A Study of Indian Consumer Preferences and Satisfaction Between Couture and Prêt-à-Porter Garments

1Bhavana Subha Sri Daneti, Postgraduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Daman Campus.

2Dr. Vidhu Sekhar P., Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt. of India, Daman Campus.

This research explores consumer preferences in the contemporary fashion industry, with a focus on the comparative appeal of couture (custom-fitted) garments and prêt-à-porter (ready-to-wear) apparel among both male and female consumers in India. The objective is to identify the key dimensions that influence satisfaction levels, purchasing behavior, and expenditure patterns in relation to fashion choices. A descriptive research design was adopted, and primary data were collected through a self-developed questionnaire distributed to a sample of 200 respondents across some major Indian cities. The sample included fashion enthusiasts, consumers, fashion design students, and professionals associated with multi-designer stores and fashion labels, using t-test analysis, the study evaluates the impact of variables such as garment personalization, price perception, and brand association on consumer decision-making. The results reveal that both couture and prêt segments significantly shape consumer preferences, indicating strong emotional and identity-driven relationships with clothing and fashion brands. As the fashion industry continues to globalize and evolve into a multi-billion-dollar sector, consumer behavior is increasingly shaped by media influence, cultural narratives, and individual self-expression. The findings underscore the importance of understanding evolving consumer needs to effectively position fashion products in a competitive market. This research contributes to the growing discourse on consumer dynamics in India’s fashion ecosystem and offers insights for designers, brands, and retailers seeking to align with shifting customer expectations.

Keywords: Pret, Couture, Price, Fashion Industry, Garments, Consumer Perception

The Indian fashion landscape is undergoing a dynamic transformation, where the boundaries between high-end couture and accessible prêt-à-porter are increasingly being redefined by evolving consumer preferences. Couture, or haute couture, refers to custom-made, luxury garments meticulously crafted by skilled artisans, often featuring intricate detailing and tailored to an individual’s exact measurements. In contrast, prêt-à-porter: a French term meaning “ready to wear”

: comprises mass-produced fashion designed in standard sizes and available off the rack, offering greater convenience and affordability. With rising disposable incomes, greater exposure to global fashion, and a growing appreciation for both exclusivity and practicality, Indian consumers are becoming more discerning in their choices. This study explores the factors influencing their preferences and satisfaction when selecting between couture and prêt-à-porter garments. By examining this shift from the runway to retail, the research aims to understand how style, value, identity, and experience shape fashion consumption in contemporary India.

The fashion and entertainment industries together constitute a multi-billion-rupee sector, generating substantial employment and shaping cultural and consumer behaviors globally. With increasing globalization and the rise of digital technology, especially the internet, consumer habits have evolved rapidly, often driven by the influence of fast fashion.Fashion trends refer to the evolution of styles, aesthetics, and garment construction that capture public imagination over time. These include not only clothing but also accessories such as belts, scarves, jewelry, and handbags. Trends are often categorized into short-term “fads,” which fade quickly, and “classics,” which remain relevant across decades. (Holmberg, 2010) Fashion serves not only functional but symbolic purposes. It communicates personal identity, cultural belonging, and social status. As (Solomon and Rabolt 2009) note, fashion influences societal norms and values through clothing choices, hairstyles, body language, and even media portrayals. It is an evolving cultural phenomenon where style and self-expression intersect.

Brand identity plays a critical role in the competitive fashion market, where product life cycles are short and aesthetic differentiation is key. Successful brands often rely on strong visual storytelling, stylistic innovation, and consumer perception to maintain relevance (Richardson, 1996). Globalization has transformed fashion into a culturally diverse and highly segmented industry.

Consumer preferences are now shaped by factors such as designer labels, personalization, ethnicity, advertising, and social identity (Rajagopal, 2010). With shortened fashion cycles and heightened global competition, consumer behaviors have become increasingly asymmetrical and brand- conscious.

