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DaMENSCH shatters size barriers with men's innerwear revolution

Taking a step towards inclusivity, essential menswear brand, DaMENSCH has launched the its exclusive men’s innerwear range, DaMENSCH Plus.

With sizes extending up to 3XL, DaMENSCH Plus embraces diversity and empowers men of all shapes to experience the same premium comfort and style.

Anurag Saboo, Co-Founder, says, “The new DaMENSCH Plus range pushes for a more inclusive menswear landscape. The range features buttery-soft cotton fabric in a vibrant palette of colors and eye-catching patterns, like classic stripes and bold geometric designs. It's a refreshing departure from the mundane, offering plus-size men a chance to express their personal style through their innerwear.”

With its extensive online presence and growing physical footprint, DaMENSCH is rapidly establishing itself as a leading D2C brand for men. The brand offers a premium experience for customers of all sizes, proving that inclusivity and quality can go hand-in-hand.

DaMENSCH shatters size barriers with men's innerwear revolution

CMAI’s 78th National Garment Fair 2024 in Mumbai

The Clothing Manufacturers Association of India (CMAI) is gearing up to unveil the 78th edition of the National Garment Fair 2024 (NGF 2024) in Mumbai from January 29 to 31, 2024. This premier event is set to showcase the offerings of over 950 garment manufacturers, featuring an extensive array of 1120 apparel brands spanning Women’s wear, Men’s Wear, Kids wear, and Accessories at the Bombay Exhibition NESCO Complex in Goregaon East.

Key platform for industry interaction

The NGF 2024 stands as the much-anticipated biannual trade show that acts as a crucial bridge, connecting national and regional brands, manufacturers, apparel designers, and fashion accessories manufacturers with retailers, agents, distributors, and e-commerce companies. It has earned its reputation as India’s leading trade fair, providing a comprehensive sourcing platform that optimizes both time and cost efficiency for all stakeholders involved.

Insights from industry leaders

Rajesh Masand, President of CMAI, emphasized the significance of NGF 2024 in gauging the industry's future, stating, “The apparel industry has faced challenges with consumer preferences shifting away from traditional apparel categories. Bookings made during NGF 2024 will serve as a key indicator for the outlook of the segment over the next six months.”

Rohit Munjal, Vice President and Chairman of the Fair Committee, highlighted the expansive scale of this edition, covering approximately 7,00,000 sq. ft. of exhibition area spread across 7 Halls. Anticipating a substantial turnout, Munjal expects trade visitors from all corners of India, including national-level retailers and distributors.

Industry stabilization predicted

Rahul Mehta, Chief Mentor of CMAI, expressed optimism regarding the demand for the upcoming spring-summer season. He stated, “Retailers are actively managing substantial inventory, and with the ongoing End of Season Sale (EOSS), we anticipate the clearance of surplus stock, leading to a normalization of bookings. Nevertheless, 2024 is projected to be a stabilizing period, with no substantial upswing expected in apparel sales during this year.”

Market overview

The Indian apparel market, estimated at Rs. 6.80 lakh crores, has witnessed a growth of 15-20% in FY2024. This growth is attributed to distributor network expansions and new store openings. However, the same-store growth has not been as substantial, indicating the need for innovative strategies to drive sustained growth in the industry.

As industry stakeholders converge at NGF 2024, the spotlight will be on forging collaborations, exploring market trends, and revitalizing a sector that is navigating through dynamic consumer preferences and market challenges. The fair is poised to serve as a pivotal juncture for the industry to adapt and thrive in the ever-evolving landscape of the fashion market.

CMAI’s 78th National Garment Fair 2024 in Mumbai

Retail Revolution: Paul & Shark dives into the XY ecosystem

In the bustling world of luxury fashion, where customer experience reigns supreme, Paul & Shark has just made a splash. The iconic Italian brand, known for its sleek nautical-inspired designs, has dived headfirst into XY Retail's unified commerce platform, replacing its existing system with XY's 5-in-1 solution.

XY's platform integrates POS, OMS, Clientele, and global fiscal compliance into a single, intuitive interface. This streamlined system lets Paul & Shark navigate the complexities of omnichannel retail with ease, managing orders, inventory, and customer relationships seamlessly across online and physical stores.

Built for speed and flexibility, XY's cloud-native platform allows Paul & Shark to adapt to the ever-shifting tides of the fashion world. With rapid implementation and a customised approach, XY tailors the platform to fit Paul & Shark's unique needs, ensuring a smooth onboard experience.

