What about the segment of men’s clothing designers in India, where the largest expenditure comes from the bridal sector and where the number of coronavirus cases is still increasing? Indian multi-designer brands are weighed.
HOW DURABLE IS THE MEN’S CLOTHING?
Although the company offers a wide range of branded men’s clothing (both online and in the Bandra store in Mumbai), according to Devanga Pareha, Creative Director of Aza Fashions, this segment has always been smaller than the women’s segment. Men’s clothing is the largest segment of the Indian clothing market and is growing rapidly. However, it is more about western workwear and formalities than Indian clothing for the occasion. This is reflected in the fact that we see Indian designers paying more attention to women’s clothing, and it is logical that we also pay more attention to women’s clothing, she says. However, Pareh adds that she has recently noticed a growing interest among young designers who want to work on modern, unisexual men’s clothing in luxurious spaces, and adds that they will continue to encourage such designers.
For Tina Tahiliani Parikh, managing director of multi-discovery retail brand Ensemble India, men’s clothing is a relatively new trend in the company’s 32-year history, a category that was only added two years ago. While she admits that women’s clothing in India has always been the best option for placing a bet, she says that given the spirit of the ensemble as a platform for local design talent, they won’t miss the emerging space for men’s clothing designers.
It’s no secret that women’s clothing is a piece of cake. Especially for us, the men’s clothing department is still young and young at heart. But we will support this segment 100% throughout the period of the coronavirus business (and continue to sell to retailers). The future of men’s clothing is not yet predictable. It would be foolish of us to abandon them at this stage, Paris says.
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Men usually go to Indian designers when they are looking for party clothes.
When it comes to men’s clothing, Aza sells the most modern ethnic clothing that can light up traditional silhouettes, says Pareh. Think of the draped kurts, the shervani of West India, the gala costumes of cool bands or the trendy gangsters to wear to dinners. They have more international buyers on the internet, who are relatively conservative in their style, so classical priests and bandits and Indo-Western sherpas tend to dominate for weddings.
Abhishek Agarwal, founder and CEO of Purple Style Labs (the parent company of Pernia’s Pop-Up Shop), says the male fashion segment is smaller because men tend to turn to Indian designers when looking for casual wear.
Those who do not wear ethnic Indian clothing do not buy first class Indian designers. Men don’t want to buy a jacket or blazer from an Indian designer. It’s more of a fabric that suits men than the designer’s name, and men are usually studio shops, and many of them are custom-made. So I get the impression that the clothes of the victims will always be experiential, Agarwal says. Men have a lot of choice if they want to spend ₹2.000-3.000 on Kurt, he says, but the choice has been reduced to ₹8.000-10.000. However, recent years have been promising and the men’s segment includes not only new names, but also established designers of women’s clothing.
THE EVOLUTION OF DEMAND
We have seen (since the outbreak) a greater decline in demand for men’s clothing than for women’s clothing, Pareh said. She explains that although they still have requests from customers who are looking for clothes for the next wedding, men generally think they can repeat what they have, especially classic jackets bought for the wedding, Diwali or other occasions, while women generally want something new. Agarwal says they have also seen a decline, with more sales at the lower price of ₹10.000-50.000, the section they now want to focus on. Pernia’s mainly sells jackets and clubs for men, and Agarwal looks forward to the growth of this segment as the country begins its development process. It is too early to say anything yet, (the recession) could be short-lived, three months. But in August or later, everything can return to normal. I don’t understand why someone wouldn’t buy a kurta for, say, Carva Chout, who’s near Diwali, says Agarwal. He adds that men are valuable buyers and they don’t hesitate to pay more for quality, which brands need to optimize.
Because the ensemble, like all the others, had to close without warning, according to the wig, they had already received many new sets of festive clothing, as well as requests for the coming holidays and weddings. I’m going to check the water to see how she’s doing before I order new products. We are now going to focus on offering good deals and a combination of simple prices that are affordable for many designers.
THE REALITY OF VOICE
Pareh says there are two schools of thought here. In the first place, these modern clothes will be very important in terms of price. Second, this high quality, classic party wear goes beyond the seasons, and since there won’t be many social occasions, people will look for classic things that can be repeated.
Value and price competitiveness will be important and quality assurance will play a key role. Because of the uncertainty around us, many people don’t know what will become a trend if things get better or if there actually is a wedding or a celebration, because the dates are constantly changing. So people prefer to be safe and buy something classic, she says. The emphasis on quality and delivery will be stronger than ever as the sessions are expected to be smaller and more intimate.
They also expect more attention to be paid to a conscious way of not harming the environment and to the growth of e-commerce, because people shop safely from home.
We will also focus on sustainability, craftsmanship, accessories and men’s clothing. Until we know how people can get together and party, they can focus more on ready-made items, because puja’s and parties also make up the majority of our sales. The most expensive things will move gradually, because no one will get married in 2020, Parikh summarizes.
Dhara Vora Sabhani is a journalist from Mumbai.
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