A New Way Of Seeing
Future brands made 4 key contributions to our business becoming the most
preferred Indian wear brand for women:
1. Future brands designed a detailed wardrobe study for Biba. It brought
us a lot of insights on how women view ethnic wear category. How are
their wardrobes reflecting their choices, preferences? In addition to hard
data, we also discovered the emotional relationship women have with
their clothes; the rituals of dressing; how are they negotiating social
decorum and personal need for expressiveness in their clothing choices.
It showed us that there was a clear gap in our formal wear portfolio. Women
were buying a lot Biba garments, but the large part of their wallet was going
in formal/ festive wear. This was completely missing in our portfolio. We
came back with a Biba by Rohit Bal and that helped us plug our offering.
Today if you walk into a Biba store, you will see a large collection of festive
wear.
2. Future brands defined the positioning for Biba. We saw that women
viewed this category as an opportunity to express their personal sense of