Social context is a primary driver of consumer purchasing in fashion. Apparel acts as a social symbol, reflecting the wearer’s identity and aspirations. Designer brands, in particular, often represent wealth and exclusivity. Elements such as celebrity endorsements, fashion shows, media coverage, and emotional branding heavily influence consumer decisions.Fashion also plays a central role in identity formation. For women, fashion often reflects femininity and societal roles, while for men, it tends to express status and individuality. The emergence of fashionable archetypes

—like the “man of fashion” or “fashionable patroness”—shows how deeply media and design have embedded style into gender norms (Sumiao, 2008).Modern consumers are increasingly selective and less loyal to specific brands. They prefer high-quality garments that reflect their personal style and values, becoming more sophisticated in their fashion sensibilities (Naim & Towill, 2013). Fashion is no longer just about clothing—it is about communicating identity and shaping public perception.

Fashion marketing—also referred to as “vogue marketing”—involves the application of strategic design and branding techniques to appeal to targeted demographics. As Pentecost and Andrews (2009) highlight, marketing within fashion must continuously adapt to changing trends and consumer desires to support long-term business objectives.Ultimately, the act of purchasing a fashion item—whether prêt-à-porter or couture—is an act of self-expression. Clothing becomes a tool through which individuals present themselves, seek acceptance, and enhance self-esteem. In essence, buying a garment is often akin to buying an identity (Tungate, 2008; Easey, 2009).Fashion consumption, therefore, reflects a blend of cultural awareness, emotional connection, aesthetic preference, and brand perception. The garments we choose convey how we wish to be seen—and more importantly—how we see ourselves.

Problem Statement

This research aims to investigate consumer preferences in the fashion industry, specifically whether individuals favor garments designed and customized to their own tastes or prefer wearing professionally designed, ready-made clothing. The study seeks to understand how these preferences reflect the evolving relationship between fashion choices and personal identity.

Hypotheses

H1: Prêt-à-porter (ready-to-wear) garments have a significant impact on consumer preferences in fashion.

H2: Couture (custom-fitted) garments have a significant impact on consumer preferences in fashion.

H3: Pricing significantly influences consumer preferences in fashion.

Model for the Study

The conceptual framework for this research evaluates the influence of independent variables—prêt wear, couture wear, and price—on the dependent variable: consumer preference. The model seeks to explore how these elements interact to shape buyer decisions within the Indian fashion industry, particularly in the context of choosing between custom-made and ready-made garments.

Figure 1.1: Research Model

Dependent Variable

Consumer Preference and Satisfaction between Couture and Prêt-à-Porter Garments

Independent Variables

Price, Prêt (Ready-to-Wear) and Couture (Custom-Fitted)

Scope of the Study

This research explores how consumer preferences shape the choice between ready-to-wear (prêt) and custom-made (couture) garments within the Indian fashion industry. The study acknowledges a divide in consumer behavior: while some individuals gravitate toward ready-made clothing due to its convenience, affordability, and time-saving aspects—often showing minimal interest in personal styling or fashion trends—others prefer customized garments. For this latter group, fashion is a form of self-expression, and tailored pieces help them reflect their unique personality, establish their presence in fashion-forward circles, and reinforce their sense of identity through distinctive style choices.

The fashion industry in India has undergone a dynamic transformation over the last two decades, influenced by globalization, economic liberalization, and shifts in consumer behavior. A key area of this evolution is the changing consumer perception and satisfaction between couture and prêt-à- porter (ready-to-wear) garments. This contrast reveals how demographics, economic status, cultural values, brand perceptions, and social influence shape the choices of Indian buyers, and in today’s highly interconnected world, the fashion industry has evolved into a global marketplace where brands across continents compete for consumer attention with a wide spectrum of products— ranging from luxury couture to tech-integrated garments. This intense competition is fueled by the proliferation of diverse clothing styles and innovations in fashion technology, pushing brands to constantly reinvent themselves to remain relevant.

