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With the 200th store launch coming just ahead of Christmas and New Year, V-Mart has planned a grand celebration campaign at select locations, starting with Kannauj and Mughalsarai, to bolster the festive?spirit among its customers. At both the locations, the company is organizing a ‘Mela’ in large open fairgrounds, inviting the general public to enjoy an eclectic mix of food, fun and entertainment.“We plan to invest about Rs 100 crore to add 80 new stores by financial year 2020-21. In the next phase of expansion we will focus on North East. We are also looking at clocking turnover of Rs 1,100 crore in two years time,”?J P Shukla, Founder & CEO of 1-India Family Mart, told PTI.The design is crafted to meet the modern-day sensibilities of contemporary dandy men. Fire-breathing dragons, fantastic beasts, regal eagles, all the mythical creatures and several other esoteric designs can now be realized on the emblematic Berluti Venezia leather from shoes and handbags to belts and other small leather goods.
Within this category, a popular sub-category has emerged – yoga wear. Yoga clothes have transcended the realm of traditional exercise and is now a rising fashion fad in the active wear/athleisure segment. Influencers and A-listers are often seen sporting yoga wear on a daily basis thus adding to the growing popularity of this category.There are over 300 million yoga practitioners in the world who collectively spend billions of dollars on yoga wear and accessories. In the US alone as per a 2016 report, over $27 billion are spent on yoga products annually. In India yoga as a consumer market is still in a nascent stage. However, people today are far more conscious about fitness that ever before.The Indian government has made great headway in promoting yoga in the country and internationally, with the International Day of Yoga being celebrated across the world. It would be great if yoga could become a part of the Asian Games and Olympics in the coming future.
“The biggest strength for an Activewear brand is its performance that consumers experience after wearing it. If the product performs with him/her. They will become a loyal customer for a long run,” explains Shankar Chowdhury, GM – Design (Athleisure & Activewear), Van Heusen.At Myriad Activewear versatility comes from sourcing advanced fabrics, which are then curated carefully for modern design. The technical performance textiles that are source are specially developed internationally from recognised manufacturers in Taiwan and China, who also supply to the big players in the Activewear market. The brand designs a plethora of active-, street- and athleisure-wear, which help them to explore a variety of fabrics ranging from nylon, polyester blends, polypropelene, tencel and breathable yet aesthetically unique meshes. Having Activewear as a major category, Myriad Activewear focuses on active properties such as dry fit, quick dry, high compression, sweat wicking and breathability to provide ease of movement for strenuous activities such as cross fit training, yoga, Pilates, gym, weight training, running, etc.Shankar Chowdhury says, “Organised Activewear is expected to be at Rs. 8,000 crore by 2020, this category is the next growing segment in apparel, with a large number of Indian consumers getting aware and conscious about fitness and wellness. It is expected to grow at a CAGR of 18 percent.”
Shankar Chowdhury claims that online sales are fragmented. “There is no mid-priced player in this segment. You have the international brands selling at a premium and then you have larger mass brands where quality and performance are not at its best. But we believe that with proper communication this platform will mature,” he says.“The bare necessities for the basic physical activities would be the fastest selling within the activewear category, such as yoga pants, leggings and sports bra. As casual culture continues further, leggings are becoming category crushers, replacing denim jeans. Sport bras are a vital part of this segment and have been one of the fastest selling products. Brands who expertise in sports bras have an upper hand as it is a technical garment with minimal costs and wastage, making it a profitable business with competitive price points,” says Sunishka Goenka.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentiment. With the overwhelming response that it received, the brand is now looking at beefing up the distribution of its footwear collection in 500+ locations comprising Multi Brand outlets (MBOs), its stand-alone stores and its existing network of retailers in the coming year.
With pricing that is perfectly suited to any urban Indian’s pockets, Ancestry’s unique collection of dresses, tops, and tunics are created completely using natural fabrics, thereby offering an unmatched quality and fashion sensibilities in that price range. This is one of the key reasons why the brand’s products have nearly flown off the shelves at its current stores in Delhi and Mumbai.V-Mart, the world’s best performing department store chain in?2018 as per data compiled by Bloomberg, launched its 200th store in Mughalsarai, Uttar Pradesh. With this landmark achievement, the company has opened a total of 29 new stores in the current fiscal year so far.The 200th store is a key milestone for V-Mart, more so, because the brand added the last 100 stores inThe ministry said it also plans to pursue strategic engagement with Bangladesh and Sri Lanka on the?Fabric-Forward Policy.
One of the world’s most iconic luxury footwear brands,?Berluti, hosted an exclusive evening to showcase new styles to guests and present their signature technique of footwear tattoo artistry by?Elena Lodiat?Soho House, Juhu. Firmly grounded in bespoke know-how, Berluti took its technical skills and creative flair a notch higher by transforming the rules of style with tattooing.With this exclusive service, Berluti brings an even more bespoke look to an already-unique shoeAn exclusive Indian distribution partner of iconic global brands?Bequest Group, Managing Director, Gaganmeet Singh?said,?“Luxury is all about a bespoke experience and personalization and creating tattoos on leather is an artisanal process. We are glad to have showcased this unique technique of tattooing on the Berluti Venezia leather to our patrons in India. The activity was insightful and interactive at the same time that gave a chance to the luxury connoisseurs to get involved in the nuances of tattoo making on leather at this unique Berluti event.”In order to get a hang of the current dynamics of the yoga wear market and the prevailing trends in India, IMAGES Business of Fashion caught up with Malika Baruah, renowned Yogini and Founder of Proyog, a yoga wear brand born out of the Indian desire to preserve the principles of yoga. Excerpts from the interview…
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