The winter season has set in most parts of the northern region and retailers are wooing consumers with a range of fine quality wool garments and allied products, from India and overseas. In addition, the products on offer are being repositioned and cater to the needs of younger consumers, and in several cases, can be worn throughout the year.
Key trends this winter
A noticeable shift in the products offered this season relates to increased usage of higher quality wool from overseas, like Merino from Australia-based Woolmark Company, and designers are offering a variety of scarves, fine suiting fabrics and knitwear.
Striking a similar view, Swapan Dutta, President - Retail, Monte Carlo, said, “We are developing more tailored designs to attract younger consumers. Our collection is also more ‘colourful’ and ‘vibrant’ this year in keeping with the evolving consumer needs.” This player has a 40 per cent market share in the domestic woolen wear category.
They are not alone, with the retailer Global Desi’s winter collection is focusing on younger women with products like cardigans, leggings, overcoats and multi-hued floor length maxis with earthy tones, sleek cuts and ‘funky’ styles. This collection is not only bright and ‘cheerful’ but also includes bold ‘statement pieces’ that are layered with subtler prints.
Apart from that, Blackberrys, a menswear retailer, is offering products that have a mix of different shades, textures and patterns that can be coordinated to create an ‘experimental’, but graceful look. Similarly Raymond is promoting its Merino wool-based winter wear that is not only light but can also be worn in summers, too.
Mrinmoy Mukherjee, Director, Marketing and Business Development, Raymond, pointed out that they will soon promote their ‘cool’ wool range of wool-blended summer apparel that is aimed at changing consumer perception regarding woolen clothing.
With a growing number of younger consumers shopping online, winter products-related brands are also increasingly relying on this medium to promote their products. For instance, Bestseller’s Vero Moda, Only and Jack & Jones are offering their winter wear collections at competitive prices on leading e-tailing sites. Similarly, Myntra is offering a range of winter wear by FCUK while Jabong has numerous offers from the United Colors of Benetton.
Senior managers at e-retailers also highlight that footwear is one of the highest selling categories this winter for both the sexes, and online players like Yebhi is offering a flat 25 per cent discount on its winter wear catalogue along with various offers for footwear and accessories.
Clearly, retailers both online and offline are vying to attract more buyers via sleek designs and promotions.