How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (2024)

How Textile Innovations are Shaping the Next Wave of Fashion in India

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (1)

BY - Guest author
Jun 01, 2024 / 6 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (3)

Positioned at the cliff of a transformative journey, the Indian textile industry is poised to emerge at the forefront of the global landscape. Backed by its rich cultural heritage, the industry is all set to foray into the avenues of innovation, sustainability, and global integration. Being a significant contributor to the nation’s economic boom, it weaves a detailed tapestry of fabrics, which ranges from traditional handloom to technologically advanced manufacturing units.

Nevertheless, the Indian textile industry is closely rooted in tradition, with the interplay between sustainable fibers and innovation capturing the attention of the global masses and markets. In tandem, India’s textile and apparel manufacturers market is expected to touch the $350 billion mark by 2030. As we navigate deeper, the dynamics of Indian textile and the global fashion industry are symbolic of a promising trajectory of growth and innovation in the next few years.

Visionary 5F Framework

In an attempt to bolster India’s ‘Make in India’ initiative, the government augmented the 5F Framework that gives a boost to the ideology, Farm to Fibre to Factory to Fashion to Foreign. Acting as the roadmap that guides India’s textile industry on a journey of paradigm shifts, this approach calls for a holistic integration of the production process to chart a new path from cultivating raw materials to presenting the final product on the global stage. When it comes to the factory-to-fashion facet, this approach emphasizes the importance of modernizing the manufacturing cycle and leveraging innovative technologies to enhance efficiency and quality.

Switch to Sustainable Fabrics

Amidst the steady rise in global eco-consciousness, India’s textile market has been striving to curate sustainable and ethical fashion narratives. Despite the long predominance of animal fibers and products, the textile industry has forayed into the landscape of green fibers, aimed at making use of available resources in an eco-friendly way. For instance, the invention of SeaCell, an innovative fiber made from seaweed-like material is a testament to sustainable innovations. The emphasis on organic dyes, and fair labor practices will further push the industry’s growth in an assiduous direction.

The popularity of Cultural Textile Artistry

For centuries, India’s textile landscape has been renowned for its rich cultural heritage, which embeds values closely associated with the diversity of garments, popular across different parts of the country. The conventional handloom technique is helmed for its intricate design and rich aesthetic appeal, while artistic craftsmanship is sought for its individualistic essence. Revving fashion designers and global textile houses, India’s textile industry acts as an inspiration for authentic creations, imbuing the industry with a distinctive charm.

Modernisation Powered by Digitised Technology

Stepping on the ladder of modernization, India’s textile ecosystem is actively embracing the rise of technological advancements, bringing forth digitization to give a complete makeover to the textile production process. Enhancing production efficiency and quality, the ascent of AI algorithms has also been instrumental in streamlining the entire supply chain, reducing production costs, and optimizing inventory management, enabling the textile industry to cater to the demands of a tech-savvy consumer base seamlessly.

Final Thoughts

Leveraging its strength in raw material cultivation, manufacturing, and design, India’s textile landscape backed by government initiatives continues to present promising opportunities. As we move ahead, the convergence of conventional techniques and modern technology will elevate India’s position as a global textile manufacturing hub. Within this journey from yarn to final product, India’s textile saga captivates the entire world in a tapestry of vibrant threads, permeated by innovation, and sustainability.

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How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (4)

AbhishekSharma,Co-founder & COO -Fashinza

  • 'Textiles industry
  • apparel fashion
  • retail India

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Cyber Couture Chronicles: AI Unplugged in the World of Fashion Innovation

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (5)

BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (7)

In recent years, the fashion industry has undergone a significant transformation, where technology is making waves and stealing the spotlight, with artificial intelligence (AI) at the epicenter of this transformation. This dynamic duo of fashion and AI is not just tweaking design processes and redefining our shopping experiences; it's also prompting some big questions about sustainability and ethics in the fashion industry.

Think about predicting fashion trends, and you have AI. Take IBM's Watson Trend App, for example. This intelligently designed tool analyzes heaps of online data to predict what styles were going to be trendy. So, instead of designers relying solely on gut feelings, they can use AI insights to create collections that match what people are buzzing about.

AI's impact on fashion design is nothing short of revolutionary. McKinsey's analysis suggests that within the next three to five years, generative AI has the potential to significantly boost operating profits in the apparel, fashion, and luxury sectors. Conservatively estimated, this could mean an addition of $150 billion, with the possibility of reaching up to $275 billion.

Furthermore, with AI stepping into design processes, it has put creativity on autopilot. Whether it's crafting design twists or playing with patterns and textures, AI is stretching the limits. The upshot? Speedier, more efficient design workflows, enabling fashion houses to stay nimble in keeping up with changing tastes.

Revolutionizing the Shopping Experience

AI is on the verge of revolutionizing industries, already making a significant impact across all sectors. According to Statista, global artificial intelligence in the fashion market amounted to $270 million in 2018 and is expected to reach $4.4 billion by 2027.

In the realm of online shopping, AI is revolutionizing personalization. It tailors your shopping journey based on preferences and behavior, offering recommendations that boost engagement. Moreover, AI-driven virtual try-on experiences bridge the gap between online and in-store shopping, allowing real-time product visualization.

But AI goes even beyond personalization; acting as your digital stylist, analyzing past purchases and trends to curate outfits tailored to your taste. Platforms like Heuritech leverage AI to analyze social media images, helping brands like Louis Vuitton and Dior anticipate trends and align production.

AI's Impact on Influencer Marketing

Influencer marketing has emerged as a cornerstone of marketing strategies for brands across all industries. With the rise of social media, consumers are increasingly turning to influencers for product recommendations and lifestyle inspiration. These digital tastemakers, with their large and engaged followings, have the power to sway consumer behavior and shape purchasing decisions.

In the fashion sector, where trends change rapidly and consumer tastes are diverse, AI is playing a crucial role in optimizing influencer collaborations. By analyzing vast amounts of data, AI identifies the most relevant influencers for brands, based on audience demographics, engagement rates, and content preferences.

This targeted approach ensures that brands collaborate with influencers who resonate with their target audience, maximizing the impact of their marketing efforts. Additionally, AI-powered tools help track and measure the effectiveness of influencer campaigns, providing valuable insights for future strategies.

Sustainability and Ethical Considerations

The fashion industry ranks as the second most polluting sector, responsible for 8 percent of global carbon emissions and 20 percent of global wastewater, according to MDPI. In response to growing environmental worries, AI is becoming a crucial partner in promoting sustainability within the industry. AI algorithms can optimize supply chains, reduce waste, and aid in the creation of eco-friendly materials. By predicting demand more accurately, fashion brands can minimize overproduction and contribute to a more sustainable industry.

As technology progresses, ethical concerns take center stage, especially in AI's role in fashion. Questions arise about data privacy, labor ethics, and perpetuating biased beauty standards. Balancing innovation with ethical responsibility becomes crucial. Despite its transformative potential, integrating AI into fashion faces hurdles. Challenges include data security, algorithm biases, and the demand for skilled professionals to manage AI systems.

What Future holds for the Duo

As AI advances, we're looking at a future where it plays a bigger role in making fashion more sustainable. With AI getting better and better, more companies might join in to tackle environmental issues and find new ways to be eco-friendly. This means we could see AI used more in designing clothes, running stores, and making fashion greener.

The blend of tech and fashion, especially AI, is changing things in big ways. AI helps predict trends, makes shopping cooler, and pushes for greener practices. As fashion keeps up with these changes, it's important to be smart and ethical about how we use technology.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (8)

Authored by Mamta Roy, Founder and CEO, Odette

  • apparel fashion
  • Artificial intelligence
  • retail India
  • Fashion Industry

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Wave of Premiumization is Here to Stay: Tanya Dubash, ED and Chief Brand Officer, GILAC

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BY - Imran Fazal
Features Editor, & Retailer Media / 7 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (11)

With more than 50 brands associating with Godrej L’Affaire in its sixth edition, the experiential luxury lifestyle platform by Godrej Industries Limited and Associate Companies, received a tremendous response. The brand-agnostic owned media platform in the lifestyle space aims to bring together non-competing complementary brands in the lifestyle sector, conceptualized to celebrate the nuances of lifestyle in an experiential manner.

Aligned with the guiding concept of 'All Things Goodness,' the event is thoughtfully mapped across eight zones, aptly spelling out L'Affaire – Lifestyle, Awareness, Fashion, Flavor, Artistry, Innovation, Rejuvenation, and Environment.

Against the backdrop of Godrej L'Affaire, Tanya Dubash, Executive Director and Chief Brand Officer at Godrej Industries Limited and Associate Companies (GILAC), spoke in-depth about the motto behind Godrej L’Affaire and how Godrej is leveraging the trend of premiumization in India.

Dubash said, "Creating personalized, immersive, and authentic experiences for consumers in today's ever-evolving world is imperative for any brand. Godrej L'Affaire was launched to provide these opportunities for our in-house brands as well as external non-competing brands in the lifestyle sector. Our objective has been to create a community of lifestyle aficionados and drive meaningful conversations around the lifestyle space."

She further added, "Our theme for this year is Goodness, and we aim to underscore the significance of deliberate good choices that minimize negative impact and contribute positively to society.”

Wave of Premiumization

From FMCG to the automobile sector, the sale of premium products has grown tremendously. According to a Goldman Sachs report, between FY19 and FY23, the sales of Bata, an affordable footwear brand, grew close to 20 percent, while Metro, which focuses on the premium segment, saw its sales jump by over 70 percent in the same period.

Brands such as Titan in jewelry, Apollo Hospitals in healthcare, MakeMyTrip in travel, and Phoenix Mills in retail, which cater to the top end of the consumer pyramid, recorded strong compound annual growth rates—between 12 percent and 18 percent—in revenue between financial years 2019 and 2023.

When asked by about the trend of premiumization in India and Godrej’s strategy for leveraging this trend, Tanya Dubash, ED and Chief Brand Officer at GILAC, said, “It is not only an Indian trend; globally, we are seeing the trend of Premiumization. Post-Covid, we have seen that in the ecosystem, the rich are getting richer while the poor are sadly getting poorer, which has accelerated the trend of premiumization. In India and around the world, the rich and the middle-income group individuals have become richer.”

Dubash further said, “Premium products are experiencing accelerated growth globally, with super-premium products growing the most, and mass products not performing well due to global economics. So, many companies are moving towards more premium products, which are more lucrative because they yield higher margins. The Maximum Retail Price (MRP) is higher, and so is the quality.”

She added, “Luckily, we have many brands in the premium space. We focus more on the upper end, and many companies are following the same trend. We anticipate this trend to continue growing for the next couple of years, and it is here to stay.”

The Label Life by Malaika Arora

The renowned fashionista, Malaika Arora, showcased her flagship brand, The Label Life. Making an exclusive debut for the brand's collection on the runway, Malaika showcased the Spring/Summer 2024 collection centered around iconic Picnic, Party, and Office looks.

Commenting on The Label Life's first-ever runway showcase, Malaika Arora, an Indian actress, entrepreneur, and Style Editor at The Label Life, said, "The Label Life has been a project very close to my heart since its inception. With our brand value centered on elevating wardrobe essentials for everyday smart dressing, when Godrej L'Affaire approached me for the runway showcase of our collection, I thought it would be the best strategic collaboration for us.”

Arora further said, “Over the years, this experiential property has created a niche for itself, bringing together like-minded brands and providing them with an opportunity to engage with the right audience—from KOLs to content creators, from CXOs to working professionals. With 60 percent of participation from women over the years for the soirée, I found a perfect synergy for showcasing our SS'24 collection.”

  • retail India

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The Rise of Sustainable Fashion: Innovations Shaping the Future of Textile Industry

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (12)

BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (14)

The fashion industry, once synonymous with rapid trends and disposable clothing, is undergoing a remarkable transformation with the rise of sustainable fashion. As environmental concerns take center stage, the textile industry is witnessing a wave of innovations that are not only changing the way we dress but also fostering a more responsible and eco-friendly approach to fashion. Based on data from the sustainable fashion industry, the market is projected to develop at a compound annual growth rate of 9.1 percent, reaching $9.81 billion in 2025 and $15.17 billion in 2030. This growth is attributed to the increasing awareness of ethical fashion.

One notable trend is the emergence of sustainable materials. Traditional textiles often involve the use of harmful chemicals and excessive water consumption. However, designers and manufacturers are increasingly turning to alternative materials with a lower environmental impact. Fabrics made from organic cotton, bamboo, and recycled polyester are gaining popularity, offering a more sustainable option without compromising on style or quality.

The concept of circular fashion is gaining traction, challenging the linear "take, make, dispose" model that has long been associated with the fashion industry. This approach emphasizes the importance of recycling and upcycling garments to minimize waste. Brands are exploring ways to design clothing with longevity in mind, using durable materials and timeless styles that can withstand the test of time, reducing the need for constant replacements.

