26 July 2023, Mumbai

Introducing The House of Mist, Dubai's leading Pakistani suit brand that has captivated fashion enthusiasts all over India. This article delves into the brand's extraordinary journey and the factors behind its resounding success in the Indian fashion market.

Background

Originating in vibrant Dubai, The House of Mist celebrates the opulent heritage of Pakistani fashion, merging it with contemporary designs to appeal to a broader audience. Meticulous attention to detail, quality fabrics, and impeccable craftsmanship have garnered a loyal customer base worldwide.

What drives

A driving force behind the brand's soaring success in India is its best-selling collection, "Ghazal Lawn," artfully blending traditional Pakistani designs with modern elements.

This unique fusion allows fashion-savvy Indians to make bold style statements while staying connected to their cultural roots, making it perfect for traditional events and contemporary gatherings.

Catering to diverse fashion preferences, The House of Mist offers an array of designs, from timeless classics to chic and trendy styles, suitable for vibrant weddings or formal office gatherings.

Quality & variety is a good combo

Upholding an unwavering commitment to quality, the brand uses premium Pure PIMA Lawn fabrics, adding to its reputation for reliability and excellence. Recognizing the importance of personal style, The House of Mist offers customization options for the "Ghazal" collection.

Customers can select from a wide range of colors, patterns, and embellishments, tailoring their suits to reflect their individual tastes.

Digital marketing is key

The brand's success is further amplified by its robust online presence and digital marketing strategies. Engaging Instagram, adept SEO techniques, compelling content marketing, and interactive social media posts contribute to a strong brand identity and a loyal community of supporters.

Life is never a cakewalk after all; The House of Mist's journey to becoming India's favorite Pakistani suit brand was not without challenges, but their relentless pursuit of excellence and commitment to delivering top-notch products have paid off handsomely.

Latest Textile Events

07 May 2022, Mumbai:

Reliance Retail reported a 2.43 percent increase in pre-tax profit to Rs 3,705 crore in Q4 FY2022.

The retail arm of Reliance Industries (RIL) had posted a pre-tax profit or EBITDA (Earnings Before Interest, Tax, Depreciation, and Amortisation) of Rs 3,617 crore in the 2021 March quarter.

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Its revenue from operations of the organised retail segment stood at Rs 50,834 crore in the latest March quarter, up 23.09 percent from Rs 41,296 crore in the year-ago period.

Gross revenue increased by 23.27 percent to Rs 58,017 crore in the three months ended March 2022 against Rs 47,064 crore in the corresponding quarter.

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During the January-March quarter, Reliance Retail continued to add more stores and invest in network and infrastructure expansion.

It opened 793 stores and added 3.1 million sqft of warehousing and fulfillment space during the quarter.

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18 July 2023, Mumbai

Whilst e-commerce in India continues to be acknowledged as the fastest-growing sales platform, the trend seems to be a growth spurred on by more premium lifestyle products and healthcare whereas sales of mass-market brands are contracting.

As per research firm 1Lattice consumers both rural and urban from the lower economic stratum are not purchasing as much as they used to before and this is true for both platforms - offline and online.

Drop in mass-market brand sales

The decline in the sales of entry-level and mid-range smartphones is a case in point. Smartphone sales make up roughly one-third of the wider electronics segment in e-commerce and dipped by 20 percent in volumes between January and June 2023 on a year-on-year basis.

The drop in value was lesser than 13 percent. Experts are putting this decline down to inflation and the supposed recession that India is apparently going through and the return of the festive season sometime in the fourth quarter of 2023 might turn the decline around.

The data on e-commerce by warehousing solutions provider Unicommerce states between April and June 2023, growth was 24 percent but this data may not prove to be correct as Unicommerce did not include data on smartphones as it does not cater to warehousing for this product category.

Unicommerce says, in these three months, the biggest growth was in the healthcare and pharmaceuticals sector at 47 percent, followed by eyewear at 30 percent and fashion and accessories at 24 percent.

Premium products lead to e-commerce growth

If lower-priced products are pulling down the monetary value of India’s e-commerce, the growth of premium-priced lifestyle products is not only counterbalancing it but also increasing the sector’s total monetary value. Therefore, at this moment in time, sales of high-priced items are counterbalancing the drop in volumes of lower-end products, keeping the e-commerce sector buoyant.

Economic headwinds

Many businesses are not really happy with the current trend as they feel the rise in sales of high-priced items may not be sustainable in the long run as the world’s economic spiral may impact India quite hard soon enough.

With lower-end products declining sharply, the revival of online shopping within that large base of customers may take a long time, which may not be feasible for medium and small enterprises that have only e-commerce as their selling platform.

Drivers

As per experts, while high-value products are driving growth in online retail for now, slowing sales of low-value items is not a good sign for the industry. For example, in the fashion and accessories sector products priced below Rs 500 are selling less while those priced higher are doing well.

This has also been the case with smartphones and the trend continues. Experts are doubtful about this trend panning out over the rest of the year.

The battle between online and offline

This battle continues with online retail experiencing a drop in volumes and offline gaining traffic. More consumers are returning to their touch and feel experience, particularly for higher-priced items which belies the data about premium-priced items driving e-commerce.

ICICI Securities in the meantime published insights on how the e-commerce sector is playing out vis-à-vis the offline retail sector.

It pointed out that while naysayers are questioning the buoyancy of India’s e-commerce, the April to June performance by food and grocery delivery platform Zomato and omnichannel beauty and fashion retailer Nykaa show strong growth. Nykaa’s revenues grew by 11 percent and Zomato’s by 9.2 percent.

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22 July 2022, Mumbai:

One of India’s largest fashion businesses, Aditya Birla Fashion and Retail (ABFRL) plans to develop a customer experience program for offering high-quality digital experiences in partnership with Adobe.

The partnership will enable ABFRL to cater to consumer needs in the fashion apparel and accessories market. The company will reimagine customer experiences through its digital transformation strategy, says Praveen Shrikhande, Chief Digital and Information Officer, ABFRL.

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Using the Adobe Experience Cloud (AEC) ABFRL brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England, and Pantaloons will power their websites and mobile applications as part of ABFRL's digital transformation plan.

The cloud software will enable these businesses to provide personalized content experiences across their many platforms, manage content needs, create and deliver thousands of assets and optimize personalized experiences for millions of their customers.

While, Adobe Analytics, implemented by Adobe Consulting Services, will enable ABFRL to adopt a data-driven approach and derive real-time insights across channels.

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12 January 2022, Mumbai:

Kamal Hassan’s recently launched brand ‘KH House of Khaddar’ has welcomed the recently unveiled Fashion Sustainability bill in New York, saying it could be an absolute game-changer in the global fashion industry. If passed, the bill will effectively hold the biggest brands in fashion to account for their role in climate change, added Hassan.

Launched last year in Chicago in collaboration with designer Amritha Ram, House of Khaddar is an environmentally-conscious fashion brand that aims at ending exploitation and creating a sustainable and accountable ecosystem.

The brand aims to be a 100 per cent ecological brand that sources fabric directly from the weavers and hand-dyes with organic dyes. It has zero chemical wastes and hence zero carbon footprints.

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DAILY NEWS:

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