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Fast fashion's march in India: not so fast anymore?

The euphoria around global brand names is on the wane as price still rules the shopper’s list of priorities. A new onslaught is looming too: the rise of private labels.
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shaboridas
7 Jun 2018 1 comments
Victor Jiang/Shutterstock Shutterstock.com
Victor Jiang/Shutterstock
If you sell fast fashion in India, nothing spells the kiss of danger quite like your target customer recoiling from you because you are "expensive". When global faves Zara, Forever 21, and H&M came to India — the first two in 2010 and the last in 2015 — the Indian fashion buyer was jubilant. Fast fashion, it seemed, was
behemoths like Amazon and Walmart throwing their might behind their own labels, fast-fashion companies might be in for a long, hard pricing squeeze. ( An earlier version of the story stated that H&M India had declined comment. The company had, in fact, shared its financials for the story, though it declined our request for a detailed interview.)
If you sell fast fashion in India, nothing spells the kiss of danger quite like your target customer recoiling from you because you are "expensive". When global faves Zara, Forever 21, and H&M came to India — the first two in 2010 and the last in 2015 — the Indian fashion buyer was jubilant. Fast fashion, it seemed, was behemoths like Amazon and Walmart throwing their might behind their own labels, fast-fashion companies might be in for a long, hard pricing squeeze. ( An earlier version of the story stated that H&M India had declined comment. The company had, in fact, shared its financials for the story, though it declined our request for a detailed interview.)

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