There has never been any doubt that women and younger consumers drive fashion. In India , as these two segments continue to grow in strength, the evolution has opened the floodgates of possibilities for fashion brands. Retailers like us have been especially waiting to see these changes translate to some exciting innovation on our fashion shelves.
However, not a lot of that expected innovation has happened yet. The two consumer categories in India with the most promising potential – women and kids – are also the weakest.
At our stores, we are only too aware that modern women and young shoppers are constantly on the lookout for exciting, fast-changing merchandise that gets them closer to international trends. It is critical that fashion brands understand and adapt to this new reality of fashion consumption in India .
Consumers don't wan't me-too brands, they want differentiation, they want speed in change.
Indian fashion retailers – Pantaloons, Central, Shoe Factory, Brand Factory, Shoppers Stop, Lifestyle, Globus, Westside, Reliance Trendz, Big Bazaar Fashion, and The Loot among others – have long realised the scope of the line expansion for the modern Indian woman. From apparel (in basics to fashion, in traditional to western, in casual to ultra formal and speciality clothing), from travel accessories to jewellery, from timewear to footwear, and from cosmetics to diet foods, it has been a challenging expanse, and given India's geographical spread and diverse tastes, setting up the supply chain has been a tough proposition.
For kids, the category comprises not just apparel, but also speciality furniture & furnishings, games, toys, character merchandise, hobby ideas, learning tools and more. Sadly, the fact is that branding is minimal.
And if that understanding needs a powerful platform to get going, PURE and PLAY is just that interface.
To give an example, at PURE and PLAY 2007, we retailers could discuss not just merchandise selection with a cross section of global and home grown brands, but also could explore product development facilities with mega exporters plus many small vendors that could cater to our varied customer base.
I take great pride in presenting the second edition of PURE and PLAY, a pan-India business platform (Jun 29 - Jul 1, 2008 , Pragati Maidan, New Delhi and invite brands and suppliers of women & kids merchandise from across the country (irrespective of their size and scale) to showcase their respective lines and capabilities to retailers like us. The strategy is to connect vendors, manufacturers (from small to large), designers, to organised retail merchandisers and buyers through a B2B interface that allows product displays, sampling, sourcing, merchandise management and vendor-retailer relationship – all at one venue.
As fashion retailers, our aim is always to excite the customer. As a fashion manufacturer, your focus should be on inspiring the retailer. We want fashion makers to excite us with high quality innovation – in manufacturing, merchandising, trend matching, or in merchandise presentation. We retailers want brands and products that are ahead of trends, and on board, entrepreneurs with the vision to create incredible innovation.
This note is an invitation for you to make a stand-alone, official presentation of your products to us and other retailers at PURE AND PLAY 2008. If you have innovative women's and kids' products or concepts that deserve a fantastic display platform, PURE AND PLAY is where you and us retailers can take it forward to the customer. Let India 's top retailers meet you, let us talk. Great brands are made with great retail experiences, and world-class fashion retail can be made only with shelves that display exciting innovation in design, construction, merchandising and display.
Let your innovations get quality shelf life. Let us take the energy of fashion to the Indian consumer. Let us make it happen at PURE AND PLAY. |
