7 For All Mankind brings kids in focus

Renowned global brand 7 For All Mankind a division of VF Corp is now wooing children in India with its new range. The brand recently launched its kids' range under the brand 7FAM. Founded in 2000, the Los Angeles-based denim company

is retailing its exclusive collections in India through a distribution agreement with Maxxis Group. Explains Raina Shakdher, Partner, Maxxis Group, “We distribute both men and women denim collection as well as sportswear from the brand. The prices are similar to those in the US. The denim range starts at Rs 8,000 and goes up to Rs 13,000, sportswear is priced between Rs 2,500 to Rs 8,000. Once the brand gets good response, we will introduce a range of accessories like bags and shoes in India.”

It has one EBO in Delhi and two more are in the pipeline in Mumbai and Hyderabad. These would be launched in early 2012 and 2013 respectively. The brand is also present through Kitsch MBOs in Delhi and Mumbai and the brand's collection is on display in large format stores like The Collective in Mumbai, Delhi and Bangalore. “We are continuously looking at various partners to expand across the country as we believe once a customer wears our product he/she will keep coming back,” opines Shakdher.

Meanwhile 7FAM has recently introduced its Fall/Winter 2011 collection for men. It’s inspired by America’s heritage and the brand’s own history. Influenced by historic references ranging from work wear and military clothing to classic American dressing, 7 For All Mankind has created a new uniform in traditional fabrics to reinvent wardrobe staples that are both rugged and refined. Chinos are updated in camouflage twill and super soft brushed cotton. Garment dyed poplin shirts are washed and perfectly aged in a classic military-inspired color palette. The brand’s denim range for Fall are in true blue, pure indigo washes with subtle oxidation and aged shades.

For women, they have introduced a new fit called the Kaylie. It is a skinny bootcut as opposed to a regular boot. It breaks lower than the original and is very sexy. The autumn/winter collection marries the brand’s passion for innovative fits, finishes, and fabrics to the uniquely American tradition of craftsmanship and authenticity to create a collection of effortless day-to-night clothing that is modern yet timeless.

Shakdher feels the Indian government needs to come up with a concrete plan so businesses can move ahead with FDI in apparel. “It will be good for the industry and will surely bring in a lot of capital to help build infrastructure and give consumers a shopping experience similar to the West.”

Shakdher points out that the size of the denim industry in India is about 80-90 million pairs with a growth rate of around 15 per cent a year. Men are the majority customers whereas women and children occupy a smaller share. However, she foresees the latter two categories to grow faster than men’s and gain a large share of the market in the future. “As far as styles and trends, the West is seeing alternative fabrics and lengths. For India, we have these trends but the main focus is still denim due to the void. We don’t see as much flares here. But we have clients who understand fashion and love flares. We need to educate customers about various trends and shift the thinking away from skinny jeans,” she adds.