Juelle ready with trendy, chic winter wardrobe

Turbo Retail’s brand Juelle is known for its winter offerings. But with shorter winters, the brand has also ventured into summer wear as well. It now plans to add bottom wear to its range. Talking about the new collection for winter, Guneet and Japneet Singh, Directors, Juelle say, “Our winter wear range is trendy, chic and targeted towards the youth. The sweaters have become more casual, lightweight and bright.”

Fresh line for winter

Juelle has used cotton and man-made blends this season and introduced polyamide, nylon, viscose, modal and Lycra to its existing range. Styling and designing, has become more causal now and full sleeves, round neck and short length sweaters are in demand this year. “Fits are important in the women’s wear category. Loose garments are out of fashion and short length ones are more in trend,” the duo explain.

Fabric blends and prints are much in vogues with sweaters becoming more a fashion statement now. Singh brothers explain, innovation and experimentation are important factors to remain up to date in every category, especially in sweater segment because demand by youngsters is changing every season. “Fine knits and lightweight sweaters are in demand because of changing weather since the last three-four years. We follow international trends and forecasts while designing our range,” they aver.

They feel demand for sweaters has been overtaken by sweatshirts and jackets because sweatshirts and jackets are more casual and acceptable. “They are easy to wear and look funky. Keeping in mind international fashion, they have created a special place in the country’s winter wear segment, so demand for sweaters have decreased. However, these categories do eat away each other’s share,” they assert.

Retail channels

The most promising channel in retail is still MBOs because it has always performed well. “We feel if one concentrates on MBOs, results will be good. There are no major expansion plans. We need to consolidate MBO retail so we are increasing their numbers in coming season and adding to our product profile. We entering bottom wear segment in addition to upper wear,” they explain.

Area wise variation plays an important role in demand for sweaters because heavy winters are experienced Jammu & Kashmir, Himachal Pradesh and Northeast. In these areas demand for sweaters and woollens is more compared to metros. “Growth is more in non-metros because metros are saturated markets. Also, international brands and bigger organised brands are readily available there. While non–metros are kind of left out by the international brands and this is where small manufacturers like us have a better opportunity,” says the duo.