Vasari is ranked amongst the top 3 brands in the Ethnic wear segment. Please tell us about this market's potential, and consumers' traits.
Ethnic wear industry is taking up pace in retail whether abroad or inland.
‘History repeats itself’ is a very apt saying. Today’s generation is giving due importance to festive celebrations, gatherings and ceremonies where dressing up ethnic way enriches class of the party and gives homeland feel especially to those dwelling overseas- away from their people, customs and culture.
Therefore, Ethnic wear is synonym of the patriotism, class and hi-fashion statement today.
We see a huge potential for this market, especially with regards to spending behavior of middle to higher class consumers during marital ceremonies or festive gatherings or parties.
People want to look the best possible. Western wear or designer suits are something they wear every day. Special occasions require special attires and special attires are a perfect blend of traditions and western cuts / style i.e. contemporary wear.
To feel comfortable, they wear Pathanis, Kurta Pyjamas or Kurtas on jeans for Worship- rituals viz Hawans, Vastu, Yagna Pujas etc. Sherwanis, Jodhpuris or Indo westerns for their wedding ceremonies are also in trend. For females Cholis, Sarees, Kurtis, are in.
Consumers want to live the traditions with a twist in today’s world and also be a part of the history because they understand that to look the best, you need to be different.
Our consumers are the people who try and support attires that are experimental, classy, elegant, stylish, sophisticated, modern, and mature, have poise, fashionable, ready to make a statement, confident and the list goes on.
People say Vasari is not for all but the truth is, Vasari is for all those who care to make a style statement of their own.
With the huge potential in this line, the market is getting stiffer by competitors emerging with cheaper products. However, the challenge is to keep abreast of trends- fashion statement in currency while offering quality at reasonable and affordable costs, which, for Vasari- the top 3 ranking brand in segment, is a cake walk.
Published on: 26/07/2011
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