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If you wish... you can!
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If you are looking for something different and comfortable, check out the new `W' store - the shop-in-shop at Shoppers' Stop.
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AFTER SEVERAL alterations , Sarika still feels that her brand new salwar bought at an upmarket superstore is not up to the mark. "It just doesn't drape me well enough," she was heard complaining to her friend Amritavalli. All those who have had a similar experience can now heave a sigh of relief with Delhi-based `W' store making inroads into the Hyderabadi fashion scene.
Slinky cuts, stylish designs and stitches mark the brand, differentiating it from others. The shop-in-shop, opened recently at Shoppers' Stop, Begumpet, caters to the working women in the age group of 23-30 years. Having done an anthropometric study (the science concerned with the measurement of the physical characteristics of human beings), the TCNS clothing Pvt. Ltd, which was into clothes manufacturing and exporting business, entered into the retail market with three speciality showrooms and several shop-in-shops in Delhi. It slowly spread its wings to cover Ahmedabad and Kanpur, among others, before venturing down South, starting with Hyderabad. "We want every woman to feel special and good about herself, and also confident when she wears `W' clothes," says Vijay K. Misra, C.E.O. of the company. "Spirited, innovative and contemporary, `W' is a mass-premium, ready-to-wear brand that contemporarises Indian wear for today's working woman," he adds.
Have a look at the cuts, stitches and designs, and you will realise a lot of care has been taken to provide working women with tremendous comfort — like the narrowed dupattas (must-wear for women despite the hassles), slick seams and hems, and removal of ballooning in the salwar that tends to make women look fat. All these apart, if something can make the brand stand out, it is their unconventional salwars/ churidaars which come with an elastic (and an adjustable drawstring) and also the cut at the heels which makes sure that your feet don't get entangled in the salwar while walking.
`W' definitely scores when it comes to being trendy with patterns and colours in the fusion wear.
The Indian salwar has undergone metamorphosis in the hands of the design engineers at their workshop in Delhi. It brings in contemporary elements, westernised concepts, and colours to suit the Indian woman who is still unwilling to step into hardcore western wear. After a thorough research, they have come up with five sizes for the kurtas ("which fits about 94 per cent of the women in the target group") and six sizes (based on the length) for the salwars/ churidaars.
"Moderate pricing also matters, doesn't it," questions Misra. If you are looking for a full three-piece set, look elsewhere. What you have here are related separates and coordinated sets where you can mix and match things. "Actually, nothing new is happening as far as colours and fabrics are concerned. So, a lot of detailing and embellishment is being used to cover up the lack of newness," he says.
But, how come they are targeting only a certain age group? "Because, a brand needs to have a target group as we cannot satisfy everyone at all times. It means something to somebody and not everything to everybody.
The moment a brand starts incorporating different things for all age groups, it ceases to be a brand to reckon with. Its brand equity would be lost," Misra explains.
Point taken, but despite all their attempts, women still will not be able to get exclusive custom-made attire, as in a boutique. No woman would want to be in a party with 20 others wearing the same thing.
"That is where your mix-n'-match skills come in, along with accessories, personality, grooming and how you are carrying the dress off. Minor variations also make a lot of difference," assures Misra.
If you are ready for the change step into the shop-in-shop at Shoppers' Stop (first floor) to check out some of the cool stuff.
SHANTI NANISETTI
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