A different atmosphere is visible as soon as you step into the headquarters of D2C fast fashion brand Libas in Noida. A little creativity, a little Bollywood touch and sustainability along with it. Here the office has been decorated with leftover clothes and the cabins have been named like Veeru, Basanti and Mogambo. There are posters of films like Dilwale Dulhaniya Le Jayenge, Sholay and Andaz Apna Apna on the walls.
Big change towards fast fashion
Company founder and CEO Siddhant Keshwani says that in 2020-21 he realized that fast fashion is growing rapidly across the world, but it is lacking in Indian wear. After this the company changed its strategy and focused on modern, trendy Indian wear instead of traditional clothes.
From small brand to big identity
There was a time when the growth of Libas was stuck between Rs 150-200 crore. Then the company worked on its Unique Identity (USP) and targeted the youth by creating modern Indian wear. Now the company is preparing to take Indian fashion to the global level.
keeping an eye on the global market
The company is busy understanding markets like UAE and will soon start R&D for international expansion. Experts believe that to make Indian wear global, fusion design and partnership with international brands is necessary.
Design with Gen Z in mind
Today’s youth are preferring modern ethnic and Indo-western clothes. Libas is also working on this trend and is targeting Gen Z in its marketing campaign.
Impact on supply chain, still strong strategy
Due to the US-Iran war, the supply chain has been affected and production is limited to 60-65%. Nevertheless, the company says that it has strengthened itself by learning from many crises like Covid-19.
Focus on both online and offline
65-70% of Libas’ business comes from e-commerce. Apart from this, the company has 51 stores, which it plans to expand to more than 100 this year.
Direct challenge to Zara-H&M
Now Libas sees itself competing not only with Indian brands but also with international brands like Zara and H&M. The company is also emphasizing on making its stores and design of the same level.
