Desire Knits Vol. 20 No.1

OM SAI MAA

VOL 20 No. 1

Status Quo

Wardrobe Solutions for the Youth cover picture

a publication by

Celebrating 21 years

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OM SAI MAA

VOL 20 No. 1

Bodycare Creations

Quality at compelling rates a publication by

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Shop in Shop

The Ultimate Expression of the Best Craftsmanship

Wardrobe Amritsar/ Batala

SCOT

Mittal s

FOR SELLING PREMIUM FABRIC SHIRT IN INDIA

Down Town Mall, Zirakpur WINNER OF IMAGES MOST ADMIRED

“RISING STAR” FASHION BRAND OF THE YEAR 2017

SHIRTS

TROUSERS

T-SHIRTS

WAIST COATS

BLAZERS

SUITS

ACCESSORIES

CALLINO INDIA PVT. LTD. 108, Krishna Apra Business Square,

Also available at: DELHI NCR: Climax Exclusive-Ashok Vihar, Prem Sons-Hauz Khas, Sandhya Gharments-Dwarka, Sir & Her-Karol Bagh,

Netaji Subhash Place, Pitampura,

Meghna-Kamla Nagar, Town Point- Ansal Plaza, Palam Vihar,Options- Good Earth City Centre, Gurgaon,Indigo Fashion-Noida, Valencia Garments-Noida, Livin-Ghaziabad, Follow Me-Rajouri Garden UTTAR PRADESH:Fashion world - Gorakhpur & Faizabad UTTARAKHAND: Modren Gallery-Roorkee, Amar Sons-Dehradun HARYANA: Adarsh Emporium-Ambala Cantt., Republic-Ambala Cantt., Style@LandmarkYamunanagar, Ajay Garments-Rohtak, Sai Baba-Sirsa, Golden Era-Bhadurgarh, K.C Textail-Ambala City, PUNJAB: One Stop Shop-Jalandhar, Xpression London-Jalandhar, Chawla Fashion-Patiala, Charms Collection-Patiala, Oceanic-Ludhiana, F2O-Ludhiana, Harry Sons- Ludhiana CHANDIGARH:The Other SquareRAJASTHAN:Head Quarter-Udaipur, Purple Creation- Udaipur, ANDHRA PRADESH:Jyothika Retail - Hydrabad

New Delhi-110034

Factory Outlet: DELHI/NCR:Vardhman Creation-IIT Gate, Bindal Outlet- Parker Mall, Kundli, HARYANA:NH-1(kapil Agencies) -Ambala Shortly available in other parts of INDIA: For trade queries please contact: Mr. Ashok Singal: +91-9910775088, +91-11-27358600, 47026640

Tel.: +91 11 4702 6640, Email: info@callino.com

www.callino.com

Callino Exclusive Showrooms: Delhi; NSP Pitampura, Mahipalpur,Hissar; P.L.A. Market, Kundli; T.D.I. Mall, Mohali; Paras

Shop in Shop

The Ultimate Expression of the Best Craftsmanship

Wardrobe Amritsar/ Batala

SCOT

Mittal s

FOR SELLING PREMIUM FABRIC SHIRT IN INDIA

Down Town Mall, Zirakpur WINNER OF IMAGES MOST ADMIRED

“RISING STAR” FASHION BRAND OF THE YEAR 2017

SHIRTS

TROUSERS

T-SHIRTS

WAIST COATS

BLAZERS

SUITS

ACCESSORIES

CALLINO INDIA PVT. LTD. 108, Krishna Apra Business Square,

Also available at: DELHI NCR: Climax Exclusive-Ashok Vihar, Prem Sons-Hauz Khas, Sandhya Gharments-Dwarka, Sir & Her-Karol Bagh,

Netaji Subhash Place, Pitampura,

Meghna-Kamla Nagar, Town Point- Ansal Plaza, Palam Vihar,Options- Good Earth City Centre, Gurgaon,Indigo Fashion-Noida, Valencia Garments-Noida, Livin-Ghaziabad, Follow Me-Rajouri Garden UTTAR PRADESH:Fashion world - Gorakhpur & Faizabad UTTARAKHAND: Modren Gallery-Roorkee, Amar Sons-Dehradun HARYANA: Adarsh Emporium-Ambala Cantt., Republic-Ambala Cantt., Style@LandmarkYamunanagar, Ajay Garments-Rohtak, Sai Baba-Sirsa, Golden Era-Bhadurgarh, K.C Textail-Ambala City, PUNJAB: One Stop Shop-Jalandhar, Xpression London-Jalandhar, Chawla Fashion-Patiala, Charms Collection-Patiala, Oceanic-Ludhiana, F2O-Ludhiana, Harry Sons- Ludhiana CHANDIGARH:The Other SquareRAJASTHAN:Head Quarter-Udaipur, Purple Creation- Udaipur, ANDHRA PRADESH:Jyothika Retail - Hydrabad

New Delhi-110034

Factory Outlet: DELHI/NCR:Vardhman Creation-IIT Gate, Bindal Outlet- Parker Mall, Kundli, HARYANA:NH-1(kapil Agencies) -Ambala Shortly available in other parts of INDIA: For trade queries please contact: Mr. Ashok Singal: +91-9910775088, +91-11-27358600, 47026640

Tel.: +91 11 4702 6640, Email: info@callino.com

www.callino.com

Callino Exclusive Showrooms: Delhi; NSP Pitampura, Mahipalpur,Hissar; P.L.A. Market, Kundli; T.D.I. Mall, Mohali; Paras

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Courtesy: Alivemannequins & Innovations

Mannequins Display Dummies Dress Forms Jiffy Steamers Wooden Hangers Display Accessories Any Customised Work

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Mannequins Display Dummies Dress Forms Jiffy Steamers Wooden Hangers Display Accessories Any Customised Work

Courtesy: Alivemannequins & Innovations

T- S h i r t s

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DUKE Fashions (India) Limited, G.T. Road (West) Ludhiana - 141008, Tel.: 0161-5224024-25 , Available at all duke e Online stores at:

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Head Office: S-3, Okhla Phase - ll,New Delhi - 110020 Tel: +91-11-43044103,43044104 Branch Office: 306 Prakash Mohalla,East of Kailash, New Delhi - 110065 Tel: +91-11-26222422, 43044102 E-mail: conceptmannequins@live.in, conceptmannequins@gmail.com Website: www.conceptmannequins.com Contact No: 9990020006

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BRAND LEADERS

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12 OM SAI MAA

VOL 20 No. 1

Contents VOL. 20 No.1

32 56 62

Status Quo

brand LEADERS ATHLEISURE

Athleisure makes a casual statement everywhere

WOMEN’S KNITS

Women’s T-shirts to grow with changing dress code and comfort factor

Wardrobe Solutions for the Youth

68

KIDS T-SHIRTS Comfort, style & fashion define knitwear market for kids

cover picture

74 a publication by

Comfort, style & fashion define knitwear market for kids Celebrating 21 years

14 18 22 28

ORGANIC

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Trends and styles T-shirts a wardrobe staple takes on numerous fashion hues

BRAND play

84

Branded T-shirt segment rocks this summer

WINTER PREVIEW A sense of optimism prevails as brands get ready for winter business

KNITWEAR RETAIL

Offline to online: Changes knitwear retail going thru

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COVER STORY

‘Be The Real You’ with Status Quo

brand stories

100 Advertiser’s Index

LEAD STORY

Bodycare Creations ‘Seriously X-Rated’ with Hardik Pandya

A sense of optimism prevails as brands get ready for winter business

DFU PUBLICATIONS Editor-in Chief & Publisher & CEO - Sanjay Chawla

Advisor

Director - Salil Chawla

Customer Relations - Sanchita Banerjee Team Bipasha Bhattacharya

Mangaging Editor - Sujata Dutta Sachdeva VP-Corporate Communications - Shraboni Mukherjee Editorial - Narayan Subramaniam Shubhangi Bidwe Editorial Asst. - Ajanta Ganguly Correspondent - Ajay Kumar Sales Team

- Upasana Chhabra

- T. K. Sengupta

Production & Admn. - Dinesh Poojary

Graphic Designer

- Sanjeev D. Sonavane

Mumbai Office: 38/314, Unnat Nagar 4, Off M. G. Road, MHADA Colony, Goregaon (W), Mumbai - 400 062.

Ph: 022 2875 5181, 2877 2282, 3001 4700 e-mail: dfuif@yahoo.co.in / dfu@rediffmail.com Dehli Office: Salil Chawla, Business & Mktg: New Delhi - 110017, Mobile: +9193503 18639 e-mail: salildfu@gmail.com, salil@dfupublications.com All reproductions rights reserved. Owned & published by: Sanjay Chawla and printed by him at DFU printing division.

Published and Edited by Sanjay Chawla at: 38/314, Unnat Nagar 4, Off M. G. Road, MHADA Colony, Goregaon (W), Mumbai 400 062.

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ASSAM: AMAN SHARMA (+91 9815825258) BIHAR: RAJESH DOGRA (+91 7838313224) DELHI: RAMESH KHEMANI (+91 9811018008) HIMACHAL PRADESH: BALJEET SINGH (91 9814117967) PUNJAB, JAMMU & CHANDIGARH: SONU KALRA (91 9876118825) UTTER PRADESH: VIDYA BHUSHAN (91 9319052866) HARYANA, RAJASTHAN, SRINAGAR

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14 BRAND play

Branded T-shirt segment rocks this summer With increasing brand consciousness especially among the youth, branded T-shirt segment has seen a surge. However, for brands to succeed understanding consumer preferences is vital. Keeping a versatile portfolio is also essential to ward off competition, writes Ajanta Ganguly and Ajay Kumar

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n a predominantly country where summers are long and winters short, the T-shirt as a category is very important across all consumer verticals in both adults and kids. Just like global markets, the Indian consumers’ distinct shift from formal clothing to a more casual attire in all social and corporate settings has given the much-needed boost to this segment. As disposable incomes rise and more and more global brands open shop, easy availability and affordability of the T-shirts, make it the segment of choice. Comfort characteristics, easy-care properties, affordability and simple design options using stripes, checks and prints are the major driving forces propelling T-shirt manufacturers to make hay while the sun shines. As a long hot summer sweeps through the sub continent, the branded T-shirts category is expected to do well as formal attire will be put on the back-burner for a long while now.

Fashion T-shirt thrives on innovation

However, the branded T-shirt segment has to fight tooth and nail in order to fly

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 Brand consciousness among youth to drive penetration of T-shirt brands into smaller cities  Low entry barrier, high competitiveness two most important characteristics of this category  A mix of high priced and low priced tees in product basket must for brand’s success  Tier II, III cities the new focus on brands to spread retail  Omni-channel retail has helped the branded segment immensely  Private labels from retailers, brands have made the segment appealing off the shelves faster than unbranded ones, due to the price sensitivity of Indian consumer. Manufacturers are keeping a versatile portfolio of brands for every economic category of consumers with both expensive luxury brands alongside the more affordable ones to ward off competition from the unbranded segment. Branded products will of course be more expensive than non-

branded as they are of superior quality but manufacturers are now wary of having a big price difference especially in the basic category. There is a lot more variety in the branded basic segment although the basic stripers and solid T shirt with the three necklines of round, ‘V’ and polo’s will remain the frontrunners always.

Innovation is the magic key to the T-shirt

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BRAND play segment as that it what makes it stand out.

Slogan tees have captured a huge chunk of market share especially among men, which in turn has become unisex tees, with women opting for men’s tees not only because of the oversized style but also to look cool and trendy. Branded high-tech fashion T shirts use fancy fabrics and embellishments and materials with a mix of Spandex and Modal as well as mix and match fabrics for a good fit and to be aesthetically appealing.

Also trending nowadays are pop culture tees and popular catchphrases created by famous entertainment series for both adults and kids. Shows such as Game of Thrones, Friends and several other popular TV series with popular sayings of the shows printed on them are also gaining a huge market share.

Alternatively, movies tees with a relevant picture or a catch phrase coinciding with the time of their release in order to have an instant connect with their target audience are selling well. Pepe Jeans recently launched the Marvel-Avengers collection, in collaboration with Disney India. This capsule collection was strategically launched during the week the movie released and comprised of unisex tees.

Slogan T-shirts are not just popular with the young college crowd but also at mega charity and promotional events as it’s the best way to pass on a message. With the help of social media like Facebook, Instagram and Twitter,these slogan T-shirts worn at events do better advertising than even that of a print ad campaign, leading to bulk orders for the smaller brands who get the contract for them. Much of this comes from the rise of feminism in the last few years and many are worn by celebrities to spread the message about gender equality.

T-shirts sometimes act as a medium to communicate as one can speak volumes through a single emblazed printed line which elevates it showing one’s attitude and belief than just an item of clothing.

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“Shopping malls have been growing in India like mushrooms and selling branded T-shirts and clothes to youngsters. Brand awareness has tremendously increased in the last 8-10 years. People are spending more on shopping for apparel since they have more disposable income now. Everyone wants to own products from various wellknown brands to look good, feel good and also due to peer pressure. So the branded segment will always show signs of growth and development. The branded segment in India is at par with the global markets though there is still a gap but with most of the international brands having entered India, the category has grown immensely.

Online and omni-channel retail has helped the branded segment immensely. At just one click, customers can browse through the latest collections by various national and international brands and shop for their favourite products,’’ says Harkirat Singh, Managing Director of the premium brand Woodland.

Experts say the size of the T-shirt market in India is estimated at Rs 23,211 crore and is expected to grow at a promising CAGR of 10 per cent over the next decade to reach Rs 61,954 crore by 2027. Men’s wear has and will always hold a key share followed by women’s wear. However, the women’s segment is registering a faster growth that experts attribute to the comparatively lower base of market size and increasing acceptance of casual clothing among women. The kids segment also has a big role to play, especially in summer when a mind-boggling range of bright or pastel coloured half sleeved T-shirts are the rage.

Branded segment always a notch above

Many kinds of fashion T-shirts are doing the rounds in branded segment this summer.

This season, manufacturers are also using more interlock, cross knit fleece, jacquard, 100 per cent cotton, double mercerized, suede finished fabrics and melanges as fabric innovations in their collections. Apart from regular cotton and blends, many brands are using special value addition fibers such as 15 per cent of Lycra and 15 per cent of Modal to give a slim fit, which is the most popular. For regular fits, more of knits blended with cotton is used as it is comfortable and helps to absorb sweat.

Graphic tees are trending in women’s wear and while some style them simply with jeans and sneakers while others aim to impress by pairing them with velvet suits, midi skirts, and even dresses. The branded segment has an edge over the unbranded in the fashion T shirt category as the high-tech industrialized processes and expensive material makes it far superior and aesthetically appealing. The branded market is definitely growing in terms of quality parameters as well. Good brands offer apparels which are made of high quality materials and fabrics. By touching the fabric, the customer can instantly gauge

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Harkirat Singh, Managing Director, Woodland “The branded segment in India is at par with the global markets though there is still a gap but with most of the international brands having entered India, the category has grown immensely. Online and omni-channel retail has helped the branded segment immensely. At just one click, customers can browse through the latest collections by various national and international brands and shop for their favourite products.” the quality of the products and is thus willing to pay more for it.

“The branded market is changing rapidly and is expected to change more in the next five years than they have over the past three to four decades. As expectations around pricing, choice, quality, accessibility and experience continue to increase, consumers will challenge the industry to evolve and innovate which will drive huge growth in digital commerce. The entry of international brands in the country and growing exposure amongst Indians, especially the youth have created a higher purchasing power not only in top metros but in Tier II, III cities as well.

One of the most critical factors determining the success of fashion retailers in India is the ability to gauge trends in consumer purchase decisions,” points out Neha Shah, Assistant General Manager of Marketing of Pepe Jeans.

She adds “Consumers pay a premium for branded goods because, over time, the brand has created a perception of quality, consistency, and trust. Brands are more than just a product—they bring about memories and emotions associated with quality. When it comes to pricing, brands

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Neha Shah, Assistant General Manager of Marketing, Pepe Jeans “As expectations around pricing, choice, quality, accessibility and experience continue to increase, consumers will challenge the industry to evolve and innovate which will drive huge growth in digital commerce. The entry of international brands in the country and growing exposure amongst Indians, especially the youth have created a higher purchasing power not only in top metros but in Tier II, III cities as well.” often claim that they set high levels of quality checks, rigorous screening methods at each stage of manufacturing, pay higher wages to employees, have many overheads, have to spend on advertising, etc. which justifies why brands charge higher.”

Branded retail make inroads in smaller towns

As a predominantly young country with a median age of 27 years, it is the verdict of the youth that rules the T-shirt segment.

Although overall the T-shirt market has been growing aggressively, the Tier l cities comprising of the metros and big cities were always given precedence when brands were looking at expansions or considering competition from others. However, now both global and domestic brand retailers are moving with multiple formats to Tier II and III markets where people’s growing purchasing power and style consciousness has totally changed economic demographics. Retailers have started leveraging e-commerce which would enable them to increase visibility

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before they set up brick and mortar stores in the smaller towns and cities. Marketing strategies also have to play a big role, when it comes to targeting customers in these regions as well as creating awareness for the brand. It is essential to be aware of these cities that are gaining momentum because of real estate development and it’s only a matter of time till investors understand the market dynamics and returns they generate; thereby making them the future of the garment retail industry.

“Although the T-shirt market in India is considered to be highly fragmented, but the increasing brand consciousness and awareness among Indian youth is expected to drive the penetration of T-shirt brands into smaller cities and rural areas, thus increasing the share of various brands within this segment. The plethora of private labels offered by online retailers as well as Large Format Stores has made T-shirts more affordable for value-seeking consumers in urban areas as well as in smaller cities.

However, from a brand’s or retailers’ perspective, low entry barrier and high competitiveness are the two most important characteristics of this category, which make it tough for any player to survive on the basis of selling T-shirts alone. Also trends change very fast in this category and hence the design cycle has to be very short to match up to the pace of these fast changing trends,’’ points out Manjula Gandhi, Chief Product Officer of Numero Uno. The size of the T-shirt market in India is estimated at Rs 5,400 crore, according to the latest Technopak Analysis report. Almost 83 per cent of this category is dominated by menswear. Women’s T-shirt market is fast catching up, growing at a compound annual growth rate of 17 pr cent. “A Credence Research report from March 2018 says that India is set to register the highest growth rate

Manjula Gandhi, Chief Product Officer, Numero Uno “Although the T-shirt market in India is considered to be highly fragmented, but the increasing brand consciousness and awareness among Indian youth is expected to drive the penetration of T-shirt brands into smaller cities and rural areas, thus increasing the share of various brands within this segment.” for T-shirts sale in the Asia-Pacific region in the next five years,’’ she adds.

Experts feel that the retail market in India is quite challenging as compared to western countries. On one hand there is a vast unorganized unbranded segment selling T-shirts at cheap prices which is in sharp contrast to the branded T shirt segment selling a mind-boggling variety in the mid – premium to premium and luxury segments of global as well as leading Indian brands.

So there is fierce competition among brands at all levels trying to capture the maximum share of the pie through frequent discounts and offers give customers immense options to choose from.

It is the youth who drive the casual wear segment and the manufacturer’s understanding of consumer preferences is a vital element when launching a new portfolio or even a new brand. Any novelty will wear off but if the consumer’s interest in a particular brand’s portfolio is ignited, then it will be sustained over time. Having evolved from the undergarment category, the T-shirt category is now the staple item in everyone’s wardrobe, akin to comfort food. When in doubt, wear your T-shirt and everything’s going to be all right is the motto to follow!

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17 LURE L URBAN U

SEARS KNIT Sharman Enclave, B/s Nagesh Knitwears, Jalandhar Bye Pass, G.T. Road, Ludhiana (Pb.) INDIA For trade Inquiries: 9814404552 / 9592634441

Email: lure87@yahoo.in

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Visit us at: www.lurejackets.in

Shop at: http://www.woollen-wear.in

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18 KNITWEAR RETAIL Offline to online: Changes knitwear retail going thru Ease and accessibility of online retail has prepped up knitwear retail and helped its growth. Brands and retailers are now adopting omni channel strategies to boost sales and increase market share, write Shubhangi Bidwe and Ajay Kumar

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s per a Technopak study corporatized retail is expected to grow in India, from 8 per cent in 2013 to 24 per cent by 2023. The growth drivers are expected to be continued large share of private consumption in India’s economy, the growth of alternative retail, and the continued growth of brands and retailers. What’s more a significant share of apparel retailing is contributed by knitwear.

