Home / Knowledge / News / Apparel/Garments / Apparel firms rely on innovations to attract consumers
Apparel firms rely on innovations to attract consumers
30
Mar '12
Clothing companies in India are increasing using innovations with colours, styles and technology to standout in a highly competitive market and to attract consumers.

For example, apparel firm Woodland has recently unveiled its Spring Summer 2012 Collection that features apparels made using sun protection, moisture wicking and quick drying technologies.

Another example is of Indus League, the Future Group-owned company, which has launched jeans made using thermo sensitive dye that helps jeans change colour when it comes in contact with heat.

Speaking to fibre2fashion, Ms. Shibani Mishra, Chief – Marketing, Indus League Clothing, said, “Today, fashion is not just about style. People are looking for new products which can also give them functional benefits. Moreover, if it has an edge over other products it attracts customers. Hence, apparel brands have started coming up with products which are different from the regular items that are known for style and comfort, or the ones that have an edge in designing.”

“At Indus League, we have come up with ideas that are unique and the innovations that have functional benefits. We have recently launched jeans under the brand 'Jealous' which is called the 'Magic Jeans', because its colour changes as you wear them. This is because of the thermo chromic effect which takes place as a result of some chemical treatments given to the fabric. It reacts not only to the body heat but also to the sunlight or anything else that heat up the fabric,” she reveals.

Explaining how it attracts customers, she says, “We launched these jeans in January. To connote it to the customer we say 'the hotter you get the faster your jeans changes colour.' We have thus added a style or a fashion quotient to the communication. So, it gives an added advantage to the product and attracts the customer towards it. It also gives the brand an edge over the competition.”

Informing about another of her company's innovation, she says, “We have another brand called Urbana, a brand that actually stands for innovations. In Urbana we have a range called the techno formal range which has stain free shirts. The treatment is done at the fibre level. So when we you drop coffee or tea on it, it does not get absorbed in the fabric. Instead, it remains like a water bubble which can be drained off. The product is called the Urbana Nanotech Shirt.”

“Similarly, we also have a range of shirts which are called sweat-free shirts. All these products are not only interesting to hear but they are also functionally beneficial. The products are doing very well in the market and the response from the consumers is very good,” says a smiling Ms. Mishra.

Briefing about Woodland's latest innovative collection, Woodland India MD Harkirat Singh says, “Our Spring Summer 2012 Collection comprises of Woodland R&D led functional product-line including sun-protection, moisture wicking and quick drying gear for adventure enthusiasts. The technologies used in the collection are proven to keep the outdoor enthusiasts protected from harmful ultra violet rays and keep them drier in all strenuous outdoor activities.”

“Tested by Woodland adventure enthusiasts internationally, the collection has details galore to help the wearer keep cool and comfortable in sunny climates. The range comprises of Polo T-shirts, round necks, plaid shirts, cargo traveler pants, cargo multi pocket shorts, beach trunks and much more. The fabric used in the new range draws sweat and perspiration off the skin,” he adds.

Fibre2fashion News Desk - India


Must ReadView All

Pakistan govt notifies 50% duty drawback on exports

Textiles | On 21st Oct 2017

Pakistan govt notifies 50% duty drawback on exports

The Pakistan government has notified the ‘Duty Drawback of Taxes...

Ghana sets up task force to clamp down on textile piracy

Textiles | On 21st Oct 2017

Ghana sets up task force to clamp down on textile piracy

Ghana’s ministry of trade and industry has set up a taskforce to...

Courtesy: Coach

Fashion | On 21st Oct 2017

US company Coach to change name to Tapestry from Oct 31

Coach Inc., a New York-based house of modern luxury accessories and...

Interviews View All

Poojaa Kumar Deepak
Zeven

Zeven's performance sports apparel is designed for the Indian body type,...

Sanjay Yagnik
Maa Tex Speciality

‘We suggest reducing dosage of sizing chemicals to reduce sludge...

Headhonchos
Indian textile value chain

Adopt innovative techniques, go for automisation rather than being...

Suresh P Bagrecha

Komal Texfab, founded in 1981, is into manufacturing of knitted fabrics,...

C Dhandayuthapani

MAG Solvics Private Limited was established in 1991 to design and develop...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.1%
No
12.9%
Skip
10.0%

Total Votes: 70

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.4%
No
28.6%
Skip
10.0%

Total Votes: 70

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.7%
No
10.0%
Skip
4.3%

Total Votes: 70

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.7%
No
11.4%
Skip
12.9%

Total Votes: 70


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search