The rapid changes in the fashion industry are influencing fashion consumerism in innumerable ways and the findings are supporting the point of influence of culture on fashion in today’s world is more than compared to previous decades and is increasing more and more for various reasons such as global economic growth and many more.
In global level, most revenue in 2018 from clothing apparels and fashion accessories is from China. it has been found that by getting exposure about various global brands due to globalization fashion consumers across the world are interested to experiment with global brands if it is in their budget but the thing new consumers from different background are worried about is whether the design of the clothes are matching his/her tastes and preferences before purchasing global brand clothes as people around may not like them. By making designs understanding local cultures this can be avoided. Has many international fashion brands are entering into new emerging markets the fashion consumption became chaotic in nature making it difficult to analyze the buying pattern. Fashion brands can estimate their future fashion consumption but in real situations fashion consumption will either very high or low but not same as estimated figure. So by developing different strategies with a lot of planning became essential for fashion brands.
Fashion brands are trying to connect with consumers by making the clothes more authentic. Consequently the results support the idea that the fashion brands are using different cultural references for making a difference in their apparels to make clothes look more authentic and increase their sales revenue. However the attempt to understand and explain the relationship between culture and fashion gave significant information about the influence of culture on fashion. Many fashion brands are purposefully trying to use some cultural references in their designer apparels according to the local culture in that particular market. Priority to fashion is different for different consumer. people want to distinguish themselves from others with respect to clothing has the majority are wearing similar kind of clothes people are unable to relate to their own cultures as are seeing it from long time they want to try and experiment with few others popular cultures. People consider many things before buying clothes. When people are concerned with others opinions and expectations about them they will be more concerned with their outward appearance than with their own personal comfort and vice versa. some people give importance to current fashion trends some people try to stick to the traditional clothing style and some people try to be somewhere in the middle.
Generally women are more conscious about what they wear and current fashion trends happening in the fashion industry than men in many countries. the findings of this study indicate that enjoyment of clothing shopping of people are associated with the research they do about the brands and the information they know about the clothes. when one trend from a fashion brand with some cultural influence become popular then other fashion brands are also trying to replicate the trend and improve their sales which is similar to copycatting which is not ethical to do. Indirectly they are increasing the bargaining power of other competitor brands. Fashion conscious people try to buy more authentic clothes has they think it will impact their social image whereas fashion unconscious people just try to follow the trends without much bothering about authenticity. Fashion conscious people tend to pay more money also for the authentic clothes from reputed brands instead of buying from other small brands with lower pricing.
After investigating about collections of various fashion brands their power to influence the buying decision of consumer is getting more when the fashion brands are using some cultural references. Consumers are getting identified to the cultures and wanting to experiment with the clothes with some cultural references. Fashion brands need to study the deep cultural styles which can influence the consumer’s requirements in appearance style to improve sales. Prejudices about appearance styles which are being followed will play a curious role in the acceptance of some fashion appearances. If new fashion apparel is in contradicting beliefs or traditions followed by people in that area then people may refuse the new fashion apparel.
So using cultural references should also be done carefully without hurting anyone’s beliefs and traditional customs. Fashion brands need to pay attention to positive and negative feedback comments from a sample group of people before launching the collection. By analyzing a few pictures about the cultural history of fashion clothes and accessories why and how they came into existence we tried to understand the influence of culture on fashion. By which fashion brands to increase their sales and be more cautious about the design of the clothes they are selling. Even further research can be done with much more depth analyzing and understanding the cultural histories of different nations according to their markets and specific improvements can be done for a few more improvements.