Inside Fashion Vol.18 No.7 by InsideFashion

VOL 18 NO. 7

Macho tempts young men with ‘Hint’ ARVIND COVER.indd 2-3

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t-shirts, sweatshirts, sweaters, jackets, tracksuits, thermals, footwear dukeindia.com

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FASHION SCOPE

Manish Arora celebrates PSG collab with shiny, sporty collection

anish Arora channelled its hyper-colorful and kitsch aesthetic recently into a sportinspired collection that included its collaboration with France’s most famous football club, Paris Saint-Germain. The result was an edit of Arora’s best bold fundamentals with a slick and sporty edge: a broad selection of unisex pieces including hoodies and natty football socks stamped with the club’s logo, paired with stiletto boots in club colours. Accessorised with miniature footballs as clutches, in both club colours and, in Arora’s signature style, gold and hot pink. The Indian designer took the sports aesthetic as a cornerstone for a staunchly ‘80s spin on the segment, sending out, alongside the T-shirts printed with portraits of PSG star Kylian Mbappé, hoodies and joggers in technical fabrics in acid palettes and printed silk bombers. Elsewhere, Arora riffed on the theme with glam-rock references to the neon decade, models breezing down the catwalk to Girls Just Want To Have Fun – in a selection of improbable ballgowns and cocktails, which in all lengths featured oversize bows and all kinds of ruffles, from a drawstring effect on a stiff gold pencil skirt to puff-shouldered evening gowns or an embroidered midnight blue cocktail finished with statement sequinned tulle across the shoulders. And, while it was difficult to imagine a floor-length dress decked out to look like a threetier cake (also apparent in delightfully kitsch cake-shaped handbags sported by a handful of models) being worn by any but the most devoted of his

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fanbase, the socks; asymmetrical ‘Arora’ earrings and lion-head belt bags suspended around waists with glittering chains seemed like the best of Instagram fodder. Arora’s embellished denim also seems a likely hit for next season – not to mention all the co-branded pieces with the Champions du Monde, of course. Arora’s ready-to-wear spring-summer collection, including the PSG collaboration, will be made available through all Manish Arora stockists. Meanwhile, a separate and more accessible PSG x Manish Arora lifestyle line will go on sale in India and China in February, to boost the international visibility of the Qatari-owned Paris team.

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FASHION & LIFESTYLE INDIA ENTRY BRAND WATCH BRAND WATCH BRAND RETAIL BRAND RETAIL BRAND RETAIL COVER STORY IF EXECLUSIVE IF EXECLUSIVE IF EXECLUSIVE IF EXECLUSIVE IF EXECLUSIVE IF EXECLUSIVE IF EXECLUSIVE TECH-TRENDS LEAD STORY

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VOL.18 NO. 7

IF INSIGHT IF INSIGHT IF INSIGHT IF INSIGHT IF INSIGHT IF INSIGHT IF INSIGHT NEWS E-TAIL NEWS PREVIEW PREVIEW PREVIEW/ REVIEW REVIEW REVIEW BUSINES NEWS BUSINES NEWS INDUSTRY BYTES MEDIA QUOTES

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FaShIon & lIFEStylE

Skechers aims at becoming Rs 1,000 crore brand in India kechers is targeting at becoming a Rs 1,000 crore brand in India in the next five years. Over a period of time, the American performance and lifestyle footwear brand will look at manufacturing in India. E-commerce contributes five per cent of Skecher’s sales. The brand recently started its own portal. The brand offers shoes, apparels, accessories, shoe care. Across all spaces, it looks at creating properties to engage the consumer. Launched in 1992, Skechers first began with a pair of utility boots. Since then it has developed into a versatile company that stocks various styles including Sport, USA, Active, Work and Kids and caters to men, women and children. The brand offers everything from trainers to slippers. With more than 3,000 styles, Skechers meets the needs of consumers across every age and demographic.

Hidesign to open 18 new EBOs, 15 of these in airports

Hidesign plans to add 18 more stores to its network of 84 EBOs and 150 shop in shops. Of these upcoming stores, 12 will be located at major airports. As of now the bag brand has 15 airport stores. The brand recently revamped its retail design by moving to cleaner lines. With year-on-year growth of 20 to 28 per cent, the brand targets closing this fiscal with a turnover of Rs 200 crores. As a part of its expansion plans, Hidesign recently entered Indonesia and targets about 12 stores in the country in the near future.

Many of Skechers’ shoe styles come with the Relaxed Fit design that gives a roomier fit for feet and also features a memory foam footbed, which provides longlasting underfoot cushioning. Skechers also has an extensive network of global distributors that sell its product in over 100 countries and territories. A billion-dollarplus company, Skechers’ success stems from its employees, high-quality, varied product offering, diversified domestic and international distribution channels, and cutting-edge print and television advertising.

An extensive range of classic small leather goods and a constantly changing range of fashion accessories complement the handbags. Also in the pipeline are experiments with leather. Hidesign is a Pondicherry-based premium leather goods maker. Founded in 1978, Hidesign is known for bags, sunglasses, and footwear. It has a luxury range Atelier Hidesign made from ostrich and deer leather. New colors and designs will be added to the existing women’s range and a men’s range will be launched. Hidesign has used exotics like ostrich and deer but is now in talks with the Indian Institute of Science in Bangalore, which is experimenting with leather grown in labs.

Bata launches exclusive store format for kids

Bata has started rolling out their kidsexclusive store format of private label, Bubblegummers. Bata has already launched two such stores in Bengaluru. The brand has

created the store design and VM, keeping its kids customers at the centre of the concept. The brand and design story revolve around three Bubblegummer characters – Ami, Tim and Cat. The colourful interior also supports special 3D elements and VM in terms of special POPs for our comfortable footwear line, The Bubble Breath. The brand has also accommodated Disney merchandises in the store.” The 2nd store, which is also a flagship of the concept, is spread across approximately 1000 sq ft and located at Bengalurue’s Mantri Mall.

Lenskart to open over 1,000 stores in 2 years

Optics brand Lenskart will soon start expanding in airports. Having recently launched its new concept store at the Mall of India in Noida, the brand will open 1,000 stores in the next two years. Lenskart has already added 450 stores this year. This brand is opening at least 10-12 stores every month. Its in-house technology is helping it to identify the overall size, property collection and executions much faster. To make its optical business at par with fashion environment, Lenskart recently opened stores of 1,000-2,000 sq ft sizes. Though this kind of size is uncommon in optical business, these stores are generating even more sales per sq. ft. Lenskart has installed virtual tryons, ipad POSs and other omni-channel interafaces for in-store tech integration. It has recently started self-trial kiosks in its new Mall of India outlet in Noida. It has also introduced tech interface to recommend style and options.

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10 India Entry Ralph Lauren to launch label in India

merican design Ralph Lauren plans to launch his label in India this year. The designer recently launched his collection at the New York Fashion Week 2018.The collection reflected Ralph Lauren signature designs in his expansive styles. Ralph Lauren also celebrated 50 years of its existence in the fashion business during the show. The Ralph Lauren Corporation started in 1967 with men’s ties. The designer

Chinese retailer Miniso plans 800 stores across India

earlier worked for the tie manufacturer Beau Brummell, where he convinced the company’s president to let him start his own line. Drawing on his interests in sports, Ralph Lauren named his first full line of menswear ‘Polo’ in 1968. He worked out of a single “drawer” from a showroom in the Empire State Building and made deliveries to stores himself. By 1969, the Manhattan department store Bloomingdale’s sold Lauren’s men line exclusively.

a well-curated store that sells inexpensive basic goods that one would otherwise buy online or from street shops. It sells regular products like bags, storage containers, socks, yoga mats, shower caps, stuffed toys, and alarm clocks.

Chinese fashion brand Shein to expand to smaller towns in India

A year after entering India, Miniso has already opened close to 30 outlets. The plan is to set up 800 stores by 2019. The China-based brand sees India as one of its top five global markets. It now eyes an e-commerce channel for smaller Indian markets, where large malls and high-streets are far and few between. The chain’s wares are finding takers among valueconscious Indian shoppers. Miniso is a discounted variety store that picks up the latest trends from the world over and manufactures them at scale. This keeps prices low and helps it turn out the latest batch of trendy goods every few weeks. The assortment of 4,000 products includes stationery, storage items, cosmetics, fashion goods, accessories etc. Today the retailer has over 1800 stores in 40 countries, a bulk of them in China, apart from countries like India, Canada, the US, Russia, Dubai, North Korea, Hong Kong, Pakistan, Indonesia, and Singapore. The products are designed in Europe and Asia before being manufactured in China, Japan, South Korea, Singapore, and Indonesia. This makes Miniso

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Chinese fashion platform Shein, which recently concluded one year of operations in India, plans to target smaller towns by expanding its offerings beyond western fashion. The company currently delivers to over 15,000 pin codes in Tier-I and II cities. It recently started partnering local designers to create fusion and Indo-western outfits for the

Indian audience. Shein tripled its business in India under a year, catering to over one million daily active users and handling over 10,000 orders daily. The platform, which began by selling western fashion for women, clocks an average order value of Rs 1,000-1,500. According to analytics firm App Annie, Club Factory, AliExpress, Shein, Romwe and Jolly-Chic were among the 10 best-performing cross-border Chinese ecommerce apps focussed on the Middle East and India in the first five months of this year. For ecommerce platform Club Factory, which launched in India over 1.5 years ago, about half of its 70 million global customers are here. The company’s focus is on valuebased customers, which by default includes customers in Tier-II and III cities.

Chinese etailer Club Factory expands scale in India

Club Factory is looking to scale up its operations in India. It aims at giving young consumers easy access to affordable glamour at unbeatable factory prices. The e-commerce platform, based in China, has already managed to take its user base in India to 40 million. Club Factory sells products ranging from apparels, shoes, jewelry, home decor, handbags, beauty products, gadgets, and appliances. It is also the first e-commerce firm to offer free international shipping in India. The clothing retailer allows customers to shop millions of fashion products straight from the factory at discounted prices. Launched in 2016, Club Factory has a worldwide user base of more than 70 million. The business has a presence in China, South Asia, Europe, the United States, the Middle East, and other regions. The company has actor Ranveer Singh and Miss World Manushi Chhillar as brand ambassadors. Club Factory’s offerings check three boxes: unbranded, trendy and cheap. It keeps it that way by having 2,00,000 suppliers on its platform looking to churn their inventory. Club Factory has honed its supply chain management system focused on the individual and pairs with its AI-based algorithm to recommend products to users. Its app uses proprietary AI technology to compare prices from multiple manufacturers in real-time to present the customer with the lowest price for a product.

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12 Brand Watch Spykar to expand women’s wear portfolio pykar best known for its denim is now planning to expand its product portfolio by entering the athleisure segment. The brand, known mostly for its menswear range particularly premium denims, is currently in the process of expanding into women’s wear by the end of this fiscal. Currently the women’s wear segment accounts for single digit percentage sales to total. There are plans to create to an expanded denim portfolio in the near-term. The company which sells 4 million pieces per year plans to double this in next three years. Spykar, which competes with denim brands like Levi and Jack & Jones, reported a turnover of Rs 550 crore in FY18 and expects 30 per cent jump in revenues to over Rs 700 crore in FY19. Topwear (shirts and T-shirts) and premium denims are expected to drive the market. The impact of the women’s wear range is expected to

Duke A/W-19 collection: Inspired by cosmopolitan dressing style of Austria

Young and full of ideas, a new generation of Austrian designers is breathing new life into the Duke Fashions Autumn Winter’18-19 scene and has come up with great fashion for young people. The collection is cozy, fashionable and cosmopolitan dressing style which draws inspiration from across the world. The men, women, and kids collections have been developed in sync with global trends. Duke’s fashion line understands that the city, which hosts Fashion Weeks, has its own state when it comes to styling up in woolens tops, sweaters, sweat shirts, jackets, thermals, track suits and footwear, and the young hipsters would surely go for these this winters.

be reflected FY20 onwards. The company also plans to add to its store count besides expanding into multi-format retail outlets. The active wear category offers highly fashionable denim products while its YnR (young and restless collection) is seeing surge in demand among the youth. Spykar is also using digital medium to grow its sales through tie ups with Flipkart and Jabong. Offline (brick and mortar) still contribute the bulk of its sales at 92 per cent. The brand operates through 900 MBOs, in 350 cities. They have 225 franchise stores across India and wants to take this number to 350 stores in the next three years.

The whole collection comes in various styles having superb fits, international designs, variety of fabrics and interesting patterns. Pick out International lifestyle apparel and footwear from the countless options served in stylish Autumn Winter’18-19 collection by Duke and transform your way to strike a pose with iconic attire. According to Kuntal Raj Jain, DirectorDuke Fashions (I) Ltd, “Our Target Audience is today’s youth who is looking for trendy and stylish range that is sync with international designs, fashions and quality. Duke is a value for money brand and our mission is to make available the international designs and styles at highly reasonable prices. We see it as our duty to provide our customers the inspiration they need to look and feel confident. Our Autumn Winter’18-19 Collection is also based on the same philosophy”.

Tablez to increase brand portfolio

LuLu Group’s retail arm Tablez, with a global portfolio of 60 stores and six international and in-house brands, plans to acquire 10-12 more international brands across categories like

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sportswear, footwear, children’s clothing etc, targeting a network of 300 stores by 2020. The group, currently hosts brands like Toys “R” Us, Springfield, Women’s Secret, Galito, Cold Stone Creamery along with their own brands Bloomsbury’s and Peppermill and operates through over 25 stores in India. The group recently signed a strategic partnership agreement with Chinese lifestyle brand Yoyoso. As per the agreement, Tablez will open 30 Yoyoso stores in the next five years in key Indian cities. The parent company LuLu Group International had in June announced it will increase its yearly exports from China to $300 million. The group also plans to set up Hypermarkets in Yiwu and other major cities in China at an investment of $200 million.

Lino Perros to launch marketing campaign with Katrina Kaif

Leading Indian accessories brand Lino Perros has signed Bollywood actress Katrina Kaif as its new brand ambassador. It will soon launch a marketing campaign featuring the actress across print, radio, social media along with 45 seconds TVC. It plans to reach out to a wider audience with this association. Previously endorsed by model & actor Lisa Haydon, Lino Perros is a sub-brand from Sumitsu Apparel, founded in 1999 by Sanjay Dua and Natasha Dua. It entered the Indian market with men’s accessories and later moved to the women’s category for growth. Currently, the brand has 2,000 point-ofsales across 300 cities in the country and is available on all leading e-commerce platforms like Flipkart, Amazon, Myntra, Jabong, etc.

