Women’s ethnic wear brand, Kalkihas opened its second exclusive outlet in New Delhi, located in Pitampura.

Spanning multiple floors, the store features a dedicated section for bridal couture and offers a wide array of ready-to-wear and occasion wear options, including contemporary styles. Designed with a blend of modern and heritage aesthetics, the interior is adorned with plants, aiming to appeal to Indian women of all age groups.

Nishit Gupta, Co-founder and Director, Kalki states, the expansive 10,000 sqft multi-storey outlet will serve as the epicenter of signature ethnic fashion for all festive, wedding, and celebratory needs. It will serve as a place for intimate family shopping experiences and creating cherished memories for generations to come.

Acharya Marathe College in Chembur, Maharashtra, has sparked controversy by banning jeans on campus and imposing a strict dress code. According to the college’s official notice, students wearing jeans are barred from entering the premises.

Male students are required to wear formal attire, while female students can choose between ethnic or Western clothing, provided it does not reveal their religion.

The notice specifically prohibits items like nakab, hijab, burkha, stole, cap, and badge in common areas and restricts torn jeans, T-shirts, revealing dresses, and jerseys.

Following the announcement, some students who were unaware of the new dress code were denied entry the next day. This prompted at least nine female students to challenge the order in the Mumbai High Court, which ultimately dismissed their petition.

The dress code has ignited debates about cultural and religious expression within educational institutions.

In its financial results for Q2, FY24, San Francisco–based Levi Strauss & Co reported an 8 per cent rise in its net revenue from the DTC segment over Q2 2023. The company’s revenues from the segment rose from $621.5 million to $672.5 million while e-commerce revenue surged by 19 percent, with both Levi’s and Beyond Yoga demonstrating double-digit growth.

Wholesale net revenue for Levi’s rose by 7 per cent to $768.7 million. However, the company noted a $100 million adjustment to wholesale shipments due to its ERP implementation between Q2 and Q1 2023 and an exit from its Denizen business. With this adjustment, wholesale net revenues decreased by 4 per cent.

Levi’s continued to expand its DTC strategy by increasing its number of owned stores globally. On June 18, the brand opened its largest Levi’s store in India and the largest of its mall stores worldwide, with a 9,150-square-foot location in New Delhi’s Pacific Mall.

Harmit Singh, Chief Financial and Growth Officer, Levi’s, says, the structural economics of the brand’s business continues to strengthen, driven by record gross margins resulting in improved profitability across both DTC and wholesale, and lower-than-expected inventory.

India's fashion scene is about to witness a revolution, driven by the breakneck pace of fast fashion. A new study by Redseer Strategy Consultants highlights, the Indian fast fashion industry is projected to grow to a staggering $50 billion market by FY 2031 (FY31). This signifies a massive leap from its current valuation of around $10 billion.

Millennials and Gen Z fuel the fire

The report highlights the growing influence of millennials and Gen Z as the key drivers of this growth. These demographics crave affordability and constant access to the latest trends, a void that fast fashion perfectly fills. Redseer points out that in FY24, while the broader Indian fashion sector grew by a modest 6 per cent, fast fashion increased at an impressive 30-40 per cent.

The allure of fast fashion

"Fast fashion has democratized the fashion industry," says Kushal Bhatnagar, Associate Partner at Redseer Strategy Consultants. "For millennials and Gen Z, it offers a game-changing experience – trendy styles at accessible prices." Redseer identifies five key ingredients that define a successful fast fashion brand in India:

• Timely trend Identification: The ability to spot and capitalize on emerging trends quickly is crucial. Fast fashion brands excel at identifying and capitalizing on the latest trends. This agility allows them to quickly adapt their offerings to what's hot, ensuring their collections resonate with trend-conscious consumers.

• Rapid prototyping & production: Fast fashion thrives on a speedy turnaround, churning out new collections at a much faster rate compared to traditional fashion houses. Redseer mentions a shift from the traditional 2-3 collections per year to a staggering 50 collections annually for fast fashion brands.

• Nimble supply chain: Maintaining a flexible and efficient supply chain is paramount to ensure swift production and delivery of trendy garments. A streamlined supply chain is the backbone of fast fashion. Brands prioritize quick turnaround times, allowing them to get new styles from design concept to store shelves in a remarkably short period.

