Canada has embarked upon a new and exciting adventure by launching its first-ever line of South Asian women’s clothing during a vibrant and colourful fashion show at its Brampton East store last week.
The merchandise, named Bollywood Signature, features traditional and embroidered ‘shalwaar kameez’— a three-piece suit ensemble that comes with pajama-like trouser (shalwaar), long shirt (kameez) and scarf (dupatta).
“We are excited to be able to bring quality traditional clothing to the South Asian community at everyday low prices,” said Jim Pilkington, manager of Mal-Mart Canada’s store of the community division merchandise.
“We are consistently looking at ways to serve our customers better and work hard to understand and meet the unique needs of the different communities.”
Significantly, this is for the first time that the retail giant has ventured into what is generally considered the ‘ethnic’ South Asian apparels market. In Canada, Wal-Mart has stocked the products in regions where South Asians are present in large numbers.
The Bollywood Signature line is available for $79.97 in 12 Wal-Mart Stores in the GTA region and three in British Columbia. The suits feature hand-sewn embellishments and come in varying cuts, designs and colours.
Since the giant retailer is now out in the market to dominate the desi business, it sends a cloud of uncertainty over the small traders.
Opinion divided
A local fashion designer believed the South Asian women would still prefer to shop at small boutiques because they always look for variety, quality and uniqueness of the product.
“The nature of South Asian women is that they typically want quality and unique clothing. They prefer to pay a few bucks more but absolutely want to look different from other women,” said Sonia Walia, owner of Krishna Raj Fashions. “Wal-Mart may attract western women.”
However, a local resident, who is also and a fashion designer, feared Wal-Mart will capture the market.
“Most South Asians are in the low or middle-income bracket and always go for good deals in these supermarkets. I fear Wal-Mart will dominate,” said Shehla Khan of Riwaaj Fashion.
But last week belonged to Wal-Mart, as beautiful models wearing richly decorated folk dresses sashayed down the catwalk to kick off the retail giant’s adventure into Bollywood and Lollywood glamour.
Earlier four charismatic young girls danced to the tune of several Bollywood songs to enthrall the audience. The show also attracted dozens of in-store customers.
The dancers rocked the stage to popular songs like Mayya Mayya, Bedi, Aa Khushi Se, Jhoom Barabar and Bilo Ni Tera Lal Kagra.
“It’s an honour to demonstrate my talent here in Brampton,” said Sonia Toor, a choreographer and dancer told South Asian Focus. “It didn’t take us too long to prepare for the show as we already had enough practice,” Toor added.
Said Kash Sood, president and CEO of Ranka Group of Companies, a family-run apparel maker and design house with strong South Asian roots: “As a company with strong ties to the South Asian community, we are extremely honoured and proud to bring a line of affordable and quality clothing to the market.”
Added designer Nina Sood: “Wal-Mart approached us to bring South Asian apparel to their stores, and we thought it was a fantastic idea and a wonderful opportunity for us to bring this amazing merchandize.”
The global retail chain appeared satisfied with its latest wares. “It’s beautiful. It’s something we’ve not tried before. When you look at the demographics in Canada, you will see that there are strong communities, so now we are proud to offer them something which is unique, traditional and affordable,” said Helen Jeske, the official buyer of community apparel for Wal-Mart Canada.
She added the retailer has always sought to address the diverse market needs of the resident population and various communities, offering their clients the best value for money.