Red Rid­ing

Business of Fashion - - Contents -

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.

Pro­mo­tion Plans

The brand is util­is­ing both dig­i­tal and print me­dia for pro­mot­ing its col­lec­tions.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.