A radical shift in the dynamism of Indian fashion retail industry

Abstract

This is quite relevant and calls of the time to study in depth the various factors, including unforgettable contribution of technology, responsible for ever-changing fashion business landscape in India. Fashion plays a significant role at both individual and community levels. This empowers us to intimate our style and to narrate our personality via encoded by dress and accessories and decoded by symbolic way of living and expressing ourself. India’s biggest demographic dividend and sizable millennium population is becoming more and more fashion-conscious owing largely to ever increasing foothold of the internet and technology. Social media in totality is fueling the growth trajectory of fashion retail in India. This article mainly focuses on analysis of transforming consumers with changing face of income, demographic profile, and aspiration; cultural changeover; advent of social media and brand advocacy; and role of technological innovation and digitalisation. Hopefully this article will knock the cognitive door of analysis, evaluation, and unearth of truth and facts in the domain of fashion retail.