Fashion will sashay in tune with future
Jan 07 2014
First, I see a huge role for e-commerce this year. In fact, I am expecting an overflow of new sites venturing into this business. The reason is simple — many portals dealing in designer wear and accessories are seeing sales of more than Rs 1 crore a month, and when we see that these portals are just two to three years old, this figure is quite encouraging. If marketed aggressively, merchandised accordingly and optimum quality and delivery is assured, then this industry will reach new pinnacles of success.
Second, bling and embroidery will take a backseat and there will be a big shift towards rich and vintage textiles. I don’t mean embroidery will be completely overtaken by textile but the dimension in their percentages will see a marked change. Consumers are bored with similar looking embellished stuff so they will look for an alternate rich and elegant option that can only be fulfilled by textiles.
Third, digital media will create new benchmarks and will compel print media to run a commercial viability check. Already, we have seen some of our fashion tabloids either shutting down or becoming paid media, and this trend will continue as the invention and upgradation of smartphones give you first hand news about product launches, ramp images, trends and behind the scene peeks. So who will wait for a magazine to give you old news so many days later?
Fourth, we will see more and more of Indian designers make their presence felt on the global fashion scene, both on the runways and commercially. Commercially, I am sure there are certain designers who have their production tie ups in place for the next three months so if this trend continues, then the dream of having more Indian labels in global stores in Paris, London or New York won’t be far.
Lastly, lot of regional fashion and textiles will be promoted this year. We have already seen a lot of initiatives by governments from Assam, Manipur and Orissa to promote their textiles by collaborating with Indian designers. This has made a positive impact but lot more will be done in the years to follow with other states joining in.
This will be a very interesting year as elections are due as well so lot of other things will depend on the policies of the new government, but I am sure that the above things will surely make a difference no matter what.
(The writer is a Delhi-based fashion designer)