The Trouser Special 2017 - Indiaretailing
3Issue No.March 2017Volume XVIII // No. 3 // 100www.imagesfashion.comthetrouserspecial2017 Meet The Queens ofIndian Fashion IFF ‘17 Curtain Raiser
FASHIONFOREWARDwww.imagesfashion.comDear Friends,Trousers are not what they used to be during myyounger years, to say the least. Infact the entiretemplate of a trouser has changed. Back in theday, trouser referred to a simple, utilitarian pairof long legged garment reserved strictly forformal occasions. But today, the word trousersencompasses such a diverse array of bottomwear, that it reduces yesteryear’s trouser to just asexagenerian memory.horizon itself. Also, the women’s trouser categoryis expected to grow at a CAGR of 11 percent forthe next decade in contrast to the men’s segmentthat, according to industry experts, is poised foran 8 percent CAGR growth.This issue also gives an insight on theprevailing trouser trends through two specialfeatures. In one, industry experts from Celio,ColorPlus, Indigo Nation, etc., talk about thelatest domestic market trends and in the other,The trouser’s market in India has seen a recentveteran fashionista Meher Castelino discussesbut significant preference shift. Yet, as claimedthe trouser trends and innovations off the Lakméby designer Raghavendra Rathore in the reportFashion Week Summer/Resort 2017 runway.Bespoke Trousers in this issue, this wardrobeAlso, present is an in-depth feature that tracesstaple will still need 2-3 years in India tograduate to a central level of the wardrobe. This, the size, nature and future of the trouseringactually, indicates to a healthy buzz in the trouser fabric market as perceived by majors likeSiyaram, Raymonds, etc.market which is picking up momentum rapidly.As sized by the experts from Technopak in thelead research, the bottom wear market excluding Also, in commomoration of the InternationalWomen’s Day, we talk to and present thedenims is estimated to be worth 39,022 croresin 2016 for men, women and kids. It is estimated journeys of a few eminent women enterpreneursthat this market segment will grow at a CAGR of who have made lasting impressions in the10 percent for the next ten years and is estimated fashion business.to reach 89,392 crores by 2026.Last but not the least, we present to you the IndiaFashion Forum 2017 curtain raiser, the mentionThe trousers market in India is dominated byof which, reminds me to invite you once again tothe men’s segment which comprises around 72percent of the entire market. But its the women’s this year’s edition of the IFF which will be held atthe Renaissance, Mumbai on the 12th and 13th ofsection, which only accounts for a meagre 4April 2017. Hope to see you all there!!percent, that has outpaced the men’s in termsof evolution. From fabrics, styles, fits, stitches,Cheers!cuts to frills and silhouettes, the options andinnovations in this segment is as vast as theAmitabh TanejaAll material printed in this publication is the sole property of Images Multimedia Pvt. Ltd. All printed matter contained in the magazine is based on the information provided by the writers/authors. The views, ideas, comments and opinions expressed are solely of the writers/authors or those featured in the articles and the Editor and Printer & Publisher do not necessarilysubscribe to the same.Printed & published by S P Taneja on behalf of Images Multimedia Pvt. Ltd. Printed at Samrat Offset (P) Ltd. B-88, Okhla Industrial Area, Phase-II, New Delhi-110020 and published by S PTaneja from S- 21 Okhla Industrial Area Phase – 2, New Delhi.110020 Editor : Amitabh TanejaIn relation to any advertisements appearing in this publication, readers are recommended to make appropriate enquiries before entering into any commitments. Images Multimedia Pvt.Ltd. does not vouch for any claims made by the advertisers of products and services. The Printer, Publisher and Editor-in-Chief of the publication shall not be held for any consequences inthe event of such claims not being honored by the advertisers.Copyright Images Multimedia Pvt. Ltd. All rights reserved. Reproduction in any manner is prohibited. All disputes are subject to the jurisdiction of competent courts and forums in Delhi/New Delhi only. Images Business of Fashion does not accept responsibility for returning unsolicited manuscripts and photographs.
