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Amazon Fashion in association with DBS Lifestyle LLP announced the launch of RIVER (Season I) in India. RIVER is an affordable multi-designer brand created in partnership with some of India’s most celebrated designers – JJ Valaya, Ashish Soni, Manish Arora and Suneet Varma, offering ready to wear every day essentials and occasion wear, available only on Amazon Fashion. RIVER which will be sold by DBS lifestyle will enable customers to re-imagine their favourite designer labels in affordable price points of Rs 999 to Rs 9,999 on amazon.in.
The carefully curated selection catering to both men and women, will allow customers to invest in pieces that are not only affordable, but also impeccably crafted to introduce a wonderful mix of the latest trends and everlasting classics. The launch accommodates unique and regionally diverse needs and demands of customers in Tier II and III cities, making designer wear accessible to customers across 100 percent pin codes through the Amazon fulfilled network.
Speaking on the launch, Bhawnish and Divya Suri from DBS remarked, “Over the past decade, DBS has continued to pioneer in the field of design and now, we are delighted to partner with Amazon Fashion to launch RIVER. RIVER in essence is a brand that aims to celebrate the legacy of celebrated Indian designers and will offer carefully curated capsule that tells the most compelling story of their design evolution in an affordable format for customers across India. Amazon’s entrepreneurial culture and initiatives have always been aligned with our vision of transforming the way India engages with fashion and this launch will help us not only get access to a larger audience, but also empower DBS to do our part for the ‘Make in India’ initiative”.
The opportunity for designer products at attractive price points have always been selection white spaces with nil to poor physical retail access due to geographical and infrastructural limitations pan country. Designers have been seeking the most trusted names to partner with to build their business online, especially post the COVID 19 impact on retail and initiatives like RIVER aim to make well-known and loved designers more affordable and accessible to customers across the country, serving customers who aspire for designer wear but currently face challenges of inaccessibility due to poor distribution and high price points. Each season of RIVER will bring forth a wonderful mix of the designers’ individual signature styles in contemporary silhouettes.
“I am thrilled to announce the launch of RIVER on Amazon Fashion. We have worked closely with our partner DBS lifestyle, to ensure that customers across India can now access designer wear at affordable prices. RIVER aims to celebrate the legacy of India’s finest designers, bringing together a wonderful mix of the designers’ individual signature styles in contemporary silhouettes, created especially to meet evolving needs of our customers. RIVER reimagines designer wear, allowing customers to mix and match and invest in pieces that are not only affordable and accessible, but also impeccably crafted to present latest trends and everlasting classics. Through this launch, Amazon will reinforce its commitment to digitally enable sellers and subsequently, mobilize the weavers, artisans and craftsmen who are the real heroes behind-the-scenes to rebound from the economic disruption caused by the pandemic. We believe that this launch will provide the required boost to these businesses, thus helping them achieve access to a larger audiences and empowering them to grow and succeed at a quicker pace.” said Mayank Shivam, Director – Strategic Initiatives, Amazon Fashion India.
Season I of RIVER carries 270 styles across western and ethnic wear with dresses, tunics, sarees, jumpsuits, formal/casual jackets, evening cocktail sarees and athleisure separates for both men and women. The selection presents trend forward themes like Royal sports chic by JJ Valaya, Disco gypsy by Manish Arora, Floral glam by Suneet Verma and Millennial man by Ashish N Soni and incorporates four affordable collections from each of the designers, remaining close to their celebrated signature styles that India loves.
The RIVER store has been created with love offering a compelling and immersive shopping experience for existing and new to designer segment customers, all of whom will be able to now make an informed buying decision before placing an order. The store offers detailed product information on sizing, product details and wash and care instructions in addition to offering styling tips and detailed product imagery that will allow the customer to choose carefully and conveniently.
Talking about the flourishinhg t-shirt market in India, Bobby Arora, Director, Status Quo says, “The t-shirt market is steadily growing in India each year. Brands are recognizing the power of the product and that’s the reason every brand is jumping into the pool to grab its share.”
The company unveiled the flagship store of Love Moschino, that will showcase handbags, accessories, shoes for women. The brand enters the fashion scene in Mumbai, June 01, 2018 onwards with its quirky and edgy merchandise. Flaunting quirk at its best, Love Moschino easily helps label Mumbai as the fashion capital of India by launching its first ever boutique here.
Design highlights such as buff soles, perforated texture detailing and toe cap panel design feature on a medley of styles ranging from derby’s, monkstraps, moccasins and penny loafers. Made from the finest quality patina leather, burnished leather and suede, the collection has been created keeping in mind finer details of shoe making.
