Affairs of Domestic Fashion

AFFAIRS OF
DOMESTIC
FASHION
source:-pinterest.com

FASHION SECTION:-1
source:-pinterest/vogue.in
DECLARATION
I hereby declare that this report is my own work and that, to the
best of my knowledge and belief, it reproduces no material
previously published or written, nor material is that has been
accepted for the award of any other degree by any educational
institution, except where due acknowledgement is made in the
text.
-Dakshita Pradeep Singh

ACKNOWLEDGEMENT
I, Dakshita Pradeep Singh would like to express my warm

gratitude to my respected teachers who through their vast
experience and knowledge have been able successfully help me
towards the completion of the project. I want to express my
gratitude to the Indian Institute of Art and design.
I would hereby, make most of opportunity by expressing my
sincerest thanks to all my faculties whose teaching gave me
complete conceptual understanding and clarity of comprehension
which ultimately made my work simple. Their continuous support
has given me the strength and confidence to complete the project
without any difficulties and I would like to thank all those people
who have directly or indirectly help me in making my brand
project.
My special thanks to Mrs. Swati, Mrs. Sunita Kunwar, Mrs. Rachna
Imam & Mr. Gargi for all their guidance and instruction and for
providing me with knowledge and information for the completion
of my project last but not the least I am indebted to in value
support of my friends and family who are always there for help.
Table Of Content
Section 1:-Fashion
1.1:- History of Fashion

1.2:-Elements of Fashion
1.3:- Fashion Vocabulary
1.4:- Indian Bridal Designer
1.5:- Met Gala
Section 2 :- Textile
2.1:- Classification of Fabrics

2.2:- Construction Of Fabrics
Section 3:- Managerial Economics Business Decision
3.1:- The Mall Visit

3.2:- Factors Affecting Quantity Demanded
3.3:- Price Elasticity Of Demand
3.4:- Impact Of Inflation
3.5:- Impact Of GST
3.6:- Impact Of Covid-19
HISTORY
OF
FASHION
Foundation
Source:-blogspot.com
The foundation of the Maurya Empire was in 321 B.C. by

Chandragupta Maurya and it was a unique event in history.
Particularly because of the fact that it was found shortly after
Alexander’s victorious campaigns in North-West India during
327 B.C. – 325 B.C. This age witnessed the unfolding of India's
first great empire. (idoc.pub, n.d.)
COSTUME
At the Maurya and Sungha period, men and women used to wear
unstiched garments which was called Antariya of white cotton or
linen, or flowered muslin, sometimes in gold embroidery or
precious stones. For men, there was unstitched cloth that was
draped around his hips and between the legs, kachcha style. It
was extended from waist to calf or ankles and it was shorter for
commoners and peasants. The antariya was secured at the waist
by a sash or was called as kayabandh tied often in a looped knot
at centre front. This kayabandh could be simple sash (vethaka),
one with drum-headed knots at the ends (muraja), or very
elaborate embroidery, flat and ribbon-shaped, called pattika.
The third item of clothing usually
made of fine cotton or rare silk,
which was utilised as long scarf to
drape the upper half of the body.
The uttariya was worn in several
way, draped on both shoulders or
one shoulder, or casually knotted
at the waist or diagonally, or worn
lossely across the back and in
many others ways as the weaver
likes. But for the labourer and
craftsman, it was more of practical
garments, to be tied around the
Source:-www.quore.com
head for protection them from
sun, or as a towel to mop the face
when they were sweating.
(idoc.pub, n.d.)
Headgear And Hairstyles
The heads of women were generally

covered with uttairya. This was worn
straight or crosswise on the head.
The hair, was centrally parted, was
made into one or two plaits or in a
knot at the back. It can be wear
simply at the back or secured at the
head with the help of head-band.
Source:-pinterest.com
07. Skull caps were used tobe worn under or over the
uttariya to keep it in place, or sometimes it was used as a
decoration with a pendants or fringe. As for the women
who served as a bodyguards, helmets were used as
headgear as for mauli in the early maurya period.
But in the sunga period, there were
remark-able head-gear in which the
hair itself was twisted into braid along
with a turban cloth, at the front of the
head but never at the cen-
tre top, as centre top can be used
only by priests. In addition, Jewelled
brooch or fringe or jhalar was used
sometimes to the turban as
decorative element. (idoc.pub, n.d.)
Jewellery
Source:-swarajyamag.com
From the sculptures we can find

that the era depicted richness in
the jewellery worn by men and
women but it was coarse at the
mungha period but at the time of
sungha, the jewellery become
somewhat refined. Certain
ornaments was common to both
the sexes, like earings, necklaces,
armlets as well as belt and
bracelets. (idoc.pub, n.d.)
Source:-swarajyamag.com
Necklaces was of two kinds:- Short one called kantha which was flat and
board, and the long one called, the lambanam which was sometimes of
three to seven stringed. Earing or Karnika was of three category :- a simple
ring or circle which was called kundal, a circular disc called as dehri and
flower shaped earing called kaan-phul. Baju, or armlets of gold or silver
beads, were worn at the upper hand. Bracelets known as kangan, were
worn which was often made of square or round beads of gold, and cloth.
(idoc.pub, n.d.)
Source:-bing.com

ELEMENTS
OF
FASHION
Elements
Of Design
Source:-www.bing.com
COLORS
Colors is visual perception which is derived from spectrum of
light , interaction with cells of the eyes.When we describe an
object in terms of hue, lightness or saturation is considered as
Color or Colour. It is best way of visual communciation.
(crayola.com, 2017)
COLOR THEORY
Color theory created astructure which was logical for bt he color.
It is theory which consist of both art and science of color. It
explains the concept of how people perceive color, mix and match
them with each other. (Fanguy, 2020)
Color Wheel
Color wheel was first discovered by Sir Issac Newton in 1666. Color
wheel is used by artist and designer as a guide to develop color
harmonies and palettes. The color wheel is of three primary colors,
three secondary colors (colors which are created when primary colors
are mixed with each other: and six tertiary colors (colors made with a
combination from primary and secondary colors) (Fanguy, 2020)
We can divide a line through the center of the wheel, which will
separate the warm colors (reds, oranges, yellows) from cool colors
(blues, greens, purples) (Fanguy, 2020)
Source:-pinterest.in
CATEGORY
Primary Colors Secondary Colors Tertiary Colors

