The launch of OWND!, a new fashion brand developed specifically for India’s Gen Z and trend-conscious consumer segments, has been announced by Aditya Birla Fashion and Retail Ltd. (ABFRL). Apart from a product assortment driven by current youth fashion brands, this initiative also introduces a completely new brand proposition including a distinct identity and contemporary store layouts.
With an aim to expand the brand’s retail footprint to 100 stores by the end of the current financial year, this launch is a strategic move by ABFRL to raise its market share in the value fashion category. The expansion plan also includes converting its existing StyleUp stores to the new OWND! brand format.
The OWND! brand has been built with the idea to resonate with today’s youth and consumer behaviour. “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, 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,” said Sangeeta Tanwani, Chief Executive Officer of Pantaloons and OWND!
With this new brand launch, ABFRL is making a major effort to establish a strong position in the value fashion market by focusing on the rapidly expanding Gen Z demographic with a specific retail strategy.
