Consumer Identity and Fashion

Desai, Kiran

| 2022

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The role of presentation and personality in interactions has been debated, downplayed, orenhanced but never ignored. As women mark their presence in the workspace, the interplay offeminism, presentation, and personality will only strengthen from its previous baseline.The urban Indian woman is exposed to, experiences, and responds to style and fashion stimulithrough her transition and transformation as she goes through various life stages. As Indiamoves from developing towards developed status, the role of women in the workforce isnoteworthy.The 8.57 MN (Censusindia.gov.in, n.d.)(For details, refer to Table 1-1) married workingwomen in urban areas form a sizeable consumer cohort with discretionary income and promisehigh sales potential. Working women represent 21.79% of the total labour force (The WorldBank, n.d.), but the number of women in higher education...

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