CasualwearMarket in India

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JUNE 2015 | VOL. XVI | NO. 6 | `100

> BESTSELLER> PARX > CELIO> LIVE IN

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JUNE 2015 | 240 PAGES | VOL. XVI NO.6 | www.imagesfashion.com

Dear Friends

It is scorching, sweltering, and it is June! Soon we Indians will also see the outcome of the annual battle between our good old Nairutya Maarut and the Roman Goddess Juno. Our desi boy emerging victorious is what millions in the Indian farming and business communities are praying for. So are we.

I guess the best throwback to this torrid season is to go totally casual. The exact nature would of course be decided by whether you still are at work or your holiday application has met the kind approval of the bosses. And so casualwear it is. That is what we are discussing in this the June issue of IMAGES Business of Fashion.

In it, through the lead research, we trace the latest in the Indian casualwear market, its size, growth, evolution and key trends and opportunities. growth over the years. While a decade ago, casualwear was considered a dressing style for weekends and vacations, today its presence is all pervasive and its core has been redefi ned as comfort. Within casualwear cool and classy styles have crossed the corporate corridors with a refi ned twist. Casualwear as a category indeed has tremendous scope for new categories and innovations.

This issue also talks to smart casual leaders like the Denmark-based clothing company–Bestseller, Raymond Apparel Ltd’s Parx, and French born fashion major Celio. We also look at Tom Tailor’s online collaboration for India. The issue also puts together our pick on of the most eye-catching ad campaign of the season—the smart one on a new look for every day of the week by Vero Moda.

Team IMAGES BoF also talks to top brands like Puma, Lotto, Reebok, Woodland, etc. to present a look at performance apparel lines that are using the advancements in the fi ber technology, specialist fabrics and design engineering.

In the InFashion section of the magazine Dan Cotton, EVP APAC, WGSN shares insights on the new trend watching feature WGSN IN Stock. This section also looks at how palazzo trousers are making a style statement, be it casual or Indian ethnic section among different age groups of women. We also take a look at some new launches, seminars and conferences that created a lot of buzz.

Lots more in the issue. Do go through, or pack it along, preferably in the knee pocket of your smart cargos--if you’re headed for a summer holidays.

Amitabh Taneja

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Editorial.indd 25 6/2/2015 7:09:46 PM

contents | June 2015

EVERY MONTH25 Editorial32 Advt index44 Outlet

BRAND EXCELLENCE68 Simply Stylish Celio, The French menswear brand, today enjoys a huge fan base in India too. Rajiv

Nair, CEO, Celio Future Fashion shares about the brand’s success matras that have seen it grow to over 41 EBO & 128 SIS already.

BRAND TALK73 Turtle: Defi ning Relaxed Loose Silhouettes With 51 percent of its product range comprising casualwear Turtle offers the most

pocket-friendly worldclass apparel to its customers shares Narendra Parekh, Head Marketing, Turtle Limited.

BRAND WATCH74 Black Panther: A Brand with a Strong Recognition Sakshi Juneja, Manager - Business Development, Black Panther talks to about how

Black Panther is committed to its vision of being ‘Seriously Sports’.

COLLABORATION80 Stitching E-success Together Tom Tailor, an iconic German casual fashion brand has signed online fashion retailer

Jabong as its exclusive partner for India. Alongside its extensive worldwide physical retail presence, the brand is now available online in 21 countries.

AD CAMPAIGNS82 Creating Fashion & Style - Everyday IMAGES Business of Fashion puts together its pick on of the most eye-catching ad

campaign of the season by Vero Moda.

BRAND MAKEOVER84 The Live In Makeover with its New Brand Ambassador Ajay Devgan Live In jeans has signed up actor Ajay Devgan as its brand ambassador. The brand is

also planning to launch a signature line with Ajay in August 2015. Tirtha Bhowmick, National Sales Manager, Federal Brands, Live In talks on how the brand seeks to leverage upon the association.

