India's urban youth go brand crazy

Neha Kirpal, Sowmya Katathil
Wednesday, February 20, 2008 (Mumbai, New Delhi)
We have made long-distance calls for our first designer jeans and pined for our Bollywood stars' London or New York clothing.

But today, that celebrity-in-casuals look is only a mall away. Be it a designer bag or a cocktail dress, the wardrobe of young urban India, rejuvenated by the much-hyped economic boom is overflowing with international designer brands.

At least that's what the glitzy outlets in the neighbourhood market reflect. And industry honchos are not complaining about their newfound customers.

''Off late, the exposure has made the younger lot's perspective more worldwide. So they want to be seen equal and alike with anyone in the world, which is why the younger lot wants to go in for brands. They're simply aping the West,'' said Suresh Bhatia, Country Head and Director, Major brands India Pvt Ltd.

Only five years ago you could actually flaunt your Fendi bag. But today you think twice before bragging about a designer accessory. Because the 20-something executive next door drawing lakhs per month may have made your exclusive possession commonplace.

And if there is a marked increase in the number of people gaining a footing in that exclusive bracket, there is also a sharp drop in how young they are being bitten by the status-bug.

Even non-earning teenagers are brand conscious. They save up or steal but they want their brand.

''Amazing stuff, international standards, and we literally wait for the next stock to come so that we can check it out. Really good styles,'' said Ritu Jain, Customer.

''The range is available here. Earlier you had to go to abroad to shop. But it's all here now,'' said Chirag, Customer.

And if international outlets are a barometer to India's expanding consumer base and rapid social shifts then the trend is here to stay.

Consider this: Mango, the international clothing brand set up shop in India in 2000. Today it has six outlets in Delhi, Mumbai and Bangalore, and plans to open more in Pune and Hyderabad.

The designer label Chanel opened its Delhi boutique in 2005 and they target teenager customers as young as 14-year-old.

While on the one hand, the Indian economy is growing like never before, on the other, choices for the Indian consumer have been expanding, with the presence of exclusive international designer labels, more than doubling since 2000.