The Need For Speed: Capturing Today’s Fashion Consumer By FABINDIA Apparel
With a 61 year legacy, 330 stores across 118 cities in India and 14 international stores, Fabindia is India’s largest retail platform for a wide range of products produced by artisans living largely in rural areas.
With an endeavour to blend indigenous craft techniques with contemporary designs, the renowned brand carries an affordable aesthetic of handcrafted products to today’s consumers using natural materials and fibres. The product range extends from a large variety of apparel for men, women, and children to home furnishings, furniture, gifts, jewellery, organic food, and personal care products.
Evolving in its 61st year, FabIndia is committed to cater to its consumers and their evolving needs. In light of the changing times, the brand has launched an impactful and contemporary capsule collection called The Fab Summer of 2021, holding within itself 5 multifaceted collections.
Speaking about the vision for the brand, Dipali Patwa, Group Head of Brand and Community said- “Tapping into the millennial market, Fabindia will exponentially expand its clientele base, ensuring the label brings out ensembles and accessories that appeal to all age groups. Keeping in mind the changing consumer behaviour amidst a worldwide pandemic, the brand will cater to what the customer of today needs, for instance, loungewear makes for one of the main focus points of the line. The collection is a melange of wide-spread versatility, pieces that can be worn at work to wonderful weddings, from a beach vacation to bedtime”
The new collection is viewed through a modern lens; making it truly relevant to the evolving customer needs while strengthening its western wear collection. The brand makes a conscious step towards a contemporary look- housing newer trends targeted to appeal to a younger audience.
Staying relevant to the times, Fabindia is committed to serving its customers better, being one of the first Indian brands to manufacture masks.
Another path-breaking step by the brand is its ‘Shop-at-Home’ service. This alternate shopping experience allows customers to shop from the comfort of their homes by dialling 1800-100-1212. This number connects the customers to a personal shopper who helps them choose items of their choice that are then delivered at the customers’ doorstep while ensuring that all safety measures are adhered to. Customers can indulge in this service using customized catalogues and look books, browsing collections that span apparel, accessories, household items and furniture without making a trip to the store.
Natural, recycled and upcycled, the materials acquired for the clothing are sustainable- easy on the planet and the pocket alike. The thought-provoking collections drive its consumers closer to nature, driving them to re-evaluate basic needs.
Committed to constantly evolving with the times and serving its customers and community, FabIndia is a brand both forward and timeless.
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