Lavie signs on Anushka Sharma as it new face

Lavie has signed on actress Anushka Sharma as brand ambassador. The actress will feature in the brand’s new campaign showcasing the latest collection of Lavie bags and shoes. Lavie felt that her personality resonates perfectly with the brand. Lavie is an Indian accessories brand. With its new association, Lavie is looking to cater to women across the country and make further inroads into the booming accessories and footwear market in India. Lavie has a huge appeal among cool, modern, independent girls and women across the country and this association will

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14 Brand Watch Grado signs up Amitabh Bachchan as brand ambassador mitabh Bachchan is the new brand ambassador for Grado, a newly launched luxury fabrics and apparel brand from GBTL-Grasim and OCM. It is an amalgamation of the finest quality, trendy designs and vibrant colors, the perfect fabric for all occasions. The brand offers a rich repository of fabrics and apparels in wool, wool blends, PV, PV blends and cottons. Grado is all set to roll out a powerful communication through advertising, onground and online campaigns and activities ensuring the brand creates a great impact not only in the trade but also strives to meet the needs of the end-consumer. OCM is the second largest manufacturer of worsted fabrics in India. The company’s ownership now lies with Donear. OCM has an employee base of over 1500 people and a 37-acre new generation complex. Formerly known as Grasim Bhiwani Textile, GBTL is

see Anushka endorse their uber stylish nonleather products. Lavie has exclusive stores across major cities and retails in Tier II cities through Bagzone, Shoppers Stop, Lifestyle, Central and other leading handbag retail chains across India. It is also available on e-commerce portals such as Amazon, Myntra, Flipkart, Jabong etc. Established as a lifestyle brand, Lavie launched its first bag collection in 2010 followed by a shoe collection. Understanding a woman’s need for perfection, Lavie provides her a wide range of bags to choose from. Lavie’s hand bag collection comprises satchels, totes, slings, hobos, box bags to clutches and wallets. From corals to glossy texture, Lavie has peep toes, ballerinas, stilettos, slip-ons, pumps and wedges.

Lingerie brand Enamor targets 30 per cent growth this fiscal

a pioneer in both fashion and technology, and stays ahead of the curve with an inhouse design and development team. The manufacturing facility, located at Haryana, manufactures polyester viscose fabric and its blends (linen, stretch etc.) and cottons. The company has an annual fabric manufacturing capacity of over 20 million meters. All its products are predominantly polyester or rayon blended and cotton, for men’s formalwear and women’s wear segments.

Lingerie brand Enamor is aiming for 30 per cent growth this fiscal year. The brand plans to increase the number of EBOs to 27 from the total 14 by the end of the year. Enamor currently has 4,500 points of sale across India mostly through multi-brand retailers and 14 EBOs. The brand aims to add another 13 EBOs this year and has three franchise stores in the works with more being planned. The brand will concentrate on the Delhi, Bengaluru, and Mumbai areas for store openings. The new stores will be around 500 to 700 sq. ft large with an investment of between Rs 20 and 25 lakh or each. The brand is mostly present in malls but is looking to find high-street locations in places like Delhi. Enamor, launched in 2003, also retails from its own e-commerce store. The brand’s lingerie is priced around Rs 1,000 to Rs 1,500 and also includes sleepwear.

Aurelia picks Bollywood actress Disha Patani as its new face

Women’s ethnic wear brand Aurelia has signed up actress Disha Patani as the brand ambassador for Aurelia. The brand offers contemporary look to traditional Indian wear and adds a chic vibe to ethnic looks. Aurelia, run by TCNS Clothing, has 183 exclusive brand outlets and 752 large format store outlets located across 184 cities in India and one outlet outside India.

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The ethnic wear industry in the country has evolved significantly. Rising female workforce is one reason. There has been a rise in purchasing power and awareness about fashion. There has been a rise in the number of exclusive brand outlets and multi brand outlets in the women’s ethnic wear market. The sari segment dominates the industry with a share of around 47 per cent followed by salwaar kameez and lehenga. Though women are getting attracted to western wear, traditional Indian clothes are still essential in most parts of the country, and hence the demand for them is expected to grow. There has been an influx of new players. The country is witnessing the arrival of new players such as Titan with Taneira. Existing players continue to expand their presence in Tier II and III cities. The ethnic wear industry has also garnered interest from celebrities who are investing in opening their own apparel lines.

Singapore brand Actimaxx signs on Bollywood actor Raj Kummar Rao

Actor Raj Kummar Rao is the new brand ambassador for Actimaxx, a an active leisure brand based from Singapore. It is looking to strengthen its foothold in the Indian market and is confident that the actor’s popularity will help boost sales and enhance the brand’s visibility across the country. He shares Actimaxx’s ethos of innovation in execution and the spirit of challenging the conventional. Actimaxx offers the perfect range of active wear, super comfortable and high on fashion, that makes one feel active, true to the brand’s promise of Feel Fit. The brand is owned by Actibrands PTE, Singapore. The company has plans of growing the brand in the Indian subcontinent which will cater to the taste of the younger generation in the country. The brand has an eye catching logo on T-shirts and a structured fit. The T-shirts offer unique designs, colors and are extremely comfortable and durable. Both track pants and T-shirts are perfect for the track or the gym or can be casually donned for a Sunday brunch or a weekend gateway. The merchandise is available online as well as in offline stores which give consumers the best of international styling and design. The propagation of athleisure has greatly benefitted the sportswear market, which is expected to continue to outpace the overall apparel and footwear industry.

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16 Brand Retail Adidas plans bigger stores in India s of now the average store of Adidas is 1000 sq.ft. The biggest store is in Chennai and that’s 7000 sq.ft. The new stores will be both company and franchise -owned. Adidas which has four companyowned stores at the moment in the country is hoping to take the number to 20 by 2020. The German sportswear company sells Adidas and Reebok in India. Adidas is the world’s second largest sports goods maker. The brand offers active wear, shoes, casual clothing and accessories. Around half of Adidas India’s total omni-channel sales are expected to come from Tier III and IV cities. The brand is undertaking several strategic and consumer-centric initiatives to attract Indian shoppers. Adidas currently has around 450 retail outlets across India and went omni-channel in India two years ago. Adidas now allows customers to order sizes and styles on a

Now a consortium for luxe brands, Luxortium

Luxortium is a consortium of luxury brands. Incepted by adman and author Swapan Seth who has spent the last few months conceptualising Luxortium, a “by-invitationonly consortium of select, top management and leading marketers from major purveyors of luxury goods and services who market to targeted, affluent customers in India” Among its members are American Express, Reliance Retail, DLF Luxury, Brands We Love and Nature Morte since these are among the brands that target affluent customers in India. The consortium is aiming to woo some international and Indian brands like: Handvaerk, HardGraft, Always and Eyevan 7285. Even airlines like Joon that no one knows of and that flies from Mumbai to Paris. Luxortium wants only the best brands and is looking at two brands per domain. These will be mainly hotels, travel companies, cars and watch brands. Purpose and meaning have crept in to luxury. These are two things that one never associated with luxury in the past. By 2020, India will have a millennial and Gen Z population of 410 million people, who spend $330 billion every year. Luxury, which was all along autocratic, is now democratic. Inclusive is the new exclusive. So luxury will not remain niche. Indian consumers are digitally inclined.

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chain is expanding its sales network by adding new cities and strengthening its e-commerce presence. The company expects that online sales, which contributes around 1.5 per of its revenue, will double this year as it is eyeing to have at least ten per of its total sales coming from this channel in the next three years.

Future Group goes all out to expand retail network

tablet that are not available at that location and have clothing and shoes delivered there. Purchases made in this way currently account for five to ten per cent of in-store sales. North America accounts for around 20 per cent of Adidas’ sales. While Adidas has a neck-and-neck race with Nike everywhere else, Nike still has a lead in the US.

Online trading is aiding the sale of premium and luxury products to take a leap forward. Metro cities including Delhi, Mumbai, and Bangalore are the highest spenders. Digital influence and online purchase is projected to rise exponentially. By the end of 2016, the online luxury industry was valued at 35 billion dollars. This figure is set to double in the next four years.

Shoppers Stop to add five new stores this year

Shoppers Stop plans to add five department stores this year. But the focus will be on women’s beauty. Around a dozen beauty stores will be added with brands like Mac, Estee Lauder, Bobbi Brown, Smashbox, among others. The focus is to grow in Tier II and Tier III cities faster. Amazon has opened three kiosks in Shoppers Stop stores and will open 12 more kiosks by the end of this year. These Amazon kiosks sell the exclusive products of the USbased e-retail major. Amazon has a five per cent stake in Shoppers Stop. Now Shoppers Stop has an exclusive flagship store on the Amazon marketplace listing the company’s portfolio of 400-plus brands. Shoppers Stop has invested around Rs 60 crores on omni-channel integration and expanding its digital capabilities. This enables online sales but customers can buy online and pick the product from the store. The retail

The Future Group is set to expand its network of Big Bazaar and small format stores during the course of this financial year. Expansion plans include: opening of 20 Big Bazaar stores and around 100 small format stores. Future Group expects business to grow 20 per cent overall in the current fiscal. The retailer is opening two small stores a day and will soon increase the pace to three outlets a day. Future Group at present operates in 300 plus cities with over 1,000 exclusive stores spread across the country. Future Lifestyle Fashions may sell 10 per cent of its share. Future Retail recorded a profit of Rs 11.3 crores in 2017-18 on sales of Rs 18,478 crores. The retailer is now anticipating online sales to cross Rs 1,000 crores in 2019. Future Group is reasonably strong in all categories it’s in — food, fashion and home. Its first aim is to retain market share in the organised food and grocery market. Over the past six years, the company has acquired half a dozen supermarket store chains and put together a total retail space of 13.6 million sq ft, with a presence in 255 cities through 930 stores. Nearly 10 per cent to 15 per cent customers are acquired online-to-offline by Future Group which it expects to go up to 35 per cent, especially through online promotions.

Splash to revamp stores across India

Splash Fashions, Middle East’s largest fast fashion retailer, is planning to revamp all its stores in India to attract the Millennials. The first revamped Splash store has already opened at Pacific Mall, Delhi. The stores will be based on the new design concept. They are more digital with a lot of compartments and very strong category identities. Apart from revamping stores, the fashion retailer is also working on the brand mix inside the store. Brands like Elle Homme, which is a menswear brand for Elle, has already been introduced along with an exclusive tech

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18 Brand Retail Aditya Birla Fashion to open 400 EBOs for women’s innerwear, athleisure ditya Birla Fashion and Retail has forayed into the Rs 16,000 crore women innerwear and athleisure market with Van Heusen brand. The brand plans to open 400 exclusive stores over the next 3-4 years. It will expand store network to 35-40 by this fiscal end and take it up to 400 stores. Most of these outlets will be setup through the franchisee route. The company, two years ago, had forayed into the men’s innerwear segment under the same brand and has 15 exclusive stores. Aditya Birla also has over 9,000 MBOs for the men range which will be tapped for women’s range as well since 80 per cent of these outlets sell both categories. It plans to

collection. Splash will be launching Kappa in Autumn-Winter season. Splash stores in Middle-East houses lingerie and plus sizes. In India, as the store sizes are much smaller, the brand tries to provide as much as possible. At present the brand is focussing to expand its presence in Metro cities.It is eyeing like-to-like single digit growth besides opening seven new stores by December end.

take up the distribution network to 13,000 outlets by end of the year and to 30,000 outlets in four years Aditya Birla will also start selling women’s innerwear online through e-commerce marketplaces while it will also set up its own online brand store from November. Van Heusen is the second largest brand in the company’s stable after Louis Philippe.

specifically to ensure the women shopping in stores feel comfortable and at ease. The staff is exceptionally trained to guide a customer for what style and fit is best suited to her routine and body type.

Myntra to open brick and mortar stores in Tier I & II cities

Pretty Secrets plans retail expansion

Online fashion lingerie brand PrettySecrets is planning to more than double its offline retail distribution to over 30 EBOs. The brand, which started out with an e-store in 2012, at present has 25 EBOs across cities like Mumbai, Imphal, Surat, Ludhiana, Jalandhar, Baroda, Raipur, Goa, Dhanbad, Chennai, Hyderabad, Naharlagun, Trivandrum, Siliguri, Pune, and Itanagar. It plans to open 100 stores by end of 2019 and 250 stores by end of 2020. Size of the stores will ensure the perfect amount of product display and adequate space / trial rooms to make it a comfortable shopping experience. The brand has also added the option of shopping through its online catalogue in stores so that one can avail the styles / sizes that they like but which may/may not be in stores. The store has an all-women staff,

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Additionally, Myntra has signed a few franchisee deals with leading apparel labels like Mango and Hong Kong-based Esprit to open their exclusive outlets in India. It is also looking to sign a similar deal with the British fashion brand Dorothy Perkins, in the coming time.

Max Fashion opens new store in Riyadh

Max Fashion, one of the largest value fashion brands across Middle East, North Africa and India, has opened its 29th store in Riyadh. Located in Riyadh Park, the new store, over 16,000 square feet, will retail Max’s label of men’s, women’s, and children’s fashion as well as sportswear, handbags, footwear, lingerie and accessories As a part of its expansion plans for the region and its commitment to the Saudi Arabian market, Max has now reached 127 stores in KSA and close to 400 stores in the Middle East, North Africa, South East Asia & India. A part of the Landmark Group, Max is one of the largest retail conglomerates with headquarters in Dubai, UAE. The brand is the leading and most trusted value fashion retailer in the Middle East and India, and aims to have a network of over 600 stores encompassing 9 million sq. ft. of retail space by 2020.

Spencer’s to set up 10-11 EBOs in one year

Leading online fashion retailer Myntra is planning to open new brick-and-mortar stores in Tier I & II cities. It is reportedly in talks with a few mall operators for the opening of multi-brand stores, including large department outlets. According to media reports, Myntra plans to retail women’s fashion, sports and lifestyle goods, accessories along with cosmetics via these outlets under its own label to compete with other renowned brick-andmortar brands like Shoppers Stop, Lifestyle and others. The e-commercce player is on the lookout for 20,000 sq. ft. to 30,000 sq. ft. stores for its department stores and 3,000 sq. ft. stores for retailing accessories. The company plans to launch three formats: Myntra Women, Myntra Beauty and Myntra Sports, which will be solely operated by Myntra itself. Notably, Myntra is targeting at physical outlets for its exclusive brand Roadster along with the department store formats.

Spencer’s Retail, the retail arm of over Rs 20,000 crore RP-Sanjiv Goenka Group, plans to make its homegrown apparel brand 2Bme, a formidable standalone retail brand by setting up 10-11 EBOs across six cities in the next one year. The size of each of these EBOs would be 1000-3000 sq ft. The brand has already crossed Rs 100 crore mark in less than two years and is eyeing three-fold jump in topline in the next three-four years. The brand currently accounts for 5 per cent of the revenue of Spencer’s Retail. This is likely to increase to 10 per cent in the next few years. Besides, the group also plans to expand its online and retail formats.

