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Bridging the gap fashionably

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In sync with global fashion, comfortably chic, classy and very affordable! Forever Fashion, an Indian women’s fashion brand, is all this and much more. Present across multiple retail channels, the brand is now looking to establish a pan India EBO network via franchising.

Noida-based RW Big Life (RWBL) is a well-known family lifestyle retail chain in North and Central India. The chain presently has 12 stores spread across Delhi NCR, Punjab, Uttar Pradesh, Madhya Pradesh and Uttarakhand. This enormously successful retail concept is the collective handiwork of seasoned entrepreneurs and brothers, Sanjay and Samir Sahni. Having secured a strong positioning for RWBL as a leading retailer, Samir is now busy fostering yet another prodigious retail concept ‘Forever Fashion’, an in-house women’s fashion label from JDS Creations Private Limited.

Shedding light on the brand idea, Samir Sahni, Director, JDS Creations, states, “Like every sector, the Indian fashion industry is also experiencing a lot many changes. Due to fusion of fashion, flexibility and adaptability of cultures, the world has today become a global fashion village. However, we felt that there was dearth of brands offering international fashion in Indian fits & skin. So, we decided to launch ‘Forever Fashion’, our in-house Indian fashion brand offering authentic, modern and classy women’s wear.”

Market presence
Initially launched on a pilot basis about a year ago, Forever Fashion (FF) is retailed through multiple sales channels. The brand is present via the shop-in-shop (SIS) format in all the RW Big Life stores operating under MBO model. Also, it has an exclusive outlet (EBO) situated in Rajouri Garden, West Delhi. In addition to brick-and-mortar stores, the brand is available on various online shopping sites as well. Its major online retail partners include , , , , Jabong and Fashion & You.

Unique differentiation
Nowadays, fashion is no more limited to metros and big cities only. Even in smaller cities, people are quite fashion-aware. However, there is a huge need gap between what consumer wants and what is available. As per Samir, somehow the Indian fashion brands at large have not been able to align themselves with the evolving needs and changing tastes of Indian woman. What’s more, quality more often than not means high price which too is a dampener. “FF is the first brand in India currently that addresses the demand of high-end fashion with an eye on perfection and detailing. On top of it, our creations are comfortably trendy and very affordable. I can say that we are well on the way to change the perception that chic and classy clothing is a prerogative of just high-end clientele”, he affirms.

Products and collections 
Serving a contemporary woman’s wardrobe needs for all occasions and purposes, FF caters to the fashionistas in the age group of 16 to 40. The brand’s product range consists of tops, tunics, dresses, capris, leggings, jeggings, shorts, skirts and much more. Contemporary designs, elegant prints and fine cuts are the hallmarks of its design eloquence. Pointing out that Forever Fashion is a hybrid brand; Samir describes its underlying ethos, “The key mantra of FF is ‘Style with Attitude’ and it makes our offerings ‘immediately desirable.”

Showcased at the recently held India Fashion Forum 2015, the brand’s latest Spring-Summer collection was based on various themes such as Artefact, Blush, Craftsmanship, Pastel Palm, Jungle Luxe and Rave it light. Inspired by articular wear, Artefact highlights intricate works; the Craftsmanship range uses high-end approach in construct and detailing; Blush is a Spring-themed range; Pastel palm is made from lightweight material; Jungle Luxe is a tropical animal prints luxury collection; and Rave it lite is for party goers.

Design and development 
FF’s parent company has developed a robust sourcing, design and manufacturing capability to create unique and flawless collections. FF sources fabrics from Turkey, China, Italy and the European countries. Various technologies related to design and manufacturing processes too are upgraded from time to time. With a blend of knowledge and creativity, Forever Fashion’s range is crafted to perfection.

Samir informs, “We have a team experienced designers, product development managers and assistants having ample exposure to the latest international fashion and design trends. Our endeavor is to bring in global fashion feel to local markets”. He further adds that the brand ensures that emerging global trends are reflected in its product design and development. Like the latest Spring-Summer range which took inspiration from the London Fashion Week (LFW). FF design team had deeply researched the global trends in vogue to achieve the edge on uniqueness in every masterpiece.

Growing customer base
Fashion is ever evolving with newer trends emerging every other day. Especially in today’s digital age when information is available on a ‘click of a button’, the consumers come to know about them almost instantly. Samir quips, “In present times, the brands and retailers need to work extra hard to keep pace with the changes to maintain their niche.” FF’s store design and VM are optimised to display the merchandise in appealing manner. For marketing communications, the brand uses a mix of traditional and digital media. A dedicated relationship team plans and executes varied promotional activities at store level and social media platforms. To secure customer loyalty, different deals and discounters are also run.

Expressing his view regarding market competition, Samir says that the FF’s target audience is quite vast because it caters to bridge category. Within a short span, the brand has been successful in garnering a massive fan following. It is working relentlessly to set new benchmarks in fashion through more advanced and creative designs and that will keep us way ahead of our rivals.

What lies ahead?

During the test-market phase, FF had introduced only limited lines. As per Samir, the market response has been phenomenal. Going forward, the brand’s vision is to extend its presence across the country through multichannel retail . Apart from reinforcing its presence in own stores and popular web stores, FF is also looking at establishing a pan India EBO network via the franchise route. The brand would like to have 10 standalone exclusive stores by 2016.