FASH­ION FOREWARD

Business of Fashion - - Contents - Amitabh Taneja

Big fat In­dian wed­dings, and fes­ti­vals – the two things that are the essence of In­dia. The lat­ter were timed with sow­ing and har­vests, the two most im­por­tant dates in the agrar­ian econ­omy that was In­dia. With the grow­ing in­flu­ence of the Western cul­ture, more fes­ti­vals and oc­ca­sions were added to the In­dian calendar – oc­ca­sions that the pop­u­lace cel­e­brated in style. And where there was cel­e­bra­tion, there was the need to shop and dress up. A grow­ing awareness of global fash­ion trends has been fu­eled by In­ter­net pen­e­tra­tion and the fash­ion and life­style me­dia. With grow­ing awareness, a grow­ing mid­dle class and its ris­ing dis­pos­able in­come, the oc­ca­sion wear mar­ket in In­dia has wit­nessed ag­gres­sive growth. To­day, cus­tomers are shop­ping for fash­ion specif­i­cally for birthdays and an­niver­saries – of oth­ers as well as their own, events and par­ties – for work and home, wed­dings, fes­ti­vals and oc­ca­sions – be they in the fam­ily or com­mu­nity based.

The boom in shop­ping has acted as a pow­er­ful stim­u­lant for fash­ion con­sump­tion in In­dia. In the Septem­ber spe­cial on Oc­ca­sion Wear in In­dia, IMAGES Busi­ness of Fash­ion delves deep into the shift in cus­tomer pref­er­ences and their grow­ing in­cli­na­tion to­wards oc­ca­sion spe­cific fash­ion en­thu­si­asm across ge­ogra­phies. The is­sue fo­cuses on this ris­ing seg­ment of In­dian fash­ion re­tail, track­ing brands which have be­come the lead­ers in this cat­e­gory. The is­sue brings read­ers in­sight­ful ar­ti­cles – com­plete with trends – on how these re­tail­ers cater to the grow­ing oc­ca­sion wear con­sumer seg­ment. The Septem­ber edi­tion brings to light the tech­no­log­i­cal and prod­uct in­no­va­tions brands and re­tail­ers are us­ing to lure in con­sumers and tap this mar­ket teem­ing with im­mense op­por­tu­ni­ties. The is­sue fea­tures ex­ten­sive in­sights on eth­nic, fu­sion, and western oc­ca­sion wear. Stud­ies on be­spoke as well as fash­ion ac­ces­sories, footwear and pre­cious wear­ables are also mer­ited as all these cat­e­gories have wit­ness an un­prece­dented spike in sales dur­ing oc­ca­sions in In­dia. This is­sue would be in­com­plete with­out the ex­per­tise of em­i­nent fash­ion colum­nist Me­her Castelino and her ed­i­to­rial con­tri­bu­tion, as well as the re­search anal­y­sis by Technopak – a trusted ad­vi­sor for over two decades on a broad range of busi­ness or­ga­ni­za­tions such as Re­tail. The is­sue also fea­tures an ex­clu­sive in­ter­view with Sharad Venkta, Man­ag­ing Direc­tor & CEO, Toonz In­dia Pvt Ltd, on the kids oc­ca­sion wear seg­ment in the coun­try, their ex­pan­sion plans and mar­ket­ing module. All this and more in the pages that fol­low. The team had a chal­leng­ing and in­for­ma­tive time mak­ing this is­sue and we hope you en­joy read­ing it.

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