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In this age of growing consumerism and ever-increasing retail penetration, be it through the brick-n-mortar model or as e-biz, the Indian market is witnessing brand proliferation like never before. Brands are now as ubiquitous as the shopping malls and e-portals that house them. Especially so, in the fashion industry! Be it apparel, footwear, consumer soft goods, home-fashions or accessories et-al, everyone is looking for a brand. The reasons are quite easy to fathom.

Percolation into Tier II, & IV Markets

Percolation into Tier II, & IV Markets

Technology and globalisation will be one of the most important influencers in India in the years to come. And the same truth extends to fashion industry too. Millennials are the game-changers of fashion industry and as youth becomes the key decision maker, a shift in the fashion paradigm is inevitable.

The store front design is derived from British architecture layered with a modern touch with blue metal frames with lights integrated in them.

Important Categories of Casualwear

It is envisaged that the current fashion retail market worth Rs 3,61,160 crore (US$ 54 billion) will grow at a promising CAGR of 8.1 percent for next ten years to reach Rs 7,88,532 crore(US$ 118 billion) by 2028.

“The brand has its own identity, which is about being organic, eco-conscious and rooted in its approach. We are aware of the concerns of our consumers and are providing them fashion that is body friendly and a platform which is trustworthy. Our monthly collections set us apart from other brands who are mostly doing 3-4 collections in a year. This way, we give our consumers the best of their fashion demands without being monotonous,” states Kumar.

Also as per Credence Research’s report, the Indian t-shirt market is estimated at Rs 5,400 crore. According to the report, a whopping 83 percent share of that is generated by the men’s segment alone. Even though it’s a sizeable and growing market, it is not one of the world’s largest by a long way. It is projected that the market will grow over with highest growth rate in the Asia-Pacific region over the next five years. The women’s segment is also said to see a growth of 17 percent which will eventually grow and come almost at par with the men’s segment in the coming years.

“Our target audience comprises of modern, independent, mature and confident cosmopolitan individuals in the age group of 25-40 who fall into the SEC-A group,” she adds.

The partnership extends across H&M channels, online as well as in-store, and will provide frictionless and flexible payments, including Klarna’s leading ‘Shop now, Pay Later’ full product offering, as well as a streamlined post-purchase experience for deliveries and returns. This will be managed through the next generation of the H&M app and H&M’s loyalty program, with the overall objective to create an outstanding end-to-end shopping experience for fashion fans that is even more inspiring and relevant. The new feature is currently available for H&M members only, as H&M aims to create the world’s best customer loyalty program.

The store environment is created in a casual but sophisticated design language inspired from the architectural cues from London in a material palette of warm wood, white bricks, blue paneling and neutral greys.

With the launch of their ‘Experiences’ vertical, Vajor creates an ecosystem for their tribe that thrives and grows through engaging, mindful affairs well curated by the brand. “Vajor Experiences are unique, enriching and bespoke for a tribe of conscious, sustainable and balanced souls and camaraderie that are vital and soulful for a holistic growth,” she adds.

Unni Augustine, Head – VM, Project Eve, explained the narrative and execution further, “The concept was our understanding to explain today’s women – abstract, minimal and feminine. While the printed back wall draws attention with some optical illusion, metal props and circular mirror add further feminine touch to the entire window concept. Why mirror because it has proven to be women’s best friend as they like to always check themselves out. We have used neutral colours in the window scheme so that the colours of the merchandise can stand out better. Also, soft hues give us more opportunity to play with various merchandise to showcase as we dress the mannequins every 15 days or so.”

“These new verticals will also help Vajor propagate itself as a lifestyle brand and not only a fashion brand which has always been the goal. Hence, new verticals simply solidify the brand as a one-stop-shop,” she says.

Besides Zara and Massimo Dutti, Spanish fashion firm Inditex also owns fashion brands such as Bershka, Oysho, Pull and Bear, Stradivarius and Uterqüe.

The partnership extends across H&M channels, online as well as in-store, and will provide frictionless and flexible payments, including Klarna’s leading ‘Shop now, Pay Later’ full product offering, as well as a streamlined post-purchase experience for deliveries and returns. This will be managed through the next generation of the H&M app and H&M’s loyalty program, with the overall objective to create an outstanding end-to-end shopping experience for fashion fans that is even more inspiring and relevant. The new feature is currently available for H&M members only, as H&M aims to create the world’s best customer loyalty program.

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Owing to the gradual shift of men’s apparel market towards casual wear such as denims, activewear and t-shirts/polo are growing at a much faster CAGR of 13 percent, 15 percent and 10.5 percent respectively. This is also a result of growing fashion consciousness and aspiration beliefs, higher disposable income, increasing corporatisation, and acceptance of specialised clothing with features such as odour resistant jeans etc., not just in metros, but also in Tier I and II cities across India.

Existing Challenges

Stores: All Louis Philippe stores

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Casual wear is the modern sovereign of the global fashion world. Honestly, the fashion industry has probably not witnessed a force more unrestrained than causal wear in the past. In the last decade, casualisation has swept through global fashion sensibilities with unflinching determination and today, it has entrenched its strong hold as a wardrobe staple throughout the world. Reports suggest that more than one third of the global population has embraced casual wear in the few years and the trend exhibits no signs of waning. In fact, it is only gaining momentum with each passing year.

RIL has partnered with 32 textile players that are equipped to produce new-age fabrics using R|Elan™ technologies. RIL is providing latest know how, specifications and expert consultation support to these players to enhance and sustain quality of textile to be supplied to apparel manufacturers. This strong pan-India network will provide assurance to apparel brand owners and retailers of streamlined production, timelines and standard quality. R|Elan™ products will thus provide consumers next generation fabrics that are in line with the latest fashion trends while also fulfilling their lifestyle needs. RIL’s efforts will give consumers the assurance that if there is R|Elan™ on the outside, there is something special on the inside.