Western wears shrinking the Indian ethnic segment

There was a time when the Indians usually avoided entering the western wear segment. The Indian ethnic wear ruled the choice be it the consumers or the apparel manufacturers.  The predominant categories were the Indian dresses like saree, kurtis, and lehengas. But in the recent times, the sales of such clothes has seen a downward trend. The companies are reworking their marketing plans to adopt this change in the Indian mindset. Western dresses for women have now gone beyond the occasion-based wear.

It once started as a small minuscule segment is now growing a faster pace on a yearly basis. The growth has attracted many new apparel manufacturers focusing solely on western dresses for women.  The Rs 36,000 crore ethnic wear markets are now facing the heat. The yearly growth of the western wear segment is nearly 20%. The trend signifies that it might soon overtake the traditional garments in a big way.

As far as the Indian women are concerned, the fashion sensibilities are changing, and there is an acceptance of the western dresses for women in the society.  It is not only restricted to the formal and the corporate wear but even the women in the above 35 years segment are changing their wardrobe and phasing out the traditional styles.

Indian exporters who until now focused on international markets are now turning towards the domestic market. The intent to ride this growth wave is high, with many players even have opened their outlets.

The international brands dictate the women’s wear category, but the Indian brands with Western clothes are making their presence felt. In fact, the tables have turned the other way round with several domestic players providing their finished products to the international brands.

When it comes to the western dresses for women, the Internet has been a great enabler. The Internet penetration, easy availability of western styles at various online retailers, ease of return, etc. are some of the several factors pushing the online sales of this segment.  The online retailers have gone a step further with sizing the dresses as per the Indian physique.  The various sales events round the year push the online sales figure even further.

Style, comfort, and convenience are the primary reasons that the Indian women prefer the western wear. There is no need to manage the pallu or the dupatta. The young generation that grew up on the western and Indian style clothes have significantly migrated to the style of the west, with sarees getting limited to the marriage ceremonies and religious occasions.

Sponsor Ads

• Ad Space Available - Rent it Now!

Report this Page

Created on Dec 31st 1969 18:00. Viewed 0 times.

Share on APSense

Comments