Women preferences for indo-western wear

Women preferences for indo-western wear

Acknowledgement

We wish to express our deep appreciation to everyone who has supported us throughout the process of developing this project. It has been a great journey from the beginning to the end.

Firstly, we would like to acknowledge and extend our heartfelt gratitude to the course HOD Mrs. Preeti Mehta. 

We express a deep sense of gratitude and sincere thanks to our mentors, Mrs. Usha Gupta and Mrs. Vasundhara Gupta. And we would like to thank Pearl academy for giving us the opportunity to work on such a creative and knowledgeable project.We also wish to acknowledge contribution of our target audience and the women we interviewed.

Lastly we would like to thank all those who either directly or indirectly, contributed their bit towards making this project a successful endeavor.

TABLE OF CONTENTS

TopicExecutive Summary……………………………………………………

Chapter 1 : Introduction

               1.1 Indo-western: Definition

               1.2 Popularization of Indo-western : Reasons

Chapter 2 : Literature review

               2.1 Indian garment industry

               2.2 Indo western wear

               2.3 Traditional Indian wear

               2.4 Ethnic wear

               2.5 British style

               2.6 American style

               2.7 Key players

               2.8 Sources

Chapter 3 : Knowledge gap/Research problem

Chapter 4 : Research objective

               4.1 Research sub-objective

Chapter 5 : Research methodology

               5.1 Research design

               5.2 Research data collection methods

               5.3 Tools

               5.4 Sample design

Chapter 6 : Data analysis and findings

               6.1 Data analysis

               6.2 Findings (Demographic and                     Psychographic)

Chapter 7 : Conclusion

Chapter 8 : Reference list

Chapter 9 : Bibliography

Chapter 10 : Annexure

               10.1 Questionnaire

               10.2 Excel sheets

Executive summary

The aim of the research was to study the preferences of workingwomen for Indo-Western wear in Delhi NCR.In our background study, we studied about the Indian Apparel Industry, and the various segments such as the Indo-Western Wear, the various key players; the high street designers (Neeta Lulla, Rohit Bal, Manish Malhotra); the retail entities (Pantaloons, Fab India), the Traditional Indian clothing, Ethnic wear as well as The British Style and The American Style.The research was conducted through primary sources such as questionnaires and interviews.Our sample design consisted of working women between the age group of 25-35 years in Delhi NCR.As days go by, Indo western fusion is constantly evolving and growing and its potential is being exploited fully by the Indian designers. It is popular beyond the NRI community, also adopted by foreign tourists mainly because of its convenience as well as adherence to Indian norms.It can be conducted that mostly working women aged 25-35 years are either married or single. These women shop once in two months during the sale season or when they wish to. Half of the women are satisfied with the present indo western wear market of India. Rohit Bal is the most preferred designer and Pantaloons is the most preferred retail outlet by our by target audience. The monthly income and number of outfits owned by our target audience has an effect on each other. With the rise in income and number of outfits increases and visa versa. In the end we found out, women prefer purchasing indo western because they feel indo western is comfortable, the fit is nice and gives them a new look.

It can be easily concluded that the Indo western fusion is the future of Indian Fashion. There seems to be no end of the Creative combinations. Hence, there is a lot more to experiment and explore in this world of fashion.

Introduction

Indo –Western Wear

With westernization in all spheres of our lives, western outfits have also influenced Indian dresses. This has lead to the beautiful fusion of Indian and western fashion known as Indo western clothing.They are usually a combination of western style patterns and Indian designs. For example: kurti with jeans, etc.

Popularization of Indo western wears in India

When ethnic meets contemporary, it has a beautiful integration of two diverse worlds.Indo western garments have gained acceptance in the Indian mindset and have gradually become the choice of apparel in informal events as well as for work wear, the largest clientele are working women.Indo western style is the most popular style, from colleges and streets to ramps and movies, women of all ages supporting kurtas with jeans leggings, tank tops with ghagras and wearing sarees draped as a dress has become common and the ‘in thing’.With more people drowning towards western culture, Indian beauty had been lost down the line. So designers decided to bring back the Indian feminity with a touch of style, thus introducing the Indo western wear.

