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 FASHION
FOREWARD www.imagesfashion.com

Dear All,
As work and home spaces overlap, comfort The March 2021 issue of IMAGES Business of
and versatility have taken precedence for all, Fashion highlights the change in dynamics of
leading to new the invention of new offerings this category as heralded by the Coronavirus
from brands and retailers – apparel that can pandemic. The issue takes a look at how brands are
easily transition from work from home to shifting stance to face the burgeoning demand for
grocery-runs and social-media appearances. casualwear, the challenges and the opportunities
With a major part of the world still restricted offered.
to their homes, fashion senses have started
The issue also brings for the opinion of a slew of
gravitating towards comfortable yet presentable
fashion leaders who expound on the innovations
clothes. Due to this, the demand for casual wear
and strategies they have utilized for their respective
has skyrocketed globally post the lockdown.
brands, so that we can adopt them in our own
The work from home model has impacted capacities to help stabilize our businesses now and
workwear wardrobe choices greatly. With fortify it for the future.
most corporate offices relaxing the formal
For FAQs pertaining to shift in the market dynamics,
wear rule, comfortable power dressing is key
consumer sentiments and on all things related to
in the new normal. Office goers working from
fashion retail, do log on to our website,
the confines of their home have gravitated to
https://www.indiaretailing.com/
smart casuals. The shift has been instinctive
and the casualwear category, which is fulfilling Cheers!!
the requirements of the trend, is in great
demand. It has captured the market in a way
it never has before. The fashion industry has
taken note of this new cultural shift and brands
are aggressively marketing their casualwear
category.
Amitabh Taneja

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ADVERTISOR’S
INDEX

9
Inside Front Cover
DEAL JEANS
Special Insert
ZOIRO
Inside Back Cover
SAFEXPRESS
Back Cover
INDIAN RAYON/RAYSIL

INDIARETAILING 53
KK FASHION 26
NEXT ISSUE 54
SUBSCRIPTION 47
MARCH ISSUE | 2021
Contents
11-26
Business & Innovation
Collaboration Pg No. 22-23
Huntsman Textile
Effects and Sciessent
Partner to Enable
Sustainable Microbe-
and Odor-Resistant
Textiles
Pg No. 12
Women’s Day Special
MAMAEARTH ANNOUNCES
#UNITEDBYGOODNESS
CAMPAIGN
Pg No. 14
Retail Expansion
Value Fashion Retail
Major V-Bazaar Forays
Into Grocery Segment
Pg No. 15
Collection Launch
POWER BRAND GRADO
LAUNCHES SPRING SUMMER
COLLECTION
Pg No. 16-17
House of Badnore
Launches Suave Pocket
Squares For Men
Pg No. 18
Sarah & Sandeep
introduce first Couture
bridal collection for
‘Power Brides’
Pg No. 19
ADIDAS UNVEILS
FORMOTION ACTIVEWEAR,
A COLLECTION INSPIRED BY
SHAPEWEAR TECHNOLOGY
Pg No. 20
Event
Zivame’s ‘The Grand
Lingerie Festival,’ a fun &
quirky event to shop at
Pg No. 21
Focus feature
Store Launch Keep it Casual with
adidas Originals Sporto’s Comfortable,
celebrates the launch Stylish Apparel
of its new store in
Chandigarh Pg No. 35
Expert Opinion
Strategy Keeping With the
Mango announces actress Trend in Kids Apparel &
Vaani Kapoor as its first Accessories Segment-
brand ambassador Spring Summer 2021
for India Pg No. 36-37
Pg No. 24
Interview
Lenzing AG: Tailoring
Initiative
Sustainable & Environmentally
Dollar Industries Limited Responsible Lifestyles
Celebrates Women’s Day
for India Avinash Mane, Commercial Head, South Asia,
Lenzing Group, talks about how the brand has
Pg No. 25 quickly transitioned into a serious challenger
for existing sustainability brands in India
CAMPAIGN LAUNCH
Ethnicity Launches Pg No. 38-42
the ‘Joy of Getting
Dressed’ Campaign
Pg No. 26
43-52
27-42
FASHION RESEARCH
Casual Wear
Sustainability
Lenzing Unveils Pioneering
Tencel™ Modal Fiber With Indigo
Color Technology To Help
Elevate Sustainability In The
Denim Industry
Pg No. 44-46
Decoding Consumer Behaviour
Retailtainment And
COVER STORY Convenience To Redefine
Retailers Get Serious About India’s Consumer Retail
Casual Wear as It Takes Story: Deloitte
Centrestage in Global Fashion
Deloitte India’s 2021 edition of ‘KNOW Your
As the world became restricted to their homes, Consumer – What You See Is What You Get’
fashion senses started gravitating towards highlights key trends that will drive a new
comfortable and presentable clothes that wave of growth strategy in the retail consumer
can easily transition from work from home to industry
grocery-runs and social-media appearances
Pg No. 48-52
Pg No. 28-34
BUSINESS & INNOVATION
BUSINESS & INNOVATION
HUNTSMAN TEXTILE EFFECTS AND SCIESSENT PARTNER TO
ENABLE SUSTAINABLE MICROBE- AND ODOR-RESISTANT TEXTILES
Huntsman now delivers complete end-to-end system for protection effects.
A
s consumers around the world
begin paying more attention to
health and hygiene, Huntsman
Textile Effects and Sciessent will
12
cooperate to help mills and brands
deliver active wear, outerwear, home
textiles and other products with long-
lasting protection against microbial
growth and odor. Huntsman Textile
Effects will also become the exclusive
distribution partner of Sciessent’s Agion®
Antimicrobial*, Lava XL® anti-odor
solution, and dual-action Active XL®.
“Both Huntsman Textile Effects and
Sciessent share a deep commitment
to innovation, environmental
sustainability and customer service. As
partners, our joint goal is to offer the
highest level of protection for textiles
2021 / MARCH ISSUE // COLLABORATION
so that they stay fresher for longer,”
said Rohit Aggarwal, President of
Huntsman Textile Effects.
“Through this partnership, we are both
extending our reach to manufacturers
and enhancing our offerings by
coupling them with Huntsman
Textile Effects’ broad range of
innovative and sustainable protection
IMAGES Business of Fashion
technologies. It is a great opportunity
for manufacturers to differentiate
their products through the combined
strength of our brands,” said Paul C.
Ford, CEO , Sciessent .
Sciessent is recognized for the
proven effectiveness and safety
of its antimicrobial and anti-odor
technologies throughout the global
textile and apparel industry.
Sciessent Agion® Antimicrobial is the
industry-leading antimicrobial solution.
Durable up to 100 home washes, Agion®
is also customizable to meet brands’
performance and cost goals. Agion®
Antimicrobial has been used on FDA-
approved medical devices.*
Sciessent Lava XL® is a next-generation
non-bioactive odor-control solution, ideal
for sportwear and athleisure wear. Lava
XL®’s triple action technology utilizes
zeolite minerals with a large surface
area to capture, absorb and degrade
odors as they pass through the fabric.
Sciessent Agion Active XL® combines
the advanced dual technologies of
*The Agion® Antimicrobial is presently registered by the United States Environmental Protection
Agency as a preservative and bacteriostatic agent for use in treated articles under 40 CFR 152.25a.
Agion® Antimicrobial and Lava XL® to
deliver outstanding odor protection.
The antimicrobial fights odor-causing
bacteria on the garment, while the
odor-control solution captures odor
generated by sweat on the skin.
The Sciessent solutions are easily
integrated into the finishing process
and can be combined with a range of
other finishes, including Huntsman
Textile Effects’ durable water repellents
and comfort systems to cost-effectively
produce high-performance textile
products that are safe and sustainable.
Huntsman Textile Effects and Sciessent
both champion environmentally
responsible products that help the textile
industry meet its regulatory obligations
and the expectations of the world’s
most exacting brands and consumers.
The Agion®, Lava XL® and Active XL®
products are all bluesign® approved
and listed on the Zero Discharge
of Hazardous Chemicals (ZDHC)
Foundation ZDHC Gateway, complying
with ZDHC Level 3 requirements.
BUSINESS & INNOVATION
MAMAEARTH
ANNOUNCES
#UNITEDBYGOODNESS
CAMPAIGN TO
CELEBRATE WOMEN’S DAY!
A digital and social media campaign to celebrate the integral
goodness of women.
M
amaearth, a toxin-free personal
care brand built on the purpose
of Goodness Inside, announces
#UNITEDBYGOODNESS, a digital and
social media campaign for International
Women’s Day to commemorate deep-rooted
14
goodness in women.  Commenting on the initiative, Ghazal
It is an undeniable fact that women are jack
of all trades. They are leaders who lead the
way, providers who shower us with love and
warmth, and achievers who attain respect
and success in their respective field. Their
goodness comes through in many ways
and becomes a reason for the happiness
of people around them. Mamaearth has
always believed in doing good deeds and
celebrating the goodness in people.
With the core belief that goodness starts
2021 / MARCH ISSUE // WOMEN’S DAY SPECIAL
with the small things that each one of us
does every day, why should women’s day
be only about trail blazing achievements?
Beautifully put by H. Jackson Brown Jr.,
“It’s the little things in life that matter the
most”, hence Mamaearth would like to
invite everyone to recognize the goodness
in women, this women’s day.  products. Driven by innovation and using
The campaign encourages everyone to
celebrate their goodness this women’s day,
recognizing the smallest act of goodness
done by fellow women. Mamaearth
believes that women have done so much
IMAGES Business of Fashion
good in the world, and we all can share the
positive force they induce in society. With
this campaign, the brand wishes to unite
women all over the country by small deeds
of goodness.
Alagh, Co-founder and Chief Innovation
Officer, Honasa Consumer Pvt. Ltd. says,
“Goodness is at the core of Mamaearth,
and Women’s Day could not be any
different. Invariably, on this day, we
recognise women achievers in business,
science, sports etc; but women play more
roles than one, and they spread goodness
in the lives of people around them. This
was our starting point, and we are excited
about this campaign and we urge people to
come together and celebrate goodness with
the women who add value to their lives.”   
About Mamaearth
Founded by husband-wife duo Ghazal
Alagh and Varun Alagh, Mamaearth is
Asia’s first brand with Madesafe certified
products that offer 100 percent toxin-free &
natural baby care, skincare, and hair care
the best of science and ayurveda, the brand
caters to all personal care needs of young,
aspirational and increasingly conscious
Indian consumers.

