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New Delhi, June. 2 (PTI): Going in
for pret line which is cheap and affordable? Fashion designers
are now finding ways to reach wider markets by expanding
their customer base and going for producing on mass scale.
This is no more restricted to highly
sophisticated and rich class as with the coming up of
affordable apparels, it's now fast becoming an important
component of the middle-class wardrobe, those in the business
say.
Designer clothes are in fashion and more
recently it has got a boost as many shopping complexes
and chain-stores are offering the works of leading and
budding designers at affordable prices for the common
man who has become fashion-savy, says Varun Bahl, a fashion
designer.
Fashion designers and the leading outlets
are working in collaboration to offer such collections
at one place for all range of customers, he adds.
Earlier, the leading designers worked
on their designs either for models who would display their
works in shows or for the rich and affluent sections of
the society. Now the situation has changed. Backed by
the collaborations with manufacturers and shopowners,
their best apparel items come for retailing to departmental
and other chain stores, says Suneet Varma, designer of
pret label, Le Spice.
Not many people know about the budding
designers, but this trend can give them a good opportunity
to get noticed, a key to their success, says Bahl.
Designer J J Vallya, known for his fusion
of western and contemporary designs, says "today
customers have become more fashion-conscious and want
to look trendy".
"I would rather see more people
wearing my clothes than wistfully watching my collections
which they can't afford", he adds.
Designers don't find that these outlets
can provide an opportunity for copycats to enhance their
collection.
"If one admires a designer work
and makes a wear resembling that, I won't call it a copy
but it's an inspiration. If someone tries to steal the
whole design and display it in other form, then its copying,"
says Varma.
The designers also stress on the need
to expand this initiative in smaller towns too as non-availability
of designer apparels is a major problem faced by customers
in smaller towns.
Unwillingness among people to spend more
on designer wears is not the reason for the nonavailability
of such works in smaller towns, but its lack of collaboration
between shopping complex owners and designers which hinders
the progress of pret line fashion in these areas, he adds.
So more collaborations should be worked
out in these areas too which are away from metropolitan
and more privileged cities but has the tendency to develop
the career of designer artists, he adds.
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