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What is Fashion Marketing

The goal of fashion marketing and merchandising, for both manufacturers and retailers, is to sell merchandise at a profit. This requires careful planning and coordination.

Fashion Marketing is a field of marketing which uses medical technologies such as functional Magnetic Resonance Imaging (fMRI) to study the brain’s responses to fashion marketing stimuli. Fashion marketers use the fMRI to measure changes in activity in parts of the brain and to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.


Fashion marketing managers research consumers’ preferences, coordinate production and develop their product advertising for future seasons. These professionals also monitor retail traffic and social media advertising and establish prices for new clothing lines. Fashion marketing managers earn salaries that are above-average compared to other occupations.

learning_modelCognitive marketing is one of the best ways to connect with a customer on a personal level. It essentially uses what people are already thinking about in a positive way to give a brand a position that reflects the customer’s position. This helps the customer to see a similarity between themselves and the brand, helping to form a strong connection.


Personalization is the incorporation of personal and transactional information like name, title, organization, purchase history etc. to your communication. Hyper-personalization goes one step further and utilizes behavioral and real-time data to create highly contextual communication that is relevant to the user.

Hyper-personalization or ‘personalized marketing at scale’, is where Big Data and online marketing intersect. This new marketing buzzword denotes more than a passing phase—it’s part of an irreversible evolution in marketing that targets individuals with content that is tailored to them. This is marketing done smarter, and it’s a technique you need to know about.


Fashion Psychology is the integration and utilization of the science of psychology and the industry of fashion to create manageable therapeutic tools that ultimately assist in the development of desired results in both clients’ perceptions of self, their behaviors, and moods as well as targeted objectives within the business model.

Fashion marketing and management involve the core functions of selling products and managing supply. Those on the marketing and management end of the fashion industry are tasked with the unique challenge of merging their creative aptitude and business acumen in order to generate brand awareness, which in turn generates sales. Both fashion marketers and managers create and execute well-planned marketing strategies aimed at keeping their retailers relevant by positioning them as stylish and better than their competitors.


Fashion management encompasses an understanding of marketing and the art of selling along with the skills of purchasing and inventory management. Students seeking a fashion management degree can expect to receive a good overall understanding of how the fashion industry works, from what to look for in a well-constructed garment to how to coordinate runway shows and what to look for when analyzing fashion trends.

Branding is personalizing a product to ensure a balance between different economic values. In the fashion industry branding has become the dominant competitive strategy for all successful companies. The aim of branding is to make a link between the character of an object and its branded image or form. Fashion advertising tends to be idealess. Labels are selling an image, not the clothing. Image advertising can still be conceptual, but most fashion ads and campaigns are created by fashion photographers. And most fashion photographers don’t have a clue what an ad “concept” is. To them, a concept is different weird poses, or different weird models, or different weird props, or different weird settings. These are “executions,” not ideas.


Ecommerce marketing is the process of driving sales by raising awareness about an online store’s brand and product offerings. Digital marketing for ecommerce applies traditional marketing principles to a multichannel, data-driven environment.

Fashion marketing salary averages vary depending on things such as experience, company size, location, and duties. It can be difficult to pinpoint marketers in the fashion industry in particular, since marketing positions and marketing salary data points aren’t typically fashion-specific.

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Fast Fashion: Industry, Problem,Issues, Why & How to Avoid Fast Fashion

Exploitation of poor laborers. And brain-washing of buyers by neuro-marketing.

80 billion pieces of clothing are consumed globally every year. The US spend an estimated $2.6 billion on Halloween costumes every year: worn for one night only. The volume of water consumed by apparel production each year is currently the equivalent to 32 million Olympic swimming pools. Australian’s are the world’s second largest consumers of fashion. On average, they consume 27kgs of new clothing and textiles every year. One-in-six people work in the global fashion industry.


Fast fashion can be defined as cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed.

Use of psychology, internet of things and hyper personal marketing help in brain bashing of buyers.

The Industrial Revolution introduced new technology – like the sewing machine. Clothes became easier, quicker and cheaper to make. Dressmaking shops emerged to cater for the middle classes.  Online shopping took off, and Fast Fashion retailers like H&M, Zara and Topshop took over the high street. These brands took the looks and design elements from the top fashion houses and reproduced them quickly and cheaply. With everyone now able to shop for on-trend clothes whenever they wanted, it’s easy to understand how the phenomenon caught on.