Growth is backed by growing acceptance of casual wear and accessibility of brands across various retail channels. As Lubeina

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 China, Bangladesh, India some of the largest knitwear exporters in the world  The category, with an increase in number of organised players, has now become fashion apparel  Omnichannl retail has given a huge boost to knitwear segment  Online knitwear retail is growing at a rapid pace  India is expected to become the world’s fastest growing e-commerce market.

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KNITWEAR RETAIL Shahpurwala, Co-founder, Mustang Socks & Accessories explains “Knitwear fabric can be adapted to a wide range of apparels like socks, shirts, Tshirts, sweaters, jackets, dresses, etc. Hence, demand has increased.

Technological innovation is another major reason for the production of a wide range of knitwear products.”

Retail evolves from offline to online

Knitwear retail is evolving from brick and mortar stores in the neighbourhood to online shopping, exclusive stores located in swish malls even pop up stores, thus increasing competition amongst retailers.

“A majority of retail companies are changing their approach towards how they sell the product. Brands are being vocal about their brand values and associating themselves with social causes that they truly believe in.

They are also using eco-friendly materials, recycling manufacturing waste, using energy efficient means of production, etc,” says Shahpurwala.

And as Kuntal Raj Jain, Director, Duke says, “Indian retail is emerging as one of the most dynamic and fast-paced industries due to the entry of several new players. India is expected to become the world’s fastest growing e-commerce market, driven by robust investment in the sector and rapid increase in the number of internet users.

Various agencies have high expectations about growth of Indian e-commerce markets.”

Omni-channels approach the way forward

Online retail in knitwear is growing at a rapid pace. “Driven by robust investment and rapid increase in the number of internet users, online retail in India is expected to be at par with physical stores in the upcoming few years,” observes Jain. However, despite the rise in e-commerce, physical stores still draw a significant shopping crowd. Retailers

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are implementing an omni-channel approach by which online and physical platforms are no longer at loggerheads, but complement each other in driving customer satisfaction,” he further states. E-commerce has made retailing convenient and hassle free because majority of consumers has shifted to online shopping. “This has also driven the decline of price points across categories, making it a cluttered but highly competitive space,” adds Shapurwala.

Younger consumers prefer online shopping

Online channels are also seeing a growth trajectory with younger audiences who have fast paced lifestyles and wish to procure knitwear without going to the shop. “We are responding to changing consumer preferences by expanding the range of our value-based products,” notes Vinod Kumar Gupta, Managing Director, Dollar Industries. At present, the brand has over one lakh MBO’s to sell its products across states. “We always keep our eyes open for new opportunities and try to expand to new markets. Developing new sale channels, formulating new branding strategies are the parts and plans of our expansion,” he adds.

Online knitwear start-ups are introducing new innovations through their offerings to create an edge for themselves. They are also expanding the accessible market by making audience more attuned to their products. “This is indirectly fueling market growth through product variations by multiple players. However, due to the highly cluttered nature of the market, these start-ups are barging in with special offers and discounts to attract more customers making the market more competitive,” adds Shahpurwala.

For Shahpurwala, price and novelty go hand-in-hand when it comes to consumerfocused sections. “While it is imperative to

Kuntal Raj Jain, Director, Duke Fashions “Indian retail is emerging as one of the most dynamic and fastpaced industries due to the entry of several new players. India is expected to become the world’s fastest growing e-commerce market, driven by robust investment in the sector and rapid increase in the number of internet users. Various agencies have high expectations about growth of Indian e-commerce markets.”

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20 KNITWEAR RETAIL

continuously innovate design and style, it is also important to keep aligned to how much you can demand for your product. Value for us, involves providing quality with affordability.

It’s this mix that attracts customers,” she says.

Jain however disagrees, “No doubt season discounts play important role but everyone wants to follow latest fashion. Fashion consciousness is increasing which makes customers excited about new collections each season,” he adds.

Demonetisation, e-commerce curb exports

Lubeina Shahpurwala, Co-founder, Mustang Socks & Accessories “Knitwear fabric can be adapted to a wide range of apparels like socks, shirts, T-shirts, sweaters, jackets, dresses, etc. Hence, demand has increased.

Technological innovation is another major reason for the production of a wide range of knitwear products.”

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Alongwith China and Bangladesh, India is one of the largest knitwear exporters in the world. The biggest importers of India’s knitwear are the US, UAE, Germany, UK and France. In 2017, India overtook China to become the biggest garment exporter in USA in a few categories of knitwear. India.

“Cotton T-shirts exported from India are durable, classic, and versatile with mass appeal as a staple closet item. They are typically made of 100 per cent cotton but can be found in polyester or a polyester-cotton blend,” notes Jain.

While knitwear exports have been rising steadily, last year the industry witnessed a decline. “Nationally, the consequences of demonetisation stunted growth while internationally, the rise of e- commerce gave small shops and offline retailers tough competition. This caused a slump in exports.

Another reason for this decline was growing competition from countries like Vietnam and Bangladesh and their low priced goods,” adds Shapurwala.

The knitwear industry is growing at a rapid speed. As consumers demand more comfortable, stylish and affordable clothes, knitwear satisfies all these demands. The category, with growing number of organised players, has now become fashion apparel.

Major brands and designers are incorporating knitwear in their collections. “The category holds great potential and if rightly tapped, it can become a trigger in the textile industry by making the right use of innovation and technology. This will prove to be a big boon to future prospects of the knitwear industry in India,” adds Shapurwala.

Vinod Kumar Gupta, Managing Director, Dollar Industries “We always keep our eyes open for new opportunities and try to expand to new markets.

Developing new sale channels, formulating new branding strategies are the parts and plans of our expansion.”

5/9/2019 1:05:22 AM

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22 COVER STORY

‘Be The Real You’ with Status Quo After winning CMAI’S SME award for Most Admired Men’s Wear Brand in 2017, Status Quo touches another milestone with ‘India’s No. 1 Brand 2018 Award in the Best Fashion Brand Category’ by The International Brand Consulting Corporation, USA.

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ith a style statement that says, ‘Be The Real You’, Status Quo recently launched ‘Surf Casuals’ collection for summer lovers and a special Black collection for the night riders. “We have also launched an exclusive collection for Game of Thrones and are about to launch Status Quo Junior collection in A/W 2019,” notes Bobby Arora, Director of the brand.

Junior wear in the pipeline

Incepted in 1998, with the aim of creating a whole range of impressive and vibrant apparels for the youth, Status Quo plans to offer complete wardrobe solutions by 2020.

The brand, well known amongst self-assured youngsters, complements their beliefs with modish designs. “We help youngsters to stand apart from the crowd,” adds Arora.

The brand has an installed capacity to produce 2.5 million pieces per annum and manufactures shirts, waist coats, shrugs, blazers, T-shirts, shorts, joggers, trousers, denims, sweat shirts, sweaters and jackets.

 Recently launched Surf Casuals collection and a special Black collection for night riders  Has an installed capacity of 2.5 million pieces per annum  Plans to add Status Quo Junior range in Autumn/Winter 2019  Is the official licensee for Game Of Thrones, Minions, Emoji, Garfield, and Archie  Uses value added fibers like Lycra, Tencel and Modal in 25 to 30 per cent of its collection.

Bobby Arora, Director “Our Spring/Summer 2019 collection merges street wear with high fashion. This encourages us to escape the traps of modernisation yet remain connected with it.”

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COVER STORY

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“We help self-assured youngsters to stand apart from the crowd.”

It targets consumers in the age group of 16 to 35 years. “We plan to add the Status Quo Junior range in our Autumn/Winter 2019 collection this year with the same product lines,” states Arora.

Blending classic styles with innovations

Status Quo is also the official licensee to sell fashion apparels for Game Of Thrones, Kolkata Knight Riders, Minions, Emoji, Garfield, and Archie. “Every year, we launch two collections i.e. Spring/Summer and Autumn/ Winter. These collections are based on the themes of travel, music, animal love, etc. Our current collection comprise of Sports, Camouflage, Game

“We plan to expand our reach to over 3,500 stores in the country.” of Thrones, Minions, and Kolkata Knight Riders lifestyle,” adds Arora.

Classic styling with continuous innovation gives Status Quo an added advantage over others. Its latest collection includes T-shirts that glow at night and an exclusive collection that can be worn two-way and four-ways.

“In our Spring/Summer 2019 collection, we have merged street wear with high fashion.

This encourages us to escape the traps of modernisation yet remain connected with it.

We have also used fresh colors like reflex blue, tulip pink, mint green and pastel tones like orange, yellow and aqua, etc. In fittings,

Status Quo team during the award function

regular and slim fits are popular,” he adds.

Use of value added fibers

The ratio of fashion to basic knits used in Status Quo’s collection is 70:30. “Adding a touch of fashion to our collection along with continuous innovation in the knit category has made our business more interesting,” Arora explains. In basic knits, the brand generally uses fabrics like cotton jersey, cotton Lycra, pique and cotton interlock. “In fashion knits, the fabrics used are: grindle, scuba, Tencel and Modal pique and jersey knit. Mercerised T-shirts are also trending,” notes Arora. The brand uses value added fibers like Lycra, Tencel and Modal in 25 to 30 per cent of its collection.

“Adding a touch of fashion to our collection alongwith continuous innovation in the knit category has made our business more interesting.”

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Retail expansion through all channels

Status Quo is available through over 2,000 MBOs across the country and has a presence across all large format stores like Shoppers Stop, Lifestyle, Lulu and Central with 160 touch points. “We plan to expand our reach to over 3,500 stores in the country,” notes Arora.

The brand also retails through Amazon, Flipkart, Myntra, Jabong, Snapdeal, Tata Cliq, Fynd, Limeroad, Paytm and www.statusquo.in. “We have 135 shop in shops and plan to expand this number to 250 by the end of this year. We will also open seven EBOs in 2019-20. We are exploring Bihar, Uttarakhand, Kerala, Himachal Pradesh and Jammu & Kashmir,” he adds.

The brand has been steadily growing at a CAGR of 35 per cent for the past three years and current expansion will enable it to continue this growth trajectory.

Last year, Status Quo had won CMAI’S SME award for ‘Most Admired Men’s wear Brand’ of 2017. This year, it has been recognized at India’s No. 1 Brand Award 2018 in the ‘Best Fashion Brand Category’ by The International Brand Consulting Corporation USA.

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26 INDuSTRy STAlWART ‘Time has come to grasp real issues that plague the industry’ Indian textile industry is facing numerous issues from pricing to power to lack of government initiatives and outdated technology to name a few, Rikhab C Jain, Chairman, TT speaks to Shraboni Mukherjee and throws light on some of the problems plaguing the industry and how they can be overcome.

Rikhab C Jain, Chairman, TT How has the industry transformed over the years.

Indian textile industry continues to transform every day. This transformation is more evident in the technological developments in production. The industry, during Mahatma Gandhi, was considered a royal industry. However, over the years, it lost its shine. Today, no one wants to invest due to low profitability. Not just farmers and traders even dealers are unhappy with the current state of the industry. Indian government is not paying as much attention to the industry as say governments of Bangladesh, Pakistan, Sri Lanka, China and even Vietnam. Industrialisation has led to the emergence of other lucrative industries like telecommunication, petrol, banking, etc which is drawing more attention than the textile industry. Additionally, the industry has the authority to only organise some events.

For everything else, it has to seek permission from the finance, commerce, labor and industry ministries.

Another issue that plagues the industry is its humungous size. The industry has a large number of operators, manufacturers, retailers, farmers and traders specifically in India, China and some more countries where textile is a major sector. These countries use varied technologies making the industry

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INDuSTRy STAlWART more competitive. In such a scenario, even the most inefficient unit, selling at a low price becomes a benchmark price for anything.

To counter this, some state governments introduced incentive schemes for textile units. However, once the scheme ends, the unit goes bust due to unequal ratio between manufacturing costs and profitability. This has been particularly the case in spinning sector as several cotton spinning mills in Tamil Nadu had to close down as the state failed to offer incentives to mills as did Maharashtra, Gujarat and other states.

Moreover, the increase in MSP of cotton pushed up prices by around 20 per cent, however, prices of exports, garment, fabric or yarn did not increase in international markets.

The government levied a zero import duty on import of edible oils like palm but is not willing to increase their prices further burdening fiber production process.

If farmers in India want to earn more they need to increase their yield per acre.

They also need to adopt modern farming techniques for a better yield. Ignoring these initiatives will only burden the public. As India is now constrained by WTO rules, textile manufacturers cannot be offered any new incentives. This has reduced the number of drawbacks incentives in the last three four years. The exchange rate of the Indian rupee against the dollar reduced from Rs 71 to Rs 68. This, though reduced the drawback rates but increased MSP on cotton. This resulted in a decline of Chinese cotton and yarn imports.

Also, the government is unable to control multinational cotton traders who start corning their crop from February-March till August.

Once prices peak, they book profits at the fag end of the crop year. Indians also suffer due to artificial announcements in prices.

“The industry, during Mahatma Gandhi, was considered a royal industry. However, over the years, it lost its shine. Today, no one wants to invest due to low profitability.

Not just farmers and traders, even dealers are unhappy with the current state of the industry.

Indian government is not paying as much attention to the industry as say governments of Bangladesh, Pakistan, Sri Lanka, China even Vietnam.”

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Market Committee. This money is then pocketed by the local politician. Therefore, the government needs to exempt cotton from market committee fee.

India has become a big industrial and economic power. However, all our sewing and knitting needles and even sewing machines are imported. We no longer manufacture basic sewing needles. Indians prefer foreign labels and are willing to pay any price for them. The textile segment, which was earlier a Swadeshi industry, is now run by foreign brands.

What are the advantages of Indian garment industry?

We hope the new government will take a fresh and realistic view of the industry.

It should make the textile ministry more powerful by appointing a powerful person who will have access to the Prime Minister for getting all. Every new and old industry and every ministry needs to appoint a specialist for its development rather than just a professional. It’s time we grasp the real issues that plague the industry.

What other issues are plaguing the industry in India?

Another peculiar change is women nowadays have stopped wearing saris. One sari requires 6-7 yards of fabric whereas one suit including top and bottom requires only three meters. So, there is a 50 per cent decline in demand for fabric. Fabric consumption per person has reduced.

Another important issue is power shortage.

Electricity is being made freely available through the state electricity boards. However,

“Another peculiar change is women nowadays have stopped wearing saris.

One sari requires 6-7 yards of fabric whereas one suit including top and bottom requires only three meters.

So, there is a 50 per cent decline in demand for fabric. Fabric consumption per person has reduced”.

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in the open market many companies require permission to buy electricity. State Electricity Boards impose deterrent charges to make their open market buying power equal to their way. This neutralises the objective of providing open power access to bulk consumers. Secondly the State Electricity Board’s government, power generators were earlier buying solar power at Rs 18, which later reduced to Rs 12, Rs 7 and now finally to Rs 2.50. Production cost of coal based or hydel based power has also reduced, but power waste and fuel surcharge are increasing.

Some states are giving concessions to spinning mills while others are not. This creates an imbalance within the industry.

Secondly cotton produced in Gujarat is sold at a much cheaper rate in Dhaka, Chittagong, Vietnam, Korea and China than the in Gujarat or Coimbatore.

The government has given exemption to companies like Reliance. If Reliance buys fresh fruits, vegetables etc, from farmers, it does not have to pay tax to the Agriculture

“We hope the new government will take a fresh and realistic view of the industry. It should make the textile ministry more powerful by appointing a powerful person who will have access to the Prime Minister for getting all.

Every new and old industry and every ministry needs to appoint a specialist for its development rather than just a professional.

It’s time we grasp the real issues that plague the industry.”

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28 LEAD STORY BODYCARE CREATIONS

Bodycare Creations ‘Seriously X-Rated’ with Hardik Pandya A strong player in knitwear segment, Bodycare Creations is now making a mark with its new athleisure collection and innerwear range. The brand is looking to spread its reach and customer base across India with innovative and pocket-friendly products, write Shubhangi Bidwe and Ajay Kumar

M

aking the most of India’s love for cricket, Bodycare Creations roped in cricketer Hardik Pandya as the new brand ambassador. As Sanjay Dawar, Director, Bodycare Creations explains, “We were looking for someone dynamic, stylish and with an ‘X’ factor.

Though Bollywood stars are endorsing innerwear brands, we wanted someone who would stand out from the existing clutter, and hence opted for a sports personality.” Pandya will endorse Bodycare’s new innerwear range Body-X which comprises men’s vests, briefs and boxers. “Post this association, our products are sure to reach the desired level,” adds Dawar.

Dawar points out, a brand’s association with a sports personality enhances its

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 Bodycare Creations has collaborated with cricketer Hardik Pandya for endorsing its new men’s innerwear range Body-X  Has also launched a new athleisure range  Aims to offer the best quality at compelling rates  Looking to establish itself and gain market share market value as cricketers have a long lasting impression on people’s minds and are considered heroes. “We look forward to some fruitful returns from it. Pandya has a strong fan following which will help us attract the same crowd through our stylish and appealing products. His stylish looks perfectly gel with our tagline ‘Seriously X-rated’.” he adds

“Our range offers something for everyone. As we want to cater to a larger segment, we have designed our products as per our customer’s expectations,”

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LEAD STORY

Sanjay Dawar, Director, Bodycare Creations “We look forward to some fruitful returns from this association. Hardik Pandya has a strong fan following which will help us attract the same crowd through our stylish and appealing products. His stylish looks perfectly gel with our tagline ‘Seriously X-rated’.”

Exploring the athleisure market

Meanwhile, Bodycare Creations has also launched a new range of athleisure wear.

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This range offers everything from track pants, capris, pajamas’, tees to shorts for women. For men, there are track pants, T-shirts, shorts and bermuda’s in solid color and in prints,” informs Dawar. The prices range from Rs 349 to 1,299. It is a mix of cotton spandex, cotton polyester and 100 per cent polyester fabrics. Dawar feels since the athleisure segment in India has very big players, it is the right time to explore the segment now. “Before finalising our product range we studied segment trends thoroughly and also employed the best sourcing methods. We aim to offer the best quality at compelling rates. A customer buying Bodyactive product need not worry about its quality and comfort,” he adds.

Growing awareness about fitness drives demand

Athleisurewear includes apparels that are comfortable enough to be worn to the gym after gym activities. As people are becoming increasingly concerned about their looks and health, fitness centers are gaining popularity. A person heading to a gym needs appropriate clothes, which drives demand for athleisure in India. As a research indicates, Indian sportswear market grew over 50 per cent from 2014-2016. A similar study indiciates a 23.7 per cent CAGR for 2011-16 period with a forecast of 11.3 per cent for the 2016-2021 period.

Growing purchasing power fuels demand

India is on par with global fitness trends.

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The Athleisure industry is growing and will continue to grow. “Changing lifestyles and a promising economy have compelled Indian consumers to add new health and fitness routines to their hectic lifestyle, primarily benefiting the sportswear industry in India,” adds Dawar. In coming years it will become a niche segment with more technologically superior garments on offer. “Our range offers something for everyone. As we want to cater to a larger segment, we have designed our products as per our customer’s expectations,” he states.

The athleisure market in India is highly price sensitive. Higher paying capacity of the middle class and a higher per capita income has fuelled growth. “Though not a mature market globally, it is steadily inching towards this goal. Our first and foremost challenge is to establish ourselves as a preferred athleisure brand,” he sums up.

“Before finalising our product range we studied the athleisure wear segment thoroughly and also employed the best sourcing methods. We aim to offer the best quality at compelling rates. A customer buying Bodyactive product need not worry about its quality and comfort.”

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32 brand LEADERS Pepe Jeans

‘T-shirt segment will grow at a CAGR of 10 per cent by 2027’ bold prints, colors and tassels for women.

The rise of the ‘fit’ customer has fueled demand for athleisure and activewear. There is a growing emphasis on fitness, especially among the urban population. This has led us to introduce a special athleisure line that combines comfort, functionality and style.

What are your expectations from the forthcoming season?

Neha Shah, Assistant General Manager (Marketing) Tell us about your new collections?

Pepe Jeans London S/S ’19 Adults Collection: This collection builds upon the ongoing exploration of Pepe Jeans London Club and is inspired by the traits and personalities of our consumers. The consumers of this collection are curious, innovaters, nonconformists, revolutionaries and challengers. Their exclusivity sets the tone for the season.

Pepe Jeans London Junior S/S ’19: The collection is split into three design categories. Self-expression being its key theme, it caters to the individualistic dressing style of the consumers. Be it through their slogans, motifs, logos or their quirky addition of accessories and bright splashes of color, which feature tropical pastels, stripes and stars (for women’s and kids), and camouflage and khaki (for men) for an easy summer wardrobe of elevated basics.

