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SINGAPORE CITY

CONSUMER BEHAVIOR:-

Singapore isnow recognized as the second largest fashion apparel business and sourcing hubin Asia-Pacific after Hong Kong. The Singaporeans have always been fashion conscious andup-to-date on the current and ruling styles and trends. But they are nowadays had become verybrand conscious and brand names and brand label have gained a lot more importance inSingapore fashion. The fashion is constantly acquiring new successes with every passing day.The exotic prints and bold colors used by the fashion designers in Singapore are in greatdemand all over the world. Singapore has outlets of the top international brands of the world likeGiorgio Armani, Gucci, Paul Smith, Valentino, Prada, Gianni Versace, etc.Singapore fashion isat its peak during the festive month when fashion seems to be the main priority of the younggeneration of the nation. The Singapore fashion week and the Singapore fashion festival are the

two most popular shows in Singapore.

CULTURE:-

Cultural affinity due to large number of people living there are from different countries, thus

consumers has a diverse range of taste and preferences.42% of population is foreigners

globally and they make 50% of the service sector. They come from countries like China,

Malaysia, Philippines, Austria, India and Middle East. Hence, mix kind of culture persists in

Singapore thus good demand for various kinds of costumes.Second most densely populated

country in the world after Monaco.

MARKET SCENARIO:-

Ranked amongst the worlds top ten economy, thus fashion industry is already well-

developed.The government of Singapore tries to provide an open business environment in order

to set up more profitable ventures with the foreign enterprises.In 2010, economy has begun to

rebound and predicted growth rate by the government 3-5% for the year. Singapore posted

rapid growth averaging about 15% compounded annual growth rate in the past decade.Open

and corruption-free country, therefore providing safe environment for global fashion traders anddesigners to work and live in. Singapore top rated infrastructure in air, sea, land,

telecommunications, finance, trade facilitation and documentation is particularly attractive to

global traders. Singapore geographical location positions well to complete the 24-hour trading

cycle, complementing key trade hubs such as London and New York.

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PARIS

CONSUMER BEHAVIOR:-

In a multiethnic state, there are two major types of ethnic group identity - that which is

associated with territorial groups claiming a separate identity from the dominant French identity

and that which is associated with immigrants, such as North Africans. Conflict between the

centralized state and regional groups such as the Corsicans, Bretons, and Basques heightened

toward the end of the twentieth century, when political autonomy became a major movement.

Corsica has won the right to limited administrative autonomy. About 4.5 million foreigners live in

France. These immigrants have come from various nations. The country has offered political

asylum to peoples such as Cambodians and Czechs. The largest immigrant groups are the

Portuguese, Algerians, Moroccans, Spanish, Italians, and Tunisians. One of the most significant

conflicts has been in the area of religious freedom for Islamic groups. The "scarf affair" of 1989,in which three Muslim girls were expelled from high school because they refused to take off their

head scarves, drew attention to the conflict between the secular state school system and the

religious beliefs of immigrants.

CULTURE:-

The culture of France is diverse, reflecting regional differences as well as the influence of recent

immigration. The French maintain a strong gap between civilian life and religion. Religion is

considered as private as possible, and it is considered offensively inquisitive to enter religious

discussions in most contexts. French culture is derived from an ancient civilization composed of

a complex mix of Celtic, Greco-Roman, and Germanic elements. Monuments, especially from

the period of Roman occupation, are numerous and include the amphitheatre at Arles, the

arnes in Paris, and the aqueduct at Pont du Gard.During the middle Ages a rich culture

developed, fostered in particular by scholars in monasteries and in universities and encouraged

well into the 18th century by a system of royal and aristocratic patronage. From the early 1700s

and with the development of a middle class, the bourgeoisie, culture became more generally

accessible. This period, extending into the 18th century, was the age of the Enlightenment, of

inquiry and question. Cultural activity remained largely centered on Paris, though certain

provincial cities such as Aix-les-Bains or Lyon had an active life of their own. With free primary

education compulsory by the late 19th century, basic literacy ensured that the general culturallevel was raised.

