Being ‘India inspired; Ethnicity aims to offer exceptional shopping experiences to enliven Indian expression of fashion. The brand, which plans to launch a new festive collection soon, introduces capsule collections inspired by Indian art forms every fortnight. “We fulfill rising demand of our customers by offering them a good mix of traditional wear, formal wear and fusion wear,” says Ameet Panchal, Managing Director of the brand. “All Indian wear categories such as work and fusion wear, festive wear, wedding wear and loungewear are available with us,” he adds.
Special emphasis on fabric development, finishing
Catering to everyone through its seamless combinations of vintage and New Age products, Ethnicity lays special emphasis on fabric development, finishing, skin friendliness, supple drapeability and soft touch of its garments. “Our designs are created keeping customers preferences in mind. We put a lot of effort in creating timeless and seasonless garments,” Panchal explains.
Panchal believes there is a shift towards Indian wear across all categories of women customers. “Though Western clothing has infiltrated trends and customers preferences across the world, ethnic and fusion clothing continues to be in demand across India.” Panchal points out design sensibilities are evolving rapidly amongst Indian men and women. “Television, streaming services, web films and social media platforms are inspiring demand for traditional wear. As more women are joining the workforce, there is also a demand for comfortable and trendy work wear.” According to him, demand will continue to grow as “India is a land of color and celebrations and our customers believe in the concept of deep-rooted Indianness.”
Revamping visual language across mediums
To cater to the growing demand, Ethnicity is focusing on its long term success with clear sustainable goals. The brand has planned several new initiatives for marketing. “We aim to create consumer-centric products besides revamping our visual language across all mediums,” Panchal observes.
Currently present across India through 35 EBOs, 163 MBOs and LFSs, Ethnicity aims to introduce new stores across key locations such as Mumbai, Pune, Kolkata, Bangalore, Lucknow, Trivandrum, etc. We also aim to expand to Tier II and III cities in Odisha, Madhya Pradesh, Chhattisgarh, etc. “Our aim is to be known as a one-stop shop for ethnicwear in India,” he sums up.