Technology is playing a pivotal role in reshaping the textile industry. Innovations such as 3D knitting and 3D printing are revolutionizing the way clothing is produced. These technologies allow for more precise and efficient manufacturing processes, minimizing waste and energy consumption. Furthermore, advancements in dyeing techniques are reducing water usage and eliminating harmful chemicals traditionally associated with the coloring of fabrics.

Transparency in the supply chain is becoming a non-negotiable aspect of sustainable fashion. Consumers are increasingly conscious of the ethical implications of their clothing choices, prompting brands to provide more information about the production process. From the sourcing of raw materials to the working conditions in factories, transparency builds trust and empowers consumers to make informed decisions that align with their values. Transparency and traceability are being prioritized by the apparel industry in order to effectively manage value chains, solve labor and human rights breaches, combat counterfeits, and handle reputational issues. But a lot of businesses lose out on supplier information because they don't have a clear picture of all the business partners in their value chain. To solve this problem, industry partners must work together and develop common strategies and dependable technical solutions.

The upsurge of second-hand and vintage shopping is another indicator of the shift towards sustainable fashion. Consumers are embracing pre-loved garments as a way to reduce their environmental footprint. Online platforms and physical stores dedicated to second-hand clothing are thriving, creating a circular economy where fashion items enjoy multiple lives.

Fashion brands are also recognizing the importance of incorporating social responsibility into their business models. Initiatives such as fair labor practices, gender equality, and community engagement are becoming integral components of sustainable fashion. By prioritizing both environmental and social considerations, these brands are contributing to a more ethical and equitable industry.

In conclusion, the average person uses over 2,700 liters of water over the course of three years to create one cotton T-shirt. Sixty-seven percent of customers are now worried about the negative effects of their clothes consumption, according to the Mckinsey Report 2020: The Sustainable Fashion Statistics. Sixty percent of the users are starting to make an effort to recycle and reuse items rather than buy them on impulse. Though much more implementation and awareness needs to be distributed throughout our ecosystem, the future of sustainable fashion is undoubtedly gaining momentum among institutions, brands, and young people who are adopting the sustainable approach at a faster speed. The rise of sustainable fashion is reshaping the textile industry and challenging traditional norms. From eco-friendly materials to circular fashion practices, technology-driven innovations, and a commitment to transparency and social responsibility, the fashion landscape is evolving. As consumers increasingly demand environmentally conscious options, the industry is responding with creativity and determination, paving the way for a more sustainable and responsible future of fashion.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (15)

Authored by: Rashmi Chopra, Founder & Managing Director, Ecloset

  • apparel fashion
  • Sustainability
  • retail India
  • india retail

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Top 15 Technology Trends For Fashion Retail in 2024: Dress for the Future

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (16)

BY - Sandeep Sharma
Content Editor / 18 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (18)

The fashion industry is in the midst of a digital revolution, with technology weaving its way into every aspect of retail, from design and production to marketing and customer experience. As we step into 2024, the pace of innovation continues to accelerate, presenting exciting opportunities for both established brands and emerging players. To stay ahead of the curve, understanding the key technology trends reshaping fashion retail is crucial.

This article dives deep into the top 15 trends that will have a significant impact in the coming year, providing insights and examples to help you leverage them for success. Whether you're a fashion designer, retailer, or simply an avid consumer, buckle up for a journey into the future of fashion.

1. Immersive Shopping Experiences:

Gone are the days of static images and basic product descriptions. Consumers crave engaging and interactive experiences, and technology is delivering. Here are the key drivers:

  • Augmented Reality (AR): Imagine virtually trying on clothes before buying them. AR superimposes digital clothing models onto users, allowing them to see how garments fit and look on their specific body type. This reduces returns and boosts customer satisfaction.
  • Virtual Reality (VR): Take things a step further by stepping into immersive, 3D virtual showrooms. Brands like Rebecca Minkoff and Tommy Hilfiger are already offering VR experiences, allowing customers to explore collections and interact with products in a realistic setting.
  • 3D Product Visualization: High-quality 3D models give a detailed view of products from all angles, zoom levels, and even in different lighting conditions. This enhances online shopping experiences and increases conversion rates.

2. Personalization at its Peak:

One-size-fits-all is a relic of the past. Consumers expect personalized experiences, and technology is making it possible:

  • AI-powered Recommendations: Leverage customer data and purchase history to suggest relevant products, predict styles they'll love, and offer personalized styling advice.
  • Chatbots and Virtual Assistants: These AI-powered tools provide real-time customer support, answer product inquiries, and offer personalized recommendations, 24/7.
  • Dynamic Content: Showcasing products and offers tailored to individual preferences based on demographics, browsing behavior, and past purchases creates a more relevant and engaging experience.

3. Livestream Shopping Takes Center Stage:

Livestream shopping blends entertainment and real-time commerce, allowing brands to connect with audiences directly and generate instant sales. Expect to see:

  • Interactive Livestreaming: Viewers can ask questions, interact with hosts, and purchase products in real-time, creating a dynamic and engaging shopping experience.
  • Influencer Collaborations: Partnering with relevant influencers for livestream shopping events leverages their audience trust and drives sales.
  • Shoppable Livestreams: Products featured in the livestream are tagged and instantly purchasable, removing friction from the buying journey.

4. Omnichannel Integration Seamlessly Blends Online and Offline:

The lines between physical and digital retail are blurring. Here's how:

  • Click-and-Collect: Customers order online and pick up in-store, offering convenience and flexibility.
  • Buy Online, Return In-Store (BORIS): Allow customers to return online purchases to physical stores for added convenience.
  • Mobile Point-of-Sale (mPOS): Empower store associates with mobile devices to assist customers anywhere on the shop floor, enhancing the in-store experience.

5. Sustainability Takes Center Stage:

Consumers are increasingly conscious of the environmental impact of fashion. Technology is helping brands become more sustainable:

  • Transparency through Blockchain: Blockchain technology enables tracking the origin and journey of materials, ensuring ethical sourcing and responsible production.
  • Sustainable Materials and Production Processes: Utilizing recycled materials, organic fibers, and low-impact dyeing techniques is becoming increasingly important.
  • Circular Economy Initiatives: Resale platforms and rental services encourage clothing reuse and extend the life cycle of garments.

6. Voice Commerce Emerges as a Powerful Tool:

Voice assistants like Alexa and Google Assistant are changing how we interact with technology, and fashion is no exception. Expect to see:

  • Voice-activated Shopping: Purchase clothes hands-free using voice commands, ideal for multitasking or busy consumers.
  • Product Information and Reviews: Ask voice assistants for product details, size recommendations, and customer reviews for informed decision-making.

7. Artificial Intelligence (AI) Streamlines Operations:

AI is automating tasks and boosting efficiency across the fashion value chain:

  • Demand Forecasting: AI algorithms analyze sales data and trends to predict future demand, optimizing inventory management and reducing stockouts.
  • Automated Design and Production: AI can generate design ideas, personalize patterns, and even optimize production processes.
  • Fraud Detection and Prevention: AI helps identify and prevent fraudulent transactions, protecting both brands and customers.

8. The Rise of Social Commerce:

Social media platforms are evolving into powerful shopping destinations:

  • Shoppable Posts and Stories: Allow customers to purchase products directly through social media posts, eliminating the need to switch platforms.
  • Social Proof and Influencer Marketing: Leverage user-generated content and influencer partnerships to build trust and drive sales.
  • Social Gifting: Social media platforms are introducing gifting features, making it easier to purchase and send fashion items to friends and family.

9. The Metaverse Beckons:

The metaverse, a virtual world where people can interact, shop, and socialize, is still in its early stages, but fashion brands are already experimenting.

  • Virtual Fashion: Design and sell digital clothing items specifically for avatars within the metaverse.
  • Virtual Showrooms and Experiences: Create immersive virtual spaces where customers can explore collections and interact with brands.
  • NFTs and Digital Ownership: Offer unique, limited-edition digital fashion items secured through NFTs (Non-Fungible Tokens).

10. Data-Driven Decision Making:

Data is king, and fashion brands are leveraging it to gain insights and make informed decisions:

  • Customer Analytics: Analyze customer behavior, preferences, and purchase history to understand their needs and personalize offerings.
  • Marketing Attribution: Measure the effectiveness of marketing campaigns across different channels and optimize advertising spend.
  • Trend Forecasting: Identify emerging trends and styles based on social media data, search trends, and sales patterns.

11. Robotics and Automation Take Over Repetitive Tasks:

Robots are taking over repetitive tasks in warehouses and factories, improving efficiency and accuracy:

  • Automated Picking and Packing: Robots can speed up order fulfillment and reduce errors.
  • Quality Control and Inspection: Robots can inspect garments for defects with greater precision than humans.
  • Automated Customer Service: Chatbots powered by AI can handle basic customer inquiries, freeing up human agents for complex issues.

12. The Power of Community and Co-Creation:

Brands are building stronger relationships with customers by fostering a sense of community and co-creation:

  • User-Generated Content (UGC) Campaigns: Encourage customers to share photos and videos wearing your clothes, leveraging their authenticity and reach.
  • Crowdfunding and Collaborative Design: Allow customers to contribute to product design and development through crowdfunding platforms.
  • Loyalty Programs and Exclusive Experiences: Reward loyal customers with exclusive access to products, events, and experiences.

13. Cybersecurity Becomes Paramount:

As technological advancements create new opportunities, cybersecurity threats also evolve. Brands need robust security measures:

  • Data Protection: Implement strong data encryption and access controls to protect customer information.
  • Payment Security: Ensure secure payment gateways and transaction processing to prevent fraud.
  • Cybersecurity Awareness and Training: Educate employees about cybersecurity best practices to minimize risks.

14. The Future of Retail is Phygital:

The physical and digital worlds will converge further, creating seamless and engaging experiences.

  • Interactive In-Store Displays: Interactive displays with AR features and product information enrich the shopping experience.
  • Personalized In-Store Recommendations: Utilize customer data to offer personalized product recommendations while they shop in-store.
  • Frictionless Checkout: Implement self-checkout options and mobile payment solutions for faster and more convenient transactions.

15. Continuous Innovation is Key:

The fashion industry is constantly evolving, and staying ahead of the curve requires embracing continuous innovation. Here are some key strategies:

  • Invest in Research and Development: Allocate resources to explore emerging technologies and experiment with new solutions.
  • Partner with Tech Companies: Collaborate with technology providers to develop innovative solutions and access expertise.
  • Adopt an Agile Mindset: Be open to change, experiment quickly, and learn from failures to continuously improve.

By embracing these top 15 technology trends, fashion brands can unlock new opportunities, enhance customer experiences, and thrive in the ever-evolving retail landscape. Remember, this is just the beginning. The future of fashion is brimming with possibilities, and those who embrace technology will be the ones shaping it.

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Recode Studios: Reshaping the Beauty Landscape with Innovation

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (19)

BY - Rishabh Sharma
Correspondent, & Retailer Media / 10 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (21)

In the vibrant world of beauty and personal care, Recode Studios emerges not merely as a brand but as a transformative influence. Crafted by the visionary duo, Dheeraj Bansal and Rahul Sachdeva, in the heart of Ludhiana, this brand's journey unfolds with a story rich in resilience, innovation, and an unwavering commitment to quality. What began as a venture fueled by a shared vision has now blossomed into a beauty empire that stands out uniquely in the industry. Let's step into the enchanting tale of Recode Studios, discovering its humble beginnings, strategic choices, and the ambitious dreams it's weaving for the future.

Nestled in the heart of Ludhiana, Recode Studios was born from the dreams and aspirations of Dheeraj Bansal and Rahul Sachdeva. Their shared vision was to create a beauty brand that not only delivered top-notch cosmetics but also radiated innovation in an industry brimming with endless possibilities. The brand faced a pivotal moment during the unprecedented challenges of the COVID-19 pandemic. Confronted with the daunting task of selling products amidst stringent lockdowns, they embarked on a daring journey – offering their prized creations for just Rs 1. This audacious strategy, amplified through the powerful channels of social media and influential bloggers, not only successfully cleared inventory hurdles but also thrust Recode Studios into the radiant spotlight.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (22)

A Vision Beyond Profit - Customer Engagement and Loyalty
Recode Studios sets itself apart in the beauty and personal care industry by placing a strong emphasis on customer engagement and loyalty. In an era where transactions often overshadow relationships, the brand chose a different path. Training sessions became more than just a showcase of products; they transformed into immersive experiences. Customers were invited to 5-star hotels for educational sessions on effective product usage, turning them into brand ambassadors.

In the words of Dheeraj Bansal, "Our journey is not just about selling products; it's about creating a community. We believe in educating our customers, forging a connection that goes beyond the transaction. Our commitment to customer engagement has been a driving force in our growth."

