Reliance Trends, owned by Reliance Industries Limited (RIL) CEO MukeshAmbani, sees Fast Fashion as a major revenue boosting entity for the brand. The fashion retailer will adopt mid-level pricing combined with shorter fashion cycle as it looks to differentiate from others in the market.

Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly in order to capture current fashion trends. Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year. These trends are designed and manufactured quickly and cheaply to allow the mainstream consumer to take advantage of current clothing styles at a lower price.

Akhilesh Prasad, COO, Reliance Trends, told media, “There is awareness and demand for fashionable apparels. Our prices are value-equation for the consumers and the products are current as anywhere in the world. We are going to cater to that demand with fast-fashion.” Prasad also said the cycle will change every 30-45 days to keep the fashion fresh and trendy.

Reliance Trends also launched its new brand ‘Intribe’ recently.The speciality retail chain is keen on expanding its private label business as the private label business has been growing in high double digits. Prasad added, “Our private labels are not inferior to any branded products. We are looking to expand the portfolio.” Earlier, during its launch, Prasad said, “Today, fashion is changing at a fast pace and Indian youth want immediate fashion. Taking care of the youth and pulse of Indian fashion market, we travelled across the international market to bring in Intribe as an affordable but exclusive fashion statement in India.” He added, “It’s a trend of fast fashion and styles are changing every month, we have worked on our supply chain to ensure supplies of merchandise within two months.”

Reliance Trends has 125 company-owned and operated stores in 75 cities. The average store size stands at 10,000-15,000 square feet. Prasad said the company would expand wherever it found the right retail location. “We don’t kill ourselves trying to move fast in expansion. Our general appetite is to catch up on the demand,” said Prasad. He also added that the company may also look at the franchise mode to expand its geographic canvas.