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High street labels have changed the way we shop... Find out more about international brands like Vero Moda, Forever21, Jack & Jones, Zara and OVS Industry.

fashion and trends Updated: Dec 17, 2010 02:21 IST
Aaron George
Aaron George
Hindustan Times

The year 2010 has been the year of the avid shopper in Delhi. With the launch of these five high street labels, the city’s young and restless have found chic salvation. “Instead of scrounging places like Sarojni Nagar (SN) market it’s easier to save up and shop at places like Zara,” says college student, Anusheel Bhan. And the reason why they’ve jumped the flea market ship is thanks to the easy availability and better quality these labels offer.

“Places like SN market had the ‘trendy’ stuff which is why people went their. Now they have access to all the latest trends at affordable prices in one place. So their loyalties are changing," says Vogue India’s Edward Lalrempuia. “These labels might be a bit pricey, but the quality is far better than flea markets and so are the options. The young shopper in the city is just evolving into a knowledgable consumer,” says Shaan Thadhani, owner of a multi-brand retail chain, WHITE.

ShoppingSo, we at HT City decided to make ease your shopping blues with this high-street guide. Keep your debit/credit cards ready to splurge.

Vero Moda
DLF Place (Saket) and Ambience Mall (Vasant Kunj)
This label is quite popular in Europe and was recently launched in the Capital with much fanfare. The USP of the store is their pricing which is a bit more pocket friendly than other high-street labels which cater to women.

What we liked: Their T-shirt range starts from Rs 250 onwards. You can find some great prints tees here. An Owl print embellished T-shirt (Rs 1100 approx) really caught our eye.

What we didn’t like: Some of the prints and crochet details on tops were a bit dated, indicating old stocks.

Ambience Mall (Vasant Kunj)
The ultimate American label for young women, Forever21’s launch in Delhi had resulted in a near stampede at the mall.

What we liked: The break-up of the store in sections for accessories, apparel, party wear and even bargains is great. The sections are clearly demarcated for ease of access. Their best deals are on the bags and accessories. We liked a Hobo bag which was a quite a deal at Rs 2,599

What we didn’t like: The staff floundered a bit when asked to explain what each section offered.

Jack & Jones (Men’s wear)
Ambience Mall (Vasant Kunj), DLF Place (Saket)
One step into this store and you know you’re in man territory. Again, a European label (the same parent company as Vero Moda), Jack & Jones is a line targeted at an obviously ‘young’ customer base. Their focus is on casuals and ‘formal’ casuals.

What we liked: Their range of denims at Rs 3,095 are quite a good bargain. Their regular fit denims were a great fit. Also, the staff at the store is quite helpful and they know their inventory well. The store layout is such that you can walk through the causal section to the formal section. So you get to see everything on offer in one quick stroll. Another great buy is their line of winter jackets (Rs 3,000 onwards, approx).

What we didn’t like: The shoes are a bit on the pricey side, (we tried a pair of basic suede shoes priced at Rs 4,645) and can be a bit more hip. After all, shoes maketh the man!

DLF Promenade (Vasant Kunj), Select City Walk (Saket)
This Spanish label can be defined as the mother ship of high-street labels. In fact, even before their launch in the Capital, the city's hip and trendy used to send out shopping lists to NRI relatives in countries where Zara was. Their biggest plus point is the fact that their collection changes almost every three months or so.

What we liked: This particular outlet is broken into two floors (ground floor for women and first floor for men). Girls, head straight to the TRF section for some good bargains on faux fur, leopard prints, scarves other ‘it’ trends. Men should focus on their jackets and winter coats (price ranges from Rs 2,990 and upwards).

What we didn’t like: Footwear tends to be a bit pricey. Also, they had leopard print shirts for men which a metrosexual too might shy away from.

OVS Industry
Ambience Mall (Vasant Kunj)
A leading Italian apparel brand which caters to men, women, kids and teens, OVS Industry has just recently launched in Delhi. And their global USP of being hip and affordable seems to be the mantra here too.

What we liked: The staff was quite attentive and helpful, even though they were busy unpacking a new inventory for the store. Also, the options available under each category are great. Their bags (we saw a leather clutch and a hold-all with metal stud detail at just R 1,700 approx), accessories (bangles and cuffs start at Rs 200) and winter jackets (Rs 3,599 for a fab leopard print coat) are all great buys. For men their range of formal shirts at just Rs 599 is a great steal.

What we didn’t like: The men’s line could do with more ‘trend’ friendly apparel, including footwear.

First Published: Dec 16, 2010 17:07 IST