Intercultural Management, Fashion, USA & INDIA

1. Fashion in India & USA
- An Intercultural Comparative Study

2. 2. To study the
diversified culture of
India & USA in terms
of fashion
1. To study the largely
dominating fashion
categories in these countries –
 Casual Wear
 Formal Wear
 Traditional Wear
3. To study the effects
of culture on the
Indian & USA fashion
industry and market
4. To study the current
fashion trends in the
two countries
5. To study the cultural
factors influencing
these fashion trends

3. Indian Fashion Culture
Fashion in India originated in 5th millennium BC in the Indus Valley Civilization
when cotton was kitted, woven and dyed
Presently, Indian Fashion Industry is worth USD 40 billion & is estimated to
increase at the highest rate of 13% to USD 124 billion by 2020
India has youngest consuming population base with more than 60% population
between 15-59 years
The diversified culture of this country leads to diversified fashion cultures
Majority of Fashion Followers as compared to Fashion Innovators, E.g.: Influence
from Bollywood

4. Indian Fashion Culture
Types of Clothing for Women: Saree (7 yards, 9 yards & different draping styles
for different cultures), Ghagra Choli, Salwar Kameez, Chudidaar Kurta, Pants,
Skirts, Tops, Dresses, Gowns, etc.
Types of Clothing for Men: Dhoti, Lungi, Kurta, Sherwani, Headgears (Turbans,
Pheta, Mysore Pheta, Gandhi Cap & Rajasthani Pagari), Pants, T-Shirts & Shirts,
Coats, Blazers, Suits, etc.
Strictly follow color codes, drapes, accessories, etc in clothing based on the
religion and ritual concerned

5. USA Fashion Culture
In USA fashion originated since 1920’s with the showcase of fashion trends
through Radio, Print and Billboard advertisements
The USA Fashion Industry is presently worth USD 225 billion & is estimated to
increase at a rate of 4% to USD 316 billion by 2020
USA has a comparatively weaker consuming population base with only 42%
population between 15-59 years
USA has generally followed fashion trends from the history in cycles and their
changing trends largely depends on culture, region, venue, demographics, etc.
Number of Fashion Innovators are more than Fashion Followers

6. USA Fashion Culture
Types of Clothing for Women: Types of Clothing for Women: Pants, Skirts, Tops,
Dresses, Gowns, etc.
Types of Clothing for Men: Pants, T-Shirts & Shirts, Coats, Blazers, Suits, etc.
Conditions in terms of color codes, drapes, accessories based on the traditions
are also followed in USA but, not as stringently as in India, E.g.: Garments in
black are worn for weddings & mourning

7. Major Fashion Segments:
CASUAL WEAR
FORMAL WEAR
TRADITIONAL WEAR

8. CASUAL WEAR - Statistical Comparisons
V/S
60-70% of youth population
prefer wearing casuals regularly
30-40% of youth population
prefer wearing casuals regularly
Major Target Age Group – 15-59
years
Major Target Age Group – 15-75
years
Average spending on casual
wear (per person/per year) – Rs.
300.000 – 500.000
Average spending on casual
wear (per person/per year) –
USD 7,500 – 8,000
Major Cities/States following this
trend – Tier 1 metros (Mumbai,
New Delhi, Bangalore, Kolkata,
Chennai, etc.)
Major Cities/States following this
trend – Tier 1 metros (NYC, Los
Angeles, Chicago, Washington,
San Francisco, Boston)

9. CASUAL WEAR - Cultural Comparisons
V/S
Cultural barriers leads to women
majorly wearing clothes that are
not revealing whereas men wearing
basic denims/shorts & T-Shirts
Liberal Culture leads to women &
men wearing clothes of their choice
and experimenting with their styles
Colors like bright red, pink, blue are
preferred in casuals
Largely pastel shades or subtle hues
are preferred
E.g.: Tommy Hilfiger launches the
classic American style collection
with aesthetics matching the Indian
culture like cuts, sizes, colors, etc
E.g.: Tommy Hilfiger launches the
same classic American style
collection with different aesthetics
matching the culture of this country

10. CASUAL WEAR - Illustration
V/S

11. Major Fashion Segments:
CASUAL WEAR
FORMAL WEAR
TRADITIONAL WEAR

12. FORMAL WEAR - Statistical Comparisons
V/S
50-60% of working population
prefer western/traditional
formal wear regularly to work
75-80% of working population
prefer western formal wear
regularly to work
Major Target Age Group – 21-80
years
Major Target Age Group – 21-80
years
Average spending on casual
wear (per person/per year) – Rs.
350.000 – 600.000
Average spending on casual
wear (per person/per year) –
USD 8.500 – 9.000
Major Cities/States following this
trend – Tier 1 metros (Mumbai,
New Delhi, Bangalore, Kolkata,
Chennai, etc.)
Major Cities/States following this
trend – Tier 1 metros (NYC, Los
Angeles, Chicago, Washington,
San Francisco, Boston)

