1 week ago
Legacy Indian Fashion Brands Build New Labels For Gen Z
Indian clothing companies are creating new labels to attract younger shoppers.
Some are adding youth lines to old brands, while others are building completely separate brands.
Peter England created VYBE, BIBA created BIBA NXT, and Libas created Gerua.
Reliance Retail created Yousta, while ABFRL created OWND!.
Younger shoppers often prefer loose clothes, changing trends and affordable prices.
They also discover clothing through social media and influencers.
Using an existing brand can save money and use established factories and stores.
A separate brand gives companies more freedom to create a new style and team.
Experts say companies must change quickly to succeed with Gen Z, regardless of the brand structure.
Peter England, BIBA and Libas launched youth-focused sub-brands VYBE, BIBA NXT and Gerua.
Reliance Retail and ABFRL created standalone youth formats Yousta and OWND!.
Trent is expanding a portfolio that includes Westside, Zudio and younger-focused Burnt Toast.
Gerua sales have risen 85% since April 2025, with repeat purchases at 45%.
Analysts say agility, faster product updates and sharper pricing may matter more than brand structure.
- Who
- Indian apparel companies including Peter England, BIBA, Libas, Trent, Reliance Retail and Aditya Birla Fashion and Retail Ltd.
- What
- They are launching youth-focused sub-brands and standalone fashion formats to attract Gen Z shoppers.
- Where
- India, using the companies’ existing retail, manufacturing and distribution networks.
- When
- The changes have occurred in recent months; Gerua launched in April 2025.
- Why
- To attract younger, price-sensitive shoppers whose tastes change quickly while retaining existing customers and brand relevance.
Sub-brand strategy
Standalone-brand strategy
Use of existing infrastructure
Sub-brand strategy
Sub-brands can rely on a parent company’s established sourcing, manufacturing, distribution, consumer trust and retail network.
Standalone-brand strategy
Standalone formats allow companies to create a separate organization and operating model built around a specific consumer.
Brand flexibility
Sub-brand strategy
A youth line can broaden an established brand’s appeal while preserving its existing identity and customer base.
Standalone-brand strategy
A new brand offers greater freedom to develop a distinct identity, product architecture and pricing strategy without legacy baggage.
Execution risk
Sub-brand strategy
Using existing teams and capabilities can make launching a new proposition faster and less risky.
Standalone-brand strategy
Building from scratch requires more investment and experimentation; OWND! is still being refined and has not reached format-level profitability.
Key facts
- Sub-brands launched
- Peter England launched VYBE, BIBA launched BIBA NXT, and Libas launched Gerua.
- Standalone formats
- Reliance Retail launched Yousta, while ABFRL developed OWND! as a separate business.
- Gerua sales growth
- Gerua sales have risen 85% since its launch in April 2025.
- Gerua repeat purchases
- Repeat purchases account for 45% of Gerua sales, according to Libas.
- Gerua new customers
- Gerua contributed 22% of new customers to Libas.
- BIBA NXT customer mix
- About 60% of BIBA NXT shoppers are new to BIBA.
- Libas manufacturing network
- Libas uses manufacturing relationships with more than 100 factories across India.
Quotes
Ashish Dikshit
Managing director of ABFRL
“Brand architecture may not be the biggest criteria of success, while new lines can be created, success is driven by the ability to diverge from traditional operating models.”
livemint.com
“If we can recruit the customer at a much younger age bracket, he will continue with the brand and grow with us.”
livemint.com
Sources
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