Sharp cuts, Smart fashions!
For their first time at the National Garment Fair, brand Four One Oh did create quite a buzz! Having been launched in August 2013 and inaugurated by Rahul Mehta, President, Clothing Manufacturers Association of India, this premium men’s apparel brand entirely reflects its motto of being a young fashion label with a fresh mindset, with its sprightly collection. In shirts, trousers, suits and jackets for men—the detailing used and the fresh silhouettes and cuts that were on display at the Four One Oh stall at the 58th NGF is what set them apart from the rest. In conversation with Avadhesh Kumar Singh, Sales Designer, Don & Julio Worldwide Apparels (India) Pvt. Ltd., we find out more about the brand’s philosophy, the brand’s experience as a first-timer at the NGF and the innovations that they have bought into the men’s apparel segment.
BRAND LAUNCH AT THE NGF
“We had launched Four One Oh in the market six months back and considering it is the first time for us at the NGF, we have received good reviews. We decided to choose this Fair mainly because of the large number of retailers that come here and also because of the reputation that the Fair has built over the years. So, through this Fair, brand awareness about Four One Oh will increase.”
CHALLENGES FACED BY THE NEW BRAND
“The major challenge a brand faces as it begins to establish itself in the apparel industry, is of brand awareness. As the company is new and isn’t a recognised name, consumers begin to compare the price range and products with that of its existing and flourishing competitors. So, for us, our collections were being compared to that of Van Heusen, Louis Phillipe, etc. This is a major challenge for us to face as it does take time to build a brand. No brand is built overnight.”
MARKET SLOWDOWN, A HINDRANCE?
“Slowdown has gripped the apparel industry, but our brand has been lucky in this sense because the sluggish market hasn’t affected us as much as it has affected other brands. Yes, a small percentage of our sales may be hit but overall, during the NGF, we have not only received good reviews but have also received many orders, especially from large MBOs.”
THE ‘FOUR ONE OH’ MAN!
“We are looking to target men between the age group of 25-40 years. This segment usually looks to work hard and at the same time, party harder. Thus, they would want to wear clothes that will help them pull off not just their ‘at work’ look but also an ‘about town’ look. A simple rolling up of sleeves of the same shirt should be able to stylishly carry them through a get-together in the evening. It is for this reason that we have kept slim fit shirts and trousers as the highlights of our collection. Four One Oh’s fits are neither too loose nor too tight; they are just right for professionals.”
EXPERIMENTATIONS & INNOVATIONS
“The apparel industry, especially the men’s wear segment, is at the cusp of major changes and is completely ready to experiment with styles and cuts. Our brand and the innovations we offer, in fact, epitomise this fact in its entirety. For example, the range of suits in our collection is made of poly-linen. People generally love to wear linen suits but linen is a fabric that easily gets wrinkled if worn from day to night. Thus, we have come up with the concept of poly-linen suits that remain crease-free through the entire day. Also, as a part of our trousers collection, we have come up with a
WE ARE LOOKING TO TARGET MEN BETWEEN THE AGE GROUP OF 25-40 YEARS. THIS SEGMENT USUALLY LOOKS TO WORK HARD AND AT THE SAME TIME, PARTY
unique range called the ‘travel pants’ that have a concealed, in-built zipper. These pants are highly useful for the on-the-go person or a frequent traveller who can store his boarding pass, tickets, etc. in these zippers easily. These same travel pants also have an adjustable waistband that provides comfort to the wearer. When it comes to Four One Oh’s men’s wear, the magic lies in the detailing.” This quiet confidence and emphasis on originality will help Four One Oh leave its mark in this competitive apparel industry. With an excellent response at the NGF, there is no looking back for this brand!