Crafting Quality - Sourcing and Manufacturing Excellence
Sourcing and manufacturing are the backbone of Recode Studios. The brand strategically sources products from various countries, including Thailand, China, Germany, and Taiwan. Approximately 60 percent of their products, such as kajal, concealer, and foundation, are imported and rebranded. The remaining 40 percent percent which includes items like lipstick, face wash, and eyeliner, undergo meticulous manufacturing in Indian locations like Parwanoo, Pantnagar, and Rudrapur.

Sachdeva elaborated, "Our approach is to combine international excellence with local manufacturing. Our strategic partnerships allow us to offer a diverse range of high-quality products to our customers." This unique combination positions Recode Studios as a brand that brings global standards to local markets."

Bridging the Digital and Physical - Tech Integration for Enhanced Customer Experience
In a world where technology reshapes consumer experiences, Recode Studios has seamlessly integrated it into its operations. The brand boasts an online presence through its website and major e-commerce platforms like Amazon, Flipkart, and Nykaa. The online space is not just about transactions; it's an extension of their commitment to customer education.

Dheeraj Bansal emphasizes, "Our customers can conveniently access our products online, but we go beyond that. We organize training sessions that involve not only showcasing our products but also educating customers on effective product usage. This personalized approach, coupled with our online and offline channels, contributes to an improved customer experience and overall business efficiency."

The Pledge to Quality - Authenticity Assurance and Sustainability Initiatives
Recode Studios is unwavering in its commitment to delivering high-quality products. This commitment extends beyond borders, with a significant portion of products imported from countries renowned for their stringent quality standards, such as Germany and Taiwan. The brand's dedication to authenticity is not just a promise; it's an experience crafted through training sessions where customers can immerse themselves in the world of Recode Studios products.

Sachdeva highlighted, "Our international sourcing ensures that our products meet stringent quality benchmarks. But our commitment goes beyond quality; it's about sustainability too. While not explicitly mentioned, our focus on customer education is a potential avenue to promote responsible beauty practices and eco-friendly choices in the future."

Growth Trajectory and Future Aspirations
Recode Studios has not just thrived; it has flourished in the beauty and personal care market. The brand's growth trajectory is nothing short of impressive: from 25 lakhs in 2018 to a staggering 26 crores in 2022. This meteoric rise is a testament to the brand's resilience and strategic vision.

Bansal said, "Looking ahead, we have set ambitious targets for further growth. Our aim is to achieve a revenue of 50 crores by the end of the fiscal year 2023 and 2024. This growth trajectory reflects not just our rapid expansion but our success in navigating the competitive beauty market."

The Unfolding Legacy and Beyond
As Recode Studios stands on the cusp of a dynamic evolution, its journey is more than just about cosmetics. The brand envisions transitioning into a marketplace, expanding product offerings, and fostering collaborations. In the long term, the commitment to providing high-quality, affordable beauty products remains steadfast. Plans include making these products more accessible, particularly in tier 2 and tier 3 cities. The brand is set to establish 20 physical stores by the end of the year, accompanied by a significant increase in SKUs to offer a more diverse range of beauty products.

Rahul Sachdeva concluded, "Throughout this journey, our unwavering emphasis on customer education and engagement will continue to drive our future growth and success. Recode Studios is not just a brand; it's a revolution in the beauty industry, and we're only just beginning."

  • Beauty and wellness
  • Business Growth
  • retail India

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D2C Brands Unveil New Collections for Seasonal Delights

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As the winter frost descends, safeguarding your skin becomes paramount. It's not just about updating your wardrobe; your skincare routine demands attention too. In the face of biting winds and plummeting temperatures, your skin's natural moisture is at risk, potentially leaving it parched and tight. Fear not, for the solution lies in a thoughtful adjustment to your winter skincare regimen.

The Indian cosmetics industry, witnessing consistent growth, boasts impressive figures. According to market reports, the Indian cosmetics market soared to a valuation of nearly $11.16 billion in 2017, with an anticipated compound annual growth rate (CAGR) of 5.91 percent projected during the 2017-2025 forecast period.

Navigating the winter months necessitates a slight tweaking of your skincare routine, considering the harsh conditions that challenge our skin's protective barrier. The elements – cold air, whipping winds, and reflective snow – expose our skin to extremes, exacerbated by the common low humidity in colder climates, sapping moisture relentlessly. In this context, a well-curated winter skincare routine becomes not just a luxury but a necessity. Here are the products you need to weather the winter and keep your skin radiant:

1. Fuschia Hyaluronic Acid Hydrating and Plumping Facial Serum

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (26)

As the winter chill sets in, fortify your skin with Fuschia's Hyaluronic Acid Serum. Packed with antioxidants, this serum provides a robust defense against free radicals and UV rays. The infusion of vitamin C and E not only safeguards your skin but also contributes to a radiant complexion, maintaining the much-needed elasticity.

2. mCaffeine Green Tea Face Serum with Vitamin C 15 percent

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In the battle against winter's harsh elements, arm yourself with mCaffeine's Green Tea Face Serum. While this serum may not contain SPF, it seamlessly complements your sunscreen. Layering with SPF is essential during the day to shield your skin from harmful UV rays. The lightweight texture ensures quick absorption, allowing for a smooth makeup application. Address specific morning skincare concerns with Meolaa's targeted serums, be it dark spots or redness.

3. Just Herbs Plant-based Retinol Anti-aging Day and Night Face Serum

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Combat winter dryness effectively with Just Herbs' Plant-based Retinol Serum. Even if you already use a night cream, this serum goes the extra mile in providing essential moisturization. Packed with ingredients like shea butter, squalane, and niacinamide, it ensures your skin receives a hydration boost while addressing specific concerns. Explore Meolaa's night serums tailored to acne, hyperpigmentation, or sensitive skin, catering to your unique nighttime skincare needs.

4. mCaffeine Green Tea Face Serum with Niacinamide 10 percent

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Prepare your skin for the night with mCaffeine's Green Tea Face Serum enriched with Niacinamide. Offering gentle exfoliation through niacinamide, this serum promotes skin cell turnover without compromising sensitivity. Prioritize skin tolerance when considering serums with exfoliating agents like alpha hydroxy acids (AHAs) or beta hydroxy acids (BHAs) in your nighttime routine. Meolaa's range of night serums further caters to specific concerns, ensuring a customized approach to your winter skincare.

In the quest for winter beauty, these four carefully selected serums stand as your frontline warriors, addressing diverse skincare needs and providing the protective shield your skin craves in the colder months. Embrace the winter glow with confidence, knowing that these beauty essentials have got you covered.

  • Beauty
  • Winter
  • retail India

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Consumer Behavior in Fashion Retail Industry

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (32)

In the world of fashion retail, it becomes evident that each choice contributes to a larger narrative. From the hands-on experience of a brick-and-mortar store to the swift clicks in the digital marketplace, it boils down to the nuances that shape the preferences of modern shoppers and how they impact the industry in turn.

Offline vs Online

Offline shopping is an immersive experience, where the customer thoroughly tests and tries the product within the store often accompanied by friends or family. Typically, this experience translates into higher costs as offline retail involves the use of physical stores which means overheads such as rent associated with them. However, some consumers prefer retail therapy where the act of trying, testing, and purchasing in a store or a mall proves to be a great stress buster or an act of leisure.

On the flip side, the ease of infinite scrolls and doorstep deliveries–the online world beckons a different charm. It's a place where 'try, test, and keep or return/exchange' allows consumers to feel safe and the search bar is a ticket to the sea of options. But amid the speed and efficiency, customers shopping online primarily have complaints about being unhappy with what they eventually get delivered, in terms of fit, texture, color, and so on.


Sustainability is a major factor in influencing consumer decision-making as well, what was initially abundant in Western markets has now slowly percolated into the Indian market, especially in Tier 1 cities. Younger customers increasingly want to make conscious choices towards their purchases– be it climate-conscious materials or to support a social cause they feel connected to. We often see this demographic of customers who associate higher value with choices that give them a “feel good” vibe after their purchase.

Other Factors


Age becomes a defining note as well. Gen Z’s customers prefer trends and unique fits to often overlook material quality. Millennials (usually with a higher spending power), opt for comfort and quality, while the Gen X remain loyal to the classics, finding comfort in the familiar aisles of offline stores.


In Tier I and Tier II cities, premium products are in the spotlight and shopping is a year-round affair where price point doesn't inspire resistance. Meanwhile, in Tier III and Tier IV cities, value trumps all and the majority of purchases entail sale campaigns launched in the festive seasons like Dussehra, Diwali, and Christmas.

The fashion industry is fairly dynamic with the two sides both equally influencing the way people behave in the market. We understand that each click, scroll, and store reveals something new about consumers. I also like to believe that more than the garments; it's the narratives responsible for every purchase. The choices of online and offline purchases mirror the diverse tastes of our customers and their environment which is important to make note of while being in the competitive industry.

Authored By

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (33)

Vedant Bang, Director of Thomas Scott India

  • retail India
  • apparel fashion

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Nykaaland's Game-Changing Moment: Two Global Beauty Legends Take India by Storm

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BY - Rishabh Sharma
Correspondent, & Retailer Media / 4 MIN READ

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Nykaaland, co-produced by Nykaa and BookMyShow, delivered an unparalleled blend of star-studded appearances, cutting-edge beauty brands, and an unforgettable blend of entertainment and education, setting a groundbreaking precedent in the beauty industry.The festival proved to be a resounding success, with more than 15,000 attendees who reveled in the wealth of activities, from product sampling and masterclasses to celebrity appearances, offering an unmatched opportunity to delve into the world of beauty.

However, the highlight of the event was the launch of two global giants in India - Urban Decay and MARS Cosmetics.

1. Urban Decay

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The revolutionary beauty brand, Urban Decay, made its grand entrance into the Indian market exclusively through Nykaa at Nykaaland. Known for its cruelty-free, high-pigment makeup and ethos celebrating individuality and self-expression, Urban Decay has redefined the makeup world since its inception in 1996. With its iconic products like the All Nighter Setting Spray and Naked Palettes, Urban Decay encourages fearless expression, inviting individuals to explore new facets of themselves. Its arrival in India marks a significant milestone, providing Indian beauty lovers access to cutting-edge formulations and a bold, inclusive approach that's set to revolutionize the Indian beauty scene.

2. MARS Cosmetics:

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The innovative MARS Cosmetics introduced its exclusive festive gifting hampers designed for beauty enthusiasts at Nykaaland. Under the theme "MARS Beautiverse," the brand aims to demonstrate that "beauty has no limit, much like the cosmos itself." MARS Cosmetics envisions creating a beauty cosmos that showcases its unique products and narrates its brand story. The festival was the ideal platform for beauty enthusiasts to mingle with global icons from the beauty and lifestyle industry. As part of the celebrations, MARS organized a thrilling social media giveaway, offering 10 lucky winners free Nykaaland exclusive passes with all-access to the beauty extravaganza.

  • Nykaa
  • Beauty Products
  • retail India

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5 Beauty Brands that are Breaking India’s Vast Beauty Retail Segment

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BY - Rishabh Sharma
Correspondent, & Retailer Media / 7 MIN READ

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As the festive season draws near, there is an unspoken rule that one's skin should shine as brilliantly as the dazzling celebrations. In this quest for luminous radiance and a vibrant glow, one need not go it alone. We have curated a list of five must-have beauty products that are poised to become one's skin's best allies, ensuring it radiates with the same brilliance and confidence as one's carefully chosen festive attire and accessories.

It is essential to note that the beauty and personal care market in India has been on an impressive upward trajectory. In 2022, the market reached a staggering size of $26.3 billion, setting the stage for even greater heights in the future. Market size of $38.0 billion by 2028, with a robust compound annual growth rate (CAGR) of 6.45 percent expected during the period 2023-2028, as per a report. Several factors contribute to this growth, including a diverse product range, a rising demand for natural and organic products, and the increased presence of e-commerce platforms in the market.

In this festive season, let's ensure your radiance outshines the clothing:

  • The Body Shop’s Vitamin C Glow Revealing Serum

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Elevate your skincare routine with The Body Shop's Vitamin C Glow Revealing Serum, a revolutionary product infused with a remarkable 10 percent natural origin vitamin C concentration, strategically enriched with bakuchiol. Comprising an impressive 92 percent natural ingredients, this serum is meticulously designed to enhance the appearance of uneven skin tone and texture, ultimately bestowing newfound radiance upon your complexion. Our extensive tests, conducted with 112 women, unequivocally demonstrated a significant 33 percent increase in radiance after a dedicated 8-week regimen of use.

