Yuthika Goel
ABSTRACT
This research investigates the seasonal dynamics of the traditional clothing and handicraft market, focusing on four distinct clothing types—Onam saree, Veshti, Langa Voni, and Pattu Pavadai—prevalent in southern India. In response to the evolving landscape of consumer preferences and the socio-economic significance of the handicraft industry, this study aims to unravel the patterns of demand and seasonality within the market. Employing a mixed-methods approach, the research combines quantitative data from Google Trend searches with qualitative insights over a two-year post-Covid-19 period. Time series analysis is applied to understand the impact of cultural festivals and seasonal variations on fashion preferences, utilizing over 100 search queries for each clothing type. The findings unveil distinct patterns in the demand for the selected clothing types, predominantly influenced by cultural festivals and traditions. While Onam saree experiences a significant peak during the festival season, Veshti maintains consistent popularity year-round, with peaks during the festival of Puratasi. Langa Voni, deeply rooted in cultural traditions, sustains high search results year-round, peaking during the Vijay Dashmi celebrations. Pattu Pavadai, although exhibiting lower overall search volumes, sees a surge in July, aligned with the Puratasi festival. This research holds significance for stakeholders in the traditional clothing and handicraft industry, offering actionable insights for producers to align their production and marketing strategies effectively. Furthermore, the study contributes to the broader discourse on the socio-economic impact of traditional crafts, emphasising the importance of preserving cultural heritage while adapting to evolving consumer preferences in southern India.