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“Educating the market with the newfound ways of renting as against buying was a challenge we faced in the initial months,” Saini also affirms. “When you introduce a new concept, the early adopters embrace the new processes. Later the resistant population joins in, and, under the right conditions, there is a viral cascade of change. At the moment, for fashion rental, you can say that the resistant population has started to join in. Changing the world is always disruptive.”

“Retail is changing but today’s department store is as relevant as it ever has been in responding to the needs of our customers. With this store we bring a new level of personalised, curated shopping which until now has been the preserve of boutique shops. It’s also a place where we can build a far more personal relationship with our customers – bringing together the very best of our service offer and our outstanding Brand Partners,” he added

Launched in 2012 with a vision to offer the widest range of the best quality socks to Indian consumers of all ages, Supersox is known for introducing socks of superb quality, with a vibrant personality and in international styles to Indian consumers. The brand offers the widest range of products for any sock brand in the world, with over 8,000 SKUs catering to men, women, kids and infant for all occasions and uses. In the short period that it has been in existence, the brand has strengthened its presence in the general trade channels and today, boasts of more than 300 distributors and 12,500 active MBOs. It is also present on all major e-commerce sites including Amazon, Myntra, Flipkart and Jabong, etc. Supersox delivers to more than 30,000 pincodes across the country.

In my estimate the yoga wear market will be around Rs 300 crore today and is growing at 30 percent year-on-year. Going by the current consumer behaviour, yoga wear essentially is a Tier I market commodity and we see maximum contribution from these cities. However, we see growth potential in Tier II and III cities in the near future.

As the market develops we can expect to see more sportswear brands looking to incorporate functionality more typical of traditional underwear into their sports bra off ering. Although this requires investment, added functionality offers both a point of difference in an increasingly competitive market and allows for a more premium price positioning.

GUESS’s Eco Luxe denim, available in six different styles and washes, features TENCEL™ lyocell with REFIBRA™ technology – an innovative process that helps to reduce industry waste by upcycling cotton scraps from manufacturing. The brand’s classic 1981 Skinny and Sexy Curve fits have been developed with Eco Luxe denim fabrication, and can be outfitted with logo and graphic t-shirts and tanks made with 100 percent organic cottons well knit tops and dresses made with Lenzing’s TENCEL™ Modal. For men, Eco Luxe slim tapered denim jeans in light to medium washes are seen alongside Super Skinny and Skinny style fits.

Forever 21 announced that it and its U.S. subsidiaries have commenced voluntary chapter 11 cases in the United States Bankruptcy Court for the District of Delaware.

H&M currently operates 42 stores across Delhi NCR, Mumbai, Hyderabad, Chennai, Bangalore, Pune, Amritsar, Indore, Coimbatore, Kolkata, Mohali, Mysore, Ahmedabad and online on Myntra and hm.com.

Retailers are now working towards producing innovative, performance based yoga clothing through advanced technology in manufacturing in a bid to differentiate themselves from competition and enhance user satisfaction.

What are the innovations introduced in this range?

With their first store in India at Select CityWalk Mall New Delhi, LYN Fall/Winter 2019 invites customers to the season where all individuality and uniqueness are fully expressed and celebrated. Shifting from the warm, adventurous air of summer desert to the elegant atmosphere of European urban, this newest collection majestically embarks on the ‘Dare to be’ concept with highlighted pieces full of new statement ornaments and bold details that perfectly promote every modern woman’s confidence, self-expression, identity and uniqueness, in a glamorous and sophisticated fashion.

Skechers offers unique product features like Ultra Lightweight, M Strike and Hyper Burst technology which provide unique benefits in fitness use. Given the unique features and the wide range, the brand is addressing a growing need in the market with a unique product. Apart from this, the brand’s range of shoes includes kids, fashion and lifestyle, sports inspired, sandals and slippers, golf training, walking, running and work wear shoes.

Following the success of its existing online store, the brand has launched its parental store in the home city to showcase the exhaustive collection of fashion accessories.

UNIQLO Ambience Mall Vasant Kunj also carries the UT (UNIQLO T-shirt) line, which transforms T-shirts into canvases of art expressing the individuality and tastes of the wearer. With the UTme! service customers can create personalised T-shirts with their own designs or with a range of UNIQLO stamps, including designs featuring tennis legend and UNIQLO Global Brand Ambassador Roger Federer.

“The segment that does really well is wedding clothes for family of the bride including cousins,” says Shah. She also feels, the high-end designer wear has the highest margins, but casuals will deliver highest turn due to low value of rentals as well as the recurring nature of how often one wears casuals. “In future, I hope, we can expand our market to casuals as well for men and women as well as expand into specific categories like maternity and kids clothing.”

Yanai said: “Launching ourselves in Indian market is a step ahead towards globalisation. We aim to enhance lifestyles in India by creating more innovative apparel that draws on the nation’s distinct culture and traditions. We wish to contribute to India’s economic development in the process.”

Linen & Its Popularity

Furthermore, with Dusshera, Durga Puja and Diwali round the corner, the demand for kids’ ethnic wear is only rising, especially in the age group of 4 to 7 years and is split roughly in the ratio of 60:40 among girls and boys. Myntra has so far witnessed over 100 percent growth in the category over the previous year.

“While there is no denying that metros and Tier I cities are the focus markets for made-to-measure and bespoke services, smaller cities have a good amount of business professionals with affordability who follow fashion trends. Additionally, these smaller towns off er lesser variety when it comes to readymade garments, which is a potential advantage for bespoke/ customised services,” asserts Harssh Chheda.

Baweja further adds to this saying, “India is an ownership driven country and the biggest challenge faced in a business concept such as rental is to create a behavioural change among consumers. There is a certain degree of social stigma attached to renting when it comes to Indian consumers as fashion has come to represent one’s personality, aspiration and one of the biggest status symbols. Their skepticism around hygiene, self-esteem issues, peer-pressure are few of the biggest challenges to break.”

“Driven by the country’s growing wealth, changing lifestyles and rising urbanisation, an increasing number of Indian consumers are becoming more health conscious and are adding new health and wellness routines to their hectic lifestyles as a result. This growing awareness of being fit, healthy and the need to exercise has been instrumental in pushing the boundaries of athletic sportswear in recent past,” says Rahul Vira, CEO, Skechers South Asia.

In my estimate the yoga wear market will be around Rs 300 crore today and is growing at 30 percent year-on-year. Going by the current consumer behaviour, yoga wear essentially is a Tier I market commodity and we see maximum contribution from these cities. However, we see growth potential in Tier II and III cities in the near future.

In 2016, adidas started working with Parley for the Oceans. The sportswear brand used their know-how to convert the plastic which they collect back from the oceans into fibre and then make shoes out of them.

“While ready-made garments still dominate the Indian market, mad-to-measure and bespoke tailoring are both rapidly picking up in India. The want for personalised styles, teamed with comfort is what is giving rise to this segment. And with the presence of stylists/experts who guide a customer through the journey, the end-product turns out as per the customer’s wants, even though he/she might not be an expert in that subject,” says Harssh Chheda, Founder and Chief Executive Officer, Corporate Collars.

Growth in Smaller Town & Cities It’s an established fact by now that the growth in the next few years for the retail category, as a whole, will come from Tier II and III cities. With mobile data being freely available and online shopping portals offering delivery to the remotest of pincodes in India, brands and manufacturers have, before them, the option to reach out to the previously underserved patrons living in smaller towns and cities across India.