Brands, cautious yet optimistic about the winter business

Despite sales not meeting expectations last winter, most brands are pinning their hopes on the forthcoming season. Betting big on fresh stocks in bright colours, styles and designs, they expect to do brisk business this winter season. Political uncertainty and economic slowdown has been persistent

in the country for the last few years. And brands/retailers are keeping their fingers crossed hoping for a good business season ahead. Despite facing hiccups last winter season, most are upbeat about the forthcoming one. Most are ready with fresh samples and expect positive bookings. As the country gets ready for a new government at the Centre, the Sensex and Nifty have already responded positively, while many economists too are forecasting higher growth. Brands too are sharing this optimism for the forthcoming winter season.

Optimistic, yet careful

Battling recession, labour shortage and fluctuating weather conditions last season, brands are looking at the forthcoming season with optimism but there is a deep sense of restrain. Deepanshu Giri, Director, ACME is estimating 10 to 15 percent increase in sales. Similarly, most brands are predicting good bookings and sales for the upcoming winter season. Sanjeev and Rajeev Loomba, Executive Directors, Solar Plus, too are looking forward to achieve a 15 percent growth.

On the other hand, Replay Square believes forthcoming season bookings will be difficult because last season a lot of people had overproduced and over purchased. Elaborating further, Raman Kapoor, Director, Replay Square says, “We expect good orders for winter. We have already started production. As far as my stocks go, they have been cleared at the retailers’ end. The problem is that if the season goes well, people do overproduction. And similarly retailers overbuy. So they get stuck. But if you go by a plan, and as per orders and requirements, everything is fine. Only people who do overproduction suffer losses. And overproduction leads to distress sales.”

Queens is another brand that is quite optimistic about the forthcoming season estimating a growth of 25 to 30 percent. For Manu Chawla, Director, Taiga, the bookings for forthcoming season and sales may not be overwhelming but reasonably good. “We are expecting 15 percent sales growth. Some retailers have unsold stocks and are wary. But others have cleared their stocks,” he opines.

The overall market is slow. Arun Jain, Director, Her Grace who is into four to five categories feels, “In some categories like pre winter items and sweat shirts bookings will go well. In pure winter items, like coats and jackets bookings may lag.” Similarly, brand Miss Grace has high expectations for the forthcoming season. However, the less number of weddings and earlier than usual festival dates are a dampener. These are critical factors, bound to impact winter business. Piyush Goyal, Director, Yellow Apple opines, “I hope it will be good but everyone is saying that there are no weddings this winter so that might impact business.” Similarly Vipan Verma, Director, TMO is not expecting anything sensational this season.

Betting on new winter offerings

Keeping the low temperatures in mind, brands are experimenting with different yarns, fabrics offering variety to customers. With international designs for men and women, Regency has cardigans and shawls. Fancy yarns apart from Aquino, merino, lamb’s wool, net yarns adorn the collection. As for colours, bright hues are dominating. There is red, peach, wine, maroons and mélanges for men. Double Barrel has colour variations in cotton fabrics and khaki tones. Different types of appliqués will also be available in the collection.

Womax, an only winter brand has used fine gauge yarn which has made a difference to the product. As fine gauge sweater is in demand. The brand does not have any heavy sweaters but smooth feel is evident in their collection. Linen too is a big trendsetter this winter. For Fabmark, a formal brand there is Indo-westerns and designer shirts apart from pattern work which is back on shirts. Formals have cotton prints. Half sleeves are also in demand this season.

Sandeep Mukim, CEO, Proline explains the trends in his range, “For this season, we have bright colours. They communicate a lot of energy, which is what the overall sport background is. We are using bright yellow, green and red. Autumn/Winter is a continuation of what we see in Spring/Summer. So winter wear is going to be bright. Slub yarns will be available. We will have washed sweat shirts and sweat pants. We see an uptrend in single jersey fabric these days. Yarns are getting used. So contrast slubs are in now. Overall, prints is also another trend catching up. We do polyester spandex in our active wear range. ”