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espite a slowdown and a dip in overall consumption across sectors, festive season this year did not pass by with its share of sparkle and shine. While the auto sector was forced to shed lakhs of jobs and became a major drag on the Indian economy in just a few months and a credit scarcity and less money in circulation forced less spending during Diwali, etailers made a whooping $3 billion (over Rs 21,000 crore) in just the first six days of festive sales this year. Based on this number, the year-on-year growth for etailers, led by Flipkart and Amazon, was 30 per cent, reveals a study by consulting firm RedSeer. Another study by Capillary Technologies showed physical stores were the preferred shopping channels for consumers during the festive season
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Trends that shaped the global fashion industry in 2019
appliances. Both companies are neck and neck in the metros, with Amazon leading by a percentage point. Amazon fared better on account of availability of product selection, convenience and Festive sales this year was not as bad as expected as initial sale figures reveal retailers affordability while Flipkart’s managed to woo consumers despite a dip in overall consumption across India. While big surge in sales could be credited to affordability retailers fared better, both online and offline sales were positive this festive season. constructs and engagement Amazon fared higher on via video and Hindi language with physical outlets net promoter score (NPS) content. registering a 7 per cent which measures the loyalty increase in footfalls over last of customers to a company. Physical stores saw higher year same period. The study However, the gross footfalls and its findings are a result sales, or gross merchandise of the data collected during A majority of large retailers value (GMV) of these said festive sales over the Diwali 2019, compared to marketplaces dropped month helped improve the Diwali 2018, from 62,000 by 14 per cent. They had overall mood, albeit an consumers across stores in hoped to record $5 billion evident shade of gloominess India. in sales collectively during across some segments. The Online marketplaces the festival period. Over same, however, cannot be register strong sales 88 per cent of Amazon’s said for small retailers who E-commerce industry new customers were continued their poor run. grew 76 per cent and the located in small towns. A real winners were online Meanwhile, the Capillary marketplaces like Flipkart and payment options. The Amazon. The Walmart- majority of them opted for Technologies study and Amazon who lured average order value for owned marketplace led with fashion category followed highlighted shoppers at top customers with discounted Flipkart stood at Rs 1,976 a 64 per cent share of the by smartphone and large metros preferred to invest products, lucrative EMIs as against Rs 1,461 for combined gross sales while in new clothes and jewellery,
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AI reinvents shopping experiences through innovations Fashion brands entering India tweak products to match local tastes
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ashion brands are making a beeline for India. But winning over customers in Asia’s thirdlargest economy requires a more tactful strategy than simply showing up. Brands that don’t succeed in India typically don’t match the aesthetic preferences of most Indian shoppers. The fashion houses that thrive in India tailor their collections
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he integration of fashion and Artificial Intelligence (AI) is significantly impacting the fashion industry as technology-driven innovations are reinventing not only customers’ interactions with garments but also their online and offline shopping experiences.
Application of AI by Indian designers
Fashion designers Gaurav Gupta and Falguni and Shane Peacock are using artificial intelligence to create innovative garments. Gupta is the first designer to create an Indian sari gown by using IBM’s cognitive tool Watson. The designer, to create the first-of-its kind cognitive dress, used white fabric with integrated lighting that covered the entire dress. The AI technology in the lighting enabled the garment to change its color according on the mood of the person interacting with the wearer of the gown. This was achieved through IBM Watson’s tone and emotion gaging software.” Desigers Falguni and Shane Peacock used IBM’s tool Watson to create a software that helped them browse through the history of fashion weeks within seconds. Apart from this, it also helped the duo improvise their work by providing relevant themes
other benefits of AI in online fashion retail. Online platform Findow uses advanced AI to help buyers discover nearest fashion designers, retail stores, brands and boutiques. The website and app updates Improving shopping on the latest trends and keep experience Another tool chatbots aids track of events and sales luxury brands like Burberry happening around them. and Tommy Hilfiger to address the grievances of Benefits galore but negative their users 24/7. Farfetch’s impact on employment augmented retail vision Store AI allows designers to of the Future uses data to construct, de-construct ideas improve the experience and create something new of a shopper, is another altogether. It encourages instance. It provides ultra- creativity by presenting new personalised experiences to ideas on the benefits of its customers both in their real technology and how it can it and digital lives. The platform be incorporated in their work. improves retail productivity AI offers many benefits by capturing consumer data that can be beneficial across and enhancing interactions the fashion supply chain. It between consumers and increases the speed of brands sales associates, both in in delivering their collections. store and when the consumer Besides its ability to store interacts with the retailer or and read a large size of data brand online. helps them to recognise a Classifying buyers into consumer’s wants and needs. two categories, designers Artificial Intelligence also aids Falguni and Shane Peacock in creating new jobs. However, have launched an interactive it can also lead to loss of jobs online shoppable video which as automated processes make enables the consumer to have human labor redundant. a closer look at a product worn AI offers many benefits by a celebrity, and also helps that can be beneficial across put together a look specifically the fashion supply chain. It for them. Gupta’s tool also increases the speed of brands makes purchase simpler for in delivering their collections. the consumer. Besides its ability to store Visual recognition, and read a large size of data purchasing recommendations helps them to recognise a and customised options are consumer’s wants and.
to local customers, respond to the complexities in Indian wardrobes and cater to different needs throughout the country’s diverse markets. To resonate with Indian shoppers, international brands have to design collections with their style in mind. This often translates into pieces unique to the market and partnerships with homegrown designers to get a local perspective. Italian
and sketches. The tool not only prevents sartorial copies but also brings about transparency in the design process.
