Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India

Women’s ethnic market gets ecom boost

Womens ethnic market gets

 

While demand for ethnic wear has grown with time, traditional silhouettes, fabrics, styling has changed to give it a more contemporary look. Today, ethnic wear segment has two clear sub categories: traditional ethnic and Indo-western or fusion wear. “Modern women are open to experimentation and want different styles and looks for various occasions starting from formal to evening wear. The urge to look trendy and fashionable has been the key growth drivers in women’s ethnic wear segment,” says Siddharth Bindra, MD, Biba.

Womens ethnic market gets ecom

 

The Indo-western segment has been redefined by players like Biba, W, Zola, Akriti, among others who are trendsetters in design, silhouettes, technology, fabric and more. These players have recorded drastic growth in the last few years, indicating the scope of the segment. More so, now the Indo-western segment is competing with western wear. “Women’s fashion space in ethnic wear has started competing with western wear but it’s still holding ground. Brands have started creating fusion lines to transform ethnic wear into fashion that is enjoyed by youngsters,” opines Manohar Chatlani, MD, Soch. Talking about the scope of the segment, he adds “Women’s ethnic wear market is fragmented and falls in the unorganized sector. Customers are slowly moving towards organised and branded sector which is pushing up growth. There may be some amount of western influence in ethnic wear but the segment will continue to sell for a long time.”

Steady growth outlook

A Technopak study reveals the unorganised segment, which traditionally, and still largely, caters to the ethnic wear industry, has demonstrated steady growth over the past years and is set to grow by 8.4 per cent over the next decade from the present Rs 61,679 crores. The women’s segment currently accounts for an overwhelming 87 per cent of total ethnic wear market at Rs 54,425 crores; growth of this segment will continue to drive the overall sector. The women’s wear segment alone is expected to grow at a steady 8 per cent over the coming decade.

“Women’s ethnic wear market is going through a change with urbanization. It is important to remember that in the fashion industry, you are selling a lifestyle. In western India, demand is slowly moving away from traditional saris to embellished saris and in some regions moving completely away from saris to suits and kurtis etc. In the mid-eastern and southern part, sari is still daily wear. The overall industry is growing but there is a shift in categories. It is difficult to measure growth properly because traditional ethnic wear market is mostly unorganized,” says Hitesh Kasat, MD, Hypnotex.

Gearing up for festivities

As ethnic wear is deeply integrated with weddings, festivities, etc, it creates ample scope for new players to reach out to customers across value and mid segments. “Key growth driver are festivals and there is always a festival round the corner which leads to all year sale for us,” says Kasat. “The focus is on traditional colours but newer shades give a fresh fashion feel,” he adds.

Another growth trigger is ecommerce. With internet penetration marketplaces like Myntra, Flipkart, Craftsvilla are reaching out to every corner and brands are riding high on them. Even though it may have an impact on offline sales of some brands however, online has given a major platform to new entrants. “Since we majorly export and sell through ecommerce channels, it is important to focus on finishing of the product,” says Kasat.

Also established brands are gradually able to strike a balance between online and offline retail and widen their customer base. As Bindra explains “Technology is playing a big role in expansion of fashion industry in India. Customers have become tech savvy and leading fashion sites are now launchpads for young designers to showcase their designs. Through our own e-commerce portal and presence across leading ecommerce sites, Biba is now available in cities where the brand has gained popularity and recognised but is yet to open a retail store. Technology has helped the NRI community to shop for their favourite brands. We don’t have a separate line for online retail.”

Zola has also been focusing on both offline and online channels to achieve growth. “We have an international presence across 15 countries and customer base has increased to 7,500 stores. We sell through MBOs, family stores, stores that stock only women’s wear, small boutiques and franchisees. We also sell through Jabong, Limeroad, and other leading portals,” says Kirti Shah, Director, Zola, Pragati Fashions.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Global brands resizing retail stores to become profitable

Global brands resizing retail stores to become profitable

  With Indian retail witnessing a makeover of sorts under the influence of e-commerce, leading brands are looking at right-sizing their outlets. Three American clothing and accessories brands — Gap, Forever21... Read more

Kishore Biyani’ Retail 3.0, outlines future business strategy

Kishore Biyani’ Retail 3.0, outlines future business strategy

  Kishore Biyani recently unveiled his grand vision, titled Retail 3.0 – a 30-year roadmap on how he expects the Future Group’s second innings in retail to pan out. In his... Read more

Soch plans international expansion

Soch plans international expansion

  Ethnic brand Soch, is planning to retail in countries like the US, UK, Canada, Australia, South Africa, Mauritius, Singapore, Indonesia, Malayasia and UAE by April 2018. Much like global fashion... Read more

Cadini plans retail expansion in state capitals and Tier II, III cities

Cadini plans retail expansion in state capitals and Tier II, III cities

  Founded in 1970 in Florence, Italy as a manufacturer of men’s garments and accessories, Cadini has continuously grown, maintaining a great passion for style, quality and, research. The name ‘Cadini’... Read more

FBB to reach a 100 standalone stores by next year

FBB to reach a 100 standalone stores by next year

  With 60 standalone stores at the moment, FBB is aiming for 100 stores by FY18. FBB has a presence in 250 Big Bazaar outlets, and will cross 310 stores by... Read more

Neva focuses on innovative concept ‘Clothing for Life’

Neva focuses on innovative concept ‘Clothing for Life’

  Established in 1998, Neva’s initial innovative practice still resonates across the thermal inner wear industry. Although Neva gained the indisputable market leader position through its innovative and quality products, it... Read more

Woodland to open 40 stores annually, expects increase in 15 per cent revenue

Woodland to open 40 stores annually, expects increase in 15 per cent revenue

  Adventure footwear and apparel maker Woodland plans to add 40 stores annually and scale up its new launched premium brand ‘Woods. It is expecting a revenue jump of 15 per... Read more

Force NXT from Dollar aims to break youth stereotypes

Force NXT from Dollar aims to break youth stereotypes

  Force NXT is Dollar’s ultra-premium brand, designed to keep in mind every flavour of the year. It’s been two years since Force NXT was launched and in a short span,... Read more

Toonz Retail focusing on Tier II, III expansion

Toonz Retail focusing on Tier II, III expansion

  Having opened their first store in 2010, in Bengaluru, Toonz Retail today is successfully operating more than 100 stores spread across 62 cities in 15 states including Delhi, Karnataka, Andhra... Read more

Season 2.0 of India Intimate Fashion Week in early summer 2018

Season 2.0 of India Intimate Fashion Week in early summer 2018

  After achieving a remarkable feat in its debut edition, the much awaited India Intimate Fashion Week (IIFW) is all set to host its second season, early next summer in Mumbai.... Read more

MOST POPULAR NEWS
Go to top