STYLE SPECIAL ................................. Styling the Indian consumer

Styling the Indian consumer

Many more consumers and many more designers are democratising the designer wear concept, taking it off its exclusivity pedestal. Despite the clutter, no one is complaining

MUMBAI: This is one development everyone is happy about – consumers; established and new designers; and online and offline retailers. Designer wear, till not too long ago exclusively for the ultra rich consumers, now has many more consumers and many more designers.

This ‘democratisation’ of designer wear is underlined by expanding consumer aspiration and spending power, giving rise to opportunities no one – including established designers – is willing to miss out on. Most designers, while continuing to offer haute couture via signature outlets, are also offering off-the-shelf designer wear via retail chains and e-commerce.

Designer Ritu Kumar said, “A designer has to take into account a new generation of more educated, mobile and career-oriented consumers who are aspirational, experimental, open to Western influences but who love the Indian idiom.”

Designer Rocky S said, “More consumers are refreshing their wardrobes more frequently, thanks to the more accessible designer wear. Premium-end consumers are buying both, high end and more affordable designer wear.”

The democratisation is global. A Deloitte Touche Tohmatsu report, Global Powers of Luxury Goods 2014, talks of ‘fast fashion’, which sees quick, cost-effective ramp-tomarket deployment. “This had an impact on both the high end, where the luxury shopper can trade down occasionally and purchase a Roberto Cavalli-inspired dress for $89 rather than the original for $2,100 and still have change for a Prada bag and a Christian Louboutin shoes; and the lower end where casual lines have lost sales to Zara’s more fashionable and often cheaper alternatives.”

The report added: “The Internet has created new distribution channels for luxury fashion brands to keep up with consumer demand for the latest fashion at a value price.”

Gaurav Gupta, senior director, Deloitte in India, said, “Beyond the exclusive and popular consumer segments, a new segment is emerging in between that buys from both ends.”

E- commerce is driving the democratisation. Fashion portal Jabong.com held its India Online Fashion Week 2014 during July 25-30, showcasing 15 designers – established (Rohit Bal) and new. The event drew 40 lakh hits.

Praveen Sinha, founder and CEO, Jabong.com, observed: “E-commerce has broken the inhibiting geographical barriers in designer wear consumption, drawing in tiers II and III consumers. It has enabled many new designers, who couldn’t have otherwise afforded the required scale, to launch themselves.”

Roposo.com, a fashion-focused social network for women, curates fashion trends from online fashion portals. “Launching eight months ago, we draw three lakh active users – mostly 18-24 years olds – every month,” said Roposo co-founder Mayank Bhangadia.

Another social shopping site, LimeRoad.com, has a scrapbook feature that allows women – designers with their own products and women using others’ products to express their own styles – to showcase. “Starting 18 months ago, we get over three million visitors every month and carry 1.5 million user-generated looks,” said Suchi Mukerjee, founder and CEO, LimeRoad.com.

HT140922