Fashion forward or fashion failure? Kashmir's branded showrooms fall short on variety

Srinagar, Dec 30: Branded clothing showrooms have started sprouting all over this stunning Valley of Kashmir, but a worrying issue has surfaced due to this trend. Even though the trend is very much in fashion, residents are getting short-changed: the varieties in the outlets are as pitifully low compared with the options available in similar brands elsewhere in the country.

Customers have been increasingly raising their voices of discontent, especially when going to high-profile brands.

Manzoor Ahmad, a local resident and avid shopper, was left unimpressed after his last visit to the Columbia showroom in Srinagar. "I was highly disappointed as I went to the Columbia showroom to purchase some clothes, but apart from a few colors that they have been selling here for ages, there was nothing new," he said. "Outside Kashmir, they provide a very wide choice and I think they are playing with the people of Kashmir."

Retail experts suggest that the disparity in product offerings may stem from logistical challenges, market size, and the reluctance of brands to invest in diverse inventory for the relatively smaller market of Kashmir. However, customers argue that this limited availability undermines the purpose of having branded stores in the region.

"The opening of these showrooms is a two-edged sword," observed Zara Khan, an avid shopper. "It's fantastic that global brands are now finding their place in Kashmir, but the variety is very less and, thus, most shoppers would look to head out of the Valley to other outlets if they are in search of new styles."