Spring/Summer range revives consumer response

With the launch of their latest vibrant styles for Spring/Summer range, brands and apparel retailers are witnessing a surge in footfalls and sales at their outlets across the country. While the apparel industry has been at the receiving end so far due to high rentals, low consumer sentiment, high inflation,

slow economy and several other factors, summer season seems to have brought the cheer back to their registers.

With

consumer sentiment picking up, fashion retailers and brands are witnessing turnaround in sales. Pantaloon Fashion Retail, for instance has seen a rise of around 10 percent increase in sales over last year and expects the trend to continue, bringing around 20 percent of its total revenues from April-June period. Lifestyle International, part of Dubai-based Landmark Group too witnessed a strong double-digit growth this month in all the categories retailed at their outlets. HyperCity too was able to register double-digit growth in April compared to same month, last year.

During the past several months, majority of retailers witnessed soaring operational expenses impacting profit margins. Experts point out that the trend continues to affect listed players such as Trent, Pantaloon, Shoppers Stop and Provogue as well as for unlisted players such as Lifestyle, Charles & Keith, Pepe, Hi-design and Wrangler.

Keeping the current low consumer sentiment in mind, apparel brands are wooing them with Spring/Summer range of apparel and accessories. Floral prints, soft colours, laces and African-inspired designs are in focus this season. This time around, brands are highlighting prints and designs in soft shades and variety of new styles. Brands and apparel retailers have not only launched their new designs for the season but they have also changed the in-store layouts and look to match them apart from engaging the customers through various activities, social media campaigns and commercials on print and TV.