Indian weddings are absolutely incomplete without ethnic wear. With people becoming more conscious about their looks and willing to spend more, brands are trying to cash in on the opportunity by providing them a varied array of product choices.
Indian ethnic wear market was estimated to be of Rs 82,220 crore in 2014 and is expected to grow at a CAGR of 9% to reach Rs 1,26,210 crore in 2019. The market is dominated by women’s ethnic wear which contributes 83% to the total apparel market followed by kids’ ethnic wear and men’s ethnic wear with shares of 9% and 8% contribution respectively.
The significance of ethnic wear comes especially during the wedding and festive seasons. People are now becoming more conscious about their looks, as the bride and groom are much travelled, confident and have a clear picture of what they want.
“My signature label Anita Dongre, which offers bridal, couture, prêt, menswear and jewellery, is bound by a common thread of sophisticated elegance sans decorative detailing. My collection sees the use of lots of Indian weaves and techniques, with gota patti being a signature element. My brand USP is to make fashion affordable. Right from the day I began, I have always wanted to create for the common Indian woman stylish designer garments”, shares Anita Dongre, Founder, House of Anita Dongre.
However, Vandy Mehra, Director, Study By Janak Fashions, says, “This season, the menswear trend follow the unconventional textures and irregular geometry in the weave. The emerging look of Eastern European trends with both 70's and 80's influences emerge in velour, ribbed and brushed textures. Directional bold lines carry bursts of bright colour across relaxed silhouettes, creating a look that is both anarchic and youthful. This has really conjured a new image of classic tuxedos, three piece suits and bandh galas with enriched hues and strong persona.”
Emerging retail formats
The shift from the unorganized sector to the organized is making way for more professional retail formats such as exclusive brand outlets and retail malls via franchising. That is the reason; now men’s ethnic wear segment is witnessing brands penetrating into the industry. Ravi Modi, Founder and MD, Vedanta Fashion, says, “We have two models that are unit-franchise and multi-unit franchise. In unit franchise, we maintain individuality in concurrence with the uniformity of the brand values. However, we believe that ‘we rise when our associates prosper’ and this belief led to the evolution of the multi unit-franchise model.”
Echoing similar views, Ritu Kumar, Founder, Ritu Kumar, highlights, “We provide our franchisees good margins, the merchandise promotional support and the high-fashion quality merchandise and training support. Also, we have clear policies, on time deliveries, good feedback management processes and recognition/growth incentives.”
The size of the ethnic wear market is much larger than the western wear market. Brands have also understood this proposition to their benefit and are dressing up the consumer with a varied array of product choices that combine Indo-western design.