Land-filling by used and unused cloths is one of the biggest problem.

Fast fashion focuses on speed and low costs in order to deliver frequent new collections inspired by catwalk looks or celebrity styles. But it is particularly bad for the environment, as pressure to reduce cost and the time it takes to get a product from design to shop floor means that environmental corners are more likely to be cut. Criticisms of fast fashion include its negative environmental impact, water pollution, the use of toxic chemicals and increasing levels of textile waste.

E commerce further increased the rate of buying by placing shop in everybody’s mobile.

Most of us associate the term ‘fast fashion’ with the big brands like Zara, H&M, Forever21 and Topshop. Sustainable fashion fans have rightly called these big brands out for their poor practices and waste. Almost all new brands that have picked up the same destructive business model and do and say almost nothing about sustainability. Simplest solution is to buy as less as possible, buy classic fashion, use mix, use match techniques, buy accessories rather dresses, use organic and natural fibre, buy handlooms and handmade dresses.

Child Labor, very low wages and deadly working condition is very common.

The $2.5 trillion fashion industry is one of the largest users of water globally (pdf), according to the United Nations Economic Commission for Europe (UNECE), noting that producing one cotton shirt requires 2,700 liters of water—”the amount a person drinks in 2.5 years.” The agency also estimates that one in six people worldwide works in a job related to fashion, an industry whose supply chain has a reputation for unsafe conditions, child labor, and other exploitative practices, especially for girls and women.

Global Warming and Climate Change is directly linked to fast fashion consumption.

Why Avoid Fast Fashion:

  • Fast fashion exploits overseas workers.
  • Fast fashion contributes to the decline of handlooms and job creation by computerized mass production.
  • Fast fashion is environmentally disastrous.
  • Fast fashion can wind up costing you more than “real” clothes.
  • Fast fashion’s low quality changes how you think about clothes.
  • Fast fashion collaborations trick you into paying for the name.
  • Fast fashion distorts your sense of value.
World biggest fast fashion company old weak building collapse in Bangladesh.

What we can do to avoid problem caused by fast fashion :

Buy Less

Buy what you need, buy things that you love, and take care of what you own.

Establish Your Priorities

 If you’re passionate about the environment, choose clothing made with organic or recycled fibers. If you care deeply about fair-labor practices, search for locally made items or fair-trade certification.

Know That You’re paying very less but why

Most fast fashion retailers are able to drive down their prices because they produce cheaply in factories in China or Bangladesh–factories that Cline herself went to visit and found that their working conditions and salaries were not necessarily fair.

Know Your Brands

The internet makes it simple to locate brands that have ethical business practices and a style that suits you. Know that manufacturers who use organic cotton and recycled fibers are making more than just a trendy choice. Apparel companies aren’t required to list the chemicals in their fabrics.

Hire a Tailor

Obviously not everyone has the time or inclination to learn to sew. But happily, there are these people called tailors and seamstresses who will actually do it for you.

Recycle, Reuse, Reduce

Alteration and Size change is possible. For one time event or wearing at home, take old dresses from father, mother, siblings and friends, tell them it is to save environment. Reduce your consumption of fast fashion, buy less but good quality classic fashion items.

Buy Second Hand or Vintage

If you can’t afford independent designers, then buying from thrift stores or second hand is a great option.

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Future of merchandising: offline merchandising with advance digital strategy, eCommerce assistance, Internet of Things and Industrial Revolution 5 support


Offline merchandising is the art and science of displaying products, offers, customer review, customer satisfaction, shop location etc on social websites, social media, eCommerce aggregators, online stores and internet with the goal of increasing footfall, calls and inquiries to a physical brick and mortar store. 

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Almost all shops small or micro has been rated on social media.

Offline merchandising refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase. “Display of products in such a way that stimulates interest and entices customers to make a purchase” that is at the heart of offline merchandising. Offline merchants typically select or manage the inventory, and they optimize the performance of the inventory in the all possible online channels, social media, e-stores, digital environment after doing customer behaviour analysis to implement hyper personal marking.

