India is a land of fast fashion trends. Gone are the days when people shopped in limited numbers. Today clothes are shopped everyday, whether for therapy or fast fashion purposes.
What exactly is fast fashion? Before understanding this, one
must understand on how fashion evolved in India over a period
of time. That would give us a deeper understanding of fast fashion trends in India.
As India evolved from ethnic wear of the versatile
regions to Basic Western wear between 70’s and 80’s, the
change of trend was restricted majorly to Menswear only. The
movies started impacting what people wore to different
occasions. That is when the term fast fashion trends became common.
The 90’s and 2000’s saw emerging trends in fashion
for menswear, womenswear and Kids wear but people did not
change their wardrobe frequently. Today, thanks to fast fashion trends people indulge in kids shopping frequently. This can be an ode to globalisation and people’s improved standards of living.
The frequency of purchase has been limited and major buys happened only on festivals.
But last 5 years have been a major change in fashion arena. Today people shop to be up to date and that is the unique selling point of fast fashion trends.
People are willing to experiment and are looking to revive their wardrobe frequently.
The Brand loyalties have started shattering and what has emerged is a low price fast fashion
which simple means that Wear Today what is relevant and in
vogue for today and tomorrow buy what is new.
The leading fast fashion retailers in India are Zudio, Yousta, Style Union,
Style up. These retail stores are not only impacting sales of established offline retailers but impact can be felt even by online retailers and low price retails formats like Vmart, Dmart, Vishal Megamart etc. Such retailers are the pioneers in the field of fast fashion trends in India.
The major contributing factors of success for fast fashion is a growing young population in India, low price enabling fast change of wardrobe and a digital revolution bringing global influence at our doorstep.
The interesting factor is that fabrics used in fast fashion are not what we have been
using for generations and have accepted with ease which is
cotton and linen.
There is also a difference in trends between Millenials and Gen Z. As per Trend Tempo, “A major trend in Men’s Fast Fashion in FY 24 has been Oversized T-shirts, Graphic Tees, Printed Shirts, Trousers, and Cargo Pants. We think that the next major fashion trend in men’s Fast Fashion could potentially be Co-ords and Summer/All-Time Jackets.”
The Fast Fashion products are majorly made out of Polyester, Polyester Blends and Viscose. The change is actually the mindset and hence fast fashion in India is a reality for a long term and not something that will easily fade away. One should not overlook the environmental harms such fashion trends form. Fast fashion eats away at resources like water. Remember H&M starting recycle trends, but to what extent they work?
As you wait to see more information on latest fashion trends, stay tuned to Newzzy for more updates.
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