Vasari’s new season with a contemporary look

Vasari the well-known Indian ethnic wear brand is planning to focus on a contemporary and global look this season. “We will focus on global styling by providing a contemporary look to our dresses,” says Mahesh Chand Mohani, Director, Vasari India. The brand will introduce short length kurtis

and long jackets with lehengas will replace dupattas for women. For men, they are introducing jackets with less embroidery, the focus will be on detailing and fabric; slim fit and narrow trousers will also be added to their men’s range.

Mohani feels the choice of people has been shifting more towards Indo-western clothes like dhoti suits, churidaar suits, for men and sherwani suits for women. They have become popular because they are more practical and can be worn more than once.
The brand which is focused on the upper-middle class clientele is now planning to expand its retail base throughout the country. Till now they only had company-owned outlets but now they are planning to come up with franchisee stores with a minimum carpet area of 1,200 sq. ft. At present, Vasari has 11 retail points; four more are in the pipeline. This month, a Vasari store is opening in Ahmedabad, the other cities where they are opening soon are: Jalandhar, Surat and Jaipur. The brand also has expansion plans in Mumbai, Hyderabad, Chandigarh, Amritsar, Bangalore and Kolkata.

The brand is big in exports as well. Currently, it is present in UAE and the US. “By 2012, we are planning to launch ourselves as a major exporter of ethnic and designer garments. We will be participating in fairs, exhibitions, launches and also meet potential customers directly,” says Mohani.
The company which is looking at touching Rs 54 crore this financial year; is targeting Rs 65 crore in 2011.