Incepted in 2018, Hail Women-an online women’s high fashion professional wear startup aims to end morning wardrobe struggles of all working women. Offering an array of Western formal business attire including dresses, skirts, all-day tops, blouses, trousers and suits, the brand offers clothes inspired by European style. “Modern yet classic, our apparels are designed with work-appropriate details like purposeful pockets, refined necklines and comfortable wrinkle -free fabrics,” says Harshita Gupta, Founder of the brand.
Committed to sustainability, Hail Women sources all fabrics from Italy. “Our clothes mainly target working women. However, they can be worn for 80 per cent of occasions,” adds Gupta. The brand targets metros “as people here understand the trend better than other cities.”
Formalwear influenced by globalization, MNC culture
Globalisation and MNC culture is helping the women’s formal wear market in India. “Women are trying to get the best and the most trending fashion styles in formals now,” Gupta says. They are choose comfortable apparels in latest designs Though global brands are introducing latest trends, not all brands are affordable and comfortable for Indian body shapes. Hence, local women’s wear market is still crowded with ethnic and casual wear. “Formal wear has remained largely untouched. This offers a lot of scope for growth,” states Gupta.
Also, there is not much competition between domestic and international brands as the entry of global brands is increasing the popularity of formal wear in India. “Women understand the need for workwear. Hence, they are shifting from ready-to-wear garments to tailored or customised suits,” he adds.
E-commerce boosts segment growth
E-commerce has not helped spread the popularity of formal fashion wear across the world, it has also made people aware of different fashions and cultures. “It makes formal styles accessible to people staying in smaller cities and brands afraid of opening their stores due to a lack of demand,” adds Gupta. Hail Woman stands apart from other brands in the market as it can magically transform a women’s look with its unique apparel collection.