Satya Girls: Wooing pre-teens with western wear

Satya Designs is a 10-year-old company with its own women’s wear brand ‘Satya’ and now ‘Satya Girls’, a year-old brand catering to pre-teens. The range includes western wear for young girls.

Western silhouettes for girls

The brand offers three categories of products: maxis also known as full length gowns, dresses and midis and short tops. “We are not making bottoms. We are different in terms of design and use pure fabrics such as pure modal, georgette, viscose and others,” explains Amit Gathani, Director, Satya Designs.

The brand creates its range with inspiration from international fashion trends. “Depending on global fashion trends, we design our collection that is mainstream, simple and sober for our high profile target audience. Our price range is premium as it includes digital prints and pure fabrics,” informs Gathani, elaborating on the brand collection.

The company is now focusing on bringing new collections all round the year. For winter, it will introduce jackets and other winter wear products. “In terms of trends, whatever trends in women’s wear, immediately enters the kids’ wear segment. For example, palazzos were a hit in kids’ wear after they were trending in women’s wear. As a retailer, I expect a lot from festive season but nowadays sales don’t make a huge difference. Growth is marginal during the festive season compared to the past, when brands witnessed consumers splurging around festivals,” opines Gathani.

MBOs boost brand-presence

Satya Designs retails through about 300 MBOs across India. Talking about retail expansion plans, Gathani says, “We are planning to develop our brand for next three-four years and then open EBOs. Our brand name has good recall in MBOs.”

The company is in talks with online platforms too. By the end of August, the brand will be available online. “We also have our own portal but do not sell from there. Sites like Myntra, Jabong are also keen on retailing our kids’ collection separately,” avers Gathani.