Park Avenue Woman spreading its reach

After establishing its presence through six exclusive stores while sharing space in about 19 other brand stores, Park Avenue Woman, is now looking at expanding its footprint by opening 10-15 stores in the coming season while moving ahead with

the men’s category. “The Park Avenue brand is currently available in about 25 exclusive stores and about 22 lage format counters and 20 leading MBOs in the country. The women specific offerings were launched as an extension about eight seasons ago. And since then the brand is retailed through its own exclusive stores, large format stores and MBOs,” states Kiran Kalbagh, Director-Sales & Marketing, Park Avenue.

Essence

of Park Avenue Woman

Park Avenue Woman western formal fulfills a woman’s desire to build a corporate imagery around herself, where she is looked up as a successful leader or entrepreneur. It boosts her ambition giving her the confidence to lead the world. Park Avenue Woman adds a sense of pride and superiority to her entire outlook. “Nearly 40 percent of metro/urban women are part of the workforce, and it’s increasing by 12 percent year-on-year. This group is the core consumer of women’s formal/office wear segment,” explains Kalbagh.

Park Avenue Woman takes the initiative to speak to its women customers and understand her changing needs and desires. This gives the brand an insight which helps it to evolve and design the latest in cuts, fits and fabric. The brand aims to offer elegant formal and fashion wear to the ever evolving corporate woman. Park Avenue Woman shirts and trousers are the highest selling product category.

Product portfolio and new designs

Elaborating on the brand’s offerings, Kalbagh says, “The brand has understood the woman’s body type and introduced various fits in different fabrics. This results in providing a customized fit to a woman when she tries the garment. Tops, dresses and suits are the other categories that are in demand. Park Avenue Woman offers jackets and trousers separately so they can be paired as a suit or individually picked. Fastest category which is growing now is dresses.”

The Spring/Summer 2013 collections under the brand had printed polyester tops, coloured chinos, Palazzo trousers coming back, which were a big hit in the 60’s and 70’s. Slim fit and ultra skinny fit styles are the key trends in bottoms.