The market for designer wear clothing in India is becoming more dynamic
Warehouse is a first of its kind outlet shopping experience wherein people can buy the best names in Indian fashion at the most fabulous prices! It is based on the international concept of outlet malls where people can get their hands on quality merchandise at a fraction of the cost. Founder Mudita Jaipuria speaks to Fibre2Fashion about designer wear market and trends in India.
How did you come up with the idea of Warehouse and when did you start the company?
I share a strong affinity towards the retail and fashion industry, and was fascinated by luxury fashion since my childhood. My father Jagrit Khaitan was the one true connoisseur of super luxury back in the 1990s. An aficionado of everything extravagant, ranging from automobiles to everything luxury, gave me the insider’s experience at a very young age. This zeal and passion made me understand various viewpoints in the sector before conceiving my brainchild, Warehouse by Mudita, in the year 2014. After working in-house with some of the top luxury designers in the country such as Rohit Gandhi + Rahul Khanna, Namrata Joshipuria, to name a few, I gained insight about end-to-end supply chain and logistics solutions whilst working for the global conglomerate Li & Fung.
However, it was during one of my vacations in Europe that I realised the absence of an excessive inventory liquidating concept, a business model that was much prevalent overseas. This was what gave birth to Warehouse by Mudita, a one-of-a-kind luxury multi-designer outlet that helps in the liquidation of excessive inventory.
How do you decide on the labels and designers curated for Warehouse?
The step-by-step process is as follows:
- Research and analyse current trends in the fashion industry.
- Consider the designers’ experience, past work, and artistic style.
- Assess their potential impact and contribution to the fashion industry.
- Review the designers’ brand values, vision, and mission.
- Consider the designers’ diversity, representation, and cultural significance.
- Look for designers with a unique perspective and innovative approach to fashion.
- Evaluate the designers’ media presence and audience reach.
- Consult with experts, industry professionals, and curators.
- Take into consideration the exhibition’s theme and overall narrative.
- Make a final decision based on a combination of these factors and artistic intuition.
- In addition, the designers need to be a part of a recognised fashion body, i.e., either FDCI or Lakme.
How would you describe the market for designer wear clothing in India?
The market for designer wear clothing in India is growing and becoming more dynamic. Increased disposable income and the desire for premium and luxury products is driving the demand for designer wear. The growing middle class and the rise of e-commerce have expanded the market, making designer wear more accessible to consumers. The Indian fashion industry is known for its diversity, and there is a strong cultural influence in the designs. There is a growing trend towards handcrafted, sustainable, and ethically-made fashion, and this is reflected in the demand for designer wear. Also, the Indian fashion industry is becoming more global, and international brands are entering the market, bringing new perspectives and competition.
The wedding industry is a significant driver of the designer wear market in India, with customers seeking unique and personalised attire. The rise of social media and influencer culture has also had a significant impact, with designer wear becoming more visible and aspirational to consumers. Despite challenges such as counterfeiting and competition from fast fashion, the market for designer wear in India remains strong and continues to grow.
What are some of the popular labels in menswear and womenswear?
The leading names are and continue to be Tarun Tahiliani, Shantanu & Nikhil, and Gaurav Gupta. In addition, some of the popular names at present are Dhruv Kapoor, Kunal Rawal, Raghavendra Rathore, Rohit Gandhi + Rahul Khanna, Sabyasachi Mukherjee, and Anamika Khanna. However, these are just a few popular labels, and there are many other talented designers and brands in the Indian fashion industry.
Which are your major markets in India and abroad?
Warehouse has a strong presence in India, and many Indian designers also have a global following. Some popular markets in India are Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad along with a milieu of tier 2 and 3 cities.
Internationally, United States, United Kingdom, United Arab Emirates, Canada, Australia and Singapore are major markets for Indian fashion.
What are some of the consumer trends when it comes to designer wear?
