What fashion and merchandising are

Fashion design and merchandising are exciting careers. India's long textile tradition and today's fashion boom open new chances in garment and accessory design.

Trade began with barter. Once 'ready-to-wear' clothes appeared, shops found that fashion clothing was big business in department stores, and fashion merchandising was born.

Fashion merchandising decides what, why and when a style becomes fashion, and how long it suits a store: 'planning, buying and selling'. The fashion business, from raw materials to the stores, employs millions in design, manufacture, distribution, retail, advertising and publishing.

Key words:

• Fashion: the style or styles most popular at a given time.
• Style: a particular look. Styles come into and go out of fashion, but the style itself remains.
• Fad: short-lived, often just one season (for example hot pants, baggy pants).
• Classic: stays acceptable for a long time because of its simple design (blazers, polo shirts, the Chanel suit).

For example, the plain white kurta is a classic; a neon-coloured trend that disappears after one summer is a fad. Styles stay; fashions change; fads vanish; classics last.