Blueman experiments with PU & knitted fabrics for jackets

Leading manufacturers of jackets and coats, Blueman has used PU and knitted fabrics for its winter wear. Different fabrics have been used for different segments. It has also used handwoven fabrics because it gives a natural look to the product. Knitted fabrics without lining have been used for an improved look. The colour palette is a mix of bright and pastel shades, mostly basic shades have been used. “Comfort has is the main focus for us but not at the cost of fashion,” highlights Sunil Kumar, Director, Blueman. The company caters to both men and women winter wear having a ratio of 60:40 respectively.

“Our jackets are a combination of fashion and comfort. Another improvement seen in our product is finishing. We have added a new cutting machine for this purpose. It increases fashion as well as functionality. Jackets are more compact, compatible and complex in terms of appearance. For any winter wear product, lightness is major thrust. We are popular for overcoats. It is our specialization. Since sweatshirts are popular nowadays, we have incorporated some sweatshirts fabrics in our range of coats and jackets to bring in a different look, especially in women’s coats and jackets. We have both basic and fashion in our line,” he explains.

Usability with fashion in focus

Every winter wear product has good market, provided it is unique and functional without compromising on comfort. Also, if the season is good, sale for all products rises automatically. And winters are mild as has been the case for the last couple of years, it pushes up one particular category, which suits the climate. This winter, the company is optimistic and expecting growth between 20-25 per cent. “This has been the normal growth rate for us barring the last two to three years. What also matters is expansion in retail for the boosting growth rate. We have enough expansion in Northern region and are present in South and West also in cities like Mumbai and Bengaluru. Surprisingly demand is good there. We have been able to sell what we produce. The only thing that goes against us is counterfeiting of products,” Kumar opines.

The Ludhiana industry is flooded with brands using big logos and offering substandard garments at much cheaper price. This is impacting the Blueman’s and other brand’s margins. Kumar feels this should stop, else all big players would not be able to survive in the market. “We are not in direct competition with big brands but this trend is a major setback for us,” he says.

Retail Footprint

The company has 400 MBOs and the number keeps increasing by 20-30 per cent year on year. “Our focus is on exporting to Russia. We may start soon the market is promising there. Consumption is high due to extreme winters. The Russian market is more about overcoats and bomber jackets,” informs Kumar. He believes, the market has changed a lot and become more dynamic and organised, which keeps companies’ momentum going. There have been slight ups and downs in winter wear market but over the years, it has broadened in size. Earlier, consumption for winter wear products was low owing to lower income wages and salaries but now it has gone up drastically. Going ahead, the company plans to introduce a sweatshirt line.