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The culture of France has profoundly influenced that of the entire Western world, particularly in

the areas of art and letters, and Paris has long been regarded as the fountainhead of French

culture. France first attained cultural preeminence in Europe during the Middle Ages; later, the

wealth of the French crown in the 16th, 17th, and 18th centuries provided a subsidization of art

on a scale comparable to that of the papacy in Rome, attracting to Paris many of Europes most

talented artists and artisans. Wealth also created a leisure class, which had both the time andthe means for developing elegance in dress, manners, furnishings, and architecture. French

styles still pervade much of Western culture. In the 20th century French cinema assumed a

leading world position, particularly in the 1960s with the nouvelle vague (new wave) group of

film directors, such as Jean-Luc Godard, Alain Resnais, and Franois Truffaut.

MARKET SCENARIO:-

Fashion has been an important industry & cultural exports of Paris since 17th century.The association of France with fashion & style dates largely to the reign of Louis XIV whenluxury goods industry in France increasingly came under royal control. Historically, many of theworlds top fashion designers and fashion houses have been French, including Coco Chanel,Christian Dior, etc. Today Paris is considered as the worlds fashion capital and city is home tomany premier fashion houses. Unlike other global fashion hub where most large events havebeen launched in last 2 decades, fashion events in France dates back 1970s. Paris fashionweek is among the largest fashion event held globally. Modern HAUTE COUTURE originatedin Paris in 1860s which gave opportunities to many young designers.France has the largestfabric industry.In terms of tourism it is the most visited country.Attracted fashion companies fromall over the world.Strategic geographical location adds an advantage to many fashioncompanies.

ROME

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CONSUMER BEHAVIOR:-

Consumers in Italy are highly aware about fashion trends thus demand and supply followedsince Renaissance. Priceless work of art, architecture and fashion and high standard of living

thus hub of Luxury goods, huge number of tourists and immigrant population. Consumers arenot price conscious and they are fashion leaders or trend setters. There is lesser middle classand the Italian people are considered as international customers. The country offers exclusivityas fast changing fashion cycles.There are not many domestic consumers as far as theconsumer behavior is concerned. Italy is famous for tourists.New fashion cycle starts before itpenetrates to other markets.Italy does not have mass consumers, thus loss to manufacturers.

CULTURE:-

From antiquity until at least to all the 16th century, the Italian peninsula was the central place ofWestern culture, fulcrum or origin of universal phenomena as the Roman Empire, RomanCatholic Church, Humanism and Renaissance. During these times, Italy produced some of thegreatest painters, sculptors, poets, musicians, mathematical and architects in history. Italianpainters, sculptors, composers, and architects also dominated the Baroque art movement thatbegan near the end of the Renaissance and ended in the 1700's. Both the internal and externalfacets of Western Civilization were born on the Italian peninsula, whether one looks at thehistory of the Christian faith, civil institutions (like the Senate), modern astrology, philosophy,law,art, science, nuclear energy or social customs and culture.

Italy did not exist as a political state until its unification in 1861. Due to this comparatively lateunification, and the historical autonomy of the regions that comprise the Italian peninsula, manytraditions and customs that are now recognized as distinctly Italian can be identified by theirregions of origin. Despite the political and social isolation of these regions, Italy's contributionsto the cultural and historical heritage of Europe remain immense. Elements which are famous ofthe Italian culture are its opera[] and music, its iconic gastronomy and food, which are commonlyregarded amongst the most popular in the world (with famous dishes such as pasta, pizza,lasagna, focaccia, espresso and Italian gelato), its cinema (with classic films such as 8,Bicycle Thieves, Cinema Paradiso, La Dolce Vita, Life is Beautiful, The Good, the Bad and theUgly etc.), its collections of priceless works of art and its fashion (Milan is regarded as one ofthe fashion capitals of the world).

Italy is home to the greatest number of UNESCOWorld Heritage Sites to date. From theprecepts of the Roman Catholic Church, the spirit of the Renaissance and the Enlightenment,are events which greatly shaped Italy's architecture, culture and art. Italy also has the world's8th highest quality of life index, 2nd best healthcare system and 19th highest life expectancy

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MARKET SCENARIO:-

Italy is a developed nation thus high purchasing power and is a part of European Union thus

Euro is the trading currency. It is stronger than US Dollar.pen economy-high imports than

exports specially energy and oil.Stable Government and support is offered to fashion

industrygood and efficient infrastructure thus better supply chain managementfast privatizationof private enterprises to reduce loses and better serviceslow wages as compared to rest of

Europeforeign investments are highgovernment gave special help during economic

downturnthey have high exports (technology, apparel and accessories).