  • Derma Co’s 1 percent Hyaluronic Sunscreen Aqua Gel - 50g

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Embrace the sun with confidence, thanks to Derma Co's 1 percent Hyaluronic Sunscreen Aqua Gel. This remarkable sunscreen offers formidable SPF 50 and PA++++ protection, ensuring your skin is shielded from the sun's harmful rays and the detrimental effects of blue light. The lightweight and fragrance-free formula dissolves effortlessly on your skin, almost like water, while the infusion of Hyaluronic Acid and Vitamin E collaborates to combat sun damage, reduce fine lines and wrinkles, leaving your skin as soft as butter.

  • L’Oréal Paris Glycolic Bright Skin Brightening Serum, 15ml

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L’Oréal Paris presents the Glycolic Bright Skin Brightening Serum, a game-changing skincare solution meticulously formulated with glycolic acid. This serum seamlessly penetrates the skin, stimulating cell renewal and evening out the layer where melanin accumulates, unveiling a visibly brighter and more even complexion. Clinical studies have unequivocally proven its remarkable ability to eliminate up to five years of dark spots in just a few weeks.

  • Dr. Batra’s PRO+ EverYoung Face Sheet Mask

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Elevate your skincare experience with Dr. Batra’s PRO+ EverYoung Face Sheet Mask, a product featuring natural Collagen Fiber, designed to significantly improve skin health, reduce wrinkles, prevent dryness, and maintain an even skin tone. Infused with Berberis Aquifolium, this innovative mask not only enhances skin radiance but also deeply cleanses, reduces the appearance of acne scars, and ensures a harmonious and blemish-free complexion.

  • T.A.C, The Ayurveda Company’s 100 percent Pure Kumkumadi Face Oil

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Embark on a journey to radiant skin with T.A.C, The Ayurveda Company’s 100 percent Pure Kumkumadi Face Oil. This exquisite elixir is a harmonious blend of 24 Ayurvedic herbs, milk, and oils, meticulously certified by WHO, GMP, and ISO standards. It is specifically crafted to reduce dark spots, pigmentation, and blemishes, while providing profound hydration and moisturization for your skin.

  • Beauty brands
  • Beauty Products
  • retail India

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Dressing Champions: Blackberrys Joins Hands with PCI for Asian Para Games

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BY - Nandini Banerjee
Managing Editor, & Retailer Media / 6 MIN READ

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Blackberrys, the Indian-born fashion brand, has been setting trends and dressing men to help them present their best selves for over three decades. The self-made brand holds itself to international standards. As the country experiences tremendous growth and boundless opportunities, the brand is committed to being an integral part of the new India story. As part of its growth strategy, Blackberrys joined hands with the Paralympic Committee of India (PCI) as the “Official Ceremonial Partner” for the upcoming fourth Asian Para Games to be held in Hangzhou, China later this month.

As part of this collaboration, the clothing brand, known for the impeccable quality of its innovative, stylish, and sharp-fitting range, will dress Paralympic athletes and representatives of India travelling to China for the championship scheduled between Oct 22 and Oct 28, 2023.

Blackberrys unveiled and handed over the Official Ceremonial Suit to the attending athletes Parul D Parmar (Para Badminton) and Amit Saroha (Para Discus and Club throw) and PCI delegates. Among the dignitaries who graced the event were Mr. Gursharan Singh, Chef de Mission, Mr. Satyanarayana, Chairperson - Para Athletics, Mr. Nikhil Mohan- Co-Founder and Director of Blackberrys; Mr. Rajesh Sethuraman Vice President- Brand Experience at Blackberrys; Mr. Praveen Gupta General Manager – Supply Chain at Blackberrys and para-athletes Parul D Parmar (Para Badminton) and Amit Saroha (Para Discus and Club throw).

“Embracing the inspirational ethos of 'Keep Rising,' Blackberrys takes immense pride in its partnership with the Paralympic Committee of India (PCI) as the 'Official Ceremonial Partner' for the 4th Asian Para Games. Our brand's essence mirrors the unwavering spirit of para-athletes who consistently shatter boundaries and overcome the odds. Crafting the ceremonial suit for the Indian contingent is a moment of profound aspiration. We are fervently committed to celebrating the extraordinary journey of these athletes, who epitomize the triumph of determination and resilience. With every stitch, we weave a symbol of strength, style, and achievement, inspiring Team India's path to glory”, says Nikhil Mohan Founder & Director, Blackberrys. The ceremonial suit, designed and meticulously constructed by the brand, showcases India’s monogram blending fashion and functionality.

Foraying into Tier III and IV Cities

The growth of the brand mirrors the growth of the country and its economy. To tap into the burgeoning potential of Tier III and IV cities, Blackberrys is partnering with franchisees who are eager to take on the mantle of growth in these areas. While the brand has already established its presence in many regions, Mohan believes that there is still much untapped potential in these towns, which are experiencing a surge in purchasing power and interest in the digital world.

Digital Engagement and New Categories

In the digital age, the brand recognizes the importance of leveraging digital media to excite and engage with new customers. Their approach isn't solely transactional but center around building brand awareness and fostering trust. While e-commerce platforms serve as transactional marketplaces, Blackberrys' own website caters to its loyal customers who understand and trust the brand. This approach allows for the penetration of new product categories and lifestyles, ensuring that the brand’s existing customers feel connected to them.

Differentiation in a Competitive Market

The Indian fashion landscape is hyper-competitive, with numerous options available to consumers. Everyone is on screens, accessing fashion 24/7, making it a challenging environment for brands like Blackberrys. However, the brand differentiates itself by offering a unique "fit" tailored to the Indian body type. For instance, their shirts are designed to accommodate a slightly fuller midsection while maintaining slim and flattering shoulders. This design philosophy not only ensures comfort but also makes wearers look smarter and more athletic. The clothing allows individuals to look their best without the need for a gym, and this unique selling point sets them apart in a crowded market.

  • apparel fashion
  • Blackberrys

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Lavie Sport's Anti-Theft Laptop Backpacks Secure Style With Fashion and Functionality

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (52)

The safety and security of personal belongings and tech products are always paramount considerations for individuals when purchasing a backpack. Alongside comfort features, the assurance of theft-proof quality is essential. Recognizing this need, Lavie Sport has recently unveiled its latest collection of Anti-Theft Laptop Backpacks—an innovation that truly transforms the game for modern nomads who prioritize both style and security. This new collection from our brand has seamlessly combined fashion and functionality, enabling you to enhance your style while keeping your belongings securely protected.

Lavie Sport as a brand deeply comprehends the significance of making a fashion statement without compromising on practicality. The Anti-Theft Laptop Backpacks transcend the realm of mere accessories; they serve as your ultimate partners in preventing thefts and safeguarding your valuables. Every aspect of these backpacks has been carefully crafted to elevate your style while ensuring the utmost safety of your valuable electronics and personal items.

Here are the Fab Five products of Lavie Sport’s Anti-theft backpack range:

  • Lavie Sport Boomerang 36L Anti-Theft Laptop Backpack: Prepare to make a statement with this sleek 15.6" laptop backpack. It boasts enhanced security features such as a combination lock, ensuring your belongings are protected at all times. With three spacious compartments, it easily accommodates everything from books and files to lunchboxes and travel essentials. The adjustable shoulder straps and mesh back padding provide ultimate comfort, while the front pocket keeps your essentials within reach. Available in eye-catching black, navy, and teal colors, this backpack is a true fashion-forward choice.
  • Lavie Sport Diagonal 36L Anti-Theft Laptop Backpack: Make a bold statement with this exclusive 15.6" laptop backpack that combines style and durability. Equipped with a combi-lock and a padded laptop sleeve, it guarantees top-notch security. The three roomy compartments offer ample space for your books, files, and travel essentials. Designed for maximum comfort, this backpack features mesh back padding and adjustable shoulder straps. Keep your belongings organized with the front pocket, making it a must-have for the fashion-conscious.
  • Lavie Sport Golf 36L Anti-Theft Laptop Backpack: Step onto the fairway of style and security with this 15.6" laptop backpack. Its sturdy design ensures strength and durability while providing ample space for your belongings. The combi-lock and padded laptop sleeve offer enhanced security for your electronics. With its three spacious compartments, you can easily carry books, files, lunchboxes, office supplies, or travel essentials. The mesh back padding and adjustable shoulder straps make it comfortable to carry, and let's not forget the front pocket with multiple-level zippered organizers – your everyday items deserve a caddy too!
  • Lavie Sport Astro 36L Anti-Theft Laptop Backpack: Take off in style and security with this 15.6" laptop backpack. Its unique design is built to withstand anything life throws at you, ensuring your belongings stay safe and secure. The combi-lock and padded laptop sleeve provide an extra layer of protection for your electronics. With three roomy compartments, you'll have all the space you need for your books, files, lunch boxes, and travel items. The mesh back padding and adjustable shoulder straps make it a breeze to carry, providing maximum comfort even on the busiest of days. The front pocket with multiple-level zippered organizers keeps your essentials in orbit, ready for action!
  • Lavie Sport Streak 36L Anti-Theft Laptop Backpack: Designed for the go-getters, this 15.6" laptop backpack is a force to be reckoned with. Its exceptional security features, including a combi-lock and padded laptop sleeve with a velcro attachment, give you peace of mind wherever you go. With three spacious compartments, you'll have all the space you need for your essentials. The mesh back padding and adjustable shoulder straps ensure a comfortable fit, even during long hours of wear. The multiple-level zippered organizers in the front pocket keep your belongings easily accessible, making it the ultimate companion for your daily adventures.

These Anti-Theft Laptop Backpacks from Lavie Sport are not just ordinary bags – they're your best companion through life's adventures. Whether you're hustling on campus, conquering the corporate world, or exploring new horizons, these backpacks will elevate your style while keeping your belongings secure. With their cutting-edge design elements and rock-solid security features, they are a must-have for the modern nomad.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (53)

Ayush Tainwala, CEO of Bagzone Lifestyle Private Limited, is a go-getter entrepreneur with a background in Economics and an MBA from Columbia Business School. Under his leadership, Bagzone Lifestyle has become the largest seller of branded accessories in India, with its brand 'Lavie' catering to fashion-conscious women.

  • security

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Retail News: A Skating Monk to spice up India’s streetwear retail game

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BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 6 MIN READ

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When it comes to sturdy shoes, Woodland is a name that all of us recall easily, be it as part of our customer experience or their catchy advertisem*nts. Aero Group, the parent brand of Woodland, has also been promoting a streetwear brand titled fancifully as A Skating Monk. And CEO Gagandeep Singh is confident that the brand, with its zany mix of shoes and clever promotional techniques, is set to skyrocket India’s streetwear scene.

Skating into pandemic-ridden Indian market

It all started during Gaganpreet’s undergrad in the UK, when he and his Japanese friend created the blueprint of the brand. The idea didn’t take flight until Gaganpreet returned to India and sought an opportunity to enter a fresh market interspersed with very few brands that created their own products. The footwear brand took a daunting challenge of selling products in late 2020, right in the middle of the pandemic, and is growing in leaps and bounds countrywide today.

Although the ownership is the same, A Skating Monk collaborates with Woodland and is a different entity that is growing within and outside the comfort zone of Woodland’s domestic retail network. “A Skating Monk has a different target audience of 16-25-year-olds, but they get the same qualitative assurance of Woodland. A Skating Monk shoes are made in the same factories as that of Woodland and have very similar workforce, whose products have been known to be sturdy. We mix fashion with high quality,” he said.

Exclusive focus on footwear innovation & promotion

There are streetwear resellers doubling up as brands, and there are entities such as A Skating Monk, which focuses only on footwear. “Other brands are mostly into apparel and T-shirts. Some of them bulk-buy from China, and often fail to showcase variety in the long run. We, on the other hand, manufacture our products and hence have a command on variety. Once we know the styles raging in the market, we launch multiple colors on the respective designs and have been getting phenomenal responses,” the CEO maintained.

In terms of product innovation, having their own tannery helps the brand play around with colors. Gaganpreet finds color customisation interesting, and the brand’s latest line of footwear has layers of colors stacked on its surface, only to be unveiled with usage over time. “The first layer of color wears out to reveal the next. You can also customize by applying sanitisers on the products to reveal interesting colors.

In marketing, A Skating Monk follows the guerrilla technique, in which the brand assembles 18-20 social media influencers to create a wave of chatter around the brand once every two months. This sustains social sharing and discussion about the brand for a good 20-30 days, which gives the brand enough market insight to plan the next campaign.

Pop-ups, multi-brand outlets, & abroad

Ambitious, A Skating Monk had started as a D2C brand with limited inventory and access to few multi-brand outlets during the pandemic. The brand was testing the market and sending their products to artisanal brands across Kolkata, Jaipur, and Delhi back then. Chandigarh used to bring the lion’s share of business at that time, but Bombay, Kochi, and Kolkata are hogging the limelight since the past one year.

