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Kudu Fashions keeps focus on performance wear

By FashionUnited

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Fashion

With the launch of its performance sportswear line two years back, Kudu Fashions has had a successful run for this collection last winter. “These are athletic, gym wear and yoga wear products. For the forthcoming season, we are participating in exhibitions to increase the depth and width of our brand,” says

Varun Mittal, Director, Nitrite Sportswear at Kudu Knit Process. He says they are aiming for 50 percent growth per annum for brand and keeping their focus on performance wear business to achieve targets.

Season’s
new collections

The latest offerings from the brand’s stable include digital print track suits with graphics. Sweat shirts are in lightweight fabrics having feel-dry technology. “These have wicking properties. We have performance track pants too. The range is for men, women and boys. But the largest portion of business comes from men’s wear. However, women too are taking to performance sportswear in a big way,” opines Mittal.

The company has been a supplier to global brands. It has a vertically integrated manufacturing set-up in the textile business for 40 years having facilities like yarn dyeing, fabric dyeing, fabric finishing, fabric knitting, garment stitching and blanket manufacturing. “Our apparel performance brand was launched in 2012. This is the third winter of this brand. We have also launched ‘Feel Fresh’, an anti-odor garment. It has a specially treated fiber that prevents bacterial growth,” Mittal explains.

Kudu’s selling strategy

The company is trying to build a pan India network. The brand collection is present in 2,000 MBOs. Elaborating on its retail reach, Mittal says, “We are in Hypercity, Carrefour, Metro, Spencer’s, Reliance Retail, Vishal, Brand Factory, Chennai Silks, Pothys and Dmart apart from a few online platforms.”

He further adds that performance wear has grown in Tier I, II and III cities equally. “Our price points are not really focused on Tier I. We are focused on the mass market. Product freshness and look drives this segment. Sportswear is very difficult to manufacture. Quality concerns need to be streamlined. These range from yarn to fabrics to stitching and marketing. To do it, one needs an integrated supply chain. I don’t see good domestic brands doing sportswear or swimwear because of the production challenges. But performance wear will grow exponentially in India,” Mittal sums up.
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Kudu Fashions