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After introducing the world to the modern and stylish Label Ritu Kumar and the distinctive Ritu Kumar Home, Mr. Amrish Kumar now launches aarké. Rooted in tradition fused with a modern spirit, aarké launching on 24th March’21, is for any woman who dresses with Indian sensibilities. With the idea of rediscovering and diversifying the offerings and to amplify the reach of Ritu Kumar, aarké caters to women who want affordable designer wear for occasions in their daily life.
Conceptualized and envisioned by Amrish Kumar, Managing Director & Creative Director of Ritu Kumar, aarké has the backing of a strong design team and the core sensibilities of the brand Ritu Kumar, aarké aims to bring to the market; quality, credibility and affordability with a collection that includes Kurtas, Kurtis, Dresses, Suit-sets, Tops & Bottoms and depicts the various needs of a multi-tasking urban woman.
“An aarké woman for us means – One that lives in the moment and is yet rooted in Indian sensibilities, is a multi-tasker, and someone who does not shy away from her preferences of what she wears. With aarké we aim to reach a more varied audience for whom design & quality along with a certain price sensitivity is at the core of her shopping,”, said Amrish Kumar.
Ritu Kumar’s charter involves pushing boundaries and forging alliances with design talent across the world to create a unique, sophisticated product that caters to a wide range of audiences. Designer Amrish Kumar is a second-generation entrepreneur, who was challenged to grow a largely boutique business into a highly successful, pan India women’s apparel company. The launch of aarké aims to bridge the gap between designer wear and price points.
The brand is presently available at www.aarke.in.
On the tie-up (with True Blue), Fabric Monde CEO, Jyothirmayi D, said in a statement, “Collaborating with True Blue and winning their trust on quality has been a huge milestone for us in terms of learning. Many more celebrities are joining hands with us to expand our retail presence from 50 plus stores to 500 point of sale over the next two years.”
India is blessed with diversity in all aspect. It can easily provide with an all-in-one solution to the world. The large population supports value-based manufacturing, the rich heritage and culture is a pillar to the design centric aspect, and the adaptation toward development make it an IT hub.
Fashion is all about awareness. It is distinctive, innovative, descriptive and even constant sometimes. It talks about your acceptance for change and how you want to present yourself in terms of style, status, profession, etc. The fashion industry has been dominant in India for over 1,000 years. Lately there has been a rapid growth in the middle class and an increase in powerful manufacturing sector. India is now the destination to be in for international brands, due to strong economic fundamentals and increasingly tech-savvy millennial population. There is a shift from just a sourcing hub to becoming the most attractive consumer market outside the western world.
Technology strategy is important for any retail company today. Just as you need a brand strategy a coherent approach to the technology backbone of a company is a must. We have areas such as product lifecycle management where we use tools to track the development of multiple projects simultaneously, often allowing vendors direct access to cut down development and manufacturing time.
Innovation takes place at the intersection of fashion and technology, representing a powerful way to connect consumers to brands while providing distinct shopping and wearing experiences. Design is continuously gaining importance in the development of the fashion products, coping up with this element is where innovation plays a crucial role.
Fashion industry has transitioned to becoming digital-centric. The shift from brick-and-mortar retail shopping to a world of e-commerce has forced traditional retailers to rethink business strategies and adapt to rapid changes in technology and consumer preferences. At Deal, the use of real-time data technology towards inventory management followed by social media marketing for brand promotion and internet technology which facilitates to sell online in a better manner and helps to establish the brand much faster, there is no geographical boundary anymore. Use of technology for superior in customer experience and sophisticated CRM is a great opportunity for the brand.
E-commerce also allows for more widespread brand availability in Tier II and Tier III cities, where brands may not have physical shops. With globalisation reaching every corner of India, the Millennials of India’s smaller cities are equally tuned into western apparel and accessory trends and are no longer willing to be constrained to functional accessories and gold jewellery. Online shopping opportunities allow them to have access to the same brands as their more urban counterparts.
Fashion accessories have only recently been introduced into the formal retail experience. With a long history among the unorganised un-branded market, ranging from street vendors to small ‘mom and pop stores’, fashion accessories are now also available in curated collections through luxury boutiques, high street brands, international accessories chains, international brands with accessories sections and multi-brand outlets. The ever growing e-commerce market has also played a major role in the growth of the fashion accessories industry, offering a vast selection of accessories to shoppers all across India. In contrast to footwear and apparel, most fashion accessories do not depend upon sizing, making them easier to sell online.