Man­ish Cre­ations spruces up oc­ca­sion wear col­lec­tion to at­tract con­sumers

Business of Fashion - - Contents -

In an ex­clu­sive con­ver­sa­tion with IMAGES BoF, Pratikh Ra­jpuria, Man­ag­ing Direc­tor, Man­ish Cre­ations shares de­tails on chang­ing de­mands in the oc­ca­sion wear cat­e­gory by dis­cern­ing male con­sumers.

Man­ish Cre­ations has 27 ex­clu­sive brand stores, which it plans to take it to 40 by March 2019 and has pres­ence in 500+ multi-brand out­lets and large for­mat stores. In an ex­clu­sive con­ver­sa­tion with IMAGES BoF, Pratikh Ra­jpuria, Man­ag­ing Direc­tor, Man­ish Cre­ations shares de­tails on chang­ing de­mands in the cat­e­gory by dis­cern­ing male con­sumers…

Es­tab­lished in 1999, Man­ish Cre­ations is a prom­i­nent men’s eth­nic wear brand from Kolkata. The brand fo­cuses on con­sumers seek­ing wed­ding, party and oc­ca­sion wear. It caters to all seg­ments in the mar­ket. It of­fers sher­wa­nis, kurta-py­jama sets, kurta-jacket sets, kur­tas, Indo-western wear, etc., for all oc­ca­sion with ac­ces­sories to com­pli­ment the main at­tire.

En­sur­ing de­signs with sober em­broi­dery and tex­ture de­tail­ing at eco­nomic price range, Man­ish Cre­ations uses the best of hand­loom fabrics which are rich in tex­ture and qual­ity. Fol­low­ing the fast chang­ing trends in men’s eth­nic wear, the brand is fo­cus­ing more on cuts.

Con­sumers are al­ways look­ing for new prod­ucts and new trends for ev­ery oc­ca­sion. Un­like in the past, when eth­nic wear was re­stricted to wed­dings and the fes­tive sea­son only, to­day it has be­come a trend. To­day,

a con­sumer’s wardrobe has dif­fer­ent at­tire ac­cord­ing to spe­cific oc­ca­sions – these could be any­thing from birthdays to wed­dings, fes­ti­vals and more. The con­sumer is con­cerned about his im­age and is shop­ping more to dress ac­cord­ing to oc­ca­sions. This has re­sulted in in­creased spend­ing on oc­ca­sion wear.

“Con­sid­er­ing this sce­nario, we are up­grad­ing our oc­ca­sion wear col­lec­tion bas­ket at stores to at­tract a ma­jor seg­ment of eth­nic wear buy­ers,” said Pratikh Ra­jpuria, Man­ag­ing Direc­tor, Man­ish Cre­ations. “We will be play­ing more with our core line along with some fash­ion cuts and new fabrics in linen, cot­ton and bro­cade,” he adds.

Re­tail Pres­ence

Man­ish Cre­ations has 27 ex­clu­sive brand stores, which it plans to take it to 40 by March 2019. The brand has pres­ence in 500+ multi-brand out­lets and large for­mat stores such as Cen­tral. “We look for­ward to in­creas­ing our MBO and EBO vis­i­bil­ity in metro cities where we are not avail­able, along with strength­en­ing our pres­ence in the ex­ist­ing mar­kets,” Ra­jpuria says.

“Since con­sumers are buy­ing ca­sual eth­nic wear a lot from por­tals, we are pro­mot­ing our core prod­uct line ag­gres­sively on­line on Ama­zon, Myn­tra, Jabong and Flip­kart,” he adds. Ac­cord­ing to Ra­jpuria, the big­gest ad­van­tage of a so­cial me­dia plat­form is that a prod­uct reaches to con­sumers in ev­ery corner of In­dia – from metro cities to tier -III cities. How­ever, he says prod­uct op­tions are lim­ited on e-com­merce plat­forms whereas re­tail out­lets pro­vide more va­ri­eties along with lat­est trends.

Ra­jpuria also feels that in eth­nic wear is a cat­e­gory in which con­sumers have very spe­cific choices re­gard­ing colours, de­signs and fabrics be­fore they make a pur­chase. These are op­tions which an on­line mar­ket­place may not be able to of­fer.

The Eth­nic Oc­ca­sion Wear Mar­ket

Fash­ion trends and con­sumer ex­pe­ri­ences have reached a new high. The ap­parel in­dus­try is be­ing greatly in­flu­enced by the ever chang­ing con­sumer de­mands and pref­er­ences. Eth­nic wear has tran­si­tioned into a fash­ion es­sen­tial nowa­days.

“The young, the mid­dle-aged, the el­derly and kids – all these seg­ments are a ma­jor part of the eth­nic wear buy­ing seg­ment. About 65 per­cent of our sales hap­pen dur­ing the wed­ding sea­son. Apart from the bride and the groom, fam­ily and friends also tend to con­trib­ute a lot to the over­all sales,” says Ra­jpuria.

Con­sumers are ex­per­i­ment­ing a lot more than just go­ing by es­tab­lished fash­ion trends. What Bol­ly­wood celebri­ties wear, what is shown on run­way fash­ion and TV shows also play a sig­nif­i­cant role in de­ter­min­ing eth­nic wear trends to­day. With con­sumers in tier -II and -III cities in­creas­ingly fol­low­ing trends, Man­ish Cre­ations tries to cater to all whims and fan­cies of con­sumers.

“With the avail­abil­ity of proper in­fra­struc­ture in malls and high streets, it has be­come eas­ier to gain a foothold in the eth­nic wear mar­ket,” Ra­jpuria con­cludes.

“We are up­grad­ing our oc­ca­sion wear col­lec­tion bas­ket at stores to at­tract a ma­jor seg­ment of eth­nic wear buy­ers. We will be play­ing more with our core line along with some fash­ion cuts and new fabrics in linen, cot­ton and bro­cade”

– Pratikh Ra­jpuria,

Man­ag­ing Direc­tor, Man­ish Cre­ations

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.