The COVID pandemic thrust a dry spell upon all retail stores, and like most other industries, the highly valued Indian wedding industry was also hit hard. Valued at $50 billion dollars by a KPMG report in 2017, the Indian wedding industry is a money-churning machine that follows an upward trajectory. During the pandemic, although weddings were still occurring, the guest numbers had to be capped, and brides increasingly resorted to e-commerce sites for their bridal shopping. For wedding designers, the recovery process has been quicker than the rest of the industry, with business steadily picking up after the lockdown.
With the country’s top wedding designers boosting their e-commerce offerings, what becomes of the fabled ritual of wedding shopping? The tactile pleasures of wading through metres upon metres of fabric, studying the intricate craftsmanship, modelling different outfits, twirling, and then twirling some more — e-commerce can’t yet be an alternative to luxury. However, designers are still working on their e-commerce sites because the new generation of brides now does all of their research online.
They are more aware, informed, and sure of their wants and needs. Customer behaviour suggests that brides now spend less time in the store but visit the store more frequently because online research makes the selection process easier and faster. In today’s ever-evolving online world, the designers’ job has become more challenging and exciting as they scramble to keep up. Online shopping cannot emulate the luxury of feeling and trying on bridal garments, but it can help you discover your likes and dislikes.
A hybrid online-offline model is the future of retail in general. When it comes to bridal wear, the consumer has shown significant evolution. Today, brides are looking to invest in clothing that showcases more value in craftsmanship, culture, and emotion. There is a stronger inclination towards supporting local crafts and businesses with a focus on quality and individuality. With smaller gatherings and intimate guest lists, clothing becomes an expression of love — for oneself, their personal stories, traditions, and craft.
Heena Modi
Founder of Aquarians Bridal
PhD in Fashion Cutting
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