Printed shirts fly off the shelves in India

With Indian men’s preference towards shirts moving from uni-colour and typical shades to more casual, bright and printed versions, Italian fashion brand Benetton’s printed shirts are receiving a tremendous response in the country. The prints ranging from abstract to kaleidoscope and animal to camouflage, the company saw its entire collection of printed shirts sell like hot-cakes over the last few seasons.

Printed collections at many other brands’ stores and department store chains like Marks & Spencer (M&S), Raymond, Allen Solly and Shoppers Stop are replacing solid, striped or checked shirts, that were once a favourite among men. M&S, for instance witnessed 71 percent rise in sales of its printed shirts and polos last year, so this Spring/Summer, the brand has increased the share of printed styles by almost three times compared to last year.

Printed shirts have been a part of the men’s wardrobe but either means to wear for parties or as beach wear but now with smart casuals fast replacing corporate attire, such styles have become a part of men’s routine wear. As per industry estimate, prints account for nearly 15-20 percent of shirt sales.