NEW DELHI, India — A series of collaborations have been formed in the accessories field here as India’s fashion market continues to boom.
Shingora — which manufactures scarves for brands such as Polo, Ralph Lauren, Paul Smith, Armani and Anthropologie as well as retailing in more than 120 points of sale in Europe — has tied up with designer Rajesh Pratap Singh on a new concept. Singh, who is known for his passion for textiles, worked with Shingora’s strengths in manufacturing to create new styles using the traditional jamawar technique to create more modern patterns, such as larger bird patterns or a human face. Overall, he created 20 designs that will retail at his stores as well as other multibrand retailers and be exported to Europe and Japan.
“It has been a work of great joy and creativity, taking all these concepts to a new level,” Singh told WWD. “We will create new styles every six months.”
“What we’re doing is changing a scarf from being a commodity into a conversation,” said Amit Jain, chief executive officer of Shingora, speaking of this first collaboration with an Indian designer.
Shingora, which retails in more than 600 doors in India, is often referred to as the largest manufacturer and exporter of shawls and scarves in the country.
“Rajesh knows his design and we know fabric and we are expanding our growth,” Jain said, explaining that normally Shingora exported 70 percent of its products while 30 percent are sold in the domestic market. “We’re expecting this to change in the next three to four years,” he said. “As retail steps up in the Indian market, the demand here is increasing substantially.”
Whereas an average Shingora shawl costs 5,000 rupees, or $81.43 at current exchange, the new collaborative line — which has both the Shingora logo on the shawl and the Rajesh Pratap Singh name — will retail for about 15,000 rupees, or $245.
Shingora isn’t the only accessories company collaborating with local designers. Swarovski has launched its first collaborative effort with an e-tailer, fashion Web site Jabong. The launch is unique because of the India-specific product and also because Swarovski Professional reached directly to the customer with “Create Your Style” kits ranging from 1,500 rupees, or $24.43, to 6,000 rupees, or $97.73.
“It’s a bit like Ikea that people can make their own things,” Vivek Ramabhadran, managing director of Swarovski Professional India, told WWD.
The sets — which give customers a choice of making their own earrings, bracelet or neckpiece — also include a special 10-heart set designed by Manish Arora for Swarovski. The 10 hearts are all in different shapes.
Arun Chandra Mohan, founder and ceo of Jabong, said that almost 30 percent of sales on the site are accessories. “But Swarovski is the top end of the jewelry segment that we offer,” he said, adding that Indian consumer tastes in jewelry were changing fast from the traditional focus on gold and silver. He said more than 80 percent of consumers on the site were below age 30, and these consumers are now experimenting with different styles.
Ramabhadran said that Swarovski would launch four collections each year.