Fashion BusinessContentsIFF CURTAIN RAISER36-86India Fashion Forum 2017Curtain RaiserFASHION BUSINESSCurtain raiser of India Fashion Forum2017, April 12-13, Renaissance, Mumbai.IFF’17 will be a confluence of the fourbiggest determinants of success in thebusiness of fashion in the post-technologyage Analyticals, Buy Now, Complianceand Digital – sharply communicating theessential keywords through its customisedplatforms.StoresPg No.70-86CAMPAIGNLux Cozi’s New Brand CampaignSabhyataPg No. 36Lux Industries have yet again created abuzz in the innerwear category by ropingin Bollywood actor Varun Dhawan as itsnew brand ambassador.Pg No. 42rwrFASHION QUEENSThe Women That are Defining Fashion in IndiaVansPg No. 38On the occasion of International Women’s Day, IMAGESBoF showcases some of the most successful women leaders of fashion in India.Pg No. 45-69Apeksha Patel,Proprietor, E2O Accessories & CEO, Deal JeansArchana Kochhar, Fashion DesignerFarah Malik Bhanji, Managing Director & CEO, Metro ShoesJagrati Shringi, Chief Technical Officer, VoyllaNidhi Agarwal, Founder & CEO, KaaryahNina Lekhi, MD & Design Curator, BaggitRashi Menda, CEO & Founder, ZapyleRitu Beri, Fashion DesignerRitu Kumar, Fashion DesignerCrocsRosmin Kunnathottathil, Co-Founder, The Lingerie StorePg No. 40Tanvi Malik & Shivani Poddar, Co-Founders, FabAlleyVishakha Singh, Founder, Red Polka
FASHION BUSINESSTHE45WOMENTHAT AREDEFININGFASHIONIN INDIA– Audre LordeOn the proud occasion of International Women’s Day, which falls on the 8th ofMarch, IMAGES BoF talks to some of the successful women in the fashion andallied industries, and celebrates the empowered ones, their achievements, theirzeal, and their efforts. Our humble hope is that this inspires and enthuses the nextgeneration of women to look forward to fashion as their chosen field of endeavor.We put forward a very elementary set of questions to all the fashion queens wefeature here. And then we wondered what to do with the responses. Do we putthe editors pen and bind their responses into one common story? We decided notto touch a thing and let our readers read every word they spoke. And we will justshare one observation which is that the one clarion call that all sang in unison wasthat “Women Need to Believe in Themselves.” Rest we leave it to the readers toenjoy the gems of wisdom and feel their passion for fashion and life.FASHION QUEENS // MARCH ISSUE 2017“When I dare tobe powerful, to usemy strength in theservice of my vision,then it becomes lessand less importantwhether I am afraid.”This aptly applies to the women who are leading fashion in India today. They arechartering new territories fearlessly.Women are proceeding with ingenuity andenthusiasm to change the world around them and make a difference with theirideas and insights, run successful ventures and generate employment for many.This generation has overcome many prejudices and notions, and has provedthemselves in both life and enterprise. They are confident person and full of fire totake up the best of the opportunities and emerge the queens of the game. Theirrelentless zeal, incessant quench for success and willingness to make that extraeffort, have broken all myths about their limitations that were supposed to bemajor obstacle on their way to success.
PresentsSuccessful Women Fashion LeadersOn the occasion ofFARAH MALIKBHANJIManaging Director and CEO, Metro ShoesIBoF: Tell us a bit about your background, education and first career steps.Farah Malik Bhanji (FMB): Metro Shoes has been a family business for over 60 years.I have grown up visiting my grandfather sitting on the cash counter till in our Colaba,Mumbai showroom. Growing up like this has given me an intrinsic passion for footwearand retailing. When I joined the business after receiving a double degree from the USin Finance & Business Administration, I started my career in marketing. This gave me aground level feedback on what it takes to create and sustain a brand. After a year , I tookon leading our buying and merchandising verticals. During this journey, I initiatedand implemented sourcing internationally from places like Brazil and China. I had thefreedom to innovate and experiment for which I am grateful.IBoF: Exactly when did you choose fashion as a career and how has your journeybeen so far?FMB: As a young child, I remember spending a few weekends with my grandfather atour Metro Shoes store in Colaba. The business has always been exciting dinner tableconversation in the family. Having grown up in this atmosphere, I was very excited tojoin.IBoF: What are you most proud of achieving during this time?FMB: The best of the achievements were the launch of MSL brand, launch of oure-commerce portal – www.metroshoes.net and our double digit CAGR for 5 consecutiveyears.IBoF: What were/ are your inspirations throughout this voyage?FMB: My grandfather and father continue to be my biggest inspiration. Their dedication,passion and constant thirst for knowledge are truly awe inspiring. I have spent a largepart of my formative years understanding the nuances and drivers of the retail businessfrom them.IBoF: What helps you keep yourself motivated?FMB: I feel that my passion for my work and striving for perfection is what keeps megoing.IBoF: What, as per you, are the qualities required to be a successful womanentrepreneur?FMB: Believing in yourself can make all the difference. To start with, the mental blockthat differentiates a man from a woman must be debunked; it is a myth. Going forward,the key is to have clarity of mind with regards to where you want to position your brandand how you want to go about it. There is no recipe to success but belief, clarity, a greatteam and consistent hardwork definitely helps.IMAGES Business of Fashion
