FEATURE
Utility quotient
While catering to the mass, value addition and
comfort are the key pivots on which brands
like Sweet Dreams stand. According to Hitesh,
“Sleepwear is still not a mass category. However,
more people are realising the need to invest
in sleepwear. Credits for this change go to
the changing lifestyle – increase in live – in
relationships, more number of people living in
PGs and hostels and the more modern fad of
pajama parties. People who also like to travel are
interested in sleepwear. Sleepwear is another way
to pamper yourself too.”
“The chunk of our buyers are women aged
35 years and above. It is however, important to
note that while these women are the end buyers,
they are not the only users of our products. Such
women often buy for their entire family in one
purchase session. Therefore, need and intent
play a very big impact on the price a customer
decides to pay for the sleepwear,” he continues.
When asked about which platforms sell more,
Hitesh believes that nothing defeats the presence
of a store. His store has been selling sleepwear
for more than 30 years now, and while they may
be a new entrant in the digital space, he has no
doubt, that this creation of brand awareness will
make the store a greater rage.
“As a brand, our focus is on being an
integrated omni-present brand. We want to
leverage the power of social media and increase
brand awareness. We want to develop brand
equity and eventually translate that into sales
either online or offline. We release two collections
annually, a spring - summer and an autumn –
winter. Each of these collections has over a 1000
different styles of sleepwear and athleisure to
showcase. Our design team puts in incredible
effort in ensuring that the assortment includes
Our sizes start at small and
go up to 5XL. Our collections
have everything from a pair of
shorts to a three-piece satin
sleepwear set.
something for everyone in terms of size and body
types. Our sizes start at small and go up to 5XL.
Our collections have everything from a pair of
shorts to a three-piece satin sleepwear set. We
choose simple fabrics that include hundred per
cent cotton, rayon and satin for our sleepwear
products. We also use a polyester spandex with
13 per cent spandex blend. This is rarely available
in the market,” he states.
APPAREL I August 2020 I 33