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鈥淲omen from tier -I and -II cities are aspirational as well as willing to experiment when it comes to ethnic wear including with the styles, cut and fabrics used. As the Internet penetration grows in these cities more and more women customers are following the latest trends in the market and as a result there will be a natural demand for branded fashion garments of good quality. We already have stores in cities like Bareilly, Siliguri, Durgapur, Coimbatore etc which have great business potential to cater to this growing demand,鈥?says Ajay Kulkarni. His brand, Ethnicity 鈥?which started in Ahmedabad 鈥?is currently present in 20 cities through 31 EBOs and 63 shop-in-shops.
Sunishka Goenka also states that customers are looking at outfits that are designed for comfort as well as transitional wear with an aesthetic appeal as Indian consumers are perceived to be price value conscious and price sensitive. For instance, the market demands more than just basic to enable to move from Mat-to-Meetings. Activewear trends are being integrated steeply even in the cooperate world, like athleisure joggers and sports bras are teamed with formal blazers which sums up a look from Office-to-Crossfit.
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Arjun Gehlot: See we specifically follow the concept of zoning very seriously in both of our properties, so according to that, we have international brands on the ground floor. The women brands are collected and are accommodated in one area of the mall. Likewise, we have categories on every floor, which makes shopping very easy for the customers. There is a mix of everything. Indian brands are also coming to be at par with the international brands that we have. So, it鈥檚 more about what the customers want. The taste and demand of the customer also varies from different parts of the city and it is very essential to understand it. At the end of the day, its more about market research and customer choice. For example, the customer is very different in Gurugram, Delhi and Noida in brackets of style, fashion, price and purchase. So, a mall has to understand the needs of the people coming to it. We select the brands accordingly.
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