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Fashion Value Chain
6 days ago
- Business
- Fashion Value Chain
The Swoosh in the Saree: How Nike's Women's Push Resonates in India
By Shweta Sheth – Post Graduate Academic Scholar. Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles Govt of India, Daman campus Nike, the global titan of sportswear, has always been synonymous with athletic prowess and a relentless pursuit of greatness. From Michael Jordan's gravity-defying dunks to Serena Williams's dominant serves, the 'Just Do It' ethos has inspired millions worldwide. But as the brand steps into a new era, marked by a revamped leadership team under brand president Amy Montagne and the powerful face of A'ja Wilson, its commitment to women is taking center stage. In India, a nation where sports are increasingly embraced by women, this evolution is particularly significant, promising to redraw the lines of athletic aspiration. India, with its vibrant cultural tapestry and a burgeoning young population, presents a unique landscape for a brand like Nike. For years, cricket has reigned supreme, often overshadowing other sports and limiting visibility for female athletes. However, a silent revolution has been brewing. From the boxing ring with Mary Kom to the badminton court with PV Sindhu and Saina Nehwal, Indian women are making their mark on the global sporting arena, inspiring a generation to embrace physical activity. Nike's journey in India hasn't been without its hurdles. Early on, the brand faced challenges in connecting with the price-sensitive Indian consumer and adapting its global strategies to local nuances. While they made significant investments in cricket sponsorships, the broader appeal often remained elusive. Yet, in recent years, a more nuanced and impactful approach has emerged, especially concerning women's sports. Campaigns like 'Da Da Ding,' featuring a powerful squad of everyday female athletes, resonated deeply, driving app downloads and increasing participation in Nike Run Clubs. This demonstrated a crucial understanding: to truly connect with the Indian woman, the brand needed to celebrate her journey, her struggles, and her triumphs, not just the elite athlete. Enter Amy Montagne, Nike's President, who brings two decades of experience within the company, including a crucial stint as VP/GM Global Women's. Her promotion signals a clear strategic pivot, aiming to serve consumers across all sports and accelerate growth, with women's initiatives at the core. This renewed focus on women is not merely about product; it's about shifting the narrative, dismantling stereotypes, and creating a truly inclusive sporting environment. The recent campaigns featuring A'ja Wilson, the WNBA superstar, are a prime example of this bold new direction. Wilson embodies strength, unapologetic ambition, and a fierce dedication to her craft. Her presence, alongside other powerful female athletes like Caitlin Clark and Sha'Carri Richardson, in campaigns like 'So Win,' resonates with a message that transcends sport: it's okay to want to win, to be the best, and to demand your space. This sharper, bolder marketing appeal, less about feel-good clichés and more about the raw passion for victory, is a refreshing change. For the Indian market, this narrative holds immense power. Indian women often navigate societal expectations and traditional roles, making their foray into sports a testament to their resilience and determination. When Nike champions athletes like A'ja Wilson, who defy limitations and own their power, it sends a powerful message to every aspiring female athlete in India: your dreams are valid, your ambitions are worth pursuing, and you too can break barriers. The impact of such campaigns is not just about selling shoes; it's about fostering a cultural shift. By showcasing diverse female athletes who embody grit and determination, Nike is helping to normalize and celebrate women's participation in sports. This, in turn, can inspire more young girls in India to pick up a bat, kick a ball, or lace up their running shoes, knowing that a global brand stands with them. Nike's evolution, with its revamped leadership and powerful storytelling, is a testament to its understanding that the future of sport is undeniably female. In India, where the potential for women's sports is immense, this commitment from a brand as influential as Nike could be the catalyst for a truly transformative era, one where the swoosh becomes a symbol of empowerment for every Indian woman who dares to 'Just Do It.'
Fashion Value Chain
04-06-2025
- Business
- Fashion Value Chain
Transforming Fashion: Global Summit 2025 Global Fashion Summit at Copenhagen
By Ms Shweta Sheth The Global Fashion Summit 2025 is taking place in Copenhagen from June 3-5. It is expected to bring together industry leaders to address the fashion industry's most pressing challenges, including climate change, human rights violations, and global inequities. With the theme 'Barriers and Bridges,' the summit will explore ways to transform traditional barriers into bridges for tangible change, focusing on impact-centric topics related to social and environmental challenges. The summit will feature practical case studies and visionary discussions on balancing regulatory compliance with creative and sustainable growth, building the business case for sustainability, aligning financial viability with the planet's needs, and climate adaptation and resilience in the fashion industry. By leveraging innovation, technology, and collaboration, the summit aims to drive meaningful change and create a more sustainable and equitable future for the fashion industry, where sustainability is not deprioritized amid economic volatility, and business strategy is aligned with external mandates without sacrificing creativity. The summit will spotlight pathways to balance competing demands, such as climate action with business resilience, regulatory compliance with radical innovation, and near-term possibilities for action with long-term vision, ultimately enabling collaboration and guiding implementation towards a net-positive future. While the 2025 summit will be held in Copenhagen, previous editions have been hosted in other regions, including Asia (Singapore) and North America (Boston), indicating a global outreach. Convening decision-makers from brands, retailers, suppliers, policymakers, and interconnected industries, the Summit serves as the nexus for agenda-setting discussions on the most critical environmental, social, and ethical issues facing our industry and planet. (Writer is an Academic Scholar, Department of Fashion Management Studies, national Institute of Fashion Technology, Ministry of Textiles, Daman Campus.)
