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