Use of AI for Style Guidance

Brands are increasingly adopting technology and using AI-based platforms, both online and in-store through App
based software’s, which are helping Women consumers to discover their style and looks in different attires, and
allowing mix-match of top-wear/bottom-wear, and accessories to ‘create’ a complete look enabling easy decision
making and promoting sale of complementary products. Post COVID-19, when consumers were mostly buying
online, many brands utilized that time to upgrade technologically at a faster pace.

Rapid urbanization and increasing disposable income

At present, 34.47% of India's population is classified as urban. The trend of urbanization is expected to continue
with approximately 50% of India's population expected to be living in urban centers by 2050. High population
growth is expected in tier III and tier IV cities as rural population migrates to these cities in search of work
opportunities. As a result, the working population is expected to rapidly increase across Tier III and IV cities
supporting these cities to emerge as new growth engines for fashion retailers.

Furthermore, women are also now increasingly taking part in the workforce and contributing to the overall
disposable income of the family.

Growing youth population and increasing propensity to spend

The median age of 28.1 in 2021 and workforce share of 50% of the population is suggestive of a large consuming
youth population, consisting of both men and women, joining the workforce, and inclined to spend their earnings
on aspirational lifestyle. This demographic transformation is continuously and radically changing the retail
landscape. Unlike the earlier generation, the youth is predisposed towards branded products and improved
shopping experience and is continuously attempting to upgrade lifestyles. Mirroring the consumption story of the
west, demand is being created in India for various segments and niches across price points.

Exposure to TV and smart phones

Exposure to content on television, OTT platforms, social media networking sites and other internet avenues are
making consumers abreast with global fashion and retail trends. Content related to new brands, fashion trends,
fashion styling and updates on deals and discounts are freely available through these channels. Brands are also
leveraging these platforms to create seamless engagement with consumers. This exposure is elevating consumer’s
enthusiasm for fashion and leading them to reconfigure their wardrobes with different products for different
occasions.

Consistent quality at affordable prices

Focussed approach towards offering consistent quality at affordable prices has been driving growth in the women
apparel segment. The consistent delivery of this promise in tier II, III and IV cities has been aiding the transition
of consumers from the unorganised traditional shops to the organised value retailers. Brands such as Go Colors
are helping consumers with this transition to organised retail through penetration in Tier 2, 3, 4 cities as well by
offering consistent quality at affordable prices.

Emergence of Online-only Women wear brands

Many brands have emerged in women wear segment which are operating online only, and target consumers
through social media pages through product display, sale promos, and using customers themselves as brand
ambassadors sharing pictures and videos of consumers in the brand attire/ accessories. These have given
consumers an option to look out for apart from key brands. Such players often take personalised orders and
customise on demand.

Key trends in the Indian women’s apparel sector

Size inclusive apparel

Awareness about body positivity and inclusion of all body types in clothing range for women is on the rise. The

clothes in stores vary from very small to XXL and plus sizes, with the introduction of maternity wear by a lot of
brands. Plus size models have become popular and spreading awareness about how fashion should be adapted to

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