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Objective

To decipher the ‘Fashion Pulse’ of the Youth. ◦Understanding the source of

inspiration for Fashion Trends among with youth.

Understanding FashionFashion is a style that is popular in the

present.

It is a set of trends that have been accepted

by a wide audience.

It is a complex phenomenon: psychological,

sociological, cultural or commercial points of

view

◦ Trickle Down Theory

◦ Trickle Up theory

◦ Trickle across theory

Trends

Can be emerging, building or declining

It has identifiable similarities across

information sources. (styles, details, etc)

Characterized by a building awareness

among consumers

Eg Leggings with Tunics

Fads

Short Trend (a trend with a short duration)

Accepted among a relatively small

contingent of consumers

Fades quickly because it isn’t supported the

corresponding lifestyle changes.

Classics

Long trend

Any item or style that gains visibility,

generates multiple purchases, and reaches a

plateau level of widespread acceptance that

persists over a long period of time.

Classics implement core attributes desirable

while avoiding extreme styling

Eg Little Black Dress, Denims

Survey Information

Sample size - 20

Female – 11

Male – 9

17 -25 Age group

Method of collection of data

Observation

Interviewing

Survey Information Areas covered

Colaba Causeway

Jai Hind college, Churchgate

KC College, Churchgate

Linking Road, Bandra

Phoenix Mills, Lower Parel

Café Mocha, Churchgate

Gauging the Fashion Pulse◦ Where do our TG shop from?

◦ Who are they inspired from?

◦ Who is their Fashion Idol?

◦ What is their current style for the following

Party

Everyday

Work

What does ‘Being in Fashion’ mean to them?

Where do they shop from?

Any place Convinient10%

Brand Store / Labels

7%

Price conscious18%

Retail Chains49%

Street Wear11%

Small Botiques / Small Designers4%

Inference

Retail chains like Pantaloons, Shopper Stop

are the most popular shopping destinations

among TG.

Youth are more keen on owning a ‘Brand /

Label’ and based on their ‘buying power’

shop from various destination.

For regular casual / everyday look – Retail

chain

For special Occasion - Boutiques / Fashion

Label

Who are they inspired from?

Celebrities24%

Movies16%

TVC4%Magazines

20%

Peers4%

Your own style32%

InferenceAlthough majority claim to develop their own

‘style’ it is in fact inspired from either*◦ Movie◦ Celebrity◦ Look – Rock, Bohemian, etc ◦ Image – The Rugged, The Corporate, etc ◦ Fashion Magazine / Designers

*Uncovered when probed further during conversation.

Magazines CelebsFemale

◦ Vogue◦ Elle◦ Marie Claire◦ Seventeen◦ Cosmopolitian

Males ◦ GQ◦ Men’s Health

Kareena Kapoor – 4

Katrina Kaif - 3

Shahrukh Khan – 2

Hip Hop Culture / 50

cents – 2

Shahid Kapoor – 1

Kevin Pieterson – 1

Michael Schumi -1

Celeb Category that influences the youth

Actor50%

Fashion Models19%

Sports13%

Music Idols*19%

Celeb Category

*Mostly for Males

Resourceful insights

-1

Females

◦Women’s clothes are vents their

individuality

◦Very particular about their look

Eg. This season leggings are in vogue so

prefer leggings over denims.

◦Like to maintain their Signature look with

minor changes according to the latest trend.

Eg Rock chic look, or Bohemian Look

Resourceful insights -

2

Males

◦Men’s clothes are generally

occupational.

◦Prefer to wear Black during parties.

◦Bright Tshirts with Shorts / Denims are

in.

◦Comfort is more important than looks

Resourceful Insights -3

Both get inspired by the ‘Look’ in a movie

than the actual celebrity look.

Female get inspired from actor, models and

magazines unlike Males

◦ They select and coordinate looks from catalogs,

print ads, and commercials

Males prefer the sports / casual look.

Resourceful Insights -4

Fashion Stylist have tremendous artistic

clout in today’s image driven fashion world

Classics (long trends) have the most recall

and retention index.

Followed by the Trend that also has high

retention score.

Fashion Cycle

Classics

Trends

Fad

• High retention • Higher acceptability,

Low Risk• Denims, LBD

• High recall and retention

• Consider to be fashionable

• Low recall index• Considered to be

highly fashionable• Change their look

frequently

THANK YOU