“Fashion and Culture”

A Project Report

Submitted towards partial fulfilment of

PGDM 2018- 2020

to the

Jaipuria Institute of Management, Jaipur

Course: - Alternative Culture Shift (Liberal Arts Area)

Term: V TERM (PGDM):- 2018-20

Supervised by: Submitted by:

Dr. Daneshwar Sharma Ishita Jain

(PGFD1814)
 Acknowledgement
I would like to express my special thanks and gratitude to Dr. Daneshwar Sharma and
Jaipuria Institute of Management, Jaipur for providing me the opportunity to conduct analysis
on the topic “Fashion and Culture” in various aspects such as chronological changes,
geographical differentiation, etc.

THANKING YOU

ISHITA JAIN

PGFD1814
 List of Contents

Chapter No. Title

1 Introduction:

 Topic Overview
 Defining Fashion
 Defining Culture

2 Review of Literature

Read journals, articles, research

papers

3 DATA- primary , secondary sources

research

Chronological data

Geographical data

New trends

Evolution with time

4 References (books, websites, research

papers, pictures)
Defining Culture:-

Culture is the characteristics and knowledge of a particular group of people, encompassing

language, religion, cuisine, social habits, music and arts.

Defining Fashion:-

Fashion is a prominent stylish articulation and expression in a specific time and setting,

particularly in attire, footwear, way of life, accessories, cosmetics, hairdo and body extents,

etc.

Rationale of the study

The research will help to portray a picture of the viewpoints of people towards fashion and

culture. Also, what around the world people think whether fashion influences culture or

culture influences fashion.

Objective of the study

The main objective of the study is:

 To identify the factors influencing culture through fashion medium and vice versa.
 PESTEL model for the topic

RESEARCH METHODOLOGY

This chapter focus on the various steps involved in conducting the research; justifying the

choice of methods of research. It brings out the presuppositions and consequences of the

research, commonly referred to as the research methodology.

 Figure: Location of Jaipur in Rajasthan is shown in the above map.

SOURCES OF DATA:

Source of primary data-

1. Personal interviews by 4 people

INTERVIEWS:-

 Himanshu Giri says,

These days fashion is dominating culture

Eg. muslim girls are not allowed to wear short dresses according to their culture but they
are now a days wearing.

Sikh girls are not allowed to go beauty parlour but they are going.

Fashion- is advancement in way of living life that depends on clothes and daily life
routines

Culture- is something what a group of people is known for. The value and ethics which is
pre decided and applied in the particular group of people is known as culture.
 Seema sethi
says, Culture is constant but fashion is variable it changes and applied on all group
of people whereas culture differs from group to group..

 Garima Jain (Teacher)

says, Fashion in general sense is linked with garments at the end of the day style
and fashion is anything likely in a culture at some random time.

 Akshay Sethi (Software Engineer)

says, For me, Fashion is simply the manner in which we decide to display
generally in front of people. Culture is a lifestyle of individuals.
 Anshul Masih says, Fashion is a way of style done for the most part through
attire. One of the components of culture is clothing codes and this changes starting
with one culture then onto the next as in you can recognize a culture by seeing
their special highlights in clothing regulation. Fashion in connection to culture is
the method for dressing of individuals.
11 Different Fashion Code Laws Around the World

Around the globe there are several unusual fashion legal rules that one has to follow thereby
ensuring that one respect the local culture.

Unusual Fashion Laws PLACE PURPOSE

can’t drive wearing sandals
can’t wear camouflage clothing
No wearing high heels
Against Wearing modest
clothing to religious places
No Niqabs or burqas
Spain a punishable offence
Barbados Banned for anyone not in
the army
Greece to prevent causing
damage to Ancient
Monuments.
Everywhere cover up as a mark of
respect at many sacred
sites
France Banned the wearing of
any face-covering
headwear in public.
Evolution of Fashion Industry in India: study done by Satabdi
Bhattacharjee
Indian fashion is known for its social legacy, class, and colourfulness. For in addition to the
fact that it is agreeable, refined and tastefully lovely it has advanced after some time. Making
a broad flood into the present worldwide situation, the design business in India is an
amalgamation of dynamic shows. From ethnic to western, salwar kameez to high-road
design; style industry in India has certainly experienced a milieu of changes. Obviously, the
style business in India has been advantaged by a great many long stretches of rich convention
behind it and the information as the vogue of sewn pieces of clothing have existed in India as
far back as antiquated history. The fashion business in India covers a wide scope of attire
from lavish garments intended for wedding services to easygoing wear.

In the 5th century BC, Herodotus, a Greek historian elucidated the productiveness of the
quality of cotton clothes in India. The Fashion scenario in India has an interesting history to
ponder upon, let’s look at the transformation of Indian fashion industry through the ages:

Ancient Civilization

Impact of British Raj

The 1920s-

The 1980s to 1990s

The 21st Century

India is a place where there is multiculturalism and the gigantic decent variety is reflected in
the variety of conventional pieces of clothing and the dressing styles that contrast starting
with one state then onto the next, which is uncommon to spot somewhere else on the planet.
It has made a trip starting with one subculture then onto the next since ages and the hints of
Indians being in vogue can be found right from the hours of Harappa and MohenjoDaro. With
the appearance of globalization, various changes have occurred in the Indian design industry.

