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The COVID-19 pandemic brought the whole world to a standstill affecting almost every industry – from the unprecedented pressure on health services, to the shuttering of non-essential businesses to supermarkets needing to consider their re-stocking tactics and opening hours. The outbreak of the pandemic has disastrously affected the life and livelihood of many in this country and the world at large. The consistent efforts by the government and healthcare workers have brought a considerable amount of relief to most places in this country allowing businesses to re-open.
Celio*, the French menswear brand which is the leading men’s ready-to-wear brand in Europe and many other parts of the world has re-opened its stores for business in India. Celio* has re-opened stores in cities such as Bangalore, Calicut, Hyderabad, Pune, Nizamabad, Warangal, Belgaum, Siliguri and Bhatinda. The brand’s website too has now resumed sales and is delivering garments wherever possible.
With the scare of the pandemic that still surrounds us, everyone is bound to be apprehensive about visiting stores. To ensure happy shoppers can shop safely, Celio* is sanitizing and deep cleaning their entire store, including disinfecting all surface areas like hand rails, product display counters, billing counters, etc. on a regular basis. All trial rooms are being disinfected thoroughly after each visit. All merchandise is being steam ironed from the inside out to ensure the safety of all costumers. To ensure the safety of the staff at the stores, the brand is providing each employee with sanitizers, new face masks and disposable gloves. The staff is asked to change disposable gloves four to five times in a day. All brand stores that have re-opened are following social distancing measures and the guidelines issued by the government. As a precautionary measure, all staff and customers will need to wear a mask at all times while in the store.
Speaking about the re-opening of the brand stores, Abhishek Shetty, Chief Marketing Officer and E-commerce Head, Celio* India said, “The COVID-19 outbreak has found all of us rearranging our lives and work like never before. Things of convenience aren’t so anymore. However, the steps taken by our government are crucial to our well-being, and surely if we follow the precautionary instructions provided to us, we’ll soon enough beat this pandemic, and rise stronger as a Nation. While we are unable to open all our stores yet, we are happy to announce the re-opening of our few key stores. At Celio*, ensuring our customer’s safety is of utmost priority and we are taking all the precautionary measures to make the customer’s shopping experience pleasant and safe. We have also resumed sales on our website.”
Explaining the relevance, Sanjay Vakharia, Chief Executive Officer, Spykar Lifestyle says, “As we all know, India is a country with a population that has relatively meager resources, and hence to them, it is important that retailers provide solutions which are more value for money and relatively long lasting and ones which need low maintenance. On all these attributes, denims score very high. They need not be washed as much and as many times; they never die, just fade, and last really long. And in recent times, the category and the industry has also initiated multiple initiatives to conserve resources and contribute to a healthier and less polluted planet. It seems that jeans are here to stay, due to the versatility they offer.”
One of the world’s most polluting industries, second only to oil, fast fashion had been an environ-mental curse to Planet Earth. To countermand the effects of fast fashion, virtually all major clothing, lifestyle and large scale manufacturing companies as well as retail giants are working towards sustainable fashion not only in the production phase but also after a garment has been sold, encouraging the end user to ‘re-use and recycle’.
The Indian denim market is exhibiting continuous growth over the years. With new technologies, trends and higher market reach, this sector has promising growth potential. Even in rural areas, denim is becoming highly fashionable with most men and teenager girls opting denim wear over traditional outfits.
4. Innovative Recycling – Recycling, collect, recover, embedded value, waste, regain, reclaim, extract, decompose, garbage, by-products, salvage, reprocess are great ways of recycling. A new method where microbes eat pol-yester and break it down into its most basic substances has also emerged. The raw material broken down by the microbes can then be sold to polyester manufacturers that use them to produce new textiles. Sustainability Impact: With more efficient methods of collecting old clothes, larger volumes will be collected, resulting in more value being brought back to the system. With more efficient methods of capturing embedded values in the recycling process, more value will be brought back to the sys-tem from each clothing item.
The increasing shift of the rural fashion market from ethnic wear to western wear is one of the key growth drivers of denim industry. The large youth population with rising disposable income and awareness towards fashion will act as a catalyst in the growth of denim wear in the country.
Malhotra’s pick is a straight line kurti which she thinks would never go out of fashion and would always be an important component in keeping Indian wear relevant, “A straight line kurti with a self-print or a lightly embroidered kurta in pastel hue is going to remain evergreen as these can be worn to work and can be confi dently carried for a function during the day as well when paired with a palazzo and some fl oral embroidered juttis.”
In the end, all I’d like to say is that Liva was envisioned as a brand and today it has lived up though its LAPF partnerships as an eco-system for the entire value chain in the country. This is something very heartening for us because when we touch the customers with Liva, we wanted the right promise to go and the right innovation to reach them.
