India’s booming fashion industry is experiencing a significant transformation fuelled by evolving consumer preferences and increasing buying power, reshaping the retail landscape. The men’s apparel market, in particular, is a hub of innovation and style, reflecting a shift towards self-expression and sustainability. In 2024, the market touched US $ 31.10 billion, with a projected annual growth rate of 3.93 per cent (CAGR 2024-28) indicating sustained expansion.
Consumers are becoming more discerning, seeking garments that reflect their personal style and core values.
The industry is witnessing a move towards minimalist designs and conscious consumption, favouring authenticity over flashy branding. There’s also a growing demand for eco-friendly materials and ethical production practices amidst rising environmental concerns. Fabrics with tactile appeal like suede and those providing ethical alternatives to leather are gaining popularity.
An extension of our ‘Four Part Buying Guide’, this second part of the series focuses on the menswear market outlook as explored exclusively with Gaurav Khanijo.
Gaurav emphasises a shift towards quality and understated elegance, reflecting informed consumer choices.
Looking ahead at Fall/Winter 2024-25, trends emphasise classic hues like oxblood red and deep burgundy, with a focus on timeless silhouettes like trench coats and long coats. Tech-infused fabrics are also emerging, blending style with functionality.
In this dynamic market, craftsmanship, sustainability and consumer-driven values are redefining India’s fashion landscape, presenting immense opportunities for brands to innovate and captivate the evolving tastes of Indian consumers.
Khanijo, an ethical luxury brand established in India in 2014, embodies the vision of the founder Gaurav Khanijo. Initially focused on showcasing fine tailoring in menswear, today, Khanijo caters to both men and women, guided by a forward-thinking approach. Committed to sustainability, the brand embraces trans-seasonal classics and the principles of the circular economy, honouring heritage while remaining relevant to the current zeitgeist.
The brand provides a diverse range of leisurewear for men, priced between Rs. 5,500 to Rs. 72,000. Additionally, its ceremonialwear for men ranges from Rs. 12,000 to Rs. 1,00,000, women’s offerings are priced from Rs. 6,000 to Rs. 38,500. The brand also offers a selection of accessories.
AR: Highlight some of the best-selling products of the current season and the factors that contributed to their success.
GK: A lot of eco-friendly textiles are doing really well.
There are several button-down shirts, classic denims – all made out of sustainable materials. Going forward, I feel a more hybrid version of tailored suits with a new modern twist, think more collarless, will also do well, which can be used both professionally as well as casually.
Functional outerwear is also doing well with all these bombers, parkas and trenches which are more functional and fashionable, but yet very subdued and subtle. Consumers are moving away from flashy pieces and purchasing pieces that have no branding, no logos, etc.
AR: What are the emerging consumer preferences or trends that will impact purchasing decisions for menswear in F/W 2024-25?
GK: I feel a lot will depend on the quality of the materials because materials play an essential role when it comes to buying real fashion. Timeless and tech-infused materials are emerging as focal points, while innovative fabrics are revolutionising sportswear and techwear, offering enhanced performance and style. Additionally, premium fabrics are experiencing a resurgence in loungewear, emphasising comfort and luxury.
In a market flooded with options, consumers are increasingly prioritising high-quality products. Interestingly, even retail giants like Zara are prioritising better and more premium textiles, signalling a significant shift within the industry. This emphasis on quality fabrics suggests that textiles will play a pivotal role in fashion’s future, with cheap fabrications and synthetics gradually losing prominence – a transition that has been long overdue.
AR: What are the emerging product categories that you anticipate gaining traction in the F/W 2024-25 season?
GK: In terms of colours, a deep colour palette comprising browns, oxblood red, cherry and deep burgundies will really do well this season, which also is a better substitute of black.
In terms of products and silhouettes, trench coats and classic long coats will do really well. Explorations with textures on textiles will persist, potentially leading to innovative substitutes for leather which will be interesting to watch. Expect a high demand for suede and fabrics with sheen in the upcoming winter season, as they offer a luxurious and tactile appeal.
AR: Which materials do you recommend investing in for F/W 2024-25 season?
GK: It would be best to invest in materials which are long lasting and timeless. High-tech fabrics offer longevity and versatility, while substitutes for leather provide ethical alternatives without compromising on style. Additionally, traditional leather, especially in suede form, remains a timeless choice known for its durability and sophistication.
We are now also working a lot with wool. Wool is gaining prominence as a valued material as it adds a defined value to the product. Merino wool and pure pashminas are particularly noteworthy for their exceptional quality and versatility, making them ideal choice as winter pieces.
AR: What do you consider as must-have products or wardrobe essentials for F/W 2024-25?
GK: Cashmere turtlenecks, cashmere sweaters, cardigans and throwovers will be essential for Fall/Winter 2024. Additionally, long coats and trenches are something that are here to stay. They have that vibe that has always been there and I feel that nothing beats the constructed version of a trench – it’s a classic.
AR: What do you have to say about the consumer’s shift in perception from quantity to quality?
GK: There is a complete and clear sign of people getting smarter with their purchasing choices. They know what they are buying and they are not blindly following trends anymore. That being said, consumers need to start investing in more worthy pieces. That is why quality has taken over – something that was bound to hit the consumer sooner or later.
The growing demand for logo-less pieces and pieces with lesser branding, reflects a shift away from overt branding in fashion towards more subdued, minimalist designs. This is gaining traction globally as consumers seek understated elegance over loud logos. So that’s a clear sign of more subtle and clean buying which is all about quality.
