ONN: Woos young India with trendy styles, fits and comfort

Aiming to be the best youth innerwear, sportswear and leisure wear brand in India, ONN premium wear launched two new ranges: ONN Active and ONN Stretch comprising of casual and innerwear with the clear intent of capturing the A and A+ retailers.

As Saket Todi, Senior Vice President, Lux explains, “With new ONN Stretch, the brand has introduced a complete new range of innerwear comprising bikini briefs, modern trunks and long boxers, which are crafted with a perfect blend of cotton and spandex to ensure all day comfort. While ONN Stretch is a complete innerwear range, ONN Active brings forth stylish outerwear products comprising modern fit track pants and joggers which could be worn as both sportswear and loungewear. International styling of ONN along with perfect fit and comfort is the main USP of both ranges which lure consumers to choose ONN over other brands.”

Athleisure a big trend

Athleisure is the next big trend in innerwear segment as demand for stylish and comfortable workout clothing is increasing day by day. Todi explains cotton was and will always be the top fabric to be used in the innerwear industry. “But with changing time, ONN has also experimented with other fabrics like Lycra cotton, Modal cotton and Pima cotton which have resulted in profitable business. So this season, ONN is planning to come out with products made of a perfect blend of various fabrics to present something new for the consumers to experience,” he details.

On colours he says “Gone are the days when only black and white colours were sold. Today, people prefer pastel shades and earthly colours to fulfil their fashion desires. Therefore, in the new ONN collection you may find many English colours with unique designs and cuts giving a complete world class and mod look to our products.” Lux is available through 10 EBOs and has a presence in LFS such as Brand Factory, Hyper City and Pantaloons.

Youth boost online retail

The brand has official pages on social platforms like Facebook, Twitter, Instagram and G+ where they promote their products to enhance brand awareness. Along with this, they also sell through www.keepitonn.com. “We realise the importance of online retailing as it has become the ‘most impactful’ medium to connect with GenY today. This retail format is important because it makes you easier and more accessible to new customers and enhances your familiarity to existing customers.” He feels online has changed people’s preferences of shopping, especially in cities, as they get whatever they want at just a click. Hence, e-commerce is a smart solution to boost sales and mark a brands presence among consumer’s mind.