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The collection is sold exclusively at ELOQUII.com and the company’s five experiential retail stores. As a digitally native vertical brand (DNVB), ELOQUII has a direct connection with its customers that helps inform how products get developed, how they’re marketed, and how the brand comes to life.
Addressing customers’ vocal requests for fashion-forward styles is something ELOQUII does incredibly well. For example, they recently uncovered 80 percent of ELOQUII customers work full-time, and one of the most frequent requests from customers was for fashionable work wear. Embracing the feedback, ELOQUII launched The 9-5 Kit and most recently The Premier Workwear Kit, filling an unmet need in the category and further reinforcing trust with customers in the process.
“This tight customer feedback loop is core to the ethos of DNVBs, and we are excited to have Mariah Chase, CEO of ELOQUII, and her team join a portfolio that includes ModCloth, Bonobos and Allswell. DNVBs are an important part of our strategy because they offer unique and differentiated products while building strong relationships with customers,” asserts Dunn.
“What makes a digital brand great is how it converts a pain point in the market into a source of delight for the customer. It means creating real connections with people, building a spirited and interactive following, and offering customers an experience they can’t get anywhere else. It means offering a broad and growing range of great products for that customer and fundamentally elevating how they are served both online and offline. ELOQUII allows us to do all these things,” concludes Dunn.
In 1999, Ravi Modi created a business that re-invented men’s ethnic wear category – Manyavar under the parent company Vedant Fashions Private Limited. During the course of its evolution, the brand became synonymous with wedding wear – a one-stop-store for grooms and men of the family for functions big and small. As more and more variety was added to the range, the brand became popular for occasion wear and today it is one of India’s leading occasion wear brands for men.he brand owns retail space of 6,50,000 sq. feet – 500+ stores including 60 flagship and 12 international stores across 160+ cities in India and abroad
Timeless and iconic designs by the brand have served to cement its reputation across the world. The brand owns retail space of 6,50,000 sq. feet – 500+ stores including 60 flagship and 12 international stores across 160+ cities in India and abroad.
In 2016, Vedant Fashions introduced Mohey, celebration wear for women. Their range of ethnic wear – light and heavy lehengas – crafted for all occasions has been doing exceptionally well. The label is backed by years of collective experience, values and passion and is available at 50+ Mohey stores across India.
In an exclusive chat with IMAGES Business of Fashion, Shilpi Modi, Director, Vedant Fashions Private Limited, talks about the company’s most successful brands Manyavar and Mohey, their USP and core values. Excerpts from the interview…
Summarize the core of your brand Manyavar, its values and USPs.
With the inception of Manyavar, there was a huge shift in the men’s ethnic wear segment as the brand created an entirely new category of men’s ethnic garments and accessories and soon turned into a one-stop-shop for men for all celebration wear. During the course of its evolution, it became synonymous with wedding wear and the go to place for all grooms.
In the initial years, the apparel market saw a huge void in the men’s ethnic wear. Broadening from wedding wear to celebration wear and now casual wear, we have come a long way from creating the category to being an ethnic catalyst in the country!
Our collections are enriched with traditional Indian designs and fabrics and are in sync with the latest global trends. With Mohey-Manyavar we wish to reach all Indians across the world and be a part of their celebrations and joy.
We have taken the roots of India to a global platform and with the spirit of transparency, fair play and care we persevere to make an impact in the lives of people by being a part of our customers’ celebrations and the lives of our craftsmen.
Who are the core customers for Manyavar?
We cater to every customer looking for ethnic wear options. Due to our pan-India presence, we are able to provide a huge variety in terms of colors, cuts and patterns across all sub-categories of ethnic wear. Being a category leader, we have proved to be the catalyst for men’s ethnic wear in the nation.
Being probably the only organized player in the category, we are also the preferred one-stop solution.
From wedding wear to celebration wear to now even casual ethnic wear, we have broadened the definitions of ethnic wear and ensured that it finds space in every wardrobe by suiting it to all diversified needs of our customers.
What are the product categories offered under occasion wear by Manyavar?