VALUE FASHION RETAIL MAJOR
V-BAZAAR FORAYS INTO GROCERY SEGMENT
L
eading value retail chain V-Bazaar
has announced its foray into the
grocery business as a part of its
retail expansion plans.
The 72-store strong retail major has
its operations spread across Bihar,
Jharkhand, Madhya Pradesh, Orissa
Uttar Pradesh, and West Bengal. The
post-pandemic scenario has enticed
the company to sell grocery at some of
its stores.
“By adding grocery to our current retail
fare, we expect an increase in footfalls
at our stores,” says Hemant Agarwal,
Managing Director, V-Bazaar. “We
are trying to be a one-stop solution
for the family where they can shop for
garments and also buy grocery from
our stores,” he adds.
V-Bazaar plans to add grocery in some
of all its upcoming stores depending
upon their location and size. Currently,
their average size of stores is 6,000-
8,000 sq ft. The new stores with grocery
will have 9,000-10,000 sq ft.
The retail major expects grocery to add
a 10-15 percent increase in its total sales
revenue. Currently regarded as one of
the largest family owned store chains
BUSINESS & INNOVATION
15
in North India, V-Bazaar was started
by Hemant Agarwal. Agarwal joined
the family retail venture in New Delhi
and later entered into the business of
manufacturing of garments.
RETAIL EXPANSION // MARCH ISSUE | 2021
About a year ago, when he became the
biggest supplier of garments to other
retail groups, he decided to try his luck
in the retail business and that’s how
V-Bazaar came into being.
The retail format offers more than
60,000 products to choose from across
Men’s, Women’s and Kids’ apparel.
POWER BRAND GRADO
LAUNCHES THE MUCH AWAITED SPRING
SUMMER COLLECTION
T
he brand GRADO is a coming
together of synergies from
legacy brands Grasim (erstwhile
Gwalior Suitings) and OCM, with
an intent to offer the entire product
basket to the consumers - ranging from
synthetics to cottons to worsted, under
the same brand umbrella. Now, the
brand is ready with a jaunty new Spring
Summer 2021 collection, showcasing
a fresh range of colors and designs,
a perfect line-up for the upcoming
season as well as the weddings.
IMAGES Business of Fashion
Summer has always brought joy
and hope to all – it’s been the season
of fresh beginnings, new fiscals,
green shoots, colour and the onset
of weddings. For Indian households,
weddings have been an important
occasion and wherein people need to
look their best. GRADO too believes
in the auspicious occasion of marriage
and the necessity for people to drape
the perfect outfits. Post-pandemic
lockdown, the wedding season came as
a ray of hope compelling people to don
the right garb.
This year GRADO by GBTL offers
wonderful fabric ranges-
STREEZA: A premium 4-way stretch
fabric epitomizing unique combination
of comfort, luxury and style – for
Freedom of Movement. This fabric is a
flagship product of GRADO BY GBTL
and is an innovative and differentiated
concept compared to the industry norm
of using a Stretch filament in the fabric.
PICASSO: It is a unique blend of TR
fibers which is dyed at fiber stage which
gives excellent color fastness and feels

premium in terms of fall and finish. It’s
really a perfect product basket with
designs and colours for suits.                      research and forecasting has been
DONATI: A unique blend of TR and
stretch fibers with an eye-catching
selvedge and colours.
MILAZO: TR and wool fibers are dyed
at fiber stage and resembles polywool-
like properties and has a beautiful
selvedge in a range of designs.
ALSACE: 20% wool tweed for jacketing.
A range of jacquards and fancy PV also
adorns the range in a stunning array of
colours and are extremely light weight.
And, GRADO by OCM offers-
IMPERIAL (MPL): Finest Luxury
Super 120s wool blended with extra
fine polyester (W/P 70/30), Imperial is
ideal fabric for suiting. With an exotic
touch finish and available in a range
of exclusive designs and colors, it is a
must buy range for every wardrobe.
CASA BELLA (CSB): Super 100s wool
embedded with extra squashy polyester
with magnificent composition of (P/W
50/50). Having exceptional finish, it is
available in a glorious range of colors
and designs.
ZIA-ZIO: Presenting a collection of
top-quality Jackets and Trousers in
co-ordinates.
BUNDEE (BND): A perfect harmony
of colour, design and blends that too,
all in bold style. Ideal for bundees, this
range stems from a vibrant designer’s
perspective and has a vast color palette.
INVICTA (EVA): Polyester/cellulose in
a blend of 65/35, perfect for summers.
This fabrics ensures comfort with
formula one finish which results in a
more smooth and lustrous fabric.
Balancing the bold and bright with the
neutral and classic, GRADO’s Spring
Summer 2021 has a wide-range of
palette endorsing-
• Pale hazy petals combined with exotic
pinks and an herbal greens creating
a fresh summer look that celebrates
the positivity and happiness of colors
from nature;
• Adding a vibrant dynamic contrast
are yellow, sweetly scented lavender,
fragrant oranges and a cool blues
combine to create a dynamic contrast
with a crisp qua;
• Empowering (shades of) purple and
red infuses glamour to a story of vivid
contrasts
BUSINESS & INNOVATION
In order to arrive at these fabric
designs and colours, an in-depth
conducted from a domestic and
global perspective. The Spring Summer
2021 collections present a plethora
of hues in every colour giving the
customers a wide range of choice. This
collection is not only perfect for the
upcoming season but also amount
to be the quintessential attire for the
wedding season, which can be custom
tailored into bespoke suits (Single
breasted, Double breasted, tapered leg
trousers and fitted jackets), bandhgalas,
sherwanis & bundis too.
Commenting on the GRADO’s Spring
Summer Collection 2021, Manish
Shukla, CMO of GRADO by GBTL,
said, “We are elated to announce the
launch of GRADO’s Spring Summer
17
Collection 2021, and are certain that
our customers will be really happy and
content with the phenomenal range
of fabrics GRADO has to offer with
trending colour palettes. This collection
will also have a variety of fabrics
perfect for the wedding season. We, at
GRADO, hope to adapt to the changing
trends and provide our customers with
best quality fabrics.”
Vikram Mahaldar, MD &CEO, OCM Pvt.
Ltd., added, “With an illustrious heritage
(of close to a century), we have always
COLLECTION LAUNCH // MARCH ISSUE | 2021
pioneered to disrupt the market with
great quality and innovative products.
We’re extremely delighted about the
Summer Collection with our vast array of
colours - suitable for everyone - children,
teens, working people, retired people -
really, there’s something for everyone.
In 2021, we’re sure this Collection will
bring a further ray of hope/vibrancy in
everyone’s lives.”
BUSINESS & INNOVATION

HOUSE OF BADNORE
UNCHES SUAVE POCKET
SQUARES FOR MEN
H
ouse of Badnore, the premium brand with a vast collection of accessories,
jewels, home decor and clothing presents its lush offering of suave pocket
squares for men with a fine taste in style. The very touch of imperial in its
style is acing the men’s fashion circuit effortlessly embracing the urbane charm.
Ranging from vibrant hues to neutral washed-out textures & abstract prints to
minimal patterns, these pocket squares make an outstanding individualistic style
statement. Plush fabrics displaying exquisite art perfectly crafted on the canvas of
royal silk and wool to accentuate the debonair touch.

CHEVRON POCKET SQUARE:

` 1350 CHECKERED POCKET SQUARE:
Perfect hint of Luxe and quirk that flawlessly ` 1300
compliments a gentlemen’s style and wits. A boldly Add statement to your attire with
styled chevron motif, that traces its lineage to this subdued checkered wool pocket
18

Greece, adds a touch of flamboyance! square in a textured weave. This

piece goes well with every look
without being loud.
TOPKAPI POCKET SQUARE:
` 1300
Detailed and replicated from the grand ceiling
ornamentation of the Topkapi Palace in Istanbul,
these silk pocket squares are a tribute to the About the House of Badnore
Ottoman Empire renowned for its grandeur. For House of Badnore as a brand
the gentlemen who take pride in traditions, here’s embodies the ethos of subtle
a slice of history in the accessory! elegance that resonates with an
old-world charm of style and finesse.
It is a trademark of unmatched
BADNORE EAGLE POCKET SQUARE (GREEN): design solutions for personal
2021 / MARCH ISSUE // COLLECTION LAUNCH

` 1300 styling, accessories, jewellery, home,

Eagle prints crafted on luxurious silk is a perfect interiors, trousseau, gifting and
statement of style. This eagle print and design is cuisine for momentous occasions to
symbolic of magnificence and the virtue to lead create classic grace with unparalleled
and look ahead. panache and recreate nostalgia
with vintage stylishness. House of
Badnore attempts to redefine luxury
with `maximalism’ to bring back
CANDYLAND POCKET SQUARE: the understated flamboyance of
` 1400 yesteryears, with a sophistication
Make your attire more vibrant with this quirky softt that serenades the senses.
woolen pocket square.
The collection is available online in
www.houseofbadnore.com.

IMAGES Business of Fashion


SARAH & SANDEEP
introduce first Couture
bridal collection for
‘Power Brides’
Designer Label Sarah & Sandeep launches ‘Equivalence’, with wedding styles for men and women.
L
uxury designer label Sarah &
Sandeep has announced the
launch of its Summer Festive
21 collection ‘Equivalence’ with
contemporary styles for both bride and
grooms. The line depicts the change in
the distribution of power amongst
men and women not only in the
workplace but also when it comes to
Indian family dynamics.  like embroidered panels, blouses with
Over a period of 9 years, Sarah &
Sandeep has evolved into one of
the leading innovators in design for
men’s formal clothing. The brand
has maintained a level of allure and
ensured that the primary themes of
the fashion statement for their elite
clientele are Power and Structure.
With ‘Equivalence’, the designers have
attempted to introduce concept couture
bridal styles as a reflection of their
previous menswear collections.  Tuxedos.  A concept ensemble that
So who is a Sarah & Sandeep
‘Power Bride’? The design has
been meticulously imagined for a
contemporary Indian bride with a clear
understanding of her vision and her
goals. They introduce contemporary
brides to their signature concept pieces
like the Couture Bridal Power Suit, The
Power Lehenga, The Bandhgala Saree
& The Palazzo Power Lehenga. The
Power Lehengas handcrafted for this
collection encompasses design details
suit lapels, statement pleated drapes
and a truly signature Sarah & Sandeep
bridal look - a full sleeve bandhgala
blouse paired with a lehenga with
geometric hand worked artistry.  for women that are as structured and
With ‘Equivalence’, Sarah & Sandeep
have re-imagined menswear classics
like Tuxedos not only for grooms,
but also for brides looking to elevate
their style quotient with the Sarah
& Sandeep Couture Bridal Suits and
beautifully represents this new design
approach is a white fully embroidered
Off-shoulder Double Breasted Tuxedo
styled with precision using a veil as
Sarah & Sandeep attempt to break the
norms of what can pass off as an Indian
bridal look.  
BUSINESS & INNOVATION
With bolder structured looks for
19
menswear, the styles for grooms are
flawless and have an essence of their
own. From Bandhgalas with fabric
manipulation to Kurta Bandi Sets with
Pleats on the hem, each style is a true
representation of the evolution of Sarah
& Sandeep as contemporary designers
with a thorough understanding of
silhouettes and precision craftsmanship. 
Sarah & Sandeep state” For the longest
time, we have been getting requests
to do festive and ceremonial outfits
COLLECTION LAUNCH // MARCH ISSUE | 2021
impactful as our menswear designs.
We decided that instead of recreating
the women’s styles as per traditional
design norms, we would just translate
the menswear styles for the growing
number of contemporary couture brides
looking to challenge the status quo.”
‘Equivalence’ is now available to
shop directly at the Sarah & Sandeep
Flagship Store in Khar(West).
BUSINESS & INNOVATION
ADIDAS
UNVEILS
FORMOTION
ACTIVEWEAR
20
A COLLECTION INSPIRED BY
SHAPEWEAR TECHNOLOGY
Designed with insights from
active women around the world,
the workout pieces have been
developed to support the female
body while allowing the freedom
to move without distraction.
2021 / MARCH ISSUE // COLLECTION LAUNCH
IMAGES Business of Fashion
A
s International Women’s Day
is round the corner adidas has
unveiled its new activewear
collection, Formotion, especially crafted
to deliver unrivaled support, fit and
comfort to the female body during studio
sports, pilates and workouts.
adidas continues to push boundaries
in women’s sportswear with the
reveal of Formotion. Designed with
insights from active women around the
world, the workout pieces have been
developed to support the female body
while allowing the freedom to move
without distraction.
Committed to delivering against the
versatile needs of female athletes
and driven by a relentless pursuit of
innovation, adidas Formotion uses
a new graded compression fabric
structure - inspired by shapewear
technology - to deliver unrivalled
support, fit and comfort. The all-
female design and development
team created the collection based on
three key insights: feedback from its
global female athletic community
highlighting the need for a feeling of
support, comfort and confidence; data
conducted from body mapping and
motion research; and technologies used
in shapewear industry.
The findings led to the creation of
Formotion - an activewear collection
using engineered knit technology,
anchored around new graded zonal
compression. Crafted to the female
body, the smart, strategic placement
of compression zones of varying
intensities around the waist and hips
helps to sculpt and support, whilst
high-stretch knit used in other places
enables freedom to move without
restriction in high-impact conditions.
Additional performance innovations
include adidas’ Aeroready fabric
which helps keep her feeling dry and
comfortable, as well as PRIMEGREEN,
the series of high-performance
recycled materials developed as part of
adidas’ ambition to end plastic waste.
Garments made with PRIMEGREEN
use a minimum of 40 percent recycled
content.
From the must-have Formotion
Sculpt Extra High-Rise Tights to the
Formotion Cropped Tee, the bold
collection of vibrant sports bras, tights,
and layering pieces in a palette of
striking hues, deliver a second-skin feel
that moves seamlessly with the body.
The activewear collection is available
online on shop.adidas.co.in and in
select retail stores.

