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Fashion Value Chain
7 days ago
- Business
- Fashion Value Chain
Power of Community-Driven Approaches in Indian Fashion
Avantika Kejale, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. The Indian fashion industry too faces the economic uncertainty due to changing consumer behaviors, and increasing competition. To stay ahead, brands focus on building genuine communities that foster loyalty and advocacy. By adopting community-driven approaches, Indian fashion brands can create lasting relationships with customers. The Indian fashion market is influenced by factors like fluctuating consumer confidence, rising costs, and shifting spending habits. As per a report by McKinsey & Company, Indian consumers are becoming more discerning, seeking brands that align with their values and offer personalized experiences. Building Communities for Indian Fashion brands have many advantages. Indian consumers are looking for brands that align with their values and beliefs. Brands that promote sustainability, inclusivity, and social responsibility are more likely to resonate with Indian consumers. They seek emotional connections with brands that go beyond just products. Brands that create memorable experiences and engage with their customers on a personal level can build strong loyalty. Indian fashion brands need to understand the cultural nuances and preferences of their target audience. By incorporating local elements and themes, brands can create a sense of belonging among their customers. Few leading Indian brands have successfully built communities. Fab-India has created a community of customers who share similar values by promoting sustainable and eco-friendly practices. Their focus on traditional Indian crafts and textiles has also helped them build a loyal customer base. Manyavar, the ethnic wear brand has built a strong community around its brand by promoting cultural heritage and traditional values. Their festive collections and social media campaigns have helped them engage with customers and create a sense of belonging. Sabyasachi, the luxury Indian fashion brand has created a community of customers who appreciate high-end craftsmanship and attention to detail. Their bespoke designs and personalized experiences have helped them build a loyal customer base. Tata Cliq through their e-commerce platform has created a community of fashion enthusiasts through its 'Cliq Insider' program, offering exclusive benefits and early access to new products. W for Woman fashion brand has built a community around body positivity and self-love, promoting inclusivity and diversity in its marketing campaigns. There are different approaches followed by brands to build communities. Brands create communities around activities like yoga, fitness, or cultural events. Through yoga, brands partner with influencers and fitness enthusiasts to create a community around wellness and mindfulness. They Build communities around charismatic founders or brand ambassadors. Fashion brands make personal connection with the stories of founders and on their values, creating a personal connection with customers. Brands create communities around shared values like sustainability, inclusivity, or social responsibility. Sustainable fashion brands engage with customers who share similar values and promote eco-friendly practices. Building genuine communities is crucial for Indian fashion brands to stay ahead in the market. With consumers increasingly seeking connections centered around camaraderie and purpose, brands must shift from mere marketing buzzwords to meaningful relationships.
Fashion Value Chain
26-05-2025
- Business
- Fashion Value Chain
Lipsticks Redefining India's Beauty Standards
Arya Prameh, Fashion Management Scholar, National Institute of Fashion Technology, Daman Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Daman The Indian beauty market is experiencing a significant shift toward inclusivity, as consumers increasingly demand products that cater to the full spectrum of skin tones, undertones, and gender identities. Social media and pop culture have amplified conversations around colour theory and undertones, empowering consumers to seek out brands that acknowledge and celebrate diversity rather than perpetuate one size fits all solutions. This has led to a rise in gender neutral campaigns and product portfolios, with brands recognizing the need to move beyond traditional beauty standards and include men, non-binary, and transgender individuals as well. Consumers are now vocal about their expectations, pushing brands to be more exclusive in their offerings and transparent in their marketing, especially regarding the representation of real, unfiltered beauty. FAE Beauty, founded by Karishma Kevalramani, seized this opportunity and built its brand ethos around inclusivity and authenticity. Recognizing that nearly 27% of the Indian market, primarily those with brown to dark brown skin tones, had been neglected by mainstream cosmetics, FAE Beauty developed products specifically formulated for Indian skin, with shades and undertones that resonate with the country's diverse population. The brand's commitment to inclusivity is reflected in its strict no Photoshop policy, ensuring that all images are unedited and that consumers see products as they truly are, free from unrealistic beauty standards. By listening closely to customer feedback and prioritizing their needs, FAE Beauty has cultivated a loyal community that feels seen and represented in the beauty space. Looking ahead, sustainability is poised to play a transformative role in the future of the lipstick market. As Gen Z and other environmentally conscious consumers increasingly prioritize eco-friendly choices, brands are being called upon to innovate in both packaging and formulation. Sustainable packaging, using biodegradable, refillable, or recyclable materials, can significantly reduce environmental impact by minimizing waste and lowering carbon emissions. At the same time, clean and responsible formulations are becoming more important, aligning with the broader movement toward planet friendly beauty products. In this evolving landscape, brands that champion both inclusivity and sustainability are likely to lead the next wave of growth in India's beauty industry.
