AUGUST 2015 | VOL. XVI | NO. 8 | `100

THE 2015 T-SHIRTS

SPECIAL

Indus League <American Swan <

Addons <meet Sanjay Dalmia <

globalisation of fashion <

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AUGUST 2015 | 208 PAGES | VOL. XVI NO.8 | www.imagesfashion.com

T-shirts are a product category whose international genesis goes back over a century ago as humble basic innerwear. Today they are a dynamic, multi-purpose, multi-occasion, multi-mood category. Even in India, which has always been a shirt’s country (woven), hardly any wardrobe today is untouched by a t-shirt. In the cover research of this the August T-Shirts Special issue of Images BoF we fi nd that the overall size of the t-shirts market in India was `13,830 crores in 2014 and it is expected to grow by an impressive CAGR of 13 percent to reach `24,940 crores by 2019. The men’s/boy’s share is 83 percent and it is largely urban with over two thirds share of the total sales. The interesting part is the increasing penetration of t-shirts into the overall tops market. While the sales ratio was 2 knitted tees for every 5 woven tops, this is expected to go up to 2 tees for every 4 woven tops in the next 5 years and since this fashion change is expected to be led by fashion brands the implications for modern fashion retail are immense.

On the trends parts we can see that while consumption is coming from all age groups, the youth are driving all the innovations. Athleisure should soon get big. Teens and pre-teen boys refuse to be seen in a non-sports t-shirt from a sportswear brand. Overall the options today are very varied from basic unicolors and stripes to printed art (either graphics or slogans or mixed), embellished, LED and techno should be a rage soon. While men are still with the regular neck shapes, girls have really gone quite experiential. Their necklines are spanning the whole gamut from round/scoops, v-neck, polos, halter necks, square necks, sweethearts, and some no necks: off shoulder/tube tops, boat neck/cowls, and there are high and turtles in their wardrobes too. Private labels have met successes with value packs. The pace of innovation makes t-shirts one of the most challenging and profi table markets to operate in. See the snap-shot profi les of some top t-shirts brands to give you an idea on key trends and movements.

While all eyes are at India we are sure that some progressive Indian fashion retailers are also looking at global expansion. For them in particular, in this issue, a most insightful piece by SAP’s global head of development for consumer industries. We also take a look at what are the plans of fashion majors Indus League, American Swan, Planet Fashion; highlight a few sweet things done by Spykar and Nike; and inspire you by profi ling the most dynamic young Sanjay Dalmia. The industry was also abuzz with lots of brand launches, trade fairs and fashion shows. And last in the magazine in the Sportwear International section is are 27 pages that we suggest you add to your fashion diary or scrapbook—a look at the future of fashion.

Lots more. We hope you enjoy going through the issue.

Amitabh Taneja

For feedback/editorial queries, email to: rajanvarma@imagesgroup.inFor subscription related queries, email to: subscription@imagesgroup.in

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contents | August 2015

EVERY MONTH25 Editorial30 Advertising index32 Editorial index40 Stores

STORE OF THE MONTH50 Sporting Sporty Interiors The new Nike store,on Brigade Road in Bengaluru, is the largest in the country.

Images BoF takes a sneak peek

INITIATIVES52 Spykar showcases Denim Art Studio at CMAI 2015 Art, music, painting and denims come together in a unique engagement initiative

BRANDING54 Planet Fashion Unveils a New Brand Identity Madura Fashion & Lifestly’s MBO gears up to cross 500 stores in next three years

MY THOUGHTS 58 The Globalisation of Fashion: Key Movements, Current Trends and Critical Forces Dr Thomas Vetter, Sr VP & Global Head - Consumer Industries, SAP, shares his

thoughts on the globalisation and the way ahead for fashion

ENTREPRENEUR64 Facing Challenges Builds an Empire Sanjay Dalmia, President, Prateek Apparels shares the key learnings and growth

strategies that have seen his manufacturing powerhouse break the `300 crore mark

FASHION MAJORS68 Indus League in a League of Its Own Wth already over 182 exclusive stores curently the Future Group-owned Indus