ZIVAME’S
‘THE GRAND LINGERIE FESTIVAL’ A FUN &
QUIRKY EVENT TO SHOP AT
The Grand Lingerie Festival brought to the consumers, the widest range of products from
fashionable picks, inclusive sizes, and a variety of designs.
IMAGES Fashion Bureau
I
t was once again time to throw
away those old bras and refresh
the wardrobe with India’s biggest
intimate wear sale event of the year.
Zivame returned with ‘The Grand
Lingerie Festival’- India’s biggest
intimate wear sale event of the year
from March 10, 2021, 8 PM to March
15, 2021. The festival brought to the
consumers, one of the widest range
of lingerie products which included
fashionable picks, inclusive sizes and a
variety of designs.
This edition of the ‘Grand Lingerie
Festival’ brought alive the excitement
and craze for the event through a series
of fun and quirky ads that showcased
how the world stopped everything to
focus on Zivame’s lingerie event.
Speaking about the campaign, Khatija
Lokhandwala, Head - Marketing
Zivame, said, “The Grand Lingerie
Festival is a magnificent affair
that celebrates intimate wear and
gives consumers an opportunity
to indulge in all that their hearts
desire. Our campaign for the event
aims to showcase the anticipation
and excitement of shopping at the
biggest intimate wear sale of the year
and we hope that consumers will
enjoy shopping their hearts out on
account of the huge range of styles,
attractive discounts, and fun games
and contests.” Zivame was founded in
2011 with the vision to facilitate women
BUSINESS & INNOVATION
21
to shop uninhibitedly for intimate
wear and to make lingerie shopping
personalised and convenient. The
brand is today one of the largest B2C
intimate wear brands in India with 55+
retail stores and presence in 1000+
partner stores across India with the
mission to be a one-stop destination for
every woman’s intimate wear needs.
All the products at Zivame stem from
the desire to design something that
EVENT // MARCH ISSUE | 2021
is a blend of quality, innovation and
comfort. Zivame offers trendy lingerie,
activewear, sleepwear, and shapewear
in over 3000 + exclusive designs and
100 + sizes catering to women across
all body types.
ADIDAS
A
didas Originals, the pioneering sportswear

ORIGINALS
brand for the streets, celebrates an exciting
launch of its all new second store in
Chandigarh’s fashion and shopping hub – Elante
Mall over a power-packed week. adidas Originals

CELEBRATES THE LAUNCH has been consistently investing efforts to elevate

product experience and create innovative brand

OF ITS NEW STORE IN THE

moments for consumers and key street style
enthusiasts. Keeping with the brand’s key focus to

FASHION FORWARD CITY OF

offer innovation, consumer centricity and brand
familiarization in street style, the adidas Originals

CHANDIGARH
new store launch at Elante Mall in Chandigarh
witnessed unmatched energy and enthusiasm as
excited consumers and shoppers visited the
new hood to shop the latest drops from their
A cool new hood for Chandigarh’s sneakerheads and favourite brand.
fashion enthusiasts that brings to them the latest drops
from the street-wear giant. An array of activities and special offers got the
visitors excited. Kick-starting the launch, the first
100 customers got an exclusive voucher as a token
IMAGES Business of Fashion

The new adidas Originals store is an
ideal one-stop-shop destination for
the northern region’s sneakerheads,
street style enthusiasts, fashion
forward millennials and Gen-Z. The
store gives them the access to the
brand’s exclusive drops, coolest
collaborations like the Yeezy by Kanye
West, IVY Park by Beyoncé, exclusive
drops with Sean Wotherspoon,
Pharell Williams, Disney and more
global creators, along with crowd-
favourite classics turned sustainable
Stan Smiths, the hyped collectors’
series A-ZX and many more
innovative product stories.
of appreciation for a chance to cop their
favourite kicks. The new store got every
Originals’ fan, fashion lover, shopper
and consumer at the mall kicked up as
they shopped the latest collection in
full glory. Adding a local flavor of this
modern and iconic city of Chandigarh to
the brand new store, the distinctive art-
form of the region PHULKARI has been
incorporated to create an interesting
installation of the brand’s Trefoil
logo that turned out to be the most
Instagram’d corner at the store.
Spread over 2000 sq. ft., the new adidas
Originals store is an ideal one-stop-shop
destination for the northern region’s
sneakerheads, street style enthusiasts,
fashion forward millennials and Gen-Z.
BUSINESS & INNOVATION
23
The store gives them the access to
the brand’s exclusive drops, coolest
collaborations like the Yeezy by Kanye
West, IVY Park by Beyoncé, exclusive
drops with Sean Wotherspoon, Pharell
Williams, Disney and more global
creators, along with crowd-favourite
classics turned sustainable Stan Smiths,
STORE LAUNCH // MARCH ISSUE | 2021
the hyped collectors’ series A-ZX and
many more innovative product stories.
With the launch of this new adidas
Originals door right at the heart of the
city of Chandigarh, the brand aims to
elevate the sneaker culture and street
style fashion game that is prominent in
Northern India to the next level.
 Mango
BUSINESS & INNOVATION
ANNOUNCES
ACTRESS
VAANI KAPOOR
AS ITS FIRST BRAND
AMBASSADOR
FOR INDIA
Myntra and Mango launch the first campaign with the actress for
the brand’s spring-summer collection, themed around- ‘Happy
24
and I know it’.
IMAGES Fashion Bureau
S
panish fashion brand, Mango,
along with its franchise
partner, Myntra, announces its
association with Bollywood star Vaani
Kapoor, as its first brand ambassador
in the country. The actress’ first
campaign with the brand for their
spring-summer collection will set
the stage for the brand to further
strengthen its leadership position
in the massive and rapidly evolving
fashion market in India.
Vaani has made her mark as a
2021 / MARCH ISSUE // STRATEGY
talented actress, with her stunning
performances in Bollywood. With an
exciting line-up of upcoming films, the
actress is sure to leave a mark in the
minds of the audiences. This, coupled
with her natural flair for fashion, will
not only bring Mango’s trendy and
IMAGES Business of Fashion
edgy collection to the fore but also
amplify the brand’s efforts to strike
a chord with customers from every
pocket in the country.
As part of this association, Myntra
and Mango are launching their first
campaign on March 19, across digital
and social mediums, with the actress,
highlighting the new season collection,
centered on the theme- ‘Happy and
I know it’.. The video campaign
epitomizes the woman of today, who is
confident and happy with herself. The
spring-summer 21’ collection, available
on Myntra, and Mango stores, is
designed to exemplify this attitude
and resonate with women, who believe
that fashion can be powerful, yet
comfortable. Speaking on the occasion,
Bollywood actor, Vaani Kapoor, said,
“I am excited to be associated with
Mango as their first brand ambassador
in the country. Fashion to me is a way
of expressing yourself and exploring
your individuality. I am happy to be a
part of the brand’s endeavor to strike
a chord with customers from every
pocket in the country.”
Vishal Anand, Senior Director,
Myntra added, “As Mango India’s
franchise partner, we are delighted
to announce the brand’s association
with Vaani, a very talented actor and
a style icon herself. Her persona is
a reflection of the attributes of the
brand Mango, making her the perfect
choice to connect with fashion forward
consumers, across the country. We
aim to strengthen our position in
the evolving fashion space and
attract new consumers, and we are
confident that Mango’s association
with Vaani is going to drive this goal
very effectively. The new Spring-
Summer-21 campaign is set to enamor
the audience, where Vaani brings the
new collection to life, with a dash of
elegance and sophistication.”
Vaani has a dedicated group of social
media followers and will play a key role
in engaging the audience and rousing
their interest in Mango at scale.

DOLR INDUSTRIES LIMITED
CELEBRATES WOMEN’S DAY
WITH THEIR #BEFREEBEYOU
INITIATIVE
Dollar Foundation distributed 2000 sanitary napkins amongst slum
dwellers in Kolkata.
D
ollar Foundation, the CSR
wing of Dollar Industries
Limited celebrated Women’s
Day by supporting the noteworthy
cause of menstrual hygiene. As a part
of its #BeFreeBeYou campaign, Dollar
distributed 2000 packets of sanitary
napkins amongst women dwelling in
slum areas across the city. The areas are
Topsia, Tangra, Beliaghata, Baghbazar,
Sovabazar, Nimtala, Tollygunge,
Swabhumi, Ultadanga and Phoolbagan.
This thoughtful initiative is an extension
of their #BeFreeBeYou campaign that
aims to improve the menstrual hygiene
of underprivileged women. With this
initiative, Dollar Industries Limited
believes they will be able to take a step
forward in undoing the myths and
malpractices surrounding menstruation,
thereby improving menstrual hygiene
and empowering women to live
healthier, longer and fuller lives.
“Unhygienic menstrual practices also
lead to several health issues, cervical
cancer being one of the deadly health
issues in women. Thus, more such
projects are the need of the hour for
improving menstrual hygiene in
both rural and urban areas. With this
campaign, Dollar Foundation aims to
address the issues related to menstrual
hygiene and helping underprivileged
women/girls with good quality sanitary
napkins”, said Vinod Kumar
Gupta, Managing Director, Dollar
Industries Limited.
In addition to the women in the slums,
Dollar also distributed sanitary napkins
amongst its female workforce, in its
Barasaat (Kolkata) manufacturing units.
About Dollar Industries Limited
From a humble beginning as a
hosiery brand to a leading name in the
innerwear segment, Dollar Industries
Limited ranks among the top hosiery
BUSINESS & INNOVATION
25
and garment manufacturing giants in
India, covering entire range of knitted
garments, from basic wear to outer wear.
The company has a substantial pan-
India presence and has established its
market abroad, in countries like UAE,
Oman, Jordan, Qatar, Kuwait, Bahrain,
Yemen, Iraq, Nepal, and Sudan in past
few years. The Company has also got
listed in NSE & BSE in recent past.
Dollar Industries holds 15 of the total
market share in the organised segment
and is the first Indian innerwear
company to have a fully integrated
manufacturing unit which is equipped
INITIATIVE // MARCH ISSUE | 2021
with all the latest processing technology
and the top-most finishing range to
produce finished raw material dyed in
any possible colour.
BUSINESS & INNOVATION

ETHNICITY
LAUNCHES
THE “JOY
OF GETTING
DRESSED”
CAMPAIGN
Steadily recovering in the
aftermath of COVID-19, the
26

campaign brings forth a much-

needed sense of normalcy
by reinforcing the concept of
‘enclothed cognition’…

IMAGES Fashion Bureau

S
tarting afresh in 2021 is the mantra
Ethnicity has officially embraced
and are ready to transform the vibe
this season to that of Joy!
Ethnicity brings to you their newest
2021 / MARCH ISSUE // CAMPAIGN LAUNCH
however the benefits that it has on
our own psychological wellbeing is
profound!
Speaking about their newest
campaign Ameet Panchal, CEO of
Our patrons are the essence of
Ethnicity and the positivity our
customers derive by shopping from
us is what drives us to consistently
deliver our best.

campaign – ‘The Joy of Getting
Dressed’ – aimed to get India ticking
again and that too in style. Steadily
recovering in the aftermath of
COVID-19, the campaign brings forth
a much-needed sense of normalcy by
reinforcing the concept of ‘enclothed
cognition’. This phenomenon states
that our outward appearance affects
our image as perceived by others,
Ethnicity Retail, says, “We wanted
to make our customers feel safe and
welcome at Ethnicity stores, moreover
we want them to indulge in the
therapeutic experience that shopping
also represents. To overcome the
unprecedented year 2020 was for
everyone the world over, we need to
practice self-care and what better than
by indulging in some retail therapy!
Let’s bring back that joy associated
with shopping and getting dressed up.
Spread the cheer, it is contagious!”
Established in the year 2008, Ethnicity
is an Omnichannel retail brand with a
seamless e-commerce enabled website
and a robust brick-and-mortar presence
that aims to create a sensory shopping
experience for their patrons. Spread
over 200+ selling points across 20
Cities in India, Ethnicity maintains a
fine balance between staying true to
its Indian roots and yet branching out
with modern trends.

