ethnic wear

“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!