Tweens by Monte Carlo unveils colourful range for A/W’15

Tweens, the brand from Monte Carlo is targeted at children up to 14 years of age. The brand has unveiled its Autumn/Winter collection for the season based on five different themes. Next on the company’s agenda is the launch of woven shirts for kids in S/S 2016.

Fresh collection for the Autumn/Winter’15

The Tweens collection for A/W ‘15 is divided into five themes: Oil & Greece, Rock N Roll, Bikers Gang, Number game and Roller-Coaster heavily inspired by prints, processes and different types of materials. “Major trendsetter this season are neck line variations, hybrid mix and match of fabrics, zipper hoodies and colour blockings in cut n sew,” explains Sumitt Agarwal, Production Head, Tweens Monte Carlo, elaborating on the season’s best.

The company has used multiple fabrics like three thread fleece, two thread fleece, plating fabrics, slubs, auto stripes, fancy yarns and terry, among others for circular knits besides cottons, coated cottons, nylons, different blends in nylon/polyester/cottons, intimated leather, prints for wovens. Hoodies are distinctive winners in this category besides fine trim detailing playing a vital role in the same category.

Talking about the colour palette, Agarwal says, “Shades of mustard and light grey melange are prominent this season besides red and navy continuing to dominate the scene. Green, royal, yellow, rusty orange are also important colours for the season.”

Catering to most demanding segment

Fashion, according to Agarwal, is more in demand in the kids’ category. “Basic occupies 10-15 percent, whereas fashion takes a bigger share of close to 85-90 percent,” he says, adding, “Indian market is gradually growing and catching pace with global markets in terms of fashion and awareness.”

Kids’ wear market has huge potential in organised sector. Since it is primarily driven by unorganised and fashion players, rising demand and brand awareness is creating opportunities for organised players in this segment. Sighting reasons behind the rising brand play in kids’ wear, Agarwal says, “Increasing disposable incomes, brand awareness, internet penetration and gradual inclination towards brands are major growth drivers. Major change has been witnessed in the decision making and buying process. A decade back it used to be completely ruled by unorganised/small local players but today every global and national brand has set its eye on this segment.”

Tweens brand is retailed through its EBOs, MBOs, large formats and select third party and its own online platforms. “All the channels of retail are vital and important for growth. Although online is also rapidly making its space because of a wider reach,” opines Agarwal, adding, “Multi retail strategy is beneficial to expand reach in all demographic locations, however heavy discounting does not suit kids’ wear segment. The biggest retail challenge today is to deliver something unique and different which can attract high footfall and then customer retention via CRM and shopping experience.”