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20 Brand Retail Chicco opens Gurgaon store

hicco has opened a store at Gurgaon. The offers baby essentials with an extended range of product lines in apparels, shoes, travel, nursing, cosmetics and toys. Chicco, based in Italy, is one of Europe’s leading companies for children’s products. The assortment includes strollers, car seats, toys and nursing products for young children and babies. The products are today sold in more than 170 countries.

Wills Lifestyle stores adopt Kashmiri look

Wills Lifestyle stores now have Kashmirinspired windows. The treatment differs for open and closed façade stores. Laser cut wood is used for closed facades to create a threelayered window while vinyl is used for a single layered window scheme at open facades. The windows which have been done at 74 stores feature the visuals of Dal Lake along with jaali, artwork, lotus motifs etc that remind one of the architecture, art and craft of Kashmir. The collection of the apparel brand has been inspired by the colors, motifs and architecture of Kashmir. Depending upon the possibilities of different shapes, sizes and natures of the facades in different store, the theme has been executed differently. Closed facades use a three-layered window featuring the visuals of Dal Lake, wooden jaali and arched vinyle on glass, while the open facades showcase a single layer of window of the same meaning. To further promote the scheme, customers at the stores are served Kahwa tea. Kahwa is a traditional drink popular in the valley of Kashmir. ITC’s Wills Lifestyle presents a premium wardrobe for men and women. On offer are contemporary formals, casuals, evening wear, designer wear, fragrances, bath and body care products and premium accessories.

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The largest baby brand in Europe, Chicco is part of the global Artsana Group, a holistic, innovative lifestyle company that encompasses everything for all generations of a family, from baby feeding systems to cosmetics to medical supplies. This includes hypodermic needles, thermometers, and syringes. Chicco’s aim is to keep making every moment of the baby and parents as special as possible.

Linen Club plans to open 250-300 stores by 2020

Aditya Birla Group’s fabric brand Linen Club plans to open between 250 and 300 stores by 2020. It currently has 174 stores across India. The brand recently entered the Northeast region with its first exclusive store in Guwahati. The store houses a wide range of pure linen and linen blends for men and women that include ready to wear shirts, trousers along with accessories such as stoles, laptop bags, and handkerchiefs.

The store offers finest European linen fabrics made from raw material sourced from France and Belgium and processed at the brand’s state-of-art facilities to ensure the highest quality standards. The brand, through this store, plans to create a rich consumer experience and ensure that linen lovers experience the largest variety of linen fabrics products in an intimate environment.

Chennai’s Cbazaar shifts focus to domestic market

platform started the gifting business targeting NRI’s, who wanted to send gifts to India, and later moved into Indian ethnic wear. The company now sells custom-made Indian ethnic wear online and exports to over 150 countries. The US, Europe, the UK and Canada are its biggest markets, with India in the fourth place. Cbazaar has a team of 130 that includes fashion designers, technology experts, and marketing and customer support. The plan is to open 100 experience stores in India and the US through the franchise model. These will be store-in-store and standalone formats, with in-house designers. Customers can walk-in, choose a design and take designers’ help to customise them. The company already has two experience stores in Chennai and New Jersey and more such stores will be opened in Tamil Nadu. The venture lost money during the e-commerce boom when it offered deep-discounts and increased marketing cost since 2012. It turned profitable again in fiscal 2018 by cutting down on marketing costs and discounting and downsized the team.

Men’s brand Steele to spread across India

Steele, caters to men with formal and casual wear which comprises shirts, trousers, jeans, shorts, T-shirts and suits. The brand opened in 2017 with the aim of creating an atmosphere where Indian men’s fashion would rise beyond the constraints and be at par with global fashion trends. With retail outlets in Delhi NCR and northern India, the company plans to open standalone stores in Chandigarh, Amritsar, Ludhiana, Hyderabad and Bangalore. Growing at 35 per cent annually, Steele invests a lot of time in research, right from sourcing raw materials to the selection of matching buttons. As of now, the retail fashion market is unorganized and needs to be organized in a better way to grow and flourish. Creating lucrative offers for the target audience is also necessary. Product quality should be kept at the highest priority for complete customer satisfaction. Indian fashion retail has marked a significant growth in the past decade but infrastructure and market organization have created hurdles in the path of retail industry growth. Even road connectivity across the country isn’t good and that indirectly affects the market too. India needs a lot of improvements in domestic and international market policies as well.

After almost two decades of focusing on the overseas market, Cbazaar is turning its focus back to the Indian market. The company is entering other categories such as work wear and is looking to raise capital for its expansion plans. In 1999, the Chennai-based e-commerce

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Macho woos young men with ‘Hint’ Macho has launched a new sub brand ‘Hint’ aimed at younger men. Also, lined up is a casual wear range for early 2019. With good double digit growth, Macho is now targeting Rs 1,400 crore revenue next year. • Hint is a new sub-brand from Macho • It is aimed at a younger age group of men • Macho clocked in 18 per cent growth this year • Aim is to touch Rs 1,400 crore revenue by 2019 • Macho plans to launch casual wear collection by 2019 • Plans are on to start own e-com operations • Tie up with Amazon is in place “Our idea is also to create an international image that is not threatened by anybody as long as we are growing.”

• Other online market places are also being lined up

Sandeep Sakseria Director, Macho

“H

int gives us a great canvas to play in the playful zone,” says Sandeep Sakseria, Director, Macho. Hint, is the new sub-brand launched by Macho aimed at young men. “They have the correct notion of fashion,” Sakeseria points out. “Sometimes, people get a ‘hint’ of our innerwear; this is not planned but reveals one’s inner personality,” he explains.

Strict adherence to quality “Macho stands for quality,” asserts Sakseria. The brand has one of the best quality teams in the business with over a hundred people in the plant and 2,000 workers. “We also have a senior technical team in Bengaluru which follows stringent quality parameters. We never compromise on quality,” he asserts. Fashion costs money. Perhaps, that is why Hint is more expensive than Macho, yet it’s very affordable. “We offer a plethora of products in all categories.

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coVEr Story

“We are sitting on an industry which is worth over Rs 30,000 crores and every day the need increases and we are adding new products.”

Our aim is to offer innovative products without losing the core area of expertise.”

New collection Meanwhile, Macho plans to launch a casual wear collection by early 2019. This collection will comprise: tracks, shorts and Bermudas. There is a growing demand for fashionable casual wear or athleisure. “We also export garments to the Middle East and Africa under the brand name Macho and Macho Hint,” he says. Every brand has its own philosophy. “Ours is to provide affordable fashion. We do not operate on a loss making proposition. We design our products according to customer’s requirement,” Sakseria observes. “Demand has increased while earlier, four pairs of inners would suffice for a whole year; today, people do not invest much on inners as the collection changes every season. They look for cost effective products with similar fashion quotient.”

through modern trade this year. He believes the needs of the Rs 30,000 crore industry keeps changing fast, pushing brands/ manufacturers to add new products all the time. A decade ago, men wore pajamas and lungis at home, today they wear tracks, shorts, etc. “We also plan to start e- commerce operations in the next two to three months. We have a tie

up with Amazon and plan to tie-up with other e-commerce portals in future,” he informs. He feels, GST is one of the best things to have happened to this industry. “It has regularised and organised the complete supply chain. The year 2017 was bad for us with both demonetisation and GST being implemented in the same year. Things are likely to be organised next year.” Presently, 70 per cent of the industry has got accustomed to GST and the remaining 30 per cent is likely to get accustomed by next year. Macho products are manufactured in the plant based in Kolkata where it employs more than 2,000 workers and more than 300 ancillary units employing around 6,000 people. The plant has latest high-tech machines that are all imported from Germany, Italy and Japan. All the products go through stringent quality control systems at each stage to ensure that the quality standards are absolutely world class. As per a consumer survey conducted recently, the quality of the brand is perceived to be the best in the category.

Market dynamics The men’s innerwear market is growing at 8 to 10 per cent year on year. “This year we grew by 18 per cent. From Rs 100 crore in 2005, we aim to reach Rs 1,400 crore by 2019,” Sakseria opines. In the next five years, one third of the market will be divided between modern trade and e-commerce. Macho will generate 10 per cent of its current revenue

“We do not operate on a loss making proposition. We design products according to customer’s requirement”

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Arvind rethinks growth strategy, focus shifts to garmenting

extile major, Arvind, a global leader in apparel manufacturing is on a roll. The company, in less than five years, plans to divest almost all its looms in its two manufacturing facilities in Naroda and Santej in Gujarat to its partners. Almost 250 million meters of textiles that the company manufactures, will be contracted to these partners. The company will however continue to process these in its facilities and convert them into apparels. This process will comprise around 40 per cent of Arvind’s textile production in the next few years. And as Sanjay Lalbhai Chairman and Managing Director explains, they will outsource all textile production in the next five years. Shut down 1,500 looms and retain only a processing and a designing centre that will help them provide complete solutions to 10 most important

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global clients, and over 10 domestic clients.

New initiatives to fuel growth The company’s garmenting ambition coincides with employment generation policies of Jharkhand and Gujarat. Both states will provide Arvind a payroll incentive or subsidy of Rs 4,000 to Rs 7,000 per month for every worker it employs. The company, in the next couple of years, will employ at least 5,0008,000 women in each facilities in the two states to produce apparel. The new Ethiopian units too would focus on garmenting and offer dutyfree access to European markets. Arvind also plans to switch from cotton to manmade fiber which is cheaper, more functional and dominant in the sportswear and athleisure segments. Additionally, the company will launch its own eponymous garment brand to confront rival brands like Raymond. These

initiatives will help Arvind lift its ROCE from the current 10 percent to 18 percent by financial year 2022-23.

Brands to break even this fiscal Achieving similar improvement in the lossmaking Arvind Fashions, may not be possible at the moment. Arvind’s branded apparel business comprise 20 foreign brands in India. Of these, four are power brands—the ones with the highest earning potential— Flying Machine, Arrow, U.S. Polo and Tommy Hilfiger. The EBITDA margin for these four increased from 9.5 percent in FY12 to 12.2 percent in FY18. The other 15 or so are hovering around an EBITDA margin of 5 and 6 percent for the past six years. These brands are still in investment phase and as they scale up, operating leverage will improve profitability and capital efficiency. The company will break even across all brands this financial year, a promise that it didn’t fulfill last year. Yet, analysts are hopeful. Post demerger, Arvind Fashions will have to fund its own growth as it won’t be able to depend on the textile business’ cash flows. The company may prune its brand portfolio but doesn’t commit to it. It believes with the Goods and Services Tax and the new insolvency and bankruptcy law, time to think big has arrived.

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Celio plans aggressive retail expansion in India

elio the brand that embodies high-quality French effortless fashion is looking at aggressive retail expansion in India. “We are planning an aggressive expansion strategy which will be a combination of deeper penetration in the current cities we are present in and entering new cities,” says Abhishek Shetty, Head-Marketing, PR & Loyalty, Celio. The brand has completed 10 years in India and 40 years at the global level and has managed to expand aggressively in the past few years. “We currently operate out of more than 300 points of sale across channels in 92 cities in India. Additionally we are also present on major ecommerce channels such as Myntra, Jabong, Amazon, Flipkart, etc. Celio today has a total retail area of 1.2 lakh sq. ft.” explains Shetty.

Casual wear in focus Celio’s global product portfolio comprises formals, casuals, jeans and accessories. “In India we focus on smart casuals, weekend casuals and jeans. The offerings can be classified into four main product groups: Free, Urban, Smart and Essentials.” Free is a denim wear and sportswear range sporting casual and colourful spirit. It has products likes T-shirts, bermudas cargos and outdoor wear. Urban is smart, casual and chic collection with products that are more sophisticated and elegant. Product included linen shirts and bottom wear, clean jeans, smart polos, chinos, leather and faux leather jackets, etc. In the Urban range there is a lot of detailing in the garments and they can for different occasions such as casual, work or evenings. The products are cleaner and have a style statement. The Smart range offers business and work essentials with a fashion twist. It comprises leaner shirts, business jackets and some bottomwear. In the Essentials range Celio offers a wide selection of well priced basics for example polos, plain tees, and so on. Shetty explains the menswear market in India, estimated at Rs 124, 423 crore in 2016, is expected to grow at a CAGR of 9 per cent to reach Rs 295,795 by 2026. “Owing to the gradual shift towards casual wear, denims, activewear and T-shirts/polo are growing at a much faster CAGR of 14 per cent, 14 per cent and 12 per cent respectively,” he adds. This is also a result of growing fashion consciousness and aspiration beliefs, higher disposable income, increasing brands, and acceptance of specialised clothing with features such as odour resistant jeans etc.

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He says, the two categories witnessing maximum demand in men’s casual wear are: denim and shirts which are registering double digit growth y-o-y. “Denim, being a high growth category is fashionable, comfortable, and enhances style quotient. Also, India is a shirts country. Both casual and formal shirt categories have witnessed a tremendous response. Shirts can be used across multiple occasions such as work-wear, party-wear, etc. This makes it a high demand category,” he says.

Innovations steering growth Changing fashion trends has accelerated the need for innovation and differentiation in casual wear. Celio has, over the years, raised the bar in men’s fashion by introducing new categories and fashion. The brand stands for high-quality fast fashion at sharp price points, making it an attractive value proposition for today’s discerning men. “We are innovating with our product categories in India,” affirms

Shetty. “The monochrome look, a strong trend in 2017 will continue in the coming year. Men are also experimenting with colors, hence pastels, floral and abstract design products are selling well,” he adds.

Growth of athleisure Shetty points out, while India is becoming more casual at work place, people are also becoming more fashionable, leading to a rise in athleisure segment. “Athleisure is not just a trend, it is also a lot of technology being inducted into the manufacturing process and therefore the results are some innovative products which consumers want a piece of,” observes Shetty. Growth in this segment has been moderate. “However, things will change drastically with the advent of global brands and growth of domestic brands looking to launch innovations in this space,” notes Shetty. “The launch of 3D technology will further propel innovation and offtake in this segment,” he sums up.

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Zodiac’s shirt collections for all season focus on innovations and style “We use 92 per cent recycled water for manufacturing,” says Salman Noorani, Managing Director, Zodiac Clothing. “The heat from recycled water is then extracted to reduce our carbon footprint. We have also achieved zero liquid discharge and a HIGG’s Index rating that is amongst the best in the industry,” we informs.

asual wear brand Z3, one of the three premium menswear labels from Zodiac Clothing (ZCCL), has introduced a smart range of ‘True Indigo’ shirts made from 100 per cent cotton with its ‘Trademark Vintage Wash’ gives a super-soft hand feel.