Mafia piracy threats in Italy are high. Geographically there are 14 volcanoes in Italy 3 are active

thus can block air traffic. The public debt of Italy is 115.2% of GDP as on 2009.Smaller domestic

population and demand more of immigrant population and international demand.Humid climate

is prevailed in south Italy and in North the climate is similar to that of other European countries.

The recent fall in the revenue of the fashion label in Italy and increase competitors from the

other countries may lead to loosing of government interest as the other sectors like automobile

are more alluring in terms of revenue. Handmade works are expensive and so other countries

can take advantage of huge production by machines with lower price. There is an increase in

artistic demand in Italy that leads to higher levels of competition. There is a quick change in

FAD that results in market fluctuation. The wealth of an individual elderly person is average in

Italy which makes middle class life miserable.

DUBAI

CONSUMER BEHAVIOR:-

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Dubai has a80% population of expatriates, so retail efforts should cater to them. The robustnessof the consumer market depends heavily on the country's ability to create jobs and retainforeigners.The residents of the region enjoy tax free salaries and incomes which are among thehighest in the world, so there is plenty of money available for the luxuries of life.Averagehousehold spending power in the UAE stands at US$14,400 per annum, according to propertyconsultants Colliers International.Although women in UAE generally wear the black abaya, a

long black robe that covers their cloths and also wear head scarves in the public, they are notdebarred from wearing other fashionable clothes. Shopping has also formed an important partof fashion and Life style of UAE.

An AC Nielsen survey revealed that a third of UAE respondents bought luxury goods and thatUAE residents are some of the most prolific buyers of designer apparel and accessories.By2010, the Middle East luxury market potential is expected to hit the $100 billion mark as UAEranks amongst the top five countries worldwide for consumer purchasing power of luxuryclothes and accessories.

CULTURE:-

The UAE culture mainly revolves around the religion of Islam and traditional Arab, and Bedouinculture. In contrast, the city of Dubai is a highly cosmopolitan society with a diverse and vibrantculture. The influence of Islamic and Arab culture on its architecture, music, attire, cuisine andlifestyle are very prominent as well. Five times every day, Muslims are called to prayer from theminarets of mosques which are scattered around the country. Since 2006, the weekend hasbeen Friday-Saturday, as a compromise between Friday's holiness to Muslims and the Westernweekend of Saturday-Sunday.

In 2005, 84% of the population of metropolitan Dubai was foreign-born, about half of them from

India. The city's cultural imprint as a small, ethnically homogenous pearling community waschanged with the arrival of other ethnic groups and nationalsfirst by the Iranians in the early1900s, and later by Indians and Pakistanis in the 1960s. Dubai has been criticised forperpetuating a class-based society, where migrant workers are in the lower classes.

Major holidays in Dubai include Eid al Fitr, which marks the end ofRamadan, and National Day(2 December), which marks the formation of the United Arab Emirates. Annual entertainmentevents such as the Dubai Shopping Festival (DSF) and Dubai Summer Surprises (DSS) attractover 4 million visitors from across the region and generate revenues in excess of $2.7 billion.Large shopping malls in the city, such as Deira City Centre, Mirdiff City Centre, BurJuman, Mallof the Emirates, Dubai Mall and Ibn Battuta Mall as well as traditional souks attract shoppersfrom the region.

MARKET SCENARIO:-

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Dubai's gross domestic product as of 2008 was US$ 82.11 billion. Although Dubai's economywas built on the back of the oil industry, revenues from oil and natural gas currently account forless than 6% of the emirate's revenues. It is estimated that Dubai produces 50,000 to70,000 barrels (11,000 m3) of oil a day and substantial quantities of gas from offshore fields.The emirate's share in UAE's gas revenues is about 2%. Dubai's oil reserves have diminishedsignificantly and are expected to be exhausted in 20 years. Real estate and construction

(22.6%), trade (16%), entrept(15%) and financial services (11%) are the largest contributors toDubai's economy. Dubai's top exporting destinations include India (US$ 5.8 billion), Switzerland(US$ 2.37 billion) and Saudi Arabia (US$ 0.57 billion). Dubai's top re-exporting destinationsinclude India (US$ 6.53 billion), Iran (US$ 5.8 billion) and Iraq (US$ 2.8 billion). The emirate'stop import sources are India (US$ 12.55 billion), China (US$ 11.52 billion) and the United States(US$ 7.57 billion). As of 2009 India was Dubai's largest trade partner.