      Indo western garments have a trendy and elegant appearance, they are the perfect blend of elements from both Indian and western culture, balancing both. It is neither too modern nor too Indian.      The reluctance to discard traditional attire completely has led Indian women to mix and match cuts, fabric necklines and various other technicalities. Hence, fusion clothing came to existence, thus suiting modern needs and

today’s tastes.      It effectively combines the comfort of western wear with the traditional familiarity of Indian wear making it suitable for all occasions without losing the touch of Indian culture.      It is suitable for all age groups and in ‘vogue’ amongst the youngsters of India.      It is comfortable to wear as compared to the heavy Indian dresses, which is one of the reasons why it is preferred by the working class.      It perfectly suits the Indian body type.      It is sleek, chic and modern with no rules and regulations and unending options for change for the wearer.      It is neither too bright nor too over the top like ethnic wear.      It is easy for a person new to Indian clothes to adapt to and experiment with.

2. Literature Review

INDIAN GARMENT INDUSTRY

Indian sub continent is the second largest manufacturer of garment after china being the global leader in garment production. India is know for its high quality garments for men and most of the garment manufacturers are in small and medium scale industry.

India’s garment industry is well organized and is among the best in the world. It constitutes of designers, manufacturers, exporters, suppliers, stockiest, and wholesalers. Indian garment industry has craved out a niche in the global markets and earned a reputation for its durability, quality and beauty. Todays changing consumer preferences- buying branded apparel and fashion accessories, major boom in retail industry, people shopping at department and discount stores, shopping malls, with rising disposable incomes, government policy focused on fast-track textile export growth, and ambitious goals have created several investments opportunities in india.

2.1 INDO WESTERN WEARDefinitionWith westernization in all spheres of our lives , Indian dresses have also been influenced by western outfits. This has lead to the beautiful fusion of Indian and western fashion known as indo-western clothing.According to Fib(2010),They are usually a combination of Western style patterns and Indian designs. For example: kurti with jeans .2.2 Reasons why Indo-western has become the most popular style in India

When ethnic meets contemporary,  it has a beautiful integration of two diverse worlds. indo-western garments have gained acceptance in the Indian mindset and have gradually become the choice of apparel in informal events as well as for work wear  , the largest clientele are working women.Indo-western style is the most popular style , from colleges and streets to ramps and movies , women of all ages supporting kurtas with jeans and leggings , tank tops with ghaghras and wearing sarees draped as a dress has become common and the “in-thing”.more and more people drowning towards Western culture, Indian beauty had been lost down the line. So designers decided to bring back the Indian feminity with a touch of style ,thus introducing the indo-western wear.Several reasons can be cited so as to describe why has Indo western style become the most popular style in India:•       metroholica(2010) says that Indo –western garments have a trendy and Elegant appearance ,they are the perfect blend of elements from both Indian and Western Culture ,balancing both ,it is neither too modern nor too indian.                                                                

•       The reluctance to discard traditional attire completely has lead Indian women to mix and match cuts, fabric, neck lines ,waistlines , embellishments and various other technicalities. Hence , fusion clothing came into existence , thus suiting modern needs and today’s tastes.•       It effectively combines the comfort of western wear with the traditional familiarity of Indian wear making it suitable for all occasions without losing the touch of Indian culture.•       It is suitable for all age groups and in ‘vogue’amongst the youngsters of India

•       It is comfortable to wear as compared to the heavy Indian dresses ,which is one of the reasons why it is

preferred by the working class.

•       It perfectly suits the Indian body type.

•       It is sleek,chic and modern with no rules and regulations and unending options for change for the wearer.

•       It is neither too bright nor too over the top like ethnic wear

•       It is easy for a person new to Indian clothes to adapt to and experiment with .(NRIs) 

Some Examples of Indian clothing  that are designed with Western influence are :•       newl(2011) suggests that Traditional kameez  coupled with parallel pants or pallazos replacing the baggy salwar.

•       Western cuts, shapes and neck line are adopted in kurtas with indian motifs and designs worn over slim-fit or flared jeans or lycra stretch tights in solid colours.

