Grado’s new sought after range of Ombres in tweeds is spectacular. The range offers latest blends, colors and patterns along with unique designs in engineered fabrics. “In tune with the festive season, there is a whole range of printed fabrics in bright pop colors in PV and chalk stripes,” says Rajendra Agarwal. The brand is also innovating with its poly-viscose & TR to wool and wool blended product ranges.
With its style statement inspired by nature, Grado emphasises on offering maximum comfort to its customers. The brand uses pastel and earthy shades in its collection. “Our color palette ranges from soft neutral to bright tones. All our collections are inspired by our end-customers. The royal opulence for our new ‘Ulitmate Collection’ comprises many hues and patterns in classic colors like Black, Blue, Grey, Wine and Maroon,” notes Rajendra Agarwal, Mentor, Grado. On the other hand, the hills and picturesque landscape inspire a new range of ombres and engineered fabrics while a prism of color bursts forth for the brand’s Winter/Festive range.
Wool and woolen blends in classic colors
With the fast approaching festive season, everyone has become experimental. They want to bring a sense of uniqueness to their wardrobes and are opting for fabrics that stand out. “Indo-western styles are ruling with draped bandhgala and asymmetrical sherwanis. As people are looking for fineness and drape, wool and wool blended fabrics are being preferred besides staple cottons and synthetics,” says Agarwal.
Preferred colors for the season include classics such as navy, grey, deep maroon, black with subtle structures and self-textures. “For casuals, tweeds are at the forefront, while for festivals, prints and jacquards are in vogue,” Agarwal explains. The brand has formed several strategic sponsorships to boost awareness. Recently Amitabh Bachchan was signed on to its list of brand ambassadors. “We also made in-roads into mainline advertising by focusing on sponsoring the Asia Cup, Sun Risers Hyderabad for IPL and Lakme Fashion Week 2019. Offline, we invested in prompting purchase at the retail points by sending retail kits and an extensive in-shop branding exercise,” adds Agarwal.
While there is a steady increase in the number of customers preferring ready-to-wear, the reverse trend is also apparent in the premium/niche segment. “Their rise in purchasing power is making customers more discerning about their appearances. They are now choosing ready-to-stitch options which present us with a golden opportunity to explore our business” he views.
With a wide range of available consumer touch-points, it is becoming increasingly important for brands to be ‘present everywhere. Though Grado’s foundation rests on its brick & mortar stores, it is also exploring the online channels to prompt customers to purchase at a local store. “We are closely monitoring the online segments through a continuous presence on social media & tracking consumer behavior. The brand aims to grow in online space so that it becomes the new revenue channel in future,” adds Agarwal.