Charming people to amazing food, diverse rituals and distinguished fashion – the seven North-Eastern states of India have it all! Especially, when we talk of fashion, the young adults from North-East have vivacious and bold styles. They have adopted and individualized so many regional and western trends that it’s hard to say now, how it all started.
There are around 300 tribes and ethnic communities spread over this region. The beautiful part about their fashion sense is the fine balance they create between traditional designs and modern trends.
Every person brings about a new perspective here. Manou, a street style blogger, in an interview with The New Yorker said, “On one side, there’s a whole new generation aware of fashion and trends. On the other side, there are people completely oblivious to fashion. A mix of both makes it all unique.”
Both way, the taste for fashion is very refined here and customers are trendy, experimental and are ready to try out fresh fashion.
But the region’s difficult terrain and limited road and flight connectivity have hindered growth of offline retail and availability of branded products. So where do they shop? Yes, Online! An increasing number of youngsters from the region are logging online to buy mobiles, accessories and much more. And it’s interesting to note that they are not buying products online because of discount but because of lack of availability of options and variety. India’s North East is quietly becoming one of the fastest-growing markets for online retailers.
For Myntra, Guwahati in Assam and Aizawl in Mizoram are the two key markets. There has also been a steady increase in the number of online shoppers from Dibrugarh, Jorhat, Sibsagar and Tinsukia in the past few months. Men in the North East region shop for smart casuals and footwear while women opt for western and ethnic wear online.
This region will be a game changer if the logistical challenges are addressed as these states are fast emerging as growth markets.