They continued with an annual sales threshold of Rs 1 crores the first year, which, according to Gaganpreet, will reach Rs 10 crores shortly. The brand is currently present in 60 Woodland stores as pop-ups across tier 1 and 2 cities in India, in which 13 have the entire A Skating Monk range. The rest are pulling crowd with their popular multi-color SKUs. Other than that, the brand is available in 4 multi-brand outlets.

“We would like to achieve 10% of Woodland’s revenue in 3 years from now. We are looking forward to open new pop-ups. A lot of work remains to be done in India and plans are on to expand in Hong Kong, South Africa. Canada where Woodland is already present,” said Gaganpreet.

  • Streetwear

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Zouk Launches Flagship Store at Nexus Seawoods, Mumbai

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BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 5 MIN READ

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The apparel industry in India is witnessing an upsurge of indigenous craftsmanship. Zouk, a powerhouse of an online bag player, flung its doors open to its first flagship store in India, at Nexus Seawoods Mall, Navi Mumbai, recently. The brand represents itself by the handcrafted brilliance of its artisans, and therefore, Co-founders Disha Singh and Pradeep Krishnakumar inaugurated the store with a cake-cutting ceremony with the artisans. Disha spoke in detail about the new targets of the D2C apparel entity.

Choosing Cruelty-free Fashion

Back in 2017, the Indian market was seeing an influx of foreign apparel brands, which flaunted handcrafted product lines. India, being the epitome of handicrafts, hadn’t found a curious risk-taker. It was then that Pradeep and Disha’s brainchild, which used premium fabric and vegan leather to be the first cruelty-free, vegan bag brand in the country, was launched online.

“India always had great products but lacked proper branding for a wide exposure of indigenous work. An India-first brand, Zouk now has over 800 artisans across the board, who look after the supply chain. We have also upgraded conditions for the workers with a proper factory set-up,” said Disha.

Since Disha and Pradeep belonged to engineering backgrounds, their decision to manufacture bags entailed detailed market study of the fashionable leather industry. A deep insight into the treatment meted out to animals propelled the co-founders to take the leap of faith with a pioneering product base of vegan leather. This demanded the team to constantly train and upgrade manufacturing processes of workers, who were understanding the nuances and benefits of vegan leather for the first time.

Five years ago, Zouk became the first PETA-certified vegan bag brand in India and overturned stereotypes about vegan lifestyle being confined to just the diet. With several agencies educating the target audience, people now understand that there is a choice for fashionistas to go cruelty-free in high fashion as well.

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Offline Expansion

Serving countrywide, Zouk prides on having over 6 lakh happy customers for their India-inspired designs. With more than 150 strong workforce, the brand is poised to launch at least five new stores across Tier I cities in the next 6-12 months. International expansion will follow.

The flagship store serves as an attraction for the latest design launches. The products, such as Zouk Daypacks, will be launched first at the store, and then distributed online. Apart from this, the founders have associated the retail space with an umbrella CSR initiative titled, ‘Zouk Empowers’, which will come up with new associations to give back to the society.

“We started Zouk Empowers with ‘Teach for India’, an NGO initiative on core skill development of senior secondary students. This time, Teach for India has presented skill demonstrations in the form of worksheets to help senior students sail through internships and interviews,” said Disha. She added that projects on women empowerment and upskilling are also on the cards, so that the benefactors get to earn livelihood and Zouk gets to be a part of their promising professional journeys ahead.

  • Vegan

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Let’sDressUp: Redefining Fashion with a Customer-Centric Approach

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (63)

To wear high-quality fashion, and be confident about the choice of garments, is something that every Indian woman aspires to do. With one of the largest consumer bases in the world, the Indian fashion industry is rapidly growing. However, many of the core problems such as size mismatch, poor quality of fabrics, and lack of customer support, continue to mar the experience for most customers. This is where LDU’s customer-centric approach, and commitment to bringing about a revolution in the fashion world through unique design, quality, and cutting-edge technologies, significantly impact the Indian apparel sector. The new-generation fashion brand offers an extensive and ever-expanding product range, India’s size chart, and the promise of offering clothes that fit every woman -- USPs that have made it a one-of-its-kind fashion label in the market.

Challenges Faced by the fashion industry

Fashion is a $100-billion market in India and over $1 trillion globally. Yet, it is broken across all segments. Almost 2 out of 3 Indians are unhappy with the clothes they buy and struggle to find the size in their desired styles. As a result, the rate of return in the fashion industry is the highest at ~30%-40%. Manufacturers generally face a huge working capital issue due to large credit cycles. Approximately 50% of the capacity still needs to be utilized at any given point of time in a year. Almost ~65% of clothes burnt or dumped in the first year itself; ~10% of carbon emissions and ~20% of wastewater come from the fashion industry.

These longstanding challenges continue to remain unaddressed. Even the biggest fashion brands in India don’t make any efforts to address the core challenges faced by consumers and the fashion industry alike. Identifying the need and the potential that remains untapped, LDU has embarked on a journey to address these challenges in a full-stack manner.

Customer-centric innovation at LDU

LDU has built the first India-specific size chart by analyzing data gathered from more than 3000 women nationwide. It is a smart size chart that constantly refines and updates its accuracy with each new customer order, enabling a fitment that other brands offering European, US, or UK size charts fail to offer. Further, it has become the most inclusive brand by offering XS-8XL, with 100s of new styles every week at less than INR 1000.

Ecosystem enhancement by LDU

LDU has worked closely with manufacturers and actively changed the quarterly to half-yearly to weekly payment cycles. By doing this, it has solved the working capital issues while helping them better utilize their capacity. LDU is also building with a zero dead inventory model by leveraging technology to ensure that the design-to-execution cycle is less than a week, compared to the industry average of 3-4 months. Technology also enables the company to track the unutilized capacity and help them better utilize it. In this process, they do not create anything the users never really wanted.

By adopting a lean manufacturing approach, they have managed to solve the wastage problem. LDU also has the ‘Blockbuster Friday’ offering, wherein they unveil new fashion products every Friday to ensure its customers never run out of dressing options. Conventionally, brands launch new fashion ranges as per the season. However, as a brand with many firsts to its credit, this move will be highly beneficial for consumers as they do not have to wait for a long time to find something new and trendy to wear.

Further, LDU uses cotton as the core fabric for its products, which helps reduce resource consumption in the manufacturing process. They use no harmful chemicals or colors to produce the garments and focus on maintaining digitally driven transparency with their manufacturers and retail partners.

Achieving Revolutionary Results

LDU has a return rate of less than 3% compared to the industry average of approx. 30% to 40%, and that’s something that even the most prominent fashion labels in the world haven’t managed to come close to. The brand has been witnessing a great reception and has already formed a community of over 40,000 women who have loved the brand’s products. With the ability to introduce 100s of new designs every week, and affordable prices starting from around 1000 rupees, LDU has become a brand with something to offer every Indian woman irrespective of her preferences.

The company has turned EBITDA+ and crossed the ~15 crores annualized revenue mark. The Indian textile and apparel market is expected to reach $387.3 billion by 2028, exhibiting a growth rate (CAGR) of 14.59% from 2023 to 2028. Growing at ~50% MoM, LDU is on its way to reaching the next milestone of ~100 crore mark in the next ~12 months and 1000 crore in the next 3-4 years, eventually headed towards IPO.

With a healthy unit economics, unbeatable size range, an understanding of the needs of Indian women, and a diversity of design offerings, LDU is well on its way to becoming the “Shein” from India, for India!

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (64)

Dr. Drishti Anand is the co-founder of LetsDressUp (LDU), India’s fastest-growing fashion-tech company. A doctor-turned-entrepreneur, Anand is on a mission to bring about a renaissance in the apparel sector by building India’s most size-inclusive and sustainable fashion platform for Bharat.

  • Sustainable brands

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Specialization in innerwear is mandatory for men's comfort

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (67)

The significance of innerwear, particularly underwear, cannot be understated when it comes to men's everyday comfort and well-being. Often overlooked, the right choice of underwear can provide essential support, freedom of movement, and moisture control, enhancing overall confidence and maintaining optimal hygiene. Understanding the importance of selecting quality innerwear is vital for every man seeking the utmost comfort and a solid foundation for their daily activities.

But the world has moved on today and we have exciting new trends coming up regarding innerwear. One of the most important movements within the industry is the rise of specialized innerwear for sports and athletics. What do I mean by that?

Most of us have experienced the discomfort that arises from wearing regular underwear throughout the day. Although it may seem fresh and appealing in the morning, it often proves to be problematic and painful by the day's end. This common issue stems from the fact that regular innerwear is primarily designed for typical everyday use.

However, when subjected to physical activities or increased stress, it fails to meet the required standards. Problems such as chafing, rashes, and elastic burn frequently occur. Clearly, regular innerwear does not cater to those seeking a more specialized and optimal solution.

This perspective underscores the belief that the future of the innerwear industry lies in specialized products tailored for sports and exercise. This conviction drove the creation of TRYB, a brand dedicated to crafting innerwear designed explicitly for men who consistently strive to surpass their physical boundaries.

Recognizing the inadequacy of conventional innerwear options, TRYB was established to meet the unique requirements of active individuals. Amidst the clamor generated by various brands, TRYB distinguishes itself by prioritizing key principles that form the bedrock of exceptional sports innerwear. These principles remain the focal point of daily endeavors at TRYB, fueling the brand's commitment to producing unparalleled athletic innerwear.

How are sports underwear different from regular ones?

One key feature of specialized sports innerwear like TRYB is the use of mesh fabric. This breathable material promotes airflow, allowing heat and moisture to escape, keeping the body cool and dry during intense workouts. It also enhances ventilation, preventing the build-up of sweat and reducing the risk of skin irritation.

Another significant advantage when you choose specialized innerwear from brands like TRYB is its anti-chafing properties. These garments are designed with smooth seams and strategically placed panels to minimize friction and rubbing against the skin. By reducing chafing, athletes can exercise comfortably for longer durations, without worrying about painful skin irritations.

Anti-bacterial fabric is a huge deal today. Having fabric that is treated to inhibit the growth of odor-causing bacteria, keeps the garment fresh and minimizes unpleasant smells. This is particularly beneficial during intense workouts when sweat accumulates, ensuring a more hygienic and comfortable experience.

High spandex content is another notable feature. The inclusion of spandex provides excellent stretch and elasticity, allowing for unrestricted movement during physical activities. The fabric conforms to the body's shape, providing a snug and supportive fit without feeling constricting.

Another thing that is underrated when it comes to comfort is the use of high-quality elastic bands. These bands are designed to provide optimal support and maintain the garment's position, preventing uncomfortable shifting or bunching during movement.

The use of durable elastic ensures that the innerwear retains its shape and elasticity even after repeated use and washing. Lastly, specialized sports innerwear excels in moisture management. The fabric wicks away sweat from the body, preventing moisture accumulation and aiding in quick drying.

The Future of Innerwear

One notable shift that has transpired over time is the remarkable breadth of options available to individuals regarding innerwear. From a spectrum encompassing colors, types, fits, materials, and more, the range of choices has expanded exponentially.

At TRYB, the objective has always been to offer customers extensive choices while upholding meticulous attention to detail and unwavering quality. Envisioning a future where innerwear assumes the status of any other garment, such as wearing tuxedos for weddings or sportswear during exercise, TRYB strives to spearhead the diversification of innerwear to serve specific purposes. It stands as a significant stride in this transformative direction.

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Vikranth Reddy has been in the Garment export industry since 2006 and has shipped garments to multiple international brands such as Marvel, DC, Walmart, Macy’s, Bloomingdale etc. Having shipped over 1000 containers of goods to various customers in all his years in the business, he has the experience in Mens, Womens and Kids garments. He has also shipped goods to NBA & NFL teams as part of their merchandise.

Sridharan Jayabal is the founder of Solo Fashions. With over 20 years of experience in the Innerwear industry and strengths in using different innovative fabrics , Sridharan is the other co-founder of TRYB. Known for creating a name in fabric whiteness as “Solo White” within Tirupur and with the highest index value in the garment industry, Sridharan comes with an expertise that is technically sound in different fabric and yarn. He was also the first to launch the Walt Disney brand in India for kids through a Licensee model, and a pioneer in launching the perfume finish in underwear.