IMAGES Business of Fashion

CASUAL WEAR
CASUAL
WEAR
 RETAILERS GET SERIOUS ABOUT CASUAL
WEAR AS IT TAKES CENTRESTAGE
IN GLOBAL FASHION
In the last year, consumer inclination towards casual wear has increased manifolds due to the
COVID-19 pandemic. As the world became restricted to their homes, fashion senses started
gravitating towards comfortable and presentable clothes that can easily transition from work from
home to grocery-runs and social-media appearances.

IMAGES Fashion Bureau

IMAGES Business of Fashion


T
he fashion industry has
probably not witnessed a force
more unrestrained than causal
wear in the past. In the last decade,
casualization has swept through global
fashion sensibilities with unflinching
determination and today, it has
entrenched its stronghold as a wardrobe
staple throughout the world. Reports
suggest that more than one third of the
global population has embraced casual
wear in the few years and the trend
exhibits no signs of waning.
In fact, in the last year, consumer
inclination towards casual wear
has increased manifolds due to the
COVID-19 pandemic. As the world
became restricted to their homes,
fashion senses started gravitating
towards comfortable and presentable
clothes that can easily transition from
work from home to grocery-runs and
social-media appearances. Thus,
demand for casual wear skyrocketed
globally after the lockdown.
“It has been a year since the lockdown
triggered new trends in fashion with
people finding new ways of adjusting
to the new normal. Over the last six
weeks, we have seen a shift from
loungewear to casual and smart
wear. Initially, we saw an upsurge in
fashion essentials, as consumers were
prioritizing comfort and investing in
apparel that were stylishly comfortable
and allowed them to slounge. At
Westside, during and post the
lockdown, we saw an amazing response
on our range of fashion essentials that
comprised of updated basics in mood
refreshing colours and patterns of
the seasons. We focused on creating
looks that were both comfortable and
presentable - all at an unexpected
value,” says Umashan Naidoo, Head-
Customer & Beauty, Westside.
“With the Work-from-Home model and
CASUAL WEAR
offices operating with limited staff,
there certainly has been an impact on
workwear-wardrobe choices. Power
Dressing, the way we see it, is out.
People have gravitated to Smart Casual
and this shift is a very instinctive
thing isn’t it, of us humans adapting
to change. In this case, responding
by way of choice of attire, where ‘live
easy’ appears to be the new norm,” says
Sirish Kumar, Director, Astormueller
Shoes India Pvt. Ltd.
“At Westside, during and post the
lockdown, we saw an amazing
“2020 has impacted every aspect of
response on our range of fashion
our lives. As we continue to battle the
essentials that comprised of updated
pandemic, the textiles and apparel
basics in mood refreshing colours
industry within India as well as the
and patterns of the seasons. We
world experienced unprecedented
focused on creating looks that were
disruptions. The pandemic has
both comfortable and presentable -
thrown light upon the urgent need for
all at an unexpected value”
consumers as well as organizations to
focus on sustainable choices, products –Umashan Naidoo,
and processes. And to that effect, Head- Customer & Beauty, Westside
sustainable fashion has accelerated to
centre stage within the industry. The
29
sustainable fashion trends of the future
are heavily influenced by the events
of today, which could never have been
predicted. As we look towards 2021
and gradually recover, we believe that
the changing consumer attitude will
continue to encourage the industry to
embrace sustainability at all levels.
With the COVID-19 pandemic,
more changes have been brought
to the already transforming fashion
and textile industries. E-commerce
platforms fueled sales for apparel
brands during the pandemic,” says
Avinash Mane, Commercial Head,
South Asia, Lenzing Group.
COVER STORY // MARCH ISSUE | 2021
“The Coronavirus has really affected
the fashion industry on all manner
of different levels. Despite the high
fashion world being put on hold,
digital demand has actually been
high for products and clothing items
that people equate with comfort.
The current comfort buying trends

“Changing consumer attitude will
continue to encourage the industry
to embrace sustainability at all
levels. With the COVID-19 pandemic,
more changes have been brought to
the already transforming fashion
and textile industries. E-commerce
platforms fueled sales for apparel
brands during the pandemic.”
–Avinash Mane,
Commercial Head, South Asia,
Lenzing Group.
IMAGES Business of Fashion
have also seen a spike in slippers and
a fair amount in streetwear. With the
pandemic disallowing socializing,
shoppers are also preferring comfort
wear slippers or shoes over formal
footwear. We believe, more and more
organisations will adopt hybrid models
(of working) once people will come
back (to office),” says Ishaan Sachdeva,
Director, Alberto Torresi.
“Indeed, pandemic has changed a lot of
things- in terms of fashion too. Casual
wear has captured the market in a way
that it has never done before, whereas
formal wear has taken a setback.
‘Comfort’ is now the key in new normal.
People are working from home so formal
wear is no more a necessity. Infact, most
corporate offices have given relaxation
on the work wear. The shift towards
comfort and casual wear was already
happening and COVID circumstances
has proved to be a major catalyst towards
the same. People are more and more
confident enough to own their skin and
wear what they are comfortable with,”
says Ashish Jain, CEO & Director, Von
Wellx Germany- India.
Analyzing the Influencers
While comfort and functionality are
supposedly the two most important
aspects of any apparel, a look through
history reveals that these words
deserved little to no attention in
fashion hitherto. And this is where
casual wear created magic!
Casual wear stresses comfort,
practicality and freedom to choose
how we present ourselves to the world;
freedom to diminish the lines between
men and women, old and young,
rich and poor, etc. So, casualization
emerged as the perfect choice for
consumers around the world.
After the pandemic hit and people
were compelled to work from
their homes, the focus on apparel
that were comfortable to work in
skyrocketed. A few weeks through
the confinement, people realized that
what they wore to work or to go out
in isn’t really comfortable for being
at home and working. Thus, demand
for apparel that were comfortable
to work yet presentable enough for
virtual meetings and social-media
appearances quickly became work
from home essentials and witnessed
unprecedented demand.
“We have noticed an amazing growth
in our casual range in the last six
weeks, especially our urban ethnic
inhouse brands- Bombay Paisley, E.T.A
and our athleisure range from Studiofit.
With the lockdown, consumers are
looking for clothing that is stylishly
comfortable and allows them to
slounge. This was not the trend before
lockdown. At Westside, our priority has
been on fashion and having newness
every week. Through our ‘Fresh
Fridays’, we ensure that we provide our
customers with a variety of options to
choose from. We design and deliver
fashion brands that are all in-house and
which is why we are always on-trend
and relevant. We have always focused
on value which is a combination

“There’s been exceptional growth.
The casual footwear segment
has been growing for the last few
years, but the pandemic took it to
new heights. Essentially a result
of people opting for relaxed casual
wear in apparel for which, and to
complete the look, they opted for
casual footwear”
–Sirish Kumar,
Director, Astormueller Shoes India Pvt. Ltd.
of style, trust, innovation, quality,
experience and price,” says Naidoo.
“Denim, the wild child of fashion, will
never go out of fashion. From baggy,
flare, bootcut, to high waisted jeans,
the versatility of the jeans has made
it a staple in every closet and its time
that we people back in their denim.
I am expecting a revival of denim
trends this summer. At the same time,
active and loungewear will continue
to grow as consumers are looking for
clothing that is stylishly comfortable
and allows them to slounge. I also
believe that relaxed smart wear and
tailoring will make a comeback too.
In terms of colour; fresh spring tones,
fun pastels and hues of nature seem to
be on-demand. Stylish new essentials
with their easy, breezy effortless look
are perfect for this season. Our summer
must-haves include the denim shirt,
the conversational tee, the pool slides,
the baggy denim, the summer sweats,
linens and effortless chic dresses,” he
added further.
“We have seen a major shift towards
casual wear in our sales trajectory
CASUAL WEAR
globally and in India both. The Casual
category had been growing by about
8 percent abroad and 10 percent in
India pre-COVID but has jumped to
26 percent post COVID in India and
23 percent outside India. The lack
31
of occasions and going out has also
catalyzed this trend,” says Jain.
“There’s been exceptional growth. The
casual footwear segment has been
growing for the last few years, but
the pandemic took it to new heights.
Essentially a result of people opting
for relaxed casual wear in apparel for
which, and to complete the look, they
opted for casual footwear,” explains
Kumar from Astormueller Shoes India
Pvt. Ltd.
“In the last few years, the footwear
industry has seen a lot of changes
because of all the new trends coming
COVER STORY // MARCH ISSUE | 2021
through, so the footwear demand was
on the rise with new trends and the
responsibility to deliver was on us.
Through the lockdown, as you said,
people have preferred footwear that’s
easy on the feet, yet stylish, and we
have experimented quite a lot with that,
and our customers have liked them and
shown us keen interest by buying those
footwear,” says Sachdeva.

“The current comfort buying trends
have also seen a spike in slippers and
a fair amount in streetwear. With the
pandemic disallowing socializing,
shoppers are also preferring comfort
wear slippers or shoes over formal
footwear. We believe, more and more
organizations will adopt hybrid models
(of working) once people will come
back (to office).”
– Ishaan Sachdeva,
Director, Alberto Torresi.
IMAGES Business of Fashion
Trends
Over the last year, consumers have
registered a rapid shift in focus from
technicalities and performance
to comfort oriented silhouettes
that promise versatility and utility.
Consumers are increasingly seen
gravitating towards easy to wear,
comfortable and multi-functional
clothes that fits all purposes -- be it
working, getting ready for a zoom call
or for a quick step out to get essentials.
“Within casual wear, our urban
ethnic brands – Bombay Paisley and
men’s ETA have seen remarkable
growth. These two brands with their
contemporary looks are perfect for
those lazy lunches and traditional
sangeet events. With their breathable
fabric, they are also perfect to slounge
in and gives the perfect vacation feel.
While ethnic wear has seen a decline,
our occasion specific ethnic brands,
Vark and Zuba have witnessed a rise.
These two brands with their elegant
ethnic designs are perfect for any
occasion.
As the fitness world is reinventing itself
with home fitness routines becoming
incredibly popular, we have seen a rise
in athleisure trends that are perfect for
home workouts, yoga session or even
for a brisk run in the garden. Our in-
house brand, Studiofit has also been in
demand, mainly because of its range of
must-have athleisure pieces.
Our non-apparel brands, Studiowest,
Wunderlove, Westside home as well
as footwear and accessories have been
more than just an add-on. Women’s
lingerie especially soft bras have been
the go-to work-from-home comfort
support for women. Westside home
with its fascinating range of home
décor, bath and kitchen products have
witnessed exceptional growth too,”
says Naidoo.
“Alberto Torresi launched ‘Work
from Home’ collection specifically
made as the need of the hour after
taking consumer’s feedback in
consideration. Later, also came up
with new category called “House
Shoes,” which is basically a work from
home collection. The assortment
is still live and trending, featuring
Lounge Sliders, Mules with the new
 CASUAL WEAR
te
technology of comfort & Memory
ssystem. Loafers, sandals, and easy
sslip-ons are much in demand, so
n
new designs and patterns have
bee
been added in the collection. People
usually go for neutrals and lounge
wear with sneakers, which makes up
for a perfect pairing, is light on the
bo
body and usually these days we see a
lo
lot of people sporting black,” explains
Sa
Sachdeva.

