Dating Indulgence

If you think Aggarwal is a rarity,you’ll be mistaken. Flush with high disposable incomes,and armed with knowledge of high fashion,thanks to umpteen fashion magazines and blogs,many young Indians are indulging in their love for the good life. High on their list of desirables are items such as Prada sunnies,Givenchy watches,Tod’s loafers and Bottega Veneta clutches — unlike their counterparts in the rest of the world who are content with garage sale and vintage finds. These youngsters know their brands and think that dropping upto half a lakh rupees on a bag is worth it. “There is a feel-good factor,” says Reema Sablok,27. The Mumbai-based make-up artist is partial to Salvatore Ferragamo because the Italian brand’s bags and shoes don’t scream out for attention. “The quality is fantastic,” she says.

Well-to-do Indians have always had an eye for luxury and the affluent from a generation ago were proud of their luxury labels. But there is a difference between then and now,which lies not just in the relative youth of the consumers today. Young consumers are usually second-generation luxury buyers,introduced to it by parents or relatives,but they don’t expect their mothers to pass down their Chanels and Diors. Most are financially independent. Payal Jauhar,Associate Group Director,LVMH Group,India,says,“Globalisation of India has given young consumers a heightened sense of fashion forwardness and a willingness to indulge in luxury buying.”

Luxury is coveted,not simply because it promises great quality. It has become an emblem of individuality,as Roasie Virq Ahluwalia,General Manager,Corporate Affairs,Genesis Luxury,points out. She says,“To an average young Indian,luxury is an indulgence which speaks of their personal taste and preferences.” Radhika Dhawan,founder of fashion retail website ‘First Row’ and a devoted luxury consumer,agrees. She says,“They seek brands that are still not well-known in India,like Lanvin or Marc Jacobs.” Ironically,youngsters prefer to shop for luxury abroad,just like their parents. “It’s cheaper and you get a wider variety,” says Neha Malhotra,27-year-old fashion stylist.

However,this passion is not without it’s dose of caution. Buying luxury is limited to accessories like bags and shoes. Clothes are deemed too expensive. Besides,Aggarwal points out,clothes by most luxury brands are not made for Indian builds and skin tones. “It’s better to buy Indian clothes and pair them with luxury accessories. Clothes are subject to trends,but accessories are timeless,” says Aggarwal.