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Green clothing line performs beyond expectations – MD, Van Heusen
20
Sep '10
The Indian apparel retail market too has now been bit by the eco-friendly bug, though, albeit a little late, than the countries in the western and developed economies. Major apparel retailers in India are now ready for action on the organic clothing front, a few among whom are; Madura Garments, Arvind, Wills Lifestyle and S Kumar's Nationwide.

The advent of eco-friendly or organic garments in India, began somewhere in 2007, with one of India's leading fashion designers unveiling an organic clothing line. That set the ball rolling for other apparel retailers to follow and according to experts; the organic clothing segment which currently occupies a market share of less than a percent, has the prospects of growing to five percent in the future.

Realizing the potential of this very promising segment, Van Heusen, the premium brand from the Madura Garments stable, ventured in to eco-friendly apparels, by unveiling a new line of organic clothing, which in the words of Mr Shital Mehta, MD of Van Heusen was extremely encouraging and when compared with the initial expectations, the final figures were in the region of 150 percent in the very first season, with the current season, expected to be even bigger.

It appeals to a certain mindset, rather than a segment and therefore, appeals to consumers who are environmentally responsible and aware, and who truly understand the delicate balance between man and nature, he told Fibre2fashion. Currently, Van Heusen has just shirts in its range of organic clothing and expects to add trousers and jackets and even plans to explore a completely organic suit as well.

Commenting on the role of e-commerce in apparel retail in the coming days, Mr Mehta said, “It has a critical role to play, as consumers get more and more accustomed to life in the digital space, the e-commerce explosion is only a matter of time. We at Van Heusen have a dedicated team that is working on this initiative since we realized that, this is the way of the future”.

“As the eco-system in which it operates begins to standardise and modernise, the number of products that no one imagined would be bought online, is going to be turned on its head”, he concluded by saying.

Fibre2fashion News Desk - India

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