Fashionista Fashion and Lifestyle Exhibition is set to showcase emerging labels from across India at a series of summer-themed events in Raipur, Jabalpur, and Nagpur later this month.

Fashionista’s52nd event in Raipur will be held at the Hotel Sayajifrom July 20-21. The exhibition will emphasise summer fashions and include a variety of product categories such as ethnic wear, traditional wear, fusion wear, accessories, jewelry, handicrafts, and gift items.

This will be followed by the 13th edition of the event in Jabalpur. To be held from July 23-24 at Narmada Jacksons, the fair will feature a similar product selection to Raipur, with the addition of numerous local labels, providing a platform for regional designers.

From July 26-28, the 67th edition of the Fashionista exhibition will be held at Centre Point hotel in Nagpur. Since its inception in 2008, the event aims to connect micro, small, and medium enterprises with new customer demographics.

Fashionista also launched a ‘Fashionavya’ shopping fair in Mysore on July 2, which runs until July 3. This event focuses on designer labels and offers a wide selection of womenswear and accessories, including wedding wear for the upcoming season.

The Indian e-commerce market is witnessing a dynamic shift with the rise of live streaming. This interactive format is revolutionizing the way fashion, apparel, and lifestyle brands connect with consumers.

Live streaming platforms like Myntra's M-Live and Flipkart Live allow brands and influencers to host real-time video sessions. These sessions showcase products, offer styling tips, answer audience questions in real-time, and create a sense of urgency through limited-time deals. Viewers can seamlessly transition from watching to buying within the platform itself.

The allure of live streaming

Live streaming goes beyond product display. It fosters a sense of community and entertainment with consumers. A RedSeer Consulting report says, "Live commerce is expected to reach a gross merchandise value of $4-5 billion by 2025 in India," with fashion and beauty leading the charge. Live streaming helps in:

Engagement and entertainment: Live streams are inherently interactive. Viewers can ask questions, participate in polls, and engage with the host, creating a fun and informative experience.

Building trust: Live interaction allows brands to showcase product authenticity and answer queries in real-time, fostering trust with potential buyers.

Personalized shopping experience: Influencers can tailor their content to specific demographics, offering personalized recommendations and styling tips that resonate with viewers.

The Indian live commerce landscape

While China has been a pioneer in live commerce, India is catching up rapidly as the RedSeer report suggests. The key difference between the markets is China has a well-established live streaming ecosystem with dedicated platforms and tech infrastructure. India is still developing its live streaming infrastructure within existing e-commerce platforms. Studies suggest live streaming can significantly boost sales and conversions. A McKinsey & Company report states live commerce resulted in conversion rates 3-5 times higher than traditional e-commerce.

In India, Myntra launched M-Live in 2021 featuring popular influencers showcasing fashion and beauty products. This interactive format has garnered significant user engagement and positive brand perception. Similarly, Flipkart introduced ‘Flipkart Live’ focusing on a wider range of categories, including fashion. Live streams featuring celebrities and influencers have driven sales and brand awareness. Nykaa regularly hosts live sessions with makeup artists and beauty influencers, resulting in increased engagement and sales for new product launches.

Live streaming is still in its early stages in India, but its potential is undeniable. As internet penetration deepens and consumers seek more interactive shopping experiences, one can expect this innovative format to revolutionize the fashion e-commerce landscape.

Aiming to refresh every corner of the house, Myntra has launched a new campaign highlighting its unique and trendy home selection. The brand has collaborated with the acclaimed fashion designer, beauty entrepreneur, and actor Masaba Gupta for this campaign. Serving as the brand ambassador for Myntra Home, Gupta will design an inspiration-driven home collection catering to trend-focused customers. She will also feature in the 'Curated by Masaba' campaign, showcasing Myntra's premium home selection.

Known for her distinctive aesthetics and design sensibilities in fashion and beauty, Gupta brings her signature quirk and creative brilliance to Myntra Home. Emphasising top design styles, the ‘Curated by Masaba’ campaign allows customers to discover handpicked products and brands to elevate their homes. The ad film stars Gupta and KushaKapila, showcasing curated home and living looks and products at a lively party.

