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B:Kind aspires to be complete womenswear brand
Aug '11
B:Kind started off just as a topwear brand and that too, restricted to knitted and woven tops. However, this year, the brand has planned to expand its product categories and introduce various other items like skirts, jeggings, dresses and denims.

“This will help B:Kind become a complete womenswear brand”, says Ms Vidhi Shah, Creative Director, B:Kind Clothing, while speaking to fibre2fashion.

B:Kind is currently available in around 140 stores across India through the wholesale channel with the count gradually increasing day by day. The brand is also planning to mark its presence in large format stores like Shoppers' Stop, Central, etc. and then also plans to come up with EBOs.

The brand targets the woman between the age group of 22-40 years, with core target being 22-35 years.

To cater to the fast fashion segment, B:Kind, instead of just two seasons – summer and winter, will be working on four seasons i.e. summer, winter and two mid-seasons. Off the two mid-seasons, one will be the festive season and one between summer and winter; will be the pre-winter or the autumn collection.

According to Ms Shah, “This year we have started with more of back-knits, i.e. the sweater knits for the winter and we are also coming up with an entire new range and designs in wovens too. In the topwear category itself, we now have about 10-15 styles”.

“Then, we have also started our own denims and we will also have our activewear line which is slowly developing. And from this winter season, we are starting a new range altogether for the festive season which will have more of party collection for the months of November-December”.

Speaking about consumer trends, she explained, “India has not yet adapted much to the western trends in terms of garments. We deal in westernwear but we cannot come up with a complete international kind of western wear line because the audience is not yet ready for that, because we cater to the middle class category in the Tier I & II cities, in which, the women there are not open to the complete western wear look yet, so we are restricted on cuts and designs”.

Explaining their modus operandi, she informs, “So, what we do is - we design 25% of our collection which is totally style based. For summer we did color blocking stories or the color of the season. For winter we have done tribal prints because these are all the current trends which are running.

“The remaining collection is more of what the market wants because it is still difficult for us to sell the 25% of our collection which is based on high fashion. That is how we work in terms of trends”, she winded up by saying.

Fibre2fashion News Desk - India

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