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Woodland: Focusing on outdoor buffs

By FashionUnited

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Fashion

Woodland a leader in footwear, apparel and accessories for men, women and children is in the process of launching 45 EBOs for the FY11-12. The brand targeted at outdoor adventure enthusiasts and nature lovers, offers its products through

leading department and specialty stores as well as Woodland exclusive stores. Talking about the Woodland legacy, Amol Dhillon, Vice President, Strategic Planning, Aero Group of Companies says, “Woodland predominantly known for men’s collections now has equal representation for women in the apparel category. The perception of a male brand sometimes comes to a section of the media largely due to the outdoor and adventure brand positioning.”

Currently,
it is sold through 310 exclusive brand outlets with 45 more in the pipeline for FY11-12. The brand is also available in 3,000 MBOs and almost all large format stores and major e-stores across India. Meanwhile Woodland has come up with its winter 2011 range inspired by nature. The collection showcases highly technical and functional outdoor apparels. “Our winter range has a range of cargos as well. It’s a functional product for an outdoor brand like us. Casual trousers are an important category we would be focusing on for summer 2012, where various new fabrics and fits will be introduced,” Dillion opines.

The brand believes competition helps the consumer and brings the best out of them in terms of product, customer service and brand experience. Further Dhillon says, FDI will definitely raise the bar for all aspects of the apparel industry and help companies introspect their strengths and weaknesses by taking Indian companies on a higher learning curve.

The brand has a strong presence in denims as well. As far as denim styles are concerned, the youth today follow more or less the same pattern. “The rural areas tend to follow Tier-II, III cities which have a spill over affect of the Tier-I cities. The scenario is very dynamic. We feel the pie is growing bigger and everyone has a place in it. The thing to remember is delivering the promised quality and brand image to the consumers at the price charged, because at the end of day the consumer decides who stays in the market,” Dhillion avers.

Worn out, torn out, sand blasted are some of the rugged styles Woodland has introduced in the market. The brand has also moved away from classic indigo and blue to launch denims in white, grey and green shades, deliberately experimenting away from traditionally accepted and safe colors. In fact, their winter 2011 collection showcases white denim quite generously in its campaigns.
“Our USP has been bringing outdoor adventure rugged theme to our denim range. It’s the raw feel of fabric, rugged wash and superior fittings which sets Woodland apart from what in the market.”
Woodland