“C
“Casual and Comfort wear trend
w
was visible. And this demand got
multiplied due to current Work from
Home situation. Also, with Limited
p
production availability many brands in 2019. Blue, black and brown are
ha
had to rethink their merchandise going to rule the industry again as
portfolio and focus on key ones where these are easy to style and go well with
consumer demand were high. The any outfit of colors. Floaters made a
sandals, mules, slip-on sneakers comeback this year and most brands
and athleisure shoes also saw huge have re-introduced their floaters range,”

33
demands,” says Kumar. says Jain.

“Comfort is one of the factors that has The Future

led to the increase in demand of casual
wear. We are a brand that confines to
delivering health benefits along with
style. The 5-zone reflex technology
is the USP of footwear at Von Wellx
Germany. The consumers today not
only look for fashion, but fashion that
is versatile, gives them maximum
comfort and meet their needs of health
concerns. We have introduced new
range of casual wear that is lightweight,
durable and comes with reflexology.
We have incorporated Diabetic
insole, energy insole and swing insole
“People have started becoming more
Preference for casual wear has further
been propelled by the collective shift
towards comfort and utility that have
gained prominence in the last few
months. Experts believe that it would
continue to grow and have a lasting
impact.
“The casual footwear has become more
of an evolution in the footwear world,
and it’s here to stay. People are opting
in for casual, cool styles, and as we see
workplaces getting comfortable with
casual outfits, we expect more and
COVER STORY // MARCH ISSUE | 2021

footwear into the casual wear collection more people be allowed to wear casual
inclined towards healthy lifestyle that is
that provides support not only to feet footwear as the offices start functioning
infact helping the country and brands in
but the entire body system. It relaxes again, and students to go for a good
improving their technological methods.
muscles in the nape of neck, increases simple college look, which will again
Normalcy has started resuming but the
blood circulation in the head, and be complimented by casual footwear.
comfortable fashion has now become
improves digestive system and much So, we hope to see casual footwear
necessity. Therefore, it is going to
more. Minimalist designs with sober becoming more and more popular in
stay for a while till the fear of such a
and pastels are very much in trend times that follow,” says Sachdeva.
pandemic is completely gone.”
these days. Shades of brown have been
– Ashish Jain, sold out maximum in comparison to
CEO & Director, Von Wellx Germany- India.
colorful footwear that gained traction
 CASUAL WEAR
34
Preference for casual wear has further been propelled by the collective shift
towards comfort and utility that have gained prominence in the last
few months. Experts believe that it would continue to grow and have a
lasting impact.
“Smaller towns have definitely seen
better traction. The metros and big
towns have always had more options to
choose from with most brands having a
greater physical retail presence vis-à-
vis the limited presence they have in
smaller towns and cities.
2021 / MARCH ISSUE // COVER STORY
This saw a significant change though.
The lockdown nudged brands to go
online to reach consumers and offer the
whole bundle of merchandise, which
was otherwise limited to physical retail.
Comfort has always been a desired
attribute. The tag of ‘comfort’, however,
has always implied something that
isn’t fashionable. But now is the time,
more than ever, that brands need to
blend fashion with comfort and maybe
IMAGES Business of Fashion
spell it out, since the consumer has
experienced and lived with it for a
significant time. This is an area where
most brands promoting or marketing
merchandise solely on comfort or
fashion will be challenged as being
fashion-ahead in style and being
perceived as comfortable in fit is not
that easy and requires a lot to be done,”
says Kumar.
“People are now aware of technologies
and their needs; hence, consumers
are consuming that is a desideratum.
People have started becoming more
inclined towards healthy lifestyle
that is infact helping the country and
brands in improving their technological
methods. Normalcy has started
resuming but the comfortable fashion
has now become necessity. Therefore,
it is going to stay for a while till the fear
of such a pandemic is completely gone.
People have become used to lounge and
hop on to easy wear, avoiding any sort
of complexity,” says Jain.
“Since our focus has always been
digital, we are getting more orders
online from Tier III cities than from
smaller towns / Tier IV cities. During
the lockdown, digital mediums
have enabled us to engage with our
customers in conversations that go
beyond fashion. Given the upswing
in digital penetration in the small
towns, we expect to increase our brand
presence in semi-urban areas too
through digital means. The reality of
the lockdown has allowed people to
reconnect with comfort and consumers
are looking for clothing that allows
them to slounge. Hence, casual wear
will only evolve with time as it has
catered to the new normal and can fit
all-purpose. Casual looks which are
both comfortable and presentable will
witness growth,” Naidoo concludes.
KEEP IT CASUAL WITH SPORTO’S
COMFORTABLE,
STYLISH APPAREL
IMAGES Fashion Bureau
T
oday the fashion ‘must haves’
have been redefined! With
more and more people getting
comfortable in their work from home
schedules, they are looking for clothing
options which are equally comfortable.
The fashion industry has been
reinvented. People are now preferring
smart casuals over suits and shirts. The
latest ‘Lyst Index’ also shows that men
are opting for comfort-oriented clothes
more than ever.
Dressing casually is all about finding
the right mix of comfort, style and
individuality which help you relax and
be yourself. Sporto has always been
a step ahead to understand this and
incorporate it in its clothing. So, if you
are thinking about investing in the
growing casualwear trend, think no
more! With its comfortable, stylish and
eye catchy designs, Sporto has been a
consumer favourite.
Sporto’s product range consists
of t-shirts, bermudas, gym vests,
gers, and tracks.
hoodies, jackets, joggers,
These not only give you flexibility
and comfort but also add to your style
quotient by providingg high quality
Flexiwear apparels. Whether you prefer
ugged, classy, or
something sleek or rugged,
sober, Sporto has an option for you.
Quality Fabrics
Exceptional quality and nd material have
always been the focuss for Sporto. The
lightweight rich cotton n fabric and
silicon softener give Sporto t-shirts
mfort. Not to forget
their softness and comfort.
that there is a barragee of more than 30
nts to choose from.
different colour variants
ailable in round
Sporto T-shirts are available
ess, half sleeve and
neck, V-neck, sleeveless,
full sleeve. So, if you are thinking about
your next casual wear, r, Sporto definitely
has a wide offering of cool t-shirts to
choose from.
When it comes to shorts, Sporto uses
different fabric types such as inkjet
fabric, double knit fabric, single jersey
fabric, and Fast dry micro fabric which
CASUAL WEAR
give their shorts a range of usage
35
options. These shorts will help add to
your casual summer look.
Cutting-Edge Technology
Ingenuity and expertise have been
another cornerstone of Sporto. To
build this value it has employed
cutting edge infrastructure over state
of art manufacturing units which
boast of technology such as bio wash,
flexiloop and dense stitching. These
technologies help build a product that
is long lasting, of optimum quality and
a perfect casual wear.
Environment Friendly
Sporto also takes its commitment to the
FOCUS FEATURE // MARCH ISSUE | 2021
environment and society very seriously.
That is why it uses eco-friendly dyes,
international standard machines, anti-
bacterial superior quality cotton and
eco-washable fabrics.
So, what are you waiting for? Check out
the latest casual wear collection from
Sporto on sporto.in and take a step
towards the casual new world!
 KEEPING WITH THE
TREND IN KIDS APPAREL &
ACCESSORIES SEGMENT-
SPRING SUMMER 2021
Over the past few years, parents have shown a growing preference
towards branded apparel over local shopping and wish to have a variety
for their kids at an affordable pricing.
Shikha Kumar, Director & Co-Founder, Nino Bambino

T
he kids’ apparel and
accessories industry is indeed
a rapidly growing market in
India. With the changing times, there
is a shift in preferences and parents
–Shikha Kumar,
Director & Co-Founder, Nino Bambino
now desire to have innovations, trends
yet comfort while shopping for their
kid’s clothing and accessories. Over
the past few years, parents have shown
a growing preference towards branded
apparel over local shopping and wish
to have a variety for their kids at an
affordable pricing.

An appealing variety is something that

attracts not only the parents but the
kids as well. Passé are the days when
fashion was only restricted to adults.
In the present times, being in vogue Pastel shades in combination with
is as critical for the kids as it is for the bright and popping hues will also be
grown-ups. increasingly preferred by the parents.

While the market is flooded with both
brands and start-up ventures in the
kids’ apparel and accessories segment,
here we share with you some of the
top trends that will rule the market in
Spring Summer 2021 -
Green & Earthy Tones
Fashionable colors, natural tones including
green and earthy hues are in trend in 2021.
In an attempt to look mature and be adult-
like, both parents and kids will opt for bright
popping shades of pink, green, coral, yellow
and red along with oversized clothing in
terms of wide armholes, layered apparel,
and geometric cuts.
Unisex & Genderless Colors
Gone are the days when pink was
associated with girls and blue color
was linked with boys. In the present
modern times, color segregation
has been eliminated and we live in a
genderless color era.
The fashion industry is making
concerted efforts to achieve this aim of
introducing and imbibing the culture
of unisex fashion that will facilitate the
same trends suitable for both gender
kids. This will be majorly visible in
the kids’ apparel industry in spring-
summer 2021.

