Emerging Trends in Fashion Marketing: A Case Study of Apparel Retailing in India

Fashion has touched every sphere of modern consumers globally. Marketers have realized the immense potential to yield business in this booming segment. In present scenario irrespective of the class Indian consumers are adopting fashionable items quickly and conveniently with the rise in competition. The main purpose of the paper is to focus on recent developmental trends in fashion marketing in India for promoting apparel retailing. This paper highlights the strategies implemented by Indian fashion retailers to achieve global competiveness and win customer‟s confidence. The study also evaluates the scopes and challenges of fashion retailing in India. The scope of the study is limited to the area of Apparel retailing. Based on the data collected through secondary sources, this paper makes an assessment of the extent of innovativeness and responsiveness retail sector for marketing fashion. In the concluding section, limitations of the study have been discussed and recommendations provided for undertaking more detailed investigations in the area.