Enryca to foray into women’s wear

Enryca, a mid-premium youth casual wear brand for men, which prides on its Swiss connection, will foray into women’s wear this autumn/winter. Initially, the women’s range will not be more than 20 per cent. Sanjay Ray, General Manager Sales and Marketing, Enryca says,

“Initially, the product line will be very basic and comprise of denims, capris, some woven tops and knitted tees. These will be with good fabrics and good fits. Based on the market reaction, we will create other product categories. These will be distributed wherever Enryca is, especially in our EBOs.”
 
The styling of women’s denims will remain the same. But in terms of embellishment and fabric, it would differ. “Women’s denims need to be much curvier. They have different hip and leg sizes. With men it’s more straight and simple. The inseam length varies. Some girls are comfortable with a low rise, where the out seams are not high. Some of them prefer a mid or a high rise, to look taller. Thus, the styling differs in terms of fits and the fabric finish. Fabric has to be of a lower weight, 10 to 11 ounce. Lycra definitely works and the twills have to be finer,” explains Ray.
 
In India, not many brands cater to women’s denim wear while abroad it’s just the opposite. There the market is generally driven by what women buy and in a shop almost 70 per cent of the merchandize would be women’s and 30 per cent men’s. In India merely 20 per cent is women’s and 80 per cent is men’s. Ray elucidates, “This is because in India ethnic wear is still the market leader. At least in women’s wear if there is a function rarely will one find someone buying denims. Most people buy ethnic wear for occasions. So it’s difficult for a denim brand to start making specifically for women.”
 
As far as retailing goes, Enryca has already crossed 100 points of sales including MBOs. They are present in 70 to 80 MBOs and in about 20 large formats like Central, Ritu Wears, etc. Soon they will be with Globus. The brand currently has just one operational EBO in Cochin. Six EBOs are already in the pipeline in cities like Madurai, Hyderabad, Trichy, Coimbatore, Vilaspur and Bangalore. “Within six months of our operations, we have reached more than 100 points of sales, which is a phenomenal achievement for a brand without much promotion. We have distributors across the four southern states because earlier we were mainly south-based. Now we have started distribution in Maharashtra and Goa. We have also appointed distributors for UP, Uttarakhand and Bihar. By autumn/winter we should be truly a pan-India brand with presence in more than 200 counters and more than 10 EBOs,” opines Ray.