The men’s ethnic wear segment is seeing slow yet steady growth with manufacturers from other categories also jumping into this space. New players are being lured mainly by the growing market for ethnic wear.
People have become more sensitive towards dressing. They want both comfort and unique looks without losing the traditional touch in occasion wear. And makers are making all efforts to cater to these demands. Take Brand Indian Costume for example, it offers kurta pajamas in Chanderi silk with prints and embroidery. Each kurta is available in four to five colors and five different embroidery designs. Since dark colors are preferred for weddings and occasions, the brand uses pastel as well as dark colors.
Growing preference for new patterns and fittings
In ethnic wear, there is a lot of thrust on designer wear these days. People are opting for new patterns and unique cuts. Fashion, that was popular 15 to 20 years ago like: trail cuts, long shararas, gararas, sari drapes etc, are catching interest once more. Brand, JD Design’s latest collection, ideal for weddings, has a lot of zardozi work. The brand experiments a lot with its cuts and fits. Its logo designs are quite popular, and so are its embroideries, both man-made and computer-generated. The brand has however reduced its use of prints.
Adding value an important aspect
Harris Collections, which offers sherwanis, Indo-westerns, bandhgalas, Jodhpuris, tuxedos, etc, prefers to value add on its fabrics before working on them. The tuxedos of the brand are made with digital printing, printing on velvet, embroidery work on silk, Lycra, cotton, etc. They are available in many designs and structures. The brand first completes the thread work before developing the fabric and the final product. Value addition is done in terms of colors, embroidery, etc. It offers fancy kurtas, Indo-westerns. Kurta pajamas are also the most saleable product in Indian costume.
Retailing across India
While the South India market is slow in adopting latest fashion trends; North India is trendier. Mumbai-based brand Starkings has a pan-India presence. It has, however, not yet ventured online as people like to touch and feel the product before spending a huge amount of money. Brand Indian Costume has its own website. It also has a store in Gujarat. Harris Collections, present in the market for 10 years, was limited only in Delhi for a long time but now, the brand is spreading in Mumbai and Hyderabad. It has also been supplying to the UK markets for a long time.
JD Design is the only brand that does not retail in India. Most of the business is done in the Middle East, Africa, the US, UK etc. The brand does not follow any traditional retail format which benefits customers.