Women’s wear brand Avirate plans 10-12 new EBOs every year

International women’s wear brand Avirate has made its presence felt in India for over a decade. Its first store in Bangalore opened and attracted a loyal customer base. Since then it has been growing at 25-30 percent. The brand would like to continue growing at the same rate. Also, plans to add 10-12 EBOs every year, primarily in the metros.

The brand’s Autum/Winter 2016 collection is concentrated on innovative digital prints. The trend for AW16/17 is dark-florals imposed on new fabrics using the brand’s cutting edge digital printing technology. The colour palate is sensitive to the requirements of the Indian market such as mustard, colbert blue and any brights in general. Also, colours such as forest green, tomato red and ice pink will be introduced. Shapes and prints are in tune with the latest international trends. Fabrics used are bubble crepe fabric for digital prints, crepes, cottons, rayons and breathable /natural fabrics such as knits, yarn knits, silk touch fabrics, print and embellished lace.

Western wear on an upswing

The growth of western wear segment in India has been phenomenal and as per Technopak study, the segment accounts for 25 per cent of the Rs 78,500 crores womenswear market in India. The women’s western wear market is growing at a CAGR of 10 per cent. Increasing number of working women, dressing smart tendency and higher disposable income are the triggering factors for the segment to grow in India. Also, women shoppers across metros and smaller cities are increasingly opting for western wear, helping boost sales for branded clothing, making it one of the fastest growing categories in the apparel segment.

Challenges make growing big fun

Western women’s wear market in India is extremely dynamic in nature. The wardrobe of the urban woman could include the best of the international brands along with the local unbranded/street fashion. This inherent heterogeneity of the market requires the retailers to micro-segment the market so that the unique buying pattern of each micro-segment can be understood and the product offering can be tailored accordingly.

Avirate, is a 40-year-old brand, in India it over eight exclusive stores in major cities. It is present across 16 LFS and exclusive stores in five metros and nine Tier II cities. Though metros have proven to be a high growth market for the brand, Tier II cities are coming up as a surprise as they have seen great acceptance for Avirate products across all LFS. With women having a higher propensity for spending, they are becoming more brand conscious and thus the need for high quality product has developed in the market. The brand is growing across all channels with overall all growth in women’s wear category. As an international brand Avirate delivering the highest standard in terms of product quality. Avirate customers are more fashion evolved and have an understanding of quality, product, style, fit and value.”