Plus size brand Xmex does not believe being fat is good. However, it believes overweight women can ace the look. “These women are beautiful the way they are” says Hemant Pursnani, Director of the brand which strives to make plus size women beautiful. “The whole concept of our brand is to make women feel confident and attractive irrespective of her size and shape,” he explains.
Launched 2003, Xmex started as a regular size brand and a wholesaler for western wear. “Now, we offer plus sizes only,” notes Pursanani. The brand offers tops, tunics, casual T-shirts, party wear, long dresses, short dresses, gowns, palazzos, jeggings, leggings, casual dresses, kurtis casual, party wear dresses. “All our production is in house,” he informs.
Innovative designs, textures to deal with size issues
Xmex invests a lot on experimentation, designing and ensuring the overall feel of its product. “It’s not easy to design a product that resonates with your client base. In plus size business, size issues occur frequently as there is no proper fit or exact idea about sizing. Women could be plus from any part of her body so it requires extra attention. We have 300 to 400 designs at any given time in our collection,” Pursnani says. The brand works a lot on textures. “We have fabrics such as rayon, linen, cotton, viscose, dobbies, jacquards, polyester, etc. There is a beauty in each of these fabrics and none of it can be replaced by another,” he further states.
Catering to varied customer tastes
Xmex does not stick to any particular fabric for its clothes. “Our preferences keep changing with time. Each fabric has its own features in terms of design and experimentation. As a manufacturer, we are supposed to have maximum varieties in terms of fabrics, shades, designs, etc. Today, a customer might want to wear pastel shades, while tomorrow he might prefer dark shades. He may like checks today and stripes the next day. A brand can’t really predict what consumers may like. As a brand, you need to have an eye for detail and have maximum creations in your kitty,” states Pursnani.
“When we launched our brand, the concept of plus size fashion was new and not as popular,” Pursnani observes. “This segment is flourishing as women now ask for plus size clothing. The market is becoming competitive. Being the oldest player in the market, we have a better foothold and much larger share and own a dedicated client base,” he adds.
He points out, the regular size market allows a brand to play around and work on its silhouettes, fits, finish that make women feel sexier and appealing. In plus size, you are clueless about the fat content on the breasts, arms or thighs. This makes it a complex category to execute. To minimise such issues, we customise our offerings,” affirms Pursnani.
Currently present in over 30 MBOs, Xmex plans to increase the number to 50. The brand also has seven EBOs in Mumbai, Pune and Thane. “We may also enter large format stores in future as they give more sales and visibility,” adds Pursnani.