India is a country with diversified customs and cultures; so diverse that Indians differ in their dressing too. Right from the salwaar-kameez to the sari and from lungi to dhoti, our own Indian wear has been vivid and varied. The market of branded garments is growing up. With favorable events like end of multifiber agreement, entry of foreign retailers and textile companies into the country and the growth and acknowledgement of the Indian fashion industry throughout the world, apparel marketing has become one of the interesting and tough jobs in the arena of marketing. The study emphasizes as to how over the last several decades the face of retail and the distribution of apparel have changed dramatically. India ranks among the top target countries for any company sourcing textiles and apparel. Indeed, apart from China, no other country can match the size, spread, depth and competitiveness of the Indian textile and apparel industry. Moreover, with the global elimination of quotas at the end of 2004, entry of foreign retailers and textile companies into the country and the growth and acknowledgement of the Indian fashion industry throughout the world, a thorough study of apparel retailing has become necessary. This book will focus on examining the recent trends of apparel retailing in India, including role of shopping malls, private brands marketing, impact of fashion and movies and other related areas. The book will help readers know about the retail scenario of apparel, the importance of the merchandising philosophy, outlines devising merchandise assortment plans, the atmospherics and visual merchandising and investigation of the promotional process.
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