•       Spaghetti strap embellished kurta with trouser pants , Patiala style salwar worn with short shirts is another example of indian fusion wear .

•       Shorter version of kurtas , called kurtis paired with denims are also popular amongst male and females.

•       Western influence is also visible in bridal wear , sarees draped in the Grecian style and saree blouses becoming westernized in patterns. Lehngas worn with halter tops  are  a few examples of the same.

•       New fusion styles are developed such as short dupattas and pants with slits.

•       Amalgation is also found in accessories , light western touch is added to traditional jewelry , large and dangling earings , beads and fancy bracelets are also in vogue with fusion garments.

    Some examples of western clothes made in an Indian way are:•       Style blog(2012) says that long flowing skirts ,knee or calf length straight, flared or pletted skirts and rap around skirts are made in indian fabrics like crushed silk and cotton ,pure or fixed.

•       Sarongs made with embellishments like sequins ,beads and embroidery are all very indian .

•       Motifs like animal prints and floral designs are created using brocade ,zari and zarsosi , bead work chicken embroidery .

•       Dresses a much ,worn outfit among western women, the necklines , sleeves , cut and fall of typically western dresses are made in indian styles .

•       Normal tops are such as tie-back halters,tube tops or corsets,are made out of cotton and silk dyed in indian colors with Indian patterns.

•       Denim jackets and pants with Indian style embroidery and other embellishments on them are also in rage .

•       Embroidered tunics, beaded necklines on dresses and shirts are present in almost every international brand’s collection, thus reflecting different characteristics from India in their collections.

2.3 Traditional Indian Wear

IFT(2009) says that Traditional Indian clothing for women are the saris or the salwar kameez and also Ghaghra Cholis (Lehengas). Mumbai, formerly known as Bombay, is one of India's fashion capitals. In some village parts of India, traditional clothing mostly will be worn. In southern part of india, women wear a sari, a long sheet of colourful cloth with patterns. This is draped over a simple or fancy blouse. Young ladies and woman wear this. Little girls wear a pavada. A pavada is a long skirt worn under a blouse. Both are often daily patterned. Bindi is part of the women's make-up. Churidar, Dupatta, Gamchha, Kurta, Mundum Neriyathum, Sherwani are among other clothes.

 India – known for its hand-woven textiles, richly embroidered fabrics, authentic drapes in exclusive designs have been prized by western civilization for centuries. Indian men and women have always loved to dress up in their traditional costumes, attires and accessories during festivals and other occasions, which are an integral part of Indian life. Recently, Indian costumes have been successful in attracting the attention of and capturing the global market.

 What makes the Indian couture so unique is the fact that you will find each and every state of the country having its own distinct traditional clothing for men and women. For instance, the salwaar kameez is the ethnic attire of women in Punjab; Assamese women, and so on wear the Mekhala Chadar. The festivities and other special occasions are the time when you can see maximum Indians donning their ethnic garb, be it sari, kurta pajama or dhoti.

 A sari is long strip of colorful multi-patterned cloth seductively wrapped around the body, teemed with a

blouse! It's the traditional dress for the women folk in India and there are many styles in which you can drape it. The blouse worn with sari is also called the choli or ravika. The salwaar kameez, on the other hand, is the most ubiquitous of all traditional women

attires in India. Due to its popularity in the Punjab region, it is sometimes also called the Punjabi suit. 

 2.4 Ethnic wear

 1. SariA sari is a female piece of clothing in the Indian subcontinent. A sari is a segment of unstitched fabric, going from four to nine meters long, that is hung over the body in different styles. The most well known style is for the sari to be wrapped around the waist, with one end then hung over the shoulder exposing the midriff. The sari is generally worn over an underskirt. These are more normally dressier with a considerable measure of embellishments, for example mirrors or weaving and may be worn on exceptional events. 

2. Ghagra choliA ghagra choli is the customary attire of ladies in Rajasthan and Gujarat. Punjabis additionally wear them and they are utilized within some of their society moves. It is a fusion of lehengas, a tight choli and an odhani. A lehenga is a type of long skirt that is creased. It is generally weaved or has a thick fringe at the lowest part. A choli is a dress article of clothing, which is sliced to fit to the body and has short sleeves and a low neck.