Globalization has particularly transformed how consumers engage with fashion, especially in their preferences for couture (custom-made, exclusive garments) versus prêt-à-porter (mass-produced, ready-to-wear fashion). It has facilitated the worldwide exchange of trends through fashion weeks, digital platforms, and international retail chains, leading to both the democratization and commercialization of style (Mihaela, n.d.). This exposure has blurred cultural boundaries and

allowed consumers—especially younger generations—to experiment with global fashion influences while maintaining local identity, the ability to forecast consumer behavior has improved dramatically with the use of sales history, seasonal data, and analytics. These forecasting tools enable fashion brands to anticipate demand and adapt quickly to evolving preferences, offering collections that reflect the lifestyle aspirations of modern consumers.

In India, globalization has created a fascinating intersection between traditional craftsmanship and contemporary fashion. While prêt-à-porter is rapidly gaining traction among urban, time-conscious consumers, couture remains essential for weddings, festivals, and social occasions due to its symbolic and cultural value (Khaire & Hall, 2016). This coexistence of global modernity and local tradition shapes India’s dynamic fashion ecosystem, reflecting how fashion is not only a personal choice but also a social and cultural expression. India’s burgeoning middle class is one of the most significant contributors to the fashion industry’s expansion. Economic development and rising education levels have created a new segment of consumers with increased disposable income, particularly among urban youth aged 15–25 (Ken Research, n.d.).

This generation not only shops more frequently but is also more brand-conscious, valuing style, comfort, and identity expression through clothing. The increase in dual-income households fueled in part by greater female workforce participation has heightened the demand for convenience and quality. Working professionals, especially women, are seeking stylish yet functional apparel that reflects their evolving roles and status (Ken Research, n.d.; Kinley et al., 2014). This has led to greater spending on ready-to-wear fashion, which is easily accessible, trendy, and fits their fast-paced lifestyles.

A recurring theme in the Indian fashion space is the strong consumer association between brand names and perceived quality. Consumers frequently view branded garments as superior in terms of fabric, finish, and fit. This perception directly contributes to higher satisfaction levels and repeat purchases (Saluja, 2016). The emotional appeal of brand identity has made prêt-à-porter more appealing among the aspirational middle class. Wearing a recognized brand provides not just physical comfort but also social capital, helping consumers feel more confident in their appearance (Mishra & Agrawal, 2017). As a result, ready-to-wear collections from prominent labels are thriving in India’s organized retail and e-commerce ecosystems.

Retailers have responded to this growing demand by curating product ranges that appeal to different age groups, lifestyle choices, and regional tastes. The ability to cater to such segmented demands enhances consumer loyalty and drives long-term satisfaction (Ken Research, n.d.). Beyond economic and cultural factors, fashion in India has become an essential tool for self-expression. Many Indian consumers now view their clothing as an extension of their identity, choosing outfits that reflect their personality, profession, and mood. For younger consumers especially, fashion is not merely about aesthetics but also about communicating autonomy, modernity, and global connectivity.

This psychological aspect also explains the coexistence of both couture and ready-to-wear markets. While couture offers exclusivity and craftsmanship—appealing to those who value uniqueness and tradition—ready-to-wear caters to those who wish to keep up with fast fashion trends, often driven by seasonal cycles and media exposure (Vogue Business, 2019).Consumer preferences in urban versus rural areas display marked differences. In cities, there is greater openness toward contemporary fashion, especially among professionals and students. The preference here leans heavily toward ready-to-wear due to accessibility, affordability, and brand prestige.

On the other hand, in semi-urban and rural areas, the influence of tradition and community opinion is stronger. Couture garments continue to enjoy relevance for festivals and marriages, where authenticity and craftsmanship are valued. However, even in these areas, the appeal of affordable ready-to-wear fashion is growing, particularly among younger, tech-savvy shoppers, the Indian consumer landscape reveals a complex interplay between couture and prêt-à-porter preferences. Economic growth, increased education, urbanization, and exposure to global trends have all contributed to evolving fashion behaviors. While couture remains deeply rooted in tradition and continues to symbolize craftsmanship and status, ready-to-wear fashion is gaining ground due to its accessibility, affordability, and alignment with modern lifestyles. For brands and designers, understanding these nuanced preferences is key. Those who can strike the right balance between heritage and innovation, exclusivity, and convenience, are most likely to succeed in satisfying the diverse and rapidly evolving Indian consumer.

