Perceptions and Dynamics Affecting Acceptance of 3D-Printed Bridal Lehenga in India

Abstract

In India, the wedding industry is booming as a result of growing affluence. Indian brides are inclined towards spending an extravagant amount on exclusive, high-fashion, designer bridal wear. There is, however, almost no published research that examines the aesthetic and other preferences of bridal couples in India in respect of bridal wear, including how predisposed couples are to innovate in its design. 3D printing is a popular aid in visualizing prospective designs and in prototype testing, being gradually applied in the creation of haute couture and mass-produced fashion products. The paper reports research on consumers’ attitudes towards and use intention regarding 3D-printed bridal lehengas. Data was collected from Indian bridal wear consumers and decision-makers through semi-structured interviews. The results suggest that respondents had a positive attitude towards the technology, having a higher perception of the aesthetics and wearability of 3D-printed bridal lehenga.