Alessio di Vietro, Chief Information Officer, Paul & Shark points out, XY's native mobile support empowers staff with sleek, handheld tools, transforming them into customer experience concierges. The platform’s reach extends far beyond Paul & Shark. From Emporio Armani's elegant boutiques to Damiani's glittering jewel boxes, XY's platform empowers global fashion brands to navigate the retail seas with confidence. With its focus on data-driven insights and sustainability, XY is charting a course towards a future where luxury retail is not just about opulence, but about experiences that are as unique and unforgettable as the ocean itself.

Retail Revolution: Paul & Shark dives into the XY ecosystem

CMAI Cricket League Season 4 starts in Pune after successful auction

27 January 2024, Mumbai

The highly anticipated CMAI Cricket Premier League Season 4 is set to kick off on January 26, 2024, at Pune's Pushpa Sports Arena after a successful grand auction on January 5.

The Western India Regional Office of CMAI organized the event, featuring ten teams with approximately 80 members, including 8 from Pune, one from Solapur, and one from Mumbai.

Ajit Thadani, Managing Director of Retail Software Solutions, announced the fruitful conclusion of the auction, while Sumit Tejwani, President of CMAI (WR), welcomed all participants.

Spotlight

Rajesh Masand, CMAI President, highlighted the competitive spirit and passion for the game witnessed during the auction.

Sumit Tejwani emphasized the dynamic cricketing community's enthusiasm, anticipating an exhilarating season.

The league promises a thrilling showcase of cricketing action and team spirit at Bibvewadi's Pushpa Sports Arena.

 

CMAI

Killer Jeans Company sues Netflix over 'Killer Soup' trademark infringement

Kewal Kiran Clothing Limited, known for 'Killer Jeans,' is taking legal action against Netflix's "Killer Soup" for alleged trademark infringement.

The Bombay High Court lawsuit targets Netflix and MacGuffin Pictures, seeking ₹10 crore in damages.

KKCL asserts its exclusive rights to the 'KILLER' trademark in various classes and demands Netflix cease using it in the series title.

The legal notice highlights 57 registered classes from 2001 to 2011. The company demands a ₹10 crore token payment, an apology, and a commitment to respect intellectual property rights.

The dispute adds a legal twist to the Netflix series, featuring Manoj Bajpai and Konkona Sen Sharma, prompting scrutiny of trademark protection in the entertainment industry.

Killer Jeans Company sues Netflix over 'Killer Soup' trademark infringement

Includ: The D2C kidswear brand is cracking the code for modern moms

In the bustling world of Indian e-commerce, a new player is targeting the heart of the household: the modern-day mother. A D2C brand born in 2023, Includ is making a mark with kidswear, catering to mothers who call the shots.

With experience in the investment and fashion worlds, Ashwin Rastogi, Founder, saw a gap in the market. Rastogi believes, mothers, the silent decision-makers, were often overlooked, their preferences relegated to generic, mass-produced options. Includ aimed to change that and Include was launched.

Includ initially offered an array of over 5,500 styles for children aged 2 to 14. From trendy outfits to adorable accessories, the brand catered to every whim and fancy. Understanding the power of social media, Includ crafted its offerings with Instagram-worthy flair, tapping into the modern mom's desire for curated choices that reflect her own style and aspirations.

The strategy paid off with Includ quickly gaining traction. The 25-member team clocked sales of up to Rs 2 crore a month. But Rastogi knew the real challenge lay ahead. The kidswear market was a lion's den, with established players like FirstCry. What worked for Include was its affordable prices starting at Rs 449, making quality fashion accessible to all.

But variety is the key to unlocking lasting success, believes Rastogi. He envisions a future where Includ wouldn't just be a kidswear haven, but a one-stop shop for the modern family. Womenswear and home products are on the horizon, each piece carefully curated to reflect the evolving tastes of the modern woman.

The future of Includ looks bright. With plans to join a major marketplace, secure fresh funding, and expand internationally, the brand is poised to leave its mark.

 

Includ: The D2C kidswear brand is cracking the code for modern moms

The Changing landscape of Large Format Apparel Retail: Strategies, shifts, and future focus

25 January 2024, Mumbai

The Changing landscape of Large Format Apparel Retail: Strategies, shifts, and future focus

The Indian apparel retail market is a dynamic behemoth, projected to reach a staggering $190 billion by 2025. But the winds of change are sweeping through this land of vibrant market. Traditional large-format retailers, once the undisputed retail kings, are facing challenges from online upstarts, shifting consumer preferences, and a rapidly evolving retail landscape.

