February 2020 Issue Apparel February 2020 issue | Page 38

MARKET WATCH
The brand has now decided to take eco-
consciousness to new level with green friendly
VM executions. The company says it has
executed VM using eco-friendly materials in 33
stores across 10 cities and in the process saving
over 20,000 sq. feet of plastic waste.
“While we bring freshness to the stores and
make a mark in the minds of the customer,
we are also adding to the waste with every
changeover. We stand at a time where the
agenda should be to clear the landfills – it isn’t
justified to fill them up with garbage again,” says
Ria Khattar, VM planning assistant manager, DTC,
Adidas group.
And thus was born the Green VM Project.
“The objective was to be conscious about the
plastic waste being generated because of VM
executions, and eliminate the same by using
alternative materials,” adds Priyesh Bhagat, VM
Planning Manager, DTC, Adidas group, speaking
about the Green VM Project.
Excerpted from Retail4growth.com
Adidas’ s Big Step towards
Green VM
Apparel brand Saundh
Opens its First Store
in Delhi
Sahiba Ltd-owned apparel label for women
‘Saundh’ has strengthened its retail presence with
the opening of its first store in the national capital
New Delhi.
The store is located at South Extension Market
and will house designer clothing that includes
kurtis, gowns, kaftans, lehengas, tops, and Indo-
fusion sets.
The brand is banking on its affordable pricing
for sales, which ranges between R3,500 to
R15,000. After capturing a large share of the
garments and textiles market in India, Sahiba
is now looking to make deeper inroads in the
country’s fashion market, with its designer fashion
label Saundh.
Excerpted from Fashion Network
Yamamay Enters Indian Market with its First Store in New Delhi
Italian swimwear and lingerie brand Yamamay has opened a new flagship store at India’s leading shopping centre Select
Citywalk in New Delhi, marking the brand’s entry into the Indian market.
Yamamay has partnered with Shopaholics for the North Indian region and plans to further expand in the region this year
before taking the brand pan-India by 2021.
The brand officially launched in New Delhi with the latest lingerie and sleepwear from its Fall Winter 2019 collection, as
well as the CR7 underwear collection by Cristiano Ronaldo.
Commenting on the India launch, Gianluigi Cimmino, CEO at Pianoforte Holding, owner of the Yamamay brand, in a
statement said, “India has long been a key destination for the world’s most sought-after fashion brands and we believe
that Yamamay’s reinforced presence in the market is not only a significant step for the brand’s international footprint but
also brings New Delhi consumers the calibre of international fashion they deserve.”
Excerpted from Fashion Network
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I APPAREL I
February 2020