League eyes a signifi cant increase in its pan India EBO network in FY 16

ONLINE EXCELLENCE76 This Swan’s got Swag American Swan, an online fashion and lifestyle brand exuding American spirit

and lifestyle has become a rage in India. The brand shares whats next with it

FASHION ACCESSORIES80 Addons: The Quintessential Accessories Brand Ashish Saboo, CEO & Director, Addons, the fashion accessories chain, shares his

inspirations and dreams in an exclusive interview

STAR RETAILERS82 European Catalogue: Trendsetters in Western Wear Samir Shah, Proprietor, European Catalogue – the famed women’s western wear

retailer of Ahmedabad shares his USPs

BRAND EXTENSION128 Camaro: Junior Arrives Sandip Patawari shares the companies plans for its new kids wear brand,

Camaro Junior130 Toffyhouse: All set for a bigger story The infant wear brand looks to expand into wider segments and newer territories

in its own special way

BRAND LAUNCH132 Sangam Unveils Channel Nine: A brand for the Upwardly Mobile Women134 UJC: Dressing the Indian Youth 136 GoGo International Launches Anti Gravity

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T-Shirts Market in India: On a High Growth TrajectoryWith the increasing penetration of t-shirts into the indian customer‘s wardrobe Amit Gugnani and Kanti Prakash Brahma (Technopak), size the market, its growth and shed light into the huge, latent potential of t-shirts in India.

TEES | BRAND PROFILES90 Being Human, Camaro, Duke, Fritzberg, Killer, Neva, Stride,

Paani Puri, Success, Jack & Jones, Turtle, Cyan, Sheriff, Only, Madame Vero Moda, Stripe Line

TEES | WOMENS WATCH114 Changing Necklines Catalyse the Women’s T-shirt Category The t-shirt category for women is being dictated by variety in

neck styles as much as it is by the fabric and fi t

TEES | SLOGAN116 Tantra: Provocative But With Caution Ranjiv Ramchandani, Founder & Director, shares his views on

the vocal world of slogan t-shirts in India

TEES | ONLINE120 Express it Through T-shirts Siddharth Taparia, CEO & Founder, Vox Pop shares how it feels

to express through graphic t-shirts and create a community of people who live by the tee

TEES | SPORTS122 Fashionably Sporty Welcoming Athleisure A talk with Harsh Agarwal, VP - Product Development, Riot on

on ‘athleisure’

TEES | BRAND WATCH124 A Brighter Tomorrow for Men’s Tees Rakesh Oswal, Proprietor, Amstead Clothing Company shares his

point of view on t-shirt’s consumption and preferences in India

TEES | BRAND LAUNCH125 Twin-Launch at Dhananjai Lifestyle Dhananjai Lifestyle Limited launches two t-shirts brands.

Paramita Mukherjee, National Sales & Business Development Manager, shares the whats and whys with Images BoF

TEES | INNOVATION126 A T-shirt that Smells of Heaven Le Labo Fragrances is a New York-based perfume house, iconic

for its collection of hand-made perfumes and home scents. Their Smells Like You t-shirt are the sexiest way to wear a t-shirt.

TEES | RETAILER127 V Mart: Victorious with Value Packs & Private Labels Snehal Shah, Sr VP – Operations, V Mart Retail Private Limited

shares the key success mantras of striking it right in the t-shirts category with value seeking customers

TRADE WINDS140 CMAI, KAMAL, WBGMDA, OGA, UPATWA Team Images BoF reports from fi ve iconic trade meets that

were held at centres across India

8686T E E S | C O V E R R E S E A R C H

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116 | August 2015 | IMAGES Business of Fashion

tees | slogans

“What may work (or be allowed in western countries) may not work in India. When in India, do as the Indians do,” says Ranjiv

Ramchandani, Founder and Director, Tantra. A microbiologist who’s also a copywriter, cartoonist and a manufacturer, Ramchandani believes asking questions or provoking is one’s democratic birthright, as long as one knows one’s parameters.

