Evolution of designer labels, design houses and brands.

Changes in Lifestyle of the Indian Consumer

OGFI Assignment

Made By:
Kanika Motwani
Roll No-10
 Paris
 Paris is the fashion capital of France. It has a long standing
history as center of art and fashion and is a home to most
prestigious French fashion houses and fashion designers.
Paris is not only the fashion capital of France, but it is virtually the
fashion capital of the world and is controlling the key to fashion
world since the 16th century.
Haute couture was established in France by Charles Frederick
Worth. It revolutionized the “high sewing” fashion all over the
world. There are 18 houses of haute couture in France today
Balmain,Pierre Cardin, Carven, Chanel, Christian Dior, Givenchy,
ChristianLacroix, Lapidus, Hanae Mori, Paco Rabanne, Nina
Ricci, Yves Saint Laurent, Jean-Louis Scherrer are some of the
few designers.
 Chanel
"Chanel" , is a Parisian fashion house founded by the
late couturier Gabrielle "Coco" Chanel, recognized as one of the most
established in haute couture, specializing in luxury goods (haute
couture, ready-to-wear, handbags, perfumery, and cosmetics among
others)
Coco Chanel's designs and creations are timeless, considering that the
basic silhouettes have remained consistent from generation to generation
The company has had many high-profile celebrities as spokesmodels ,
including Nicole Kidman, Keira Knightley, and most famously, Marilyn
Monroe .
The signature Chanel logotype is an interlocking double-C (one facing
forwards the other facing backwards.
Chanel operates over 200 Chanel boutiques worldwide.
 Milan
Milan is considered the design business , fashion capital and hub of Italy,
with several fashion and trade fairs.
Milan is also Italia's richest and second largest city. The city is famous for
many museums, beautiful architecture, nightlife and exhibitions
Via Montenapoleone and Via della Spiga are two of the most famous and
influential fashion streets possibly in the whole world. These streets are
richly concentrated with jewellers and fashion designers.
Italian fashion has amongst the world's most important fashion designs,
such as those of Franceand USA. Italian fashion features casual elegance
and luxurious fabrics.
Milan- Most of the major Italian fashion brands, such as Valentino, Gucci,
Versace, Prada, Armani and Dolce & Gabbana , are currently
headquartered in the city . It also hosts a fashion week twice a year, just
like other international centres such as Paris, London
 Armani
The Giorgio Armani brand owned and run by the founder
designer Giorgio Armani has earned the much hallowed
space in the fashion industry through its superior design,
relevant themes and trends.
Giorgio Armani started the company of his namesake back
in 1975. Being a designer himself, he made apparel with his
sense of aesthetics, beauty and luxury, a sense that appealed
to the elite of the society
The brand markets its products under several, highly-
specialized sub-labels including Giorgio Armani, Armani
Collezioni , Emporio Armani, AJ | Armani Jeans, AX |
Armani Exchange, Armani Junior, and Armani/Casa. 
 London
The UK fashion industry has a long, proud and diverse history,
encompassing distinct associations with historical eras – the “Swinging
Sixties”, the Punk and New Romantic movements of the 1970sand
1980s
London has long been the capital of the UK fashion industry and has a
wide range of foreign designs which have integrated with modern
British styles.
Typical British design is smart but innovative yet recently has become
more and more unconventional, fusing traditional styles with modern
techniques.
Among the most notable UK fashion designers are Burberry, Paul
Smith, Vivienne Westwood, Stella McCartney, John Galliano, Jasper
Conran and Alexander McQueen The last British Haute Couture House
is said to be Saint-Hill & Von Basedow.
 Burberry
 Was founded in 1856 by Thomas Burberry (1835-1926)
 The Burberry brand is defined by its:
o Authentic British heritage
o Unique democratic positioning within the luxury arena
o Founding principles of quality, function and modern classic style, rooted
in the integrity of its outerwear
o Globally recognized icon portfolio: the trench coat, trademark check and
Prorsum horse logo
 Burberry designs, sources and markets apparel and accessories, selling
through a diversified network of retail, digital commerce, wholesale and
licensing channels worldwide.
 Burberry has evolved from fine outdoors wear into one of the top labels in
high-end fashion today. With nearly 150 years underneath its belt, Burberry
