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Reliance Trends aims to become fast fashion

By FashionUnited

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Mukesh Ambani-owned Reliance Trends sees fast fashion

as a margin earner for the company. The retailer will adopt mid-level pricing combined with shorter fashion cycle as it looks to differentiate from others in the market.

Fast fashion is a term used to denote the speed with which designs move from catwalk to store to capture current trends in the market. Globally, it has also become associated with disposable fashion because it delivers designer products to a mass market at relatively low prices. “There is awareness and demand for fashionable apparels. Our prices are value-equation for the consumers and the products are current as anywhere in the world. We are going to cater to that demand with fast-fashion,” Akhilesh Prasad, COO, Reliance Trends, told media.

Prasad said the cycle will change every 30-45 days to keep the fashion fresh and trendy. The specialty retail format, which launched its new brand Intribe recently, said it was keen on expanding its private label business. “Our private labels are not inferior to any branded products. We are looking to expand the portfolio,” he said, adding the private label business had been growing in high double digits.

Reliance Trends has 125 company-owned and operated stores in 75 cities. The average store size stands at 10,000-15,000 square feet. Prasad said the company would expand wherever it found the right retail location. “We don’t kill ourselves trying to move fast in expansion. Our general appetite is to catch up on the demand,” he added.
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Reliance Trends