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SEPTEMBER 2015
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APPAREL&Fashion
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6
The apparel and retail market is going through a phase of mixed emotions as on one
hand the sales period was more than extended to gear up sales, on the other the consumers’
sentiments are getting better. Most of the retail chains, retailers and wholesalers are looking
ahead to the upcoming Diwali season which is one of the major seasons in India. Team
Apparel & Fashion talked to some of the brands and retailers who expressed their concern
over the extended, sales but are very positive about the sales and growth during the Diwali
season. As far as the competition from e-commerce giants is concerned who are already
planning a series of offer for the festive season, retailers are ready with special strategies and
promotional schemes to woo the customers and beat the competition.
Our cover story on the WEDDING WEAR will give a reflection of the current market
scenario in the wedding industry, the ongoing trends, a report on collections presented by
various designer labels, update on the raw material used for collections like fabrics,
accessories, applications, etc. The changing trends and scenario of the wedding market is
well defined in the story.
In this issue, you will also read about the potential of South India market where most of
the retailers and wholesalers are ready to invest and explore. The size of retail stores in
Southern India, the strong buying power of consumers, and huge size of the malls is driving
everybody towards them. The white paper on this market will reveal how and what is driving
growth in these markets.
In our RENDEZVOUS section, our team got into conversation with Fusion Beats
company and came to know about its strategies for the Indian market and its young
customer base. Also, we came across with another growing brand by the name of FUSION
BEATS.
Apparel & Fashion aims at not only bringing the latest news but also, analysis of
market, sentiments of consumers, the upcoming trends, ramp reports, coverage of national
and international trade events and many more. The motto is to bridge the gap between all
supply chain verticals. Hope you will enjoy reading this issue and will share your feedback
on the same.
APPAREL&Fashion
OM SAI RAM
Email: [email protected]
Contents
6
EDITORIAL
26
RENDEZVOUS
♦ Fusion Beats Plans to Seep into Tier II and Tier III
Cities
32
10
36
COVER STORY
♦ A Vow to Simpleton
38
MARKET PULSE
SUPPLIER BASE
♦ Satya Designs Plans to Open an Exclusive Boutique
Store in Mumbai
TRENDING FASHION
♦ Make in India - The Resurrection of the Golden Fiber
Jute
♦ Exporters Expanding in Retail
d
eferre
ost Pr
the M
merce
With
E-com to Begin
n
Optio
♦ Visual Merchandising- An Accurate Tool for Brand
Building
MARKET UPDATE
ing
Expaentadil
in R
IMPRESSIONS
42
ers
Export
22
46
NEWS WIRE
♦ Zivame.Com Close to Raising $40 Million in Funding
♦ Free Fashionista- A Fashion line will be Launched by
Prison Department Kerala Soon
♦ Flipkart Goes on Social Pathway- Introduces ‘Ping’
Option
♦ TANSIDCO and Snapdeal Collaborate for Bringing
MSMEs in Front
♦ CCI Permits the Rs 750 crore Deal Between Future
Group and Bharti Retail
♦ Cricketer Umesh Yadav Invests in Hyperlocal Fashion
Portal Fashionove
♦ Digital Prints: Fad That Lasted
Long
49
FAIR & EVENTS
♦ The Exhibitors at 61st CMAI Fair See Happy Three
Days
28
8
WHITE PAPER
♦ A Gold Mine for Retailers and
E-Commerce Companies
SEPTEMBER 2015
APPAREL&Fashion
51
FAIR CALENDAR
CoverSTORY
o
t
w
o
V
A
n
o
t
e
l
S i mp dian Bridal Wear
n
I
f
o
e
c
a
F
Changing
t
h
g
i
e
W
s
d
e
h
S
r
a
e
W
g
n
i
d
Wed
W
edding season is back
again! Every girl wants
to look the prettiest in
her bridal attire, the
one she has dreamt since she understood
the meaning of marriages. But with the
changes in the ideologies of people, even
the meaning of bridal trousseau has
changed. It’s royal yet simple! Overflowing
super-duper heavy lehenga is not what
today’s modern and contemporary girl
wants. She would prefer highly elegant,
buoyant and comfortable lehengas any
day. A visual display of art, an imaginative
design.
For an Indian woman, traditional
dress is not a costume. May be it is getting
restricted to occasional wear, but the soul
is very much alive. The would-be brides
look for longevity in ensembles that work
best as separates, pretty with sustainability.
It has reached new dimensions with
destination weddings with different
occasion wear and reception gowns. For
these entire functions colour palette differbringing in everything from soft pastels to
quintessential trousseau hues such as
shades of wine, midnight blue, emerald
and fuchsia.
The Great Indian Wedding Market
The Big Fat Indian Wedding market- as
the heavy name suggests – is grand in
itself, taking in more than Rs. 800 billion
and is positively expected to grow by
25% per annum. It is the one and only
recession proof market in India. Many
NRIs have the practice of coming to India
for their marriage shopping and this boosts
the Indian bridal wear market. Lavish
Bridal wear in all shapes and forms are
available all over the nation, in an array
of colours, designs and prices to suit the
choice and budget of every shopper. In
the international market, Indian designer
wears are selling like hot cakes. Fashion
designers like Rohit Bal, Ritu beri,
Wendell Rodricks, Satya Paul, and Manish
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APPAREL&Fashion
Malhotra cater to the overseas market
and have established a successful image
of Indian designers wear in the foreign
market.
An average cost for bridal trousseau
starts from Rs. 25,000 and for sherwani
it is Rs. 15,000. Every manufacturer and
retailer involved with marriage related
goods eagerly awaits the season to push
business. And to add cherry over that,
each new decade adds a different level to
the grandiosity. Three decades ago people
hardly thought about the great (read
expensive) wedding function that has now
become a trend and may be a compulsion.
However, no one can complain; at least
not the retailers and associated players
because of the tremendous business
opportunity that comes along with it. So
in terms of economy, the bridal industry
is alive regardless of fashion trends across
the globe.
If we talk about the creative bridal trousseau, we cannot miss out Shivan-Narresh’s
Bikini inspired sari or a traditionally
crafted ghagra by Anju Modi. Crafts such
as chikankari, badla and zari have seen
a revival thanks to bridal fashion. Indian
750 crore designer wear industry is hugely
dependent on this ‘wedding wear’ market,
making it the most revenue generating
business. From Manish Malhotra to Tarun
Tahiliani who started with prêt, are hugely
focused on the bridal now.
CoverSTORY
Designer’s Take- Vogue
Wedding Show 2015
The third edition of ‘The Vogue Wedding Show’,
the 3-day luxurious wedding exhibition in collaboration with the
Taj Group, presented the finest and most
extravagant services in the bridal world. India’s ace
couturiers like Tarun Tahiliani, Anita Dongre, Anju Modi,
Varun Behl , Manish Malhotra, Monisha Jaising, Ritu Kumar,
Sabyasachi and even the acclaimed
Pakistani designer Sania Maskatiya showcased their latest and
the most exclusive bridal collections at the arena.
All these designers came up with lavish yet sober combinations of cuts, designs and colours grabbing a lot of eyeballs with
their range. Manish Malhotra involved the very Old Persian style
in its paisley clad off-white, maroon and pink collection which
was contemporary yet stylish with shawl style dupattas and kotis.
Changing style of Fabrics
Velvet
Tarun Tahiliani had his way with
sheer light embroidered offwhite, peach, coffee and beige
colours in a light and elegant
fashion.
This fabric has a tendency to look rich and royal
even with minimal embroidery as the fabric has
a luxurious shine in itself and the famous
designer Sabyasachi usually prefers velvet in his
range. Blessed with a great fall, this fabric has
revived itself in the list of hot favourite fabrics
for bridal wear.
Raw Silk
Crisp , Clean and modern. Raw silk lehengas
have a shine but they don’t fold up into soft
pleats. The look is super flared out and a bit
stiff, as the lehenga fabric is full and stiff.
The Varun Bahl stall had a sea of
white on a rack with excessive
detailing in a soft touch. Exquisite
beading, white on white , roses,
and shells made this a gorgeous ,
ethereal showcase.
Banarsi & Brocade
Very traditional in nature, it got lost in the race
of innovations. But it is back again, with a Bang!
No need to spend on over the top embroidery
as the fabric has self gold patterns on it which
look rich minus any embroidery.
Anju Modi’s was a grand take on
sheers and kotis in pale pastel with
embroidered touch. Light weighted
and attractive. What else do we
need?
Georgette
Georgette is a soft, swishy, fluid fabric that looks
nicer with work that is delicate and not too
much.
Net
Jade by designer duo Monica and
Karishma came up with a shower
of soft colours in light yet pretty
embroideries and beads work in
their lehnga-choli.
Ultra modern and chic with contemporary look.
Much preferred now-a –days as it is easy to carry, light weighted and affordable as well.
Tooffer extraordinary creativity, designers are
blending fabrics, using yoke styles, decorative
materials, gold zari, silk threads etc. to create
masterpieces.
APPAREL&Fashion
SEPTEMBER 2015
11
CoverSTORY
Emerging Hubs for Bridal
Wear Manufacturing
India is very diverse and rich in culture. Every region serves a definite
purpose, bringing in colours in the apparel sector. Mumbai is known for
menswear, Delhi for street-chic and Kolkata for extensive, grand bridal
wear.
With the growing bridal wear market, many new areas have been
added to list of the manufacturers. Dadar in Mumbai has six Industries by
Ashok Thakkar, Owner, Chintamani’s NX with his wife
the name of Jaygopal, Ramgopal, Nandgopal, Harigopal,
Balgopal and Omgopal all specialize in bridal wear. 20
year old Dadar based brand ‘Chintamani’ NX’ makes
bridal clothing in the most extravagant manner possible.”
I try to put my own taste into the colours and detailings
we come up with. That gives me satisfaction,” informed
Ashok Thakkar, Owner, Chintamani’s NX.
Current Trends in Wedding Collection
12
Wedding wear is all about individual
taste, but with time this taste has been
changing. Now, light and more structured
fits are favoured. The palette in vogue is
cream and pastel shades that are offset by
a lot of computer embroidery and dazzling
gota patti work. The hot favourites are
bright hues for women that include, an
array of blues, midnight to powder pinks
and a lot of yellows. Kolkata based
designer label Swati & Sunaina have a
vast range of bright handwoven style sarees
in variant fabrics mainly brocades for the
brides. “Traditional sarees have been a
love for the would-be brides and that’s
what we want to show in the limited
edition collection of ours. Benarasi
brocades, and gold wire work on brighter
hues is IN for the season” says Swati
Agarwal, Fashion Designer. Pure
Benarasi Ekaya has an entire rainbow line
sarees and lehengas for the brides.
Embrace a palette full of colours. 1911
formed Jaipuri ‘Rajputi Poshaks’ had been
well appraised by many since a century of
its existence. They make exclusive
SEPTEMBER 2015
APPAREL&Fashion
wedding wear sarees with thorough hand
embellishments, gota patti and ari work.
“Brides of today want an amalgamation of
traditional and the contemporary. So, we
combine the two on the sarees we offer
with ultra modern embroidery designs in
pretty and bright hues” informs sandeep
Burad, from Rajputi Poshaks.
CoverSTORY
Success Stories of Top Wedding Wear Brands
Manyavar
Another name for men’s ethnic and
wedding wear is ‘Manyavar’. Weddings in
India have usually adorned Manyavar, be
it regal sherwanis, elegant kurtas or even
Indo-Western wear. “In our product line
we already have product like sherwani,
indowestern, kurta, j-kurta, Jodhpuri,
Waistcoat, PDES. Besides this we can
plan for new addition like :Party Sherwani,
Royal Sherwani, Casual Sherwani,
Wedding Sherwani, Shirt with Ethnic
Jacket” says Ajay Modi, Director,
Manyavar. The brand has manufacturing
facility and head office in Kolkata and a
capacity over one million units of apparel,
the category’s highest in the world. The
annual production capacity of the facility
at Kolkata is one million units of apparel,
ten times more than the closest player.
Talking about the current wedding
market scenario, he shared,” Earlier,
people would wear suits or formal cloths
for marriages, but now they are more
inclined towards ethnic wear. A rise in
disposable income has also given a boost
to the segment’s growth. Moreover, young
people are dynamic when it comes to
spending money on things which matter
to them, and to make events such as
marriages memorable, they are ready to
splurge. It is a fact that the segment is
growing at a rapid pace and holds
tremendous potential.”
For the stylish wedding season,
Meena Bazar
Established in 1970, Meena Bazaar is
a Delhi-based Indian ethnic wear retail
brand. It originally started with a small
store selling printed sarees and has evolved
into a leading retail name today
recognized by Indians globally. They are
known for their exclusive and exquisite
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SEPTEMBER 2015
APPAREL&Fashion
range of Sarees, Suits, Lehngas, Kurtis,
Gowns and Anarkalis. They have retail
outlets in major ciities of India, and are
rapidly opening stores in other cities. With
a bridal range starting from Rs. 55,000,
this brand has a great touch of elegance in
lavishness.