The mission of the famous t-shirt brand, Tantra is to spread ‘happiness’, via tees and allied merchandise. Tantra was the fi rst company in India to look at the humble t-shirt as an important brand category. It fancied the Indian youth who preferred quirky designs, bright colour tees with one-liners, a desi-style in an English look. The brand also became the answer to foreign tourists hunt for merchandise,

carrying memories of India in the form of witty and cleverly designed t-shirts.

RANJIV RAMCHANDANI, FOUNDER AND DIRECTOR, TANTRA BELIEVES THAT PROVOKING IS A DEMOCRATIC BIRTHRIGHT, AS LONG AS ONE KNOWS ONE’S PARAMETERS. HE SHARES HIS VIEWS ON THE VOCAL WORLD OF SLOGAN T-SHIRTS IN INDIA WITH IMAGES BUSINESS OF FASHION.BY MANISHA BAPNA

the answer to foreigggn touriscarrying memories of Indi

cleverly designed t-shi

TANTRA: PROVOCATIVE BUT WITH CAUTION

‘Line Maro’ range. This one appeals to the

digital generations

Naughty Tees like these generate a healthy response.

The trick is knowing where to draw the line

Slogans or ideas via thought provoking

visual art is one way to communicate

rts. everly designed t shi

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124 | August 2015 | IMAGES Business of Fashion

tees | brand watch

also doing good business but nowadays the trend is moving towards bright colours so in coming season we are coming with new trendy colours along with the old earthy ones. So, the consumers no longer have this mindset that since it is winter he will only get melange or grey colour t-shirts,” he concluded. BoFBoF

A WEEKEND, LEISURE OR A HOLIDAY WEAR, THE T-SHIRT WAS PRIMARILY LIMITED TO LEISURE OCCASIONS. BUT NOT ANYMORE, TODAY A T-SHIRT IS WORN TO PARTIES, CLUBS AND WEDDINGS AS WELL. IT HAS TRANSFORMED ITSELF TO A MUCH MORE SMART STATURE. RAKESH OSWAL, PROPRIETOR, AMSTEAD CLOTHING COMPANY SHARES HIS POINT OF VIEW ON T-SHIRT’S CONSUMPTION IN INDIA WITH IMAGES BUSINESS OF FASHION. BY ROSY NGAIHTE SHARMA

A BRIGHTER TOMORROW FOR MEN’S TEES

Printed polo t-shirts, knitted t-shirts, jacquard t-shirts, small collars in t-shirts are the latest trends that are doing the round in t-shirts fashion according to Rakesh

Oswal, the founder-owner of Amstead Clothing Company that manufactures Amstead t-shirts. He believes that the Indian t-shirt market is not just huge but growing fast as well. Every year the market is witnessing around 50-100 percent growth. The brand Amstead clocked a very respectable turnover of `20 crore in FY 2014-15.

“Since the past 2-3 years, the t-shirts segment in the casual wear category is doing good business. Today wearing too formal apparel is considered outdated. Likewise, the mid-ages males are widely shifting towards casual wear and adopting smart casual wear at work. They have started wearing t-shirts in offi ces and also at business meetings. While the younger lot already are totally on casual wear,” he said.

Oswal is further also of the opinion that the increased growth in denim has been a major factor that has propelled the t-shirts consumption. The preference to match a t-shirt with denim [read jeans] gave rise to t-shirts consumption and the demand for variety in it. Unlike new themes in apparel, t-shirts work on colour schemes and design patterns.

Amstead Clothing Company is into both manufacturing and exporting t-shirts. The company launched their mens t-shirt brand Amstead in 2004. The brand offers the complete range of t-shirts from polo collar t-shirts to sweat shirts to hoodies. Their t-shirts also span a wide range of fabrics like cotton, sinker, pique, etc and with lycra to boost. They cater to a wide customer base between the ages of 20 to 45 years. “Amstead is a mid-level widely acceptable fashion brand, hence it appeals to both the young as well as the middle-aged male,” shares Oswal.