The second category emphasises on innovation and ingenuity. The brand upgrades its standard wardrobe staples through various technical innovations. It uses traditional techniques and local materials in new and exciting ways thus adding a new meaning and a new sense of style. Denim, being at the core of this collection, creates a retro effect. It builds around a refreshing palette of blue and includes great jackets and bohemian style wardrobe for women. Eclectic style prints and patterns dominate this collection. These include botanical blooms, unfurling foliage on Hawaiian shirts for men and kidswear and

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For autumn/winter ’19, Pepe Jeans bridges the gap between its outdoor and indoor collections. Menswear collection mixes urban wear with countryside clothing. It features tactile chunky knits, hoodies, plaid shirts and archive logo T-shirts, duffle coats and bright outdoors-techwear. Womens wear includes pretty-print dresses with bohemian and fringed jackets, bright knits in decorative and graphic patterns, colorful fuzzy jackets, hoodies and overcoats. It also includes tech-puffa jackets that add another layer of warmth.

Kids wear is a mixture of knits and puffa jackets, plaid shirts and hoodies, zip-up tops and folksy-fun pieces for the girls. The collection celebrates the iconic heritage of the Pepe Jeans brand through archive logos and motifs.

Elaborate on your retail presence

We are present across 218 EBOs, over 1,350 MBOs and 477 large format stores all over India. We also retail on popular online platforms such as Myntra, Amazon, Jabong, Flipkart, Ajio&Cilory. Earlier brands preferred Tier l markets or metros for expanding. However, now they are moving to smaller towns with multiple formats. Increasing purchasing power, style consciousness, and entry of international brands has com-

pelled them to tap the opportunities in these markets.

What is your take on the branded T-shirts market in India?

A versatile segment, T-shirts is emerging as the fastest growing category in India. A major chunk of this market is dominated by menswear growing at 83 per cent. Women’s and kids wear are not far behind. The segment is becoming innovative with dynamic western trends like slogan tees, graphic design tees and tees with strong and quirky messages. Industry reports forecast by 2027, this category will grow at a CAGR of 10 per cent.

The branded retail market is expected to change more in the next five years than it has in the last three to four decades. With expectations around pricing, choice, quality, accessibility and experience increasing, the industry will drive huge growth in digital commerce. Entry of international brands and growing exposure has increased the purchasing power of consumers not only in top metros but also in Tier II, III cities.

What are the challenges being faced by the segment?

In a fast moving market, it is important for brands to understand consumer preferences.

Whether designing a particular T-shirt collection, or launching a new brand altogether, it has become imperative for them to cater to the taste and current styles of their customers. With internet brands are now accessible across India. This has also resulted in a more sophisticated customer whose tastes are hard to predict. Moreover, brands retailing through Instagram or other online sites, are gaining popularity due to word of mouth.

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34 brand LEADERS Blackberrys

‘We have launched India’s first 100 pc knitted cotton trousers’

Ramesh Kaushik, Vice President (Experience) Tell us something about the brand

One of the foremost brands for men’s fashion in India, Blackberry’s was launched in 1991. We offer men’s formals, casuals , denims, accessories and foot wear. We are present in nearly 350 cities across the four channels that we work with. We are the only brand in India who has invested so heavily in company stores. We are basically driven by two aspects: our proposition to the consumer from a wardrobe prospective and proposition to the consumer to carry fashion through an experience prospective.

We operate through three different brands.

Our formals are offered under the brands Blackberry; casualwear is offered under the name of Blackberrys Casual and Denim wear is offered under the brand name Urban Blackberrys.

What were the challenges while introducing the casual wear or the denim wear?

When we launched in 1991, we moved the Indian consumer away from tailoring to readymade garments. With the younger generations coming into play, wardrobes have become more casual. Formalwear is now restricted to specific occasions. We have been known for our fits, quality and innovation. Therefore, it was natural for us to extend these attributes to denim wear, footwear and accessories also.

Elaborate on your initiative for knitted cotton trousers.

Our casual wear brand Blackberrys Casuals

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has introduced Knitalia which is India’s first 100 per cent knitted cotton trousers. We make tops as well as bottoms through this collection.

The products include stretch fabrics that are breathable and hence extremely conducive to the Indian climate. This product has been hugely appreciated by our consumers and we launched it at our India Khaki Week which is our proprietary even.

Elaborate on your retail spread and product prices

We have around 175 EBO’s. We also have about 85 to 90 franchises, so in all we have 260 EBO’s. Our MBO’s are 650. We are present in over 195 LFS’s across the world.

Our e-commerce presence is accentuated

through our presence on Amazon , Flipcart, Myntra and Zabong.

Do you import from countries like Bangladesh etc?

Although we import few products, a bulk our products are manufactured in India.

Importing from Bangladesh has its own advantages and disadvantages. The country is able to address shortcomings, which is a positive development for us. We have so far dealt comfortably with players over there and are being serviced properly. Also Bangladesh is able to considerably reduce our lead times.

Where do you see your brand three years to five years later?

Five years from now we plan to expand operations both in retail and categories. We plan to offer many more wardrobe solutions besides clocking in a CAGR of 23 per cent.

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36 BRAND lEADERS NuMERO uNO

‘T-shirts to register optimistic growth in coming years’ it’s a creative mix-match of style to bring in the new.

Magic Prints: These are solar active tees that create a sense of wonder when exposed to light. The print has been created using magic inks that change colour when exposed to sunlight/UV light. The change in colour is reversible. The color will fade again and appear colorless upon removal from uv light/sunlight exposure. Play hide and seek with light and color.

What are your expectations from the forthcoming season?

Manjula Gandhi, Chief Product Officer, Numero Uno Tell us about new collections for the forthcoming season?

For S/S19 we have focused on two macro trend directions Feeling Natural: The theme adopts a nature inspired timeless mood, with slubby, injected texturesand home -spun structures in cotton blend pique knit fabric. Simple shapes are grounded in a palette of neutrals and pastels for an enriched summer vibe with pale blue and yellow adding a refreshing contrast. The mandarin collar polo highlighted with suede trims and slim collar in print on a solid pique polo has to be the pick for a perfect dressed up casual look. Ditsyflorals, fun fruits in all over conversational print arrangement, self check patterns and bold yarn dyed horizontal stripes in round necks and polo’s tempered by mélange and tonal color schemes are put together for exuding the emotion of close to nature this spring ’19 by Numero Uno Creative Manifesto: The theme celebrates the youthwith a playful vibrant palette of primary bright. Bold color blocked cut and sew patterns in polo’s, self expression slogan graphic prints in san serif fonts heightens the sense of individualism. Brandings are bold on the chest and numbers are back on sleeve for a modern preppy youthful look.“The Real You” round neck t-shirt with the brands motto printed on the back is a must have for the denim lovers.Classic Breton and Chester stripes in red, white and blue are refreshed for a casual attire. Overall

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We hope to get a good response as we have concentrated on our strengths; realigned our product mix for mid fashion and fashion offerings. The pricing of our collection is very sharp and competitive. We are gearing up for a changing market space driven by consumers.

Elaborate on India’s branded T-shirts market.

As per latest Technopak Analysis report, the size of T-shirt market in India is estimated at Rs 5,400 crore. Almost 83 per cent of is dominated by menswear . Women’s Tshirt is fast catching up, growing at a com-

pound annual growth rate of 17 per cent.

A Credence Research report from March 2018 says India is set to register the highest growth rate for T-shirts sale in the AsiaPacific region in the next five years.

How fast is the branded market improving in the country?

Although the T-shirt market in India is highly fragmented, increasing brand awareness among youth is expected to drive penetration of brands into smaller cities and rural India, thus increasing the share of various brands within market. The proliferation of private labels has made t-shirts more affordable for value-seeking consumers in smaller cities. Overall, the t-shirt market in India is expected to register optimistic growth in coming years

What are the challenges being faced by the segment?

From a brand’s/retailers’ perspective, low entry barrier and high competitiveness are the two most important characteristics of this category, which make it tough for any player to survive just on the basis of selling T-shirts. Also, trends change fast in this category hence, the design cycle has to be short to match up to the pace of these fast changing trends.

On the retail side, T-shirt market in India is quite challenging. On one hand there is a vast unorgansed unbranded segment selling tees at cheap prices, in sharp contrast to the branded segmemt selling T-shirts of all kinds in the mid –premium to premium & luxury segments.

However, due to technology and connectivity there is increasing brand awareness among customers.

Tell us about your retail presence?

We have 240 EBOs and 550 MBO’s across India. We are also present in large format stores like Shoppers Stop and Central. We have a strong presence in the northern region and are in the process of increasing our retail footprint in eastern and southern parts of India.

What about product and category expansion plans?

We are reconsolidating our lines, reducing width in fad trends. We are also enhancing our fashion products in the casual wear space to create meaningful classic products.

Right now, we are expanding our N1 Active and license t-shirts lines

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38 brand LEADERS Spykar

‘Women’s wear portfolio to go strong’

Sanjay Vakharia, CEO Please elaborate on your latest offerings

We have recently launched Spykar Gym Jns which are athleisure jeans created for the outrageously stylish fitness enthusiast. With a ‘4-Way Dynamic Stretch’ and ‘Ergonomic construction’ these jeans offer an unrestricted freedom of movement, making them ideal for the gym and outdoor activities also.

Having a great fit and sporty styling, Spykar GymJns can seamlessly switch from fitness to leisure to fun without the consumer ever having to change his outfit.

These swanky denims include zippered pockets, draw cords, typography side seams, elasticated waistbands, reflective tape details, sporty fits amongst other smart detailing . The denims are available in 18 styles for men and women. They are priced in the range Rs 3,299 to 3,699. Our athleisure denim come with the following features: a 4 way dynamic stretch for added flexibility and ease of movement; ergonomic construction for a great fit and comfort and sporty styling.

Will this trend sustain for long like denim and casuals?

Athleisure is not only a timely but a lifestyle trend to stay. With the comfort and style quotient it offers, this category is set to boom further.

Elaborate on your retail presence

We are present in 240 stand alone stores across 140 cities. We plan to set up 400 EBOs

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in a span of three years across 200 cities.

Likewise, we are now present in over 700 SIS (shop in shops) and 700 MBOs across 350 cities of the country. We aim to expand our SIS and MBO presence in 500 towns.

What are your expansion plans?

We plan to strengthen our women’s

wear portfolio. We also plan to launch a robust accessories line – backpacks, sunglasses, watches, boxers, etc to complete the wardrobe needs of a youth. We are foraying into the athleisure segment and will make this category contribute in a major way to our business.

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40 brand LEADERS Monte Carlo

Knitwear gets push from casual wears’ growth Your take on women’s knitwear segment especially T-shirts.

The women’s knitwear segment is growing year on year. T-shirts are becoming an essential part of the wardrobe of every woman. The types and varieties in design and fabric in T-shirts increases its usability.

T-shirts are important category for our business and add significant volume.

Sandeep Jain, Executive Director Tell us about your new winter collection.

Our Autumn/Winter 2019 collection boasts of many new innovations like jackets with headphones and ipod and new designs in apparel for men, women, children etc which will give our consumers a fabulous look. We have also introduced ponchos, capetops, round neck tops and kurtis besides using high-end quality yarns and fabrics. The designs of this collection are inspired by the latest trends around the world.

What are your expectations from the coming season?

We hope to generate good sales and business in the winter season. Last year climate conditions were really supportive for our business and hope it remains the same this year too.

Has the introduction of categories like sportswear, yoga wear, etc, increased the usage of knits in the segment?

Yes, knitwear fabrics are comfortable, stretchable, and easy to care. They also absorb moisture faster and hence, are highly suitable for sports and yoga wear. The emergence of new categories such as athleisure, gym wear, yoga wear, comfort wear, et al., is also luring many brands/retailers to cater to this growing knitwear market.

Is the women’s T-shirt segment growing less than other product categories?

Today, women prefer to wear T-shirts, be to office or party or even for a causal look.

Innovations in design, quality, etc in this segment have also fuelled its growth. However, compared to men, demand in this category is less as women have other options too. But we are bridging the gap with our innovations in the women’s T-shirts category.

What is the future of this category in India?

Casual wear in India has broadened the category’s horizon. Mix and match trend has made even traditional saris and salwar kameez casual as they can be worn over a pair of jeans or be paired with traditional jewellery. In such scenario, global brand has to constantly innovate and make its casual wear trendy yet traditional.

Explain in detail styles and trends in women’s T-shirts? What is the average price point and per capita consumption?

No outfit in the world is as simple and comfortable as a T-shirt. However, tees are available in varied styles like – V-neck, boat neck and collar -- and we have a variety in collars like basic collar, Peter Pan collar, Chinese collar and high neck. The price points definitely vary from brand to brand but the basic and average starts from Rs 500 onwards.

How has the casualisation of clothing helped the women’s T-shirts category?

Women’s casual wear collection largely comprises tops made of chiffon, cropped or utility pants, fashionable skirts, silk, velvet, cargo, capris and shirts made out of denim, silk and chambray, different washes of denim, leather or denim jackets, etc.

As comfort and functionality are of utmost importance,T-shirt is considered the most dynamic and comfortable in the market. Its soft knit fabrics, fits and the versatile use makes it highly acceptable to a wide segment of customers

How has online retail helped women’s T-shirts business?

The advent of smart phones and affordable internet packages, have given a boast to online retail. Customers mostly have time crunch and so they prefer to buy stuff online. Moreover, online retail offers throughout the year which boosts sales.

What are your expansion plans?

We plan to penetrate the western and southern markets of India. We are already adding almost 25 stores throughout the country every year. In terms of product assortment, fitness and healthcare needs, we continue to drive the trend towards active wear.

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42 brand LEADERS WLS Team What has been the transformation of T-shirts segment over the years?

Traditionally, T-shirts were short sleeved garments with collared, round, or crew necklines. Over the years, T-shirt has evolved into a wardrobe staple with more stretch, light and cost-effective fabric that is easy to clean and wear. Creating T-shirts has become an automated process with technological tools like lasers or water jets to cut fabric into a particular shape. Typically made out of cotton in jersey knit or stockinet, modern T-shirts are made in a knitted tube created on a circular machine which eliminates side seams.

Wills Lifestyle

Indian roots with global outlook elements: water, earth, fire, air and space, to give ur consumers an essence of these elements though the collections’ colour palette and prints. While through our Fabrics of India platform, we aim to bring a seamless balance between a global mindset and Indian heritage and crafts.

We will continue on our journey of creating only 100 per cent natural garments in our upcoming collections. This is to cater to the modern, conscious consumer and keep the health of ourselves and our planet in mind.

Is the market is more mature in terms of trends, styles and designs?

Definitely with the advent of internet, global fashion trends are inspiring the mindset of Indian consumers who are becoming more experimental. This gives companies greater creative freedom to introduce newer designs and styles.

What is your brand’s style statement for this season?

Elaborate on current T-shirts trends

Plain t-shirts with crew or v-neck and collar polo T-shirts have always been in trend. People are layering these t-shirts with unbuttoned plaid shirts or a formal blazers or bright colors and prints or with slogans.

T-shirts have become a go-to look for a casual to semi-casual look for everyone from celebrities to company executives.

How different is the branded T-shirts market from unbranded market?

Branded T-shirts are created with finest fabrics and tested to be long lasting without improper stitches. Patterns and designs are unique to brands, adding a statement value.

Unbranded T-shirts hand are mostly copies, made with synthetic or inferior fabric or are pieces neglected by brands.

Explain in detail about colors, neck and sleeve styles.

T-shirts come in different styles based on necklines. Styles range from the common crew neck, v-neck which is more popular amongst women, collared polos popular amongst both sexes, Y-neck and scoop neck T-shirts. T-shirts also vary based on the type of sleeves: sleeveless, cap sleeves or raglan sleeves.

What are the innovations being made in this segment?

Brands are using organic natural fibers like Tencel, modal and synthetic blended Lycra to produce T-shirts that are thermo resilient, stretchable and better fitted. While, these additions have made them easier to purchase, cost effective and better fitted, they are not completely natural and have negative impact on the health of consumers and the environment. With our recent new brand identity, we have gone completely natural and rebranded ourselves as WLS. We are creating polo T-shirts with 100 per cent natural fibers, making the brand the first Indian retail brand to do so.

Arth is the second collection by WLS being introduced under the new identity as the first Indian retail brand of its size promising to only create garments with 100 per cent natural fibers and using only high IQ dyes to give the garment a richer look. Drawing inspiration from different parts of India, we create garments that showcase Indian roots with a global outlook.

Tell us about your retail presence

We have over 70 Wills Lifestyle stores and 600 leading multi-brand outlets across 48 cities in the country, we are also available on all leading online fashion and retail portals.

What are your expansion plans?

We plan to launch seasonal and other collections inspired by various parts of India and the arts and crafts of those regions.

These will all be made with 100 per cent natural fabrics keeping design and trends at the heart of each collection.

Please elaborate on your current collection

Recently we launched our capsule collection, ‘Arth’ a crossover between our Elements collections and Fabrics of India platform. We pioneered the Elements collection, a range inspired by the five

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44 BRAND lEADERS SWISS MIlITARy INDIA

‘Basic to high-end everything is available with us’

Akshat Chug, Managing Director Tell us about the brand.

We are a knitwear brand. However, we are now looking at woven and denims segment also. We have already done the channeling, interviewing etc, for this and finally zeroed in on one supplier who will partner us in this segment. Our brand targets customers in the age group 16 to 40 years. We not only aim to make these customers wear our clothes but also introduce them to our mid-segment.

The digital revolution has made the youth aware of changing fashion trends. We do not focus on any one style of fashion. We offer everything, from basic to high end fashion.

Expound on your collaboration with Swiss Military Apparels.

In this challenging world, creating a logo or a brand from scratch takes years. We wanted to collaborate with an established brand which was not active in the apparel sector but wished to foray into it. We introduced an apparels range in the brand which gave us the liberty to design, create and curate do everything by myself before getting it approved from Switzerland. Swiss Military has well-established operations in 26 countries like Europe, Korea etc. Now after seeing our performance and the way we develop our designs in India, they plan to shift their business from Switzerland. It is a big opportunity for us as we will supply to them across the world.

Give us an insight into your Autumn/ Winter ’19 collection.

Our designs are inspired by European and Western cultures. They have the feel of a premium luxury product of a good luxury brand. We are the first brand to introduce this type of fashion in India and people may find it a bit difficult to accept it. But, at the same time they will see something unique or different that will inspire them. Our Autumn/Winter ’19 collection offers different types of fabrics,

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prints and designs. Anybody who sees our complete range is sure to appreciate it for its uniqueness. The first USP of our Autumn/ Winter collection is its utility aspect. The collection caters to the demands of people from all categories. It introduces fashion in trekking, biking and all other adventurous activities besides casuals. Apart from this our other USPs are: innovative prints and our branding initiatives.

Elaborate on your categories and price-range

We offer T-shirts starting from Rs 1,190 to 2,690. We also have polos ranging between Rs 1,490 to Rs 3,490, shirts between Rs 2,190 to Rs 4,490; denim jackets in the range Rs 4,200 to 4,400 and denim jeans in the range Rs 2,690 to Rs 4,990.

Apart from these, we offer sweat shirts and hoodies in winter. These range between Rs 2,690-Rs 5,990. Our quilted jackets with poly nylons range between Rs 4,990 to Rs 6,990.

Being an expert in knits, we offer different varieties of hoodies and sweat shirts. These are available in varied neck styles like the shawl neck, mock neck, a half buttoned up and half stiffed up neck. We want to essentially be called a mid wear casual brand which has an extension of shirts. Our forte would be knit wear casual brand.

Tell us about your retail presence.

We are engaged in manufacturing and

production of garments and do not deal with the retail aspect. Our knit garments, including T-shirts, hoodies, etc are exported to different countries. We now to introduce knitted trousers, which will made in-house along with joggers and track suits.

The retail industry cannot be just looked at from just one point. We have to branch it out and use as many channels as possible.

We are going through various distribution channels, MBO’s, LFS and also setting up our own EBOs. We also plan to be present in all online channels and closed agreements with Myntra, Jabong, Flipcart, Paytm, Amazon. Our first store will be launched this year. We also plan to open five stores by April 2020 covering the five cities of Delhi, Mumbai, Bengaluru, Hyderaband and Chennai. We plan to set up 200 EBOs across the country in the next three years

How many factories do you have?