Its cotton & linen for summer and monsoon Z3 has introduced a range of shirts made from 100 per cent cotton fil-a-fil fabric that adds

freshness to the brand’s casual collection. “These shirts, available in four colors, enliven the drab surroundings of the monsoon,” Noorani says. Zodiac’s club wear brand ZOD! Club Wear also launched a monsoon collection featuring digitally printed shirts in bright colors and bold floral prints that are sure to grab attention. And parent brand Zodiac, introduced a range of bright, colorful linen shirts made from 100 per cent pure linen fabric. “These are immaculately finished with Zodiac’s signature three-hole trinity buttons,” notes Noorani.

ZCCL launched Barboni collection comprising silk touch, lightweight shirts spun from Egyptian Giza 86 cotton. “These are crafted from the finest long staple Egyptian cotton and woven into 2-ply structures, feather-light Italian 100’s ‘Silk Touch’ poplin and classic mini-prints,” Noorani observes. They have almost invisible 21 stitches per inch and a deeper yoke of 10.5 cm which gives additional strength and a superior fall. These shirts are available in four types of collars: classic Kent or point to the contemporary cutaway, contrast collar for the Wall Street look to stylish bandhgalas. ZOD! Club Wear’ summer ’18 collection was trendy, digitally printed floral shirts in cool colors. “Digital printing ensures a HDlike impact of the design on the fabric through superior sharpness,” notes Noorani. Inspired by Positano on the Italian Riviera, Zodiac introduced a pure linen shirts collection in solids, checks, dots and yarn dyed stripes in fresh and vibrant colors. These came with Zodiac’s signature three-hole trinity buttons and are available in both long and short sleeves. “Featuring side vents at the bottom, these shirts look stylish, even when they are not tucked in,” Noorani explains. ZOD! Club Wear also introduced stylish linen shirts collection featuring trendy horizontal and vertical pin-tucks that add texture and dimension, giving them a fashionable edge.

Retail mantra ZCCL has a manufacturing base in India and sales offices spread across India, UK, Germany and the US. The company operates a 5,000 sq. ft. Italian inspired design studio in Mumbai. The brand is retailed across India through 125 company-managed stores and over 1,200 MBOs. ZCCL offers three premium, menswear brands: Zodiac for the classic yet contemporary man’s corporate wardrobe, ZOD! Club Wear for trendy, fashionable men and Z3 for men who do not need to wear a tie to work.

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adini, Italy’s premier fashion brand, is a clear essence of Italian heritage and refined craftsmanship. The brand has signed on the uber stylish Nargis Fakhri to be the new face of the Cadini Power of Presence Campaign in India. The Italian style, which permeates throughout Cadini collections, receives continuous appreciation on an international level in 40 countries across the globe. The search for the synthesis between elegance and comfort has led, over the years, to develop suits, jackets, coats, shirts and trousers of great versatility, with handcrafted perfection. The focus of the brand has been fashion forward youth who not only follow international trends but also believe in power-dressing. On this association, the actress Nargis Fakhri said, “I am excited as Cadini has always charmed me with their fabrics, design & ensemble men’s collection. I feel men are taking fashion pretty seriously these days. Cadini reflects a power of presence with the great cut, great style & exquisite fabrics that make the Cadini man stand out in a crowd. I am grateful to Cadini that they have chosen me to promote their brand. It’s a wonderful feeling to be the brand ambassador for such a spectacular brand”. Ramesh Poddar Managing Director of the company said, “The decision to sign Nargis Fakhri as Cadini’s brand ambassador was

iyaram Silk Mills Limited, ropes in one of the biggest youth icons of the country, superstar Ranveer Singh as the new face of their brand Siyaram’s. With a rich legacy of 40 years, Siyaram’s men’s wear fashion is synonymous with high quality, continuous innovation and iconic futuristic designs which are local at heart and international in appeal. Siyaram’s association with Ranveer Singh, who is hugely followed for his incredibly edgy sense of style, comes at a time when the brand is growing rapidly and evolving to make its presence felt in the textile industry all over the world. Ranveer’s soaring popularity across age groups and cities and his spectacular body of work make him an inspiration to many. Commenting on this association, Ranveer Singh said, “Siyaram’s is truly an iconic brand. One that has a great legacy. I’ve grown up watching the Siyaram’s ads so to have been chosen as the ambassador of the brand is

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arrived at after a lot of internal debate and discussion and is based on a consumer purchase behavior research commissioned by us. The results were not very surprising, women play the most crucial role in grooming men in their life. Women are found to be more creative, innovative & progressive in their outlook which makes them a better judge of fashion. This became a strong reason for us to position our brand from a woman’s perspective. Nargis Fakhri was the obvious name to represent today’s modern woman because she is intelligent, stylish and a fashion icon whose power of presence matches with the brand’s message “

About Cadini: CADINI is one of the most popular fashion brands from Italy with its presence across 40 countries, including England, India, Mexico, Russia, U.S.A., China, etc. CADINI produces finest quality materials in its own factories in Tuscany, Italy. It has established its position as a leader in textile menswear business. From their fabrics and designs to their final products, CADINI shows an ongoing commitment to quality. Their collection consists of luxury men’s suits, shirts, fabrics, jackets, exquisite silk ties, and a variety of accessories. Cadini has about 15 stores in India Mumbai Pune Hyderabad, Patna Bangalore& Chennai

quite nostalgic moment for me. I remember the biggest and most magnificent looking ads were Siyaram’s. So, I’m really excited that I am a part of the Siyaram family. I have always envisioned it as a brand that inspires people. There is a sense of empowerment and success that comes by just wearing suits made with Siyaram’s. Their fabrics are innovative, have unique designs and high quality which enable an exceptional fit.” Ramesh Poddar, CMD Siyaram’s, is excited about the collaboration and confirms that, “We have signed up Ranveer Singh as our brand ambassador given his sheer popularity across demographics. He is a style and youth icon. Siyaram’s has been a leader in textiles and fabrics for men’s fashion by making Global fashion accessible to the Indian consumer and our products come with a culture of legacy & values. Ranveer Singh clearly defines the attributes of our brand – Siyarams and we are looking forward to this fashionable journey with him.”

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With focus on casual wear, Monte Carlo expands denim collection “In future, we plan to expand our woollen collection besides introducing more options in formal, fusion and casual wear,” says Monica Oswal, Executive Director of the brand

onte Carlo has expanded its denim collection by incorporating more quality material, precise stitching and the new cuts. The brand also introduced a wide range of slim fit denim with detailed laser printing in various shades. Additionally, it’s festive fusion range for the upcoming season, not only make great festive wear but is also ideal for everyday wear.

Infusing elegance into fashion A premium fashion brand, the women’s casual wear collection by Monte Carlo is designed for women who are sporty and

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extroverts. “The theme of our latest collection is submerging elegance and class with fashion trends,” notes Oswal. The brand has replaced the traditional millennial pink color with lilac, while floral and micro prints, wide leg denims and jumpsuits, rugged jeans and polo a T-shirt are in fashion. The designs are distinctly Indian but carry the richness of fabric and fit ethnic and casual wear styles. Monte Carlo does not differentiate between markets in terms of availability of its designs as Oswal says, “We live in an interconnected world where news travels at lightning speed and information is available at the touch of a smartphone screen.” With more and more women becoming a part of mainstream social life, their urgency to remain fashionable is also increasing. “This has triggered the market for women’s wear which is expected to reach around Rs 289,518 crore by 2025. Earlier, women’s casual wear was limited to T-shirt, skirts and jeans but today women want more than regular, hence the need for constant change,” notes Oswal. Consumers are gradually realising the importance of quality in terms of fabrics and stitching which affects the fit and comfort of a garment. Oswal points out premium brands are also increasingly addressing the issue of affordability. “Monte Carlo has been at the forefront of this movement. The scale, aggregation and consolidation that we are able to bring, in relation to local brands, for a marginal amount of

difference in price, are unparalleled,” she adds. The brand is able to provide a better deal because of its pan-India presence, personal R&D units and strong distribution and supply chains. “Our goal is to provide affordable but quality clothing in line with global trends and we have succeeded in doing just that,” adds Oswal. The Asia-Pacific region is currently the third largest market for women’s wear in the world and is growing rapidly. This is due to the increasing number of women joining the workforce, rising incomes and increasing awareness about global fashion. Apart from marketing, brands are providing greater personalised experiences. As Oswal opines, “Fabrics are becoming richer and more comfortable because of their ability to stretch and accommodate various body types. The stitching is stronger and more versatile because of economies of scale.”

Key challenges ahead Listing the challenges they face Oswal says., “Obsolete machinery and technology, threats to handloom sector, power shortage, illicit markets, labor related concerns, excise duty on man-made fibers, raw materials shortage and lack of quality infrastructure in non-metros are some of the key challenges being faced by the causalwear market today.” She goes on to explain, government schemes such as TUFS and greater collaboration between government and industry in textile and apparel zones can help the industry eliminate concerns.

Market penetration Monte Carlo’s Q1 revenue from sales was Rs 80.93 crore. The brand has already established its presence the in North, Central and East India and enjoys great customer loyalty. “We are increasing our presence in metros such as Delhi. Online platforms have helped us increase market penetration in Tier II and III cities much more rapidly,” Oswal avers. The brand’s ecommerce platform was launched in 2012. It has helped it keep its facility costs low besides helping it to penetrate the Tier II and III markets.

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Derby Jeans Community

Popularising trendy jeans at pocket friendly prices

erby Jeans Community a known menswear brand that offers stretchable denims has recently shifted its focus to ‘Jog Denim’, which is regular knitted denim. With Jog Denim being well-accepted by customers, the brand is launching a new product for the festive season named ‘Derby Infinity Blu’. Speaking about the popularity of jeans Vijay Kapoor, MD, Derby Jeans Community says, “We like to call it jeans, not denim. That’s why our brand itself is called Derby Jeans Community. We call it jeans because it has no religion, no country, no gender, no cast and no creed. It has no boundaries; rather it’s above all that. Jeans is something that unifies the entire world and that is the reason we included ‘Jeans’ in our brand name. Jeans is a symbol of youth and youth always stands for revolt, something that is revolutionary.”

Revolutionising the market Kapoor points out with nearly 50 per cent of India’s population in the age bracket of 25 years, coupled with the social media revolution there is a huge scope for growth of jeans in Tier II, III cities. “Though people in these cities are aware of fashion trends and are highly aspirational, they face entry level barriers, which defines any brand in the market,” states Kapoor. Kapoor explains they are trying to build the trust factor by introducing ranges that are not only affordable but also in tune with global fashion. “At Derby Jeans Community, we represent jeans not as a casual wear or leisure wear but it has been extended to a lifestyle category, touching all aspects of life.” Kapoor believes in the current market scenario affordable fashion is a key to success. H&M and Zara are the success stories written by affordable fashion. “That’s why we came up with Derby Infinity Blu which has a tagline ‘Global Fashion at Affordable prices.’ The aim is to bring global fashion with best practices of manufacturing and

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creating the lines of clothing resonating with youth in an affordable pricing. Our 100 per cent cotton shirts start from Rs 795 onwards be it casual, semi casual or work wear. Jeans starts from Rs 999 and goes up to Rs 2,395, trousers from Rs 999 and goes up to Rs 2,495 and T-shirts from are from Rs 399 to Rs 2,595.” The sole aim of Derby Infinity Blu is to organize the unorganized market. What happens today is that the consumer gets a pair of jeans at Rs 999 but not the one which speaks quality and trust. In its thrust to capture the organize market, Derby Jeans Community is opening more and more stores in Tier II, II cities.

Retail strategy Kapoor feels e-commerce has spoilt the customer by offering huge discounts. This had led to the consumers’ thinking that it is their birthright to expect products at discounted rates all around the year. “It’s temporary though,” he feels. “Every market undergoes a temporary phase of uncertainty and confusion, and out of this confusion comes clarity.” Derby Jeans runs consumer loyalty programs that offer rewards points to consumers. “Some

schemes are run under the premise more you buy and higher the value of your purchase, you will get benefits accordingly,” notes Kapoor. Derby Jeans also organises denim workshops at outlets regularly where if one buys Derby denim he can get it customised at the outlet. “These small value additions help in building the brand and create a positive identity and make you a brand leader,” Kapoor opines. Derby Jeans, under its sustainability program, has reduced the use of plastic in its packaging. All carry bags used by the company are made of recycled paper. Kapoor says, “We run programs to educate customers on sustainability. We also minimise pollution by making zero water denims. The company has been named a sustainable brand from Asia for the last three years in a row.” Derby Jeans is opening new stores in Tier II, III cities. “We are penetrating deep into these markets to create successful first generation entrepreneurs through franchising our brand. We are planning to venture into large formats and in the next two years will set up 150 Derby stores,” Kapoor ends.

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32 IF EXcluSIVE Donear NXG

Edging ahead as a trendy, peppy, high street, brand for men “Denim has seen many innovations such as cropped jeans, baggy jeans, straight leg jeans, detailing and embellishment jeans.” says Akash Manwani, AVP, Donear Retail Division. Donear owns menswear brands: D’Cot and Donear NXG.

onear’s denim collection is segmented as per customer’s preference i.e fashion and core. “In fashion, we offer the Worn Out Collection, DX Collection, Backyard Collection, Miami Collection. And in core we have the Lusturous collection. In terms of fittings, we offer tapered fit, narrow fit, slim fit and super skinny fit,” he adds. “Being customercentric, it is important for us to follow trends and make products that meet expectations,” states Manwani. Donear offers a wide range of ready-to-wear men’s products. “Our target

customer is the quality seeking consumer in the age group 18 to 35 years,” he notes.

Innovations in tune with global fashion With internet penetration being at an all time high, the world of fashion is shrinking, making the job of product engineers difficult. “This energises us to offer innovative products in tune with global fashion, brand aspiration and fit the pocket size of target consumer,” Manwani explains. Donear offers exclusive denim washes such as selvedge, stone wash, waxed, acid wash and destroyed for customers from

low to high end of the spectrum. Accessories and trims also play a vital role as differentiator in denims like incorporating contrast trims underneath the jeans, metal id for branding or logo, visible prints, etc. There has been a major shift from formal wear to casual wear in recent years. Corporates are accepting the dress down culture with denims becoming a part of office wear. “The last few years have witnessed denims growing in double digits year on year, and the trend is likely to continue in future,” Manwani adds.

Offering exclusive retail experience Retailers need to adapt innovative formats to meet customer preferences. Manwani points out, “We design and redesign our retail formats, and come up with creative customer shopping experiences.” He goes on to explain malls had, in the recent past defined the way the middle class shops. But with the drastic change in trends, customer preferences, and income levels, single brand stores are gaining importance. Retailers must be customer centric and decide the right format. Exclusive brand outlets are brand centric models; while the value proposition is customer centric. They provide a complete fashion solution offering clothes that are both fashionable, and functional. They enjoy territory protection, rebates and marketing support from the brand, better margins, and other subsidies. Donear reaches out to its consumers through more than 200 EBO’s. “We would like to further extend our reach to 400 EBO’s,” Manwani sums up.

