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All here for the Indian brandwagon

Most of the international brands in prêt are available, at affordable prices in retail stores across the country, keeping Indians on par with latest fashion. TANYA ABRAHAM finds out how this business works.

AS FAR as the term `fashion' is concerned, the chic and the stylish have been closely associated with being either expensive or conspicuous. Within the average Indian mind, there is an unease of being exposed to what is less modern or that what lacks style. A feeling that the most sort after fashion concepts is often unavailable or unattainable.

However, today with the market opening up and with great awareness pumped into society, the average Indian appears to be confident of what he needs to possess to become part of `the globalisation trend'.

Instead of being left out of the bandwagon, Indians appear to be basking in the fact, that to be part of a less developed nation proves to be fruitful rather than futile. It has not been more than a decade or two since the nation's capacity to produce high quality garments, at a less than affordable price, has been recognised and utilised. This has eventually led to a display of an eclectic array of fabric and styles, consequently throwing open the doors to a new fashion era.

Expensive and popular international brands such as Gap, Guess, Old Navy, Ralph Lauren and the like now monopolise the wardrobe of the common man at an affordable price, a concept that was once hard to envisage.

Owing to cheap labour and the availability of high quality raw material, brand manufacturers find it lucrative to produce their products in countries such as India, where specifications and quality control are closely adhered to, thus producing garments of superior and international calibre.

"Of all the production that takes place, a certain percentage of the produce remains rejected due to very minute defects that are hardly visible and these are often dead stock for the manufacturers," explains Jinu Joseph, owner of the retail store `Hues'. Most of this stock is then disposed after a stipulated locking period of 3-6 months as prescribed by the buyers. "This is usually auctioned in bulk to certain wholesalers, which means the same products are available in India around the same time it hits the shops outside the country," he adds.

For the manufacturers, the prices at which the disposal of the rejected or surplus stock takes place appears not to be an issue of concern as it constitutes only a minute percentage of their actual business turn over. Stocks purchased by the wholesalers are eventually sorted out according to the repairs needed which calls for a procedure of snipping, darning, washing and ironing, while garment accessories such as buttons, zips and the like are always well stocked. Trained staff is appointed for this purpose, which requires each piece to undergo a thorough inspection. Garments are then packed in bulk and distributed to various retail stores all over the country or sent for re-export.

"Most of the pieces we get are in good condition where the defects have been corrected. All our customers are aware of this, yet are willing to pay for the latest style and what would be available in international stores for much more," says Jinu Joseph.

Today, many in the garment industry feel that the initial government policies were not adequate enough to enhance the growth of this industry. Manufacturers recognise that the production volume of other developing countries like China is huge as compared to India, due to early liberalisation policies. However, manufacturers in anticipation of the quota system being scrapped, appear to be vehemently concentrating on optimum volumes through high-end technology and quality control systems in order to compete in the open market.

Nevertheless, the common Indian finally feels he is on par with the florid and the stylish without indulging in conspicuous consumption. Rakesh, a student studying in the U.S.A, recalls that clothes bought from such retail stores confirm to prevailing styles abroad. "I buy at these stores since they offer me the same garments available in stores abroad at a much lesser price. Besides I don't think anybody would tell the difference unless it is specified," he says.

Most of the products would have the labels tampered at the manufacturing level to avoid brand damage, however almost all customers agree that it is just a small price to pay for what you call `a la mode'!

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