Almost all the nations in the Middle East are Islamic nations & UAE is the most liberal nation inthe entire Middle East .This is one of the major reasons why UAE is experiencing fastest growthin fashion & retail industry, in the entire Middle East region.In 2005, 85.5% of the UAEspopulation was classified by the UN as urban and this is forecast to increase to 86.3% by2010.Since the fashion industry targets urban population largely, so this is a major advantage.

In this region, 60% of the people are below the age of 25 - they are fashion& brand conscious &have money to spend.Some 50% of the population is women who are considered as seriousshoppers.There is an abundant supply of human resource skills in textile industry, courtesy ofprofessionals migrating to the emirates from nearly every country in the globe, as well as theincreasing number of UAE nationals that are joining the private sector.

UAE is one of the largest ports in the world and has become the region's centre for trade,essentially by developing its location as a leading transshipment and re-export centre, based ona long-standing trading history and a generally pro-business stance. There is heavy governmentsupport in terms of initial investment in private sector businesses, existence of efficientgovernment services, a solid institutional framework and strong laws and regulations.There aremore than 40 free trade zones in UAE. The attractiveness of the UAE's free zones results

partially from competition and investment restrictions that prevail in the rest of the economy.These restrictions do not apply to the free zones. There are no custom duties, no restrictions onprofit transfer and capital repatriation & exemption from taxes & no currency restrictions orpersonal income tax.

TOKYO

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CONSUMER BEHAVIOR:-

The Japanese are affluent consumers who set trends in Asia. The attitudes and consumptionbehaviors of the Japanese people make this mature market significantly different from those of

other Asian countries. Consumers are increasingly interested in a diverse variety of foods thathave superior taste, are safe and nutritious, and are offered at a reasonable price. Japaneseconsumers demand and will pay a premium for high-quality food products, provided they exceedexpectations. Japan is experiencing a demographic and cultural shift. It is facing a rapidly agingpopulation with 22% of its people aged over 65 years. In addition, the number of people livingon their own is rising, as is income inequality. Further, Japanese women are becoming moreempowered and the population as a whole is seeing an increase in life-style diseases.

Japanese because of their strong economy have high disposable income. Japan is one of thelargest markets for foreign luxury fashion goods. Luxury goods consumption in this country islargely unaffected by recession, as evidenced by strong demand during the prolonged economic

slowdown recently. Burberry had specially launched the blue line of their products for Japaneseconsumers. During the 1980s, the Hanako Generation (particularly single women in their 20s)benefiting from the strong Yen began to travel en masse to Europe to purchase fashion brands.The bubble economy allowed these women to take long, expensive vacations in Europe it isreported that some employees got bonus equivalent to 6-months salary. It was during thoseyears that Japanese women started to use only branded products and over a period of time, itbecame an inherent part of Japanese society. Concurrently, many European luxury brandsentered Japan to better reach these customers. Despite the economic downturn in Japan,almost all major European and American luxury fashion houses derive a major portion of theirrevenue from Japanese consumers.

CULTURE:-

The culture of Japan has evolved greatly over millennia, from the country's prehistoric Jmonperiod to its contemporary hybrid culture, which combines influences fromAsia, Europe andNorth America. The inhabitants ofJapan experienced a long period of relative isolation from theoutside world during the Tokugawa shogunate until the arrival of "The Black Ships" and the Meijiperiod. Though styles have changed over years, street fashion is still prominent in Japan today.Young adults can often be found wearing subculture attire in large urban fashion districts suchas Harajuku, Ginza, Odaiba, Shinjuku and Shibuya. Japanese street fashion is also said to havea particular influence on the west coast of the US because of its link to hip-hop culture.

MARKET SCENARIO:-

Japanese fashion reached a turning point in the 1970s. Prt-a-porter (ready-made clothing,

which people could access more easily than haute couture) became widely available and

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drastically changed Japanese fashion. Japan was in the middle of a high economic growth

period and strong personal consumption backed the situation.

Hanae Mori, Kenzo Takada, and Issey Miyake received attention internationally in the 1970s.

Kenzo Takada established The House of KENZO in Paris in 1970 and opened his own boutique

Jangle Jap there. Issey Miyake also started showing in Paris Prt-a-porter Collection in 1973.

