Apparel firms rely on innovations to attract consumers

30 Mar '12

3 min read

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

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