Every year, Cool Colors, a brand from Bafna Clothing Company, launches new fashion styles that set it apart from competitors. This year, the brand launched a collection of striped shirts besides monitoring the progress of its recently launched T-shirts, blazers and four-way Lycra trousers range. “We are prepared for a good season as we have the right designs and necessary markets to achieve our targets,” notes Praveen Mutha, Chairman and Managing Director of the brand.
Focus shifts to premium shirts
The brand believes over the years, the focus of Indian shirt makers has shifted from casual to more premium products. “This enables them to differentiate their offerings from other brands in the market,” explains Mutha. “Customers prefer evergreen designs that stand the test of time and act as a basic piece of clothing in their market,” he adds.
Branding plays a key role in the shirts segment as it helps brands create trust and differentiation amongst their customers. “Bigger apparel brands also house shirts. However, their focus on the segment is limited as the huge number of small brands present in the segment do not give bigger brands an opportunity to differentiate themselves,” states Mutha.
Maintaining competitive prices a challenge
Another challenge these brands face is that of product pricing. “It is difficult for them to provide good quality products at competitive prices. To overcome this, brands need to maintain competitiveness of their products,” says Mutha.
Currently present in over 2,200 MBOs and 222 shop-in-shops across 980 cities in India, Cool Colors has international presence in the Middle East and Singapore. “We now aim to expand into Tier II and III cities which give us ample opportunities to explore the different aspects of fashion industry,” adds Mutha.