Trends in Fashion Industry in India

Trends in Fashion Industry in India

Shubham Anil Jain
Aditya Birla Fashion and Retail Limited
Bangalore, India


For the global fashion industry, India has always been a key market. Even though it experiences many challenges of inequality, infrastructure, and market fragmentation; it is forecasted that the sector will show the strong economic growth, scale, and increasing digital disruption. All together these elements will make the Indian market a global place in the times to come. As per report, India’s apparel market is expected to be valued at $59.3 billion in upcoming years and the Indian fashion industry will emerge to be the sixth-largest market in the world. The Indian fashion industry has seen its fair share of struggles with the pandemic situation last year. However, now as it is reviving with the situation turning better, the industry is all set to inch towards in next year.

Fashion Industry in India

Emerging Concepts in India’s Fashion D2C Space:

1. Increase in D2C Fashion Brands:
The buying habit of new set of Indian consumers has been changed and now they shops only at D2C fashion brands. Fashion brands can perform very well by using the D2C model since it gives them complete reach to consumer data, superior control over the customer experience, and the opportunity to boost and capitalize on brand loyalty. Because of this, businesses have total freedom to use chatbots to involve with customers, answers to their questions, and connect with them. Due to this, a further application of chatbots, businesses are even using various social media sites like WhatsApp, Facebook, e-mail, and Instagram to offer goods and services to clients directly.

2. The proclivity of Consumers Towards D2C Businesses:
In today’s era, consumers depends majorly on internet fashion since it is easily accessible, convenient, and provides immediate gratification. As compared to other industries, it is found that fashion has an edge in terms of logistics – shipping to thousands of areas across India, which sometimes not necessarily the case particularly for high-end watches, jewelry, electronics, and furniture. Due to social media evolution, customers are more active regarding their needs and open to discovering new regional brands that runs on direct-to-consumer (D2C) channels. This has made it possible for D2C and fresh start-up brands to compete with established ones in the fashion industry.

3. Extension of Consumer Base:
With fashion D2C brands looking for increase their presence and value in Tier II and Tier III cities after enlarging with good efficiency in Tier I cities, smaller towns have promise, and businesses should make use of this to find and expand their consumer base. They are prominently working to follow to new and developing trends in order to be always one step ahead of their rivals, personalization of items is on the rise. In the previous 2 years, D2C brands have undoubtedly been able to boost engagement and bring in more customers, but the next challenge will be to sustain them and keep their loyalty.

Emerging Trends in the Indian Fashion Industry:

1. Sustainability:
Being concerned about the future of the planet is a clear thing after what the world experienced last year. In today’s era those brands are in demand which is focusing on eco-friendly and sustainable clothing and accessories. It is definitely the most important aspect when it comes to fashion consumers as it is largely impacting their buying behavior.

2. Size comprehensive fashion:
There is a increasing level of awareness when it comes to body shape acceptance and body positivity, hence there has been a shift in clothing sizes available across the world. Currently, they range from plus size to maternity to size-inclusive fashion. Exclusive to the standardized sizing, many designers these days have expanded their collections to plus sizes. Plus-size models can be seen ruling the fashion world from editorial shoots to ramp walks. By this curvy women have quickly become new fashion favorites.

3. Trending atleisure:
It is seen that, so many people making lifestyle changes and adapting health driven routines which have inspired brands to manufacture yoga-inspired clothing. Moreover, courtesy the corona pandemic, people are tending to wear comfortable and practical outfits. The brands that are constantly trying to combine fashion and functionality together to create a stylish wearable look are achieving blockbuster growth in the market.

4. Executing in Pantone colors:
Pantone color of the year has become a very hot trend from last few years and this trend has been noticed and accepted by people all over the world. Recently, the Pantone Color Institute announced two colors for the year which are Ultimate Gray and Illuminating. These two colors are surely the most vibrant and elegant ones and we all will get to see fashionistas and celebs donning these two colors in this year.

5. Comfort is the new style:
From the pandemic outbreak, consumers’ preferences and tastes have undergone a huge shift. They now give importance to the comfort over fashion and it has emerged to be the new fad. COVID-19 paved the way for many of the innovations and ever since then, the athleisure market has made its way in people’s lives as well as in wardrobes.  Along with nudes and pastels, solar shades are about to get prominence. Hues for example gold, bronze, amber, marigold, etc. will rule the fashion industry by the upcoming year. Amongst prints and patterns, stripes and floral prints will be making their way back into the wardrobes.

Fashion trends keep on changing with every upcoming season. In recent years India has also been observing fast trends change in fashion industry, all thanks to Zara, H&M, and many other big brands that have recently come to India! Year 2021 saw a variety of trends varying from bold use of ruffles, flared cuts, off shoulders to one shoulder outfits, the implementation of bright colors, glitters and sequin were used all over the garments. In the 2022, we have witnessed a lot of warm & bright shades for example, oranges red and fuschia. Even though a lot of 3D embellishments are in trend too. The major challenge for any retailer is the time span of these trends which are becoming lesser day-by-day. The faster the trend changing, the new collection has to be launched to sustain in the market. Hence, this results into big dumps of garments and wastage of resources. That is why now the world is moving towards sustainability.


  2. Fashion Trends: Changing in India,
  4. 3 Emerging Trends in India’s Fashion D2C Space, BY – Ashish Baheti,

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