Apparel firms woo working women

The apparel industry is turning its focus on the working woman.

While Allen Solly, Arrow and Wills Lifestyle currently dominate the higher end of the women's formals range, there are mid- and small-size players itching to get into the action. They are all set to woo the new-age woman with appealing, exclusive and affordably-priced labels.

There seems to be room for all, as the women's apparel market has grown by about 50 per cent in the last three years, according to an IMAGES-KSA Technopak study.

"Women's formals, as a segment of the apparel industry, have been growing steadily over the last few years. But the present situation is marked by a shift from generic to branded formalwear," said Anurag Khurana, chief executive officer of Sleepins Apparels, the company that recently launched its Bia range of women's formals.

Bia, a personification of force and power according to Greek mythology, is targeting the woman of today who works smart, parties hard and is confident and independent, he added.

Predictably, the target audience is a professional engaged in the sunrise sectors of information technology, BPOs, banking and financial services, travel and tourism and hospitality.

The shift from generic to branded will be largely driven by pricing. For example, a formal suit with a high-end label may cost Rs 2,000, while the smaller, new entrants are pegging their prices at about half the price.