For decades, India’s rich and colorful heritage in textiles, weavings, and culture has inspired global designers. From the maharajas’ extravagant attire to the country’s tropical exoticism and the colonists’ vision of the Raj to the traveler’s experience of its beautiful colors, the country has inspired many vibrant collections over the years. As the saying goes, beauty is in the eye of the beholder.
Like fast fashion stores, many luxury firms do not own all their production facilities and instead hire independent factories to create or embroider their items.
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There are different ways people turn to India, aside from typical fashion collections where India may be acknowledged as one of the designer’s official influences for that season. The American brand Trademark’s Spring/Summer 2015 campaign is a perfect example of this. The sole link to India is the location of the shot, which was exploited to generate a brand vibe. The images, which Jamie Hawkesworth expertly shot to look like a traveler’s vacation photos, reflect the vibe of the so-called “true India.”
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Fashion and accessory manufacturers worldwide are catching on to the aspirational Indian consumer’s buying power. Brands like Michael Kors, Calvin Klein, and Kate Spade have opened stores in major cities in recent years, providing discerning customers with affordable luxury designs formerly only available in the West. As a result, this sector of India’s retail economy is booming, with a market value of roughly $200 million and an annual growth rate of 40%.
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India has become the abode of luxury. Each brand, from Armani to Chanel, Ermenegildo Zegna to Versace, has a presence in the country. Additionally, established brands such as Gucci, Armani, Hugo Boss, Louis Vuitton, Hermes, Jimmy Choo, and others are refocusing their efforts on the Indian market with new, country-specific, localized strategies.
In recent years, India’s expanding luxury potential has attracted several international businesses. An ever-increasing base of ultra-high-net-worth households has provided this impetus. India is a potential luxury giant with 1.3 billion people, making it the second-most populous country.
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Luxury fashion firms have a unique advantage among Indian buyers. There appears to be an ever-increasing demand for all things opulent. As a result, India has become a booming aspirational market for luxury and fashion brands worldwide. We’re always seeing the more foresighted and dedicated brands consolidate their market position by continuing to consider expansion options.
Kim Jones, a designer and a globetrotter, visited India and dedicated his Spring 2015 collection to the country. The magnificence of Indian maharajas and their castles inspired him. In reality, the royal guards and their uniforms significantly affected the collection’s military-style pieces. His use of mirror-work, the embellishments such as buttons and collars, and the textiles he chose all had an Indian influence.
His use of Indian colors like narangi orange and rani pink gave the collection a vibrant feel. His sharp traveler’s eye seemed to have pulled up on the best of Indian inspirations and used them to create a connoisseur and traveler-friendly range of apparel and accessories for Louis Vuitton Menswear.
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Despite this, there is a lot of untapped potential in the Indian market. International fashion firms can expect to find India an increasingly fertile field for growth as Indian customers become more integrated with global trends.