In Tune with Trendy – Catering to Gen Z style

Gone are the days when consumers would follow fashion trends set by brands. Today consumers are dictating them, and discerning fashion brands are following suit. With the launch of differentiated brands catering to evolving customer needs, Aditya Birla Group’s fashion and lifestyle businesses are offering up a slew of well-planned choices.
 

The bold ‘OWND!’ move

India’s Gen Z are fashion-conscious, value-driven and empowered. Inspired by their dynamic and vibrant lifestyle, Aditya Birla Fashion & Retail Ltd. (ABFRL) has given its value fashion brand Style Up a bold new makeover. Re-launched as ‘OWND!’, the brand comes with a shiny new avatar, cool store designs and the hottest products for young India.

With OWND!, ABFRL aims to accelerate its play in this value fashion category and expand its footprint to 100 stores by the end of this financial year, and to 400 outlets over the next 3-5 years.

In a press release at the time of launch, Sangeeta Tanwani, CEO, Pantaloons and OWND!, said that the momentum ¬¬with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. “Our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth,” she said.
 

A wish for the occasion

The modern Indian woman wants it all – tradition as well as chic, confidence as well as elegance, luxury as well as accessibility. With ‘Wishful’, she can have it all. ABFRL’s latest foray into the premium occasion wear segment, Wishful caters to women who are poised, socially active, and effortlessly stylish.

The debut collection that is currently showcased at W stores, offers women the choice of a versatile wardrobe for the on-going festive and wedding season.

“Our vision is to empower women to celebrate life’s occasions with confidence and grace, in ensembles that reflect thoughtful luxury and uncompromised quality,” said Anant Daga, CEO, TCNS Division, ABFRL, at the launch of Wishful. “…we are setting a new benchmark in premium occasion wear. This is not just the launch of another brand – it’s about strengthening our leadership in women’s occasion-wear and shaping the future of Indian fashion.”
 

Millennials mean business

With millennials coming of age to enter the workspace, Aditya Birla Lifestyle Brands Limited (ABLBL) is ready for them with a repertoire of smart and stylish offerings. The lifestyle player includes brands like:

• Allen Solly: Unconventional workwear and smart casuals for young men and women
• Van Heusen: The premium lifestyle brand has expanded its offerings to casuals and activewear for young professionals
• American Eagle Outfitters: Favoured across the globe for its youth-centric jeans and other apparel
• Peter England: Shirts, denims and active wear for fashionable young men
   

Aditya Birla Digital Ventures launched TMRW, a D2C House of Brands under ABFRL, that includes Bewakoof, Urbano, Veirdo, Wrogn, JuneBerry, NautiNati, Nobero and TIGC with casual, streetwear and expressive styles for the digital-first generation.

From youth culture to what women want, from millennial professionals to digital-first brands – the latest launches by its fashion and lifestyle businesses demonstrate that Aditya Birla Group has its finger firmly on the pulse of current trends and will continue to build brands that resonate strongly with consumers.