Fast Fashion on the Rise: Study suggests shift away from traditional Indian attire

09 July 2024, Mumbai

A new study by online fashion brand Public Desire has sparked a conversation about changing consumer habits in India. The report, which examined apparel market revenue, clothing prices, and consumer buying behavior, suggests a trend where fast fashion is replacing traditional Indian clothing.

The study highlights several factors driving this shift:

Rapid urbanization and westernization: India's growing urban population is increasingly exposed to Western trends and fashion influences. This, coupled with a general trend towards westernization, is leading some consumers to move away from traditional attire.

Rising disposable incomes: With disposable incomes on the rise particularly among the young demographic, it’s giving consumers more spending power. An average Indian is spending around $2,500 per year on clothes, says the report by Public Desire. This allows them to explore new fashion options beyond traditional clothing.

Target market for fast fashion: The report identifies India as a prime target for fast fashion brands. With its large and growing population, India presents a lucrative market for affordable, trendy clothing.

The study reveals a surprising statistic: the average Indian spends approximately $2,500 per year on clothes. This puts India in second place globally (after Switzerland) for average annual clothing expenditure and third overall (behind the US and Norway) in terms of total clothing spending. This high spending is attributed to both the cost of individual items and the frequency of purchases, suggesting a growing appetite for new clothes.

In contrast, China adopts a more modest approach to clothing consumption. Despite having the second-highest apparel market revenue globally, Chinese consumers buy an average of 21 items per year and spend a total of $259.09—the lowest on the list. This equates to an average price of just $12.11 per item.

Impact on ethnic clothes sector

The potential decline of traditional ethnic wear raises concerns about the preservation of cultural heritage. The Public Desire report suggests a move away from the simple, homegrown cotton garments that were once a staple in Indian wardrobes. Some experts worry that the fast-fashion trend could lead to a homogenization of clothing styles, pushing aside unique regional textiles and designs.

While the study offers valuable insights, it's important to consider the limitations of a report conducted by a clothing brand itself. More comprehensive research is needed to fully understand the evolving fashion landscape in India. Additionally, fast fashion can empower women by offering them the freedom to express themselves through their clothing choices.

The future of Indian fashion is likely to be a blend of tradition and modernity. While fast fashion may be gaining ground, ethnic wear is unlikely to disappear entirely. The rich heritage and cultural significance of traditional Indian clothing will ensure its continued presence, albeit perhaps in a more modernized form.

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