For men, we craft sherwanis, suits, bandhgalas, jodhpuris, Nehru jackets, Indo-western and kurtas. For women (Mohey) we offer lehengas, sarees, suits, gowns and kurtis. We also offer a wide range of accessories for both men and women to ensure that customers can complete their entire looks under one roof.
Tell us about Manyavar’s forthcoming Fall-Winter collection.
We are targeting newer consumer segments such as the youth for the casual ranges and urging them to include more ethnics in their day-to-day casual wear. Our Parivar Ravivar campaign communication too has been encouraging this shift and perception change.
What are the top fabrics that you use for sherwanis/jodhpuris? Are there any premium fabrics that you use?
All our fabrics use for sherwanis and kurtas include cotton, silk, brocade, jacquard, velvet, polyester and linen. We ensure that the fabrics used are comfortable and breathable.
What innovations are you doing in fibres, fabrics, trims and linings in terms of technology and production?
We are standardizing on the fabrics we use for all our products. There are new chemical formulations implemented for fabrics to enhance the material and overall feel.
For an escalated look, we add trims like pocket pin, pocket brooch, variety of buttons crafted with different styles.
Consumers often look for variety. Has your brand experimented on any new innovations in as far as the men’s wear category goes?
We are constantly curating and updating our collections and category lines. Our aim has always been to spoil the customer with choices. Along with different options of celebration wear, we also offer a specially curated line of sherwanis and kurtas. Starting from Bandhgalas, Achkans, Jodhpuris to Patialas, Pathanis and Angrakhas which includes- Indo western sherwanis, Kurta jackets, Asymmetric cuts, we infuse Indian elements and style in our offerings.
To top it up, we offer numerous accessorizing options to ensure that one can create the perfect ensemble under one roof.
What are the looks that are trending in as far as sarees/lehengas/bridal gowns go for your brand Mohey?
As the festive season has started, occasion wear demand has increased. We are always updating our designs according to the fashion trends, making it a point to be the trendsetter for every festival.
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The collection is sold exclusively at ELOQUII.com and the company’s five experiential retail stores. As a digitally native vertical brand (DNVB), ELOQUII has a direct connection with its customers that helps inform how products get developed, how they’re marketed, and how the brand comes to life.
Addressing customers’ vocal requests for fashion-forward styles is something ELOQUII does incredibly well. For example, they recently uncovered 80 percent of ELOQUII customers work full-time, and one of the most frequent requests from customers was for fashionable work wear. Embracing the feedback, ELOQUII launched The 9-5 Kit and most recently The Premier Workwear Kit, filling an unmet need in the category and further reinforcing trust with customers in the process.
“This tight customer feedback loop is core to the ethos of DNVBs, and we are excited to have Mariah Chase, CEO of ELOQUII, and her team join a portfolio that includes ModCloth, Bonobos and Allswell. DNVBs are an important part of our strategy because they offer unique and differentiated products while building strong relationships with customers,” asserts Dunn.
“What makes a digital brand great is how it converts a pain point in the market into a source of delight for the customer. It means creating real connections with people, building a spirited and interactive following, and offering customers an experience they can’t get anywhere else. It means offering a broad and growing range of great products for that customer and fundamentally elevating how they are served both online and offline. ELOQUII allows us to do all these things,” concludes Dunn.
In 1999, Ravi Modi created a business that re-invented men’s ethnic wear category – Manyavar under the parent company Vedant Fashions Private Limited. During the course of its evolution, the brand became synonymous with wedding wear – a one-stop-store for grooms and men of the family for functions big and small. As more and more variety was added to the range, the brand became popular for occasion wear and today it is one of India’s leading occasion wear brands for men.he brand owns retail space of 6,50,000 sq. feet – 500+ stores including 60 flagship and 12 international stores across 160+ cities in India and abroad
Timeless and iconic designs by the brand have served to cement its reputation across the world. The brand owns retail space of 6,50,000 sq. feet – 500+ stores including 60 flagship and 12 international stores across 160+ cities in India and abroad.
