| Birla
Cellulose launches ‘LivaViscose’ collection with Anita
Dongre on 14 March 2009 at Phoenix Mills, Mumbai
It was a consortium of leaders when Birla
Cellulose, a world leader in cellulosic fibres and Anita Dongre,
a leading designer in the Indian fashion circuit came together
to launch the new co-branded ‘LivaViscose’ spring-summer
clothing line.
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The move comes as a major step in the
fibre major’s increasing thrust on developing ‘LivaViscose’
for the domestic market. Birla Cellulose has inked an exceptional
growth story for the past few years with high sales escalation
and regular capacity expansions. It has seen the sales in domestic
market grow year-on-year, and therefore has come up with a focussed
strategy on developing this big chunk of its customer base.
The strategy stems from a consumer study conducted by the company,
which highlights the emerging softer trends in consumers’
preference for clothing. A key observation from the study was
the shift in consumer’s inclination from the stiff, formal
wear towards a more relaxed easy wear, without compromising
on the fashion element. The penchant for rigid crisp clothing
has faded into a consciousness for comfort, breathability and
style.
The Indian consumer also seemed to be gradually waking up to
the need for eco-friendly textiles. Birla Cellulose sees a major
opportunity for the natural based ‘LivaViscose’ here,
with its properties of high comfort, moisture absorbency, breathability,
and additionally high lustre and excellent drape which make
it best to suit today’s consumer’s need for comfort
fashion.
Based on the learnings from the study, the company zeroed in
on the key consumer segments which would be trend setters, early
adopters and an important consuming class. The need was also
felt to be a complete wardrobe solution fibre, reaching every
category of clothing, by being a part of an array of products
for each of these segments.
An interesting revelation was the mid segment’s newfound
affinity for affordable designer wear through prêt lines,
which formed the basis for Birla Cellulose’s first offering
to its end consumers. Thus came the launch of ‘LivaViscose’
collection by Birla Cellulose with the famous Indian designer
Anita Dongre, under her prêt label AND.
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This is the first of its kind completely
green designer collection which caters to the modern consumer’s
preference for comfortable yet fashionable clothing. It is
a delightful experience with soft drapes and Grecian styles,
made possible by the inherent LivaViscose values of high comfort,
softness, drape and high moisture absorbency, making it the
best fibre for Indian summers.
The collection therefore, is the centrestage of AND Spring
Summer line 2008-09, retailed across 70 stores in the country,
including all exclusive AND stores ensuring a pan India presence.
This collection also marks the launch of the viscose fibre
from Birla Cellulose with its new proposition, as the fashion
fibre brand 'LivaViscose'. The brand name is a representation
of the idea of living it up every moment of your life with
'LivaViscose', pegged on the thought that this fibre makes
every piece of clothing much more fashionable and desirable.
It brings the zing factor to everyday clothing by making every
garment much more softer, sheenier, drapier and comfortable.
This makes everyday wear much more attractive or glamorous
– making our lives everyday more glamorous, turning our
everyday occasions into more glamorous moments. Therefore
the brand stands for the proposition “Everyday Moments
Turn Glamorous”, and this gets reflected in every garment
of the ‘LivaViscose’ collection by Anita Dongre.
While this was one big initiative from Birla Cellulose, the
company has always been at the forefront of green fashion,
consistently leading the eco friendly movement in textiles
and clothing.
Last year, this fibre multinational had introduced the green
theme to the fashion world through Wills India Fashion Week,
where it nurtured emerging designers to promote eco friendly
fashion.
In the coming times, one can expect a lot more from them,
with a number of collections in domestic brands of various
segments like baby, home furnishings, men, women and even
uniforms, to deliver a unique consumer experience and enhance
business value.
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