Femella -India’s leading online women’s fashion apparel brand is known for its reasonable, feminine and easy-to-wear fashion. The brand has the variety that caters to audience from each stratum. In general, there is a huge desire among non-standard sized consumers to be able to enjoy fashion and to dress well in the same way as those who fit within standard sizes. “Gauging the demand and lack of styling options available for the healthier body types, Femella is extending its collection with the plus- size range in order to fulfil the gap of this unfocused area” Femella COO Ketki Arora.
Adding on to this, Ganesh Subramanian, Chief Operating Officer, Myntra said, “At Myntra.com, our aim is to make India look good. With the launch of Femella’s new plus-size collection, women need not raid over every shop to get their size clothing in latest fashion and trends at affordable prices. The plus-size segment is a latent market in India that offers huge opportunity;
Femella will sell this collection exclusively on Myntra.com and also intends to sell at its own online shopping portal Femella.in and later in other partner portals such as flipkart.com, jabong.com, koovs.com & limeroad.com .
Commenting on the same Kavya Arora CEO Femella said, “As per the research 15% of the average market size is covered by the full-figured women in India who need plus-size clothing and want to wear the same fashions as their slimmer friends. Allowing them to do this, while making the right adjustments in terms of styling and specifications for plus-sized customers, is the skill required of retailers and brands. Femella’s design team has created flattering silhouettes which complements plus size physique and we hope we will be successful in satisfying our consumers.”
Further talking about his association with Myntra.com he added, “We have been associated with Myntra.com for last two years and was recognised with the most popular brand in the portal. Our collection on Myntra.com has done really well in the past few years and we are hoping for the best this time too.”