Moving away from traditional discounting practices, the fashion retail sector in India plans to adopt hyper-personalisation similar to a bespoke model.

According to experts at the India Fashion Forum (IFF), in Bengaluru, the industry currently faces a lot of problems due to conventional discounting methods. These discounts are often caused by excess inventory resulting from large-scale production, said Suparna Mitra, CEO, Titan Watches & Wearables. She advocated a deeper understanding of the consumer behavior as a solution to this problem.

Shailesh Chaturvedi, Managing Director and CEO, Arvind Fashions, advised brands to be more authentic and innovative to satisfy the demands of increasingly discerning consumers. Chaturvedi also emphasised on the potential of disruptive technologies like generative AI and customer data algorithms in enhancing consumer insights.

Shivanee Dutt, Director, Brand Marketing & Merchandising , Snapdeal, highlighted the importance of personalised shopping experiences to consumers. She emphasised on the need for tailored communication strategies driven by consumer data insights to resonate deeply with today's audience.

The integration of generative AI and data analytics is revolutionising marketing strategies and reshaping the fashion retail landscape both in India and globally, noted the participants at IFF. Highlighting the rule of technology as the largest value creator, Saloni Nangia, President & Managing Director, Technopak Advisors, said, AI serves as both an enabler and disruptor while underscoring the continued importance of sustainability.

Murali Balan, Co-founder, Tenovia, emphasised on the transformative power of data analytics in guiding strategic decision-making. He pointed out that data-driven insights unlock opportunities for personalisation, enabling brands to offer bespoke experiences tailored to individual preferences.

A burgeoning brand in India's casual wear market, Harbour 9 aims to revolutionise the industry by offering high-quality, comfortable apparel for all generations. A modest venture that began by catering primarily to men has blossomed into a comprehensive fashion destination for the entire family, thanks to overwhelming success and positive feedback.

Dedicated to making a positive impact, Harbour 9 is attuned to the modern consumer's desire for frequent wardrobe updates. By staying abreast of current trends and consumer preferences through meticulous research and feedback analysis, the brand continually evolves its offerings. Manoj Jain, Director, emphasises on the brand's commitment to ensure affordability without compromising on luxury or quality. The brand aims to deliver cost-efficient, durably crafted apparel that not only looks stylish but also lasts longer than conventional garments, he explains.

Recognising the detrimental effects of fast fashion on the environment, Harbour 9 recently introduced a sustainable clothing line by utilising recycled materials from discarded clothing and PET bottles. Committed to reduce carbon emissions and fostering sustainability in its operations, Harbour 9 strives to make sustainable fashion accessible to consumers. It actively engages with its audience, soliciting input, resolving queries, and fostering a sense of community.
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Looking ahead, Harbour 9 aims to expand its social media presence by leveraging engaging contests and collaborations to connect with customers and amplify its brand reach. With a steadfast commitment to quality, sustainability, and customer satisfaction, Harbour 9 is poised to redefine casual wear in India and beyond.

India's vibrant textile heritage and booming fashion industry have fuelled a growing demand for skilled professionals. Fashion education plays a crucial role in bridging this gap, but how does it fare on the global stage?

India’s fashion education sector is booming, with over 3,500 institutes offering programs across design, technology, and management as per All India Council for Technical Education (AICTE). India boasts of a robust network of fashion schools, with the prestigious National Institute of Fashion Technology (NIFT) leading the pack. NIFT consistently ranks among the world's top fashion schools, according to Business of Fashion Global Fashion School Ranking 2023. However, a vast number of private institutions offer varying levels of quality.

Courses span diplomas, undergraduate and postgraduate degrees, catering to diverse interests and career aspirations.

Table: Course offerings

Challenges and opportunities

The industry demands graduates with a blend of creative vision and business understanding  and technical skills. Many institutions struggle to bridge this gap. Integrating business courses into the curriculum is crucial. For example, The Pearl Academy, known for its fashion programs, recently launched a "Centre for Creative Entrepreneurship" to equip students with business skills for the fashion industry.

Sustainable practices, digitalization, and technological advancements need to be woven into the curriculum to prepare graduates for the evolving industry. Opportunities lie in incorporating sustainable practices, embracing technology (3D printing, digital design), and fostering entrepreneurship. The need is to democratise this education. As designer Ritu Kumar says, “There's a huge opportunity for Indian fashion education to embrace sustainability and cater to the growing demand for eco-conscious clothing."

Making quality education accessible beyond Tier-I cities and through online or blended learning models can tap into a wider talent pool.

Strengths and need for improvement

India’s strength is its technical expertise as fashion schools in the country have a strong emphasis on technical skills like draping, pattern making, and construction, which are valued globally. Moreover, India's rich textile heritage is embedded in the curriculum, giving graduates an edge in understanding fabrics and materials.

However, certain areas need improvement. One of them is business acumen as integrating business management, marketing, and branding courses will equip graduates to navigate the commercial side of fashion. Also there is a need for global exposure among student. More international exchange programs and collaborations with renowned fashion schools will broaden student horizons.

The Indian fashion industry is projected to reach $300 billion by 2025  as per IBEF, creating a strong demand for skilled professionals. While there are a growing number of graduates, some may lack industry-specific skills, requiring additional training or upskilling program. The demand for skilled fashion professionals is high, especially with the growth of e-commerce and the domestic fashion market. However, concerns exist regarding the employability of graduates from less-established institutions.

Investing in robust fashion education that fosters creativity, business acumen, and global awareness will be instrumental in propelling India's fashion industry to the forefront of the global stage.

Fashion brand Azorte has collaborated with the Vegas Mall in Delhi to benefit from the captive audience of the mall that is strategically located near the Dwarka Metro station.