Data Collection Methods

Primary data for this study was gathered through a structured questionnaire-based survey. To encourage quick and clear responses, the statements were kept concise and easy to interpret, requiring participants to simply indicate their level of agreement or disagreement. A 5-point Likert scale was employed for this purpose. Target respondents included fashion designers, multi-designer retail outlets, fashion brands, and consumers with a strong interest in fashion. These participants were contacted through personal networks and via email outreach.

Sampling Technique

The survey respondents were deliberately selected to ensure relevant and meaningful data. Most of the questionnaires were completed through emails sent to fashion houses, design institutes, and multi-designer stores, while a few responses were collected in person during scheduled visits.

Sample Size

A total of 200 individuals participated in the survey. This sample comprised:

• Students enrolled in fashion-related academic programs
• Fashion-aware and style-conscious consumers

Data Collection Instrument

The research utilized both primary and secondary sources. The primary source was the questionnaire, while secondary data was collected from academic books, research journals, articles, and credible online resources. The study focuses on exploring contemporary fashion consumer preferences between prêt-à-porter and couture clothing. The questionnaire, designed to reflect key research variables, was distributed across various Indian cities and institutions. These included prominent fashion institutes like the National Institute of Fashion Technology (NIFT), Istituto Marangoni, Hamstech College of Creative Education, and the Footwear Design and Development Institute (FDDI), as well as fashion brands and multi-designer stores such as URI by Mrunalini Rao, ELAHE URBAN, and STUDIO LUXE. The questionnaire was specifically crafted to investigate the influence of consumer behavior on the choice between couture and prêt. To ensure reliability, the instrument underwent a validation check, and the Cronbach’s Alpha value was calculated at 0.826, indicating strong internal consistency.

Table 3.1 Reliability Statistics

Data Analysis

The collected qualitative data was systematically analysed through a multi-step process. First, the responses were reviewed and coded to identify patterns and themes. Incomplete or unanswered questionnaires were discarded to ensure data integrity. The remaining responses were then tallied based on participant inputs, and any responses that did not align with the study’s focus were removed. The findings were interpreted and explained in relation to the research objectives, providing meaningful insights and conclusions.

Statistical Tool Employed

To data analysis, the study utilized survey questionnaires and applied SPSS (Statistical Package for the Social Sciences) as the primary analytical tool. Within SPSS, a one- sample t-test was conducted to evaluate the influence of independent variables on the dependent variable—specifically, consumer perception. This test was selected because it allows for a comparison between the mean values of the variables and a predefined benchmark—in this case, a test value of -4 to determine whether there is a statistically significant difference.

Table 4.1: One-Sample Statistics

The calculated mean scores for the three independent variables are Couture (Custom-Fitted Clothing): 4.02, Price Sensitivity: 4.02 and Prêt (Ready-to-Wear): 4.08

Since all three values exceed the benchmark agreement level of 4 on the Likert scale, this suggests a generally positive consumer perception toward these attributes. The slightly higher mean score for prêt-à-porter indicates a marginally stronger preference for ready-to-wear garments compared to couture, likely due to factors such as accessibility and convenience. The consistent mean score for price highlights that pricing remains a key determinant influencing consumer satisfaction across both segments. The above data indicates that all three variables—custom-fit, price, and ready-to-wear formats play a significant role in shaping purchasing preferences within the Indian fashion consumer market.

Table 4.2: One-Sample Test

The significance values (Sig. values) obtained through one-sample t-test analysis are Couture: 0.705, Price: 0.792, and Prêt: 0.078

All these values are above the standard threshold of 0.05, indicating that there is no statistically significant deviation from the expected level of agreement. Therefore, we can conclude that respondents generally agreed with the positive statements made about each variable, confirming their influence on consumer perception.

The one-sample t-test analysis supports that customer preferences for both prêt and couture garments have a positive impact on how they perceive their own style and personality. Many consumers prefer prêt-à-porter garments from brands like Uri by Mrunalini Rao, Eka, Drawn, Lovebirds, Bodice, Aroka, Buna Studio, Eleven Eleven / 11.11, Injiri, for convenience and design variety.

