Apparel April 2019 Apparel April 2019 issue | Page 66

FEATURE
Daily Wear Brands
Dominate Mall Space!
Daily wear has become a go-to option for work, home and evenings out,
and is making its presence felt in mall sales too. Mr Vikash Pacheriwal,
Co-founder of Raisin, analyses this trend.
Every shopping plan or a day out today
is designed with just one idea—“Let’s
go to the mall!” Easier to access and
definitely worth an experience, malls
have mushroomed around the world,
allowing people to enjoy the thrill of
buying everything under one roof. From
food, entertainment and activities to
shopping from premium brands, there
are ample opportunities to spend time
and enjoy!
Emphasising on comfort and
personal presentation over conformity
and formality, daily wear takes the
utmost importance in our wardrobes
these days. Wearing casual can free
one from the traditional rules of looking
overdressed or underdressed at any
point of time. A casual dress can help
one pull off a day at work and make
one look great down at the pub after
work too.
Today, daily wear brands are
dominating mall space in unimaginable
ways. Though the lines that differentiate
clothing categories have blurred to
a great extent, comfort still plays the
role of utmost importance. One can
easily alter the definition of casual wear,
depending on the occasion or season.
However, anything that can be worn
for both work and leisure qualifies as
casual wear.
60
I APPAREL I
April 2019