Reliance Brands Limited launches the Atlas of Affluence
The Voice of Fashion by Reliance Brands Limited has launched Atlas of Affluence (AOA) 2022 magazine. Launching as an annual digital magazine, AOA will follow and lead conversations about Indian fashion, design, crafts and retail . In addition, it will dissect consumer behaviors studied through the prism of luxury.
In finance and business studies, wealth is about assets versus liabilities. But for an evolved luxury market — which includes aesthetic finesse, conscientiousness, aspiration, affordability and distinction as well as trend-defining choices — wealth brings a new set of affirmations, Shefalee Vasudev said, editor of The Voice of Fashion. “Wealth is a combination of wealth, assets and high disposable income, with socio-cultural awareness, self-knowledge and a responsible attitude. This comes across clearly in this white paper as the rise of the individual,” said she added.
Depicting the post-pandemic market and altered consumer mindset through specially commissioned research across six cities and markets across India, AOA 2022 has been released in book form with exclusively commissioned artwork. This study uses the time chart of “pre-pandemic” and “post-pandemic” months to specify a comparative matrix. It also helps to demystify long-held ideas about what wealth and luxury meant to Indians. The study was formulated over the past few months through consumer research scientifically designed to understand metro and non-metro differences between shoppers, brands, and behavioral insights behind consumption. The other sections of this whitepaper go beyond luxury as a product to explore the granularities of wealth.
According to AOA, 57% of men say their fashion spending has increased. The brand portfolio for men saw 46% growth in 2021 compared to 2019, while women saw a 14% increase. Furthermore, 76% of people invest in luxury brands that express their sense of style, while 26% still see luxury as a means of social affirmation. Interestingly, 65% of non-metropolitan residents buy luxury regularly compared to 53% in metros.
AOA is a strategic document for all those who create in India or for India, who manufacture or market here and must have their finger on the pulse of the consumer. Beyond business strategy and numbers, there is a series of columns, interviews, field reports and feature stories on architecture, personal style, India’s ancestry in South-South design. Asian and global luxury, the emergence of the gold necklace consumer and the growing beauty market. and well-being. This study is a consortium, a melting pot of topical, relevant and ready-to-use creative and business ideas.
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