Ethnic wear is deeply rooted to Indian culture and is truly followed by Indians. Apart from India, our culture is spreading all across the world. Though Indians wear ethnic only on the special occasions, new brands like Raisin Global are breaking these stereotypes and bringing out the best of Indian contemporary fashion with traditional motifs and designs.
Raisin Global – The new brand on the block
The essence of the brand lies in drawing inspiration from traditional Indian roots whilst incorporating western influences in patterns, prints and structures. Raisin Global, a venture launched in 2018 by Parvati Fabrics, has been on a rise at a national and international level as well. With more than 72 SIS stores in the country, a strong presence in London, and selling on portals such as Myntra, Jabong, Amazon Fashion and Ajio, the brand aims to grow to more than 150 SIS stores and expand in Singapore, Canada and the United States of America.
Raisin X Millennials
Now a days social media is the best approach to reach the younger generation of the world. Raisin launched RaisinXMe, where they allow the consumers to share the photos wearing Raisin on their social media account, tag them and use the hashtag #RaisinXMe. Doing so, they feature them on their website. This new approach to the millennial’s is helping the brand to win customer loyalty towards them.
A/W 18 – Birds of Passage
The brand launched its seasonal campaigns that included the A/W 2018 collection in four unique styles. The label also put together a campaign that taps into traveling in style – Birds Of Passage, offering a plethora of outfits inspired by species of birds. An artisanal approach to fusion wear, Raisin Global has made its place in the apparel space with its exponential growth in the last quarter.
The Raisin Muse
The contemporary brand with strong traditional roots found its muse in Bhumi Pednekar. The collaboration between the Bhumi and Raisin, aided in broader brand awareness and a more interpersonal representation of brand values. A successful brand strategy that offered consumers an insight into what the brand stands for.
Raisin – Making a mark in its sector
A brand can never be too cautious with the sector they choose to belong in. Raisin Global, chose to become a dominant line in the everyday wear industry, offering carefully curated outfits that cater to the woman at work, weekends and just about any casual affairs. The brand always brings the latest trend to their audience. Raisin Global provides all kinds fabrics and perfectly tailored structures with detail craftsmanship.
The landscape of Indo-western apparel industry has seen a major shift in style, perspective and craftsmanship. Raisin Global is evolving and adapting the consumer’s need to add distinctive collections to their wardrobe. With so many exceptional labels on the rise, Raisin Global is surely making a mark in the sector.