Lifestyle, one of India’s best known department chain stores spread across metros and Tier I cities recently launched the Kooltex range under its private label Kappa. “This range is made from skin friendly fabrics with no chemicals added to its finishing,” says Vasanth Kumar, Managing Director, Lifestyle International. “The finishes of this range maintain their durability regardless of the number of washes,” he adds. Lifestyle has also introduced Lyocell, a sustainable fabric and Liva, a fabric made from natural fibers which renders fluidity to the apparel.
Women’s wear driven by rising income
“Consumers are no longer oblivious to the latest trends,” notes Kumar. Outlining the latest fashion trends he says they include: stripes, polkas, colorful checks, florals, rich jewel tones, dramatic sleeves such as balloon, trumpet, dolman, and flair. Tie-ups, either in the form of dress or tops are also likely to be back in fashion. “The increasing use of fashion apps, influencers and social media platforms like Facebook & Instagram have created a fashion presence that can no longer be ignored,” he adds.
“The women’s wear segment has transformed in the past decade,” observes Kumar. A key growth driver is rising affluence and an increase in disposable income. Add to this is a mix of aspiration and accessibility, which enables the segment to grow in double-digits,” he adds. Athleisure offers fashion with fitness
“This trend combines two of the most popular phenomena of our time: fitness and fashion,” says Kumar about the growing popularity of the athleisure in India. The brand is tapping into this segment by offering curated collections for both men and women through its Kappa, Force, Ginger, UCLA and Bossini brands. “The sheer versatility of this trend and its high fashion quotient makes it relevant across many occasions,” Kumar observes.
A true omni-channel player, Lifestyle has a country-wide presence across 44 cities with 733 stores and an online store, lifestylstores.com where customers can shop from the convenience of their home. “We now plan to open approximately one store per month for the next two years,” Kumar signs off.