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Fashion in the New Millennium
Change is probably one of the few elements of certainty, which can be attributed to the Fashion Industry. The industry is presently undergoing dramatic restructuring in response to changing economic conditions to business trends in general, and to consumers whose purchasing patterns vary from time to time. The rapid globalisation of the industry, influence of the electronic-information age, flexible rather than mass production, and social responsibility issues among others are some of the challenges facing the industry in the next millennium.
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One of the primary functions of professional education is to assist the industry in these times of change and produce a well-educated and effective labour force - qualified people who are ready to cope with the incredibly fast restructuring of the marketplace. Now, more than ever, the role of fashion educators has become fundamentally important. Industry and education working hand in hand towards the goal of preparing what the economist calls the most important asset of any business activity, "the human capital", seems to be the natural path to be followed.
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The traditional markets for fashion and clothing are changing to a more sophisticated market demanding infinite change where the culture of total quality is being replaced by that of supply chain management.
The new millennium is expected to usher in a higher level of fashion consciousness. The direction is going to be strengthened through a retail revolution which will finally come. National branding, which has been elusive in the case of women's wear, will impact the western women's wear and even ethnic wear. Branding will become prominent for several related life-style products also.
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Children's wear will continue to be dominated by regional players but will see a larger number of foreign brands entering this segment. The demarcation between export and domestic sectors will disappear considerably and more companies will be involved in both the activities. Internet marketing and direct marketing will heavily influence the fashion scenario in the coming years.
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Fashion is an all pervasive force. The inter-linked life-style products will also be affected by fashion. Newer automobiles, fast moving consumer goods, entertainment industry and information technology will create fashion frontiers and marketing avenues.
There will be exponential growth of home furnishings, accessories and garments for different purposes and occasions. There will be prolific launch of diffusion lines by designers in India. They will actively set up more flagship stores and even license their names. There will be several malls coming up away from the city centres. Discounters and mass merchandisers will become a major force helped largely by the value-for-money-seeking Indian consumer.
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Hopefully, some Indian brands will find prominence in international markets and, at least, one Calvin Klein or Bonna Karan may emerge from among Indian designers. The real test is going to be whether some fashion marketer from India will spearhead a mass fashion revolution emotionally involving the new value.
Customers of the 21st century
Upgraded service levels to attract the new millennium Indian consumer will be a major factor in the retail industry. The retail technology will see dramatic changes and the consumers will be patronised and pampered. There will be a proliferation of fashion education with universities and other educational institutions accepting it as a professional discipline, opines Dr Darlie O. Koshy.
NID's Vision for the Apparel Designer in the Next Millennium
NID believes that the designer of the future needs to possess a dynamic perspective and integrated expertise to effectively cope with the rapidly changing dimensions of the fashion industry, and the multifarious demands of the contemporary consumer. This individual shall be required to practice design intervention right from the development of the materials to the finished garment while blending in accessories to creative the total fashion look. Acknowledging this the Institute has incorporated necessary changes in its Apparel Design curriculum to draw in enhanced textile related inputs to sharpen the students' understanding of the material and its application to apparel. The Institute shall also be commencing a Post Diploma Fellowship Programme in Accessory Design in June 99 to complement the already existing Apparel and Textile Design programmes and build divergent design capabilities.
NID, in reinforcing its thrust on developing designers with a holistic attitude, has embarked on further widening its collaborative partnership in the areas of Design, Technology and Management with a view to building synergy within the industry. Considering the phenomenal potential the country possesses vis-a-vis its rich cultural context and human resource wealth, the Indian fashion industry is set to carve a niche for itself in the global market and soon emerge as one of the major fashion players. NID strives to create designers who would make a meaningful contribution to the cause of the Indian fashion industry and rise to the opportunities heralded in by the next millennium in its pursuit to promote growth and sustainable development for the society and the world at large!
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