Apparel April 2019 Apparel April 2019 issue | Page 67

FEATURE especially in the same social circle, making it difficult to buy and discard expensive clothes. This has eventually led to the trend of buying clothes at reasonable rates. Daily wear brands offer outfits conforming to the latest trends at very reasonable rates, thus allowing the buyer to move on from one trend to another with ease. And the fact that daily wear brands have outlined their presence in all mall spaces, meeting the requirements of the people at large, has made them largely accessible and thus picked easily! As the development is on a rise, the economy is witnessing casual wear brands dominate the mall space in comparison to other apparel categories. This is possibly because of the following reasons: REASONABLE PRICES With dynamic fashion taking over our wardrobes, one needs to keep up with the ever-changing trends regularly. It is commonly witnessed that millennials do not like to repeat their outfits, GREAT QUALITY Offering apparel in premium quality, fabrics and colours, daily wear brands are visibly dominating the mall space in India. These brands have begun to concentrate and invest more in the quality of their products rather than compromising on it. It is not just designer wear and high- end labels that offer premium quality clothing; casual wear brands have also started investing more resources in order to ensure great quality products, thereby increasing their consumer base across markets! Some of the older daily wear brands known for their steep price tags have started investing in uplifting their craft. With premium designer APPAREL I April 2019 I 61