The collaboration between Gupta and Myntra aligns with the e-commerce company’s vision to establish itself as the go-to destination for inspiration-led home shopping. The Home portfolio of Myntra offers a wide range of products, such as home furnishings, art and decor pieces, lamps and lighting, kitchen and dining essentials, bath and bed linens, and appliances from brands like M&S Homes, H&M Homes, India Circus, My Trident, Urban Space, Elementary, D’Decor, and Nestasia.

India’s leading Kaftan brand, the Kaftan Company (TKC) inaugurated its debut physical store in Hyderabad. This milestone marks TKC’s transition from a digital-first brand to a prominent player in India’s retail fashion landscape.

Spanning 770 sqft, the TKC store is designed to offer a personalised and immersive shopping experience. It showcases a diverse array of Kaftans for men, women, and children, alongside enticing loungewear collections. Exclusive pieces curated specifically for the offline store allow customers to personally handle TKC’s high-quality fabrics and designs.

Prakruti Gupta Rao and Navin S Rao, Co-Founders, say, the store reflects TKC’s commitment to meeting customer demands and enhancing their shopping experience.

Looking forward, TKC plans to expand its footprint across major metro cities over the next 2-3 years. The brand’s collections are currently available on leading e-commerce platforms and it aims to expand globally while maintaining its sustainability ethos.

Currently having over 100 stores in Punjab, Jammu & Kashmir and Haryana, vertically integrated textile brand Sport king has expanded its online presence pan India.

As a part of its e-commerce expansion, the brand has launched its website sportkingfashion.com. The mass premium brand offers value proposition to a wider audience through e-commerce, says MunishAvasti Managing Director.

Founded in 1977 by Raj Avasthi and MunishAvasthi, Indian textile conglomerate, Sportking offers fashion apparel for men, women and kids. Some of the products offered by the brand include dresses, night suits, co-ord sets, tracksuits, tops and denim for women and joggers, shorts, jeans, track pants, shirts and t-shirts for men.

The retailer has seven manufacturing facilities and a retail footprint of about a hundred stores across India.

The garment industry association, AEPC, chairman, SudhirSekhri, hailed the government's decision to extend the Interest Equalization Scheme (IES) for two months, specifically for Micro, Small & Medium Enterprises (MSMEs). This scheme subsidizes interest rates on pre and post-shipment rupee export credit.

Sekhri emphasized that the extension provides much-needed relief for MSMEs struggling with high-interest rates and sluggish exports in labor-intensive sectors. However, he called for a more stable and predictable policy environment.

Sekhri argued that policies and schemes should be in place for at least five years, allowing businesses to plan and strategize for the long term.

Previously, the IES offered a 3 per cent interest rate reduction for MSME manufacturers exporting any product and a 2 per cent reduction for other manufacturers and merchant exporters dealing in 410 specific product categories. The extension applies only to MSMEs, with a total budget of Rs750 crore for the two-month period.

While the garment industry celebrates this short-term win, some exporters have expressed disappointment. They argue that excluding non-MSMEs from the scheme could negatively impact labor-intensive exports and large companies involved in the specified 410 product lines.

The 10th edition of India Kids Fashion Week (IKFW) showcased over 537 designers and brands with visitors totaling to over 300,000. Held at the Crowne Plaza in Deira, Dubai, the event was a testament to IKFW's enduring commitment to celebrating children's fashion and style.

For designers, IKFW offers a grand stage, extensive media coverage, and invaluable networking opportunities. Brands can customise their fashion shows, connect with buyers, and expand their global reach. The runway experience, grooming workshops, and participation certificates enhance the overall event. Celebrities such as KarismaKapoor, Kartik Aryan, and others have graced the ramp during IKFW’s grand finales.

With an aim to make India Kids Fashion Week, a global platform, IKFW unites sponsors, brands, designers, media, and families with remarkable scale, reach, and style. At the 10th edition, brand Hue by designers Minal&Megha showcased exclusive collections. Creative Directors of Hue since 2012, designers Minal and Megha are known to passionately pursuing innovative and trendsetting designs. They were awarded with the ‘Designer of the Year’ award during the event.

A thoughtfully crafted brand, Hue focuses on creating timeless, original, playful, practical, and comfortable must-have pieces. Their unique selling point is lightweight yet dressy clothing that is meticulously hand-embroidered and designed to last, allowing kids the freedom to be themselves on every occasion.

