The Evolving Notions Surrounding Indian Women’s Ethnic Clothing

India is proud of its long textile and apparel production history, which has grown and changed throughout the years. Although the country is making significant advances towards modernization, Jiya by Veer Design Studio recognizes that its people are still traditionalists at heart, particularly when it comes to wearing clothes that reflect their culture and past.

In India, traditionally, wearing ethnic clothing was required for certain occasions, festivals, and weddings. But throughout time, as comfort and functionality gained prominence in fashion, the entire ethnic clothing model underwent a significant transformation, including ethnic wear for women. Jiya by Veer Design Studio spans a broad spectrum of sartorial elegance, from naturally classic to more modern avatars; and from casual wear to celebratory attire.

India's Growing Ethnic Clothing Market

A sizable portion of India's overall fashion retail market is made up of ethnic apparel. With a share of almost 71 percent in the women's fashion segment, it is the single largest category and is expanding significantly. The Indian market for ethnic apparel is expanding consistently and healthily. The category has found acceptance with the expanding younger audiences and has also generated new niches with the advent of sustainable fashion and modern trends.

India's market for women's ethnic clothing has grown slowly but steadily over the years. Over the past several years, the ethnic wear market has grown gradually due to evolving lifestyles, increased urbanisation, and rising fashion consciousness. Experts have noted a notable increase in demand for ethnic apparel, particularly for women. Every other season in India is wedding season and the trends for designer lehenga for wedding still remains a dynamic space for women to experiment and play with.

The brands in this sector are thriving in the country's hinterlands thanks to the penetration of mass media and e-commerce. Indian consumers have boosted their purchases across the board in the apparel industry, mainly women's ethnic wear due to frequent promotions and generous discounts.

Target Audience & Consumption Patterns

Women's ethnic clothing is one of the few categories of clothing that is equally popular across all age groups, social classes, and economic levels. Contrary to the middle class, which continues to view price as a key determining factor, the wealthy section is more aware of the craft inspiration and materials utilised in the creation of what they wear. But the truth is that every woman's wardrobe should include some ethnic clothing, whether it's for work, a casual day or night out, or special occasions.

When it comes to the consumption of ethnic wear in India, the holiday season, which begins in September and lasts until December, deserves special consideration. Due to the nation's adherence to customs and traditions, the market for women's ethnic wear in India experiences growth at this time.

The majority of its annual sales occur during the holiday season. The season runs from September through January, around half of the yearly sales are during this time. Even the wedding season peaks during this time which increases the demand for party gown wear for women and other outfits.

There is a huge variety of colours, styles, shapes, silhouettes, and detailing available now in every size and for every event at Jiya by Veer Design Studio. Furthermore, as more and more branded companies enter this market, the organised retail fraternity has already begun to take this sector more seriously.

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