continues to produce some of the most superb items in both luxury and
innovative functionality.
 New York
New York City is where everything in fashion is happening–and happening
first. New York is the fashion capital of American fashion industry
American fashion design is dominated by a clean-cut, urban, casual style;
reflecting the athletic, health-conscious lifestyles of American city-dwellers.
New York City has the greatest concentration of design talent in the world.
Its wealth of fashion design schools ensures a steady flow of fresh faces and
new ideas that continually reinforce New York’s place at the forefront of
fashion innovation. Among the most notable USA fashion designers are
Marc Jacobs, Calvin Klein, Ralph Lauren, Donna Karan.
The wealth of wholesalers, suppliers, designers and support services in New
York City make it an unsurpassed location for wholesale activity.
 Calvin Klein
Calvin Klein was founded in 1968 by Calvin Klein
The company is headquartered in Midtown Manhattan, New York
City and currently owned by Phillips-Van Heusen
The most visible brand names in the Calvin Klein portfolio include:
o Calvin Klein Collection (black label, top-end designer line)
o ck Calvin Klein (grey label, recently repositioned as bridge collection
line)
o Calvin Klein (white label, better sportswear line)
o Calvin Klein Sport (sports version of the white label line for Macy's)
o Calvin Klein Jeans (denim wear line; licensed to Warnaco
Group through at least 2044)
Calvin Klein is one of the few corporations worldwide to own a two
letter domain name.
Tokyo
The fashion capital of Japan is Tokyo which is also the fashion
capital of the east.
Tokyo, Japan is one of the large stand most influential fashion
capitals of the world. With companies like MIKIMOTO, the most
renown pearl maker in the world, Tokyo and its fashion are very
strong. The fashion is evident everywhere.
There are many places to visit in Tokyo, especially temples; for
example Kannon Temple, I feel that the best activity to do there is
shopping.
Other things Tokyo is known for is there wonderful Japanese
restaurants.
Hanae Mori , Kenzo Takada are the most prominent and
respectable fashion designers in Japan.
 Hanae Mori
Hanae Mori , born on January 8, 1926, is one of the most prominent
and respected fashion designers in Japan. She is the only Japanese
woman to have presented her collections on the runways of Paris and
New York, and the first Asian woman to be admitted as an official haute
couture design house by the federation française de la couture in France
Hanae Mori has retired from the runway but still has a few boutiques
in Tokyo's fashionable Harajuku
Her fragrance division, Hanae Mori Perfumes, is still active and
produces a series of acclaimed fragrances including Hanae Mori
Butterfly for women, HM for Men .
Her signature design inspiration is the butterfly. Her published books
include Hanae Mori 1960-1989" and "Fashion – A Butterfly That Flew
Across the Border.
 Spain
Spain fashion is an integral part of the culture Spain. The Spanish
fashion industry has taken the entire world by a storm.
Be it the formal suits and elegantly cut tuxedos or be it the slightly
unconventional and experimental rainproof ponchos, balloon
silhouettes and the fashionable checked and striped sweaters,
Spanish men have a plethora of options when it comes to smart
dressing
Some of the leading Spanish fashion designers who have
revolutionized the international fashion industry include: Amaya
Arzuaga, Cristobal Balenciaga ,Paco Rabanne.
Spanish fashion is in short a wondrous medley of beauty, style,
lines, cuts and silhouettes in myriads of colors and bold striking
prints.
 Zara
Zara is the flagship chain store of Inditex Group owned by Spanish
company tycoon Amancio Ortega.
The group is headquartered in  Galicia, Spain, where the first Zara
store opened in 1975. 
 Zara stores have men's clothing and women's clothing, each of
these subdivided in Lower Garment, Upper Garment, Shoes,
Cosmetics and Complements, as well as children's clothing (Zara
Kids).
Zara is a vertically integrated retailer it controls most of the steps
on the supply-chain: It designs, produces, and distributes itself.
 Inditex has launched the first online boutique for its best-selling
brand Zara. The long-awaited website will begin in Spain, the UK,
Portugal, Italy, Germany and France – six countries
CHANGING LIFESTYLE OF THE
INDIAN CONSUMER
What is Lifestyle?
A way of life or style of living that reflects the
attitudes and values of a person or group, that is, a set
of attitudes, habits, or possessions associated with a
particular person or group
 Traditional Modern

