various body sizes. Brands like H&M, Go Colors, Mango, etc. are catering to this need and have make their
apparel size inclusive, even introducing a separate range for Plus Sizes.
Mix and Match

There is a general shift in trend in the women’s apparel market from buying clothing in sets to buying separates.
This provides consumers with the advantage of using one clothing piece with various others in different
combinations. Brands like Biba have a separate section on their website for “Mix and Match” reiterating the high
consumer interest in this area. This also provides growth opportunities for brands like Go Colors that sell bottom-
wear across all sub-categories like ethnic, western and fusion, since bottom-wear is essentially a core and essential
apparel item that goes along with various top-wear.

Preference for Occasion-led apparel

Ethnic wear has become a go-to piece of clothing for women on festivals and functions, along with office wear
and casual wear. For special occasions, women prefer ethnic wear that reflects uniqueness of the Indian culture.
Ethnic wear has seen a large growth of existing brands and entry of new brands in the market. This benefits brands
that cater across all categories like Go Colors.

Online Retailing

Many B&M focused players have moved online also to have an omni channel presence. It has helped attract more
customers. This has been done by retailers such as Shoppers Stop as well as lifestyle brands such as W, Go Colors,
Biba, Fabindia, etc.

Digital First Brands

A lot of digital-first brands have emerged in the women apparel segments which have shown considerable growth
in the past few years. However, in the Indian scenario, having offline outlet presence does give the brands more
credibility in the minds of the consumers.

Value Fashion led growth

Going forward, value fashion will continue to be the mainstay of growth of apparel retailers and brands in both
ethnic and western wear segments. Value fashion retailer such as fbb, Go Colors, Max Fashion, Unlimited, V-
Mart are bridging the price gap in the branded apparel market by offering quality product at affordable price.
Ethnic women wear brands such as Biba and W had also introduced their value brands Rangriti and Aurelia and
have been able to grow their footprints to over 200 stores like their parent brands. As a result of this growing
demand, value fashion focussed brands, private brand led retailers, LFS and online aggregators will continue to
benefit.

Technology Intervention

In Indian apparel sector, technology deployment in manufacturing, sourcing, retailing, marketing and data
management is becoming the biggest value creator.

In-store Experience — Apparel players are implementing in-store technologies in congruence with the growing
number of tech savvy, knowledgeable and demanding customers. Some of the technological components being
used are: Augmented Reality (AR); Virtual Reality (VR); Video screens and kiosks for in-store ordering; Beacon
tech/Apps; Checkout Free Scan & Go Services.

Customer Data Mining - Apart from generating valuable insights on consumer behaviour through analysis of data
collected, these technological experiences are engaging shoppers from product discovery to product delivery.
They assist customers at every stage of shopping.

Influence of International Brands
The entry of the international brands in the country is one of the biggest drivers of western wear in Women’s
apparel. Their entry has widened the perspective of consumers which in turn has resulted in higher acceptability

of new trends and styles in the market. With the increasing exposure to international fashion trends, the Indian
women today are aware of global trends which has given her more variety to choose from.

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