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‘The Humbl Co.’, a menswear brand launched last year by actor Mahesh Babu, announces its launch on Myntra. A curated assortment of the brand’s creations that include Mahesh’s movie inspired collection, comprising, sweatshirts, hoodies, shirts, T-shirts and bottom wear will now be available on Myntra.
‘The Humbl Co.’ brand has witnessed a strong uptake since inception, owing to its style, inspired by Mahesh Babu himself, who is one of the most popular actors in the south, with an enormous fan-following across states. The brand’s association with Myntra is set to enhance its reach further, especially in tier 2 and 3 cities and towns across the country, where Myntra has a strong presence.
True to Mahesh Babu’s personality, the casual wear brand features easy-to-wear styles for men of all ages; it hits the sweet spot of classic favourites of casual shirts, caps, denim, jackets, chinos and essential T-shirts, with over 200 styles that start at pocket-friendly prices of Rs 599 onwards.
Speaking of his brand, actor Mahesh Babu said, “The Humbl Co.’s clothing collection is an expression of my personal style and way of life. The values of simplicity & humility that I believe in, forms the core of the brand’s mission statement. Through ‘The Humbl Co.’, I want to cement my relationship with my fans by inspiring them to live real and stay humble. The association with Myntra is an important step in the brand’s short but exciting journey so far and paves the way for addressing a pan-India audience.”
Sushruthi Krishna, Brand Head, The Humbl Co, said, “’The Humbl Co.’, an age-inclusive and affordable menswear brand, is a raging hit in the market. What makes our association with Mahesh Babu interesting is that the close-knit synergy that led to the creation of the brand. Right from the branding to the micro-level, we relied deeply on Mahesh’s personality to build a product that’s truly reflective of his star-power and his down-to-earth off-screen personality. As the exclusive clothing partner of his latest blockbuster movie, ‘Sarileru Neekevvaru’, we worked closely with Mahesh to create unique looks for the film. This collection is also now available with ‘The Humbl Co.’ for shoppers. I’m looking forward to the exciting direction that ‘The Humbl Co.’ will take with Myntra. We have also recently launched the brand in the offline format in Hyderabad at AMB Cinemas, Sharath City Capital Mall and we are seeing some great traction there as well”
Amar Nagaram, Head, Myntra Jabong, said, “Fashion in India is heavily influenced by the films and superstars who command a massive fan-following. Celebrity led brands have been extremely successful on the Myntra platform, especially in tier 2 and 3 cities and towns that are emerging as important markets for domestic and international fashion brands. We are extremely delighted to on- board ‘The Humbl Co.’ and deliver the brand to Mahesh Babu’s loyal fans, while also introducing it to the largest base of fashion shoppers in the country.”
Summing it up, Subramanian advised brands and retailers to get behind the science of being digitally visible and relevant, as well as know how to use proper product description. “When I say digitally relevant, I mean that products should be appealing enough in the screen to attract clicks. Another important factor is product description; product description is no longer just text to describe your product. You have to get behind the science of writing proper meta description that drives clicks,” he added.
“Since COVID-19 pandemic has restricted the movement of individuals across countries, EPCH is introducing the digital platform of virtual fair and will be launching the 49th edition of IHGF Delhi Fair on virtual platform scheduled from July 13-18, 2020,” said Ravi K. Passi, Chairman, EPCH.
Molly Robbins, VP, Global Licensing, USPA Global Licensing Corp, has recently revealed how US Polo is relying on various channels to focus on communicating – both internal and with its partners and consumers. “At this point of time, keeping the communication alive is crucial to help everyone re-prioritize spend and chalk out areas that will prove to be fast turners when the market gains the momentum back. We have ramped up our global digital transformation with a strong focus on social media,” she said in the NIFTA webinar – Brands: The Evolving Opportunities.
To leverage this potential, leading international and local brands are shifting their focus to athleisure wear and the results have been fruitful. In 2019, Nike’s collaboration with South Korean rapper, G-Dragon, for its Air Force 1 range of sneakers sold out in just 0.06 seconds post launch in China, underpinning its popularity. Adidas and Nike lead in terms of international brands in the APAC region and have placed China as a specific market to target for organic growth opportunities.
“Gone are the days when fashion forecasted future trends and end up with heaps of waste. Now brands need to transform, leverage on data for consumer preferences and make products accordingly. This will help them in mass customization and ensure that the waste is zero; we all know how sustainability is going to take a center stage in fashion going forward, and the luxury fashion industry can definitely take this route to deal with a perennial problem like textile waste.,” he said.
Among potential opportunities, experts believe that COVID-19 crisis has given great impetus to convergence, collaboration and co-creation. “We should acknowledge our strengths and should focus on partnering by utilizing others’ business acumen. If there is an opportunity in terms of resources and space, then retailers must coordinate and collaborate. I for one would not mind collaborating with new categories like medicine, beauty, wellness or even salons, which will enhance services at my stores. It is the time to accelerate collaboration over competition,” says Lalit Agarwal, CMD, V-Mart Retail.
Check out these popular tips, tricks, and industry-favorite features to help you create your own successful Instagram for fashion marketing strategy!1Set Up Your Instagram ProfileBefore going about promoting products on Instagram, it is indispensable to have a professional, highly appealing business profile and proper knowledge of the tools that the platform has to offer. Instagram is a highly visual platform, so it is indispensable to create a profile with aesthetically striking content to captivate your audience.
Speaking on the occasion, Shivani Poddar and Tanvi Malik, Co-Founders, HSE said, “We value the continued support of our investors and customers, who have been crucial to our success. In the midst of this unprecedented global crisis, we are working hard to ensure that we leverage all our assets such as our nimble supply chain, data-led designing and sharp focus on customer experience so that HSE emerges as a leading fashion retail company in the industry.”
“Overall, in the long run, as things stablise, the focus on wardrobe purchases will resume to the original form. There may be a ‘new normal’ in terms of what people prefer but eventually, demand will return in a year or so to pre-COVID 19 levels and people will go back to their usual ways of life,” concluded Gudwani.
Hrishabh Kashyap, Retail Analyst at GlobalData, says: “The versatility and comfort of these clothing lines drives the mass market appeal for athleisure. Despite the current COVID-19 scenario and the majority of population staying indoors, working from home and exercising at home has helped increase the demand of clothing lines.”
Consistent with the company’s store fleet optimization initiative, the company closed four stores in the three months ended May 2, 2020. The company ended the quarter with 920 stores and square footage of 4.3 million, a decrease of 5.1 percent compared to the prior year. Since our fleet optimization initiative was announced in 2013, the Company has closed 275 stores.
Apart from being used as a medium of communication, brand across the world are also leveraging on social media to give consumers a virtual feel of real life shopping. Walmart’s e-commerce-driven apparel subsidiary Bonobos is utilising social media platforms like Facebook and Instagram to give consumers a virtual window shopping experience. The brand has morphed its social media accounts into virtually mirror its physical stores, showing off styles and various outfits online, then directing people to buy them on the web.
One such brand is FableStreet. Like all non-essential businesses, FableStreet also witnessed a hit in sales when it was forcibly shuttered in the first stage of the lockdown. So, when the government allowed retailers to reopen stores and e-commerce businesses to resume operation including delivery of non-essential items, FableStreet instantly got in to action. “Our immediate strategy was to get our deliveries back on track and ship orders with immediate effect, which we have started doing,” said Ayushi Gudwani, Founder and CEO, FableStreet.