IMAGES Business of Fashion


This is also the reason why earthy and
pastel tones will be preferred as they
are considered apt for kids of both
genders and for all age groups.
Twinning
Possessing an identical set of clothing
is one of the most anticipated trends
this year for kids’ wear. Family
members on the whole are inclined
towards dressing up in the same or
similar clothing and this will be the
new fad.
The ‘family look’ will cheer up the kids
and extend a sense of belonging and
togetherness. Such a trend will also
help inculcate the emotion of family
bonding amongst the kids.
Natural Textiles
When it comes to children, both
designers and parents wish to have
natural clothing that is soft owing
to the sensitivity of the children’s
skin. They opt for fabrics that are
airy, light, sturdy, easy to handle, and
are stretchable so that they do not
restrict the kids’ movements. Hence,
natural, environmentally friendly, and
sustainable fabrics like cotton, jute,
will rule the spring-summer 2021 trend
in the Kidswear category.
Prints & Patterns
Prints and patterns will rule the kids’
apparel industry in 2021. Layers,
Styling the kids with minimalist yet voguish pieces is another trend that will
be visible in spring-summer 2021. Parents will prefer designer bags, glasses,
belts, shoes, hats, etc to further enhance the fashion quotient of their kids.
geometric cuts, asymmetry, and
pleated patterns will be increasingly
preferred along with stripes, checks,
floral, abstract, geometric, artsy, and
cartoonist prints. This will provide the
requisite funky, vibrant and childish
appearance to the kids.
Personalized & Comfortable Wear
Owing to the continuation of online
classes, the work from home and stay
at home segment have created a niche
for themselves in the fashion industry.
Comfort will be the topmost priority and
due to this personalized clothing will be
CASUAL WEAR
in trend. Hence, typographic prints, as
well as beach and playwear including
color blocks, low shoulders, and clothes
with a lot of pockets will be preferred by
the modern generation parents.
Additionally, sustainable dyed
clothing, neutral tones, and pastel
hues in sportswear along with metallic
colors, neon details, sequins, and
velvety fabric will also be a must-have
in the kids’ wardrobe.
Kids’ Accessories
Fashion for kids is not limited to clothing
but also extends to footwear and
accessories as well. Styling the kids with
minimalist yet voguish pieces is another
trend that will be visible in spring-
summer 2021. Parents will prefer designer
bags, glasses, belts, shoes, hats, etc. to
further enhance the fashion quotient of
their kids. This is an important agenda for
them so as to extend their kids a unique
37
style statement.
Summing Up
Every parent desires his/her child to
be a fashionista and keep up with the
trends in the fashion industry. They
aim to provide a diverse variety of
clothing and accessories to pamper
their kids. The notable fact is that this
trend is no longer restricted to any
particular section of parents and is in
fact a global trend.
Parents prefer variety in designs,
colors, and natural fabrics and
hence, the fashion industry players
EXPERT OPINION // MARCH ISSUE | 2021
are striving to meet the increasing
and changing preferences of the
consumers. With the ever-evolving
parent preferences along with the
rapidly changing fashion scenario, the
kids’ apparel and accessories markets
focus on product innovations. This
is the reason why they come up with
trendy designs- to satiate the parents’
cravings for adorning their kids in a
fashion influencing avatar.
 LENZING AG:
TAILORING SUSTAINABLE &
ENVIRONMENTALLY RESPONSIBLE
LIFESTYLES
In a tête-à-tête with IMAGES
Business of Fashion, Avinash Mane,
Commercial Head, South Asia,
Lenzing Group talks about how
Lenzing has quickly transitioned
into a serious challenger for
existing sustainability brands in
India. He also shares his insights
into the Indian textile industry,
the role of sustainability as well
as the brand’s response to the
new connected and discerning
consumer.
IMAGES Fashion Bureau
IMAGES Business of Fashion
L
enzing AG, one of the largest wood-based fibre manufacturers of the
world, has been promoting sustainable fashion in India for over a
decade with its products TENCEL™ and LENZING™ ECOVERO™, all
sustainable and environmentally responsible viscose fibres.
India is a young consumer market with almost 65% below the age of 35 who
understand value propositions, can easily compare prices and are concerned
about the environment. This combination has been the driver for fast
acceptance of Lenzing Group’s products.
High-end apparel brands have welcomed Lenzing AG products into their
collections including ace Indian designers like Ritu Kumar, The House of
Anita Dongre and Abraham & Thakore as have premium retailer brands
with strong sustainability goals such as Zara, Monsoon, Esprit, Marks and
Spencer, Global Desi. Even budget brands such as MAX and FBB have
incorporated LENZING™ viscose fibres into their collections.
In a tête-à-tête with IMAGES Business of Fashion, Avinash Mane,
Commercial Head, South Asia, Lenzing Group talks about how Lenzing
has quickly transitioned into a serious challenger for existing sustainability
brands in India. He also shares his insights into the Indian textile industry,
the role of sustainability as well as the brand’s response to the new connected
and discerning consumer.
 Excerpts from the interview…
What is your assessment of the
impact of COVID-19 on the Indian
textile industry?
2020 has impacted every aspect of
our lives. As we continue to battle the
pandemic, the textiles and apparel
industry within India as well as the
world experienced unprecedented
disruptions. The pandemic has
thrown light upon the urgent need for
–Avinash Mane,
Commercial Head, South Asia, consumers as well as organizations to
Lenzing Group focus on sustainable choices, products
and processes. And to that effect,
sustainable fashion has accelerated
to centre stage within the industry.
The global ethical fashion market
was earlier estimated to grow at 6.8%
CAGR, from US$6.35 billion in 2019 to
$8.25 billion in 2023. The sustainable
fashion trends of the future are heavily
influenced by the events of today,
which could never have been predicted.
As we look towards 2021 and gradually
recover, we believe that the changing
consumer attitude will continue to
encourage the industry to embrace
sustainability at all levels.
How well is the industry recovering
now? What challenges face the
textile sector still?
With the COVID-19 pandemic,
more changes have been brought
to the already transforming fashion
and textile industries. E-commerce
platforms fuelled sales for apparel
brands during the pandemic. As
the country rolls out a nation-wide
vaccination plan demand looks up and
the future looks bright for the Indian
textile industry.
A Clean & Sustainable Environment
• Lenzing Group’s products TENCEL™ and LENZING™ ECOVERO™ use sustainable Lyocell
fibres to bring a gentle essence of nature into consumer’s homes by offering long-lasting
natural comfort, that is gentle on the skin with an exquisitely soft touch, thus enhancing
your quality of sleep.
• It is a sustainable viscose brand manufactured only from certified and controlled
wood sources and produced with significantly lower emissions and water than generic
viscose. This ensures tailoring sustainable lifestyles choices & contributing to a cleaner
environment.
CASUAL WEAR
What are some of the major changes
in this industry that were triggered
by the pandemic?
As shared earlier, the COVID-19
pandemic has highlighted the urgent
need for sustainable choices, products
and processes. At Lenzing AG, we have
been at the forefront of advocating
these.
One of the important steps towards
this is supply chain traceability that
has become a top priority for fashion
and textile brands. To address both
consumer demand and compliance
risks increasingly faced by brand
partners, Lenzing introduced a brand-
new Blockchain-enabled supply chain
traceability platform powered by
TextileGenesis™. It offers excellent
39
real time tracing from fibre to garment
stages and is helpful for retailers and
brands. It is accessible by all brands
using TENCEL™ and LENZING™
ECOVERO™ branded fibres, and supply
chain partners globally across Asia,
Europe and the Americas.
Which of these changes are expected
to be permanent?
We believe, sustainability, along with
traceability and transparency will
become a key focus for consumers
as well as brands going forward.
Increasing number of international
and domestic brands are adopting
sustainable production and
sourcing goals as part of their larger
INTERVIEW // MARCH ISSUE | 2021
organizational goals.
Coronavirus has forced the fashion
industry to a sustainable future
with consumers all over the world
demanding social, environmental
and economic changes. Tell us about
the role of sustainability in the post

“Producers, retailers and brands
are also working to provide the
information to the consumers and
are more focused on collections that
meet the highest available standard
on sustainability.”
IMAGES Business of Fashion
centre-stage in fashion conversations,
the need to ramp-up sustainability
efforts by brands can no longer be
ignored be it in terms of adopting
sustainable materials or bringing in
environmentally responsible practices
at every step of the production process
and transparency to the next level.
At Lenzing, we have been global
pioneers in advocating these practices
starting with our wood based cellulosic
fibers. A good example in terms of end
product is LENZING™ ECOVERO™
fibers. LENZING™ ECOVERO™ is our
sustainable viscose fibre brand and
the world’s first eco viscose brand and
the only viscose to be certified with
EU Ecolabel. This is being adapted
successfully by increasing numbers of
brands and retailers in their lines. As
global leaders of sustainable fashion,
we envision ourselves as driving the
next phase of sustainable fashion
revolution in India by providing the
industry and consumers alike with
the most advanced and completely
bio-degradable product options like
LENZINGTM ECOVEROTM at the
same time assuring them of complete
product comfort and convenience.
pandemic reality of fashion?
According to McKinsey report,
consumer pattern for sustainable
fashion globally is encouraging.
Two-thirds of buyers are willing to
spend extra on eco-friendly clothes.
Indian shoppers definitely consider a
sustainable manufacturing process as
a priority while buying fashion items,
although material, fit, design and price
have a more controlling influence.
New data shows that more than 67
percent consider the use of sustainable
materials to be an important
purchasing factor.
With consumers demanding social,
environmental, and economic
change, brands need to reassess
their priorities and adapt to the new
reality. As sustainability takes the