Market Dynamics

As per Statista, the Indian apparel market is projected to reach $190 billion by 2025, growing at a CAGR of 10.3 per cent between 2020-2025. Indeed, online retail's surge has impacted brick-and-mortar stores, necessitating an omnichannel approach and focus on differentiated experiences. With rising disposable incomes in smaller cities, large-format retailers are expanding their footprint beyond metros. 

Phygital

The lines between physical stores and online platforms are blurring today. Retailers are weaving seamless omnichannel experiences through click-and-collect options, in-store kiosks for online browsing, and robust mobile apps for personalized shopping journeys.

The Indian shopper is effortlessly transitioning between browsing physical stores and online platforms. Retailers are weaving omnichannel strategies into the very fabric of their existence, with initiatives like.

What’s more in-house brands are no longer the poor cousins of established labels. Retailers are investing heavily in creating strong private labels that offer quality, style, and value, often at competitive price points.

This not only boosts profitability but also strengthens brand loyalty and identity. Moreover, eco-conscious consumers are demanding more from their clothing.

Value accretion

Retailers are responding with sustainable practices like using organic materials, ethical sourcing, and upcycling initiatives. This is not just a fad; it's becoming a core differentiator in a crowded market.

A look at some large format behemoths and how they are redefining the shopping experience and adapting to cater to the evolving needs of Indian consumers.

Retail giants and their strategies

  • Shoppers Stop: Has a premium positioning and focuses on high-end brands and private labels, offering a curated shopping experience. It has an omnichannel presence with seamless integration of online and offline channels with robust loyalty programs. The future focus is be on expanding private label offerings, strengthening loyalty programs, and exploring smaller store formats in Tier II & III cities.
  • Lifestyle: Offers a mix of mid-range and premium brands, catering to a broader customer base. It expanded its category beyond apparels into homeware, beauty, and kids' products. The future focus is  on strengthening omnipresence, personalized shopping experiences, and leveraging data analytics for targeted promotions. 
  • Max Fashion: Is a fastest-growing retail chain with aggressive store expansion strategy and focus on price-conscious consumers. It is a private label powerhouse with in-house brands like 'Max' and 'A&F' contribute significantly to revenue. Future focus is on continued store expansion, omnichannel integration, and venturing into new categories like athleisure and footwear.
  • Reliance Retail: It has market dominance with an extensive network of brands like Trends, Centro, and JioFashion that cater to diverse segments. Meanwhile, it is pushing its private label and building strong portfolios across various price points.
  • In the future, it plans to leverage e-commerce platform JioMart for online integration, expand value-focused stores like Zudio, and venture into hyperlocal sourcing.
  • Westside: A retailer with a fashion-forward focus, it offers trendy and contemporary clothing from in-house brands. It emphasizes experiential play, in-store events, stylists, and personalized services. In future, it plans to continue focusing on private labels, strengthening its online presence, and expanding into smaller towns.
  • Zudio: Offers trendy apparel at rock-bottom prices, targeting budget-conscious shoppers. With rapid expansion and an aggressive store opening strategy, it is spreading across Tier II & III markets. In future, Focus plans to maintain low prices, expand its product range, and strengthen logistics.

Key metrics for large format apparel retailers (2021-2023):

Retailer

Store Count

New Stores Planned

Average Ticket Size (INR)

Revenue (in Cr)

EBITDA (in Cr) 2023 (est.)

Shoppers Stop

81

10

4,123

2,925

250

Lifestyle

189

25

2,286

4,722

430

Max Fashion

899

200

1,312

11,802

1,020

Reliance Retail inc Trends, Centro, JioFashion)

5,000+

N/A

N/A

46,000+

6,500

Westside

138

N/A

2,327

3,211

265

Zudio

350+

N/A

N/A

2,500+

N/A

 

What lies ahead?

The future of Indian large-format apparel retail lies in embracing agility, innovation, and a customer-centric approach.

Continued focus on omnichannel integration, category expansion, targeted store formats, and personalized experiences will be key to success.

Sustainability piece; Additionally, sustainability, ethical sourcing, and community engagement will play an increasingly important role in attracting and retaining loyal customers.

Agility: As the Indian retail landscape continues to evolve, the ability to adapt, experiment, and stay ahead of the curve will be the defining factor for success.

The retailers who weave a compelling narrative, infused with convenience, value, and personalization, will stand out from the crowd and thrive in the ever-changing fashion tapestry of India.

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Max Fashion: Evolving Landscape of Indian Large Format Retailers in 2024

In a series of articles, DFU looks at how over the years India’s Large Format Retailers (LFR) have performed and are strategizing future success, with new challenges and New Age consumers.

