With increasing number of women populating the corporate world, the need has arisen to wear her confidence in style, to make her stand apart. To satisfy this need, Sri Lanka-based apparel brand, Aviraté, entered the western women’s wear segment, empowering Indian women to boldly express themselves in a formal, westernised environment, by offering a wide range of fashionable and stylish western attire. A closer look!
The growth of western wear segment in India has been phenomenal, and as per Technopak study, the segment accounts for 25 per cent of the Rs 78, 500 crore women’s wear market in India. Increasing number of working women, higher disposable income and a desire to dress smart, befitting the occasion, are the triggering factors for the segment to grow in India.
Also, women shoppers across metros and smaller cities are increasingly opting for western wear, helping boost sales for branded clothing, making it one of the fastest growing categories in the apparel segment. Witnessing such growth potential, Aviraté (adapted from the Sanskrit word ‘avirati’ which means sensuality) owned by a leading Sri Lankan apparel manufacturer-Timex-Fergasam Group, introduced the brand in India in 2011 and saw a great reception, and within three years, has expanded to over 14 stores in major Indian cities.
The brand’s manufacturing arm supplies apparel to global brands including M & S, Mothercare & Victoria’s Secret, to name a few. In the words of Jahid Osman, MD of Aviraté, “The brand fulfills a growing demand for western wear by Indian women and forayed into the competitive Indian retail market, after having established a global reputation as a high quality apparel manufacturer for over 40 years, for some of the most reputed international brands worldwide.”
The brand started its retail journey in India by launching its flagship store in Bangalore. Since then, it has established itself as a brand known for its global fashion DNA. From being a core, dress wear brand, Aviraté has expanded its product portfolio to fashion tops, tunics, trendy bottom wear, lingerie, accessories and footwear. As per Osman, this has been a critical strategy to support the essence of complete wardrobe creation and addressing the lifestyle needs of the women customers. This strategy also supported the expansion of the brand acrossthe chain.
Growth categories
As per a recent study by Technopak, denim, innerwear, and tops/shirts/T-shirts are the high-growth earning categories within the women’s western wear segment. Denim is growing at a CAGR of 17 per cent with tops, shirts and T-shirts growing at 11 per cent. Also, in the western wear segment, work-wear sees higher demand. As the study says, formal shirts and trousers for women see bulk sales. Clearly, a younger demograph, adopting new trend is driving demand for these categories.
Speaking about their high-growth earning categories, Rahul Gupta, COO, Aviraté, said, “We have the core competency of delivering the best in lingerie, with international designers working for the brand. High-end fashion lingerie is a unique demand in the country, which Aviraté fulfills. Also, we see a great potential in shape-wear and accessories segments. So, we intend to grow the business in these segments too. These segments complement our core category of dress. The right accessory is critical to complete a look.”
The rise of western, formal attire
In India, the popularity of western, formal attire for women started seeing acceptance around five years back. Today, although authentic numbers are not available, yet, experts say, the segment has seen an increased growth and acceptance coupled with increasing popularity among the Indian women shoppers. Driven by such factors, Aviraté brought a range of formal dresses, aimed at crafting a new meaning to the personality of an Indian woman.
As per Gupta, “While casual, western fashion has many brands fighting for the pie, dress wear is largely misrepresented. Westernisation has brought with it a multitude of occasions like evening do’s, casual brunch, formal get together parties, business meetings, business get togethers etc. The language and grammar required to express the narrative posed by a classy and westernised occasion, is alien to her. This is the space Aviraté operates in, to empower the Indian women to boldly express her in a fashionable, westernised situation.”
Interview
Having started in 2011, in Bangalore, Aviraté has observed strong demand for western fashion wear for women in India, and hence, strengthened its product repertoire. In a candid conversation, Jahid Osman, MD, and Rahul Gupta COO of Aviraté, speak about the brand’s journey in the country.
Since 2011 till now, how has been your retailing experience in India?
We feel the country has the advantage of having large number of international brands entering the market, which is helping in improving the quality consciousness of consumers as well. Also, customers are more aware of what they need to buy. This is putting forth a strong challenge on all the brands to improve their brand experience, service and brand proposition.
The emergence of online retailing has expanded the market to reach out to the growing aspirations of the middle class segment as well. If we look back, we started with Bangalore in 2011. The city is a cosmopolitan market, where our brand is very well accepted and has seen a tremendous growth.
How retailing is different in India than Sri Lanka and other countries you are present in?
India is far more organised than Sri Lanka. Sri Lanka is still an emerging retail market. We are also available in North America and Europe. Germany and Canada is far more evolved, and with our brand being successful in core western markets, we have a heads up in emerging markets like India.
In India, who is your target groupof customers?
Our target group of customers are ladies, who appreciate quality, are fashion conscious, well travelled and who have had exposure to global fashion.
As there are lot of foreign labels entering the country, how do you define the existing retail market for such brands? Can all co-exist?
All the international brands coming to the country are creating new opportunity for the market to expand. These brands are actually helping customers in aspiring for more, as well as increasing the overall market potential.
From consumers point of view, a lot of them who were scouting abroad for unique global brands are now getting these brands in India. Each of these brands is bringing their unique offerings to the customers. With larger women workforce, the wallet size of the customer is increasing. There is a whole new aspiration which is emerging and being created by these brands.
We feel, each brand needs to carve out their niche to co-exist in the market. Work on a comparative advantage and deliver a higher customer experience.
How do you find the domestic apparel brands? Do they form your competitors?
The domestic brands have been delivering some great experience and products to the customer. But as the customers are exposed to global fashion now, their aspirations are benchmarked against global giants. They have a demand for a greater value.
From a share of wallet, yes! Everyone has their own space. So, as a business we look at the share of consumer spends/wallet. But what we intend to do is to give a key differentiator in our product offerings. ‘Dresses’ being our key product, a larger number of women are choosing to dress-up for every occasion.
If no, then how do you differentiate your products?
By providing outstanding retail experience, service levels and merchandise offering.
‘Avirati’, meaning sensuality, how do you keep the ‘sensual’ element present in your apparel lines?
In our businesss, we define sensuality as a ‘State of mind’ that makes the person confident of herself and is an expression that best delivers the innate womanhood evident in the recesses of her mind. A woman feels extremely confident and is able to express herself best, when the clothes she is wearing expresses her personality and captures her individuality in equal measures.
Sensuality is a physical expression of ‘grace’ that is an integral part of every woman. Aviraté is that fashion empowerment the woman uses, to bring out the most defining aspect of her personality. Sensuousness- it isthe bridge that helps her deliver her inner beauty to the outside world.
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