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10/2/2018 8:31:39 PM

TECH-TRENDS Aditya Birla partners with IBM

n an effort to reduce costs, improve productivity enhancements and drive business growth, Aditya Birla Fashion and Retail has entered into a relationship with IBM. The agreement is key to Aditya Birla’s strong vision for future growth, which includes expanding their store network across the country. IBM will bring in its global technology and automation expertise to help enhance and manage Aditya Birla’s IT infrastructure with better availability of IT systems, employee productivity through self-help solutions and improved disaster resilience. In doing so, IBM will bring greater transparency, service improvements, agility, enhanced security and operational efficiencies for the organization. IBM will provide infrastructure-as-a-service in a private

Rent it Bae launches first tech-enabled store in Delhi

Rent It Bae has launched the country’s first tech-enabled store in New Delhi and it will offer individualised services and interactive

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cloud environment, enabling Aditya Birla to scale its IT operations in line with its business growth. The retail industry has seen stupendous growth in the past decade with the emergence of technology-enabled smart consumers. In leveraging IBM’s deep technology and services expertise, Aditya Birla aims at building a world-class IT environment to support its strong growth in India. With more than 8000 points-of-sale across 700 cities, the company owns some of the bestknown brands in the country such as Louis Philippe, Van Heusen, Allen Solly, Peter England and many others. The company, known for its innovation, customer centricity and offering best-inclass services to its customers, is at the forefront of adopting technology.

technology to customers. The store will allow customers to pick garments with minimal human interference. The customer just has to place the garments in front of the smart screen, which will give out details for fabric, designer, size chart, rental costs, MRP, security, etc.

The store also gives customers the idea to try out products without any manual or sales staff intervention, thus making it into an intensely personal experience. The fashion rental service was launched in 2016 and offers services in New Delhi, Mumbai, Pune, Hyderabad, Bangalore, Ahmedabad, Lucknow, Jaipur, Chandigarh, Ludhiana, and Indore. Rent It Bae allows customers to rent designer clothing for four days or more for ten and 15 per cent of the garment’s retail price. Some of the brands that the business offers for rental include high-end labels such as Anita Dongre, Tarun Tahiliani, and Ritu Kumar. India’s fashion market is projected to grow at 15 per cent compound annual growth rate till 2022. Mobile platforms are expected to influence more than two-thirds of both apparel and fashion accessories purchases by 2022.

Online fashion platform Modestreet offers augmented reality

Fashion platform Modestreet, founded in March 2017, retails clothing online and also offers augmented reality shopping services. The business’ e-commerce site includes Indian and international brands such as Massimo Dutti, Charles & Keith, Misho, Diesel, Ray Ban, H&M, Forever 21, and Zara. As a community-driven platform, Modestreet Fashion is positioned as a personalised experience for browsing, discovery and shopping while also acting as an omni channel shopping aggregator for fashion businesses. Modestreet is pursuing an omni channel approach with both online and offline development. It raised an undisclosed amount of angel investment and is currently developing technology teams for its fashion e-commerce business. It will use the investment to bolster its technology team and also to launch operations in Delhi-NCR, Jaipur, Chandigarh, and Agra. The company strives to work on innovations, enhancing the way people currently shop for fashion in India, be it offline or online. Modestreet aims at being an augmented fashion network for multichannel fashion retail. Poised to be a game changer in the fashion industry, Modestreet aims at reducing the omni channel gaps and improvising on both the in-store and online shopping experiences. It envisions at inculcating technology and progress with essential features of AI, image processing and more.

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34 lEad Story

Dressing up for occasions drive demand for men’s ethnic wear Men’s ethnic wear segment is seeing slow yet steady growth. Innovative designs, cuts, fabrics are luring more and more Indian men to choose ethnics for occasions and makers are tapping this growing segment both within India and beyond, write Shubhangi Bidwe and Ajay Goswami

“I

t’s a good business indeed,” says Pramod Shah, Director, Indian Costume, about the men’s ethnic wear market in India. “Why else would so many manufacturers from other categories jump into this segment on such a big scale in recent times?” he asks. “People have become more sensitive towards dressing. They want a combination of comfort and unique look without losing the traditional touch for occasion wear.” The brand has created kurta pajamas in Chanderi silk with prints and embroidery. Each kurta has a choice of four to five colors and five different

• Comfort with tradition current focus of men’s ethnic wear • Emphasis on designer wear is increasing • Traditional designs in innovative fabrics, designs are in demand • Value for money is a big focus • Online retail is not preferred by many brands • Many ethnic brands are spreading beyond Indian shores embroidery designs. “We have used pastel as well as dark colors. Since these are wedding wear and occasion-based clothes, dark colors are preferred,” Shah elaborates.

New patterns, fittings have an edge “The evolution of cuts and styles is luring people to experiment,” believes Chirag Dodeja, Director, JD Design. There is a lot of thrust on designer wear these days. More people are opting for new patterns and unique cuts. However, fashion, that was popular 15 to 20 years ago like: trail cuts, long shararas, gararas, sari drapes etc, are catching people’s interest once more. The brand’s latest collection, ideal for weddings, has a lot of zardozi work. Cuts and fits also play an important role in the success of ethnic wear brand Starkings. “We play a lot with the cuts and fits,” says Vinod Gada, Director, Starkings. “Logo designs are popular. So are embroideries made by hand, computer or machines. However, there is reduction in the use of prints,” he avers.

Value addition on fabrics Harris Collections prefers to value add on the fabrics before working on them. The brand first completes the thread work before developing

“We neither compromise on quality or pricing as both go hand in hand.”

Pramod Shah Director, Indian Costume

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lead story

“Going online is also not a good option when it comes to designer wear. People like to touch and feel the product.”

Vinod Gada Director, Starkings the fabric and the final product. Value addition is done in terms of colors, embroidery etc. “We make sherwanis, Indo-westerns, bandhgalas, Jodhpuris, tuxedos, etc,” says the brand spokesperson. Available in many designs and structures, the tuxedos are done with digital printing, printing on velvet, embroidery work on silk, Lycra, cotton, etc. “We believe in giving a good design and quality material at economical prices,” says Gada. The brand offers fancy kurtas ranging between Rs 795 to Rs 3,995, suits in the range Rs 3,995 to Rs 7,995, Indowesterns from Rs 3,295 to Rs 20,000. Kurta pajamas are also the most saleable product in Indian costume. Similarly, JD Design offers sherwanis in the range Rs 7,000 to Rs 22,500.

Retailing across India Elaborating on the Indian market for ethnic wear, Gada says, “North is trendy, so fashion is more in demand there. South is little slow in terms of fashion, so the product is developed as per their taste and requirements.” His brand Starkings has a pan-India presence. But it has not yet ventured online as “people like to touch and feel the product before spending a huge amount of money,” he points out. Indian Costume, on the other hand, has its own website. “We also have a store in Gujarat,” states Shah. Harris Collections, present in the market for 10 years was limited only in Delhi for a long time but now, the brand is spreading in Mumbai and Hyderabad. It has also been supplying to the UK markets for a long time. JD Design is the only brand that does not retail in India. Most of the business is done in the Middle East, Africa, the US, UK etc. The brand does not follow any traditional retail format which benefits customers. “A product sold by us at Rs 30,000 would not sell for anything less than Rs 100,000 through traditional channels of retail,” Dodeja observes.

“Our items are full of design elements and come with high quality hand work.”

Chirag Dodeja Director, JD Design

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10/2/2018 8:31:41 PM

36 IF InSIght

Brands change focus on the ‘single urbanites’ shopper

he great Indian brand story is getting younger day by day. As a Nielsen India study states, single urban men and women are changing consumer dynamics in the country with a profusion of ads being centered on them. Jewellery brand Tanishq was among the early brands to focus on this growing young millennial. Axis Bank too runs a print campaign where single men and women talk about wealth management. The brand has since long used Deepika Padukone as its brand ambassador. According to the Nielsen study, India has a 440 million young and digitally conscious population that is evolving into a new

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consumer class with more disposable income than other cohorts. These wealthy single urbanites (WSUs) are salaried individuals earning upwards of Rs 50,000 a month, who either stay alone, with friends, or are in live-in relationships. They are in the age group of 28 to 45 years and may be unmarried, divorced, widowed or separated. So, a young woman travelling alone across the country, sometimes continents, lugging her backpack from train to buses and streets, holding on to her water bottle. That’s Milton for you, one of the country’s oldest brands of flasks that have for long targeted traditional Indian homemakers in its ads. Its latest campaign is aimed at the young urban single

woman, a clear indication of their changing target audience.

Focus on young and happening consumers The ad world is still women-centric; albeit the traditional narrative has changed. Women today no longer depend on their family, friend or spouses for their purchase decisions. They are single-handedly indulging in pursuits which were earlier considered beyond their reach. The evolving pitch has also evolved the choice of brand ambassadors. Today brands who want to attract a target group with certain traits, they approach a relatable celebrity. For instance bag brand Caprese has Alia Bhatt, Axis Bank uses Deepika Padukone, e-commerce travel portal Makemytrip has Ranveer Singh and Alia Bhatt. Brands across categories are using payback as a tool to encourage consumers to shop more as they reward them with points, coupons and promo codes. As wealthy, single urbanites most often base their consumption decisions on lifestyle considerations rather than functional needs, they’re also early adopters and super consumers across all categories. They are also the first ones to opt for premium lifestyle products. A report by Myntra in March reveals that e-tailers’ premium category has grown by 4X in the last two years. The ‘Urban Trailblazer’ category of affluent shoppers now makes up 14 per cent of the Myntra consumer base, their average age is 33 years and they like to splurge on spas, brunches and travel.

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IF InSIght

Changing buyer behavior, demand pushing up premium fashion in India

he fashion and lifestyle sector, estimated at $80 billion in India, is growing at a CAGR of 10 per cent. Online fashion contributes around 7-8 per cent or approximately $6 billion to this entire market. It is further expected to reach $12-$14 billion by 2020 with the overall retail market at $100 billion. The driving forces behind this growth are: changing consumer preferences, brand awareness, increase in disposable income, and a rise in the tech-savvy millennial population.

Global brands leading growth The introduction of international brands in India is leading to the growth of premium apparel and luxury segment which is likely to command 20 per cent share in the overall fashion e-commerce market. This exponential growth rate offers brands an opportunity to reap huge benefits. Meanwhile improvement in logistics, infrastructure and convenient payment channels is leading to the growth of e-commerce in the country. Availability of numerous options at a single click keeps fashion consumers wellinformed and on-trend. However, to carve a

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niche in India, one needs to focus on the local needs. The country’s youth is influenced by online research on current trends, product quality and company’s production ethic while making their purchases. This leads to growing awareness about the brand and its quality. Rising purchasing power is luring brands to foray in smaller cities. As per an ASSOCHAM study, the rise in purchasing power of Tier II & III cities consumers has attracted many fashion brands to foray in these markets. Premium brands are scaling up operations, targeting aspiring customers, offering products at attractive price points. People who are aware about brand value and spend lesser than they would have on a luxury brand, are an attractive market for entry-level premium brands.

Brands address shift in consumer demands Changing buying habits have pushed brands to address the shift in luxury consumer behavior. E-commerce players offering luxury and premium products are aligning their offerings to the needs of consumers. Internet boom and the penetration of social media has played an essential role in creating awareness among buyers of premium products.

Consumers regularly seek the first source of information from social media, and many seek personalised, targeted promotions like emails on new collections and discounts from brands they wish to own. Global luxury fashion brands are partnering premium e-retailers to leverage growing demand. A Euromonitor, Forrester and McKinsey study reveals digital share of global luxury market will be around 20 per cent by 2025.

Social media inﬂuence digital luxury market Social media has flourished significantly, with shoppers spending a considerable amount of time online, and 50 to 60 million consumers buying fashion online. By 2020, this number is expected to double. A recent report published by BCG and Facebook estimates 70 per cent of the branded apparel in future will be digitally influenced. India’s luxury spending is at par with the UAE, far ahead of Turkey, Thailand, and Argentina, and growing faster than Singapore and Australia. The country, with its favourable trade and FDI policies and penetration of organised sector, is one of the most promising markets for investors.

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38 IF InSIght

India to emerge a strong market for luxury brands

ndian luxury market needs to think in terms of size and growth, at least 10 years ahead of its time. Luxury brand Louis Vuitton opened its first store in China in 1992 but could offer reasonable sizes only 20 years later. The brand opened its first store in India in 2003 and is still few years behind when it could offer the right sizes. Standardising luxury by considering optimum price for experiential and personal luxury goods, BCG classifies handbags above €1,000, shoes above €300, restaurants spend of above €150 and wines and spirits – more than €100 as true luxury. The luxury market in India is approximately $12 billion-$15 billion or 1.5 per cent of the world market. China, on the other hand, makes up 40 per cent of the world luxe market. One of the biggest constraints for Indian luxury market is talent. An important part of the experience is the in-store staff. There are simply not enough trained people available. Even the pool available is more deferential than an informed seller of luxury.

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Change in perspectives Popular perception that luxury consumers are old, live in metros and predominantly female needs to change. Although dealerships for luxury car showrooms exists in cities like Jalgaon and Coimbatore, but the consumers in most cities do not find the offer in India compelling and end up purchasing goods either in Singapore or London, where they get a better range, service standards and retail environment. The role of women as prospective buyers in both luxury and premium categories is changing. With the percentage of women getting education rising higher than boys increasing since 2015, the future consumerbase for luxury and premium goods is likely to be female-centric. In China, this segment of young working women is amongst the most important demography in luxury.

The India advantage The Chinese luxury market is much bigger than the size of Indian luxury market and is growing at a healthy clip. The spread in

China is much broader – 50 per cent of luxury consumers are beyond the Top-15 cities. India also being a big country, has a potential of vast spread beyond Tier I cities. Most global luxury brands worldwide started as craft brands a century or more, ago. Bulgari, for example, was once a single jewellery store and Burberry an outdoor wear manufacturer; today these are global iconic brands across categories. India also has potential to build few luxury brands in future due to its ideal business climate. High end apparel or jewellery, etc are some categories where true Indian luxury brands may emerge. Some brands in India have already started on that journey and are likely to attain global reach and appeal shortly. Historically, luxury brands invest a lot in print for brand building. In France, LVMH is the biggest print advertiser. In contrast, a lot of brand building in China happens online. India is likely to adopt the mid-approach by focusing less on TV as it finds less relevance in luxury owing to increased fragmentation and also being a low attention medium.

