Fabindia, the ethnic lifestyle Indian brand, is gradually shifting its focus more to fusionwear. The intent behind the brand’s strategic move is to cash in on the growing popularity of the segment among youth.
The fusionwear, which is an amalgamation of traditional and modernwear, appeals to larger section of the society and is not restricted to any particular occasion.
Meanwhile Fabindia has decided to discontinue with its westernwear label Fabel, which was started back in 2014 to cater to the growing urban population and women employees in the workforce.
However, owing to stiff competition from retailers and global brands offering fast fashion, it did not work out. Fabindia now plans to merge all forms of clothing under Fabindia brand itself.
Notably, of its total revenue of 1,000 crores, Fabindia generates 75 per cent of its revenue from apparels alone.
The ethnic brand has done a major renovation at its flagship store in Vasant Kunj, which includes an Organic Wellness Centre, a kids’ zone and an alteration studio in addition to having an elegant interior design studio. Another major highlight is a virtual reality set-up that determines a person’s health and mental condition.