Source:-colormatters.com
There are three different types of colors in accordance to

color wheel.
Primary Colors:- Red, Yellow and Blue are the primary color
or in other words traditional color. These are color that
cannot be formed or mixed by any combination of other
colors. All the others can be derived from these 3 primary
hue.(Fanguy, 2020)
Secondary Colors:- Green, Orange and Purple, these are the

colors that are made by mixing of the primary colors.(Fanguy,
2020)
Tertiary Colors:- Yellow-orange, red-orange, red-purple, blue-

purple, blue-green and yellow-green.
These are the colors that are derived from mixing primary
and secondary colors.(Fanguy, 2020)
source:-Bucknell University
Complementary
Conplementary color are face to face to each other, in other words
they are opposite to each other. They are more prominent colors
and will appear brighter.(Fanguy, 2020)
Monochromatic
Shades, tones and tints of one base color is known as
monochromatic.(Fanguy, 2020)
Analogous
Analogous are the combination of three colors which are side to side
on the color wheel.(Fanguy, 2020)
Triadic
As the name portrays, it is combination of three color which are
evenly spaced on the color wheel. (Fanguy, 2020)
Lines
Line has different aspects which includes thickness ,

sharpness, length.
Line has several functions- To create a shape and mood, to
indicate direction and to lead the eye.
Types of lines: There are only two kinds of lines - straight lines
and curved lines. Straight lines can have four directions.
Vertical, horizontal, diagonal or zig zag. A curved line may be
extreme, approaching a full circle.(VEDANTU, n.d.)
Source:-pinterest.in Source:-www.vecteezy.com
Source:-www.vecteezy.com
Horizontal lines Vertical lines Diagonal lines
https://www.bing.com/images/search?
view=detailV2&ccid=AEssbvO4&id=D0F7F07D44BCA6CF1BCBF761BB650295080EF8F0&
thid=OIP.AEssbvO4meQMOGNqcW852AHaHa&mediaurl=https%3A%2F%2Fi.pinimg.co
m%2Foriginals%2Fb4%2F3d%2F38%2Fb43d38cf9617d732e75e7a98fcfef379.png&exph
=500&expw=500&q=zig+zag+lines&form=IRPRST&ck=D35938EE43873769137DD614A3
1765DD&selectedindex=1&ajaxhist=0&ajaxserp=0&pivotparams=insightsToken%3Dccid
_HGQFnoFg*cp_D06496C29866907EBB88A5082DBBCBE5*mid_2EF3953F1BFA218BD9
D9A6E7E6D4BE0318268F5A*simid_608028062320834757*thid_OIP.HGQFnoFgFa2qo2
65HWKsFgHaHa&vt=0&sim=11&iss=VSI&ajaxhist=0&ajaxserp=0
Source:-pinterest.in Source:-pinterest.in
Zigzag lines Curved lines

Pattern & Rhythm
A pattern is a design in which shapes, forms, colors or shapes

are repeating. Patterns can be regular or irregular. The repeated
part is known as motifs. (Mads Soegaard, 2018)
Repeating of elements in interval is known as rhythm. It set the

dynamics . It is a very powerful elements that it can hypnotizes.
Repetition of patterns affects our mental and emotional state.
Rhythm in fact rules our brain.
There are of five categories
1. Random Rhythm :- Repeating of an element which does not
have any specific intervals are random rhythms.
2. Regular Rhythm:- They have such a arrangement of the
repeating elements that can be measured.
3. Alternating Rhythm:- In this type, one or two elements are
used interchangeably in a repetition manner.
4. Flowing Rhythm :-It contains circular or curvy elements which
give the art movement.
5. Progressive Rhythm :- Consist of repeating elements along
with changes in color or size as they repeat.
(Mads Soegaard, 2018)
Page 5
Textures
Texture is very essential aspect in fashion. It can increase or

decrease the appearance of a body in terms of size. It can
include extra attention to the design. (Hajar Ayuni, 2016)
Texture is of two types:-

Visual - Texture which can be seen. Whether it is shiny, dull or
bright, these are factors that can identified by seeing.
Tactile - Texture that can be identified by touching them like
rough, soft or pricky.(Ldnrose, 2017)
Texture which are glossy, thick, bulky, wrinkled or shaggy can

gives the appearance of person bigger that usual. Texture like
dull, smooth surfaces decreases the size appearance. (Ldnrose,
2017)
Source:-businessoffashion.com Source:-purushu.com

Page 5
THE
MET GALA
Emergence
The Met Gala was founded in

1948 to raise money for the
newly-founded Costume
Institute. The first Met Gala
was held as a midnight dinner
party with tickets that were
priced at fifty dollars each.
This legacy was left behind
by the former Vogue editor-
in-chief, Diana Vreeland to the
Costume Institute Since 1973
the Met Gala has been well Source:-pinterest.com
known as the luxurious event. (Wikipedia Contributors, 2019)
The Met Gala was established by Eleanor Lambert, a fashion

publicist in 1948 with a motto to boost money for the newly-
founded Costume Institute. For the first few decades of its
existence the Met Gala was considered a simple event which was
held annually for New York charitable institutions.(JD Institute of
Fashion Technology, 2021)
In 1972, when Diana Vreeland took the position of consultant to
the Costume Institute, the Gala started its evolution into a more
glamorous way without losing its aims towards its society. During
the Vreeland years, the Gala was first held at the Met where the
concepts of themes were introduced.(JD Institute of Fashion
Technology, 2021)
EVENT
The Met Gala, is a fundraising event with the aim of providing

