Fast Indian Ethnic Fashion Of The Young College Girls

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Ethnic wear was initially a category that was largely restricted to the older age segment. However, it is now finding acceptance even among younger consumers, especially women. The young college going girl teams her Indian kurta with either a pair of denims or leggings that represent a fusion of ethnic wear with western wear. This has led to brands focusing on ethnic fusion wear product offerings, in western styles and prints, in order to capture the opportunity. With an interesting interplay of woven, knits and other fashion brands, these brands have completely redefined ethnic wear for consumers. The women’s ethnic segment currently accounts for an 87% of the total ethnic wear market at INR 54,425 crore (USD
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Karishma Nath, a fashion stylist who was being encouraged by her mother, Shivani Nath, started the Brand in April 2013, October. Karishma Nath, owner of the brand, graduated in fashion styling and image designing, from the Pearl Academy of Fashion (2010-14). First exhibition, with respect to the brand was organized at her residence in Chattarpur, in South Delhi. The first exhibition was successful, and the brand sold well in the market. On being persuaded by family, friends and the success of the first collection, exhibitions were organized every 3 months. The brand exhibited its collection at exhibitions in New Delhi, and surrounding cities such as Ludhiana, Chandigarh and Agra where one could buy stalls.

One of the exhibitions the brand participated in.

Karishma Nath, the brand, deals in Indian women wear which includes, both formal and informal ethnic suits. The brand also deals in resort wear and has a small collection in the stall for a certain kind of clientele. The competitive advantage of the brand is that it offers wide variety of services to its customers in terms of the good quality, low price, quick services and fit on the basis of diverse Indian silhouette. The brand also offers free styling services and maintains good customer service. Even though it is a relatively new brand it manages to sell at a affordable price lower than of its competitors. The gota patti embroidered work on the suits is from
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