Manyavar is all set to bring in new
varieties and innovations in the product
line. ”Customer wants change and likes to
experiment hence changing style and
design while keeping comfort in mind has
become primarily important. Hence it
drives us to use new kinds of material and
embellishments. Innovative touch can be
given through the use of accessories which
gives us opportunity to experiment with
color and fabric. We have played with a
minor variation in our pattern, cuts and
style. In our products we have added
angrakha, achkan, anarkali with panels,
layering in sherwani and flared trousers to
compliment the simple designs as well.
When it comes to color section in this
A/W 15 we are using multi tones and
some hues like rust , orange, blue and red,
dark violet blue, tint of yellow and classic
blue. 2015 color pallet of global trend
includes rich colors, bright pop up colors
with vibrant touch, sparks of pink and
white tone.” avers Sneha.
Currently, the brand has 370 EBOs
,100 Shop in Shops and 500 Multi Brand
Outlets (MBO) across the country and
business channels in the US, UK and the
Middle East and plans are to take the
numbers to 500 Exclusive Brand Outlets
(EBOs) by 2015-16.
“By 2018 Manyavar will be aiming to
open 600 exclusive stores, 1 million square
foot of retail space which will include 100
flagship stores and 50 global stores and
launch of women’s collection” he
informs. In its quest to expand globally,
Manyavar has founded its first
international store (EBO) in Dubai and
one in Bangladesh.
CoverSTORY
Shanu Chitlangiya
Label SHANU CHITLANGIYA is a
joint dream that was envisaged by the
husband-wife duo Ritesh and Shanu. The
Jaipur based couture label caters to both
men and women, focusing and excelling
in men’s section. Their product range in
ethnic wear varies from sherwani and
bandhgala to kurta and nehru jackets,
including jodhpuri and long coats. Most
of their clients hail from Rajasthan,
Hyderabad, Delhi, Mumbai and US.
“The demand of designer wedding
wear is increasing day by day. It is a huge
market with lot of scope. Since our label is
a couture brand, the target base is upper
middle to high class. We cater what people
actually look for – Traditional with a
Twist” says Rupa Choudhary, Designer,
Shanu Chitlangiya.
Diwan Saheb
Established in 1957, the legendary
Diwan Saheb has been very true to its
commitment of taking men’s fashion to a
new high by blending modernity with
ethnicity and creating an extraordinary
league of male couture as never witnessed
before. From exquisite Sherwanis,
Achkans, Jodhpuris and Kurta-pyjamas to
exclusive western designer and business
suits, Diwan Saheb has the best for every
occasion. With three mega- showrooms
and a chain of outlets in all the major
cities across the expanse of the country,
the brand reaches everywhere satisfying
the needs of the customers. Also with
stores in London and New York, Diwan
While talking about the fabric
innovations and designs she shared,” We use
a variant range of fabrics from velvet, linen,
textured velvet, as they are very much in
demand these days. There is even a tilt
towards the digital prints on the coats.” The
label is going to organize various fashion
shows this year to promote themselves.
sahib has been expanding its global foot
print round the globe.
For this wedding season, Diwan Saheb
has come up with a mix of traditional and
modern geometrical patterns in subtle
colour combinations, which includes a
gold on pure silk and cream with a shade
of rust. Intricate hand embroideries and
mild adda-work is the heart of the range,
inspired by the rich and royal Russian
Culture. The flared Sherwanis, crushed
tabby silk kurta and churidar, and a whole
lot of amazing pieces. Sure enough,
Diwan sahib is well living the dream the
founders had once seen.
Raas
Akanksha Arora, Fashion Designer, Raas
Brainchild of the designer Akanksha
Arora, Raas celebrates the festive mood.
Her latest collection ‘Jashn’ is very special
as the showstopper lehenga is for her own
wedding which is to be held late this year.
The celebration, colour and brilliance of a
wedding translated into fabric and
wrapped around a delightful package of
festivities has been shown in ‘Jashn
‘collection. The label has two stores in
Delhi, one in GK I and another one in
Shahpur Jat. “This contemporary fusion
range is full of Indian silhouettes dipped
in traditional motifs and work. I play a
lot with the asymmetrical designs, be it
kotis or blouses or lehengas and thus,
setting my work apart from the ones in
this industry. Jashn means colours, so yes
the range would be very colourfull and
energetic. Show-stopper attire, my Baraat
lehenga is grand and beautiful
celebrating my love for fullon fun.
Perfect for any big fat Indian wedding”
says Akanksha.
APPAREL&Fashion
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15
CoverSTORY
Himmat Singh
India Runway Week presented by IFFD
had a grand opening by Himmat Singh.
The Jaipur based designer started his label
‘Studio Himmat” in March 2000,
showcasing special garments with superior
handwork & craftsmanship with interesting
cuts, contemporary styling and innovative
fabrics encompassing a range of Indian,
Western, Formal, Casual and Fusion lines
for men and women. A real representative
of royalty & culture, he defines a true
picture of the Prince and Maharaja
through his creative collection. His designs
are a blend of the past and present making
a perfect range for the young blue bloods of
the new world. His latest collection is
inspired by the richness of Rajasthan’s
culture and art with artistic handwork
moulded into modern styles & silhouettes.
“I am very proud to present my
collection in the presence of celebrities like
Mika Singh who loves to wear my label and
Darshan Kumar who showstopped my
show. My range of garments reflect variety
of colours and fabric textures like cotton,
linen, tweed, denims, velvet & brocades
with embellishments of zardozi, gota pati
and elegant hand work which will refresh
new and contemporary designs both for
man and woman” shares Himmat Singh.
Dressed in his favourite mustard colour
sherwani actor Darshan Kumaar was very
excited during the show. “This is my
second ramp show, earlier being for
Archana Kochhar and the feeling is great.
I believe in comfortable fashion and this
attire is truly made for me.” The latest
range launched by Himmat Singh is a
new approach to the term royalty.
Himmat Singh, Fashion Designer with Darshan Kumar, Actor
Purvi-Aanal
Purvi Pujara & Aanal Kotak Fashion Designer,
Purvi-Aanal
Gauri Couture
Since 2012 from Punjab, Gauri
Couture is a label that offers
experimentation and uniqueness in a
perfect amalgamation of Indian history
over modern silhouettes. Their wedding
wear collections sprinkle an essence of
rich Indian embroideries and surface
ornamentations over high fashion. The
label comprises team of trio Nikheil
Bassan, Rivendra and Twinkle who believe
in timeless, classic and vintage fashion.
Their India Runway Week 2015 wedding
Wear collection ‘ Mastani’ is inspired from
ghungroo talks about carefree swag of
womanhood. The range also represents
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APPAREL&Fashion
Gujarati by birth, Gujarati by feel- this
couture label brings about the essence of
Gujarat via their work. Their 2015
collection celebrates Gujarati ‘Parampara’
of giving Gharchola to brides as trousseau
which was traditionally worn as sarees.
The designer duo Purvi-Aanal has
recreated the magic of their fabric in their
designs to lure the gen-next brides. The
richness of the fabric has been enhanced
and transformed into avante garde cuts
and siulhouettes. “We have tried to blend
spirit of festivity in plum, jade, and golden
nude vintage colour palette.
” We experiment a lot with fabrics like
crepe, georgette, raw silk, khadi silk, lycra
and net to present a range for ultra modern
brides and grooms. Silhouettes include
pleated flared pants, stylized salwars, semistiched sarees, cap[es, blouses, bandhgala,
waistcoats and kurta shirt- perfect for the
whole pre and post wedding functions”, says
Nikheil Bassan, Designer, Gauri Couture.
Intricate and exquisite motifs taken from
vintage India, embroiderd gold, bronze ,
copper colours and zardosi work adorn the
beautifully defined collection.
the glorious past with functional future
with our designs which are a twist to the
traditional tales. This purely Kutchi range
is full of pastel hues and delicate
embroideries and mirror-work reviving
the traditional art forms of Rabari and
soda hand work”, says Purvi Pujara. “
We have experimented with a lot of
silhouettes ranging from dhoti styles to
gowns in gota work adorned with fully
embroidered kotis and jackets “, informs
Aanal Kotak.
(Left) Nikheil Bassan, Designer, Gauri
Couture Showcasing his Collection
CoverSTORY
Kini Khimasia
This Bombay based label is run by the
gen-next designer Kinjal Khimasia who is
pretty excited to present her new bridal
wear collection. Inspired by the Winter
sun, the range is full of sunny hues like
orange, peach depicting the calmness of
the mornings. And pairing them with the
pop-coloured embroideries and work
definitely brings about a spark in it. “I
myself being a youngster know what today
bride want- twist in traditions. So I make
‘Assorted fusion wear’ for them, wearing
which she can set herself apart from the
crowd in style”, says Kinjal.
Kinjal Khimasia, Fashion Designer
Kanika & Sugandh
Kanika and Sugandh, Fashion Designers
This Shahpur Jat luxurious couture
label run by the designer duo Kanika and
Sugandh has been in this business for two
years. Their latest Bridal wear collection
gets inspiration from the spunkiness of the
‘Flamingos’. Dipped in the shades of pinks
and peaches, the bridal couture range is
adorned beautifully by the use of detailing
of pearls, zaris and zardosi. Talking about
the current scenario of the bridal wear
business, Kanika says,” This industry is
highly competitive in its own way. As
more and more of top designers are
leaving their forte to get into making
bridal couture, we are facing problems.
Obviously, we are doing our best to
compete and bring in some exquisite
range every time.”
Jaitra_by_garima
The Haute Couture Bridal wear label
by Designer Garima Sharma is special in
its own way. This ultra contemporary label
is rich in Indian-ness through its ethnic
embroideries and work. “My latest bridal
wear range is a gift to those women who
are fearless yet elegant. Inspired from the
architectures of Morocco, the collection is
structured yet full of swing. This
prêt-couture range is full of energy and
grand in nature showcasing my love for
the embroideries like mocaise, zardosi
and ari work” says the young designer.
The label uses a variety of fabrics like
silks and satins as well as exquisite trims
and add-ons. The label has grand stores
one in Jagat puri and another one in
Preet Vihar.
Garima Sharma, Fashion Designer
Krishna Mehta
The glam and glitzy fashion event of
the year, Lakme Fashion Week, saw
great innovations and designs dipped in
crazy colours. Om Tex, the official
cosponsors,presented designs from
renowned designer Krishna Mehta
adding new dimensions on the red
carpet. Formed in 1995, Om Tex has
continually been touching Indian and
International hearts with its Indian
bridal and ethnic wear.
The very famous bridal
designer,with the hallucination of
producing astute designs, Krishna
Mehta got very much inspired by the
art form called, “Abhala Bharat” also known
as the “Sheesha concept”. She created her
designs by using different shaped mirrors
stitched to create an embroidery bringing
alive the mono-coloured garments. With
ethnic prints, animal motifs, bright colors
and trend-setting desi styles and drapes her
collection was every bit dreamy. In keeping
with the season, Krishna Mehta
experimented with various geometrical
looks that creates sheer versatility in her
every design created by her. While inspired
by traditional techniques, the collection is
innovatory designed to be worn in any part
of the world.
APPAREL&Fashion
SEPTEMBER 2015
17
I
n the
seasons that
have come and
gone, a splash of digital
prints has been sprayed across the
fashion world, taking up a huge place in
the brands allover. Digital fabric printing
is taken as the greatest innovation of
21st-century fashion. Being innovative,
fast, efficient and versatile technology
the trend of digital printing has caught
attention of many because of its increased
demand. From the traditional flower
prints to the materialized abstract
graphics, the era of digital prints have
come all the way. Huge help has been
provided by the vastly improved digital
printing technologies. The brands
both nationally and internationally
are adopting the changes in the digital
printing scenarios.
The printing revolution means that
the textiles print isn’t just the new big
thing, but is becoming more important
and more recognizable than the logo in
the branding of fashion companies –from
Prada, Pucci, to the Indian brand Fusion
Beats. The Designers of today rely on
digital mastery as it is convenient as well
as trendy. From Photoshop and illustrator
to digital photography, digital printing is
“the tool” for these young and established
designers.
22
The range varies
now from the earlier
only t-shirts and tops.
Now we can see bottom
wear, floaters, and even
jackets that have been adorned
prints. The colours used are
versatile as well, from multi-coloured
psychedelics to dark- goth inspired ones.
This major trend was also seen at the
National Garment fair organized by the
CMAI, Mumbai. Here, major as well as
minor Mumbai and Ahmadabad based
retailers came up with their distinct taste
in digital prints.
Worth mentioning styles were that
of Bonaty Digital, a Parel retailer brand
which deals with Men’s t-shirts and Polos.
