A party or an event is incomplete till the hosts and guests aren’t picture-ready. Both, the hosts and guests start preparing a month in advance to look their best on a wedding, birthday party or any other important occasion.
With growing disposable income, exposure to global fashion trends and entrance of high-end foreign brands in the country, the huge middle class of the country has started spending more on apparel. This has made the fashion industry worth a whopping $ 46 Billion.
Today’s well-informed kids too are gearing up with the rising fashion trends. Due to higher penetration of media, they have increasingly started contributing in purchase decisions. The kidswear segment is one of the fastest growing segments in the Indian apparel market and is estimated to hold a market share of $ 10.1 Billion which amounts to 20 per cent of the total apparel market of the country.
With the rising trend of themed birthday parties, the demand for fancy costumes has also increased and most people prefer renting costumes rather than buying for a single occasion.
Even men and women have started drifting towards the rental market rather than spending thousands on expensive designer outfits which will be relegated to a corner of the cupboard after being used once.
In an age when social media captures everything, no one wants to be seen repeating outfits. This growing mentality has given rise to many fashion rental startups and the market size is estimated to be around $ 5 Billion.
The growing fashion urgency has led to the mushrooming of many startups in India which have benefitted customers hugely but petty tailors and boutiques who have the skill and expertise, but not many connections, are left behind.
The online market and big brands have hugely impacted such small fashion outlets who are not able to capture a bigger market. However, small businesses can get both recognition and work if they tie up with a tech platform such as Clappily. Clappily is a marketplace for both merchants and consumers, which is available on Android and iOS. The app becomes a single destination for varied party needs that customers may have, fashion being an increasingly important part of the mix.
When a customer orders a dress/costume from the products uploaded on the dashboard, the vendor/tailor is informed about the same and the product is directly delivered to the customer’s place. While majority share of the revenue remains with the vendor, the app charges a nominal fee for the tie up and service.
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