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Madame celebrates winter with a trendy collection

By Sujata Sachdeva

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Fashion

With an innovative Christmas and winter collection already on shop shelves, Madame, the leading women's ready to wear brand is looking for 25 per cent growth from winter season. On the shelves is their new product range of sweat-shirts, sweaters, jackets, cardigans and skivvies, coats, long coats, blazers; shrugs, dresses and woollen tight, as each season determines what one prefers to wear. Madame is also focussing on expanding its retail as the customer base grows and plans to create at least five new brands in both mass and premium segments before the end of this year.

Winter spurs growth trajectory

Like all other brands, receding winters is a major concern as the time period for EOSS is not receding accordingly. And it is only the end customer who enjoys the most. The company’s outlets are spread pan India but it is the North and Northeast which has seen most demand. “Women’s winter wear has been on a growth trajectory. The size of women’s winterwear segment is worth Rs 3,290 crores in India, and is expected to grow at 7.5 percent to reach Rs. 8,080 crores by 2024. The major products in this segment are cardigans, sweaters, jackets, sweater tops, sweater-cum-kurtis, pullovers, sweatshirts, tracksuits, stoles and shawls, caps, mufflers. The current kids market has 20 per cent market share. Menswear segment contributed a majority to the total apparel market in India with a share of 42 percent. Women’s wear and kids’ wear contributed 38 percent and 20 percent market share respectively to the total apparel market,” points out Bipan Jain, CMD of Madame.

Both light and heavy stuff are equally in demand in India as a lot depends on climate in that particular region. Madame stresses on fashionable fits for all sizes and age groups and not necessarily the young ones as they strongly feel fashion is an art of personal self-expression. This season in sweater range, it is the fashion category that takes bigger share close to 85-90 percent as compared to basic. Round neck full sleeve are the most popular. Madame is currently focussing on improving its yarn selection, quality and tensile strength of fabrics as a part of its growth strategy. The company’s primary focus is on the fit of outerwear which is of great importance because being, the outermost garment, it emphasizes the shape of the body and in many ways defines your outfit.

Experimentation, higher disposable incomes, change in lifestyles and the need for seasonal clothing have accelerated apparel sales and brands like Madame have added winter wear as a separate category within their portfolios. With their ever increasing fashion conscious consumers who change their entire winter wardrobe every couple of years, this season is sure to be a jolly one.

Madame