Sticking to its ethos of being a design-ahead brand, Madame continuously reinvents its multiple product categories with seasonal freshness. “Our upcoming collection boasts of multiple-layers of fabrics blended in a combination of solids and engineered structures,” notes Ankit Sood, Head-Fashion Trend, Forecasting & Planning. These fabrics, ranging from cashmere to cotton and viscose blended fabrics span over various categories of dresses, denims, winterwear and accessories. “As seasons change, fresh concepts hit our store every fortnight,” adds Sood.
International brands make market competitive
The women’s western wear market continues to grow exponentially with new labels being launched every year. “However, these brands vanish as quick as they are launched,” rues Sood. The sector is becoming very competitive with many international brands entering the market. “The discounts offered by global players, who come with deep pockets and enough funds to sustain first few years of poor EBIDTAs, is luring the consumer away from domestic brands of similar genre,” he adds.
E-commerce helps penetrate unexplored markets
Around 30 per cent of the Indian women population still shies away from experimenting with their clothes and is a happy with their traditional, subtle and comfortable wardrobes. “However, e-tailing has proved to be major boon as it helps brands and manufacturers in this category to serve customers in remote or non-viable locations,” adds Sood.
Thus according to Sood, the women’s westernwear category is still far from saturation and the rise of fusion wear can be termed as an elongated fad. “Omni channel is the future of retailing,” he says.