- Sujata Sachdeva |
While celebrities prefer them for social dos and special occasions, dresses are increasingly finding a way to every woman’s wardrobe. With foreign labels taking an e-route to India and Indian designers creating affordable range for online medium, both brick-and-mortar and online retailers are witnessing a surge in demand for dresses.
Industry estimates suggest that dresses have now become the fastest growing category for retailers such as DLF Brands and Lifestyle as well as e-tailers, such as Snapdeal, Myntra, eBay, Fashion and You, Shopclues and American Swan, who have witnessed a 16-20 percent jump in sales of dresses in the last three months.
Entry of foreign brands has also taught Indian consumers to differentiate between the various types of dresses available in the market and occasions, they are suitable for. Now from Little Black Dress (LBD) to skaters, peplums, floor-length, knee-length to sheaths/shifts dresses are attracting women, not only from metros but Tier II and Tier III cities.