We have three factories. However, one unit is used exclusively for making Swiss Military apparels. The other units produce around 15,000 pieces of clothing a day for other brands. These don’t have any design facilities. Our unit has a state-of-the art infrastructure, the best of the machines, branding facilities and the best teams for designing and outsourcing. The R&D sampling is also done 24X7.

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WE HAVE 20 YEARS' EXPERIENCE WORKING FOR CLOTHING LABELS IN INDIA AND HELPING THEM BECOME KNOWN BRANDS.

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5/9/2019 1:06:38 AM

46 BRAND lEADERS DOllAR

‘Innerwear is much more than just a functional item today’ changing. Consumers are open to new innovations. Our new product athleisure line for men and teenage boys explores new designs, fabrics and styles to meet the needs of the consumers. Although people are attracted to discounts and sales but this is always periodic. Customers seeking new designs and stock are willing to wait for their launch.

Vinod Kumar Gupta, Managing Director Tell us about your offerings.

With a vast category of products -- Bigboss, Missy, ForceNXT -- which contribute significantly to our sales revenue, we are now experimenting with stretchable and body hugging fabrics for a snug fit. Our focus is customer satisfaction. Today, innerwear has become much more than just a functional item. Styles, colour, prints and fabric play an importance role in increasing sales of products. Hence, we need to constantly reinvent and be on trend. We have also launched a new product category ‘athleisure’ for teenage boys and men who love sports and contribute towards staying fit.

Tell us about your retail presence.

At present, we have added more than one lakh MBO’s to sell our product across 29 states. We try and expand to newer markets to make our products available to everyone.

Developing new sale channels, adopting new branding strategies are the some of our plans for expansion.

Since we have a range of from economy

range to ultra premium range, the primary market lies is in metros, Tier I, II 2 cities, where consumers are aspirational and brand conscious.

What are your expectations from the forthcoming season?

This has been a good season for us and we take time to appreciate our dealers and arrange business tours for them which motivates them to perform even better. This not only results positive sales but also gears our customers and dealers for the summer season which is a crucial for the hosiery industry as a whole. Our summer campaign has started and is doing well. We look forward to a great feedback from the customers for the upcoming season.

Elaborate on knitwear retail across all categories?

Growing demand has fuelled the growth of knitwear category in India. As consumers today have become more fashion conscious, this category is evolving from functional wear to fashion wear. This shift is visible in not just metros but also Tier I and II cities.

What are the price points in knitwear across online and offline channels?

Since the Indian market is highly price sensitive, people are cautious about spending on this category. However, changing trends and the influence of western fashion is pushing consumers to spend more for quality and fashionable products. Online channels are also growing with younger audience who have fast paced lifestyle procuring knitwear easily without the hassle of going to a shop to purchase. We are responding to changing consumer preferences and expanding the product range that are value-based to cater to their needs.

Do customers today only look for discounts and sales?

With growing trends in the market, tastes and choices of consumers are constantly

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48 brand LEADERS Turtle

‘T-shirts are almost an alternative to shirts’ crew necks in our new range. In crew necks, we have played with the brand name and logo.

What are the latest styles, trends and color palette for this season?

Polo T-shirts definitely have a wider share in our market. Mandarin collars are also being appreciated alongwith silhouettes and slim fits. The color palette for this collection is soft and vibrant. It varies from lemon, peach, mint and aquas.

What is your brand’s style statement for this season?

Narinder Kaur, Design Head Elaborate on your new collection.

Our new collection titled ‘Men in Pink’, celebrates the color pink. We have added dobbies and print on dobbies for this summer.

Besides, our Fuse collection features vibrant tones with prints and engineered dobbies. We have also introduced mandarin collars, polos with stylized collars and printed graphics in

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We have launched a range of jacquards and engineered dobbies besides a capsule collection of prints on two tone pique. And the color basket for these is pastel bright with ample beige, white and creams.

What is the ratio of fashion to basic knits?

Basic knit is the core category which constitutes just 5-6 per cent of the total knit basket. The knitwear segment has become highly competitive in terms of price and products being offered at this price point. In addition to the channels through which it is available, online has the largest platform. The sector is becoming almost an alternative to the shirt category in terms of

the design and variety it offers.

What is the response to the three neck styles in T-shirts?

The polo neck style is most formal and ideal for occasion wear and also a clear alternative to shirt. The round and crew neck T-shirts have similar features and are preferred by the young and for more relaxed purpose.

What about mercerised T-shirts?

Mercerised t-shirts are more available with polo neck. They have a fine and superior quality and are definitely in the higher price bracket. Fine dobbies and prints are used on these T-shirts.

The basic difference between basic and fashion knit is in the type of yarns used.

Fancy yarn and finishes are the order of the day. These fancy yarns like mélange, neps, indigo, jaspe are different from the regular core products.

What are the other innovations in the segment?

Other innovations in T-shirts include the use of value added fabrics like tencel, modal, linen in knits which are catching up slowly. Besides, special technical finishes like anti bacterial are also being employed.

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50 brand LEADERS Duke

‘Knitwear industry is on a double digit growth trajectory’ What price points in knitwear are popular across online and offline channels?

Driven by robust investment and a rapid increase in the number of internet users, online retail in India is expected to be at par with physical stores in the next few years. To exploit growth in both channels retailers are implementing an omni-channel approach in which both channels complement each other.

Are consumer less concerned about latest fashion and look for discounts and price points?

Kuntal Raj Jain, Director Tell us about your brand

We plan to present European Winter Fashion through our new collection. This will include lightweight sweaters, quilted interlocks and fancy jacquards. We expect a good response for this collection and aim to grow at 30 per cent from the forthcoming season. The current feedback to our products, in terms of quality and style has been good.

Elaborate on the evolving retail trends in this segment.

Despite being strong in woven, the knitwear industry in India is on a double digit growth trajectory. The industry is gearing up for a bigger role in the Indian apparel industry. It has witnessed strong growth for the past few years with increased demand for knitted apparels. Knitwear also contributes to the domestic apparel market in India and is expected to grow at a much faster pace in coming years.

Today, people are fashion conscious and do not just aim at discounts. Fashion is changing rapidly and customers are excited about new collections for every season.

Tell us about your retail presence

Duke has an unbeatable marketing network comprising of over 4,000 MBOs and over 360 EBOs across major Indian cities.

Moreover our products are also exclusively placed at big chain stores like Central, Reliance Trends, Reliance Market, Arvind Retail, Easy Day, Metro, Best Price, Aditya Birla Retail, Hyper City, Brand Factory etc, and doing online business on Myntra.com, Snapdeal.com, Jabong.com, Flipkart.com, Fashionara.com, Amazon.in, Ajio.com, www.dukeindia.com.

We target unexplored rural areas as there is huge market potential in these areas.

We have already covered entire cities and now plan to extend these cities and exports markets. Our online shopping portal www. dukeindia.com offers free delivery and online payment support. We also offer cash

on delivery services. So that customers can shop from the comfort of their home.

What is your product and category expansion plans?

We plan to expand our active wear, thermal wear, winter wear categories and also our online business. We are focusing on accessorisation too. We are expanding into different segments, mainly in footwear and e-com business where expect high growth in coming years. We plan to expand into new markets besides diversifying into women’s and kids wear. We offer complete value for money and have created loyal customers who will settle for nothing else.

Which retail channel is responsible for pushing growth forwards?

The Indian retail industry has emerged as one of the most dynamic and fastpaced industries with the entry of several new players. Driven by robust investment in the sector and rapid increase in the number of internet users, India is expected to become the world’s fastest growing e-commerce market. Various agencies have high expectations about growth of Indian e-commerce markets. Fashion, being the hotbed for innovation, is forward-looking and cyclical. Today, tech is transforming fashion at a faster pace.

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brand LEADERS

51

Duke

“Our new collection is inspired by fashion culture of South East Asian Islands” Help us to go thru your collection.

We have recently launched an impressive range of shirts, trousers and denims in our summer’19 collection inspired by the fashion culture of South East Asian Islands.

The range includes a complete array of fine-crafted washed cotton shirts, formal trousers, denims and accessories. The collection includes both formal and casual wear. It caters to the needs of young men by offering a wide range of clothing for daily office wear which can also be doubled up as smart casuals for an evening out after.

This range showcases bright and effected colors in half and full sleeves, and collared shirts that provide the comfort of snug and tailored fits and are easy to maintain. It also includes button up shirts in cotton or poly cotton fabrics in breezy tones that set a casual mood. We offer stylish, well-cut trousers designed to make our customers look elegant. For the formal or semi-formal occasions, we offer a collection of cotton and cotton blend trousers with a clean look and narrow fit. Apart from this, we offer jeans in varied styles such as regular, skinny, straight and slim fit, light or heavy washed, etc. The price range of “Shirts, Trousers & Denims collection’19” starts from Rs.545/- onward.

Outstanding Entrepreneurship and Quality Garments. We were also crowned with Indian Power Brand Award at USA. We received these awards for our innovation, product quality, being the most preferred apparel brand and inspirational leadership.

We have an unbeatable marketing network comprising of more than 4,000 multi brand outlets and more than 360 exclusive stores across major cities in India. Moreover our products are also exclusively placed at big chain stores and on online shopping portals.

Elaborate on your styles and trends.

We are known for our standardised fits, superior quality, wide range and ‘fashionright’ styles in our segment. Our shirts, trousers and denims collections cater to men with panache and attitude. They are made from the finest of fabrics sourced from worldclass mills and these define a sophisticated essence of style, fashion and finesse.

Elucidate on the various awards won by the brand.

We have been conferred with president award and three national awards i.e.

Excellent Quality Readymade Garments,

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52 brand LEADERS Callino

“Currently, we plan to focus on formals only” to Rs. 8,000. This is for the non- woolen.

The woolen jackets are costlier. These prices are for smaller brands. The duplicate market also plays a huge role in determining these prices and there is no way to curb this.

The bigger the brand, the easier it becomes to get duplicates.

Please elaborate on your knitwear category.

Ashok Singal Director Elaborate on your new collection

A formal and fashion wear brand, we mainly offer suits and blazers. We have recently revamped this category by adding a new structure, design and also a new knits category. We are launching knitted blazers and stripped suits this season. These will be available in bold colors like blue and black.

Our blazers will mainly focus on checks as these have been dominating our market for some time. We offer a huge range of checks. Around 80 per cent of our collection is dominated by checks. Checks in blazers and classical prints on shirts are two of our major attractions. Our range of classical printed shirts has been very well established in the market and is more like a signature line for Callino. Our product targets customers in the age group of 25 years and above.

Kindly share the price bandwidth of your shirts

The price bandwidth of our shirts ranges between Rs. 1,800 to Rs.2,200. Of this, shirts costing Rs. 2,000 are in huge demand.

Any product within Rs 2,000 makes the consumer feel comfortable but beyond this they start comparing it with other brands.

Every product belongs to a particular segment but when we offer discounts, this segment changes. Discounts enables customers to buyers products from brands which otherwise are unaffordable for him.

Another trend is emerging is the concept of ‘happy hours.’ Previously weekend sales were more but now there is a shift in the customer’s mentality and hence the brands have to lure customers on weekends through discounts and offers. The prices also vary with time. The brands therefore have either put this collection up for clearance sale or give it as an offer.

What is your price bandwidth for jackets?

We offer jackets in the range of Rs.5,000

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In the knits category, we offer t-shirts and sweat shirts. Today people prefer wearing sweat shirts and it has become a fashion statement. The price points of these vary

according to the product and the brand.

Those brands that use mercerized fabrics are costlier. The prices of our plain t-shirts range between Rs. 800 to Rs 900. These shirts are non- mercerized and include PC also.

People are preferring casuals to formals, how do you address this issue?

Youth being the major buyer, 80 per cent of the current market is for casualwear. If we want to expand our bandwidth we need to produce casuals. But currently we plan to focus on formals only. However, we soon plan to launch a new brand in the name of C2 ( Callino 2) focusing on semi formals.

We have launched a collection of linen jackets in light shades for summer and pre winter . As light weight jackets are more in demand during summer, we use light and florescent colors in our jackets.

Elaborate on your retail spread

We cater more to the Northern markets in India and are yet to venture into the southern and western markets. Our products are facing lesser competition compared to casuals. In the last 5 to7 years, competition in the casual wear segment has increased tremendously.

The major reason for this is that casualwear is easy to source, finish, style, etc. In our segment there are limited players.

We currently do not have any EBO ‘s, but plan to set up a few in future. Currently we have the shop-in-shop format and are present in around 70 MBOs. We plan to increase our present in top 300 MBOs in the country. We also have about 120 dealers out of which 70 dealers are present in the best retail chains like the Bindras Groups.

How has the market transformed over the years

The fashion quotient is growing everyday with customers focusing on the fittings of their garments.There is zero demand for basic garments. Clothes made of different kinds of fabrics, fits, cuts and style are in demand. Therefore we need to expand our sourcing. Today’s market has become tougher with the entry of many international brands. There is a lot of viability in the way a business is conducted today. The garment sector is surviving on discounts with around 80 per cent of the merchandise being sold on discounts. This attitude is hampering the business as we are compromising at different levels to make the price viable in the market.

Even bigger brands are offering a 50 per cent discount which I think is totally wrong.

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brand LEADERS

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Sporto Red

‘Our new collection reinvents sportswear to suit every occasion’

Navinn Seksaria, Joint Managing Director Elaborate on your new collection

We recently launched Flexiwear collection with the campaign “Whatever Your Sport”.

This new collection focuses on active wear for men for every sport and occasion. The collection has been designed to project confidence and a winning attitude. It provides an unprecedented level of comfort, elasticity and flexibility, making it perfect not just for athletic pursuits but every sport.

The collection offers athletic T-shirts and sleeveless jerseys in muted colours like navy blue, Andrew grey, charcoal, and Indian team blue as well as more vibrant colours like burgundy, chilli, and yellow. It also offers an array of T-shirts for men that are perfect for casual wear. The collection also

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includes gym track pants in unique colours like burgundy, green-black, and charcoal. It also features a range of Bermuda shorts in navy blue, melange, charcoal, and grey that are perfect for a casual weekend. There are also trendy capris in unique designs and colours like melange and bright blue.

It reinvents sportswear to suit every occasion and focuses on comfort beyond everything else. The name is derived from the term flexible, meaning something that can bend and stretch unhindered. This makes it the ideal choice for those who love the crisp yet casual look.

What is your new campaign for the range?

We recently launched a new TV campaign ‘Flexiwear’. Through a series of three films, the campaign celebrates everyday sporty moments that demand high flexibility and agility from the wearer. Through this campaign, we aim to position Flexiwear as an ideal partner for life and everyday sports. The films offer a fresh perspective to today’s youth through its innovative treatment and relatable examples from real life. The campaign has been conceptualised by Famous Innovations. Raj Kamble, Founder and CCO of Famous Innovations.

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54 brand LEADERS Smag Retails

‘Evening wear driving growth for basic t-shirts’

Vikas Kharbanda, Director Elaborate on current T-shirt trends.

T-shirts are trendier now. They are made from blended fabrics instead of just cotton. These fabrics are mostly imported from China. Almost 90 per cent of brands in Mumbai make T-shirt from this fabric.

The market is mature in terms of designs, color combinations and styles. Pastel bright shades and earthy colors are trending with round neck tee fabric like colored millanges and cotton Lycra being more in demand. In collars, multicolor digital prints and prints on Lycra and pique are in demand. Pastel colors are in demand including pastel yellow, green, carrot and white. In winter colors, olives, black, indigo, and bottle green are preferred. Short collar followed by round necks are most preferred collar styles.

What is the ratio of fashion and basic T-shirts?

Basic T-shirt segment is growing rapidly as these can also be used as evening wear.

Moreover customers like to purchase T-shirts in a wide range of colors. The fabrics and designs are however different from fashion articles due to their lower prices.

What about innovations in the segment?

A number of innovations are being done on yarn and fabric for T-shirts. Chinese fabrics are flooding Indian markets. These fabrics have Lycra with cotton, nylon with Lycra, polyster Lycra. The Indian version of these fabrics is also available but they do not have the same blend. Yarn manufacturing

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companies like Varadhman Mills, Winsome Yarn are also introducing new blended yarns.

What is the scope for slogan T shirts?

These t-shirts sell in metros only as they have a small client base. Instead of value pack T-shirts in big prints are trending. I do not prefer licensing labels as Indians prefer to buy exclusive value for money products.

Please elaborate on your latest collection.

This year Smag is celebrating 10 years in the market. Dedicating this achievement to our retailers and distributors, we organised a huge dealer’s with around 250 retailers from across India. Our winter wear products including sweat shirts and jacket are in great demand. Though, cotton and blended sweaters are also in demand; their demand is lesser. In sweat shirts, grindel, millanges

and bright colors are in vogue. In jackets, nylon or polyester base fabrics are preferred.

The demand for light weight jackets is increasing as winters are shrinking.

We emphasise on jacket and sweat shirts.

Offering value for money products, we use the same fabrics and accessories that other brands use but the price-difference between them is over 30 per cent. We are also introducing a range of knitted coats with our own fabric.

We are also introducing the athleisure series in sweat shirt and knitted coats in the blazer categories. As our retail network is expended across India, only one or two territories are untouched that too from our end because of production constraint. Our business last year was good as most dealers in MBOs did not have any big winter leftovers. This year too we did pre bookings and got a fantastic response from our dealer. We expect a growth of minimum 30 to 40 per cent this year.

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brand LEADERS

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Mustang

‘More brands are entering the knitwear segment in India’ Please throw some light on the knitwear category in India.

Lubeina Shahpurwala, Partner

How do you foresee the future of online retailing fueling the growth of knitwears?

There is an incredible surge in the knitwear industry due to innovations in products and fibers. Formalwear is being manufactured in knitted fabrics including accessories such as socks. Socks, been a neglected apparel of our wardrobe, constitute less than 10 per cent of the entire hosiery/knitwear category.

Online retail has become extremely popular among our customers as it satisfies their multi-purpose shopping requirements. As more and more brands introduce their knitwear products in the market, the segment is sure to grow in the coming years.

How has online retail evolved in this category?

How brand conscious are consumers when it comes to buying knitwears?

Online retail is consistently on a growth path with most of our customers; especially the millennials; being updated on all the latest fashion trends. The knitwear segment is constantly expanding with a lot of our customers seeking comfort as a major component of their fashion statement. This has provided a great outlet for our product line. The online channel has reinforced our belief in the fashion business and has also helped us build dealer confidences.

Earlier, the knitwear industry was dominated by non-branded players. However now, it is growing rapidly as more and more brands are gearing up to enter this segment. Our brand name being synonymous with socks in India, our customers are sure of their quality.

What is the export story of knits from India?

India is currently the biggest exporter of men’s/boy’s cotton knit shirts to the US, where men’s/boys. However like us other countries such as Vietnam and Bangladesh too have increase their shares in segments like women/girls knitwear, men/ boys’cotton trousers, shorts, nightwear, etc. This increasing competition is making exports difficult to India which does not enjoy trade benefits like these countries.

What are the future prospects of this category in India?

Though we are optimistic about its future, it might be difficult for us to compete with global players. This is mainly due to factor that Made-in-India products are becoming expensive due to various factors including rupee appreciation against US dollar. We also need to up skill our workforce.

What are your future plans?

We are currently present in over 8,000 MBOs. We also have 36 distributors across India which we plan to increase this year.

We also plan to increase our presence in metros and all B+C territories.

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56 ATHLEISURE

Athleisure makes a casual statement everywhere Athleisure has become mainstream now, jostling for space with denim in people’s wardrobes. While global brands spread the trend in India, now domestic brands have innovated and pushed down price points to make it more accessible for urban middle class India, write Ajanta Ganguly and Ajay Kumar.

A

thleisure being considered fashionable on catwalks may have been unthinkable even five years ago but now they seem to have taken over the mainstream apparel sector by storm. Rapidly dethroning stretchable denim as the go-everywhere basics athleisure segment comprising a smart blend of trendy clothing with optimal comfort is gaining immense popularity. As more and more Indians are adopting a physically fit lifestyle, this segment is making its presence felt.

The growing culture of relaxed office environments where comfortable clothing has replaced formal attire and it’s acceptance in many casual social settings has further

 Changing lifestyles fuelling athleisure segment growth  Segment worth $44 billion in the US, expected to touch $83 bn by 2020  Lines between traditional sportswear and fashion apparel slowly blurring  Athleisure as a category is growing faster than many others  Global brands held strong in India for long  Now, domestic players pushing down price points  Market growing steadily in Tier I, II, III cities increased its acceptance. Experts say this segment is worth $44 billion in the US and is expected to touch $83 billion by 2020.