CELEB WATCH86 Casual look Bollywood style Large glares, baggy shirts or live-in-them tees, Akshay Kumar, Shah Rukh Khan

and Ranbir Kapoor make their own rules when it comes to effortless chic

EXPANSION94 Being Human Clothing Debuts in Four new Cities The new launches take the number of BHC EBOs to 33. Team Images BoF studies

the stores strategy and the overall expansion plans.

LAUNCH98 Siyaram launches its Ready to Wear Women’s brand Siya Siyaram unveils its first-ever ready-to-wear fashionable ethnic and lifestyle brand ‘Siya’ for

women. The brand has signedBollywood actor Parineeti Chopra as its brand ambassador.

STAR RETAILER102 Akbarallys MEN: Shifting from a Departmental to Concept Store Format Akbarallys MEN fulfi lls the need of the South Mumbai area for a trendy men’s

clothing store. Umme Aiman Khorakiwala, Managing Director, Akbarallys MEN discusses men’s fashion and shares her plans for the new entity.

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DISTRIBUTOR109 Tapping the Demand Well is the key in Distribution Business Naveen Goel, Managing Director Panchanan International Pvt

Ltd shares what inspired him to enter the fashion distribution business.

PHOTO FEATURE112 Performance Apparel-The Next Gen of Casualwear! Advancements in fi ber technology, specialist fabrics and design

engineering will revolutionize both casual and sportwear soon. Images BoF takes a peep at the future.

USPS120 Leveraging Exclusivity in Fashion For fashion retailers, the concept of exclusivity is one of the

most advantageous marketing opportunities. Rachna Nath, Partner and Lead, and Kalyani Palkar, Analyst, Retail and Consumer--PwC India elaborate on this in today’s context.

LUXURY126 Learning from Luxury. In the age of loss of hope with rampant commoditisation,

discounting, me-too offerings, arbitrary EOSSs, etc, Images BoF looks at some of the world’s most valued luxury brands, their personas and how they hold strong.

LOYALTY137 Staying Connected Working with the motive to bridge the gap between a brand and

consumers, Kiran Rudrappa, CEO & Founder of GladMinds, discusses the relevance of instant connectivity in the fi eld of retail.

HUMAN RESOURCE 140 Talent as a Challenge in the Business of Fashion in India Priya Mathew, head-school of creative business, pearl academy

highlights the opportunities for trained professionals in fashion business industry in India.

TRADE SHOWS148 Not To Be Missed International Fashion Exhibitions170 The Major Indian Trade Shows coming up this Season 209

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COVER STORY | RESEARCHTHE CASUALWEAR MARKET IN INDIADriven by changing consumer lifestyles, the casualwear market in India has both grown and evolved at an incredible pace. Amit Gugnani (Sr. Vice President, Fashion) and Kanti Prakash Brahma (Principal Consultant, Fashion), Technopak present a detailed research study.

COVER STORY | LEAD Q&AINDEED A BESTSELLER OF CASUALWEAR TOOVineet Gautam, Country Head, Bestseller India talks on the casualwear collection offered by Only, Vero Moda and Jack & Jones.

COVER STORY | LEAD Q&APARX - A BRAND THAT DEFINES THE CASUALThe expanding men’s casual apparel market represents a huge growth opportunity. Sharad Walia, Brand Director, Parx shares insights.

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68 | June 2015 | IMAGES Business of Fashion

brand excellence

68 | June 2015 | IMAGES Business of Fashion

French clothing brand, Celio, has been serving the sartorial needs of à la mode men the world over since 1985. Known for its smart

and contemporary menswear, the European fashion major today has a signifi cant worldwide presence in 70 countries, including India. Celio entered India in 2008 and brought a breath of freshness to the Indian fashion scene through its exclusive men’s only collections – a blend of masculinity and relaxed fashion. The brand has grown only stronger since then, and is today widely distributed across the country. Elucidating the key success factors, Rajiv Nair, CEO, Celio Future Fashion, says, “Celio stands for “effortless style” because of its European roots. It provides a stylish alternative to today’s discerning young male customers. Our products are urban, smart and elegant and very wearable. Each product has a distinct twist of fashion. ‘Fits’ defi nitely is strength of our brand.” As pricing strategy, the brand has an accessible pricing with focus on good value. This also has helped it garner a huge fan base.