Driving sustainability and combat
climate change has always been at
the core of Lenzing’s philosophy and
we are happy that the larger industry
is also adopting the same. We are
supporting this transformation through
our myriad offerings.
What has been the response of
brands and manufacturers to
this rapidly increasing focus on
sustainability, especially in India?
Over the past few years, consumers
and producers both are increasingly
concerned about the impact of
textile industry in terms of resource
consumption – water consumption
and disposal, chemicals & dyes, how it
is harming the environment, and the
waste treatment and its resulting carbon
footprint. Now, the consumers are
aware and more educated, they demand
transparency from producers to get
better understanding of manufacturing
methods of their product and about what
kind of material used across the supply
chain. Producers, retailers and brands are
also working to provide the information to
the consumers and are more focused on
collections that meet the highest available
standard on sustainability.
While, brands and manufacturers
were realizing this, the adoption of
required change was moving gently.
“Driving sustainability and combat climate change has always been at the
CASUAL WEAR
core of Lenzing’s philosophy and we are happy that the larger industry is
also adopting the same. We are supporting this transformation through
our myriad offerings.”
COVID pandemic transformed the
sustainability narrative within the
fashion industry. This inflection needs
to be sustained by the industry through
effective partnerships between brands
and various players across value chain
to offer better products.
As the global pioneers of
sustainability in fashion, how is
Lenzing AG helping brands towards
the future?
Lenzing AG has gained more grip in
the industry value chain. We are really
pleased to see that various players
across the value chain, including key
fashion brands, are making serious
commitments to use more sustainable
fibres and embrace the circular
41
economy. With greater awareness of
sustainable fibre usage and stronger
collaboration amongst key industry
FORM IV
(See Rule 8)
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3. Printer’s Name S.P. Taneja
Whether citizen of India? Yes
If foreigner, state the country of origin Does not apply
Address S-61A, Okhla Industrial Area,Phase - II, New Delhi -110020
4. Publisher’s Name S.P. Taneja
Whether citizen of India? Yes
If foreigner, state the country of origin Does not apply
Address S-61A, Okhla Industrial Area, Phase - II, New Delhi -110020
5. Editor’s Name Amitabh Taneja
Whether citizen of India? Yes
If foreigner, state the country of origin Does not apply
Address S-61A, Okhla Industrial Area, Phase - II, New Delhi -110020
6. Names and addresses of individuals Owner.
INTERVIEW // MARCH ISSUE | 2021
who own the newspaper and partners Images Multimedia Pvt. Ltd.
or shareholders holding more than one S-61A, Okhla Industrial Area, Phase - II, New Delhi -110020
percent of total capital. Shareholders :
1. Mr. Amitabh Taneja
S-61A, Okhla Industrial Area, Phase - II, New Delhi -110020
2. Mr. Hemant Sood
B 502, Pioneer Presidia, Sector-62, Gurugram, Haryana 122005
3. Images Employee Stock Trust
S-61A, Okhla Industrial Area, Phase - II, New Delhi -110020
I, S.P. Taneja, hereby declare that the particulars given above are true to the best of my knowledge and belief.
Dated: 1st March, 2021 Sd/-
S.P.Taneja
 CASUAL WEAR
“We strongly believe that working closely with our partners and customers
is crucial to creating profound change in the industry, and we remain
committed to driving innovation and sustainability in the industry.”
players, we could help minimize the
environmental impact of the fashion
industry, and work towards a more
sustainable textile ecosystem in the
long run. Sustainability is an intrinsic
and core part of Lenzing, stemming
from our belief that a clean and healthy
environment is a fundamental human
right. Over the past 80 years, we have
pioneered sustainable production
processes and innovative technologies
for cellulosic fibre production.
Sustainability is key to maximizing the
value of our ecosystem and is vital for
42
the future development of the textile
industry.
In 2019, Lenzing announced that by
2030, it aims to reduce its specific CO2
emissions per ton of manufactured
pulp and fibers by 50 percent and by
the year 2050, the Lenzing Group
will no longer generate any net CO2
emissions. This is a huge undertaking.
To realize these goals, we are
implementing our sustainability
strategy to ensure an even higher level
of environmental compatibility across
all production operations and state-
of-the-art technologies that further
improve exhaust emission values.
2021 / MARCH ISSUE // INTERVIEW
Towards the same, Lenzing introduced
CARBON NEUTRAL TENCELTM
Fibres branded lyocell and modal fibres
to the market in 2020.
At the local level, we are actively
working on developing a robust
supply chain across the country and
IMAGES Business of Fashion
help brands across the spectrum to
incorporate sustainable solutions in
close conjunction with end-consumers
through brand and designer
associations. To build on the growing
needs and requirements put forth
before by the consumers, we launched
our first supply chain solutions hub
in Mumbai early last year. This will
give access to global solutions and
innovations to the local manufacturers
in the region.
Lenzing also introduced the first
ever blockchain-enabled supply
chain traceability platform for brands
powered by TextileGenesis™. The
platform allows all brands using
TENCEL™ and ECOVERO™ branded
fibers, and supply chain partners
globally across the world end-to-end
supply-chain traceability.
We strongly believe that working
closely with our partners and
customers is crucial to creating
profound change in the industry,
and we remain committed to driving
innovation and sustainability in the
industry.
What are some of the fashion
retail brands that is Lenzing AG is
collaborating with at the moment?
Is Lenzing AG only working with
premium brands or is it also working
with budget brands?
Lenzing has a robust footprint across
the globe. We work with brands across
categories irrespective of size, genre
and categories. As sustainability
drivers for the fashion industry, we
work towards providing fibre solution
for key global brand such as Jockey,
Victoria Secrets, Armed Angels as well
as designers like Mara Hoffman.
For Lenzing, India serves as a key
market for exports as well as a huge
domestic consumption. Lenzing has
been present across all major apparel
categories in India such as ethnic
wear, intimate wear, general outerwear,
denims and home furnishings. The
company has been associated with ace
designers such as Anita Dongre, Rajesh
Pratap Singh and Abraham & Thakore
to leading brands such as AND, Global
Desi, Marks & Spencers, H&M, D’décor,
Levi’s, as well as retailers like Future
Group and Myntra to name a few.
With a huge response garnered by
their flagship fibre brand - TENCEL™
and sustainable viscose fibre brand-
LENZINGTM ECOVEROTM,
Lenzing Group had also introduced its
nonwoven specialty fibre - VEOCELTM
in 2019 and LENZINGTM Industrial
solutions earlier, diversifying the
reach among the beauty and industrial
application segments.
We also closely work with young labels
who are focused on offering sustainable
products XYXX Crew, Tailor & Circus,
Tahweave, etc. Our association with
these brands is a testimony to our
commitment towards leveraging
our experience in supporting these
sustainable brands.
FASHIONON
IMPACT RESEARCH
BUSINESSES
RESEARCH
 LENZING
UNVEILS PIONEERING TENCEL™ MODAL FIBER WITH
INDIGO COLOR TECHNOLOGY TO HELP ELEVATE
SUSTAINABILITY IN THE DENIM INDUSTRY
TENCEL™ branded modal fiber with Indigo Color technology uses a one-step spun-dyeing
process to deliver indigo color whilst using substantially fewer resources. TENCEL™ Modal
fibers with Indigo Color technology are awarded with the EU Ecolabel for meeting high
environmental standards.

T
he Lenzing Group is enhancing sustainable offerings for the denim industry with TENCEL™ branded
modal fibers with Indigo Color technology. The pioneering Indigo Color technology behind this new
market offering incorporates indigo pigment directly into TENCEL™ branded modal fibers using a
one-step spun-dyeing process. This delivers superior color fastness relative to conventional indigo dyeing
whilst using substantially fewer resources. This innovative offering is awarded with the EU Ecolabel[1], a label
of environmental excellence awarded to products meeting high environmental standards throughout their
life cycle

Development Of Indigo Color Technology To Enhance Denim Sustainability

The denim industry’s demand for eco-responsible alternatives is growing rapidly, as brands and supply
chain partners seek greater sustainability. Lenzing has been working closely with such partners to

IMAGES Business of Fashion


Denim remains an important market
for Lenzing, and the introduction of
TENCEL™ Modal with Indigo Color
technology is designed to help reduce
the ecological footprint of denim
fabrics and garments.
counteract environmentally harmful
denim production processes via the
botanic origin of its raw materials and
responsible production processes.
Denim remains an important market
for Lenzing, and the introduction of
TENCEL™ Modal with Indigo Color
technology is designed to help reduce
the ecological footprint of denim fabrics
and garments. Produced in Austria,
predominantly from beech wood
derived from sustainably managed
wood sources, this new offering has
been designated BioPreferred® by
the United States Department of
Agriculture (USDA).
“Innovation is at the core of what we
do, from sustainable fiber sourcing
through industry leading features
IMPACT
FASHIONON
RESEARCH
BUSINESSES
and production processes, with the
ever-present goal of safeguarding
our environment,” says Florian
Heubrandner, Vice President Global
Textiles Business at Lenzing AG. “By
upending traditional manufacturing
processes and implementing our
45
pioneering technology along with
renewable and eco-responsible
materials, TENCEL™ Modal with
Indigo Color technology sets a new
benchmark for indigo application and
sustainability in the denim industry.”
Among early launch collaborators for
TENCEL™ Modal with Indigo Color
technology is Adriano Goldschmied,
founder of House of Gold, who is widely
regarded as the “Godfather of Denim”
for his progressive vision in denim
development. “The TENCEL™ brand
is leading revolutionary change for
REIMAGINING
the denim industry and it has always
been one of my go-to eco-fibers for my
SUSTAINABILITY
collections,” states Goldschmied. “We
are thrilled to collaborate and launch
the ‘Seed of Joy’ concept capsule with
RETAIL////MARCH
woven, circular and sweater knit fabrics
using TENCEL™ Modal with Indigo
Color technology, in partnership with
mills such as Blue Diamond and In The
JUNE ISSUE
Loop, as well as machinery producer
Shima Seiki.”
ISSUE | | 2020
2021
 RESEARCH
ON BUSINESSES
FASHION
IMPACT
46
Indigo Color Technology Elevates
Production Standards And
Significantly Reduces Waste
Indigo Color technology builds
upon the strong credentials of
TENCEL™ Modal fibers with new
benefits. Compared to conventional
indigo dyeing, the color retention of
TENCEL™ Modal with Indigo Color
technology is superior through dry
and wet crocking and rubbing. Despite
resistance to home-laundry fading,
RETAIL
wash-down effects for denim products
SUSTAINABILITY
can be achieved using commercial
laundry techniques. TENCEL™ Modal
ISSUE////REIMAGINING
fibers with Indigo Color technology
Compared to water and energy are inherently versatile and enable
intensive conventional indigo implementation in a range of multi-
dyeing, this technology provides fiber blends.
indigo coloration with substantial
Compared to water and energy
water, chemical and electricity
JUNE ISSUE
intensive conventional indigo dyeing,
savings, along with less wastewater this technology provides indigo
2021 // MARCH
produced, and no heat energy used. coloration with substantial water,
chemical and electricity savings,
2020
IMAGES Business of Fashion
along with less wastewater produced,
and no heat energy used. In addition,
a specially commissioned indigo
pigment from dyestuff manufacturer
DyStar®, ensures that TENCEL™ Modal
with Indigo Color technology can be
certified with STANDARD 100 by
OEKO-TEX®, guaranteeing ultra-low
levels of aniline. Günther Widler, Head
of Technology, Denim of DyStar® says,
“This specially commissioned indigo
pigment is based on more than a
decade of our working experiences on
Indigo Synthesis in Germany. Twenty-
five years ago, we invented the most
eco awarded DyStar® Indigo Vat 40%
to meet the demand for sustainable
manufacturing and production.”
To make the commercial launch of
TENCEL™ Modal with Indigo Color
technology possible, Lenzing has
partnered with leading supply chain
partners including denim mills -
Candiani and Cone Denim.
“With driving sustainability at our
core, we look forward to a fruitful
collaboration with the production of
this eco-responsible fiber type,” says
Alberto Candiani, Global Manager
of Candiani. “TENCEL™ Modal
with Indigo Color Technology also
represents a great product to expand
denim’s performances and aesthetics
around sustainability itself.”
Steve Maggard, President of Cone
Denim, adds, “Lenzing has long been
an industry leader in sustainable
fibers. With consumers being more
eco-conscious, the denim industry
has to evolve and innovate in
smarter materials to stay efficient
and competitive. We are proud to
partner with the TENCEL™ brand to
launch Indigo Color technology for
modal fibers and promote greater
sustainability for denim.”
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For online subscripƟon, please visit shop.indiaretailing.com

 RETAILTAINMENT AND CONVENIENCE
TO REDEFINE INDIA’S CONSUMER
RETAIL STORY: DELOITTE
Deloitte India unveiled the 2021 edition of the report ‘KNOW Your Consumer – What You See Is What
You Get’ at Retail Leadership Summit (RLS) organized by Retail Association of India (RAI), highlighting
key trends that will drive a new wave of growth strategy in the retail consumer industry.

A
doption of digital technologies
has significantly accelerated to
compensate for store closures
and the consequent reduction in
customer engagement (due to lack of
touch points) in the current times.
Amidst the massive disruption, the
discerning Indian consumer has been
seen to rather lead the narrative−actively
seeking information, comparing products
available in the market, and taking
informed decisions.
Speaking at the report launch, Rajat
Wahi, Partner, Deloitte Touche
Tohmatsu Limited(DTTILP), said,
“The pandemic continues to transform
consumer buying behaviour, making
consumers more digitally inclined
and demanding at one end, whilst
becoming more health and socially
conscious on the other.  
Adding to this trend is the evolving
technology enabled lifestyle, better
access to data, and the work from
home and learn from home culture
that often may lead to consumption
uptick. Convenience continues to be