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Effective offline merchandising with help of digital technology yields:

  • Higher sales
  • Faster inventory turnover
  • Buyers who spend more time in the store
  • More satisfied customers
  • Increased customer loyalty

Shopping in a brick-and-mortar store is an experience that engages all five senses, which is why merchandising long ago became something of a science for brick-and-mortars.

Merchandising for physical retail shops often includes engaging customers from the moment they walk by (think elaborate window displays) to the moment they exit, purchase in hand (think scents, music and other elements aimed at driving sales and leaving a lasting impression).

The very basic responsibilities to achieve above effective merchandising results are following:

  • Product display: How can the customer be inspired and enticed to buy specific products?
  • Navigation structure: How does the customer find his way on the website by using the navigation?
  • Product facets: How can the customer filter the offered assortment down to the right product for him or her?
  • Sorting: How can the products be shown best be sorted to offer an optimized experience?
  • Product information: How will you make sure that the customer will find all the required information?
  • Internal search: How does the customer find his way on the website by using the search function?
  • Size guides: How does the customer know what the perfect size of a product is for him?
  • Localization/Segmentation: How can the online shop be customized towards specific customer segments or local preferences?

Some of the most popular ways to entice buyers to purchase include:

  • Window and in-store displays
  • Grouping related products together
  • Shelf signage
  • In-store ads featuring the merchandise
  • Samples and giveaways
  • In-store demonstrations
  • Well-stocked shelves
  • Spotlighting promotional items

The anonymity associated with online customers is one of the biggest challenges to overcome in successful eCommerce merchandising. After all, if I don’t know what you want, how can I sell it to you?

There is, however, a wealth of data available relatively easily within your analytics; you just need to know what to look for.

  • Marketing Channel – Where did your visitor come from? E.g. if natural search, what was the keyword they used – this is the biggest clue as to what they are looking for. Internet of things is best possible solution to this. All the personal, psychical, social, movement, liking, current product purchase etc can be connected to forecast accurately what commuter will want in future. 


  • Visit history – Is this their first visit to your website? If not, what did they look at last time?
  • Device – Are they on a mobile device, tablet or traditional desktop?
  • Geography – Where are they in the world – do they have a store nearby?
  • Seasonality – What is happening in the macro-environment? Is it Christmas/Easter/Summer?

 Basic Aspects of Offline Merchandising based on online feedback:

Product photos

Product photos are your number one sales tool as lots of customer put photos of dress, accessory, product on social media such as Instagram, Facebook and other websites. Some time they are ugly with bad rating on Google search review.

Today, customers don’t trust branded product photos anymore. Rather, they’d prefer to see customer photos of a product.

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Genuine Customer Experiences

User-generated content (UGC), like customer reviews, photos, and videos, is the most authentic and aesthetic way to tell customers’ stories straight to prospective buyers.

Roughly 35% people’s purchase are influenced by social media.

Aesthetic Design

Your store’s look and feel should be professional, inviting and suitable for your industry and target market.


Mobile responsiveness

Since huge numbers of customers call/chat and ask to shop exclusively on their phones and computers, your physical store merchandising must be mobile responsive.

All of your products and features should be mirrored on your mobile site, including images, product descriptions, and reviews. Google Business is free for small and micro shops.

Connect store website with search console and analytics to get customer data.

Be data driven

Analytics can help retailers make better merchandising decisions. More than half of retail leaders (63%) already do it—so if you want to keep up and get ahead, you should, too.

As a customer enter a store, if store has record, it knows physical, economical, liking etc of customer.


Keep your enemies closer

Tracking competitors and their inventories can clear this up once and for all. Then retailers can fill in the gaps in their inventory and effectively become a more successful competitor. The more you know, the better your sales can be.

Woman hands holding and using smartphone with bill payment screen, wallet icon and pay button on blurred shopping mall interior background. Mobile payment concept.
Buy Offline Pay Online – No waiting in long queues at malls and stores

Keep it short

The fewer steps to purchase, the better. When retailers ask for too much information or otherwise complicate the process, shoppers drop out of the sales funnel.

The clearer, the better

Add interactive tools that aid customer purchase decisions. Improve your search function. Provide shipping policies and estimations as early as possible in the checkout process.

