SINGAPORE city

CONSUMER BEHAVIOR:-

Singapore is now recognized as the second largest fashion apparel business and sourcing hub
in Asia-Pacific after Hong Kong. The Singaporeans have always been fashion conscious and
up-to-date on the current and ruling styles and trends. But they are nowadays had become very
brand conscious and brand names and brand label have gained a lot more importance in
Singapore fashion. The fashion is constantly acquiring new successes with every passing day.
The exotic prints and bold colors used by the fashion designers in Singapore are in great
demand all over the world. Singapore has outlets of the top international brands of the world like
Giorgio Armani, Gucci, Paul Smith, Valentino, Prada, Gianni Versace, etc. Singapore fashion is
at its peak during the festive month when fashion seems to be the main priority of the young
generation of the nation. The Singapore fashion week and the Singapore fashion festival are the
two most popular shows in Singapore.

CULTURE:-

Cultural affinity due to large number of people living there are from different countries, thus
consumers has a diverse range of taste and preferences. 42% of population is foreigners
globally and they make 50% of the service sector. They come from countries like China,
Malaysia, Philippines, Austria, India and Middle East. Hence, mix kind of culture persists in
Singapore thus good demand for various kinds of costumes. Second most densely populated
country in the world after Monaco.

MARKET SCENARIO:-

Ranked amongst the world’s top ten economy, thus fashion industry is already well-developed.
The government of Singapore tries to provide an open business environment in order to set up
more profitable ventures with the foreign enterprises. In 2010, economy has begun to rebound
and predicted growth rate by the government 3-5% for the year. Singapore posted rapid growth
averaging about 15% compounded annual growth rate in the past decade. Open and corruption-
free country, therefore providing safe environment for global fashion traders and designers to
work and live in. Singapore top rated infrastructure in air, sea, land, telecommunications,
finance, trade facilitation and documentation is particularly attractive to global traders.
Singapore geographical location positions well to complete the 24-hour trading cycle,
complementing key trade hubs such as London and New York.
 PARIS

CONSUMER BEHAVIOR:-

In a multiethnic state, there are two major types of ethnic group identity - that which is
associated with territorial groups claiming a separate identity from the dominant French identity
and that which is associated with immigrants, such as North Africans. Conflict between the
centralized state and regional groups such as the Corsicans, Bretons, and Basques heightened
toward the end of the twentieth century, when political autonomy became a major movement.
Corsica has won the right to limited administrative autonomy. About 4.5 million foreigners live in
France. These immigrants have come from various nations. The country has offered political
asylum to peoples such as Cambodians and Czechs. The largest immigrant groups are the
Portuguese, Algerians, Moroccans, Spanish, Italians, and Tunisians. One of the most significant
conflicts has been in the area of religious freedom for Islamic groups. The "scarf affair" of 1989,
in which three Muslim girls were expelled from high school because they refused to take off their
head scarves, drew attention to the conflict between the secular state school system and the
religious beliefs of immigrants.

CULTURE:-

The culture of France is diverse, reflecting regional differences as well as the influence of recent
immigration. The French maintain a strong gap between civilian life and religion. Religion is
considered as private as possible, and it is considered offensively inquisitive to enter religious
discussions in most contexts. French culture is derived from an ancient civilization composed of
a complex mix of Celtic, Greco-Roman, and Germanic elements. Monuments, especially from
the period of Roman occupation, are numerous and include the amphitheatre at Arles, the
arénes in Paris, and the aqueduct at Pont du Gard. During the middle Ages a rich culture
developed, fostered in particular by scholars in monasteries and in universities and encouraged
well into the 18th century by a system of royal and aristocratic patronage. From the early 1700s
and with the development of a middle class, the bourgeoisie, culture became more generally
accessible. This period, extending into the 18th century, was the age of the Enlightenment, of
inquiry and question. Cultural activity remained largely centered on Paris, though certain
provincial cities such as Aix-les-Bains or Lyon had an active life of their own. With free primary
education compulsory by the late 19th century, basic literacy ensured that the general cultural
level was raised.
The culture of France has profoundly influenced that of the entire Western world, particularly in
the areas of art and letters, and Paris has long been regarded as the fountainhead of French
culture. France first attained cultural preeminence in Europe during the Middle Ages; later, the
wealth of the French crown in the 16th, 17th, and 18th centuries provided a subsidization of art
on a scale comparable to that of the papacy in Rome, attracting to Paris many of Europe’s most
talented artists and artisans. Wealth also created a leisure class, which had both the time and
the means for developing elegance in dress, manners, furnishings, and architecture. French
styles still pervade much of Western culture. In the 20th century French cinema assumed a
leading world position, particularly in the 1960s with the nouvelle vague (“new wave”) group of
film directors, such as Jean-Luc Godard, Alain Resnais, and François Truffaut.

