BUSINESS RESEARCH
METHODS - II
TOPIC : Impact of Indian Culture on
Western Fashion
SUBMITTED TO : DR. SANAL GUPTA SUBMITTED BY : MANYA WARDHAN
24PGDM148
INTRODUCTION
Overview: Indian culture has significantly
influenced Western fashion, with traditional
textiles, embroidery, and silhouettes being adapted
into contemporary global styles. From high-end
luxury brands to fast fashion, Indian elements have
become a staple in global fashion trends.
Objective: This presentation explores the depth of
Indian influence on Western fashion through
qualitative research, including focused group
discussions and in-depth interviews with key
stakeholders. The goal is to understand how Indian
fashion traditions shape global retail, customer
preferences, and future industry trends.
Profile of Interviewees
Visual Merchandiser (VM) at Zara
A professional responsible for curating store layouts, arranging visual displays, and
ensuring that Zara’s collections align with current fashion trends.
Has a strong background in global fashion merchandising and has witnessed the
growing presence of Indian-inspired designs in Western fashion.
Works closely with designers and production teams to integrate cultural elements
while maintaining brand identity.
Apparel Customer (C)
A fashion-conscious shopper who actively seeks styles that blend comfort with
aesthetic appeal.
Prefers Indo-Western fusion styles, particularly embroidered pieces, ethnic prints,
and handcrafted textiles.
Interested in sustainability but prioritizes design and affordability.
Profile of Focused Group Participants
Moderator (M) – Leads and facilitates discussion on the presence of Indian fashion influences in Western trends.
Participant 1 (P1): A textile expert who discusses how Indian fabrics such as silk, khadi, and handloom cotton are integrated into Western
fashion.
Participant 2 (P2): A fashion historian who highlights the role of traditional Indian embroidery techniques like zardozi, chikankari, and
mirror work in global luxury fashion brands.
Participant 3 (P3): A fashion designer who talks about Indo-Western silhouettes, such as sari gowns, dhoti pants, and fusion tunics.
Participant 4 (P4): A fashion buyer who explores how bohemian influences, including paisley prints, tie-dye, and layered jewelry, have
roots in Indian design traditions.
RESEARCH QUESTIONS
In-Depth Interview Questions:
1. How does Zara incorporate Indian fashion
influences into its global collections?
2. Are there any specific Indian elements that
customers resonate with most?
3. What challenges exist in integrating traditional
Indian textiles into mass-produced fashion?
4. What attracts you to Indian-inspired fashion?
5. Do ethical sourcing and cultural representation
play a role in your fashion choices?
6. How do you feel about the fusion of Indian and
Western styles in modern clothing?
7. Do you really think foreighners follow Indian
apparel pieces ?
RESEARCH QUESTIONS
Focus Group Discussion (FGD) Questions:
1. How has Indian fashion influenced Western styles
over the years?
2. Which Indian textiles and crafts are most visible
in global fashion trends?
3. How do designers ensure cultural appreciation
rather than appropriation when using Indian
influences?
4. What are some of the most successful Indo-
Western fusion trends seen in high fashion?
5. Which Indian celebrity’s fashion quotient is most
followed internationally?
Key Insights from In-Depth Interviews
Visual Merchandiser at Zara:
Recognizes a surge in demand for Indo-Western styles,
especially in metropolitan fashion hubs.
Indian-inspired prints, including block printing and paisley
patterns, are frequently incorporated into seasonal collections.
Consumer response has been highly positive, particularly
towards sustainable, handcrafted garments.
Ethical sourcing and collaboration with Indian artisans are
growing trends within the industry.
Apparel Customer:
Finds Indian-inspired designs visually appealing due to their
intricate patterns and vibrant color schemes.
Prefers versatile, fusion clothing that balances tradition with
contemporary fashion.
Looks for sustainable fashion but admits that affordability
often takes priority.
Key Insights from Focused Group Discussion
Fabrics & Textiles: Indian-origin fabrics like khadi, silk, and cotton are
widely used in global fashion, often seen in bohemian and haute couture
collections.
Embroidery & Craftsmanship: Traditional Indian embroidery techniques,
including zari work and mirror embroidery, have been incorporated into
Western garments, particularly in high-fashion and wedding collections.
Silhouettes & Draping: Elements such as the sari drape, kurtas, and
dhoti-inspired pants have been reimagined in Western designs,
influencing modern luxury brands.
Bohemian Influence: Indian prints, layered jewelry, and relaxed
silhouettes have been instrumental in shaping the boho-chic trend in the
West.
CONCLUSION
Continued Cultural Influence: Indian fashion elements will continue shaping
Western fashion, influencing silhouettes, textiles, and embellishments.
Sustainability & Ethical Sourcing: The demand for fair trade and handmade
textiles will drive greater collaborations between global brands and Indian
artisans.
Fusion Fashion Evolution: Indo-Western fusion will grow further, leading to
innovative designs that combine traditional craftsmanship with modern
aesthetics.
Future Prospects: Expect an increase in Indo-Western collections in mainstream
fashion, greater emphasis on ethical sourcing, and a rise in cross-cultural fashion
collaborations.
THANK YOU
Sources: Industry reports, interview insights, and competitor analysis