Connected Shopping is future. Customer checks product attribute, quality, range and price at home then go to physical store.
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How to be successful Fashion Designer in 2020

Jobs in Fashion

Do you think Fashion Designer stitch? Or Fashion Designer make illustration using colors or computer? In 2018 every field is completely changed by Innovation Management and Internet Technology,  Fashion Designer’s work also changed around innovation and internet. Innovation in research methods has become primary work of Fashion Designers. Research about textile, design, comfort, usability, quality, manufacturing, retail, e commerce has become old topics. To be successful Fashion Designer, one must study to optimize the innovation process to disrupt the disruption caused by big global giants who are changing, challenging and shifting Fashion Designers into non – art but engineering skill workers. Data analysis, neuro maketing, anticipatory shipping, global supply chain, operation research, ad brainwashing etc has killed the market of natural designs born out of designers brain.

Are you ahead your time? IR (Industrial Revolution) has always changed the fashion. IR1 Stem Engine, It was shift from hand made to machine made textile; IR2 mass production, designer clothing become cheap and available to all; IR3 Computer, Use of CAD, CAM, CNC in designing and manufacturing of textile, pattern and Internet ecommerce, online selling.  There was a seismic moment in the late 1960s, when youth quaked and rebelled, and a dynamic young couturier named Yves Saint Laurent came up with a novel idea—ready-to-wear—that democratized fashion, broke down old class hierarchies, and made designer clothing accessible to all. Automotive mass production system from Ford and Toyota was mixed with creative fashion industry first time for lean manufacturing, line balancing, six sigma quality and just in time. Then fashion was influenced and mixed with mechanical engineering, In 1980 fashion was mixed with computer technologies such as CAD, CAM, Advance designing software and manufacturing technology.  BY 2010 internet taken over the fashion world and connected consumer demands were not limited to local fashion. As a result fashion designers has to observe and design as per global fashion trend even for local market. By 2020 AI, AR, Smart Textile, IOT, Intelegent Clothing, Carbon Fiber etc. become common as per current trend projection and the work of fashion designer will involve much more technology than just creativity. 

Due to Facebook, Google, Amazon, people only saw what they searched in past, this leads to boost mass production and kill innovation in Designers’ mind, art and illustration. People buy what they watch on Android or iOS phone. Dream dress, illustration, sketch, colors has become less in trends. The biggest challenge Fashion Designers face and solve both comes from Technology. If Technology is changing Fashion Designers work, the amalgamation of completely different field Technology is helping Fashion Designers to be successful.

In short, any Fashion Designer must practice and master any other unrelated field’s “Technology”. Fashion Designer can study about innovation in video blogging, Fashion influencer, social media selling, search engine optimization, data analysis, cognitive neuromarketing, storytelling, advertising, psychology survey, Forecasting & trend analysis and other process management. Only Stitching and sketching is not Fashion Designer’s work.

Similarly other technologies are changing fashion world and our education institutes play major role in this, While the creative part of the fashion designing is highly vital, the management skills that are changing as also necessary. Fashion Institutes not only help the future students to build skills but also enable them to have open prospect for the future technology change. 

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Future of e commerce: ‘Social online-to-offline (SO2O) eCommerce”

Social online-to-offline (SO2O) eCommerce is a business strategy designed to bring online social platform users to brick and mortar local shops as well as create a seamless digital experience before, during, and after. If a shop which is 1 km from your home, put a dress on social media and your 10 friends like it and 2 bought it, “Will you doubt the seller, quality, price or product?” – The trust is biggest strength of Social online-to-offline (SO2O) eCommerce. And most importantly you can walk 1 Km and return it if you dislike it.

Usually one buys something in case of need or in case you like it. Second case of ‘like” is common practice on Facebook, Instagram, Pinterest & other social media.  As in July 2014, Facebook announced a “New Way for People to Discover and Buy Products on Facebook” with the introduction of their first “Buy” call-to-action button.


As with Facebook, Twitter’s “Buy” button enables advertisers to share specific products in promoted posts and allows users to make purchases by simply clicking. With payment information and address details stored on Twitter, they never even have to leave their feed.