financial aid to the Costume Institute. The event is an
celebration of the Institutes annual fashion exhibit where
professionals from all fields come together to build
connections and showcase their work.
Although the event is just held for an evening but the exhibit
is showcased for several months after . The Met Gala is
recognized as the Red Carpet Event for the Fashion World.
Tickets for the event can be purchased, but it is of limited
numbers. The tickets cost is initially about $30,000USD but
was raised by $10,000USD. The annual number of tickets
alloted for the general public is 650 to 700. (JD Institute of
Fashion Technology, 2021)
Anna Wintour, full name
Dame Anna Wintour, who
was the longtime editor in
chief of American Vogue
magazine, became one of
the most known and
powerful person in
fashion. (McCreesh, 2022)
Wintour officially took over as

chairperson of the Met Gala in
1999 after showing her talent by
hosting the met in 1995 and 1997.
She rules the gala. From making
the list of the celebrity to be
invited, the food who can give bad
breath being banned, people not
allowed to use their phone and
taking pictures to having a rule to
meet new people and for that no
one can sit near their friend or
family. (McCreesh, 2022)
Theme
Source:-tvrealnews.com
Every year, the Met Gala is given a theme which consist of a

cocktail hour and formal dinner. During the cocktail hour the
guests make an appearance on the red carpet and tour the
exhibit and formal dinner in which they are seated for the dinner
party, while the entertainers performs. (Wikipedia Contributors,
2019)
Gala being the very important platform for luxury brands and
individual labels to showcase their work through the celebrities
that make an appearance at the event. Through this event, being
the most popular fashion event, is a chance for fashion critiques
theme that is chosen for the event portrays a period of fashion,
bringing back the trends, and also setting trends. (Wikipedia
Contributors, 2019)
THE
FIVE FAVE
Kendall
Jenner
2018
2018 year’s party was themed as Heavenly Bodies:- Fashion and

the Catholic Imagination.(Corp, 2018b)
Kendall Jenner, walked onto the Metropolitan Museum of Art’s in
N.Y.C. wearing an off-shoulder couture top with sheer elbow-
length gloves and matching long train couture pants designed for
her by Off-White creative director Virgil Abloh. (Corp, 2018b)
She accessorized the her look with white heels of Jimmy Choo
and diamond earrings and rings of Tiffany & Co.(Corp, 2018b)
Hailey Baldwin debuted the 2018 met gala with her new neon color
created by Redden colorist Ryan Pearl as she had blond hair before
the gala.
They referred to hair as an accessory so they used it to pop the color
to the otherwise neutral outfit.
The model accessorized her look with a floral crown, which provided
a spark contrast to her ethereal gray-blue chiffon gown which was
designed by Tommy Hilfiger and it was sexy and chic.
Her makeup was soft and subtle, featuring creamy blush, golden
shadow and a lip that matched her hair color.
The thigh-high slit in her dress put her long legs on display and she
polished off the outfit with silver lace-up heels and tons of ring.
(Nast, 2018)
Hailey
Baldwin
2018
Vanessa
Hudgens
2022
Vanessa Hudgens in an elegant black Moschino gown. "It's gave

us the vibe of a witchy fantasy,.
The black gown designed by Moschino covers the actor from
neck to toe in see-through material and lace which had detailing
around the bust, perfecting the naked dressing trend. But what
really makes the look was the grand puffy sleeves that add a
serious amount of drama. (news.yahoo.com, n.d.)
As for her accessories, Hudgens wore her hair in an intricately
braided bun and took a another step towards drama with a
champagne smokey eye and a pale pink lip. (news.yahoo.com,
n.d.)
Jessica Chastain wore an ruby Gucci gown with a beautiful
matching turban. The dress code for this year’s event was “Gilded
Glamour. (Grazia, n.d.)
Jessica Chastain gives off fortune teller vibes at the 2022 Met Gala
It was a custom Gucci ruby duchesse silk which was all-over
sequin embroidered gown. It had a central opening and crystal
snake embroidery and hair accessory.(Grazia, n.d.)
She completed her look with Gucci High Jewelry earrings in 18kt
white gold, diamonds and a tiger head ring in 18kt white gold,
rubies and diamonds. (Grazia, n.d.)
Jessica
Chastain
2022
Blake Lively
2022
Blake Lively wore a glittering Versace gown with an oversized

satin bow and matching gloves. She stepped into the red carpet
wearing a copper and turquoise ombré strapless gown with
matching opera gloves.
Lively wore a delicate crown atop her sought-after bright blonde
mane, plaited at the crown by hair pro Jennifer Yepez to regal
effect. Evoking a soft romance, her softly rippled waves fell down
past the small of her back to elegant effect.
The dress was inspired by the Statue of Liberty, and all the
aspects of the outfit portrays the aspects of statue of liberty like
the crown which had seven tiers, reason being that the Statue
Liberty has seven rays that represents he sun's rays and also the
7 seas and continents which represents welcomeness, and
freedom. (CNN, n.d.)
FASHION
VOCABULARY
Necklines
Source:-www.whowhatwear.com Source:-na-kd.com Source:-insbyr.com

Square Sweetheart V
Source:-pinterest.comSource:-pint Source:- Pinterest/sanpatrick.com Source:-pinterest/couturecandy.com

Halter Illusion Bateau

Sleeves
source:-pinterest/eur.shein.com Source:-Myer

Wedding Leg of Mutton Petal
Source:-SHEIN Source:-aliexpress.com Source:-https://www.jagjeans.com/womens/tops
Puff Lantern Bishop

Silhouttes
Source:-pinterest.com.mx Source:-babyonlinewholesale.com Source:-simplydresses.com
Ball Gown Mermaid A-Line
Source:-https://www.amazon.in/Fashion/Sequin Party Dress Source:-Pinterest Source:-cargoclothing.com
Trumpet Tea Length Column

Skirts And Bottoms
Source:-SheInSource:-rachelparcell.com
Source:-https://www.amazon.in/Sale-Offers/Fashion
Asymmetrical Tiered Wrap
Source:-ladyfashioniser.com Source:-wardrobemess.com Source:-Tobi
Cargo Sash Tie Bell Bottom