  • Innerwear Industry

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mCaffeine: From Chance Encounter to Being Largest Single-ingredient Brand in India

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (69)

BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 7 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (71)

mCaffeine is spreading its expertise in skin and personal care across the globe. Incepted in 2016, the brand is currently the largest single-ingredient brand in terms of sales and valuation, which was Rs 1000 crores last year. They have an aggregate of 90% positive ratings across platforms and their app has over a million downloads. Alia Bhatt was their first celebrity face, according to Tarun Sharma, Co-Founder and CEO, mCaffeine, they are just getting started.

mCaffeine Products: Caffeine Addict

Although neem, coconut and almond have been popular for their health benefits in India, caffeine hasn’t had a spotlight. However, this miracle ingredient first got Tarun’s attention in 2015 when a friend suggested he apply a green teabag and lukewarm water on his puffy eyes. “It worked surprisingly and we began researching and found that caffeine and green tea were excellent diuretics, i.e, they extract excess fluid from your membranes! Caffeine’s in hair care were documented in an 18th century Persian book titled ‘The Canon of Medicine’. Topical application of caffeine blocked skin pores with DHT, and strengthened hair strands. It was also a natural UV blocker, even-toning the skin, and one of the most powerful antioxidants supporting skincare,” said Tarun.

mCaffeine Kit: Physiological and Psychological Connect

The physiological capabilities of caffeine have found a strong footing alongside millennials’ love for coffee. “They bond over coffee, chocolate, or Red Bull. So, we started a brand with a link between physiological and psychological connect of the target audience in a cluttered market such as India. On the other hand, the e-commerce boom during the pandemic scaled up India’s online economy threefold, and now people have started paying attention to themselves, which has benefited the domestic personal care industry. This year, we estimate that about Rs 550 crores will be spent by Indians on our products,” he stated.

However, scaling up at a high rate required unique selling points that resonated with experience-oriented Indian buyers. This prompted mCaffeine to focus on its principle of ‘4 E’s – efficacy, ethos, experience, and emotion. For the first four years, Tarun had his personal contact mentioned as customer care number on every mCaffeine package. Learning directly from the customers helped the CEO gain acute knowledge of consumer behavior and guidance on product quality. mCaffeine is now a PETA-certified, vegan, plastic-free and gender-neutral brand that caters to buyers with healthy purchasing power. Starting from the packaging, product texture, fragrance, to onboarding Bollywood superstar Alia Bhatt as the face of the brand, mCaffeine has lived up to its own standards of becoming an upbeat, edgy, and effective entity.

When it comes to representing the brand to the masses, Bhatt’s presence helped mCaffeine become formidable. Matching the brand persona was a young youth icon who had single handedly commanded complex films to super successes, and thus, proved to be the right intersection. “Since our celeb campaign featuring Alia last year, our awareness index has doubled in the last 8 months along with the media reach,” he added.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (72)

Omnichannel Expansion Plans

mCaffeine has a fairly equal digital reach across India, serving at least 20,000 pin codes digitally, while being present in 11 countries. Offline, it’s present in 25,000 stores. Geographically, western states have a better penetration of the brand, followed by eastern and north-eastern states. Tarun’s idea is to keep expanding footprints for the next 3-5 years so as to get involved deeply into digital ecosystems of European, GCC, Southern and the US markets, instead of sticking to exports only.

However, those numbers can rise further if Indian users increase their per capita expenditure on personal care, he believes. “We are at a very early stage of spending in beauty and personal care with a per capita expenditure of $6 - $10, as opposed to $340 in the United States and $400-500 in South Asian markets. India is still exploring form factors that are already present in developed countries. GCC is similar to India with a higher spending per capita and organized offline distribution because of lower e-commerce penetration. Discovery still happens online through TikTok and Instagram. If India goes up to at least $25 per capita, the domestic industry will benefit,” Tarun concluded.

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SoleSearch on Gen Z Radar with Flagship Store Launch in Khar

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (73)

BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 6 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (75)

Can social media help you build a scalable business? While the sentence reads very similar to commonly used long-tailed keywords on search engines, SoleSearch, a street culture brand founded by Param Minhas, Prabal Baghla, and actor Rannvijay Singha, affirms that question with their first physical store launched at Khar, Mumbai on 8 June.

Activating Brand Through Social Media

It all started with an Instagram page by Prabal right after the first lockdown. Prabal, a third-generation lawyer, had an unwavering love for the mushrooming hip hop and street culture in India and had a shot at his dream of starting a brand with his brother’s support. “My brother came up with this idea of getting early into streetwear category after studying trends in the market. SoleSearch began as an Instagram aggregator account wherein we collaborated with about 50 odd sneakers reseller pages to share their stories for free on our platform and help them grow. Eventually, SoleSearch attained that goodwill of a one-stop information shop for all things sneakers, be it price, size, or brand comparison,” said Prabal, co-founder, SoleSearch, sharing how consistent highlights about top-selling sneaker brands such as Yeezy and Jordan on Instagram for about 8 months built traction.

Slowly, SoleSearch ventured into D2C by adding various categories such as t-shirts, caps, and other accessories. Stellar support from fellow entrepreneurs customizing merchandises helped SoleSearch reach the right audience — Gen Z. The store launch was accompanied by an event with skateboards, vinyls, and a teaser of an app that will soon open vistas of gamification, engagement, and value addition for users through Sole coins!

“Our app will have an exclusive rewards section where every activity such as logging in daily and purchasing can be rewarded with Sole coins. These coins, in turn, can be redeemed through purchases as well as our ‘Drop section’ where we are giving away sneakers for free. One can only participate basis the sole coins they have, so it’s a gamification of customer journey that will lead to a lot of engagement,” Prabal explained.

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (76)

All-inclusive Positioning for Streetwear

Prabal was all praises for the store design by Prakhar, principal architect of Meta-noia Designs LLP, who has judiciously used 550 square feet of space to guide visitors through a meandering wall of products. “A top-down view from the terrace of the building will give you the shape of an ‘S’. The store is positioned at a prime spot in the middle of Khar, below Social, Raasta, and opposite Silly, which attract our audience,” he said. The brand strives to be all-inclusive to promote the culture and hence is expanding its products as compared to legacy retail brands that promote a comparatively smaller selection of SKUs.

Born online, the brand has done quite a number of interesting offline activation programs to build hype around the launch, beyond Instagram promotions and WhatsApp blasts to Mumbai-based customers. “Starting from our public launch on 9 June, we begin a contest for the first 200 customers, who get a chance to grab a pair of sneakers worth Rs 1.5 lacs. For the next one week from 6pm to 8pm, all our sneakers will be sold on retail MRPs, which is a huge crowd-puller for the sneaker community getting their loved products at a premium of at least 2x-3x anywhere else,” he mentioned.

That’s not all, as this brand is coming up with their second store as a shop-in-shop conventional retail format at Jubilee Hills in Hyderabad in July. SoleSearch, as the name implies, has its soul search for streetwear on track!

  • Indian Startup

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Dubai’s My Perfumes Select Opens Its Doors in Colaba

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BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 4 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (79)

The posh Colaba area of Mumbai just got better with the launch of the flagship store of My Perfumes Select. The Dubai-based luxury perfume brand, which has been tantalising numerous markets across the US, Europe, and Middle East for 30 years, embarked its India journey from Mumbai with a fabulous and rare retail experience.

Talking about how they customise the customer experience across the world, Mustafa Firoz, MD, My Perfumes Group, said, “Every country has a different mindset when it comes to perfumery. Therefore, the fragrance palette is different. We’ve studied the market in India and come up with fragrances that will resonate beautifully in this region.”

The store showcased an ever-expanding display of high-quality, precious absolutes such as rose, jasmine, oudh, and amber – the notes that command the aesthetical brilliance of this brand. My Perfumes Select combines the best of the ingredients with state-of-the-art processes to create a vast range of fragrances that mesmerise people with their individuality and elegance. The brand appeals to the next-gen fashionistas and perfumery connoisseurs, who have discerning preferences in perfumery and want to stand out with their individual style statements.

“We are from Dubai. People have a perception that fragrances from Dubai are all about luxury. They think that Oudh is from Dubai, which is not true, as it is from India. So, we are using ingredients available here, taking them back to Dubai, creating our product and bringing them together with exotic inventory from across the world,” Firoz added, maintaining that the SKUs, all uniform in 100 ml containers, range from Rs 6,500 to Rs 30,000.

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Although My Perfumes Select has spread the buzz across digital channels, the products are their celebrity, and they have been gaining love and customer stickiness solely based on their quality. Even in terms of retail experience, the brand has onboarded a global design agency to create the interior décor, and the result has been opulence aplenty for every perfumer lover who is bold, confident, and young at heart.

This is because it’s no longer an age of conformism, reflects Firoz, and it is the brand’s duty to craft inventory that blends with individual aspirations and preferences of ‘cognoscentis’. Therefore, it is the enfleurage of global cultural diversities that has gone into designing the retail experience.

Mumbai is just the first stop, as Firoz’s aim is to expand pan-India. “Based on customer experiences, we are looking at reaching the 100 store-mark in the next 3 years,” Firoz signed off.

  • Indian Perfume Industry

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Superfood-Based Brands Giving New Dimension to Indian Beauty Industry

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (83)

It was in the pre-pandemic era, more than five-six years ago, when we set foot into the ever-growing world of clean, nature-oriented, and plant-based beauty. Despite a foresighted vision and a sustainable approach, what we came across in the market was a lack of know-how pertaining to the efficacies of plant-based formulations. As a matter of fact, clean and plant-based beauty was then a budding concept even in the West. The concept was in such a nascent stage in India that we had no option but to invest nearly three years solely in intense research and develop plant-based formulations before manufacturing even the first product.

The situation, however, changed drastically just a few years down the line, especially post the outbreak of the pandemic. A study conducted by Statista Market Research in 2022 estimates the natural cosmetics industry in India to be growing at a phenomenal rate of 3.41 percent per annum. There are most certainly a number of factors for the evolved scenario, with informed consumers being the key drivers of growth. While increased awareness among end-users has resulted in a more conscious approach by brands, it has led to the advent of several home-grown as well as multinational industry players into the space.

With so much to attribute to the consumers, it becomes imperative for brands to build a trust factor in the community as a whole, alongside maximizing the benefits of plant-based ingredients and formulations. Certification for products, or a brand as a whole, has proven to be quite effective in this regard. A difficult feat to achieve for manufacturers, owing to multiple steps of inspection and formalities, it goes a long way in laying a formidable foundation in the ethical space of clean & plant-based beauty. For instance, a certification by bodies such as PETA attributes a sense of credibility to the brand while an Ecocert certification manifests a brand’s commitment towards sustainability.

Coming to the predominant trend in the Indian clean beauty space, we can vouch for the widespread adaptation of superfoods as ingredients for nature-oriented products, especially among consumers who seek true makeup-skincare hybrid solutions in their personal care regimen. Effective superfoods such as chamomile, squalene, watermelon, kiwi, etc have emerged as some of the most-preferred ingredients among modern-day consumers. Gone are the days when consumers overlooked the list of ingredients on the foil of a product. This is primarily because such superfoods are infused with active ingredients, bio-actives, amino acids, antioxidants, and anti-inflammatory properties.

While going natural and resorting to vegetable extracts definitely appears a wise step, clean beauty brands also need to understand that women today do not have more than 15-20 minutes before heading out. Hence, the solutions need to be developed strictly on a need-based proposition and taking into consideration the efficacies of plant-based formulations. There is a greater understanding that of the makeup applied, nearly 60% is absorbed by the skin; hence it becomes all the more critical for brands to not compromise on formulations during manufacturing. Brands that adhere to such basic principles of clean beauty are the ones giving a new dimension to the beauty industry.

  • Indian Wellness Industry

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Reviving the Past, Shaping the Future: The Gothic Subculture's Enduring Influence on Fashion

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (84)

BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (86)

Fashion has forever been captivated by the interplay of light and shadow, constantly seeking inspiration from diverse subcultures that challenge societal norms. Among these subcultures, the enigmatic and bewitching allure of the Gothic movement has cast its spell on the fashion world. With its brooding aesthetics and unconventional sensibilities, Gothic subculture has left an indelible mark on the realm of fashion, transcending boundaries and redefining the mainstream. In this article, we delve into the mystical depths of Gothic fashion, exploring its dominance of the color black, its symbolism and subcultural references, its fascination with the Victorian era, the androgynous expressions it embraces, the DIY ethos that fosters individualism, the captivating drama of its silhouettes, and the statement accessories that complete its enchanting allure.

The Enigma of Ebony: Black as the Gateway to Gothic Fashion

At the core of the Gothic subculture lies the color black. Black is synonymous with mystery, mourning, and darkness, which are prevailing themes within Gothic aesthetics. The Gothic fashion movement popularized black as the primary color choice, extending beyond clothing to encompass accessories, makeup, and even hairstyles. The striking dominance of black not only embodies the subculture's fascination with the macabre but also serves as a visual expression of individuality and rebellion against mainstream fashion's vibrant and cheerful hues.

Mystical Manifestations: Symbolism and Subcultural Allusions in Gothic Fashion

Gothic fashion thrives on symbolism and subcultural references. Clothing and accessories adorned with symbols evoking themes of death, spirituality, and the macabre are emblematic of the Gothic subculture. Skulls, occult symbols, bats, spiders, crosses, and other mystic motifs are commonly incorporated into Gothic fashion, adding a sense of mystique and intrigue to the overall aesthetic.