3. Salwar KameezSalwar is a bland portrayal of the lower piece of clothing joining the Sindhi suthan, dogri pajama and the Kashmiri

suthan.The salwar kameez is the conventional wear of ladies in Punjab, Haryana and Himachal Pradesh. The suthan like the salwar is normal in South and Kashmir. The salwar kameez has turned into the most prevalent dress for females. It comprises of detached trousers tight at the lower legs, beat by a tunic top. It is named as the Punjabi suit. Ladies by and large wear a dupatta with salwar kameez to blanket their head and shoulders. It is constantly worn with a scarf called a dupatta, which is utilized to blanket the head and drawn over the chest.

4. Churidaar KurtaChuridaar is a rendition of salwar, which is detached up to the knees and afterwards fits the calf beneath. A salwar is a loose goosey pajama with creases that gets tight at the lower legs while churidaar fits underneath the knees with flat accumulates close to the lower legs. Typically a long kurta, which goes underneath the knees, is worn with the churidaar.

2.5 British StyleColleen says that British fashion has always been acclaimed for its ‘fearlessness’ and Brits are famed for their individual sense of style. They’re often described as having a ‘thrown on’ feel to what we wear. They mix prints, patterns and styles and many girls pull this off effortlessly.

The key to British style is never looking too polished. The festival look is popular year round think bed hair and vintage style pieces. Also, as Emma Watson said in that same interview, they’re governed by the weather in this country. They wear our skirts and shorts with black opaque tights, and flip-flops are replaced with plimsolls. Colleen was definitely right when she said British style is ‘girly but definitely has an edge to it’.

1. Layer, layer, layerInvest in a few greats jackets especially leather one a blazer. Scarves are always a great accessory for keeping you warm as well as stylish. Also, wear tights with everything!

2. Always be prepared for rain!It rains a lot in England, so if you’re spending some time there always pack a cute umbrella and make sure your shoes are waterproof.

3. Add edgy pieces to a feminine look.Wear leather boots with a lace dress, a studded bracelet with a prom dress or a leather jacket over your tea dress. Even after all these years, British style still has an element of punk left in it.

4. Never look too ‘done’Keep your hair messy or your eye make up slightly smudgy to get a real festival feel. Don’t worry if you have a run in your tights wear them anyway. Mix and match unexpected patterns and textures.

5. Be brave and have fun!My favorite thing about British style is that we are not afraid to have fun with fashion. So wear bright tights instead of black or pair two loud print pieces together instead of keeping one simple.

2.6 American StyleAmerican style is much more classic and much less trend-focused than British style. The style here is much more casual, comfort focused, and laid back. American girls just seem to wear simple pieces with impeccable style. A simple

blank tank or white t-shirt is always made to look much more interesting with the accessories. Plus, American girls (and guys!) really know how to rock a pair of jeans.According to shesul, (2011) Americans have a way of wearing jeans so they don’t look like a last resort; they look effortless and casual. I especially, love the way Americans girls dress up jeans with heels and a nice top for a night out !

American style in 5 steps

1.     Keep it classic – Go for simple pieces but make them your own. We have two great posts here and here on wearing a simple plain white tee is unexpected ways. Simple pieces do not have to be boring.2.     Invest in key pieces – I wrote a piece on a twenty modern classic every girl should own (part one and part two) and I think these pieces are essential to have an easy to navigate wardrobe for any occasion. These pieces are the ones you can easily mix and match to create something new and fun, without having to constantly shop. The simplicity is definitely a big aspect of American fashion.3.     Don’t follow every trend – One thing I love about American style is that everyone seems to be so comfortable in their own style- they know exactly what suits them and how to wear it well. To me, American style is all about finding out what suits you and looking good in it, instead of always being swayed by the catwalks. Of course, experiments with trends, but stay true to yourself and your style.4.     Think simple, laid back, and cute – Americans get a lot of flashback from Europeans about their style being “boring,” but I love its comfortable and effortless simplicity. Its more about style than fashion here in the us. In America, its not so much about you wear, its about the way you wear it.

