Delhi flocks to labels

Designer and high street international brands are opening stores in New Delhi at breakneck speed.

The newest treat for shoppers is the fast fashion pioneer Zara. This Spanish brand at Select Citywalk, offers trendy clothing from a collection that’s renewed in a matter of weeks. So customers can expect apparel that’s contemporary in terms of design, style and colors.

High street clothing chains such as Mango, Promod and Forever New have been doing brisk business in New Delhi for a while now. They are high on the fashion meter but friendly on the pocket. These brands cater to the youth which forms 60 to 70 per cent of India’s population. This huge market is willing to experiment while not being really brand loyal. At the same time this market welcomes newcomers especially those who have already a formidable reputation like Zara.

In fact, Zara is a favorite among Bollywood actresses such as Kareena Kapoor, Sonam Kapoor, Malaika Arora Khan, Ayesha Takia and Neetu Chandra. Mango and Promod have been performing exceptionally well in the Delhi market. South Delhi sales are at par with international markets like Dubai and Singapore. In the last one year, Mango and Promod have seen an increase in sales of 20 to 25 per cent.