The brand’s growth aspirations are simple enough – to become the go-to brand in the western wear category for women and also the first Indianborn brand to be part of the fast fashion consumer consideration set…
In 2016, Kishore Biyani led Future Retail – as progressive a group as they come – decided to launch a fast fashion brand to take on the likes of international brands Zara and H&M. In April of that year, Cover Story was born.
When the Future Group does nothing, it’s never halfway house. The company then proceeded to set up a design house based out of London to develop cutting-edge fast fashion. This design house was dubbed Future Style Lab, a wholly-owned subsidiary of Future Group, which developed and procured styles for Cover Story. The brand refreshes 10 percent of its collection every week by adding new pieces. It then phases out 10 percent of the older collection to even out the stock.
Cover Story, which aims to set the pace for India’s fast-fashion business through integrating global fashion design with smart and efficient sourcing, is fast becoming the go-to dress-buying destination for Indian women. The brand has EBOs in all the major malls of the country, and its outlets are designed to recreate an ‘intimate boutique’ and provide a comfortable shopping experience. The layout is layers of transparency with opacity, which encourages a sense of discovery while shopping.
IMAGES Retail Bureau spoke exclusively with Manjula Tiwari, CEO, Future Style Lab, who gave us the complete scoop on brand’s plans for the future…
Tell us about the brand Cover Story. What’s your journey been like? What is your USP?
Cover Story is a fast fashion brand that designs and delivers the latest global trends to style-conscious Indian women, at affordable price. Our design studio in London – Future Style Lab – curates and creates fits, cuts and colors that flatter the Indian body.
Denne historien er fra March 2018-utgaven av Images Retail.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March 2018-utgaven av Images Retail.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Our Malls Should Reflect the Customer of Today
Twenty four years old Sanya Runwal, Director - Retail, Runwal, speaks about the guiding principles behind the group's retail transformation, future developments and her vision for brand Runwal as the next generation leader
D2C Brands Flag Bearers of India's Growing Digital Economy
Bypassing the intermediaries and traditional distribution channels, and leveraging digital platforms and cutting-edge technologies to service consumers directly, D2C brands have emerged as a disruptive force on the Indian retail landscape
From Sleeplessness to Success
The dream journey of The Sleep Company from being a D2C startup founded to help Indians sleep better to crossing 100 stores and ₹500 crore ARR under five years to become one of the fastest growing D2C-first brands
REDEFINING FASHION RETAIL WITH EXPANSION, DIGITAL INNOVATION, AND SUSTAINABLE GROWTH
CnM Chunmun, a name synonymous with fashion and lifestyle retail in North India, is embarking on an exciting new chapter in its impressive 40-year journey.
Retail Sector Records Strongest Hi Leasing in 5 years: CBRE
Leasing in Bengaluru, Chennai, and Delhi-NCR accounted for 59% share during Jan-June 2024.
Lulu Mall Bengaluru Welcomes 5 New Brands
Lulu Mall, Bengaluru, operated by the multinational developer Lulu Group, has expanded its portfolio by welcoming five new retail brands, the company wrote on social media.
Gujarat gets its First IMAX at Palladium Ahmedabad
Mumbai-based PVR Cinemas opened a new theatre at Palladium Ahmedabad, a social media post by a company official.
Budget 2024-2025: What's in it for Retail?
An overview of all the retail ecosystem-related measures in the Budget 2024-2025 revealed by Finance Minister Nirmala Sitharaman in her 7th budget speech.
Identity As a Service (IDAAS) Simplified
An explainer on Identity and Access Management-As-A-Service (IDaaS) in the context of retail.
6 Ways in Which D2C Brands are Redefining Physical Stores
From quirky fixtures to restageable elements, D2C brands do it differently when they open brick-and-mortar stores
