Designer Apparel and Footwear (Ready-To-Wear) in India

PROSPECTS

Stores are essential to the shopping experience in designer apparel and footwear

There is a change in mindset amongst younger customers especially, who are shifting towards online shopping for their designer apparel and footwear requirements, due to convenience, discounts and a lack of time. However, most consumers still prefer to visit a physical store to make their purchases, irrespective of their financial status.

Large untapped population of aspirational and first-time customers

Designer apparel and footwear is still a niche category in India. However, considering that more than 50% of the country’s 1.

Rises in customs duties impact final prices

In 2018, as part of the “Make in India” initiative promoted by the Modi government to incentivise domestic manufacturing, the federal budget imposed higher customs duties on a range of imports, including designer apparel and footwear (ready-to-wear). This resulted in an increase in the basic customs duty from 10% to 20% for 50 textile products.

COMPETITIVE LANDSCAPE

Brand Marketing India maintains its lead with Calvin Klein

Calvin Klein remained the leading brand within designer apparel and footwear (ready-to-wear) in value terms in 2017. The brand has been firmly established in India through store-based expansion, and also by making its products available online.

Luxury brands leverage digital communication to establish strong positions

As social media channels such as Instagram, Facebook, Pinterest and Snapchat establish new communication standards, whereby consumers can see new styles being posted by fashion bloggers and the promotion of new brands, luxury brands are also working on strengthening their digital presence. Companies are using their digital presence to get instant feedback from the masses and research local market preferences.

Taking advantage of the “selfie” trend

The Calvin Klein brand introduced its “show yours. #mycalvins” strategy, aiming to maximise the conversation around Calvin Klein Underwear and boost its sales.

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