The Indian retail industry is one of the most vibrant industries in the world. It is currently ranked at 20th position among the top 30 developing countries identified by management consulting firm AT Kearney in its 2014 Global Retail Development Index (GRDI). India remains an appealing, long-term retail destination for several reasons starting with its demography; half of India’s population is less than 30 years of age and the population accounts for one-third of those living in cities (Deloitte report, 2015). The disposable income of Indians is increasing, allowing them to spend more and try new products, brands and categories. However, the sector has a scope for more designer retail prêt lines by high-end fashion designers to increase their market and offer affordable designer wear to the masses. Hence, this project studies the impact of prêt lines by fashion designers and attempts to increase the retail market at the same time. In India, there are two kinds of consumers, the very affluent at the top end for whom money is not a criterion and a fast-emerging middle-class entering the ‘consumer era’ for the first time. It has the desire to spend but not the budget. Brands need to appeal to both, but without diluting the brand. For example, Rohit Bal and Masaba are high-end names but known to the masses; there is a need to find a way to maintaining the luxury quotient, while being accessible.
- The goal of this project is to help fashion designers in India to study the impact of designer ready to wear (prêt line) on the profitability of their business.
- The objective of this project is to study the various impacts of designer prêt line (i.e. affordable ready to wear) on the retail industry and attempt to suggest some of the ways to expand the designer label into the masses and not just classes.