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IF InSIght

India’s organised lingerie market ready for bigger strides

inally, lingerie has come out of the closet. As a Technopak study reveals, the Indian lingerie market is growing at 22 per cent and is projected to grow to $9 billion in next four years. The growth story includes the setting up of new stores, adding new suave retail design and adding more brands. The Indian retail market, in the last few years, has included a league of globally-celebrated lingerie brands like Hunkemoller, Women’Secret, among others. This international repertoire is further likely to be strengthened with the addition of exciting names like Victoria’s Secret and Pink.

Domestic brands dominate Even though top foreign brands are making a beeline for India homegrown brands still lead in terms of store network and business. Spanish brand Women’Secret entered India last year with Tablez Group and has set up three stores so far in Bengaluru and Mumbai. Slated to add 12 stores by 2019-end, the group plans to strengthen its presence in the East and South India along with metros like Delhi and Mumbai. Surprisingly, international multi brands are still not available in India. This is likely to

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change soon as Hashtag Plus, an NCR-based start-up by D’Art Retail, is bringing some leading international brands from the US, Canada and Southeast Asia and will soon start rolling out stores across India, Middle East and Africa through franchisees.

Tilt towards organised brands Online brands like Zivame, Clovia and PrettySecrets are adopting the omnichannel route, attracting funds and building a robust brick-and-mortar network. The trio reported a combined revenue of Rs 100 crore two fiscals back. Today, they have more than doubled this revenue. Many of these brands are new and have an online origin. The top 10 Indian lingerie brands contribute less than 7 per cent to overall business with the bigger business still lying with unorganised, semi-organised and regionally popular brands. However, many of these customers are now turning to organised brands that offer competitive price points, elevated styles and customer experience.

Small town experiences Along with metros and big cities, small towns are turning out to be big markets for organised brands. Leading omnichannel brand,

PrettySecrets, which has consolidated its presence across mom-and-pops lingerie stores, opened its first EBO about a year ago at Itanagar in Arunachal Pradesh. Today, the brand has two stores in Itanagar and the first store still remains one of the most successful one. Along with the products on display, what drives consumers towards a particular brand is a good in-store experience. To ensure this, brands are adopting a three-fold approach of providing a good fitting experience, comfort and educating the consumers about the product. For example, Enamor’s Fabulous Flagship format store at Phoenix Marketcity Bengaluru, brings different size of mannequins, educational videos for trial rooms and individual VM stories for environment for women to shop for lingerie. Malls and shop windows no longer shy away from bra-clad mannequins. Similarly, the gap between discreet perfunctory shopping and leisure retail experience has been filled by aggressive marketing campaigns and wide choices offered by some of the smart lingerie brands. However, organised lingerie brands still account for only a marginal percentage of the exponential opportunity that this category offers.

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40 IF InSIght

Digital technologies to transform Indian retail sector

ith brick and mortar stores and big shopping centers adopting artificial intelligence to boost sales and manage inventories, the Indian retail market is undergoing a sea change. DLF, India’s largest real estate company, that operates the DLF Mall of India, recently launched the ‘phygital’ platform Lukout. The platform aids brands to optimise their marketing ventures. It will also help customers to browse the malls, latest fashion trends and real-time offers from the brands at the mall over the platform. Customers will also be able to make payments at the car park through the app besides looking at the current trends. Besides, they can avail of proximity marketing the moment they enter the property. These technologies are transforming the way fashion and lifestyle brands manage their supplies. They are not only helping brand managers track their supplies and inventories on a more real-time basis, but

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enabling companies to monitor the most favorite shopping mode of their customers and accordingly allocate stocks.

Tracking inventory, market rates through e-com Earlier, only limited inventory was available to e-commerce platforms, ensuring lesser discounts compared to the in-store products. Now, Arvind Internet, the e-commerce arm of textile major Arvind, is launching a new initiative in which the entire inventory of the brand would be made available to fashion e-commerce retailers, just as it will be available in-store and on a brand’s own portal. The company is also enabling brands to optimise prices at multi-channel level. Arvind Internet launched a product called ‘Omni AI’, which will help the brands to price and promote their products in tune with market trends. Through such products and machine learning, in about eight weeks of a season going live, brands will be able to find out, which products have succeeded and

those that have not.

Technology tracks buying patterns Kishore Biyani-owned Future Retail, which operates the Big Bazaar hypermarket chain, believes in future, technology will be used in a big way in retail. The company analyses consumer behavior to study their spending habits to offer enhanced services through Easyday small stores. It rolled out retail 3.0 strategy last year with plans to set up 10,000 members only for Easyday neighbourhood stores. Currently, the company is opening around two stores a day, which will be ramped up to three stores a day from next month and five by next year. These stores aim to promote membership to ensure the regularity of its customers and also track their buying patterns. New technologies will enable them to choose their assortments. E-commerce companies are also making extensive use of big data analytics, AI and machine learning to understand customer habits and curate offerings.

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IF InSIght

With Walmart, Amazon, Alibaba vying for top slot, shoppers emerge real winners

ndia’s retail space is poised for a massive shakeup as Walmart, Amazon and Alibaba are aggressively expanding operations in the country.Walmart, last week, clinched a $16 billion (Rs1,118 billion) deal to make the retailers biggest acquisition till date. The company is buying 77 per cent stake in Flipkart, India’s largest e-commerce company, following regulatory approval.

The counter action Consequently, Alibaba and Amazon are also targeting large investments of their own. Alibaba is planning a $5 billion (Rs 350 billion) joint venture with Reliance Retail, to counter competition from Amazon and Flipkart. Amazon, on the other hand will invest in the Aditya Birla Group-owned grocery chain, More, for an enterprise valuation between Rs 45 billion and Rs 50 billion. Interestingly, Amazon, in the past few years, has invested over $5 billion in India, while Amazon and Walmart have been in fierce competition for a share in their home market, the US and Alibaba and Amazon are engaged in head-to-head battle in China. Walmart’s Indian investment is likely

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to hurt domestic retail players in the long run, particularly the small brick and mortar retailers. A nation-wide trade lobby group plans to protest the Flipkart acquisition by going on a nationwide strike in soon.

Striking a balance India has since long restricted FDI in multi-brand retail but allows the same in e-commerce companies that use the “marketplace” model. The country currently plans to formulate a law that may allow 49 per cent foreign investment in e-commerce companies that use the inventory model. Walmart’s future investments into India will be directed at supporting farmers, supply chain development and reducing food waste. Walmart’s acquisition of Flipkart and Amazon’s interest in More are the latest examples of large retailers adopting a hybrid business model of offline and online after years of experts predicting the disruption of traditional retail by e-commerce companies. Alibaba and Amazon are currently focusing on offline and online in their home markets – Amazon with its acquisition of grocery chain Whole Foods and Alibaba’s ‘New Retail’

strategy, which combines e-commerce and conventional retail in China. While the Walmart-Flipkart deal is certainly encouraging for e-commerce players, Indian e-tailers have so far managed to penetrate only less than 5 per cent of the overall Indian retail market, indicating the pressure to diversify their reach. Overall, as Indian e-commerce market matures further, e-tailers are realising that pure discount-driven models are no longer going to work.

A positive impact The multi-channel approach will particularly become dominant among organised retail players in the coming years. Other e-tailers who have ventured into offline include furniture retailer Pepperfry with studios and fashion retailer Myntra’s Roadster stores. Regardless of how the investment landscape pans out and who buys whom, as competition gets more intense for existing e-commerce and offline retailers, ultimately shoppers and customers are expected to win. Small retailers could see a positive impact if they work on a partnership model with organised retailers.

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42 IF Insight News Online retail beats physical stores in small cities he organized retail market in India is growing at a compounded annual rate of 25 per cent. More than 90 per cent of retail sales are driven by brick-and-mortar stores. However, e-commerce has an edge over physical retail in Tier II and Tier III cities. Nearly 100 million people out of India’s 300 to 400 million-strong middle class currently live in Tier II and III cities. This indicates that a significant portion of retailers’ target clientele lives in the non-metros. Investors and mall developers have started to realize the massive potential of smaller cities and are trying to make their presence felt. Retailers in these cities have various advantages. Location charges are 30 to 40 per cent lower than in metros. Rental values in smaller cities are also much lower as are operating costs.

India’s e-commerce market to create a million jobs by 2022

As per a report ‘Propelling India towards global leadership in e-commerce’ by industry body Nasscom and PwC India, the country’s e-commerce market is set to surpass $100 billion by 2022 and trigger over a million jobs in the coming years. The market is worth about $35 billion at present. E-tail and e-travel will hold over 90 per cent share of e-commerce while online financial services will experience the fastest growth. The next 100 million customers will be different from the existing 50 million propelling e-biz players to ‘Make in India.’ The middle class will form the biggest chunk of Indian population and, in the next few years, is likely to consume just as much as their Chinese counterparts do today. Their consumption pattern is expected to eventually supersede that of both the US and China. The report also stated to experience exponential growth in the next phase, existing barriers pertaining to language, tech usability, logistics and regulatory compliances will have to be removed.

More men than women buy online in India

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Lack of physical outlets is allowing e-commerce to flourish in these towns. The major share of online shoppers in India includes millennials aged 18 to 35 who currently account for 34 per cent of the population. The high purchasing power of this online shopping population is insufficiently tapped in these cities due to the lack of good quality physical retail spaces.

In India men outnumber women as online shoppers by over three to one. It’s only in the home decor category that there are over 40 per cent female shoppers. Around 35 per cent of all online transactions are being driven by millennials but it’s still their older siblings or parents that are making the large purchases online. The ride-hailing sector sees the highest number of transactions per month compared to any other e-commerce category, but travel and electronics are by far the two biggest categories with respect to money being spent. With demand drivers in place, Indian e-commerce maturity can match that of China’s and Russia’s in five or six years. The number of internet users is expected to nearly double. Users are expected to emerge mainly from Tier II and III cities with diverse language choices, payment modes and products. Mushrooming e-tail market is expected to grow at a compounded rate of 30 per cent each year by 2022. By then, video subscriptions in the digital content segment will also quadruple. During the period, internet penetration is forecast to more than double to 60 per cent, with the sector expected to create one million jobs with 15 million small and medium companies generating revenue.

Pre-owned luxury bags do brisk business in India

Secondhand designer handbags are big business in India. My Luxury Bargain curates authentic pre-owned luxury fashion and art from across the world and brings it within reach of those who aspire to possess luxury items. Their selection of vintage, prized and pre-owned luxury fashion includes handbags, watches, jewelry and accessories from brands like Louis Vuitton, Chanel, Goyard, Hermes,

Fendi, Gucci, Burberry, Balenciaga, Tom Ford and many more. The platform also has room for negotiation. Every product page has a negotiate tab. This allows buyers to put their best offer for an item to its seller. The average ticket price on this site for bags is Rs 45,625. The highest that a bag fetched on My Luxury Bargain was Rs 1.4 lakh for a Birkin handbag. Another platform, Confidential Couture, segregates items under never been used, gently used to fairly used. It also provides services like private viewing and handbag cleansing for clients. Another Player is Luxepolis. On an average, customers ask for a 12 per cent discount on brands like Louis Vuitton, Chanel, Fendi and Hermes whereas for brands like Gucci, Ferragamo, Prada and the rest, the discount requested can vary from ten per cent to as high as 45 per cent.

Omni channel retailing way forward for most apparel brands/retailers

Omni channel retailing is becoming common practice among retailers. Consumers today do not differentiate retailers on the basis of channel any more, as offline brands and retailers are present online, and vice versa. Shopping is no more about a retailer or a channel but has reached a level where consumers prefer retailers who allow them to interact with them directly both online and offline. Consumers now seek an end-to-end, completely seamless experience in the omni channel market. And retailers want to be where the shopper is. Online retailers are opening brick-and-mortar stores , Myntra, Pepperfry, Nykaa and Zivame have done this. Brick-and-mortar stores help skeptical consumers develop trust in the channel as they can touch and feel products before placing an order. And pure play brickand-mortar retailers are equally aware of the increasing importance and higher growth rate of online channel. Future Retail has acquired a substantial stake in online retailer Koovs. Shoppers Stop is also experimenting with the click-and-collect model in some locations whereby customers can order online and collect from a nearby store. A seamless shopping experience is really the leading growth driver in retailing across the globe. Omni channel retailing therefore is becoming a common practice among most retailers to address consumers’ needs.

10/2/2018 8:31:48 PM

E-Tail News Google to enter ecom space in India oogle is looking to enter e-commerce in India. This could put pressure on existing players in terms of higher customer acquisition costs and providing a great shopping experience backed by the latest of technologies. Existing players who may not be paying huge attention to aspects like recommendation engines and the search experience will be forced to optimise on these aspects. Though Google has an edge in terms of technology platforms, the existing e-commerce giants will shine with their strong supply chain and customer support. For consumers, the party will continue with lots of deals, discounts and cashbacks. The market will further ripen up for acquisitions. The big three, Google, Amazon and Walmart-backed Flipkart, flush with big money and investor optimism, will aim to

Tata CLiQ Luxury to expand brand portfolio

Tata CLiQ Luxury is planning to increase its brand portfolio by adding over 150-more brands in the next six months. It already has around 100 brands in its portfolio. CLiQ will initially launch Diesel denim and apparel on its site. While the company is negotiating with brands from across the world, it is also concentrating on Indian luxury brands. Tata CLiQ also plans to add devoted sections for accessories and lifestyle. These sections will stock accessories including stationary brands like Mont Blanc and William Penn while lifestyle products such as high-end golf kits and biking gears will be added. A premium and luxury fashion and lifestyle destination, Tata CLiQ Luxury offers curated brands such as Hugo Boss, Armani, Coach, Furla, Tumi, Dune London, Edox, Seiko, Sevenfriday and Michael Kors, among others. Its unique Phygital aspect helps in offering customers the convenience of quicker delivery, easy pick-up, exchange, and returns, across Indian cities and towns.

Ecom players to rake in higher sales during festive season

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buy out smaller players to beef up their e-commerce war chest in India. Start-ups that operate in specialised niche domains such as medicines, cosmetics, food, furniture, fashion will continue to grow, acquire scale and ultimately get picked up by the big three. However the e-commerce scenario will mould in such a fashion that there wouldn’t be much space for horizontal e-commerce players that operate in multiple products and service categories. Instead strong vertical players will emerge in niche categories.

About 20 million people in India are expected to shop on various e-commerce platforms during the festive sale next month. About 13 to 24 million shoppers had transacted on e-commerce sites during the five-day festive sale last year. The festive sale brings in discounts and deals for customers. The share of products like electronics and furniture during the sale could be higher this year due to affordability initiatives undertaken by the e-commerce players. The daily gross merchandise value (GMV) during the five-day sale period is expected to be around $527 million. GMV refers to the total sales value of merchandise sold through the platform over a certain period of time. During May-July 2018 the GMV was around $62 million, while it was about $300 million during last year’s five-day festive sale. While mobile phones would continue to be the bulk of the sales, 52 per cent, categories like fashion are expected to be about 15 per cent. Like in offline retail, e-commerce companies see a major bump in sales during Dussera and Diwali. The September-November period typically generates a majority of the annual sales of these companies, who prepare months in advance for the sale event.

