The 1,200-square-foot store is the first of a planned expansion of 30 to 35 points of sale in India by 2020. The brand has launched in India in partnership with local company Genesis Luxury which has brought in other global brands including Paul Smith, Emporio Armani, Giorgio Armani, Jimmy Choo, Michael Kors, Furla, Bottega Veneta and Crabtree & Evelyn, among others.
“Special attention has been given to the selection of products, which represent the brand’s DNA while also appealing to the Indian consumer through craftsmanship, quality, and overall design look,” Patrick Kraaijeveld, the chief creative and commercial officer of G-Star Raw told WWD.
“Pricing is also essential for new brands looking to make their mark. As our jeans range starts at Rs 6000 ($92.30), with T-shirts starting at Rs 2500 ($30.46), this aspect works well with our customers,” he said.
The range launched in India includes jeans, T-shirts, knitwear, button-up shirts, outerwear, dresses, accessories, footwear and eyewear.
As global brands continue to enter India, the $550 billion retail market is expected to continue growing at more than 20 percent a year and to double over the next five years. Consumer spending has been growing as well and customer confidence has been high over the last year. Analysts expect this trend to continue, with GDP growth of more than 7 percent expected in the next year as well as the opening of a number of new malls.
“India is an emerging powerhouse, and we want to be part of this growth through a sustainable partnership,” Kraaijeveld said.
“Our jeans and collections cater to this demographic. The young and daring who have a desire to stand out in their appreciation for innovation, sustainability and modern authentic craftsmanship,” Kraaijeveld added.
Analysts believe that denim is one of the most promising markets in India and according to industry figures it is expected to continue growing at 15 percent a year to become a $4.18 billion market by 2018.
G-Star also continues to drive innovation in the RAW for the Oceans collection — a range of jeans, jackets, Ts and sweats that are all made using recycled ocean plastic.
“This initiative, in collaboration with Pharrell Williams (who codesigns the collection), material innovator Bionic Yarn and the Parley for the Oceans project is great for these newer markets of ours, who we know are environmentally conscious and wanting to make a difference,” Kraaijeveld added.