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Smag introduces athleisure series, expects 40 per cent market growth

Smag introduces athleisure series expects 40 per cent marketCelebrating 10th year of its establishment, Smag Retails is introducing an athleisure series in sweat shirts and knitted coats in blazer categories. “Sweat shirts and jackets are in demand,” notes Varinder Joshi, Head Marketing of the brand. In sweat shirts, grindle, melange and bright colors are trending while jackets made of nylon and polyester base fabrics are preferred. Light weight jackets are also in demand. We offer apparels 30 per cent cheaper even though we use the same fabric and accessories as other brands,” adds Joshi

Fabric innovations and styles in T-shirts

T-shirts are becoming trendier as blended fabrics are replacingSmag introduces athleisure series expects 40 per cent market growth cotton. Introduction of imported fabric from China is changing the dynamics of the industry with almost 90 per cent of Mumbai-based brands making their range from these fabrics. Ludhiana, on the other hand, still relies on traditional but new local fabrics. “Round neck tees in colored melange, cotton Lycra are in demand. Short collars with all over prints on Lycra and pique, and multi-color digital prints are trending,” Joshi explains.

A number of innovations on yarn and fabrics are taking place in India. Chinese fabrics are flooding Indian markets. “These fabrics have Lycra with cotton, nylon with Lycra, polyester Lycra. The Indian version of these fabrics is also available but they do not have the same blend. Yarn manufacturing companies like Vardhman Mills, Winsome Yarn are also introducing new blended yarns,” states Joshi.

Slogan T-shirts in demand, licensed labels find no takers

Another emerging trend is of slogan tees. “These sell mainly in metros as they have small client base. Also, licensed labels are not preferred by Indians who prefer to buy exclusive value for money products,” Joshi opines. Last year was fantastic in terms of business for the brand as their dealers didn’t have any unsold inventory. “To cash in on this demand, we did a few pre-bookings and have received a good response. This year we expect to grow around 40 per cent,” adds Joshi.

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