Online retailer ASOS has launched a new line of South Asian clothing – prompting an outpouring of support for local, independent sellers, some of whom fear the line might “jeopardise” their trade.
The global fast-fashion company announced the launch on Twitter, initially calling it the new “bridal range”. But it was met with backlash on the social media platform from people who said the outfits were not traditional South Asian bridalwear, because such outfits would usually be a lot heavier and more decorated.
The company then said the collection was simply an addition to its ‘wedding’ range, made for wedding guests.
The introduction of the line prompted people to express loyalty to local, independent South Asian businesses across the UK, including in Leicester, Southall and Birmingham.
Leicester has held a long-standing reputation as a hotspot for South Asian wedding shopping in the UK.
LeicestershireLive asked some local business owners, managers and staff what they thought of the new line, and whether they thought it would affect local trade.
The real thing: bespoke outfits from Arinder Bhullar on Belgrave Road.
Store Anokhi, in Belgrave Road, Belgrave, is one of the city’s many South Asian-owned clothing stores which have been institutions in Leicester for decades, owned by the same families.
Karan Modha, 33, currently runs the business that was started by his family in the 1960s.
He said that on the one hand, it was good to see ASOS “acknowledging” the South Asian market and using South Asian models.
“But if this works well for them, it will jeopardise our trade in the community,” he said. “We’ve been here for years, working hard seven days a week.”
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In relation to comments saying Asos’s range was not “traditional” South Asian bridalwear, the manager of saree store Kavya, in Belgrave Road, said customers knew where to get the “best quality”.
“When people realise that what they order online isn’t what they thought it would be, they always come back,” he added.
Despite his confidence, he said online sales always affected the local market, which tends to focus on in-person sales, and that he hoped that Asos’s new line would not impact local traders too negatively.
Sheena Faraz, who manages Bombay Looks, also in Belgrave Road, said: “People know that Belgrave Road has everything, so I think people will always still come here.
“At the end of the day, this is the Golden Mile and it’s still quite popular.”
Arinder Bhullar who owns a namesake boutique specialises in bespoke bridal, groom and wedding outfits.
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Having been established in Belgrave Road since 1999, she said she was not particularly worried about the new range sold by Asos.
“I must admit, it was quite a shock that Asos was tapping into the South Asian fashion market, but I don’t think it will affect business that much because what we do is bespoke,” Arinder said.
“They’re making it easier and more accessible for people to get outfits like that in a way, but it’s really up to the customer.
“I know that I would hate it if I turned up to my cousin’s wedding and someone else was wearing the same Asos outfit as me,” she said. “But, I’m of the opinion that there is room for us all.”