Sustainability: Consumers are becoming more conscious of the impact of their purchases on the environment and are looking for sustainable, eco-friendly, and ethically-made products.
Personalisation: Customers are seeking unique and personalised pieces, and many designers are offering customisation options.
Heritage: There is a growing trend towards traditional and handcrafted designs, with customers seeking clothing that reflects their cultural heritage.
Comfort: Comfort and versatility are becoming increasingly important to consumers, with demand for easy-to-wear, practical, and comfortable designer wear.
Technology: The use of technology, such as digital printing and 3D modelling, is becoming more common in the fashion industry, and customers are seeking innovative designs that incorporate these technologies.
Influencer Culture: Social media and influencer culture are having a significant impact on the fashion industry, with customers being influenced by what they see on social media platforms and seek to emulate their favourite influencers.
Online Shopping: The rise of e-commerce and online shopping is changing the way consumers buy fashion, making it easier for them to discover and purchase designer wear from the comfort of their own homes.
How relevant are the styles and designs since Warehouse is based on the outlet mall concept?
The styles and designs of Warehouse, being based on the outlet mall concept, are very relevant as the brand effectively caters to the current market trends and consumer preferences.
Offering a mix of current season and past season styles at discounted prices can attract value-conscious consumers. Maintaining a strong brand image and a focus on quality and style attracts customers who are looking for designer wear at affordable prices.
Staying up to date with the latest fashion trends and offering a diverse range of styles appeals to customers who are seeking fashionable and stylish clothing. Providing a customer-centric shopping experience and offering convenient and efficient services, such as online shopping, further enhances the relevance of the brand.
In conclusion, the styles and designs offered by Warehouse are very relevant as the brand stays attuned to the market and adapts to the evolving needs and preferences of its customers.
What are some of the major trends in menswear and womenswear?
Fashion is constantly evolving, so new trends may emerge throughout the year. But the following are few of the major trends for 2023.
Some of the major trends in menswear are:
Looser fits: Looser, more relaxed fits are becoming increasingly popular, including baggy trousers, oversized jackets, and looser-fitting shirts.
Earth tones: Earth tones such as brown, green, and beige are a key trend for men's fashion this year.
Bold patterns: Bold patterns, including checks, stripes, and florals, are a popular trend in menswear this year.
Sports-inspired: Sports-inspired clothing, including tracksuits, windbreakers, and running shoes, are becoming increasingly popular in men's fashion.
Sustainable materials: The use of sustainable and eco-friendly materials, such as organic cotton, is becoming more common in men's fashion.
Some of the major trends in womenswear are:
Vintage-inspired: Vintage-inspired styles, including ’80s and ’90s fashion, are becoming increasingly popular in women’s fashion.
Pastel colours: Pastel colours such as pale pink, blue, and green are a key trend in women’s fashion this year.
Bold prints: Bold prints, including animal prints, florals, and tie-dye, are a popular trend in women’s fashion this year.
Comfort dressing: Comfortable and versatile clothing, such as sweatpants, oversized T-shirts, and loungewear are becoming increasingly popular in women’s fashion.
Sustainability: The use of sustainable and eco-friendly materials, such as organic cotton, is becoming more common in women’s fashion.
Do you plan to open physical stores soon? What new product categories do you plan to add?
Never say Never. One of the newest launches we had in 2022 was the addition of Get Powered by Warehouse (GPW). This is a sure fire and fool safe tool for any brand in the luxury sector to amplify and power their product to the luxury consumer. This year our focus will be to further strengthen and solidify the same. From its inception to now, Warehouse has helped 70+ brands generate revenue of approximately ₹4,000 crore. This model ensures a long-term investment in marketing awareness and not on short-term boost in sales and engagement. With an extensive customer base pan-India, GPW ensures an effective outreach to the brand’s target market consisting of HNIs and UHNIs. This not only results in effective sales but also engages with the target market through curation of exclusive offline previews and online content creation.
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