SIN banks on innovation to push up growth

SIN, the popular denim and lifestyle brand aimed at today’s youth is designed in association with Milan-based boutique fashion house, ‘Studio Moda Creativa’. SIN designs and offers the latest fashion and collections in sync with global trends. Its collection includes denims, chinos, cotton pants, shirts and T- shirts in variety of colours, washes and fits.

Innovation is SIN’s USP

Innovations in fashion and developing a core line are the main focus of the brand. For instance, there is a product called Stubborn Black under the brand’s portfolio wherein the team has done a treatment on the fabric so that the colour doesn’t fade away even after 20 washes.

“The hand feel is very soft. For summer 2016, we have focused on heat and perspiration resistant fabrics. The product is SPF UV protected and will protect the skin disorder, skin burn and itch. Another product is Diet Denim, which consumes only 10 percent water. There is no wear and tear. And we also have laser printed denim called ‘digital denim’,” says Amit Beda, Head of Design and Merchandising for denims at SIN.

Cool Menthol is another denim product under SIN, known for its temperature regulation properties. About 70 percent of fabrics used for denims are two ply, mercerized having a good amount of Lycra for stretch.

Spring/summer is going to be dominated by denim indigos even in top wear at SIN. “We have done multiple indigo shirts like indigo dobbies, plains, jacquards and prints. We have yarn dyed indigos with prints, grindle indigo yarns with prints. All of them have undergone heavy acid washes like towel wash and stone wash. The collection in prints is on cotton, cotton linen, modal and Tencel. We have prints on all types of bases—cottons, cotton slubs, cotton linen, pure linen with prints. There are tropical prints, abstract prints and animal prints,” explains Srinivas, Head, Design-non-denim collection.

Focus on expects in 2016

Since SIN is relatively a new brand, the company expects to clock in sales growth in 2016. As Prasad Shetty, Consultant, Sin, points out right now retailers’ sentiments are not very bullish since the season has not matched expectations. “They are playing safe. To an extent this is affecting the quantum of orders placed. But the main festive season is ahead. On the basis of anticipation, we would target 20 to 25 percent growth,” he explains.

The collection is with around 500 MBOs with a strong presence in the South and East apart from being available in Dubai and Sri Lanka. SIN is present in 15 Central stores and aims to reach out to 100 Reliance Trends outlets by the year end. “We are working with select MBOs across the country and plan to add 25 percent new MBOs. We have covered the east and south. In the north and west, we need channel partners in areas where we are not present. This booking season, we are looking at adding Mumbai and Uttar Pradesh,” informs Shetty.