Festive Pulse 2025: Fashion & Apparel

Oct 31, 2025
2 min read

This festive season, India is redefining what fashion means. The Festive Pulse 2025: Fashion Report by Smytten PulseAI reveals a major wardrobe shift — from fast, frequent buying to thoughtful, quality-led fashion choices. For mid-income households, premium isn’t about indulgence anymore — it’s about confidence, value, and timeless appeal.

Key Insights from the Report

Fashion Spending Gets Smarter

90% of women change their haircare routine in summer

The festive wardrobe refresh continues, but with purpose. Consumers are making intentional fashion purchases, focusing on better fabrics, brand credibility, and style longevity. Fast fashion is being replaced by quality pieces that reflect practicality, self-expression, and financial prudence.

Premium Fashion Becomes the Norm

88% of women use multiple haircare products in a single day

Indian shoppers are maturing — seeking fewer, better garments that last. The rise of premium fashion reflects the new middle-class aspiration: buy better, wear longer. Brands offering transparency, durability, and a clear aesthetic identity are now seen as smart investments, not extravagance.

Ethnic for Gifting, Western for Everyday

1 in 3 women skip or are unaware of scalp sun protection

India’s festive fashion duality is clear — tradition for gifting, transformation for living. Ethnic wear continues to rule gifting, while western silhouettes dominate daily wardrobes, especially in smaller cities. This balance captures India’s evolving sense of identity — rooted yet progressive.

Discounts Influence Timing, Not Taste

Discounts still matter — but only for when to buy, not what to buy. Today’s fashion consumers are strategic buyers, aligning their purchases with sale windows but refusing to compromise on quality. The deal-driven mindset has matured into planned, value-led decision-making.

Conclusion: Fashion Finds Its Purpose

The Festive Pulse 2025: Fashion Report spotlights a confident, conscious consumer base — one that buys with clarity and wears with intent.

With Smytten PulseAI, brands can uncover these evolving wardrobe dynamics, predict purchase behaviour, and design strategies that resonate with India’s new-age fashion consumer.

Download the full report to explore how India’s fashion choices are being redefined this festive season.

Smart Insights For A Smarter Foresight