5.     Think (and shop) outside of the box – The local mall here in Minnesota is an uninspiring array of preppy and plaid, so I love to see girls on campus who dress outside of this. One of the first posts I have ever read here at college fashion was this one, and I also think this one is fab for finding your own style.

2.7 KEY PLAYERS Metro(2009) suggests, The entry of the haute couture Indian designers – whose designs graced exclusive fashion shows and special orders from the super rich earlier – into the retail market with more prêt-a-porter (mass) labeled offerings, has brought the element of glamour into ethnic wear.  Khadi Gram Udyog is talking to reputed designer Rohit Bal to work with it. A number of well known designers have their own-label retail showrooms now at high streets –RohitBal ,Neeta Lulla ,Manish Malhotra – besides the mushrooming of ethnic wear retail entities –Fabindi, . And then there are the well established retail chains such as  Biba ,Westside and pantaloons others that offer branded ethnic wear.

And finally, there is the growing clutch of e-commerce portals such as Fashion and You offering branded ethnic wear, which are especially attracting tiers 2 and 3 consumers. 

High street designers :

Rohit Bal

Rohit bal takes his inspiration from everywhere. Rohit bal designs evidently defy norms and regulations and venture into the creative and free side of fashion. Adorned with richness, sophistication and sartorial splendor, rohit bal dresses are class apart.Rohit bal combines both in his collections, Indian traditions and western sensibilities. Instead of being garishly covered with embellishment, rohit bal designs are subtle, unique and creatively adorned with lavish yet refined craftwork. Rohit bal latest collections are flaunted by the biggest names in the Indian celebrity world, especially Bollywood actors. In channeling an era of “secret, seductive indulgence” and gallantry. Bal creates an image of modern bridal luxury that is much-need affirmation for the dream of what a wedding is and can be.

Neeta Lulla

Just like the exotically clad Aishwarya rai as jodha in the historical period film jodha akbar, neeta lulla designs are intricately crafted to make the ethnic outfit look elegant and royal but not ostentatious or opulent. Works like zari, zardosi, borders, diamante, stone work, embroidery and a applique are very beautifully used on these dresses, making them desirable for every girl and woman who settles for nothing but the finest.Lehenga designs by Neeta lulla feature red, maroon, yellow, orange, Persian green, beige, black, nude, blue velour’s with various craftworks such as kundan, zari, chikankari and kalamkari. The blend of feisty and ethnic style is the highlight of a classic designer lehenga by neeta lulla. Designer bridal lehengas by neeta lulla are desired and worn by many affluent brides, celebrities, and famous icons.

Designer kurtis by neeta lulla are very popular dress ensembles with beautiful indo western tunics and skirts or trousers. These elegant, sophisticated and extremely versatile kurtis designed by neeta lulla are the ideal dresses for any time and occasion. Neeta lulla is famous for her iconic salwar suits – a blend of the runway bling and traditional indian appeal. Specifically, neeta lulla anarkali collection is very breezy, elegant and cultured anarkali dresses for truly chic and sophisticated indian fashion lovers. From simplicity to royality, neeta lulla has it all her credit. With a flutter of chiffon and unbashed glamour, neeta lulla whirled into the fashion scene more than two decades ago. Her designs have not only been recognized in india, but have also acquired great acclaims globally.

Manish Malhotra

No words can define his elegance or for that matter the extravagantly embellished silhouettes that could be any brides dream. The mix and match of fabrics in order to heighten the influence of bridal wear also received lots of appreciation.While the traditional shades of red, magenta, green were there in their full profusion, the collection will be remembered for lehanga skirts hued in emerald jewel tones. The exquisitely designed blouses and cholis with sequins, embroidery and all kind of lavish works displayed on them are bound to be a hit this wedding season. There was innovation in design as could be seen from the use of various kinds of pleats, piping, anchors and smoking patterns. For the entire part of the collection, the focus was on designs and cuts and embellishments. The 48 year old has time again gone out of his way to receive heirloom crafts like chikankari, phulkari and Kashmiri embroidery via his creation. His work is a hit among indian celebrities, who proudly flaunt them on national and international platform.Since he believes that “no other country has a deep sense of

