India’s fusion wear industry is on a growth curve and causing ripples in the women’s wear segment. Zola, a well-renowned brand for young women, is standing firm in the potential markets of ethnic and fashion wear. With every fifth person in India being an adolescent between 10-19 years and every third a young person below 24 years, fusion wear is a booming industry.
Earthy fashions making a mark in metros, small cities
In the women’s apparel market, there aren’t too many top-line brands to cater to the needs of the middle class, though the potential is big enough to give large space for many brands. Almost until two decades ago, was hardly any brand consciousness among middle-class women. The time was right to find a position in the branded apparel market with a brand exclusively for women, Kirti Shah, Founder of Pragati Fashion understood the demand and on time, which enabled the company to take the early bird advantage.
“We knew that was going to change. We understood, even the middle class was going to have a different approach in their choice consideration of buying apparel. The well-educated new generation might look for some big brands to talk about. We had comprehended this change in mindset and needs of women in advance,” says Kirti Shah, Managing Director, Pragati Fashion.
Zola aspires to win over markets in Tier II and III cities with an outstanding price-value. Capturing market trends and newness in colour, quality fabrics and paying maximum attention to fabric selection, fitting and perfect quality is its USP. The company's ‘Earthy Fashions’ philosophy comes with a brand promise of ‘We want to make you feel good to look good at affordable rates’, has worked well.
Zola has found a strong footprint across all geographies in the country with more significant inroads in Kerala. The ethnic wear segment is largely dominated by unbranded and local players, but Zola Ethnic is making its presence felt strongly. “We haven’t stuck to any special variant but made it for all variants. We keep the latest trends in mind so that we can deliver according to the sensibilities and changing mindset of people in big and small towns,’’ says Shah.
Varied portfolio for women and kids
The brand is seen in the two ends of the market: metros and small-towns, where branded products are sold. That bears testimony to the fact that Zola is a brand equally preferred by women in metros and rural India. Zola is a well-known brand for tops, kurtas, salwar, chudidars, jeans, gown, ethnic wear, girls’ wear, palazzo, leggings, tunics, middis, Indo western outfits etc. “By building a uniform brand for all these variants, Zola has created a greater recall value in the minds of women. For kids also the brand has a wide range of ethnic and western wear and night wear. It also has a fabulous marriage collection,” explains Shah.
The future for this concept is very brighter because in the future the highest spending power will be in the hands of teenagers. This age groups are the main driving forces for elders when it comes to buying patterns today, thanks to the huge social media exposure. Zola is cashing on this to do business and earn their bread and butter and sometimes even the cherry on the cake when the good times are rolling.