MARKET SCENARIO:-

Fashion has been an important industry & cultural exports of Paris since 17th century.
The association of France with fashion & style dates largely to the reign of Louis XIV when
luxury goods industry in France increasingly came under royal control. Historically, many of the
world’s top fashion designers and fashion houses have been French, including Coco Chanel,
Christian Dior, etc. Today Paris is considered as the world’s fashion capital and city is home to
many premier fashion houses. Unlike other global fashion hub where most large events have
been launched in last 2 decades, fashion events in France dates back 1970s. Paris fashion
week is among the largest fashion event held globally. Modern “HAUTE COUTURE” originated
in Paris in 1860s which gave opportunities to many young designers. France has the largest
fabric industry. In terms of tourism it is the most visited country. Attracted fashion companies
from all over the world. Strategic geographical location adds an advantage to many fashion
companies.

ROME
CONSUMER BEHAVIOR:-

Consumers in Italy are highly aware about fashion trends thus demand and supply followed
since Renaissance. Priceless work of art, architecture and fashion and high standard of living
thus hub of Luxury goods, huge number of tourists and immigrant population. Consumers are
not price conscious and they are fashion leaders or trend setters. There is lesser middle class
and the Italian people are considered as international customers. The country offers exclusivity
as fast changing fashion cycles. There are not many domestic consumers as far as the
consumer behavior is concerned. Italy is famous for tourists. New fashion cycle starts before it
penetrates to other markets. Italy does not have mass consumers, thus loss to manufacturers.

CULTURE:-

From antiquity until at least to all the 16th century, the Italian peninsula was the central place of
Western culture, fulcrum or origin of universal phenomena as the Roman Empire, Roman
Catholic Church, Humanism and Renaissance. During these times, Italy produced some of the
greatest painters, sculptors, poets, musicians, mathematical and architects in history. Italian
painters, sculptors, composers, and architects also dominated the Baroque art movement that
began near the end of the Renaissance and ended in the 1700's. Both the internal and external
facets of Western Civilization were born on the Italian peninsula, whether one looks at the
history of the Christian faith, civil institutions (like the Senate), modern astrology, philosophy,
law, art, science, nuclear energy or social customs and culture.

Italy did not exist as a political state until its unification in 1861. Due to this comparatively late
unification, and the historical autonomy of the regions that comprise the Italian peninsula, many
traditions and customs that are now recognized as distinctly Italian can be identified by their
regions of origin. Despite the political and social isolation of these regions, Italy's contributions
to the cultural and historical heritage of Europe remain immense. Elements which are famous of
the Italian culture are its opera[] and music, its iconic gastronomy and food, which are commonly
regarded amongst the most popular in the world (with famous dishes such as pasta, pizza,
lasagna, focaccia, espresso and Italian gelato), its cinema (with classic films such as 8½,
Bicycle Thieves, Cinema Paradiso, La Dolce Vita, Life is Beautiful, The Good, the Bad and the
Ugly etc.), its collections of priceless works of art and its fashion (Milan is regarded as one of
the fashion capitals of the world).

Italy is home to the greatest number of UNESCO World Heritage Sites to date. From the
precepts of the Roman Catholic Church, the spirit of the Renaissance and the Enlightenment,
are events which greatly shaped Italy's architecture, culture and art. Italy also has the world's
8th highest quality of life index, 2nd best healthcare system and 19th highest life expectancy
MARKET SCENARIO:-

Italy is a developed nation thus high purchasing power and is a part of European Union thus
Euro is the trading currency. It is stronger than US Dollar. pen economy-high imports than
exports specially energy and oil. Stable Government and support is offered to fashion industry
good and efficient infrastructure thus better supply chain management fast privatization of
private enterprises to reduce loses and better services low wages as compared to rest of
Europe foreign investments are high government gave special help during economic downturn
they have high exports (technology, apparel and accessories).

