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This is an archive article published on June 18, 2012

Extra Innings

To reach out to wider segment of customers,designers are branching out into accessories market.

When designer Sabyasachi Mukherjee’s store Sabyasachi by Sabyasachi opened in Mumbai’s Kala Ghoda earlier this year,fashion lover Sonali Shah made it a point to browse through its latest offerings. The impressive clothes notwithstanding,it was his line of handcrafted,ornate accessories such as hairbands,bangles and bags that won this management professional over. Much had to do with the price tags. “I love the versatility that these accessories offer. Besides,for a designer whose clothing line is known to fetch lakhs,Sabyasachi’s accessories start at just Rs 7,500. These are affordable,high-end designer pieces that can be worn in different ways and on different occasions,” she reasons.

Shah’s observation highlights the needs of a wide segment of consumers today who aspire for designer labels,but given their budgets,want only entry level products. Sabyasachi,who showed a range of specially commissioned shawls and headbands as part of the “Inspired by India” an exhibition of contemporary design at Sotheby’s London,is not the only one taking his accessory line further. Designer Raakesh Agarvwal feels that designing accessories was a natural progression after having established couture and pret lines. He started out with Jewels by Raakesh Agarvwal,a line of evening wear accessories,at the Delhi Couture Week in 2010,after which he showcased Accessories by Raakesh Agarvwal with his Spring-Summer 2012 collection at the Wills India Fashion Week (WIFW) in October 2011. “Both my accessory lines are doing very well,including items such as key chains and the iPad and iPhone covers. In fact,accessories now get me more than 35 per cent of my total revenue,despite having launched them only recently. It has turned out to be one of my best career decisions,” he points out. Since accessories aren’t affected by sizes and trials,the designer admits that it’s also much easier to make online sales.

The popularity of ‘value for money fashion’ among consumers is obviously what urges designers to step into the accessories market. Among them is Nachiket Barve,who launched his collection of clutches,bags,neckpieces,bangles and scarves about three seasons ago. “I started making accessories to complete my ensembles for the ramp as I didn’t want to style my models with accessories from other brands. Then I realised their potential. Today,people are aware that they can glam up a simple outfit with eye-catching accessories. The attractive price points (the scarves start at Rs 3,500) are an added incentive,” he explains.

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However,this is not to say that all accessories are easy on the pocket. Given the sizeable bridal fashion market,wedding accessories — particularly the jewellery lines — are quite expensive. Gearing up for the launch of her gold and silver jewellery lines in July,Anita Dongre asserts that designing jewellery is an extension of her work as a creative person. “Besides,I am just following my heart as I have always wanted to translate my Jaipur influences into elaborate jadau collections which are ideal for weddings,” she says. While the prices for gold and semi-precious stone jewellery will run into lakhs,the silver line will start at Rs 15,000. “This apart,I will also start a range of bags and shoes that will cost under Rs 10,000,” informs Dongre.

Designer duo Dev r Nil too has kept their options open by designing both wedding wear accessories like men’s mojris and embroidered footwear for women as well as a casual,quirky variety with batik prints,that have been well-received by trend-conscious youth. “We see it as a safer bet to cater to both the segments,” says Dev.

That said,making and sustaining an accessory line is no less than a challenge. Barve is quick to stress on the fact that fashion stores in the country are yet to warm up to accessories in a big way. “Most are keen on stocking apparel,while accessories get lost in a small corner. A more inclusive approach is needed,” he notes.

Rahul Mishra,who offered a peek into his line of handbags,neck-pieces and footwear at the last edition of WIFW,says that even though well-priced accessories can help one reach out to more people,it will take more than just that to become a big player in the accessories market. “Internationally,luxury brands have highly successful accessory lines,especially with perfumes. But in our country’s retail sector,accessories are still considered as add-ons,” says Mishra,who is tying up with a retail brand to come up with a limited edition of bags. “But we need more of such continued support before our accessory brands become individual entities,” he sums up.

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