From value giant to fashion champion, Max Fashion’s transition

Max Fashion, the ubiquitous Indian apparel retailer synonymous with affordability and convenience, is weaving a new thread into its narrative. No longer just a destination for budget-conscious shoppers, Max is steadily transforming into a fashion powerhouse, catering to a wider audience and reimagining its image for the future. Let's unravel the threads of Max's transformation, analyzing its current strategies, future plans, and how it's redefining its appeal for the discerning Indian consumer.

Changing consumer preferences and retail landscape

In the ever-changing market dynamics, consumers are increasingly making fashion-forward choices, going beyond basic styles, focusing on affordable yet stylish options. The growth of online shopping has made it imperative for retailers/brands to adopt an omnichannel approach, requiring seamless blending of physical and digital retail experiences. Moreover, the growing disposable incomes in Tier II and III cities are have generated opportunities for expansion, prompting retailers to explore and tap into these emerging markets. The retail landscape is undergoing a significant transformation as it adapts to these key market reshaping factors.

Founded in 2004 in Dubai, Max Fashion's initial mission was to provide stylish clothing at accessible prices. It quickly gained popularity in the region, with its wide range of trendy apparel, footwear, and accessories catering to all ages and tastes. In 2006, Max set its sights on India, a market with immense potential for its value-driven proposition. The company entered through a joint venture with Landmark Group, establishing its first store in Indore. Success followed swiftly, with Max Fashion expanding its reach to over 200 cities across the country within a decade.

Innovative strategies redefining fashion landscape

Max is establishing itself as a formidable force in the retail arena with a range of strategic initiatives. One of Max Fashion's key strengths is its ability to cater to diverse tastes and preferences. With dedicated sections for men, women, and children, the brand offers everything from casual everyday wear to occasion-specific outfits. Its collections are constantly updated with the latest trends, ensuring that fashion-conscious shoppers always find something new and exciting.

As a private label powerhouse, brands like 'Max' and 'A&F' making a mark by offering trendy styles at competitive prices, challenging contenders in the same competitive space. The brand's commitment to a fashion upgrade was evident through its collections like 'Streetwear Collective' and strategic collaborations with designers, providing fashion-conscious shoppers with on-trend options without compromising affordability.

Max further solidified its position as an omnichannel player, integrating seamless app experiences, click-and-collect options, and personalized recommendations through a robust loyalty program, ensuring a unified and enhanced shopping experience for customers. With an eye on Tier II and III cities, Max strategically expanded its footprint, with over 899 outlets, and capitalizing on the surging demand for trendy fashion beyond the confines of metros.

Financial Performance

Year

Revenue (INR Crore)

EBITDA (INR Crore)

Store Count

2021

9,963

842

822

2022

10,782

925

879

2023 (estimated)

11,802

1,020

899

(Source: Company annual reports, industry research)

Growth strategies                             

Max is charting its future course with a multi-faceted approach. Diversifying into new categories like footwear and activewear, the brand aims to meet evolving consumer needs and compete effectively with established players. The emphasis is on strengthening online presence with a comprehensive strategy, encompassing heightened social media engagement, targeted advertising, and personalized recommendations to drive online sales.

Max's commitment to customer-centric initiatives is evident with the introduction of virtual stylists, in-store events, and rewards within their loyalty program, creating a personalized shopping experience that fosters customer loyalty. Max's recent successful collaboration with influencer Kusha Kapila for a capsule collection is one such example. This collaboration not only showcased Max's dedication to trendy designs but also demonstrated its ability to resonate with fashion-forward consumers, resulting in robust sales and positive customer feedback. Max's forward-thinking initiatives position the brand at the forefront of the evolving retail landscape.

Challenges and opportunities

Max faces competition from online fashion players like Myntra and Ajio, as well as from other value-focused players. However, its strong private label portfolio, strategic expansion plans, and focus on online integration offer promising opportunities for future growth.

Max is no longer just the "cheap and cheerful" option. It's weaving a new identity as a fashion-conscious, omnichannel retailer catering to a wider audience. By diversifying its offerings, focusing on personalized experiences, and expanding its reach, Max is aiming to become a one-stop fashion destination for value-seeking and trend-driven shoppers alike. Whether it can become the undisputed leader in the Indian apparel retail landscape remains to be seen, but its transformation and focus on adapting to changing preferences is a story worth watching.

Max Fashion: Evolving Landscape of Indian Large Format Retailers in 2024

KKCL to acquire women-oriented brand Kraus Jeans

Kewal Kiran Clothing Ltd (KKCL) is in advanced talks to acquire Kraus Jeans, a women-focused casual fashion brand.

