“Style is all about updating your wardrobe with the current fashion trend and I only trust branded clothes. I believe in quality over quantity,” says Prekshya, a banker and an avid buyer of labeled products. [brand]
In this age of globalization, the advanced marketing techniques and influence of the advertising campaigns have produced more brand-conscious people like Prekshya. Understanding the dynamics of demand for labeled goods, there is a plethora of branded shops in the market and along with that, there are equal numbers of growing brand loyalists who are lured by the reputed brand value.
“Compared to our generation, the youth today have the pressure to look good. They choose to wear branded and high-end clothes that reflect their personal choices and status. In that way, I think children today have become high-maintenance beings and it’s hard to keep up with their budget,” says Shristi Thapa, 42, whose teenage daughter is already obsessed about owning branded outfits.
Besides the high-end shops, the flea markets in the capital are thriving. In every nook and corner of the streets there are shops that cater clothes imported from places like Thailand and Singapore, among others. There are many fake brands and copy of the designer wears that are easily available, creating ample choices for people to steal the look of their favorite celebrity or designers. But despite that, there are those who only choose and trust reputed brands and indulge in new versions of their already purchased goods.
“It’s really important to maintain your style standards and purchase your goods from trusted stores. Furthermore, buying stuff at random shops won’t make you stand out in the crowd or make you recognized,” says Sulochana Rai, 28, who saves two third of her salary to quench her shopping cravings. She admits that she’s a spendthrift and whenever she sees something eye-catching, she has to own it despite the product being unaffordable.
Ashreya Gurung, 35, says that young girls these days are mostly inspired by models and celebrities alike. There are a number of girls walking into her store everyday looking for a copy of branded designer clothes that they have seen a model donning it online, in magazines or in the television.
Though there are a few branded shops that stand out, there are equal numbers of random clothing shops catering products that claim to be of original brand. 28-year-old Sarina Shakya, a student, is always inquisitive while shopping for branded clothes and she has faced numerous situations when the retailers are relentlessly trying to prove and convince her that their product is genuine. But nevertheless, she has no options but to purchase what’s available in the market.
“I’m aware that I’m not getting my money’s worth when I buy such products but I find it convenient to shop at such stores rather than run around different stores and bargain for products,” she adds.
Professional fashion model Astha Pokhrel is of the opinion that due to this age of Internet and social media, fashion in Nepal has evolved for the better in the last few years. “Also due to globalization and more youngsters studying and working abroad, we’ve become more familiarized with brand culture and I think it’s a good change in itself,” she says.
Talking about how people are becoming more conscious of international brands, the positive thing is that the country has its own clothing, shoes and accessories brands coming up with quality products made in Nepal.
“People use fake brands all over the world and it doesn’t really bother me whether or not what someone is wearing is fake or real as long as they carry it well. As for me, I’m brand-conscious about cosmetics, skincare products and perfumes,” she says and adds, “In clothes and accessories, I look for good quality and brand name later. When I do buy something with a brand name, I rather save up and only buy the real thing, otherwise it’s no fun.”
As much as there is craze for international brands and there are many who are willing to spend several bucks, it has not quite caught the fancy of some youth who believe that local products are always better.
Like Astha pointed out, Ketan Gurung, 27, believes that Nepali people should promote Nepali designers and wear local branded clothes. “Wearing Nepali products will also boost the economy in a great way. I actually find international brands a complete rip-off since it is way too expensive for people like us who earn in Nepali currency,” he asserts. “Moreover, there is not much variety in branded stores like you can find in local shops and I’ve even heard that they mostly bring damaged pieces.”
Designer Subexshya Bhadel believes that fashion today is more of creating a style statement and experimenting with different looks.
“Fake brands have created a major problem when it comes to sales of pieces that we design, but yes, each to their own. We also have to look at the economy of the people in our country as many are unaware about brands and they prefer non-branded products,” she says.
She also explains that people may have vague ideas about faux brands and cannot do anything about it. “Moreover, if it’s of good designs and reasonable pricing, they splurge in non-branded products rather than going through the process of coming to us designers and buying originals.”
Bhadel also points out that there are not any strong procedures that we can follow and stop the sales of fake items. “All we can do is to come up with better and affordable products to earn the love of fashion enthusiasts. Fashion has evolved beautifully, yet its capabilities in the new market are questioned time and again as it’s still in a stagnant place,” she says.
She points out that it would be too early to say it has a brighter future in the context of our country, because designers are still struggling to create a benchmark.
Moreover, she has seen that most of the youth these days understand the importance of designer wears but still hesitate to own one.
“Nepali designers however aren’t expensive compared to what international pieces cost. There are many youngsters, especially girls, coming to my studio to custom-make their outfits for their prom night or parties. So fashion and brand conscious people are definitely growing,” she explains.
The fascination with labels only grows stronger with time. Keeping the trend in mind, there has been a boom in the Nepali fashion scenario with many new designers launching their own brands in recent times. As brand consciousness grips fashionable youngsters, the shift to creations by local designers might be the solution to ensure you get authentic and quality products and that too at economical prices.
nistha.rayamajhi11@gmail.com
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