FEATURE
CHANGING CONSUMER
BEHAVIOUR FROM NEED-BASED
TO ASPIRATION-BASED BUYING
ARE CAUSING WOMEN’S AND
CHILDREN’S APPAREL MARKETS
TO OUTPACE MEN’S.
apparel market is growing at a quite a
phenomenal rate. Not too long ago, a study
conducted by Avendus, titled ‘Women’s Apparel
Landscape in India’, noted, “Women’s apparel
is a R1 trillion-market growing at 11 per cent,
driven by the shift towards branded (sic). Branded
market is set to grow at 20 per cent and raise
share to 40 per cent.” There is a conscious shift
towards branded apparel. The report went on
to say, “Multiple structural changes from supply
side, such as the entry of branded players and
foreign brands, supported by increasing modern
trade, structural changes from the demand
side, such as increasing discretionary spending,
increasing number of working women, and
changing consumer behaviour from need-based
to aspiration-based buying are causing women’s
and children’s apparel markets to
outpace men’s.”
32
I APPAREL I
June 2019
The growth from Tier I and Tier II cities is
notable. Another report titled ‘Indian Women’s
Wear Market Forecast to 2018’ observes how
there is a shift from traditional saris to Western
and ethnic wear, which is growing at the rates of
11 per cent and 17 per cent respectively.
Given these figures, it is clear to see why ethnic
wear brands are launching separate lines that
comprise Western apparel. The numbers are
there and so is the demand, and it is possible
to adapt to the existing model, and design and
produce Western apparel for the purpose of
brand extension.
MARKET SPEAK: WHAT IS AVAILABLE
IN TERMS OF DESIGN?
Fabindia’s offering in summer attire is full of prints,
linens, cottons, silks, and even plain fabrics. The
range boasts attractive prints, buttons, borders,
and embroideries. Soma, on the other hand,
has beautiful block prints in off-white and pastel
hues. It also incorporates chintz and softer
Sanganeri prints, which are not seen much today.
AND is home to some elegant creations, and
uses a host of fabrics which are not necessarily
traditionally Indian but the designs, colours,
and styles match up to what is being offered by
international brands. Pale yellow finds its place in
most creations; indigo is thankfully there, though,
on a decline. Coral shades abound—they are