Resurrecting Elegance: Victorian and Romantic Reverberations in Gothic Attire

Gothic fashion draws inspiration from the elegance and opulence of the Victorian and Romantic eras. Elements such as corsets, laces, ruffles, and high collars reminiscent of Victorian fashion find their way into Gothic attire. The fusion of these historical influences with the subculture's darker sensibilities creates a unique blend of romanticism and gothic allure, appealing to those who seek a balance between darkness and beauty.

Beyond Binary: Unveiling Androgyny and Gender Fluidity in Gothic Fashion

Gothic fashion challenges traditional gender norms by embracing androgyny and gender fluidity. It transcends the boundaries of gendered clothing, allowing both men and women to explore styles and incorporate elements traditionally associated with the opposite gender. This inclusive approach fosters a sense of freedom and self-expression within the subculture, empowering individuals to fashion their own unique identities through clothing.

Unleashing Creativity: DIY Ethos and the Quest for Individualism in Gothic Style

The Gothic subculture embraces the Do-It-Yourself (DIY) ethos, encouraging its members to create and customize their own clothing and accessories. This emphasis on individualism and uniqueness sets Gothic fashion apart from mainstream trends. DIY practices enable Goths to craft personalized garments, often incorporating unconventional materials and designs, further establishing their distinct presence within the fashion landscape.

Shadows and Silhouettes: The Dramatic Dance of Gothic Fashion

Dramatic silhouettes are a hallmark of Gothic fashion. Long flowing skirts, fitted bodices, billowing sleeves, and oversized accessories contribute to the subculture's air of mystery and elegance. The juxtaposition of fitted and flowing garments creates visually striking ensembles, enhancing the wearer's aura of individuality and theatricality.

Adornments of the Night: Accessories as Gothic Fashion's Bold Statements

Accessories play a pivotal role in Gothic fashion, serving as statement pieces that complement and enhance the overall aesthetic. Wide-brimmed hats, chokers, gloves, fishnet stockings, boots, and ornate jewelry are commonly used to amplify the subculture's dark allure. These accessories not only complete the look but also serve as powerful symbols of the wearer's devotion to the Gothic aesthetic.


The Gothic subculture's influence on fashion extends far beyond its origins, permeating mainstream trends and inspiring designers around the world.

  • design

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Ayurveda is integral to urban healthcare today

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (89)

People are increasingly seeking skincare solutions rooted in nature. The urban population's awareness of the potential risks associated with synthetic chemicals has sparked a profound shift towards natural ingredients. Ayurveda, with its emphasis on herbs and botanical extracts, gracefully guides us back to our ancestral wisdom. This growing preference for natural skincare has made Ayurveda more accessible and sought-after. With products such as Cleanse, Ayurvedic skincare offers sustainable and organic alternatives, devoid of harmful chemicals. Embracing Ayurveda empowers individuals to adopt a holistic approach to skincare, fostering overall well-being and a profound connection with the natural world.

Let me tell you a story about a young Nawab's concern over falling hair before his coronation. A wise sage conceptualized a master haircare solution, known as Kasvi, which proved transformative. This non-sticky, non-greasy formulation promoted hair regeneration and reduced hair fall, leaving the young Nawab with a crown of lush hair befitting his regal status.

These stories, echoing since 1881, have fueled Rahat Rooh's mission to introduce the time-honored solutions of Ayurveda to a world that now embraces the importance of natural ingredients in skincare and haircare.

The 140-year-old formula is at the heart of all our Cleanse products. It's a treasure trove of Ayurvedic wisdom that has been passed down through generations. Each skincare solution is carefully curated, comprising of carefully selected ingredients that have stood the test of time in resolving skincare and haircare issues naturally. We believe in blending the power of tradition with modern advancements. It's a beautiful synergy between time-honored wisdom and cutting-edge innovation.

One of the significant aspects of our natural products is that they carry minimal risk of hyper-reactions. The use of natural ingredients ensures that our products benefit the skin without causing any harm. We understand the importance of providing a safe and nourishing experience for our customers.

Cleanse stands at the crossroads of tradition and innovation, blending modern scientific solutions with Ayurvedic wisdom. By harnessing the latest scientific advancements alongside the ancient principles of Ayurveda, Cleanse creates products that offer the best of both realms. This harmonious combination ensures effective and innovative solutions, while honoring the natural essence of Ayurveda.

The competition in Ayurvedic care has really helped raise awareness and demand for the category compared to chemical-based products. With more brands entering the market, people are starting to pay attention to the natural and holistic approach of Ayurveda. They're becoming more cautious about the potential side effects of chemical products. Competition has also pushed brands to step up their game in marketing, innovation, and educating consumers. Personally, I feel it's great to see more people learning about the benefits of Ayurveda and the power of natural ingredients.

Rising over competition, we believe that Ayurvedic brands serve the broader purpose of providing skincare. Cleanse, however, stands by the legacy and the trust of India. We incorporate traditional Ayurvedic remedies with modern scientific solutions to offer safe and effective skincare products. Our products are made from natural ingredients, which have been used in Ayurveda for centuries, and we maintain the natural properties of these ingredients with a carefully curated mix of scientific ingredients.

Our products are suitable for all skin types. By focusing on natural formulations, we break the myth that skincare has to be complicated. Our goal is to make skincare accessible and enjoyable for everyone, because taking care of your skin should be a simple pleasure.

Cleanse offers a comprehensive range of skincare and haircare solutions. In skincare, our serums cater to specific needs such as Acne, Moisturisation, and Skin Radiance. Our Neem Face Wash harnesses the natural power of neem for deep pore cleansing, while our Mud Face Pack nourishes the skin and unclogs pores. The Cleansing Hydrating Moisturizer is a revolutionary serum-moisturiser hybrid that deeply nourishes and hydrates the skin for long-lasting results.

In haircare, our star product is Kasvi, a hair remedy with a remarkable 140-year history. It is prepared using the traditional kshir pak vidhi method. To enhance its benefits, we provide a tamba katori, which allows the oil to be ionized with the goodness of copper before applying it to the hair. Kasvi is known for its effectiveness in hair regrowth and reduction of hair fall.

The vision of the brand is to be easily accessible to the modern-day audience and inspire them to believe in the value of real herbs without any preservatives and the positive impact of ayurvedic products. Cleanse is a D2C brand that plans on reaching every city with different strategies. It is tapping today’s generation which is moving towards the direction of Ayurvedic products and are embracing the effects of old techniques by understanding the value of quality and sustainable products. In terms of consumer hotspots and evolving markets for the brand in India, it is North and Kolkata, majorly.

Every customer is an influencer and we prioritize building a strong community. Our focus is on creating exceptional experiences that inspire customers to try the goodness of Ayurveda through our products and share genuine feedback. While we value the opinions of skincare experts, we truly believe in the power of first-hand experience. It's these real experiences that matter most and contribute to the growth of our vibrant Cleanse community.

  • Beauty and wellness

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Paint Men’s Wardrobe Pink

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BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (92)

Pink has always been associated with female fashion. Gradually, the stereotype has broken and colored the men’s wardrobe pink. Many Bollywood celebrities such as Ranveer Singh, Kartik Aaryan, Varun Dhawan, and Abhishek Bachchan have aced their look in pink outfits. Recently, Ranveer Singh created a tizzy on social media by wearing an all-neon pink outfit including a t-shirt, pants, jacket, and shoes. Even Kartik Aaryan looked dapper in a light pink suit with a white shirt for a magazine cover.

On the other hand, Varun Dhawan was seen in a striped pink shirt paired with light pink pants for the promotional event of his film. Abhishek Bachchan was one of the first actors who wore a bright pink blazer for an award function pairing it with blue jeans.

By seeing their favorite celebrity wearing pink outfits, their fans also try to follow their fashion trends. This is also a color that can be styled for any occasion from office formal to casual wear or for a party. It is also a color which would enhance your cheerful and fun-loving personality. It is as masculine as any blue, black, or white outfit in your wardrobe. It would not be wrong to say that men are flaunting shades of pink in a better way.

We spoke to the Fashion Experts at Mufti and understood how the trend of pink is taking over different genres of clothing. Here’s Mufti’s Guide to splashing a bit of pink into your monochromatic wardrobe.

Formal wear:
Most of the office wear for men is in blue, black, grey or white. So, to break the monotony and to get a new look, try wearing a shirt or a polo on Fridays in tones of pink. This can never go wrong for an office day. A check or striped pink shirt styled with white or light-shaded formal chinos on a relaxed day or navy, if you feel only halfway relaxed. Let the pink add the zag to your zig at work.

Casual Wear:
If you want to spend a lazy weekend by going to a movie or just spending time with your friends, a pink t-shirt paired with khaki shorts or chinos or even white pants is just what you need. Even a white t-shirt and jeans styled with a pink unbuttoned shirt goes well for a lunch date.

Party Wear:
To look different from the rest at a party, pair a white shirt and baggy jeans topped with a light pink jacket. Complete the look by wearing some accessories like rings or a statement neckpiece.

Vacation Wear:
Pink is also the color that surely has a charm for holidays. Be it the French Riviera or grand Italian sunsets, a floral-printed pink shirt paired with white shorts goes beautifully with such locations. Even a pink bottom can be styled with any neutral or light-shaded shirt or t-shirt. Pink top wear paired with cargo pants looks amazing as well.

  • Mufti, Mufti Jeans, pink, pink fashion, pink dress

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‘Kajal by Kajal’ from T.A.C is the next health-conscious add-on for kohl lovers

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (93)

BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 4 MIN READ

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Ayurveda has an authority over skincare and beauty since centuries in India. When it comes to enchanting the info-savvy, discerning youth base, it takes the right minds to brainstorm a product that glams up the look while retaining pristine natural gifts. The Ayurveda Co. (T.A.C) did just that by collaborating with actor-entrepreneur Kajal Aggarwal for ‘Kajal by Kajal’, a personally curated product line-up, at Taj Lands End, Mumbai, on May 12, 2023.

T.A.C as a brand was conceived when co-founder Shreedha Singh received amazing results from Ayurveda during personal treatment. "When we wanted to bring the benefits of Ayurveda on a mass scale, we were cognizant of the stigmas and barrier to coolness quotient related to this discipline. That’s when we rebranded The Ayurveda Co. to T.A.C for the younger audience,” Shreedha said.

"The task was to build a connection between the younger audience and Ayurveda, just the way they associate with any new-age brand,” said founder Param Bhargava. “The three prime factors for T.A.C to be recognized have been its products that are effective, affordable, and give results fast,” he added.

“To co-create the product, understand its operations and the science behind it has been a massive eye-opener. The project is very personal to me,” said Kajal, whose association with T.A.C goes back to April 2022 following an investment and a long-term partnership with the brand. Talking about the influential campaign of #NazariyaBadlo, the actor harped on the importance of every individual’s pressing need to stand up for respective spaces and causes they believe in.

The Brand Journey

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When asked about T.A.C’s quest to prominence, Shreedha Singh said, “We started our journey around May-June 2021. The objective was to make high-quality Ayurvedic products accessible to every household through transparent brand messaging about ingredients used.”

The ‘Kajal by Kajal’ product fits perfectly in this proposition, as Kajal has predominantly been integral to Indian women beauty sessions and are getting inspiring attention from men today. “Kajal has truly gone beyond genders and geographies, and the idea was to reach countless households through Ayurveda, that is being followed by people since ages. Kajal being the co-creator, brand ambassador, and the face of the product line shows the degree of enthusiasm, confidence, and commitment to the product,” she maintained.

The brand has been the first in India to ever receive investment in the seed stage by Wipro in March 2022. Having secured their INR 100-crore series A round recently, T.A.C. is slated to maximize its online and offline presence. “We are targeting a INR 180 crore turnover in this financial year,” Shreedha signed off.

  • Ayurvedic

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India’s luxury kids fashion industry scores phenomenally on sustainability, design, and safety

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (97)

BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 7 MIN READ

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Photo credit:RENÉE Cosmetics,Shweta Mukherjee, and Beej Lakhani

Kids are stylish, and given a chance, they can give the hippest influencers a run for their money! Don’t take us otherwise, because the sprawling kids luxury fashion industry is not a joke. Indian brands see humongous scope in unravelling this target audience. There are dedicated teams for understanding how kids want to style themselves and how often would they like to change over for a new avatar. Love The World Today (LTWT), a young clothing brand founded in 2015, has developed a strong market for homegrown luxury kids clothing with an impressive value addition of sustainability.

Dipna Daryanani, Co-founder, LTWT, talks about the challenges the brand faced in educating people about sustainability and the benefits of a homegrown brand. The pride in homegrown entities is recent, which is advantageous for a brand founded by two sisters, rooting for transparent operations.