The company is two and a half year old,
hence new and refreshing. “We offer a
huge range of photo-prints on cottons,
denims and various blends which is very
much in demand these days. Our main
focus is on today’s youth who doesn’t
hesitate to experiment because we
play a lot with collars and prints. Our
distribution network reaches to all tier I
and tier II cities where prints are highly
popular” informed Maulik Mehta,
Marketing Head, Bonaty Digital.
The prints used are abstract and noval
developed by their in-house designers.
They get their printing work done from
Bollywood loves to wear prints and
the statement is evident through the
collections Sonam Kapoor wore in
her film Khoobsoorat. There she
adorned her self with printed crop
tops, long skirts, pyjamas, shorts
, and even the summer jackets. It
came as a great fad for the youngsters
who want to look different and quirky.
outside. Their product range is
affordable, starting from Rs. 499 till
Rs.2099.
Another brand that has digital prints
over the Men’s polos is Delhi based
‘Tinted’. A unique feature of their polos
is the fabrics they use. The lightweight
and handy garment is made out of lycra
and viscose knit which is distinct in their
own way. These budget Polos starts from
Rs. 650 onwards. “Digital printing is a
technology that has started to provide a
gaining edge to the garments this season,
and is attracting a lot of popularity
among the clients across the globe. We
just started our printed polo range and
the response has been fabulous. Shirts,
both printed and plain, would be a
new addition to our collection” averred
Saurabh Gumber, Owner, Tinted.
The shirts of ‘Ramp Age’ were trendy
with a lot of digital prints. The prints were
abstract and bold well suiting the ‘Army’
theme that they had for the fair. A play
of prints was seen on various fabrics such
as corduroy, denims and natural linens
starting from Rs.999 onwards. “ We are
a young team so, we well understand
the perspective of youth of India. We are
known for our designer shirts all over
India” said Gomsy Laddha, Owner,
Ramp Age.
From the desi prints of D-va
creations, an Indo western brand dealing
with tunics and kurtis on light weight
It is fair to say that Indian
retailers are walking hand
on hand with the International
trends as digital printing has
broken down the barriers of
traditional textiles.
fabrics to the totally western photo
prints of Elxsi. Many brands are offering
digital printed garments. Another brand
DCBD has the entire range based on
vibrant prints fit for all body types. They
experiment their photo-prints on a variety
of fabrics including rayon, cottons, crepes,
satins and others which they source from
India and abroad. 2010 born Mumbai
based brand B:Kind has a love for prints.
Be it summers or the winters, the brand
has a collection full of prints. The brand
had a range of denims, chambrays,
modals, twills and corduroys in blue
dipped in floral and geometric prints. The
range included tops, tunics, straight pants,
dresses, palazzos and shirts. “Trends vary
season to season, with the introduction
of new themes and colour palettes, light
weight fabrics on pastel bases and bright
colour prints are topping the list this
season” said Vidhi, Owner, B:Kind.
Another company Satya designs has
Indian prints inspired from mythological
characters as well as a lot of abstract
and geometric prints developed by their
design team. The brand believes in ‘Mix
n Match’ well displayed by their range
which had an amalgamation of vibrant
colours and distinct prints on unique
silhouettes.
For kids wear, the brand Tales &
Stories, a premium denim maker came
up with international prints on its range of
shorts,skirts, denims, midis, jumpsuits and
dungarees. “We have been in the export
segment from last 44 years making us
ahead in following trends and silhouettes.
Prints have been a favourite both in
domestic and International market and
our products that had prints were liked by
many” informed Atman Shah, Director,
T&S.
Who must have thought we can bring
scissors or for that matter cups and beer
mugs on the Indian Ethnic Garments.
This vague idea was made to come into
reality by the famous Masaba
Gupta, who just loves to play with
interactive prints. She has been the
youngest Creative Director of Satya Paul
and believes that her prints do the talking.
Sure enough, her eccentric yet unique
style has been adopted by Bollywood stars
and even the people world wide. The saris
are particularly eye-catching, with the
clever use of “interactive” prints potraying
fun and youthfulness. Her inspiration
comes from small objects or things all
around the world.
Hectick boys wear has shirts with all
over digital prints on cottons.
While going through the domestic
trends we can tell that prints on every
piece of apparel is popular. Be it
t-shirts, shirts, trousers, jackets, dress or
anything. Like prints on prints is also in
vogue.
There are many companies that offer
job work to the retail brands. To name
a few, we have Sahiba Ltd., HM &
Sons P Ltd, Madhav Fibers Pvt. Ltd.,
Bhupendra Textile, Singh Fashion
Fabrics. Most of these companies hail
from Surat, a hub for digital printing in
India.
“Anything which is new and
innovative catches the attention and
this is why digital printing is getting
good response. With the availability
of latest machines the company is
able to increase the production
capacity and also work on
better margins, which is still
difficult in embroidery” said
Rakesh Bachkanswala, Owner,
HM & Sons P Ltd. He further
informed, “Digital printing is much more
expressive and these days flower prints
and abstracts are highly preferred by the
buyers especially in Mumbai, Delhi and
Jaipur.”
Another player from Surat,
Bhupendra Bhavsar, Partner,
Bhupendra Textile said, “Despite its high
prices, digital printing is more in demand
these days amongst the buyers due to its
advanced technology.”
Yashiki Gumber, Sahiba Ltd. said,
“Our group is now planning to install four
more digital printing machines of Italian
technology, which will make us world’s
biggest Textile Digital Printing Studio.” There are many high-tech latest
digital printing machines like MS ( JP7)
by Orange O Tec Pvt. Ltd who have
productivity of 5000 meter per day and
give a speed of 210 lin.met per hour and
Nassenger PRO 100 giving a speed of
1000 square meter per hour. The cost of
printing comes out to be about Rs. 250
per meter.
S
ince its 1968 inception, the name Etro has become
synonymous with style and patterns. Etro is known
worldwide for its vibrant patterns, specifically paisley. The
paisley pattern became famous after the fashion brand created
it while designing furnishing fabrics in 1981. The more the popularity of Etro
prints and patterns grew, the more coveted statement accessories using these
motifs became. Etro is the go-to fashion brand for accessories like shawls, scarves
and ties for women and men.
APPAREL&Fashion
SEPTEMBER 2015
23
MarketPULSE
Festive Sentiments of
the Retail MarketMall analysis
I
ndia being the country of
festivities is full of opportunities
for the apparel industry. Every
festival brings about a different set
of hopes for the retailers and Diwali
season, the ‘King’ of all other seasons is
surely expected to bring about tremendous
sales for them. The holiday is considered
an auspicious time to make big purchases.
Billboards across the country advertise
“festive offers” on everything from cooking
oil to cars. Also with a burgeoning
population, high incomes, high disposable
incomes, rising middle class affluence,
and availability of quality goods of the
consumers, they don’t hesitate to buy
regardless of the ups and downs in the
market. The festive season sees an increase
in spending and with that the performance
of companies is also expected to improve.
Stores rely heavily on Diwali shopping,
which accounts for a large chunk of
annual profits, and the competition is cutthroat with retailers trying to undercut
each other by as little as a few rupees.
Last year’s Diwali went dry with to few
VEROMODA:
Launched in 1987, VERO MODA is the brand of choice for the fashion-conscious,
independent young woman who wants to dress well and pay less. VERO MODA offers
quality, affordable and inspiring clothing for the young woman who wants to look good
and have fun with her look. For this Diwali season, the brand expects to meet the target
set for it. “Sales are low due to the falling sensex, but we expect good amount of growth
during this festive season. We don’t feel threatened by the booming e-commerce as our
range is just different; we stand apart from the others. We have our own strategies to woo
the consumers and we have been adding good collections every now and while. Also, we
are planning to put in gift vouchers and to do promotions. So let’s see” says Rahul
Gulati, Store manager, Veromoda.
Talking about the End of season sales (EOSS) he shares,” This EOS was definitely
good for us earning us a 100% target achievement. We are hoping the same from this
festive season.”
Promod:
French fashion promoter, Promod offers trends with a
mix of urban, romantic, retro leisure and ethnic. Promod
dresses up modern women that are looking for affordable,
feminine and easy-to-wear fashion. The brands inspiring collection offers a wide range of frequently updated items from
timeless seasonal must-haves to cutting-edge designer-inspired fashion pieces. Promod was created in France in 1975
as a family boutique with their self-designed clothes for
women. The company rapidly expanded and now sells their
clothing in 50 countries and since 1999 they are also online.
24
SEPTEMBER 2015
APPAREL&Fashion
Neha Banerjee, Store
Manager, Promod
shoppers opening up their wallets and cutthroat competition from increasingly
influential online retailers. And of course,
for an Indian, cheapest sell always wins.
Online retailers managed to capture the
consumer’s imagination and wallet in an
unprecedented manner last year and the
trend is still on.
Team Apparel & Fashion had a talk
with the top retailer brands at Pacific
Mall, Subhash Nagar in West Delhi about
their plans and expectations from the
festive season.
GUESS:
Established in 1981, GUESS began as
a denim company and has since successfully grown into a global lifestyle brand.
Today, GUESS designs, markets, and distributes full collections of women’s, men’s
and children’s apparel as well as accessories. Throughout the years, the GUESS
image has been portrayed in unforgettable, innovative campaigns that have made
the brand a household name.
For this festive season, the brand is
hoping to get good sales with high discounts and gift vouchers and hampers.
“We are getting a new range for Diwali,
with the introduction of value added dresses and bags. Also combos would be delivered in the accessory range” says Tripta
Chawla, Store Manager, GUESS.
The brand feels that it is exquisite in
its own way with no competitions from
others. “We achieved 125% of our set target with amazing footfalls during the End
of season sales. We were also able to retain
our customers, which is a really good feeling. Adding to all the celebrations, good
incentives were like a cherry on top”,
shared Tripta.
MarketPULSE
FCUK:
KAZO:
Founded in 1972 by Stephen Marks, London based
French Connection set out to create well-designed fashionable
clothing that appealed to a broad market. French Connection
offers a fashion-forward clothing range with a quirky spin on
design, priding itself on quality and affordable prices. For the
Diwali, the brand expects best selling with high sales. “Yes, the
market is down, but we cannot sit back. We are bringing in
new styles and stories in festive collection to suit more with the Mohammad Istaq, Fashion
consultant, FCUK.
festive spirit. Plans are to give out healthy discounts and festive
combo offers to grab more attention. Currently, the store only has the Men’s range but
we are planning to bring Women’s collection as well”, shares Mohammad Istaq, Fashion
consultant, FCUK.
Kazo, started in 2007, is a young international brand that has made its way into
the centre of the fashion industry within a
short span of time. The garments designed
are phenomenally fashionable with a high
wear ability and practicality quotient. The
main asset of the collections is that it is
highly affordable which enables customers
an access to the latest designer wear, giving a chance to every woman to feel great
in her skin, right to her soul. For this season the brand hopes a good hike in sales
along with consumer retention probabilities. “We are planning strategies to tackle
the e-commerce bump in our rides to success and hopefully it will be achieved
during no time. EOSS was good, but Diwali will be better. Yes, expect good discounts and innovative range for the season” avers Ranjita Oinam, Fashion Consultant, Kazo.
BEBE:
1976 established bebe is the go-to destination for chic, contemporary fashion. The
brand evokes a mindset - an attitude, not an age. It’s a true original, always defining fashion’s next stride forward. Designed for the confident, sexy, modern woman, bebe is a
global label that embodies a sensual, sophisticated lifestyle.
For Diwali bebe is to come up with an entirely new range with detailed sequins work.
“Obviously we are expecting great sales during the festive period and for that we are planning to give promotional gifts and vouchers such as a bag for a fixed amount of purchase
and things like that” says Jyoti Gahlot, Store Manager, Bebe. Talking about the EOSS
she added,” Honestly speaking, the End of season sales was just fine for us. Not that great
but not so bad as such. But yes, we are expecting better response for the festive season.”
MADAME:
Known for knit western wear, Madame is a women’s
ready-wear brand, owned by parent company Jain Amar
Clothing Private Limited, India. The brand was established in
1980 with a vision to provide world class apparels and accessories
for women. Presently, the company supports 60 exclusive
stores spread across the length and breadth of India, which is a
mix of franchised and company owned outlets. The brand has
Dinesh Arawat, TM,
just launched its AW 15 collection and would be adding some
Madame
more value added products during Diwali. “Winters have
always been good for us and we would be expecting the same this year as well. E-commerce is booming and it’s like a win-win situation for us as we are present on all the
famous fashion e-portals. So, no complaints” informed Dinesh Arawat, TM, Madame.
He added, “There was a mixed reaction from the EOSS this year with high sales in
August but slow in July. The sales are still present in our stores all across the country.”