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men’s wear brand Canali introduced a collection in its six Indian stores that included a bandhgala, a closed collar suit common in Indian men’s wardrobes. In 2011, Hermès released a limited-edition sari in India. More recently, Giorgio Armani launched an exclusive Indian capsule collection of achkan jackets. Uniqlo, which opened its first store in India, in
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4 relating to clothing production or innovations for the buyers from ready-to-wear labels, high fashion design houses or accessory brands. Events under the Fairyland for Fashion: Avantex Paris is the most important international trade fair dedicated to innovative technologies and sustainable development for the benefit of the fashion industries. The February show will assemble twenty of the most innovative projects for fabrics, materials and components, which provide a unique and practical view of what tomorrow’s fashion holds in store. Apparel Sourcing Paris will open its doors for the eighteenth edition this February. As the prime trade fair in Europe for sourcing of clothing, this time around Apparel Sourcing Paris will be host to about 400 exhibitors, who come from some fifteen countries, signalling a slight increase. Large numbers of Indian businesses will be exhibiting, with attendance by some twenty exhibitors supported by the
The Fairyland for Fashion:
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Creating dimensions for fashion industries
o be organised by Messe Frankfurt France, six major trade fairs are grouped under the Fairyland for Fashion banner. These fairs are dedicated to fabrics, materials, garment production, textile innovation, clothing and
accessories. The Fairyland for Fashion represents a unique location where visitors can make contact with the main international suppliers for fabrics (cotton, denim, silk, linen and hemp, wool, leather and related materials, synthetic
fibres, suiting, embroidery and lace, jacquard, plain or printed fabrics, etc.), finished clothing products, trimmings, services and accessories. The Fairyland for Fashion is an ideal place to meet up and work on future projects involving the selection of materials, issues
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main trade organisations for promoting Indian textile products. Egypt will also be there, as well as Ethiopia, which is a loyal exhibitor. Vietnam has chosen the show to demonstrate its myriad skills when it comes to clothing production.
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Twills aims to be one of the top men’s garments brand in India
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riven by a passionate team of in-house designers, Twills recently launched its new spring/summer ’20 collection that offers six distinct range of shirts. “The Adventure range offers hoodies, patches and other fashion elements and the Printastic offers the entire prints range,” notes Navin Gamini, Managing Director of the brand. Similarly, “The Clean range offers the entire stripes collection; Denim Kraft offers the entire indigo collection; United offers the entire checks collections; and Celebrity range offers the entire partywear collection,” he explains. Each of these collections is a perfect
Ruff eyes international footprint as it bags a major export order
W mélange of fun and fashion and stands as a testament to the experience and expertise of the brand’s designers.
Marketing strategies, pricing to overcome challenges
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The apparels and accessories offered by Twills not only enhance the style quotient of men but also compliment their mood. The brand has transformed from being an early entrant in this segment to being a game changer. “We offer superior quality collections at competitive prices, and have made the best-in-class styles accessible to youth across India,” adds Gamini. He points out the garment industry contribute majorly to business “Even big brands are venturing in this segment,” he says. However, the segment is currently challenged by the twin slabs of GST. To overcome this challenge, he advises new entrants to adopt strong marketing strategies, hire a popular brand ambassador and keep their prices competitive.