Hanae Mori had her first show in New York in 1965 and then opened her maison de haute

couture in Paris in 1977 and joined the Paris Haute Couture Collection.

In the 1980s, ReiKawakubo of Comme des Garons and Yohji Yamamoto received high

recognition internationally. In 1985, the Council of Fashion Designers, Tokyo (CFD) was

established with 32 designers and then Tokyo Collection was started. The DC (Designer

Character) boom in the 1980s helped to energize the Tokyo Collection. In addition to designers

brands, which had been recognized internationally as high-end brands since the 70s, character

brands referred to brands which were more affordable yet very fashion trend conscious like

Atelier Sab, Pink House etc swept the Japanese market.

Tokyo is one of the three world finance "command centers", along with New York City and

London. Tokyo has the largest metropolitan economy in the world. According to a study

conducted by PricewaterhouseCoopers, the Tokyo urban area (35.2 million people) had a total

GDP of US$1.479 trillion in 2008 (at purchasing power parity), which topped the list. As of 2009,

51 of the companies listed on the Global 500 are based in Tokyo, almost twice that of the

second-placed city (Paris).Tokyo is a major international finance center, houses the

headquarters of several of the world's largest investment banks and insurance companies, and

serves as a hub for Japan's transportation, publishing, and broadcasting industries. During the

centralized growth of Japan's economy following World War II, many large firms moved their

headquarters from cities such as Osaka (the historical commercial capital) to Tokyo, in an

attempt to take advantage of better access to the government. This trend has begun to slow dueto ongoing population growth in Tokyo and the high cost of living there.

Tokyo was rated by the Economist Intelligence Unit as the most expensive (highest cost-of-

living) city in the world for 14 years in a row ending in 2006.This analysis is for living a corporate

executive lifestyle, with items like a detached house and several automobiles.

The Tokyo Stock Exchange is Japan's largest stock exchange, and second largest in the world

by market capitalization and fourth largest by share turnover. In 1990 at the end of the

Japanese asset price bubble, it accounted for more than 60% of the world stock market

value.Tokyo had 8,460 ha (20,900 acres) of agricultural land as of 2003,according to the

Ministry of Agriculture, Forestry and Fisheries, placing it last among the nation's prefectures.The farmland is concentrated in Western Tokyo. Perishables such as vegetables, fruits, and

flowers can be conveniently shipped to the markets in the eastern part of the prefecture.

NEW YORK

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CONSUMER BEHAVIOR:-

Consumer spending accounts for 71% of the U.S. gross domestic product, or over $10 trillion.

The top 1 % of American owns around 34%of the wealth in US, while the bottom 80% owns only

16% of the wealth. This displays a large disparity and unequal distribution of wealth.

The creation of new social classes, the subcultures and/or countercultures, is apparently evidentthrough fashion and style. Subcultures and countercultures adhere to a distinctive set of values,

norms and practices within a larger culture that may oppose the dominant culture. Creates a

divide between classes in a society, reinforcing class stratification. It acts as a statement of

wealth and prestige, or the lack thereof.

CULTURE:-

The culture ofNew York City is the city's size and variety, and its status as the cultural capital

of the United States. Many American movements first emerged in the city. The Harlem

Renaissance established the African-American in the United States, while American modern

dance developed in New York in the early 20th century. The city was the top place forjazz in

the 1940s, expressionism in the 1950s and Indie rock in the 2000s, and the home of hip hop,

punk rock, and the Beat Generation. The city of New York is an important center for music, film,

theater, dance and visual art. Artists have been drawn into the city by opportunity, as well; the

city government funds the arts with a larger annual budget than the National Endowment for the

Arts, and New York is a major center of the global art market.

New York, with its large immigrant population, seems more of an international city thansomething specifically "American". But to others, the city's very openness to newcomers makes

it the archetype of a "nation of immigrants". The term "melting pot" derives from the play The

Melting Pot, by Israel Zangwill, who in 1908 adapted Shakespeare's Romeo and Juliet to a

setting in the Lower East Side, where droves of immigrants from diverse European nations in

the early 1900s learned to live together in tenements and row houses for the first time. In 2000,

36% of the city's population was foreign-born. Among American cities this proportion was higher

only in Los Angeles and Miami. While the immigrant communities in those cities are dominated

by a few nationalities, in New York no single country or region of origin dominates. The seven

largest countries of origin are the Dominican Republic, China, Jamaica, Russia, Italy, Poland

and India. The cultural diversity of New York can be seen in the range of official city holidays.

