CEO, Future Style Lab, Manjula Tiwari says, “We will soon be launching a brand called Cover Story, which is India’s first fast fashion brand translating catwalk trends into store within 4 to 6 weeks. We have an office in London for trend-spotting and capturing trends that we then globally source.”
The fast fashion business model is different from that of department stores or traditional retailers. It takes global fashion trends and makes them available within a very short time span—which could be a week or so—in stores. It involves continuous refreshes that keeps interest levels high among consumers who are fashion conscious.
Manjula further adds, “The idea behind this business is speed and we are going to be distributing the brand in an omni-channel format.”
The brand will be creating an assortment of apparels that will meet the the preference of the target audience and it is looking out for technologies that will help it. It is also mining information from social platforms to create their own assortment.
Manjula Tiwari, who has earlier worked with Jabong, believes that it is the product that has to make sense no matter where it sells. She has over two decades of experience in the fashion industry and was involved in introducing global brands such as Espirit and United Colors of Benetton in India.
Biyani’s plan to launch a fast fashion brand comes at a time when existing global retailers like H&M, Zara, Forever 21 and Gap are also expanding in India.