Denim lifestyle brand Levi's plans to expand its international presence by opening new stores in key locations in Bangladesh including Chittagong in the coming months.

The brand recently forayed into the Bangladesh market in partnership with DBL Group. It opened its first store across 2.270 sq ft in Dhaka to offer a wide range of products including denims, non-denims, and tops for both men and women tailored to regional preferences.

Amisha Jain, Managing Director, South Asia-Middle East and Africa (SAMEA),Levi Strauss, says, the brand’s first store in Dhaka supports its focus on the direct-to-consumer retail and aligns it with a dynamic market propelled by the consumer base and swift urbanisation in cities such as Dhaka and Chittagong.

Levi’s strategic entry into the Bangladesh market and distinctive strategies position it to forge a robust presence and foster sustainable growth, adds Jain.

Levi Strauss & Co’s products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites with a global footprint of around 3,200 brand-dedicated stores and shop-in-shops. 

Indian fashion industry is undergoing a digital makeover, with e-commerce emerging as the new runway. This dynamic market is projected to reach a staggering $18.76 billion by 2030, at a Compound Annual Growth Rate (CAGR) of 34 per cent. Many factors have worked in tandem that has led to this sartorial shift.
Many studies have indicated the growth story of Indian fashion e-commerce market. According to Coherent Market Insights, the market size stood at $14 billion in 2023. Similarly, a report by GlobeNewswire highlighted CAGR of 34 per cent. This explosive growth can be attributed to the increasing internet penetration rate in India. With affordable smartphones and high-speed internet becoming commonplace, online fashion shopping is gaining immense traction.
What’s fuelling the fashion frenzy
Growing Internet and smartphone penetration is one major reason. India's internet user base has reached a staggering 854 million users in 2023. This, coupled with the widespread adoption of affordable smartphones, has created a digital-savvy population eager to explore online shopping avenues. Moreover, India boasts a young population comfortable with online transactions, making them prime targets for e-commerce fashion platforms.
India's growing economy has led to a rise in disposable incomes, particularly among the young and middle-class demographics. This increased spending power fuels the demand for a wider variety of fashion products. Also, online shopping offers unmatched convenience, allowing consumers to browse and purchase from the comfort of their homes. E-commerce platforms provide access to a vast selection of brands and products, often exceeding the physical limitations of traditional stores. And what has worked really well is that e-commerce platforms frequently offer discounts, deals, and loyalty programs, making fashion products more accessible and enticing for budget-conscious consumers.
Challenges on the runway
Despite the optimistic outlook, the Indian fashion e-commerce market faces certain challenges.
Logistics and delivery concerns: Ensuring efficient and cost-effective delivery across India's vast and diverse geography can be a hurdle. Additionally, concerns around product returns and exchanges can deter some consumers.
Cash on Delivery (COD) reliance: A significant portion of Indian consumers still prefer COD options, which can lead to higher operational costs and order cancellations.
Counterfeit products: The presence of counterfeit products online can erode consumer trust and negatively impact legitimate brands.
Limited infrastructure: Uneven internet connectivity, particularly in Tier II, III cities, can hinder the full potential of online fashion shopping.
Changing buying behavior
The Indian fashion e-commerce consumer is evolving rapidly. Here's a data-driven snapshot…
Millennials and Gen Z dominate online fashion shopping, accounting for a significant portion of the customer base. While women traditionally make up a larger share of online fashion shoppers, men's fashion e-commerce is witnessing significant growth. Tier-II and -III cities are experiencing a boom in online fashion shopping, indicating expanding reach beyond metros. While a segment of consumers seeks premium and luxury brands online, a significant portion remains value-conscious, seeking deals and discounts. Social media platforms significantly influence online fashion buying behavior, with trends and recommendations driving purchases.
Meanwhile, the online fashion landscape is witnessing exciting trends:
Rise of domestic brands: Indian fashion e-commerce platforms are showcasing a growing number of homegrown brands, catering to local tastes and preferences.
Sustainable fashion: Consumers are becoming increasingly environmentally conscious, leading to a rise in demand for sustainable and ethical fashion options online.
Personalized shopping: E-commerce platforms are leveraging data analytics and AI to offer personalized recommendations and improve user experience.
Live streaming and video commerce: Interactive formats like live streaming fashion shows and video reviews are gaining popularity, influencing buying decisions.
Omnichannel retailing: The lines between online and offline retail are blurring. Brands are integrating online and offline experiences to offer a seamless shopping journey.
The Indian fashion e-commerce market caters to various segments. The luxury is still nascent but it is witnessing growth, driven by increased brand presence and secure payment gateways. The premium fashion segment holds a significant market share, with established brands and designer labels attracting a loyal customer base. However, it’s the mass market segment is the largest, driven by affordability and a wider variety of products. Value fashion brands and private labels offered by e-commerce platforms are performing exceptionally well. Data suggests that the premium segment is expected to witness the fastest growth rate in the coming years. This can be attributed to the rising disposable incomes of upwardly mobile consumers.

