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“Dressing in best is not just enough to showcase style; rather, it is an art that comes to rare with a touch of elegance.”
Project on
Men’s ethnic wear
Introduction•Ethnic wear is the traditional wear .•The ethnic wear for men includes sherwani, jodhpuri suits ,Dhoti Kurta , Kurta pyjama , Turban, Achkan, Angrakha etc.•Differs from region to region.•Modern designers adapting ethnic wear, suitable to wear.•Heart of all festivities and occasions.•Can be traced back to ancient ages.
HISTORYSherwani first appeared in the 18th century, as a
fusion of Salwar Kameez with British frock coat.Turbans have been worn since 17th century.Other traditional Indian wear like Dhoti Kurta,
Angrakha,Kurta pajama etc. been part of Indian men’s attire.Can be traced back to beginning of civilization.
FORMS AVAILABLESherwaniJhodhpuriKurta PyjamaAngrakhaAchkanDhotiAngavastramTurban
sherwani achkan
kurtas
Angrakha
turban
lungi
Dhoti
Jodhpuri
Fabrics and art styles used:Fabrics :Brasso, brocade, cotton,
fancy fabric, faux brocade, faux chiffon, faux crepe, silk, khadi, faux georgette, lycra, net, pashmina, poly dupion, poly silk, pure chiffon, viscose.
Art styles:Aari, appliqué work,
batik, beads, benarsi, block print, chanderi, cord work, gota, ikkat, kalamari, kantha, kundan, mirror work, mysore silk, patch work, stones, sequines, zardori, zari.
Influenced by Bollywood
Influenced by politics .
RECENT TRENDSModern fashion has aped the styling and designing
of the bygone eras.It is now considered as a lifestyle product Signifies the social standing as well as influence of
the wearer.Customized designer wear are in vogue.Use of embellishment, embroidery, mirror work
and traditional Indian art and crafts.Online shopping is also coming up.Fusion concept , merging the Indian sensibilities
with western tastes.
DESIGNERS RULE!Meera and Muzaffar Ali
Shantanu and Nikhil
Puja Nayyar
Aki Narula
Rohit Gandhi and Rahul Khanna
JJ Valaya
Indian wedding industry
A MAJOR CONTRIBUTOR
The latest trend is of groom fashion ethnic clothing A metamorphosis in ethnic styling in line with
contemporary times.Swaroski crystals and intricate embroideries like
Zardosi have come to play. The Indian wedding industry is a major
contributor in the sales of men’s ethnic wear.The main driver for the innovation and merging
trends of the ethnic wear.
MARKET PLAYERSGujral sons
Diwan sahib
Fabindia
Indo-us connection
Jade blue
Jeffarcher
Ethniciz
Shoppers stop
Manyavar
PRICINGThe price ranges of the men’s ethnic wear as
gathered by the catalogues of certain brands in the organized sector which are more economical are as under:
There are certain designers catering the super rich and the cost can range from a couple of thousands to lakhs of rupees.
Sherwani Rs 5000- 50,000Kurta pyjama Rs 1000- 17000Jodhpuri suit Rs 4000- 30000Dhoti kurta Rs 500- 15000Turban Rs 300- 10000
RETAILINGThe current market of ethnic wear stands at ~Rs
31,000 crore and is projected to grow at 10 per cent to reach ~Rs 45,000 crore in 2014.
Percentage of revenue generated by ethnic wear in FY’10
BRANDS PERCENTAGE
Max 25%
Shopper stop 25%
Lifestyle 20%
GROWTH DRIVERSPersonalized styles and cuts
Traditional occasions
Media and fashions influence
Global recognition
Potential is high
CURRENT MARKET SCENARIO The organized sector has players like Gujral sons,
Jadeblue, ethniciz, veda, Manish creations, Fabindia, , indo-
us connection etc. catering to the low to mid segment.
Diwan sahib , and designers like Rohit bal, Rohit Gandhi
and Rahul Khanna, Shantanu and Nikhil, JJ Valaya, Meera and
Muzaffar Ali etc. cater to the premium and super premium segment.
OPPORTUNITIESThe very first opportunity comes from making an
entry as a big branded retailer of traditional wear. Except
brands like Diwan sahib , Gujral sons and Fabindia which have
a pan-India presence , no brand has been able to spread
beyond its region.In the absence of any player in the mid to super
premium segment, there is a lot of potential demand in this area.
The opportunity lies in bringing to the forefront our centuries-old heritage and culture in the form of traditional attire
CHALLENGESA good fit is important
Competition from unorganized market
No unified fashion across diverse regions
GLOBAL IMPACTIndian sherwani finds place in Armani collection.Globally recognized by many designers and
adapted to suit their tastes and preferences.The jodhpuri pants are also a rage abroad.The inclusion of Nehru suits, Nehru collars and
jodhpuri style suits in the international fashion circuits.
Designers experiment with the vast variety of fabrics, art styles, materials and design work .
CONCLUSIONEthnic section for men is mind-blowing consisting
of fashionable sherwani, jodhpuri suits, silk kurta etc.
In fact now the cool dudes are preferring ethnics over western when it comes to wedding time.
Time is gone by; when women were known to be the sole show stoppers. These days, men are also casting sparkling impression in the parties by showcasing stylish ethnic wear.
THANK YOU!