A woman’s lifestyle brand, Latin Quarters aims to add denim dresses, shirts and jump suits to its AW 19 collection alongwith the regular evening dresses and tops. “We will use a lot of cotton viscose base, rayon as well as laces in this collection,” informs SaurabhJhingam, Director of the brand. “The collection will also include intricate design details in the body and sleeves of the garments, alongwith embellishments on long dresses in delicate fabrics. The color pallete for this collection will span navy, black, wine, olive and few core colors like mango, red, and rust colors.”
Retail footprint boosts bottom-line growth
Everyone went overboard with fusion wear in the last season. However, western wear will retain its popularity, feels Jhingam. “Consumers in this segment are well-travelled and have higher access to the internet. This helps us reach our consumers in the Tier II cities as well,” adds Jhingam.
Latin Quarters has EBO’s in all major metros across India and is penetrating further into smaller towns. “We are fortunate to have a strong presence in the market with repeat customers,” says Jingham. Aspiring customers in small townshave good purchasing power which offers positive growth prospects. “Increasing internet penetration has also opened up new opportunities for us,” he adds.
All channel partners of the brand are churning good revenues, with a few regional zones registering unexpected growth. “Our offline business is doing remarkably well and we are now aggressively going online with our products,” states Jhingam. Many online brands in this segment are switching to offline, indicating an increase in demand and supply of western wear in India. “Our brand too is witnessing strong growth owing to our in-trend product line, affordable prices and expanding retail network,” he adds.
Too many players crowd the segment
With many MNC brands entering India, westernwearsegment is growing at a rapid pace. However, this has also made the segment crowded as everyday some brand launches new products. It has grown on its own, that is why so many new MNC brands are here. On its part, the Latin Quarters too is gearing up with new products to fulfill market expectations.
Gone are those days when older women could not carry western fashion, nowadays each one wants to dress well be at work or at home.“If the product is good, the price is not important. What matters is the quality of the product with good marketing strategies balanced with correct pricing.With the plus size market expanding into western wear category, the segment is here to stay.”