Winter fashion growth over the years

Whenever you think about fashion, you think of tops or dresses or skirts or anything that is more summery, and winter as a season is often not looked at in depth. Although winter in India is a short season of 3 months and is mostly confined to the north of the country, there are drastic changes in clothing and fashion for the season. Along with variations in temperature across the country, there have also been sharp changes in fashion for the season. As we enter the winter season, one shifts from linen, cotton, and pastel colors to handmade woolen knit bundling. sweaters, cardigans, mufflers, hats and socks and a richer color palette.

Traditionally, the main focus for winter clothing has been on utility and fabrics to fight the cold as staying warm replaces the feeling of dressing up. But over the times, winter has also become synonymous with wedding celebrations, festivals, celebrations, luxury and dressing up. The precedent for winter clothing has gone from a utility item with limited availability of options to a utility with comfort, trend, and a fashion edge. The same thing can be seen with the surge in demand for winter clothes in the country.

For some of the leading e-commerce portals, winter clothing has grown by a compound annual growth rate of 25% year over year over the past 4 years. This contributed to around 25% of sales for the fashion apparel industry, in the second half of the year, making it a major revenue driver. This year the biggest category by far has been jerseys. Even at FableStreet, the yearly overall category contribution for winter clothing has increased by about 150 to 200 basis points at the mixed level.

There are many reasons for this significant shift from need-based to aspiration-based winter fashion over the years and growth in the category.

Consumer purchasing power

Over the years, the financial stability and purchasing power of the population have increased significantly. India’s purchasing power parity increased from 10 LCUs per international dollar in 2002 to 23.1 LCUs per international dollar in 2021 with an annual average growth of 4.55%.

An increase in the population density index along with an increase in per capita spending in the country also causes an increase in product sales.

Fabric Innovation

Innovation and technology being one of the most important prospects of growth and development this makes needs and wants more accessible. Whether it’s perfecting natural fabrics, heat-tech fabrics, fleece, etc., fabric innovations have influenced fashion and the way consumers wear fashions. These have been largely replaced by lighter, warmer fabrics. Innovation in fabrics will continue to evolve over the next few years.

Content Consumption

The Internet has been one of the main growth drivers for winter fashion for many years. Awareness about trends, and how winter fashion is starting to spread with the penetration of the internet. From black and white broadcasts to OTT, people in even the country’s most remote geographic areas already know who is wearing what in the world.

International brand exposure

International Brands coming to India allowed genuine clothing stores to become internationally renowned brands as a free enterprise, capitalism paved the way for brands to set up their shops in all parts of the world. This in turn allows people from one corner of the world to touch and experience the sense of fashion from another part of it. International travel complements global networks.

Consumer Insights

coating

Winter clothing is constantly evolving. Often, the winter forecast is impossible to predict. The advent of heaters and insulators installed in buildings and public transport has presented a different dynamic. To be prepared for anything and everything, layering is key. One adds or subtracts layers depending on whether one is indoors or outdoors, day or night. Mild winters can be managed by light socks and shoes, and extreme cold by wearing tighter pants and thicker boots.

Layering further allows for functional and fashionable aspects of clothing. Different textures, fabrics, styles, colors, layerings allow endless possibilities to experiment with styles in winter. Complete your monochrome look with a pop of color with this bright woolen knit muffler. Wear a comfortable blazer over a regular cardigan at work, swapping out the blazer for a shiny/blingy jacket for the evening.

Winter trip

Winter travel as a concept has become increasingly popular over the years. Whether it’s to explore the natural splendor of the mountains or explore adventure sports like skiing and snowboarding, there has been an increasing number of tourists to winter destinations. This has led to an increase in purchases of puffer jackets, sweaters, thermals, bomber jackets, long coats, wool hats, boots, maintaining comfort, warmth and high fashion quotient at all times.

Opportunity purchase

Keeping in sync with celebrations, weddings, and celebrations, occasional buying for the winter season has become a huge trend.

Be it a wedding or a party, suits and jackets in velvet, silk, brocade, sequins, metallic fabrics fill every celebration. No brand doesn’t have an evening/party/event collection for this season. It’s about staying nice and warm but upping the glam quotient at the same time.

Classic

A foundation for any wardrobe, there’s a solid list of essentials for every season. No matter how many times they’ve been paired, there’s never a dull moment with them. Pullovers, sweaters, long coats, tweed pants, turtle necks, little black dresses will never go out of fashion. For fabrics, wool, wool blends, and denim are the norm.

People who are out for work need clothes that are well made and versatile. In short, winter fashion is a big trend all over the world. Consumer behavior has evolved a lot over the years and continues to experiment with colors, fabrics and silhouettes even in winter. Trends will continue to evolve over the years and we will continue to see new brands, trends and innovations in the category.

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