Amazon spreads out in small towns, rural areas of India

Online marketplace Amazon is eyeing Tier III towns this festive season. The company will make efforts to provide more affordable goods, popular in smaller towns and villages, and has

about 3000 affordable large appliance brands on its portal as well as multiple finance options for easy monthly instalments. Its new Hindi option for customers is also likely to help its push into smaller towns. Now those going on Amazon will be able to find product information, deals, and discounts in Hindi as well as place orders, pay and manage their accounts in the language. This is the first Indian language Amazon is using. Amazon wants to launch its website in other languages as well. Its video-streaming platform, Prime Video, has a lot of movies and TV shows in Bengali, Tamil, Telugu, Kannada and other languages. Alexa, its voice-based assistant, will also soon be talking in other languages. Last year, the company had 5,000 products under the large appliances category. This year, 500 of the 6,000 products have been added over the past few months in preparation for the festive season. The company’s strategy includes better after-sales services and multiple finance options. With as many as 67 fulfillment centers across 13 states and a storage capacity of over 20 million cubic feet, Amazon India now has the largest warehousing capacity among all e-commerce firms in the country.

Fashion to drive Flipkart’s sales

Flipkart has set its sights on the fashion segment to boost sales during the upcoming festive season. The e-retailer is currently focusing on private labels to grow its market share in the online fashion sector. Flipkart has enhanced the portfolio of exclusive brands. Last year, the number of exclusive brands was 20 which has grown to 50 now. The company launched three fresh exclusive fashion brands and is expecting to cover 50 per cent of the overall Indian online fashion market’s gross merchandise value during the upcoming five-day-long sale. During last year’s sale, Flipkart’s exclusive fashion brands accounted for 20 per cent of total sales made on the platform. This year, the numbers are expected to soar up to 40 to 60 per cent. The e-retailer’s fashion segment is at present recording a 60 to 70 per cent surge and, if the company manages to keep up this rate, it is expected to reach 100 per cent in future. Flipkart is set to launch its sixth private fashion brand, which will offer western outfits. Forty per cent of the new customers Flipkart acquires are acquired through fashion as a category. All the other categories contribute 60 per cent put together.

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44 PrEVIEW

Intex South Asia fuels global market for apparels and textiles

he largest textile sourcing show in South Asia, the 4th edition of Intex South Asia is attracting hundreds of apparel and textile entrepreneurs and manufacturers from around the world, including South Asia, South East Asia, China, Hong Kong, Taiwan, Korea, the U.S., the U.K. and the European Union. The show assists international exhibitors and trade visitors to connect and network with global textile and apparel industry business persons.

of Chambers of Commerce & Industry of Sri Lanka (FCCISL), The National Chamber of Commerce of Sri Lanka (NCCSL), Joint Apparel Association Forum (JAAF), Federation of Indian Export Organisations (FIEO), Taiwan Textile Federation (TTF), Export Promotion Bureau of Bangladesh (EPB), Malaysia Knitting Manufacturers Association (MKMA), The Textile Merchants Group (TEXMAS) and many other leading industry trade bodies across Asia.

Significant growth over three years

Three years of successful editions of Intex South Asia exhibition have created a positive buzz from sourcing and design teams for the manufacturers and importers. With a growing industry renewing global interest for quality and ethical products, increased international buyer traffic and order writing has set the stage for a successful 4th edition of the trade show. The success of Intex South Asia 2017 is propelling the South Asiaâ&#x20AC;&#x2122;s largest textile sourcing show to secure more exhibit space at the grand BMICH to accommodate the

Incepted in 2015, Intex South Asia has witnessed tremendous growth over the last 3 editions. It has witnessed a 46 per cent rise in number of exhibitors and a 67 per cent growth in international buyers with 200 exhibitors from 15 countries and 3000+ buyers from 21 countries participating in 2017. The show is organised with the official endorsement and support of The Ministry of Industry & Commerce of Sri Lanka, Sri Lanka Export Development Board (EDB), Federation

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More space to accommodate global apparel brands

global apparel brands, retailers, sourcing & buying offices, apparel manufacturers, fashion designers & labels and industry experts in attendance.

Country pavilions This year, the trade show will have country pavilions including the India Pavilion organised by FIEO (Federation of Indian Export Organisations); the Taiwan Pavilion organised by Taiwan Textile Federation (TTF) that would showcase innovative, functional and ecofriendly textiles for sports and athleisure sectors as well as the Bangladesh Pavilion organised by Export Promotion Bureau (EPB) of Bangladesh. More than 250 textile companies from 15 countries & regions including India, Pakistan, Sri Lanka, Bangladesh, China, Korea, Taiwan, Hong Kong, Thailand, Indonesia, Singapore, Switzerland, Turkey and Australia will be present at Intex South Asia 2018. They will showcase their latest textile developments and connect with existing & potential buyers from South Asia and other international markets at the event.

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46 PrEVIEW

List of sponsors for the 34th IAF World Fashion Convention is out

he International Apparel Federation (IAF) and MODINT have introduced the complete list of sponsors for the 34th IAF World Fashion Convention. The event will draw an estimated 250 delegates from over 20 countries worldwide. The sponsors have been divided into four categories: Diamond, Platinum, Gold and Silver. The Diamond Sponsor includes C&A Foundation, a corporate foundation that works with the change-makers of the world, gives them financial support, expertise and network to enhance the functionality of the fashion world. Platinum sponsor GS1 provides global standards for efficient business communication, while Icecat is a global publisher and syndicator of product information for the e-commerce market. Gold Sponser TKI Dinalog/HIDC offers the best in lifestyle supply chain research, I Heart Studios offers highly creative visual content business, Pivot88, a cloud-based collaboration platform structures, automates and standardises quality management and compliance processes. Silver sponsors for the event include MOTIF,

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an apparel knowledge hub, Retailisation software; Foursource , a global B2B network for apparel and textile sourcing; Browzwearâ&#x20AC;&#x2122;s providing 3D solutions for apparel design, development and merchandising; EE Labels, a label company, WRAP, a company dedicated to promoting safe, lawful, humane, and ethical

manufacturing and Inspectorio, a cognitive quality and compliance platform empowering a transparency network. Bronze sponsors include Fair Wear Foundation, Gerber Technology, Modint, Credit& Finance, Euler Hermes, YKK, A&E, Neenah Coldenhove, AQM

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47 Apparel Accessories Textiles EXHIBIT AT AUSTRALIA’S DEDICATED SOURCING EXPO Event Feature

4000+ TRADE

Co located with

BUYERS

20 - 22 NOVEMBER 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE

Organised by: International Exhibition and Conference Group Contact: Julie Holt, Exhibition Director Email: julie@iecgroup.com.au • Tel: +61 449 148 886

1/197 Bay Street, Brighton, Victoria, Australia Tel: +61 3 9596 9205 • Email: info@iecgroup.com.au

Partners

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48 PrEVIEW Bangladesh, India and Pakistan to feature at Melbourne’s International Sourcing Expo

extiles from India, Bangladesh and Pakistan will feature prominently at International Sourcing Expo’s 9th edition in Melbourne, Australia, when it runs from November 20-22, 2018. The region’s textiles, apparel, accessories and footwear players have participated every year since the expo was launched in 2010. In 2018, organisers expect the International Sourcing Expo to host exhibitors from around 20 countries, including pavilions from India, Pakistan, Bangladesh, Malaysia, Indonesia, Fiji, South Africa, Vietnam, Taiwan and Hong Kong. The expo attracts 4,000 Australian fashion buyers to visit 700 suppliers and see and feel the quality of the product first hand, explained expo organizer, Marie Kinsella.“Personally meeting so many reputable partners just wouldn’t be possible any other way, even if you were prepared to spend months overseas living out of a suitcase,” Ms Kinsella said.“It’s reassuring

for expo visitors that most exhibitors participate under the auspices of governments or national trade associations, too.“In fact, several trade commissions will be among the exhibitors and can offer visitors a rare insight into how best to do business with their countries.” The Federation of Indian Export Organisations, representing more than 65 Indian exhibitors from FIEO and the Apparel Export Promotion Council, will be among the presenters of the Global Sourcing Seminars. Meanwhile, as part of the co-located Footwear & Leather Show, the chairman of Council Leather Exports India, Mr Mukhtarul Amin, will deliver an expert view of the Indian leather and footwear sector. The CLE, as a Footwear and Leather Show partner in 2018, will also feature a pavilion of 30 exhibitors and host a Buyer Seller Meet at the show. “The highly popular seminars offer showgoers insights on fashion trends and best

practice sourcing,” Ms Kinsella said.“Seminars focused on providing information about the Australian market will also be on offer to exhibitors.”“The knowledge these seminars deliver is immensely useful to both industry suppliers and sourcing managers because it allows them to understand each other’s needs and build better business relationships.” Exhibitors are drawn from India, China, Bangladesh, Pakistan, Hong Kong, Fiji, Indonesia, Vietnam, South Africa, Taiwan, Turkey, Australia, Malaysia and Singapore. The suppliers are invited to take part in special events during the International Sourcing Expo, including the Global Runway which will feature group presentations from China, Indonesia and other countries and brands. While the final program in this inaugural catwalk is yet to be confirmed, Ms Kinsella was certain it would be popular with exhibitors and visitors alike. “It’s the perfect way for exhibitors to show off their textiles and apparel,” Ms Kinsella said. “We all know how fashion comes to life on a model and its full potential becomes clear.”The well-respected International Sourcing Expo boasts high profile industry partners including Euromonitor International, the Australian Retailers Association, Federation of Indian Export Organisations, Australian Fashion Council and the Vietnam Textile & Apparel Association. International Sourcing Expo Australia 9th edition is co-located with Footwear & Leather Show Australia 3rd edition and the 18th China Clothing Textiles Accessories Expo.The Expo will run from November 20 to 22 at the Melbourne Convention & Exhibition Centre.

rEVIEW

Hong Kong tradeshow CENTRESTAGE sees higher buyers’ turnout this edition

he third edition of CENTRESTAGE held in Hong Kong from September 5 to 8 attracted 8,700 buyers, a 2.4 per cent increase since last edition. The tradeshow, attracted buyers from over 80 countries including Canada, France, Germany, India, Korea, Russia, Taiwan and the United Arab Emirates increasing in numbers significantly. CENTRESTAGE is one of Asia’s largest

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apparel and accessories tradeshows. Buyers from Asia accounted for 35 per cent. This year’s CENTRESTAGE attracted many global brands and buyers. An increased number of overseas buyers came looking for business opportunities and talents, which solidified Hong Kong’s position as Asia’s fashion capital. Three thematic zones showcased 230 brands from 22 countries and

regions. The event also presented some 40 activities over its four-days, including more than 20 fashion shows. Japanese street wear label Facetasm, Hong Kong women’s wear label Idism and Chinese luxury label Ms Min presented their latest 2019 spring/summer collections. Moreover, 13 new designer brands showed their 2019 spring/ summer collections. Other collections were also showcased by local established brands including Dorian Ho, Artistic Palace, Harrison Wong, House of V, and Loom Loop. The industry is cautiously optimistic about sales in the coming year. CENTRESTAGE was organised by the Hong Kong Trade Development Council.

10/2/2018 8:31:58 PM

49 EXHIBIT AT AUSTRALIA’S DEDICATED SOURCING EXPO FOR FOOTWEAR & LEATHER

Event Feature

4000+ TRADE

Co located with

BUYERS

20 - 22 NOVEMBER 2018 MELBOURNE CONVENTION & EXHIBITION CENTRE

Organised by: International Exhibition and Conference Group Contact: Julie Holt, Exhibition Director Email: julie@iecgroup.com.au • Tel: +61 449 148 886

1/197 Bay Street, Brighton, Victoria, Australia Tel: +61 3 9596 9205 • Email: info@iecgroup.com.au

Partners

IF_Oct_2018.indd 49

10/2/2018 8:31:58 PM

50 rEVIEW

A fashion extravaganza at The Fairyland for Fashion

ll trade fairs of Messe Frankfurt France, came together under the name of ‘The Fairyland for Fashion from September 17-20, 2018 at the pavilions 2, 3 and 4 of Le Bourget in Paris. The event included the launch of Leatherworld and a range of other services.

Texworld A must-see for all manufacturers of fabrics, components and trimmings, the 44th edition of Texworld Paris witnessed the presence of over 1,000 exhibitors. The fair launched the trends for the Fall-Winter 2019/20 season under the slogan Vertigo. Its tendencies, dictated by Louis Gérin and Grégory Lamaud - artistic directors of the show-, were: Radiant Revelation, A Subdued Revolution, Enlightened Ascent and Astral Fight.

Sustainability Fairyland for Fashion, in its latest edition, launched the Sustainability Textile Initiative Family (STIF), an initiative that aimed to organise exhibitors to advance together in terms of responsibility. Many Chinese companies showcased their sustainability initiatives under this umbrella.

Leatherworld Featuring 44 exhibitors, the highlight of this area was Vega International Trade, a Chinese company, which openly recognised that its products were “fake leather” (fake leather) and

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alleged that most exhibitors also presented this type of material except for Ningxia Chenfeng Fur, which sold real leather.

Morocco, Pakistan and Turkey.

elite

Messe Frankfurt France also incorporated a service sector to help designers, buyers, manufacturers and other agents in the textile industry find new solutions. This area aimed to supply apparel sourcing solutions and featured a digital platform for the Mouvtex supply.

The area Elite was made up of about 25 manufacturers from Bangladesh, India, Japan, Lebanon, Pakistan, Holland, Taiwan and Turkey. The decoration of this space was conceived by the technical designer Olivier Lapidus. The area comprised the Lenzing Innovation stand, an area set up by this Austrian company with a group of its users.

Apparel Sourcing

Avantex

Apparel Sourcing, a room dedicated to the supply for clothes and accessories, brought together a wide range of products: from knitwear to work uniforms, through casual, sports and technical clothing. It featured over 40 companies including Ahujasons , an Indian company specialising in pashminas, and Enkay Exports Limited , also focused on handbags. A novelty of this area was the presence of exhibitors from Nepal, Turkey and Jordan.

Avantex was dedicated to innovation and the sustainable development of services, materials and technologies for the textile and fashion industry. In its last edition it was integrated by 37 exhibitors and presented a more dynamic rhythm and seemed to arouse great interest among visitors.