If there’s ever a place to go wild with envy, it’s Pinterest. After seeing just how powerful the platform was in influencing purchases—it drives more traffic to websites than any other social network besides Facebook—it hopped into the native selling circle with Buyable Pins.


When customers buy from offline businesses, they usually don’t need to worry about being scammed, and they have a really good opportunity to thoroughly inspect merchandise before paying for it.  In the world of offline business, you don’t normally have to worry about losing sales because customers don’t trust you, and you don’t normally have to do anything to convince them they should trust you.

The things customers are concerned about eCommerce are mainly:

  • They can’t normally see and inspect physical merchandise before purchasing
  • They can’t be sure that your business really exists
  • They can’t be certain that their transaction will be processed accurately
  • They can’t be certain that you won’t charge additional items to them
  • They don’t know if you will honor a money back guarantee
  • They can’t be totally sure that what you are offering will suit their needs

What makes Social online-to-offline (SO2O) eCommerce uniquely appealing is that it benefits all parties involved, effectively boosting sales for partners and maintaining revenue for the social platform, all while keeping the customer happy.


About Author

MIFT ( Mysore Institute of Fashion Technology) students, trainee and scholars study and research about fashion, makeup, forecasting, e commerce, disruptive technologies in fashion & cosmetics industry. The primary research objective is to create open industry modular ecosystem platform for fashion designers and makeup artists to work and earn in hyper personal and local market using IR 4 and 5 ( industrial revolution) technologies to disrupt connected digitalization of mass production. 

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How to Become an E-Commerce Manager?


E-Commerce teams work closely with marketing to devise promotions and operations teams to ensure smooth delivery of its products to the customer. Social media can also be included in this area. The role combines elements of marketing, sales and technology. It suits someone who pays attention to detail and enjoys combining creativity with analysis to maximize profit for the business.

Who Employs E-Commerce Managers?

As an e-commerce manager, you could potentially be employed by many different types of organizations, including:

  • Online retailers
  • Other types of websites (information websites, magazines, etc.) with an e-commerce element
  • ‘Brick and mortar’ retailers with both offline and online storefronts


  • Determining what web platform and content management system to use
  • Sourcing and negotiating with suppliers
  • Keep an eye on metrics such as traffic levels and conversion rates
  • Reducing supply chain and logistical costs
  • Implementing online security
  • Supervising the work employees
  • Coordinating sales and marketing efforts
  • Developing affiliate marketing programs
  • Maintaining company’s initial strategic plan
  • Providing executive management with suggestions for improvement
  • Oversee web maintenance and troubleshooting

Skills Required

E commerce management can have different following dimensions. We MIFT offer all the following skill related education in our 1 year comprehensive course for all following subjects with practical ( except 7).


  1. Model Management, Makeup, Hair styling, Product Photography, Photo Editing – When we search wedding dress on Amazon, we find lots of photos of models wearing wedding dresses with makeup, hairstyle and attractive location. Somebody is working on this somewhere. If one can study combined skill course of model management, makeup, styling, photography and photo editing.
  2. Pricing, Quality, Content, Specification, Return Policy, Creative writing etc. Someone has to work on all written content for each and every product. We MIFT offer this course of 1 year.laptop-screenshot.jpg
  3. Merchandising, Operation, Logistics and supply chain is very important. Who is supplier, where it has to reach in how many days, this is mathematics part.maxresdefault.jpg
  4. Vendor Selection, Quality Review, Customer Feedback, Blocking Supplier etc. Any company can sell on Amazon, someone has to check that product legality, quality, customer complaint and in case of bad product and complaint block these suppliers.
  5. User Interface, User Experience, Data Analysis, IT & CS engineer role in managing virtual store. Coding for Visual merchandising, payment gateway, package tracking sms, mobile app development etc are part of IT / CS engineer.
  6. Branding, Advertising, Consumer Psychology, Neuro marketing, Hyper personal marketing, physical / online survey, trend analysis, mathematical forecasting, event sponsoring, local brand ambassador selection, social media TV radio print advertisement design etc. are part of marketing team.
  7. Innovation, Patent, Merger, Strategy, Risk, Failure, Global Tax / Politics / Rules, Research and development etc usually done by specific individual done regular education in these fields such as Corporate Law, MBA in Risk Management and MS in Psychology. 