TOPS
Source:-NA-K source:-enduranceapparelva.com
Source:-everything5pounds.com
Bishop Kimono Singlet
Source:-
https://www.amazon.in/Fashion/Flu
Source:-https://www.amazon.in/Sale-Offers/Fashion Source:-pinterest.co.uk tter Sleeve Top
Batwing Leg-o-mutton Flutter

INDIAN
BRIDAL
DESIGNER
TARUN
TAHILIANI
THE FOUNDER
Source:-expressomagazine.com
Tarun Tahiliani is a known Indian fashion designer With his wife

Sailaja Tahiliani, he co-founded Ensemble, India’s first multi-
designer boutique in 1987, which was followed by Tahiliani Design
studio in 1990. He is best recognised for his ability to infuse Indian
craftsmanship and textile heritage with tailored silhouette. His
signature is to combine traditional craftmanship with modern
design. Over the years, he also became known for his bridalwear.
(Wikipedia, 2022)
EARLY LIFE AND
CAREER
Tahiliani was born and brought up in Mumbai in Sindhi family. His
father was in the Indian Navy, thus his family used to be posted to
various locations in India. After studying at Campion School intially,
Mumbai then he went to study at The Doon School, a boarding school
in Dehradun, and passed out in 1980. After his schooling he joined St.
Stephen's College in Delhi as an honor's student. However, he left it
after a year and then went on US, where he studied at Vassar College,
New York for one year, and went to obtain a degree in Business
Management from the Wharton Business School, University of
Pennsylvania. After his return to India, he first joined his family
business in oil-field equipment.
Eventually, in 1987 he and Sailaja
opened the first multi-designer boutique
in India, 'Ensemble' with the assistance
of designer Rohit Khosla in Mumbai.
Although he was enjoying the sketching
for his business, however he was still
untrained as a designer, so in 1991, he
went to Fashion Institute of Technology
in New York to gain his knowledge
about designing. After his return he
shifted his business to Delhi. When in
1995, British heiress Jemima Khan wore
one of his attire for her wedding to
Imran Khan, his work was first
recognized.(Mazumder, 2015), Source:-panasiabiz.com
(Wikipedia, 2022)
Kumbhack
Collection
Source:-timesofindia.indiatimes.com
Tarun Tahiliani went to Kumbh Mela

and got attracted by the colours and
draping style that we are using in
India. He was also inspired by the
structure of drapes. The designer
used his inspiration and came up
with his own interpretation of drapes
and wraps and presented his own
mysterious way. Saffron was used as
the dominant colour and Kumbh
motif as the DNA of the collection.
Fabrics like silks, cashmere wool
knits, crepe wool, and silk velvets
gave the ensembles the much
needed dramatic effect while
adhering to simplicity at the same
time. There was a constant presence
of rudraksh jewels which was
accompanied by the kamandal bags, Source:-timesofindia.indiatimes.com
kamarbandhs, bright orange flowers
pinned at the top plaited hairdos of the models, geometric bangles and
feathered neckpieces completed the look. (www.thefreelibrary.com,

n.d.), (The
Times of India, 2013)
Bridal
Collection
Source:-vogue.com
Every bride now is looking for

something that is elegant and light.
Today's women are more educated
and more independent, they do not
feel the need to suffer at their big day.
Today’s bride wants to be true to her
personality. There are two kinds of
sensibilities and proponents that
describe the NRI bride. One who is
obsessed with Bollywood's films and
want to wear like them to feel
connected to and another who want
to be just themselves. They want to
have a pinch of modernity while being
connected to their culture but their
own way. Brides want natural makeup
and maybe less amount of jewelry.
They want to be their most authentic
version. At the end it is not about the Source:-vogue.com
couture, it is about the emotions and

moments.(WedMeGood - Best Indian
Wedding Blog for Planning & Ideas.,
n.d.)
Colour Palate:- Very soft colours
like ivory-beige, muted type of
honey and then it goes into reds
and deep burgundies, primrose
The palatte is always muted,
because beige is Tarun Tahilian's
favourite colour. (Nast, 2020)
01.
Silhouettes:- The couture and
occasion wear collection consist of
lehengas with cholis or corsets.
They also have saris, pre-draped
sarees, jumpsuits, jackets paired
Source:-vogue.com
with skirts and some classic and
traditional anarkalis. (Nast, 2020)
Motifs:- There was an immense use of

floral motifs in the collection. There’s
also jamewaar prints that represented
the beauty of Kashmir, accompanied
with embroidery and graded geometric
motifs like jaalis. (Lifestyle Asia India,
2022)
Fabrics: Most of the collection is in
beautiful chikankari as they are light and
graceful. (Lifestyle Asia India, 2022)
Source:-vogue.com
Tribal people or societies are completely different from the one
which lives in big cities. They do not follow the social rules and
rituals, prescribed by the Brahmanasin relation to societies divided
into numerous unequal classes. These societies were known as
tribes. There have unique bond of kinship among the members of
each tribe.(BYJUS, n.d.)
The main source of livelihood was agriculture. However, hunter-
gatherers or herders were also there. Some tribes were nomadic
and kept on moving from one place to another. Many large tribes
lived in forest, hills, deserts, and places difficult to reach.
From the beggining, i was clear of the fact that i wanted a raw look,
that represents strength and power, moreover physical strength. So,
the first thing that came to my mind was tribal people.So, i
researched about their festivals and movies that presented their way
of living, where i found about their traditions of praising their
weapons at the starting of the month September every year.
Like the movie Prey (2022) in which there was a girl who wanted to
go for a fight but was always told that let the men do it but still she
didn,t stopped and study the dangerous alien from the far to know
about his weapons and at the end killed him who killed half of her
tribe.(Prey, 2022)
Now also even we are living in the 21th Century where we talk about
equality, still at the back of our mind everyone knows that people feel
that women are weaker than men and can't fight.
So, with the look i wanted to show that even if we dress pretty and
look sweet and sensitive but when the time comes we can fight and
will fight.It is not about winning or losing, its about that if we feel
necessary we will fight, we will not give up without even trying
Page 3
LOOKBOOK
Inspiration
I am portraying the role of a Tribal Women

