Understanding Luxury Market in Fashion Lifestyle in E-Commerce, Golden Muslin at Kolkata

Pragya Kumari, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

Dr. Rahul Kushwaha, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India, Daman Campus.

Abstract

This study outlines the responsibilities of a merchandiser in E-Commerce Golden Muslin, Kolkata where Indian design stands at the powerful intersection of creativity, culture, and commerce, offering a unique blend of tradition and innovation. Rooted in centuries-old craftsmanship, Indian textiles and fashion showcase boundless potential through vibrant colors, intricate patterns, and diverse materials. As home-grown brands expand globally, they not only elevate India’s design legacy but also promote cultural exchange and global appreciation of Indian aesthetics. Strategic investments in emerging labels and acquisitions of established brands fuel growth, mentor ship, and sustainability within the industry. The vision of creating a unified luxury fashion house—housing couture, accessories, sustainable, and experimental design—mirrors global trends and re-imagines India’s position on the world fashion map. Each creation tells a story, and this journey aspires to inspire the world to embrace the enduring beauty and versatility of Indian design. The Brand reputation, product quality, design, and price were found to be significant factors that impact consumer decision-making when it comes to luxury fashion purchases. The purpose study is study customers loyalty and their preference towards the luxury brands.

Introduction

Indian design is a vibrant combination of history, craftsmanship, heritage, and cultural richness, coming together to form a unique mosaic. Indian design is now at an exhilarating moment, lying at the nexus of creativity, culture, commerce, and advancing nationality, authority of origin, and the bold, new luxuries defined by their authenticity and beauty of workmanship. Indian design captures this liaison by unifying its exquisite textiles, its age-old techniques, the new applications of these ancient processes, and a sense of both tradition and newness. W It is more than fashion; it is storytelling, it is identity, and it is empowering the world to experience the essence of India, one design at a time. Luxury fashion is one of the most rapidly expanding and well performing industries with leading firms experiencing double digit growing in the few years. Since beginning of the twentieth century the global fashion is now on enormous growth. The world of luxury has now abandoned the aura of sacredness it up to that point to enthusiastically marry the cause of innovation and the future, it is capable to responding with great flexibility to the growth complexity of demand. Luxury brands have many stores throughout the world full of attractive merchandise. The products are easily available and affordable. Their success is great because the merchandise is so accessible. Many luxury brands sell their garments to specific clients, and they always make sure that the garments fit and please the customer. There is a lot of customer service involved to ensure 100% satisfaction so that customers return to view the next collection.

Objectives

• Establish a Unified Luxury Fashion House
• Establish a Global Design Movement Born in India
• Celebrate and Elevate Indian Design Heritage
• Support and Nurture Emerging Talent

Literature Review

A literature review on luxury fashion explores consumer behavior, perceptions, and attitudes towards luxury goods and experiences. Research examines how brands provide symbolic and experiential value beyond functionality. Studies often use systematic literature review techniques to understand trends in luxury consumption and consumer behavior within the fashion industry. This includes understanding the motivations behind purchasing luxury items and the evolution of luxury marketing strategies.

Sen (2021) suggests that such conglomerates contribute to creative synergy and operational efficiency by sharing logistics, marketing, and retail channels. Applying this model to Indian fashion could elevate traditional and emerging labels onto a global stage.

Bhatnagar (2019) emphasizes the importance of expanding Indian design into international markets. This move not only showcases India’s aesthetic value but also positions it within the global luxury narrative. As international consumers grow more interested in authentic, handcrafted products, Indian fashion—with its rich colors, intricate patterns, and sustainable processes—offers a compelling alternative to mass-produced luxury.

Research Methodology

This research employs a quantitative methodology to evaluate consumer perceptions and attitudes toward Luxury Dresses. To explore the intersection of Indian design, business strategy, and global expansion, a mixed-method research approach was adopted. The methodology combines both qualitative and secondary data analysis to gain comprehensive insights into the evolving landscape of Indian fashion.