Fashion Value Chain
03-06-2025
- Business
- Fashion Value Chain
Power of Community-Driven Approaches in Indian Fashion
Avantika Kejale, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. The Indian fashion industry too faces the economic uncertainty due to changing consumer behaviors, and increasing competition. To stay ahead, brands focus on building genuine communities that foster loyalty and advocacy. By adopting community-driven approaches, Indian fashion brands can create lasting relationships with customers. The Indian fashion market is influenced by factors like fluctuating consumer confidence, rising costs, and shifting spending habits. As per a report by McKinsey & Company, Indian consumers are becoming more discerning, seeking brands that align with their values and offer personalized experiences. Building Communities for Indian Fashion brands have many advantages. Indian consumers are looking for brands that align with their values and beliefs. Brands that promote sustainability, inclusivity, and social responsibility are more likely to resonate with Indian consumers. They seek emotional connections with brands that go beyond just products. Brands that create memorable experiences and engage with their customers on a personal level can build strong loyalty. Indian fashion brands need to understand the cultural nuances and preferences of their target audience. By incorporating local elements and themes, brands can create a sense of belonging among their customers. Few leading Indian brands have successfully built communities. Fab-India has created a community of customers who share similar values by promoting sustainable and eco-friendly practices. Their focus on traditional Indian crafts and textiles has also helped them build a loyal customer base. Manyavar, the ethnic wear brand has built a strong community around its brand by promoting cultural heritage and traditional values. Their festive collections and social media campaigns have helped them engage with customers and create a sense of belonging. Sabyasachi, the luxury Indian fashion brand has created a community of customers who appreciate high-end craftsmanship and attention to detail. Their bespoke designs and personalized experiences have helped them build a loyal customer base. Tata Cliq through their e-commerce platform has created a community of fashion enthusiasts through its 'Cliq Insider' program, offering exclusive benefits and early access to new products. W for Woman fashion brand has built a community around body positivity and self-love, promoting inclusivity and diversity in its marketing campaigns. There are different approaches followed by brands to build communities. Brands create communities around activities like yoga, fitness, or cultural events. Through yoga, brands partner with influencers and fitness enthusiasts to create a community around wellness and mindfulness. They Build communities around charismatic founders or brand ambassadors. Fashion brands make personal connection with the stories of founders and on their values, creating a personal connection with customers. Brands create communities around shared values like sustainability, inclusivity, or social responsibility. Sustainable fashion brands engage with customers who share similar values and promote eco-friendly practices. Building genuine communities is crucial for Indian fashion brands to stay ahead in the market. With consumers increasingly seeking connections centered around camaraderie and purpose, brands must shift from mere marketing buzzwords to meaningful relationships.
Fashion Value Chain
26-05-2025
- Business
- Fashion Value Chain
Lipsticks Redefining India's Beauty Standards
Arya Prameh, Fashion Management Scholar, National Institute of Fashion Technology, Daman Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Daman The Indian beauty market is experiencing a significant shift toward inclusivity, as consumers increasingly demand products that cater to the full spectrum of skin tones, undertones, and gender identities. Social media and pop culture have amplified conversations around colour theory and undertones, empowering consumers to seek out brands that acknowledge and celebrate diversity rather than perpetuate one size fits all solutions. This has led to a rise in gender neutral campaigns and product portfolios, with brands recognizing the need to move beyond traditional beauty standards and include men, non-binary, and transgender individuals as well. Consumers are now vocal about their expectations, pushing brands to be more exclusive in their offerings and transparent in their marketing, especially regarding the representation of real, unfiltered beauty. FAE Beauty, founded by Karishma Kevalramani, seized this opportunity and built its brand ethos around inclusivity and authenticity. Recognizing that nearly 27% of the Indian market, primarily those with brown to dark brown skin tones, had been neglected by mainstream cosmetics, FAE Beauty developed products specifically formulated for Indian skin, with shades and undertones that resonate with the country's diverse population. The brand's commitment to inclusivity is reflected in its strict no Photoshop policy, ensuring that all images are unedited and that consumers see products as they truly are, free from unrealistic beauty standards. By listening closely to customer feedback and prioritizing their needs, FAE Beauty has cultivated a loyal community that feels seen and represented in the beauty space. Looking ahead, sustainability is poised to play a transformative role in the future of the lipstick market. As Gen Z and other environmentally conscious consumers increasingly prioritize eco-friendly choices, brands are being called upon to innovate in both packaging and formulation. Sustainable packaging, using biodegradable, refillable, or recyclable materials, can significantly reduce environmental impact by minimizing waste and lowering carbon emissions. At the same time, clean and responsible formulations are becoming more important, aligning with the broader movement toward planet friendly beauty products. In this evolving landscape, brands that champion both inclusivity and sustainability are likely to lead the next wave of growth in India's beauty industry.
