THE WINTERWEAR MARKET IN INDIA€¦ · Sr. Photographer: Vipin Kardam Marketing & Consumer Connect...

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OCTOBER 2014 | 190 PAGES | VOL. XV NO.10 | www.imagesfashion.com

Editor-In-Chief: Amitabh TanejaEditorial Director: R S RoyPublisher: S P TanejaHead, Knowledge & Editorial Alliances: Rajan VarmaBureau Chief (Mumbai) & Associate Editor: Gurbir Singh Gulati Sr.Correspondents: Rosy Ngaihte Sharma, Vandana Correspondent: Roshna ChandranReporter: Nipun Augustin Jacob

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Dear Readers

Wish you a very happy and prosperous festive season.

We are just back from a most successful India Retail Forum and I do wish to apologise for closing delegate registrations early, and just like what Sachin and Binny said, I too will cite the “truly overwhelming response” as the reason. What this means is that, we are today living in times of great buoyancy not just in consumers but in retail businesses as well. I am also sure that most retailers would be keeping a very close watch on the on-line and mobil spaces with the every-where prescribed omni-channel approach. I am sure that this is a journey of self discovery and will be a long continuous process as all such journeys are, and in the meanwhile, I very strongly recommend an immediate and deeper look at the subject of fashion creation and our approach to customer service. So perhaps you may begin reading this the October issue of Images BoF either from Page number 116 which has a talk with WGSN on fashion forecasting; or page number 164 which is a truly wonderful piece on serving our customers.

In this issue we begin by profi ling Spykar, our home grown youth fashion icon. We also present a short report the India Retail Forum 2014 and a synopsis of the key learning that emerged and are relevant for fashion. And in research we go double-the-trouble (it was a joy actually) and present a study on the winterwear market in India and another one on the fashion accessories market in India. The issue also takes a close look at the changing role of bags and wallets. We also study the worsted woollen suitings category in India and talk to the TWC global research head on recent developments in wool, key global trends, market strategies and the company’s initiatives for India.

I am sure you would love the wealth of inputs and insights we try to gather for you.

Happy Diwali

Amitabh Taneja

Advertising

BUSINESS HEADSantosh Menezes, Assoc. Vice [email protected].: +91 9820371767

TEXTILES, TRIMMINGS & EMBELLISHMENTSJitender Sharma, Asst. [email protected] Mob.: +91 9958729411Adarsh Verma, Sr. [email protected] Mob.: +91 9999251621Shailesh Patel, Asst. [email protected] Mob.: +91 9892617681

For subscription related queries, email to: [email protected] feedback/editorial queries, email to: [email protected]

Editorial_Oct14.indd 23 10/16/2014 5:51:40 PM

contents | October 2014

EVERY MONTH23 Editorial

30 Letters to the Editor

42 Outlets

46 Seasons Offerings

POWER PROFILE52 Raising the Bar Spykar, one of India’s leading youth fashion brands, continues to

add ranges of products and categories to its portfolio to keep up with the changing market dynamics.

RESEARCH82 The Fashion Accessories Market in India Amit Gugnani, SVP, Fashion (Textile & Apparel) and Kanti Prakash

Brahma, Principal Consultant, Fashion, Technopak share insights on the fashion accessories market in India and its organised and unorganised sides.

BAGS87 More than a necessity: The Changing Role of Bags and Wallets

Images Business of fashion takes a quick look into the bag’s category, both men’s and women’s bags, and a peep into wallets.

ACCESSORIES92 Cuff Parade Gauntlet-like cuffs and bold necklaces inspired by armour plating

have merged as this season’s more glamorous takes. A trend harks that goes back to the Bronze Age, objects made of metal twisted together into a collar necklace were popular.

RETAIL WATCH94 Winning with Winter Wear Mumbai-based retail store, Roopam shares the journey of its

winterwear sections with Images Business of Fashion.

46COVER COURTESY: BEING HUMAN

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FEATURE98 Timeless Elegance Silvia Venturini Fendi, creative director of Fendi tells us about the

new Fendi and Safi lo Colour Block Eyewear 2014 collection.

