gain acceptance from others. It is a contest without any draft of rules and guidelines in which all of us are partakers willfully or impulsively. These rules we learn by testing and errors and are harmonization of replication and demarcation of others. The word fashion is frequently associated with the world of glamour, beauty, style or apparels.

Latest fashions may be accepted instantaneously by eminent people, including sports person, film stars, and political figures. Then, other people may go after these fashions so that they can make out with this privileged group. A number of people consider that fashionable clothes and surroundings elevate their status in life. Fashion is a multifarious noticeable fact from psychosomatic, sociological, cultural, or commercial points of view. Many fashions are prevalent in many cultures at any given time but it changes more rapidly than the culture as a whole. Men and women have constantly enjoyed varying their materialization. Following new fashions in clothes, hair styles, and makeup allows people to amend their appearance in a by and large acceptable approach.

Fashion is an all persistent power. It is present in inter-related life style products like in the devise of newer automobiles and architecture, eating habits, the development of latest technology, fast moving consumer goods, and entertainment industry, or in formulating business management strategies. This espousal of fashion applies more to clothes and social behaviour than to cars, houses, and other items that most people cannot afford to swap frequently. Understanding fashion helps to explain how these transformations happen in each and every sphere of life.

Fashion in India is very enlightening in representing the reception and conversion of a product. Fashion awareness is increasing as well. Fashion awareness is increasing as well.There seems to be profound western plead with on urban middle and upper class Indians. There is a positive attitude with regards to western trends. Increasing number of malls in the city, eateries, designer wear, watches, hi-tech products, beverages, canned food, footwear, toys are a few examples which reflect these changes. Now fashion is no more a monopoly of the starlets or just confined to rich people. Even common college going boys and girls or men and women working in a corporate environment, follow the latest trends and wear designer attire as daily office wear or casual wear, unlike a decade ago.

Today, India has emerged as the third most attractive market destination in the world for fashion apparel retailers. Now, the Indian consumers are much more supple and experimental in their approaches. Change is most likely one of the few constituents of passion, and is brought in the minds of the consumer due to sway of media, which has brought the western world in the Indian homes. Secondly, as more and more Indians go out of the country for study, work and leisure, the Indian is exposed to and gets first hand experience of a world and life, which is different from what we have in India. The Indian consumers are selecting and choosing many new product offerings that have entered the market and product variety has also increased to a great extend due to foreign competitors. Due to retail revolution drastic changes are observed, as upgraded service levels are use to attract the consumer and they are more patronized and pampered. Now the consumers show a higher level of fashion consciousness.