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Mojave: Optimistic about business in season ahead

By FashionUnited

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Fashion

Planning to add new states to its distribution network, Mojave the brand from Shivasa Apparel is positive about the seasons ahead. Elaborating on their retail strategy, Neeraj Goyal, Director, Shivasa Apparel says, “Every season, we add thre

to four states in our network. This time, we are looking at Madhya Pradesh, Rajasthan, Tamil Nadu, Karnataka and the Northeast. We have traditionally been very strong in the western territories. Also, from next year we will increase our product profile and add shirts and non-denim.”

Looking forward to the forthcoming seasons, Goyal says, “The last one and a half years have not been very good for the industry. Across the country, sentiments are still low, so a lot of dealers are reluctant to place bookings. When the economy is on a downturn, you don’t know what to expect next. But once the season picks up momentum, the second phase of orders will be better than the first phase and with festivals like Ramzan, Diwali, stocks may get exhausted.”

What’s more this time Ramzan and Diwali are far apart, which is a good sign. Moreover people haven’t been buying much in the past two years. “So this time they may go all out. Our brand has been doing well both in Tier I and II cities. For Tier II consumers, the product matters more than the brand,” asserts Goyal.

Talking about the new additions in Mojave collections for the season ahead, Goyal said that people have begun preferring subtle look. “This time we are giving garments a vintage look apart from 3D effects and tints. We have done away with last season’s extravagant wash and have toned down a bit. We are trying to keep it as subtle as possible. Now people are looking for a more subtle and mature garment,” he adds.

Mojave is known for its fit and wash and it doesn’t believe in using stretch fabric since it imposes a limitation on the kind of wash one wants to do. “You can’t do all kinds of washes on a stretch fabric. One needs rigid or non-stretch fabric to do the kind of wash one want to do on denim. So if you want a certain look you have to use rigid fabric and also provide the right fit. This is where we have established expertise. Though stretch fabric gives the impression of a good fit, even international brands don’t use a lot of it,” Goyal elaborates.











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