Theme eyes 65 per cent winter sales

With a growth of around 52 per cent over last year, Theme the brand of formal suits, jackets and trousers owes its success to a strong presence in large formats such as Shoppers Stop, Central Malls, Lifestyle, Pantaloon, Brand Factory and Globus.

  It’s also a major brand in MBO’s and other specialty suit outlets across India. As a leading brand of Silver Crest Clothing – one of the largest manufacturers of fine tailored clothing in Asia - Theme stands for impeccably styled and value for money line of formal men’s clothing.

  With a product line-up of men’s business suits, designer suits, jackets,  scarves and formal trousers, Theme is looking to increased sales this season in keeping with its general trend of 65 per cent sales during winter as compared to a mere 35 per cent during summers. The company’s winter suits are their hot selling item.

“The style and trends for this season are that the lapels are again becoming wide, though narrow lapelled jackets still exist. We give a perfect blend of both- a lapel which is neither too narrow nor too wide, thus our suits will never go out of fashion. The bandhgala or mandarin collar suits are coming back in a big way with variations like stand up collars. The very narrow shawl collars will be seen both in evening jackets as well as some formal wear jackets. Double breasted in slim fit and three-piece suits are also back. Trousers still remain slim and some brands have even introduced ultra slim trousers,” says Shivani De, Senior Manager, Product & Design, Silver Crest Clothing.

“The choice of fabric and styling are based on what occasion it is demanded for, whether it is for a wedding, business, evening or casual wear. We have introduced new blends in suit fabric such as wool viscose, Poly wool Viscose, cotton wool blends in trousers and silk wool in jackets. Prices are on rising and the next season will see an increase in prices as the cost of fabrics and raw material have gone up substantially, ”she adds.

She feels, what makes Theme jackets stand out is an interlude of many factors such as the right weight of interlining for different fabrics, three-ply floating chest piece and genuine horse hair to impart natural drape and dimensional stability and meticulous detailing such as shaped collar, rolled lapel, piped pockets, reinforced flaps rolled sleeves and purl- stitch buttonholes.

De is of the opinion that with international manufacturers setting up shop in India, it is the made-to-measure suits that will soon take the lion’s share of the super premium and premium segments while the mid-segment will rule the roost in the readymade category. Targeting young professionals in the age group 25-40 years, with a monthly income of Rs 30,000 to 75,000, the company is looking at innovative product expansion which will enable it to stay up and running in the near future.