17 October 2022, Mumbai:

Earth Rhythm is opening kiosks in the country’s top cities. This direct-to-consumer beauty brand, launched in 2019, plans to open 12 kiosks in Tier I and II cities as part of its offline sales plan. After the initial launch phase, the company plans to open over 70 kiosks in India and overseas.

It aims to generate ten percent of fiscal 2023 revenue via omni-channel sales. Earth Rhythm kiosks are being launched in New Delhi, Bangalore, Mumbai, Chennai, Chandigarh, Raipur, and Dehradun. The kiosks will display close to 90 products across the face and hair care, bath, and body and makeup.

Earth Rhythm is backed by the online fashion commerce platform Nykaa. Building large stand-alone stores are CAPEX intensive and as a result, the company is looking at small-sized kiosks.

Online-first brands are now eyeing offline channels as consumer mobility resumes. There’s been a shift post-pandemic. Footfalls have tremendously increased. Consumers now want to step out and experience products that they spent online over the last few years.

Many customers still enjoy making in-person purchases from brick-and-mortar establishments. Going hybrid, therefore, gives online brands a competitive advantage and aids in growing clientele. More and more online-first brands are pushing their products in offline stores as consumers resume visits to malls and markets.

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07 October 2022, Mumbai:

Nykaa has entered into a strategic alliance with the Dubai-based fashion and lifestyle retail conglomerate, Apparel Group.

The cosmetics and fashion retailer wants to expand in the GCC countries. This strategic alliance will help Nykaa in leveraging Apparel Group’s robust offline retail network and deep market relationships to build distinctive GCC-focused beauty offerings in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. An entity will be incorporated in Abu Dhabi in which FSN, a wholly owned subsidiary of Nykaa, will hold 55 per cent stake and the balance 45 per cent will be held by Apparel.

Over the last decade, Nykaa has focused on building a formidable assortment of beauty offerings for the Indian consumer, bringing them the most coveted brands, trends and experiences from across the globe. So the strategy is about bringing the right product to the Indian consumer and this is true especially of beauty and fashion products. Nykaa has eleven private labels. The strategy is not to treat them like private labels, but as brands in their own right. A lot of these private labels don’t have the word Nykaa and have their own life. So they sell on other platforms, in stores, and often have their own stores.

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13 September 2022, Mumbai:

Myntra has rolled out a marketing campaign with cricketer Virat Kohli and Anushka Sharma.

This is expected to help Myntra connect with the pair’s fan base, while also allowing the company to reach over 250 million fashion lovers of the country, combining existing and new customers, apprising them of Myntra’s wide range of stupendous festive offerings.

Myntra's marketing campaign is a reflection of the celebratory mood of people of the country that comes after two years of festivities hosted in a close-door setup and drives home the point that when it comes to festive fashion shopping, they look nowhere but Myntra.

The campaign pivots on the scale of the festive event, positioning the platform as the starting point for everything fashion, for this festive season. The marketing campaign highlights Myntra’s proposition of varied brands, styles, and products and offers to reach every part of the country and demography, with the central message of the campaign that urges shoppers to look nowhere but Myntra for all their festive fashion needs.

Poised to leverage Myntra’s position as India’s fashion expert, the campaign featuring Virat Kohli and Anushka Sharma will be amplified across TV, digital and social media.

As part of the platform’s multi-channel activation, over 1000 high-impact celebrities, an army of influencers, and content creators are set to drive awareness via visual content that showcases curated fashion ranges, ethnic wear, and other noteworthy festive fashion segments.

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15 October 2022, Mumbai:

Zivame had a threefold rise in sales during its Grand Lingerie Festival (GLF), which ran from September 6 to 11, 2022.GLF is the flagship omni-channel event the brand runs across its online and offline channels.

This year’s edition was bigger on every front, from 100 plus brands participating, big deals and discounts on bestsellers, exciting games, and coupons, and of course the largest variety of intimate wear for consumers to choose from.

The company witnessed a five times growth in traffic and a 120 percent increase in new customer acquisition. Zivame partnered with top influencers to engage with consumers and promote the event ahead of the upcoming festive season. The event was promoted across multiple channels, including a large-scale TV campaign, a print campaign, and digital channels.

