Deciphering Fashion Deciphering Fashion Trends among Youth Trends among Youth
Survey on Influence of Fashion on Youth Project
decipher the Fashion Pulse of the Youth. Understanding the source of inspiration for Fashion Trends among with youth.
Understanding Fashion Fashion
is a style that is popular in the
is a set of trends that have been accepted by a wide audience.
is a complex phenomenon: psychological, sociological, cultural or commercial points of view Trickle Down Theory Trickle Up theory Trickle across theory
Trends Can It
be emerging, building or declining
has identifiable similarities across information sources. (styles, details, etc)
by a building awareness
among consumers Eg
Leggings with Tunics
Trend (a trend with a short duration) among a relatively small
contingent of consumers Fades
quickly because it isnt supported the
corresponding lifestyle changes.
Classics Long Any
item or style that gains visibility,
generates multiple purchases, and reaches a plateau level of widespread acceptance that persists over a long period of time. Classics
implement core attributes desirable
while avoiding extreme styling Eg
Little Black Dress, Denims
Survey Information Sample
size - 20 11 9
-25 Age group
of collection of data
Survey Information Areas
coveredCauseway Hind college, Churchgate College, Churchgate Road, Bandra Mills, Lower Parel
Colaba Jai KC
Gauging the Fashion Pulse Where do our TG shop from? Who are they inspired from? Who is their Fashion Idol? What is their current style for the followingParty Everyday Work What
does Being in Fashion mean to
Where do they shop from?
chains like Pantaloons, Shopper Stop
are the most popular shopping destinations among TG. Youth
are more keen on owning a Brand /
Label and based on their buying power shop from various destination. For
regular casual / everyday look Retail
special Occasion - Boutiques / Fashion
Who are they inspired from?
majority claim to develop their own style it is in fact inspired from either* Movie Celebrity Look Rock, Bohemian, etc Image The Rugged, The Corporate, etc Fashion Magazine / Designers
*Uncovered when probed further during conversation.
Vogue Elle Marie Claire Seventeen Cosmopolitian
Kaif - 3 Khan 2
Hop Culture / 50
cents 2 Shahid Kevin
GQ Mens Health
Pieterson 1 Schumi -1
Celeb Category that influences the youth
*Mostly for Males
Resourceful insights Females-1
Womens clothes are vents their individuality Very particular about their look Eg. This season leggings are in vogue so prefer leggings over denims. Like to maintain their Signature look with minor changes according to the latest trend.
Mens clothes are generally occupational. Prefer to wear Black during parties. Bright Tshirts with Shorts / Denims are in. Comfort is more important than looks
get inspired by the Look in a movie
than the actual celebrity look. Female
get inspired from actor, models and
magazines unlike Males They select and coordinate looks from catalogs, print ads, and commercials Males
prefer the sports / casual look.
Stylist have tremendous artistic
clout in todays image driven fashion world Classics
(long trends) have the most recall
and retention index. Followed
by the Trend that also has high