Founder & CEO, Fa­ble Street

Business of Fashion - - Women's Wear In India -

a brand does not have di­rect ac­cess, for one. Also, with e-com­merce we can fore­cast where fash­ion is mov­ing and what will be in de­mand in the com­ing sea­son. The best part is that, the youth of to­day, who has emerged as one of the main con­sumer forces in the re­cent years, banks heav­ily on e-com­merce. It is but only nat­u­ral, as it not only saves time but also pro­vides more op­tions and prom­ises easy doorstep de­liv­ery,” as­serts Mehul Shanghvi, Di­rec­tor, Toyo.

The For­eign In­va­sion

In­dia’s promis­ing con­sumer ecosys­tem, over the past few years, has opened its gate to some of the big­gest brands in the women’s wear world and their suc­cess has con­tin­u­ally en­ticed oth­ers to ex­plore the op­por­tu­ni­ties in the calmer In­dian waters. Espe­cially in a coun­try like In­dia that har­bours an in­nate propen­sity to­wards ‘for­eign goods’, this phe­nom­e­non has def­i­nitely changed the mar­ket dy­nam­ics and has com­pelled do­mes­tic brands to ante up their stan­dards.

“In last few years, global fash­ion brands are on an ex­pan­sion spree in In­dia – both on­line and off­line. This in­creases the com­pe­ti­tion for do­mes­tic brands but also of­fers the sim­i­lar op­por­tu­nity to the brand to make its head­way in other ge­ogra­phies. Ul­ti­mately it de­pends upon the prod­uct, how it stands out and how its serv­ing its pur­pose in over­all need gap,” adds Ena Bansal, Chief Dig­i­tal Strate­gist, Va­jor.

The Ad­vent of Fast Fash­ion

The tra­di­tional model of four fash­ion sea­sons in a year is now a passé; fast

–Man­jula Ti­wari,

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