Market spread Celio’s India presence covers all key markets such as Mumbai, Delhi, Chennai, Bengaluru, Hyderabad, Pune, Chandigarh, Amritsar, Cochin and Kolkata. It operates through a mix of sales channels viz., exclusive stores (EBO), shop-in-shop (SIS), multi-brand stores (MBO) and also e-commerce. At present, the brand has 41 EBO and 128 SIS, with a total retail area of 98,000 sq. ft. It is also present in leading MBOs, namely Shoppers Stop; Lifestyle, Central; Pantaloons; and others. Celio is also available on e-commerce sites like Jabong, Myntra, Flipkart, Snapdeal, Amazon, ShoppersStop.com,

SIMPLY STYLISHCELIO IS A GLOBALLY RENOWNED MENSWEAR BRAND BORN IN FRANCE, THE FASHION MECCA OF THE WORLD. ENJOYING A HUGE FAN BASE IN INDIA TOO, THE BRAND’S CURRENT INDIA PRESENCE SPANS A MIX OF SALES CHANNELS, INCLUDING 41 EBO & 128 SIS. BY NAMITA BHAGAT

etc. The brand doesn’t have own web store as yet. Its offi cial portal (Celio.in) is a non-transactional website featuring brand details, store info, promotional programs and the entire India catalogue of products. As per Nair, “In Celio, we believe in merging the online and offl ine spaces; and the ideas from online space impacting the offl ine, for instance, mobile wallets, never-out-of-stock inventory by aligning multiple store stocks, click and collect. As an organisation, we are preparing ourselves to become digitally ready.”

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brand watch

Indian consumers are looking for brands to believe in, and not just the glamour purchases fuelled by the country’s faltering decade of economic growth. Black Panther is

one such domestic sportswear brand that fi rmly believes in these principles.

With Indian consumers obsessed with global power brands, Black Panther has been able to match those standards just perfectly.

Black Panther was established in 1981. The company has integrated manufacturing facilities for all their products, ranging from production of raw materials like yarns and elastic along with knitting and processing of hosiery fabrics. A state-of-the-art plant coupled with their commitment to providing international quality has enabled them to establish a formidable track record in the sportswear segment.

As a serious sportswear player, it became only too natural to be seen as a ‘Total Sportswear Solutions’. Hence, each article at Black Panther is designed keeping in mind the need to fuse a form and feel that refl ects an active lifestyle with the kind of pure performance one would expect from a leading sportswear label.

74 | June 2015 | IMAGES Business of Fashion

SAKSHI JUNEJA, MANAGER - BUSINESS DEVELOPMENT, BLACK PANTHER TALKS TO GURBIR SINGH GULATI AS SHE SHARES THE TRANSFORMATION WHICH HAS HAPPENED IN THE SPORTSWEAR CATEGORY AND HOW THEIR BRAND HAS BEEN A PARTNER TO THIS SUCCESS STORY. SHE DISCUSSES HOW BLACK PANTHER IS COMMITTED TO ITS VISION OF BEING ‘SERIOUSLY SPORTS’.

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BLACK PANTHER:A BRAND WITH A STRONG RECOGNITION

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contents | June 2015

WELCOME TO THE INFASHION SECTION OF IMAGES BUSINESS OF FASHION. HERE WE BRING TO YOU THE LATEST VISTAS AND INSIGHTS IN FASHION CREATION ACROSS FASHION DESIGN, TRENDS AND INGREDIENTS

180T R E N DWGSN INstock: Delivering Real Time Insights WGSN now introduces WGSN INstock in India. Dan Cotton, EVP Asia Pacifi c, WGSN shares how the retail analytics tool- helps players improve their choices, effi ciencies, and processes.

