Tier II Fashion Revolution Thrives

28 July 2023, Mumbai 

Gone are the days when Tier II city consumers traveled to metros or Tier I cities for their fashion fix. Now, the glamour of fashion is thriving in Tier II cities all over India.

What all you need to know

Context Setting

Fashion's allure has shifted from metros to Tier II cities in India, fueled by retail growth and e-commerce.

Young urbanites with higher disposable incomes are embracing fusion, western, and contemporary styles.

With staggering annual growth and mobile influence, Tier II cities are set to shape India's fashion renaissance, propelling established and aspiring brands to success.

Retail Sector Boom and E-commerce Drive Fashion Growth

Thanks to the expansion of commercial retail and the rise of e-commerce, Tier II cities have become significant players in the fashion industry.

The once-exclusive domains of fashion, such as high streets, malls, fashion launches, and events, are now finding a home in cities like Goa, Jaipur, Vadodara, Thane, Coimbatore, and Chandigarh.

Fashion Breaks Free from Metros

The local fashion sector has broken free from its previous dependence on metros and Tier I cities.

With a burgeoning population of young individuals with higher disposable incomes, Tier II cities have become hotspots for the pursuit of a fashionable lifestyle. While traditional Indian ethnic wear remains popular, fusion wear, western styles, and contemporary fashion are also gaining traction, and major brands are taking notice.

Staggering Growth and Mobile Influence

The fashion market in Tier II cities is witnessing staggering annual growth rates of 12-14 percent, according to a KPMG report in collaboration with Facebook India. The mobile influence on fashion retail is predicted to soar by 2022, with Facebook playing a significant role in driving sales opportunities.

Fashion Retail's Future Lies in Tier II and III Cities

The growth of fashion retail entities in India is projected to be around 45 percent year-on-year in FY 2023, and Tier II and III cities are poised to play a crucial role in this expansion. As mobile networks and online shopping platforms reach deeper into rural areas, a vast untapped market is being unlocked.

E-commerce Drives Perception Change

Social media, local influencers, and digital-savvy fashion brands have led the charge in changing perceptions of clothing and style across India's Tier II and III cities. Local fashion events and booming e-commerce have further propelled this change, providing easy access to trendy clothing and accessories.

India's Fashion Renaissance

As India moves towards becoming the fifth-largest world economy, the fashion revolution sweeping across Tier II and III cities is a bright spot on its path to success. Not only have these cities expanded the market for established labels, but they have also nurtured aspiring fashion brands and designers, creating their loyal customer bases.

The future of fashion in India is promising, with Tier II cities taking center stage in this vibrant style renaissance.

Gone are the days when Tier II city consumers traveled to metros or Tier I cities for their fashion fix. Now, the glamour of fashion is thriving in Tier II cities all over India.

Retail Sector Boom and E-commerce Drive Fashion Growth

Thanks to the expansion of commercial retail and the rise of e-commerce, Tier II cities have become significant players in the fashion industry. The once-exclusive domains of fashion, such as high streets, malls, fashion launches, and events, are now finding a home in cities like Goa, Jaipur, Vadodara, Thane, Coimbatore, and Chandigarh.

Fashion Breaks Free from Metros

The local fashion sector has broken free from its previous dependence on metros and Tier I cities. With a burgeoning population of young individuals with higher disposable incomes, Tier II cities have become hotspots for the pursuit of a fashionable lifestyle.

While traditional Indian ethnic wear remains popular, fusion wear, western styles, and contemporary fashion are also gaining traction, and major brands are taking notice.

Staggering Growth and Mobile Influence

The fashion market in Tier II cities is witnessing staggering annual growth rates of 12-14 percent, according to a KPMG report in collaboration with Facebook India. The mobile influence on fashion retail is predicted to soar by 2022, with Facebook playing a significant role in driving sales opportunities.

Fashion Retail's Future Lies in Tier II and III Cities

The growth of fashion retail entities in India is projected to be around 45 percent year-on-year in FY 2023, and Tier II and III cities are poised to play a crucial role in this expansion.

As mobile networks and online shopping platforms reach deeper into rural areas, a vast untapped market is being unlocked.

E-commerce Drives Perception Change

Social media, local influencers, and digital-savvy fashion brands have led the charge in changing perceptions of clothing and style across India's Tier II and III cities.

Local fashion events and booming e-commerce have further propelled this change, providing easy access to trendy clothing and accessories.

India's Fashion Renaissance

As India moves towards becoming the fifth-largest world economy, the fashion revolution sweeping across Tier II and III cities is a bright spot on its path to success.

Not only have these cities expanded the market for established labels, but they have also nurtured aspiring fashion brands and designers, creating their loyal customer bases. The future of fashion in India is promising, with Tier II cities taking center stage in this vibrant style renaissance.

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