In its S/S ’19 collection, Numero Uno focuses on macro trends. For example, Feeling Natural, is a theme inspired by nature, with its slubby, injected textures and home -spun structures in cotton blend pique knits adopts a timeless mood, “Simple shapes in a palette of neutrals and pastels lend an enriched summer vibe with pale blue and yellow adding a refreshing contrast. Mandarin collared polo T-shirts highlighted with suede trims and slim collar are perfect for a casual look. Ditsyflorals, fun fruits in conversational prints, self check patterns and bold yarn dyed horizontal stripes in round necks and polo’s tempered by mélange and tonal color schemes come together to exude its closeness to nature,” explains Manjula Gandhi, Chief Product Officer.
Creative Manifesto: Celebrating the youth with a playful vibrant palette of primary bright colors, this theme uses bold color blocked cut and sew patterns and slogan graphic prints in san serif fonts. “Branding in bold is printed on the chest, while the numbers on sleeves give these T-shirts a modern preppy youthful look,” adds Gandhi. Magic Prints on the other hand are solar active tees created using magic inks that change colour when exposed to sunlight/uv light. “The color change is reversible. The color will fade and reappear on being removed from the glare of uv light/sunlight,” notes Gandhi.
T-shirt sales on the rise
Quoting a Technopak study Gandhi says, the current Indian T-shirt market is estimated at Rs 5,400 crore. Around 83 per cent of the market is dominated by menswear. A March 2018 Credence Research report also notes, India is set to register the highest growth rate for T-shirts sale in the Asia-Pacific region in the next five years. “Being easy to wear, comfortable, stylish and affordable have made T-shirts a must have in every man’s wardrobe,” Gandhi explains.
However, the Indian T-shirt market is also very challenging. “On one hand, we have an unbranded segment selling T-shirts at cheap prices, on the other, there is the branded segment that sells T-shirts in the mid-premium to premium and luxury categories. Increasing use of technology and connectivity is helping brand awareness. Also, fierce competition among brands to capture maximum share of the pie is giving customers immense options to choose from.
Brand awareness to drive proliferation into smaller cities
Though currently fragmented, increasing brand awareness amongst Indian youth is expected to drive the penetration of t-shirt brands into smaller cities and rural India. “The proliferation of private labels has made T-shirts more affordable in smaller cities. Overall, the Indian T-shirt market is flourishing and is expected to register optimistic growth in coming years,” adds Gandhi. Although the youth still remains the core consumer, comfort, ease of wear and care, affordability & versatility of T-shirts has helped demand to trickle down to all age groups. “More than basic clothing, T-shirts today are a mode to show ones attitude and beliefs. People have embraced these global trends and are in step with them,” adds Gandhi.
Numero Uno, operates 240 EBOs and 550 MBO’s. The brand is also present in large format stores like Shoppers Stop and Central. “We have a strong presence in North India and are in the process of increasing our retail footprint into Eastern and Southern India.”
The brand, which is currently nurturing its N1 Active and License T-shirts lines is also consolidating its lines and reducing width in fad trends. “We are enhancing on demand fashion products in our casual wear space and hope to create meaningful classic products,” adds Gandhi.