Clothing brands, this summer, are shifting their strategies to attract modern consumers, with a focus on performance-driven fashion, influencer collaborations, limited-edition drops, and engaging digital storytelling, as per the clothing industry players.
Ahead of the festive season, a substantial 63 per cent of clothing retailers and manufacturers expect lower sales compared to last year, the Clothing Manufacturing Association of India (CMAI), an industry body, said in a report on Friday.