Ethnic lifestyle brand Fabindia to focus more on fusion fashion

Fabindia is turning its focus more on fusion wear. Reason: More and more youngsters, now prefer ethnic fusion wear (a mix of modern and traditional wear) to work and casual meetings. Fusion wear appeals to a larger segment and is not restricted to occasions. Meanwhile, Fabindia will discontinue its western wear label Fabel. The company had launched Fabel in 2014 to cater to the growing urban population and women employees in the organised workforce. However, the strategy did not work given the huge competition from retailers and international brands offering fast fashion. Fabindia now plans to consolidate all forms of apparels under the brand Fabindia itself.

Fabindia has a revenue of over Rs 1,000 crores. Apart from apparels, the company sells furniture, organic consumer staples, personal care products and home decor. About 75 per cent of its revenue comes from apparels. Fabindia’s flagship store in Vasant Kunj has undergone major renovation. Highlights include an interior design studio, an Organic Wellness center, an alteration studio, a kids’ zone and a larger collection of garments for festive wear. The idea is to create an experience that is memorable, and delights the customer. A special service is a virtual reality set-up that gauges a person’s health and mental states like depression.