Adarsh Journal of Management Research

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Digital technology has changed literally every industry in one or the other way. The fashion industry is not an exception. Fashion trends from very early centuries are driven by many factors such as the geographical region, climate, season, movies, the professions followed by the people, prosperity in those areas etc. Fashion in India has been influenced by many dynasties that ruled and also by people from different countries who came to India as a tourist or for business. In the 21st century many designers set the trends of fashion by their creations. This paper attempts to understand the changing patterns in the cultures, societies, values, and belief and how how the digital technology is influencing the fashion trends and more so on the youth and their preferences towards fashion apparel is concerned.

Keywords

Digital Technology, Fashion Trends, Customer Experience, Online Purchase.
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