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The Chief Marketing Officer of apparel brand Raymond, Shantiswarup Panda, has moved on from his role at the company. He announced in a LinkedIn post that March 26 was his last day at the company.
“Today was my last day at Raymond. When I joined in 2015, I was inspired by the vision and the audacity of the task ahead of us. It was a big mandate to step up to a leadership position in an organization which thrived for almost 90 years. I could not have asked for more,” he wrote on LinkedIn.
Prior to his assignment at Raymond, Panda had spent a little over a decade at FMCG major Unilever working on the PureIt brand and the company’s oral care segment.
Before joining Unilever, he was a software engineer at Infosys.
Kids are also very fashion conscious and demand variety in what they wear. The access to smartphones, movies, and internet has made the kidswear of the on-going fashion trends. With higher disposable incomes because of double income families, parents do not mind spending frequently on kidswear.
Predatory pricing and deep discounting has, without a doubt, heralded a thorough transformation in India’s consumer landscape in the recent years. The feeding frenzy that deals, sales coupons, app discounts, et al., has become today stands as a testimony to the monumental influence of discounting as a strategy in India. And for new and emerging players in the game, the proverbial race to off er the lowest price possible has now become a tradition.
“What’s more, our clothes come in bright, fun colours and styles and are machine washable too, making them easy to maintain,” she said, adding, “We believe in transparently presenting facts and figures pertaining to the positive impact that purchase of organic clothing has on the health of children and the environment. We also highlight the functionality of our products such as our heat-transfer labels and fl at seams which prevent irritation and itchiness in kids. The fact that our clothes are machine washable and are chemical-free makes them safe even for children with sensitive skin. This helps project our products as an easy fit in the challenges of bringing up a child in today’s complex environment.”
Over the few past years, brands have made conscious decisions to better understand their supply chain with a core focus on sustainability and transparency in clothing production. In light of this, the TENCEL™ Modal fibers with Eco Pure technology are identifiable through a special identification technology, making the eco-fibers identifiable throughout all stages of the textile manufacturing process.
Mallick concluded by saying, “The opportunity in India is huge – this will bring in a sea of change not only for brands but also for manufacturers. Brands will always strive to explore opportunities to deliver the promise of sustainable products to the end user. This is not only restricted to the products you manufacture but to different touchpoints in the value chain, be it logistics, packing or the way the product is presented. Once this process starts to kick in you will start to see change. All of us in the kidswear vertical should start implementing this into our DNA to make sure this change continues and all of us can reap benefit from this in the future.”
USP: Clovia is a full stack lingerie brand, which controls every part of its supply chain from mind-to-wardrobe. The brand procures raw material, design in-house, manufacture in thirdparty facilities working exclusively for them, ensure their own 4 level quality controls and sell through a host of direct sale channels. Every product that Clovia creates is first made in small quantities, monitored via a state-of-the-art backend technology, which predicts future sales (based on sales patterns and customer feedback) and recommends what further quantities should be produced. This leads to a true fast fashion brand that is low on cost (as the middlemen are cut out), high on consumer appeal and super-efficient on inventory, leading to better margins and cash flows even in a high number of SKUs/ sizes business.
Parents see the online platforms as their preferred channel for the convenience, wider selection and doorstep delivery both for kid’s and themselves. In kid’s wear we see a lot of value buying in terms of bundle packs for daily wear. However, the transaction value for kid’s wear is 15 percent lower than average customer purchase on apparel’s. We see this value to be highest in men’s wear. On the other hand, most of the repeat purchase is seen in kid’s wear followed by women’s wear.
Tanvi Malik is an Economics graduate from Delhi’s Lady Shriram College, followed up with an MBA in Brand Management from MICA Ahmedabad. Her interest in branding and marketing led her to Titan, where she was a Brand & Product Manager for high-end watches before quitting to start her dream project, an inclusive, accessible and fashion-forward brand for Indian women – FabAlley, and later Indya. She spearheads design, marketing, product and communication for the company.Shivani Poddar completed her graduation from Hindu College and did an MBA from Faculty of Management Studies, Delhi. After graduating from FMS, she was a part of the leadership program at Hindustan Unilever and specialized in the Commercial and Supply Chain function. Post HUL, she worked with Avendus Capital as a part of the Investment Banking team. At HSE, Shivani has been responsible for setting up sales and distribution, sourcing and manufacturing processes, financial systems, and fully integrated supply chain techniques.
The community churns out nearly 1 million looks every month presenting multiple options to consumers. These personalised style options are then pushed every 30 seconds on the app by a powerful algorithm.3Tanvi Malik & Shivani Poddar, Co-CEO and Founder, FabAlley & Indya
Gap Inc. announced that its Board of Directors has named Sonia Syngal, an accomplished retail leader and CEO of the portfolio’s Old Navy business since 2016, as the company’s next Chief Executive Officer, effective March 23. She will also join the Gap Inc. Board of Directors. As Gap Inc.’s new CEO, Syngal’s top priority will be strengthening the performance of the portfolio.
She conceived the vision of LimeRoad after the birth of her second child while reading a magazine during her ‘me-time’. She was passionate about creating a social discovery platform for people to find affordable products in a fun and easy way. She envisaged LimeRoad, also to give power to small sellers and enable them to enter the mainstream commerce.
He, however, says that Myntra does follow an affordable pricing strategy, which is very different from a discount-led pricing strategy. The online giant is continuously partnering with brands to see how it can make collections more affordable to consumers in Tier II & III cities and towns.
Going forward, Kishore asserted, “While with increasing eco-consciousness, this category is growing steadily there is a need to educate and make the audience aware of the positive impact that each purchase has on the environment and health of our children, farmers and factory workers. Furthermore, the cloud of misconceptions that organic clothing is dull and not stylish, is unavailable in bright colours, is difficult to maintain and is only for occasional wear, needs to be addressed. The widespread adoption of organic clothing will happen when consumers realise that organic garments can be fun, affordable, low maintenance and for everyday wear.”
While the men’s and women’s segments in sportswear are growing fast, the kids segment is also registering a respectable growth. Tell us about how the modern consumer perceives kids’ wear. What are some of the most important factors influencing buying decisions in sports and athleisure wear segment?
“Recent shopping trends on Myntra have indicated that customers like to buy trend-forward labels and don’t restrict themselves by shopping from top brands only. Sportswear, led by the pre-teens, and accessories are the new categories that have immense growth potential and will be a key focus area for us this year,” Myntra adds.