13. FROMAL WEAR - Cultural Comparisons
V/S
Majority of women are
apprehensive about wearing
western formal wear because of the
social stigma
The society is unruffled by the style
that women adapt in their formal
wear
Stripes, checks, sheer tops of bright
colors with full/half/3/4th sleeves with
trousers are preferred in western
whereas Kurta & Chudidaars are
preferred in Traditional Formal Wear
Solid Pastel Shades with full sleeves or
sleeveless with trousers/skirt, dresses &
Blazers are preferred
E.g.: Park Avenue launches the
merchandise mix that is suitable to
the Indian Market Demands
E.g.: Whereas, Park Avenue
launches merchandise mix that is
suitable to the Market Demands of
this country

14. FORMAL WEAR - Illustration
V/S

15. Major Fashion Segments:
CASUAL WEAR
FORMAL WEAR
TRADITIONAL WEAR

16. TRADITIONAL WEAR - Statistical Comparisons
V/S
85-95% of population prefer
traditional wear for festivals /
weddings
90-95% of population prefer
traditional wear for festivals /
weddings
Major Target Age Group – 18-80
years
Major Target Age Group – 10-80
years
Average spending on casual
wear (per person/per year) – Rs.
100.000 – 200.000
Average spending on casual
wear (per person/per year) –
USD 3.500 – 5.500
Major Cities/States following this
trend – Tier 1, 2 & 3 Metros
(Mumbai, New Delhi, Bangalore,
Kolkata, Chennai, Rajasthan, Gujarat,
other interiors, etc.)
Major Cities/States following this
trend – Tier 1,2 & 3 Metros (NYC, Los
Angeles, Chicago, Washington, San
Francisco, Boston, Miami, Houston,
Dallas, Atlanta, Detroit, Seattle,)

17. TRADITIONAL WEAR - Cultural Comparisons
V/S
There are varied cultures and hence
numerous festivals throughout the
year increasing the demand for
festive wear.
The demand for festive wear is high
only at commonly celebrated
popular festivals
Colors & Patterns of Festive wear is
selected based on the religion &
region
Colors & Patterns are selected
based on the mood n feel of the
festival
E.g.: Largely Indian Brands are
preferred as they exactly
understand & cater to these
demands
E.g.: Any brand can cater to this
market – Zara, Only, Mango, Calvin
Klein, Esprit, FCUK, Versace, Louis
Vuitton, Gucci, Prada, Burberry, etc.

18. TRADITIONAL FESTIVE WEAR – Illustration

19. TRADITIONAL FESTIVE WEAR – Illustration

20. TRADITIONAL WEAR –Wedding Culture
V/S

21. Individualism VS Collectivism - Theory
More of Individual Style, making Own style
statement
Reluctant to follow the what other our doings
Individualism
Blindly follow the trend, hard to make own
style. Especially from Movies
Very comfortable to do what others are doing
Collectivism

22. My Understandings
 Both the countries are very different in the approach
of adopting the Fashion with respect of their cultures
 Well defined market structure for fashion in both the
countries.
 Since both the countries have very diverse culture
Fashion varies throughout the country

23. Indian Couture Fashion Week
Please follow the link
http://youtu.be/QQaeb-f5Quc

24. New York Fashion Week
Please follow the link
http://youtu.be/viqjhCGarH4

25. Reference Links
 http://en.wikipedia.org/wiki/Clothing_in_India#Contemporary_clothing
 http://travel.cnn.com/mumbai/shop/citypulse/india-fashion-pour-homme-300832
 https://www.google.co.in/#psj=1&q=origin+of+fashion+in+usa
 http://www.shmoop.com/history-american-fashion/
 http://en.wikipedia.org/wiki/History_of_fashion_design
 http://ushistory101.weebly.com/us-fashion.html
 http://apparel.edgl.com/case-studies/How-Does-the-Global-Economic-Crisis-Affect-
Textile,-Apparel-Sourcing-86371
 http://articles.economictimes.indiatimes.com/2012-10-
10/news/34363404_1_apparel-exports-textile-and-apparel-cent-of-world-trade