To convey a message to the world that women are strong and powerful.
Mentally as well as physically .
Page 3
My Final Look
SECTION:-2
TEXTITE
Source:-pinterest/mayerfabrics.com

CLASSIFICATION
OF FABRICS
Rayon/Viscose
9.6%
Polyester
33%
Cotton
57.4%
CONSTRUCTION
OF FABRICS
Woven
42%
Knitted
58%
Knit fabric is produced by using one set of yarn by inter looping.
Knit fabric is flexible, and can be readily used for constructing small
pieces, making it ideal for socks and hats. Knit fabric is more
durable. These fabrics can be as thin as mesh or as thick as
sweatshirt fleece. Because of the symmetry of yarns on both sides
of knit fabric, they curl a little on the edges. Most common fibers
that are used for knitted fabrics are cotton and viscose; and these
tend to be single jersey construction and they are used for most T-
shirts. Knit fabric is made up of single color yarn, but there are
ways to work in multiple colors; wherein, yarns can be dyed to
produce multi color products. Knit fabric was earlier hand woven;
however, now it is produced with knitting machine or flat knitting
machine. T-shirt, polo shirt, inner wear or leggings can be made
from knit fabric. (The Design Cart, n.d.)
03.
Knitted
Fabric
Source:-pinterest/chicwish.com

Woven Fabric
Source:-photos-public-domain.com
Textile formed by weaving is a woven fabric. Woven fabric is

generally produced on a loom and made on many threads,
woven on warp or weft. Two or more threads that interlace at
right angles to one another; produce a woven fabric. Woven
fabric only stretches diagonally in bias direction. Woven fabric
can be produced from hand loom to power loom. Fibers of a
woven fabric are wound in such a way that they create criss-
cross patterns. Woven fabrics are often used for sewing and
their edges need to be finished properly, since they unravel
easily. Shirt, trousers and jeans can be made up of woven
fabric. Woven fabric is comparatively thick, because of the use
of two or more yarns. (The Design Cart, n.d.)
Source:-(The Design Cart, n.d.)
Source:-Burda Style
Difference
it is not that easy to differentiate between the Knit and
Woven, if we look closely or click a picture of the fabric and
zoom it we can maybe identify the type of construction. Knit
fabric consist of one continuous thread and it stretches all
over. Woven fabric, on the other hand, will not stretch or will
stretch diagonally, on bias. Knit fabric has higher elastic
properties. Knit fabric is cool and breathable , while woven is
comparatively thick than knit and wind resistant. Being
produced using one single yarn, knit fabric features less labor
cost of manufacturing, as compared to woven fabric. Also,
knit fabric is wrinkle resistant and woven fabric holds creases
well. (The Design Cart, n.d.)
BUSINESS
DECISION
MANAGERIAL
SECTION:-3
ECONOMIC
Source:-pinterest/ensembleindia.com

THE
MALLVISIT
RITU
KUMAR
Source:-www.fortuneindia.com
Ritu Kumar was born on 11

November 1944 in Amritsar,India.
She graduated from Lady Irwin
College in 1964. In 1966, she
moved to New York, USA, studying
higher education in Theatre and
History of Art from Briarcliff
College. Ritu Kumar is one of the
foremost Designer. She was a little
girl from Amritsar who dreamed to
be successful. (Wikipedia, 2021)
Ritu Kumar is designer who started
her career from a small village
Seram pore in West Bengal in the
1960s. She visited the village and
found a small colony of hand block
printers who were out of work and
Source:-photogallery.indiatimes.com
needed financial help and
employment. (Wikipedia, 2021)
She has unique style of her own. With a background in an art history
and museology which has enriched her horizons.She is a true
example of a pioneer in the fashion industry thus making a
remarkable position in the present era. (Wikipedia, 2021)
THE BRAND
https://www.ritukumar.com/in/home?currency=INR&sId=d85541d5965e3fe7aa9301b4d879542a&isPo=1
Ritu Kumar was the first woman to introduce the 'boutique' culture in India
under her name. Her work is evolving within an aesthetic which is sophisticated
both in eastern and western sense, a contemporary statement in a fast
changing modern India. (www.ritukumar.com, n.d.)
She has been retailing in Europe and India since the 1970s. She prefers to
work in fabrics like silk, cotton and leather. It operates two main production
centers Gurgaon and Calcutta. (www.ritukumar.com, n.d.)
The outfits of the brand represent richness, elegance, and intricacy of
embroidery. It reflect the rich embroidery heritage of India, whether in their
motifs, type of stitching or the elements used in the embroidery.
(www.ritukumar.com, n.d.)
WINDOW DRESSING
The mannequin’s are in white color on one side and metallic
at other. to reflects the Indian craftsmanship exclusively.
At the one end, they displayed pastel colors and at the other,
they had bright colors. It shows the distinctive use of colors,
quality of fabrics, intricate embroidery and a gloriously rich
Indian aesthetic which was the great way to reflect the Indian
craftsmanship exclusively and influence the clientele.
IN STORE
EXPERIENCE
All the furniture works were done in wooden and
balance in color which was like floors, counters etc.
All the ambience reflected the richness, elegance
and Heritage of the brand. It reflects the ancient
traditions of Indian craftsmanship. One of the
effective method to communicate to the customer
is when they visit the store. Through its bright
light, dark aesthetics, creatively stacked
shelves, beautifully displays creates a comfortable,
welcoming store experience.(RITU KUMAR, 2013c)
Source:-www.retail4growth.com
GENRE
As Ritu Kumar says, “Each of the

