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Duke to expand junior wear segment

By FashionUnited

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Fashion

While focusing on the junior wear segment as a profitable industry and not just a sub-category, Ludhiana-based Duke Fashions is making major expansion plans this year. With the kids wear market in India considered to be largely unorganized,

Duke Fashions is planning innovative strategies to achieve a major share of this lucrative segment. While prioritizing the boys’ category, it is also considering introducing mercerized, organic and different fabric materials in this segment.

Duke Fashions feels that for a children wear brand to be successful it should have a proper product mix of infants, kids, boys, girls, unisex and teenagers. Also there should be segments such as premium, semi premium, economical and daily wear to make the market more organized. “In India, the total children wear market is approximately $6.1 billion in 2010 and nearly 9 per cent of children wear market is organized and growing at the rate of 6 per cent annually. India is still a price conscious market and so more focus on regular wear and keeping prices competitive is the key to success for a children’s wear company,” says Kuntal Raj Jain, Director, Duke Fashions.

“As regards the general price line, with the growth of middle class in India competition in economic segments is increasing, and with local players jumping into the fray price lines are moving downwards where as in the premium segments there is an upward shift. Even in children’s wear, many companies have launched different brands in different categories,” he adds.

Contemporary fashion with a casual look is the key factor Duke Fashions works on. And it’s also their current style in junior wear. Bright and colorful stripes T-shirts, check collars, open shirts with casual short styling for young boys are in vogue. Urban street casual fashion wear in a bright color palette is the company’s style statement of this season.

Besides children’s wear, Duke’s new European Summer Collection 11, inspired with the European summer life is now being launched for men, women and kids. The product range will comprise of T-shirts, shirts, trousers, denims, bermudas, lowers and lounge wear that range from Rs 365 onwards. The most highlighted product categories are the value packs which comprise of different T-shirts pack in attractive color combinations and styles.

Duke Fashions has a retail presence in 250 EBOs, 3,600 MBOs and a few key accounts. With a turnover of over Rs 100 crores and CAGR of 35 per cent, the company is gunning for even more with plans of foraying into sportswear segment as well as expanding its retail network and new export markets.
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