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adidas has teamed up with St+art India Foundation to revamp the basketball court of Mumbai’s St. Andrews High School, fusing the world of art and sports as a medium for powerful storytelling around credibility in sports. Fuelled by its core belief, ‘Through sport we have the power to change lives’, adidas has created a larger-than-life canvas to inspire the world and deliver an impactful yet simple message, ‘We See Possibilities, When We Come Together’.
Speaking about the initiative, Sunil Gupta, Senior Director, Brand adidas, India, said, “At adidas, ‘Impossible is Nothing’ is more than a campaign – it’s our attitude. Seeing possibilities is key to achieving our purpose of changing lives through the power of sport. This attitude is what inspires us and all our efforts, including this initiative. This spectacular artwork captures the spirit of teamwork, inspiring young athletes to adopt the ‘We over Me’ mentality, because it’s only when we come together, we can drive change and achieve the impossible. We envision the basketball court at St. Andrews High School to be a canvas that inspires and connects various communities to see a world of limitless possibilities.”
Rendered by French artist Chifumi Krohom, the artwork features a motif of hands depicted in a pop-art style, with bold lines and bright colours famous for expressing culturally relevant meanings through the cities where he travels. The piece focuses one of the most important moments right before a sporting event or a match – a team huddle. To highlight this universal moment in sports culture, the design includes different hands of both boys and girls, while also incorporating different skin tones and colours to extend the message of equality and highlight the importance of diversity at large.
Currently, our main audience ranges from young professionals, as well as first-generation entrepreneurs to industrialists. La Martina is aimed at the male target audience relying on the evocative power of the game of Polo, however we have a key focus on the luxury clothing aficionados who are also women and are now ready for a breath of fresh air in Polo wear.
We created our positioning and brand awareness strategies in order to generate demand through which we’ve done via cross promotions and other affiliating partners. Our recent collaboration with well known fashion blogger and pioneer in the media world, Mariano Di Vaio is a sheer example to that. This has further aligned our brand globally with our core DNA of the brands vision and mission embedding the spirit of polo into everything we do.
W by TCNS Clothing, a premium fusion wear brand, which merges Indian and western sensibilities with an emphasis on distinctive design and styling, recently opened its new store in Varanasi. With this launch, the brand has moved ahead in its expansion, while strengthening its footprint in one of India’s major cities.
The highlight of this store is the new retail store design adopted by TCNS to display the new categories of merchandises differently. The most prominent feature is the usage of White as the principal colour that helps better focus on colours of the merchandise. The new format is likely to highlight the brand better within the store. The display of merchandise too has been enhanced and various means have been deployed to showcase the merchandise better through podiums of display fixtures, lighting fixtures, taller display units amongst other elements.
A surge in the fashion consciousness of today’s consumers has spiked growth in the knitwear segment with a growing urban and cosmopolitan culture, the market has seen a huge infl uence of Western trends on fashion in India. We see a splash of varied prints, colours and styles dominating the otherwise conventional knitwear segment with many brands catering to the Gen Z’s savvy choices in fashion.
While e-commerce expands your reach and customer base, another factor to consider is the influence of social media and its huge impact on the apparel industry. The internet has given social media the reach, which wasn’t possible 10 years ago. Fashion in the age of millennial and social media is diff erent – influencers and bloggers are the new trend-setters.
He further adds, “We are planning to open more EBOs across India. We are planning to add another 60 stores in this financial year that would be an equivalent combination of small towns and metros. Woodland as a brand is also present in international market for quite some time. We are currently working on entering into more foreign countries in near future to add to the kitty of our International presence. We are working on strengthening our presence in South-East Asia, West Asia, Europe and the US. We are expecting to generate good revenue by the end of this financial year.”
Sacha Berendji, Retail, Operations and Property Director at Marks & Spencer said, “We are making good progress with our plans to reshape our store estate to be more relevant to our customers and support our online growth plans. Closing stores isn’t easy but it is vital for the future of M&S. Where we have closed stores, we are seeing an encouraging number of customers moving to nearby stores and enjoying shopping with us in a better environment, which is why we’re continuing to transform our estate with pace.”
Spanish fast fashion, clothing and accessories retailer Zara – the main brand of the Inditex Group – has opened a new flagship concept store in London’s Westfield Stratford City shopping centre.The store features interactive mirrors equipped with RFID to detect the garment a customer is holding, enabling customers to see what a complete outfit will look in the mirror, along with a self-checkout facility
The idea behind Custom Studio is to empower the customer with the opportunity for personalisation; and therein lies a powerful tool that will revolutionise denim fashion in India. Fashion and customisation go hand in hand. This value added service helps in retaining your current customers and also helps in acquiring new customers.
“The Indian consumer market has a lot of potential and is very promising. Being home to a diverse audience there is something for everyone it has to offer. Thus we bring in our range of luxury sneakers that are designed with premium hand-crafted leather with an artisan approach, keeping in mind style, sophistication and comfort,” added Martino.
Talking on the growth with Omnichannel for the brand Neha Shah quotes, “Omnichannel over the years has added a lot of value to consumer experience. As consumers have become accustomed to the convenience and empowerment of online shopping, they expect their in-store experiences to be consistent with their e-commerce routines. There is a great opportunity to leverage technology and up the ante to offer consumers a seamless, Omnichannel experience. In a bid to expand its Omnichannel presence, Pepe Jeans has partnered with several online market places and has launched its collections season-wise similar to the physical stores. There in an intention to introduce our own e-commerce platform in the near future.”
Through focused and challenging discussions, this one-day seminar shall address pressing issues relevant to the organic textiles industry. It shall equip delegates with best practices and know how relating to the biggest opportunities – and challenges – help transforming their supply chains to achieve efficiency through sustainability.