INDIAN FASHION INDUSTRY
With the end of the 20th century came the end of all hype which has created a more practical and pragmatic environment and has given a more stable picture of the fashion business.
In the 50s, 60s and 70s, the Indian fashion scenario wasn’t exactly colorless. It was exciting, stylish and very graceful. There were no designers, models, star or fashion design labels that the country could show off. The value of a garment was judged by its style and fabric and not by who made it.
In 60s, tight ‘kurtas’, ‘churidars’ and high coiffures were a trend among ladies. It was an era full of naughtiness and celebration in arts and music and cinema, manifested by liberation from restriction and acceptance of new types of materials such as plastic film and coated polyester fabric.
The 70s witnessed an increase in the export of traditional materials outside the country as well as within. Hence, international fashion arrived in India much before the MTV culture with the bold colors, flower prints and bell-bottoms. Synthetics turned trendy and the disco culture affected the fashion scenario.
It was in the early 80s when the first fashion store ‘ Raisani ‘ opened in Mumbai. At that time garments were retailed for a four-figure price tag. The ’80s was the era of self consciousness and American designers like Calvin Klein became popular. In India too, silhouettes became more masculine and the ‘salwar kameez’ was designed with shoulder pads.
With the evolution of designer stores in Mumbai, the elegant fashion design culture was a trend among Indians along with their heavy price tags. No doubt that a garment with a heavy price tag was at the bottom stage of fashion. But clients immediately transformed into the high fashion fold where they were convinced that that the word ‘elegant fashion design culture’ means, it had to have a higher price tag.
In the 90’s, the last decade of the millennium, a move towards the drastic pairing down returned with ethnic wears (Today, ethnic wear market in India is accounted to Rs. 9000 crore). This led to the decline and the recession, the push to sell at any cost and keep staying in the limelight. With heavy cut throat competition and sound awareness of the client, the inevitable occurred. The price tags, which had once reached at a peak, began their downside journey.
At those times the downturn was not only being experienced in the price tags of the garments, but also in the business of fashion shows. More models, choreographers, make-up men, hairstylists and designers streamed down into their business.
The fun and party time in the Indian fashion scenario had not ended with this, but continued. It was a point, where it reached at a certain steady level and from there, in the beginning of the 21st centaury, with new designers and models and some sensible designing; the fashion hype accelerated its speed.
Indian fashion industry spreads its wings globally
For the global fashion industry, India is a very big exporter of fabrics and accessories. All over the world, Indian ethnic designs and materials are considered as a significant facet for the fashion houses and garment manufacturers. In fabrics, while sourcing for fashion wear, India also plays a vital role as one of the biggest players in the international fashion arena.
India’s strengths not only depend on its tradition, but also on its raw materials. World over, India is the third largest producer of cotton, the second largest producer of silk and the fifth largest producer of man-made fibers.
In the international market, the Indian garment and fabric industries have many fundamental aspects that are compliant, in terms of cost effectiveness to produce, raw material, quick adjustment for selling, and a wide ranges of preference in the designs in the garments like with sequin, beadwork, acari or chicon embroidery etc. as well as cheaper skilled work force. India provides these fashion garments to the international fashion houses at competitive prices with shorter lead time and an effective monopoly in designs which covers elaborated hand embroidery – accepted world over.
In India, folk embroidery is always associated with women. It is a way of their self expression, and they make designs that depict their native culture, their religion and their desires. Women embroider clothes for their personal use, and the people linked with the pastoral profession prepare embroidered animal decorations, decorative covers for horns and foreheads and the Rebars of Kutch in Gujarat do some of the finest embroidery. Embroidered pieces are made during the festivals and marriages, which are applique? work called ‘Dhar Aniya’. One of the significant styles of Saurashtra is ‘Here’ embroidery, which has bold geometric designs, woven on silks. The Mutawa women of the Bani area of Kutch have a fascinating embroidery where they make fine embroidery works with designed motifs and mirrors in the size of pinheads, the use geometric designs on the yoke of long dresses. Moreover, the finest of quilts with appliqué? work are also made in Kutch.
In India, Western inspiration is increasing due to the influence of TV and films. Besides, shopping malls selling branded clothes have also mushroomed in India and are fascinating the youngsters. Recently, designer wear is being promoted through store chains such as Shopper’s Stop, Pantaloons, Westside, etc. Companies such as Raymond and TCNS have also set up their exclusive stores for designer wear such as Be: and W.
The market of India fashion industry
Recently, a report stated that the Indian fashion industry can increase from its net worth of Rs 200 crore to Rs 1,000 crore in the next five to ten years. Currently, the worldwide designer wear market is amounted at $35 billion, with a 9 per cent growth rate, with the Indian fashion industry creating hardly 0.1 per cent of the international industry’s net worth.
