Khushboo continues to spread with western wear for Indian women

Khushboo, the western wear for women brand, has been making a varied range for the last 18 years. And it continues to dress women with latest designs and styles. Now, out with its new Autumn/Winter 2016 collection, Khushboo is looking to a good run again this season. It has been growing at an average of 20-25 percent but would like to grow 10 per cent more than that.

Khushboo’s collection includes: skirts, leggings pants, palazzos, tops, kurta , casual shirts apart from formal wear like blazers and upper wear. Other than that there are different patterns of kurtis with different length, sizes, midis, one piece dresses and party wear dresses. The clothes are aimed at teenagers and women who prefer only western wear. The new collection has short kurtis as well as balloony shirts and off shoulder tops. Abhishek Gala, MD points out, “The brand’s USP is having tops made of imported fabrics. These are not the routine fabrics we see in market like modal and rayon, these are other fabrics that don’t have a particular name as they are developed in China. We export these fabrics from China.”

Keeping up with latest trends

Khushboo believes in bringing latest international brand and keeps its collection as updated as they can. They have their own stocks on the racks which are not available in other’s collection. The brand has a team of designers who conduct research for new trends that are coming up in the market and based on it the collection is designed. There are new varieties of fabrics. It has shifted from linen to modal and people are focussing more on feel of the fabrics. Earlier, people focussed more on style, pattern and cuts but now it has changed.

Ethnic wear is down, western wear grows

Gala says “Ethnic wear market is moving down while fusion wear is doing well during festivals as young women prefer western wear. So, western wear market is set to grow big. As per a 2012 report by Technopak, women’s western wear accounts for 25 per cent of the Rs 78,500 crores women’s wear market. And in the recent past this market has been growing at a 30 per cent CAGR.”

Gala has been in the market for the last 10 years with Khushboo. Earlier the company made ethnic wear under the brand ‘Sneha’. Since they wanted to diversify into western wear, they launched Khushboo. The response was overwhelming as people were looking for something trendy. Also, women today want to experiment with different designs and types of dresses. They no longer want to wear only ethnic. They like to mix and match. And this is where the brand has successfully managed to capture potential clients.