“Five years back we actively started working on the product category and merchandise. “There’s a huge opportunity coming from small towns and we are ready for it," said Rajesh Seth, chief operating officer of FBB. Arvind Fashions Ltd, the recently created entity after the demerger from Arvind Ltd, is targeting ₹2,000 crore in revenues by 2022 from Unlimited, its value-fashion brand. The youth will not mind spending 50% of their salary on branded clothes and shoes," said Kulin Lalbhai, executive director of Arvind Ltd. “The value space is exploding because even at the lowest end of the pyramid there’s an obsession to wear brands. Internet access, higher disposable income and a desire to look good have further fuelled the growth of value-fashion brands in small-town India. “Value fashion is an approach where the supply chain of fashion is appended to deliver fresh fashion at a low value, focusing on consumers who are looking to wear branded apparels," he added.īrands are responding to it by changing the collections frequently, offering the latest designs at competitive prices, while opening more stores in markets where there’s an affinity for branded fashion. “They made consumers aware and created demand by making the merchandise available to them," said Ankur Bisen, an analyst who leads the retail division of Technopak Advisors. Retail analysts say online retailers have played an important role in raising awareness about the latest fashion trends in small-town India.
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