ETHICAL FASHION IN INDIA : A STUDY ON MEN'S LUXURY APPAREL TRENDS

Abstract

Introduction: The luxury fashion industry in India is witnessing a notable shift towards sustainability, driven by increasing consumer awareness and demand for ethically and environmentally responsible products. This executive summary provides a comprehensive overview of a study conducted to explore sustainability practices, consumer attitudes, and preferences in men's luxury fashion in India. Methodology: The study employed a mixed-methods approach, combining surveys and interviews to gather data from a diverse sample of consumers and industry experts. Surveys were distributed to a sample of luxury menswear consumers across different demographics, while interviews were conducted with industry professionals to gain insights into current sustainability practices and challenges. Key Findings: Consumer Awareness: The study revealed a significant awareness among consumers regarding sustainability initiatives in the men's luxury fashion industry, with a majority expressing interest in supporting brands that prioritize sustainability. Consumer Preferences: Brand reputation emerged as the most influential factor in purchasing decisions, followed by sustainability practices, price, and style. Willingness to Pay Premium: A considerable portion of consumers expressed a willingness to pay a premium for sustainably produced luxury menswear, emphasizing the perceived value of ethical and environmentally friendly products. Importance of Transparency: Transparency in the supply chain and certification of Ethical practices were identified as key factors influencing consumer trust and loyalty. Challenges and Opportunities: Industry professionals highlighted challenges such as sourcing Ethical materials, implementing eco-friendly manufacturing processes, and communicating 7 sustainability efforts effectively to consumers. However, they also recognized opportunities for innovation and collaboration to drive positive change in the industry. Recommendations: Based on the findings, several recommendations are proposed to enhance sustainability practices in men's luxury fashion in India. These include investing in Ethical materials, increasing transparency in the supply chain, promoting Ethical certifications, educating consumers about Ethical fashion choices, and collaborating with Ethical initiatives. Conclusion: In conclusion, the study underscores the growing importance of sustainability in men's luxury fashion in India and highlights the potential for brands to align with consumer preferences and drive positive social and environmental impact. By embracing sustainability as a core value and implementing recommended strategies, luxury menswear brands can not only enhance their brand reputation but also contribute to the broader goal of creating a more Ethical and ethical fashion industry in India.