Trouser BrandsContents90-156Fashion RetailIMAGES BoF introduces some of themost vibrant Trouser brands in indiatoday. a dream team for every leadingbrandsmxn112 AfoxFASHION RETAIL114 Breakbounce Streetwear116 Callino London118 Cambridge Apparels120 Celio124 ColorPlus126 Duke128 Indigo Nation130 Monte Carlo133 MX Maestro134 SheriffLEAD STORY-1Industry Speak: Tapping theTrouser Category in IndiaThe market for trousers in India has,over the years, seen great casualisationand acceptance of different cuts, fabricsand style. We talk to the leaders in theindustry about this emerging market.Pg No. 98136 Success138 William HazlittxLEAD RESEARCHTROUSERS IN INDIANAPPAREL MARKETThe bottom wear market excludingdenims is expected to grow at a CAGRof 10 percent for over the next ten years.Technopak delves deep into the marketdynamics of this segment.Pg No.90LAUNCHES & EXTENSIONS ‘16-17India, The NewFashion StadiumThe year 2016 witnessed numerousIndian brands launching into themarket and several brand extensionsto both lock horns with global entrantsand riding the opportunities.Pg No. 139140 CandyskinLEAD STORY-2Trousers Getting Trendy as EverAlthough not much has changedin the men’s trouser category, thewomen’s section has witnessed asea of change over the years, fromplain pants to palazzos, cigar pants,and cigarette pants. We talk to someof the business leaders about theprevailing trends.Pg No. 106142 Courtyard Premium144 Equation146 Platina148 River Blue150 Saramai152 Blood154 Lyra155 Onn156 Pepe Jeans London
INDUSTRY SPEAKTAPPING THETROUSERCATEGORY ININDIAToday, sporting trousers for a casual outing iscommonplace, unlike the quondum templatewhere formals strictly meant trousers and casualmeant denim. The market for trousers in Indiahas, over the years, seen a casual acceptance ofdifferent cuts, fabrics and style. We take a look.By Zainab S. Kazi with inputs from Rosy SharmaCiting the market for trousers in India, SanjeevMukhija, Founder and Managing Director,Breakbounce Streetwear, shares, “The percapita consumption of trousers has grown in recentyears because the consumers nowadays prefer tohave trousers as one of their daily staple. Also, wehave brands that have successfully introduced thecasual version of trousers called chino by addingdifferent colours, utilities, quality fabric, comfort, etc.,due to which men are inspired to wear chinos insteadof denims.” Abhishek Shetty, Head – Marketing, PRand Loyalty, Celio, adds, “This segment has beengrowing at a CAGR of 8-9 percent. One of the keychange in the Indian market is the historical shiftfrom being value seekers to image seekers. The mainattributes considered were price and comfort. With astronger inclination towards fashion and self-image,we are seeing more sliced preferences. Additionalattributes such detail orientation, fabric used, fits,etc., have found a place in the minds of this evolvedcustomer. Organized players have an important rolein converting consumers from preferring tailor-madeto readymade trousers by giving a plethora of optionsin terms of fits and colours.”IMAGES Business of Fashion
Cambridge Apparels started its business in 1960 withspecialization in men’s shirts and trousers. Twenty yearslater it expanded its manufacturing to other garments andaccessories of men and also began exporting to countries inthe sub-continent and the Middle East. The years 1989 and1990 were definitive for the brand as it was the first one tolaunch ‘white collar shirts’ in India and introduced blazers andsuits in the market at an affordable price. The brand has beenawarded ‘The Best Formal Wear Brand’ three times between2000 and 2010 and simultaneously it has been voted ‘TheMost Trusted Brand’ as well.CAMBRIDGEAPPARELSGrowth Till DateThe brand started with a single store in Colaba (Mumbai,Maharashtra). In the last five decades, it expanded to over 500stores and close to 25 stores in Mumbai alone. With over 50 yearsof heritage in dressing people, its journey so far has been fruitfuland successful.Target ConsumersThe brand targets consumers from tier -I and -II cities. Thesepeople want to feel comfortable and look stylish at an affordablecost for any occasion or event.Product Categories & Top Selling RangeThe product array comprises business and formal wear, partycasuals, etc. At present its product range consist of shirts,trousers, t-shirts, blazers, suits, jeans and accessories. Itscollection of formal shirts is the best selling the most soughtafter product by its customers, followed by formal trousers andcasual shirts and suits.New InnovationsThe brand introduced formal stretch trousers a year ago at a veryreasonable price-point. These trousers have changed the waypeople look at formal trousers now.Theme & Core Elements of Latest Spring-Summer’17CollectionThe latest collection will include classic button down shirts informal wear and business range. The collection will also feature
