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    Top designers are tying up with e-commerce giants to create special lines that are edgy, and yet accessible

    With the retail milieu being all about time management and convenience along with brand awareness, this festive season websites like Amazon, Koovs, Myntra and Jabong are giving designers an opportunity to expand their market. Noting the flurry of designer wear and accessories being shipped all over the country, Mayank Shivam, category leader for Amazon fashion, says, “There is a huge interest for the fashion store from smaller towns and cities as these customers are enjoying convenient access to international and Indian fashion brands unlike before. More than 50 per cent of the orders are being received from cities outside the eight metros. We have also noticed a high demand from the non-metros for premium and designer apparels, given that these labels are not present in the tier 2 and 3 cities.” While Robert Bready, chief creative officer of Koovs, says it not just about accessibility, he adds, “It’s not just about sales today. It’s about brand reach, and sales for
    the future.” Talking about the collaboration between the designers and the portal, he says, “The designer brings
    their creative talent to the table and the Koovs in-house design team (London) brings the knowledge of what our
    customer wants in the form of product categories.” While the Koovs collaboration ranges are designed exclusively for
    Koovs, the collections available on Amazon and Myntra can be found in the designers’ boutiques, that Shivam says, ‘is
    the designers’ decision’. Here’s a look at some of the Indian designers who have recently launched their prêt ready-towear,
    or their diffusion line, online.

    Pankaj & Nidhi for Koovs
    Designer duo Pankaj and Nidhi Ahuja are the first Indian collaboration for the online fashion store, Koovs, after international designers like Giles, Henry Holland and Mawi. With flagship stores in Mumbai, New Delhi and Bangalore, the eponymous label was launched online on September 30 and took off from their autumn-winter 2015 collection that was
    showcased at the Amazon India Fashion Week. The awardwinning designers’ collection is a good example of diffusion
    line. Using prints inspired by their love for ceramic, glass and mirrors, the duo worked closely with the creative director of
    Koovs, Melika, and studied the archives and collection in the Koovs office in Gurgaon in order to fine tune the designs. “We
    did a lot of research for the Koovs collection, and created silhouettes such as pencil skirts, crop tops, body suits and
    bomber jackets using fabrics such as Scuba, flat chiffon, and crepe,” says Nidhi. They have also used patterns and prints,
    designs resembling ink drawings and shattered ceramic plates, rubies, gemstones and diamonds, and reinvented their House of Cards collection as well. “This is a good opportunity for us to reach out to all those who have been waiting to wear
    our collection,” she says. Rs.1,495 onwards.

    Anju Modi for Amazon
    Delhi-based designer Anju Modi agrees that retailing on e-commerce has helped them reach locations and customers that were otherwise difficult. “The Indian design market has grown by leaps and bounds since the time I launched my label. The customer has evolved, as has the entire market place. And to keep up with this, we have started to expand and explore a prêt /ready-to-wear line to bring the ‘Anju Modi’ label to all discerning customers across the globe,” says the designer. Her autumn-winter 2015 line available on Amazon is called How To Write A Fairy Tale. “It is a diffusion line of sorts as it reflects
    the aesthetic and ideology of the couture pieces, but in a more access range and as more subtle pieces,” she says. Inspired by fairy tales expect crescents and capes to carriages and cranes, while the collection uses fabrics like tussar and dupion silk. Comprising churidars, saris, shirts, kurtas, and gowns, the ensemble is created with outline embroideries and mixed with appliqué and prints. With drapes and layers, this collection makes for a perfect winter wardrobe. Currently, she is looking forward to the release of Bajirao Mastani. “I’m prepped and excited to see how my costumes have translated on the screen,” she says. Rs.10,000 onwards.

    Gitika Goyal for Myntra and Jabong
    Bengaluru-based designer Gitika Goyal, who started her label Grass in 1998, is known for her fusion wear. Blending Indian khadi with western silhouettes, Goyal launched her diffusion line recently priced between Rs.699 and Rs.1,999. Available on Myntra, and Jabong, and in retail stores in Mumbai, Bengaluru and Chennai, she says, “Both, my premium range and diffusion line, have clothes that are cross-cultural. The designs and materials vary for both these collections. In the premium range, I work with chikan embroidery and a much more expensive khadi. Here we are looking at a niche market. As for the diffusion line we are looking at what will appeal to a much larger audience,” says Goyal. On Myntra, designers can see the sales approach by simply going to the partner portal page. “I can also see names of the cities people are buying from; for
    instance Jalpaiguri — I would never be able to reach out to these cities. And I don’t have to set shop in each and every city,” she says. Goyal plans to launch her collection on Amazon soon. She feels the Indian market is ready for this venture. “Consumers are getting something of a particular design aesthetic that is affordable, so why wouldn’t they be ready,” she says. Rs.699 onwards.


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