Indian Clothing

EXECUTIVE SUMMARY

In the present scenario, retail has reached new heights with the implementation of e-commerce in retail sector. Unlike traditional commerce that is carried out physically with effort of a person to go & get products, ecommerce has made it easier for human to reduce physical work and to save time.
In the context of clothing, Westernization has played undeniable role on Indian clothing line. With the entry of various invaders, explorers, conquerors Indian dresses were blend in with foreign styles to make modern Indian dressing.
The paper covers the reasons behind adaptation of foreign clothing in Indian clothing line. During the period of 1960 and 1970 western dresses started including elements of Indian dresses, Indian fashion

How this identity changes as various cultures amalgamate has been a constant source of study of Costume historians.

The known history of the Indian subcontinent dates back to about 5000 years. The first civilization known as the Indus Valley civilization, has archaeological evidence of draped garments. Excavations at Harappa, Mohenjo-Daro, and many other sites in present day Pakistan and India have brought to light an urban settlement known as Indus valley civilization. Ever since then the Indian Subcontinent has been subjected to various invasions throughout history. The subcontinent has been influenced by every invader. The various invaders Huns, Greeks, Mughals and the British came and stayed in India country and influenced the living style of the inhabitants, each taking some and giving some and thus creating a complex cultural identity.

The clothes that were worn by Indians were mainly grown within the country boundaries.
1) Cotton was cultivated in India and traces its use as early as 2500 BC during the Harappan

Chainmail and war tunics were introduced during his reign. **These were added on to the already indigenous garments that existed, and thus brought about the introduction of fusion garments. In spite of a lot of cut and stitched garments making their foray on Indian ground, the general public still preferred the fabric straight from the loom without cutting and stitching, as it suited the climatic needs of the people. (halloweenexpress,2017)

With the drawn of industrialization, developing clothes became easier. With use of mass production, clothes were easily replicated and effectively used by consumers who now have a wide variety of apparels to choose. Westernization of Indian clothing has been present since the entry of early invaders like Alexander, Alauddin Khilji, Genghis Khan, etc to entry of Britishers effected the very fabric of Indian clothing and left an imperishable effect on it. With the ever changing perception of Indian consumers and the presence of impulsive buying habits a boom in the retail market scenario has been observed. The change in perception of consumers has opened the way of foreign brands in Indian market. Fusion of Indo-Western clothing has brought a remarkable growth in the selection of clothes available for different moods and occasion.
*Sources:- *Magazine- BBC