Which fashion brands are performing well in India as of early 2026?

As of early 2026, Uniqlo and Nike are experiencing significant growth in the Indian market.

Why are brands like Marks & Spencer and Benetton struggling in India?

These brands are facing waning demand, possibly due to a consumer shift towards functional clothing and a more discerning buyer base.

How is Gen Z influencing fashion trends in India?

Gen Z acts as a primary driver of fashion adoption, staying tuned to global trends and significantly influencing product sales and market direction.

Home / Business and Economy / Fashion Giants Diverge: Winners and Losers Emerge in India

Fashion Giants Diverge: Winners and Losers Emerge in India

15 Jan

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Summary

Uniqlo and Nike show strong growth, while M&S and Benetton face sales declines.
Consumers increasingly prioritize function and quality over trend-led fashion.
Younger shoppers significantly influence fashion trends and sales in India.

Fashion Giants Diverge: Winners and Losers Emerge in India

India's vibrant fashion landscape is experiencing a notable split among top western labels, with divergent sales performances becoming the norm. Brands like Uniqlo and Nike are achieving accelerated growth, bolstered by strong customer response and retail expansion. Conversely, established names such as Marks & Spencer and Benetton are contending with declining sales, indicating a potential structural shift in the market dynamics.

This evolving consumer behavior is characterized by a pronounced move towards functional attire, a trend particularly driven by Gen Z, who are highly attuned to global styles. While older demographics may possess greater absolute spending power, it is the younger generation that increasingly dictates fashion trends and influences purchasing decisions, leading brands to adapt their strategies.