|
Fashion Swayed the Psyche of the Indian Consumer
|
|
By
:
Jyoti Bhasin
|
|
|
|
|
 The conventional markets for fashion and clothing are changing to a more
refined or organized market. There is plentiful launch of dissemination lines
by designers in India. They are actively setting up more flagship stores and
even license their names. With constructive events like end of multifiber
agreement, the global elimination of quotas at the end of 2004, entry of
foreign retailers and textile companies into the country and the escalation and
appreciation of the Indian fashion industry throughout the world, apparel
marketing has become one of the interesting and hard jobs in the arena of
marketing. India ranks among the top target countries for any company sourcing
textiles and apparel. Indeed, apart from China, no other country can match the
size, spread, depth and competitiveness of the Indian textile and apparel
industry. The malls are coming up away from the city centers.
Also, celebrities are being progressively more used in
marketing communication by marketers to provide individuality to their
products. Celebrities create headlines. With the visual media becoming more
popular the use of celebrities in the TV media has increased. Consumers like
advertisements more if they are adherent of the celebrities in the
advertisements. Their behavior and associations are being closely watched and replicated.
What they endorse sell like hot numbers. They also help to reposition products
and in increasing the sales.
References (Content/Images):
The author is Senior Faculty, CRM Dept at FDDI (Footwear
Design & Development Institute) Noida
|
|
|
| [
1
2
]
|
|