Forever New:
Forever New is a fashion clothing and accessories brand founded in Melbourne, Australia. One of the fastest growing Australian brands, Forever New emerged in late 2006 as
a start up retailer and now trades over 250 stores across seven countries. The brand celebrates the feminine beauty of women, a signature style flowing through every creative element. “Our brand does not focus on Diwali, but yes we are coming up with Forever New
Bridal Western Wear Collection this November to attract the lovely would-be brides. So,
hopes are high for this season” says Garima Kamboj, Area Manager, Forever New.
“Our adding a new collection every month has done wonders for us, boosting the
sales and helping in consumer retention. EOSS was great and hopes are to achieve the
target sales” Garima explains.
Global Desi:
Free spirited, vibrant and
delightful, Global Desi is a boho-chic
fashion brand, inspired by India’s colours
and chaos. Created in smooth western
styles, every outfit in every collection tells
you to go ahead and wear the vibe. The
brand from designer Anita Dongre’s AND
Designs India,
Global Desi was launched in 2007.
The brand will be bringing in a new
range of kurtas and palazzos with innovative
designs in simple colours as liked by the
masses. “We follow the in vogue colour
palette and prints and this season it would
be back to basics. Since it is the festive
season, vibrant colours would be present
but nothing of value additions” informs
Aniket Gupta, Store Manager, Global
Desi. He further added, “We got over Rs
42 lakhs business during the EOSS. So, atleast Rs 40 lakhs would be the target for
Diwali”.
So, as we can notice, the brands have
tied up their belts to get in good sales in
their bags and have fully planned to how to
tackle the approaching wind. Let us hope
the season goes well for them.
APPAREL&Fashion
SEPTEMBER 2015
25
RendezVOUS
Fusion
Beats plans
to seep into
Tier II and
Tier III
cities
Team Apparel & Fashion
gets FACE2FACE with
Rahuul Goenka, Vice
President, Fusion Beats
(Creative lifestyle Pvt. Ltd.)
26
SEPTEMBER 2015
APPAREL&Fashion
T
he cool yet chic
brand has achieved
a good name in
its three years of
existence doubling their
growth. Amalgamation of
modernity with ethnic roots
and the use of light and
comfortable fabrics have
wooed many young working
women as well as college
goers into adding them in
their wardrobes. Fusion
Beats is available all across
the metros and is planning
to get into small cities as
well.
RendezVOUS
AF: How is Fusion beats different from
109 F?
Rahuul Goenka: 109 F is our company’s
first domestic brand and it focuses
primarily on Western Wear but Fusion
beats, as the name suggests, it’s for urban
classic women who are attached to the
Indian roots. Its cool and chic comprising
of desigual prints, a cheers to the Indian
Spirit. We want to bring Indian culture
to a platform where it can be adopted by
every modern woman of the society.
AF: When was Fusion Beats launched
and what had been the ideology behind
bringing up such a fashion?
Rahuul Goenka:Fusion Beats came
into existence in March, 2012 following
the successful launch of 109F. Our idea
behind launching such a brand was to
make a fashion which is apt for women
who loves wearing Western clothes, but is
also proud of her Indian Ethnic culture.
Fusion Beats fills the gap between the
Western and the Traditional, by fusing
these and adding a Fun and Fashionable
element to the appeal. We provide
exquisite fashion at affordable prices
starting from Rs. 1000 onwards.
AF: What new Fusion Beats would offer
for the customersfor Autumn/ Winter
2015?
Rahuul Goenka: See, we follow latest
trends, designs and prints from trustworthy
and International sites like WGSN. As
women today work, go to office and
juggle a lot of appointments, they want a
comfortable fashion, an item which is soft
to wear and aesthetically appealing. We
have come up with longer length dresses,
tops, cozy bottoms, A-line skirts and
dresses with side slits, a look fit for parties
at evening. Prints are very much in vogue
right now, so we have Indianized and
desigual all over prints on our products.
Colour story used comprises blue, black
and white but we also have other colours
also. An experimental product of ours is
the printed Kimonos and Poncho.
Prints are expected to remain the same.
Focus colours would be bright and sunny
colours.
AF: How is the branding of Fusion Beats
done?
Rahuul Goenka: Creating a brand is not
difficult; making your brand visible is a
very challenging task. We focus a lot on
branding, from in-store posters and Visual
Merchandising to big wide hoardings that
have been put in various places in metro
cities. Our advertisements are regular on
top newspapers like Hindustan Times and
The Times of India.
AF: What type of fabrics you use on your
product range?
Rahuul Goenka: We basically work with
light weight, but durable fabrics which are
ideal for printing. Majorly fabric comes
from various regions of India and along
with that we use imported fabric also from
China, Korea and South-East Asia.
AF: What can we expect from Spring/
Summer16 in terms of styles and
colours?
Rahuul Goenka: Retail is going really
slow at present, so I think S/S16 is
going to be just an extension of A/W15.
Nobody wants to expand much and get
low response in terms of buying. Of
course, fabrics would be changed as
laces and sheers are getting popularity.
AF: What are the expansion plans of
Fusion Beats in the next five years?
Rahuul Goenka: We are a new brand, so
obviously we need to expand ourselves
timely. Fusion Beats is available in six
metros viz. Delhi, Mumbai, Chennai,
Kolkata, Bengaluru and Hyderabad but,
we are planning to expand the reach of
the brand by seeping into the B and C
cities. Also, we are planning to open new
exclusive brand outlets and also we are
coming up with our own online portal.
AF: How much growth Fusion Beats is
expecting in the current financial year?
Rahuul Goenka: As our brand has been
liked by many all across the country, we
expect to grow by 50%. Hope, everything
goes in our favour.
APPAREL&Fashion
SEPTEMBER 2015
27
WhitePAPER
SOUTH INDIA-
A GOLD MINE FOR
RETAILERS & E-COMMERCE
COMPANIES
T
here was a time when Northern region of India was considered to be the one with higher buying capacity but now,
the scenario is changing. Last year’s slowdown came as a curse for many corporate retailers, however, the ones who
remained unaffected were the family-run regional chain of stores operating in South India. The giant chains are not
only growing brilliantly in size, growth and customer base but have expanded at a phenomenal pace over the last few
years. The South based stores are known to be very cautious about giving a memorable and beautiful experience of shopping to their
customers every time they visit their stores and that is why more and more customers are becoming loyal to them. Team Apparel &
Fashion brings to you some interesting insights about the retail scenario of South India, the increasing buying capacities, the new
and upcoming stores and the tangible growth in the coming years.
The whitepaper we bring to you is the result of an in-depth study about South India emerging as a giant buyer. It is becoming a
favourite destination for retailers, manufacturers, distributors and wholesalers. There are many reasons to it. Let us look at them one
by one:
28
SEPTEMBER 2015
APPAREL&Fashion
WhitePAPER
Some Interesting Facts. . .
T
he southern states have the
highest number of retail
chains, and the largest of
the mall is LULU
International located in Kochi. RMKV, a
departmental store in Tirunelveli, is
spread in 100,000 sq ft area. The annual
turnover of this store is more than any
single Lifestyle or Pantaloons store in this
whole wide country reaching Rs 110 crore
at present. Today, RMKV is in the process
of setting up another 55,000 sq ft anchor
store at the 450,000 sq ft Brookfield’s Plaza
mall in Coimbatore, being co-developed
by Mangal Tirth Estates, the brain behind
India’s oldest mall, Spencer Plaza in
Chennai. Kalyan Silk, the infamous
brand, has a six level, 85,000 sq ft
showroom in Thrissur town doing a
business of Rs 100 crore annually.
Emmanuval Silks has over 100,000 sq ft
outlet. Kalyan Silks has another nine-level
outlet in Ernakulam, Kochi in 125,000 sq
ft, which is believed to be the world’s
largest silk saree store. This is nowhere
seen in Delhi or any other northern
region. There are ‘small’ stores like
Coimbatore-based Shri Kannan Stores
and Chennai-based Sri Murugan Stores
who earn Rs 1.5 crore per month from
each of their many stores. Now, who will
be able to beat that?
The Pothys Megastore in Panagal
Park, Chennai as well as Kalyan Silks
megastore in Ernakulam each does more
than Rs 150 crore per annum business.
Endorsed by the famous actor Suriya,
Saravana Stores is a chain of retail stores,
located in T Nagar, Purasaiwakkam,
Chrompet and another one coming up in
Anna Nagar selling textiles, jewellery,
vessels and a wide range of consumer
products. Taken to be the largest family
run retail chain in India, the company has
an annual turnover of about 6.50 billion
rupees (200 million US dollars). Famous
all over India, Nalli’s take the credit for
spreading awareness about Indian ethnic
wear amongst India’s youth, especially at a
time when the general trend is towards
western wear. The Chennai Silks (TCS)
is a Tirupur- based giant selling silk sarees
and ready to wear garments and like other
retail chains in South, all TCS stores are
located on high streets and not inside the
malls. Another group which entered into
its 64th year is Naidu Hall that has spread
out to its present built-up area of 15,000
sq. ft with five floors of unadulterated
shopping — blouses, saris, salwar sets,
undergarments, nightwear, accessories and
Western wear. When ranked business
wise Saravana Stores tops the list with
more than Rs 1600 crore business
coming from its four stores, TCS is
ranked second with more than Rs 1300
crore closely followed by Nalli’s, Pothy’s
and RmKV. All these stores are known
for their premium quality silk sarees.
APPAREL&Fashion
SEPTEMBER 2015
29
WhitePAPER
Strong Financial Situation of Southern India
W
hen it comes to buying
the most important
factor is buying
capacity and while
retailers and retail chains are struggling
with the pace of buying which only shoots
up when the sales is on, the scenario in
South India is totally different. Highly
educated South Indians believe in quality
buying, moreover, with strong career in IT
and tonnes of gold laying in their bank
accounts, they just make the perfect
buyers. Education is highly valued in the
south Indian community, and is seen as a
gateway to a better livelihood. Many of the
nation’s most prominent physicists and
mathematicians have been South Indians.
Kerala, while possessing a literacy rate
above 98%. Information Technology is a
growing field in South India infact
Bangalore is India’s Information
Technology hub, and is home to over 200
software companies. It is often referred to
as the Silicon Valley of India. Four of the
country’s top seven exporters of software
viz. Bangalore, Chennai, Hyderabad and
Coimbatore are located in South India.
If the spending power of all states in
the South is analaysed, Tamil Nadu takes
the leading position, while Karnataka is
also quite close. Maharashtra and Andhra
Pradesh take up the third and fourth
position respectively.
The highest producer of silk,
cotton and knits, Tamil
Nadu is also one of
the biggest retail
markets in the
country. It is one of
the most evolved when
compared to its neighbouring states. In case, a
product fails to live up to
its expectations, the people
do not purchase it again in
other parts of India. On the
other hand, the customers
from Tamil Nadu are very loyal
to the brands they buy. Therefore,
if a company captures and gets
well-entrenched in the market and
continues to provide the customers
with quality products, its market
share will remain intact. Chennai is
ranked number 7 in the list of wealthiest
cities in India.
Quality & Value- Priority For Consumers
According to many wholesalers and
retailers, unlike North India, the people
in South are not fussy and do not like
to show off their brand logos just for
the sake of it. South Indians are simple
people who go for investing and have a
few pieces in their wardrobes with good
quality and a mix of top to medium sized
brands. The concept of street shopping
is very limited in South. Consumers still
prefer buying expensive and high quality
silk products and that is why there are
plenty of Stores in South India offering
only silk- based products. The consumers
prefer purity in fabrics, restricting
themselves from wearing any sorts of
blends.
Customer Loyality Strategies Seeting
Retailers On New Heights
It has been observed that the strategy
to retain and win loyality of customers
in South is very innovative and unique.
Most of the chains offer something
exclusive to remain in the mind of their
target consumers and do everything they
can to get the consumer loyalty. For
instance, the malls and chains provide
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SEPTEMBER 2015
APPAREL&Fashion
exquisite products taking a huge check
on material, costing and quality. Also,
they attract the consumers through value
added services provided by them.
“Go to Vijaya mall in Chennai, or the
Pothy’s or in any of the silks emporiums,
you will find people serving juice or
dry fruits at every floor. Although these
stores have stairs system and are built
traditionally, it is just great to have
such an experience” said Gautam
Hirdaramani, Owner, Cupcake
Girlswear, a Mumbai based Kid’s wear
brand. Another example would be that
of MK Retail in Bangalore, an 80 year
old multi crore supermarket. This mart is
WhitePAPER
a famous not just because of its product
range, but also its customer service as
well. It makes it a point to help shoppers
load bags into the car. On similar lines,
Ratnadeep Supermarkets offer home
deliveries across all its five stores in
Hyderabad. Pothys stands apart from
others in its most unique billing system.
