Landmark Group’s Lifestyle International targets India’s tween market

By

Isabelle Crossley

Published
Jun 17, 2019

The Dubai-based business Landmark Group’s fashion arm Lifestyle International is targeting the growing tween clothing market in India and has recently brought tween lines to its stores in the country.

Lifestyle International, which runs multi-brand clothing and accessories stores across India, is working to build a dedicated “tween” clothing category for its shoppers, noticing the growing tween (early teen) market and the dearth of brands that cater specifically to it in India. The business has recently launched several clothing lines from international brands that target a tween audience aged nine to 15 years, including from Kappa and Bossini. 

“With no brands specifically targeting this segment, a high-schooler currently remains underserved in the market,” Lifestyle International’s managing director Vasanth Kumar told ET Bureau. “By the time children reach this stage, they have their own fashion preference and constantly seek to establish identity.”

Lifestyle also recently held an interactive grooming workshop in Mumbai on June 15 with celebrity stylist Apeni George who gave a talk on fashion styling and the industry. Lifestyle also collaborated with George’s male grooming brand The Man Company for the event and held a special display of its products. As Virat Kohli’s hair stylist, George gave celebrity hair styling tips to the audience and promoted Lifestyle. 

This year, the business celebrates its 20th anniversary. In April, the brand completed 20 years in the international clothing industry and celebrated on its social media.