Retailers gear up for Spring-Summer

Retailers are actively engaging with their target audience to promote collections.
Retailers gear up for Spring-Summer


The Spring/Summer season is here and retailers are wooing consumers with a range of apparel and accessories along with various promotional offers, in a bid to keep the cash registers ringing. And, in contrast to earlier years, floral prints, soft colours, laces and African-inspired designs are en vogue this season.

It’s no surprise that Vero Moda offers apparel inspired by a nomadic, African-look while Kazo, an apparel retailer, has a range of products with a focus on laces and soft colours. Similarly, for bottom-wear, Wrangler’s latest denim collection is treated with a special finishing technology that reduces heat build-up and provides protection from UV rays.

Deepak Aggarwal, Managing Director, Kazo, said, “The emphasis is on stylish wear along with more ‘natural’ and ‘soft’ colours.”

It does not end there and Only has added trendy jumpsuits and dresses made in denim along with its classic slim fit jeans, while BIBA has launched its fashionable range of ‘Loungers’.

And, for men, Raymond has recently launched a ‘cool-wool’ collection in partnership with The Woolmark CompanyMrinmoy Mukherjee, CEO - Lifestyle and Marketing, Raymond, said, “Our products are ideal for Indian weather conditions.”

Promotional strategy

Retailers are wooing their target audience by prominently showcasing their latest collection in-store, and have also redesigned their visual merchandise. In addition, brands are also attempting to ‘engage’ with their customers via various activities, social media campaigns and commercials on print and TV.

As a result, Pepe Jeans and Vero Moda’s store staff actively share the key features of the product range with customers, while 109°F is also utilising outdoor hoardings to project a ‘larger than life’ image of its brand.

Rahul Mehta, MD - Creative Lifestyle, which owns the brand 109F, said, “The emphasis is on breaking the ‘clutter’ and to establish a deeper contact with our target audience.”

Bata, too, has launched a media campaign related to its Spring/Summer Collection and it projects its brand as ‘aspirational and yet comfortable’. Sumit Kumar, Vice President and Head of marketing and customer service, Bata India, said, “It’s the perfect time to communicate with customers and also highlight our product range.”

Meanwhile, Kazo is increasing its presence on social media via various events including Bloggers meet and ‘ambassador girl campaign’, and they are an essential component of their communication strategy at store launches.

And, while it is still too early to predict sales growth during the Spring/Summer season, but retailers remain optimistic.

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