Higher spending power in the youth has increased demand of branded clothes, inturn prompting apparel firms to set up shops with bigger space.
But the growing property prices and mall rentals are discouraging the plans of retail expansion for the brand owners.
Though the availability of key location at a prime fashion street or malls could provide an appropriate business platform, they come at a higher rate.
Due to this celebrated apparel companies are slowing down the expansion in metros and are focusing more on smaller towns that offer cheaper property rates.
Now smaller cities are enjoying the premium brands which once were taste of metros or big cities.
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