With its avant-garde offerings, Savana by Urbanic focuses on Generation Z

At Savana, trends are very serious. From dramatic knots and the Coquette core to K-Pop and The Bridgerton ChronicleIf it's trendy, it's on the Savanas app, in the form of clothing and accessories. Launched last month by British fashion brand Urbanic, this initiative is aimed at Generation Z and the app already has 3 million downloads.

Urbanic was launched in India in 2019 by James Wellwood (London-based), Head of Strategy and Partnerships, and Rahul Dayama, Founding Partner, Head of Brand and Communications. While it also caters to a mature audience, James and Rahul noticed that their younger consumers were growing at a rapid pace. “We learned that the younger generation is dynamic and aware of social media and global events. That’s why we created Savana, which resonates very strongly with what’s happening right now,” says Rahul.

Savanas’ first collection focuses on party wear. They even have a category called Midnight Dancing with chain bodycon dresses, sequin tube tops, slit cocktail dresses… The other range of options also includes swimwear, loungewear and activewear. Savana will have a new collection every week, unlike Urbanic which has four every quarter, says Rahul. It will also be more affordable than Urbanic as it caters to a younger audience. Both Savana and Urbanic are very tech-focused, says Rahul, adding that after five years of Urbanic, they have learnt that youngsters are fond of apps and hence Savana has been launched as an app-only brand.

Rahul insists that their brand is both tech and fashion and you will find more tech engineers than designers. Inventory management, inventory issues, sitemap, customer preferences will all be handled by AI, he adds.

The brand is slowly moving towards sustainability. For starters, Rahul says, AI will help reduce inventory wastage. While we use cotton, linen, denim, satin, crochet, nylon and blended fabrics to create the garments, we are looking to source more sustainable materials in the future, Rahul says.

James and Rahul first met in 2018 at the Milken Institute in California. “We wanted to use technology to solve problems in the fashion industry, like unsold inventory. We wanted to do something digital,” Rahul explains. Eventually, after a lot of R&D, Urbanic took shape. We wanted to focus on quality. Our idea was to target emerging markets. We launched in India, then Latin America and the UK. We are going to launch in the Middle East markets soon,” he adds.

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