Desi Blues: Spykar to focus on women’s wear and add new range

Denim brand Spykar grew at a phenomenal 30 per cent in the last financial year and hopes to continue the same rate in future. Meanwhile it is also looking at adding 40-50 stores every year and revamping its portfolio to cater to women. The company will look at a gamut of stock keeping units, including accessories to tap into the women’s wear segment. In addition, it is exploring Tier II-III cities and strengthening women’s wear collection and accessories business. We had women’s wear when we had launched in 1992. But with the menswear showing phenomenal growth we focussed on it and achieved growth. Now women’s wear is showing promising growth with more women opting for western wear. “We will be launching the women’s wear in shops by August,” Sanjay Vakharia, COO, Spykar Lifestyles

Trendy denim to the fore

Spykar launched its new collection which is in keeping with latest international trends. While Super Skinnies and Jegging fits remain a popular favourite in the Millennial women’s wardrobe, the Relaxed Boot Cut and Skinny Kick Flares too gain momentum in terms of novelty fits. Heavy and experimental bleach washes as well as highly frayed denims as well as floral embroidered denims also are trendy. Lengths are preferred from ankle to crop and mid calf. As crop tops and crop lengths become a fashion staple, denims move to include high and mid rises. More subtle prints and tonal jacquards are in vogue. Joggers and palazzos in light weight denims are a highlight of the season. Latest wash techniques, laser printing and over lay techniques, embroideries and fraying are a Spykar jeans continuing essential highlights. This season, especially for womenswear, joggers in light weight denims as well as statement denim shirts and tops, as well as knit and fusion top wear are special features of the AW16/17 range.

Says Vakharia, "Keeping in mind the demands, we have added an ankle length Super Skinny fit ‘Alicia’, a mid rise ankle length denim fit ‘Adora’, Skinny Boot cut jeans called ‘Elissa’ to our popular existing slim fit jeans called ‘Selena’ and jegging jeans ‘Giselle’.”

Fashion for fitness lovers

A new line of denim wear for the Athlesiure loving women will feature extremely light weight specialised denim fabrics in knit, tencel and satin that are extremely supple and comfortable and equally stylish. They provide support and flexibility for easy movement and can be worn for a heavy work out on the yoga mat or on the dance floor on a night out. This Athlesiure bottom wear fit is called Athlena and comes with complimentary Athlesiure topwear in denim, knits and woven. It is available at exclusive Spykar stores.

Comfort, acceptance boost jeans growth

There are various factors which have led to the growth of western wear among women. With more women working, there is disposable income in their hands. Also, the comfort, versatility and style quotient western wear offers makes them more appealing. The acceptance of women wearing western wear without any inhibitions is evident in the Indian society now. Even in Tier II and III cities, due to higher awareness and aspirational levels the scope for women's denim industry has increased. All these factors have resulted in women increasingly accepting denim as a core apparel category to be worn as an everyday casual garment.

Vakharia said they will be looking at a whole gamut of bottom wear which will include denim and atheleisure targeting 15 to 30 year olds. Spykar has also ramped its retail presence. It has 205 EBOs, largely franchise-owned. “We are looking to scale it to 250 by 2017,” Vakharia added. Recently, Spykar had launched its e-commerce website Spykar.com to capitalise on the e-commerce boom. The brand is seeing significant traction with about Rs 3.5 crore of business in a quarter coming from the e-commerce channel. The company had clocked a turnover of Rs 245 crores in 2016. Spykar’s competes with brands such as Levi’s, Lee and Killer.