Internationally, 80 per cent of formal menswear has moved to stretch for added comfort. In the last 5 years, in India too, 80 per cent of denim and cotton has moved into the stretch category. Grado conducted a comprehensive consumer research to identify traits in the fabric that the current fashion-conscious audiences are on look for. The R&D led to the launch of the product range – ‘Streeza’. It is a premium 4 way stretch luxury fabric that epitomises comfort. The stretch of the fabric is Spun x Spun which is an innovative and differentiated concept compared to the industry norm of using a stretch filament in the fabric.
The younger audience these days chooses comfort as a prime point when purchasing fabric. ‘Streeza’ appeals to them being the best motion supportive fabric, hugs and fits the body well.
The collection and the product has received phenomenal response in the market for its superior quality. With this surge in demand, very high volumes are being rolled out and ‘Streeza’ has captured nearly 100 per cent of market share. It is available across all leading retail counters in the country.
“Streeza is absolutely fantastic – the 4 way stretch in fine counts is meant for extreme comfort and freedom of movement – in line with what customers are actively seeking. Our company has dedicated over two decades in understanding and meeting consumer needs with style and sophistication, and we continue to do that in our spirit of providing the best one can ask for. This collection is categorically designed for those who like style, luxury and comfort - all at the same time,” said Dhruva Singh Chauhan, whole time director - Grado by GBTL.
‘Streeza’ Collection is being promoted across all platforms, most notably through Grado’s Official Wardrobe Partnership with KBC 11. In addition to the TV ad, ‘Streeza’ is also being highlighted during the show with the help of an Aston Band that comes during the Fastest Finger First segment of the gameshow.
Grado is a new-age brand from the House of GBTL and OCM with one of the greatest celebrities of Indian cinema, Amitabh Bachchan as the brand ambassador. Grado caters to maximum product segments and across a range of price. The product positioning and price points plays an important role in increasing potential for trade thereby, increasing not only the retail size, but stirring the consumer thought set too. From an end-consumer viewpoint, the composite Power Brand ‘Grado’ offers a rich origin of fabrics and apparels to choose from, namely, wool, wool blends, PV, PV blends, cotton and cotton blends and much more.
Fibre2Fashion News Desk (PC)
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