Dynamics of Fashion Business in the new paradigm




Dr. Amit Aggrawal: Associate Professor 
Centre for Fashion Business,
 Centre for Retail Management & 
Centre for IMC and Brand Management
“Fashion” is a term which has been in buzz since Victorian age. Nevertheless, it has been a mannerism which has kept the Indian society also suffused particularly since middle the last century. Indian society so as the Global has been instrumental in following the Royal families, Film personalities and sports personalities to garner fashion ideas.
The Fashion industry has always been contemporary with time. But, unfortunately, the hearts and brains which the industry today wants has been vividly differentiated with changing time.

Fashion Industry today globally and nationally wishes for individuals who are instrumental in 360 degree professionalism be it idea generation, transformation of ideas into practical context, as also the ideas should be able to complement the consumer expectations of the target group. This can be realised only when the design sense of the people involved directly or indirectly with the fashion industry may be made more sensitive to business goals of the fashion house/ brand, etc. This is truly applicable to the fashion entrepreneurs as well.

The very important aspect which will result in working as a catalyst for growth of the Indian and Global Fashion industry, both in design sense and professionalism that the people entering in the industry, be it in the form of freelancer, entrepreneur or as an employee should epitomise the impeccable understanding of market and trade practices of the domain they are working on.

The scope of Fashion has really augmented with time as today not only the attire and accessories of the people whom the society looks upto but also their mannerism, persona adds to the scope of styling.

The challenge which the Fashion industry is facing today is varied. Fashion Business is an emergent need of the hour as it is a great business which is still in the growth stage of its product lifecycle in India. Having an umpteen no. of designers being turned up in tier 1 and tier 2 cities of the nation, there is a challenge of patronising these skills in a manner to bring them in the main stream of Business driven Fashion Industry.

Practically, the ideas generated today, in many of the cases are not the generation but replication. Truly, lack of normative thinking is killing the power of an idea. This largely is the reason to seek a cakewalk job in a good design or corporate group. Nevertheless, many of the courses in design education are focussing on theoretical delivery, whereas the person who is yet to go to serve the industry has to have finesse in practical concepts and applications.

RKU`s Learning Environment involves the blend of concepts and industry exposure to best of the groups and fashion houses for its students is a multi-way platter. To market themselves to the industry experts and decision makers as also financers to fund the students ` business ideas the students are given complete intellectual, motivational and skill based support to develop their portfolio, very importantly in a way to realise their dream of being a fashion professional or a fashion entrepreneur.

*****


Asssociate Professor-  Dr. Amit Aggrawal has around a couple of decades of experience in the Higher Education and Corporate Sectors. He has earlier worked with prestigious organizations like National Institute of Fashion Technology (NIFT), Businessworld and C.K. Birla Group. Teaching, training, research and learning are passions that drive him to excel every day. Dr. Aggrawal’s forte lies in being a good listener which helps him in empathizing with the students.


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