Mafia piracy threats in Italy are high. Geographically there are 14 volcanoes in Italy 3 are active
thus can block air traffic. The public debt of Italy is 115.2% of GDP as on 2009. Smaller
domestic population and demand more of immigrant population and international demand.
Humid climate is prevailed in south Italy and in North the climate is similar to that of other
European countries. The recent fall in the revenue of the fashion label in Italy and increase
competitors from the other countries may lead to loosing of government interest as the other
sectors like automobile are more alluring in terms of revenue. Handmade works are expensive
and so other countries can take advantage of huge production by machines with lower price.
There is an increase in artistic demand in Italy that leads to higher levels of competition. There
is a quick change in FAD that results in market fluctuation. The wealth of an individual elderly
person is average in Italy which makes middle class life miserable.

DUBAI
CONSUMER BEHAVIOR:-
Dubai has a 80% population of expatriates, so retail efforts should cater to them. The
robustness of the consumer market depends heavily on the country's ability to create jobs and
retain foreigners. The residents of the region enjoy tax free salaries and incomes which are
among the highest in the world, so there is plenty of money available for the luxuries of life.
Average household spending power in the UAE stands at US$14,400 per annum, according to
property consultants Colliers International. Although women in UAE generally wear the black
abaya, a long black robe that covers their cloths and also wear head scarves in the public, they
are not debarred from wearing other fashionable clothes. Shopping has also formed an
important part of fashion and Life style of UAE.

An AC Nielsen survey revealed that a third of UAE respondents bought luxury goods and that
UAE residents are some of the most prolific buyers of designer apparel and accessories. By
2010, the Middle East luxury market potential is expected to hit the $100 billion mark as UAE
ranks amongst the top five countries worldwide for consumer purchasing power of luxury
clothes and accessories.

CULTURE:-

The UAE culture mainly revolves around the religion of Islam and traditional Arab, and Bedouin
culture. In contrast, the city of Dubai is a highly cosmopolitan society with a diverse and vibrant
culture. The influence of Islamic and Arab culture on its architecture, music, attire, cuisine and
lifestyle are very prominent as well. Five times every day, Muslims are called to prayer from the
minarets of mosques which are scattered around the country. Since 2006, the weekend has
been Friday-Saturday, as a compromise between Friday's holiness to Muslims and the Western
weekend of Saturday-Sunday.

In 2005, 84% of the population of metropolitan Dubai was foreign-born, about half of them from
India. The city's cultural imprint as a small, ethnically homogenous pearling community was
changed with the arrival of other ethnic groups and nationals—first by the Iranians in the early
1900s, and later by Indians and Pakistanis in the 1960s. Dubai has been criticised for
perpetuating a class-based society, where migrant workers are in the lower classes.

Major holidays in Dubai include Eid al Fitr, which marks the end of Ramadan, and National Day
(2 December), which marks the formation of the United Arab Emirates. Annual entertainment
events such as the Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS) attract
over 4 million visitors from across the region and generate revenues in excess of $2.7 billion.
Large shopping malls in the city, such as Deira City Centre, Mirdiff City Centre, BurJuman, Mall
of the Emirates, Dubai Mall and Ibn Battuta Mall as well as traditional souks attract shoppers
from the region.

MARKET SCENARIO:-
Dubai's gross domestic product as of 2008 was US$ 82.11 billion. Although Dubai's economy
was built on the back of the oil industry, revenues from oil and natural gas currently account for
less than 6% of the emirate's revenues. It is estimated that Dubai produces 50,000 to
70,000 barrels (11,000 m3) of oil a day and substantial quantities of gas from offshore fields.
The emirate's share in UAE's gas revenues is about 2%. Dubai's oil reserves have diminished
significantly and are expected to be exhausted in 20 years. Real estate and construction
(22.6%), trade (16%), entrepôt (15%) and financial services (11%) are the largest contributors to
Dubai's economy. Dubai's top exporting destinations include India (US$ 5.8 billion), Switzerland
(US$ 2.37 billion) and Saudi Arabia (US$ 0.57 billion). Dubai's top re-exporting destinations
include India (US$ 6.53 billion), Iran (US$ 5.8 billion) and Iraq (US$ 2.8 billion). The emirate's
top import sources are India (US$ 12.55 billion), China (US$ 11.52 billion) and the United States
(US$ 7.57 billion). As of 2009 India was Dubai's largest trade partner.

