Understanding The Current Fashion Culture Cultural Studies Essay

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Jodhpur's history rotates around the Rathore Clan. Rao Jodha, the one who founded Jodhpur in 1459. The city was named after him (previously known as Marwar). The Rathores had a respectable relation with all the Mughals, except Aurangzeb. Maharaja Jaswant Singh even stayed Shahjahan in his struggle for succession. After Aurangzeb's death, Maharaja Ajit Singh was trooped out Mughals from Ajmer and added it to Jodhpur. Under Maharaja Umed Singh reign, Jodhpur was growing into a fine modern city.

When the British Raj was ruling the state of Jodhpur was the leading in Rajputana, by land area. British Raj facilitated Jodhpur to grow up. Its dealers, the Marwaris, succeeded infinite. They came to subjugate a leading situation in trade throughout India. Then, in 1947 India became independent and the state amalgamated into the union of India. Jodhpur than became the second city of Rajasthan. Jodhpur is at the edge of the "Thar Desert", the imperial city rebounds with the tales of the ancient times in the sparseness of the desert.

Let's start with the culture, the Jodhpuri people are the most welcoming people amongst India. They are very typical about their inflection. Their lifestyle is quite fascinating. Their daily wear costumes are very multicolored and wearable. The women wear a wide gathered skirts and a hip length jacket, with three quarter length sleeves. The weight of the costumes is way too heavy and with that they love to wear jewelry on different parts of their body. For men, their uniqueness is their colorful turbans worn by men. And world famous is the horse riding pants known as "JODHPURS", the pants are named after their own city. And the three main languages spoken are Hindi, Marwari and Rajasthani.

The place is famous for its forts and temples distributed all over the city, which brings the historic memories alive, including their attractive handicrafts, folk dance, folk music and brightly attired people. The nature of the desert people is very friendly. And they are famous for their extraordinary generosity for the tourism. The well-known Marwar festival carries out the frame of mind of the people of the city. Their market has different types of items from tie & die textiles, embroidered leather shoes, lacquer ware, antiques, carpets and specially the puppets made with traditional Rajasthani textiles, clay ornaments, and classic silver jewellery.

And now about the Jodhpur clothing in detail, generally people were long pants, getting to the ankle, snug from the calf to the ankle, with covered fabric protecting the internal calf and knee from irritation. The thighs and hips were flared, a traditional oriental elegance perhaps to support with bodily cooling in a hot climate, in an era before the discovery of stretch fabrics, also tolerable free undertaking of the hip and thigh while riding. It is basically originate from an ancient elegance of Indian trouser called the Churidar, which is tight as jodhpur style with flared thigh and hip was promptly taken up by the British polo playing community, who adapted it to existing designs of English breeches that ended at mid-calf, worn with tall riding boots. Thus the full-legged design of the accurate Jodhpur was not adopted as British polo apparel and all early photographs of European; This British version was soon being produced by Savile Row tailors in London. The use of the Indian-style, ankle-length Jodhpurs avoided the need for tall, expensive riding boots.

Jodhpurs are occasionally worn as fashion clothing, apart from riding. In popular culture, jodhpur-style breeches worn with tall boots became mostly connected with military staff officers who basically wear uniforms based on riding apparel, often resultant from the cavalry tradition from which many nations historically depicted their corps of top leaders. The style thus came to be related with expert statistics in overall and was copied by certain Hollywood movie directors.

Pest analysis on Indian fashion market

Political analysis

India is a place where it has the highest number of equality in the world. Federal republic is a type of government in India. As per the common law in India, judicial review of legislative acts, accepts compulsory ICJ jurisdiction with reservations, separate personal law codes apply to Muslims, Christians, and Hindus. In India mostly political situation is similarly stable.

As everyone knows fashion is the most important characteristic of all the cultures. World is increasing more miscellaneously and reducing day by day. Each every fashion inspiration is a part of its history. What you could call a mixture of cultures. (PESTAL analysis, India 2010) it is the key recognize the true beauty of each clothing creation by understanding the fashion industry. To be politically correct, in the latest fashion trend in India was the bohemian look, which is basically a part of the ancient Indian clothing which is around the industry for thousand years. E.g. tunics are a part of ancient clothing called as "KURTAS" that is mostly worn by men and women in different types of styles or lengths. Also, the long skirts are actually called "GHAGHRAS" that are worn by women in all ages throughout India.

India is place where it has diverse numbers of cultures and values, which effects on the fashion industry. Bikini is still not worn by diverse numbers of Indians. It is a place where Indians give more priority to their culture than being more comfortable in their clothing. Wearing bikini is a political issue because of some politicians. When populist political appeals the passions of the masses, government institutions appear less capable than ever before of accommodating conflicts in a society mobilized along competing ethnic and religious lines. (PESTAL analysis, India 2010)

Whether or not India politic is well-known of intensify the continuing problems or give birth to equality.

