Fusion fashion tops the charts in Indian women’s wear

Indian and foreign brands are taking note of the rising interest in western clothing in India. However, the fact is that Indian women continue to prefer a blend of western and Indian wear. No wonder, fusion fashion is fast emerging as the hottest category in India.

*From Ted Baker, Michael Kors, Calvin Klein, Vero Moda to Indian brands like W, Biba, Chabra 555, Fusion Beats and others are creating merchandise to suit Indian woman’s sensibilities. A research by* RNCOS revealed, the growing fashion consciousness and influence of media and western culture have turned women's western wear segment into a lucrative and highly evolving market.

Fusion-wear on fast growth

The women's western wear market is expected to surge at a CAGR of around 10 percent between 2012-2015 and ethnic wear, as per retail consultancy firm Wazir Advisors, itnwill expand by 14 percent to Rs 1.75 lakh crore in 2018. From street fashion to ramp, from reality to movie screen, fusion wear seems to have become wardrobe essential for contemporary, Indian women.

Women are increasingly pairing long and short kurti with leggings, pants, salwars or Patiala . Brands are innovating in this segment to offer new styles, fits and fabrics to stay ahead in the market. Fusion wear, primarily stands as an amalgamation of ethnic and western style to offer an innovative solution to the changing fashion taste of Indian women. Products like shrugs, jackets, skirts, tops have also found their way in this category.

Once considered a niche market, the Indo western fusion wear segment is witnessing double digit growth. The growing popularity of brands like Global Desi, Desi Belle, Fusion Beats is testimony to the fact. Of late, most of brands have increased their product portfolio to include dresses, jumpsuits and shorts. While Global Desi offers a stunning collection of shorts and printed jumpsuits, brands like Desi Belle has incorporated flowy kaftans, palazzo pants and shift dresses along with tunics and kurtis .

Brands increasing reach

All major brands offering women’s western and fusion wear are eyeing franchise opportunities to reach out to larger audiences in Tier II and III cities and even beyond. Madame for instance with 120 stores plans to add around 8 to 10 franchisees every year in its network. Trendy Diva with 15 stores is also looking for opportunities to perk up retail presence and Biba having 172 stores in 65 cities, apart from presence in all the major retail chains in the country like Shopper's Stop, Lifestyle, Pantaloons and Central is looking for franchise option for its another brand Rangriti.

Brands are also expanding their product range to offer variety under one roof. The store shelves are now flaunting a complete range with scarves, stoles, matching belts, wallets, eye wear and even jewellery. For example, while Chhabra 555 has forayed into women’s Indian ethnic accessories including scarves, stoles, dupattas , lowers and bridal blouses, Madame too has a huge variety of accessories including handbags, shoes and wallets as well as recently launched perfume named 'Joei'. Trendy Diva too offer bags and clutches and is all set to launch footwear as an extension of its product portfolio.

While the domestic front looks highly promising, the fusion wear segment is also gaining popularity overseas. Brands are already exploring Dubai, UAE, Qatar, Saudi Arabia. The overseas market for fusion wear is expanding in a phased manner but there is a steady growth in the customer base.