Although still a nascent segment in India, social media has been influencing the youth who are frontrunners of all apparel trends and it is now slowly trickling to other age groups as well. Athleisure trend is not just a passing fad but is here to stay and create a market for itself and brands need to delve into it to realize its true potential.

From gym to shopping, athleisure shows the way

Aditya Agarwal, Co-Founder of Campus Sutra “The category will keep evolving and it is here to stay. People expect more.

With every generation of new buyers the amount of attention to detail and functionality will increase.

We now see people from ages 15 to 50 dressing in this trend and multiple brands are offering validity to his segment.”

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When athleisure first came into existence, its name was quite literal as it meant athletic clothing to be worn at leisure. However, now it encompasses a whole new world of apparel choices. Fired by the aspirational notions of India’s middle-class and their sudden focus on wellness living, athleisure trend is setting global catwalks on fire.

Many leading Indian casual wear and sports brands are now tapping the hidden potential of this segment. Designed for men and women who like to pack their day with many exciting things including work-outs, this is a rapidly growing niche segment where a handful of brands are venturing into. The lines between traditional sportswear and fashion apparel are slowly blurring and the athleisure as a category is growing faster than many others. Although the Indian athleisure market is still in its nascent stage as compared to Western markets, it is still likely to grow in double digits at least for next five years. Smart athleisure brands are

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ATHLEISURE

Sanjay Vakharia, CEO, Spykar “Athleisure is not just a timely trend, but it is also a lifestyle trend that is here to stay. This category is only set to grow further, keeping in mind its comfort and styling quotient.

That is why we recently launched Spykar Gym Jns, with which the youth can seamlessly move from active to leisure to pleasure, without having to change in and out of different apparels.” now getting smarter and focussing less on sportswear as technical apparel and more as a lifestyle product.

“Research suggests the overall athleisure category is growing 10 to 12 per cent annually wherein menswear is growing at 8 to 10 per cent, while the women and children segment is growing at 11 to 15 per cent.

With fitness mania getting stronger, people will opt for athleisure rather than just casual clothing. Thus, sports brands will start improvising clothes for athletic performance, and that will contribute to overall growth,” says Rajat Khurana, Managing DirectorIndia operations, Asics. He points out, although the segment has huge potential and offers strong growth opportunities, there is still more that needs to be done.

The biggest growth barrier is lack of highquality polyester manufacturing facilities.

More than 90 per cent of synthetic fabrics used by domestic and international players in India are imported from China, Korea & Hong Kong.

Experts say the total athleisure market is poised to become worth $350 billion globally by 2020. This movement is largely driven by the US followed by other countries in Europe and Asia Pacific. The main focus

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of this apparel is the seamless switch from fitness to leisure to fun without ever having to change your outfit . Brands are looking at expanding their apparel range that will include both performance wear as well as comfortable lifestyle garments that clothing that are aesthetically appealing to gain traction of younger consumers. India is a maturing market that is now rapidly adopting global trends and westernization of the modern generation who wear more lifestyle products that focuses on comfort and fashion.

“Athleisure is not just a timely trend, but it is also a lifestyle trend that is here to stay.

This category is only set to grow further, keeping in mind its comfort and styling quotient. That is why we recently launched Spykar Gym Jns, with which the youth can seamlessly move from active to leisure to pleasure, without having to change in and out of different apparels,” informs Sanjay Vakharia, CEO, Spykar. These athleisure jeans offer sporty styling with a four-way dynamic stretch for added flexibility and ease of movement along with ergonomic construction for a better fit. Worn both in and out of the gym, it’s a concept of trendy new fashion blended with elevated comfort levels to meet the high energy lifestyle of this generation. These swanky denims include zippered pockets, drawcords, typography side seams, elasticated waistbands, reflective tape details, sporty fits amongst other smart detailing. They are available in 18 styles for men and women.

Being tad different is segment’s USP

Experts predict this market is poised to grow further because it has a different USP to offer as compared to just performance driven sportswear. However, with cheaper high street brands offering active wear and casual wear, the athleisure segment needs to hone in that sweet spot between fashion and fitness in order to get cash registers ringing. Dressing for comfort has led to the evolvement of the concept of athleisure—a trendy extension of sportswear with a hint of function, comfort as well as style – all

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incorporated in one. However, in India, this category needs its ideal time to surface as a steady independent division in itself, although in global markets it is an entity by itself. Indian markets will definitely see a bull run in sportswear and activewear segment too as non-sport brands will also want to start targeting to this niche and creating opportunity for expansion.

“With every brand trying to get on the athleisure bandwagon it would be nearly impossible to break it down to smaller categories since there are no strict boundaries between each sub-segments. It is a segment that is here to stay as many of the style elements that have evolved were borne out of function,” opines Aditya Agarwal, Co-Founder of Campus Sutra. Flat stitching doesn’t chafe, thicker waistbands don’t cut in or ride down, the ‘diamond gusset’ in the crotch area allows freedom of movement. It was the first time function and style came together. “The category will keep evolving and it is here to stay. People expect more. With every generation of new buyers the amount of attention to detail and functionality will increase. We now see people from ages 15 to 50 dressing in this trend and multiple brands are offering validity to his segment.”

Athleisure manufacturers are always looking at introducing newer and better version of their products every season. Many technologies like Ultra Violet Protection, SPF 30, Odour Free and Cool Tex which are the basis of technology mixed with functional design are rapidly gaining popularity. Ecofriendly products with active micorbial technology which makes it odour-free and germ-free, featherlight fabrics, mesh fabrics with micro pores which are not transparent yet keep the body cool as well as SPF sun and anti-glare protected fabrics are just some of the innovations incorporated into this apparel segment

Big brands give space to local ones

The athleisure segment is now an intrinsic part of the product portfolio of both global and local casual wear garment brands.

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58 ATHLEISURE from 20 to 40 years. As a trendy extension of sportswear, the athleisure segment is growing rapidly as the lines get blurred among casual, sports and athliesure garments.

Leading sportswear and activewear brands are now actively targeting this niche segment while some non-sport brands are looking at it as an opportunity for expansion. It is currently one of the fastest growing apparel segment for both men and women with a growth rate of 20 to 25 per cent annually. Under the influence of social media, wellness living has caught on big time and staying fit has no age bar or economic strata.

With hot summer months upon us and long working days ahead, people are shying away from formal clothes and opting for clothes that promote wellness living with an all-in-one USP of function, comfort and style.

The athleisure garment segment is currently poised to step out from the gym and onto the walk of fame on the streets and casual social settings across the bigger cities and towns of India.

Sunishka Goenka, Creative Director and Founder Myriad Activewear “With the influence of international brands such as Lululemon, PE Nation, Kenzo, Off-White, that are represented by celebrities and social media, has kept activewear and athleisure in the public eye, fuelling growth.

While in India, the big drivers of activewear and sportswear are global brands like Fila, Nike, Adidas who are boosting awareness towards healthy lifestyle.”

Leading casual wear manufacturers are now stocking an innovative variety of athleisure alongside their usual merchandise. Even a few years ago, high-end purchases from brands like Nike, Adidas and Puma were made by the upper segments of society as impulse purchases and by the middle class as a planned once a year purchase.

However, this meant most of the target audience for this apparel could only afford this once a year.

By implementing advanced manufacturing capabilities and incorporating innovations, brands such as Campus Sutra, HRX, Black Panther, C 9,Fitz, F-street among others have driven down price points so much that the audience can now afford multiple purchases of these brands all through the year. Right from the yarn to the final product, many of these smaller domestic brands are now giving a run for their money to global players. This is in tune with the increasing

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focus on health and fitness among Indians as is apparent from the number of gyms and fitness centres sprouting up in every locality.

Most of these brands retail through popular mall formats like Shoppers Stop, Hypercity, Pantaloons, More, Reliance Trends and Spencer’s Retail among others and e-tailers such as Myantra, Jabong, Limeroad, Flipkart and Amazon among others.

“This segment will sustain for long just like denim and casuals as hierarchy of people and standards of living are becoming more friendly towards comfort and work-outs.

They are conscious about living healthy and making an effort to step out to explore different activities. It is going to be the bubble in fashion industry that will last longer with more brands moving into this category. This trend will increase with the proliferation of fitness industry,’’ points out Sunishka Goenka, Creative Director and Founder of Myriad Activewear.

“With the influence of international brands such as Lululemon, PE Nation, Kenzo, OffWhite, that are represented by celebrities and social media, has kept activewear and athleisure in the public eye, fuelling growth.

While in India, the big drivers of activewear and sportswear are global brands like Fila, Nike, Adidas who are boosting awareness towards healthy lifestyle. Challenges arise with emerging local brands who are creatively paving their path through design and production to innovate new products in order to differentiate themselves from big players. Therefore, to surpass that obstacle, product innovation and storytelling becomes a key to build a brand that defines uniqueness and convinces their audience,’’ points out Goenka.

Most athleisure brands cater to specific markets not only in Tier I cities but also in Tier II, III towns with the targeted age-group being

Rajat Khurana, Managing Director- India, Asics “Research suggests the overall athleisure category is growing at 10 to 12 per cent annually wherein menswear is growing at 8 to 10 per cent, while the women and children segment is growing at 11 to 15 per cent. With fitness mania getting louder, people are going to go for athleisure rather than just casual clothing and thus, sports brands will start improvising clothes for athletic performance, and that will contribute to overall growth.’’

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brand LEADERS

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Asics

‘Lifestyle clothing is in the pipeline’ How would you define the athleisure wear or sportswear sector?

Rajat Khurana, Managing Director-India Operations Tell us about your new collections/ products for the forthcoming season.

Performance clothing continues to be our focus and we plan to incorporate more colors into our mainline apparels to gain traction of younger consumer. We also plan to introduce the new foam technology into our footwear business to take over existing brands within this segment.

What are your latest innovations and technological advancements in this segment?

Every brand is trying to make its presence felt in this segment. We at Asics continue to evolve and introduce new products with even better technology every year. This season, we have launched a new product ‘Metaride’ in the footwear category and plan to launch a new foam and technology next season.

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For athleisure to be considered as fashionable was unthinkable five years ago. However, the growth in trendy apparels like yoga pants and gym clothes is threatening to dethrone denim as the go-to basic. Today, the lines between traditional sportswear and fashion apparel are slowly blurring. Athleisure as a category is growing faster than the rest of the apparel categories within India owing to several reasons.

Although India is still small compared to other developed markets like US, we are likely to grow in double digits atleast for next five years.

What is the size of the total athliesure wear market?

As per a research report, the total athleisure market is poised to become $350 billion globally by 2020. This movement is largely driven by the United States followed by other countries within Europe and Asia Pacific. Within India, this category is growing at 10 to 12 per cent. The menswear category is growing at a 8 to 10 per cent, while the women and children segment is growing at 11 to 15 per cent.

How competitive is the market and what are the challenges?

Although the segment has huge potential and offers strong growth opportunities, there is still more that needs to be done.

The biggest growth barrier is lack of high-

quality polyester manufacturing facilities.

More than 90 per cent of synthetic fabrics used by domestic and international players in India are imported from China, Korea & Hong Kong.

What needs to be done to facilitate growth in this segment?

Educating manufacturers on different blends of fibres, improving technical skills and focussing on developing the required resources locally will go a long way in making India a textile hub for fashionable athletic wear. Also, we need more and improved retail landscape to grow the atheisure retail concept stores within the Indian market.

Tell us about your retail presence.

We plan to expand our store network in 2019 and 2020. Till last year, we had 37 stores and plan to add another 15-16 stores in this fiscal. This expansion will be across both Tier I and II cities. All these stores will be franchisee-owned.

What are your expansion plans?

We plan to expand our apparel range to lifestyle clothing designed for character, color and fashion to gain traction of our younger consumers. While ‘technology-backed’ apparels have been core business for Asics, we are expanding to newer categories to offer tracks suits, heritage inspired tees and shorts to go with its modern hybrid range of footwear, that will launched as a part of head to toe look.

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Helipad Ground Opp.Vidhansabha Nr. Town hall (Gandhinagar) Ahmedabad

5/9/2019 7:03:27 PM

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brand LEADERS

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Myriad Activewear

‘Aim is to provide complete lifestyle experience’ ries as we aim to provide complete lifestyle experience. Our current initiatives include researching into yoga mats, accessories, etc, that guarantee customer satisfaction and easy shopping. We aim to delve into research and development of different products to create a unique brand image.

Tell us about your retail presence?

Myriad Activewear caters to a specific target market. We aim to increase our visibility besides maintaining the brand value before setting up a wider distribution network. We aim to set up a flagship store and larger audience. We are also exploring new markets such as Tier II and III cities.

What is your views on the immense popularity of athleisure wear?

Sunishka Goenka, Creative Director and Founder What are your expectations from the forthcoming season?

We expect to grow at a higher rate than previous year. This prediction is based on the performance of our distribution channels in promoting our brand. We are expanding our reach to different cities pan India. Also, with most of our growth coming from online channels, we are enhancing customer interaction and user ability of our portal.

Elaborate on your new collections for the forthcoming season.

With increasing awareness about fitness, wellness and travel, athleisure wear sector has become a must need in customer’s wardrobe. People are adopting healthier lifestyles but besides seeking comfortable and functional clothes. A thin line exists between athleisure and other segments such as activewear, lounger and sportswear as the functionality and purpose of both categories are similar.

Will this segment, sustain for longer times or it is just a short term trend?

This segment will sustain for a long time as people are becoming friendlier about comfort. They are exploring different activities other than just their chores. This bub-

ble in the fashion industry will last for many years with more and more brands shifting into this category. This trend will increase with the proliferation of fitness industry.

Elaborate on the growth of athliesure wear market.

Going by the present scenario, athleisure is the fastest growing segment across the fashion the segment is witnessing a growth of 20 to 25 per cent annually. There will be a bull run in sportswear and activewear segment as non-sport brands will also want to start targeting to this niche segment, creating opportunity for expansion. This market should grow further as the fitness fad is taking over other categories. However, in India, this category needs its ideal time to surface as a steady independent division in itself.

What are the challenges in this segment?

In India, the big drivers of activewear and sportswear market are international global brands like Fila, Nike, Adidas who are boosting campaigns and awareness for movement and healthy lifestyle living.

The major challenges are, emerging local brands who are creatively paving their path through design and production to innovate new products in order to differentiate themselves from the big players. Therefore, to surpass that obstacle, product innovation and storytelling becomes a key to build a brand that defines uniqueness and convinces their audience.

Our new collection is inspired by utility wear and lightweight wear for faster movement and pace. This collection comprises interchangeable separates that are easy to wear and help in everyday dressing as well. The collection uses hints of neon, athletic stripes and holographic metallic printed crops paired with sports style wide leg pants to synthesis looks from office to crossfit. We have shed light on dull surfaces and textures by using neon accents which cause a sense of alertness within design and function. Serving multiple purposes, the silhouettes and fabric garmenting is carefully thought to enable movement in the gym as well as being free for an airport look.

It is an eclectic mix of urban quirk, fitness zen and comfortable every day wear.

What about product and category expansion plans?

We are expanding our product catego-

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5/9/2019 7:04:02 PM

62 WOMEN’S KNITS Women’s T-shirts to grow with changing dress code and comfort factor

C

With western wear gaining popular among Indian women, demand for T-shirts has seen huge growth. What adds to its appeal is, comfort, pocket-friendly prices and style. The market will continue to grow with more brands entering the fray, write Shubhangi Bidwe and Ajay Kumar

omfort is a major reason that has made T-shirts acceptable among Indian women. Their multiple usage as day wear, gym/fitness wear, party wear, leisure wear has attracted the urban women towards this segment.

Indeed increasing demand for apparels that deal with changing weather conditions besides satiating the customer’s need for comfort has caused a significant upsurge in demand. The women’s T-shirt segment is growing at a faster rate than ever before due to the comparatively lower market base and increasing acceptance of casual clothing among women. “T-shirts are finding larger space in wardrobes of both men and women.

While men’s apparel is restricted to shirts and T-shirts, the women’s segment includes various categories, hence the pace of growth in this segment is slower,” says Sameer Patel, Founder & Chairman, Deal Jeans.

 There is distinct shift in shopping patterns of women from formal to casual  Women’s T-shirt segment is growing at a faster rate than ever before  T-shirts are available in varied neck styles like V-neck, boat neckline, etc.  Women’s knitwear growing at around 34 per cent in total knitwear market

is expected to reach Rs 150 crore over the next decade. “Out of this, women’s category is around 34 per cent,” notes Patel. “Primary factors driving growth are increasing adaptation of casual wear by Indian women, an increase in working women and rising fashion consciousness among rural women.

The knitwear segment will continue to grow due to a rise in disposable income, upgradation in standard of living and the emergence of startups with flexible dress codes,” he adds.

The average price of women’s T-shirt ranges between Rs 499 to Rs 799. But, depending upon the brand’s position it can go up to Rs 1,999. “Women don’t mind

 Super premium brands are more popular among urban upper class women  Middle class still prefer pocket-friendly options in tees  Non-branded market is more cost efficient Modern women focus more on comfort clothing. With western wear taking a large space of Indian women’s closet even in smaller cities, demand for T-shirt has grown.

“Increasing participation of women in the workforce, flexible dress codes, changing preferences are the key factors driving demand amongst women,” adds Patel.

Demand drivers and pricing issues

Knitwear fabrics are comfortable, stretchable, and easy to care. Being moisture absorbent, they are apt for sports and yoga wear. “With changing time, consumer’s tastes and preferences are evolving. The emergence of new categories such as athleisure, gym wear, yoga wear, comfort wear, etc, has lured many brands/ retailers to cater to this market,” adds Jain.

“One of the prime benefits of knitwear is that it perfectly suits Indian climate. Hence, the knitwear market in India is gaining share in Indian fashion retail,” Patel explains.

Growing at 9 per cent, the knitwear market

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Sandeep Jain, Executive Director, Monte Carlo “Although T-shirts are a basic piece of clothing, they are available in varied neck styles like V- neck, boat neck, etc.

Collars too have a huge variety like basic, Peter Pan, Chinese and high neck. Price points of T-shirts vary from brand to brand but basic and average starts from Rs 500 onwards.”

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WOMEN’S KNITS

Sameer Patel, Founder & Chairman, Deal Jeans “Trends in the T-shirt category are changing with Bollywood. Travel themed tees gaining popularity.” picking up a super premium brand as well,” states Guneet Singh, Director, Juelle.

“However, when it comes to bulk buying they don’t buy T-shirts costing Rs 1,500 for day to day wear. For specific occasions or evening wear or party wear, super premium brands are preferred.” In fact, super premium brands are more popular among the upwardly mobile women while regular middle class prefers casual fast fashion concepts. “With growing Indian middle class, demand for moderately prices branded

T-shirts is increasing,” observes Singh.

However, even though premium and super premium brands have seen good traction among women consumers, the fact remains its the unorganized branded player who still has larger market share. “Coping with ever evolving trends requires steadiness.

To suffice this huge demand partly backed by pricing factors, non-branded market hold slow pace but high volume sales. This market is more cost efficient for fashion conscious people,” adds Patel.

Growth in online retail

As online retail has gained ground in fashion retail, the T-shirt segment has seen sales growth. Some major reasons are: increasing penetration of internet, technological advancements and rapid communication to drive adaptation of western wear. “The increase in number of smartphone users, higher convenience, affordability factor and variety of products offered will speed up growth of online retail in T-shirt. Rising preferences for online shopping and the launch of innovative sale concepts like flash sales and daily deals is expected to drive the online T-shirt market,” adds Patel.

New Age customers always face a time crunch and hence, prefer online shopping.

Moreover, online retailers always offer running discounts throughout the year. Amit Jain of Shingora points out online retail is

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a boom not only for knitwear but all types of textile businesses. “With easy return policies, customers do not hesitate to try out different products. And since reviews are also mentioned, it provides clarity about the product,” he sums up.

Shift in trends and styles

Sandeep Jain, Executive Director, Monte Carlo feels, no other outfit is as simple and as comfortable as the T-shirt. “Although T-shirts are a basic piece of clothing, they are available in varied neck styles like Vneck, boat neck, etc. Collars too have a huge variety like basic, Peter Pan, Chinese and high neck. Price points of T-shirts vary from brand to brand but basic and average starts from Rs 500 onwards.”

