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Net sales value up by 103% in EBOs, store count up by 86%: Nameet Srivastava, Category Head, Ethnix By Raymond

Ethnix by Raymond was launched in 2017. The brand expanded its footprint to 34 stores by the end of 2020. At its core, the brand is dedicated to creating exceptional men’s clothing that blends contemporary style with timeless quality. 

Despite the setbacks faced during Covid, by February 2023 Ethnix crossed a milestone of 50 stores and through a systematic expansion, moved on to 100 stores by December 2023. “By the end of FY’24 we stood at 114 stores,” says Nameet Srivastava, Category Head, Ethnix By Raymond

In an interview with IMAGES Business of Fashion, Srivastava talks about building brand loyalty and says that Ethnix envisions a future where fashion is synonymous with sustainability, inclusivity, and innovation.

Target Audience
To create brand loyalty among the target audience, a brand needs to build a strong, positive relationship with consumers by delivering high-quality products and engaging them on social media. 

“We understand that our customer base is people who prioritise elegance, tradition and premium fabrics – a person who could be the groom or a guest at a wedding, fashion-forward individuals and culturally conscious consumers,” says Srivastava.

 “Our target audience is primarily men aged 18 years and above. So, we cater to young adults and professionals looking for sophisticated ethnic wear for weddings, festivals and social gatherings. Aside from this, we have a smart Ethnix collection for our young crowds for their festive and casual needs,” he adds.  

Omnichannel Strategy
Ethnix currently has an EBO network of 114 stores and is also present in ~73 cities (end FY24 data). Around 1/3rd of their EBO presence is in Metros & Tier 1 cities. 

While their physical store network contributes the majority of their revenue – being the main revenue driver at ~ 85% – the brand is working on a robust Omnichannel strategy.

“Ethnix by Raymond’s adoption of an Omnichannel approach reflects its commitment to providing cohesive and flexible shopping experience, aligning with the evolving preference of modern consumers,” he explains.

Innovation & Technologies Driving Menswear Retail in India
Innovations in men’s ethnic wear are redefining traditional styles with modern touches, enhancing comfort, sustainability, and aesthetics. For Ethnix, says Srivastava, innovations include: 

  • Sustainable & Eco-Friendly Materials: Using hemp, bamboo, banana and flex fabrics to create environmentally friendly ethnic wear. The brand also uses natural dyes.
  • Artisanal & Handcrafted Elements: Incorporating handloom fabrics, and traditional embroidery techniques into modern designs. 
  • Reviving Traditional Crafts: Keeping alive traditional printing methods like block printings, creating exclusive pieces by collaborating with artisans
  • Hybrid Designs: Combining traditional ethnic styles with contemporary elements
  • Modern Cuts & Silhouettes: Adapting traditional garments with modern cuts and fits.

These advancements not only enhance the aesthetic and functional aspects of ethnic menswear but also ensure it remains relevant and appealing in contemporary fashion.

He says his top 3 technologies include: 

  • Predictive Analytics (using data to predict future trends and customer needs, allowing for proactive inventory and marketing management) 
  • Enhanced Customer Service (mPOS) systems which can access customer purchase history and preferences enabling personalised service 
  • Inventory Management helps in real-time inventory tracking, ensuring better stock management and reducing chances of stockouts or overstocking.

Future Plans: Category & Store Expansion
Srivastava says many exciting new categories are emerging for his brand. The most prominent of these are:

  • Minimalistic Ethnic Wear: Emphasising simplicity and understated elegance.
  • Sustainable Ethnic Fashion: Focusing on eco-friendly materials, ethical production practices, and mindful consumption.
  • Destination Weddings Ethnic Wear: Specially tailored for weddings and luxury events. Key features include intricate embroidery, luxurious fabrics and elaborate embellishments.
  • Vintage Inspired Ethnic Wear: Classic silhouettes, vintage-inspired prints/embellishments, retro details.

Aside from category expansion, the brand plans to expand majorly in Metro & Tier 1 cities in India to improve its brand footprint. They will also grow in select Tier 2 & Tier 3 markets based on competition. 

“Some relevant EBO expansion is also planned in pilgrimage and travel destinations to cater to more customers,” adds Srivastava, saying that the brand’s Net Sales Value has increased by 103% in EBOs and the number of stores has also increased by 86% in the previous year. 

The Future of Men’s Ethnicwear Industry in India
The future of men’s ethnic wear in India promises to be dynamic, diverse, and socially conscious, reflecting the evolving preferences and values of contemporary consumers while honoring the rich cultural heritage of Indian fashion. 

“Brands that can adapt to these changes, embrace diversity, and prioritise sustainability will be well-positioned to thrive in this evolving landscape,” Srivastava concludes.

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