109°F introduces chambray fabric in its A/W 14 collection

Following its stylish ‘Hide N Seek’ collection, women’s fashion brand 109°F is ready with its Autumn/Winter 2014 range. The new collection from India’s most popular women fashion brand is focused on the festive season and is apt for the forthcoming Dussera and Diwali festivals.

As Radhesh Kagzi, President, 109°F explains, “The colour palette has been used with a distinct sense of style and it is in line with the colours of this season. The A/W collection is seasonal and contemporary line. It has been designed after careful research on fashion and colour trend forecasts for the upcoming season. The palette, cuts, styles, fabrics, trims and accessories have all been taken into consideration.”

A fashionable line for A/W

This season, 109°F, with an international acumen for fashion, is offering a classy collection of trendy women's western casuals using chambray fabric. The collection has a lot of floral prints and solid bright shades. 109°F’s product portfolio consists of tops, tunics, dresses, kurtis, T-shirts, jackets, sweaters, jeans, capris, shorts, hot pants, leggings and jeggings.

A typical 109°F customer belongs to the age group 22 to 35 years. However, its sub-brand Fusion Beats is more focused on younger audience in the age group 18 to 30 years. As the name suggests, Fusion Beats was launched for consumers who still feel more comfortable wearing ethnic clothes, but want to venture into western clothing.

Retail Growth

From one EBO and one shop-in-shop in December 2006, 109°F has come a long way. The brand now has 28 EBOs, 338 shop-in shops and 191 MBOs. And Kagzi says they are increasing their retail spread, “We are expanding our EBO base through company and franchise run stores and hope to multiply this number in the next 2-3 years”. In addition, the brand has a presence in 38 outlets in the UAE, Nepal, Iraq, Australia and Sri Lanka. It is also available online with portals like Myntra, Jabong, Flipkart, Fashionara, Miraistore and Koovs among others.

109°F is also present in national chain stores such as Shoppers Stop, Lifestyle, Pantaloons, Central, Westside and Reliance Trends and regional large format stores like C&M, Ritu Wears Biglife, Kapsons, Stanmax and Sohum Emporia. It is even exported to the UK and the US. The company is always open to new associations and is rapidly expanding its domestic business through a series of brand launches. Fusion Beat is available in about 150 shop-in-shops and MBOs and will be soon unveiled in exclusive outlets for the brand.

Last year the company had launched a young women’s brand O2Xygen, with an exclusive marketing arrangement with Central, and two casual wear brands for men called Urban Republic with an exclusive tie up with Brand Factory (Future Group) and Tom Collins with an exclusive tie up with Reliance Retail in their Reliance Trends format. Going forward, 109°F has major plans of expansion as the brand is growing at about 35 per cent per annum. They are confident that it can move ahead to 40-50 per cent in the near future. The company hopes to touch Rs 500 crores in the next few years.