On­line Mar­ket­places: De­liv­er­ing Fash­ion to the Dis­cern­ing Masses

DE­LIV­ER­ING FASH­ION TO THE DIS­CERN­ING MASSES

Business of Fashion - - Contents -

IM­AGES Busi­ness of Fash­ion traces how on­line mar­ket­places like Flip­kart and Myn­tra are launch­ing brands that meet the de­mands of fash­ion con­scious con­sumers.

IM­AGES Busi­ness of Fash­ion traces how on­line mar­ket­places like Flip­kart and Myn­tra are launch­ing brands that meet the de­mands of fash­ion con­scious con­sumers. With terms like af­ford­able and fash­ion-for-all they are eye­ing for a big­ger chunk of the ap­parel mar­ket share…

The on­line fash­ion space in In­dia is pos­i­tively buzzing with pri­vate la­bels or brand part­ner­ships. Re­cently, her­itage Amer­i­can denim brand, Wran­gler col­lab­o­rated with In­dian e-com­merce gi­ant, Flip­kart to launch an ex­clu­sive sub-brand called Wran­gler 20X. Myn­tra also launched its in-house plus size ap­parel brand, Sz­tori as well as House of Pataudi, an eth­nic wear brand coowned by Myn­tra, Ex­ceed En­ter­tain­ment and Bol­ly­wood ac­tor Saif Ali Khan.

Ad­dress­ing Con­sumer De­mand

Wran­gler 20X is tar­geted at the dig­i­tallysavvy youth who in­creas­ingly shop for fash­ion on­line and are seek­ing the per­fect mix of trend and value. Gen Z are in­creas­ingly brand-aware and as­pire to own brands with flaunt ap­peal. The denim brand aims to give them a brand that they would be proud to wear at prices they can af­ford.

Known for democratis­ing fash­ion across seg­ments, the launch of both Sz­tori and House of Pataudi en­ables Myn­tra to go a step fur­ther and in­clude pro­files into the am­bit of ‘fash­ion for all’. It cham­pi­ons in­clu­siv­ity in fash­ion, eval­u­at­ing and em­pha­sis­ing greater at­ten­tion to styles, trends, de­signs, fit and fab­ric for plus sized ap­parel and fash­ion con­scious con­sumers, in or­der to bring out the per­son­al­ity of the per­son wear­ing it.

Sz­tori has been es­pe­cially de­signed to suit a larger range of body shapes and sizes. It is es­sen­tially a de­signer wear in the plus size cat­e­gory, of­fer­ing con­sumers the per­fect fit and mul­ti­ple

“We are clearly fo­cused on a strong cus­tomer propo­si­tion and cur­rently there is a huge gap in brand of­fer­ings in the eth­nic wear space, es­pe­cially for men. House of Pataudi is an ideal fit, be­ing rich on tra­di­tion, her­itage, de­sign, and of­fers cus­tomers a slice of the world that we be­lieve is lost, at price points

that are highly af­ford­able”

-Ananth Narayanan,

CEO, Myn­tra-Jabong

“We are ex­tremely de­lighted to an­nounce the ad­di­tion of Sz­tori to our port­fo­lio of pri­vate brands. Plus size cloth­ing is in great de­mand and

it was time we of­fered some­thing sub­stan­tial in the cat­e­gory, open­ing up more av­enues and pos­si­bil­i­ties for

our cus­tomers”

-Manohar Ka­math,

CXO and Head, Myn­tra Fash­ion Brands

“Men’s fash­ion is one of our fastest grow­ing cat­e­gories, where we have wit­nessed a 75 per­cent Y-o-Y growth, within which den­ims is one of the most suc­cess­ful cat­e­gories. We are ex­cited to launch Wran­gler 20X, a denim-wear brand, from the house of Wran­gler,

ex­clu­sively on Flip­kart Fash­ion”

-Rishi Va­sudev,

Vice Pres­i­dent, Flip­kart Fash­ion

style op­tions. The ap­parel is made to suit plus size body types rather than prove to be a mere ex­ten­sion in size on ex­ist­ing pro­files, thus break­ing the ex­ist­ing age-old norm in the In­dian mar­ket.

Manohar Ka­math, CXO and Head, Myn­tra Fash­ion Brands, says, “We are ex­tremely de­lighted to an­nounce the ad­di­tion of Sz­tori to our port­fo­lio of pri­vate brands. Plus size cloth­ing is in great de­mand and it was time we of­fered some­thing sub­stan­tial in the cat­e­gory, open­ing up more av­enues and pos­si­bil­i­ties for our cus­tomers.”

The brand of­fers a range of prod­ucts for men and women, in­clud­ing, tees, den­ims, tops, dresses and more in L to XXXXL (Large to 4 times Large) sizes. Shop­pers can choose from over 225 styles and de­signs at prices rang­ing from `799-`1,999.

