2.2. WOMEN’S ETHNIC WEAR
Ethnic wear has always been the most preferred choice of Indian women as it is the reflection of our rich culture and heritage. Indian ethnic wear industry is one such industry which has taken great strides over past few years. The success that this industry has achieved is absolutely incredible. It is booming like anything even today. Lifestyle of people living in India has changed over past few years and it is still changing with rapid pace. In accordance with this the Indian ethnic wear industry is also bringing lots and lots of changes in the design patterns and the style of different ethnic wears. Urbanization and Globalization has brought a lot of change in today’s dressing style but still ethnic wears are in a huge demand even today. The reason behind this is very simple. In India most women stick to their traditional values and that is why they prefer mostly ethnic wears. Indian ethnicity is quite unique and in the today’s world not only Indians but people all over the world appreciate this unique ethnicity. (Samyakkadmin, 2014) (Gugnani, 2014)
2.2.1. INDIAN ETHNIC WEAR MARKET SHARE
The women’s segment currently accounts for an overwhelming 87% of the total ethnic wear market at Rs 54,425 crore (USD 10.26 billion). This segment is expected to grow at a steady rate of 8% over the coming decade. (Rana, 2015) …show more content…
Fabindia, Nikhaar, Soch, and W indeed are some brands that are up-and-coming, but experts are of the view that it is difficult to build on a brand in women’s ethnicwear segment. Women’s ethnicwear segment, owing to its very nature, witnesses very fast moving fashion. Shoppers in this category are mostly impulsive buyers and they make decisions based on design rather than a brand. Hence, one has to be exceptionally good in terms of recognising and catering to their changing tastes.(Gugnani,
Ethnic wear has always been the most preferred choice of Indian women as it is the reflection of our rich culture and heritage. Indian ethnic wear industry is one such industry which has taken great strides over past few years. The success that this industry has achieved is absolutely incredible. It is booming like anything even today. Lifestyle of people living in India has changed over past few years and it is still changing with rapid pace. In accordance with this the Indian ethnic wear industry is also bringing lots and lots of changes in the design patterns and the style of different ethnic wears. Urbanization and Globalization has brought a lot of change in today’s dressing style but still ethnic wears are in a huge demand even today. The reason behind this is very simple. In India most women stick to their traditional values and that is why they prefer mostly ethnic wears. Indian ethnicity is quite unique and in the today’s world not only Indians but people all over the world appreciate this unique ethnicity. (Samyakkadmin, 2014) (Gugnani, 2014)
2.2.1. INDIAN ETHNIC WEAR MARKET SHARE
The women’s segment currently accounts for an overwhelming 87% of the total ethnic wear market at Rs 54,425 crore (USD 10.26 billion). This segment is expected to grow at a steady rate of 8% over the coming decade. (Rana, 2015) …show more content…
Fabindia, Nikhaar, Soch, and W indeed are some brands that are up-and-coming, but experts are of the view that it is difficult to build on a brand in women’s ethnicwear segment. Women’s ethnicwear segment, owing to its very nature, witnesses very fast moving fashion. Shoppers in this category are mostly impulsive buyers and they make decisions based on design rather than a brand. Hence, one has to be exceptionally good in terms of recognising and catering to their changing tastes.(Gugnani,