98° North plans a range of products for men

Fashion

98° North, the innerwear and outerwear brand for men is targeting 40 percent growth this fiscal year. Manufactured and retailed by KK Fabrics, the brand plans to launch its e-commerce platform to reach out to a wider audience across India. The company also wants to venture into new product

categories like sweat shirts, jackets and T-shirts in the future.

“We are witnessing a demand in fashion garments that can even be worn by people 35 to 40 years

of age,” says Sachin Chopra, Director, KK Fabrics, adding, “It is going to be a challenge, the market sentiments need to change but we are optimistic about the season ahead.”

New products and retail detail

The brand’s portfolio consists of sweaters, cotton and wool products. Established in 2010, it has had a smooth journey so far, though the going has been a bit tough because of the economic scenario. Elaborating on the range offered by the brand, Chopra says, “Under men’s wear, we have sweaters, pullovers, we make 100 percent cotton and wool and lambs wool products. The MRPs range from Rs 999 to Rs 1,599. We do not have any EBOs, but are present in over 400 MBOs.”

The brand is planning to enter new categories like sweat shirts and jackets in the next couple of years. “We will also be launching T-shirts,” adds Chopra. He feels subtle fashion wear garments are in demand in knitwear. “A look at consumer preference shows that it is more subtle than loud, neon colours are not what people like. Fashion must be subtle yet be able to stand out in the crowd,” Chopra opines.

Optimistic about seasons ahead

Chopra points out since customer sentiment is down, brands and retailers must boost and motivate them. Secondly, fluctuating climate too poses a challenge and as far as manufacturing is concerned, labour is a big issue. “To overcome these challenges, we are starting with early dispatches. We are also reducing our dependency on labor and upgrading technology, modernizing our production unit. We are importing computerized machines,” explains Chopra. But despite odds, he believes the future of men’s knitwear is bright and he expects excellent growth in the next couple of years.

98° North