The contemporary brand fashion market is clearly brimming with a high level of competition. The up-and-coming contemporary designers are forced to continuously compete with older, established luxury brands in the targeting of the younger generation of consumers.
The contemporary market began out of consumers’ need and wants to own versatile clothing that could be worn on a daily basis. Stylish consumers were hungry for locating a head-to-toe outfit that luxury brands create, but could be sold at a more reasonable price.
Fashion editors and industrialists agree that contemporary brands have stolen the limelight and are helping to bridge the gap between luxury brands and street designs.
Contemporary brands appeal to both the luxury shopper and the new breed of aspirating shopper. It is also appealing to people bored of stereotypical dressing and who are prepared to spend that little bit extra for something that will last.
Consumers want to feel like they own something special and unique. They want exclusive quality labels that are not mass produced, yet are still affordable. It is important to keep in mind that this category is less expensive then higher brands and designers, but the prices are clearly higher than common-wears.
A great contemporary brand is one with a unique look and feel. Garments and accessories will have interesting construction details and a good-quality finish. The collections are in line with seasonal trends but also incorporate signature items that consumers immediately recognize and associate with the designer brand.
On this issue we had a conversation with Sushant Devgikar. Lets see what he has to say.
Q-What is more important? Style or Fashion?
Sushant- If you are comfortable and Confident in your outfit, it adds style. And when you are stylish, you are fashionable too. I wear everything I like to wear and am comfortable in, and if that goes well with my body statistics…figure I mean…*Laughs*…and my hairstyle. I really do not care what others think or say. I wear my clothes, I dress for myself.
Sushant- I do not look upon it. It’s a choice. You cross-dress to get over mainstream dressings. We should be more broad minded. Fashion and trends in India are very limited because men have very rigid and stupid beliefs about what they should and should not wear. A bit more versatility might not be too bad.
Q- What should students wear mostly? I mean what kind of fashion should they opt?
Sushant- Students should wear what they are comfortable in. Actually not only students, every individual should wear something that adds up their personality. It is not essential to follow any trend. When you follow any Film-star or any Celebrity, you are not dressing up yourself. You are not putting forward your style.
Sushant Divgikar is an Indian theater, television and film actor, VJ, choreographer. In July 2014, he was crowned Mr. Gay India 2014. He represented India at Mr. Gay World 2014. He won various special awards during Mr. Gay World 2014, and has been the only delegate from India to win the three sub awards. He is widely known for participating in eight season of India's most popular TV reality show Bigg Boss. Let’s see what he has to say regarding contemporary fashion.
Priyankur Sengupta
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