There is not one certain factor that influences fashion in urban India. Its is an amalgamation of many co-existing factors that generate demand. It is quite alarming to note that the demand in Indian market for fashion is insatiable and supply yet needs to be aligned accordingly.
The primary factor is Awareness! Teenage and Kids are more knowledgeable about fashion elements and colours for the season. This demand is self generated or imitated by fashion magazines or window displays. Wearing a latest trend is not trying to be in sync but to feel confident. Office goers no more succumb to the typical sari or plain wear salwar suits. The idea is to maintain the formal décor and this is possible with specially tailored office suits be it a pant suit or a skirt jacket. The variations in the length of the skirt is to be dealt with decency.
Spending power of people is increasing. Almost all graduates enroll themselves in professional courses and position themselves in respecting posts. The pay packet that comes with these responsibilities is lumpsum. Many interests generate from this self sufficiency for e.g. Possessing latest gizmos, a nice car etc. So why not the latest clothing?
Indirect demand is what parents or elders buy for their children or loved ones. This cannot be a factor as there is an emotional need attached. Picking a toy or a 1st birthday hamper for a loved one is exhilarating and cannot be equated by money value.
Cosmpolitan outlook also fillips Fashion, wherein the festivals are not bifurcated as per religion. Diwali, Christmas and New Year revelry is seen in all urban areas wherein shopping tops the list.
Style quotient is high in urban individuals. All are interesting in making a statement and this becomes a personal priority. The enticing variety is jewelry designs, international brands, mini sized gadgets and gizmos are coveted by many affluent citizens.
Film personalities and celebrities all over highly influence fashion ideas. A page 3 fashion becomes a rage. Derbies and launch parties are another urban happenings which necessitate the need for latest international fashions.
Comfort is required in all arenas be it kids wear, shoes, sports wear or gadgets. This makes more need for designers to experiment on newer creations.