About his lastest collections Oswal shares that “since the consumers taste is changing frequently, in the upcoming winter collection, we are bringing out a new collection in almost 20 different colours, whereas this was earlier limited to some fi ve safe earthy colours in winters. Although earthy colours are

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contents | August 2015

WELCOME TO THE INFASHION SECTION OF IMAGES BUSINESS OF FASHION. WE BRING TO YOU THE LATEST VISTAS AND INSIGHTS IN FASHION CREATION ACROSS FASHION DESIGN, TRENDS AND INGREDIENTS

150T E X T I L E SPLATINUM FABRICS: PROVIDING FLEXIBLE TEXTILE SOLUTIONSSilvassa based Platinum Fabrics Private Limited is a rising star in the textile industry with a capacity of 4.8 million meters per annum. It now gears up for future growth.

152S H O W SPONDICHERRY FASHION WEEKTeam Images BoF reports on the second season of Kingfi sher Ultra Pondicherry Fashion Week that saw Jules Idi Amin, Manoviraj Khosla, Jattinn Kochharr and Hari Anand showcasing their collections.

154F O R E C A S T I N GDOES INDIA NEED A FASHION FORECASTING SERVICE?Shveta Gujral & Dr Archana Gandhi of NIFT explore the need of a truly Indian forecasting service in the backdrop of the effi cacy of their international counterparts in India.

158F U T U R E F A S H I O NFASHIONING THE FUTURE: SWIMMING BEYOND THE BIG WAVEKaustav Sen, Associate Professor, CCT & PhD Research Scholar, NIFT discusses the latest techniques that are inspiring the world of fashion.

O R G A N I C F A S H I O NBACK TO NATURE: FASHIONABLY HERBALKnown since antiquity, Ruby Kashyap Sood, and Suruchi Mittar, NIFT delve again into the many facets of infusing herbs in our lifestyles.

162

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150 | August 2015 | IMAGES Business of Fashion

textiles

SILVASSA BASED PLATINUM FABRICS PRIVATE LIMITED IS A RISING STAR IN THE TEXTILE INDUSTRY. WITH A CAPACITY OF 4.8 MILLION METERS PER ANNUM IT IS GEARING UP FOR FUTURE GROWTH. BY GURBIR SINGH GULATI

PROVIDING FLEXIBLE TEXTILE SOLUTIONS

PLATINUM FABRICS:

Platinum Fabrics Private Limited (PFPL) was established in May 2007. The company has been

established with the aim to offer fabrics to garment exporters and manufactures, as per their need and requirement with a motto, ‘fl exible textile solutions’.

Prior to establishment of Platinum Fabrics, the directors of company had strong background and legacy in fabric manufacturing. Marching ahead the company found the need to change gears in the fabric manufacturing setup and try hands on ensuring a quality product range which brings value addition to company and its customers. The strong fundamental values and goodwill of the company has created trust with its customers and its distribution channel.

Product portfolioThe company offers wide range of quality and fashionable fabrics according to upcoming demand, both national and international. It has a large comprehensive range of shirting fabrics.

These fabrics are customised to provide effi cient solutions to the customer needs right from the selection of appropriate type of fi ber to the fi nal fi nish.

The company has an experienced team of designers who are always endeavouring to produce something innovative in shirtings.

The company has a large selection of fabrics in the standard range. And also the new fabrics are developed in every season with variants like cotton type, yarn count, fabric constructions, weave and patterns. PFPL is currently into 100 percent Cottons, Cotton-Linen, Modal, Linens, etc., for men’s wear. The collection comprises a wide colour range, yarn dyed, with regular and customised fi nishing of fabrics (Brushing, Carbon Pitch, Liza, etc.)