There is distinct shift in the shopping pattern of women from formal to casual. Increasing urbanisation has led to more women shopping for western wear. “Trends in the T-shirts are also changing with Bollywood and travel-themed tees gaining popularity,” adds Patel. Also in demand are neutral palette tees, type centric tees and foil prints.

Amit Jain, Director, Shingora “With easy return policies, customers do not hesitate to try out different products. And since reviews are also mentioned, it provides clarity about the product.

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Guneet Singh, Director, Juelle “When it comes to bulk buying women don’t prefer a Rs 1,500 tee for day to day wear.”

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64 brand LEADERS Deal Jeans

‘Nine per cent growth is expected in knitwear over the next decade’

Sameer Patel, Founder & Chairman Tell us about your new collections for the forthcoming season.

Every season we tell a distinctive story through our merchandise. A/W ’19 takes our customers through a theme of refreshing pastels palette, animal prints, sleeve detailing tops and colors evoking moods of women in winters. A chic range of fur jackets to warm up winters, elite flared culottes and jeggings stock up our shelves.

comfort. The knitwear industry has marked a significant upsurge in recent times. Increase in fashion consciousness and growth of working women has had a positive impact on the segment. The category offers for men and diversified apparels for women.

What are your expectations from the forthcoming season?

So far, the T-shirt segment is dominated by men. But, the women’s category is also growing at a rapid pace. Increasing participation of women in the workforce, flexible dress codes, change in demand and preferences are key factors driving the demand for women’s T-shirts. In fact, the market is growing at a faster rate because of a comparatively lower base and increasing acceptance of casual clothing among women. T-shirts are finding larger space in the wardrobes of women in Tier-V cities also.

We expect to launch the trendiest styles. We are evolving our categories by forecasting fashion and minimising production time to offer these trends. This would accelerate our business through the franchise route.

What is your take on women’s knitwear segment, especially T-shirts?

There is increasing demand for apparels that do not just satiate the weather conditions, but satisfy customer’s need for

How evolved is the women’s T-shirts category compared to the men’s?

What are the trends and styles in the segment?

There is distinct shift from formal to casual clothes in women’s category. Urbanisation is also leading to a rise of western wear in India.

Trends in the T-shirt category keep changing.

Currently Bollywood and travel themed T-shirts are in demand. Also neutral shades, type centric and foil prints are trending.

What is the size and growth rate of women’s knits market?

The knitwear market is expected to grow at around 9 per cent over the next decade to

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reach Rs 150 crore from the current estimated 60 crores. Women’s knitwear category is around 34 per cent. Primary factors driving growth are: increasing adaptation of casual wear, increase in working women and growing fashion consciousness amongst women in rural India. The knitwear segment is seeing highest developments in past few years, it will continue grow with rising disposable income, higher standard of living and the emergence of startups with flexible dress codes. Change in consumer’s tastes and preferences and emergence of new categories such as athleisure, gym wear, yoga wear, comfort wear has lured many brands and retailers to cater to this growing knitwear market.

Increasing penetration in smaller towns and rural areas would fuel growth.

How has online retail helped the women’s T-shirts business?

Global online apparel market has witnessed remarkable growth in the past few years due to exceptional growth of online retailing. Some of the major reasons for this is: rising internet penetration, technological advancement and rapid communication to drive adaptation of western wear. The increase in number of smartphone users, higher convenience, affordability factor and variety of products offered will further speed up the pace of growth of online retail t-shirt market in India.

Rising preference for online shopping as well as innovative sales strategies by major companies are expected to drive the global online T-shirt market in future.

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brand LEADERS

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Shingora

‘Women’s knitwear segment is quite appealing’ Your take on women’s knitwear segment.

The women’s knitwear segment ranges from apparels to all types of accessories. The segment is more attractive than menswear.

Along with being comfortable it is more fanciful and fashionable. As an accessory brand, we deal in knitted ponchos, capes and shrugs. People in this segment are influenced by both the European markets as well as sportswear. As new sustainable fibers are being developed, the market is introducing many innovative products.

What future do you foresee for this category in India?

Amit Jain, Director, Shingora Please elaborate on your products.

Being an accessory brand, we offer scarves, mufflers, ponchos, capes and shrugs that can be worn with any attire or as a garment by itself. Our offerings are more suited as beachwear as they are lightweight and ideal for a summer getaway.

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India is emerging rapidly in terms of trends, styles and fashion. Nowadays, even ethnic and fusion wear are being contemporarised. Knitwear is growing fast in trims and embellishments. Influenced by global catwalks and fashion shows as well as Hollywood movies and events, the segment is gaining popularity with newer innovations and increasing digital technology.

How has casualisation of clothing helped the category?

Casual clothes are comfortable hence,

preferred by people. Knitwear in cotton, modal and viscose yarns provide a comfort element that one is looking for.

How has online retail helped the women’s knitwear business?

Online retail is a boom not only for knitwear but all types of textile businesses in. With easy returns policies, customers do not hesitate much when buying a completely different product. And since all reviews are mentioned, it provides overall clarity about the product.

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66 branD LeaDerS JueLLe

‘Demand for branded T-shirts has gone up in middle class ’

Guneet Singh, Japneet Singh Directors What are your expectations from the forthcoming season?

We are optimistic about the upcoming season and collections right from the beginning.

Last year, even though the market growth was not satisfactory, we received a good response to our collection and expect the same for the forthcoming season as well. We hope this season will be better than the previous one and the new collection we launch is accepted well by our retailers and consumers.

What is your take on women’s knitwear segment, especially T-shirts?

Even though the knitwear segment is huge, the T-shirt category is relatively smaller in women’s wear segment. Women tops, dresses and tunics have made tremendous inroads

in the segment. The T-shirt has not evolved for women like in the menswear segment.

The average price of a woman’s T-shirt ranges between Rs 499 to Rs 799. But depending on the brand’s position it can go upto Rs 1,999.Women don’t mind buying a super premium brand for specific occasions but they do not prefer them for daily wear.

What is the demand pattern for T-shirts in premium and super premium segments?

Super premium brands are more popular among the upper class while regular

middle class prefers casual fast fashion concepts. The vast growing middle class is increasing demand for moderately priced branded T-shirts.

Tell us about your new collections for the forthcoming season.

Our new collection is different from regular collections. We are working on a more urban street wear kind of chic fashion in addition to regular basic trends. We are also adding new colors and prints. This year, since winters are not likely to be heavy, lightweight or the pre-winter clothes will be more in demand. Shrugs and crop tops are expected to be more in demand. We have also added a lot of embroidery in each of our categories.

Elaborate on your retail presence

We are present across India. We cover all major state and cities. Therefore, we do not plan to expand our MBOs but will expand our product mix. We are planning to introduce new categories such as lounge wear, light track suits, light fashion jackets, dresses and gowns.

What are the future prospects of the industry?

Future prospect for the T-shirts segment is bright as nowadays most women are opting for western wear. Growing awareness about international fashion and influence of social media is fuelling demand for funky and casual T-shirts.

What are your expansion plans?

We are expanding our upper wear range by introducing new concepts in shrugs and crop tops. We are also introducing a new range of kurtis, winter wear tunic and dresses.

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brand LEADERS

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Oner

‘Focus should be on exciting and appealing product’

Sudershan Jain, Partner Tell us about your new collection.

We constantly endeavor to offer the best styles and prices and in future plan to focus on the pre-winter and winter categories. We are present in over 500 MBOS and all major LFSs like Shoppers Stop, Reliance ,Globus, Lifestyle, Central etc. We also have four EBOs under brand name Oner

What is your take on women’s knitwear segment, especially T-shirts?

Women’s knitted western wear is a growing segment. The entry of international brands has increased style options in this segment.

Young, trendy, easygoing and economical customers are defining growth in this segment.

Has the introduction of new categories like sportswear, yogawear increased demand for knits?

Until now, the sportswear and yogawear segments were pre dominantly occupied by foreign brands and imported products only.

However, with the entry of more domestic brands lots of trials are being done with new fabric inputs. Knits give comfort to the sportswear segment.

How evolved is the women’s T-shirts category?

The category is on par with men’s category with higher price tags being accepted. It is witnessing a lot of value addition in terms of digital printing, embroideries, quality fabrics

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in superior blends, etc.

How has online retail helped business in recent years?

It has made shopping for T-shirts more convenient. Women can compare style, price and trends just on the click of mouse.

The younger generation will better adopt the system unlike the grown-ups who still prefer retail shopping experience and touch to buy their wear.

What is women T-shirts growth trajectory in India?

The segment is growing but there are a

few problems. Local Brands and retailers do not experiment with the designs and have mentally capped the price point of T-shirts.

Brands should make their products exciting and appealing.

What future do you foresee for this category in India?

The new age woman is more independent and open to experiment with her dressing styles. Each wants to create own style statement beating mundane trends. The advent of global brands will lead to the coexistence of casual, ethnic and fusion wear in future.

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68 KIDS T-SHIRTS Comfort, style & fashion define knitwear market for kids T-shirts, the all weather garment for kids across age groups has seen a huge traction with brands introducing numerous innovations to attract the New Age kid high on fashion and style, find out Shubhangi Bidwe and Ajay Kumar

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ith the kind of comfort it offers, T-shirts play an important role in kids’ wardrobe today. The fabric of a shirt, suit or sherwani may be softer, but wearing a T-shirt makes one feel at ease as no other garment does.

“T-shirts are kids-friendly, easy to wear, easy to remove and also easy to scale up in size.

Besides, they offer lots of creativity,” says Ranjiv Ramchandani, Director, Tantra. “This category has always been trending because of its usage and improvement in fabric and techniques. Around 30 to 40 per cent of kids wear market is dominated by T-shirts as it is the basic requirement for any brand,” adds Sharad Venkta, Managing Director & CEO, Toonz Retail.

Innovations drive segment

Tracing the evolution of kids T-shirts in India, Venkta says, “Kids T-shirts category has evolved from basic to fashion. As per age group, kids in the 0-12 year group are demanding more funky and quirky designs.

However, as these kids cross 12 years, they

Ranjiv Ramchandani, Director, Tantra “International players have to recognize that culturally, the Indian way of life and living is unique and self-germinating, with ideas and emotions.”

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 Around 30-40 per cent of the kidswear market is dominated by T-shirts • Indian kids wear market is more experimental in terms of bold prints and colors • Domestic players are performing better as they are experimenting more • Indian fashion retail is shifting from unorganised to organized retail • T-shirt licensing helps brands achieve higher brand positioning in global market • Kidswear market is likely to almost triple in the next five years opt for more premium clothes, where fabric and styling takes priority.” Ritu Ajbani, Cofounder,Petit Royal points out, “The T-shirts market has evolved from plain to graphic, vintage and personalised. The segment is more experimental in terms of bold prints

and colors compared to the global market where they are happier with basic colors and subtle prints.”

The kid segment is ideal for innovations, feels Ramchandani. Personalised T-shirts are the latest market trends. In terms of

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KIDS T-SHIRTS

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Domestic players have an edge

Sharad Venkta, Managing Director, CEO, Toonz Retail “Kid’s T-shirts category has evolved from basic to fashion. As per age group, kids in the 0-12 year segment are demanding more funky and quirky designs.

However, as these kids cross 12 years, they opt for more premium clothes, where fabric and styling takes priority.” styles, V-neck and long sleeve T-shirts are gaining popularity. “The T-shirt category also has a futuristic approach.

It is a canvas for upcoming trends and ideas. Glow in the dark, neon, LED, artificial intelligence, heat sensitive hyper color T-shirts are likely to be some of the upcoming trends in this category,” notes Venkta. In terms of fabrics, organic cotton has become very popular.

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The kids apparel market is growing rapidly and trends in the market are changing fast. “Changing consumption patterns of Indian households and growing preference for ready to wear is boosting market growth,” adds Venkta. “The Indian fashion retail industry is witnessing a shift from unorganised to organized retail. Penetration of corporate retail is not limited to metros and Tier-I cities only but is also growing in semi-urban markets,” he further states.

The kids wear market offers scope for all players. Both national and international players are involved in this segment.

“Domestic players are performing better growth and market positioning as they are experimenting more than global players,” notes Ajbani. Moreover, international players need to realise the cultural difference between them and Indian players. They need to recognise that the Indian way of life and living is unique and self-germinating, with ideas and emotions,” adds Ramchandani.

Currently growth is more in the super premium and premium categories as consumers are willing to pay a premium for customising their clothes according to their personalities. “Prices in this segment range from Rs 800 to Rs 5,000. Boys in the age group 1 to 3 years have a larger share as parents don’t mind spending big amounts on them at this age especially first time mothers,” informs Ajbani.

Licensing issues

An emerging trend in this category is licensed T-shirts. Superheroes and Disney characters call the shots in this trend.

“However, license business only makes sense if all aspects for licensor and licensee are in place,” notes Ramchandani. “Also licensing doesn’t lead to extra premium T-shirts, it helps brands achieve higher brand positioning in global market,” adds Venkta.

Ritu Ajbani, Co-Founder, Petit Royal “The T-shirts market has evolved from plain to graphic, vintage and personalised.

The segment is more experimental in terms of bold prints and colors compared to the global market where they are happier with basic colors and subtle prints.”

With the fashion industry all over the world supporting this industry, the market for kids’ wear is likely to almost triple in the next five years. Ajbani feels the segment holds a bright future in India. To tap this growth potential they plan to add new categories like hand painted and graphic printed and hand embroidered T-shirt to their collection.

The brand also plans to start an online portal besides exploring new markets. Toonz Retail, plans to expand its retail network across India. As Ramchandani notes, “with a 1.3 billion population, the kids sector will always see sunny days.”

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70 brand LEADERS Toonz Retail

‘T-shirts contribute around 35-40 per cent to kids wear market’

Sharad Venkta, MD & CEO What is the role of T-shirts category in kids clothing?

T-shirt is the most important category in terms of comfort and durability. It’s the widest category to offer to a huge variety of color options and style. The category has been always trending in term of market growth due to its usage and improvement in fabric and techniques. Around 35-40 per cent of kids wear market is dominated by T-shirt category. It is the basic requirement for any brand.

How fast is the market moving from unorganised to organised retail?

Changing consumption patterns of Indian households and growing preference for ready to wear is boosting growth in kids apparel market. Trends in the market are fast changing. Children’s apparel offers huge potential. Indian fashion retail is witnessing a shift from unorganised to organized. Penetration of brands retail is not limited to metros and Tier-I cities only but is also growing in semi-urban markets.

T-shirts but helps in achieving higher brand positioning.

What are the future trends in this segment?

Having a futuristic approach, the T-shirt category is a canvas for upcoming trend & ideas. ‘Glow in the dark’, ‘Neons’, ‘LED screen’, Artificial intelligence, ‘Heat sensitive’ Hypercolor teeshirt are some of the upcoming trends in this category.

Please elaborate on your latest collection.

Our S/S ’19 collection has quirky and cool designs that are comfortable as well as stylish enough to fulfill every kid’s playful mind. The overall collection is divided into two major themes: Beach and Outdoor. The Beach collection offers cool and breezy silhouettes in pastel and light shades. Their designs are inspired by the sea and sand

elements which takes us through a collection named as #Summertales The Outdoor collection offers ready to go silhouettes in both bright and subtle colors.

Its designs are focused on summer holidays and street concepts which takes a journey to explore & learn

What is your retail presence?

Toonz Retail has over 100 stores in 64 cities,16 states. Our core strength comes from Tier II, III towns. People from these areas are aspirational. They look at comfort clothing, and if they get products at an affordable rate, they are surely interested in buying.

We are expanding rapidly in other markets by opening up speciality stores. We are also trying to explore areas that have yet not been explored by anyone. We recently launched stores in Jodhpur, Gurugram and Bijnor and new ones are coming up in Jaipur, Nagpur and Noida.

What is the growth of premium, super premium, mid segment and lower categories?

The kid’s T-shirt category has shifted from basics to fashion. As per age group, the 0-12 years kids segment demands funky and quirky designs while kids above 12 years opt for the premium range, where fabric and styling takes priority. Prices in the segment range from Rs 399 to 1,299 for kids segment and Rs 499 to 599 in the boys category.

Licensing doesn’t leads to extra premium in

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brand LEADERS

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Tantra

‘Scope for all players in the segment’

Ranjiv Ramchandani, Director Tell us about your offerings.

Apart from kids tees, Tantra has added ‘babies t-shirts’ (0-2 years) as an additional category, to its portfolio.

How important are T-shirts in kids clothing with so many options,?

T-shirts are kids-friendly, easy to wear, remove and even scale up size. The segment also offers non-stop creativity. Additionally, the segment is moderately priced as prices in the branded sector range between Rs 300 to Rs 600, depending on quality, content, brand and pricing strategy.

What is the future of this category in India?

With a 1.3 billion population, the kids sector is always going to be lucrative and profitable. The segment is ideal for innovations as it has a vivid universe in itself, with sub-categories, age-wise. The segment offers scope for all players. International players have to recognize that culturally, the Indian way of

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life and living is unique and self-germinating, with ideas and emotions. Surprisingly, price is secondary in this segment

What kind of growth do you expect in this segment?

Knits market, as a whole is poised for

massive expansion, as ‘tshirtisation’ of India takes place, over the next decade. Licensing is a key factor in the segment as superheroes and Disney characters drive demand.

However, license business only makes sense if all aspects/parameters are in place, for licensor and licensee.

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72 branD LeaDerS petit royaL

‘Personalised organic T-shirts to catch pace’ boys and girls. We also plan to customise the collection based on ‘unicorn’ theme for girls. We expect good demand for kids Tshirts especially personalised and organic cotton ones.

How important is the role of T-shirts in kids clothing?

Ritu Ajbani, Co-founder Tell us about your brand

Petit Royal means ‘Little Royal’ in French, the philosophy that every child should feel special and royal wearing our products.

Launched in 2016 in Mumbai, we are a multidesigner kids store and offer everything that a child requires including apparels, shoes, accessories, personalised stationery, return gifts and gold and diamond jewelry exclusively designed for kids. Catering to kids in the age group 0-13 years, we target moms who want their kids to look different and stylish. Trending designs, high quality products, personalised service, notable aftersales support, riveting content among other aspects have enabled Petit Royal build a strong and sustainable brand and we aim to continue doing so.

In our forthcoming collection, we will introduce pastel colors rather than sticking to the classic white and basic color T-shirts for

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T-shirts are indispensible for kids as the comfort that it provides is unparalleled. No matter how soft the fabric of a shirt, suit, sherwani may be, wearing a T-shirt makes one feel at ease.

In the last five years, what has been the growth in this segment?

Growth has been phenomenal. This growth is more evident in the super premium and premium categories compared to the other two as consumers in these two segments are willing to pay a premium to get their clothing made according to their personality and stand out in a crowd. The industry has evolved creating fashion trends like plain, graphic, vintage and personalised t-shirts. The segment has become more experimental with bold prints and colors compared to the global market.

What are the latest trends and styles in tees?

Currently a lot of personalised T-shirts are trending. In terms of styles, V-neck and long sleeve T-shirts are gaining popularity.

Organic cotton has emerged as a popular fabric for kids T-shirts.

What are the average price point in this segment?

The highest price point is around Rs 5,000, lowest is Rs 800 and average price is Rs 1,500. Boys in the age group 1-3 years have a larger share as parents don’t mind spending huge on them at this age, especially first time mothers. Also, the life of clothes in this age group is less as kids grow up fast.

Can you solely be a T-shirts brand and yet be profitable and established?

Yes, one can solely be a T-shirts brand and be profitable and established. It is also possible to build a brand on the capability of knits. Though currently, we don’t have any big names in kids T-shirts segment as no one till now focused solely on this segment.

What are your future plans?

In the forthcoming season, we look forward to a huge demand for personalised and organic cotton T-shirts. We plan to add a lot of hand-painted and graphic printed and hand embroidered T-shirts to our collection. We also plan to start an online portal to give overseas clients the convenience they need. In terms of exploring new markets, we look forward to exploring the new born segment as it has a large product range.

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74 ORGANIC T-shirts go green as demand for organic clothing grows Indeed organic clothing segment is still at a nascent stage in India with demand mostly coming from the urban upwardly mobile aware consumer. However, the segment has seen good growth in the last few years as awareness levels are rising and global trends are catching up. From here, the growth curve will only move up write Shubhangi Bidwe and Ajay Kumar.