In 2016, Vedant Fashions introduced Mohey, celebration wear for women. Their range of ethnic wear – light and heavy lehengas – crafted for all occasions has been doing exceptionally well. The label is backed by years of collective experience, values and passion and is available at 50+ Mohey stores across India.
In an exclusive chat with IMAGES Business of Fashion, Shilpi Modi, Director, Vedant Fashions Private Limited, talks about the company’s most successful brands Manyavar and Mohey, their USP and core values. Excerpts from the interview…
Summarize the core of your brand Manyavar, its values and USPs.
With the inception of Manyavar, there was a huge shift in the men’s ethnic wear segment as the brand created an entirely new category of men’s ethnic garments and accessories and soon turned into a one-stop-shop for men for all celebration wear. During the course of its evolution, it became synonymous with wedding wear and the go to place for all grooms.
In the initial years, the apparel market saw a huge void in the men’s ethnic wear. Broadening from wedding wear to celebration wear and now casual wear, we have come a long way from creating the category to being an ethnic catalyst in the country!
Our collections are enriched with traditional Indian designs and fabrics and are in sync with the latest global trends. With Mohey-Manyavar we wish to reach all Indians across the world and be a part of their celebrations and joy.
We have taken the roots of India to a global platform and with the spirit of transparency, fair play and care we persevere to make an impact in the lives of people by being a part of our customers’ celebrations and the lives of our craftsmen.
Who are the core customers for Manyavar?
We cater to every customer looking for ethnic wear options. Due to our pan-India presence, we are able to provide a huge variety in terms of colors, cuts and patterns across all sub-categories of ethnic wear. Being a category leader, we have proved to be the catalyst for men’s ethnic wear in the nation.
Being probably the only organized player in the category, we are also the preferred one-stop solution.
From wedding wear to celebration wear to now even casual ethnic wear, we have broadened the definitions of ethnic wear and ensured that it finds space in every wardrobe by suiting it to all diversified needs of our customers.
What are the product categories offered under occasion wear by Manyavar?
For men, we craft sherwanis, suits, bandhgalas, jodhpuris, Nehru jackets, Indo-western and kurtas. For women (Mohey) we offer lehengas, sarees, suits, gowns and kurtis. We also offer a wide range of accessories for both men and women to ensure that customers can complete their entire looks under one roof.
Tell us about Manyavar’s forthcoming Fall-Winter collection.
We are targeting newer consumer segments such as the youth for the casual ranges and urging them to include more ethnics in their day-to-day casual wear. Our Parivar Ravivar campaign communication too has been encouraging this shift and perception change.
What are the top fabrics that you use for sherwanis/jodhpuris? Are there any premium fabrics that you use?
All our fabrics use for sherwanis and kurtas include cotton, silk, brocade, jacquard, velvet, polyester and linen. We ensure that the fabrics used are comfortable and breathable.
What innovations are you doing in fibres, fabrics, trims and linings in terms of technology and production?
We are standardizing on the fabrics we use for all our products. There are new chemical formulations implemented for fabrics to enhance the material and overall feel.
For an escalated look, we add trims like pocket pin, pocket brooch, variety of buttons crafted with different styles.
Consumers often look for variety. Has your brand experimented on any new innovations in as far as the men’s wear category goes?
We are constantly curating and updating our collections and category lines. Our aim has always been to spoil the customer with choices. Along with different options of celebration wear, we also offer a specially curated line of sherwanis and kurtas. Starting from Bandhgalas, Achkans, Jodhpuris to Patialas, Pathanis and Angrakhas which includes- Indo western sherwanis, Kurta jackets, Asymmetric cuts, we infuse Indian elements and style in our offerings.
To top it up, we offer numerous accessorizing options to ensure that one can create the perfect ensemble under one roof.
What are the looks that are trending in as far as sarees/lehengas/bridal gowns go for your brand Mohey?
As the festive season has started, occasion wear demand has increased. We are always updating our designs according to the fashion trends, making it a point to be the trendsetter for every festival.
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