REPORT102 India Retail Forum 2014-A Synopsis and Key Learnings for Fashion It’s not enough to understand the needs of the customer today; you

need to forecast the needs of a customer of tomorrow. The retail environment is as dynamic today as it has ever been and with all eyes on on-line and omni-channel the India Retail Forum brought to the fore key issues of today. A report.

PERSONALITY OF THE MONTH110 Connecting Fashion and Culture Sahibjit Singh Bindra, director of Pakistan Fashion Development

Council (PFDC) The Boulevard in India, in conversation with Images Business of Fashion shares how privileged he feels to connect the cultural sensibilities of two countries.

C O V E R S T O R Y

WINTER STYLE A LA BOLLYWOODTake a cue from Bollywood’s most stylish celebs who reveal their winter wardrobe preferences to face the chills in style.

THE WINTEWEAR MARKET IN INDIAAmit Gugnani, SVP - Fashion, Textile and Apparel and Kanti Prakash Brahma, Principal Consultant - Fashion, Technopak share insights on the winterwear market.

PROMINENT WINTERWEAR BRANDS IN INDIASeven winterwear brands in India share about their collections, retail presence and future plans.

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52 | October 2014 | IMAGES Business of Fashion

power profi le

Known for its youth appeal and vigour, Spykar is one of the most admired casualwear brands in India today. The fi rst chapter of its success story was written

over 20 years ago, when its founder and managing director Prasad Pabrekar, a qualifi ed engineer with laundry business background, found his calling in the denim industry. The vast repertoire of technical knowledge in denim fi nishing gained via laundry business came in handy for him while setting up his own denim manufacturing venture. Reminisces Sanjay Vakharia, Marketing Director, Spykar Lifestyle Pvt. Ltd.: “Armed with product expertise, Pabrekar meticulously put together the state-of-the art infrastructure and skilled team of designers, production and sales people to set up a denim processing unit in Mumbai in 1992, and began manufacturing denimwear under the brand name – Spykar. We established ourselves quite strongly in the home city to begin with. Thereafter, we started expanding our presence to other cities and regions. Ten years down the line, the brand became a key player in the Indian denimwear market.”

Associated with the company since inception, Vakharia has witnessed every bit of its journey thus far. He continues: “To further consolidate our market standing, we forayed into retail in 2003, and opened our fi rst exclusive store at Mumbai’s Phoenix Mills shopping mall. In 2006, we also began franchising in a bid to swiftly expand our retail footprints at pan India level. Our founder’s unstinting belief in entrepreneurship has made Spykar the franchising giant that it is today.”

RAISING THE BARINCEPTED AS A DENIM MANUFACTURER IN 1992, SPYKAR TODAY HAS EARNED FOR ITSELF STRONG BRAND EQUITY AS INDIA’S LEADING YOUNG FASHION RETAILER. EVEN AS DENIM REMAINS ITS CORE PRODUCT, THE COMPANY HAS CONTINUED TO ADD A RANGE OF PRODUCTS AND CATEGORIES TO ITS PORTFOLIO TO KEEP UP WITH THE CHANGING MARKET DYNAMICS.

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cover story

ACCORDING TO THE TEXTILE & APPAREL MARKET IN INDIA IS ESTIMATED AT US$ 99 BILLION AND IS EXPECTED TO BE WORTH US$ 237 BILLION BY 2023. WHILE, THE WINTERWEAR CATEGORY IS ESTIMATED AT `13,920 CRORE (AS OF 2013) AND IS EXPECTED REGISTER GROWTH AT 9 PERCENT TO REACH `32,000 CRORE BY 2023. AMIT GUGNANI, SVP - FASHION (TEXTILE & APPAREL) AND KANTI PRAKASH BRAHMA, PRINCIPAL CONSULTANT - FASHION, TECHNOPAK SHARE MORE INSIGHTS ON THE WINTERWEAR MARKET.

