Director
JDS Apparels Private Limited
Member:Privilege Clubs(India Retail Forum) (India Fashion Forum)
Samir Sahni is the younger of the two dynamic Sahni brothers of the renowned Ritu Wears Big Life retail chain which is perhaps the foremost Delhi-based retail group in India today.
Samir who has over three decades experience in retailing considers exploring new retail and consumer concepts and merchandise innovation as his key passions.As a part of his passion and backed by the insights he has gained from interacting with consumers Samir is launching a homemade Indian women’s fashion brand, on a pan-India basis.
The brand is christened “Forever Fashion” with the urge to serve international fashion in Indian fits & skin. Explaining the brand’s raison d’etre Samir said “It seemed to us as if the Indian brands were not keeping pace with the Indian woman. We could feel a huge vacant niche in the women’s wear space for a brand that was comfortably trendy, very affordable and immediately desirable.”
““Forever Fashion” is benchmarked as European fashion with Indian fits. Limited lines of the brand were test launched about a year ago, and now finally with a vision to take “Forever Fashion” across the nation, the brand will unveil its spring summer collection at the India Fashion Forum in March 2015,” Samir discloses.
Positioned as a brand showcasing products for all occasions & purposes, “Forever Fashion” targets women in the 16 to 40 age group. ‘Style with Attitude’ is the key mantra of this hybrid fashion brand with the edge on uniqueness in every masterpiece crafted by its designers. After extensive international trend research and inspired by the London Fashion Week, the brand will ramp across at the India Fashion Forum 2015 with different collections based on themes which we have named as Artefact, Craftmanship, Blush, Pastel Palm, Jungle Luxe and Rave it light.
Artefact is a range which highlights intricate works inspired by articular outfits. The Craftmanship range is a high end approach to construction and detailing. Blush celebrates soft florals and the natural beauty of spring. Pastel palm tones also showcases smart detailing in lightweight fabrics. Jungle Luxe is a tropical animal prints luxury collection. And for party lovers the Rave it lite collection is a mix of strong embellishment on sheer fabrics.
So in combination the brand spans the entire spectrum of a contemporary woman’s occasions to dress up.
Samir further shared that “Besides strengthening the presence in our own stores and leading e-stores like e-bay, Flipkart, Myntra, Jabong, Fashion&u and Snapdeal, we will expand the brand’s presence through 1,000 square feet standalone stores exclusive brand outlets and a looking at fashion savvy franchisees. The plan is to reach 10 EBO’s by 2016.”
