Consumers in the West spend money in a variety of ways, but not in India. Indian women are willing to spend a lot of money on weddings. India’s fashion industry is booming at $20 billion a year, accounting for 80 percent of the country’s overall fashion revenue.
In India, the world’s second most populous country, most of the money, energy and styles spent on clothing are focused on a major event in a woman’s life-a lavish wedding. Even India’s most prominent garment designers are willing to use the proceeds from the sale of bespoke wedding dresses to sponsor a marriage that is a bit inferior to a fashion show. In fact, bride wear accounts for 80% of India’s total fashion revenue.
So it’s no surprise that the top echelons of Mumba, India, gathered last year’s India Bridal Fashion Week, to appreciate Tarun Tahiliani’s Swarovski crystal inlaid wedding dress line. Tahiri Ani is an
outstanding designer in India, both in ready-to-wear and in wedding wear. He incorporates elements of Western design into a variety of colorful Indian robes. And profited from India’s booming fashion industry ($20 billion a year).
Other Indian designers, including Sabyasachi Mukherjee and Rohit Bal, have also made a fortune in the wedding wear business. “Large weddings tend to last four, five, or even six days,” said Bandana Tewari, the Indian fashion editor of < Vogue. “Although for couples with a high degree of Westernization, they may occasionally wear a foreign dress during a wedding-even a Comme des Garons– they must wear authentic Indian traditional clothes on their wedding day. It will never be possible to wear western-style clothes. ”
At the Tahiri Ani fashion conference, the men and women on the runway were dressed in blood-red, dark chestnut and golden gold with crystal pendants. The event featured both European-style costumes and traditional Indian sari robes inspired by dynasties before the British Empire ruled (English Raj) especially Mughal dynasty. “India’s art, literature, dance and philosophy had never been more prosperous than the Renaissance in the West,” Tiwari said.
Tahiri Ani said, “when Indians attend weddings, they are dressed up.” “History, customs, traditions, and songs and dances are bewildering and dazzling-all of which make the wedding the most important moment in the life of an Indian; It’s also evidenced that family finances are starting to slide: mothers start to cut back on food and clothing for their weddings, almost as soon as the baby is born. “
They had better start amassing right away, with Tahiri Ani’s clothes, which were priced at just $4500 when they were launched, have soared rapidly to $60, 000. And India’s big show wedding pays attention to wearing different clothes in a few days.
The popularity of wedding wear is not driven only by tradition. Like China, the emerging market that supports the luxury goods’ industry, India’s burgeoning upstarts have a strong appetite for consumption. “Consumers in the West spend money in a variety of ways, but not in India. But at weddings, all the family and friends will come together, “said Vijay Singh, president of Bride Fashion week in India.” “This is a good opportunity to show whether you have a good family.”