Indian Fashion,Tradition, Innovation, Style(eBook)-Arti

Sandhu[dec,2014]-bloomsbury
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Indians generally demonstrate a keen awareness towards their dress and demeanor in public
settings.Indian women and men to fashion themselves in ways that are in keeping with societal
pressures, it also allows them to be part of the larger network of global fashion, yet simultaneously
maintain a sense of distinction.Seeing the potential in this genre of design and Indo-Western mix and
match—brands like Anokhi FabIndia and “W” focus on styles of salwar kameez, kurtis and other
traditionally inspired garments that combine global trends with Indian textiles, colors and
embellishments. In doing so they also cater to corporate and casual clothing niches.

A simple jeans and t-shirt look, such experimentations allow women to pare back ostentation and
formal fabrication of more embellished traditional styles, so that they appear basic and comfortable.
Recent years have also seen design experimentation with various other traditional garments such as the
dhoti and even the sari, all of which has added to a renewed sense of excitement amongst urban
fashionistas towards trying out these styles.

Traditional apparel is becoming a part of daily wear [Garments-

Textiles]

Malviya, Sagar.The Economic Times; New Delhi [New Delhi]18 Dec

2018-proquest.
obective-Traditional apparel is becoming a part of daily wear

Indian consumers are increasingly spending more on ethnic wear, helping companies such as TCNS
Clothing, BIBA, Manyavar, House of Anita Dongre and SochAs per the latest filings with the Registrar of
Companies, BIBA, TCNS, maker of W and Aurelia brands, and Vedant Fashions, owner of Manyavar,
posted sales growth of 19% each. Anita Dongre and Soch posted lower growth at 7% due to limited
store expansion.In India, ethnic wear is the single biggest category in the women's wear segment with a
share of 71%. This is despite global fashion brands such as Zara, H&M and Vero Moda pushing their
westernised clothing in their market."Ethnic wear is still considered formal wear for women," said Rajiv
Suri, managing director at Shoppers Stop.Ravi Modi, founder of Manyavar. "Even our stores in the US
are also doing great business with 40% of customers being non-Asian."Another growth trigger is growing
popularity of online shopping that has helped these brands reach out to customers in smaller cities. But
unlike westernised brands, many of these brands have a strict pricing policy.