Trendy Fashion: Vero Moda looks at expanding in Tier II, III cities

Premium international fashion brand Vero Moda will bring the latest international trends to fashion savvy women in India. After consolidating its presence in the metros, Vero Moda is now aggressively expanding in Tier II and III cities. So far, the response has been encouraging.

The brand’s #TRENDYVEROMODA campaign has been going strong ever since it was launched. The campaign is all about week on week launch of styles inspired by latest European trends off the runways. The styles are designed by Bollywood actress Kangana Ranaut. So far, she has launched three collections: Deep Desert, Venice Cruise and French Riviera. Through these campaigns, the brand has been able to bring a variety of stylish designs from all over the world that are in vogue. As Vineet Gautam, Country Manager explains, “We will continue the campaign for coming season. Innovation and styling rejigs the current style conventions and creates new trends which drive the category.”

Women’s wear going strong

Women’s wear in India is a continuously evolving market. The segment is influenced by oriental and occidental sensibilities. International trends, fits and silhouettes with vibrant Indian colours make for an exciting category. Apart from its popularity among students, increasing acceptance of western wear as work wear, is giving a boost to several categories in women’s wear. Over the years, what has changed is the increase in number of options offered to end consumers. Customers are getting more exposed to international fashion which is instrumental in creating demand for branded apparels.

The last few years has seen the growth of e-commerce sites which sell latest international trends online. With the spread of these sites, e-commerce has allowed accessibility to customers in remote places where a brand is not present in brick and mortar store format. This has fuelled interest in western wear and latest trends in the younger generation. Also, with fast changing trends, brands are buying closer to the season, which implies lesser production lead time. In addition, customers are looking for more options which require the brands to increase the width of the collection and decrease the depth which poses the challenge of meeting MOQs. Smart and efficient sourcing of products from vendors locally and globally is the key to resolve this. Gautam says, “Our brand stands for fast fashion at affordable prices with a strong focus on latest trends and product quality.”

Vero Moda was launched in 1987 and it is one of Europe’s largest clothing brands for young women. It was the brainchild of Troels Holch Pvlsen and is one of the first brands to launch within the Bestseller family. Vero Moda was launched in India in 2010. It has 179 EBOs and is present in 433 shop-in-shops in external MBOs throughout India. Bestseller India is part of Bestseller, a family-owned fashion company founded in Denmark in 1975.