    About Author

    MIFT ( Mysore Institute of Fashion Technology) students, trainee and scholars study and research about fashion, makeup, forecasting, e commerce, disruptive technologies in fashion & cosmetics industry. The primary research objective is to create open industry modular ecosystem platform for fashion designers and makeup artists to work and earn in hyper personal and local market using IR 4 and 5 ( industrial revolution) technologies to disrupt connected digitalization of mass production. 


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The next big mix of Facebook + Amazon or Android + eCommerce or Banking + eCommerce?


Not in global but in Indian context, Amazon can face tough time after Flipcart Walmart deal recently. Globally what can be the next big thing? What if social media is mixed with eCommerce such as Facebook + Amazon? What if Android starts own e-commerce? An online banking app Paytm is most successful eCommerce in India so Banking + eCommerce is also in race. Social media only have personal detail but banks have financial details which is more relevant for eCommerce purchase & advertisement targeting.


Besides crude demographics and geographies, the most logical hooks for ads are Facebook users’ expressed preferences — the books, music, and movies they’re increasingly listing on their profiles. And who has the best data on what consumers will buy? Why,, of course. The logic of a combination — a mixing of the two platforms with huge databases of consumer preferences is, at least on the surface, compelling.


This integrated platform will also help you figure out what kinds of gifts your friends might like by letting you better search for your Facebook friends’ Amazon Wish Lists and by pulling in information from your friends’ profiles. Of course, it will remind you of Facebook friends’ birthdays, too. It will show you interests you have in common with your friends, and it will show you which items are popular with all the people in your social graph.

Mixing Netflix and Facebook? Netflix doesn’t sell anything other than access to video, but the real value to video is using it to draw a crowd, then monetize them in other ways. Facebook has a lot more dedicated users than Netflix has subscribers, and could easily convert a bunch of them into paying video customers. Netflix has to fight tooth and nail to garner its new members. A Facebook/Netflix combo could serve as a very potent distraction, keeping shoppers’ minds off of Amazon altogether.


Android probably understands you more than you understand yourself. But the real catch is in the way Android interprets all these personal data and pieces information together in order to make it irresistible for its advertising customers. Android is poised to make the best out of your data. It’s a virtuous cycle where Google understands what data it needs, how to better interpret it, how to better collect it and what else to collect. Android ecommerce might debut in India around Diwali 2018. Google seems to have backed out of investing in Flipkart after seeing Walmart shareholders get jittery post its $16 billion deal to acquire 77 percent of Flipkart.  The report further notes that Google’s Tez payments platform was “launched with the idea of populating the seller database”. Mukesh Ambani led Reliance Industries and Facebook are also reportedly planning to diversify their offerings in India’s $200 bn worth ecommerce market.


About Author

MIFT ( Mysore Institute of Fashion Technology) students, trainee and scholars study and research about fashion, makeup, forecasting, e commerce, disruptive technologies in fashion & cosmetics industry. The primary research objective is to create open industry modular ecosystem platform for fashion designers and makeup artists to work and earn in hyper personal and local market using IR 4 and 5 ( industrial revolution) technologies to disrupt connected digitalization of mass production. 

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Clothing in Oldest Civilizations of the World

Clothing in Oldest Civilizations of the World







Geographical influence was ranging from Shortugai, Oxus River, Kazakhstan, and in the west Sutkagan Dor, Iraq.  One of the earliest Neolithic sites in the Indian subcontinent is Bhirrana along the ancient Saraswati riverine system in the present day state of Haryana in India, dating to around 7600 BC.

Evidences for textiles in Indus Valley Civilisation are from impressions made into clay and from preserved pseudomorphs. One fragment of colored cloth is available in evidence which is dyed with red madder show that people in Harappan civilisation dyed their cotton clothes with a range of colors. Men wore a long cloth wrapped over their waist and fastened it at the back (just like a close clinging dhoti). Turban was also in custom. Evidences also show that there was a tradition of wearing a long robe over the left shoulder. The normal attire of the women at that time was a very scanty skirt up to knee length leaving the waist bare. Cotton made head dresses were also worn by the women.



Early evidence for Chinese millet agriculture is dated to around 7000 BC, with the earliest evidence of cultivated rice found at Chengtoushan near the Yangtze River, dated to 6500 BC. Chengtoushan may also be the site of the first walled city in China.

