Embodying the brand’s dedication to ethical fashions standards, Earthy Tweens has expanded its flagship line, 'The Women’s Saga Collection’ with sustainable fabrics.

Capturing the essence of the modern woman, the collection includes garments ranging from everyday casual wear to sophisticated attire for special occasion. It offers a diverse array of choices, tailored to cater to the discerning tastes of eco-conscious consumers.

Nishant Kumar, CEO. Earthy Tweens, says, the collection helps Earthy Tweens redefine fashion by seamlessly blending ethics with elegance. It inspires women to embrace mindful fashion choices that contribute to a greener, more sustainable future.

The Women’s Saga Collection boasts a harmonious palette of soothing hues and timeless designs, resonating deeply with the contemporary woman’s quest for style with a conscience.

Renowned designer Sabyasachi Mukherjee has teamed up with Asian Paints' home brand Nilaya to launch a new home textiles collection that blends the vibrant spirits of both Paris with Kolkata.

Titled ‘Paris-Calcutta,’ the collection features jewel-toned, heritage-inspired patterns adorning statement wall coverings and fabrics. It draws inspiration from motifs sourced from The Sabyasachi Art Foundation.

Making its debut at India Design 2024 held in New Delhi from February 15 to 18, the collection received a warm reception.

Embodying the collection’s essence, Bollywood superstar Deepika Padukone lends her captivating presence to the brand’s campaign. Dressed in a dramatic black ensemble against the backdrop of the Sabyasachi for Nilaya wallpaper, her pose exudes sophistication and allure.

Captured by renowned photographer Traun Vishwa and styled by Padukone's long-time collaborator Shaleena Nathani, the campaign is a visual treat that perfectly complements the collection's luxurious aesthetic.

Language, a pioneer in fashion, launches its newest ethnic collection catering to men, perfectly timed for the bustling wedding season.

The collection, featuring meticulously curated trio of Casey, Barry, and Rene loafers, exudes opulence and heritage, elevating the essence of celebratory attire.

The Rene Loafer, adorned with hand-embroidered zari work, epitomizes luxury footwear, with its plush velvet upper and cushioned leather footbed ensuring both style and comfort.

Embodying ethnic grace, the Casey Loafer dazzles with its floral design and moisture-absorbing leather lining, striking a harmonious balance between tradition and elegance.

Meanwhile, the Barry Loafer intricately embroidered with sequins and floral motifs, promises to captivate with its premium craftsmanship and comfort.

In essence, Language's latest collection for men encapsulates the essence of tradition and modernity, offering a seamless blend of style and sophistication for every festive occasion.

21 February 2024, Mumbai

The fashion industry is undergoing a transformation, driven by the rise of Direct-to-Consumer (D2C) brands.

These digitally native players are bypassing traditional retail channels, connecting directly with customers, and strategically changing market dynamics. By cutting out middlemen, these brands connect directly with customers, offering greater control over brand narrative, data ownership, and potentially, higher profit margins.
Growth drivers
The D2C model has the potential to be highly profitable and scalable as it eliminates middlemen, D2C brands retain a larger share of the profit margin compared to traditional retail models. Their direct customer relationship enables data-driven decision-making and targeted marketing, leading to increased efficiency. And D2C brands can often operate with leaner teams and lower overhead costs.
With increasing net penetration and more and more consumers shopping online, D2C brands have readily accessible markets, especially in regions with limited traditional retail infrastructure. As per Statista global digital B2C sales is expected to reach $8.1 trillion by 2025. Moreover, technological advancements are boosting D2C markets. Virtual reality, augmented reality, and AI are enhancing the online shopping experience, making it more engaging and efficient
Younger generations prioritize convenience, personalization, and brand values, perfectly aligning with the D2C model, says McKinsey, State of Fashion 2023 report. Then there is the aspect of shifting consumer preferences. Growing demand for sustainability, ethical sourcing, and transparency resonates with D2C brands often emphasizing these values.
D2C brands changing retail ecosystem
Indeed, D2C brands are disrupting the market in several ways, feel experts. Their omnichannel approach seamlessly blends online and offline experiences offering physical stores alongside robust online platforms. This caters to diverse customer preferences.
For example in India, Nykaa a leading online beauty retailer that offers a wide range of products from international and Indian brands has successfully launched its offline fashion stores along with selling beauty products through shop in shops in prominent malls. Similarly, Lenskart, an online eyewear retailer that offers a wide range of eyeglasses, sunglasses, and contact lenses now operates offline stores successfully.
In fact, the future of the D2C market in India is bright, with the market expected to reach $100 billion by 2025. As internet penetration continues to grow and consumer preferences evolve, D2C brands are well-positioned to capture a significant share of the Indian retail market.
Also data-driven decisions work for them as they leverage customer data to personalize marketing, product offerings, and pricing, leading to higher engagement and conversion rates. This data advantage enables them to react faster to trends and offer niche products traditional retailers often miss.
Eco-consciousness; Many D2C brands prioritize ethical sourcing, eco-friendly materials, and transparent production processes, resonating with conscious consumers.