In turn, the collaboration will help Vegas Mall attract a fresh influx of visitors to it.
Ravindra Choudhary, Vice President, Vegas Mall, opines, the inclusion of Azorte will help the mall enrich visitors’ shopping experience by fusing contemporary Indian with international fashion. The mall remains dedicated to offering a premier shopping destination for patrons to immerse themselves in the latest fashion trends.

The collaboration also aligns with the mall's mission to provide unparalleled shopping experiences, remarks Choudhury. Azorte’s diverse range of trendy and classic pieces aims to further enhance its already diverse offerings at the mall, he adds.

Designer Sabyasachi Mukherjee says, India’s luxury sector saw a massive growth of 33 per cent across segments over the past one year, with jewelry sales growing at about 76 per cent.

The designer presented an exclusive collection of jewelry, clothing and other accessories at Saks Fifth Avenue’s new Beverly Hills flagship from March 7-16, 2024. He also launched a limited edition lipstick collection, to be exclusively available at Selfridges during the month.

Last yearMukherjee opened his largest flagship store in Mumbai and his first exclusive jewelry boutique at Taj Krishna in Hyderabad, India. He also collaborated with global eyewear brand Morgenthal Frederics and Bergdorf Goodman. Looking ahead, Mukherjee plans to introduce more entry-level categories, with an aim to establish a truly global Indian luxury brand.

Meanwhile, Gautam Sinha, Founder, Nappa Dori, plans to expand the brand’s operations to Europe and the Middle East. It plans to launch its second store in London besides enhancing operations in Dubai.

Uzma Irfan, Director-Corporate Communications, Prestige Group, notes, demand for luxury Indian brands is on a rise, leading to the UB City mall in Bengaluru being fully occupied. To expand their operations, indigenous luxury brands plan to expand into newer malls.

Pushpa Bector, Senior Executive Director, DLF Retail, highlights, the lndian luxury landscape is expanding beyond weddings with notable designer brands like Arpita Mehta, Jayanti Reddy, Dabiri, and Anushree Reddy establishing their presence in malls like Emporio in Delhi.

Luxury is changing addresses in India. A recent CBRE South Asia report revealed a surprising shift – high streets, traditionally open boulevards with established retail stores, have become the preferred destination for luxury brands in 2023. This challenges the long-held dominance of shopping malls as the go-to location for premium experiences in top eight cities across India. The study shows a significant shift, with high streets capturing a 45 per cent of the luxury retail leasing market, compared to 40 per cent for malls and 15 per cent for standalone stores.
High street’s appeal
The report highlights a significant shift with high streets taking 45 per cent of the total luxury retail leasing in 2023. So, what's driving this change? Experts suggest several factors contribute to this high street preference.
Exclusivity and brand identity: High streets offer a more curated environment, allowing luxury brands to control their surroundings and create a distinct brand experience. Unlike sprawling malls with a variety of brands, luxury labels on high streets benefit from a sense of exclusivity. As Anshul Jain, Managing Director, India, Cushman & Wakefield, says: "High streets provide a platform for brands to showcase their architecture and design philosophy, creating a strong brand statement
Footfall and visibility: Prime high-street locations offer high visibility and foot traffic. This is particularly attractive for luxury brands targeting affluent consumers who frequent these areas. As Sachin Mutreja, MD, Cushman & Wakefield India points out, prime high streets boasts of high foot traffic, often comprising affluent residents and aspirational shoppers. This ensures greater brand visibility compared to potentially getting lost in a crowded mall.
Flexibility: Most high streets offer more flexibility in terms of store design and layout compared to standardized mall spaces that is an added attraction for luxury brands.
A glimpse of global fashion capitals
Luxury retail in global fashion capitals like Milan, Paris, and New York presents a diverse picture. While high streets do play a role, a more balanced approach is evident.
Top luxury brands often set up large, opulent flagship stores on prominent high streets. These stores serve as brand destinations, offering a unique and immersive shopping experience. High-end shopping arcades, known as gallerias, are another hallmark of luxury retail in these cities. These gallerias house a curated selection of luxury brands under one roof, creating an exclusive and prestigious shopping environment. Established department stores with dedicated luxury sections remain relevant, offering a wider variety of brands and catering to a broader luxury clientele.
In Paris for example, Avenue Montaigne a famed Parisian high street, synonymous with luxury, housing iconic brands like Dior and Chanel. In Milan for example, Via Montenapoleone is the high-street fashion hub that boasts flagship stores of Prada, Gucci, and Versace. In New York City Fifth Avenue remains a prime location for luxury brands like Louis Vuitton and Tiffany & Co., although luxury department stores like Bergdorf Goodman also play a significant role.
India's unique approach
While high streets are gaining traction in India, there are some key differences compared to global markets.
Malls are still relevant they are a popular shopping destination for many consumers, including luxury shoppers. In fact, as per CBRE report as of 2023, malls luxury occupies 40 per cent of retail landscape. This can be attributed to the growing mall culture and the convenience it offers to shoppers. However, the trend is towards high-end malls with a curated selection of luxury brands.
In India standalone stores are less prevalent compared to established markets. This may be due to the high cost of prime real estate and the preference for curated shopping experiences. These stores cater to a niche segment.
Experts predict a continued rise of high streets, with a potential increase in luxury gallerias offering a more curated experience. Malls are likely to adapt by attracting a wider range of luxury brands and creating more exclusive shopping environments. The high street's dominance in India's luxury retail space highlights a growing desire for brand experience and exclusivity. As the market matures, one can expect a more balanced approach, incorporating elements from established global models.