Apparel July 2019 Apparel July 2019 issue | Page 116

FEATURE
98
I APPAREL I
July 2019
humid, while some might experience a drop in
temperature, and hence the type of clothing
you would want to wear will depend on the
topography of that particular region,” says Tolani.
Depending on the location, monsoon can prove
to create different dilemmas for consumers.
Adapting to in-store and online channels to cater
to each of these varied needs is just the first
marketing hurdle. “Next up is the ever-important
‘price justification’. While consumers look for
fabrics with top-level technologies like quick-dry,
wrinkle-resistant, and flexible stretch, the premium
charged on such clothing becomes a point of
discussion. Once these challenges are cracked,
the market will show better results in terms of
growth, which we are inching towards now,”
adds Chedda. Another challenge is that Indians
are unaware of the growing e-textile industry,
and the advancement in technology in relation to
the different fabrics and materials used to create
monsoon-specific pieces. Sharad Venkta, MD
and CEO, Toonz Retail, says, “Monsoon clothes
are all about the fabric being used. It is important
to opt for the right fabric. Waterproof jackets and
hoodies are in trend this season. At Toonz, we are
focusing on quickly drying fabrics. Monsoon in
India is very unpredictable and arrives at different
timings in different regions, making it difficult to
launch, advertise, and reach out to
customers at the right time to meet their
immediate requirements.”
When it comes to fashion, India is a scattered
market. There is a section of people that is
probably not yet ready to ditch the denims
even in monsoon—those who are not willing to
experiment. Hence, while there are opportunities,
there are several challenges too. However, what
we are seeing today is a shift with the spurt of
online portals that announce season-specific
clothing styles, which have an audience
as well.
The apparel industry is changing and with
seasonal clothing making inroads into wardrobes,
monsoon dressing now has a whole
new dimension.
“IT IS IMPORTANT TO OPT
FOR THE RIGHT FABRIC.
WATERPROOF JACKETS
AND HOODIES ARE IN
TREND THIS SEASON.”