Infant wear the next addition in UFO’s product line

Junior wear brand UFO from the Creative Kidswear Group has positioned itself as a brand which offers global fashion for children at desired prices. UFO appeals to the discerning consumers who look for latest fashion in children’s wear. “Our growth has been steady and

moderately aggressive as we understand that it’s a marathon and not a sprint and aspire to make it a sustainable business model to create valuable products to the utmost customer satisfaction. UFO carried out an intensive research with actual consumers holding close door interviews to understand what the consumers are looking for in kids wear at desired prices,” explains Abhishek Agarwal, Director, Creative Kidswear. Now the company wants to explore infant wear category, while expanding its retail network.

Infant wear, the addition to basket

The brand soon plans to enter the infant wear category. UFO works on catching fashion trends early, going into great amount of detailing and investing in good quality trendy fabrics. The brand has introduced three thematic collections for Fall/Winter season viz. Varsity, Wild West and Vintage Holiday.

UFO gives complete wardrobe solutions for boys and girls in the age 2 to 14 years. It plays with colors, textures and a variety of fabrics. “We make bright, fulfilled merchandise in fresh vibrant fabrics and modern silhouettes. Our portfolio consist the everything a child requires in terms of casual fashion clothing from T-shirts, shirts, jackets, denims and non-denims shorts, skirts dresses, jumpers and many more. Our energetic brand mascot ‘Oodle’ is manifested all across our merchandise,” elaborates Agarwal.

Spreading the brands across India

UFO’s distribution network is spread across three EBOs, 40 large format stores and a supportive distribution of 50 MBOs. UFO is also present in all leading online channels. The company now plans to reach 300 doors across all formats within the next 18 months.

Its primary strategy is not to over trade in the market. “We are moving consciously keeping a tab at all aspects of the business and growing season by season. We want to create a strong foundation for the brand. The kids’ wear market is the most challenging segment in India today due to the complexity of the target audience and we are addressing these challenges,” avers Agarwal.

The Creative Group is already in the retail market for the past seven years with brands like Portico (home furnishing), 109° F(western wear), Fusion Beats, Ila and Morph. UFO is the newest addition in the portfolio in the promising kids’ segment. “Creative Group has an excellent manufacturing background over the last 40 years. We are leveraging this expertise along with our design expertise to provide some great clothing for the kids’ wear market,” sums up Agarwal.