Designers log in to offer affordable fashion

With consumers turning fashion and brand conscious, many well-known Indian designers are jumping onto e-platforms to reach out to a

larger audience offering an affordable wearable range. Jabong.com, for instance has tied up with renowned designers Rohit Bal, Wendell Rodricks and Nishka Lulla to exclusively sell their outfits. The company is marketing them as ‘India’s favourite designers at guilt-free prices’.

Bal’s ensembles would be available on Jabong priced between Rs 8,000 and Rs 15,000. Last year, the designer had partnered with Indian women’s wear brand Biba for a collection, which was initially retailed only through Myntra.com. Jabong is said to be eyeing more such tie-ups in future. The platform also partnered with Lakme Fashion Week to promote budding talent and select merchandise is being retailed through the e-tailer.

Moreover, the e-tailer is set to launch a fashion magazine on the lines of Vogue in April this year, which will focus on fashion trends. Such exclusive partnerships are also working in favour of designers since investing in the online model is easier, instead of brick-and-mortar boutiques to save costs and achieve higher consumer reach.

Having launched brands like Spanish casual wear brand Desigual and Italian clothing and shoe brand Geox, Jabong recently launched UK’s high street fashion brand Miss Selfridge along with Dorothy Perkins in India.