FASHION AND ITS IMPACT ON INDIAN SOCIETY – A SYNTHESIS OF LITERATURE REVIEW AND RESEARCH AGENDA

Abstract

Purpose: Fashion industry is playing a major role in the making of personality.Over the years, the country has experienced & specialized in fashion products and services to the people.Fashion is a field that is under rapid growth and changing the shape of individual standards and values.This paper reviews recent research on fashion design industries by considering the Feature mind maps, Activity diagrams & other analyses.The research areas are consumers taste, satisfaction, and current trends.The study recognizes the fashion industry and its subsidiaries.In this paper I have described the opportunity & challenges of the fashion industry and consumer behavior.Compared to the goods and services with demand, it also throws light on the changing environment for adaptability and production.A designer being a good communicator with clear ideas must be a mentor to his/her client and is expected to find out customers taste and comfort level.Everyone likes to track everyday fashion.It boosts confidence of the wearer.Fashion varies from country to country, region to region along with different styles.Fashion is transmitted from generation to generation within the society.India enjoys a prominent place in the world of fashion.Design/ Methodology/ Approach: The fashion industry is fast changing, with innovativeness and technology.Fashion is an important aspect of an individual's life.Self expression through fashion according to mindset of individuals fashion reflects sense of presentation and confidence.Impact of fashion on society is identity of people depend on their attire.Body shaming and psychological effect and social imbalance are the main reason to use fashionable products .The fashion industry contributes to society and leaves a footprint on the plane.Fashion designers are not only designing clothes, accessories but also they design the personality of their client as a whole.It's a reflection of who we are and what we believe.The fashion industry contributes to the society by allowing us to express ourselves, our creativity and our beliefs to the world.Findings/ Results: Fashion does more than reflect it can change society and act as an instrument and affect the lifestyle and move further confidently to face wearing proper clothing will provide more positiveness.We can't get away from the style.Fashion sys about you and try to reflect your personality.Through styling one can build an image of himself in all situations.Under fashion industry designers also made their contribution to reflect the personality of individual in the society to present them in proper manner.Fashion has a psychological impact on the wearer positively and negatively.Originality/ Value: This is to understand how fashion has an impact on the wearer and his behavior.The findings of this literature review will be further enhanced by the author for the doctoral thesis.An attempt is made to understand the behavior of young adolescents.Fashion is personal and moved or the study of spirit in a social construction of a framework.The results reveal that fashion designers are not making the clothes simply for appearance but each colour, texture, pattern; silhouette has specific purpose and meaning.

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