Aditya Birla Fashion and Retail Ltd’s (ABFRL) fashion retail store chain Style Up has increased in store count in South India by opening its third store in Bengaluru.
Located at Jayaprakash Nagar, the store offers a wide range of retail brands by ABFRL including Louis Philippe, Allen Solly, Peter England and Van Heusen, catering to men, women and kids.

Established in 2019, large-format fashion store chain Style Up currently operates 29 stores across 20 Indian cities. The store chain is operated by the Aditya Birla Group-owned company ABFRL which also owns other brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England.

ABFRL also 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 currently has 3,977 stores across approximately 33,535 multi-brand outlets with 6,723 points-of-sales in department stores across India as of March 2023.

Fashion retailer V2 Retail is gearing up for an ambitious expansion drive with plans to add 35-40 new stores in FY25.

The company plans to invest around Rs 100 crore towards this expansion, says
Akash Agarwal, Whole-time Director, reveals. In FY24, the company witnessed a significant turnaround in its operational performance, rebounding from the challenges posed by the pandemic-induced inventory overhang that affected its liquidity.

In the first nine months of the fiscal year, V2 Retail experienced a remarkable same-store sales growth (SSG) of 29 per cent, with a staggering 40 per cent increase in the fourth quarter alone. Additionally, the average sales per square foot surged by 29 per cent, demonstrating growth across all regions. Notably, Karnataka led the pack with a remarkable 50 per cent SSG in Q4.

This success was attributed to strategic reallocation of space based on sales performance of different product categories. For instance, the company observed that half-sleeved casual shirts outsell full-sleeved shirts in the South, while the trend reverses in Bihar and UP. Consequently, V2 Retail made adjustments in assortment and space allocation to optimize sales potential.

In the upcoming fiscal year, V2 Retail is set to open new stores across a total area of 4 lakh sq ft. The initial phase will see the launch of 20-35 stores, followed by further expansion. The capital expenditure for this expansion is estimated at approximately Rs 40 crore, with an additional Rs 50 crore allocated for inventory. Moreover, the retailer is gearing up to embrace an omni-channel strategy within the next two-three months, further augmenting its reach and customer engagement.

Yousta, the youth fashion format of Reliance Retail has expanded its store network by opening its first high street store in Mumbai.

Located in New Panvel, the store serves as a vibrant hub that celebrates individuality and brings fashion fantasies to life through an enticing blend of style and affordability. All products at the store are priced below Rs. 999, with a majority priced below Rs. 499. Yousta recently opened a store at Phoenix Marketcity, Viman Nagar in Pune; it’s second in the city.

Reliance Retail announced the launch of its youth-focused fashion brand Yousta in August 2023 with the opening of its first store in Hyderabad’s Sarath City Mall. Today, it has over 19 stores in 15 states across the count.

Digital wholesale platform Joor has unveiled its new initiative titled, ‘Sustainability in Focus.’ Dedicated to showcasing brands worldwide committed to sustainable practices, this show aims amplifies the visibility of eco-conscious collections and assists global retailers in sourcing sustainable products for their stores.

Being held from Apr 02-June 02, 2024, this event features 136 sustainable brands including Ganni, Johnstons of Elgin, Marine Serre, and Stella McCartney, etc.

Amanda McCormick Bacal, Senior Vice President-Marketing, Joor emphasises the importance of supporting sustainability efforts across the fashion industry. With its extensive network of global fashion buyers, the platform serves as a vital link between designers and retailers, providing visibility and fostering connections, Bacal says.

Launched in 2020, Joor Passport has streamlined the global trade show and fashion week experience, offering a centralised platform for buyers. This tool has proven indispensable, especially amid restricted travel conditions. As physical events gradually resume post-pandemic, Joor Passport plans to expand its reach, catering to both virtual and in-person attendees.

In 2021, Joor extended its presence to Japan, hosting a virtual fashion event featuring over 30 Japanese brands. This expansion facilitates connections between brands and international buyers, enhancing business opportunities.

Furthermore, in November 2023, Joor partnered with ISPO Munich, a sports trade fair, to foster growth in sports, outdoor, and lifestyle product domains, highlighting its commitment to diverse sectors beyond traditional fashion.