A pioneer in lingerie, Chic Carissimo is ready to launch sleepwear and loungewear for women and teenagers this September. “The sleepwear range is designed with pastel floral prints and has dreamy messages on green issues, music, addiction to
facebook and more. The tops have trendy styles keeping in mind the personality of women. Loungewear has funky messages with solid Capris and tops,” says Geeta Singh, Director, A Klass Fashions, makers of the brand Chic Carissimo. The brand is also extending into the boy’s line with the label Yo Bro briefs, sleepwear, and loungewear. Along with this Chic Carissimo is shortly coming out with a trendy and naughty range of bikinis to cater to teens and young-at-heart women. As Singh says, “We have seen a spurt in bikini sales, which made it imperative for us to come out with a dedicated range of bikinis on a regular basis.” Singh believes that Indian women and teens are totally in sync with what is happening around the world in terms of fashion. With so much awareness on keeping fit and slim, the demand for low waist bikini cuts and thongs have certainly gone up as well.
Since 1992 Chic Carissimo has also had a girls’ innerwear range called Chicita. It has gone through a lot of changes in product portfolio. “Besides ladies underwear which is a thrust area since inception, we have had sleepwear in Chicita since 2006. The brand has picked up in a big way in MBOs,” says Singh. Keeping the winter season in mind, sleepwear and loungewear will be offered in various styles. She is happy that Chris Carissimo has managed to get its 50 to 60 per cent shelf space in MBO’s all over the county. “We are getting enquiries on a regular basis from across India for our brand. Along with Chic Carissimo the demand for Chicita and Yo Bro has taken a big leap in sales.”
The brand doesn’t follow a seasonal cycle. Instead it believes in introducing 15 to 20 designs every month. Singh explains, “The advantage in this strategy is that consumers keep getting new designs on a regular basis, and MBO’s need not plan ahead and book designs, which would restrict the design element and thus sales.” The brand has a presence in about 300 plus MBOs pan-India. “We are marketing all over India, but our major sales come from Delhi, Mumbai and Punjab. The other markets that contribute to our sales are the four states in the south. East India is our next target,” sums up Singh.
