Dhaka, Saturday, 12 June 2021

Why Classic White Shirts Always in Vogue

Why Classic White Shirts Always in Vogue

Apparel Desk :It’s spotless, is suitable for any occasion, and always in vogue. It’s the white shirt. As sales of formal and semi-formal wear ease from levels seen a decade ago, one product is bucking the trend: the white shirt. Sales growth for

formal wear has slowed to 2- 3%. Comparatively, white shirts are quite the rage, with annual sales galloping at 18-20% over the past three years. White shirts have become for men what black dresses are for women, retailers say. At Shoppers Stop, a fifth of all shirts sold are white. Raymond sold 1.1million white shirts last year and has a dedicated corner just for the colour. Amazon has almost 200 brands listed for white shirts, which is one of the highest for any product category. “When it comes to men’s fashion, there are a few must-haves that any contemporary man needs. White shirts for men are versatile and classic wardrobe staples for effortless, all-season styling,” said Neeraj Nagpal, president of brands at Shoppers Stop. No wonder, companies are pushing white shirts with various unique qualities – those that can fight wrinkles, stains, bacteria and even ultra-violet rays. Arun Sirdeshmukh, business head at Amazon Fashion, said the white shirt, as a basic essential for men and women, continues to be one of the fastest-selling products with close to 80% growth across cities including Bengaluru, the National Capital Region, Mumbai, Pune and Hyderabad. “White shirts are wardrobe must-haves that seamlessly transcend from day to evening wear,” he said. Printed shirts from fast fashion brands such as H&M, Zara and Benetton had invaded men’s wardrobes over the past few years.

Yet, marketers say young executives and the millennial generation have not turned a cold shoulder to the white shirt yet. “In today’s world, the definition of jobs has changed, especially with the entire startup and entrepreneurship culture. The younger generation are experimenting. But when they have to look the part, white has the versatility to help them,” said Suman Raymond Apparel, which sold 7 million shirts last year, of which 16% were white says that the brands feel the best white shirt should belong to the best formal wear company from a positioning standpoint. It’s not really about volumes, but how you can drive the premiumness of your brand. And white is considered to be an ultimate symbol for it.