Almost all the nations in the Middle East are Islamic nations & UAE is the most liberal nation in
the entire Middle East .This is one of the major reasons why UAE is experiencing fastest growth
in fashion & retail industry, in the entire Middle East region. In 2005, 85.5% of the UAE’s
population was classified by the UN as urban and this is forecast to increase to 86.3% by
2010.Since the fashion industry targets urban population largely, so this is a major advantage.
In this region, 60% of the people are below the age of 25 - they are fashion & brand conscious &
have money to spend. Some 50% of the population is women who are considered as serious
shoppers. There is an abundant supply of human resource skills in textile industry, courtesy of
professionals migrating to the emirates from nearly every country in the globe, as well as the
increasing number of UAE nationals that are joining the private sector.

UAE is one of the largest ports in the world and has become the region's centre for trade,
essentially by developing its location as a leading transshipment and re-export centre, based on
a long-standing trading history and a generally pro-business stance. There is heavy government
support in terms of initial investment in private sector businesses, existence of efficient
government services, a solid institutional framework and strong laws and regulations. There are
more than 40 free trade zones in UAE. The attractiveness of the UAE's free zones results
partially from competition and investment restrictions that prevail in the rest of the economy.
These restrictions do not apply to the free zones. There are no custom duties, no restrictions on
profit transfer and capital repatriation & exemption from taxes & no currency restrictions or
personal income tax.

TOKYO
CONSUMER BEHAVIOR:-

The Japanese are affluent consumers who set trends in Asia. The attitudes and consumption
behaviors of the Japanese people make this mature market significantly different from those of
other Asian countries. Consumers are increasingly interested in a diverse variety of foods that
have superior taste, are safe and nutritious, and are offered at a reasonable price. Japanese
consumers demand and will pay a premium for high-quality food products, provided they exceed
expectations. Japan is experiencing a demographic and cultural shift. It is facing a rapidly aging
population with 22% of its people aged over 65 years. In addition, the number of people living
on their own is rising, as is income inequality. Further, Japanese women are becoming more
empowered and the population as a whole is seeing an increase in life-style diseases.

Japanese because of their strong economy have high disposable income. Japan is one of the
largest markets for foreign luxury fashion goods. Luxury goods consumption in this country is
largely unaffected by recession, as evidenced by strong demand during the prolonged economic
slowdown recently. Burberry had specially launched the blue line of their products for Japanese
consumers. During the 1980s, the Hanako Generation (particularly single women in their 20s)
benefiting from the strong Yen began to travel en masse to Europe to purchase fashion brands.
The bubble economy allowed these women to take long, expensive vacations in Europe – it is
reported that some employees got bonus equivalent to 6-months salary. It was during those
years that Japanese women started to use only branded products and over a period of time, it
became an inherent part of Japanese society. Concurrently, many European luxury brands
entered Japan to better reach these customers. Despite the economic downturn in Japan,
almost all major European and American luxury fashion houses derive a major portion of their
revenue from Japanese consumers.

CULTURE:-

The culture of Japan has evolved greatly over millennia, from the country's prehistoric Jōmon
period to its contemporary hybrid culture, which combines influences from Asia, Europe and
North America. The inhabitants of Japan experienced a long period of relative isolation from the
outside world during the Tokugawa shogunate until the arrival of "The Black Ships" and the Meiji
period. Though styles have changed over years, street fashion is still prominent in Japan today.
Young adults can often be found wearing subculture attire in large urban fashion districts such
as Harajuku, Ginza, Odaiba, Shinjuku and Shibuya. Japanese street fashion is also said to have
a particular influence on the west coast of the US because of its link to hip-hop culture.

MARKET SCENARIO:-

Japanese fashion reached a turning point in the 1970’s. Prêt-a-porter (ready-made clothing,
which people could access more easily than haute couture) became widely available and
drastically changed Japanese fashion. Japan was in the middle of a high economic growth
period and strong personal consumption backed the situation.

Hanae Mori, Kenzo Takada, and Issey Miyake received attention internationally in the 1970’s.
Kenzo Takada established The House of KENZO in Paris in 1970 and opened his own boutique
“Jangle Jap” there. Issey Miyake also started showing in Paris Prêt-a-porter Collection in 1973.
Hanae Mori had her first show in New York in 1965 and then opened her maison de haute
couture in Paris in 1977 and joined the Paris Haute Couture Collection.