Evaluation of current market trends, buyer preferences, and emerging demands in the luxury fashion industry, especially related to traditional and fusion Indian designs. Mapping of key geographical regions where Indian fashion is gaining traction and analyzing consumer preferences within those regions.– The study is designed to determine whether the functional value, individual value and social value perceptions positively impact the attitude towards luxury fashion brands.– Given that the Indian market provides growth opportunities for luxury brands, there has been limited empirical research on Indian consumers relating to functional, individual, and social value dimensions and their attitude towards luxury brands. This study provides valuable managerial implications that enable the marketers to approve and formalize effective strategies that will facilitate them to capture additional target market and to enhance consumption of fashion products. Further given that functional value, individual value, and social value have a significant impact on attitude towards luxury, marketers could realize large scale economies by standardizing their policy for these dimensions of luxury.

The survey responses were analyzed using SPSS to perform statistical analyses that help draw meaningful conclusions about consumer preferences.

 Data Analysis & Interpretation

In this study internal and external source for data collection has been used, that is primary and secondary.

Analysis of Survey in Luxury Market

What factors influence your decision to buy luxury fashion?

Table 1

Where do you usually shop for luxury wear?

Table 2

Have you ever purchased a luxury dress online?

Majority of respondents (39.4%) have not purchased a luxury dress online. This indicates a hesitance or lack of trust in online luxury fashion shopping. 26.8% responded “Yes” directly, showing some openness to online luxury purchases. 33.8% wrote a response to the follow-up “If Yes, from where?” — possibly part of the “Yes” group who gave extra input.

There is mixed sentiment about purchasing luxury dresses online. While over a quarter are willing and have purchased, a larger group is unwilling, highlighting potential barriers like Quality concerns, Authenticity doubts and poor past experiences. The “If Yes, from where?” group suggests that some users are brand-conscious, and their input can help identify trusted platforms.

How frequently do you shop for luxury ethnic wear?

40% of participants shop only for special occasions like weddings or festivals — showing that ethnic luxury wear is event-driven, not routine. Regular but not frequent buyers: 38.6% shop twice a year, suggesting a moderate engagement with the category. 18.6% shop just once a year and 2.8% do not shop for luxury fashion at all — indicating very low disinterest or financial/priority constraints. Luxury ethnic wear market is active occasionally but not on a regular basis. Wedding seasons and festive calendars must be tackled through marketing campaigns as they are the shopping peak seasons. Recurring promotions or reward schemes could make “once a year” customers into regulars.

Limitations of the study

The study is based only on the samples selected. The result of the analysis in the study are fully depend on the responds of the survey opinions. The data was collected from the consumers of the luxury brand. This study does not include other regions consumers. The sample surveys were only concern to 71 responds. The needs and wants of the consumers are dynamically changing.

Findings and Suggestions

The selected factors likely Age group and Brand Preference have no significant relationship between them.  The selected factors likely Income and Amount Spent by the consumers have a significant relationship between them. The Chi square analysis is commonly used for testing Differences between categorical variables. The null hypothesis of the Chi-Square test is that no Difference exists on the categorical variables in the population; they are independent.  There are several important considerations when using the Chi Square analysis to evaluate a cross-tabulation. Because of how the Chi-Square value is calculated, it is extremely sensitive to sample size. This can be addressed by always using categorical variables with a limited number of categories.

Suggestions

Brand awareness marketing through targeted advertising and social media campaigns. Expand the product range to offer a wider variety of clothing and accessories. Offer personalized styling and fitting services to enhance the shopping experience. Collaborate with local influences and celebrities to create buzz around the brand. Host exclusive events and sales promotions to attract new customer.  Invest in visually appealing store designs and displays to create an immersive shopping experience. The most important suggestion that can be given is to provide Seasonal and Festival offers.

Conclusion

Global fashion brands providing premium clothing and accessories to its customers’ needs and to consider the local preferences and offer. It was observed that there is a significant potential for the brand to expand and increase its customer base. Additionally, it needs to focus on effective marketing strategies that resonate with the target audience and differentiate it from competitors. The role of Branded Products plays a vital role in preference of the consumers as the branded products provide unique style, brand name, Attractiveness and Luxurious look which are mostly preferred by the young customers these days.

References

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