Sri Lankan Fashion Design Industry

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  1. 1. Sri Lankan Fashion DesignIndustryMacro Environment and its latest changesThis is a PESTEL Analysis on Sri Lankan Fashion Design Industry and its latestMacro Environmental changes, which is done as the Group Assignment for theMarketing Management Module.
  2. 2. Sri Lankan Fashion Design Industry Sri Lankan Fashion Design Fashion Design andMacro EnvironmentIndustryMacro Environment and its latest changesFashion Design is oneFashion Design is gaining popularity as an industry inof the emerging andSri Lanka. However, still the Sri Lankan society is notrapidlydevelopingquite aware of this industry and its actual use.industries in presentTherefore, the macro Environmental factors are notdaySri Lanka.much in favour of the development of Fashion Design.Modeling is anotherWe have tried to analyse this situation.field which isinterconnected withthis industry with aAssignment Detailsstrongbond.Group Members However,sinceK.D.M. De Silva HD UGC 102017 fashion has become aM.D.H.D. GunathilakeHD UGC 102030 part ofday-to-dayR.N. KarawdeniyaHD UGC 102045 lives of people, thisN.R. NavaratneHD UGC 102057 industry ishugelyG.S.M. Perera HD UGC 102065 affectedby certainW.P.T. WithanaHD UGC 102094 Macro environmentalfactors. Especially,the social and culturalDegree ProgrammeaspectsofMacroBSc. In Business Management (Special) UGCenvironment play amajor role in decidingModulethe future of fashionMarketing Managementdesigning. Thisproject is a PESTELanalysis to determineDate of Submissionthe latest significant04.11.2011changes in suchfactors.
  3. 3. Sri Lankan Fashion Design Industry Table of ContentsFashion Design Industry An overview .................................................................... 3 Fashion and Fashion Design ...................................................................................... 3 History and Development .......................................................................................... 3Sri Lankan Fashion Design Industry ......................................................................... 5 Contemporary Sri Lankan society and fashion .......................................................... 5 Sri Lankan Fashion Design Industry and local Fashion Designers ........................... 6PESTEL Analysis ......................................................................................................... 7Fashion Design Industry and Socio-cultural Environment ..................................... 8 Effect of Socio-cultural environment on an industry ................................................. 8 Sri Lankan Fashion Design Industry and Socio-cultural Factors .............................. 8 Gender, Fashion and Fashion Design Industry ...................................................... 9 The effect of age on Fashion Design Industry ..................................................... 10 Income, Occupation and Fashion Design Industry .............................................. 11 Challenge from the Ethnic and Religious views .................................................. 12 An overview on Socio-cultural impact on Fashion Design Industry ....................... 13 Recent Changes in the Socio-cultural Environment ................................................ 14 Changes in attitude ............................................................................................... 14 Fashion shows ...................................................................................................... 15 Effect of Ethical Fashion ..................................................................................... 15 Fashion Education and Society ............................................................................ 16Political and Legal Environments related to Fashion Design ................................ 17 Legal side in Fashion Design Industry..................................................................... 17 Intellectual Property Rights ................................................................................. 17 The need of a professional body .......................................................................... 18 Political side in Fashion Design Industry ................................................................ 19Natural Environment, Go-Green and Fashion Design ........................................... 20 The effect of Seasons and Climate on Fashion and Sri Lankan Fashion Designers 20 Go-Green, Eco Fashion Concept and Sri Lankan Fashion Design Industry............ 21 Sri Lankas place in Eco Fashion............................................................................. 22Effect of Economic Factors on Fashion Design Industry ....................................... 23 Place of Fashion Design Industry in Sri Lankan economy ...................................... 23Technological Environment and Fashion Design Industry .................................... 25 Modern Technology and its effect ........................................................................... 25 Craft Based Fashion Design Techniques ................................................................. 25Developing the Sri Lankan Fashion Design Industry ............................................. 26Acknowledgements .................................................................................................... 30
  4. 4. Fashion Design Industry An overviewFashion and Fashion DesignAccording to the Oxford English Dictionary, Fashion is a popular or the latest styleof clothing, hair, decoration or behaviour or the production and marketing of newstyles of clothing and cosmetics. As the definition clearly shows, Fashion is a part ofday-to-day lives of people all over the world from the very primitive tribes to thepeople of most developed countries. Actually, the latter can be taken as the definitionof Fashion Design. However, since the Beautycare has been developed as amainstream industry which covers the cosmetics etc., the Fashion Design Industry weconsider is the clothing and apperal design industry.Fashion Design is developing or making fashion and fashionable designs for people.Since humans need to be differentiated from each other and also to look good ingeneral, Fashion Design has become a profession and an industry with a hugepotential. This includes not just designing somekind of a suit to be worn. It should bedone with a great sense and awareness on the person who is going to wear it, theoccasion and the cultural background in which the dress is worn and so on. Anyproper Fashion Designer is well educated and aware of the way to use Fashion.History and DevelopmentAlthough Fashion has been a part of human lifestyles literaryfrom the beginning of the human race, the development ofthe contemporary Fashion Design Industry has begun withinthe last two centuries. Anyhow, Charles Frederick Worth(18261895) who started the worlds first fashion house inParis is considered as the first ever professional FashionDesigner. Before him, it has been the practice to place orders A Design by Charlesfor the dressers which people prefer but Worth soon became Fredrick Worthso successful in his work that customers began seeking advice from him, rather than 3
  5. 5. Sri Lankan Fashion Design Industry telling him what they wanted. This is identified as the first instance where peoplecame across the Fashion Design concept.Ever since, France and especially Paris have been thecenters of fashion in the world with many of the leadingFashion Designers and trend setting designs comingfrom them. The evolution of Fashion Design Industryhas revolutionaised the clothing trends and also thelifestyles and national identities of people around theworld.Later on, other European countries like Italy and alsoAmerica adopted this new industry and entered theA Design by Stella McCartney atParis Fashion Week (Springmainstream Fashion Design, contributing in many ways.Collection) 2011This has lead to the establishment of world renownedDesignerwear Brands such as Versace, Gucci and Giorgio Armani with other globaltrendsetters such as Adidas, Reebok, Esprit and Victorias Secret. These are currentlyleading the global market for Fashion Designs with numerous other global and localcompanies. Meanwhile, individual Fashion Designers are also coming up with variousdesigns for particular occasions and seasons as well as for the apperal industry ingeneral, making the world full of fashion. Moreover, Fashion Designers contribute toother fileds such as cinema and dancing by designing appropriate costumes. Moviestars and popular singers also get the service of private Fashion Designers as a part oftheir lifestyle.Fashion is not only limited for a particular set of people but for almost everyone and itdoesnt matter whether the person is male or female or young or old. In the countrieswith a developed Fashion Design industry, people look for the true meaning ofFashion, making it a tool for personality building. Since the dress is part of theappearance which has a huge influence on others perceptions on ones character andpersonality, this should necessarily be taken as something serious. Although the termFashion gives the idea of casual clothing, it also applies to the Formal clothing aswell. Therefore, the Fashion Designers can play a major role in shaping peopleslifestyles.4
  6. 6. Sri Lankan Fashion Design Industry Sri Lankan Fashion Design IndustryContemporary Sri Lankan society and fashionConsidering the contemporary Sri Lankan society, it is evident that the influence offashion has a considerable impact on the day-to-day life of people. Being a multi-cultural society, the adoption of fashion differs from one set of people to another andit also differs based on the region. However, the awareness on fashion and the use ofit are not up to a satisfactory level in a fashion Designers point of view (These arefurther discussed under the socio-cultural analysis).Sri Lankan