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'Zeven is creating a whole new market for its products'
31
Jan '17
Courtesy: Zeven
Courtesy: Zeven
Zeven, a multi-dimensional brand committed to transforming sports in India, is creating a new market for its products by meeting the demands of a billion Indians. The sports apparel company believes that Indians have been offered products that are too expensive, not suited to the country’s weather, unsuitable for women or of poor quality and styling.

“The Zeven core is performance sports apparel, designed specifically for the Indian body type, weather conditions and terrain. Zeven’s quality product offerings at affordable prices have worked exceptionally well for us. We also have a large sports inspired and active lifestyle product range. We will continue to build on this and provide more options for our customers to pick from,” Poojaa Kumar Deepak, leader - marketing, Zeven told Fibre2Fashion in an exclusive interview.

The company recently launched its exclusive brand store in Bangalore and plans to expand its footprint by launching more stores across regions.

Talking about Zeven’s latest cricket-inspired collection – My Cricket Style, Poojaa Kumar said, “The collection is broadly divided into MCS Pro and MCS Youth. The MCS Pro collection represents the professional cricketer, while the youth collection represents the young budding players. The Pro and Youth collections are further available in two variants, Classic and Modern. While the Classic collection draws its inspiration from the tradition and heritage of the game, the Modern collection represents the current trends in the game, contemporary yet aggressive.”

An all new run apparel collection by Zeven is also lined up for launch and the company plans to further strengthen its portfolio in 2017.

When asked about the influence of fast fashion on the company’s collections, she said, “Zeven’s focus is on performance sports apparels and footwear. Fashion changes fast but the requirements of an athlete or sport are not completely governed by it. While fashion would have a lot of influence on the colours and designs, when it comes to technology and performance, it does not necessarily follow fashion trends but innovations.”

As per a report by Allied Market Research, the global sports apparel market is expected to grow to $184 billion by 2020 at a CAGR of 4.3 per cent during the forecast period of 2015- 2020. Aisa-Pacific is also expected to lead revenue generation in the sector by 2020. This along with the a 70 per cent rise in the income level by 2020, an influx of 100 million youth into the workforce and an expected growth in disposable income of India are likely to fuel the market growth for sports apparel industry, according to her.

Zeven’s target is to achieve revenues of Rs 15 to 20 crore in this fiscal and double its business by next year, concluded Poojaa. (KD)

Fibre2Fashion News Desk – India

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