EMBRACING KHADI: URBAN INDIAN WORKING WOMEN'S AFFINITY FOR WESTERN OFFICE ATTIRE

Abstract

In urban India number of women’s joining the corporate firms has grown significantly and hence the market for women’s office wear is expanding exponentially. The work wear outfit choices of these women’s matters a lot to them as it reflects their personality and somewhere their position in workplace. With changing lifestyles, women’s preference for western office wear outfits has increased. Also, on the other hand Consumer lifestyle preferences in Urban India shows some awareness and inclination towards sustainable fashion choices. This paper aims to analyse Urban Indian working women acceptance for western office wear outfits made using Khadi fabric which is one of the sustainable textile materials. This paper is an extension to a previous study on understanding consumer behaviour towards sustainable fashion and office wear outfit need and preferences of working women in India. For the research western office wear outfits styles were developed using Khadi Fabric material and were subjected to analysis on seven parameters – Fabric look and feel, Garment Quality, Garment Comfort, Garment Style and fashion, Garment Size and Fit, Garment care and maintenance and Garment Price and value. The primary data for the study has been collected from user’s study conducted over the period of three months with an average of once in a week usage of the garment The goal of primary research is to capture users authentic experiences as a potential consumer - while wearing the garment and after care. The findings suggest that the acceptance by users and potential target consumer was significantly related to the seven analysis parameters. This research recommends Sustainable Fashion brands, Women’s western office wear brands, Khadi weavers and designers to adapt and diversify Khadi in such a way which can deliver higher level of customer value and satisfaction Also the research can be useful for customers to adopt Khadi and for other stakeholders to popularize it.