The Hindu Business Line : Menswear gets a new look

You never get a second chance to make a first impression. If researchers and psychologists are to be believed, you are evaluated within the first three seconds of a new encounter… even if it is just a glance.

For men, the ticket to an indelible three-second impression invariably comes from their attire. Unlike women who are spoilt for choice when it comes to clothing, male dressing is perhaps restricted to formal clothing.

Most men scout for the best attire for important occasions such as a job interview or a wedding. It is here that marketers are making big-bang branding efforts to push men to look at what’s on their shelf racks.

The men’s ready-to-wear market in India is estimated at Rs 5,000 crore and growing at 25-30 per cent per annum.

Menswear typically comprises shirts, trousers, suits and accessories such as ties, cuff links and belts.

Most men in urban markets are moving away from tailored shirts to ready-to-wear formals.

“It is part of evolutionary fashion for men in India. As more men get into well paying jobs that need them to travel, they come in contact with global trends and are keen to adopt them. This drums up sales,” says an industry analyst.

The ITC-promoted Wills Lifestyle is strengthening its position in the ramp-to-rack initiative where designer wear will be available at affordable prices.

“We have tied up with designers to create a prêt line. Currently, 15 per cent of sales come from the Wills Signature brand,” says Atul Chand, Divisional Chief Executive, ITC Lifestyle Retailing.

Wills has also collaborated with international design outfits such as Alessandra Macchi Studio for flat knits. Elemental Design, a UK-based visual merchandising communications, event management and design agency, will assist it with improved display and retail ambience.

There is lot of mix and match. Mindful of ever changing tastes and preferences, retailers are letting customers make their choice. So you have people wearing a pink linen suit with a white shirt and camel trousers with elan.

“Consumers can create their own image by mixing various styles; more importantly, the consumer can choose separate items off the rack that fit, therefore reducing the need for custom tailoring,” says J. Suresh, CEO – Brands and Retail, Arvind, which retails brands such as US Polo and Arrow.

Earlier this year, Arvind had spun off businesses into wholly-owned subsidiaries to bring financial focus.

A clutch of foreign brands are also entering India. These include Salvatore Ferragamo, Canali and Boggi in the super premium category and Calvin Klein in the ‘affordable luxury’ segment. Italian menswear brand Boggi has a joint venture with DLF Brands for its India foray. It is forming a local team to develop the market in India

“We have formed a core team which will look at developing the brand in India. Our core focus is not just to find feet in the Indian market but at a later stage also use the country as a sourcing hub for our garments,” says Giorgio Brandazza, Senior Business Development Head, Boggi.

The company, which entered India last year, said it will be setting up shop in Chennai and Kolkata by the end of this year. “The response in India has been enormous and we clearly want to be a long term player here,” he says.

Boggi will invest close to Rs 20 crore on branding and marketing during the next three years. It offers clothing and accessories for men. The range starts from Rs 3,000. The brand targets young urbanites in mega cities across the age group of 25-45 years with a focus on professionals, corporate and businessmen alike.

Price game

Price has been an interesting factor in the menswear business. While most players operate in the Rs 800-plus category, they want to keep the pricing affordable. Even global retailers are falling in line and cutting down on prices.

“India is an extremely price sensitive market and we are introducing a line for the Indian consumers. The effort is to score on pricing,” says Brandazza.

Koutons Retail India Ltd has some good news for the fashion and economy conscious consumers. In its efforts to strengthen its menswear range, it has added the ‘Feel Me’ collection of shirts that are wrinkle resistant and have better dimensional stability.

D.P.S. Kohli, Chairman of the company says, “The Feel Me collection will give today’s man a different dimension to his styling needs. These shirts are made keeping in mind the latest fashions.”

Retail stores are also on the cards. Arvind Brands is extending its value retail chain Megamart. It plans to open 20 small and large format stores this financial year. The Future Group promoted apparel brand John Miller is in the process of setting up exclusive retail outlets.

Those looking for the latest menswear are in for a good time.

Related Stories:
Apparel retailers keen to wrap up more business
Menswear brand Cornerstone to retail via franchise route
Wills Lifestyle to set up stores at ITC-run hotels

More Stories on : Strategy | Readymade Garments

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