FS Life Rebrands Its Modern Indian Wear Brand Marigold
Marigold, a modern Indian wear brand by FS Life, has completed an extensive rebranding effort as the brand enters its next phase of growth. At the core of this rebranding is a change of the brand name to Pink Fort.
Pink Fort signifies the blend of modern and heritage with a symphony of prints, colours, designs, and fabrics. With all these layers coming together into one unrivalled essence. The brand strives to keep bringing fresh silhouettes and ensembles for the modern day woman. Pink Fort is all about the coming together of Modern and heritage, contemporary and traditional, vibrant and subtle, new age and vintage, flowy and structured, evolving and rooted and occasion and everyday.
“Fashion scenario in the country has changed dramatically over the years, and so have customer preferences. The biggest fashion category in India has always been ethnic wear but western wear is slowly but surely becoming bigger. Looking at this behaviour and gathering customer insights, we identified fusion wear as the category which is going to see a big spike going forward. While we are becoming western in our design sensibilities, we remain Indian at heart and that is what Marigold started off as. We felt Marigold as a name was not doing justice to the vision of the brand and the grand vision we had for it. We wanted something more grand and something that brought together the two worlds and Pink Fort does that.” said Adarsh Sharma, Chief Revenue Office, FS Life.
During the Covid-19 pandemic when workwear as a category became irrelevant, FableStreet was experimenting with various capsule collections, one of which was a festive collection around Diwali 2020.
The response made the company look deeper into the category and Marigold was launched in Feb 2022 Marigold grew 500 per cent month on month in the first few months of the launch and has maintained a strong growth trajectory till now. The brand has also found love and followership from Bollywood celebrities like Soha Ali Khan and Tejasvi Prakash.
