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E-commerce giant Myntra has announced a partnership with Better Cotton Initiative (BCI), a non-profit organization. Through this collaboration, Myntra will source cotton for its in-house brands from the Better Cotton network. The company is planning to increase about 50 per cent of its cotton requirements from BCI in the next five to seven years, an official statement highlighted.
BCI has one of the largest cotton sustainability programs in the world. In the previous cotton season, BCI has trained over 2.7 million farmers to adapt to the sustainable ways of farming, utilising less chemicals and water for farming. These efforts are being taken to make global production of cotton better , alongside making healthier use of the farmland.Currently, Better Cotton accounts for 23% of total global cotton production in the country.
“Through this partnership, Myntra will focus on sourcing 10% of its cotton requirements from BCI, to begin with, and in the next five to seven years, aim to increase it to about 50 per cent. To make it easier to adopt, scale and measure, a mass balance model will be followed, where Better Cotton can be mixed with conventional cotton through the supply chain,” the statement said.
Neetu Jotwani, VP – Product Development & Sourcing, Myntra, commented on this matter, “As the leading fashion and lifestyle retailer in the country, we aim to incorporate more environmentally responsible practices throughout our supply chain. Partnering with the Better Cotton Initiative means we will continue the journey to source more sustainable cotton across our entire business, working towards a brighter future for the cotton industry and those whose lives depend on it”.
The ‘Omega Olympic Games Exhibition’ displays 86 years of the brand’s timekeeping history, which extends through 28 Olympic Games since 1932. The showcase takes guests through a race-themed tunnel, featuring “Start”, “In-Race” and “Finish Line” sections, showing some of the most important technologies that have been developed and used by Omega over the decades.
The new store stocks the latest Spring-Summer ‘18 collection for India. The collection, designed at the creative headquarters in London, consists of women’s apparel, accessories and shoes. The collection is inspired by the story of two BFFs, who are bold, adventurous and ready to rock the world. Luxurious and contemporary designs make the collection versatile enough to be worn on different occasions, during the day or night, by the modern woman. The collection draws inspiration from nine unique storylines, each designed with a catwalk trend keeping form, fabric and fit in mind.
Various brands and retailers have also made sure that there are plenty of choices available for the consumer across various categories, which was not the case traditionally. Most brands have extended the product offerings to capture a higher share of wallet making it easier for the consumer to find the product suitable for a specific occasion.
Citing the prominent transitions as seen in India, Chief MD, SHR Lifestyle (Shree), Sandeep Kapoor shared, “In the past two decades, people have moved on from fabric purchase to readymade garment. Earlier people used to buy raw fabric, go to the tailor and get it stitched and there was no newness in the outfit as the patterns were more or less the same. Gradually, there was a transition to kurtis with leggings and without dupatta and now they are opting for fusion wear which has lots of varieties and styles to opt for.”
Lee Cooper considers the young and youthful, who exuberate attitude and confidence at all times as its core target consumer. Looking cool without trying too hard is the mindset that the brand’s customers live with and hence being on-trend is what matters the most to them.
In 2009, Deepee® Twister-Churidar was introduced which was seen as an ethnic bottom wear. The product composed of cotton based fabric was highly applauded in the Indian market because of its comfortability, durability, availability of wide range of colours and an exceptional property of four-way cotton stretchable fabric giving the product new heights.
In the “Start” section of the exhibition, one of the highlights is the comparison between the traditional starting pistol and today’s streamlined electronic gun. Moving into the ‘In-Race’ section allows visitors to view the new ‘Motion Sensors’, which will be introduced at PyeongChang 2018, as well as the ‘Omegascope’, a piece of equipment introduced in 1964 that first allowed times to be shown on television. In the ‘Finish Line’ section, OMEGA has included a handcrafted ‘Last Lap Bell’ and more modern technologies such as Photofinish Cameras and Photoelectric Cells, which are all used to determine the results of races. In addition to these special sections, a photo zone with a stadium background enables visitors to take their own pictures as if they were passing the finish line.
Myntra has grown its accessories category by 100 per cent and targets to grow YOY by 200 per cent. Myntra is bullish on the category and keeping in mind the long term prospects of the Accessories category, it has announced its association with premium watch brands like Lacoste, Coach and Hugo Boss as a striking addition to its existing portfolio, making way for consumers to shop for their favorite timepieces from a swanky collection.Myntra is also launching a special campaign for the first time in the category to promote the new collection, called, ‘Myntra Maxcessorise’
Technology Deployment: Technology is positively contributing to almost all functions of the retail business like operations, supply chain management, marketing, customer accessibility, etc. E-commerce has allowed the brand to reach the consumers in places where physical stores are not feasible. Jack & Jones is currently working on its Omnichannel strategy.
Reiterating the same, Gupta said, “On an overall, Indian women are more inclined towards fusion wear as compared to going totally western or totally ethnic. Blouses with cape detailing, dramatic sleeves, crop tops, tassels are some of the western elements that are infused with ethnic clothing.”
Panchal made an interesting point on the concept of fusion wear and said, “When fashion goes fusion, kurta becomes a tunic, dupatta becomes a stole, and salwar becomes a pair of trousers. Indian outfit can be given a western touch with creativity in waistlines, cuts in fabric, necklines, and other decorations. Indian prints can also be used in western outfits. Fusion wear comes with a variety and for people of all ages. Long skirts have become the fashion remake of traditional lehengas. Brides looking for the haute couture look are now going in for the Indo-western fusion look. Fusion bridal wear is mostly preferred by the NRI brides or by Indian brides who are getting married outside India.”
Rockstar Jeans was launched with a vision to bring smart, international and urban fashion into the value for money segment. Within just a few years of its inception the brand was able to deliver its promise, steadily establishing a strong nationwide presence for itself and becoming a favourite of every individual who aimed at dressing impeccably. Having partnered with various leading national retailers, the brand is driving its product line comprehensively into every nook and corner of India, including Bihar, Jharkhand and the seven sister states of India. The product range consists of a vast variety in denims, trousers, shirts, t-shirts, and shorts for men.