Archaeologists have found thousands of year old artifacts such as stone beads, ornaments, and woven silk. These findings were the clear representation of the uses of clothing in Ancient China. Poor people used hemp clothes which were durable, loose fitting, and comfortable to work in the field. On the other hand, Rich people clothes were made of up silk.


Peru/Colombia (Andean)

The earliest evidence of agriculture in the Andean region dates to around 4700 BC at Huaca Prieta and Paredones. The oldest evidence of canal irrigation in South America dates to 4700 to 2500 BC in the Zaña Valley of northern Peru.

Having been heavily influenced by the preceding Paracas culture, which was known for extremely complex textiles, the Nazca produced an array of beautiful crafts and technologies such as ceramics, textiles, and geoglyphs (most commonly known as the Nazca lines). They spun vegetable fibers to weave into textiles and mats for housing. Weaving was an important artistic achievement of the ancient cultures of Andean. 


Mexico (Mesoamerican / Mayan)

The Coxcatlan caves in the Valley of Tehuacán provide evidence for agriculture in components dated between 5000 and 3400 BC. Similarly, sites such as Sipacate in Guatemala provide maize pollen samples dating to 3500 BC.  

At the same time, cotton, yucca and agave were exploited for fibbers and textile materials. Ancient Maya women had two natural types of cotton to work with, one white and the other light brown, called cuyuscate, both of which were commonly dyed. Elite women were also given the opportunity to work with the most expensive feathers and pearl beads. Although actual ancient samples of textiles have not survived the tropical climate of Mesoamerica, Pre-Columbian sculptural depictions and paintings of figures wearing woven costume indicate that textiles were decorative, highly valued, and used to show elite status since the Pre-Classic/Formative period (1500 B.C.E.-250 C.E.).




About Author

MIFT ( Mysore Institute of Fashion Technology) students, trainee and scholars study and research about fashion, makeup, forecasting, e commerce, disruptive technologies in fashion & cosmetics industry. The primary research objective is to create open industry modular ecosystem platform for fashion designers and makeup artists to work and earn in hyper personal and local market using IR 4 and 5 ( industrial revolution) technologies to disrupt connected digitalization of mass production. 

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22 April Earth Day, Your fashion is killing earth slowly

22 April Earth Day, You must imbibe sustainable fashion in life to make earth sustainable


Today you must ponder about what you purchase; you are killing earth unknowingly slowly through your purchases, and also analyzing yourself if you are ultra-consumerist. First we will discuss how can be support earth via our fashion purchases and then how our mother earth’s health and security is. Google is celebrating it with a Google Doodleof conservationist Dr. Jane Goodall, who nudges us in a video a “do our part for this beautiful planet.” 1970 Senator Gaylord Nelson (D-Wisc.) founded Earth Day with expectation to make the environment a global concern and attention.

  1. Use natural and naturally produced textile such as Jute, Khadi, Cotton, Bamboo etc. It is better for the health and land of the farmers, and also protects wildlife. 

    Select Only Natural Fiber (Image WordPress)
  2. Avoid ultra consumerism. Having as little as possible = less consumption. Can you remember the event when pompous and showy prince of Arab met with Japan’s Kind who is ultra – minimalist? Having gold dress does not make you great but your personality.                                                                                                                                           

    Japan King and Arab Prince 
  3. Support regional manufactures and brands. Garment transport puts out a huge amount of C02 and buy reducing transportation and logistics we can help.                   

    Source Indian Textile Journal 
  4. God is DNA and DNA is God. Don’t imbalance nature by killing animals for fashionable fur coat. You must prevent animals from dying for your clothes.                

  5. Do not buy from notorious brands who are not fair with workers, government and CSR. For you it might be difficult but if you read fashion news you can help. Ensuring fair wages supports education and directly improves worker’s quality of life.                                                                                                                                                    

    Big global brands employ kids indirectly. They do not pay workers correct salary on time.  If you search, you will find them. 
  6. Fashion fades away but style is eternal. Buy more classic dresses such as ( In Indian context) Saree, Salwar Suit, Kurta Paijama and Denim Jeans etc.                                                                                                                                            
  7. Second hand is not always second hand if you take from your father, brother, sister, mother, friends


Let’s check some recent happenings which are dangerous for health of our mother earth. We have observed some recent major concerns as follows. 