Externalities

They also foster strong online communities through social media interaction, influencer marketing, and loyalty programs, creating a sense of belonging. Their strong social media presence and influencer marketing boosts brand loyalty and create a sense of community. Brands like Everlane and Reformation showcase their values and ethical practices, resonating with conscious consumers.
Challenges & limitations
However, despite their positives, D2C brands face numerous challenges in their growth path. Building brand awareness is one of them. Breaking through the noise in a crowded digital marketplace can be challenging for new D2C brands, requires significant marketing investments.

Inventory management, with shorter production cycles and unpredictable demand, is crucial to avoid stockouts or overstocking. Indeed, maintaining optimal stock levels across multiple channels can be complex.

Nuanced picture

Also, building a robust and cost-effective fulfillment infrastructure can be complex, especially for geographically dispersed customers.
While D2C brands are primarily online, some are venturing offline for strategic reasons. It helps them showcase products, as physical stores allow customers to touch and feel products, especially for premium brands.

Experiential retail spaces strengthen brand identity and customer engagement. And offline stores can function as fulfillment centers or click-and-collect points.
Market segmentation
Globally, in D2C segment, premium brands like Bonobos and Glossier target affluent consumers with high-quality, differentiated products and personalized services. Mid-priced brands like Everlane and Reformation offer stylish, well-made clothing at accessible price points, attracting a broader audience.

While value segment brands like Shein and Boohoo focus on fast fashion and trendy styles at competitive prices, targeting budget-conscious consumers. In India too Nyka, Myntra, Lenskart, and Zivame are some major examples of successful D2C brands that are managing both offline and online stores.
Outlines

Both men and women’s wear dominates the D2C landscape, but niche brands in kidswear, activewear, and accessories are emerging. Casualwear is the most popular, but demand for formalwear and occasion wear is also growing.

Ethnicwear, too is gaining traction, especially in emerging markets like India, with brands offering modern interpretations of traditional styles.
Future guidance

Indeed, D2C fashion brands are reshaping the industry with their innovative approaches, personalized experiences, and direct customer relationships.

While challenges exist, their ability to adapt, leverage technology, and cater to evolving consumer preferences positions them for continued growth and disruption.

Breaking the mold in Indian fashion, renowned apparel brand by Aditya Birla Fashion, Pantaloons launched ‘Honey Curvytude,’ a dedicated plus-size clothing range for women. This exciting launch celebrates inclusivity and empowers women of all shapes and sizes to embrace their curves with confidence.

Named ‘Inked in Ikat’, the collection pays homage to traditional Ikat weaves, showcasing them prominently on loose, fusion-style dresses. Additionally, the line features a selection of western wear silhouettes including babydoll dresses, ruffled blouses, and tailored trousers, designed to suit various occasions such as office wear, leisure, and smart casual outings.

Pantaloons distributes its products through both its online direct-to-customer platform and its physical retail outlets spread across the nation. In November last year, the brand inaugurated its pioneering 'Pantaloons On Loop' store in JP Nagar, Bengaluru. Seamlessly integrating technology into shopping experience, this cutting-edge establishment offers over 50 brands, and is tailored to resonate with the preferences of Gen Z shoppers.

Renowned clothing brand, OG&Co has unveiled its latest venture into the realm of high street fashion with the introduction of 'Thy Earth Summit' line. Crafted by brand founder and designer Urshila Rao Ganji, the collection embodies a poetic ode to nature fused with the essence of contemporary fashion.

Ganji says, Thy Earth Summit encapsulates the ethos of nature within the realm of fashion's new era. While being committed to sustainability, the collection offers a diverse array of garments tailored for both men and women. Each garment piece in the collection, from oversized tees to chic co-ords and flowing dresses, resonates with the brand's dedication to environmental responsibility, she adds.

Meticulously designed to resonate with Gen Z consumers in India, the collection features a blend of trend-driven styles crafted from innovative textiles such as hemp, orange peel, milk, soya, and bamboo. From oversized t-shirts to fitted dresses and statement shirts, the line showcases a fusion of comfort, style, and eco-consciousness.

Made from orange peel fabrics, the collection offers antibacterial properties and UV protection, while grass pulp and bamboo blends provide moisture-wicking and insulation benefits, ensuring comfort regardless of the weather.

Currently in production, 'Thy Earth Summit' will be available exclusively through OG&Co's direct-to-consumer e-commerce platform, promising a holistic approach to sustainable fashion for the modern discerning consumer.

Marking a step further in its India expansion, luxury fashion brand Jimmy Choo has opened its third store in Mumbai. Located at the prestigious Jio World Plaza, the biggest luxury mall in India, this latest store joins the brand's existing stores in the city.

The store is operated by Reliance Brands, the retail arm of Reliance Industries. They celebrated the opening with a social media post, highlighting the brand's renowned craftsmanship and inviting customers to ‘step into high-fashion heaven.’

Founded in 1996, Jimmy Choo offers luxury shoes, handbags, accessories, and fragrances. It entered the Indian market in 2007 and now boasts six stores across four major cities: Mumbai, New Delhi, Bengaluru, and Kolkata.

Established in 2007, Reliance Brands focuses on bringing global and Indian luxury and premium brands to the Indian market. The company has partnered with renowned names like Bottega Veneta, Tiffany & Co., Valentino, Versace, Armani, and Balenciaga, among others.