Fashion Value Chain
09-05-2025
- Business
- Fashion Value Chain
Indian Textiles Lands in a Safer Zone; China Bears the Brunt
Ms. Nandana Geevarghese, Post-Graduate Academic Scholar in Fashion Management, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Daman campus Introduction The ongoing trade-tariff tensions between the U.S. and China have created a ripple effect in the global textile industry, presenting India with a unique opportunity to capitalize on the shifting dynamics. As the U.S. imposes tariffs on Chinese textiles, Indian manufacturers are poised to gain from increased demand and investment. With its vast workforce, growing infrastructure, and government initiatives to support the sector, India has the potential to emerge as a key player in the global textile market. This article explores how the U.S.-China trade war could reshape the Indian textile industry and what opportunities and challenges lie ahead. The latest 125% tariff imposed by the United States on Chinese goods has rocked the world trading system. Although meant to challenge China's hegemony and safeguard home businesses, this forceful governmental action is resonating across Asia, especially in India. India has a great chance to increase its presence in the global textile sector as multinational clothing companies rethink their procurement policies. But grabbing that chance will call for reform as well as agility. The Tariff and Its Immediate Effects For years, China, the top exporter of textiles worldwide, has been the pillar of global textile sourcing. For American importers, the increased U.S. tariff makes Chinese textiles much more costly, which forces them to seek other sources. Suddenly front and centre as suitable successors are nations like Vietnam, Bangladesh, and India. India is a natural competitor with its large manufacturing base and plenty of raw supplies. Early signs clearly show an increase in U.S. searches and orders diverted to Indian vendors, particularly for cotton-based textiles. Industry leaders' comments that 'The impact of tariff hike will be positive on India. China is a major competitor of India in the market of the US,' says Sanjay K Jain, Chairman of the ICC National Textile Committee. 'The trade war between USA and China has provided a good opportunity to India in the textile sector,' adds Prabhu Dhamodaran, Convenor of the Indian Texpreneurs Federation. India's Competitive Strengths India's textile industry several inherent advantages. We have a comprehensive supply chain that spans from cotton cultivation to finished apparel. The Government supports the industry with schemes like the Production Linked Incentive (PLI) for textiles. The skilled workforce is large enough with deep expertise in fabric and garment production. Our sustainability initiatives are gaining traction with eco-conscious global brands. These attributes position India well to step into the void created by the U.S.-China trade rupture. Challenges to Overcome However, the Indian path to textile dominance is not without obstacles. There is a huge gap in Infrastructure. The Port congestion, inconsistent electricity supply, and logistical delays increase lead times. The ease of doing business is not that much easy. Despite improvements, the regulatory hurdles remain a concern for foreign buyers. Rivals like Bangladesh and Vietnam often offer lower labour and production costs. We did not have self-sufficiency in synthetic fibre production. Many of which still come from China, creating potential bottlenecks. To fully capitalize on shifting global trade flows, India must tackle these systemic issues with urgency. Potential for Structural Growth The situation as it stands provides more than simply a temporary surge in orders. Used properly, it could cause structural expansion in India's textile exports. Within reach are more foreign investment, more integration into worldwide supply chains, and a change toward high-value areas including technical textiles and performance apparel. Moreover, India could present itself as a major ally for companies trying to diversify their procurement, a strategy driven by geopolitical concerns and upheavals during the epidemic. Long-Term Implications In the long run, India's success will depend on its ability to modernize infrastructure and manufacturing units. How well we can streamline export procedures and compliance standards that can attract and retain foreign investment. The adoption of digital transformation and Industry 4.0 practices need a quick fast forward. With these steps, India could redefine its role in the global textile value chain. Conclusion The U.S. tariffs on Chinese textiles have triggered a global reshuffling of supply chains. For India, this disruption offers a once-in-a-generation chance to rise as a dominant textile exporter. But converting opportunity into enduring success will require strategic investments, policy support, and industry-wide transformation. If India can meet the moment, it will not just be responding to a trade shift, it will be reshaping its own future in global fashion and manufacturing.
