Growing demand for ethnic wear and Indian fusion wear
Historically ethnic wear has been perceived as apparel that is traditional and worn as dictated by social norms. However, over the years, several ethnic wear brands have changed their positioning to become premium and on-trend.
Government and manufacturers focus on sustainability
Sustainability has been a major concern for many consumers and manufacturers globally and is an area player in womenswear that is keen to explore. Apart from manufacturers, the government is also looking to promote this cause.
Fast fashion trend gathers momentum thanks to consumer demand
Fast fashion continued growing in India due to the presence of a large youth population seeking the latest fashion without having to spend heavily. Despite being positioned at a slight premium for Indian consumers, their styles are well received due to influential marketing on social media platforms.
New foreign brands enter India with premium women’s underwear
In response to the growing demand for women’s underwear in India, several foreign brands have either entered India or have expanded their offerings. There has been an increasing demand for premium women’s underwear in the country backed by willingness among women to pay a slight premium for products that offer the right fit and comfortable fabric.
Fashion retailers tap into value fashion
As consumers in India still have a strong focus on price when making purchases, demand for products that offer value for money remains high in the country. In response, several fashion retailers have tapped into this demand by opening value fashion format stores.
e-commerce players launch the private label and gain share
E-commerce players that earlier largely focused their businesses as online marketplaces are now seeing a strategic shift as they continue to focus on launching their own private label products at affordable prices to tap into consumer demand. For example, Flipkart launched its private-label Ann Springs in women’s Western wear that targets women in the 22-25-year old age bracket in tier two cities.
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Source: Euromonitor