Aviraté rolls out two exclusive ranges for S/S ’15

“Women are sensitive. They enjoy surprises. It’s essential to give them a larger offering as they like styling and design options. Hence, our Spring/Summer collection, designed by a North American designer, will roll out two ranges namely ‘Aviraté’ and ‘Aviraté Signature’. These will have exclusivity with a lot of fashion elements and embellishments for our exclusive customers,” says Jahid Osman, MD.

Aviraté, the international high-street fashion label, offers a range of clothes and accessories to appeal to every woman’s sense of style and sensuality with the best of western wear. It’s targeted at women between 24 to 40 years. Aviraté is a Sanskrit word and which means sensuality. The brand appeals to every woman’s sense of style with the best of international fashion.

Exclusivity in Spring/Summer Collection ’15

“Looking at the current trend of digital prints, the brand has rolled out two ranges for spring/summer designed by a North American designer. These exclusive ranges will be priced between Rs 3,000 to Rs 7,000. One is the ‘Avirante’ and the other is the ‘Avirante Signature’. Avirante Signature will be a bit more premium. It will be heavier and more fashionable in terms of colours and trends and the body. Avirante mainline will follow the same principles of Avirante design we have been offering so far to customers,” informs Osman.

The brand sees good growth potential in Mumbai and Delhi as they have a lot of customers in these cities. “Metros and urban centers have a strong aspiration for fashion. That’s where our brand is going to be more predominant. We are in Bangalore, Mumbai, Hyderabad, Chennai, Pune and Delhi. We have yet to go to Kolkata, which is a potential market. So we want to first cover the metros. Then we will go to Tier II and III. By then customers there would already have experienced us online,” says Osman .

Offering global fashion sensibility

One challenge the brand encountered is that while India is receptive to global influences, it does not accept it completely. It realized customers had to be educated on the nuances of wearing dresses for different occasions. “As a brand, we didn’t want to get into fusion sensibility. We wanted to give a global fashion sensibility to customers. We realized the Indian market was value sensitive. Price sensitivity is one aspect of value sensitivity. Customers want far more than the price. They want value for money. It was vital for us to establish our key proposition as a brand. We aim to give customers a nice experience at our stores,” he explained.

Online shopping fosters brand loyalty

Aviraté has 14 EBOs in Bangalore, Delhi, Chennai, Mangalore, Pune, Hyderabad and Mumbai. Some more are to be added in these cities. “By March 2015, we will look at another four to five stores. We have entered large formats this season. We are online with all major sites like Amazon, Flipkart. With online, you can reach out to different markets. The business is also providing a wider platform to many brands. At the moment, online delivers a large amount of benefits. One of these is value in terms of price points. We would like to provide the consumer a high level of experience online so that they walk into our store. We feel online shopping fosters brand loyalty,” he points out.