THE BEAUTY CURVE

The fashion world is not restricted by constraints like figure, size, skin tone, etc, contrary to what the popular myth may be. It is now increasingly counting on plus-size customers, a demographic that it has long ignored.

Larjjosa Fashion Founder & Chief Product Officer Nanita Jadhav proudly claimed, “Larjjosa is the only fashion label in India to achieve 90 per cent customer satisfaction”. She attributed this to the fact that only 7 per cent of their orders have been returned so far. According to management consultancy firm Technopak, the plus-size fashion industry in India is worth almost Rs 11,000 crore, and it is growing at an estimated rate of 25 per cent every year. But according to Jadhav, the biggest challenge faced by the industry is to be able to provide fitting clothes for plus-sized women, which is a segment that has been somewhat neglected by the domestic market. Larjjosa Founder believes that women in India are accepting their curves more than ever and are hence the segment of plus-size fashion is proving to be a positive trend. Larjjosa is almost set to capture the international market and will soon be serving global clients.

Lurap Founder Vidit Sehgal gave up his lucrative career as a banker after working four years in HSBC Bank to open his own line of fashion garments store for plus-size women. The company was initially operating in the US and Canada markets, where the concept was already popular, but in no time, Lurap captured the Indian market, too. He said, “We want to tell people that you need not to look size zero to look beautiful, being fat is not ugly”. The company provides custom-sized and custom-style garments under its own brand name. Women from all over the world in all sizes ranging from XS to 7XL are being provided by the company. A special facility provided by the line is a virtual fitting room, where customers can provide their details like size, skin tones, hair colour, height, etc and a 3D model of the customer is created, wherein they can try garments virtually. The company is expecting to reach a scale of 5,000 orders per day by 2019.

Comment