Lure keeps its focus on jackets combining fashion with functionality

The Lure collection for A/W 2016 is slightly different from last season’s. This time, fashion is more dominant and a variety of fabrics have been used to prep up the look these include cotton, wool blends, polyester, nylon, etc. Vinay Aggarwal, Director, Lure explains, “We have introduced a host of trendy prints. The range is a blend of smart and regular fit. Accessories has been well done with the use of trendy and stylish buttons and zips. We have a lot of bomber jackets as they are in vogue. Then there are traveller jackets that are popular because of their prices. These jackets are economical, easy to maintain and worn during winters. Travel jackets are made of quilting and water repellent fabric. We have jackets with and without sleeves; reversible jackets as well as long jackets.

Jackets: The market dynamics

Speaking about the market dynamics for jackets, Aggarwal says, “There are different markets for different jacket types. While in some areas, bomber jackets are popular, in others travel jackets are more in demand. Fashion jacket has a certain clientele. So, there is no such thing as this particular jacket type is more enticing to buyer. We do wool blend jackets too which are also in demand. Our range is a mix of light and heavy jackets. We have medium weight jackets and have tried to maintain a balance in our range. Medium weight jackets are more acceptable since light weight jackets are still used as a fashion symbol and not functional. Heavy weight jackets serve certain areas of winter wear market.”

Jackets have become a daily wear product and a must in wardrobe. They have replaced pullovers and sweatshirts have only a slight impact on demand for jackets. This accounts for the fact that jackets are smarter, convenient and trendy and therefore more appealing. “We pay equal attention on functionality and fashion. Mild winter areas require fashion and while heavy winters demand functionality. We use micro polyfill to keep functionality in place without compromising on fashion. This is light weight and gives more warmth than other fillings,” Aggarwal opines.

Market performance

Last year growth was slow but this season they are expecting to make up. “We are optimistic about touching at least 10 to 15 per cent growth rate. We did have inventory pile up since climate was unpredictable but it wabeen manageable. Early discounts sales weaken the sentiment. This trend is hurting the industry. Buyers remain confused about purchase decisions. This dilemma damages the industry,” Aggarwal observes.

Going ahead, the company plans to expand production capacity. “We may add few more categories by next season. Pre-winter sweatshirt is our primary focus. This category is going to be our next launch,” concludes Aggarwal.