While in most stores one has to carry
products to the counter where the bill is
being made and purchases are packed,
it is done differently in Pothy’s. The
consumers there pick what they wish
to buy and the sales men take them
to the counter and get a printed bill,
while the consumers can do the rest
of shopping and get them billed the
same way. All bills are put together
and payment can be made at the cash
counter.
Retailers & Wholesalers
Prefer Working With
Southern India
The success story in South is changing
the landspace of entire sourcing pattern
in domestic retail market. As a result
many wholesalers are focusing on
increasing business in South. While
on one hand they get good quantity
orders in one go on the other they feel
that the payments are more secure
in South as compared to North.
Wholesalers from many states have lost
their faith in the North based retailers,
the reasons are many for instance;
laid back attitude, delayed payments
and delivery of products. On the other
hand Southern India has become a
hub for the wholesalers because of their
promptness and discipline.
“We supply mostly to Southern states.
There are less payment problems in
South when compared with North.
Also, the prompt response that we get
from the retail chain is better. They
demand quality and are ready to pay
the actual price for that” informed
Dinesh Nishar, Director, Matrix, a
Dadar based Ethnic wear brand for
Men. “Most of the Mumbai based
manufacturers and wholesalers get
best deals in South. The buyers are
polite and pleasant, good to talk to
and genuinely take interest in going
through the product range which
is very different from the buyers of
North who are arrogant,” said Palak,
Spokesperson, Voodoo, a Men’s
denim brand.
As far as the sourcing pattern of
South is concerned, the demand is
good throughout the year and since
the weather is almost the same
there is no season based buying.
“ Since South India is usually hot
and humid, for them there is no
particular season for buying apparels.
So, there is a lot of business t- shirt
makers throughout the year,” averred
Maulik Mehta, Director, Bonaty
Digital. The increase in sales is also
seen during the festivals like Pongal,
Onam and Tamil New year and
during the month of October when
wedding seasons set in.
Online shopping has also become a
popular trend in South. Initially it
was the young customers, who were
mainly
attracted but now even the middle
aged people, the middle class and
the rich
strata of the city have also fallen
for this new trend and love it to the
core. Latest figures show that
Southern states take up 41% of the
e-commerce business in India, North
coming up next with 32%.
“Today’s generation has become
too high-tech, with is good in a
way. Now, it takes just one click to
explore products and buy them. We
are available on all top-notch
websites and E-commerce has definitely given a boost to our business”
stated D. Raghunath, Marketing
Head, Jus Cubs, a Bengaluru based
kid’s Wear brand.
Gautam Hirdaramani, Owner, Cupcake Girlswear
Dinesh Nishar, Director, Matrix
Maulik Mehta, Director, Bonaty Digital
(At Right) D. Raghunath, Marketing Head, Jus Cubs
APPAREL&Fashion
SEPTEMBER 2015
31
ImpresSIONS
Visual Merchandising-
An accurate tool for
brand building
T
oday’s consumer want visually appealing, creative, out of the box designs, but a brand’s
creativity is always judged by the way they present themselves. A brand’s creative
merchandise is of no use if not put creatively. The role of a Visual Merchandiser having a
sole task or making the brand store’s exterior as well as interior distinct from others according
to the brand’s ideology is very important. As it is wisely said, “What appeals the most, sells the most”.
Many brands have over the top kind of VM, from Dior’s April 2013 diminishing perspective one to the
air jumping mannequins at the designer duo Shivan- Narresh’s Saket store. It’s beautiful; it’s catchy,
well matched with the product range the brand offers.
A well-planned retail store layout allows a retailer to
maximize the sales for each square foot of the allocated
selling space within the store. Freshness and new look
actually are the reasons retailers are going for redesigning
of the stores. Swarovski started its pilot phase of the
Crystal Forest Concept in 2008-2009, where they
implemented a limited number of pilot POPs. At present,
they are introducing the new Crystal Forest shop fit in
selected new locations, as well as start the step by step
upgrade of our existing distribution with this new exciting
retail design. The conversion program first focused on
selected key markets and will stretch over the next years to
all our monobrand distribution.
The National Garment Fair held at
Mumbai showcased a lot of creative VMs,
each brand having a distinct style from
rough and tough to chic and ethnic. The
most creative ones were seen at the Kids
wear hall adorned with mannequins on
jeeps, a rock stage, a typical south Indian
focused, cowboy style and many others.
The one that stole the show was that of
OKS whose stall was designed as a railway
station with fake smoke, engine stone as
well as a bell. Spykar presented an eye
catching live painting show with rock
music. Many brand had its stall designed
old school style.
Internationally, we have many
instances of beautifully projected Visual
Merchandising. Worth mentioning, one
would be Adidas Pop up shop designed
like an actual Adidas shoebox with laces
peaking out.
The title of the king of VM should
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SEPTEMBER 2015
APPAREL&Fashion
go to the infamous French brand Louis
Vuitton. They have a style which nobody
can match from the ancient meeting
classic with dinosaur structure, to the
overall lighting pattern in their flagship
store at Fifth Avenue. Their stores are
beautifully designed by French conceptual
artist Daniel Buren.
ImpresSIONS
The funky and colourful brand Sportgirl
has all their VMs designed likewise. It’s
smart and full of colours with peppy
bicycles and rods. One of their VM had
film stills wrapped on the floor, walls and
windows. In the centre, an orbit of convex
mirrors, which further reflected the
moving films as well as the movement and
reflections of passers by, creates a feeling
of being immersed in the installation.
Flagship store of Levi’s
London truly shows
the brand’s concrete
nature. The shelves
and the colour scheme
put along with the
perfect lighting is so
denimatic appealing.
The francfranc store at Nagoya,
Japan is known for its lighting appeal.
The product range is shown via a
number of windows on every floor lit
with a series of lights. Bergdof
Goodman’s April 2013 VM was
inspired from Goth- Punk
showcasing a black guitar and a Goth
queen titled “Punk- Chaos to
Future”. Moncler NYC has a
creative pattern in which a single
mannequin is repeated in a series.
APPAREL&Fashion
SEPTEMBER 2015
33
ImpresSIONS
The high fashion
Alexander Wang’s high
fashion store located in
NYC is like a mesh woven
intricately with class.
The whole monochrome
concept is beautifully
projected via grids.
The “retail space” has to be the most
productive and most efficient salesperson,
and how you go about optimizing your sales
space for maximum revenue is to employ
the art and science of visual merchandising.
Here are a few steps through you can make
the best out of the resources to create an
exquisite VM of you brand. These steps are
perfect for all kind of brand stores, from
small scale to medium and large.
Tommy Hilfiger is
the other name for
casual chic and the
visual appeal thrown
through the VM is
the same. Its blue, its
carefree and out of
the world. The brand
doesn’t follow the
norms and so does
the wearer.
Step 1-Keep your target customer in mind
Obviously, you have to think about your target customers.
You cannot create a funky environment for the brand
catering to formal office-goers. Knowing your target
customer inside and out will help you tremendously
when it comes creating effective merchandising displays.
A better understanding of their mentalities and lifestyles
can help in creating an aura fit for them.
Step 2- Coming up with an Inspiration
Inspiration can come from everywhere, from things we
see on daily basis to more refined ones. Choose them
wisely and they need to be in accord with the product
range you want to display.
The exclusive Victor &
Rolf Fashion Boutique is
just as unique and designer
as the brand. Meticulously
made and a matt finish
put over the material gives
a real chic look. To add
on that the monotonous
continuity depicts the
classiness of the brand.
34
SEPTEMBER 2015
The wild and sporty Nike
makes a sportsman. This display
of flagship store shows the
vibrant and specific nature of
the brand. Its uniquely done
and exclusively presented.
APPAREL&Fashion
Step 3- Focus on everything
Focus should be on everything, for all the 5 senses.
Colour combination, lighting, symmetry, balance,
contrast- these things are really very important to create
multi-sensory experience. The music you play in your
store has such a profound yet subtle effect on how your
customers behave in store. Smell is considered to be a
fast track to the system in the brain that controls both
emotion and memory, two very prominent factors behind
why we choose one brand over another. Step 4- Don’t forget to change the
set-up with time and season
This long procedure has to be repeated, as nobody wants
to look at the same merchandise again and again. So,
spice it up, come up with new ideas. Your merchandise
changes with season, so why shouldn’t your store.
SupplierBASE
Satya
Designs plans to open an Exclusive
Boutique store in Mumbai
Reviving the long forgotten traditional arts and
crafts, Satya Designs has come a long way in its seven
years of existence adding two more brands in its success
list. The brand is available in all the reputed stores
like LuLu, RmKV,Meena Bazaar and on top notch
e-commerce sites and even has its own online portal.
They are now planning to go into exports as well.
Team Apparel & Fashion had a talk with Jinen
Shah, Director of Satya Designs Pvt Ltd.
36
(Second Right) Jinen Shah, Director, Satya Designs Pvt. Ltd. with his wife & team
SEPTEMBER 2015
APPAREL&Fashion
SupplierBASE
AF: What is the story behind the brand ‘Satya’?
Jinen Shah: ‘Satya’ was founded in 2008, making a fashion
for the ever changing youth. The brand believes in essence,
individuality serenity of a woman, designing for her pure soul.The
focus is making a cutting edge fashion in garments by providing
fusion of modern designs with ethnic incepts, to serve the
multitasking and dynamic woman of today. Earlier we only
worked in modern yet trendy Kurtis, but now, we have expanded
our product range including tops, tunics and maxi dresses. We
have three brands under us namely, Satya Designs, Satya Girls
and recently launched Satya Fusion. Each brand is different,
Satya designs is purely ethnic, Satya Girls caters to the trendy
requirements of young girls and Satya Fusion serves as a link
between the modern and the traditional. Our head office is
located in Goregaon, Mumbai and the factory is located in
Dadar West producing almost 20,000 pieces monthly.
AF: What makes Satya Designs different from all
Indo- Western brands?
Jinen Shah: Our specialty lies in the fact that we believe in
organic fashion, which is not commonly seen. We promote the
use of traditional art such as hand block prints, vegetable dyes,
hand embroidery, ikat prints, tie and dye in making vibrant
and aesthetically appealing garments. We believe in comfortable
fashion, which according to me is the need of the hour. We cater
to women who are not afraid to show their vivacious self in
practical clothing. A wide range of fabrics used such as chiffons,
georgettes, viscose, cotton blends and polyester help us to be
different from others. We don’t follow what others do, we create
our own fashion. True, prints are very much in and everybody is
doing prints. But we have been doing prints since we started.
Our prints are unique and are made to stand out from the crowd.
AF: How has the brand grown over the last few years and
what attributes to the success of the brand?
Jinen Shah: The Brand has seen amazing growth in the span
Collection Showcased at National Garment Fair, Mumbai
of 7 years. We are now available all over the country via reputed
stores like Pothys, LuLu, RmKV,RituWears,Kalyansarees, Meena
Bazar, Vijayu Stores, et al. Women’s taste and preferences keep
on changing, making them prefer Indian, so, it is like a boon to
us. Consumers make a brand and credit of our success goes to
them only. Also, we believe teamwork and giving our best into
everything.
AF: Is Satya available online?
Jinen Shah: Yes, of course, we are available on top notch
e-portals like Snapdeal, Amazon ,Flipkart and many more. On
top of that, our official website www.satyadesigns.com also offers
ladies with a wide product range.
AF: What are the plans of expansion of Satya in the coming
five years?
Jinen Shah: Our future target is to open an exclusive
boutique store in Mumbai, as we don’t believe in chain stores.
Also, we are planning to go for exports, actually we have even
started looking for the potential buyers.We are still working on the
betterment of our latest brand ‘SatyaFusion’ , so, lets see how the
things go on.
AF: What is your take on the current situation of retail
market in India?
Jinen Shah: Indian retail is going slow. Foreign brands like
Gap, Zara have been giving us a hard time. But I just want to
convey that Indian retailers should not be insecure of each other
and should join hands and work in sync to fight competition.
Innovation is the only way to survive in the long run. We have
great potential to grow and be known. So, why fear?
Collection Showcased at National Garment Fair, Mumbai
AF: How much growth are you expecting from this
financial year?
Jinen Shah: To be honest, we are expecting a growth
percentage between 20%-22% but sky is the limit. We never know
when life can surprise us.
APPAREL&Fashion
SEPTEMBER 2015
37
TrendingFASHION
Make in India
The Resurrection
of the Golden
fiber Jute
T
here was a time when Jute
was taken as a material
appropriate for sack cloth.
This was due to its high
weight bearing tendency and durability.
The image of jute was limited to hessian
sack, shopping bags and coarse door mats.
One might not ever think of wearing jute
made garments before. The designers have
always been curious about the ‘sack’ jute,
however, nothing much was done earlier.
However, the starting of ‘Make in India’
campaign by PM Modi has been
influence for designers and manufacturers.
