Value Fashion is the way forward for Indian Mass Market
Value fashion is an approach where the supply chain of fashion is appended to deliver fresh fashion at a low value, focusing on consumers who are looking to wear fashionable apparel. There is an increasing appetite for “fast fashion” in India amid the growing popularity of western wear in the country. A rise in disposable income and expanding access to social media is fuelling the demand, not only allowing people to know what’s trending and what’s not but also giving them the means to buy. India is increasingly a focal point for the fashion industry, reflecting a rapidly growing middle-c lass and increasingly powerful manufacturing sector. After the global economic recession of 2008, demand for premium apparel slowed not just in India, but the world over.
Currently, the fashion industry relies more on mass-market sales. The mass market caters to a wide range of customers, producing ready-to-wear clothes in large quantities and standard sizes. Inexpensive materials, creatively used, produce affordable fashion. Mass market designers generally adapt the trends set by famous names in fashion. They often wait around a season to make sure a style is going to catch on before producing their versions of the original look. To save money and time, they use cheaper fabrics and simpler production techniques which can easily be done by machine. The end product can therefore be sold much more cheaply.
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