Accessories take centre-stage at apparel stores

CHENNAI: Ask any “Sex and The City” fan and you will know that bags, shoes and fashion jewellery — grouped under the term accessories — are as essential to a woman’s wardrobe as her clothes.
While customers of luxury brands have been indulging in these accessories for sometime, the discerning middle class women too seem to be swayed by the trend now.
“Over the last two years, we have seen that women’s wardrobe is being dominated by western wear. This in turn has led to growth not just in western clothes, but also boosted a need for accessories to go with this wardrobe,” says Govind Shrikhande, CEO of Shoppers Stop. “Ten years ago, the apparel-non-apparel ratio was 75:25. Today, it’s 51:49. And accessories account for a major chunk of non-apparel.”
In the past couple of years, Shoppers Stop introduced shop-in-shops for brands like Hidesign, Guess and Charles & Keith for their assortment of bags, increased merchandise in their private label Eliza Donatein and introduced bags in their apparel label Haute Curry. The footwear brands they house like Catwalk and Tresmore too are reporting robust sales. “While we have increased the assortment of accessories by 25%, we have seen an annual sales growth of 60% in this segment over the past two years,” says Shrikhande, who plans to launch an international brand in this space in the next two years.
In the Dubai-based Landmark Group’s Lifestyle, it is a similar story. “Women now don’t just buy clothes. They pick the apparel they like and then move to the accessories section to pick footwear, bags and fashion jewellery that matches their pick,” says Kabir Lumba, MD of Lifestyle. “Sometimes, it is even the other way around —an interesting bag guides them to pick clothes they like.”
Both the private labels of Lifestyle — Ginger and Paprika — introduced accessories over the past three years and have seen annual sales growth of around 30%. “The demand for good quality merchandise that are in keeping with the latest fashion trends at affordable prices is very high. Whether it is a college student or a working woman in her 20s or an older woman, everyone likes to spice up their look with more than just clothes,” says Lumba.
When Brandhouse Oviesse started rolling out their OVS stores, accessories accounted for around 10% of the store merchandise. “But the response has been so good, we’re planning to increase that soon,” says Ashok Dalal, MD-CEO of Brandhouse Oviesse.
Industry experts rue that the growth of accessories is still largely restricted to women. “Indian men tend to stick to a few basics in belts, wallets and cufflinks. Brands need to spice up their offerings for men and realize the potential of this market,” says a retail adviser.