On the other hand, when opting for couture garments, consumers often choose because of intricate embroidery, delicate craftsmanship, bespoke tailoring, and luxurious fabric choices from brands such as Mrunalini rao, Gaurav Gupta, Rahul Mishra, Anita Dongre, Anamika Khanna, Aisha rao reflecting individual style preferences. The questionnaire results reveal a strong alignment with the idea that both ready-to-wear and custom-fitted clothing are positively received by consumers, and both options play a vital role in shaping customer choices in fashion.

4.2 Hypotheses Assessment Summary

Table 4.3 Hypotheses Assessment Summary

The table above presents the hypotheses assessment summary for this study, evaluating the impact of Prêt, Couture, and Price on consumer preferences within the Indian fashion industry. Although the statistical significance values (Sig. values) for all three variables—Prêt (0.078), Couture (0.705), and Price (0.792)—are greater than the conventional threshold of 0.05, indicating that the results are not statistically significant at the 5% level, the hypotheses were still accepted based on the overall mean values derived from the survey responses. Each of these variables recorded mean values above 4 on the Likert scale, where 4 corresponds to the level of agreement. This suggests that, despite the lack of strong statistical significance, a notable majority of respondents agreed that these factors influence their fashion choices. Therefore, while the one-sample t-test did not produce results strong enough to reject the null hypotheses in statistical terms, the perceptual data gathered through the survey supports the acceptance of the proposed hypotheses. This indicates a positive consumer perception toward the influence of prêt, couture, and price in shaping purchasing decisions within the fashion industry.

Findings & Suggestions

This study highlights the significant growth potential of the fashion industry, particularly in fashion shows and media, while examining consumer preferences between prêt-à-porter (ready-to-wear) and couture (custom-designed) fashion. The hypotheses tested confirm that price, prêt, and

couture are key factors influencing consumer choices in clothing selection. The findings reveal a strong positive correlation, indicating that these elements play a crucial role in shaping purchasing decisions. The data clearly demonstrates that consumers actively engage with both ready-to-wear and haute couture, reflecting diverse fashion consumption patterns.

This research gives an insight for fashion professionals, marketers, and researchers aiming to understand consumer behavior in India’s evolving apparel market. The results suggest that both prêt-à-porter (ready-to-wear) and couture (custom-fitted clothing) significantly influence customer preferences, with consumers showing a strong inclination toward clothing that enhances their style, identity, and self-expression. This indicates a shift in consumer mindset—where clothing is no longer viewed as just functional, but as a tool for personal storytelling and social perception. For designers and fashion retailers, these insights can guide product development, pricing strategies, and marketing communications. For instance, when targeting prêt consumers, brands can emphasize the convenience, style, and modernity of ready-to-wear collections. In contrast, when appealing to couture clients, the focus can be placed on exclusivity, craftsmanship, and how bespoke garments contribute to one’s distinct image, this research opens opportunities for academic institutions and fashion educators to explore customer-driven innovation and integrate behavioral insights into curriculum design. It also prompts policymakers and market researchers to consider how data trust and respondent transparency remain critical challenges during qualitative fieldwork. Addressing these barriers could lead to richer, more nuanced research across creative industries.

Conclusion

This study contributes to the discourse on fast fashion by analyzing its intersection with consumer behavior, media influence, and marketing strategies—an area that has previously received limited academic attention. The study suggest that the fashion industry is adapting effectively to the demands of the fast- fashion era, particularly in clothing selection and trend responsiveness. The communication of fashion trends has improved through storytelling, standout “hero” pieces, and strategic branding, supported by the rise of new fashion labels, digital platforms, and high-profile fashion shows. This research establishes that shifting fashion trends are driven by evolving consumer expectations, requiring brands to adopt a more flexible and personalized approach. The study reinforces the idea that fashion must balance global influences with local tastes, responding dynamically to consumer demand at both regional and international levels. Ultimately, the findings underscore the growing impact of fast fashion, particularly in the ready-made and customized apparel sectors, shaping the future of the garment industry.

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