The market for the design business in India, particularly for ladies, is very worthwhile as far
as degree and assortment. Today, while the fast development of data innovation promoted the
corporate look, the recovery of the ethno social look has become very prevailing prompting
the advancement of the customary types of craftsmanship and specialties. Recently, the
Global style brands have started to concentrate on the massive capability of this area offering
piles of chances to the in-house design fashioners. Indian style industry has extended to such
a degree after some time, that it has now come at standard with the universal design industry
and has gotten one of the most mainstream incomes creating ventures of India.
Indian Culture Influence on International Fashion – A study done
by fashion scoop

India has long been a muse to the international fashion. The sheer amount of diversity and
influences that designers can draw from every region is immense.
 •The Milan Fashion • Indian brides still
Week, Gucci wear nath as an
introduced models essential jewelry
on the ramp item for their big
wearing various
day.
headgear
accessories, turban
was one. Nose
Headgear Rings

Sarees and Indian

Bindi Juttis
•Bindi- considered as a
casual fashion accessory
in the west. •restyled to
•Experiment done on suit western
sarees to make it more tastes in
adaptable to the fabrics such
international taste. as denim.
10 Of The Most Fashionable Countries In The World

France

Paris is arguably the premier fashion hub on planet Earth.

Italy

Milan is the premier fashion capital of Italy, hosting many of the high-end designer runway
shows.

Spain

Barcelona is fast becoming a fashion contender, with its impressively chic and colorful street
style.

United States

New York, L.A and Chicago The cities of Seattle, Houston and Miami are also influential
fashion centers.

Japan

Tokyo is the darling of evolving street style.

Turkey

Istanbul is one of the oldest fashion markets in the world.

Cultural influence on fashion

High Culture

Pop Culture

Low Culture

PESTEL MODEL:-
POLITICAL FACTORS: FASHION ICONS
 Power of government to control import export mechanisms of fabrics.

 Also, certain groups like PETA boycott against companies who use real animal
furs and skins, this speaks lot about the culture.

ECONOMIC FACTORS:
 Increased purchasing power of people, enable them to put money towards fashion and
accessories.

 NEW TREND- an expansion of rentable clothing, both formal and casual. The
service is cost-effective and most of the options are fashionable, depending on the
person’s tastes.

SOCIAL FACTORS: THE IMPACT OF MUSICIANS AND EVERYDAY LIFE

 Music has always had a massive impact on fashion as in music videos musicians show
off the clothes their viewers will want to buy.
 It’s common to mention brands in songs.
 “Fashion” sung by Lady GaGa mentioned expensive brand names in the lyrics.

For job interviews, people put on their best dress pants and even don a suit when necessary.
An office worker typically wears dress shoes and semi-casual attire. And retail workers are
often confined to a dress code or uniform. Sure, this doesn’t exactly scream fashion in the
way people imagine. But it’s a segment of the industry. People decide to wear attire
depending on the occasion and that’s set by pre-defined customs in a country.

TECHNOLOGY: ONE WHO WISH CAN BE A FASHION ENTHUSIAST

Technology is playing a stronger role than ever in influencing consumer taste.Online
shopping is a dream for so many people. Instead of visiting busy shops and manually looking
for clothes you might like, you can surf through an online category, pick the size you want,
and have it delivered in days.
The internet has sparked the ability to open up your own shop and sell your clothes.
Technology is helping consumers get the fashion they want, but also encouraging designers
to mark up the world with clever designs.
LEGAL FACTORS: COMPANIES STILL HAVING THEIR CLOTHES SEWN IN
FOREIGN COUNTRIES TO CUT COSTS
The fashion industry must follow similar legal rules and regulations like any other business.
To stay legal, they follow tax restrictions, export restrictions, and inflation costs. They must
also maintain workers rights, but this becomes iffy when companies have their products made
in foreign countries. It’s known many fashion retailers have Asian workers sew their clothing
for ridiculously cheap, but many consumers are boycotting these brands.
ENVIRONMENTAL FACTORS: FASHION ISN’T SAFE FOR THE PLANET
Yes, fashion has an impact on the environment, and it’s not a good one.
Many clothes are made from cotton, but first, it must be picked then shipped all over to be
sewn as denim. Chemicals easily make their way into the cotton, meaning those jeans you’re
wearing could be soaked in hazardous compounds. Not to mention how cars, jets, trains, and
other methods of transportation releases gases and smoke into the environment. It’s a massive
amount just to get the jeans from the factory to the store. Then the clothes are typically put
into plastic bags that are later tossed into landfills.
Suggestions for further researches

Research is considered as a process and it always seeks the never ending way to proceed.

There is always a scope to sketch new fields of researches. So few suggestions can be

remarked to conduct further researches in the following pattern:

 A similar study can be conducted by taking into consideration large sample size.

 A similar study can be conducted for different states of India.

.
 REFERENCE

Books Referred:

Kotler Philip, Marketing management- topic Culture, subculture.

Research Papers:

 https://www.researchgate.net/publication/282571020_Fashion_trends_and_their_impa
ct_on_the_society
 https://issuu.com/aarushisaxena3/docs/itp_6_bk2

Journal:

 http://www.fashionstudiesjournal.org/
 The Role of Fashion in Human Culture B Y : V I K A S S H A H
MBE / @MRVIKAS

WEBSITES

https://www.fibre2fashion.com/industry-article/6189/does-culture-of-any-region-affect-its-
fashion-trends

MOVIE

 Hindi movie named PK of Aamir khan shows the confusion of dress code and fashion
between different religion cultures.