Fashion Value Chain
09-05-2025
- Business
- Fashion Value Chain
Indian Textiles Lands in a Safer Zone; China Bears the Brunt
Ms. Nandana Geevarghese, Post-Graduate Academic Scholar in Fashion Management, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Introduction The ongoing trade-tariff tensions between the U.S. and China have created a ripple effect in the global textile industry, presenting India with a unique opportunity to capitalize on the shifting dynamics. As the U.S. imposes tariffs on Chinese textiles, Indian manufacturers are poised to gain from increased demand and investment. With its vast workforce, growing infrastructure, and government initiatives to support the sector, India has the potential to emerge as a key player in the global textile market. This article explores how the U.S.-China trade war could reshape the Indian textile industry and what opportunities and challenges lie ahead. The latest 125% tariff imposed by the United States on Chinese goods has rocked the world trading system. Although meant to challenge China's hegemony and safeguard home businesses, this forceful governmental action is resonating across Asia, especially in India. India has a great chance to increase its presence in the global textile sector as multinational clothing companies rethink their procurement policies. But grabbing that chance will call for reform as well as agility. The Tariff and Its Immediate Effects For years, China, the top exporter of textiles worldwide, has been the pillar of global textile sourcing. For American importers, the increased U.S. tariff makes Chinese textiles much more costly, which forces them to seek other sources. Suddenly front and centre as suitable successors are nations like Vietnam, Bangladesh, and India. India is a natural competitor with its large manufacturing base and plenty of raw supplies. Early signs clearly show an increase in U.S. searches and orders diverted to Indian vendors, particularly for cotton-based textiles. Industry leaders' comments that 'The impact of tariff hike will be positive on India. China is a major competitor of India in the market of the US,' says Sanjay K Jain, Chairman of the ICC National Textile Committee. 'The trade war between USA and China has provided a good opportunity to India in the textile sector,' adds Prabhu Dhamodaran, Convenor of the Indian Texpreneurs Federation. India's Competitive Strengths India's textile industry several inherent advantages. We have a comprehensive supply chain that spans from cotton cultivation to finished apparel. The Government supports the industry with schemes like the Production Linked Incentive (PLI) for textiles. The skilled workforce is large enough with deep expertise in fabric and garment production. Our sustainability initiatives are gaining traction with eco-conscious global brands. These attributes position India well to step into the void created by the U.S.-China trade rupture. Challenges to Overcome However, the Indian path to textile dominance is not without obstacles. There is a huge gap in Infrastructure. The Port congestion, inconsistent electricity supply, and logistical delays increase lead times. The ease of doing business is not that much easy. Despite improvements, the regulatory hurdles remain a concern for foreign buyers. Rivals like Bangladesh and Vietnam often offer lower labour and production costs. We did not have self-sufficiency in synthetic fibre production. Many of which still come from China, creating potential bottlenecks. To fully capitalize on shifting global trade flows, India must tackle these systemic issues with urgency. Potential for Structural Growth The situation as it stands provides more than simply a temporary surge in orders. Used properly, it could cause structural expansion in India's textile exports. Within reach are more foreign investment, more integration into worldwide supply chains, and a change toward high-value areas including technical textiles and performance apparel. Moreover, India could present itself as a major ally for companies trying to diversify their procurement, a strategy driven by geopolitical concerns and upheavals during the epidemic. Long-Term Implications In the long run, India's success will depend on its ability to modernize infrastructure and manufacturing units. How well we can streamline export procedures and compliance standards that can attract and retain foreign investment. The adoption of digital transformation and Industry 4.0 practices need a quick fast forward. With these steps, India could redefine its role in the global textile value chain. Conclusion The U.S. tariffs on Chinese textiles have triggered a global reshuffling of supply chains. For India, this disruption offers a once-in-a-generation chance to rise as a dominant textile exporter. But converting opportunity into enduring success will require strategic investments, policy support, and industry-wide transformation. If India can meet the moment, it will not just be responding to a trade shift, it will be reshaping its own future in global fashion and manufacturing.