Economic analysis

Economic Factors - The economic factors in India are improving continuously. The GDP (Purchasing Power Parity) is estimated at 2.965 trillion U.S. dollars in the year 2007. The GDP- per Capita (PPP) was 2700 U.S. dollars as estimated in 2007. The GDP- real growth rate in 2007 was 8.7%. India has the third highest GDP in terms of purchasing power parity just ahead Japan and behind U.S. and China. Foreign direct investment rose in the fiscal year ended March 31 2007 to about $16 billion from just $5.5 billion a year earlier. There is a continuous growth in per capita income; India's per capita income is expected to reach 1000 dollars by the end of 2007-08 from 797 dollars in 2006-07. This will lead to higher buying power in the Hands of the Indian consumers. (PESTAL analysis, India 2010)

After the economic issues in India in 2009 the fashion market has low down the cost of profit margins, as the cost rising is very difficult to pass on to the consumer of the belonging market.

Social analysis

In India women have to face lot of issues such as the immoral traffic, sati (widow burning) act, dowry, clothing, etc. Since last 2 decades women's rights are changing slowly, still there is lot of issues like girl's wearing shorter clothing? As in India clothing has various meanings, values behind it. Socially people don't accept the fact being comfortable is the whole point of clothing.

Government has a big hand on women's issues in this century as well. However the government is unable to implement these laws, especially in rural areas like villages where traditions are deeply rooted. Dowry, female repression and forced prostitution are still in some parts of India.

Even today in the cities like Mumbai or Delhi there are families and casts who accepts dowry system as a part of the tradition. Societies like this can accept the fact the dowry is important and wear shorter cloths after marriage is not acceptable by the tradition. And these kinds of rules for women's are applicable in poor or people who have unwanted rules for women's in their families even though they are rich but their mentality is still in the past.

Technological analysis

Technological affecting the fashion industry in India is based on the new ideas which affect the old traditional ways. There are several analyses affecting Indian fashion market such as online shopping, tie and dye, etc.

Tie and dye is basically a traditional way of coloring the fabric with different prints and patterns. As in today time it is expensive because it is manual work and more time consuming, but it has a long lasting effect. As per the machine printed fabric is concerned it takes less time and doesn't last long. But still but the machine printed fabric because it is less cost and people can change the dress style frequently. Therefore, it affects the Indian tradition, which is less accepted by the consumers in today period.

Fashion forecasts

Forecasting is basically used for the purpose of planning the future fashion trends. It is used for marketing purpose to decide the position of the product placement in the market. It is used by product developers, merchandisers and production managers to give fashion a new trend of style, color, shape, direction, etc. for a forecaster it is important to have a style sense to carry him\her or creating something new for the upcoming market.

Fashion forecasting for 2020's

In India fashion forecasting is totally different because of the traditional values. It is basically inspired with new trends mixed with tradition which could work in everyday lifestyle in India.

The following points displayed with give you more information about the fashion forecasting (Jodhpur, India) on 2020:

As we know Jodhpur is a very colorful city with lot of tradition values. In Indian traditions women's have lot of rules to follow, as example women's covering their heads with "DUPATA" (2meters of any fabric); it is basically worn to give respect to god as well as your elders. As in India there are diverse numbers of casts and its own traditions and values, but there is one thing in common covering your head in front of good. As time is passing young girls before marriages are not forced to wear "DUPATA". I personally think by the time 2020 arrives it may not be important for women's even after marriages and be more comfortable in the daily bases of their lives.

Women's in India would start preferring to wear short skirts and dresses as faced to pants. Knee length skirts with nylon and high heels will be considered as formal (professional) wear. As expected this trend will be starting nearly the coming year 2011 till 2020's but as for now this trend has already started in certain cities of India.

Fashion forecasting for 2030's

In India it is impossible to move away from the traditional values. in the olden days fashion which is considered as fad in the current period, will come back as peak time in fashion trends in 2030's. As e.g. "KUNDAN" (type of metal used for making jewellery) will be used again with new trend to be worn in daily wear. "KUNDAN" is basically used only for marriage or any grand celebration for jewellery. It can also be used on dresses for embroidery, hand bags, shoes, and etc. purposes in the upcoming decades.

There will be more usage of unisex cloths in India which is still not a trend in the Indian market. It will give both the genders a diverse numbers of options to choose which is still related to the tradition.

Fashion forecasting for 2040's

At this time of period, it will be more and more advanced with the mix and match in clothing, like it will be Indian as well as western culture. E.g. India has a tradition clothing called "CHURIDAR" (it is like a long top with narrow pants with gathers), but now a days women's in India like to wear leggings with the long top called "KURTA".

As we say global warming is affecting the fashion market as well, if incase the weather is becoming warmer and warmer, cotton fabric will be the first priority of the consumer to purchase. Cotton is a fabric used for all kinds of dresses, bags, shoes, etc. cotton is also last longing.


The report accomplishes about the fashion forecasting in the next 3 decades in India. India is still anxious about their culture and tradition; it still affects the daily lifestyle of the everyday people especially women's because of the history which is still in some parts of India like Jodhpur. Jodhpur is a city full of colors and tradition which does not certainly agrees the new values to be welcomed. It also affects the political, economic, social and technology analysis (PEST). The tradition is also about relating to fashion and forecasting on it, that the tradition will overcome the new and up-coming trends in the fashion industry and will the people in India accept it.