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Fusion Beats: ‘Easygoing, comfortable wear is the first priority of contemporary Indian women’

Easygoing comfortable wear is the first priority of contemporary Indian women

 

“We have noticed women are more inclined towards the oversized look, therefore, the style statement we will be focusing on for the upcoming season is tailored to suit their needs,” says Radhesh Kagzi, President, Fusion Beats.

Looks for A/W ’17

Easygoing comfortable wear is the first priority of contemporary

 

For A/W ’17 season Fusion Beats will see a domination of layering in its looks. “We believe innovation and styling drive women’s wear and therefore, our collection is also focused around innovative embroideries and placements.”

Besides layering Fusion Beats has incorporated anti-fits and volume sleeves for the upcoming season showcased in a colour pallet that will have a wide range of indigos, warm reds, burgundies and golden beiges. Fabrics play a dominant role in in festive collection with handloom fabrics, natural cottons, rayon knit fabrics and shimmer.

Currently the brand is focusing on premium and super premium products and the strategy is to aggressively expand EBOs and in MBOs such as Pantaloons, Central, Shoppers Stop, Lifestyle and Reliance Trends. The brand targets a growth rate of 10 per cent this year.

Kagzi hopes to cash in on the growing popularity of fashion as trendy Indian women are looking for garments which are a combination of modern Indian and western wear, “The main influencing points would be silhouettes, cuts and trends. Easygoing and comfortable wear is the first priority of contemporary Indian women," he explains.

Focus on spreading retail

And Kagzi is not too worried about global brands either. “Their target group is more metro-centric whereas Indian brands have penetration in the Tier II and III cities as well. The key factor that will differentiate and make Indian brands stand out from competition is the design and styles, as contemporary woman prefer western wear with Indian sensibilities — which is understood well by Indian brands. Price points are also a major factor which may be a concern while buying international brands.”

The modern Indian women is well travelled and well connected with new styles, trends and fusion fashion worldwide. She understands fashion specific terms like ethnic wear, western wear and Indo-western wear. Further the media plays a major influence on Indian women’s fashion styles.

With e-retailers spending a lot of time on tracking customers buying and spending habits through their websites and gaining an in-depth knowledge about their buying habits brands have expanded their digital footprint. Fusion Beats is now being sold online through Abof, Flipkart, Jabong, LandmarkShops, Paytm, Shoppers Stop, Snapdeal, Myntra, Amazon and Tatacliq.

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