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India : Jeans Fade, Youths Want Global Fits |
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2003-9-23
Over the last two seasons there has been a complete reversal in fashion preference and buying trends among urban youth in the 25-35 age group.
And, it is contemporary, international high street trends: like black
denim, mesh kints, asymmetrical cuts, cabling, mohair, ramie and zipper detailing on overall slim fits that is all set to dominate 70% of the market.
In the process, it has upstaged ‘basic cool’ comprising T-shirts, jeans and sweats that earlier used to account for a 70% share of the country’s youth fashion market.
In more ways than one, this reversal has come as a surprise to a casual fashion player like DCM-Benetton. More so, since India has traditionally been a market which absorbed only around 25% of the international range of the trendy Italian fashion house.
In contrast, most countries Benetton operates in, take in around 90% of its range. “And, as a direct consequence of this, the average MRP of each sales for DCM Benetton has gone up to Rs 950 from its earlier level of Rs 450,” Richa Puranesh, head, marketing services, DCM Benetton, told ET.
“We have also decided to launch some of Benetton’s luggage lines here and are planning to test market our range of casual fashion shoes,” she added.
In line with this, Benetton has decided to go in for a three-fold
expansion of its options — fashion speak for dress items — from 500 to 1,500. It is planning to launch six new lines in men’s and women’s wear as part of its Autumn Winter 2003 collection.
Linked to this is its retail strategy to deepen its focus in key
markets like Mumbai, Delhi, Bangalore, Kolkata and Pune, where it has seven own stores that allows a better grip on the business generated out of it.
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