THE WINTEWEAR MARKET IN INDIA

The Textile & Apparel (T&A) market in India is estimated at US$ 99 billion and is expected to be worth US$ 237 billion by 2023 corresponding to a CAGR of 9 percent. India’s T&A exports stood

at US$ 40 billion, making it the second largest T&A exporter after China. India’s domestic T&A market is estimated at US$ 59 billion with a 31 percent and a 69 percent share made up by textiles and apparels respectively. The market is expected to witness high growth thanks to demand catalysts like rising income levels, increasing urbanisation, and growth in purchasing power. It is estimated that the domestic T&A market will be worth US$ 142 billion by 2023 thanks to growth at 9 percent, with textiles and apparels expected to contribute US$ 101 billion and US$ 40 billion respectively.

The Indian apparel industry is segmented into four major categories, viz. menswear, womenswear, boyswear and girlswear. At present, menswear makes up the largest chunk of the apparel market with a 43 percent share and is closely followed by womenswear, with 37 percent, and boyswear and girlswear, with 10 percent each. It is expected that the womenswear category will catch up with menswear by 2023 in terms of size.

With increasing globalisation, industrialisation and spending power, there has been a continuous change in lifestyle which has led to the consumers developing a taste for seasonal clothing and occasional dresses. The winterwear category, one of these seasonal categories, is estimated at `13,920 crore (as of 2013) and is expected register growth at 9 percent to reach `32,000 crore by 2023. The Indian winterwear market is also clearly segmented as branded and unbranded with the unbranded segment commanding a 70 percent share of the market. Players in the branded segment are trying hard to claim a greater share by innovating and offering new product ranges.

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I N S I G H T SFORECASTING THE FASHION AMBITIONS OF INDIAThose sampling trips to international shores and fashion shows are passe. The new evolved fashion consumer is suffi ciently fashion savvy to sieve the originals from the copy cats. A new era in fashion creation beckons, which needs much more sophisticated efforts, both in looking inwards and searching outwards.

T R E N D S WINTERWEAR TRENDS FOR FW ’14-15Ingene Insights Consultancy presents the latest trends for the coming cold.

R A M PMYSORE FASHION WEEKWe put together snapshot looks from the recently concluded Mysore Fashion Week 2014.

F E A T U R EWORSTED WOOL-THE OBVIOUS YET NOT-SO-OBVIOUS CHOICEThe increasing preference of experimental clothing fabrics for suitings has reduced the growth of worsted wool segment in India, locally and globally. Let us look at the how and why and at reverse preferences growing for sustainability.

Q & A WOOL IS AFFORDABLE LUXURY Dr Paul Swan, General Manager – Research, The Woolmark Company shares insights on recent developments in wool, key global trends, market strategies and the company’s initiatives for India.

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T R E N D SWINTERWEAR AND ACCESSORIESWGSN shares winterwear and accessories trends for 2015.

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WGSN is a global fi rm that provides strategic intelligence, trend forecasts and accurate product performance data to the style and retail sectors. It has a solid reputation as a leading provider of global, powerful information services that

offer market, brand and product forecasts up to fi ve years out. WGSN’s unique and innovative products and services enable the 75,000 global users to reduce risk and make better-informed business decisions. WGSN has trends and information hubs in New York, Hong Kong and London and has 16 offi ces around the world. It employs approximately 500 people, and more than 50 percent are content experts.Technopak is a leading consulting fi rm in India that focuses on fi ve major divisions viz retail, consumer products & e-tailing, fashion – textile and apparel, food services and agriculture, education and healthcare. They have a number of prestigious clients such as Godrej, Airtel, Clarks, Giorgio Armani, H & M, Levis, Shoppers Stop, Raymond, etc.The two leaders in their respective arenas came together to renew a successful seven-year partnership and to launch the new service WGSN.com. WGSN.com is a global

THOSE SAMPLING TRIPS TO INTERNATIONAL SHORES AND FASHION SHOWS ARE PASSE. THE NEW EVOLVED FASHION CONSUMER OF THE DIGITAL ERA IS SUFFICIENTLY FASHION SAVY TO SEIVE THE ORIGINALS FROM THE COPY CATS. A NEW ERA IN FASHION CREATION BECONS MORE SOPHISTICATED INWARD AND OUTWARD EFFORTS. BY VANDANA RANA