collection has three key elements:
pure textiles, traditional embroidery
and a highlight of the craft heritage
from the country. Brand Ritu Kumar
offers formal, occasion-centric saris,
salwar kameez sets, odhanis and
artisanal mojris. A recent ‘Essentials’
collection featuring relaxed-fit
Chanderi kurtas and neutral hued
palazzos echoes the strategy of
introducing timely drops for a
comfort seeking buyer, with a kaftan
priced at ₹6,800. The store
separated the clothes according to
their style, one holds lehengas, one
holds kurtis, one holds salwar
kameez sets. Although they set
apart the pastel color and the bright
colors. (Utsavpedia, 2016)
FABRICS, SEASON,
PRINTS &COLOUR
PALATTE
Source:-www.etsy.com
Ritu Kumar offers hand embroidered saris, bridal lehnga in silk

blends and kurta sets with intricate work.
She has taken innovation to new level with natural saris made from
banana, soyabean fibers. They recently launched their natural sari
range, which is a contribution to create sustainable fashion.(RITU
KUMAR, 2013c)
These have prints like phulkaris, woven effects, floral and checks,
while the colour palette adds to the vintage look and feel which the
brand is well known for.”(RITU KUMAR, 2013c)
The color palette ranges from soft colors like peach, mint green, white
to metallic shades of silver, gold and electric blue as well as old
classics colors like red, blue and black . (RITU KUMAR, 2013c)
CELEBRITY
BRANDING
06.
Source:-instagram.com
Ritu Kumar as a brand has been

admired and worn all over the
world. Its patrons include Indian
stars such as Aishwarya Rai,
Priyanka Chopra, Lara Dutta, Dia
Mirza, Bhumi Pednekar, Yami
Gautam to name a few.
International celebrities such as
the late Princess Diana, Mischa
Barton, Anoushka Shankar.
(RITU KUMAR, 2013c)
Source:-www.express.co.uk
LOCALITY
Source:-facebook.com
The Store was located in DlF Mall of India, Sector 18, Noida. It was situated
on the second floor which was called The High Street Zone.
The High Street Zone are the zone where Handpicked high-end fashion
brands for weddings, special occasions and ethnic shopping are situated.
Noida as an area is a great location as it’s easily accessible from South,
Central, North and East Delhi.(India, n.d.)
FACTORS
AFFECTING
DEMAND
EXCLUSIVE
COLLECTION
06.
Source:-ritukumar.com
07.
Ritu kumar is known for its
distinguish collections, the design,
embroidery, comfortable and
breathable fabric and the color
combinations makes it exclusive,
even though it might pierced a
whole in the customer pocket,
people are eager to buy from them,
as they feel that the apparel is
worth their time and money.
(Kumar, 2017)
Source:-ritukumar.com
CUSTOMER
SERVICES
Source:-industrywired.com
The staff of the store are very helpful, the customer is treated very
respectfully, all the queries about the fabric, size and others are
solved. Customer are assisted with their confusion, they even
help them to choose the best outfit and with that, the staff does
not forget to give personal space to the customer. Even if the
customer is just around the store for window shopping, they are
not treated in any bad manner, the concept of every consumer
being the potential customer of the brand is very well versed in
the mind of the staff. The staff is very well trained.
PROMOTION
STARTEGY
Equally Beautiful
Source:-www.vogue.com
Ritu Kumar started a campaign to promote the diversity of

the world. She promoted the Indian heritage in reference
with the equality. They portrayed that every one is equally
beautiful and should be treated with respect.The Brand is
worn by many celebrities like Yami Gautam, Kareen Kapoor,
Aishwarya Rai, Lara Dutta, Dia Mirza and many international
celebrities be it Anoushkha shankar, Mischa Bharton. (Author,
2022)
Wide
Range
Source:-vanitynoapologies.com
Ritu kumar offers wide range of products. In clothing, they

have kurtis, kurtas, sarees, bottoms, jackets, Palazzos, suits
and set and in accessories, they offers bag, scarves and belts.
The key fabrics used by Ritu Kumar are Cotton, Viscose and
Silk. Collections have lot of metallic, floral and embroidery
print in silhouettes. Recently, they introduced a natural saris
which is made of banana, soyabean fibres. This nautral saris
is the perfect notion of sustainable fashion. Prints like
phulkari, floral and checks. (www.ritukumar.com, n.d.)
Price Elasticity Of Demand
The prime concept is to create products and services that have

unique quality and sustainable value for the customers as
compared to other options available to them in the market. Price
Elasticity of demand refers to change in quantity demanded
with change in price. Price elasticity is a process that can help
one measure how they are doing in that regard. It tells you how
effective you are at marketing your products to consumers.
.“We do that by creating something that is different and
meaningful to customers.” When, through branding or other
marketing strategy, a company increases consumers’ desire for
the product and their willingness to pay regardless of price, it
improves the company’s position compared with competitors.
(Corporate Finance Institute, 2017)
Source:-geektonight.com
Price being relatively inelastic refers to when large change in
price doesn't affect large change in quantity demanded, in
other words occurs small changes, Hence, the result is less
than 1.
Ritu Kumar are admired by the world, reason being their

distinctive use of colors, fabric's quality, unique embroideries
and rich Indian traditions to create differentiated,
sophisticated products. Her exclusive way of utilizing Indian
art gave her the luxury of recognition. Her trademark is Block
print from which she started her business. (RITU KUMAR,
2013b)
Ritu Kumar have relatively inelastic because of the customer

being insensitive by the price. Price range of Ritu Kumar's
Kurtis and suits start from INR 15,000 and Bridal wear starts
from INR 50,000 and goes up to INR 5,00,000. People who
are able to afford these prices does not get affected much
with the increase of the price of the brand. Although some
might shift to other brand like Tarun Tahiliani, Manish
Malhotra or Rohit Bal Designs who have the same extent of
price range or somewhat less than ritu kumar and offers
exclusive quality of fabrics and apparels. These are the
consumers which indicates the slight shift toward right in
demand curve. (RITU KUMAR, 2013b)
IMPACT
OF INFLATION
The causes of inflation are

conglomerate. However, the
foremost cause of the inflation is
the mismatch of the demand Source:-www.globalmedia.m
and supply influenced by

