Fashion over the years has always been to the go to segment for licensors in India, with the increased popularity and accessibility through the e-commerce platforms fashion brands has grown exponentially. Celebrities and fashion go hand in hand, in the last 5 five years we have seen an increase in celebrities cashing in on the opportunity to monetize their popularity by launching their own brands or merchandises.
According to a recent report, retail licensing in India is estimated at $1.26 billion. In terms of market size, entertainment licensing is valued at $406 million, fashion licensing at $594 million and sports licensing at $30 million. This gives a clear idea on how fashion licensing has grown and how celebrity ventures have been fueling further growth in the segment. Going by this a profusion of celebrities including bollywood, sports and other genres have started their clothing lines through licensing entering the fashion segment. We list down few celebrities who have been banking on the fashion licensing space.
Mahendra Singh Dhoni
Mahendra Singh Dhoni launched his lifestyle brand ‘SEVEN’ in 2016. Dhoni owns the footwear side of the brand and is also the brand ambassador of SEVEN. Spread across various fitness categories of running, training and lifestyle sport, the collection encompasses a wide range of running and training footwear, apparel and accessories for both men and women. Seven opened its biggest store in Chennai last year.
‘Wrogn’ launched in 2015 by Virat Kohli and co owned by Universal Sportsbiz with a mainstay in the wardrobe of young Indian men. The brand tied up with Myntra and Shopper’s Stop. In late 2014, Kohli was also announced as a shareholder and brand ambassador of the social networking venture ‘Sport Convo’ based in London.
Yuvraj Singh launched his premier sports and lifestyle brand, YWC (YouWeCan). YOUWECAN, a sports lifestyle brand represents all individuals who fight despite insurmountable odds and make fighters of us all. The latest collection of apparel with best design & fashion appeal is available at your click. The stores have an extensive display of fashion and sports gear. The brand is also available in popular e-shopping websites such as Myntra, Jabong, Amazon, along with the brand’s own portal.
Saina Nehwal, the ace Badminton Player invested in Paree sanitary pads in September last year. Paree sanitary pads give the confidence to be active, healthy, secure and be successful in whatever you want to achieve in life. More than 70% of women in India do not use hygienic forms of sanitary protection. This leads to severe health issues including infections. For a healthy life it is very important to maintain good hygiene during periods.
Bollywood star Salman Khan launched the brand Being Human in 2007 which provides education and healthcare services for the underprivileged. A clothing line has made its mark in 15 countries around the globe since its inception in 2012, Being Human Clothing is a brand under Being Human – The Salman Khan Foundation, a charitable trust devoted to education and healthcare initiatives for the underprivileged in India. Being Human Clothing’s apparel range is centered on a fashion-forward approach. Being Human Clothing is also predominantly recognized for its strong line of athleisure apparel in easy-to-wear fabrics and styles.
In the year 2013, Mandhana became the official licensee manufacturing brand for Being Human Clothing. In just 5 years, Mandhana has also expanded the points of sale from Bahrain to Bordeaux, and from the UAE to Nepal, Being Human has made its presence felt through 15 countries, 500 store-in-stores and 75 exclusive outlets, which offer clothing and accessories for men and women. In addition, Being Human also goes a step ahead to employ the differently abled in most of its stores, to give them the ability to hold their own in society. Going forward, the brand has plans to employ at least two differently-abled people in each of its stores.
Sonam Kapoor and her sister Rhea Kapoor started the clothing brand Rheson. This Werkwear sweatshirt from Rheson is the best way to bring in the season. The brand is available at India’s leading fashion retailer Shoppers Stop. Bollywood’s undisputed style queen Sonam Kapoor’s fashion label Rheson that she started with her sister Rhea has been a total hit with every fashionista as well as celebs.
Bollywood actor and fitness freak Hrithik Roshan started the India’s first home grown fitness brand HRX in 2013 with tagline ‘PushYourExtreme’.HRX aims to help people achieve their fitness goals. Not just a brand, HRX is a mission that helps us enable and support people to be the fittest, happiest and most confident version of themselves. Myntra has been the one source destination for those who wish to change it up with HRX apparel.
Shahid Kapoor in partnership with Abof, an online fashion shopping destination launched athleisure fashion brand Skult. Skult by Shahid Kapoor – India’s first dedicated athleisure brand, is ready to expand its national footprint with its launch on Amazon Fashion! Skult is crafted to suit all occasions – work, casual or social. The brand has a variety of merchandise for men in its launch season with over 250 options, which includes internationally trending categories like meggings and shackets.
NUSH is a brand by Anushka Sharma that renders her personal style, making it accessible for every woman and providing a sense of comfort to bring out the best in you. NUSH offers a chic collection of western wear that comfortably combines casual and evening wear. It’s an amalgamation that reflects a woman’s personality, celebrates womanhood and sets a high-quality standard at great value. In partnership with Suditi Industries, Nush will be available at Shoppers Stop in the large format stores, online exclusively on Myntra, and across various shop-in-shop outlets across India.