Focus on manufacturing and distribution
A value for money brand, Twills manufactures all its garments in-house through an integrated R&D centre. The brand’s main driving forces
ith its upgraded infrastructure, kids’ wear brand Ruff is able to compete with the international markets in designing and production of branded kids wear. The brand recently bagged a huge export order which would help it grow both in the domestic and international markets. “We plan to export to various countries,” says Sohail Patca, Director of the brand. The brand, which caters to boys in the age group of 6-16 years, also plans to expand its retail operations domestically. As says Patca, “We plan to open more EBOs besides increasing our presence in all major large format stores.” Patca believes, funky detailing, cool prints and bright colors are all you need to make a kid look cool. Inspired by the diversity of the youth culture, the brand is developing new fabrics that are better both in terms of look and durability. Mill-made cotton tops the list. “Poplins in various count and construction are being used to make the best top-wear. Similarly, pre-washed knits, ranging from 180 to 200 GSM are being used to make T-shirts,” he says
Growing demand for branded kids
With purchasing power of parents increasing, the market for kid’s wear is also growing, points out Patca. Parents want their kids to look good and also maintain their standard of living. “Demand for branded products is increasing as there is growing awareness and marketing of the product in Tier II and III cities,” adds Patca. Exposure to international market, a better educational system, higher spending power, high lifestyle and education have fuelled the growth of kidswear in India. “However, there are lots of challenges ahead,” says Patca. He advises industry leaders to build an atmosphere of healthy competition. “This would allow all players to get their share
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Designers Rohit Gandhi, Rahul Khanna launch A/W collection for menswear
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esigners Rohit Gandhi and Rahul Khanna have launched their autumn/ winter collection of menswear featuring pristine tailoring and a mix of bright and pastel hues including magenta, pastel blue, pastel pink, and abstract floral prints. Notable items include long pastel hued sherwanis with statement buttons. Rohit Gandhi and Rahul Khanna has opened at Ensemble, Mumbai. The fusion wear brand has a dedicated shop-in-shop at the men’s wear floor of the multi-brand luxury fashion retailer. The space is open and modern with an orange statement wall and black stone floor. Design duo Rohit Gandhi and Rahul Khanna launched their eponymous brand in 1997 and retail ready-to-wear and bespoke garments for both men and women. Based in New Delhi, the brand is known for its modern take on traditional wear. The brand has showcased collections in the
Anushree Reddy presents embroidery and florals
Anushree Reddy’s latest wedding themed collection features an array of colors with yellow lehengas adorned with floral embroidery and pastel florals for both men and women. Champagne and white lehengas, saris, and sherwanis provide subtle options and magenta and red pieces add a splash of drama into the collection. Known for her use of Hyderabadi zardozi embroidery and opulent traditional wear creations, Reddy specialises in both men’s and women’s occasion wear. Reddy, based in Hyderabad, is a traditional and fusion wear designer. She launched her eponymous label in 2010 which specializes in ethnic
7 Khanna, Divya Sheth, Elisha Wadhwani, Geisha Designs by Paras & Shalini, Ikai by Ragini Ahuja, Ilk, Mynah’s Reynu Taandon, Nitin Bal Chauhan, Pawan Sachdeva, Payal Jain, Rahul Mishra, Siddhartha Bansal, Suman Nathwani, SVA by Sonam & Paras, Taani by Tanira Sethi and Urvashi Kaur.
fashion designer and her research on Indian wear has made her one of the best in the industry. She is a multi talented personality known for giving stunning Indian wear. A blogger and also an entrepreneur who has created her own fashion brand which is one of the best in providing ethnic wear, and a lehenga collection, which includes bridal clothing for every function. Vora’s festive collection defines Indian clothing with a simple touch in anarkalis, crop tops and lehengas. She is also known for her ajrak collection in gowns, saris and prêt wear. Vora has won many prestigious awards in the past. Recently she has won the Inspire award. She presents Indian wear in stunning designs, and her collection shows Indian luxury. Her brand Jesal Vora is India’s leading fashion brand, and the designer has made clothes for many celebrities,
Jesal Vora making a mark with her ethnic collection
US and France. The designers specialize in contemporary clothing for both men and women. Their craftsmanship lays great emphasis on silhouettes and detailing. They draw inspiration from linear structures, geometrical lines and are greatly influenced by modern contemporary art. The duo draws inspiration from unique architectural forms, synonymous with metallic tones amalgamated with modern edgy elements. Their signature surface ornamentation, metallic embroideries, subtle muted hues
wear such as saris and bridal lehengas that represent elegance and drama. Her collection is a mix of old world charm and contemporary elements that exude a pleasing color palette, beautiful floral patterns and intricate zardozi embroidery. She creates sumptuous festive pieces. She draws inspiration from vintage styles, floral patterns and combines them with zardozi embroidery. Her collections are a dainty world of lace, tulle and gossamer fabrics glorified with careful detailing of embellishments. Her silhouettes are elaborate and feature prints that are subtle. The resulting collections are full of glamour and drama. She opened her first ever shop-in-shop inside multi-brand retailer Ogaan’s boutique in New Delhi on December 10, 2019.
Fdci hosts fashion show Inherit 2019 with 21 designers
Around 21 of India’s leading designers participated in the fashion show organised by the Fashion and Design Council of India (FDCI). The show was a part of the two-day Inherit Festival that took place on December 7 and 8 at the Sunder Nursery in the national capital New Delhi.The Inherit Festival also saw participation by over 100 exhibitors, who showcased their creations in the field of craft, design, fashion, lifestyle and heritage tourism at the event. The FDCI show was a tribute to the meeting of several disciplines of design through the medium of arts and crafts exhibited in the two-day festival. The fashion show was closed by designer duo David Abraham and Rakesh Thakore of Abraham & Thakore with a handloom soiree. Other participating designers included AM:PM, Amita Gupta Sustainable, Asha Gautam, Charu Parashar, DHI, Diksha
Fashion designer Jesal Vora has made a mark with her ethnic and bridal clothing collection. The designer known for bridal lehengas, trousseau, saris, Indo-western outfits, shararas, gowns and custom made outfits showcased at the Wedding Junction 2019 event where Nupur Sanon was the showstopper. Sano wore a a black embellished lehenga with a burgundy blouse and an embellished dupatta. Vora is an experienced
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