So, the golden fiber has undergone into a
known metamorphosis from gunny bags to
a world of glamour and fashion. Now, we
can see variations in jute fabrics (blended
or pure) all across the exquisite collections
by famous designers in versatile avatars.
Jute is not only used as couching material,
but entire range of garments have started
to be born out of it giving consumers a
wider range of products to choose from.
Jute in its revolutionized avatar is now
getting recognition and is seen in form of
chic sarees, delicately embroidered, salwarkameez, kurtas and even western wear.
In addition to it, it is also used in wide
range of furnishing, soft luggage, hair
clips, footwear, greeting cards and even
moulded door panels for cars.India is the
largest producer of jute goods in the world
having 73 Jute mills with an annual spindlage production capacity of 1.86 tonnes.
Indian jute sector comprises of organised
jute industry as well as a large number of
cottage units. Nowadays both modern jute
mills and traditional handlooms spin out
38
SEPTEMBER 2015
APPAREL&Fashion
high quality yarns and weave light-weight
fine textured fabrics of perfect structure in
exotic colours and designs to match with
the needs of apparel professionals. Jute being a versatile, eco-friendly, recyclable and economical fibre is seen as
the fiber of the future. The natural bright
golden colour, raw appeal and the beautiful texture makes it one in a million. To
reduce the inborn roughness of the basic
fibre to make it more suitable for wearing,
the National Institute of Research on Jute
sion of being different from others made
her use the fabric in the original form and
muted colours decorating it with printing,
beading and appliqué work. Designer
Nachiket Barwe used the golden fiber in
his Wills Lifestyle Fashion Week collection that was held last December.
Seeing the designer’s work, even retail
industry has started adopting jute into
their collections. A visit into the CMAI’s
National Garment Fair in Mumbai proved
so. Many Mumbai based retailers and
prabhamalhotra
and Allied Fibre Technology (NIRJAFT),
Kolkata has come up with a unique technology to make it into a more softer and
malleable material.
Many designers that adopted jute in
their collections with the theme of‘ It is all
about looking good in a burlap sack’. Prabha Malhotra even introduced jute in her
Haute Couture arena. Her relentless pas-
nachiketbarve
TrendingFASHION
wholesalers are taking the risk of the mass
production of jute apparels. And surprisingly, the sale of these garments has been
high too. “Today’s consumer wants to
stand out and now when people have started following ‘Swachh Bharat Abhiyan’,
they are not afraid to follow’ Make in India
and Adopt in India’. This Desi revolution
has lead to quick and vast sales of Handicrafts and Handlooms respecting the hard
work done by the poor craftsman,” said
Ashwini Pable, the owner of Rewanta
Lifestyle with ‘Orange River’ and
‘Soyrra’ , Mumbai based western wear
brands who highly focuses on handloom
fabrics and jute.
Major examples from the fair would
be that of “LeelaVeera” a four year old
company located in Dadar. They use
variations of jute like Jute silks to give
them a royal and refined touch. Their
range include sarees and dress material at
a very nominal price. “We wanted to be
different from the rest, and our love for the
Indian culture and the passion of sticking
to the soul of the soil lead us making apparels out of jute” said Pradeep S. Gala
and his wife. In addition of jute they also
have various varieties of handloom fabrics
where their USP lies. Their range starts
from Rs. 595 up to Rs 3999.
Lower Parel-based Designer wear’s
company “G-cube” is also unique as they
make exclusive garments for Men’s wedding wear in jute. They have introduced
bright and vibrant colours in the pastel
shades and are using innovative designing
and printing techniques in sherwanis.
Fashion Designer Ankit Khimawat, who is
the brain behind these out of the box ideas
is confident about others liking his designs. The beautiful Kurtas and Blazers
range carry his remarkable style. Jute is his
latest addition in terms of fabrics and use
The Believer of Make in India, Ashwini Pable, Owner of Rewanta Lifestyle
Pradeep S. Gala and his wife, Owners of Leela Veera
ofcouching, play of silhouettes and strong
surface designing makes the new variety
different from the crowd. The price is
unique too, it starts from Rs. 4000 and
goes up to lakh.
Huge challenges are faced by the designers or brands as using jute isn’t easy. It
has a very rough and course texture, which
has to be subdued by using various means.
A lot of attention has to be paid on the fit
as well. But challenges are always there
when something different is done, so the
people associated with jute garment designing are always open to accept the difficulties.
The Gujarat based organic brand
Bhu:sattva started green instead of going
green. Ethics combined with sustainability
has helped creating this brand which is
highly appreciated in India and abroad for
its durable and eco-friendly fashion.
Bhu:sattva promotes organic farming and
Ankit Khimawat the Designer of Mumbai based ethnic brand “g-cube”
the use of natural colours. Moreover,
Bhu:sattva strives to revive the famous art
forms of various regions of India paving a
way for economical and social upliftment.
The brand works a lot on jute and has got
a huge response for it. The organic fashion
house works with farmers across the
country who produce certified organic
cotton on one hand, and design
institutions like NIFT and NID on the
other, to fashion aesthetic and
contemporary designs for its fashion line.
With more and more people willing to
accept the modernized version of the basic
fiber, the retail industry is making them a
part of their collections too. We can just
hope this adaptation goes into classic and
not just being fad.
APPAREL&Fashion
SEPTEMBER 2015
39
MarketUPDATE
APPAREL INDUSTRY THE
NEW ATTRACTION FOR
BOLLYWOOD
Bollywood Stars Turn into
Fashion Designers
T
he apparel industry is
observing a new trend from
the past few years, looks like
fashion designers are now
going to compete with the Bollywood
biggies in terms of creating fashion
milestones in the apparel industry.
Bollywood stars are bringing out the
designer side in them by launching their
own fashion line with some renowned
brands. Kareena Kapoor known for her out
spoken personality is the first Indian actress
to launch her own line of clothing for
women; with the retail chain Globus. Size
zero became a rage because of her and now
it is said that Kareena has been approached
by an international brand to design a denim
line called Bebo. Deepika Padukone also
got into the zone recently and launched a
limited edition collection with fashion giant
Van Heusen blending vintage and in-vogue
designs.
Former beauty queen and actress
LaraDutta also joined hands with the
ethnic wear retailer Chabbra 555 to unveil
her own collection of sarees. The entire
collection was personally designed,
conceptualized and hand-crafted by Lara
with the name Lara Dutta-Chabbra 555.
Such concepts not only create curiosity
among consumers but also, give retailers
chance to earn big through popular names
and their brand image.
Some other names in this league are
Shilpa Shetty Kundra who also made her
debut by designing clothes for her IPL
team, Rajasthan Royals and Sonam Kapoor
who is also going to launch her own
designer label, along with her designer
sister Rhea. Most of the celebrities have
40
SEPTEMBER 2015
APPAREL&Fashion
access to latest fashion trends in both
Indian and international markets thus for
them it is quite easier to analyze and
create an eclectic and vibrant range.
The fashion and lifestyle e-commerce
portals also believe that collaborating with
the bollywood stars is a good promotional
strategy. Bollywood brings with them a
mass appeal and helps them in gaining
visibility and expands their reach to get
new customers. These days online
platform is also gaining a lot of popularity
and thus to reach wider audience many
actors are launching their collections
along with online sites like Jabong,
Snapdeal, Myntra, Flipkart, Amazon, etc.
Malaika Arora Khan also launched her
own online fashion brandTheClosetLabel.
com where anyone can admire Malika’s
fine fashion sense. Supermodel Lisa
Heydon who turned actress also
collaborated with online fashion portal
Shersingh.com. Some latest examples of
such collaboration are Shilpa Shetty
Kundra launching an exclusive range of
sarees under the brand name SSK Sarees for
the online retailer Homeshop 18.
Alia Bhatt is also launching an
exclusive apparel line with Jabong.com.
The apparel range will be titled ‘Alia’.
She has a great sense of style and has a
knack for fashion. The collection has a
touch of youth, confidence and style. The
apparel range has various designs for
different set of moods, be it the bohemian
line, the casual denim line or clubbing /
party line. Ripped jeans, leather jackets
MarketUPDATE
and floral. The collection makes a direct
connect with Alias wardrobe. The
collection includes apparel (western) and
shoes for young girls as well.
When the ladies are mixing fashion
and business why would men stay away
from this designer fever.John Abraham was
the first Indian actor to have a clothing line
on his name.JA Clothes line was launched
in the year 2006 with the brand Wrangler
which featured his favorite article of
clothing, jeans.
The biggest example of this trend is
Salman Khan’s Being Human. From a
T-shirt, Being Human has now grown into
a full clothing line available in stores like
Shoppers Stop, Lifestyle, and Jade Blue
outlet. The store has been launched in
partnership with Mandhana Industries,
with whom Khan has signed an exclusive
worldwide licensing arrangement for Being
Human-The Salman Khan Foundation, to
design, manufacture, retail and distribute
Being Human fashion apparel.
Bollywood’s famous Director Karan
Johar known for his Classy sense of style is
entering the apparel industry too. Vero
Moda is launching a new collection
named Marquee, designed by Karan Johar
himself that too for women. This limited
edition collection is a mixture of high street
fashion and haute couture.This collection
shows his style and love for fashion.
The latest to join the club is “Haider”
actress Shraddha Kapoor. She will be
designing clothes based on the theme of
fantasy. The newbie has also tweeted her
first look, where she is seen portraying Red
Riding Hood. Kapoor has named her brand
as “Imara
APPAREL&Fashion
SEPTEMBER 2015
41
MarketUPDATE
s
r
e
t
r
o
xp
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g
n
i
d
n
a
p
x
E
in
l
i
a
t
e
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st
o
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e
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i
er
m
W
m
in
g
e
E-co
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to
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o
i
Opt
I
ndia is the fifth largest preferred
retail destination globally and is
experiencing exponential
growth with retail development
taking place not just in major cities and
metros but also in Tier-II and Tier-III
cities. Healthy economic growth,
changing demographic profile, increasing
disposable incomes, changing consumer
tastes and preferences are other factors
driving growth in the organised retail
market in India. The retail market in India
is expected to grow to US$ 950 billion by
2018. Seeing the increased demand for
42
SEPTEMBER 2015
APPAREL&Fashion
latest fashion in the domestic market
many exporters have started focusing on
the domestic market.
Although there are number of
exporters who are already supplying to top
notch brands through distributors and
agents, some of them are already running
their own brand, but there are still lot of
exporters who are planning to enter the
arena and try their luck. Team Perfect
Sourcing got a chance to interact with
exporters who are now planning to enter
the market either through their own brand
or to supply to the retail chain and major
d
e
r
r
e
Pref
outlets of India. The industry feels that
now that the domestic market is growing
and there is a demand for quality and
quantity, it is a good time to make a start.
Both export and domestic markets are
different from each other in terms of
seasons, peak periods, lean periods,
designs and fit, but the main ingredient is
innovation and thus players can
experiment and win the race. Apparel and
textile industry which is India’s second
largest industry after IT industry is
amongst the fastest growing industry
segment in the country. The apparel
MarketUPDATE
industry accounts for 26% of all Indian
exports. The growth of the domestic
demand for clothing in India is linked
with the success of the retailing sector.
With the introduction of Foreign Direct
Investment (FDI) government has
approved 51% FDI in multi-brand retail
and increased FDI limit from 51% to
100% in single brand retail. In market
potential, India ranks seventh (after United
States, China, Canada, UK, Brazil and
Germany).
During interaction many exporters
also confirmed that currently they are in
the experimentation mode and are trying
to establish their names through different
mediums like having an exclusive brand
in the retail segment through online sites
like Flipkart, Amazon, Jabong, Snapdeal,
Myntra, etc. or selling their range to
distributors and wholesalers. A highfashion manufacturing company, Neelam
Expo Ltd. has been earning themselves a
good name because of their exquisite
designs and extremely detailed handwork.
The company is planning to enter
domestic sector via e-commerce first as the
demand of these products have been high
in the retail market.
Pranav Sahni, Director, Neelam
Expo shares, “E-commerce is the right
platform to launch your brand in the
market as through it one can create
presence all over India so we are planning
to associate with top e-commerce
companies.” The company is located in
Delhi and caters to European and
American markets. “We are extremely
particular about intricate designing and
have adda work, sequins work and bead
work in the range. Promoting a fully hand
embellishment on all kinds of rich fabrics
like satins, nets, organdy, high quality
Representative from Coftab India
polyester is the company’s USP. With a
single factory the production capacity is
limited due to the extreme handwork ,
however, they come up with very fine
quality.
Coftab India, a Jaipur-based
company has been into exports from last
22 years. Known for its versatility and
usage of different fabrics, the company
makes hi-fashion tops, tunics, dresses and
bottoms exclusively for women. It has got
three approved factories that are located in
different regions on Jaipur and are
employing 600 fixed people for 1200
machines producing around 1,00,000
pieces per month. Zakir Hussain, Owner,
Coftab India said, “We are mainly
supplying to the US and Latin America
and after being into exports for so long, we
are now planning to enter into domestic
sector by launching our own brand.”
