Park Avenue’s latest collection targets the independent, vivacious, millennial Indian woman who makes her style choices through the week. She can mix and match trends to create a style identity that is exclusive to her. From boardroom to mid-week chic, from the red carpet to an easy Sunday brunch-with Park Avenue by her side, this collection allows a woman to top the style charts everywhere.
The USP of the garments offered by the brand is quality, style and fit. The brand plays minute attention to minimalistic details of women’s wear such as the inclusion of inner buttons on bust area in shirts which no other women wear brand offers. Similarly, the jeans and trousers offered by the brand are not very revealing.
Globalisation coupled with fast fashion has resulted in awareness on fashion trends and styling. Further, increase in number of working women has fuelled the women’s wear market with major demand drivers being western and fusion wear. The women’s wear market is driven by innovation and style. With rapidly changing trends, the average number of times each garment is worn has come down and people are adding more garments into their wardrobe. The key growth drivers of the market include globalisation, advent of international brands to India, increase in the number of working women.
As metros today are saturated, Park Avenue is expanding in Tier II and III cities. People in these cities have greater aspirations and purchasing power which causes these markets to grow at a faster pace. The advent of global brands in Indian market is not a threat to the brand as it delivers quality without compromise. It believes competition helps the market to grow. However, it feels increasing pressure of aggressive sales, is leading to higher discounting, changing consumer buying patterns.