The new age fabric made with natural fibres from Pulp & Fibre Business of Aditya Birla Group, Liva has announced its association with AND, Global Desi, Allen Solly and Van Heusen – some of the biggest players in the fashion industry. These brands have created exclusive collection using Liva in their Spring Summer 2014 offerings, ranging from maxis to work-dresses to casual tops. With these associations, the company aims to create awareness and preference for Liva amongst consumers. It is a fluid fabric made with natural fibres that imparts gentle drape to the garments.
This new category creation is a mutually beneficial exercise for Liva as well as for the partnering brands. The partner brands get superior quality fabric which can be translated into a better design for the end-consumers, making the partner brands deliver best-in-industry garments. The cellulosic fibres usage is just 3 percent in overall fibre basket which the company hopes to increase it to 6 percent in coming years.
Fibre is the starting point of the textile value chain with the end-customer at the other end. LIVA effectively implementing the ‘pull-strategy’ by hooking the customers with flowy silhouettes and liquid drapes that it imparts to the garments, which by virtue dictate the buying trends for the end-consumer.
Birla Cellulose promotes the concept of green fashion and is entirely focused on creating a sustainable leadership with the help of innovations in processes and product.
Manohar Samuel, president (marketing and business development), pulp and fibre business, Aditya Birla Group said, “We are thrilled with these collaborations. Liva being a new age fabric with its natural flow and softness will really enhance the offerings in the segment by providing a collection that befits its customers. Our aim is to reach out to new age customers and give them designs and fabrics that they can’t resist. We hope that these associations will help us garner more partners who seek to target the evolved, new-age consumer using Liva as an anchor.”
