Apparel Online India Magazine February 1st Issue 2019 | Page 42

DOMESTIC UPDATE MUFTI S U C C E S S F U L LY B A L A N C I N G T H E D E M A N D - S U P P LY P A R A D I G M O F THE DYNAMIC MENSWEAR MARKET M enswear fashion has always witnessed a slower rate of change when compared to the womenswear segment. Yet, it has taken strong strides to come at par with its counterparts with a rise of 2.8 per cent in 2016 as compared to the 1.3 per cent increase in womenswear. Previously limited to pinstripes, checks and solids, menswear consumers have now matured to adopt trends that are more progressive. This transition stems from the rapid inclusion of varied consumer groups owing to fashion becoming increasingly accessible and a flexible spending power. As per shopify.com, a plunge in buying power is expected by 2020 with the number of potential buyers increasing by 1.2 billion. What creates avenues for diversified fashion products is the fact that these new consumers are within the age group of 16 to 24 and 25 to 34 years. Mufti is one of the most popular Indian casualwear brands and thrives on the basic principle of including novelty in menswear fashion. This is how the brand was first noticed in the Indian market amongst the competitive international brands. Striking the right balance between fashion and comfort, Mufti caters to the changing demands of the diverse Indian menswear space while ensuring the best for each type of consumer. Launched in 1998 by First Generation eEntrepreneur Kamal Khushlani, Mufti has expanded into multiple categories like shirts, jeans, T-shirts, trousers, blazers, outerwear and footwear and currently retails through more than 1,500 points of sale across India. The brand revolutionised the basic category of shirts, which were of free-size, in the late ’90s by shortening their length 42 Apparel Online India | FEBRUARY 1-15, 2019 | www.apparelresources.com Menswear consumers are now open to change their fashion sensibility and this is where Mufti comes in. “For Mufti, quality is king. We keep our manufacturers loyal by paying them instantly; we buy and resell all defectives without labels after two seasons to maintain brand image; and finally, we operate on strict testing & quality norms.” – Vipul Mathur