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    Top designers are tying up withA�e-commerce giants to create specialA�lines that are edgy, and yet accessible

    With the retail milieu being all about timeA�management and convenience along withA�brand awareness, this festive season websitesA�like Amazon, Koovs, Myntra andA�Jabong are giving designers an opportunityA�to expand their market. Noting the flurry of designer wearA�and accessories being shipped all over the country, MayankA�Shivam, category leader for Amazon fashion, says, a�?ThereA�is a huge interest for the fashion store from smaller townsA�and cities as these customers are enjoying convenientA�access to international and Indian fashion brands unlikeA�before. More than 50 per cent of the orders are being receivedA�from cities outside the eight metros. We have also noticed aA�high demand from the non-metros for premium and designerA�apparels, given that these labels are not present in the tierA�2 and 3 cities.a�? While Robert Bready, chief creative officer ofA�Koovs, says it not just about accessibility, he adds, a�?Ita��s notA�just about sales today. Ita��s about brand reach, and sales for
    the future.a�? Talking about the collaboration between theA�designers and the portal, he says, a�?The designer brings
    their creative talent to the table and the Koovs in-houseA�design team (London) brings the knowledge of what our
    customer wants in the form of product categories.a�? WhileA�the Koovs collaboration ranges are designed exclusively for
    Koovs, the collections available on Amazon and Myntra canA�be found in the designersa�� boutiques, that Shivam says, a�?is
    the designersa�� decisiona��. Herea��s a look at some of the IndianA�designers who have recently launched their prA?t ready-towear,
    or their diffusion line, online.

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

    Anju Modi for Amazon
    Delhi-based designer Anju Modi agrees that retailing onA�e-commerce has helped them reach locations and customersA�that were otherwise difficult. a�?The Indian design market hasA�grown by leaps and bounds since the time I launched myA�label. The customer has evolved, as has the entire marketA�place. And to keep up with this, we have started to expandA�and explore a prA?t /ready-to-wear line to bring theA�a�?Anju Modia�� label to all discerning customers acrossA�the globe,a�? says the designer. Her autumn-winterA�2015 line available on Amazon is called How To WriteA�A Fairy Tale. a�?It is a diffusion line of sorts as it reflects
    the aesthetic and ideology of the couture pieces, butA�in a more access range and as more subtle pieces,a�?A�she says. Inspired by fairy tales expect crescents andA�capes to carriages and cranes, while the collection usesA�fabrics like tussar and dupion silk. ComprisingA�churidars, saris, shirts, kurtas, and gowns, theA�ensemble is created with outline embroideries andA�mixed with appliquA� and prints. With drapes andA�layers, this collection makes for a perfect winterA�wardrobe. Currently, she is looking forward to theA�release of Bajirao Mastani. a�?Ia��m prepped andA�excited to see how my costumes have translatedA�on the screen,a�? 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 herA�fusion wear. Blending Indian khadi with western silhouettes, Goyal launched her diffusion lineA�recently priced between Rs.699 and Rs.1,999. Available on Myntra, and Jabong, and in retail stores inA�Mumbai, Bengaluru and Chennai, she says, a�?Both, my premium range and diffusion line, haveA�clothes that are cross-cultural. The designs and materials vary for both these collections. In theA�premium range, I work with chikan embroidery and a much more expensive khadi. Here we areA�looking at a niche market. As for the diffusion line we are looking at what will appeal to a muchA�larger audience,a�? says Goyal. On Myntra, designers can see the sales approach by simply goingA�to the partner portal page. a�?I can also see names of the cities people are buying from; for
    instance Jalpaiguri a�� I would never be able to reach out to these cities. And I dona��t have to setA�shop in each and every city,a�? she says. Goyal plans to launch her collection on Amazon soon. SheA�feels the Indian market is ready for this venture. a�?Consumers are getting something of aA�particular design aesthetic that is affordable, so why wouldn’t they be ready,a�? she says. Rs.699 onwards.

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