IMAGES Business of Fashion


Key Highlights
• M-wallet transactions have increased at a
CAGR of ~56 percent in value and at over
60 percent in volume during FY14-20E.
• Total retail sales in FY20 reached about
US$ 854 billion, wherein e-commerce re-
tail sales constituted nearly US$ 50 billion.
• The number of online shoppers is
expected to increase from ~100 million in
FY20 to ~350 million by FY25.
• About 75 percent Internet users prefer
content in local languages over English.
an important factor impacting the
shopper journey, and as per Deloitte’s
Global State of Consumer Tracker, 73
percent consumers are ready to spend
more on convenience, which is further
driving online sales.
A new dimension in the world of
retail known as retailtainment is also
emerging, where shopper/consumer
experience (CX) has become a key
factor for consumers to differentiate
between retailers – this implies that
retailers and brands need to mine the
consumer and shopper data better so
as to provide best-in-class CX to their
online and offline shoppers”.
Commenting on the report launch,
Kumar Rajagopalan, CEO, Retailers
Association of India (RAI), said,
“One of the key behavioural changes
driven by the pandemic has been the
IMPACT
FASHIONON
fast-track adoption of digital, both by
consumers and retailers. This report
focuses on the technology-driven
RESEARCH
future of retail and brings to life select
BUSINESSES
inspirations from best-in-class peers.
As the customer journey of the average
Indian consumer evolves over the next
few years, the tenets of Knowing your
customers come to the forefront of
business decisions”.
The reports lays a structured
framework to thrive in the new normal
including a deeper understanding of
the market segments, understanding
nuances of the consumers they target
and adopting a Omnichannel strategy
mapped to each consumer profile.
KNOW Your Consumer – What
You See is What You Get (Excerpts
from the Report) Winning with
Consumers
Winning consumers’ loyalty in the
digital and dynamic business age is a
49
big challenge. Modern retailers need to
make concerted efforts and investment
in terms of time and effort to attract
and retain modern consumers who
are conscious, demanding, and picky.
Consumers take interest in ethical
practices of companies they buy from
and do not base their decisions solely
on one factor, i.e., price. In addition to
logic, they give equal importance to
DECODING CONSUMER
emotions, brand image, product origin,
environmental and social impact, and
companies’ core values.
Consumers, especially Millennials
REIMAGINING
and generation Z, will patronize
and support companies that align
with their values. It matters to them
BEHAVIOUR
whether companies are living up to
their core values or not. Issues such
RETAIL////MARCH
as over-production, environment-
conscious practices, and transparency
are also in consumers’ mind. Personal
offers, discounts, membership
JUNE ISSUE
schemes, reward points, easy exchange
and refund policies, and after sales
ISSUE | | 2020
2021

Consumers are susceptible to advertising and get frustrated with poor
service and under performing products. However, Millennials and
Generation Z start and stop relationships with companies for personal
reasons, often related to a company’s positive or negative impact on
the society.
and insurance programmes are
some benefits companies offer to get
consumers’ loyalty.
According to a Deloitte survey titled
Food Value Equation Survey, more
than half of the consumers weigh
these evolving value drivers more
heavily than the traditional ones
and nearly 63 percent are willing to
pay more for products where social
impact values are demonstrated.
Increasing preference towards
unadulterated products; and rising
health and wellness consciousness
and awareness regarding implications
of unsustainable social and
IMAGES Business of Fashion
environmental practices, are a few
major reasons driving these changes.
Gaining Consumers’ Loyalty
Mass marketing techniques are giving
way to made-to-order techniques and
old consumer loyalty schemes are
being replaced by loyalty programmes
based on winning consumers’ trust.
Both brick-and-mortar and online
retailers need to refine their business
models to incorporate guidelines of
loyalty programmes to adapt to the
changing consumer markets. These
programmes will also help them
enhance customer engagement and
shopping experience, and induce
frequent purchases from a brand.
They make consumers feel privileged
and give them a sense of elitism. A
majority of Indians (74 percent) prefer
participating in a loyalty programme,
especially digital loyalty programme
attributes or features.
Purpose To Be At The Heart Of
Strategy And Innovations
Modern consumers want companies
to be driven by purpose and value.
This purpose and value should
resonate in companies’ marketing and
promotional activities.
Younger generations think that their
buying decisions have an impact
on environment and the society at
large. They speak with their wallets
in ways that seem different than
previous generations. Consumers
are susceptible to advertising and
get frustrated with poor service and
under performing products. However,
Millennials and Generation Z start and
stop relationships with companies for
personal reasons, often related to a
company’s positive or negative impact
on the society.
For example, 42 percent Millennials
said they have begun or deepened a
business relationship because they
perceive a company’s products or
services to have a positive impact
on society and/or the environment.
Further, 37 percent said they have
stopped or lessened a business
relationship because of the company’s
ethical behavior; conversely,
36 percent started/deepened a
relationship because they believed a
company was ethical.
In a 2019 Deloitte Global Survey of
CXOs, 73 percent executives said
their organizations had changed or
developed products or services in the
past year to generate positive societal
impact. This indicates that

Modern consumers are more
connected and conscious. They are
more aware of the brands they are
using, the sourcing and supply chain
of raw materials used, the contents
or ingredients of the food they are
consuming, the environmental
and social impact of production
processes, their own and brands’
values, etc.
Corporate Sustainability is in High
Demand. Corporate Sustainability
in High Demand Across Gender and
Generations
That day is not far when the success of
a retailer will be measured in terms of
consumer experience and perception.
In the future, retailers’ success will be
driven by the following factors:
• In-depth understanding of consumer
behavior
• Connection with consumers at
every level
• Ability to adopt disruptive
technologies and business models
(both offline and online)
• Building technical and digital
capabilities to become future-ready
IMPACT
FASHIONON
RESEARCH
Key Takeaways From The Report
BUSINESSES
Impact of COVID-19
The pandemic continues to affect
the economy, people, and businesses.
There have been drastic changes in
consumers’ buying behavior. Retailers
are pro actively responding to the new
shopping habits that consumers are
developing in a continually changing
landscape. Brands have been adapting
strategies and models in the ‘new
normal’. Retailers will need to re-learn
the shopper journey and KNOW the
new customer. They need to be highly
adaptive to meet elevated expectations
of consumers/ shoppers.
Product Customisation And
Personalisation
With increasing competition amongst
consumer brands in different
product categories, brands are
51
finding it challenging to offer unique
value propositioning. As a result,
personalization and bespoke offerings
are becoming a norm to attract and
retain consumers. Do-it-yourself
products, especially in the food and
beauty segment, reflect consumers’
desire to take control of what they eat,
drink, and put on their skin.
DECODING CONSUMER
Increased Consciousness
Modern consumers are more
connected and conscious. They are
more aware of the brands they are
using, the sourcing and supply chain
REIMAGINING
of raw materials used, the contents
or ingredients of the food they are
consuming, the environmental
BEHAVIOUR
and social impact of production
processes, their own and brands’
RETAIL////MARCH
values, etc. These consumers indulge
in mindful consumption of products
and are usually more thoughtful and
influential in their purchase decisions.
JUNE ISSUE
ISSUE | | 2020
2021
 FASHION
IMPACT RESEARCH
ON BUSINESSES
Digital Bonding
The changing lifestyle of consumers Consumers today are more
has made them busier than ever. connected than ever. Technological
There are greater expectations from advancements, and the rising internet
companies and consumers now want and smart phone penetration have
facilitated information exchange
instant action on their requests just
from most advanced and developed
52
by a click on their phone screens. countries to the remotest rural regions
in the country. This information
exchange has allowed varied and
distinct consumers to connect
(through chatting, social media, etc.)
and pick up on trends prevalent
elsewhere, influencing consumers’
buying decisions. Consumers’ online
and offline purchase decisions are now
BEHAVIOUR
increasingly affected by reviews from
strangers and social media posts.
From B2C to C2B
Consumers can access internet and
DECODING CONSUMER
know everything about a product/
RETAIL
service they wish to buy. This has led
to a communication shift where earlier,
brands used to push products into the
ISSUE////REIMAGINING
market, and now there is a greater pull
of custom products from consumers.
Brands are listening more to consumers
and catering to niche segments to
thrive in their respective segments and
categories. There is a shift in power
JUNE ISSUE
between a retailer and a consumer with
regards to information exchange and
2021 // MARCH
a new meaning for the ‘word of mouth’
marketing has emerged.
2020
IMAGES Business of Fashion
Greater Responsibility
With increased concerns around
broad issues (such as global warming,
exploitation and implicit scarcity
of natural resources, and increasing
wastage) and greater realization
of their implications, consumers
are becoming more responsible in
choosing products. There is wider
acknowledgement of the repercussions
of using plastic bags, a greater focus
on keeping surroundings and areas
clean and hygienic, and a greater
acceptance and preference to eco-
friendly and recyclable products.
Instant Gratification
The changing lifestyle of consumers
has made them busier than ever.
There are greater expectations from
companies and consumers now want
instant action on their requests just
by a click on their phone screens.
Brands are also evolving by adopting
lean and agile processes and being
responsive across any and every
channel, including print and electronic
media, digital, radio, and social media.
Consumers are increasingly seeking
seamless experiences that suit their
routines and lifestyles.
 SUPPLY CHAIN & LOGISTICS

MARKETING & BRANDING

IN-STORE TECHNOLOGIES

VISUAL MERCHANDISING
CUSTOMER EXPERIENCE
INNOVATION TRACKER
LOCATION STRATEGY

SHOPPING CENTRES
RETAIL FORMATS

STORE DESIGN
ANALYSIS

RETAIL OPERATIONS

ZONING
BIG DATA

THE A TO Z OF ALL THE

CONNECTIONS, IDEAS
AND INTELLIGENCE YOU
NEED IN RETAIL
[THE AUDIENCE] [ONLINE VIEWERS]
Meticulously updated retail industry information attracts > Over 3.5 Lac + unique visitors, on website, per month
only the serious: C-level executives, Partners, Managing > 5.5 Lac + page impressions per month
Directors, Owners, key influencers and decision makers
> The Top 500 Indian Retail Companies visit
from across the retail and retail support ecosystem. The web
indiaretailing.com
portal is a magnet to the target audience of your interest,
including CEOs, CIOs, CMOs, CFOs and business owners > 25% Users visiting site via smartphone / Handheld devices
in Indian retail – for their daily business information needs. > 63% of subscribers are senior management decision makers

Interested in reaching out to

1,50,000+ retail professionals?
Advertise Now!!

To discuss how best to plan your campaign on IMAGES Group’s Digital Platform,
Please talk to our Digital Campaign Advisors”
North India Editorial Contacts
Partha Ganguly | parthaganguly@imagesgroup.in, +91 9873859916 Surabhi Khosla
West India surabhikhosla@imagesgroup.in
Santosh Menezes | santoshmenezes@imagesgroup.in, +91 9820371767
South India
Suvir Jaggi | suvirjaggi@imagesgroup.in, +91 9611127470
NEXT ISSUE HIGHLIGHTS

04 The April Issue

SPORTSWEAR,
ACTIVEWEAR &
ATHLEISURE

In the last one year that the world has been conͤned to its home, our
places of residence have become our hubs of work, play and rest. Our
food, furniture, gadgets and even clothes are being designed for comfort
and utility.
Across the globe – and especially so in India where the ͤtness revolution
has ͤnally arrived – people are shifting towards home fashion which
is comfortable. As a result, categories like Sportswear, Activewear
and Athleisure etc., have witnessed unprecedented demand since the
pandemic forced people inside.
As the pandemic rages unabated and the ‘Workout from Home’ ethos
doesn’t look set to change any time soon, fashion retailers are pushing
forward in the race to create what consumers want – including shoes and
socks that let you stay active, in the comfort of your own homes.
The April issue of IMAGES Business of Fashion will
analyse the opportunities that the new normal has
presented to brands, retailers and businesses. From
shifting consumer preferences and consumption
patterns to emerging trends and categories, this
issue will present a comprehensive report on the
current dynamics of the following categories:
> Sportswear > Athleisure
> Activewear > Sports Shoes
> Activewear Socks
> Kids Athleisure & Activewear

A Not
Contact us to partner: To Be Missed
BUSINESS HEAD: Santosh Menezes +91 9820371767 Advertising
santoshmenezes@imagesgroup.in Opportunity

NORTH: Vineet Chadha +91 9350897807 | vineetchadha@imagesgroup.in

p.in

Gauri Srivastava +91 9873800387 | gaurisrivastava@imagesgroup.in

group.in

WEST: Radhika George +91 9833446767 | radhikageorge@imagesgroup.in

oup.in

SOUTH: Suvir Jaggi +91 9611127470 | suvirjaggi@imagesgroup.in

Ashraf Alom +91 9686014260 | ashrafalom@imagesgroup.in

www.imagesgroup.in
 
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