• Attractive pricing: Affordability is at the heart of fast fashion's appeal. Brands need to strike a balance between offering trendy pieces and keeping them accessible to a budget-conscious audience.

• Effective customer engagement: Building a strong online presence and utilizing social media to create viral trends and drive customer engagement is essential for success in the fast fashion landscape.

A market ripe for the taking

While the Indian fast fashion market is currently valued at approximately $10 billion, Redseer's report suggests immense potential for growth. This is further emphasized by the fact that the Indian market is dwarfed by international giants like Shein, which is three times larger. This vast headroom for expansion signifies a lucrative opportunity for both domestic and international fast fashion brands.

The Redseer report concludes with a clear message: "The time to build a fast fashion brand in India is now." With the right approach and a focus on catering to the evolving needs of young Indian consumers, fast fashion is poised to become a dominant force in the country's fashion industry.

Apparel brand Cosset Clothing has expanded its product range with the introduction of a women's travel wear line, designed specifically for monsoon trips. The new collection focuses on essentials crafted from natural fibers, offering comfort and style for the humid season.

Titled, 'Desk To Dusk, the new collection has been crafted from lightweight linen blends and pure cotton poplin to ensure maximum comfort and breathability in humid temperatures.

The collection features loose separates in a palette of light pink, lime green, powder blue, ochre, and saffron. These pieces are designed to enhance airflow and reduce moisture buildup, preventing clinginess and increasing comfort during long monsoon journeys.

The 'Desk To Dusk' collection is now available on Cosset Clothing's direct-to-consumer e-commerce platform, with prices starting at Rs 3,600. Highlighted pieces from the line include linen co-ord sets, structured dresses, and button-down shirts, among others.

Founded in April 2021, Cosset Clothing offers a range of men's and women's apparel. The brand is committed to creating sustainable clothing, with all products designed in-house and sourced and manufactured in India.

With its new travel wear line, Cosset Clothing continues to prioritise both style and sustainability, providing consumers with high-quality, eco-friendly fashion options.

Direct-to-consumer (D2C) brand Beyoung aims to expand its presence by setting up physical stores across India in the next three years.

These stores will complement the brand’s existing online platform and provide a seamless shopping experience. Extending beyond India, the brand aims to establish a global presence, says ShivamSoni, Founder.

Founded in 2018, the startup Beyoungclaims to have delivered over 20 lakh online orders. The company recently announced accelerating its offline expansion by 300 stores across India and growing GMV two-fold to Rs 650 crore by 2027

To cater to diverse target audiences with varying buying power across regions, brands need to adapt products and marketing to different regional preferences and cultures, adds Soni.

To solve these problems, Beyoung leverages technology and data-driven marketing campaigns. This technology analysises behavioral patterns and channel efforts toward solving the audiences issues.

Since its inception, Beyoung has shown significant growth and achieved notable milestones. The brand has built a robust customer base of 5 million, underscoring the strong demand and enhanced engagement with it.

Aditya Birla Fashion and Retail Ltd (ABFRL) has signed a visual merchandising deal with a retail distribution and solutions company, Channelplay.

As per the agreement, Channelplay will improve the visibility and market share of ABFRL’s White’s Primer and Seep Guard products. It will also enhance the company’s brand awareness across the nation.

For this project, Channelplay will develop and implement a program to increase the brand awareness, strengthen market share, and drives sales growth for ABFRL’s new products, says YasirHussain, Vice President, Channelplay.

Having a network of over 30,000 dealers and retailers across India, Channelplay will install Shop in Shop (SIS) units across all stores to enhance Aditya Birla’s share of shelf space and product visibility within the stores. This plan also includes designing and implementing a pilot channel loyalty program and promoter activation plan for 50 locations.

ABFRL owns a repertoire of brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England. It has long-term exclusive partnerships with select international brands such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, Reebok and Galeries Lafayette. It has a network of 3,977 stores across approximately 33,535 multi-brand outlets.

A footwear-first lifestyle brand, Ludic has unveiled an all-home-grown canvas sneakers collection for men and women.

Launched in two designs namely Enhanced Canvas Low and Enhanced Canvas Pro, the collection is priced in the range of Rs. 2,799 - Rs 3,299 ($40) each.