Services

Texworld Denim The denim-oriented sector featured 80 exhibitors. In addition to the stands, it hosted its trend zone, a bar, the agora -where several conferences were held- and its own parades. It displayed a range of products from raw material to finished goods, and both sportswear and casual wear. Among the companies that submitted their proposals in this area include Bangladesh, China, India,

A must-visit experience The visitors at the fairs varied according to the country to different degrees. France witnessed a rise 11 per cent in its visitors this year, Italy 5 per cent, Russia 7 per cent, Switzerland 16 per cent. In Asia, India recorded the highest number of visitors with an increase of 17 per cent, South Korea 15 per cent, Lebanon 14 per cent Although the number of visitors from United States remained stable figures, Canada witnessed a 7 per cent increase, Argentina reported an 8 per cent increase while visitors from Colombia increased by 5 per cent.

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52 rEVIEW Source India 2018

A roaring success

“The 2nd edition of ‘Source India’, a three-day mega event organized by Silk & Rayon Textile Export Promotion Council (SRTEPC) concluded recently at the Surat International Exhibition & Convention Centre. The mega textile show, backed by the Union Ministry of Commerce, had been organised under the MAI Scheme of the Central government. “It is an opportunity to amalgamate the force and talent of the young,” says Smriti Irani, Minister of Textiles. “The theme pavilion has been designed by The National Institute of Fashion Technology and displays future trends and colors,” she says.” and rayon textile fabrics used for making men’s and ladies outfits, made-ups and other products.

Good platform for networking

he 2nd edition of ‘Source India’, a three-day mega event organized by Silk & Rayon Textile Export Promotion Council (SRTEPC) concluded on a happy note recently at the Surat International Exhibition & Convention Centre. The mega textile show, backed by the Union Ministry of Commerce, was organised under the MAI Scheme of the Central government. “It is an opportunity to amalgamate the force and talent of the young,” says Smriti Irani, Minister of Textiles. “The theme pavilion has been designed by The National Institute of Fashion Technology and displays future trends and colors,” she says.

Exhibitors include 150 manufacturers/ exporters of man-made textiles from 35 countries. They showcased their latest range of synthetic

SRTEPC has also invited leading international buying houses, retail chains and agents based in India to visit the event for discussing business with prospective textile suppliers. “The council adopted a scientific approach to reach out to around 12 countries by personally visiting and speaking to industry bodies. They studied the import capacities of various nations, trends that Surat can service in those countries, and then extended invitations to those trades,” Irani explains. The three-day mega textile show is a ‘not- to-be-missed opportunity’ for apparel manufacturers to meet future suppliers.

A great opportunity for buyers, exhibitors Source India 2018, the flagship export promotion program of the Council, offers an excellent platform to SRTEPC membercompanies to meet and discuss business with around 200 potential foreign buyers under one roof by developing long term and mutually beneficial relationships with them. Around 200 leading buyers from 40 countries had been invited to source their requirement of Indian man-made fibre textile products from member exporters.

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54 Business News Profitability at the Madura brands business is also expected to see incremental improvement. Though the new businesses—the fast-fashion segment, innerwear and others—continue to lose money, losses at the fast-fashion segment reduced considerably last quarter. Aditya Birla would be upping own-brands’ contribution from 63 per cent to 75 or 80 per cent over the next three years, do better product management which would not only lower obsolescence but also ensure freshness of store inventories.

Aditya Birla’s More passes into Amazon’s hands

Reliance Retail buys stake in Genesis Colors

eliance Retail Ventures has purchased a 16.31 per cent stake in readymade garment wholesaler and retailer Genesis Colors. Incorporated in November 1998, Genesis Colors is in the business of retailing and wholesale of branded readymade garments, bags, footwear and accessories directly and through its subsidiary/joint ventures. Its turnover in 2017-18 was Rs 86.02 crores. Reliance Retail Ventures is a subsidiary of Reliance Industries. Reliance Retail has also acquired stake in five more companies. These entities are engaged in the business of retailing and wholesale of branded readymade garments, bags, footwear and

Pantaloons on road to recovery

Aditya Birla Fashion and Retail formed from the amalgamation of Madura Garments and Pantaloons has been a laggard for much of the time since its creation. Soon after the merger, Madura Garments, which houses the brands

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accessories. The company bought a 50 per cent stake in GLF Lifestyle Brands and Genesis La Mode, 2.07 per cent in Genesis Luxury Fashion, a 50 per cent stake each in GML India Fashion and GLB Body Care. The acquisitions are expected to help the company strengthen its foothold in the retail industry and support its long term strategy to enhance its value in the retail industry. Rapid store expansion along with superior customer value proposition across all consumption baskets supported revenue growth. Reliance Retail is now in more than 5,200 towns and cities, with 8,533 stores.

business, came under pressure from online retailers due to deep discounting, necessitating reorganization. Restructuring of the value format business under Pantaloons also took longer. But things seem to be finally falling into place. Aditya Birla is targeting a 10 per cent margin for Pantaloons in three years. Last fiscal year, margins at Pantaloons stood at six per cent. The company is adopting a three-pronged strategy for Pantaloons. One, is to raise the share of private labels. Second, expand the value chain by offering higher-priced products and third, to take the format to more locations, beyond the cities.

Amazon and Samara Capital have bought More from Aditya Birla Group. Samara Capital has acquired 51 percent stake while Amazon holds the balance 49 per cent. As per the country’s foreign direct investment rules, 51 per cent FDI is allowed in multi-brand retail while 100 per cent FDI is allowed in cash-and-carry ventures. The deal will help Aditya Birla clear its debt of around Rs 4000 crores. Currently there are 575 More stores. With the acquisition, 100 to 150 stores may be set up every year. Fashion and food and grocery are witnessing renewed interest as big overseas companies are looking for acquisitions in the domestic market to grow faster. More stores would add value for Amazon’s omni-channel strategy. Amazon is already into food and grocery retailing through its platform, Amazon Prime Now, but that is currently limited to locations like Mumbai, the National Capital Region, Hyderabad and Bangalore. More will be Amazon’s second direct investment in India’s brick-and-mortar retail space after it acquired a five per cent stake in department store chain Shoppers Stop in September last year.

Dollar gross revenue up 10 per cent in 2017-18

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56 BuSInESS nEWS India: Arvind shifts its focus to garments, aims to emerge a global leader

n five years, all of Arvind’s textile production will be outsourced and the focus will be on garments. Garmenting will be done in phases, from 10 per cent garment manufacture as of now it will go up to 30 or 40 per cent. The aim is to emerge as a major apparel brand across price points. Arvind intends to employ at least 5000 to 8000 women each in facilities in Jharkhand and Gujarat to produce apparel. The new facilities in Ethiopia would focus on garmenting and offer duty-free access to European markets. This value addition will help Arvind become a one-stop shop.

Dollar’s gross revenue has grown 10.93 per cent for year 2017-18. The company is aiming for inorganic growth through mergers and acquisitions. The Kolkata-based company is eyeing a substantial number of EBOs, shop in shops and kiosks across major cities of India. The focus is on product expansion of Force NXT and Dollar Missy. In a joint venture with fashion brand Pepe, Dollar will manufacture and market a premium range of fashion innerwear, loungewear, gymwear, sleepwear and track suits for adults and children under the brand name Pepe Jeans London. In the next two months the products are likely to be launched in the India. Dollar has active wear and graphic tees for women, various trendy colors and patterns in leggings, glow shine waist bands for men’s briefs with abstract patterns, bold graphic printed tees for men, and stretchable and quick dry fabrics. It aims to be a Rs 2000 crore company by 2024 and the mission is to emerge as India’s best loved hosiery brand and make outerwear and innerwear fashionable yet affordable. Dollar is in 800 cities and towns across 26 states in India through 80,000 MBOs. It also has its own online retail platform. Two per cent of Dollar’s sales come from e-tailing.

Flipkart’s seller platform swells for upcoming sale

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Running concurrent is Arvind’s desire to shift from cotton to manmade fiber, which is cheaper, more functional and dominant in the sportswear and athleisure segments that are the fastest growing in the garment industry. From traditional textile businesses, Arvind will move to being a technology company led by intellectual property rights, designs and strategic relations with customers. The ROCE is expected to grow from the current ten per cent to 18 per cent by financial year 2022-23. A pruning of the brand portfolio is likely. Arvind retails some 20 foreign brands in India.

Flipkart is seeing interest from sellers to register themselves on its platform. The retailer’s rate of addition of new sellers has doubled during the last six months. It has more than a lakh registered sellers. While new sellers have increased across the board, categories like fashion, home have seen the most additions. The entire fashion category has seen a phenomenal growth. Fashion means clothing, accessories, footwear. Home includes segments like furnishings, decor and household. Even general merchandise like toys and baby products has seen a lot of growth. Flipkart is hopeful of witnessing higher gross merchandise value this festive season. As the company is preparing for the next festive sale, it is also streamlining its supply chain network for faster delivery of items to customers. Sellers are being instructed to stock a specific number of items across Flipkart’s several warehouses, based on the demand forecast made by the company. Flipkart uses technology not only in its fulfilment centers but also at the places of the suppliers. With a care touch model a dedicated supply manager is assigned to certain priority sellers. The company has reduced its fixed fee, courier charges which made it a lot more lucrative for sellers. Lifestyle shelves expansion of private label store network Lifestyle International has shelved expansion of standalone exclusive outlets for its private labels and franchised brands as the retailer

plans to sell these brands through ecommerce sites and online marketplaces apart from the Lifestyle stores. Lifestyle has already shut down 12-odd standalone stores of Bossini - a Hong Kongbased franchised brand in the casual wear segment, and will not expand the 12 exclusive outlets it has for Melange-its Indian fusionwear brand. The expansion has been shelved as they require detailed focus and distribution capacities, are managed differently from departmental stores and can survive only in malls where it already runs Lifestyle outlets. Lifestyle, part of Dubai-based retail and hospitality conglomerate The Landmark Group, has franchisee agreements with four global brands — Bossini, Kappa, UCLA and Smiley. Its portfolio comprises seven private brands, of which Melange is the largest. Around 30 per cent of its sales are generated from its private brands which is one the highest in the industry.

Arvind demerges textile and heavy engineering business

Arvind has demerged three entities encompassing textiles, branded apparel and heavy engineering. The two new entities are: Arvind Fashions and Anup Engineering. Arvind Fashions will comprise company’s branded apparels business. Anup Engineering will handle the engineering business. Arvind Fashions and Anup Engineering will be listed separately on the stock exchanges and will chart their own journey in the future. All the shareholders will continue to enjoy proportionate ownership in all three entities. The demerger will allow each business to have a sharper focus on developing their own aggressive growth models, on making their own capital allocation decisions and on incentivising their teams. After the demerger is complete, Arvind will continue to retain its Rs 6,000 crore textile business, while continuing to incubate several young businesses and drive them towards realising their potential. These young businesses are the wastewater treatment business Arvind Envisol, the technical textiles business, the digital business Arvind Internet and the telecom ventures Syntel and Arya Omnitalk. Arvind has an annual production capacity of more than 100 million meters of denim, 132 million meters in woven fabric, 10,000 tons of knit fabric and 48,000 meters of voile. The group has built a strong portfolio of brands that straddles consumer segments across the income pyramid.

10/2/2018 8:32:10 PM

INDUSTRY BYTES

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57 59

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10/2/2018 8:32:12 PM

Industry byteS NRF names Levi Strauss president as “visionary”

The National Retail Federation will honour Levi Strauss & Co president and CEO Chip Bergh with “The Visionary” award, given each year to an outstanding leader in the retail industry. The award will be presented at the NRF Foundation Gala on January 13, 2019. The award is presented to a retail executive with a track record of bringing change in the industry. The Visionary is presented to a retail executive with a proven track record of orchestrating change in the industry. Earlier this year, prominent retail executives were asked to identify an individual who has changed and continues to transform the retail landscape in a positive way. Bergh was selected due to the momentous turnaround Levi Strauss & Co has experienced under his leadership. In addition, his commitment to strategically seizing opportunities for growth, pushing the envelope on sustainability and championing innovation has been instrumental in returning Levi’s to its iconic glory. “Retail has been and remains one of the most dynamic industries in the world. To

Rahul Mehta re-elected as CMAI President

t the first meeting of the Managing Committee after the 55th Annual General Meeting of The Clothing Manufacturers Association of India, the newly elected members unanimously re-elected Rahul Mehta, as its President for the next 2 Years for the seventh consecutive term. Thanking

The Clothing Manufacturers Association of India (CMAI) was held on September 25, 2018 at its Regd. Office of the Association in Mumbai. The association conducted the election to the managing committee as well as to the regional committees for the years 2018-19 and 2019-20 and the results were Declared at the said AGM.

Steering through troubled times

the members of the Managing committee for having reposed confidence in him, Mehta assured them of providing the best services during the period. The 55th Annual General Meeting of

Mehta was elected on the basis of his yeoman services and the achievements of CMAI during his tenure of 12 years. Despite the troubled times the apparel industry was going through during this period; Mehta was able to steer the association towards greater heights and recognition. He, through his able stewardship and close liaison with the Govt of India, including Ministry of Textiles, Ministry of Finance, and other Govt Organisations and Institutions, the association increased services to its members.

succeed, retail leaders must have passion, commitment, vision and an understanding of how this business impacts the diversity of their customers in communities large and small,” said NRF president and CEO Matthew Shay. “Chip is one of those exceptional leaders who brings everything together seamlessly and succeeds by growing his business with the latest technologies. Throughout, Chip has stayed true to the culture, keeping a firm grip on the pulse of his customers but constantly seeking out new and better ways to meet the demands of next generation Levi loyalists, and pioneering with a sense of servant leadership that inspires his employees, his customers and other business leaders.”

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10/2/2018 8:32:13 PM

60 media quotes

THE COMPLETE GARMENT PROCESSING UNIT

“Only brands that receive a high, predetermined average score are retained as being selected and are invited to the Superbrands programmes.” Rishabh Oswal Executive Director, Monte Carlo

“Each of the last few months has been the highest revenue months in the history of the company… We are excited about the fact that we are able to drive growth in real terms.” Kunal Bahl Founder, Snapdeal

Contact:

Bhagirath DIRECTOR Mobile: 9910522224 C-103, Okhla Industrial Area, Phase -1, New Delhi - 110020 Phone: 41612716 / 41612717 Works: Prithala Dhatir Road, Village Dhatir, Tehsil Palwal, Faridabad (Haryana) Ph: 01275 - 260078 / 79 e-mail: neelkanth_apparels@yahoo.co.in / naplc103@gmail.com website: www.neelkanthapparels.in

“The brand takes creating exclusive collections seriously, going through a very long research and development procedure, which includes market research and understanding future trends, leading up to the final execution of the product.” Bidyut Bhanjdeo Brand Director – Next Look & Ethnix

“Nothing has changed for us. Adidas will continue to retail the same cricket accessories and even intends to expand the number of retail outlets that stock them.” Dave Thomas Managing Director, Adidas India

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