culture, artistic value and rich history as India has”, he says, “as a designer, it is my prerogative to preserve my heritage and create designs that reflect our contemporary India”. His aim is to reinvent these crafts with a new thought and bring them into the lime light. Like I always say, a floor length anarkali can look as glamorous and modern as a cocktail gown. And thankfully, a lot of influencers are now taking pride in wearing who we are. He noted that gradually, “everybody is ditching the classic black band ghala for a deep blue bandgala”.

In fact, his latest collection comprises pink churidars, salmon pink bandi jackets, colour blocking shirts and traditional kurtas in summer colours for men.

Retail Entities

Fab india

Fab india is an Indian chain store retailing garments, Indian. (2008) furnishings, fabrics and ethnic products handmade by craftspeople across rural india. The products of fabindia are mainly sourced from the villages helping to provide sustain rural employment in india. Over 40,000 artisans and craftspeople currently produce them across India. The handcrafted products also encourage good craftsmanship. Fusion wear is not new to Fabindia that has been selling ethnic shirts and tops for long. But it is banking Fabels to capture the younger audience who are making a beeline for brands such as Zara and Mango for their casual and formal wear.  William Biseell, Fabindia MD, has reportedly said that the younger buyer’s need for ethnic can no longer answer western wears wear. Now catering to the urban India as well. In the coming decade Fabindia differentiated itself from other government owned and often-subsidized players, in handloom fabrics and apparel sector, like KVIC and

various state emporiums by adapting its fabrics and designs to urban taste. For this designer were accessed to introduce a range of ready to wear garments, including churidaar kurta suits for women, etc. Even today its team of designers provide most of the design and colors, executed by village based artisans. At the other end, these artisans learnt the basics of quality, consistency and finish, for instance avoiding frayed edges on hand woven shawls. The result was that traditional apparel and products became mainstream, fashionable, fast adapted by a growing middle class and became identified as the brand for the elite and intellectual as well as affordable ethnic chic.

Pantaloons

Pantaloons offer you a variety of women’s ethnic wear. Women’s tops and blouses, women’s sportswear, etc. Brands like Rang Manch, Bare, Ajile, Annabelle, Holii and Akkriti well crafted in every fabric including Dobby, Knits, Cotton, printed, poly silk, stretch cotton makes this place a fantastic brand destination. Get your dresses in half sleeves, Cap sleeves or full sleeves. ‘From a strategy perspective, we are chasing women across categories- ethnic wear, fusion wear and western wear.’ Mehta said.

3. Knowledge gap

It is the gap between what we know and what we want to know. We knew the growing trend of indo-western wear in the Indian and foreign markets. We wanted to know the likes, preferences and dislikes of workingwomen for indo-western wear for the age group 25-35 in Delhi NCR.

3.1. Research problems      The sample consists of respondents that were limited to Delhi.      The time constraint could be another limitation.      As the human factor was involved completely for the research so there is always a clause of lie factor attached to it.

4. Research ObjectiveTo study the preferences of workingwomen for indo western wear in Delhi NCR.

4.1 Research sub objectiveTo studyApparel industry in IndiaMarket Size/ market shareClassificationTraditionalEthnicWesternIndo-Western

Key Players  High end  Low end

5.Research methodology

5.1 Research design

A research design is like a blue print or framework in order to conduct any research study. It involves the following elements:In my entire research design I would be using descriptive as well as exploratory research methods.Descriptive research design- this research method is undertaken by the researchers to understand the what, why, who, how.Exploratory research design- an exploratory design is conducted about a research problem when there are few or no earlier studies to refer to. The focus is on gaining insights and familiarity for later investigation or undertaken when problems are in a preliminary stage of investigation.

 5.2 Research data collection methods

There are two types of data collection methods – Primary and secondary dataIn our study we would be using both types of data collection methods.

