GIVING FAST-FASHION AN ICONIC STATUS
Cover Story was launched to take on Zara and H&M in India. How far have you succeeded in achieving that target?
Cover Story competes in the fast-fashion market for western wear with all the international brands that are present in India. It is curated and designed in London, reflecting the latest global trends which are styled to flatter the Indian silhouette. We have new products in store every week which are at pocket-friendly prices. We are at par with the brands that are present in the market and truly see ourselves as the only brand out of India that is giving these international brands competition.
How do you define a Cover Story woman?
The Cover Story woman is a smart, confident and stylish Indian woman, anywhere between 21-35 years of age. This woman is the modern explorer seeking to experience novelty in travel, food, fashion and culture. These experiences can be long-standing or fleeting. She identifies with international trends and considers herself to be a global citizen. She is comfortable in her GULATIown skin, confident and feminine. She has many aspirations and shares them with her friends and family. Her life is all about new experiences and new discoveries.
What’s your current agenda at Future Style Lab?
Our current agenda at Future Style Lab is to set the pace for India’s fast-fashion business through integrating global fashion design with smart and efficient sourcing.
Tell us about your brand Ancestry and what’s in the pipeline?
As the name suggests, its soul remains rooted in heritage India, while it is equally modern and contemporary in its personality. It has a great mix of modern and traditional, classic and cool. Ancestry stands out with its out-of-the-box design and innovation thinking, making its offering unique and delectable. Simplicity, subtle understated elegance with an old world charm is where Ancestry’s ethos lies. It has a mix of organic, heritage-inspired products and yet international trend-driven.
Our print patterns are a balance of the traditional and the modern, a juxtaposition of Indian with global. European botanical illustrations and chintz prints to Indian geometric ikkat (dyeing technique) or temple border motifs – they fit beautifully in our versatile variety. Our inspiration comes from our Indian roots while our orientation of curation and signature style is modern
and contemporary – much like today’s modern Indian women. We currently have two doors and are expanding at a smooth pace with next launches set at Palladium Mumbai and Mall of India, Noida in Q2.
What next?
Cover Story is currently present across 74 doors – exclusive outlets, SIS formats and online. It has been an aggressive and fruitful growth plan which we intend to continue and make Cover Story available cross all metros and Tier I cities, as well as filtering into Tier II cities. Having a large presence online via our own platform and other marketplaces, we will reach all cities in the country.
Explore By Industry
Copyright © 2009 - 2024 Franchise India Holdings Ltd