Bright ideas for festive dressing
Diwali is associated with festive colours and clothing is undoubtedly a reflection of this. POST looks at what’s on offer this Diwali.
NOW that the fasting period had ended, the shopping frenzy for Diwali has begun and pastels in coral pinks are trending.
That’s the word from Sheetal Naran Patel, of Enens.
“Everyone wants to look their best, so they are looking for colourful shades and items that are good value for money. It’s also nice to see the youngsters come in.
“They are watching the Indian serials and this prompts them to stay true to their tradition,” said Patel.
He added that they preferred wearing lehengas, comprising long skirts, tops and dupattas.
“Those from around age 23 upward are looking for designer and traditional saris in net, georgette and pure silk, and the colours trending are corals and deeper, darker shades. Saris have not phased out.”
The men often wear kurtha shirts, either with the matching pants or with jeans.
There are also waistcoats that could add another dimension of east meets west, she said.
With the India fairs currently in full swing, we asked Patel if these pop-up businesses affected retail trade, and if there were other avenues she had ventured into to supplement her store.
“We have an Instagram account and a Facebook page. We also have a website. Social media is the face of today. People are eager to see what is trending, so these avenues whet their appetite.
“Some of them, we have found, are reluctant to buy clothing online because of previous bad experiences, so they generally prefer coming in, so they can see and try on the garments.”
Patel said comparing established stores like Enens, which is over 60 years old, to the fairs was like comparing chalk to cheese.
“We strive to provide our customers with the best quality, which is of a high standard, and unique pieces. The fairs are more for the masses and do not affect my business.”
Ragnish Singh of The Raj Collection described the fairs as the bane of the local industry.
“They are fraught with non-compliance, which is adharmic, so it surprises me that Hindus flock to support them in preparation of the greatest celebration of dharma triumphing over adharma.
“They create the perception that they are cheap, as do flea markets generally. However, they are not. The consumer protection is non-existent and customers shop at their own peril.”
Singh said they lost customers to the flea market, but the more discerning shopper, for whom dharma, class, style and quality was of importance, tended to avoid them.
He added that he had tried social media platforms as a marketing tool but with limited success.
“However, we are currently working on a completely new website and trading platform that is mobile-friendly and easily accessible, allowing customers to browse, purchase and send queries online.
“This seems to be more effective for those who live afar, with little or no access to ethnic wear.
“Traditionally, the discerning woman liked to get a feel of the outfit and more importantly, how she looked in it, before committing.
“She was very cognisant of the importance of fitting on an outfit to avoid spending frustrating moments in ill-fitting garments or ones that just don’t suit your colour or body type or style.”
He said customers had a choice of garments ranging from kurtis, saris, anarkalis, rangoli skirts, lehangas and sari gowns to sharara palazzo pants with an assortment of choli blouses.
There were also ladies’ and kids’ trendy mojaris and ethnic sandals and jewellery.
The Narendra Modi wave, he said, had hit the fashion industry, with increased requests for the Indian prime minister’s waistcoats among men, young and old.