In the 1980’s, Rei Kawakubo of Comme des Garçons and Yohji Yamamoto received high
recognition internationally. In 1985, the Council of Fashion Designers, Tokyo (CFD) was
established with 32 designers and then Tokyo Collection was started. The DC (Designer
Character) boom in the 1980’s helped to energize the Tokyo Collection. In addition to designer’s
brands, which had been recognized internationally as high-end brands since the 70’s, character
brands referred to brands which were more affordable yet very fashion trend conscious like
Atelier Sab, Pink House etc swept the Japanese market.

Tokyo is one of the three world finance "command centers", along with New York City and
London. Tokyo has the largest metropolitan economy in the world. According to a study
conducted by PricewaterhouseCoopers, the Tokyo urban area (35.2 million people) had a total
GDP of US$1.479 trillion in 2008 (at purchasing power parity), which topped the list. As of 2009,
51 of the companies listed on the Global 500 are based in Tokyo, almost twice that of the
second-placed city (Paris). Tokyo is a major international finance center, houses the
headquarters of several of the world's largest investment banks and insurance companies, and
serves as a hub for Japan's transportation, publishing, and broadcasting industries. During the
centralized growth of Japan's economy following World War II, many large firms moved their
headquarters from cities such as Osaka (the historical commercial capital) to Tokyo, in an
attempt to take advantage of better access to the government. This trend has begun to slow due
to ongoing population growth in Tokyo and the high cost of living there.

Tokyo was rated by the Economist Intelligence Unit as the most expensive (highest cost-of-
living) city in the world for 14 years in a row ending in 2006. This analysis is for living a
corporate executive lifestyle, with items like a detached house and several automobiles.

The Tokyo Stock Exchange is Japan's largest stock exchange, and second largest in the world
by market capitalization and fourth largest by share turnover. In 1990 at the end of the
Japanese asset price bubble, it accounted for more than 60% of the world stock market value.
Tokyo had 8,460 ha (20,900 acres) of agricultural land as of 2003, according to the Ministry of
Agriculture, Forestry and Fisheries, placing it last among the nation's prefectures. The farmland
is concentrated in Western Tokyo. Perishables such as vegetables, fruits, and flowers can be
conveniently shipped to the markets in the eastern part of the prefecture.

NEW YORK
CONSUMER BEHAVIOR:-

Consumer spending accounts for 71% of the U.S. gross domestic product, or over $10 trillion.
The top 1 % of American owns around 34%of the wealth in US, while the bottom 80% owns only
16% of the wealth. This displays a large disparity and unequal distribution of wealth.

The creation of new social classes, the subcultures and/or countercultures, is apparently evident
through fashion and style. Subcultures and countercultures adhere to a distinctive set of values,
norms and practices within a larger culture that may oppose the dominant culture. Creates a
divide between classes in a society, reinforcing class stratification. It acts as a statement of
wealth and prestige, or the lack thereof.

CULTURE:-

The culture of New York City is the city's size and variety, and its status as the cultural capital
of the United States. Many American movements first emerged in the city. The Harlem
Renaissance established the African-American in the United States, while American modern
dance developed in New York in the early 20th century. The city was the top place for jazz in
the 1940s, expressionism in the 1950s and Indie rock in the 2000s, and the home of hip hop,
punk rock, and the Beat Generation. The city of New York is an important center for music, film,
theater, dance and visual art. Artists have been drawn into the city by opportunity, as well; the
city government funds the arts with a larger annual budget than the National Endowment for the
Arts, and New York is a major center of the global art market.

New York, with its large immigrant population, seems more of an international city than
something specifically "American". But to others, the city's very openness to newcomers makes
it the archetype of a "nation of immigrants". The term "melting pot" derives from the play The
Melting Pot, by Israel Zangwill, who in 1908 adapted Shakespeare's Romeo and Juliet to a
setting in the Lower East Side, where droves of immigrants from diverse European nations in
the early 1900s learned to live together in tenements and row houses for the first time. In 2000,
36% of the city's population was foreign-born. Among American cities this proportion was higher
only in Los Angeles and Miami. While the immigrant communities in those cities are dominated
by a few nationalities, in New York no single country or region of origin dominates. The seven
largest countries of origin are the Dominican Republic, China, Jamaica, Russia, Italy, Poland
and India. The cultural diversity of New York can be seen in the range of official city holidays.
With the growth of New York's South Asian community, Diwali, the Hindu Festival of Lights, was
recently added to the calendar.

