A dress focused company aspiring to be lifestyle brand
Femella is an India-based contemporary womenswear brand that prioritises quality and comfort. An advocate of inclusive and slow fashion, Femella’s offers products across sizes to celebrate all body types. Today, in line with its vision, Femella has become a renowned high-street online brand, selling its products not only through its online portal, but also through well-known e-commerce platforms like Nykaa, Myntra, Ajio, and TataCliq. In a chat with Fibre2Fashion, Femella’s Director Kavya Arora talks about the womenswear segment, latest trends, and more.
How and when did you start?
Femella was started in 2008 by my father Sanjeev Arora. The brand was revamped in 2011 and was decided to go completely online.
How has the womenswear segment evolved in the last decade?
We have seen tremendous change in the landscape, from more international brands coming into the country to domestic brands adapting to western wear and now focusing on Gen-Z fashion as well. Customers have also matured, and they now want better quality fabrics and styles, and are willing to pay a premium for the same. In the coming years, the trend of discounts may slowly change from the current year-round to only event-based or festive-based.
Which are your major markets online and offline?
Femella is a completely online or a digital focused brand for now.
What kind of traction do you see from tier 2 and 3 towns? Can you share some insights?
Around 70 of our sales come from tier 1 cities, but lately we have seen growth from tier 2 and tier 3 cities, especially for our plus size range.
Which are the best performing product categories?
We are a dress focused brand.
Which price points work well for womenswear?
There’s a customer for every price point in the market. For Femella, our average selling price is ₹2,000.
How many collections do you come up with every year?
We come up with monthly collections. Each collection consists of 50-60 styles.
What are the latest trends in womenswear?
Co-ord sets, colour blocks, florals from light to dark, abstract prints etc are currently trending.
What new product categories do you plan to launch soon? What can be expected from Femella in the next 2-3 years?
We are focusing on holistically becoming a lifestyle brand for our target group. We have started to focus on the needs of our customers when it comes to apparel, and not just in western wear. Process of expanding into other categories has started. By 2025, Femella will be a lifestyle brand.
Published on: 07/10/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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