Blue Mount the men’s wear fashion brand is planning to launch a new range of T-shirts next summer. The brand already has a vast product range that includes shirts, jackets, pullovers, sweatshirts, coats, track suits, lowers, Bermudas and
Capri pants. The new range of T-shirts will be in the economy range. In fact, Blue Mount’s products are very competitively priced, and start from Rs 299 and go up to Rs 3,999. Targeted at the 18- to 30-year-old Indian men of middle to upper income group, Blue Mount produces what it terms as fashion design but value for money jackets. Sanjiv Jain, Director, Blue Mount explains, “The current trend in jackets is for smart and casual, in dusty colors. Blue Mount offers the finest range of designer jackets especially targeted at the youth. The stress is on the embroidery, printing and accessories.” Justifying the slight premium pricing that Blue Mount jackets commands he says, “We are using accessories which are highly fashionable as well as functionally more convenient. We use 25 count threads which are far more durable and give a better look. As far as inner lining is concerned, we are deviating from conventional taffetas and moving towards printed and checks inner cloth and superior polyfil with pasting.”
Jain
feels jackets are gaining in popularity among the Indian male and that leads to the question of the traditional winter favorite, the sweater. Jain said, “There is no doubt that jackets are gaining more momentum than sweaters in the market. Whereas sweaters are gradually growing at 10 to 12 per cent, jackets are showing a growth rate of nearly 22 to 25 per cent. Since the youth is turning more towards fashion jackets, sweaters are taking a back seat.”
Blue Mount has a network of distributors in almost all the states across India who work as service providers and distribute the products to retailers and all its contracted MBOs. Currently, Blue Mount has 984 retailers across the country and10 retail stores. Jain says they would like to maintain the number as of now in the current financial year.
According to him the menswear industry is becoming fiercely competitive at all levels. “The competition is between manufacturers, retailers and manufacturer to retailers. Fashion consciousness among men is driving consumers towards fashion oriented products and value for money brands. This means provide great quality, fancy designs but keep your costs low,” Jain avers. With a turnover of current turnover Rs 62crores he is aiming for Rs 90 crores in the next financial year.
