Flamenco beats to open Scullers A/W collection

Lifestyle brand Scullers, best known for its crossed oars, has been having a successful run so far. This success has given the brand confidence to clock in 30 per cent growth in the coming Autumn/Winter season. That apart, it is also looking at adding 20 new EBOs and 20 new LFs.

Spain calling, time to party

After the huge success of Mexico inspired apparel for Spring/Summer ’16, Scullers is looking at Spain for the next season. And when it is Spain, the vibrant Flamenco is the obvious choice. Keeping the theme in mind, the colours used are primarily red, black and white. In addition, there is a stress on nautical colours which means all shades related to water. There is a good play of trims and styling on collar and sleeves. The emphasis is on double mercerided polos and two tone shades.

Sujatha R Nandan, Brand Manager explains, “Solid polos with detailing on collars or unique print motifs are the ones which are popular with the 30 plus age group.”

Knits slow to find takers

In India, knits are still associated with casual dressing. For the perception to change, it will take a while but the market is growing, especially for winter, it is the most sought after part of everyone’s wardrobe. Knitwear sector has contributed immensely to the growth of India’s GDP. In women’s wear, knits hold a special place. However, the fashion quotient of knits has just started getting accepted in India.

Scullers, is well represented across the country. It has 90 EBOs, 100 MBOs and 110 LFs. Soon, the brand will be available in West and North India too. Nandan believes that there is a huge untapped market for the brand. In fact, Nandan promises consumers will see a big line from the house of Scullers in Spring/Summer ’17.

Scullers, is part of Future Group’s fashion division. It is positioned as stylish sporty casual wear. The brand is known for its chinos and today, Scullers and its crossed oars have come to signify a certain kind of lifestyle that people aspire to. What works in favour of the brand is that it is stylish but not flashy, sophisticated but not too upright and elegant but not too sombre.