InfrastructureThe company’s unit is situated at village-Rakholi, Silvassa. (UT of Dadra & Nagar Haveli) 150kms from Mumbai. Consisting of latest infrastructure of advance manufacturing techniques to cater current and future requirements, the unit is been managed according to industry norms and standards with emphasis on environment friendly manufacturing. The unit comprises of direct warping/sectional warping machines from Benninger, gammax rapier looms from Picanol, LUWA humidifi cation (digital control) system to ensure optimum production with fi nest quality. The unit is well equipped with yarn and fabrics testing technology of international standards. The management and its engineers, technicians always keep a close eye on quality control system to assure complete quality satisfaction.

Future plans & expansionThe company has plans to provide a new age product range with the compostion of fi nest natural fi bres, modern designs and latest colours. The expansions would be seen hand-in-hand with the demands arriving from the market.

Present capacitiesPFPL’s current manufacturing capacity is around 4.8 million meters per annum. The institution maintains creative environment for designing, planning and execution, pre and post sales feedback.

ClienteleCompany’s major clients consist of domestic wholesalers, national brands, garment manufacturers and exports across India. The company is operating through its trusted team of associates, agents, distributors and dealers spread across India. PFPL keeps overseas business options open to welcome new talents and future demands for adding and optimising the company resources and future growth. BoFBoF

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contents | August 2015

DENIM AND FASHION TRENDS – CAPSULE FOR INDIA

Editor-in-Chief: Sabine KühnlCreative Director: Gian Luca FracassiSenior Editors: Maria Cristina Pavarini/Christopher BlomquistFashion Editor: Juliette NguyenManaging Editor: Wolfgang Lutterbach

Credits for India Capsule

172 Retail in the digital era: The Future

174 the faces of the industry

175 the trade show: Digital Order

176 the fabric: Intelligent Textile

178 the youth culture: Social Media

179 the retail shop: Hybrid Shop

180 the ad: Multimedia

181 the technology: Tidal

182 the jeans cut: Wide Leg

183 the item: Refl ective Jacket

184 the sneaker: Tech Style

185 the watch: Wearables

186 the fashion trend: Androgyny

187 the streetwear trend: Athleisure

188 the beauty trend: Self Optimization

189 the sport: Cycling

190 the infl uence: Age

191 the model: Winne Harlow

192 the newcomer labels: Afriek, 87MM, Cold Wall

194 the brand: Brandy Melville

199 the music icon: Shamir Bailey

200 the marketing trend: Celeb Engagement

201 the denim designer: Ashish

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180 | August 2015 | IMAGES Business of Fashion | Capsule for India – Sportswear International

40TH ANNIVERSARY/THE FUTURE

A�dvertising today is by far a challenging job. If in the past the whole idea of an ad had to be strictly connected to the characteristics

of the platform where it was appearing –print, billboard, radio, TV…-, now a campaign must be ideally conceived for a multimedia

approach. This means, a concept that simultaneously fits all channels and recalls the major attention while generating immediate

appreciable results. The qualitative factor that propelled this jump was the use of websites and social media as key platform due to its

immediacy, high-reach and low costs. Examples have been succeeding in recent times. For instance, Gas Jeans organized a digital-only

event called “Gas free for 30 seconds” in Europe and Asia last year, where users got the chance to win a piece of clothing free of charge

during 30 seconds at the brand’s e-commerce site. The event planned for the Indian market ended up with over 110,000 participants and

almost 20 million of page views.

Another digital innovative concept was the collaboration between UK brand Hunter and advertising company Ocean, who streamed

Hunter’s fall/winter 2015 fashion show in nine digital screens located in high-traffic retail environments in London, Manchester,

Birmingham, Leeds, Liverpool and Glasgow. Hunter also took over the WiFi landing page of all Wifi enabled screens to drive

consumers to the brand’s mobile e-commerce site. The show was also streamed globally on its Facebook and Twitter pages and its

own website. Ocean just realized a similar concept together with Twitter and Topshop.

�Photo: Topshop and Twitter campaign on digital screens by Ocean�

THE AD/MULTIMEDIA

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