Fortune International the Indian brand with an international presence has now stepped into the domestic women’s wear space with, Secrets of Winter. The brand that was launched recently has already got a good response from its
target audience. As Simran Sidhu, Proprietor, Secrets of Winter, says, “We launched the brand at the recent Lakma Fair in Ludhiana. We come from an export background and have a brand called Fortune International. We did not have a strong presence in the domestic market, so launching Secrets of Winter was part of our domestic expansion plan. We have received a huge response already.” The brand will be available in top boutiques and high end stores across India. As Sidhu says, “We will be in more than 50 MBOs that will include family stores and boutiques. We are also looking at large formats like Shoppers Stop and Ritu Wears in the north.”
The brand’s focus is on women across various age groups, from trendy college going girls to working women who are ready to adopt global dressing styles. “There is great potential for growth in women's wear. We have two to three production houses to cater to the demand of 25 to 45 year olds. We are planning to launch women’s casual and formal wear this season. In addition, we are planning to manufacture leggings also,” Sidhu explains. Last winter they had worked with top boutiques to get a feedback on their products. “We had started off in the domestic market with product sales through luxury retail exhibitions and high end boutique counters. The response was overwhelming,” she says.
The brand does not believe in developing fashion items in pursuit of the latest trends. Instead, they plan to design products that balance basics and fashion. Their focus is style, color, surface ornamentation and mix and match of wool and wool blends. As Sidhu says, “Our collection redefines elegance, glamour and versatility. We are the first to present flowing dresses, sleeveless blousons and bold cuts in woolen dresses. One can pick from feminine tailored dresses, gathered sleeve dresses and high design wool coats etc. The collection has a wide array of colors, from dull greys to deep browns and wines.
Along with trendy clothes the brand also wants to focus on pricing it right to woo consumers. “We’re not big on the idea of having limited edition clothing with crazy price-tags. We want the customers to sample high quality fashionable garments at a reasonable price,” sums up Sidhu.
