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Myriad to focus on new products, markets for brand growth

Myriad to focus on new products markets for brand growth 002Myriad Activewear’s new collection is inspired by power and energy of the youth. The brand is expanding its product portfolio from accessories to men’s and kid’s activewear. Sunishka Geonka, Creative Director and Founder of the brand says, “The power of the youth breaks through the conventional designs of the new collection that focus on directional and refreshed approaches to prints, silhouettes and colors. They also enhance the multi-generational feel by liquidating abstract prints and bold colors.”

The brand uses graphic texts in a subtle way. The collection features easy to wear interchangeable separates adorned with athletic stripes and holographic metallic printed crops paired with sports style wide leg pants to synthesis looks from ‘Office to Crossfit’.

Focus on performance, functionality in an eclectic mix of colors

Myriad balances various elements within its design to enhance performance as well as functionality. “We instrument a two-line approachMyriad to focus on new products markets for brand growth 001 of core and fashion that builds awareness about activewear and their usability for daily casual and active wear,” states Geonka. The brand’s color palette for the season is an eclectic mix of contrasts and pastel colors that underlines a sense of power and conversation. Subdued midtones of grey, blues to dark tones of royal blue, reds and ashy green offer a base to fix bright yellows. Coral and mint green glow with holographic metallics traditionally look athletic and enhance street style to offer the roaring energy of the youth.

Myriad Activewear’s versatility comes from its advanced fabrics. “Our designs enable us to explore a greater variety of fabrics from nylon and four way polyester stretch blends, polypropelene to Tencel and breathable yet aesthetically unique meshes,” adds Geonka. These oversized, spaced bonded and geometric meshes create a youthful look and offer breathability and moisture management. The classic black fishnets have been updated with dynamic neon brights.

Accessories complement designs

Myriad has also introducing a new range of accessories “to complement the style and aesthetics of the designs using patent and classic holographic transparent PVC fabric,” says Goenka. These include clutches that can be used to dress up from the Barre Class to a Bar. Also, knee thigh high socks made from circular and breathable mesh fabrics with contrast stretch are the new fashion trends.

Myriad expects to generate greater sales than previous year. “Our multi discipline approach of experiential marketing enables us to interact with customers via digital and social media platforms. We also focus on conventional marketing methods which aid long run business propositions with consumers,” reveals Geonka. “Brands will continue to focus on performance and adapt to seasonal trends in kid’s activewear category gaining exposure as international brands like Ivivva, Macy’s, JC Pennys have introduced the kids activewear category specifically programmed to curate an experience for young children,” she adds.

Retail footprint, future plans

Myriad is devising ways to nurture repeat customers through omni-channel retailers. “We organise and collaborate with celebrity trainers, wellness personalities who have made a difference in fitness and a plethora of gyms such as Pilates Studio, Barre Studios and Crossfit centres,” The brand has its own website, while being available exclusively in physical brand outlets such as Pernia’s Pop Up Shop, Mumbai, Como Collective, Goa and Physique 57, Four seasons, Mumbai. “Our online sales on our own portal as well as on rocknshop.com, amazon.com, confidess.com, lasosta.com,etc,” informs Goenka.

Myriad is expanding its product portfolio from accessories to men’s and kid’s activewear. “Our aim is to be recognisable in all fields in order to pursue a flagship store that is approachable to our clients and larger audience. We are also exploring new markets such as Tier II and III cities like Ludhiana, Hyderabad and Kolkata, where high net worth individuals have the ability to spend and invest in new brands” she sums up.

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