22 December 2021, Mumbai:
Nykaa Fashion will offer Indian consumers the Scandinavian fashion label NA-KD. It covers everything from work and leisure to lounge and vacation and includes versatile separates, dresses and jumpsuits, tailored coats and jackets, cozy knits and loungewear, signature denim, and shoes.
Known as one of Europe's top 20 fastest-growing fashion labels, NA-KD is one of the fastest-growing and most digitally savvy fashion brands in Europe. It has tailored suits with fashionable fits and also crazy prints and allows people to express themselves in any color or shape they want to.
So it is not a typically minimalist Scandinavian brand. The target audience is 18 to 35.
NA-KD does a lot of limited edition assortments and a project called ART which is very arty and in the forefront with an eye-catching aesthetic.
The product is trendy and the touch and feel of the product is high quality. Nykaa aims at giving Gen Z and millennial consumers what they are seeking in a very quick-paced fashion market.
It has a keen focus on bringing the best merchandise to the customer whether that’s about celebrating local crafts or finding sustainable brands or whether it’s about bringing international fashion brands to India.
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