Staying close to its core strength of providing exceptionally comfortable fashion, Raisin, in the upcoming summer season, plans to introduce a new collection ‘You Are Hue’ Spring/Summer ’19. “True to its name, this collection is a colorful medley of pop, cool and warm tones with a host of styles and patterns to cater to all customers,” says Vikash Pacheriwal, Co-Founder, Raisin. “Designed with different hues depicting various emotions, this collection explores breathable fabrics like cotton, linen, rayon, etc. The colors palette is an amalgamation of pop, cool, and warm tones, closely fitting with the concept of ‘You Are Hue,” he adds.
Blending Indian culture with contemporary influences
Representing the perfect blend of Indian culture and contemporary influences, Raisin offers modern fusion wear crafted to be comfortable, yet stylish. “This collection, created with a strong belief that fashion cannot exist without comfort, comprises a variety of products like dresses, kurtas, tunics and gowns crafted from premium fabrics like linen, cotton, georgette, cotton-silk, khadi-silk and muslin,” notes Pacheriwal
The brand offers a wide range of patterns without repetition or similarities. “Our target audience spans 18 to 45 years, giving different personalities and styles an array of choices to express their individual sense of fashion,” he adds. Apart from kurtis, dresses, kurta sets, maxis, and tunics, Raisin recently launched jumpsuits and safari suits and plans to introduce more products.
“Trends change quickly in a span of few months,” states Pacheriwal. The brand constantly updates its collections to ensure trendy clothing. “We launch a new collection every three to four months keeping up with current styles and seasonal changes,” he informs. The brand also updates its patterns and designs according to trends besides introducing seasonal colors.
Tackling challenges head-on
Pacheriwal expects spring/summer collection to see good traction. “Our collection is fresh and trendy which is sure to attract consumers. We expect an upward curve in sales,” he says. Limited cash flows in the market and growing preference for discounts have failed to dampen the brand’s spirit which plans to offer latest products and styles. “Compared to previous year, the market maybe a little challenging but we strive to remain the topmost choice of consumers,” adds Pacheriwal.
Omni-channel presence to boost retail
The brand has an offline presence in over 50 shop in shops and plans to enter MBOs and LFS soon. “Eventually, we plan to have franchises and open EBOs but that may take some time,” he states. A strong advocate of omni-channel retailing, Raisin’s online presence is through own e-commerce website www.raisinglobal.com. “We are also available across all e-com retailers: Amazon, Myntra, Jabong, Flipkart and Ajio,” adds Pacheriwal.
Stating that the online world has treated the brand quite well so far, Pacheriwal says “there is a requirement of discounting and campaigning to increase in this format but we managed to see constant increase in our customer base.” The brand recently held its ‘End of Season Sale’ with offers on its own website and all other top e-com websites where it is present. “We look at providing a holistic retail experience for consumers which is important in today’s fashion industry,” sums up Pacheriwal.