According to approximations, the total apparel market in India is calculated to be about Rs 20,000 crore. The branded apparel market’s size is nearly one fourth of this or Rs 5,000 crore. Designer wear, in turn, covers nearly about 0.2 per cent of the branded apparel market.
At present, the largest sales turnover within the designer wear segment is about Rs25 crore, with other well-known names having less turnovers of Rs10-15 crore. In view of the prospects of the Indian fashion industry for growth, the figures are not very hopeful.
Fashion Industry Trends
The apparel industry is constantly evolving, with new trends emerging each season. Here are a few of the key trends to watch in the industry in the coming year:
Trend #1: Fashioning the Future With Sustainability
Consumers are becoming increasingly conscious of the environmental impact of the clothing they purchase. As a result, sustainable fashion, also known as eco-fashion or ethical fashion, is becoming an increasingly important trend in the industry.
Brands are increasingly using organic cotton, bamboo, and linen, which are grown without synthetic pesticides and fertilizers. Recycled materials, such as recycled polyester and nylon, are also becoming more popular as they help to reduce waste and pollution.
Another key aspect of sustainable fashion is the use of sustainable production methods. This includes reducing water and energy consumption, using low-impact dyes, and implementing fair labor practices. As consumers become more conscious about their purchasing power and environmental impact, it is expected that sustainable fashion production will become increasingly important.
Trend #2: Revolutionizing Fashion With Athleisure
Athleisure, a trend that combines athletic and leisure wear, has been revolutionizing the fashion industry in recent years. This trend has been driven by the increasing popularity of comfortable, functional clothing worn both in and out of the gym.
As per Statista: The sports and athleisure retail market in India was valued at 158 billion Indian rupees in financial year 2021, and estimated to grow to 402 billion rupees by financial year 2025. Footwear made up the largest chunk of the market during the measured time period, amounting to about 90 billion rupees in 2021, and projected to grow by 21 percent by 2025.
Brands are now offering a wider range of options, from performance-focused gear to more casual and street-style pieces. This has led to the creation of new styles, such as the fusion of athletic wear with formal wear, and has opened up new possibilities for fashion designers.
Another aspect of athleisure is the use of technology, such as moisture-wicking fabric and UV protection, to enhance the functionality of athletic wear. Apparel businesses are investing in research and development to create new fabrics and technologies that can improve the performance of athletic wear.
Overall, athleisure has been a game-changer in the fashion industry, with its versatility and functionality driving the demand for athletic wear. As the trend continues to evolve, it’s likely that we’ll see more innovations in the design, materials, and technology of athletic wear, making it even more appealing to consumers.
Trend #3: Market Growth Headed by Women and Kids Wear
The shift in lifestyle and priorities of modern women is leading to a greater focus on self-awareness and appearance, driving growth in the women’s apparel market. As they are becoming more conscious of their fashion choices, the demand for trendy and fashionable clothing is increasing.
The market for kids’ wear is driven by factors such as the increasing number of working mothers and the growing trend of parents investing in high-quality clothing for their children. According to a recent report by Wazir Advisors, India’s kids’ wear market is expected to reach INR 1,23,000 Crores by 2023, growing at a CAGR of 13%.
In terms of product segments, the market for women’s wear is segmented into ethnic wear, western wear, and lingerie. Western wear is expected to be the most lucrative segment in the women’s wear market, driven by the increasing demand for casual and formal wear. With the growth of e-commerce, the market is expected to continue growing, providing opportunities for fashion retailers and manufacturers.
Trend #4: Style and Functionality are Key to Modern Consumers’ Wardrobe
When it comes to fashion, modern consumers are looking for clothing that not only looks good but also serves a purpose. The combination of style and functionality is becoming increasingly important in today’s wardrobe. Consumers are looking for comfortable, durable, and versatile clothing that can be worn for different occasions and meet different needs.
Functionality is especially important for activewear and athleisure, as consumers seek clothing that can keep up with their busy lifestyles and support their physical activities. Fashion, on the other hand, fashion is essential in creating a unique and personal style. Consumers are looking for clothing that reflects their personal tastes and preferences and makes them stand out.
Brands are responding to this by offering a wide range of options, from classic and timeless styles to trendy and fashion-forward pieces. As lifestyles and fashion preferences evolve, brands and retailers that understand and respond to these needs will be well-positioned to succeed in the market.
Trend #5: The Growing Era of Digital First Brands
The apparel industry is currently experiencing a shift towards digital-first brands. These brands prioritize online sales and digital marketing over traditional brick-and-mortar retail and are utilizing technology to create a seamless and personalized shopping experience for consumers.
One of the biggest advantages of digital-first brands is their ability to reach a global audience through e-commerce. These brands can sell directly to consumers, bypassing traditional retail channels and cutting down on costs. This allows them to offer a wide range of products at competitive prices.
With the advancement in technology and more people turning to the internet for fashion inspiration and shopping, digital-first brands will have a significant opportunity to thrive in the industry.
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