Traditional ethnic wear never goes out of style and can make an Indian girl look far more glamorous that even a designer western dress. Innovation and styling may be the driving force, but old is always gold when it comes to ethnic wear. With mix and match fusion wear being the most happening apparel segment, young women are coming back to wearing ethnic wear like never before.
Ethnic wear’s uniqueness difficult to match
Women tend to prefer some experimentation in regular styles, but even the most modern non-conformist does wear ethnic attire on special occasions to look her best. Ethnic wear manufacturers understand that for women, wearing traditional clothes doesn’t mean you’re old fashioned, it just means you’re smart enough to challenge fashion trends.
As Siddhaarth Oberoi, Managing Director of ethnic wear brand Sanskriti says, “One has to be innovative always with style up to the mark to keep one coming back to buy your product. The strongest fabric that we play with round the year is cotton. It can be blends of cotton with silk or linen but defiantly have the essence of cotton in them.’’
Big brands know that it’s always the customer who sets the trend and what is sold more is what the current market trend is. Less is more in ethnic wear nowadays, unlike a decade ago. The style statement is the right fabric with a figure-enhancing cut and drape silhouette with minimalistic embroidery and embellishments.
“No matter how much we are influenced by the West, an Indian lady still looks best in Indian attire. As per our experience, we would say sharara/gararas and lenghas with jackets or drapes are going to do well in the coming season. For the wedding season this year we plan to play more with solid warm colours such as gold, red, mustard and bottle green. The last few seasons bright and pastels played a big role but the trend is now changing. ‘’
Playing it safe in expansion plans
Sanskriti is playing a wait and watch policy as regards its retail expansion. The past five years of the Modi government which brought in the GST has affected the retail market negatively. People are careful about spending, so major geographical expansion plans does not make monetary sense. It is better to consolidate what is already established and give it another season while checking out market requirements in different parts of the country
Having started three decades ago as a manufacturing wholesaler, Sanskriti has come a long way. With a lot of business online, selling to international markets, the company knows how well social media can help to make a profitable business. There are now many premium ethnic wear designer labels or ethnic wear flooding the already saturated market. Most medium-sized brands are facing a shortfall in sales in all segments but yet they have to keep all the ranges in their product portfolio. Sanskriti too has a range of premium ethnic wear to compete with designer labels in the battle for the survival of the fittest.
Ethnic, fusion and western wear may be cutting into each other’s market pie, but the average Indian woman is still a traditionalist. And since fashion always repeats itself, brands know that ethnic wear will forever rule the roost.