Flirtatious is a sustainable and a size-inclusive swimwear label with the objective of making its customers feel comfortable, stylish, and in touch with contemporary trends. In a chat with Fibre2Fashion, Flirtatious’ Creative Head Aakriti Grover discusses sustainable practices in fashion, the rise in demand for resort wear and swimwear, made-to-measure clothing and much more.
How has the swimwear segment evolved in terms of consumer preferences and demands over the past few years, and what implications does this have on creative strategies?
The surge in resort wear and travel over the past two years has made swimwear a year-round industry, no longer limited to specific months. Moreover, consumers today have greater confidence in their bodies than ever before.
What are some of the key challenges and opportunities that creative heads in the fashion industry face today, and how are they navigating these dynamics?
There’s an overabundance of similar designs in the market these days. The fast pace of life leaves little time for people to slow down. Although creativity has become challenging, new technologies have eased everyone’s workload.
With sustainability becoming increasingly important in the fashion industry, how do creative heads incorporate eco-friendly and ethical practices into their design and branding strategies?
Everyone has their own perspective on sustainability. It encompasses more than a single facet, but the term is used rather casually these days. While sourcing sustainable materials has become easier, it is crucial to consider the nature of the production processes we engage with. Regrettably, the extra cost associated with sustainability often deters people from pursuing this path. Sustainability is more relevant than ever before, and there’s still a long way to go.
Can you tell us about the inspiration behind Flirtatious and how it came to be?
Flirtatious was founded ten years ago to provide people with swimsuits that fit like a second skin. We customise each piece to the customer’s size, making luxury swimwear affordable.
What is the overall brand identity and creative vision that Flirtatious aims to portray to its target audience?
Our USP is ‘made to measure’. The diving letter ‘I’ stands for the constant growth and confidence of every individual. Since the label’s inception, we have followed the ‘made-to-measure’ model, where the brand does not use a standard Indian size chart. Also, we truly believe in a slower approach to fashion which is why we use high-quality, yet sustainably sourced materials made from sustainable fibres that have been recycled from a range of post-consumer wastes, including plastic. Flirtatious integrates these practices while ensuring that there is no compromise on the look, quality, and functionality of each piece.
How does Flirtatious differentiate itself from other similar brands in the market?
Your swimsuit is made especially for you! With our in-house team of highly-skilled and experienced craftsmen, we are able to offer a choice of customisations ranging from colour, custom size (made-to-measure) and brief styles. We also offer different coverage options such as high cut, modest coverage and boy legs, catering to the varying comfort levels of our customers.
Since we follow the “made-to-order” model, all pieces are produced in-house and singularly upon purchase. This ensures that we produce no more than we need, thereby minimising leftover stock and waste, while also moving away from the fast-sale, use-and-throw business model.
Could you share some examples of successful creative campaigns or initiatives that your company has undertaken in the past?
To commemorate 10-year anniversary of Flirtatious, we hosted a clean-up drive on Carter Road beach (Mumbai) in association with an NGO Ek Saath. We collected approximately 394 kilograms of marine debris consisting of plastic bottles, bags, rocks, litter etc from the beach.
From the very beginning, we at Flirtatious have been mindful of the Earth’s resources and energy utilised in the creation of each piece. As we celebrate our tenth anniversary, it was natural for us to return to where it all began – the beach. The Carter Road clean-up drive was our way of giving back to the environment. We are thankful to each and every person who showed up and volunteered to be a part of this noble cause. Hopefully, this initiative helps add more hands to the cause in the future.
What are some upcoming trends or innovations you are exploring or planning to incorporate into your offerings?
We are developing an exciting new feature for our website. It will enhance the mix-and-match section by providing a unique customisation experience for our customers.
How do you ensure that your creative strategies align with your target audience’s preferences and changing market dynamics?
Whenever we launch a new collection, we aim for a balanced mix. We have a deep understanding of what our customers are comfortable with, so we create one section that aligns with their preferences and is commercially viable. In addition, we also dedicate a section to pushing boundaries, experimenting with new ideas, and encouraging our customers to step outside their comfort zones.
What according to you is the future of ‘made to measure’? Do you foresee that one day all the clothing shops will be selling only ‘made to measure’?
In India, we tend to follow European and American size charts, even though we have distinct body types. Unfortunately, there isn’t an Indian size chart, so customers often have to compromise on ready-made sizes. If they had the option to order clothing tailored to their size, which would fit them perfectly, they would likely choose it. However, made-to-measure clothing cannot compete in pricing with standard-sized mass-produced items, so it tends to be more costly.
Interviewer: Shilpi Panjabi
Published on: 02/06/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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