In footwear there are a lot of innovations too – there is a new line of walking shoes coming up in just a few months from now. Meanwhile, in the fashion segment consumers will see the trends from the 90s and the 80s coming back. More such innovative launches will be seen during Fall-Winter ‘19 and Spring- Summer ‘20.
YOUTH AS A GROWTH DRIVER: Youth (15 to 29 years old) who comprise 26 percent of the consuming population, are a key growth driver of denim wear in the country. Increasing disposable income, comfort, quality and brand consciousness are major reasons behind increasing acceptance of denim wear among this young population.
Market potential for kids wear has attracted many global brands into India. Brands have started to adapt the line specifically to the Indian audience. The kids denim wear industry is definitely a blooming and promising category which has huge potential in the years to come.
A walk into any department store/MBO reconfirms the prevalence of an impressive section dedicated to western wear and in fact within the Indian/ethnic wear section too, one can notice how brands are gearing up to off er their customers cuts and silhouettes that are a fusion of Indian and western wear.
Pepe Jeans believes that the future of denims is sustainable. The brand has been working on addressing its environmental impact for the last few years on a global level. Keeping in mind the need for sustainable clothing, Pepe Jeans introduced a range of environmentally conscious denims including True-Fresh And Tru-Blu in 2018.
The modern clothing industry is a marvel. Walk into any fashion store and you can have your pick of thousands of different items in a huge variety of styles. Despite the growth in the world of fashion retail, the industry, unfortunately, is still marked by its unsustainability. While many retailers are trying to go eco-friendly, there is one brand which is working towards putting the environment first – Liva.
The kid’s denim wear market is well established in Tier I cities and is now emerging into the Tier II and III cities as well. With growing purchasing power, style consciousness and international brands pouring in, one cannot ignore the opportunities these markets present. Big and small brands are now heading to these small cities with multiple formats.
An ex-management student from IIPM, a master’s graduate in Exports Management from IMM and an MA holder in Political Science, he brings nearly 32 years of experience in the Indian retail space since 1987. Having spent a significant number of years with prominent retail brands like Vishal Megamart and V Mart, the man has literally witnessed the transition of a shopkeeper to an organised retailer. He now envisions to take the manoeuvres of 1-India Family Mart a notch higher towards an exceptional growth ladder in the country’s value retail space.
Sustainability Impact: Creation has to go hand in hand with social justice and Handloom is de-signed to lead the socio-economic revolution. So by nature it is always sustainable. Handloom Tex-tile industry is low capital demanding for start ups, minimal use of power, 100 percent eco-friendly, production adaptability as per market requirements, home grown, employment generating etc.
However, Tolani finds that price is a major factor in the e-commerce segment. “Unfortunately, a precedent has been set in e-commerce to off er deep discounts and lower prices. The volumes may be high, but the margins are extremely low. Also, a lot of brands compromise on the quality of fabric to allow the prices to be low,” she says.
But it’s only lately that the sustainability concerns of producing this beloved blue fabric has come to the forefront. Denim production typically involves use of dangerous chemicals to grow conventional cotton and creates millions of gallons of waste water in the dyeing process. A study by Levi Strauss & Co found that producing one pair of Levi jeans requires a staggering 3,781 litres of water. With 10 percent of the world’s population currently deprived of access to clean water, these statistics put an alarming perspective on our own denim purchases.
However, notwithstanding customer understanding and taking into account various visible impacts of sustainability on environment, health and socioeconomic aspects, there is an apparent improve-ment at all stages of the product’s life cycle starting from design and development to the final end user.
Indian apparel industry, which is the second largest contributor in the retail industry after food and grocery, is seeing some major shifts. Entry of international brands,changes in preferences from non-branded to branded, the fast growing economy, large young consuming population in the country has made India a highly lucrative market.
Yet, with government interventions since independence, the handloom industry in India still is able to produce enough cloth to meet domestic and interna-tional demand. Today India provides 95 percent of all handlooms available in the world (Textile Ministry data, 2015-2016). Silk / Cotton / Linen / Wool / Hemp etc are all easy to weave and highly fashionable. Other then agriculture, handloom stands next as the undefined economic trade and contributes accountably towards the livelihood of the rural and semi rural population In India. Handloom weaving constitutes to Indian cultural heritage and are considered as premium fashion genre.
Pepe Jeans London has entered the North India market with its new range of premium innerwear. The new segment by Pepe Jeans is the result of an equal joint venture between Pepe Jeans Europe BV and Dollar Industries Limited. The joint venture company ‘Pepe Jeans Innerfashion Private Limited’is known to manufacture and market premium range of fashion innerwear and Athleisure for men under the brand name ‘Pepe Jeans’.