Sharp cuts, Smart fash­ions!

Apparel - - Contents -

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

HARDER.

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!

Pre­mium men’s ap­parel brand, Four One Oh, from Don & Julio Ap­par­els World­wide Pvt. Ltd. (House of D & J), es­tab­lished their pres­ence at the 58th Na­tional Gar­ment Fair in grand style as they launched their brand at the NGF for the first time. Nam­rata D’sou

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