Launched in April 2016, Red Riding is a part of the Mahak Group. A specialist in scarves and stoles, the brand’s products represent the pinnacle of European and Indian craftsmanship and are unsurpassed in their quality and attention to detail. The brand’s product variety is extremely wide, with more than 20 fabrics and 2,500 designs. The brand aims at giving shape to the 95 percent unorganized sector of scarves with its quality oriented products. Presently, the brand has a turnover of `50 crores selling both at online and offline stores.
Core Target Group
The brand targets young females that are price conscious but are highly sensitive to the latest fashion trends.
Core Product Categories
Red Riding is known for its range of classy yet elegant scarves and stoles that are perfect for every occasion.The designs are exclusive, edgy, urbane, classy yet elegant and caters to the fashion and styling needs of women of all ages.
Nominated Occasion Wear Collection and it’s Theme
The brand is currently working on its Autumn/Winter 2017-18 collection, the theme of which is youth centric. The collection will feature an electric range of scarves and stoles that would be a perfect addition for the festive season. The theme is basically characteristic of young and fresh minds which are full of joy, colours, happiness and is modern yet classic.
Design Aesthetics and Details
The brand’s priority is to work on natural and comfortable fabrics as it is an essential part of scarves and stoles. Design wise, the brand’s focus is to to make trendy, stylish scarves and playing with vibrant colours and also keeping in mind the demands of its comfort zone. For the new collection, the brand is extensively working on embellishments like pom-poms, handmade tassels, studs, Swarovski, fancy laces, etc.
Reasons for Creating the Collection
The brand aims to bring the European culture of scarves and stoles in India and do the revolutionary changes.
The brand sees scarves as the next big thing in fashion accessories and believes that very soon, women of the country will sport scarves in their daily life, matching with their heels, bags, shirts or denims. It is this demand that Red Riding aims to cater to.
The brand is utilising both digital and print media for promoting its collections.