Hue continuously strives to improve by upcycling outfits and focuses on offering versatile clothing for everyone. They infuse the vibrancy and aesthetics of culture into their designs, aiming to make clients stand out rather than fit in.

One of the few outperforming sectors in India’s retail market, fast fashion is poised to grow to $50 billion by FY31.

As per a RedSeerConsulting report, currently worth $10 billion, the fast fashion market in India grew by 6 per cent in FY24. The key driver of this growth was the rapid turnover of styles. Unlike traditional brands launching a few collections seasonally, fast fashion giants like Shein offer up to 50 collections annually. This allows consumers to stay on-trend without breaking the bank.

The Indian fast fashion market caters to different price points. Zudio dominates the ultra-value segment, offering low-cost, trendy pieces thanks to its efficient supply chain. Premium brands like Zara capitalise on brand loyalty and cater to a more discerning customer. This segment may see an influx of global and Indian designer brands in the future.

However, dominated by brands by H&M, the largest segment, the mid-value market, is expected to be highly competitive due to low entry barriers and a customer base open to experimentation. Success of this segment will hinge on unique branding and strong value propositions.

Overall, the future of fast fashion in India is bright, with immense potential for growth across all segments.

After months of anticipation, D2C fashion brand Rare Rabbit has secured the first tranche of its Rs 500 crore investmentfrom investors including A91 Partners, Nikhil Kamath’sGruhas, and Ravi Modi’s family trust (promoter of Manyavar).

A part of a larger Rs 500 crore round, this initial funding round values the startup at a pre-money valuation of Rs 2,200 Cr (approximately $264 million), as estimated by Inc42. Led by A91 Partners, the funding also involves contributions from the family office of Ravi Modi, founder of Vedant Fashions (which owns Manyavar), and Zerodha cofounder Nikhil Kamath.

Reports indicate the round includes a primary infusion of INR 250 Cr, with the remainder through a secondary transaction where founders Akshika and Manish Poddar will sell shares. Founded in 2015 by the Poddars, The House of Rare operates Rare Rabbit, the women’s brand Rareism, and every day wear brand Articale.

For the financial year 2022-23 (FY23), Rare Rabbit’s operating revenue surged 77 per cent Y-o-Y to Rs 376 Cr, while net profit increased by 84 per cent to Rs32.2 Cr. The brand’s total expenditure rose by 72 per cent to Rs 338.7 crore from Rs 196.6 crore in FY22. The startup reportedly reached revenues of Rs600 crorein FY24, though it has yet to file official results.

Competing with new-age D2C fashion brands like Bombay Shirt Company, Snitch, Damensch, and The Souled Store, Rare Rabbit continues to solidify its position in the market.

A brainchild of Ranjnish Jain, Managing Partner, Aliyana by Meena Bazaar plans to expand the operations of the luxury ethnicwear brand to new markets beyond Chandigarh.

Having firmly established itself as a beacon of luxury in the Indian ethnic wear market, the brand has transformed the shopping experience for traditional attire enthusiasts.

Spanning 7,000 sqft, Aliyana's flagship store in Chandigarh offers a curated selection of designer sarees, lehengas, and Indo-western ensembles. Each piece is meticulously crafted by talented designers, ensuring a blend of traditional craftsmanship and modern aesthetics. On the other hand, spanning over 5,000 sqft, the brand’s Mohali store, further cementsits status as a premier destination for luxury ethnic wear.

Expanding its digital presence, Aliyanaamassed 275,000 followers on Instagram in 2021. This allows the brandto connect with a global audience, offering exquisite ethnic wear beyond geographical boundaries. The brand's innovative use of social media has transformed it into a global fashion influencer, bridging the gap between traditional craftsmanship and contemporary fashion trends.

The Indian e-commerce market is witnessing a gold rush, and social media influencers are at the forefront. Influencer marketing is on an all time high with brands collaborating to increase their reach among consumers across cities. Brands leverage the influencer's credibility and reliability to promote products.