Fashion Value Chain
02-05-2025
- Business
- Fashion Value Chain
India's Rising Role in the Global Luxury Market
Ms. Ananya Tiwari, Post-Graduate Academic Scholar in Fashion Management, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Abstract India, which will have the largest population in the world by 2025, is experiencing a revolution in luxury. Previously regarded as a future market, it has become a crucial source of expansion for major international fashion companies. This article examines how policy changes, technological advancements, changing consumer psychology, and economic growth are all influencing major luxury brands like Galeries Lafayette, Valentino, and Balenciaga to make significant investments in India. In the context of Indian retail, it also critically analyses the difficulties in breaking into new markets and the significance of omnichannel interaction, strategic localization, and long-term brand positioning. To comprehend how fashion management is changing in this dynamic new environment, the study consults recent reports, news coverage, and industry insights. Keywords Luxury fashion, fashion management, Indian market, global retail strategy, brand localization, strategic partnerships, experiential retailing, Gen Z consumers, market expansion, omnichannel. Introduction These days, luxury isn't limited to Shanghai, Paris, Milan, or New York. By 2025, Delhi and Mumbai will have been added to the global narrative as new fashion investment hotspots. India's transition from an aspirational luxury market to a top travel destination is not a coincidence; rather, it is the consequence of rising cultural confidence, technological readiness, and demographic advantage. In addition to entering India, well-known brands like Valentino and Balenciaga are now making investments in ingrained retail infrastructure and marketing tactics targeted at the Indian consumer base (Business of Fashion, 2023). Fashion management professionals working in a post-globalized, digitally integrated, and culturally diverse world can learn a lot from this article, which examines the many factors that have led to India's rise as the next battleground for luxury. India's Economic Context: Fertile Ground for Luxury Among emerging markets, India's economy is currently undergoing one of the most robust post-pandemic recoveries. According to the World Bank (2024), the country's GDP is predicted to grow by 6.8% in 2025, making it the third-largest consumer market in the world by 2030 (McKinsey, 2024). By 2027, it is anticipated that there will be 500 million middle-class Indians, opening up a huge new market for those seeking luxury (Bain & Company, 2023). Additionally, as the number of HNWIs and UHNIs rises, the wealth pyramid is changing. More than 1,200 new millionaires were created in India each month in 2024, according to Credit Suisse (2023), indicating strong growth at the top of the pyramid. This rare combination of wealth creation and macroeconomic stability gives luxury brands both volume and value. The Indian Luxury Consumer: Psychology and Preferences Indian luxury consumers today are characterized by their mindset rather than just their income. Millennials and Gen Z comprise almost 70% of India's population. They are digitally active, globally conscious, and look for brands that reflect who they are rather than just convey status (McKinsey, 2024). In addition to demanding individualized experiences, ethical values, and digital convenience, the aspirational middle class is moving from premium to luxury goods. For Indian consumers, luxury is becoming more and more entwined with emotional storytelling and cultural relevance. A Gucci handbag must now appeal to local aesthetics in addition to European craftsmanship, whether through colour schemes, advertising narratives, or partnerships with Indian celebrities. Strategic Entry: Why Partnerships Matter Local partnerships are essential in India due to its complicated regulatory framework, retail FDI restrictions, and fragmented consumer segments, in contrast to China, which permits direct market access. Businesses such as ABFRL and Reliance Brands Ltd. serve as logistical, cultural, and regulatory bridges for foreign competitors. For example, Balenciaga and Reliance's collaboration provides deep insights into Indian fashion behaviour in addition to retail space in upscale locations (Vogue Business, 2022). In order to ensure operational scalability without sacrificing brand identity, Valentino has partnered with ABFRL, which reflects a hybrid model of local distribution with global control (Business Standard, 2022). Further enhancing these collaborations beyond retail growth, Indian conglomerates are now co-investing in luxury tech innovation and customer relationship management (CRM) platforms. Retail Infrastructure: More Than Just Flagships The infrastructure for luxury retail in India is rapidly diversifying. Luxury brands can be found wherever customers travel, shop, and mingle, from high-end malls like Phoenix Palladium to airport boutiques at the Mumbai and Delhi T3 terminals. The transition from static flagship stores to dynamic experience zones is more important. The goal of Galeries Lafayette, which is scheduled to open by 2025, is to establish a lifestyle ecosystem centered around luxury by providing art galleries, café lounges, trunk shows, and multi-brand offerings in addition to acting as cultural hubs (Financial Express, 2023). This change is in line with consumer preferences: according to CBRE (2023), 74% of Indian luxury consumers favour brands that provide carefully chosen, immersive retail experiences over traditional product-only stores. The Power of Localization and Cultural Integration India's cultural diversity is a key characteristic of its luxury market. Here, brands that uphold international renown while honouring regional customs thrive. Consider Dior's pre-fall 2023 show in Mumbai, which was widely broadcast and featured both international silhouettes and Indian artisans and embroiderers (Vogue India, 2023). Consider Gucci's 2024 Diwali campaign, which featured Bollywood stars and combined festive Indian design sensibilities with Italian elegance. These localized brand-building techniques, which integrate luxury labels into Indian cultural consciousness, go beyond simple marketing techniques. Digital Ecosystem and Omnichannel Strategy India's luxury consumers are mobile-first and tech-savvy. More than 830 million Indians have internet access as of 2025, and 75% of them shop on smartphones (TRAI, 2024). The new omnichannel normal includes social commerce, live-streamed fashion shows, personal shopping via WhatsApp, and virtual try-ons driven by artificial intelligence. Global brands are now able to reach consumers in Tier 2 and Tier 3 cities that have historically been shut out of luxury retail, thanks to the rapid expansion of luxury e-commerce platforms like Tata CLiQ Luxury and Ajio Luxe. Furthermore, influencer partnerships, data-driven personalization, and digital CRM systems have become the cornerstones of luxury brand management in India, providing a physical solution to a geographically and culturally heterogeneous audience. Operational and Management Challenges There are challenges in the Indian luxury market despite the enormous opportunities. According to the Retailers Association of India (2024), import duties, which range from 30 to 50%, keep prices high and promote buying from black markets or international travel. High real estate prices lower profitability in desirable locations like Mumbai's BKC or Delhi's Emporio. Last-mile luxury delivery is difficult because of ongoing logistics and warehousing issues outside of major cities. Lastly, the quality of the customer experience is impacted by the lack of talent in luxury retail, particularly at the store level (stylists, consultants, and visual merchandisers). Fashion managers must thus strike a balance between cost-effectiveness and brand integrity, global standards and local expectations, and exclusivity and accessibility. Conclusion India is at the forefront of the luxury playbook in 2025 rather than being on the sidelines. India is a market that is uniquely positioned for international luxury brands due to the combination of economic growth, cultural fluidity, youthful aspiration, and digital innovation. Fashion managers face the challenge of how to enter India in a meaningful, sustainable, and strategic way rather than whether to do so at all. Luxury success in India will be determined by a brand's story, experience, and level of connection with its customers rather than just volume. India is a masterclass in the future of global luxury for fashion management professionals, not just a market. References