The intimate wear retailer offers bras, shapewear, activewear, sleepwear, maternity wear, and personal care and will focus on retail expansion during the second half of the year.

Zivame, launched in 2011, runs 120 exclusive stores and is present in more than 4,000 partner stores, along with key e-commerce platforms and its own D2C website and application.

The marketplace model provides between 15 percent to 20 percent margins to the retailer in contrast with 50 to 60 percent margins coming from retailing private labels. The company plans to build a premier woman-centric brand across the country.

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21 September 2022, Mumbai:

Amazon Fashion has collaborated with designer Narendra Kumar to launch the collection of Amazon’s premium multi-designer luxury brand River in India. The women’s only collection includes two new categories, kurta/kurtis and kurta sets, along with dresses, jumpsuits, tops, blouses, casual trousers, and trousers.

The range is built to be size inclusive for all body types. Through River, Amazon Fashion aims at reaching its growing customer base and helping them access luxury designer brands.

River’s objective is to provide designer wear that is in sync with the latest design and trends. This season River will witness the craftsmanship of designer wear in a premium price range to cater to women across the country. The collection will be exclusively available on the Amazon India website with pan-India delivery including second and third cities and beyond.

Narendra Kumar Ahmed has many firsts to his credit.

A trailblazer in men’s wear fashion, he was the first fashion editor of Elle India, the first Indian fashion designer to embrace e-commerce by becoming the creative director at Amazon, and the only designer whose store was featured alongside iconic brands such as Tom Ford, Prada, Louis Vuitton and Valentino on Esquire’s Big Black Book of Style. He has also been image and brand consultant to some of the biggest textile and fashion brands.

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07 September 2022, Mumbai:

Myntra’s shopping festival will be an opportunity for over 6,000 brands to offer shoppers a whopping 1.5 million styles.

This includes the most in-trend collections across fashion, beauty, and home offerings, among others. International and domestic brands will give unprecedented value offers ranging between 50 per cent to 90 percent and have customer engagement constructs including curtain raiser and deal o'clock. Customers using Axis Bank debit and credit cards to make payments on their purchases will get ten percent additional savings.

This, Myntra's marquee festive event, will see an array of launches across categories to offer a superlative shopping experience and strengthen Myntra's position as the starting point of everything fashion, during the festive season. Brands like Biba, Levis, H&M and Nike will showcase their latest offerings and festive collections to customers from across the country.

Myntra covers 19,000 pin codes across the country with 21,000 kirana partners fulfilling over 80 percent of last-mile deliveries. Myntra Insiders, members of Myntra’s loyalty program, can access the festive offers during the Early Access period before everyone else and enjoy a host of benefits such as free shipping on all orders, Myntra gift cards and vouchers from top brands.

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13 October 2022, Mumbai:

DaMensch has opened a store in Bangalore. This is DaMensch’s first-ever brick-and-mortar store. The 1,200-square-foot store will be the first of many as the direct-to-customer menswear brand pursues omni-channel expansion.

The store retails the brand’s full selection of men’s inner and outerwear and is designed to enable shoppers to get a feel for its products in person. The retail space is compact, brightly lit, and features a tree on a central island as well as fitting rooms.

The store offers a number of interactive elements for shoppers and illustrates how DaMensch creates fabric from plastic PET bottles and offers thermoregulation, four-way stretch, and other features. In the coming two years,

DaMensch plans to be available at 10,000 points of sale across various retail formats in India. The brand works at bringing innovation into the innerwear industry for Indian consumers and consistently innovates and designs adaptable and comfort-centric products.

Today, 50 percent of its revenue comes from existing customers. The first half of 2022 was very strong for the brand in terms of the consumer as well as investor interests. Hence the launch of the offline channels, to offer the consumer an omnichannel solution.

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16 September 2022, Mumbai:

Rangita and Urban Mark are available on Snapdeal. Rangita and Urban Mark are direct-to-consumer fashion brands and they target the mid-income group from Tier II, and III cities across India.

They are banking on Snapdeal’s strong customer base in this segment to drive sales. Urban Mark offers Indo-western apparel items along with footwear and accessories like socks, hankies, and belts, among others, while Rangita is an ethnic wear brand that sells kurtas, suit sets, dupattas, leggings, lehengas, bottom wear, and fashion jewelry.

