On Monday, Cover Story, a fast fashion brand by Kishore Biyani’s Future Style Lab, a wholly-owned subsidiary of the Future Group, opened its first standalone store in Infiniti mall in Malad, a suburb in Mumbai.
The 1,000 square foot store, with rose gold fittings, caters western wear to women in their mid-twenties.
Up until now, the brand was only available in a dozen shop-in-shop stores within Central, a department retail chain from the fashion retail arm of the group, Future Lifestyle Fashions Ltd. Now, apart from the standalone store, Cover Story merchandise will be available online in a month’s time.
The brand plans to expand its physical presence by opening stores in 50 locations in India over the next three to four years.
The clothes styles are inspired by international trends on catwalks as well as Instagram. Like international fast fashion brands Zara and H&M, Cover Story will refresh 10 per cent of its collection every week by adding new pieces. It will then phase out 10 per cent of the older collection to even out the stock.
The clothes are priced competitively with entry price points at Rs 790, going up to Rs 4,000, or an average pricing of Rs 1,800.
Says CEO Future Style Lab, Manjula Tiwari, “Cover Story is a subsidiary company for the Future Group. It is India’s first fashion brand that translates catwalk trends to stores within four-six weeks.”
“We have a trendspotting office in London, we source material globally and produce the merchandise in India. The idea behind the business is speed. We’re going the Omnichannel way with this business,” she adds.
The store has a selfie booth / large Android screen, which allows consumers to browse through the collection, click pictures and even print the picture or post it on social media sites like Facebook and share with friends on WhatsApp.