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ith worldwide focus on going green and reducing carbon footprint both manufacturers and consumers are moving towards sustainable goals both while making a product and making purchase decisions. Ironically, even though India is the largest producer of organic cotton and the largest exporter of organic textiles, organic clothing retail is still at a nascent stage. “Organic apparel accounts for less than 1 per cent of the organised apparel market in India,” notes Rina Nathani, Head-Global Retail-Suminter India Organics, the force behind brand Satva. Satva recently launched its Spring/ Summer ’19 collection. “This collection

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 Market size of organic apparel India is around Rs 540 crore  Global market is much bigger  There is limited awareness about the benefits of organic clothing in India  Organic cotton is produced, and certified, according to organic agricultural standards.  A wide range of non-GMO accessories permitted in GOTS can be used to impart design/fashion aspects to the clothing  Manufacturing facilities for organics in India are at a nascent stage

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ORGANIC

Rina Nathani, Head-Global Retail-Suminter India Organics, Satva “The customer for organic clothes tends to be niche and comprises of individuals who want to adopt a sustainable lifestyle through all aspects of their life, whether it is food, fitness or clothing. They are also concerned about the environment and want to do what they can to preserve it. However, awareness is rapidly increasing among the youth who are moving towards more sustainable fashion options.”

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is much bigger and the segment is probably one of the success stories in the promotion of sustainability movement,” adds Nathani.

“However, there remains a substantial scope for growth in India,” adds Gupta.

Experts say the market for organic T-shirts is growing at about 60 per cent every year.

Indian consumers understand the concept of organic T-shirts but they need to be educated more about the material and its advantages. They are willing to pay extra once they understand the importance of using organic clothing. While it is difficult to manage the entire portfolio on the strength of organics but brands need to take risk.

However, while the concept is gaining popularity, there is a perception that organic apparel comes with a premium price tag. There is also limited awareness about its benefits across the masses. To increase awareness levels further, Nathani recommends Indian brands and retailers working in the domain of sustainability, to invest in educating customers. “We are working on a social media strategy and can support brands/retailers with content about organic/sustainability aspects of the standard,” she informs.

Demand from niche audience

One important factor hampering growth of organic sector in India is the target audience.

“The audience for organic clothes tends to be niche and comprises of individuals who

is inspired by crystals and minerals that draw negativity out of the body and soul while allowing a continuous flow of positive energy,” explains Nathani.

Growing awareness fuels growth

While organic is still to catch up but there is sure change in attitude as consumers even in smaller cities are now asking for organic products. “There is a growing awareness about the concept of sustainability, organic, recycled, etc, among Indian consumers,” opines Sumit Gupta, Deputy Director, Standards Development & Quality Assurance, GOTS. Apurva Kothari, Founder of No Nasties seconds his opinion. “Growing consciousness among consumers about the impact of their purchases and increasing media coverage on the benefits and importance of organic clothing is compelling more people to opt for sustainable and ethical clothing,” he adds.

“Globally the market for organic apparels

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Apurva Kothari, Founder, No Nasties “Growing consciousness amongst consumers about the impact of their purchases and increasing media coverage on the benefits and importance of organic clothing is compelling more people to opt for sustainable and ethical clothing.”

want to adopt a sustainable lifestyle through all aspects of their life from food to fitness and clothing. They are also concerned about the environment and want to do what they can to preserve it,” Nathani explains.

The notion that certified organic clothing cannot be trendy also impacts its growth.

Gupta however, points out this is a widespread misinformation. To prove his point, he says, “GOTS approved dyes and chemicals contains 18,000 options from more than 700 suppliers. These low impact chemicals inputs can be used to impart wide range of effects; for examples, digital printing, pigment printing, easy care finish etc. Similarly, a wide range of nonGMO accessories are permitted in GOTS (Section 2.4.9.2). They can be used to

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76 ORGANIC on ecological processes, biodiversity and locally adapted inputs in place of chemical inputs which can have an adverse effect on the farmer and the environment. The production of organic cotton combines tradition, innovation and science to benefit the shared environment and promote a good quality of life for all involved,” adds Kothari.

Pricing a factor

impart numerous design/fashion aspects to the clothing.”

Organic cotton is produced, and certified, according to organic agricultural standards.

And one of the most important factor is that organic practices prohibit the use of ‘agrichemicals’ (artificial pesticides and fertilizers) along with genetically modified (GM) seed. “Instead, organic cotton relies

Hina Palkar, Director, I Wear Me “Apart from cotton, there are recycled polyesters available for T-shirts and other garments. Cotton blends are for denims.

Modal is also a good competition to other regular polyester fabrics. There are other fibers like bamboo that can be blended with organic cotton.”

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Currently, the market size for organic apparels in India is around Rs 540 crore, and it is restricted to urban, upscale customers who pay premium pricing — usually at least 1.5 times the rate of similar clothes made from regular cotton. “There is sometimes a nominal premium for organic clothing. This money is spread along the supply chain and invested in positive environmental and social practices, like payment of fair remuneration, waste treatment, etc,” Gupta informs.

“However, consumers are willing to pay extra if they are ensured that as demand for organic clothing increases and becomes mainstream, its prices will drop due to efficiencies of scale. Right now the supply chain is limited to smaller niche brands like ours working with smaller size mills and costs are higher due to that,” adds Nathani.

Outdated manufacturing facilities

What’s more even manufacturing facilities for organic clothes in India are at a nascent stage. “There are a handful of manufacturing companies that are willing to work with smaller brands as they face a lot of difficulty in terms procurement, supplies at optimum costs,” notes Hina Palkar, Director, I Wear Me. She also advocates brands to increase communication and educational efforts at the ground level to make people aware of both sides of organic clothing, farming, manufacturing and consumer side. “Only then will this new alternative clothing see some respect from consumers as well.”She says, sourcing starts right at organic farms.

“Apart from cotton, there are recycled polyesters available for T-shirts and other

Sumit Gupta, Deputy Director, Standards Development & Quality Assurance, GOTS “The notion that certified organic cannot be trendy is a widespread misinformation. The list of GOTS approved dyes and chemicals contain 18,000 options from more than 700 suppliers.

These low impact chemicals inputs can be used to impart wide range of effects.” garments. Cotton blends are for denims.

Modal is also a good competition to other regular polyester fabrics. There are other fibers like bamboo that can be blended with organic cotton,” she informs.

Another factor that will fuel growth in the sector is innovations in the fabrics used and style. “The T-shirt category is never short of prospects as a large part of Indian population is the youth. There is fierce competition in this category in price, design, quality, etc, and every player wanting to have a share of the market. The market will witness steady growth in future but only players who introduce innovations in fabrics, patterns, etc will stand out,” Palkar observes.

However, sustainable fashion is here to stay and within this segment, organic cotton will be a huge driving force, feels Nathani. “A recent study by the International Journal for Research in Applied Science & Engineering Technology (IJRASET) on the growing market for organic clothing indicates that on an average, demand for organic clothes is growing at 30 per cent per year, which is quite encouraging. With the growing awareness and demand for organic and sustainable apparel products, the category will only grow stronger in the future.”

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brand LEADERS

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Global Organic Textile Standard (GOTS)

‘Huge scope for certified organic textiles’ products. Indian retailers have been weaving the concept of sustainability into their brand stories. A certified organic product provides a ready solution to both retailers and consumers to make legitimate and verifiable sustainability claims for the textiles products. GOTS label on the product not only indicates the use of organic fibres but also ensures environmentally and socially responsible production.

How is India positioned in global organic clothing market?

Sumit Gupta, Deputy Director, Standards Development & Quality Assurance What are the recent developments in India’s organic clothing segment?

India is the largest producer of organic cotton and the largest exporter of organic textiles. Traditionally, organic textiles have been exported to the first world countries only. But since last few years, GOTS certified organic textiles are being sold within India as well.

How has GOTS contributed to the growth of the segment?

GOTS has been actively engaged in educating and encouraging customers to use certified organic clothing. I have been an invited as a speaker in over 50 seminars/ conferences in India. I have also been interacting with college students – both in technology and fashion domains. In the last seven years, I have educated over 1,000 students about GOTS and eco-labels. I plan to hold more interactions with Indian fashion professionals and retailers in the near future.

What makes organic clothing a popular choice in India?

Indian consumers are becoming more conscious about environmental and social footprint of the products they buy. Our country has a growing population of affluent upper middle class with a high disposable income and willingness to spend on quality

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India is the world’s fastest growing economy. The government, NGOs, media and brands have undertaken several consumer education initiatives. Though we still can’t compare ourselves with say Germany, we are definitely doing better than our neighbors like Pakistan, Bangladesh and Sri Lanka.

Demand for organic clothing is being driven by millennials and Gen Z. New parents and expecting mothers are also sensitive about the use of chemicals in products.

Is the growth of organic segment satisfactory in India?

There is some awareness about the concept of sustainability, organic, recycled, etc, among Indian consumers. Things have started looking up. However, there is substantial scope for growth for certified organic textiles in India. To increase awareness, Indian brands and retailers must invest in

educating customers. We work on a social media strategy and can support brands/retailers with content about organic/sustainability aspects of the standard.

Do you think organic clothing comes up with limitations in fashion and price points etc?

The notion that certified organic cannot be trendy is a misconception. The list of GOTS approved dyes and chemical has 18,000 options from more than 700 suppliers. These low impact chemicals input can be used to impart wide range of effects; for examples, digital printing, pigment printing, easy care finish etc. Similarly, a wide range of nonGMO accessories are permitted in GOTS (Section 2.4.9.2). they can be used to impart numerous design/fashion aspects to the clothing.

Sometimes there is a nominal premium for organic clothing. This money is spread along the supply chain and invested in positive environmental and social practices, like payment of fair remuneration, waste treatment, etc.

Any idea about brands running genuine and fake organic markets?

GOTS is extremely serious for protecting its brand and all violations are seriously dealt with. The companies that are currently under certification ban can be found on GOTS website. We encourage everyone to report misuse of GOTS logo or reference using complaint form given on GOTS website. Consumers and buyers should look for the ‘License Number’ in GOTS Label on the product. This license number can be verified on GOTS website in ‘Public Database’.

What is the market for organic clothing in India

India clocked in 19 per cent growth in GOTS certified facilities in 2018. GOTS certified manufacturers include almost all largescale textile manufacturers in natural fiber domain in India. Besides, there are more than 1,000 medium and small units that are GOTS certified. These include exporters and other players in the supply chain including ginners/spinners/weavers /dyehouses and sub-contracted operations.

GOTS certified merchandise is available both online and offline. Availability is more on online channels as consumers who buy organic clothes spend more time shopping online than offline.

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78 brand LEADERS Satva Living

‘A core line that runs across seasons in the offing’ What is your take on the organic clothes segment in India?

The organised apparel market in India is only 20 per cent of the total, which is estimated at $45 billion. Currently, the market size of organic apparel is around Rs 540 crore, and is restricted to urban, upscale customers who pay premium pricing — usually at least 1.5 times the rate of similar clothes made from regular cotton.

Globally the market is much bigger and the ‘organic wear’ segment is probably one of the success stories in the promotion of sustainability movement. Organic cotton has been most popularly associated with it.

Latest Textile Exchange stats indicate 67 per cent growth in global market, which is close to $15.7 billion.

Rina Nathani, Head-Global Retail-Suminter India Organics What are your brand’s offerings?

Satva is an athleisure brand founded on the ethics of sustainability and uncompromising values. Made from the purest certified organic cotton and complemented with modern prints and designs, Satva is the perfect choice for the environment conscious women. We offer organic tops, leggings, bralettes, jackets at affordable pricing.

Satva’s parent company Suminter India Organics is one of the world’s largest exporters of organic raw materials globally (including cotton)and a highly regarded, environmental and socially conscious company. SIO alongwith Satva has set out on a mission to create a symbiotic balance between people, planet, production, profits and social stewardship.

What are your expectations from the forthcoming season?

The inspiration for Satva’s Spring/ Summer 19 collection comes from crystals and minerals that draw negativity out of the body and soul while allowing a continuous flow of positive energy. This transition helps in feeling more mindful and resilient. Light pinks inspired by the lovely and fair Rose Quartz, carries soft feminine energy of compassion and peace, tenderness and healing, nourishment and comfort. Our light green styles emanate from Dioptase, a stone that encourages compassion and forgiveness. These pastel shades are supplemented with our core greys, blues, whites and black.

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Who is your target audience?

Satva is a vibrant and sustainable athleisure brand for women who take up life’s adventures. It is for a woman living joyfully and fully, with an authentic and bold sense of beauty.By favouring the purest organic materials & using environmentally friendly products she is aware of the impact her choices and actions will have on herself and the earth. Our target audience is typically between 21 to 50 years.

Our customers opt for Satva for its comfortable fabric and modern prints and cuts in vibrant colours and styles. While it is more difficult to get this right in organic clothes, it is not impossible and that is a selling proposition for us.

Do you think pricing limits the scope for organic clothes?

Price is always a function of demand, supply and perceived value. If a customer sees value in a product, they are willing to pay the price. With growing emphasis on leading a sustainable lifestyle, we have seen increased demand for organic and natural products globally and in India. As Satva, owns and has control of the supply chain of cotton straight from seed to garment, we are able to offer a high-quality product at competitive pricing.

What are the benefits of organic clothing?

Organic clothing has many benefits. To the user, as there are no chemical retentions and only natural dyes, it is the least harmful to your skin. People with allergies and other sensitivities, as well as babies and infants, can benefit from going organic. The fabric is also more breathable and softer on the skin.

Producing organic cotton is also environmentally friendly. It reduces the carbon footprint with lesser fuel and energy consumption. Because it goes through a chemical-free production process, it also prevents water contamination.

However, the most important benefit is organic cotton clothing patronage helps a consumer become a more responsible citizen; one who is fully aware of everyone’s responsibility to help preserve a sustainable environment.

What about the availability of raw material?

While only one per cent of India’s cotton production is organic, it is still the world’s largest producer, producing 56 per cent of the world’s organic cotton, thus making India a favorable place for the production of organic cotton clothing.

Tell us about your retail presence.

We retail online through our website, in.satvaliving.com, as well as fashion websites such as Pernias pop up, Nykaa Fashion, Myntra and Jabong.

We are also present in exclusive fitness centers and stores across the country such as Yoga House, Sayoga, Organic World and plan to increase this reach to large format stores as well.

What about product and category expansion plans?

We are planning to introduce our core line that runs across seaasons. In addition, we will be launching our menswear line in coming year.

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80 Trends and styles T-shirts a wardrobe staple takes on numerous fashion hues Even as T-shirt makers and brands are banking on its growing popularity to gain market share, they are innovating with fabrics, styles, designs and even slogans to capture the New Age customer for whom a tee is a must have in their wardrobe, write Shubhangi Bhidwe and Ajay Kumar

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ver the years, the humble T-shirt has evolved as a must have item in everyone’s wardrobe across urban and rural India. While the basic T-shirt is still much in demand, fashion elements have set in as most T-shirts brands are working around fashion products introducing international styles to give it a global feel. From stretchy, lightweight and cost-effective fabric that is easy to clean and easier to wear T-shirts have come a long way. Indeed, as T-shirts come of age in India, consumers no longer look at it as an inexpensive casual wear. With its popularity, brands are innovating with fabrics and colors palette while offering latest contemporary styles.

In fact, creating tees has become an automated process with technological tools like lasers or water jets to cut fabric into a particular shape. “Typically made out of cotton in a jersey knit or stockinet, modern T-shirts are now made in a knitted

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 Modern T-shirts are made in a knitted tube created on a circular machine  Polo T-shirts are most preferred for formal occasions  Blended fabrics are replacing cotton fabrics  Brands are experimenting with colors ranging from lemon to peach to mint and aqua  Slogan tees are fast becoming an expression of youth  Demand for branded T-shirts growing tube created on a circular machine which eliminates the side seams,” notes the spokesperson from Will Lifestyle (WLS).

“The market is more mature in terms of trends, styles and designs. Global fashion trends are inspiring Indian consumers to become more experimental. Companies are

introducing newer designs and styles that are actually worn by consumers,” he adds.

Styles and trends

With casual dressing catching up even in boardrooms, T-shirts have become the preferred option for everyone from celebrities

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Trends and styles

to company executives. “Plain T-shirts with a crew or v-neck and collared polo T-shirts have always been in trend. Brands are layering these with unbuttoned plaid shirts

WLS spokesperson “Plain T-shirts with a crew or v-neck and collared polo T-shirts have always been in trend. Brands are layering these with unbuttoned plaid shirts or a formal blazers or bright colors and prints or with slogans.”

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or a formal blazers or bright colors and prints or with slogans,” says WLS spokesperson.

While polo neck shirts are most preferred choice of consumers who want to dress up for an occasion, round and crew neck shirts are preferred by the young for recreational purposes. Moreover, T-shirts also vary on the basis type of sleeves: sleeveless, cap sleeves or raglan sleeves. Whatever the style, they are usually carefully constructed to provide comfort and style for all-day wear.

Graphic and printed tees are being worn by the younger generation.

Innovations in fabrics

Blended fabrics are replacing cotton fabric.

“Introduction of imported fabric from China is changing the dynamics of the industry with almost 90 per cent of Mumbai brands making their range from these fabrics. Ludhiana, on the other hand, still relies on traditional but new local fabrics,” notes Vikas Kharbanda, Director, Smag Retails.

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82 Trends and styles

Vikas Kharbanda, Director, Smag Retails

only. Instead of these value pack in big prints are favored,” states Kharbanda.

There is growing demand for branded T-shirts. “Branded T-shirts are created with the finest of fabrics and are tested to be long lasting without any improper stitches. Their patterns and designs are unique to brands, adding a statement value. Unbranded T-shirts on the other hand are mostly copies, made with synthetic or inferior fabric or are pieces neglected by the brands,” adds WLS spokesperson.

Indeed, the T-shirt segment has become highly competitive in terms of price and products. “Besides other retail channels, e-commerce is emerging as the largest retail platform. With the kind of variety being offered, T-shirts are surely emerging an alternative to formal shirts,” adds Kaur.

“Introduction of imported fabric from China is changing the dynamics of the industry with almost 90 per cent of Mumbai brands making their range from these fabrics.” easier to purchase, cost effective and better fitted, they are not completely natural and have negative impact on the health of the consumers and the environment,” opines the WLS spokesperson.

Another popular trend is: T-shirts made of mercerised fabric. “Mercerised fabrics are used more in polo tees,” notes Narinder Kaur, Design Head, Turtle. “These T-shirts are superior in quality and are in the higher price bracket. They are accessorized with fine dobbies and print. Classified as basic and fashion knits, these are made with different yarns like mélange, neps, indigo, jaspe, etc.”

Experimenting with colors

Several brands are also using organic natural fibers like Tencel, Modal and synthetic blended Lycra to make T-shirts more thermo-resilient, stretchable and better fitted. “However, these natural fibers are simply byproducts of natural fibers made by treating them with chemicals.

These additions have made garments

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The color palette in summer is soft and vibrant. Brands are experimenting with colors ranging from lemon to peach to mint and aqua. The most prominent amongst these is the new collection by Turtle which is known as ‘Men in Pink’. “These T-shirts with dobbies and engineered dobbies celebrate the color pink,”says Kaur. The brand also launched the Fuse collection which has vibrant tones with prints and engineered dobbies. “Bright pastel colors like yellow, green, carrot and white are also trending in summer while in winter, olive, black, indigo, and bottle green are preferred,” Kharbanda informs.

New concepts emerging

Slogan t shirts are fast becoming an expression of youth. “However, these tees have a small client base and sell in metros

Narinder Kaur, Design Head, Turtle “Mercerised fabrics are used more in polo tees. These T-shirts are superior in quality and are in the higher price bracket. They are accessorized with fine dobbies and print.

Classified as basic and fashion knits, these are made with different yarns like mélange, neps, indigo, jaspe, etc.”

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5/9/2019 7:04:49 PM

84 WINTER PREVIEW A sense of optimism prevails as brands get ready for winter business There is a strong sense of positivity among brands, manufacturers this year after clocking in good sale last winter. While working on their winter wear collections, brands are looking to attract more customers with their latest innovations, write Shubhangi Bidwe and Ajay Kumar

W

ith shrinking and uncertain cold season, winterwear business in India has become highly unpredictable and uncertain. While in some years lower temperatures and longer span results in good winter business in others it could turn out to be lukewarm. In fact, winter wear in India is more necessity based. However, over the years, rising aspirational lifestyle habits have

Kamal Sagar, Marketing Head, Hallmark “Brands like us experiment a lot and our upcoming winter range will be a treat for customers. We also study both domestic and international markets before launching our collections.”