Single Income dual Income

Less disposable more disposable Income
Income options are more
Less available Awareness and
options knowledge
Lack of awareness Prefer to spend
Prefer to Save individual shopping
Family shopping lifestyle
Functional restaurants
Traditional meals
 Reasons for change in the lifestyle
 Economic Transition: GDP Growth & Per Capita income are
growing . The BPL is not going down.

 Shift in attitude regarding spending: More Spending Power

From Need based

to Choice based
 Cultural Transition: Retain the core but flexible to Change.
Amalgamation of New & Old.

 Social Transition: Education , Urbanization, Nuclear Family,

Women Employment
Areas covered
Consumer Fashion
Urban entertainment centre & mall culture
Eating habits
Automobiles
Consumer durables
 Fashion

Changes In Indian Fashion Consumer

Fashion is the latest trend or style which is accepted by
the mass.
Indian fashion consumer market is increasing
drastically.
Brand Awareness
 The market of branded garments is growing up.
 More and more people are switching on to branded apparel then
non-branded ones.
Popularity of Boutiques
 More and more Indians are inclining towards designer wear outfits
due to increase in income and capability of spending on high
fashion garments.
Indian Consumer As Fashion Audience
Indian Fashion Consumer market
is increasing because of increasing
participation in fashion events and
awarness of fashion market and latest
trends.
Malls
Definition:
A shopping mall (or simply mall), shopping center, or
shopping arcade is a building or set of buildings that
contain stores, and has interconnecting walkways
enabling visitors to easily walk from store to store
along with a parking area – a modern, indoor version
of the traditional marketplace.
 Mall culture capturing India
The mall magic has taken over our country and this great mall
bandwagon is driving all over.
The purchasing power of the consumer is on a constant rise (maybe
on a decline now due to world financial crisis),this in turn leads to a
better adaptability of the people to the one roof
multidivisionary market place which is presented in the form of these
mall
Malls are rewriting the rules, developing a constitution of their own
and are converting the basic need for recreation and shopping activity
into a unique parameter or criteria for judging ones lifestyle
statement.
The current mall mania has gripped the shopping – frenzy ‘Gen- X’.
The Indian cities have turned into a thriving township all caught in the
new whirlwind of the mall fad, a perfect emblem of the new India.
 Urban Entertainment Centre
Urban Entertainment Centre can be defined as family-oriented entertainment destinations.
These centres combine shopping and recreation with entertainment to form an overall
experience. Retail needs entertainment to draw people in and entertainment needs retail to
support the overall operation.
Entertainment is the draw and a large part of what creates the unique experience of the
centre. . A UEC has to be created as a centre with the right balance of retail and
entertainment.
The components that, typically, form a UEC are as listed below:
1. Movie halls 2. Restaurants 3. Sports complex
4. Shopping complex 5. Theme park 6. Walk ways
7. Museums
Entertainment City in Noida :
It is thought of as Disney Land of India spread
over a whooping 147 acres with an investment
of 10 billion.
 EATING HABITS

From traditional home cooked to wide delacacies

 Awareness and influence of western culture

 Entry of various food players due to liberalisation
 Socializing
 To reduce the cooking time
 Increase in disposable income
 Indians enjoy eating in fine
dining restaurants.
 Various delicacies like
Italian, Mexican, Chinese
are enjoyed occasionally.
 PACKAGED FOOD
PRODUCTS
Convenience food
Reduced preparation time.
Becoming popular due to increasing
number of working couples.
Includes products like ready to eat
vegetables, packaged fruit juices,
breakfast cereals, etc
 Automobiles
From Functional to Lifestyle

REASONS FOR SHIFT

Innovative technology
Liberalization
Availability of trained manpower
Joint ventures with foreign collaboration
Increased competition
 CHANGING SCENARIO
Traditionally automobiles were regarded as a status symbol, but
now it has become a indispensable part of modern Indian life.

Attractive product mixes and increase in income has lured Indian

consumers and led to wide use of automobile in their everyday
lives.
The changing lifestyle and philosophy of life have made people
conscious of their additional necessities than ever before.
 Now an average Indian of any metro city is more comfortable with
the small cars and is really in need of it for a fast and comfortable
life.
The presences of discount facilities and instalments have made the
small cars more desirable. 
Consumer durables
The Indian consumer durables industry has
witnessed a considerable change in the past couple
of years. Changing lifestyle, higher disposable
income coupled with greater affordability.
 A combination of changing lifestyles, higher
disposable income, greater product awareness and
affordable pricing have been instrumental in
changing the pattern and amount of consumer
expenditure leading to robust growth of consumer
durables industry.
The Indian consumer durables segmented into three groups

White goods- Refrigerators ,Washing

machines ,Air conditioner, Speakers ,audio
equipment.
Kitchen appliances/brown goods- grinders,
microwave ovens, electric fans,irons,cooking
range,chimneys.
 Consumer electronics- Mobile, MP3 players,
DVD players, VCD players, televisions
Air conditioners-
 In the early nineties, air-conditioner manufacturers focused
on institutional sales, leaving the dodgy unorganised sector,
with its dirt-cheap and poor quality offerings, to service
households.
 came sleek plastic shapes offering such features as a dust-
free environment, split-room cooling and so on and so forth.
 Mobile phones- The mobile phone market grew at 29
percent in 2007–08 over the previous year. The market is
expected to grow at a compound annual growth rate
(CAGR) of about 28.3 percent from 2006 to 2011
Thank You.