Indian Women looks Westward for their Style Quotient

There was a time when women’s wear in India specifically meant ethnic dresses like a sari or salwaar kameez. With the changing times, mindsets and society norm a lot of change has come. Today you have more and more women stepping out of their traditional role of the homemaker and joining the workforce in every capacity. From government jobs to banking, corporate jobs, or even the entrepreneurial attempt, Indian women have made its presence felt in all fields.  As an outcome, western outfits have started dominating the shop shelves and the wardrobes. This transformation is witnessed in not only metros but smaller towns as well.

This dramatic shift towards western outfits for women is evident in the workplace, on celebrations and even traditional events like weddings.  The apparel companies and e- retailers are witnessing a growing demand for such dresses; western outfits now overshadow this segment, which was once dominated by ethnic wear. 

All the top Indian brands are now active in this space offering women’s wear that is beyond the denim and skirts. This growth and business opportunity are attracting all the main foreign brands too. Industry experts forecast immense growth opportunities in this segment in the next two to three years.  The Internet and the presence of trustworthy e-retailers have provided further impetus to this industry.

At the consumer end, the teenagers and the college-going youngsters are driving this trend. The influence of media and in particular movies is apparent in their dressing style. The desire to stand out and follow the latest fashion is leading them to experiment with their dresses as well. The western influence is quite noticeable. The youngsters perceive that their dressing style gains them acceptance and appreciation from the peer. Dresses have now become the biggest reflection of one’s success and sophistication.

This attraction towards the western outfits has extended to the middle-aged segment as well. This section of women consumers who wear such dresses two to three times a week has now gone up to four to five times a week, reports one survey. The feminine desire to look young and attractive has a significant role to play. This transition is not only restricted to the metros but has extended to the smaller cities of India as well.

Apart from the style and trend, these dresses are looked at as comfortable and convenient as well by the Indian women. The flexibility offered by such dresses has its benefits. As more and more Indian women embrace such dresses in their lifestyle, a cultural transformation is definitely on the cards.