On its success, the deal would give KKCL a strong foothold in the women's denim market, which is the fastest-growing segment of the denim apparel market in India.

Kraus Jeans is a Mumbai-based company that sells its products in a host of department stores, including Shoppers Stop, Lifestyle International, Pantaloons, Globus, and Reliance Trends. The company also has seven exclusive outlets, two each in Mumbai and Pune and one each in Hyderabad, Noida, and Bhopal. Kraus Jeans are also sold online on Myntra and Ajio.

KKCL is a BSE-listed company that owns a host of labels, including denim brands
Killer and K-Lounge, Easies by Killer and Lawman casual brands, and youth-oriented label Integriti. KKCL products are sold through more than 330 stores in 25 Indian states. The company’s brands are also sold through various e-commerce platforms.

The Indian denim apparel market is expected to grow by 14 per cent annually over the next three years to reach $9.15 billion by fiscal year 2026, up from $6.15 billion at present. The growth is expected to happen across all consumer segments, but the growth in women's denim products is expected to be the strongest.

As per Pakhi Saxena, Head-Retail and Consumer Packaged Goods, Wazir Advisors, the women's denim apparel market is estimated to contribute to 14 per cent of the overall denim apparel in FY2026, driven by the increasing participation of women in the workforce, growing adoption of western wear, the emergence of fusion-wear/mix-and-match styles, etc.

The acquisition of Kraus Jeans would give KKCL a strong position in the women's denim market and help it to capitalise on the growing demand for denim apparel in India.

KKCL to acquire women-oriented brand Kraus Jeans

Enamor empowers brides to rewrite the fashion narrative with new campaign

A lingerie brand synonymous with comfort and style, Enamor is shaking up the bridal landscape with its new campaign. Championing individuality, the #FabulousMyWay campaign urges brides to write their own fashion narrative. Shekhar Tewari, Chief Category & Operations Officer, Modernik Lifestyle, Enamor’s parent company, describes the campaign as a promise to embrace your unique essence and unapologetically flaunt it on your special day.

Drawing inspiration from romantic cities around the world, Enamor weaves its essence into each lingerie collection. Transcending borders, the bridal collection mirrors the spirit of a chosen wedding destination. The Somerset Song Collection captures the essence of a romantic English countryside with its soft, floral laces.

The Jordan Collection draws inspiration from the ancient wonders and architecture of Jordan. This collection is enriched with versatile must-haves, combining fashion-forward bras for grand occasions, stylish basics for everyday wear, an elegant athleisure collection for the airport-ready look, and comfortable loungewear for unwinding at the end of the day.

Recognising the individuality of each bride, the brand offers a spectrum of options to cater to diverse body types and preferences. It offers padded and wired bras to those seeking a lifted silhouette, while non-padded and non-wired styles provide comfort and support for different physiques.

Enamor also embraces the digital platform to foster seamless interaction with consumers. The brand sets its sights on the world stage by establishing a foothold in the US and Canada. It is also negotiating with potential partners in the Middle East and South Asia.

Enamor empowers brides to rewrite the fashion narrative with new campaign

India's clothing and footwear inflation stays modest at 3.61% in December

18 January 2024, Mumbai

India's clothing and footwear sector continued its subdued inflationary trend in December, clocking in at a Y-o-Y growth rate of 3.61 percent, according to provisional data released by the National Statistical Office (NSO). This marks a slight increase from the 3.55 percent seen in November 2023.

Data point

The consumer price index (CPI) for the sector stood at 189.6 in December 2023, compared to 183 in December 2022. Diving deeper, the clothing sub-sector saw a slightly higher inflation rate of 3.75 percent, while footwear inflation came in at 3.05 percent.

Analytics

As an analyst points out, the relatively stable prices in the clothing and footwear sector offer some relief against the backdrop of a higher overall inflation rate of 5.69 percent in December. This trend could be attributed to factors such as lower input costs for raw materials and a competitive retail landscape.

While the overall inflation rate remains above the Reserve Bank of India's (RBI) target range of 2-4 percent, the moderate increase in clothing and footwear prices suggests that inflationary pressures in this sector may be easing.

Elbowroom; This could potentially give the RBI more room to maneuver in terms of setting its monetary policy in the coming months.

Caution is the watchword

However, experts caution against complacency. Global factors such as rising crude oil prices and potential supply chain disruptions due to geopolitical tensions could still pose upside risks to inflation in the medium term.

The RBI will likely continue to monitor the situation closely and adjust its policies as needed.

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