The knitwear market in India is gaining share in Indian fashion retail. The change in consumer’s tastes and preferences and emergence of new categories such as athleisure, gym wear, yoga wear, comfort wear, et al., has lured many brands/retailers to cater to this growing knitwear market. The increasing penetration of these categories in smaller towns and rural areas would fuel this growth.
“Brands have increased the number of jeans wear in their lines. A lot of brands which earlier were not involved in jeans wear have also added them as a part of their offerings,” said Akhtar, who also feels there is greater focus on value addition such as finish, hand-feel and fits.
Bandhan Jewels a new multi-brand jewellery retail chain has recently launched in Mumbai. The new chain will retail generic jewellery and top brands in India like Being Human Jewellery, Farah Khan Fine Jewellery, Kisna Diamond Jewellery and Rio Tinto Diamonds.The new chain will retail generic jewellery and top brands in India like Being Human Jewellery, Farah Khan Fine Jewellery, Kisna Diamond Jewellery and Rio Tinto Diamonds
A wide range of consumer segments consider denim as an apparel of choice owing to its comfort and style. Also, increasing usage of denim products by women and youth are some of the most significant and noticeable changes we are seeing the world over in jeans wear,” he added.
“The t-shirt market of India includes knit shirts, polos, knit tops, etc., and is specifically targeted towards the youth segment. One of the main reasons behind its popularity among youth is that teenagers are today’s rational buyers who keep every aspect in their mind before purchasing the t-shirt including colour, design, garment, logo etc., which allows their mind to take over the t-shirt design as their personality, style, and attitude,” says Harkirat Singh, Managing Director, Woodland.
Speaking about the association with Toonz Retail, Samir Jain, COO and Executive Director Green Gold mentions, “This association heralds the beginning of a delightful relationship to together strengthen our market presence. We look forward to bringing the best of merchandise, which will ensure that Chhota Bheem reaches far and wide into the potential markets. We are tremendously excited about this alliance and our decision to partner with Toonz Retail.
Anoop Nautiyal, also a NIFTA Founding Member, who leads Gati Foundation said, “The crusade against plastic is an extremely personal one for me. I belong to the hill state of Uttarakhand which has, in front my eyes, gone from being a pristine haven to an increasingly polluted space, choking on plastic. It is time that we start taking responsibility for the mess we’ve made. It is my hope that our resolve against single use plastic will be a small step in that direction, resulting in greater change that will make our nation and our world clean and green, again.”
From a humble beginning of supplying raw material to fashion retailers to being counted among the top fashion brands in India today, Neeru’s has come a long way. The brand is synonymous with ethnic fashion. With its active participation in fashion weeks and close engagement with celebrity fashion influencers, Neeru’s has come a long way from its humble beginnings.
Highlighting the advancement in technology and fabric, Vinod Kumar Gupta shared, “The stretch fabric is a new trend in the innerwear industry. It is used for the briefs as well as vests. People prefer these fabrics due to the comfort as well as the fit of the same. Apart from stretch fabric, we have introduced trendy trunk made of micro-modal fabric.”
Increasing urbanisation, higher discretionary spending and evolving lifestyle is leading to casualization of both men and women’s wardrobes. Smart casuals with a few do’s and don’ts are becoming more and more acceptable on a daily basis and are not strictly restricted to a Friday dressing format anymore.
Going back few decades, winter wear category only comprised of basic sweaters, shawls, cardigans and trousers. However, at present, all the winter wear brands have brought forth trendy and vibrant apparels, meeting the season’s requirements and quenching the desire to stay stylish. The products that are introduced are designed and manufactured after detailed research work that is based on demography, type of consumers and preferences.
“Today, denim is considered a multipurpose fabric with it being used as casual wear, everyday wear, and is also gaining popularity in leisure form owing to the comfort provided by stretch denims. New-age companies and start-ups are relaxing the norms with introduction of Friday dressings and casual dressings to work, denims is increasingly becoming an acceptable attire at work,” Shrikhande said.
Nadine Caux, Managing Director at Promod – French boutique brand said, “We initiated our digital sales in India through Myntra and the response has been very encouraging in the first year. We are now looking at offering around 2,000+ styles in the coming year and looking at doubling our turnover. This shows a great opportunity for us to launch our own portal and we are confident that consumer satisfaction through this omni channel route will attract more loyalty towards the brand.”
On being asked about the new manufacturing technology adoption in innerwear, Vinod Kumar Gupta said, “The innerwear industry is fi lled with advancements and innovation. The amount of various types of innerwear and the variations are huge in number. This category is quickly fusing innovation into its articles of clothing.”