Ahmedabad (Gujarat) [India] October 15: The Amazon Great Indian Festival 2024 has kicked off in full swing, and the early data from Ahmedabad is revealing exciting festive trends. Customers in Ahmedabad are staying true to their cultural roots while embracing modern twists in fashion and lifestyle choices.Traditional craftsmanship,with handloom and handcrafted details like Bandhani, Patola, Kutch embroidery, Zardozi, and mirror work aregaining popularity. Indo-western elementslike crop tops paired with ethnic bottoms or pre-draped saree and statement jewelry, particularly chunky chokers and long necklaces, remain favorites among festive shoppers. As the fashion landscape evolves, Gen Z shoppers in Ahmedabad are embracing bold, expressive styles that blend traditional wear with modern elements. Sarees paired with sneakers and crop tops as blouses have gained significant traction.
Premium fashion is also seeing remarkable growth, with luxury watches and gold and diamond jewelry— including lab-grown diamonds—driving the demand. In Ahmedabad alone, precious jewelry sales have surged by 2.3X. The demand for luxury beauty products, especially fragrances and professional-grade salon items for hair and skin care, has seen a notable increase in Ahmedabad.Luxury beauty recorded a 1.3X YoY growth, underscoring the increasing preference for premium products among customers in the region.
“Ahmedabadcity holds a special significance for us, as it ranks among the top ten cities for Amazon Fashion and Beauty. We are thrilled to witness the vibrant festive trends during the Amazon Great Indian Festival 2024. This year, customers are showcasing a strong affinity for handloom textiles, Indo-Western outfits, and statement jewelry. The significant growth in categories such as precious jewelry (2.3X), haircare (1.6X), women’s ethnic wear (1.5X),and skincare(1.5X) reflects not only strong consumer preferences but a shift towards premiumization. As we approach Diwali, Amazon Fashion and Beauty remains committed to provide customers with a diverse range of fashion and beauty choices, spanning both traditional and contemporary styles, at great value, convenience and fast delivery,” said Zeba Khan, Director Fashion and Beauty Amazon India.
The Amazon Great Indian Festival 2024 has also empowered local artisans, weavers, and small businesses across Gujarat. There are over 2 lakh sellers in the state. Handcrafted and local products have seen substantial demand as customers continue to support traditional craftsmanship and local brands.
Key festive trends observed in Ahmedabad:
- Handloom and handcrafted details like Bandhani, Patola, Kutch embroidery, Zardozi, and mirror work are making a strong comeback, emphasizing craftsmanship and cultural heritage.
- Contemporary outfits that blend traditional and modern elements, such as crop tops with elevated ethnic bottoms or pre-draped sarees, continue to gain popularity.
- Festive wear is dominated by vibrant hues like deep reds, royal blues, and emerald greens, often complemented by metallic accents in gold or silver.
- Layering accessories like chunky chokers and long necklaces is a trending choice
- Gujarat’s traditional silver jewelry designs, featuring intricate motifs, are among the top purchases during the festive season.
- There is a growing trend of pairing traditional sarees with sneakers or using crop tops as blouses.
- A unique take on festive wear emerges with the pairing of minimalistic outfits with heavy accessories.
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