A STUDY ON CONSUMER BEHAVIOUR OF URBAN INDIAN WORKING WOMEN TOWARDS OFFICE WEAR OUTFITS AND SUSTAINABLE FASHION

Abstract

The lifestyle of today’s urban consumers has dramatically changed due to various reasons which has led to a shift in their needs, preferences, and attitudes towards various product s in their day-to-day life. The urban working women’s entering the corporate workforce in India is increasing day by day. The increasing number of urban working women has led to demand of clothing appropriate for the workplace. Indian Urban women working in Corporates are opting right business attire as it gives them a serious image at their workplace with respect to their male counterparts. Also, in recent time there has been a surge in demand for sustainable products due to growing awareness of sustainable practices amongst Indian consumers. The purpose of this study is to understand the workplace clothing need and preference of urban women working in corporates. The research also tries to understand the attitude of such women towards sustainable fashion. A clear understanding of consumer behavior of urban Indian working women will help sustainable fashion marketers to attract and maintain their target consumer segment. The study is based on notable past research and two set of questionnaire surveys followed by subsequent data analysis. The findings suggest a scope for sustainable western business casual wear as a preferred choice of clothing in work environments among a new emerging class of women in urban India.