Scullers brings a touch of Mexico in its Spring/Summer 2016 apparel

Lifestyle brand Scullers has had a successful run till now. And in the future it would continue to cater to customers who appreciate its stylish and elegant collections. The brand hopes to continue offering the country’s widest range of chinos in a variety of colours, fabrics and fits.

Scullers believes in contemporising style and has in its product portfolio, shirts, chinos, polos and casual blazers. The Scullers sport collection, which comprises shirts, denims and polos, is inspired by the ‘Varsity’ sport.

It’s Mexican fiesta this Spring Summer

The brand’s Spring/Summer 2016 collection has been launched with a line titled ‘Into the Blue’. It’s inspired by the underwater museum in Mexico. So, it has a strong connect with the nautical theme. The collection brings out shades of blue in various options such as space dyed, grindle, prints, indigos, chambrays and jacquards. The other highlight in shirts is the ‘Mexican fiesta’ collection which encompasses a spectrum of vibrant colours. This collection has been inspired by Mexico’s bright and vivid celebratory culture. It has been able to capture the energy of life that is visibly felt in the streets and homes of the South American city. The burst of colours has been brought forth through colourful linens, double faced twills and solid spaced dyes.

Large format versus small formats

Scullers, believes that while large format stores bring the brand experience alive by contemporising its retail identity, the real essence of the brand can be actually experienced with women, men and children only in an exclusive store. Till now, Scullers is present in more than 100 EBOS and SIS formats.

For a brand which is constantly innovating so as to satisfy its customers, Scullers is perhaps one of the few brands which offers shirts upto 3 XL size and chinos upto 44 size. However, Sujatha R Nandan, Brand Manager says, “The biggest challenge is getting a share of the consumer’s mind space with mushrooming of brands offering same/similar products.”

Scullers is part of Future Group’s fashion division. It is positioned as a 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.