Confidence takes on winters with its range of sweatshirts

Confidence known for its vast sweatshirts range, offers full zippers, band necks, biker necks, round necks, hoodies. The sweatshirts have a range of self-knitted jacquard fabrics and small prints, PU material have been added to give a wintery look. Ankit Aggarwal, COO says, “Fancy yarns have taken a special place in this season’s collection as solid colours are less accepted by customers. They look for exclusivity in fabrics. I believe self-creation and self-dependent design and production line gives exclusivity.” As for colours, winter is more about shades of blue, grey and black. So, the company tries to keep them as their base colours. When it comes to style Aggarwal thinks style is something that should look good on you and make you feel confident. “It’s difficult to generalise the style of such huge market.”

Innovation driving market

Confidence is aimed at young in the age bracket 20-50 years. Demand across the age group varies based on design. Aggarwal says “Some brands, which make bright and street smart clothing have a young age group associated with them whereas sober taste have higher age group associated with the brand. Youth is big market for some players as sweatshirts are pocket-friendly.” He feels in sweatshirts category, a creative mind and someone with latest machinery can innovate non-stop. From fabric to, variations in trims, colours et al. Consumers benefit as they have a wide choice.

Challenges in sweatshirts category

Aggarwal points out the major challenge being faced by the category are competition and pricing structure. “With heavy winter wear products moving slow, many manufacturers have shifted to lighter products and offering them at low prices. So, we will need to maintain exclusivity,” avers Aggarwal. As far as entry of foreign players is concerned their price structure is too high for them to compete in local market.

Sweatshirt being earlier known as pre-winter product, has gained a special place in the consumers’ minds. It is pocket-friendly, casual yet stylish, and protects from winter for the major part of winter season. Aggarwal says this is a difficult phase for winter wear market. “All hopes lie on timely and prolong winter. Only then the revenues will be generated and the manufacturer will have sense of ease.” He believes, the market will grow at 20 per cent due to weakening peak winters and sweatshirts will have a long shelf life as it is taking over the space of knitted sweaters and jackets. “We cater to organised retails sector as our product goes straight to stores, which helps our customer get the best margins from the product,” he sums up.