Brands and retailers cautiously optimistic about S/S’14

Year 2013 proved to be a difficult one for most apparel brands and retailers. Rise in raw material costs, product pricing and low consumer sentiment affected the industry as a whole and. However, the industry did see some sparkle around the festive season. That has added some optimism

among stake holders. And as the new booking season for Spring/Summer ’14 kicks off, everyone is looking forward to a revival. But they have also decided to be cautious about inventories and pricing due to unpredictable consumer buying.

Apparel

players across categories are either busy showing samples based on the latest trends. Some are already done with half of their bookings. While there is a sense of positivity among them as they entered the New Year with hopes of revival in business, repercussions of the last year’s slowdown continue to worry them.

Cautious trading with revival hopes

While some have expressed cheer over the growth they witnessed, others complained about the impact of raw material costs and pricing. In general, the apparel industry is still trying to deal with the rough phase. As Sanjay Vakharia, Director Marketing, Spykar Lifestyles explains, “Bookings would be cautious and tempered. But that is expected given the mood of the markets. But we have factored the same in our growth plans which are very realistic and conservative but still offering respectable growth numbers. We expect bookings to be better than the previous seasons by at least 15-18 percent.” Arvind Gupta, Director, Ahan Apparel, makers of brand just I says, “Last season was very disturbed. If you look at the overall picture I see 2013 as a very drastic and volatile year in terms of business. The cyclone in east and coastal India affected business there. Then there were heavy rains during Durga Puja. Customers were not in a mood to buy.”

Reiterating similar sentiment, Manish C Thummar, Director, City Pulse (Enax) opined, “There is a problem in the market with a rise in prices. It is not under our control and customers are objecting to this. It takes time to absorb any new thing so slowly the summer season will pick up.”

Innovations and new products to beat the blues

With the New Year the industry is prepared to provide a boost with innovations, new trends and product offerings in the pipeline. As Syed Sajid Husain, Director, Fashion.com the force behind Channel-F explains, “Sales scenario was not so good last season. We were able to achieve our sales target but with great difficulty. We have concentrated a lot on giving our best sample sets this season. We are optimistic with our brand.”

Leela Apparels with brand 18 Fire under its fold has introduced new additions in its product basket, which the company believes would definitely bring good sales. Even Parin Anil Shah, Director, Parin Clothiers, owner of brand Frod strongly thinks that innovations are the only key to safeguard oneself against the impact of downturn.

Despite all the hurdles and worries, business must continue and players are well aware of this. To differentiate among its counterparts, they have introduced fresh looks, colours and even products for the Spring/Summer season. On a positive note, Nimesh Shah, Director, Galaxy Clothing Company, makers of brand Grammer, says, “Indeed there is fear in the retailers mind. However, clothing is a necessity and people are ready to spend on quality apparels.”