The Indian festive season, one of the longest in the world, has breathed new life into the Indian fashion retail and e-commerce segments. While last year the festivities were sombre as people grappled with the impact of COVID-19 on lives and livelihoods, this year there is more than a mere glimmer of hope in the atmosphere. People are eager to shop and have even upped their festive budgets even though gatherings are expected to be small, intimate affairs. Clothing and accessories are forecast to be the top-selling categories in this quarter.
Riding on the back of this zeal are fashion brands that are anxious to please the customer with new occasion-wear collections and strike the right chord though digitised marketing. This festive season, brands hope to have riveting conversations with visitors through social media. With reports predicting customers leaning towards online shopping, they are all geared up to get their message across and off er the customer a seamless shopping experience. Supply and distribution strategies have also been revamped for the customer’s ease and convenience. A smooth distribution network is being complemented by well-stocked warehouses and any unforeseen shortfall in either the online or offline availability of products is equipped to be met with surplus from the other.
To uplift the festive mood further, apparel and footwear brands are also opting for rich colour palettes – their way of offering the consumer a break from the gloom of the COVID-19 pandemic that had set in earlier this year. Creatively armed and environmentally conscious, fashion retailers and e-tailers are going all out to match the customer’s sensibilities in style, ethos and functionality.
Garments are being tailored to be more comfortable yet stylish, and often being presented as a complete package at one place so the customer does not have to hop to every nook and cranny of retail stores or even e-stores.
This occasion wear special issue features in-depth insights into the market, trends, innovations and technologies that this segment has spawned inrecent years. As always, we hope you find the issue informed and beneficial.