 5.3 Tools

Primary data

Questionnaire method- through this median we have been able to do an in depth study which enabled us to understand the preferences of working women for indo-western wear in Delhi NCR.

Interview method- we asked questions from working women from different age groups that were a part of our case study. This median helped us to understand their Preferences in indo-western wear.

Secondary DataFor our research we have used external data wherein we have referred to various sources of information.

      Internet: Search engines like Google and Wikipedia

5.4 Sample DesignA sample is a small part of the whole population selected for the research study. In our research study we have taken a relatively small sample size of 55 respondents.We have used non-probability sampling technique as we chose respondents from a population using non-random procedures. It involved the non-random selection of subjects based on their availability and convenient accessibility.It was basically done to record the findings for the preferences of working women for Indo-western wear between the age group of 25-35.

6. Data analysis and findings

6.1 Data analysis

In this research we have used primary methods of collection in form of questionnaires.  The tools we used are mean, correlation and pie charts to analysis our data.

6.2 Findings

DEMOGRAPHIC

AGE

When we asked 100 women their age, we found out that 54% belonged to the age group 25-30 and 46% belonged to the age group 30-35.

LOCALITY

When 100 women were asked about their locality, we found out that 18% were from North Delhi, 14% from East Delhi, 24% from Central Delhi, 22% from South Delhi, 14% from West Delhi and 8% from Delhi NCR.

MARITAL STATUS

When 100 women were asked about their marital status, we found out that  42% of the women were single, 48% of the women were married, 6% separated and 4% were divorced. So we can say that majority of the women of the age group 25-35 were either single or married.

PSYCHOGRAPHIC

HOW OFTEN INDO-WESTERN IS SHOPPED

When we asked 100 women as to how often they shop indo-western clothing, we found out that 8% shop once in a week, 32% shop once in a month, 36% shop once in 2 months and 24% shop once in 6 months.

WHEN DO YOU SHOP INDO-WESTERN

When 100 women were asked as to when do they prefer to shop indo-western, we found out that 35% of women shop whenever they want to, 22% shop on special occasions, 35% shop when there is sale and 8% shop at the launch of new collection in stores.

SPENDING ON CLOTHES ANNUALLY

When we asked 100 women as to how much they spend on clothing annually, we found 16% spend less than Rs. 50,000, 20% spend between Rs 50,000 and 1 Lakh, 34% spend between 1 Lakh and 2 Lakhs and 30% spend 2 lakhs and above.

SATISFACTORY LEVEL

We asked 100 women their satisfactory level for the the present indo-western market of India. We found out that 30% women are very satisfied, 54% are satisfied and 16% are not satisfied.

RANK THE DESIGNERS

We asked our target audience to rank 3 designers  : Rohit Bal, Manish Malhotra and Neeta Lulla. We asked them to rate them with 3 being the highest rant and 1 being the lowest.

When we found out the mean for each designer, we found out that mean for Rohit Bal was 2.24, mean for Neeta Lulla was 1.96 and mean for Manisha Malhotra was 1.8. by this we get to know that Rohit Bal is the most preferred designer.

RANK THE FOLLOWING

We asked our target audience to rank the following : W, Fab India and Pantaloons. We asked them to rate these 3 with 3 being the highest and 1 being the lowest. When we found out the mean for each of them, we found out that mean for W came out to be 1.96, mean for Pantaloons was 2.06 and mean for Fab India was 1.98.  By this we get to know that Pantaloons is the most preferred brand.

INCOME AND NO. OF. OUTFITS

We asked our target audience their monthly income and the no of indo-western outfits they have in their wardrobe. Then we found out the correlation between the two. The value of correlation came out to be 1.51 which is average correlation. By this we get to know that the income of women have an effect on the no of outfits they have and vice versa.

OCCUPATON AND WHAT INDO-WESTERN MAKES YOU FEEL

We asked our target audience their occupation and what wearing indo-western makes them feel. We found out the correlation between the two. The value of correlation came out 0.11 which is low correlation. This means that they have no effect on each other. The occupation of women has no effect on how wearing indo-western makes them feel and vice versa.

