Sportswear as activewear, and sportswear as funky-wear. What are you gravitating towards, and what is more in demand?
HRX introduced this trend to the Indian fashion terrain in 2013 when it was just beginning to grow internationally. There was certain farsightedness and trend analysis which confirmed our belief that people will definitely start aligning themselves to fitness in the years to come and dedicate a part of their wardrobe to activewear and athleisure. It is this insight that made us zero in on the functional and practical clothing category. The clairvoyance paid off, and today this is the most spotted trend on all runways and real life.
Which towns and cities do you see the most traction from?
HRX has its presence across India in all tier-1 and tier-2 cities. Being the biggest e-commerce platform of India, it caters to urban and semi-urban markets equally. As a part of the expansion strategy, one will soon see HRX in offline retail formats-EBOs and MBOs-across all major metros.
What are the advertising, marketing and promotion plans?
Our core focus continues to be digital marketing and all our marketing and communication content will serve the purpose of keeping our consumer motivated along his journey towards being the best version of himself. HRX is also looking at investing in an enhanced retail experience through the use of technology. Product and design innovation with continued focus on new category introductions will drive the sales. We will invest in an enhanced retail experience through the use of technology.
What are the new trends in activewear, casual and funky sportswear?
Athleisure is the current buzzword in fashion, and rules the roost in every fashion week. Theoretically, it is the trend that involves comfortable clothing designed and worn for casual and athletic activities, but this trend has taken the world by storm.
How is the demand for yoga fashion in India?
On the rise, and keeping in sync with the demand, HRX is soon to launch a special yoga line.
What else is new in the pipeline?
We are not averse to the idea of launching anything new and innovative around the two pillars of HRX- fashion and fitness. Soon, HRX will pan across all relevant categories pertaining to the life of a fitness enthusiast or an aspirant of fit living. We have a lot of interesting business partnerships in the pipeline that will be announced over the course of time.
What can be called as a major achievement by your company in the year 2016-17?
The most recent partnership in the space of technology and wearable is with Xiaomi India under which HRX and Mi have come together to launch a fitness tracker. Mi Band-HRX Edition boasts over 23 days of usage on a single charge, thanks to the low-energy Bluetooth 4.0 chipset, and a power efficient OLED display. It can monitor your steps, calories burnt, and sleep patterns, as well as display notifications including incoming calls or text messages. (RR)
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