multiple factors. Some of the
known causes are But after the rapid appreciation
-increased disposable income of rupees, textile industry is in
among the people jeopardy, prices of every inputs
- Supply chain bottlenecks is increasing, therefore
(transportation and Shipping increasing the prices of doing
Costs) , business. India was able to
-an increase in the cost of perform good in past decades,
production. because of cheap labour
Textile industry plays a very availability, but now the labour is
significant role in providing getting expensive.
employment opportunity beinf people is shifting from
labour intensive industry which agriculture to textile industry
employs approx 40 million because of low profits in former.
people. (www.fibre2fashion.com, This is affecting the cost
n.d.) advantage of the country.
(www.fibre2fashion.com, n.d.)
The rising of inflation rate have a significant impact on the fashion
industry. The rising price of raw materials, forces designers to raise
their prices. Inflation does not only affects the clothes and shoes, but it
also includes other items such as accessories, bags and watches.
(Bhushan and Bhosale, n.d.)
As a result, retailers tend to increase their prices to tackle with other

brands. This subsequently affect consumers as they will be forced to
pay more.(Bhushan and Bhosale, n.d.)
The impact of increasing retail prices for consumers has been
significant who feel the pinch on their wallets.
The inflation rate also impacts online shopping, as consumer feel that
it is way more expensive than brick-and-mortar shops.
As the cost of production increases, so does the prices of goods.
Fashion retailers needs to combat to keep their prices low and still
making a profit out of it. (Bhushan and Bhosale, n.d.)
Some of the strategy that can be utilized are:-

-To maintain a competitive price through social media influencers and
marketing of the influencer
-focusing on customer experience, focusing on data-driven decisions,
-offering discount,
-Focus on quality of the products rather than quantity, and
–Updating and influencing customers to buy more during off-peak
seasons and less during peak seasons. (Bhushan and Bhosale, n.d.)
Impact of GST
Good and Services tax is the most significant tax reform that was
introduced in 2014 and replaced the old tax structure from 1 July
2017 which was considered very complex. GST is imposed on good
and services at the national level to achieve overall economic growth.
It is designed to replace the indirect tax that is applied on good and
services by central and State Government. (GSTHero - Online GST
Return Filing & E-Way Bill Generation Software, 2022)
Impact of GST on
Indian Textile Industry

Textile is the second largest industry after agriculture, that plays a

significant role in Indian Industry. It contributes 4% to GDP and 14%
to industrial production. This industry contributes more than 10% in
total export. (GSTHero - Online GST Return Filing & E-Way Bill
Generation Software, 2022)
The Textile Industry is divided into two segments,
First one is organized which consist of apparel and garments
segment, which include modern machinery
Second one is unorganized which consist of Handloom, Handicraft,
small and medium-scale mills.
GST have a great impact on both segments. (GSTHero - Online GST
Return Filing & E-Way Bill Generation Software, 2022)
Negative impact of GST
Most of the wholesalers and apparels makers are not happy with
the GST, reason being its high rate and complications that they
had to face to deal with unregistered dealers to comply with GST.
Unorganized sector have a major contribution to Indian retail
market which is more than 80% approx.
Unregistered dealers do not have an legal agreement on the
houses, no ration card, so it was difficult for them to cope up with
the GST. Man made fibre and yarn was imposed with 18% GST tax.
The GST rate on apparels is category basis, it will be 5% for the
apparel with the price below 1000 nd 12% for the price above
1000. The profit ratio of MSME and unorganized sector is very
low.
www.textiletoday.com.bd
The percent was changed from 18% to 12% after the petitioned
was filed by Textile industry body The Confederation of Indian
Textile Industry on 3 july to prevent the Indian producers to
source it from China or Indonesia for cheaper rate. The tax on the
job works will put huge burden on micro, small and medium
enterprises, job wokrer are those who form a massive chunk of
state's textile sector, hence part of unorganized sector, have been
included in tax structure for the first time, it was affect the sector.
(GSTHero - Online GST Return Filing & E-Way Bill Generation
Software, 2022)
Positive Impact of GST
Although there are many adverse effect, but still there were some
positive signs that prevails due to GST. Ready made garments
had a uniform policy and implemented with 5% GST to simplify the
HSN code for garments. (Team, 2017)
Source:-www.textiletoday.com.bd
As seen in the table, GST is more or less the same in case of

cotton and synthetic fibre, implying that it doesn't have much
consequences on these.
The sector dealing with silk and woollen, the new rate comes as a
positive sign. (Team, 2017)
Ritu Kumar, being a premium brand was not that effected by the
GST, reason being that the customer which she targeted was
upper class who can afford the brand with ease and moreover,
Wool and Silk rate decreased gave an extra benefit.
Impact of GST IN 2022
As for now, the finance ministry notified in november 18 that
GST on fabrics will increase to 12 percent from 5 percent for an
apparel of any value, which is compared to earlier was 5 percent
for the apparel less than 1000.
The reason of this decision was to balance the inverted duty
structure which was faced by textile chain.(Moneycontrol, n.d.)
Impact on Industry
If this rates are in lakhs of micro, small and medium enterprises
will shut down, reason being it is crucial for business not making
luxury goods/premium goods to cope up with GST and make
profit.(Moneycontrol, n.d.)
Impact on Consumer
As for the consumer, after two wave of pandemic, it was difficult
for the customer to cope with the high prices due to the
increase in raw materials, as consumer is facing upto 20 percent
cost due to increase in profit margins and government is
imposing addtional 7 percent.(Moneycontrol, n.d.)
Ritu Kumar
As for the brand, when GST was introduced in 2017, it charged 5%
on apparel ranging less than INR 1000 and 12% for the range
above INR 1000. At that imposition, a few number of customer
might have stopped shopping from Ritu kumar. a number which
doesn't affect the brand, reason being RitU Kumar beinfd the
premium brand with price insensitive customers
According to the new GST rate of 2022, apparels will be imposed
with 12% of any value. So, there will be no adverse effect on the
brand as the customer was already paying the 12% tax.(as it has
no products ranging lower than 1000)(Moneycontrol, n.d.)
IMPACT
OF COVID-19
Source:-https://fashionunited.com/
Covid 19 Pandemic affects fashion industry severely when the

