Our style statement has always been “the real denim,” claims Samresh Das, Design Manager-Denims, Shirts & Outerwear. “We have created new high-waist denim with wide-leg fits that flaunt the feminine curves,” he adds.
Adding embroidery and embellishments to new collection
According to Das, the current style trends in denim focus on high-waist skinny as well as wide legged and flared denims with open hems, damages and a bit of ripping off.
“Though inspired by the high street style, this trend is embellished with a touch of enhancement like side seam details, embroidery highlight, high low hem detail, rip and repair, DIY look, etc,” he adds. Numero Uno exploits this trend by incorporating a lot of side seam details in terms of printing, taping and laces in its new collection. “We enhance our collections by incorporating embroidery and other embellishments like laces and chifleys,” adds Das.
The price range for the brand’s offering starts from Rs.1899 - Rs.2499. “Pricing is the key as Indian customers are very price conscious. Hence, keeping the target customer in mind alongwith the prices of competition brands, our denims are priced strategically,” adds Das.
Tranforming from denim to lifestyle
Though Numero Uno is recognised as a denim centric brand, it has, over the years transformed into a lifestyle brand catering to the age group of 18-35 years. “Age is not a determinant for the use of our collection. It is wide enough to accommodate a big age group,” says Das. The brand targets middle class and upper middle class buyers who have a youthful approach towards life and spend a percentage of their earning on fashion and lifestyle.
“Our fashion products have seen a phenomenal growth compared to the basic/core products as Indians always look for something extra in their purchases,” adds Das. This has led to the brand investing more in the research and creation of its fashion products.
Price play in denim purchase
High priced jeans by domestic brands are not accepted in India as the presence of International brands dominates this segment. “When it comes to spending money on similar products by both international and domestic brands, people adhere more to the flaunt factor,” notes Das. The economical imbalance also plays a big role as consumers who can afford to buy high-priced jeans prefer international brands. “However, consumers who can’t afford these jeans stick to the domestic brands but expect similar results from these products,” he adds.
Numero Uno has a bright outlook for its future as the brand believes that “there are not many denim brands on the domestic front that understand the requirements of the Indian women customers and offer merchandise to suit the Indian body types, fits and sensibilities.”