De Attire presents range of sweatshirts this winter

Known for its impressive sweater line up for men, De Attire, has launched an impressive line up of sweatshirts this winter. The entire product line is pre-winter oriented. “Another addition this winter is track suits. The concept has been introduced keeping the young generation in mind. The range is full of new textures, designs and patterns. We have got Intarsia, jacquards and floral patterns in sweaters this time. The demand for pre-winter products has gone up since winters have are mild these days, increasing the length of the period when these products can be used. There are slight changes in designs, just to add flavour. Designs are on par with international trends,” says Amit Pruthi, Director, De Attire.

Young customers in focus

The company caters to 25 to 40 years’ age group. The sweaters are light weight and available in 12 and 14 gazes. The popularity of light products can be attributed to over-indulgence of people in physical activities, uncompromising desire to look fit, irrespective of weather conditions and the love for finer things that are smart and sporty in appearance. In today’s scenario, fashion has overshadowed functionality completely. Even in strong winters, people prefer using light weight clothes. So, in a sense the market has been undergoing a transformation. The change is visible in every aspect of business. Consumers’ preferences are changing, manufacturers’ priorities are changing.

Sweatshirts have taken the place of many other winter wear products. This is because of the growing popularity of casuals in fashion today. Also, you can experiment a lot with sweatshirts, which makes it an attractive garment for youth from prints to embroidery and to different types of fabrics sweatshirts can have a lot of variety. Pricing is another factor that works in favour of this category. They are economical, easy to carry and considered a use-and-throw product. There is no limitation in this category in terms of experimentation, fabrication and designs. This kind of freedom is not possible in jackets or sweaters, either for manufacturers or for users. “This time a lot of trendy colours are in, club range is available in sweatshirts, fabrics are plenty. In terms of fits, shapely garments are popular, slim fit and smart fit works across all categories,” explains Pruthi.

Retail network

The company currently has 175 MBOs. “Expansion in retail is on the cards. We wish to tap new territories for our pre-winter range and may tie up with about 70 to 80 dealers to provide a fillip to our expansion plans. We currently cover Delhi-NCR, Punjab, Haryana, Eastern and Western UP. We intend to spread to Bihar and Rajasthan. By 2017, we might be available online too,” he says. The company is looking forward to tie up with corporates and is also planning to increase production and retail footprint in the future.