“Creative slogan typography is among our current design trend,” states Bobby Arora, Director, Status Quo. “Colour pigments are being pulled, stretched pixelated and distorted. The prints are dark, moody and inspired by the tropical jungles. Digital and DIY collages have emerged as a strong T-shirt trend, collating a mismatch of imagery for a surreal playful aesthetic. Multi coloured polo’s, cuts, sews and big checks are also emerging as trends. Another novel concept is the use of camouflage and polka dots,” he adds.
Focus on sports, camouflage, travel
Arora reveals the brand’s current collection revolves around sports, camouflage and travel and play with monochromatic, punchy colors, and vintage sepia tones. “We have launched a collection based on the ‘Game of Thrones’, and an exclusive travelers collection comprising four way T-shirts, joggers and jackets,” he elaborates.
Speaking about the growth of casual wear segment he says, “Men’s wear market in India is worth approximately Rs 150,000 crore. Of this, casual wear comprises approximately 30 per cent and is expected to grow at a CAGR of 10 per cent.” The most saleable product in casual wear category is T-shirts as it is a part of everyone’s daily wardrobe. “Our consumers are in the age-group 16 to 35 years with high disposable income. They push up growth and take the brand to the next level,” he adds.
A collection in athleisure
Status Quo is raising the bar in men’s wear every season. “We are in tune with latest global fashion and developments and focus on creating a knitwear specialty brand that would help us create a unique position in the market. We try to deliver the right product at the right time and right price,” Arora observes. He says, athleisure has led many retailers and brands to unveil new collections in recent years. “We understand the potential of the segment and are planning to showcase a complete collection on athleisure in our Spring/Summer 2019 range,” he informs.
Status Quo is available through over 1,200 multi brand outlets across the country and has a presence in all large format stores like Shoppers Stop, Lifestyle, Lulu and Central with 160 touch points. The brand also retails through Amazon, Flipkart, Myntra, Jabong, Snapdeal, Tata Cliq, Paytm and also on our own website.
The brand is exploring the Bihar, Jharkhand, Uttrakhand, Kerala, Himachal Pradesh and Jammu & Kashmir markets within India. It plans to increase the number of shop-in-shops from 20 to 75 by the end of this year. “We have also planned EBO expansion in the early next year,” he further adds.
“Our export business is growing steadily and we wish to continue with it,” Arora says.