'Ombre Lane Was Launched After Months Of Careful Research On The Indian Working Woman's Body Type'

The apparel brand focuses on providing customers with a superior product design, quality and fit along with a well-categorised website experience with quality customer experience…

As per a BCGFacebook study, the online fashion market in India is poised to reach $14 billion by 2020, with the women shopper share increasing from 39 percent to 48 percent. The modern women’s western wear is set to increase its share to 18 percent from 14 percent of the total online fashion market.

One brand which is looking to capitalise on this growing share is Ombré Lane. Founded in July 2017, Ombré Lane is an upcoming versatile fashion brand, with an objective to create beautiful and comfortable workwear for modern working class Indian women.

In an exclusive interaction with IMAGES Retail Bureau, Shweta Sharma, CoFounder, Ombré Lane, talks about the business proposition and future aspects of the newly launched brand.

Idea Behind the Brand

The business ideation came from a personal pain-point of not being able to find fashionable and quality work clothes for the Indian women. Emphasising on the importance of the women’s apparel as one of the fastest growing segments of the market, we decided to use the premium quality fabrics to form the workwear for working-class women, fitting into their daily requirements of meetings, conferences and countless social engagements.

Early Difficulties & Challenges

The biggest challenge was to create the right fit for the working class. Unfortunately, most of the choices available today are not made keeping the Indian body types in mind. We did months of research on body types for the Indian women, especially on measurements and fabric, before finalising our designs and the right fit.