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.”
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,