1) The plastic problem is more dangerous than you think. Plastic in our food-chain via ocean plankton can destroy life on earth. The Great Pacific Garbage Patch or the island of plastic in Oceans is major cause. Can we avoid using plastic material dress, shoes and accessories?  

Great Pacific Garbage Patch (Image The Sun)

2) World lost the last male Northern white Rhino

Every year we are losing so many species which existed on earth for thousands of years. It can be another yardstick of human’s blunders.

World lost the last male Northern white Rhino (Image Time)

3) Greenland’s ice is melting very quickly and other glaciers too.

Global warning and climate change is daily talk but only talk; consumers must understand sustainable fashion now. This can sink Small Island in ocean and sea.

Ice Melting Rate much higher than calculated (Image Rense)

5) Human’s are woefully unprepared for mysterious and unobserved disasters. And we cannot predict future so we must maintain current situation at least that is promoting sustainability in each and every aspect of life from food, water, dress and family values. Japan & Nepal earth quack, recent Tsunami in Indian Ocean, Cyclones in USA, heavy rain in northern UK etc.

You must make a PLEDGE to Reduce Recycle and Reuse maximum possible things.

Earth Day 2018 is dedicated to providing the information and inspiration needed to fundamentally change human attitude and behaviour about plastics.

Challenge for You –

We will never understand the bad affect our shopping habits, which have on the world and the international community. We cannot change our shopping pattern in order to minimize our carbon footprints and negative impact.

Can you change your fashion purchase pattern and educate others too by sharing this article; may be this blog information can help.   

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Amazing Anthropometrics Vs Exceptional Ergonomics, How to design costume to win Olympics

MIFT benchmark different sports and female athlete body movements

The basic objective of MIFT research is to improve existing sports-wear sizing systems of Indian Female. The study took place in Mysore on 900 young females of different sports background of age between 18 to 30 Years. Body movement measuring procedures were used that was specially modified for body type and that complied with research boundary line. Using front/back and left/right hands and legs movement, both right and left body halves of 900 females aged 18–30 years were measured in order to register their different body movement and classify them into different groups. Analysis of the measurements related to the movement documented the asymmetry arising from the different types and degrees of sports activities that helped in creating a three-dimensional moving model, according to the amplitude limitations. As a result of this taxonomy, different size charts were created and scientifically calculated to correspond to different sports female groups.

Anthropometry refers to the measurement of the human individual

Ergonomics is the scientific discipline concerned with the understanding of interactions among humans and other elements of a system, and the profession that applies theory, principles, data and methods to design to optimize human well-being and overall system performance.

Extreme Yoga Body Posture and Movement were recorded to design perfect Yoga-wear

Anthropometry refers to the measurement of the human individual. An early tool of physical anthropology, it has been used for identification, for the purposes of understanding human physical variation, in paleoanthropology and in various attempts to correlate physical with racial and psychological traits.

Ergonomics is the practice of designing products, systems, or processes to take proper account of the interaction between them and the people who use them.

Above ergonomics study suggest Backpack design for females Via

How to design a global product which has relation with human Height, Wight and other aspects of human body. For example sports-wear, endurance/validation/fitting of shoes, Jeans or clothing for Female if Average Height is so different
Indonasia – 4 feet 8 inches
Netherlands – 5 feet 8 inches

For example Anthropometric data (measurements) are used to determine the shape of handle and distance to be held from head. Designed for average size hand. The length of lead is determined from anthropometric data (length of average arms and average height of users). The hair dryer is now ergonomically designed.

Anthropometry can suggest perfect size  for above shoes, ergonomics can suggest optimal design for user comfort


About Author

MIFT ( Mysore Institute of Fashion Technology) students, trainee and scholars study and research about fashion, makeup, forecasting, e commerce, disruptive technologies in fashion & cosmetics industry. The primary research objective is to create open industry modular ecosystem platform for fashion designers and makeup artists to work and earn in hyper personal and local market using IR 4 and 5 ( industrial revolution) technologies to disrupt connected digitalization of mass production.