Shree

Business of Fashion - - Contents Fashion Retail -

women are more com­fort­able still with western wear. He shared, “Women pre­fer qual­ity cloth­ing and are will­ing to pay higher prices for ap­parel that meet their ex­pec­ta­tions. Pres­ence of nat­u­ral fi­bres acts as a key iden­ti­fier of qual­ity ap­parel. Though much de­mand would be for tra­di­tional cloth­ing, there will be a small por­tion of the fe­male pop­u­la­tion, the work­ing class who would go for for­mal at­tires. They pre­fer western out­fits, and will con­trib­ute a ma­jor share in the con­sump­tion of the same. To­day’s women try to cre­ate their own en­sem­ble. They test mix­ing and match­ing their at­tires, and cre­ate new looks. They also pre­fer a favourable en­vi­ron­ment to shop in pri­vacy.” Ac­cord­ing to Kapoor, “In­dian women are opt­ing for fu­sion wear, as it de­fines el­e­gance, style, roy­alty and class — all in one! It is mod­ern and yet keeps our tra­di­tions alive.” Re­it­er­at­ing the same, Gupta said, “On an over­all, In­dian women are more in­clined to­wards fu­sion wear as com­pared to go­ing to­tally western or to­tally eth­nic. Blouses with cape de­tail­ing, dra­matic sleeves, crop tops, tas­sels are some of the western el­e­ments that are in­fused with eth­nic cloth­ing.”

Pan­chal made an in­ter­est­ing point on the con­cept of fu­sion wear and said, “When fash­ion goes fu­sion, kurta be­comes a tu­nic, du­patta be­comes a stole, and sal­war be­comes a pair of trousers. In­dian out­fit can be given a western touch with cre­ativ­ity in waist­lines, cuts in fab­ric, neck­lines, and other dec­o­ra­tions. In­dian prints can also be used in western out­fits. Fu­sion wear comes with a va­ri­ety and for peo­ple of all ages. Long skirts have be­come the fash­ion re­make of tra­di­tional lehen­gas. Brides look­ing for the haute cou­ture look are now go­ing in for the Indo-western fu­sion look. Fu­sion bri­dal wear is mostly pre­ferred by the NRI brides or by In­dian brides who are get­ting mar­ried out­side In­dia.”

The dif­fer­en­tia­tors

Apart from unique de­signs, dif­fer­ent sil­hou­ettes, vi­brant prints and fab­ric, the other ma­jor dif­fer­en­tia­tor for a brand to stand out from the com­pe­ti­tion would be hav­ing a face to a brand and also the brand po­si­tion­ing.

Elab­o­rat­ing on the brand po­si­tion­ing and essence, Pan­chal in­formed, “Biba,

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