A Whitepaper
THREADS OF TRADITION
StarlightEffect Insights into narratives in Women’s Ethnic Wear in India
The Indian market for women's ethnic wear is vibrant and diverse, featuring numerous brands offering a wide range of collections from traditional and bridal wear to versatile options for various occasions.
However, many brands rely on generic category narratives, leading to a saturated and homogeneous market with similar branding and marketing strategies.
These narratives typically focus on:
celebrating occasions and festivals
empowering the modern Indian woman, and, more recently
highlighting the artisans behind the clothing.
To differentiate themselves, brands need to move beyond conventional approaches and embrace innovative, future-facing narratives that reflect the evolving experiences of their audience. At Starlight India, we pose three key questions to understand and address this trend:
What are the current narratives within the market?
What are the potential future directions?
What narrative shift is required for brands to stay relevant?
By addressing these questions and shifting to distinctive narratives, we aim to help brands forge deeper connections with consumers and create a more dynamic and inclusive representation of women's ethnic wear in India.
For a detailed analysis, see the document below:
