Fashion designer Narendra Kumar is an industry veteran, who understands the changing trends and influences of today’s consumers. In his latest avatar as the creative head of Amazon India, his expertise has just broadened to the virtual space.

He shares some of his insights on fashion trends and shopping online.

Does categorising collections in terms of Spring/Summer, Autumn/Winter make sense in the Indian context where seasons and weather vary radically across the country?

India is a mix of different markets and seasons. Seasonality is a strong focus in the northern part of the country, as also the central part, and as such demands categorisation due to extreme temperatures, while the rest of the country lives a warm and temperate lifestyle. Categorisation becomes essential from the seasonal as well as marketing perspective.

Who or what are some of the biggest influencers of Indian fashion?

Indian fashion works on different levels; the mass market, branded middle market and the luxury market, with each having a different set of influencers. For the mass market, it is Bollywood, fuelled by stylists that define trends and actors flaunting them. The Hindi film industry has always been the source of inspiration when it comes to fashion. The branded market, which has to plan much before season, works on forecasts by international agencies from where India-specific trends are culled. For the luxury market, it is the designers, both Indian and global, who inspire it.

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Over and above all of this today, it is the media in the Internet age. Events, independent fashion blogs and also brand blogs are influencing consumers at large. Even fashion weeks make consumers more discerning in their fashion taste.

A style statement that will never go out of fashion…

Jeans and a classic white shirt, as it easily transits from day to evening just by changing the accessories like shoes or belt, bags or jewellery both for men and women. Another statement that is perennial is the sari, block printed preferably, and worn traditionally; it’s an epitome of elegance.

E-commerce is making international fashion available to Indian consumers at the click of a button. What is your prediction on the eventual outcome of this trend in terms of fashion and business?

The variety that you are exposed to is huge through e-commerce. What it does is that it creates the appetite in the Indian consumer for fashion, helps Indian brands scale-up to the competition, making them more efficient and contemporary. As for the designers, it brings an inward focus on India as inspiration for their collections which are great, given the size of the market for Indian/fusion clothing. There is a huge interest for online fashion in smaller towns as customers there are enjoying an easy and convenient access to international and Indian fashion brands, unlike before. It’s definitely transforming the way people are viewing fashion and shopping today and it will only grow and gain huge momentum in the future.

Tips for buying clothes online

* The most important aspect of online shopping is the accuracy of your measurements. India doesn’t have a standardised fitting size. This makes you depend on individual brands and their measurements and sizes vary. One brand’s size 8 can possibly be another brand’s size 10 and it’s therefore important to keep your measurements up-to-date. Once you know your measurements, a size chart will come in handy.

* Do remember your purchase history of different brands. It’s easier to buy the brands that fit you well and you have tried on before.

* When trying something new, check on the detail pages of the product to get a better understanding of the material, colour, etc.

* Pay attention to the height and body type of the model in case of buying a dress. In proportion to your body type, it can give you a fair idea of how it would look on you.

* Read up on the exchange and return policy of the company.

Some must-haves for all seasons:

For women:

Accessories: A coloured leather tote for all your belongings to take you from day to evening, a smart gold clutch to make any evening look great. When it comes to shoes, summer wedges, a pair of classic black sandals, not too tall, and beige sandals as they mix well with all colours and not to forget a pair of pastel sneakers. A set of studs for the ears, large and small, and belts both narrow and wide to accentuate your waist.

Clothing: A smart pair of midrise jeans/jogger jeans, a classic white shirt, a little black dress, a set of tunic kurtis in print or plains help one transit easily from Indian to fusion.

For men:

Accessories: A watch and belts for both casual and formal looks. When it comes to shoes, slip-on sneakers and beige loafers add to your trend and comfort.

Clothing: A casual fit jeans/jogger pants, a light-hued T-shirt, a dress shirt for a more official look and a blazer to go with it.

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