With the growth of New York's South Asian community, Diwali, the Hindu Festival of Lights, wasrecently added to the calendar.

MARKET SCENARIO:-

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The U.S. textile and apparel industry complex is experiencing its worst downturn in over twodecades. It is faced with a major crisis that is believed to have been caused by recent globaltrade liberalization and Asian currency devaluation. Most observers credit policies stemmingfrom global trade liberalization, such as the World Trade Organization (WTO) and the North

American Free Trade Agreement (NAFTA), with contributing to rapid job losses, especially inthe rural areas of the Southeast region where the industry complex is disproportionately located.

However, since 1995 and especially following the 1997-98 global financial crisis, the currenciesof the top textile exporting countries in Asia seem to have collapsed, causing a shock wave oflow-priced textile products in global markets. The value of textile imports from Asia, which hadshown relatively little growth over the previous ten years, grew rapidly by about 36 percent (%)from 1995 through 2001 in tandem with a decrease in Asian currencies. Additionally, volatility inthe apparels market, fueled by frequent fashion changes, has contributed to exacerbating theeconomic stress faced by industry participants and rural residents. Therefore, the recent spateof plant closures may seriously impact economic development opportunities that are offered bythe industry complex in those rural communities where a majority of plants are located.

Statistics from the U.S. Department of Commerce and the Bureau of Labor Statistics (1997) list

5,117 textile complex companies and 6,134 plants. The gross sales for the cotton-fiber-textileapparel complex in 2000 were $58 billion, having fallen from $60.3 billion in 1999. Nevertheless,it was still the largest manufacturing employer in the U.S. economy, providing jobs for nearly 1.4million workers in 1999.

Employment in the textile complex in 1999 was made up as follows:562,000 in textiles, 684,000 in apparels, 41,887 in man-made fibers, 62,579 wool growers, and31,493 cotton growers. The textile and apparel companies have lost about 425,000 jobs since1992.The complex is the largest manufacturing employer in ten key states; North Carolina,California, Georgia, New York, South Carolina, Texas, Alabama, Pennsylvania, Virginia, andTennessee. Textile and apparel firms are often the primary employers in rural regions, althoughthe apparel sector is also a major source of employment in metropolitan areas, particularly in

the Middle Atlantic States and California.

INDIA

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CONSUMER BEHAVIOR:-

The Indian consumers are noted for the high degree of value orientation. Such orientation to

value has labeled Indians as one of the most discerning consumers in the world. Even, luxury

brands have to design a unique pricing strategy in order to get a foothold in the Indian

market.Indian consumers have a high degree of family orientation. This orientation in fact,

extends to the extended family and friends as well. Brands with identities that support family

values tend to be popular and accepted easily in the Indian market.Indian consumers are also

associated with values of nurturing, care and affection. These values are far more dominant that

values of ambition and achievement. Product which communicate feelings and emotions gel

with the Indian consumers.Apart from psychology and economics, the role of history and

tradition in shaping the Indian consumer behavior is quite unique. Perhaps, only in India, one

sees traditional products along side modern products. For example, hair oils and tooth powder

existing with shampoos and toothpaste.

CULTURE:-

Indian culture is rich and diverse and as a result unique in its very own way. The manners, wayof communicating with one another, etc are one of the important components of Indian culture.Even though we have accepted modern means of living, improved our lifestyle, theirvalues and

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beliefs still remain unchanged. A person can change his way of clothing, way of eating andliving but the rich values in a person always remains unchanged because they are deeplyrooted within their hearts, mind, body and soul which they receive from their culture.

Elders and the respect for elders is a major component in Indian culture. Elders are the drivingforce for any family and hence the love and respect for elders comes from within and is not

artificial. An individual takes blessings from his elders by touching their feet. Elders drill andpass on the Indian culture within us as we grow.

Ethnic charm is exuded in simple outfits in India. The tropical climate is well adapted to therange of muslins and cottons. The mixed variety in cotton goes from viscose, polycot and alsocotton silk which has a sheen of its own. Attires are very much about the region and climate.

