For their daily lives, millennials, who are more conscious about their expenditure than the previous generation, prefer to buy budget clothing. They emphasise on quality and budget rather than brands while shopping for their clothes.
This has given rise to the concept of ‘value fashion’. While the trend is predominantly present in small towns and Tier III and IV cities, its popularity in metro cities is also rising slowly.
Few of India’s fashion retailers are adopting this concept of value fashion including:
Fashion Big Bazaar: A department store where you can find anything and everything, Big Bazaar certainly made shopping for everyday things from vegetables, food, clothes, raw ingredients, household items and more easier.
The cost of clothes at this store is extremely budget friendly, but at the same time, it brings a certain image of it being a place for only housewives and families to buy their basic things. Not something you would choose to buy clothes you would be wearing outside the house.
However, since the last few years, Big Bazaar has been on a rampage and launched its Fashion Big Bazaar sector that focusing more on the millennials by widening their fashion range to be more alluring.
V-Mart: Although more of a Tier II and III city store, V-Mart also has branches in metro cities like Delhi, etc. It offers some good clothes at a decent quality without hurting her small budget.
Max Fashion: Max Fashion offers clothes of good quality and design at cheaper rates than even big stores like Fab India or W for Woman.
Pantaloons: The starting price range at the store starts from around Rs 200 for shirts and Rs 400 for jeans.
Westside: While it is not as cheap as Big Bazaar, it is still not as high as international brands like H&M or Marks and Spencer and such. They are currently improving the quality of their products.
Millennials are foregoing the brand-conscious mentality and focusing on getting quality even if it comes from slightly lesser known places. Even consumers are growing less skeptical of such places and are not as judgmental as they were before.