Fashion retail is, by definition, a rapidly evolving industry. And womenswear retail leads this evolution. Embryonic consumer preferences, changing trends and technological advancements have led to the market witnessing significant shifts in design, production, and marketing strategies.
One brand that is leading the charge for womenswear is Fablestreet. Started in 2016 to solve one need – workwear for Indian women which is stylish and well-fitting – Fablestreet has grown from an online-only brand to a physical retail space in the last year. Under the leadership of Founder & CEO Ayushi Gudwani, the brand has evolved into FS Life, a homegrown group of brands – FableStreet, Pink Fort, and March – dedicated to solving unmet apparel and lifestyle needs of Indian women.
A Unique FITS Algorithm
In India, most Western wear brands design garments according to American or European body standards, which makes it hard for Indian women to find a comfortable and flattering fit. Brands expect Indian women to fit into clothing that has not been designed keeping their shape, height and proportions into consideration.
“In 2015-16, we started measuring Indian women and understood the challenges they face when buying westernwear and we understood that with a great FIT, comes the relaxing sense of comfort and ease of movement. For us, a great fit doesn’t mean that Indian women look stunning only when they stand tall in heels. It should look as alluring and feel as comfortable while they sit when the tummy and thighs expand. A great fit means that Indian women can effortlessly wear these clothes, all day long!
This is where our unique FS Fits algorithm comes in and sets us apart from other brands in the same space. Over the years, we have measured over 1 lakh Indian women and the algorithm is made basis these 1 lakh+ measurements of the Indian female body. With research, data and technology the algorithm finds a fit that flatters while not compromising on style or comfort. We just need 3 body measurements – bust, waist and hips – to find the right fit size for you,” says Ayushi.
In 2020, with the pandemic, the relevance of workwear as a category became unclear, so in a forward-looking move, the brand ventured into western wear with its sizing know-how at its core.
“We launched our marquee product range – the Livin Pants, started making evening wear, and created more everyday wear designs. Our experimentation with new categories led to the birth of Pink Fort (modern Indian wear) and March (fine silver jewellery),” Ayushi further explains.
After a pandemic lull though, workwear made a steady comeback over the last two years.
“Traditionally, there were fewer styles, cuts and colours that were deemed work-appropriate. However, in the post-pandemic, hybrid work model world, women have started experimenting with more colours and prints in their workwear and this preference change is reflected in the workwear styles,” she states.
According to her, workwear has evolved to become more versatile, customers want to wear an outfit to work and then wear the same outfit to a dinner party post work. “So, while pre-2020 women wore subtle prints and straight-cut pantsuits in standard colours like blacks, navy and beiges, today we see the occasional orange or fuchsia coloured blazer at a board meeting or a shirt with bold prints at the office paired with denim,” she explains.
| The Evolution of the Womenswear Market in India
The womenswear market is evolving significantly in India with several traditional and modern factors influencing the shift, says Ayushi Gudwani. This dynamic and diverse market includes Western and ethnic wear, activewear, lingerie, sleepwear, Indo-western clothes, footwear and accessories. In 2023, the Indian womenswear segment was valued at Rs 1,18,490 crore, and this is expected to grow at a CAGR of 5% from 2024 to 2030, reaching nearly Rs 1,66,727.9 crore by 2030. According to her, factors driving growth include:
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Innovatively Leveraging Technology
FS Life’s Omnichannel vision has expanded over the years, keeping in mind the advancement of the womenswear segment in India. “We work towards a seamless online-to-offline experience. FS Life actively tries to make our brand messaging and shopper experience consistent across platforms,” says Ayushi.
An example of this is pricing. FS Life has kept its pricing consistent across different channels. In addition to this, the brand also has a unified system for inventory management and data analytics to make data mining cohesive and make decisions that adhere to its omnichannel initiatives.
And these strategies seem to have paid off with online platforms contributing to 90% of the brand’s overall sales.
Aside from this, innovations like made-to-order fashion, personalised product recommendations, social media integration and influence collaborations are some things that no brand can do without today. “Technological advancements like Augmented Reality, Virtual Reality and social shopping are also emerging trends that brands need to invest in for consumer satisfaction and which FS Life invests in. Thinking about the environment and the impact of fast fashion, integrating sustainable, eco-friendly fabrics and thoughtful and ethically driven clothes are the need of the hour for brands that want to succeed in the womenswear space in India,” Ayushi says.
FS Life takes its ESG goals very seriously, using recyclable paper in packaging and fabric waste for samplings. Moreover, the House of Brands collaborates with external organisations that specialise in recycling plastic waste to ensure all its plastic waste is recycled and not just dumped. Its ESG goals include:
- Driving Women Leadership: 60% of leadership is women, 65% women in corporate, making FS Life a place where strong women leaders are created
- Fair Employment: Providing fair employment and opportunities for growth to employees. Hiring people with the right values, who are then groomed, encouraged and retained through a combination of financial and non-financial incentives.
- Sustainable Practices: Employing sustainable practices across the value chain in procurement, packaging, waste management and avoidance of single-use plastic.
| Ayushi Gudwani’s Favourite Retail Technologies
Since the launch of Fablestreet and FS Life, technology has been an integral part of every process. From production to the last mile, every bit includes technological intervention. These include:
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Expansion Plan
A major focus of FS Life’s expansion plans includes going big in retail.
“Currently we have 3 stores across Mumbai and Pune and one pop-up in Delhi. Along with that, we are actively exploring possibilities to expand more aggressively in the capital city. Talking of the geographies and markets, Tier 1 regions have been contributing the most so far for us. We believe there is a lot more ground for us to explore within Tier 1 itself. Having said that, we would want to go stronger in other regions as well based on the market potential,” Ayushi states.
FS Life’s ARR at present stands at about Rs 60 crore in FY23. The House of Brands aims to grow 100-150% every year to become a Rs 500+ crore revenue company over the next 2-3 years.
