Brands cash in on growing popularity of fusion wear

With contemporary Indian women taking to fashion, the fusion wear segment is showing fast forward growth. With only a handful of branded players in this space, stake holders see a huge potential ahead. Fusion wear is seen as fashionable, bold yet not too western, which matches the sensibilities

of India women. The women's wear market in India has seen much action with new categories evolving and new trends emerging, making the market more dynamic. As a Technopak Advisors report says the women's wear market in India is worth Rs 78,500 crores and it contributes 38 percent to the total apparel market in India. The growth of this market is more rapid than menswear.

Indian women take to fusion wear

Today, the wardrobe of contemporary Indian women is more varied than ever. The major segments in women's wear include saris, salwar kameez, innerwear, winter wear, sleepwear, tops/shirts, trousers, skirts, denim, T-shirts, etc. However, apart from the distinctive segments, another major category is ‘fusion wear’ or the Indo western wear.

The segment primarily stands as an amalgamation of ethnic and western style to offer an innovative solution to the changing fashion taste of Indian women. This genre basically refers to silhouettes that are inspired by western fashion trends and patterns and yet rely heavily on Indian fashion sensibilities in terms of prints, fabrics and overall styling. The product range includes kurtis, leggings, tunics, dresses and tops. Even a few years back, the product range was restricted to kurtis and tunics. However, it has seen a drastic change as shrugs, jackets, skirts, tops have found their way in this category. Once considered as a niche market, the Indo western fusion wear segment is witnessing a double digit growth.

As Pushkar Goel, COO of Desi Belle says, "Today, the customers have evolved choices. They are brand conscious and aware of global trends. Also, they want to get the value for the price they are paying. Offering value added elements along with fresh design is critical to have sustainable growth in the category."

Brands cash in on demand

A leading brand in the category Global Desi by Anita Dongre was launched way back in 2007 to cater to the young, spirited women with a strong desire to experiment global styling. Created to offer the boho chic style, the brand’s designing inspiration is drawn upon Indian colour palette, texture and prints.

The segment has witnessed unparalleled growth prompting new brands debuting in the category. Each of these brands have been growing in their own space by offering unique propositions. Brands like Fusion Beats, having made its entry in 2012, claims to have 100 percent season on season growth in sales. The growth potential of the category has also caught the attention of corporate players such as Future Group which has invested in home grown brand 'Desi Belle'.

Catering mostly to young, fashion conscious, free spirited women between 22 to 32 years, fusion wear is a critical market where brands needs to balance the fusion of ethnicity and western influences and yet provide exclusivity to customers in terms of design. "The customer base for fusion wear is in cities as well as Tier II, III towns. However, each region has a distinctive preference. For example, west has preference for trendy yet sober designs whereas North is comparatively more bold and vibrant in terms of taste. It is important for a brand to understand consumer behavior and use the creative inputs to create the line," explains Radhesh Kagzi, President, Fusion Beats.

Apart from penetrating the market through MBOs or large format stores, the significant growth rate in the last few years has given confidence to brands to explore the domestic retail market on their own through exclusive brand stores. One of the frontrunner in the category Global Desi already has exclusive outlet format across 61 strategic locations in the country. Apart from the top seven cities, the brands EBO has a presence in a number of Tier II, III towns like Chandigarh, Goa, Cochin, Guwahati, Pune, Surat, Bhopal and Vadodara. Amongst the other major players Desi Belle and Fusion Beats are also gearing up to penetrate the market through their exclusive outlets.

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