Exposed to latest fashion trends on the internet, consumers from small cities are demanding latest cuts and designs from apparel makers. In order to cater to their tastes, value-fashion brands such as Max Fashion, Reliance Trends and Pantaloons are tailoring their collections and store formats to woo them.
Internet access, higher disposable income and a desire to look good have further fuelled growth of value-fashion brands in small-town India. Brands are not only offering latest designs at competitive prices but also opening stores in markets having an affinity for branded fashion. Kishore Biyani-led Future Group’s value-fashion venture plans to invest Rs 350 crore to open about 140 exclusive outlets as it aims to double revenue in the next two years.
A women-driven market
Women customers are driving the market for value-fashion brands. Liberalisation, nuclear families and more women entering the workforce have changed the earlier pattern where branded fashion was always dominated by menswear. Women are now buying clothes for office, fitness and lounge wear, among others.
Design plays an important role
Another key driver for growth of these value fashion brands is design. As is the case of Max whose 50-member design team travels globally looking for trends and styles keeping aesthetics and Indian body type in mind. Popular ethnic wear brands such as Biba and W are promoting their value brands Rangriti and Aurelia as they see a bigger play in the value space. Last year, these brands hired actors Parineeti Chopra (Rangriti) and Disha Patani (Aurelia) for marketing promotions.
Constantly reviewing latest trends, Rangriti launches new collections every three-four weeks. The brand has limited customers in smaller cities. It currently has 64 stand-alone stores and plans to 0-15 stores every quarter. Growth of labels is also increasing the importance of value fashion in ethnic wear. Consumers are seeking fresh styles at discounted prices. Now its up to brands to cater to the needs of the customers.