PREFERENCES FOR PURCHASING INDO-WESTERN

We asked our target audience their preferences for purchasing indo-western, we gave them different factors and asked them their importance separately. When we asked how important comfort, fit and new look are we found out that they are Important factors while purchasing indo-western as the mean came out to be 1.82, 1.66, 1.96 respectively. On the other hand, design and style factors are satisfactory as the mean came out to be 2.08 and 2.26 respectively.

7. ConclusionAs days go by, Indo western fusion is constantly evolving and growing and its potential is being exploited fully by the Indian designers. It is popular beyond the NRI community, also adopted by foreign tourists mainly because of its convenience as well as adherence to Indian norms.It can be conducted that mostly working women aged 25-35 years are either married or single. These women shop once in two months during the sale season or when they wish to. Half of the women are satisfied with the present indo western wear market of India. Rohit Bal is the most preferred designer and Pantaloons is the most preferred retail outlet by our by target audience. The monthly income and number of outfits owned by our target audience has an effect on each other. With the rise in income and number of outfits increases and visa versa. In the end we found out, women prefer purchasing indo western because they feel indo western is comfortable, the fit is nice and gives them a new look.

It can be easily concluded that the Indo western fusion is the future of Indian Fashion. There seems to be no end of the Creative combinations. Hence, there is a lot more to experiment and explore in this world of fashion.

Referencingbkhush(2008) :Indian Garment Industry for more details refer to http://bkhush.com/dev/content/indo-western-wear-almos t-fashion-movementcolle(2007) :college fashion to know more about American style in indo western refer to www.collegefashion.netFib(2010) for Indo Western Wear refer to fibre to fashion http://www.fibre2fashion.com/industry-article/15/1480/fusion-fundas-a-note-on-indo-western-fusion-fashion1.aspIFT(Indian Fashion Trend) to gain more knowledge about traditional indian wear refer to http://indianfashiontrend.wordpress.com/indian.m(2008)to know about retail entities strategies refer to indian mirror www.indianmirror.comMetroholica(2010):an organisation explains about why western style has become most popular in Insia http://metroholica.com/indian-chic-with-a-twist/metro(2009) to know more about designers and retailers contribution in indo-western refer to http://www.metromela.com/newl :(2013) refer to newlove-makeup for examples of indian clothing designed with western influence http://www.newlove-makeup.com/2013/08/indo-western-wear-trends-to-follow.htmlshesul(2011): to know more about american style in indo-western refer to http://she.sulekha.com/fusion-indo-western-style_09_2011_postedby_divya-nstyle blog(2012) gives us examples of western clothes made in an Indian way to get more examples refer to the website http://styleblog.g3fashions.in/women-ethnic-mystic-fashion-looks/times(2009) :The Times Of India, to know about ethnic wear refer to http://timesofindia.indiatimes.com/business/india-business/Modern-retailers-ramp-up-western-wear-stocks/articleshow/9726705.cms

Bibliographywww.metromela.com/www.newlove-makeup.com/2013/08/indo-western-wear-trends-to-followhttp://she.sulekha.com/fusion-indo-western-style_09_2011_postedby_divya-n http://styleblog.g3fashions.in/women-ethnic-mystic-fashion-looks/http://timesofindia.indiatimes.com/business/india-business/Modern-retailers-ramp-up-western-wear-stocks/articleshow/9726705.cms http://metroholica.com/indian-chic-with-a-twist/www.indianmirror.comhttp://indianfashiontrend.wordpress.com/http://www.fibre2fashion.com/industry-article/15/1480/fusion-fundas-a-note-on-indo-western-fusion-fashion1.aspwww.collegefashion.net http://bkhush.com/dev/content/indo-western-wear-almos t-fashion-movementhttp://www.indianweddingsaree.com/category/indowestern.htmlhttp://www.manishmalhotra.in/landing/http://www.rohitbal.com/http://www.neetalulla.com/http://en.wikipedia.org/wiki/Shalwar_kameezhttp://www.ibef.org/industry/textiles.aspxhttp://www.thehindu.com/business/Industry/garment-industry-needs-huge-scale-to-compete-globally-lalbhai/article6408192.ece

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