There is a marked increase in the sale of dresses and trousers for women in India, says Belinda Earl, Global Style Director of British fashion brand Marks & Spencer. "British style has a handwriting that is unique and influences international fashion looks, so this has given me the opportunity to get really hands on in terms of contemporary fashion in the collections and what our customer wants to wear," Earl, who has been dubbed 'Retail Queen of UK', told IANS in an email interview.
Earl was in India to launch M&S's spring summer 2018 collection in Mumbai, and said they "carefully edit" their lines to make them relevant and suit the needs of the Indian customers.
"We've seen sales of dresses increase by 88% over the past year in India and have used this insight to keep offering fashionable styles our customer will love," she said.
"We tailor displays to the Indian customers' mindset around the pieces she will be looking to pick up at that time. We also want customers to see something new every time they step into a store to feel inspired. "We have also seen formal trousers prove popular with India customer with skinny and slim fit most popular, & have now increased our offering in these styles to include over 55 different options."