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Myntra has launched Myntra Fashion brands in the Middle East, giving a strong impetus to its international expansion plans. The company has partnered with the leading regional e-commerce platforms, noon.com and namshi.com to offer brands of Indian origin to millions of fashion-forward shoppers in the region.
Both Noon and Namshi are a part of the Emaar group, a conglomerate located in the UAE. Noon is a horizontal e-commerce platform with offerings in multiple categories, while Namshi is a vertical platform, focussing primarily on fashion in the premium segment. The brands that have been launched on Noon are, Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX, while Namshi will list Dressberry, Mast & Harbour, Wrogn and HRX, over the next few weeks. These brands and styles were chosen based on regional trends and consumer preferences.
With this entry of the Myntra Fashion Brands into the region, the company is largely betting on casual wear categories, which form a major portion of the business in its domestic market. This is also aligned with the latest trends indicating a recent shift towards T-shirts, comfort bottoms and activewear, prompting a focus on similar categories. This shift in trend is propelled by a considerable change in lifestyle, owing to the ongoing pandemic. Over 75 percent of the styles being exported by Myntra to these markets are developed in India.
Speaking about the international expansion, Amar Nagaram, CEO, Myntra, said, “We are elated to announce our overseas expansion. This is a significant milestone in our journey so far and marks the next phase of growth for Myntra. Our research identified high levels of potential channels across the globe offering significant opportunities in the online fashion segment. Amongst these, the Middle East stood out in terms of the audience’s demographic profile, extremely high mobile penetration, the similarity in fashion preferences and a large population of Indian origin. We are looking forward to a 5X growth from the partnership over the next two years. Myntra will continue to explore new markets in order to build brands of international repute and expand its base of global consumers.”
Myntra has established itself as one of India’s leading destinations for fashion and lifestyle and the foray into the Middle East paves the way for its international expansion.
Castelbajac has a long career that spans from design to painting, advertising and street art. He debuted in the fashion world in 1968, when he launched a brand created in collaboration with his mother. He then went on to inspire fashion trends such as the ‘anti-fashion’ movement and the alternative use of objects to decorate garments.
Priyanka Ahuja, Fashion Consultant, Ahujasons adds, “Regardless of latest trends, shawls are always in fashion. This luxurious fashion piece is always at the top of the accessory list as it shows the roots of Indian culture and tradition. If we talk about metro cities, then high fashion stoles have always been the favorable choice whereas in non-metro cities people are more appreciative of traditional handwork and fine embroidery. Lucknow and Kanpur remain untapped market for shawls. I believe Pashmina shawls are well-suited for the elegant styles of these two cities, but they haven’t as yet received the right exposure here.”
Reiterating this, Apeksha Patel, Founder, E2o Fashion says, “Statement earrings and layered necklaces are adding flavor to ethnic wear along with waist-cinching belts with buckles. Tiny 90s-style sunglasses are the new sensation. Silk scarves are being featured heavily as an accentuator on flowing dresses, bag straps, headwear, belts and even as unconventional ways to tie shoes. Chunkier cuff bracelets and big bangles with striking and sculptural designs are stacking up the arm and making a statement this season. Designs featuring autumnal leaves in brooches, necklaces and earring are adding a contemporary feel to the traditional attires.”
Fashion brands are finally beginning to take note of the rising consumer awareness on traceability and sustainability particularly driven by the millenniums. These evolving consumers are deep diving into knowing the history of the apparels before they buy – the story behind each garment and where and how are they manufactured.
Ajay Pradhan, Marketing Manager, The Woolmark Company, India says, “The Woolmark Company is looking at innovative ways to showcase the versatility of the Merino wool fibre and this collaboration with Neeman’s allows us to do exactly that. Merino wool is the world’s most revolutionary natural fibre that’s trans-seasonal, breathable and has a variety of eco-credentials, making it the perfect addition to your wardrobe be it in the form of luxury apparel or innovative. We cannot wait for consumers to try them and experience the natural benefits and versatility of Merino wool.”
While there are a lot of dedicated online portals for gym wear, it remains to be seen how these enterprises survive over a period of time with their niche offering. With fitness being seen as a goal on everybody’s to-do list, especially with the new year approaching, all the gyms will experience a full house and so the sale of gym wear eventually is going to go up, but it is completely upon these brands to maintain the tempo for after all.
The year largely is divided into two seasons – Summer and Winter. The season is launched with an early summer collection which is around February, also a transition from winter to summer. The early summer collection is followed by a full/ peak summer collection, that features comparatively vibrant colors, fresher styles as the summer sets in full swing.
“For us, innovation is the profitable implementation of ideas that deliver exceptional value to our consumers and to the company,” says Matteo Lambert, VP Collections, Bata. As a forerunner in the Indian footwear industry, Bata is propelled by a 3 Key Innovation mantra that relates to comfort, performance and sustainability. The brand’s light weight, flexible and more rebound outsoles made of enhanced and unique formulation compounds speak volumes about the brands dedication to innovate. The healthy comfort footbeds and insoles of its Comfitrange and Insolia Collection are some of the highlights of its latest offering.
Elaborating on the second innovation, Jennifer Kapasi says, “Our Magic Motion series is made from the most comfortable fabrics. Powered by LYCRA sport technology, these bras have stay dry properties, bacteria-reducing fabric with moisture management mesh. Extremely elastic fabric using LYCRA, guarantees unique freedom of movement.”
Sharing Hidesign’s sale from online channels, he says, “At present online contributes about 20 percent of our revenue. We ensure all collection launches are available in our physical as well as online stores, and in case a product is sold out online, we procure it from stores. Overall, we grew a little slower last year than expected both due to demonetisation and GST. We grew about 15 to 16 percent. This year we hope to grow above 20 percent. This year, Hidesign will be entering new airports that are now privatized for retail. Internationally, we are exploring new spaces such as Sarajevo, Indonesia and solidifying our presence in Kenya and Portugal and Spain. We are present in 24 countries and our products are available in over 2,000 stores worldwide.”
Asha Esther Jaikishan also confirms that the internet has certainly helped Numero Uno to align better with its customers through the physical store network. The brand gathers live customer data and do analysis as per the buying behaviour of each customer to plan out their strategies.
“Lifestyle has always endeavored to provide its customers the best-in-class shopping experience. With technological advancements, the shopping experience has evolved and we, as a progressive retailer, have embraced many of these technological advancements to further enhance the shopping experience we off er our customers,” says Vasanth Kumar, Managing Director, Lifestyle International.