Launched in 2006 by Creative Lifestyles, 1090F is a leading women’s western wear brand. In a relatively short span of time, the brand has seen tremendous success in overseas markets like the UAE, Kuwait, Qatar, Saudi Arabia, Nepal and Iraq. At the moment, the brand is engaged in consolidating its operations by closing down non-profitable stores and improving bottom lines. “Once we finish this process, we aim to resume our retail expansion and set up more MBOs across India,” explains Rahul Mehta, Director, Creative Lifestyles.
Celebrating classy, trendy styles in a fresh color palette
Aimed at women in the age group 25 to 35 years, 1090F is positioned to meet the needs of the fashion conscious Indian consumer, who aspires to be on par with international trends but is sensitive to Indian norms and sensibilities. “Our creations are designed to celebrate fresh shades and latest trends. The colour palette, cuts and styles, fabrics, trims and accessories are well-planned and executed. Classy, trendy, westerns enable our customers to create their own individual styles,” adds Mehta.
Western styles replace traditional attires
From being confined to just party wear, Western wear today has evolved to being fully acceptable at the work place and festivals. “Higher population of youth, growing modernisation, exposure to international fashion and urbanisation are driving segment growth. Western wear such as denim, leggings, jeggings, etc, are replacing traditional salwars especially in metros,” Mehta opines.
Women’s western wear make up around 35 per cent of the entire western wear market. Of this, the market for women’s T-shirts is around 10 per cent. “The market is largely confined to women in the range 30-35 years in metros and 20-23 years in other regions,” he notes, talking about the women T-shirt segment in general.
Social sensitivities restricting growth of premium brands
Social sensitivities restrict the use of T-shirts among women, especially in the mature age group. “As T-shirts tend to be figure hugging, many women are not comfortable wearing them” says Mehta. Hence, the share of super premium brands in this segment is minimal. Non-branded T-shirts, priced around Rs 1, 000, make up around 80 per cent of the total market. On other hand, T-shirts from better known brands sell in the range Rs 1,200-Rs 1,500. “In future, this category is expected to record exponential growth as the percentage of population below 35 years is likely to grow rapidly” adds Mehta.