Recently, the ethnicwear industry is expected to surpass the last two years’ sales as it is estimated that about 32 lakh weddings are lined up for this wedding season.
Ethnicwear fashion that embraces and represents a culture and allows one to celebrate the heritage and origin. Ethnic fashion is inspired by the culture where it originates.
According to various wedding outlets, demand for ethnicwear and clothes have significantly surged as compared to the last few years.
Arindam Chakravorty, Brand Head, Aurelia, a part of TCNS Clothing said, “Consumers celebrating festivals and attending weddings have turned to ethnicwear in a big way. The apparel and fashion business is back just like the pre-Covid days,”
The demand for ethnicwear this season is equal to the pre-Covid era and because of which not only hopes of bigger and better sales have been restored but brands are also planning on opening more experiential stores in Tier-2 and Tier-3 cities.
Dipali Patwa, Group Head –Brand, Digital and Community, Fabindia stated, “We have seen continued demand for ethnicwear this wedding season.”
The brand also stated that it has launched a gift collection along with gift cards to meet the sudden splurge in gifting which is seen in the current wedding season. Besides, ethnicwear for kids and sustainable clothing are also in demand.
Accordingly, the physical stores, online sales are also available, with Myntra, ethnicwear categories for both men and women have seen a demand of 1.5 times more than the previous years.
The sales have also enhanced the limelight of Indian labels and have resulted in the increased customer base of retail brands like Manyavar, Kisah, TASVA, Libas, Varanga and House of Pataudi.
Sharon Pais, Chief Business Officer at Myntra said, “With a continuous increase in demand and traction towards the Indian wear category, we are anticipating the trend to continue growing in the premium segment during this season.”