Nidhi Yadav, Founder and Creative Head of AKS Clothing believes brand building is a committed, persistent and intellectual exercise. The brand, which recently launched three new collections, offers premium fast fashion at affordable rates. “Our products include capes, tunics, long maxi with collars, lehengas, indo-western tops and spaghetti kurtas, cold shoulder maxi, crop-tops, and kurtas among others. These fusion dresses are the best option to meet the changing demands of our professional customers aged from 25 to 40 years,” says Yadav.
Multiplicity of choices makes fusion popular
Yadav believes, fusion wear has become popular amongst women in the last few years as it offers more choices in women’s wardrobe with growing options like a long maxi with collar, skirts, crop tops, tunics, halter tops, and sleeveless long spaghetti kurtas. “It combines the elegance of traditional Indian women’s wear, and comfort and functionality of Western wear to transform traditional salwars into palazzos, churidar into leggings, patialas into skirts, kurtis into floor-length dresses, even tunics. Women who spend a major part of their day in offices and markets prefer these dresses as they offer both style and buoyancy,” adds Yadav.
The market for fusion wear is evolving quickly and isn’t limited to metros anymore. “Women in smaller cities are also being targeted by fusion wear brands as they are not only well educated but also financially independent. Hence, they prove to be valuable potential customers for many offline and online brands,” notes Yadav.
A growing market for Indian brands
Many Western brands have included fusion fashion in their portfolio. However, they do not completely focus on it. “This offers a huge market for Indian brands to explore,” Yadav opines. As a recent BBC report reveals, fusion wear market in India is likely to reach Rs 22,619 crore by the end of 2020. “This clearly indicates how quickly the market is evolving. The major cause for this is changing lifestyle of Indian women,” he states further.
Currently, AKS Clothing focuses only on the online retail and offers quality products through channels such as Myntra and its own exclusive website. “We do not own any EBOs, MBOs or LFSs as we aim to achieve greater success in the online segment before moving towards the offline market,” Yadav explains. The brand’s current plan includes expanding and increasing its reach in the online retail segment and generating revenues worth Rs 1,000 crore in the next three years. “We aim to take our brand’s expansion in the e-commerce segment to a new level,” Yadav sums up.