While requirements and preferences vary from region to region, and across seasons, there is an immense and growing demand for value-fashion across the country. A large cohort of emerging buyers is looking for the reassurance and consistency of quality usually associated with premium brands, but at prices that meet their budgets.

Snapdeal is a value e-commerce major. Snapdeal’s delivered volumes in fiscal ’22 grew 88 percent over fiscal ’21. Snapdeal is focused on bridging this by carefully integrating the two most important criteria for a value shopper - quality and price.

In fashion, the children’s category saw the largest growth. There was a 250 percent increase in sales volumes in girls' and boys’ apparel, while infant wear clocked a 221 percent increase in volumes.

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06 September 2022, Mumbai:

Leading intimate wear brand Zivame is hosting its Grand Lingerie Festival (GLF) from September 6 to 11, 2022.

The sale event will see a wide range of products across lingerie, sleepwear, activewear, shapewear, and more from over 100 brands which include Triumph, Marks &Spencers, Amante, Jockey, Clovia, among many others. Zivame has also partnered with top influencers to engage with consumers and promote the event ahead of the upcoming festive season. The event has been promoted across multiple channels, including a large-scale TV campaign, print campaign, and across digital channels.

GLF is Zivame’s flagship semi-annual sale event. This year’s edition is bigger on every front, from 100plus brands participating, big deals and discounts on bestsellers, exciting games, and coupons and of course the largest variety of intimate wear for consumers to choose from.

Zivame, launched in 2011, is a business-to-customer intimate wear brand and has over 100 stores across the country as well as a presence in over 2,500 partner stores. The marketplace model provides between 15 per cent to 20 per cent margins to the retailer in contrast with 50 to 60 per cent margins coming from retailing private labels. The company plans to build a premier woman-centric brand across the country.

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07 October 2022, Mumbai:

During the first phase of the e-commerce festive season sale Flipkart had a market share of 62 per cent in terms of gross merchandise value (GMV) or total value of items sold. So says Redseer. Walmart-backed e-commerce platform Flipkart’s group companies are Myntra and Shopsy. In terms of order volumes, Flipkart group companies held a market share of 49 per cent.

Mobile as a category continued to lead GMV share, contributing to 41 per cent of the GMV, translating to 56,000 mobiles sold per hour. Fashion contributed to 20 per cent of GMV, which grew 48 per cent year on year from the last festive season. The sale period saw the highest growth in sales of mobile phones over business-as-usual with a 7X spike in the category, followed by a 5X growth in the sale of electronics and large appliances and a 3X growth in fashion as a category. The share of cash-on-delivery orders stood at nearly 47 per cent for the first phase of the online festive sale in 2022 compared to an estimated 60 per cent in 2019.Festive sales during Covid and the following year had seen a dip in the number of cash on delivery as people refused to transact in physical currency.

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05 September 2022, Mumbai:

Small fashion start-ups with a keen eye for design and sustainability are making their mark on the fashion industry in India and abroad and creating a name for Indian design using local artisans and fabrics.

Hut Mentality is a brand shining a light on Indian artisans from the Rann of Kutch, with colorful, exquisitely embroidered clothes with a western flair. The hand-embroidered corset tops with their trademark dramatic sleeves give back to the lost art of Indian handloom, using textiles and crafts that have been passed down through several generations of artisans. Produced in small batches, there are imperfections and differences in each piece, making them human and completely unique.

Jaipur-based menswear label Harago keeps in mind ancient textile techniques and cultural craftsmanship with lightweight genderless button-downs and shorts made from breezy materials.

Eka promotes an ethos of comfortable, lived-in staples made of natural fiber that surpass seasons, age, cultures and shapes. Fluid cuts and natural fabrics with thoughtful details give a personal and timeless touch. Eka is designed from start to finish with reflective technical know-how and craft processes using hand block printing and tailored jacquard weaves.

Anavila is known for hand woven linen saris, with a minimalistic twist. Working with weavers from West Bengal, the brand creates luxury saris using a blend of linen and zari, as well as motifs like hand-blocked prints, plaid, and stripes.

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