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Liva, an ingredient fabric brand from the house of Aditya Birla Group, has conducted a consumer study in association with MRM, the digital arm of Mccann World Group and released a research report titled ‘A Brave New World’.
Being a thought leader in the segment of sustainability and natural cellulose based fibres, Liva conducted this study to understand the mindset of consumers and to help its partner brands and other industry stakeholders.
The study, which has a sample size of 440 Indians from across the country, explores findings around how the world has changed given the pandemic scenario and how the fashion industry as a whole is going to evolve. The study breaks assumptions that many might have and gives us a clear picture of what the consumers are thinking and doing.
“The idea behind this consumer study was to understand how to tackle this unforeseen pandemic and get a pulse of what our audience is feeling. Liva has always been an enabler and leader in assisting the industry to understand where the future of fashion is headed and what the consumers need. Keeping this thought in mind, the study was our way to gauge the consumer sentiments during the pandemic, something that brands and companies have never experienced before. Businesses are going to have to re-strategize and alter their services and messaging basis the new ‘normal’. It’s great to see that the future of fashion is going to be more responsible,” said Srishti Sawhney, President and Global Brand Head, Grasim Industries, Pulp & Fibre Business.
Divided into three broad categories, the report talks about how the lockdown has changed our lives and how brands have reacted to it, what the consumer sentiments will be post lockdown, how brands will move forward.
The future of fashion will be around natural, durable and bio-degradable, basis the insights. The customer has had time to reflect during the lockdown and is now more inclined towards sustainability and eco-friendly fashion. Virtual fashion shows and department shows will comprise the new normal.
“Virtual reality is going to be the new reality moving forward. A great online experience is what’s going to attract customers, so brands and companies will have to innovate and focus more on the digital and virtual experiences. Offline shopping will become a secondary medium, we can expect to see rise in virtual shopping stores, models to try to on clothes through the screen etc. We’re going to witness a renewed revolution of the digital era with newer technologies and applications,” said Rishi Sharma, Assistant Vice President Marketing, Birla Cellulose and Head Digital of Brand Liva.
Given the looming financial crisis, 35 percent of the consumers stated they would buy clothes at discounted rates, giving a bigger push to the growing discount culture. Work from home has given rise to a new vertical of clothing which will gain popularity as we move ahead.
While the consumers have moved towards self reliance, work out videos online and personal hygiene measures related queries have been on the rise. The data also indicated that people are eagerly looking forward to things going back to “normal”. Contrary to the popular belief that online shopping is on the rise, the data clearly indicated that 30 percent of the customers said they are actually not shopping online. In addition to that, 40 percent of the consumers also said they will be delaying clothing purchases as well as vacations. Given the low sentiments, purchases will now be need- driven and not want-driven.
The fashion industry as a whole came together to support the cause of staying indoors and saluting the front line workers in order to not lose touch with their end consumers on social media. Social Media consumption has been higher than ever with 49 percent of the people stating it as their go-to solution for boredom.
CLICK HERE TO DOWNLOAD THE REPORT
Prasad Kapre, CEO and Director of Style Quotient Jewellery Private Limited, the company holding the global licensee of Being Human Jewellery, expressed, “After a successful launch, Being Human Jewellery is all geared up for an aggressive growth plan. With Chandigarh being our first franchise store, it sets the tone for upcoming Being Human Jewellery stores across the country. Women will now have access to a trendy, sleek, minimalist and elegant jewellery range to accessorize their look.”
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.
According to Manjula Tiwari, CEO, Future Style Lab, a fantastic growth has been seen for the brand, in terms of its popularity with customers and retailers alike. “Being just a 2.5 year old brand, Cover Story has established itself as a formidable competitor in the fast fashion space to international players. The brand is among one of the very few Indian brands to be present on ground floor locations across the leading malls in India, a great indication of the journey so far.”
The newest brand from Future Style Lab, Ancestry, which launched its maiden store in the capital city in May, has recently opened its first store in Kolkata, South City Mall. The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too.The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too
Based on its 60 years of experience retail and in-depth study of over 100 outlets in Tier IV and V markets; in September 2016 Raymond piloted a new business model internally referred to as Mini TRS (The Raymond Shop) which was then perfected over 6 months and commercially launched in March 2017. The first Mini TRS opened in March in Bihta (Bihar). Since then, over 200 TRS stores have been rolled out in last 19 months.
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…
Label It Custom, which prides on dressing celebrities like Diljit Dosanjh, Akshay Kumar, and Shaan, stand out with an Omnichannel approach. The brand uses services of stylists to offer clients the luxury of ordering and giving measurements from the comfort of their homes. They have also introduced a digital measurement and trial machine through which clients can get the best possible fit and comfort.
The brand’s business in India has also seen a similar resurgence – driven by a completely new product portfolio, underpinned with a strong offering of its Heritage footwear and apparel collection. IMAGES Business of Fashion had the opportunity of catching up with Rohan Batra, Fila India’s Managing Director, who expounded on the brand’s robust retail plans and product category expansion as well as its aggressive brand building exercise. Excerpts from the interview…
From the first store in Bihta, near Patna (March 2017) to 100 stores 12 months later; and now after opening our 200th outlet in October 2018, (seven months since we launched the 100th store) we are on the cusp of achieving our ambitious goal of launching 300 stores in 2 years’ time. Our team is truly setting new milestones in the retail fashion industry.
Poddar believes men – even the more conservative – are ready to experiment with their clothing. The collection breaks away from the traditional but respects that men are still less willing to take risks than women. Together they have brought innovation to shirts, kurtas, waistcoats, jackets and men’s accessories.
Zara customers can also shop the brand’s Join Life range, a selection of garments made from more sustainable raw materials and using more environmentally-friendly processes. In this specific section of the http://www.zara.com/ww platform, consumers can find out more about the stringent sustainability, environmental and quality standards that govern everything Zara does in order to generate value beyond profits.
Activewear is not limited to gym and yoga studios, people are comfortable in wearing them for a quick catch-up with friends or hit the cinema theatre late at night. Apart from evergreen tees, track pants, joggers and tights, the segment is witnessing the emergence of new trends like sports bras paired with tights and jackets, similarly, crop sweatshirts paired with joggers/tights.
A lot of brands are embracing sustainability over the last few years and consumers are becoming more aware of the disasters caused by the use of plastic in apparel. At Proyog we are continuously innovating materials to create organic and sustainable yoga gear. Our new yoga mat is also created with natural rubber and jute, all sourced in India. It is completely biodegradable. We want to put India on the map with our range of premium yoga products that’s both great for you and the environment.
Kishore Biyani-led Future Retail launched fast fashion brand Cover Story almost two-and-half years back with an aim to take international brands like Zara and H&M head on.All Cover Story outlets are designed to recreate the intimate boutique and provide a comfortable shopping experience
Vibrant styles, signature cuts and lots of mélange would be found in the upcoming capsules. We use fine stretchable, knit, mesh and breathable rapid dry fabrics which are usually finished with N9 and UV protection layers to enable people to train or perform better while in HRX clothing.