Fabindia to unveil western line under Fabels

Known for its Indian ethnic and traditional wear Fabindia is all set to unveil a collection of western

wear. The new range will include jackets, shirts, trousers (for men and women) and tops and dresses (for women) under newly coined label Fabels.

Alistiar Blair, who has worked with high-end labels like Givenchy, Chloé, Valentino and Cerruti is giving final touches to the first two lines under Fabels, which would be retailed from 30 re-conceptualised Fabindia stores from the month of April.

Mark Bell, a veteran from UK-based retailers, Selfridges and Body Shop is in India to transform the stores into a new avatar. The price range for the western wear collection will be in the range of Rs 1,200 to Rs 2,000, jackets will fall in the Rs 3,000-Rs 5,000 bracket. Fabindia plans to have Fabels store-in-stores at most of its 172 outlets.

Keeping in mind that ethnic wear demand is limited to special occasions with the young looking for more of western outfits, the company decided to introduce the new line moving away from its existing image. With 50 percent of India’s 1.2 billion people falling under 30 years of age, Fabindia wants to attract a fraction of this huge prosperous group.

It had introduced fusion wear in 2006, which is registering 20 percent growth, and contributes 30 percent to the company's turnover compared to the ethnic wear. The company aims to double the Rs 120-crores fusion wear business in the next one year.