ContentsFashion CreationNew Fabrics160-193TECHNOSMART FABRICSLAUNCHEDFASHION CREATIONLaunched by Raymond Textiles underits Champion Collection, Technosmartis the smartest fabric in the world witha unique combination of UV protection,moisture management, smooth touchand easy care.Designer TalkPg No. 171INDIAN TROUSERS GOINGBESPOKEIMAGES BoF talks to a slew of designerswho discuss the current trends indesigner trousers as well as about thepotential for exploring new shapes andstyles in the segment as a whole.Pg No. 160Trouser Fabric Majors177178180181182186192BIRLA CENTURYDONEARLINEN FIESTAPANAMMAYUR SUITINGSSANGAMSIYARAMRamp WatchTROUSER TALK: PREVALENTDESIGNER TRENDSSenior columnist Meher Castelino talksabout the many designs, cuts, styles andtrends in trousers in India.Pg No. 164Textiles OverviewFABRIC FUNDAS: THETROUSERING FABRIC MARKETIN INDIAWith readymadeses gainingmomentum, the USP foreach brand restss with thefabric that is beinging putto use and at thee price atwhich the finisheded productis sold. We talk to the topfabric players aboutboutthe trouser fabricicimdustry.Pg No. 172
GOING BESPOKEFASHION CREATIONINDIAN TROUSERSIMAGES BoF talks to a slew of designers who discusses the current trendsin designer trousers as well as about the potential for exploring newshapes and styles in the segment as a whole.By Manisha Bapna with inputs from Tanya KrishnaT-Raghavendra Rathore,Designer-Nachiket Barve,DesignerRaghavendra Rathore, FashionDesigner, admits that the substantialand growing trousers contribution isanyways between 2:1 (1 being a jacket).“We hope this ratio will increasemarginally each year and othercategories of lowers such as denims,chino’s, breeches, etc., will add to theoverall growth,” he explains.Innovations in Trouser CategoryJodhpuri pants, an ethnic innovation of“We have always focused on addingunique detailing to both bespoketrousers and Jodhpur breeches, whetherit has been an adjuster buckle, trouserhem turn up, hand stitching, waistclosure, hidden pocket detailing or anysuch customised additions that addvalue and functionality to design. In theclassic space, the cuts of these pants arethe primary focus,” shares Rathore.Nachiket Barve, Fashion Designer,feels people are experimenting moreand more with trousers and thus we seedhoti pants, palazzos, fisherman pantsand salwar variation pants. He explains,“I work a lot with shapes keeping inmind the Indian body type and thushave silhouettes like pleated palazzos,ankle length straight pants and drapes.”Fabric & BlendsA designer always design and focuson a holistic look and not just on anyDESIGNER TALK // MARCH ISSUE 2017“I work a lot with shapes keepingin mind the Indian body type andthus have silhouettes like pleatedpalazzos, ankle length straightpants and drapes.”But the market for besopoke trousersis blossoming in India. Big brands likeThe Raymond Shop (TRS), Raymond’sMade To Measure (MTM), ArvindLimited’s Studio Arvind & Creyate, VanHeusen’s new venture MyFit, Siyaram’sFashion Avenue, Reid & Taylor, LouisPhilippe are offering custom madeor bespoke tailoring services tostrengthen their brand’s value in India,along with many international players.the traditional Indian riding breechesand churidar pants combined, are one ofthe most contemporary forms of bottomwear for both men and women. “I havetried and tested several innovations inthis category from palazzos and corsettrousers for women and Jodhpuri pantsand a line of chino trousers with a brandwhich I had a tie up with, for men,” saysKochhar. She further says, “The mainfactors that I focus on while designingtrousers are its comfort and right fit.”161“A designer always design andfocus on a holistic look and notjust on any specific category.Trousers as a category is a veryimportant part of the Indian men’swardrobe. It is presently sold asa part of the suit and only sold injunior markets and pret brands.rousers, as a category, is a veryimportant part of the Indianmen’s wardrobe. However, theevolution of it being a centre part ofthe wardrobe is still 2 to 3 years away.It is presently sold as a part of the suitand only sold in junior markets andpret brands. According to fashiondesigner, Archana Kochhar, “The focuson trousers, as a category in the Indianmarket is very minimal as compared tothe west. But recently, the trouser trendhas had its light in the Indian fusionsector.”
Ritu Beri, Fashion Designer Ritu Kumar, Fashion Designer Rosmin Kunnathottathil, Co-Founder, The Lingerie Store Tanvi Malik & Shivani Poddar, Co-Founders, FabAlley Vishakha Singh, Founder, Red Polka IFF CURTAIN RAISER India Fashion Forum 2017 Curtain Raiser Curtain raiser of India Fashi
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