Fashion In Fashion

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EXECUTIVE SUMMARY In the present scenario, retail has reached new heights with the implementation of e-commerce in retail sector. Unlike traditional commerce that is carried out physically with effort of a person to go & get products, ecommerce has made it easier for human to reduce physical work and to save time. In the context of clothing, Westernization has played undeniable role on Indian clothing line. With the entry of various invaders, explorers, conquerors Indian dresses were blend in with foreign styles to make modern Indian dressing. The paper covers the reasons behind adaptation of foreign clothing in Indian clothing line. During the period of 1960 and 1970 western dresses started including elements of Indian dresses, Indian fashion also absorbed elements of Western dress. Recent analysis of Harappan silk fibres in beads have shown that silk was made by the process of reeling, the art known only to China till the early centuries AD. The paper goes on to discuss the changes occurred in Women dresses in last few decades. In 1940, handloom industry came in boom, with Khadi became the main fabric. In 1980, importance of power dressing among women became highly important. The paper underlines the consumers targeting according to foreign and Indian aspects in context of apparel, it discusses consumers perception of foreign clothing culture that leads to cast positive or negative impact on purchasing. The paper also tries to discuss the important designers working on

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