109° F’s new collection reflects the prominent colors of the season. It revives the trend of printed garments and styling too will be cleaner. “The color olive will dominate the season’s collection,” reveals Rahul Mehta, Managing Director, 109°F. “The brand, which aims to grow at 10 to 15 per cent, focuses on continuous fashion updation, sharp pricing, and upgrading of quality, along with brand communication and loyalty building. We aim to be amongst the top five brands in this category.”
The women’s wear market is growing at 12 to 15 per cent per annum and is expected to reach Rs 20, 000 crore. “The market is divided into two categories, international brands and Indian brands,” notes Mehta. “Consumers who are brand conscious prefer international brands. They are willing to pay a premium for wearing the brand of their choice. ”
Even though, till a couple of years ago, consumers wore western clothes, they preferred an Indian touch to their style. “Now, however, this trend has changed. Western wear is becoming genuinely western; whether it is in terms of silhouettes, colors or fashion,” states Mehta. “There is no major difference in styling of an international brand and an Indian brand, which was not the case a few seasons ago.”
Revival of Indian ethos
As of now, international brands seem to hold the edge. However, Mehta is confident Indian consumers are astute enough to sense an overpriced product when they see one – and a well priced product. “I see Indian brands making a comeback in a couple of years, once the novelty of international brands wears off, and consumers see better value for money in Indian brands, and find these are also catching up on fashion,” he asserts.