As a leading manufacturer and retailer of outdoor wear, Woodland is growing from strength to strength. It’s expecting a turnover of over Rs 200 crores this year in its apparel category alone, which is growing at 25 per cent more than last year.
As a leading business arm of the Delhi-based Aero Group, the Woodland brand of shoes and clothes are sold through their 350 exclusive stores across India to a target consumer group of 18-28. These are mainly outdoor enthusiast who love adventure, nature and are sensitive to current environmental concerns.
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with the span of winters rapidly shrinking in India, the market has witnessed a decrease in sweater production by other brands. However, Woodland claims that they have increased their styles and production quantity by 150 per cent over the previous year. The slowdown in production by other brands has in fact helped them achieve economies of scale, allocate sizeable budgets for product and campaign promotions while increasing their market share in this category. With global trends indicating a harsh and cold winter this year, Woodlands is currently focusing on showcasing a wide range of trendy jackets and sweaters to keep out the nip in the air. By introducing high-tech equipments in their jackets category and using only natural yarns like cotton, lambs-wool and cashmere in bright warm colors, the company is pulling out all guns to combine functionality with fashion in an organic way this season. The functionality and utility of their sweater range is enhanced by using cotton as well as 100 per cent lambs-wool weaved together while natural dye colors address fashion and environmental concerns. The sweater range this year is even trendier than before.
“The sweater market is growing and expanding at various price levels in India in both the branded and unbranded sector in India. Most big brands foray into winter wear clothing because the winter season is a festive season in almost all parts of the world and people like to spend more during this period. Further winter products are costlier than the summer products and add more revenues to the top line. However, it is best considered to be a seasonal business lasting for a quarter of an year,” says Amol Dhillon, VP, Strategic Planning, Aero Group.
While the core price range for their fashionable sweater range is around Rs 1,500, Woodland is also well-renowned for its jacket which is an extension of their functional line of products with a higher price tag of Rs 2,500 to Rs 15,000. There are several sub categories in the jackets segment which comprise of strong professional jackets followed by functional jackets in various fabrics and also trendy, fashionable jackets in canvas, denim and cotton for both men and women. Be it sweaters or jackets, Woodlands is ready to give its competitors the chill pill and up and running to take this winter season by storm across India.