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P R O F I L EFashion is No Longer a Trivial PursuitAartivijay Gupta debutted to much acclaim in 2009 at the Dubai Fashion Week. She has never looked back since of She talks to Aarti Kapur Singh on her fashion and inspirations.

T R E N D SCasual, Contemporary & ChicPalazzos are transforming the casual wardrobe of women.IMAGES BoF taps the trend and its latest designs and styles.

S T U D YDesign Intervention & Craft RevivalIndian handicrafts are like the country itself. Vast, complex and colourful, Suruchi Mittar, Assoc. Prof., & Harita Kapur, Design Grad, NIFT explore.

F A B R I C SMahalaxmi Tex Clothing: Geared Up for the FutureNirmal Kumar Jain, M.D., Mahalaxmi Tex Clothing on how the demand for quality fabrics has risen and how his company is benefi tting from this.

T E X T I L E STAI Seminar for Textile Processing ClustersA seminar for the benefi t of textile processing clusters

O R G A N I CGOTS: 1st International Conference in Mumbai(GOTS) hosts a very successful conference attended by 250 delegates from 12 countries.

L A U N C HCCI Launches COTTON USA in IndiaCotton Council International (CCI) which promotes U.S. cotton fi ber and manufactured cotton products in more than 50 countries launches its 25-year old fl agship brand, COTTON USA in India.

K N I T SKnitcon 2015: 1st Edition held at KolkataA conference aimed at sharing knowledge on the technological developments in core and allied areas like fi bre and yarn, knitting, processing and fi nishing.

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190 | June 2015 | IMAGES Business of Fashion

trends

Who knew that the wide leg pants that Coco Chanel had designed for horse riding would transform and become popular as wide-leg

trousers for women! In fact, style divas like Katharine Hepburn, years ago and Zeenat Aman in the Seventies didn’t know that fl owy pants worn by them would make a stylish and successful comeback in the Summers of 2014-15.

This season, loose wide-leg trousers in fl owing fabrics and varied prints and colours, known as palazzo pants can been seen almost everywhere, from ramps to on-screen, streets and even corporate corridors. The cool and casual trend is not an alien concept but a fashionable come-back of late Sixties and early Seventies retro-style pants, or even before that.

Palazzo pants are incredibly comfortable with dollops of style and were a huge rage about 30 years back. While being an effortless outfi t, its glam quotient makes these pants a big hit. According to fashion designer Anita Dongre, this season Seventies’ fashion has made a powerful come back, from high waist skirts to crop tops and especially palazzos. They are being reinvented to suit contemporary taste of women and worn with crop tops, bralettes, shirts, etc. creating chic, stylish looks for every occasion. The palazzo pants not only give a very modern fusion look but also are extremely comfortable to carry. It lends a whole new look, be it chic casual, fusion or Indian wear.

The Soaring Demand The casual yet classy trend is enhancing wardrobes of women across the globe from past couple of year, however, major shifts are seen this season. Meena Bindra, Chairperson, Biba explains “There is a huge shift in plazzos in India as well. If we compare the present times with past two years, Biba had almost

THIS SEASON PALAZZOS ARE TRANSFORMING THE CASUAL WARDROBE OF WOMEN. IMAGES BUSINESS OF FASHION TAPS THE TREND IN TERMS OF LATEST DESIGNS, STYLES, PRINTS AND COLOURS. BY VANDANA RANA

CONTEMPORARY CASUAL, & CHIC

Wrapped palazzo by W

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contents | June 2015

DENIM AND FASHION TRENDS – CAPSULE FOR INDIA

Editor-in-Chief: Sabine KühnlCreative Director: Gian Luca FracassiSenior Editors: Maria Cristina Pavarini/Christopher BlomquistFashion Editor: Juliette NguyenManaging Editor: Wolfgang Lutterbach

Credits for India Capsule

214 FACTS | RETAIL DESIGN214 No Need to Cry Oscar Hafvenstein, co-founder and concept

director of Swedish design agency Boys Don’t Cry, who creates retail concepts for the likes of Adidas , Björn Borg and JC, etc, shares his retail vision of the future retail.