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 Winter wear market is expected to be worth Rs 29,422 cr by 2026  A sense of optimism about business in coming winter  Bright and sober colors to dominate the winter wear collections  Brands have lined up new jackets made of nylon and cotton for winter

intensified the category. And, experts point out the market does hold out a lot of potential.

The market is expected to grow at a compound annual growth rate of 6 per cent to reach a size of Rs 29,422 crore by 2026. “Last winter, we achieved 15 per cent growth rate. We hope to maintain the same growth rate this year also,” notes Kamal Sagar, Marketing Head, Hallmark. Paramjit Singh, Partner, Azzo too expects the winter wear market to grow by 10 per cent. “We are playing strategically and will gain good growth rate,” he observes.

Sagar points out, the market is very competitive. “To stay relevant, we squeeze our margins to benefit customers,” he says.

The brand has worked a lot on its designs.

“Brands like us experiment a lot and our upcoming winter range will be a treat for customers. We also study both domestic and international markets before launching our collections,” he says.

Innovations in designs and fabrics

Azzo is launching jackets made of nylon and cotton in its winter collection. “These jackets are simple and subtle according to consumers’ liking,” says Singh. “We do not make flashy products as people prefer subtle products only. We offer jackets in five categories: cotton, washing, non washing, polyester and nylon. We have concentrated

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WINTER PREVIEW

Kuntal Raj Jain, Director, Duke Fashions

Paramjit Singh, Partner, Azzo

“This year, we would proceed with European winter fashion.

Functionality and fashion both contribute equally to the product. In fact, they complement each other. We also plan to focus on accessories besides expanding into different segments, such as footwear and the e-com business where we expect high growth in coming years.”

“We do not make flashy products as people prefer subtle products only.

We offer jackets in five categories.”

on nylon based jackets this time. Even our cotton jackets are made using refined cotton this time. Use of accessories on these jackets have increased this winter with different types of zips,” he adds.

On its part, Monte Carl plans to launch jackets with headphones and Ipods in it.

The brand’s Autumn/Winter 2019 collection showcases further love between its patron and us. “We have used high-end quality yarns and fabrics. Designs are inspired by latest trends around the world,” affirms Sandeep Jain, Executive Director, of the brand. “These innovations will give these jackets a fabulous look,” he adds. The brand has introduced ponchos, capetops, round neck tops and kurtis for this winter.

Lifestyle brand Duke on the other hand, plans to introduce light weight sweaters, quilted interlocks & fancy jacquards this year. “This year, we would proceed with European winter fashion. Functionality and fashion both contribute equally to the product. In fact, they complement each other. We also plan to focus on accessories besides expanding into different segments, such as footwear and the e-com business where we expect high growth in coming years,” explains Kuntal Raj Jain, Director, Duke. The brand also plans to make inroads into newer markets besides diversifying in ladies and kids wear.

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85

Business expectations

Overall there seems to be a sense of optimism among brands and manufacturers

Sandeep Jain, Executive Director, Monte Carlo “Last year conditions were really supportive for business and we hope it remains the same this year as well. Monte Carlo adds almost 25 stores throughout the country every year.”

after last year’s good winter. They expect sales and business to grow this winter season. Duke for example is targeting 30 per cent growth in the forthcoming season. Adds Sandeep Jain of Monte Carlo, “Last year conditions were really supportive for business and we hope it remains the same this year as well. Monte Carlo adds almost 25 stores throughout the country every year.” The brand has created a comprehensive range of woollens, cottons, cotton blended, knitted and woven apparels for men, women and kids under the umbrella brand Monte Carlo.

“In product assortment, fitness and healthcare needs, we continue to drive the trend towards active wear,” Jain avers. The brand is yet to exploit its full potential in athleisure.

Hallmark, which plans to launch a new subtle range also expects winter season to be good for business. “We are majorly dependent on winter wedding season. So we expect winters to be good for our business.

We achieved 15 per cent growth last year and hope to maintain the same momentum this year too,” adds Sagar.

The brand, which has a network of 2,500 dealers across the country, follows the MBO format. “Moreover, we have nine stores named ‘Monalisa’ in Jammu & Kashmir and plan to further consolidate and expand our network,” Sagar informs.

Fashion changes fast in today so does the creativity of brands. It’s about constant efforts. “We study not just domestic but also overseas markets before launching our collections. Raw material prices may fluctuate but our range for the end consumer does not.

Rather, we have reduced prices of our range this time. This is not easily manageable due to constant increase in raw material prices.

The market is extremely competitive and to stay relevant we squeeze our margins to benefit customers,” he sums up.

5/9/2019 7:04:51 PM

86 brand stories Roop Knits - the legacy of Jain Udhay

‘Aiming to be leading fabrics’ manufacturer’

Abhinav Jain The brand

Manufacturer of high-end knitted fabrics, Roop Knits -- the legacy of Jain Udhay, is a joint venture between two renowned houses namely Jain Udhay Group of Companies & Kuldip Oswal Group of Companies. The brand manufactures different types of fabrics as raw material for a number of apparel manufacturing companies. Its knitted fabrics include 100 per cent pure cotton rich fabrics,

PC fabrics and blended fancy yarn fabrics.

The company is currently led by Abhinav Jain from Jain Udhay Group. “We aim to be the leading fabric manufacturer at both national and international levels through our efficient management and best quality products,” adds Jain.

Production

Roop Knits has world renowned knitting machines for manufacturing the best quality

fabrics. These fabrics are used to make apparel of latest fashion for women, men, teenagers, and children. “They contain the most durable and permanently dyed yarns that provide splendid look to the garments that are made from it. We provide super quality materials to support the modern fashion and garment industry across the nation and the globe,” states Abhinav Jain. The company has a pan India clientele engaged in manufacturing and export of branded garments.

Azzo

‘Playing strategically to gain good growth rate’ The Brand

Brand Azzo, which makes jackets for men and women, plans to launch jackets made of nylon for winter. The brand offers jackets in five categories: cotton, washing, non washing, polyester and nylon. “We also offer cotton jackets on a smaller scale,” says Parmjit Singh, Partner of the brand. These jackets are made of refined cotton with different types of zips being used on them.

The color palette includes a combination of bright and sober colors. As English shades are in trend, colors like green, brown and mustard are being used. Olive colors are also very popular. These jacket are priced between Rs 2,195 to Rs 3,795.

can be quite challenging,” adds Singh.

Styles and designs

Future plans

The brand has introduced minor changes in these jackets. They have different designing patterns, though a few categories also have similar patterns. “A lot depends on the retailers, distributors and consumers.

The same product can get different feedback from these retailers and customers which

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Paramjit Singh, Partner, Azzo

Azzo has 300 MBOs in Punjab, Haryana, Rajasthan, MP, Uttarakhand, etc. The brand plans to venture into the T-shirts segment.

“We clocked 30 to 35 per cent growth rate last year and hope for a 10 per cent increase this year too. We are playing strategically and will gain a good growth rate,” adds Singh.

5/9/2019 7:04:52 PM

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5/4/2019 7:04:52 7:24:29 PM 5/9/2019

88 brand LEADERS MagicEye Design

Creating advertising campaigns with global outlook Ash Khosla, Owner The world truly has become a small place.

Imagine a knitwear manufacturer based in Ludhiana hiring an advertising agency not based in Ludhiana, nor in Delhi, or Mumbai, but rather one located 6000 miles away in the UK. Well it is true. MagicEye Design, primarily a fashion photography business specialises in creating advertising campaigns for many knitwear manufacturers based in Ludhiana and other clothing brands based in Mumbai and Delhi, besides shooting for many European brands.

The first question coming to mind, is how is it commercially viable for an Indian clothing manufacturer to not ask someone based in Delhi or Mumbai but rather ask a UK based business to do their photography and design advertising?

Ash Khosla, the owner of MagicEye Design, who was born in India and has been living in the UK for the last 20 years, in his interview with Salil Chawla, Chief Editor, DFU explained. “I was quick to identify the vast and rapid change in the Indian fashion industry and started to offer a premium quality 100% satisfaction guaranteed service to a small set of customers whom I knew from the time I was in India. Europe is at the heart of new fashion, allowing us to incorporate the hottest trends into our styling, combined with high-class models and international locations, we offer a unique look that is unmatched by competitors in India. We are based here, it saves the cost

Kamal Sagar, Marketing head The brand

A national award winning brand from the Jammu & Kashmir government in 2006, Hallmark offers suits, sherwanis, Khan suits, kurta suits, blazers, designer kurta pajama, outfits or semi sherwanis, nwababi and bandhgalas. “We also offer five piece suits having coat, waist coat, shirt, trouser and tie. This is also known as the designer set. We offer formal of corporate suits as well,” notes Kamal Sagar, Marketing Head. In all, the brand deals in 16 to 17 categories. The products are priced in the rage Rs 895-Rs 14,000.

The designer five pieces range between Rs 10,000 to Rs 14,000 while shirts are

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of air tickets to fly from India plus we have all the vital local contacts.”

Today, technological advancements and communication media like e.g. WhatsApp, TeamViewer etc. have allowed MagicEye Design to effortlessly communicate with customers around the globe and cater to their regular throughout the season. In a simple 4 step process, it’s not difficult to see why this business is flourishing. Step 1, A courier gets the samples to Ash and his team in three working days. In Step 2, Ash then creates his magic, a methodical process of combining his insight gained by working with international brands, a theme is created, and after approval of the client the photo shoot is organised. Step 3, the sample clothing is returned to the manufacturer in

India. Step 4, MagicEye Design incorporates the hottest trends into styling of their videos and photo shoot and then starts working on the campaign whether be in-shop posters at MBOs or adverts in magazines, billboards or promotional videos etc.

Being one of biggest professional photography businesses in Northern Ireland, United Kingdom, Ash and his team has extensive contacts throughout Europe and can arrange shoots at any location however in one sentence regarding how his work stands out from the rest, Ash replies “There are so many photographers who shoot fashion and their work is good to see, however what we shoot is not only good to see but something which works for the brand’s advantage as it is a result of strategic planning based on an in-depth study of the brand’s 4Ps and competition rather than just impulsively shooting.”

No wonder names like Superkids, Datsun, Ziama, Ninz Moda, Sunayna, Rozella, Status Quo, Powderfly Nostrum Jeans, DVR, Goldblaze amongst many others feel the world has become a smaller place for them with Ash right next door.

Hallmark

‘Squeezed profit margins to benefit our customers’ priced in the range of Rs 895 to Rs 1,395.

“We are a very affordable and classy brand,” adds Sagar.

Retail spread

Present across India, the brand is majorly operational in the states of J&K, Punjab, Haryana, Jharkhand, Rajasthan, Delhi, MP, UP, Maharashtra, Gujarat and some southern states. “We have a network of 2,500 dealers across the country,” adds Sagar. The brand, which follows the MBO format for expansion, also has nine stores by the name Monalisa in J&K.

Market scenario

Hallmark studies both domestic and international markets before launching a collection. “Last winter, we achieved 15 per cent growth rate. This year, though prices of raw materials have changed, our prices for the end consumer have not. Rather, we have reduced our prices. The current market is very competitive. Hence, we have squeezed our profit margins to benefit our customers,” adds Sagar. Although the brand does not plan to add any new products, market expansion and consolidation is definitely on the cards.

5/9/2019 7:04:56 PM

brand LEADERS

89

Time Option

‘We target customers in the middle and upper middle-income groups’ Rajeev Verma, Director Elaborate on your collections

We offer two collections; one for the jackets and the other for the sweat shirts.

Our jackets are majorly polyester or cotton based. We also offer variety in prints.

Women wear have several prints while the men wear has check prints etc. We cater to all age groups except new born babies

What are the differences between men and women wear collection?

Our women wear range includes bright colors and prints, while the menswear range is basic and focuses more on fittings. We have focused on smart fits and short length in this collection. In terms of fabrics, we focus on cotton and crystal fabrics. We also offer leather jackets. Some are these are light weight while others are comparatively heavier.

The demand of sweat shirt and jackets

has increased however the demand for sweaters has declined. Around 35 per cent our collection comprises light weight jackets while heavier jackets comprise the remaining 65 per cent. We offer fur and jungle print items too.

What is your target group?

We mainly target customers in the middle and upper middle-income groups

What are the challenges faced

There are lot of challenges in the market.

It is primarily difficult to get retailers and get payment on time. However, if you aim to be a long term player you need to deal with such issues.

Elaborate on your retail present

We are present in around 300 MBOs and also various social platform. We have a huge presence in North India. We are also engaged with the big retail chains like Globus. We do have plans to have more of our presence.

TMO

‘Our products are quality oriented and reasonably priced’ Tushar Verma, Managing Director The brand

The sister brand of Time Option, TMO was launched eight years ago. The brand summer collection comprises of t shirts and track suits for men and kids. The brand has been quite successful in its first venture and now plans to expand its production and retail operations. “It was not possible to manage multiple categories under one brand and that sees the genesis of another brand which is known as TMO now,” says Tushar Verma, Managing Director, TMO.

make them affordable for the middle class which is our primary target audience,” adds Verma . The brand undertakes extensive and detailed research before launching its collections. For this it explores all possible channels such as fashion forecast,

magazines, social media or abroad trips.

Retail spread

The brand is available in around 250 to 300 MBOs and retail chains. It also has an online presence on various e-commerce websites.

The collection

TMO uses a lot of fancy fabrics in its collections. “Our products are quality oriented and reasonably priced in order to

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5/9/2019 7:04:58 PM

90 Who’s Who in KNITS (Winter Preview) Company Name : Shree Ganesh International Brand Name : Time Option Person Concerned : Rajiv Verma 09814133372 Shekhar Likhi 09814800094 Gaurav Likhi 09878343498 Address & Details : 213/10, New Kundan Puri, Civil Lines, Ludhiana.

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Phone: 0161-5203100 E-mail: timeoption@hotmail.com Product Offered: Jackets for Mens, Ladies & Kids

5/9/2019 7:04:59 PM

Who’s Who in KNITS (Winter Preview) 91 Phone: 0161-2440675 / 2441362 Company Name : GANPATI COTTON UDYOG E-mail: tmoknits@gmail.com Brand Name : TMO Person Concerned : Vipan Verma (Proprietor)

Tushar Verma 09988882070 Product Offered: Address & Details : 213 /148, New Kundan Puri, Civil Lines, Ludhiana.

Sweat Shirts, Track Suits & T-shirts for Men’s & Boy’s

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5/9/2019 7:05:01 PM

92 Who’s Who in KNITS (Winter Preview) Company Name

MGR Apparels

Brand Name

Mona Leaves Contact Person : Ashok Arora Address : Mochpura bazar, Ludhiana Contact No : 0161-5096808 99150-45407 98781-92600 Product Offered : Ladies kurtis

E-mail: mgrhelpdesk5@gmail.com

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5/9/2019 7:05:03 PM

Who’s Who in KNITS (Winter Preview) 93 Company Name : ANJALI APPARELS Brand Name : MANAS / ASTONIA Contact Person : Mr. Ajay Gupta (9811082436)

Mr. Saurabh Gupta (9999891574) Address : 6195/ 1,Gali No 2,Dev Nagar, Karol Bagh, New Delhi -110005 Phone No : 011-25822367 E-mail: ajaykumar6686@yahoo.com

Product Offered: Designer Suits & Shirts, Blazers & Waist Coats

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5/9/2019 7:05:03 PM

94 Who’s Who in KNITS (Winter Preview) Company Name : PALTA HOSIERY FACTORY Brand Name : Pierre Carlo, Pazaro Contact Person : Mr. S.K. Palta (9417291449)

Mr. Kapil Palta (9417290189,7009318297)

Mr. Manoj Palta (9872091449,9216991449) Address : New Kitchlu Nagar Part - ll, Hambran Road, Ludhiana -141001 E-mail : paltamanoj@gmail.com / kapilpalta@gmail.com Product Offered : Men’s Sweaters, Jackets, Blazers & Women’s Cardigans, Jackets www.pierrecarlo.com

P Pierre Carlo I T A L I A N

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S T Y L E

5/9/2019 7:05:03 PM

Who’s Who in KNITS (Winter Preview)

95

Company Name : Vinayaka apparel Brand Name : MULBERRIES jeans co.

Contact Person : Anoop Verma 9878328555, 9915525258 Address : E13/854, Street no.1, Manjit Vihar, Behind Nagesh Hosiery, Near Shiv Mandir, Ludhiana-141008 E-mail : anoop1709@gmail.com Product Offered : T-SHIRTS, HALF PANTS, LOWERS, SWEAT SHIRTS, JACKETS & TRACK SUITS.

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5/9/2019 7:05:07 PM

96 Who’s Who in KNITS (Winter Preview) Company Name : SATYAM KNITWEAR REGD Brand Name : SUNAYNA / ROzELLA Contact Person : Mr. Pankaj Bharti - 9872027739 Address : 1019, Subhash Nagar, Street No. 1,Ludhiana (Punjab) E-mail : satyamknitwear@gmail.com Product Offered : Sweat Shirts, Coats, Cardigans, Jackets, Kurtis, Dresses & Tops

PREMIUM GIRLS’ CARDIGANS, KURTIS, TOPS, COATS, JACKETS AND DRESSES

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For business enquiries please email satyamknitwear@gmail.com

5/9/2019 7:05:14 PM

Who’s Who in KNITS (Winter Preview) Company Name : bebe designs Brand Name : azzo Address E-mail

97

Contact Person: 8427215566

: 30-A Nishant Bagh Colony, Opp. Kanch Factory, Village Bhattian, Ludhiana : parmjitazzo@gmail.com

Product Offered:

Jackets

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5/9/2019 7:05:14 PM

98 Who’s Who in KNITS (Winter Preview) Company Name

VEER UDYOG

Brand Name

ROYAL EDWARD Contact Person Jasbir Rai Jain 9814924218 Navratan Jain 9814924217 Anand K. Jain (Prince) 9814098217 Address New Anand Puri, Kali Sarak, Shiv Puri, G.T. Road, Ludhiana.

E-mail veersuit@gmail.com

Products Offered:

Shirts, Coats, Suits, Sherwani, Jodhpuri, Indo Western & Casual Coats

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5/9/2019 7:05:15 PM

Who’s Who in KNITS (Winter Preview)

Brand Name: WOMAX Products Offered: Ladies Cardigans, Coats, Kurtis, Tops, Tunics, Leggings etc

Ladies Cardigans, Coats, Kurtis, Tops & Sleeveless.

DFU’s DESIRE KNITS 105

Company Name : WOMAX ENTERPRISES Contact Person : Mr. Vinod Goel (098150113890) Mr. Raghav Goel (09872813290) Address : B-34/11254, Gopal Nagar, Haibovval, Ludhiana Phone : 0161-2303439 e-mail : womaxenterprises@gmail.com

99

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100 156 00 Media Advertiser’s quotesIndex Brand

Page No

Brand

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THE COMPLETE GARMENT Force 1 PROCESSING UNIT Cantabil 2,3

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PIERRE CARLO

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‘We aim to continue with79 the WBDGMA same pace for 83 Gartex store expansion for the next couple 87 IIGF of years as well.

In the next two Who’s Who in KNITS years we should Time Option have around90 60-75stores in the 91 TMO country.”

MGR(Mona Leaves) Pankaj Vermani 92 Co-Founder and 93 Manas Chief Executive Officer, Clovia

e-mail: neelkanth_apparels@yahoo.co.in / naplc103@gmail.com website: www.neelkanthapparels.in

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Gold Queen

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‘Spencer’s for Lure 17 the first six months actually Roop Knit Fabric 21 got to a PBT Status Quo break-even… 24,25 this is a very Bodycare Creations 30,31 strong step forward,” 33 Juelle Sanjiv Goenka Missy Chairman, 35 Spencer’s Retail

Who’s Who in KNITS

‘Unlimited is one of the key drivers for our future value creation as it is 95 Mulberry the only brand in our portfolio that ROZELLA 96 addresses the value fashion segment, which can take advantage of the largest Azzo 97 growth segment in the Indian apparel marketEdward — the value fashion segment.’

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Advertiser’s Index

“We are bullish Cover Status Quo about our Blueman Front Inside potential to deliver Leadstrong, Story Bodycare Creations sustainable Gatefold Callino growth Ear inMark Carl Louis this important Octave Back Inside geography. For over three has been aCreations brand Backdecades, Cover NikeBodycare of China, for China’ Andy Campion CFO, Nike

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OM SAI MAA

VOL 20 No. 1

Status Quo

Wardrobe Solutions for the Youth cover picture

a publication by

Celebrating 21 years

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