IshitJethwa, Founder, Ludic, says, around 50 per cent of the brand’s product portfolio will always be footwear, whether sneakers, sliders, or more. The brand has launched enhanced canvas styles and designs to boost the appeal of their sneakers up a notch, to ensure consumersfind everything they need in the footwear with an affordable buy from us.

The newly launched sneaker collection will be available on Ludic’s website, Amazon, and Flipkart throughout the country.

A year after forming a strategic partnership with the Chinese fast-fashion brand, Reliance Retail Ventures (RRVL) is gearing up to launch Shein in the Indian market in the coming weeks. The MukeshAmbani-owned retailer will sell Shein's products through its app and offline stores operated by Reliance Retail.

To lead Shein’s operations in India, RRVL will appoint Manish Chopra, Former Director, Meta (Facebook). Thee-commerce brand is being launched four years after India banned it from selling products on its app as part of a broader crackdown on Chinese apps in 2020, following heightened border tensions between the two countries.

A global leader in fast fashion, Shein will compete directly with Myntra and Tata Group-owned Zudio in the affordable fast-fashion sector. Brands in this space rely on scale and distribution to achieve higher margins by focusing on affordability, the executives noted.

In addition, Reliance Retail is setting up boutique studios in select European cities to track Western fast fashion trends and quickly bring them to India. These operations will be managed by a company wholly owned by Reliance Retail, with no equity investments from Shein.

The athleisure brand by the JSW Group, JSW Inspire unveiled the official kit for the Indian contingent participating in the Olympic Games Paris 2024 in New Delhi.

Designed by AaquibWani, designer of jerseys for the Indian cricket team for Adidas, these made and designed in India jerseys are of the highest quality, says Parth Jindal, Founder, JSW Sports.

More than just a fabric, these jerseys are a symbol of pride woven with the spirit of India’s champions. They encapsulate the essence of our nation’s spirit, adds Wani. The official India kit and fan wear will be available for purchase on the JSW Inspire website.

Launched in 2022, JSW Inspire has been the official apparel partner to Team India at the Commonwealth Games, the Asian Games, and now the 2024 Paris Olympic Games where it will kit the athletes with travel, athleisure and competition wear.

To cater to the growing demand for stylish and comfortable clothing among fashion-forward men in India, affordable luxury fashion brand by Kewal Kiran Clothing (KKCL), Lawman plans to open new stores across Maharashtra by the end of this fiscal year.

The brand recently inaugurated its largest and finest men’s fashion store in Borivali, Mumbai. The store offers a wide range of trending designs and modern fabrics, setting high standards for men's casual, work, and party wear. It provides a complete wardrobe solution, featuring a variety of clothing items such as shorts, T-shirts, jeans, casual shirts, casual pants, cargos, and travel pants. The store's modern contemporary design, clean lines, inviting lighting, and well-trained sales associates enhance the customer experience, making it a must-visit for exciting inaugural offers.

Dinesh Jain, Director, KKCL states, the launch of the new store signifies the brand’s commitment to provide top-notch fashion solutions to our customers. The brand blends contemporary designs with unparalleled comfort for its customers. The store is a testament to its dedication to quality, innovation, and customer satisfaction.

Vikas Jain, Director, KKCL, adds, with the opening of the new store, the brand aims to offer trend-setting apparel collection for the men in Mumbai in an immersive and comfortable ambiance.

The expansion will also help Lawman reinforce its position as a leading brand in the retail fashion industry in India.

A prominent ethnic wear retailer based in Kolkata, Vedant Fashions has inaugurated a new combined store for its brands Manyavar and Mohey in Bengaluru.

Situated in Orion Mall, Rajajinagar, the store offers a diverse range of products including lehengas, sarees, kurtas, dhotis, shararas, sherwanis, and Anarkalisalwar suits, catering to men, women, and children.

Manyavar already has a strong presence in Bengaluru with over 34 standalone stores.

Founded in 2002 by Ravi Modi, Manyavar is part of Vedant Fashions Ltd., which also owns Mohey, launched in 2015 to cater to women's wear. Other brands under the Vedant Fashions umbrella include Manthan, Twamev, and Mebav. The company boasts over 600 stores across 230 cities in India and 15 international stores in countries including the UAE, Canada, USA, and UK.

Nikhil Bhutada, Head – Retail Business Development, Manyavar-Mohey, states, continuous enhancement stands as one of the most pivotal aspects of the retail world, and the brand’s new store exemplifies this commitment perfectly.