Baking on functionality, comfort and quality

Children until the age of 2 years are dependent on their caregivers for washing themselves. So, functionality, comfort and quality are fundamental aspects of design for kids’ clothes. One of our ethnic wear collections, ‘The Earth Laughs in Flowers’, is made of handwoven cotton by artisans in Madhya Pradesh. As a textile, this fabric hasn’t been explored in the kidswear segment. It immediately looks rich and luxurious without compromising on simplicity and comfort. It allows them to move,” says Dipna.

‘Majama’ is one such exquisite range by LTWT that consists of kurta pajamas in daily wear, play wear and lounge wear categories, made of handwoven cotton from West Bengal. Purpose-led production was a conscious choice for LTWT, which explored India’s rich history in textiles that can’t be mass-produced and are only possible by honed artisans down generations. “Hand-weaving, block printing, and handmade textile are time-consuming processes. You also need to think of upcycling programmes of products of such high emotional value. So, we chose high-quality clothing that also survives wear-and-tear from children’s use,” Dipna maintains, adding that the brand also uses third-party tech to buy back the used LTWT products once the child outgrows the garments, thus completing the sustainability circle.

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As consumers tend to spend more on kidswear with a lot of foreign brands in the market now, LTWT is upholding Indian textiles and enjoying the value and appreciation of dresses made with thought and care. Majama was launched mid-2021 and was sold out in a couple of weeks. Shipping worldwide, LTWT is experimenting with handblock prints based on children’s tales, on 100 percent cotton. There is another ethnicwear range on organic cotton and natural dyes that LTWT targets for the July-August festive season.

Cosmetics that glam up safely

Taking the experimentation a notch higher is RENÉE Cosmetics, as co-founder and Director Aashka Goradia Goble has a surprise for pre-teens. Princess by RENÉE is the only brand today in the Indian beauty industry that has researched and created an exclusive cosmetics product range for pre-teens. Inspiration struck after closely studying the amazement children have with their mother’s lipsticks and cosmetics. Devising a scope to turn that adorable plaything into a conscious makeup range for sensitive skin of children, Princess is a range that parents won’t find any trouble with their children indulging in.

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Answering the pertinent questions on safety concerns, RENÉE Cosmetics uses products that are dermatologically tested, free from nasty chemicals, paraben-free, cruelty-free, and vegan. Apart from that, each product has multiple nourishing ingredients, making them mild and safe on delicate skin.

“Indian markets are becoming more dynamic each passing day and so is the inclusivity and awareness about global trends and lifestyles. Due to this, there’s also a rise in new brands coming up every now and then giving parents several options to choose from. Hence, we are seeing more brands catering to kids' luxury fashion,” states Aashka.

  • cosmetics

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Crepdog Crew ups the ante of streetwear fashion with swanky store in Mumbai

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BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 4 MIN READ

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (104)

Crepdog Crew rose the stakes of India’s sneaker scene high with the launch of the first experiential store at SV Road, Bandra in Mumbai on 30 April, 2023. The hippest of the crowd, who love wearing their opinion, opened the swanky white doors to India’s most unique collection of sneakers, apparel, T-shirts, cargos, rugs, caps, hats, balls, keychains, socks, sneaker cleaners and all that thumps.

The summer collection grabbed eyeballs as the Off White X Nike Dunk Low Lot 50 greeted shoppers with all 50 of the collection. That is inarguably the top highlight of the CDC Experience, said co-founder Anchit Kapil, adding that such a sneaker showcase is seen for the first time in India. “It took us 8 months to get all of them. Our vision is to provide consumers with finest limited-edition shoe and streetwear apparel,” quipped Kapil.

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Apparel is always sold by touch-and-feel, and the CDC Experience Store in Mumbai is providing a grand chance to Indian homegrown artists and designers to make their mark. As the biggest streetwear aggregator, CDC also offers products with superior quality to that of fast fashion brands at a similar price point. Adding on to those advantages is the collaboration with Dope Coffee Roasters, that doubles the store up into a hang-out place for the streetwear community. “The vision of the in-store coffee shop is that we want people to come to the store, not only when they want to shop, but also be a part of the culture by planning great things on their own, for themselves, or with us. We want them to feel at home. That’s what Crew Love, our official trademark, stands for,” stated Kapil.

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The co-founder is ecstatic about the momentous collaboration with German liquor brand Jäegermeister, and the tie-up is in the form of a single-stitch T-shirt range that was launched exclusively at the store in Mumbai. “Getting global approvals of such brands with such serious ethics is a tough nut to crack for any Indian brand. This single-stitch T-shirt is one of the toughest T-shirts to make and we are glad that the products got so much love from the Jäegermeister team, that they will soon be on display at the Jäegermeister museum,” concluded Kapil.

  • apparel

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Fashion Industry Goes Beyond 'One Size Fits All' with Inclusive Sizing and Diverse Runway Shows

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (107)

BY - Guest author

How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (109)

Diversity is the basis of fashion. That’s why there are clothes in innumerable designs, colors, patterns, textures, and styles. That is also what makes fashion one of the biggest global industries, and one with a universal appeal.

But, paradoxically, fashion has also stayed uniformly and stubborn for a long time. It has demanded that humans reshape their bodies to fit into limited clothes sizes – S, M, L, XL, XXL. The models on fashion runways are of the same body type which is generally not the reality.

Is it time for a change, time to make fashion more inclusive? The change has already started happening.

The Rise of Inclusive Fashion

Inclusive fashion is a growing trend that emphasizes the importance of catering to all body types. For years, fashion has been synonymous with a single, thin body type. The tide is finally changing and brands are starting to understand the importance of inclusivity.

This means that fashion brands make people of all shapes and sizes feel included and comfortable in the clothes they wear. Brands are starting to realize that by expanding their size range, they can appeal to a larger market and offer more choices to their customers.

The size-inclusive market has been growing at a faster rate than the straight-size market, leading to a rise in demand for more size-inclusive clothing. Independent fashion brands and multinational corporations alike are responding to it by offering more sizes and styles that fit the needs of not only the fashion-conscious but people in general.

The benefits are clear. Brands that cater to a wider range of body types increase customer satisfaction, build a better brand reputation, and ultimately increase sales.

The Modeling Industry Leads Inclusivity

The lead representative of fashion is the modeling industry. While it is doing a tremendous job in making fashion popular, it has long been associated with a certain standard of beauty. For decades, models were young, thin, and mostly white, with a specific set of physical attributes that were deemed necessary, or made necessary, for success in the industry.

But as times change, the modeling world is slowly acknowledging that it needs to reflect what the majority of consumers want to wear and to become more diverse and inclusive.

A promising move in this direction has been the appearance of plus-size models on the global fashion runways. These models are breaking the traditional mold and paving the way to welcome more models of all sizes, shapes, and backgrounds, and are increasingly becoming popular. They have also had a positive impact on society's changing perception of beauty.

With this brands are catering to the demand for plus-size offerings and promoting a more diverse and inclusive standard of beauty. Among the recommendations for change and growth for brands, The State of Diversity, Equity & Inclusion in Fashion report by PVH Corp. and the Council of Fashion Designers of America, recommends that brands include a diverse range of models in their communication.

Social Media is Bringing Body Positivity to The Forefront

Social media also has a significant role to play. Over the past decade, it has brought about significant changes in the way the fashion industry operates, bringing connectedness, innovation, and diversity to the forefront. Through social media, people can follow influencers and models who represent their body type and lifestyle, making it easier for them to find fashion trends that work for them. This is a significant shift from the past when mainstream fashion magazines were the primary source of fashion inspiration, and plus-sized individuals often had trouble finding clothing that fit them properly.

Despite the many benefits, there are still challenges that need to be addressed. For instance, while social media has enabled more diversity in the industry, there is still work to be done in terms of representation. Brands need to continue to diversify their models and showcase different body types and skin tones to truly promote inclusivity.

Tech-Driven Fashion Revolution: Making Plus-Size Fashion Accessible

There are more changes to be made to how clothes are manufactured for diverse body types. One reason why plus-sized clothing has traditionally fit consumers poorly is the grading process used by fashion brands. This process involves taking the standard-size fit model and scaling up or down to create a range of sizes. This is not the best approach.

Human bodies don't scale up or down in a linear fashion, so this method usually results in poorly fitting clothing for plus-sized consumers. Brands should instead use plus-size fit models when designing their clothing and determining their grading to ensure a better fit for all consumers.

Another mistake made is designing for a single body shape, which leaves many consumers with fit issues. To design clothing that fits a wide range of body types, brands must ensure that their garments cater to all shapes and sizes by carefully selecting styles and fabrics.

Finding fit models to match all body shapes and sizes can be challenging and expensive, but technology is changing that. One example is mobile 3-D body scanning allows consumers to scan themselves with their smartphones, which then uses their body dimensions to make personalized size recommendations.

This technology not only helps consumers find a better fit when shopping online but also provides brands with a database of anonymized consumer 3-D body models that can be used to optimize sizing standards based on the actual body shapes and metrics of their customers. By digitizing the technical design operation, brands can ensure a better fit for consumers, reduce returns and carbon footprint, and contribute to sustainable brand initiatives.

The Future of Inclusive Fashion

The rapid growth of the plus-size fashion market is indicative of a larger trend in the fashion industry. The one-size-fits mold is ready to be thrown out of the window. The change in consumption habits, especially over the past pandemic years, is making consumers re-evaluate how they want to spend their money and what they want to demand from brands.

Fashion brands that take the necessary steps to get it right early on will benefit from brand loyalty among their new customers. They will need to focus on using plus-size fit models and accounting for multiple body types when designing their clothing, while also leveraging 3-D technology tools to simulate garment samples on 3-D avatars.

Leading retailers and brands have already begun to develop extended sizing, but smaller brands are showing that catering to all body shapes and sizes can lead to immense success. They are an indicator of how the market is evolving and demonstrate that the fashion industry needs to continue to evolve its practices to meet the needs of its diverse customer base. In the end, the most successful brands will be those that prioritize inclusivity and make it a central tenet of their business philosophy.

  • apparel fashion
  • Beauty
  • retail India

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FableStreet to FS Life: The Expansion Story

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BY - Shubham Dasgupta
Features Editor, & Retailer Magazine / 6 MIN READ

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As a D2C online brand, FableStreet began its journey in 2016, addressing the pain point of India’s body types and the resultant struggle with fittings. ‘Get Fits Like Nothing Else’ is what their tagline promises, and Adarsh Sharma, Chief Revenue Officer, FS Life (prev. FableStreet), outlines that the combination of work wear, modern ethnic wear, and ‘maximally minimalist’ silver jewellery keeps its clientele fashion forward without compromising on comfort.

Umbrella of Sub-brands

Careful assessment of the market revealed why traditional Indian ethnic wear were losing touch with millennials and the Gen Z. “In essence, such brands were set up about 20-25 years ago. Their positioning no longer entices Indian women aged 25-30 years. They seek a dash of modern designs and aesthetics, which FableStreet and Pink Fort provide,” said Sharma.

In fact, workwear was also in its nascent stage in 2016 when FableStreet entered the market. However, it was only during the pandemic, when the brand achieved breakthrough responses in this category, which was a very contradictory market behavior in itself, given the lockdowns and the inevitable rise of work-from-home module.

“In March 2020, there were existential questions about how work wear as a category would remain relevant as people stopped going to office. But, our approach of working backwards with the customers helped our research and development. We reached out to them and learned about the changes they would like in their outfits during this period, what were their lifestyle and requirements in the new normal. We were flexible with the feedback and modified designs accordingly. We saw a 10x growth in business from March 2020 to 2022,” he maintained.

The brand operated as a single entity of workwear dresses till 2020. Meanwhile, it entered the industry of semi-precious jewelry. In 2022, FableStreet decided to form an umbrella of sub-brands, titled FS Life with FableStreet; Pink Fort, its fusion wear brand; and Mikoto, the jewelry brand. Recently, the brand upscaled its jewelry positioning with premium silver ranges, rebranding Mikoto to March.

This has brought in organizational alignment based on team structure, back end, production and operation capabilities.

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Silver Linings

FS Life now follows a common trajectory of satisfying its audience with pret-wear across its verticals. When it comes to jewelry, their level-up draws a parallel with increasing use cases of jewelry in professional circles as well. Sharma believes that people want to wear jewelry that look grand on a daily basis, and is easy on the price.

Silver jewelry fits their scheme of things very well and enhances the personalities of the 20-30 somethings who are mainly working professionals. Tapping that market has benefited FS Life’s March, which gets repeat purchases once every three months from the same customer. In terms of buyer persona, they are still concentrated in metropolitan and Tier II cities, with Tier III providing traction and showing a lot of promise.

Predicting Performance


How Textile Innovations are Shaping the Next Wave of Fashion in India - Indian Retailer (2024)


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