Deciphering Fashion

Trends among Youth

Survey on Influence of Fashion
on Youth Project
Objective
To decipher the ‘Fashion Pulse’ of
the Youth.
◦ Understanding the source of
inspiration for Fashion Trends
among with youth.
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Understanding Fashion
 Fashion is a style that is popular in the
present.
 It is a set of trends that have been accepted
by a wide audience.
 It is a complex phenomenon: psychological,
sociological, cultural or commercial points
of view

◦ Trickle Down Theory

◦ Trickle Up theory
◦ Trickle across theory
Trends
 Can be emerging, building or declining
 It has identifiable similarities across
information sources. (styles, details, etc)
 Characterized by a building awareness
among consumers
 Eg Leggings with Tunics
Fads
 Short Trend (a trend with a short duration)
 Accepted among a relatively small
contingent of consumers
 Fades quickly because it isn’t supported the
corresponding lifestyle changes.
Classics
 Long trend
 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
 Female – 11
 Male –9

17 -25 Age group



 Method of collection of data

 Observation

 Interviewing


Survey Information
 Areas covered
 Colaba Causeway
 Jai Hind college, Churchgate
 KC College, Churchgate
 Linking Road, Bandra
 Phoenix Mills, Lower Parel
 Café Mocha, Churchgate


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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 following
Party

Everyday

Work

 What does ‘Being in Fashion’ mean to

them?

Where do they shop from?
Inference
 Retail 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
chain
 For special Occasion - Boutiques / Fashion
Label
Who are they inspired from?
Inference
 Although 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.

◦

Magazines
Celebs
 Kareena Kapoor – 4
Female
◦ Vogue  Katrina Kaif - 3
◦ Elle  Shahrukh Khan – 2
◦ Marie Claire
 Hip Hop Culture / 50
◦ Seventeen
◦ Cosmopolitian cents – 2
Males  Shahid Kapoor – 1
◦ GQ  Kevin Pieterson – 1
◦ Men’s Health
 Michael Schumi -1
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 Celeb Category that influences
the youth

*Mostly for Males

Resourceful insights
-1
 Females

◦ Women’s 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.
Resourceful insights
-2
Males

◦ Men’s clothes are generally

occupational.

◦ Prefer to wear Black during parties.

◦ Bright Tshirts with Shorts / Denims
are in.

◦ Comfort is more important than looks


Resourceful Insights
-3
 Both 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.

Resourceful Insights
-4
 Fashion Stylist have tremendous artistic
clout in today’s image driven fashion
world
 Classics (long trends) have the most recall
and retention index.
 Followed by the Trend that also has high
retention score.

Fashion Cycle
THANK YOU 