government announced the shutdown because this is an
industry which is almost entirely dependent on physical retail.
More than 80% of business still happen in physical stores. It
affected the fashion brands worldwide although it was
necessary to slow spreads of coronavirus. Added to that, many
consumers simply weren't interested in buying clothes, there's
focus was on purchasing essential items to survive during the
lockdown. So fashion just becomes an after-thought, or no
thought at that time. (The Times of India, n.d.)
Fashion industry suffered and evolved during the covid-19 and
with that there were massive changes that occured during to
the pandemic. Some of are discussed below:-
THE TRENDS
The demand for fashion never decreased, it just took a whirl,
the need and want of customer changed and the industry
responded to it very fast. Trends like graceful blends of formal
and informal wear or colorful masks was started. (Kumar,
2020)

THE UNEXPECTED FASHION

There was an unexpected fashion that occured during the
pandemic was of Loungewear. During the start of the
lockdown we thought that the pandemic will be over soon and
we will get back to our old self, but as we all know that never
happen but something unexpected did. We forgot about our
formal wear and went more towards our lounge wear, got
comfortable with it and even attend the meetings in pajamas.
(Kumar, 2020)
Source:-https://www.amazon.in/Sale-Offers/Fashion
Source:-thestyletitle.com
VIRTUAL FASHION SHOW

The future of business was looking bleak!. Most of the Indian
fashion designers rely on occasionwear, but due to shutdown
and increase cases there will be no festive occasions or won't
be that frequent, but the crucial problwm was to how to
reach them or how they will be connecting to brand for their
outfits for the occasions. This is where a whole new twist of
fashion industry was created to use Papier-mâché dolls to roll
out their products and many others ways like covid virtual
fashion show was held where models would runaway in an
empty hall or went digital to showcase their design. (Kumar,
2020), (JD Institute of Fashion Technology, 2020)
Source:-BBC
PANDEMIC FASHION
Due to covid-19 pandemic introduced new sets of needs in
fashion industry. Demand for whole new range of face mask
and gloves ( glittery, sewed, glamorous) even the brides and
grooms opted to have custom made mask for them and
family, comfy clothes and shoes. (Lifestyle Asia India, 2020)
SUSTAINABLE FASHION
The outbreak of covid showed us the significance of fashion
sustainability. It is a concept that was in the make for several
years, but gained attention during the pandemic. People
prefer eco- friendly products. It also help us to provide a
better world for the future generation. (Lifestyle Asia India,
2020)
Covid-19 pandemic had a revolutionary effect towards

fashion.(Lifestyle Asia India, 2020)
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AFFAIRS OF

-Dakshita Pradeep Singh

I, Dakshita Pradeep Singh would like to express my warm

1.1:- History of Fashion

2.1:- Classification of Fabrics

Section 3:- Managerial Economics Business Decision

3.1:- The Mall Visit

The foundation of the Maurya Empire was in 321 B.C. by

The heads of women were generally

From the sculptures we can find

Primary Colors Secondary Colors Tertiary Colors

There are three different types of colors in accordance to

Secondary Colors:- Green, Orange and Purple, these are the

Tertiary Colors:- Yellow-orange, red-orange, red-purple, blue-

Line has different aspects which includes thickness ,

Horizontal lines Vertical lines Diagonal lines

Zigzag lines Curved lines

A pattern is a design in which shapes, forms, colors or shapes

Repeating of elements in interval is known as rhythm. It set the

Texture is very essential aspect in fashion. It can increase or

Texture is of two types:-

Texture which are glossy, thick, bulky, wrinkled or shaggy can

The Met Gala was founded in

known as the luxurious event. (Wikipedia Contributors, 2019)

The Met Gala was established by Eleanor Lambert, a fashion

The Met Gala, is a fundraising event with the aim of providing

Wintour officially took over as

Every year, the Met Gala is given a theme which consist of a

2018 year’s party was themed as Heavenly Bodies:- Fashion and

Vanessa Hudgens in an elegant black Moschino gown. "It's gave

Blake Lively wore a glittering Versace gown with an oversized

Source:-www.whowhatwear.com Source:-na-kd.com Source:-insbyr.com

Source:-pinterest.comSource:-pint Source:- Pinterest/sanpatrick.com Source:-pinterest/couturecandy.com

Halter Illusion Bateau

Wedding Leg of Mutton Petal

Source:-SHEIN Source:-aliexpress.com Source:-https://www.jagjeans.com/womens/tops

Puff Lantern Bishop

Source:-pinterest.com.mx Source:-babyonlinewholesale.com Source:-simplydresses.com

Ball Gown Mermaid A-Line

Source:-https://www.amazon.in/Fashion/Sequin Party Dress Source:-Pinterest Source:-cargoclothing.com

Trumpet Tea Length Column

Asymmetrical Tiered Wrap

Source:-ladyfashioniser.com Source:-wardrobemess.com Source:-Tobi

Cargo Sash Tie Bell Bottom

Bishop Kimono Singlet

Batwing Leg-o-mutton Flutter

Tarun Tahiliani is a known Indian fashion designer With his wife

Tarun Tahiliani went to Kumbh Mela

Every bride now is looking for

couture, it is about the emotions and

Motifs:- There was an immense use of

I am portraying the role of a Tribal Women

Textile formed by weaving is a woven fabric. Woven fabric is

Ritu Kumar was born on 11

As Ritu Kumar says, “Each of the

Ritu Kumar offers hand embroidered saris, bridal lehnga in silk

Ritu Kumar as a brand has been

Ritu Kumar started a campaign to promote the diversity of

Ritu kumar offers wide range of products. In clothing, they

The prime concept is to create products and services that have

Ritu Kumar are admired by the world, reason being their

Ritu Kumar have relatively inelastic because of the customer