This Autumn/Winter edition got the designers’ cash registers ringing with not only orders from Middle East but also huge demands for ready-to-wear lines from the domestic market. Divya Kaushik reports
It was day three of the Wills India Fashion Week (WIFW) Autumn/Winter edition and designer Samant Chauhan’s post on Facebook drew as much attention as did his garments on the ramp. “No celebrity, no drama but a simple structured show... this fashion week has been the most giving in terms of business...,” wrote the designer. It was not only Samant, but the other designers from the fraternity agreed. The notable change is that the prêt line is selling big time in the domestic market. More than international buyers there were domestic buyers placing big orders. “Earlier it was only couture that used to sell in India, but there has been an awareness among the upper middle class. They want to look good, they read the fashion forecast and want to try what they see on the ramp. Surprisingly they no more look forward to a bling element in the garment. They are open to try new silhouettes. My collection also has been selling big time in the tier-two cities like Nagpur and Bhopal, which indicates a change in the trend. Indians are travelling and rather than spending money on some international brand that is not as per their body type, they would prefer to buy a garment from the Indian designer that comes with excellent detailing and fantastic fabrics,” says designer Urvashi Kaur.
This year many designers slashed their prices too. For most of them the range of prêt started from over Rs4,000 or even lesser. “I have slashed my prices for the tunics and kurtas by over 20 per cent and that makes the garments affordable,” shares Jyoti Sharma. Designer Abhijeet Khanna sells his tunics at over Rs6,500. “Apart from my regular clients I have got some new ones as well. Buyers today are smart and they know what they are paying for,” he states.
Designer Rahul Mishra feels that though there has been a change in the mindsets of people, but some still have their apprehensions and therefore, he plans to expand his network by retailing through more chains like Shoppers Stop and Pantaloons. “I am also doing a collection for Wills and all of it will be available at an affordable range. Some people in India still feel that designer stuff is for special occasions, that should not be the case. If you see in the West, they would not buy too many designer clothes, rather invest in one black jacket and would spend an entire season in that. That kind of approach we need in India, so as a designer I feel it is very important to reach the masses through various channels,” shares Mishra.
Middle Eastern buyers other than the domestic ones, brought in good business. Nourai, a buyer from Kuwait says, “Indian designers have fabulous cuts and fabrics. While the European designers quote really high prices, Indian designers, when compared to them are still reasonable.”