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Myntra and LENZING™ ECOVERO™ fiber brand have joined hands this festive season, to provide apparels made of the environmentally responsible viscose fibre. As a part of this collaboration, Myntra’s in-house fashion brands have created a range of eco-friendly outfits for women’s and men’s wear.
The drive to go-green is accelerating lately, and Indian fashion brands strive to stay two steps ahead. The partnership between Myntra and LENZING™ ECOVERO™ brand brings high on fashion products to the online market. A legion of innovative minds has worked on this collection to offer a wide range of innovative designs across brands. Outfits made of LENZING™ ECOVERO™ fibers will be offered by top brands like Roadster, Dressberry, Mast & Harbour, and House of Pataudi (HOP). The reasonably-priced apparels offer a wide range of choices for buyers with various tastes in fashion.
Tailored to a sustainable lifestyle, LENZING™ ECOVERO™ fibers are derived from certified renewable wood sources using an eco-responsible production process meeting high environmental standards. LENZING™ ECOVERO™ branded specialty viscose fiber has been certified with the EU Ecolabel which is awarded to products and services meeting stringent sustainability requirements throughout their life cycle.
Speaking on the partnership Amar Nagaram, CEO, Myntra said “As one of the leading fashion retailers in the country, we are curiously conscious and committed to working towards serving the evolving fashion preferences of our customers with holistic offerings. This collaboration will further enhance Myntra’s commitment towards the ecosystem.”
Speaking about the association, Avinash Mane, Commercial Head, South Asia, Lenzing Group said, “As global industry leader in sustainability and innovation, we at Lenzing fibers are pleased to collaborate with Myntra to power eco-friendly fashion for Indian consumers. This collection brings a perfect mix of fashion and sustainability. Through this we hope to create a larger outreach among consumers as well as industry on adopting alternative resources and processes in their brands.”
It is believed that the saree worn in its present form, with a fitted blouse and petticoat became prevalent in the beginning of the 20th century. It was during the British rule that a large number of Indian women made modifications in their saree drape as well as added an underskirt worn beneath the saree and a blouse that integrated elements from the Victorian dress such as lace edgings and trims like frills, ruffles and pleats.
Customers can take their pick across a range of designer sarees, lehengas, dresses, kurta sets and gowns catering to traditional occasions, wedding trousseau, evening soirees and cocktail parties. The collection will be available on Myntra at a price range of rupees 10,000 to rupees 1,50,000.
Commenting on the opening of the store, Tadashi Yanai, UNIQLO Founder and Chairman, President & CEO of the Fast Retailing Group, said, “Fast Retailing has long wished to open stores in India in view of the tremendous potential of such a large nation. We began recruiting here at the end of last year, and have been impressed by the exceptional talent, ambition and diligence of the young people we encountered and welcomed aboard.”
After successfully establishing sustainable fibre brands such as TENCEL™ and ECOVERO™, Lenzing now brings to India its beauty and body care fiber brand VEOCEL™. Derived from renewable raw material wood, VEOCEL™ provides natural care, every day, and is committed to driving industry standards around sustainability and natural comfort in the non-wovens sector.
The 1990s steered large number of Indian designers, who were talented and creative, displaying a wide variety of innovative styles to the Indian women who desired exclusiveness in their attire. Bollywood continued to be a key factor in impacting fashion trends and designers started playing the role of costume designers for Bollywood films, thus integrating Bollywood opulence with fashion. The saree attire gained prominence as a sensuous wrap that reveals as well as conceals.
The saree holds a special place for Indian women, gaining importance in different phases of their lives. In cosmopolitan India, the saree is symbolic of tradition and culture, donned on special occasions by young women on attaining adulthood, while graduating from school and later at the time of wedlock, when a young bride carefully selects sarees for her wedding trousseau. Sarees are a prized possession and have an emotional value, as mothers pass them on to their daughters as heirlooms. In the urban society, a saree is considered a formal ensemble, ideal for working professionals employed in the education, hospitality, health, media and allied industries. Women in politics follow the saree as their dress code, upholding Indian values and ethos. The versatile saree conveys a multitude of looks, from glamourous and opulent, mature and professional to ceremonial and culturally intrinsic to India.
Whether it is Harry Potter or Matrix, the human characters’ belief in predictions drive the plot. Predictions affect behaviour and they influence decisions. It is important to understand what prediction means. Prediction need not be just about the future, it can also be about the present moment. We predict whether a current credit card transaction is legitimate or fraudulent, whether a tumour in a medical image is malignant or benign, whether the person looking into the iPhone camera is the owner or not.
Then there is Intersport, Switzerland’s leading sports retailer, which is transforming consumer experience through its flagship store in Beijing. The store showcases everything from interactive windows to real-time product information, customer reviews and a cloud shelf too. This is combined with door delivery in under 2 hours.
To make shopping more convenient for customers, Myntra has partnered with 200 tailors to offer alteration services in Bangalore, Delhi, Mumbai and Kolkata and opened 20 experience centres across the country to provide value added services such as pick up, returns, trial rooms and alterations.
At Celio India, he spearheads the Rs 2 billion men’s fashion label’s Marketing Department and overlooks 3 key function areas namely Marketing, Public Relations and Customer Relationship Management (Loyalty and Customer Service) across platforms. He also has 6 partner agencies reporting into him and works closely with them to achieve brand goals and objectives.
With these developments brewing in AI and Big Data, it brings the need of developing skills for fashion professionals from design to planning to operations in adopting and understanding how technology can enable their functions, thereby making the best use of man + machine.
Similarly, Study By Janak has also been focusing on innovating not only the product but the entire experience starting at handling the client, production and the final product. Infact, they were the first ones to get 40 Savile Row to India and are still following the guidelines of Savile Row tailoring. They launched it around eight years ago and are seeing a steady growth in the same. They are working on technique and software to give a complete bespoke suit experience on the fingertips.
Shetty has over 28 years of experience across Retail, Cinema and Media and was the the Founder & former CEO of MINERAL, a women’s westernwear brand that retails across India. He was also part of the Founding Management Team of Shoppers Stop and Inox and held leadership positions at BBC Worldwide, and Future Group.
“Attractive and heavy discounts and offers are no longer the top factors that draw the evolving Indian consumer into online and offline purchase as social media influencers and rising preferences for quicker turnaround of new products have redefined the purchase decision,” remarked Amar Nagaram, Head, Myntra & Jabong while observing the radical changes in the Indian fashion retail scene at the 20th India Fashion Forum (IFF) held in Bengaluru.