The sari happens to be the most versatile drape with its amazing styles of draping and design.The sari is the traditional dress of India which also modifies as per material, drape and style witheach region. This has also gone up to international drape style followed by ranking designers onthe ramp shows. The chungari sari of the south has the tie and dye pattern that finds itscounterpart in the bandhi print of Gujarat. There are embroidery types that seem to be the

intrinsictalent of certain regions. The cardigans and shawls are hand-woven from the Northespecially the Himachal and Arunchal belt. This displays the rich handicraft culture of India. Themodernization in winter wear is seen with details like pockets, zippers, blends of fabrics andeasy feel wear. The gota work of Rajashtan and Punjab is skilled golden zari strips woven orfixed on to the main garment like a sari or the dupatta.

The most comfortable dress is the salwarkameez that radiates Indianness and is alsocomfortable. The south Indian Kerala set-saree is the beautiful print in cream and golden whichcan be teamed with colored blouses. The navvari sari or the nine yard drape of Mahrasthra isusually found in leaf green color that is symbolic of the newly married bride. The colors alsoseem to be in mauve, red or blues and the sarees happen as Narayan peth, paithani andvarious other Belgaum prints. The padavai is the ghagracholi for young girls in the south that is

incomplete without the gold jewelry especially the kaashi gold chain and jhumki earrings. This isalso modified as ghagracholi is simple cottons for daily wear in the villages and designed as thelehengacholi in designer wear in the metros.

MARKET SCENARIO:-

India's immensely traditional and cultural past is instrumental for its vast textile heritage, where eachstate (and sometimes districts) of India has its own unique native costume and traditional attire.

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While traditional clothes are still worn in most of rural India, urban India is catching on to globaltrends fast. Fashion in India is still in its nascent stage and has not quite evolved like the morefashion industry in European countries. However India and Indian fashion has captured theimagination of all, the world over. From bindis to mehendi to kurtis and chikankaari India is the newIT.Fashion in India is a growing industry with international events such as the India Fashion Weekand annual shows by fashion designers in the major cities of India. The victories of a number of

Indian beauty queens in International events such as the Miss World and Miss Universe contestshave also made Indian models recognized worldwide.Fashion designers such as Ritu Kumar, RituBeri, RohitBal, Rina Dhaka, Muzaffar Ali, Satya Paul,

Abraham and Thakore, TarunTahiliani, JJ Valaya and Manish Malhotra are some of the well knownfashion designers in India.Despite the brouhaha about the Indian fashion industry the mediaattention on the Indian fashion garments has not actually translated to tangible returns.The first IFW was orchestrated by the Fashion Design Council of India (FDCI) in August 2000. Eversince, the event not only exhibits the work of Indian designers but also promotes the fashion industryat large, within the country and overseas.

The end of the quota regime as on January 1, 2005, signifies brightened vistas for the Indian apparelindustry. A quota-free era forebodes growth in the textile business for countries such as India and its

larger rival China. Both countries are one of the forerunners in the world garment and textile market.The quota regime limited free export of materials and garments from the developing countries, andprovide a rather unfair edge to the developed ones, such as the US. The multi-fiber agreement(MFA) designed to protect textile producers in the industrial West from being swamped by low costsuppliers of the developing countries. The regime resulted in unfair trade practices, such as hoardingof licenses for quotas and their eventual sale in the black market, dumping, and exporting goods ofinferior quality to meet contractual obligations. Thus there was little or no incentive for themanufacturers to upgrade and improve either their products or manufacturing processes.

The World Trade Organization Agreement on Textiles and Clothing (ATC) concluded the quotaregime on January 1, 2005. The ATC is designated to incorporate the textile sector into themainstream of multilateral rules, as applicable to other sectors. The end of the quota regime signifies

the potential for widespread growth for the fashion industries of all the countries that had faced quotarestrictions earlier.

Till some time ago Indian law decreed that garment manufacturing should remain a small-scaleactivity. The consequence: even today 80 per cent of the country's garment makers operate fromtiny outfits with less than 20 machines per unit. A 2003 survey by the Confederation of IndianIndustry, Introspecting Competitiveness of the Textile Sector, revealed that only 20 per cent of themanufacturers in the Rs28, 000 crore garment sector (with seven million workers) constitute theorganized sector. Currently, three-fourths of the readymade garment exports, according to CMAI, areto the quota countries.