FORECASTING THE FASHION AMBITIONS OF INDIA

Insights

DAN COTTON, GENERAL MANAGER, ASIA PACIFIC, WGSN GROUP

AMIT GUGNANI SR. VP, FASHION – TEXTILE & APPAREL, TECHNOPAK

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DENIM AND FASHION TRENDS – CAPSULE FOR INDIA

Editor-in-Chief: Sabine KühnlCreative Director: Gian Luca FracassiSenior Editors: Maria Cristina Pavarini/Christopher BlomquistFashion Editor: Juliette NguyenManaging Editor: Wolfgang Lutterbach

Credits for India Capsule

FACTS | BRANDS152 Live for Levi’s As Brand President, James Curleigh is responsible for

Levi’s brand strategy, which could be called a high-wire act between tradition and modernity.

FACTS | BRANDS154 From Dusk till Dawn Does the world need yet another denim label? If it’s

offering something new, defi nitely. Like Dawn.

FACTS | RETAIL162 Store Envy Just what is modern design in fashion retail? Adam

Brinkworth of London’s renowned design agency Brinkworth explains.

FASHION | TRENDS164 Welcome Retail is changing–constantly. The only thing which stays

the same is that customers want service. Fulfi lling this desire is more important than ever.

FASHION | TRENDS172 Wanna have unisex? There is a compelling development happening in fashion

just now: Menswear is infl uencing womenswear and the other way around. What’s new about that? The implicitness of it.

FOCUS | REPORT178 Who is allowed to do what? Designers vs. product managers.

FASHION | STREETWEAR184 Higher, farther and faster The sportswear hype is burgeoning and sneakers have

been the top item in footwear for several seasons. Brands such as Nike and Adidas are riding the wave of success–in terms of style and image. But what’s up with Puma? A certain quietness has settled around the feline predator. That is supposed to change now.

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152 | October 2014 | IMAGES Business of Fashion | Capsule for India – Sportswear International

facts | brands

LIVE FOR LEVI’S AS BRAND PRESIDENT, JAMES CURLEIGH IS RESPONSIBLE FOR LEVI’S BRAND STRATEGY, WHICH COULD BE CALLED A HIGH-WIRE ACT BETWEEN TRADITION AND MODERNITY. BY SABINE KÜHNL

> He gets around, there’s no question

about that: James Curleigh,

president of the Levi’s brand for over

two years now. The Canadian has over

20 years of experience in the consumer

goods industry. Anybody who has

followed the fortunes of the Levi’s brand

over the past two decades knows: This

is exactly the right person for the San

Francisco company.

Slumping sales revenue, job cuts,

changes in senior management–the

business sections of newspapers were

not exactly reporting rosy scenarios

for the jeans pioneer. On the product

side, according to feedback from retail,

there was confusion when it came to

how the brand was set up and the mix

of individual Levi’s lines: too many and

lacking clear structure. Added to that

was the general crisis in the jeans

market, with some success-spoiled

brands repeatedly hit with bad news

when it came to the sales volume of

no-name brands such as Primark,

Forever 21 or Uniqlo.

Curleigh is working with his team on the

brand image and product to get those

figures back on the upswing. But the

real story is far more than the launch of

the global “Live in Levi’s” campaign or

revamping its product range.

GOAL: BEING A LIFESTYLE BRAND

Curleigh understands this and calls the

values Levi’s stands for to mind: “Levi’s’

story is a modern version of the Wizard

of Oz: We have everything we need to

succeed in the future, we have soul,

heart, a DNA, innovation, leadership–

we just have to reveal what’s already

there.” He definitely does not want to

lose himself in the glorious past of this

American icon: “There is a reason why

a car’s windscreen is much bigger than

the rear view: to be future focused.” And

“There is a reason why a car’s windscreen is much bigger than the rear view: to be future focused.” — James Curleigh

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THE WINTERWEAR MARKET IN INDIA€¦ · Sr. Photographer: Vipin Kardam Marketing & Consumer Connect...

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