Feedback
A pioneer B2B media and publication platform connecting with Fashion Brands & Retail in India

Soch aims to be among top three ethnic wear brands in India

Soch aims to be among top three ethnic wear brands in India“We strive to introduce latest in fashion with every collection we launch,” says Mahonar Chatlani, Managing Director of ethnic wear brand Soch. The brand’s style statement for the upcoming season is breezy and comfortable fabrics in a variety of silhouettes. The fabrics currently in use are: cotton, rayon, silk, georgette, chiffon and poly blends. “The current trend is moving towards flowing fabrics made with natural fibers and A-line cuts. We have also seen asymmetrical cuts, layers and overlays or jackets with crop tops and fitted pants creating a stir in the market,” adds Chatlani.

Though Soch launches a wide range of hues in all its collections,Soch aims to be among top three ethnic wear brands this season the brand is focusing on saturated colors and neutral hues. “We have created outfits in bright tones of mustard, coral, turquoise, stone blue and teal that inject a dash of color while keeping it apt for the changing season,” he states.

Exploring new territories

Soch is exploring the East and North Indian markets as “they are big, lucrative and exciting. We need to aggressively expand our foothold in these two markets while continuing to grow in the South and West,” explains Chatlani. The brand has 125 EBOs and 95 LFS across 45 cities and plans to double this network in the next couple of years.

Tapping on growing ethnic wear demand

Ethnic wear as a segment has traditionally catered largely the older age group. “However, we are now witnessing a revival with many young consumers opting for traditional silhouettes and mixing and matching their outfits for a contemporary Indo-western look. For instance, saris have gained momentum amongst young consumers who are experimenting with Indo-western looks with saris,” notes Chatlani.

Ethnic wear is also moving out of the largely occasional wear space it occupied earlier. “The comfort and versatility of ethnic wear has made it an active choice for many young women and it still remains the biggest category in women’s wear segment in India,” adds Chatlani. He attributes this to the rise of women in the workforce.

“However, western and fusion wear have impacted ethnic wear tremendously. It has helped create a new language which is less bound by rules, and is worn as per the person’s desires. An example is the evolution of salwar kurtis, which have now morphed in some instances into kurtis paired with pants/palazzos and the dupatta has moved from a functional part of the outfit to largely ornamental,” adds Chatlani.

Claiming his brand Soch to be among the top five ethnic wear players in the country, Chatlani reveals his aim is to delight more and more customers and be among the top three players in the next couple of years. “We plan to penetrate a larger geographical spread and increase touch points for our customers,” adds Chatlani.

LATEST TOP NEWS
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10

Derby Jeans aims to put India on world fashion map

Derby Jeans aims to put India on world fashion map

Derby Jeans’ festive’19 collection will reposition it as a seven-day wear brand that fulfills all clothing needs of consumers. Featuring workwear, casualwear and a party range, the collections also introduces... Read more

The dragon comes calling to the Ludhiana market

The dragon comes calling to the Ludhiana market

‘Made in China’ garments are flooding the Ludhiana market and this has considerably perturbed local manufacturers who are seeking protection against these cheaper imports from China. Chinese invasion to erode domestic... Read more

CMAI launches the 69th edition of the National Garment Fair

CMAI launches the 69th edition of the National Garment Fair

The Clothing Manufacturers Association of India (CMAI) is organising India’s largest apparel trade show – The 69th National Garment Fair” from July 15-18, 2019 at the Bombay Exhibition Centre in... Read more

Sanskriti looks to consolidate further, focus on upcoming season

Sanskriti looks to consolidate further, focus on upcoming season

Traditional ethnic wear never goes out of style and can make an Indian girl look far more glamorous that even a designer western dress. Innovation and styling may be the... Read more

Swiss Military infusing European styles in India

Swiss Military infusing European styles in India

Minute detailing goes into the styling and design of each product making it value for money and differentiating it from our competitors. Swiss Military is a casual knitwear brand that... Read more

Macho Hint to launch casual wear collection, foray into e-com

Macho Hint to launch casual wear collection, foray into e-com

Inspired by its style statement that says, ‘Fashion bade aaram se,’ men’s innerwear brand Macho Hint plans to launch a new casualwear collection in 2019. “The collection will comprise: tracks,... Read more

Online focus helps 109°F meet customers’ diverse demands

Online focus helps 109°F meet customers’ diverse demands

A new age fashion brand for women, 109°F offers finely crafted designs for the uber cool Indian woman who is young at heart, aware of international fashion trends and confident... Read more

Deal Jeans beats competition with new launches every season

Deal Jeans beats competition with new launches every season

“We have always stayed ahead of our competitors by introducing new innovations in our denims every season,” says Sameer Patel, Chairman, Deal Jeans. “This season, we are launching embroidered and... Read more

Triumph gears up with new product and retail expansion plans

Triumph gears up with new product and retail expansion plans

Lingerie has transitioned from being merely ‘underwear’ to a part of woman’s personality and the way she expresses herself. “Indian women are experimenting with intimate wear by adding luxury laces,... Read more

Budget 2019-20: Textiles allocation reduced, FDI norms for single brand retail r…

Budget 2019-20: Textiles allocation reduced, FDI norms for single brand retail relaxed

Finance Minister Nirmala Sitharaman presented her maiden budget in Modi 2.0 government. However, the textiles sector seems to have been low on her priority list as the Budget allocation for... Read more

MOST POPULAR NEWS
Go to top