“The act of wearing clothes has become a form of art, one that we call fashion,” says Sameer Patel, Chairman, Deal Jeans which has launched a new denim collection for kids. “Embellished with embroideries, gel embossing and studs and appliques, this collection adds a unique twist to current trends. The color palette varies from light to dark shades in emerging bright and pastel colors,” he explains.
Staying ahead with international cuts, finishes and fabrics
One of the first brands to introduce international trends to Indian fashion, Deal Jeans has always been a step ahead of competitors in launching designer denims every season. “From interesting finishes and unconventional cuts to frayed and uneven hems, we add the perfect amount of edge to every pair of jeans,” notes Patel. The brand uses fabrics like cotton for denim and georgette, rayon and cashmere for tops. “We use faded laser fabric which is far more environment friendly, compared to acid washes and sandblasting, instead of bleaches and other chemicals for washing process,” he adds.
In earlier days, parents spent thriftily on kid’s apparel. However, they have not only become more fashion conscious but also demand premium fabrics for their kids. This shift in preferences has resulted in fabrics, fits and colors of kid’s wear becoming more style-driven. Today, kid’s denim ranges between Rs 1,395 to Rs 1, 895 and casual top ranges from Rs 395 to Rs 1,295. Women’s range varies from Rs 1,595 to Rs 3,199 and top and dresses range from Rs 595 to Rs 4,995.
Expanding reach with standalone stores
Though starting with an MBO as its first distribution channel, Deal Jeans later incorporated large format stores to channelize further penetration.“As innovation in technology and online shopping are being preferred by consumers, we have also expanded our operations to online portals which help us establish ourselves faster,” Patel observes.
Besides, MBO’s and LFS, the brand has also added standalone stores to increase market penetration. It is expanding exclusive brand outlets in India and internationally. “Our core strength lies in beautifying our product range every season. We already have 16 product categories in our seasonal collections which we plan to expand in coming years.”