The Hindu Business Line : `Taking fashion to the masses'

THE leaders of the Indian fashion business have joined forces to float an umbrella grouping called `Fashion Alliance' to chart distinctive growth strategies aimed at taking fashion to the masses and increasing the market pie.

This announcement was made at the recently concluded Images CEO meet in Mumbai and the alliance represents the country's fashion brands and retailers.

Among the key members who took the stage to announce the launch of this Fashion Alliance were Ms Simone Tata, Chairperson, Trent, Mr Kishore Biyani, MD, Pantaloon Retail, Mr Hemchandra Javeri, President, Madura Garments and Mr Amitabh Taneja, chief of the Images Group and India Director, International Council of Shopping Centres (ICSC).

This idea of a Fashion Alliance was announced to about 100 CEOs of the fashion and retail industry.

Management consultant A.T. Kearney stressed that Indian players need to develop their distinctive growth strategies as part of a coordinated group. Fashion Alliance is the first step towards this achievement. It also pointed out that several players would either drop out or would be crushed by competition in the next three to five years if not sooner.

While the opportunity and the rewards for the winners would be huge, the terrain would be tough, especially after the entry of global majors into the Indian marketplace.

The co-chairman of Fashion Alliance, Mr Hemchandra Javeri, said, "Fashion Alliance's core objective will be to educate consumers and help them benefit from fashion, to inject the desire to look and feel good. It will give consumers enough and new reasons to buy."

Mr Kishore Biyani, MD, Pantaloon Retail, added "As members of Fashion Alliance, we will develop the market together, taking the fashion movement to the masses."

Mr Javeri put forward the desirability for India to host a shopping festival. Favouring the idea, Mr Ved Prakash Arya, Chief Operating Officer (COO), Pantaloon, said "The depths of offerings from India afford a significant opportunity for an India Shopping Festival."

This Fashion Alliance will not only provide a platform for the Indian fashion industry, it will also provide a name for the same in the global markets. Fashion Alliance promises to be a link between the consumer, the retail and the fashion industry.