MARKET SCENARIO:-
The U.S. textile and apparel industry complex is experiencing its worst downturn in over two
decades. It is faced with a major crisis that is believed to have been caused by recent global
trade liberalization and Asian currency devaluation. Most observers credit policies stemming
from global trade liberalization, such as the World Trade Organization (WTO) and the North
American Free Trade Agreement (NAFTA), with contributing to rapid job losses, especially in
the rural areas of the Southeast region where the industry complex is disproportionately located.
However, since 1995 and especially following the 1997-98 global financial crisis, the currencies
of the top textile exporting countries in Asia seem to have collapsed, causing a shock wave of
low-priced textile products in global markets. The value of textile imports from Asia, which had
shown relatively little growth over the previous ten years, grew rapidly by about 36 percent (%)
from 1995 through 2001 in tandem with a decrease in Asian currencies. Additionally, volatility in
the apparels market, fueled by frequent fashion changes, has contributed to exacerbating the
economic stress faced by industry participants and rural residents. Therefore, the recent spate
of plant closures may seriously impact economic development opportunities that are offered by
the industry complex in those rural communities where a majority of plants are located.

Statistics from the U.S. Department of Commerce and the Bureau of Labor Statistics (1997) list
5,117 textile complex companies and 6,134 plants. The gross sales for the cotton-fiber-textile
apparel complex in 2000 were $58 billion, having fallen from $60.3 billion in 1999. Nevertheless,
it was still the largest manufacturing employer in the U.S. economy, providing jobs for nearly 1.4
million workers in 1999.

Employment in the textile complex in 1999 was made up as follows:

562,000 in textiles, 684,000 in apparels, 41,887 in man-made fibers, 62,579 wool growers, and
31,493 cotton growers. The textile and apparel companies have lost about 425,000 jobs since
1992. The complex is the largest manufacturing employer in ten key states; North Carolina,
California, Georgia, New York, South Carolina, Texas, Alabama, Pennsylvania, Virginia, and
Tennessee. Textile and apparel firms are often the primary employers in rural regions, although
the apparel sector is also a major source of employment in metropolitan areas, particularly in
the Middle Atlantic States and California.

INDIA

CONSUMER BEHAVIOR:-
The Indian consumers are noted for the high degree of value orientation. Such orientation to
value has labeled Indians as one of the most discerning consumers in the world. Even, luxury
brands have to design a unique pricing strategy in order to get a foothold in the Indian
market.Indian consumers have a high degree of family orientation. This orientation in fact,
extends to the extended family and friends as well. Brands with identities that support family
values tend to be popular and accepted easily in the Indian market.Indian consumers are also
associated with values of nurturing, care and affection. These values are far more dominant that
values of ambition and achievement. Product which communicate feelings and emotions gel
with the Indian consumers. Apart from psychology and economics, the role of history and
tradition in shaping the Indian consumer behavior is quite unique. Perhaps, only in India, one
sees traditional products along side modern products. For example, hair oils and tooth powder
existing with shampoos and toothpaste.

CULTURE:-

Indian culture is rich and diverse and as a result unique in its very own way. The manners, way
of communicating with one another, etc are one of the important components of Indian culture.
Even though we have accepted modern means of living, improved our lifestyle, their values and
beliefs still remain unchanged. A person can change his way of clothing, way of eating and
living but the rich values in a person always remains unchanged because they are deeply
rooted within their hearts, mind, body and soul which they receive from their culture.

Elders and the respect for elders is a major component in Indian culture. Elders are the driving
force for any family and hence the love and respect for elders comes from within and is not
artificial. An individual takes blessings from his elders by touching their feet. Elders drill and
pass on the Indian culture within us as we grow.

Ethnic charm is exuded in simple outfits in India. The tropical climate is well adapted to the
range of muslins and cottons. The mixed variety in cotton goes from viscose, polycot and also
cotton silk which has a sheen of its own. Attires are very much about the region and climate.