English Creations Craze, a company
based in Punjab from last 15 years offering
a wide spectrum of fashion accessories like
shawls, scarves, stoles, sarongs, pareos,
throws, fashion bags, etc. As its name
refers; the company is inspired by a
‘passion for creation beyond imagination’.
Shakti Sadh, Director, English Creations
Craze said, “We are manufacturer and
exporter of a premium range of silk stoles,
scarves, shawls, lycra stoles, silk jacquard
stoles, viscose lycra stoles, viscose jacquard
shawls, etc and now while seeing the
growth of demand in the domestic market
we are planning to come up with our
brand.” He added, “Online retail has
become very much popular these days so
we would like to enter first through
e-commerce sector to establish our brand
in the market.” Well equipped with
cutting edge technology and advanced
machinery, English Creations Craze has
Pranav Sahni, Director, Neelam Expo
the production capacity of 40,000 pieces
per month. The company is exporting
majorly to the US and Europe and is now
looking forward to associate with buyers of
Japan and South America. Shakti informs,
“We are planning to set up a new
compliant factory to tie-up with more
buyers of these emerging markets and thus
expecting to grow by 50% in financial year
2015-16.”
Many players who are already
catering to both the markets are now
looking to increase their market share in
domestic market which is performing
better than the exports. Spencer Apparel
Inc. is a state of the art apparel
manufacturing company that was
established in Tirupur and manufactures
ladies and girls knitted garments for both
export and domestic markets. The product
range of the company includes wide range
of styles in basic and high-fashion tees and
tops, heavily embellished casual wear,
lounge wear & Sportswear. Started in the
later part of the year 2009, the company
has seen continuous growth and is now
capable of producing over 1 lakh pieces a
month.
N P Jagadesh of Spencer Apparel
Inc. said, “We are catering to both the
markets, though our export has the highest
share in the company. We are looking
forward to increase our domestic segment
share in the coming year.” The company
is supplying to ‘Westside’ and is looking
forward to tie up with some more stores.
Jagadesh expresses, “Export will not lose
its sheen as a lot of new markets are
emerging for Indian products so we are
also targeting European markets to utilize
our huge production capacity. The
company is mainly using fabrics like
cotton, viscose, modal and its blends,
Shakti Sadh, Director,
English Creations Craze with his wife
APPAREL&Fashion
SEPTEMBER 2015
43
MarketUPDATE
N P Jagadesh from Spencer Apparel Inc.
Mayank Dayal, Director, BleuModa Fashion
Tanveer Ahmad from
Paramount Chikan Export Pvt. Ltd.
44
Rajen Kubadia, Owner, Kalakruti Apparels Pvt. Ltd.
SEPTEMBER 2015
APPAREL&Fashion
polyester blends and elastane
stretch yarns. “Placement prints,
all over prints including reactive
and burn out prints are some of the
comprehensive array of
embellishments that we execute to
perfection and recently we have
launched sugar prints on garments
which is widely accepted by our
buyers,” he added. With the
continuous growth and
development strategy, the company
is gearing up for 40-50% growth in
financial year 2015-16,” he added.
Blue Bird International, an
exporter and manufacturer of
ladies garments has its own brand
called ‘Bleu Moda’ for domestic
market. The company has two
units in Gurgaon and one unit in
Shahdara and is supplying to
Middle East in export segment.
Mayank Dayal, Director,
BleuModa Fashion said, “Export
still have the highest share in the
company, but the market of
domestic is much better than
exports and thus we are also more
focusing towards our domestic
market.”
Domestic industry is still
untouched by many who are now
planning to enter with their
exclusive product range. Since
1992 Paramount Chikan Export
Pvt. Ltd., a Lucknow based export
house is serving the industry with
its wide range of ladies wear that
includes blouses, tunics, dresses,
pants, skirts, jump-suits, night
wear, beach wear, kurtis etc.
Tanveer Ahmad from Paramount
Chikan Export Pvt. Ltd. shared,
“We are mainly into chikan
embroidered garments and are
involved in the manufacturing of
ethnic wear for ladies, men’s, kids
wear and made -ups also.” He
added, “We have received many
enquiries from the retail players so
we are planning to supply to
domestic market through agents
and distributors.” He also informed
that the company is planning to set
up a new unit for embroidery to
meet the demand of both markets.
With all in-house manufacturing
facilities, the company has a
production capacity of 500 pieces
per day and caters mainly to the
European countries. “We are
expecting 50% growth in financial
year 2015-16,” averred Tanveer.
We have also noticed that
many players who were earlier
catering only to the domestic
market with own brand are
diverting towards exports. Kalakruti
Apparels Pvt. Ltd., a company into
retail since 1980 under the name
of ‘Rajasi Poshak’ recently got into
exports. The Mumbai- based
company is known for making
ethnic kurtas and coats for men in
very subtle colours. They play with
linens and cotton creating a very
chic and classy fashion for today’s
fashion forward man who are
connected to the traditional routes.
For the exports segment, the
company has short kurtas that can
be worn with denim. “After
researching for so long, we have
decided to set foot in the export
industry. Sure enough, this
segment is very different from the
retail sector, but with the product
range that we have, we are hoping
to stand out” said Rajen Kubadia,
Owner, Kalakruti Apparels Pvt.
Ltd. The company has got five
factories in Mumbai. Another
instance of domestic brands
moving to exports is that of Satya
Designs Pvt Ltd. who are
successfully running their brands
in the retail sector.
Currently menswear is the
biggest segment in domestic
market with 43% share, while
women’s wear constitutes 38%.
About 10% comes from boys wear
while girls bring in the remaining
9% sale. The growth rate of
women’s wear is higher than
menswear and by 2020 it is
expected to cross the market of
men’s wear and would reach 43%
compared to 37% of menswear.
High growth categories in men’s
market include active-wear, T
shirts, inner wear and shirts. High
growth categories in the women’s
market include innerwear, woven
tops/shirts and t-shirts. Ethnic wear
categories like sarees and salwaar
kameez also have high growth
potential.
created
woven
Product Mix
♦ Cotton ♦ PC ♦ PV ♦ Viscose ♦ Modal ♦ Lyocell
♦ Twill ♦ Drill ♦ Plain ♦ Satin ♦ Butta
♦ Dobbies ♦ Ducks ♦ Rib Stop ♦ Parcel ♦ Corduroy
♦ Tapestry & Home Textiles ♦ Cord
♦ Reversible Satin ♦ Linen Greige & Finished Fabrics
♦ Canvas ♦ Poplins ♦ Satin Stripes ♦ Jacquards
♦ Tusser ♦ Sheeting
Annual Production
♦ 16.20 Million Meters ♦ High Quality Yarns & Fabrics
♦ Updated Technology for Weaving & Preparatory
♦ All India RMG + Industrial + Corporate Sectors
♦ Exports to Europe, USA & The Middle East
♦ In-house Testing Labs
RamKrishna (Jhanwar) Group
Regd Office:
W#9, Bldg, #87, Plot # 50, Industrial Estate,
Ichalkaranji - 416115. Dist. Kolhapur.
Maharashtra State, India.
Tel: +91 - 2302432053, 2425975 • Fax: +91 - 2302430297
Showroom & Sale: 293, Dharamraj Gali, M.J. Market, Kalbadevi Rd, Mumbai-400002, India
Tel. +91 22 22402056. E-mail: [email protected], [email protected]
Mumbai Office:
14/16, Ovalwadi Vithalwadi
5th Floor, Bajaj Chambers, Kalbadevi Rd,
Mumbai - 400002
Tel: +91 - 2222403611, 22402600
Web: www.ramkisna.comz
NewsWIRE
Zivame.Com Close To Raising
$40 Million In Funding
Free Fashionista- A fashion
line will be launched by
Prison Department Kerala
soon
M
a l a y s i a n
sovereign
wealth
fund
Khazanah
Nasional Berhad and Mumbaibased investment firm Zodius
Capital led funding made the
famous e-commerce lingerie site
Zivame
raise close to $40 million. The deal is
likely to value Zivame at close to $100 million. The
Bengaluru based company is planning to invest the cash
in discounting, expanding private label and marketing.
Zivame is looking to close fiscal 2015 with Rs 50 crore in
gross merchandise value on a loss of about Rs 35 crore. It
last raised funding of about $5 million in late 2014 from
existing investors Unilazer Ventures, IDG Ventures and
Kalaari Capital. Zivame initially started out as an
aggregator of lingerie brands like Enamor, Wonderbra,
Jockey, and Amante. But since 2013, it started private
label brands to make up for the restricted customer base.
The company gets about 30% of its sales from its private
label high-margin Penny and Cou Cou, brands.
According to a report by Indian Retail, last year, the total
lingerie/sleepwear market in India is currently valued at
$3 billion, of which around 1% is online.
Flipkart Goes On Social
Pathway- Introduces ‘Ping’
Option
T
he ever obsessed
e-space users to get
a
two-in-one
benefits of shopping
and chatting with the newly
introduced ‘ping’ option on
Flipkart mobile app. Ping will
allow users to shop for products on
it
app along with their friends. This service has
been started with an objective to allow users to have realtime conversations with friends in order to get feedback
about a product they plan on buying, or help friends get
in on the decision of what to buy. The feature will also
allow users to drag and drop products directly into
conversations, let users share their screen so that they can
browse products together with friends. For now Ping is
available to a few Flipkart users on an invite basis.
Gradually, it will be rolled out to all users. Ping being
only 2MB in size has been developed to consume low
data, low battery and is compatible with any smartphone
running on Android 2.1 and above.
46
SEPTEMBER 2015
APPAREL&Fashion
T
In
News
he
prison
department is all set
to
launch
its
clothing line, after
its successful venture in
products like chappathis and
Samrakshana cotton shirts. The
range
named Free Fashionista with a tagline
‘Threads of freedom’ will be hitting the market next
month. The initiative is the brainchild of DGP (prison)
Loknath Behera and is a part of the skill development
and welfare programme of the prisons and correctional
services of the state, which could also open up new
avenues of vocation for prison inmates. Cooperated by
Vedhika, a leading boutique of the district, as many as 25
inmates at Poojappura Central prison, who had
inclination, skill and expertise in tailoring were identified
and trained under expert fashion designers for 35 days.
Even a separate unit was added to the existing textile unit
in the prison in this regard in addition to 11 automated
machines that already exist.
TANSIDCO and Snapdeal
collaborate for bringing
MSMEs in front
I
n a quest for bringing
e-revolution
amongst
micro, small and medium
enterprises (MSMEs) in
Tamil Nadu, online fashion
hub Snapdeal has collaborated
with Tamil Nadu Small
Industries
Development
Corporation Limited (TANSIDCO). The memorandum
of understanding (MoU) signed between the two aims at
helping MSMEs in Tamil Nadu to leverage the
e-commerce opportunity and gain pan-India market
access for their products. As per the MoU, Snapdeal and
TANSIDCO will jointly provide special support for onboarding MSMEs in their initial journey from registering
to listing, by helping them to fulfill requisite
documentation, process, training, etc. Also, Snapdeal is
to equip the businesses with online cataloguing, pricing,
range and assortment planning, inventory management
and refinement of product offerings based on consumer
preferences, gathered through its data analytics tools.
NewsWIRE
CCI permits the Rs 750 crore
deal between Future Group
and Bharti Retail
Cricketer Umesh Yadav
Invests In Hyperlocal
Fashion Portal Fashionove
F
P
ashionove, a Kolkatabased
hyperlocal
fashion portal, gets
involved in the trend
of
sportspersons
turning
investors. Recently, national as
well as KKR cricketer Umesh
Yadav invested an undisclosed
amount in the portal. The 10 month
old startup which provides a platform for local boutiques
to register and transact products will utilize the funds for
data collection and streamlining its app. The platform
currently operates with data on 800 boutiques in Kolkata
and plans to seep further into cities all across the country.
Earlier, Indian cricketer Yuvraj Singh and tennis ace
Mahesh Bhupathi invested into startups like You We
Can Ventures and Sports 365 respectively.
roposed Rs 750-crore
multi-tier merger deal
between retail store
and
retail
infrastructure businesses of
Future Group and Bharti Retail
has been given a nod by the
Competition Commission (CCI).
Announced in May this year, deal is expected to create a
Rs 15,000-crore behemoth. Under the all-stock deal,
Future Retail would demerge its retail business which
would then be merged into Bharti Retail, while the
latter’s retail infrastructure business would also undergo
a similar process to be merged with Future Retail.