FACTS | TECHNOLOGY216 Combining Online Data and Sales Expertise As the smartphone converges the online and

offl ine worlds, Thomas Lang, Managing Direct or of E-Business specialists Carpathia looks at this as a win-win scenario for both sides.

FACTS | CONSUMER217 Instilling Emotion Through Relevance Advanced analytics and intelligent programs

based purely on transactional data alone calculate customer wishes. Personalised pricing, spontaneous and surprise offers are the icing on the cake.

FACTS | RETAIL218 Words Don’t Sell Grabble stream lines the online shopping

experience and encourages retaiers to unleash their creativity and consumers to “grabble” offers. Co-founder Daniel Murray shares why and how the community has grown to over 50,000 in just 2 years.

221 The Future Starts in Bremen The Metro Group, eBay and Paypal create

the pilot Innovation Store which shows what shopping will look like in the future. Shopping without constraints is the key.

SHOOTS222 Sleeve Face

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IMAGES Business of Fashion | Capsule for India – Sportswear International | June 2015 | 221

> Shopping without constraints on

time or space. Without any restric-

tions on how you pay. No terms and

conditions of supply. Consumers can do

their shopping any way they like. There

is no longer a difference between the

online and offline world. Welcome to

the future? No. Welcome to Bremen. All

of the above is happening now. At least

it is while shopping at The Innovation

Store in Bremen’s Weserpark shopping

mall. The Metro Group, eBay and PayPal

combined forces to start the store.

Three experts in their respective field:

Metro Group, a global cash-and-carry

player with decades of retail experi-

ence with companies such as Kaufhof,

Media Markt and Real, eBay, a highly

skilled leader in e-commerce, and the

Internet payment specialist PayPal who

ensure money transfers are completed

securely on the Web. The three share

a 200 sq.mt. (2,100 sq.ft) retail space

and have tested the concept of combin-

ing all sales channels since October.

Every two weeks, products from each

partner’s range are grouped by theme,

meaning Metro Group products as well

THE FUTURE STARTS IN BREMEN THE INNOVATION STORE WANTS TO SHOW WHAT SHOPPING WILL LOOK LIKE IN THE FUTURE. BY JULIA MÖNNICH

“This project has no restraints, customers are free to choose, we just offer the options.”

Michael Iwen, I-Ways

as items offered by eBay traders. There

is an average of 400 products available,

the maximum possible for the store size.

“It is this space restriction which makes

the products offered and the retail space

that much more attractive,” says Michael

Iwen of Berlin-based I-ways Sales

Solutions, which is in charge of managing

the store.

How are the products sold? The answer

is easy–the way the customer wants.

He or she can browse at the checkout,

at six-foot tall easy-to-read digital walls

in the store, from the display windows

(24/7) or via computer, tablet or smart-

phone at the-inspiration-store.de. And

things are just as flexible when paying:

one can pay in cash or via PayPal with a

credit card/cell phone in person at the

checkout, on the website or by scan-

ning a QR code at the store. “This project

has no restraints, customers are free to

choose, we just offer the options,” says

Iwen. What do customers think? “They’re

very curious; many have read about us

but didn’t quite get exactly what it is

about and are surprised they can take

purchases straight home with them from

the store.”

A special thing about this pilot proj-

ect is that all modes of shopping here

exist democratically beside each other.

However, it is also unique because

various retailers (i.e., competitors) share

retail. Iwen explains, “We combine the

benefits of the various formats.” At the

same time the strength of each company

is integrated and benefits everyone:

physical retailers get the chance to offer

their goods professionally via digital

channels. The payoff for online players: In

Bremen customers can touch the prod-

ucts and try them out, giving an anony-

mous business a recognizable face. Iwen

adds, “The retail industry has to change

and here we create an experience which

engages the senses.” In mid-January the

pilot store project comes to an end and

an assessment phase begins.

facts | retail

Facts Retail2.indd 221 01/06/15 5:35 PM