Myn­tra iden­ti­fied a space op­por­tu­nity in this seg­ment and set out to de­sign and de­velop mer­chan­dise un­der a new brand to cater to the cat­e­gory and make wear­ers look fash­ion­able with mul­ti­ple style op­tions at af­ford­able prices and open­ing new av­enues in the in­dus­try.

‘House of Pataudi’ is a lifestyle brand for men and women that de­liv­ers fine taste and re­fine­ment to the dis­cern­ing and the fash­ion con­scious. Each piece not only ex­udes style but also nar­rates the rich story and his­tory of the Pataudi her­itage. The col­lec­tion com­prises tra­di­tional In­dian wear, con­cep­tu­alised in the form of Rozana, every day wear with a con­tem­po­rary eth­nic touch; Jashn, fes­tive fin­ery with a regal charm; Ri­wayat, be­spoke splen­dour for the clas­sic In­dian wed­ding; and a Spe­cial Edi­tion, com­pris­ing col­lec­tions in­spired by the Pataudi trousseau.

The range in­cludes kur­tas, sher­wa­nis and Nehru jack­ets for men and kurta sets, lehen­gas and dresses for women. Prod­ucts from House of Pataudi will be avail­able ex­clu­sively on Myn­tra and Jabong, across a price range of `1,500-`15,000 for men and `2,000-`20,000 for women. The brand’s de­sign team has worked closely with Saif Ali Khan; in­spired by his own per­sonal style state­ment and has de­signed and per­fected the line, mod­el­ling it on the Pataudi lin­eage and con­tem­po­rary fash­ion pref­er­ences, to make it re­lat­able for the modern fash­ion shop­per. House of Pataudi is

fo­cused on chang­ing the per­cep­tion about eth­nic dress­ing be­ing lim­ited only to fes­ti­vals and oc­ca­sions and bring­ing it back to every day wear.

Tap­ping the Mar­ket

“Re­search es­ti­mates that the plus size seg­ment will ac­count for US$ 5 to 6 bil­lion in the US$40 bil­lion In­dian on­line fash­ion ap­parel mar­ket, by 2020, which is ap­prox­i­mately 10 to 12 per­cent of the over­all mar­ket, mak­ing it an im­por­tant propo­si­tion,” shares Manohar Ka­math.

Flip­kart’s has ag­gres­sive plans to grow the fash­ion busi­ness and this maps well with Wran­gler’s vi­sion of meet­ing the needs of the young, on­line shop­per. “We are de­lighted to part­ner with Flip­kart on the launch of Wran­gler 20X. The brand will be avail­able ex­clu­sively on Flip­kart and is de­signed for young, trend-aware dig­i­tal cit­i­zens who as­pire to buy Wran­gler but are also look­ing for a more af­ford­able value propo­si­tion. We look for­ward to work­ing with Flip­kart to make this a suc­cess­ful sub-brand of Wran­gler,” com­ments Kr­ishna Do­rai, Gen­eral Man­ager, Wran­gler.

Rishi Va­sudev, Vice Pres­i­dent, Flip­kart Fash­ion says, “Men’s fash­ion is one of our fastest grow­ing cat­e­gories, where we have wit­nessed a 75 per­cent Y-o-Y growth, within which den­ims is one of the most suc­cess­ful cat­e­gories. Crafted ba­sis an un­der­stand­ing of what fash­ion shop­pers are look­ing for, we are ex­cited to launch Wran­gler 20X, a denim-wear brand, from the house of Wran­gler, ex­clu­sively on Flip­kart Fash­ion. The range is specif­i­cally de­signed to of­fer the lat­est in fash­ion to the style con­scious young men look­ing for the best in the value branded seg­ment and we are sure, this range will be a mas­sive hit, while it strength­ens our men’s port­fo­lio.”

The Wran­gler 20X col­lec­tion fea­tures at­trac­tive style el­e­ments such as PU de­tail­ing on the pock­ets and belt loops, the shirts em­brace printed de­signs with yarn-dyed fab­rics and the tees re­ceive a fresh colour­ful graphic spin. The sub-brand is cur­rently avail­able only for men.

Ananth Narayanan, CEO, Myn­traJabong, said, “We are clearly fo­cused on a strong cus­tomer propo­si­tion and cur­rently there is a huge gap in brand of­fer­ings in the eth­nic wear space, es­pe­cially for men. House of Pataudi is an ideal fit, be­ing rich on tra­di­tion, her­itage, de­sign, and of­fers cus­tomers a slice of the world that we be­lieve is lost, at price points that are highly af­ford­able.”

IM­AGES Busi­ness of Fash­ion

“Myn­tra iden­ti­fied a space op­por­tu­nity in the plus size seg­ment and set out to de­sign and de­velop mer­chan­dise un­der a new brand to cater to the cat­e­gory and make wear­ers look fash­ion­able with mul­ti­ple style op­tions at af­ford­able prices and open­ing new av­enues in the in­dus­try.”

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