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109°F to launch Fusion Beats for contemporary women


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Creative Lifestyles makers of popular women’s wear brand 109° F is all set to launch an Indo-western wear brand called Fusion Beats. Plans are on for the new brand to be on shop shelves by spring/summer ’12. It will offer a blend of Indo-western

outfits for women. Meanwhile 109° F has launched its autumn/winter collection which is an interesting mix of traditional as well as new themes. “In the A/W season we are reviving the evergreen positive-negative (Black & White). We have also come up with a new theme of vintage romance which is a mixed bag of feminine prints and embroideries. We also have a fantastic fantasy folklore theme inspired by African tribes which consists of ethnic prints and homespun embroideries,” says Rahul Mehta, MD, Creative Lifestyles. 109°F is a fashion brand for all ages, from college students to housewives and corporate women who want to experiment with vibrant colors and hues.

in the women’s wear space for around five years now Mehta says the women’s wear market in India is huge and is expected to grow with each passing year. “109°F has already carved a niche for itself and we hope to serve the customers by targeting not only the metros but also Tier II and III cities.” According to him western women’s wear is a tricky and difficult to handle and category. The western trends need to be modified according to Indian tastes and sensibilities which require lots of expertise and experience. This makes it difficult for brands to venture into this category. On its own 109°F is a comprehensive brand and offers a variety of tops, tunics, dresses, skirts and bottom wear etc.

With 18 EBOs spread across major cities the brand now has plans to venture into Tier II and III cities. About six stores will be operational by June 2012 while talks are on to open more EBOs. The brand is also available in all large formats such as Shoppers Stop, Pantaloons, Lifestyle, Central and Reliance and will be launched in Westside as well. “We are also available in MBOs like Kapsons, Ritu Wears, Stanmax, Kohli Brothers, Chunmun, Topshop, Paul Garments , Surat G3 and Vijay Store amongst others,” Mehta informs. Already a big in player in the apparel exports market, Creative Lifestyles exports to Dubai, Nepal, Kuwait among others.