The sari happens to be the most versatile drape with its amazing styles of draping and design.
The sari is the traditional dress of India which also modifies as per material, drape and style with
each region. This has also gone up to international drape style followed by ranking designers on
the ramp shows. The chungari sari of the south has the tie and dye pattern that finds its
counterpart in the bandhi print of Gujarat. There are embroidery types that seem to be the
intrinsictalent of certain regions. The cardigans and shawls are hand-woven from the North
especially the Himachal and Arunchal belt. This displays the rich handicraft culture of India. The
modernization in winter wear is seen with details like pockets, zippers, blends of fabrics and
easy feel wear. The gota work of Rajashtan and Punjab is skilled golden zari strips woven or
fixed on to the main garment like a sari or the dupatta.

The most comfortable dress is the salwar kameez that radiates Indianness and is also
comfortable. The south Indian Kerala set-saree is the beautiful print in cream and golden which
can be teamed with colored blouses. The navvari sari or the nine yard drape of Mahrasthra is
usually found in leaf green color that is symbolic of the newly married bride. The colors also
seem to be in mauve, red or blues and the sarees happen as Narayan peth, paithani and
various other Belgaum prints. The padavai is the ghagra choli for young girls in the south that is
incomplete without the gold jewelry especially the kaashi gold chain and jhumki earrings. This is
also modified as ghagra choli is simple cottons for daily wear in the villages and designed as the
lehenga choli in designer wear in the metros.

MARKET SCENARIO:-

India's immensely traditional and cultural past is instrumental for its vast textile heritage, where each
state (and sometimes districts) of India has its own unique native costume and traditional attire.
While traditional clothes are still worn in most of rural India, urban India is catching on to global
trends fast. Fashion in India is still in its nascent stage and has not quite evolved like the more
fashion industry in European countries. However India and Indian fashion has captured the
imagination of all, the world over. From bindis to mehendi to kurtis and chikan kaari India is the new
IT. Fashion in India is a growing industry with international events such as the India Fashion Week
and annual shows by fashion designers in the major cities of India. The victories of a number of
Indian beauty queens in International events such as the Miss World and Miss Universe contests
have also made Indian models recognized worldwide.
Fashion designers such as Ritu Kumar, Ritu Beri, Rohit Bal, Rina Dhaka, Muzaffar Ali, Satya Paul,
Abraham and Thakore, Tarun Tahiliani, JJ Valaya and Manish Malhotra are some of the well known
fashion designers in India. Despite the brouhaha about the Indian fashion industry the media
attention on the Indian fashion garments has not actually translated to tangible returns.
The first IFW was orchestrated by the Fashion Design Council of India (FDCI) in August 2000. Ever
since, the event not only exhibits the work of Indian designers but also promotes the fashion industry
at large, within the country and overseas.

The end of the quota regime as on January 1, 2005, signifies brightened vistas for the Indian apparel
industry. A quota-free era forebodes growth in the textile business for countries such as India and its
larger rival China. Both countries are one of the forerunners in the world garment and textile market.
The quota regime limited free export of materials and garments from the developing countries, and
provide a rather unfair edge to the developed ones, such as the US. The multi-fiber agreement
(MFA) designed to protect textile producers in the industrial West from being swamped by low cost
suppliers of the developing countries. The regime resulted in unfair trade practices, such as hoarding
of licenses for quotas and their eventual sale in the black market, dumping, and exporting goods of
inferior quality to meet contractual obligations. Thus there was little or no incentive for the
manufacturers to upgrade and improve either their products or manufacturing processes.

The World Trade Organization Agreement on Textiles and Clothing (ATC) concluded the quota
regime on January 1, 2005. The ATC is designated to incorporate the textile sector into the
mainstream of multilateral rules, as applicable to other sectors. The end of the quota regime signifies
the potential for widespread growth for the fashion industries of all the countries that had faced quota
restrictions earlier.

Till some time ago Indian law decreed that garment manufacturing should remain a small-scale
activity. The consequence: even today 80 per cent of the country's garment makers operate from
tiny outfits with less than 20 machines per unit. A 2003 survey by the Confederation of Indian
Industry, Introspecting Competitiveness of the Textile Sector, revealed that only 20 per cent of the
manufacturers in the Rs28, 000 crore garment sector (with seven million workers) constitute the
organized sector. Currently, three-fourths of the readymade garment exports, according to CMAI, are
to the quota countries.