Lakme Fashion Week serves
as the launching pad for
Witty Vir Das Collection
I
ndia’s one of the most multi-talented stars of all
time- Vir Das-the Witty and the dashing is all set to
try its hands at the fashion apparel sector. His
collection would be the true reflection of who he
its-humorous and style-ista, truly bringing comic sense to
his designs. His funny quotes and thinking would be
presented in his range of t-shirts and underwear. Ooohhh!
Quirky on inside-out. This line is about, being an idiot
and making it sexy.
Pantaloons to invest Rs 125
crore this FY
W
ith
an
investment of
about Rs. 125
crore, leading
retail
chain
Pantaloons
Fashion is planning to launch
up to 35 stores across the nation
this FY. The prime focus of this
Aditya Birla run chain is to expand
customer reach and portfolio enrichment. At present,
Pantaloons has over 100 stores in India with reported net
sales of Rs 433.70 crore for the quarter ended June 30,
2015. Recently, in a major restructuring exercise, Aditya
Birla Group announced merger of all its branded apparel
businesses into one entity, Aditya Birla Fashion and
Retail Ltd. In 2012, Aditya Birla Nuvo had entered into
an agreement with the Future Group to infuse Rs 1,600
crore into Pantaloons and acquire a majority stake in the
store chain.
Indians love shopping via
channels: study
In
News
W
ith consumers
embracing new
technologies,
the shopping
experience
has
become
increasingly
sophisticated,
enabling new ways for leading
retailers to reach their audience.
According to a study, nearly 74% of Indian consumers go
for omni- channel shopping methods—local retailers,
modern trade outlets and online. Sure enough, the
customers are getting more and more resourceful. The
study highlighted that a large chunk of Indian consumers
still prefers to touch and feel a product before buying
despite the fact that e-commerce has made shopping
convenient. This is a reason why e-commerce companies
are looking at establishing physical stores while brickand-mortar retailers look to leverage the fast growing
e-commerce channel. The study found that almost 96%
customers look for product information before shopping,
and 76% of them search for it online. Three out of every
four shoppers today are comfortable shopping across
formats, and have done so in recent weeks. One-third of
the consumers surveyed said they have shopped at both
physical and online stores of the same retailers. Omnichannel has been attracting more and more consumers
to it, and this study proves so. By integrating and aligning
channels—stores, e-stores, mobile apps and social
media—omni-channel retailing provides a flexible and
seamless shopping experience to customers Many Indian
retail players have also started this strategy- e-tail giant
Flipkart, Snapdeal being a few of them.
APPAREL&Fashion
SEPTEMBER 2015
47
NewsWIRE
Columbia Sportswear
Company opens three more
stores in Mumbai
India Welcomes Walmart’s
21st Store
A
fter a gap of about
for years, US retail
giant Walmart has
opened its 21st
wholesale store in Agra making
it the company’s second outlet
in the city. The opening of the
store in Agra marks an end to a
freeze Walmart had imposed on its spreads into India
amid an internal probe to check whether its local unit
flouted US anti-bribery laws. The new wholesale store at
Sikandra Industrial Area is spread over 60,000 square
feet with an stock over 5,000 items incorporating
environment friendly practices like usage of green energy
(natural gas), LED lights, water recycling through
sewage treatment plant and ground water recharging
through collection of storm water. Focusing on B2B
segment in the country, Walmart plans to add 50 more
cash and carry stores in the span of five year. Walmart has
also recently partnered with mobile payment solution
provider MobiKwik to power 20 of its Best Price Modern
Wholesale stores in nine Indian states.
I
n a quest to establish the
Columbia
Sportswear
Company in the country,
its
exclusive
Indian
distributor, Chogori India
Retail (CIR), launches three
new stores in Mumbai at High
Street Phoenix, R City Mall and
Infiniti Mall. With these stores, Chogori has now reached
a total of 18 Columbia brand stores in India.
CIRL signed an exclusive distribution agreement in
2013 with Columbia Sportswear Company covering
retail, wholesale, and e-commerce sales of its Columbia
brand. The new Columbia stores offer innovative
products with various technologies that are comfortable,
protective, functional and yet stylish for outdoor lovers
ranging from Rs. 1,199 to Rs.14,999. Columbia’s apparel
is designed to enhance the outdoor experience with
ground-breaking technologies that include TurboDown,
Omni-Heat Reflective, Omni-Tech, Omni-Shade,
Omni-Freeze ZERO, etc. At present, the Columbia
brand is sold in 100 countries, including North and
South America, Australia, Asia, Europe and Africa with
over 13,000 retail doors worldwide.
Anita Dongre’s
eco-conscious brand
‘Grassroot’ gets launched
I
ndia’s ace designer Anita
Dongre launched her
newest brand ‘Grassroot’,
a craft based contemporary
sustainable line recently with a
huge store at Mumbai. Aimed
at reviving and sustaining Indian
crafts and artisans, Grassroot is an
eco-conscious, leather-free and vegan line offering
handicrafts and traditional arts. The brand has
contemporized garments and accessories for the global
woman of today who seeks align with brands that reflect
fashion and ethics. With a philosophy of ‘Revive Sustain
Empower’, Grassroot is also making inroads into bringing
work to the homes of the artisans to not only protect
handcrafted traditions, but to also rightly compensate
craftspersons for their skills. There will be eco-conscious
handbags, sling bags, totes, duffles, clutches and wristlets
as part of the line.
48
SEPTEMBER 2015
APPAREL&Fashion
In
News
GoCoop goes
‘ILOVEHANDLOOMS’
M
aking PM Modi’s
vision of ‘Make in
India’ very much
online,
e-tailer
GoCoop for weavers and artisans
has
launched
the
‘#ILoveHandlooms’. As handlooms
symbolize the rich cultural heritage and
tradition of India, this eco-friendly making is slowly
becoming a fashion statement. The campaign aims to
popularize handloom among the masses and to bring out
the uniqueness of handloom products. Through the
campaign, GoCoop invites people to share their love for
handloom by posting a photo or writing a story about a
favourite handloom product they own. GoCoop has
been ‘desi’ for a while now, launching ‘New Swadeshi
Movement’ initiative last year on 15th August, 2014 to
reinstate pride in handcrafted products and to reintroduce
the younger generations to Handlooms. The e-commerce
player currently works with over 200 co-operatives and
more than 60,000 weavers and artisans selling over 14000
products through their online marketplace. The
marketplace has 7,000 registered buyers including
boutiques, retailers, brands, exporters and corporates
buying and sourcing their bulk purchases of handmade
fabrics and crafts.
Fair&EVENTS
The Exhibitors at
61st CMAI
fair see happy three Days
T
he 61st National Garment
Fair that was held at
Bombay Exhibition Center,
Mumbai, saw a great
response. One of the largest ever Apparel
trade fair was inaugurated by S.K. Panda,
IAS, Secretary (Textiles). Hosted by
Clothing Manufacturers Association of
India (CMAI), the B2B fair was spread
over around five lakh sq. ft with more than
700 exhibitors mostly from Mumbai and
Gujarat displaying over 780 brands.
Separate halls were allotted to different
segments such as Men’s Wear, Women’s
Wear, Kids Wear and Lingerie easing the
way for the retailers, buyers and visitors.
High footfall was noticed throughout the
three days of the fair, bringing in new
trading opportunities.
‘Gujarati’ fever was very much seen at
the fair as wholesalers, retailers and even
(At Right) Karsan Patel from ELXSI
visitors were from Gujarat. The calls of
‘kem Chho? Majama’ was a constant
music at the fair. And surprisingly, most of
the wholesalers are supplying to Southern
part of India. “We supply mainly to south,
where there is a lot of scope in growth and
expansion for a product range like us.
Also, there are less payment problems and
a better lead time” shared Karsan Patel
from ELXSI, a Santa Cruz based
Women’s wear Company which deals with
printed western tops and tunics with a
price range Rs. 1099- 1500.
Digital prints ruled the fair, as they
have been ruling for the past two years.
Prints in all forms and varieties from water
colour prints to Indian Kitsch, could be
spotted almost on every stall. Also, the
increased numbers of Ethnic wear
companies well portrayed the choice of
the city. Contemporized and basic Indian,
Divvya Bhatnagar, Director, DCBD
both was liked well by the visitors. 20 year
old Dadar- based brand ‘Chintamani’ NX’
that makes bridal clothing in the most
extravagant manner displayed unique
silhouettes like drop downs, high necks in
bright colours and heavy mirror work and
embroideries. “I have tried to put my own
taste into the colours and detailing we have
come up with as this gives me a lot of
satisfaction” informed Ashok Thakkar,
Owner, Chintamani’s NX.
“Our USP lies in the varied and
affordable range in fact, one can find
almost all kind of colours and silhouette
options in our range,” said Ashwin Dhedia
of Saheli Fashion Pvt. Ltd., 2001 born
brand which makes Anarkalis for women.
“We are planning to come up with trendy
Kurtis for the next season” he added.
Another brand ‘Pretty Women’ who has 10
factories with all in-house facilities in
Mohammed Rehan Ali, CEO, Identiti
APPAREL&Fashion
SEPTEMBER 2015
49
Fair&EVENTS
Ashwin Dhedia of Saheli Fashion Pvt. Ltd.
Shushama H. Tikmany, Owner, D-va Creations
Deepan Desai, Owner, Veda
Saurabh Gumbar, Tinted
50
SEPTEMBER 2015
APPAREL&Fashion
Nikunj Shah of Pretty Women
Jayesh shah, Diector, M-Square Clothing India Pvt. Ltd.
Mumbai added embroidered pants to their
collection.” Upper body embroideries are
very much common in our ethnic wear
industry. So, our design team came up
with a different concept of fully
embroidered pants and salwars which can
be worn elegantly under a plain or heavy
kurta” averred Nikunj Shah of Pretty
Women. Interesting fact is that, all these
companies from the same area in Dadar
which has six areas by the name of
Jaygopal, Ramgopal, Nandgopal,
Harigopal, Balgopal and Omgopal who all
specialize in Ethnic wear. The festive
season coming soon paved way for
business opportunities for all these brands.
Though labeled as Autumn Winter
2015, the fair didn’t see much of winter
fabrics or silhouettes. Almost every
exhibitor had come up with light weight
fabrics as these wholesalers mostly supply
to South, where there is 365 days of
summer. “We have separate sections for
summer and winter collection which is
just a twist of other as we basically deal in
T-shirts,” shared Jayesh shah, Diector,
M-Square Clothing India Pvt. Ltd. The
Goregaon based brand which makes
Men’s T- Shirts plans to expand its
product range. “Summer being the major
season we deal in, we have cotton, rayon
indo-western Kurtis in vibrant prints. We
have Summer Style A/W 15” said
Shushama H. Tikmany, Owner, D-va
Creations, a Mumbai- based women’s
wear brand who have their exclusive retail
outlet in Mahalaxmi Chambers.
Mumbai is the hub of Mens’wear and
thus Hall Number I of the Exhibition
Center was full for all three days. More
than half of the participating companies
displayed wide and innovative range of
mens’wear. The competition to stand
apart was so high that each of the stalls
had come up with different range and
techniques to woo the buyers. Spykar
organized a painting performance along
with a live music jamming session. Focus
Jeans gave away free merchandise. The
super attractive stalls also helped in the
business along with the collection. While
talking about the stall design we cannot
miss out the creativities showed by the
Kids’ wear brands. The toy train of OKS
Boys, The Cowboy , the junk kirigamy ,
each of the stall was different from the
other grabbing more and more of
eyeballs.
High footfall lead to high business and
satisfied most of the visitors. “Though the
retail market is sluggish, we got good
response at this fair because of our organic
and innovative collection. We make short
kurtas for men using Indian handicrafts.
Our products are famous at the airports
where foreigners pick them as souvenir,”
shared Deepan Desai, Owner, Veda. “We
saw a great response here, most of our
probable buyers are coming from Gujarat.
Seeing the situation we are expecting 2025% growth for this financial year” said
Saurabh Gumbar, Tinted, a Delhi based
company which deals in Mens T-shirts.
The brands were highly cautious of
the designs and were taking full
precautions to protect them from getting
copied. Some even locked their stalls, only
allowing genuine buyers to enter and
explore their product range. A La Mode, a
Mumbai based brand had a system of card
swiping if anyone wanted to go through.
These extremely precautious ones were
the stalls of designer wear. Also, Tago let
models roam around the exhibition area
to make more and more buyers known
about the product range. This system was
adopted by many and fetched good results
for them.
Fair Calendar 2015
SEPTEMBER
10-12, 2015
The Grand Hotel,
New Delhi
OCTOBER
SEPTEMBER
28-30, 2015
Exhibition & Convention
Centre Jaipur
OCTOBER
7-9, 2015
14-18, 2015
Tirupur
New Delhi
OCTOBER
OCTOBER
17-19, 2015
29-31, 2015
New Delhi
Goa, India
NOVEMBER
MARCH
28-29, 2015
16-20, 2016
New Delhi
New Delhi