Foremost, I would call this era as an evolution of the consumers of fashion. Last 10 years have been very momentous in the Indian fashion space. There has been a multi-faceted growth that the industry has seen.

Ecommerce has given retailers of all sizes a huge market and customer base to explore. Any brand/ retailer can reach out to its target audience in multiple ways through digital and social platforms, and not just wait for someone to turn up at their shops. Especially the small and medium brands have been at the forefront of this growth cycle. The established brands and retailers are working harder than ever to establish a sense of affinity with their customers because just creating a product is not enough anymore. All social media platforms have created a way for brands and consumers to interact, promote and buy products. Influencer marketing and fashion bloggers have risen to prominence. Availability of essential and luxury items has increased, giving more options and price competitiveness in favor of the customer.

Information arbitrage practices by retailers have disappeared since information is so easily available to the buyers. Especially in women fashion, tastes and preferences have evolved to align with international trends. All these changes are fascinating but present a big challenge for brands and retailers to become and then stay relevant to the consumers.