What’s more fashion/apparel/lifestyle influencers don't just sell clothes; they sell a lifestyle. They curate an aspirational image that resonates with their audience, influencing their purchasing decisions. A Kofluence ‘Influencer Marketing Report 2024’ states e-commerce leads influencer marketing spending at 27 per cent, highlighting its effectiveness in driving sales and brand awareness. “Influencer marketing is no longer a 'nice to have' but a 'must-have' for brands in the Indian e-commerce space," says Ritesh Ujjwal, Co-founder, Kofluence

How it works

Influencer marketing hinges on collaborations between brands and social media personalities who have established trust and a loyal following within a specific niche. These influencers leverage their influence to promote products or services to their audience, often through product reviews, tutorials, or lifestyle content. E-commerce platforms like Myntra and Nykaa frequently partner fashion bloggers and stylists, while homegrown brands collaborate with YouTubers showcasing outfit ideas and hauls. Often, influencers create discount codes or unique URLs, allowing them to track the impact of their promotions and brands to measure campaign effectiveness. This can take various forms:

Product placements: Influencers showcase fashion items through photos, videos, or live streams.

Reviews and recommendations: Influencers share honest opinions about products, building trust with their audience.

Discount codes: Influencers offer exclusive discount codes to their followers, incentivizing purchases.

Influencers play a multi-faceted role. They act as creators, crafting engaging content that resonates with their audience. They are also curators, shaping trends and purchase decisions. Most importantly, they are trusted sources, offering authentic recommendations that hold more weight than traditional advertising for today's brand-wary consumers.

The scope and potential are vast. Fashion micro-influencers with engaged communities of 10,000-50,000 followers can drive significant sales for niche brands. A recent report by Ficci-EY says, India's influencer marketing industry is expected to reach Rs 34 billion by 2026, highlighting its immense potential.

The global scenario vs India

While influencer marketing is a global phenomenon, India presents a unique picture. The sheer volume of creators nearly 2.5-3.5 million and internet users makes the market highly competitive. Additionally, the rise of regional languages and platforms like ShareChat caters to a diverse audience with specific cultural nuances.

While the core concept remains the same, influencer marketing in India has its unique characteristics. In India micro-influencers reign supreme. Indian brands often find greater success partnering micro-influencers who have a highly engaged and niche audience. Also, Indian consumers value authenticity, and influencers who come across as genuine resonate better. With a diverse linguistic landscape, brands are increasingly leveraging regional influencers to target specific demographics. For example, Beauty e-commerce giant Nykaa partnered fashion influencer Komal Pandey to launch her co-created clothing line. The campaign leveraged Pandey's strong brand association and loyal following to drive sales. Similarly, Myntra collaborated with influencer Sakshi Sindwani to promote 'Dress Up For Less' campaign. Sindwani's relatable style and budget-conscious approach resonated with Myntra's target audience.

The true impact of influencer marketing can be challenging to quantify. However, several studies suggest a positive correlation between influencer campaigns and sales. A study by Influencer Marketing Hub found influencer marketing delivers an average ROI of $5.20 for every $1 spent. Brands are increasingly employing sophisticated tracking mechanisms to measure the effectiveness of their influencer campaigns.

Indeed, the influencer economy in India's fashion e-commerce is a win-win. Brands leverage targeted marketing, while influencers build careers and monetize their content. As the e-commerce market continues to flourish, influencer marketing is poised to be a key driver of growth and innovation.

Expanding its product range, the lingerie brand from Ginza Industries, Soie, has launched an activewear line for women, designed for a multitude of sports. The line has gone live across Soie’s offline sales points and on its direct to customer e-commerce store.

Innovatively designed, the activewear range is made from high-quality materials to enhance fitness enthusiasts’ focus on workout and improve their comfort and confidence. Created with thoughtful details, the sporty collection is not only luxurious but also exceptionally functional.

Priced between Rs 840 to Rs 1,890, the collection offers garments pieces such as leggings, sports bras, crop tops, and cycling shorts. Made from fast-dry textiles, these garments are further adorned with colorful prints and comfort driven silhouettes.

The active wear line is available in all inclusive sizes in order to cater to all body types, according to the label. It has been designed specifically for sports and activities including cycling, basketball, yoga, tennis, badminton, and pilates among others.

Launched in 2011, Soie is currently present in over 1,000 multi-brand stores in India. The brand donates donates 2 per cent of its revenues to support tribal education projects as part of its commitment to social development