Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
Visakhapatnam
For that comfy feel
|
Udare is a modest, comfortable line of women's wear for the 25-30 age group.
|
CHIC COUTURE: Aesthetic styling is the trademark.
FUSING WESTERN styling with the Indian look while crafting Udare— a women's western wear brand for the 25-30 year old segment, has been a challenging feat for Monica Ojha, director Magnum Wear Private Limited. "Over the years there has been acceptance and demand for western wear by women owing to several factors. One group may be possibly the generation that has been wearing western clothes during their school and college days, which continues to do so. Socially there has been a shift towards the nuclear families where the choices are greater for women in terms of clothes. This is a segment, which is also taking to western wear on a large scale. Also the sudden spurt of jobs as call centreshas enhanced the need for western attire. Cable TV has brought in awareness even in small towns where women aspire to be fashionable . Therefore challenge lies in providing women fashion with social acceptance," says Monica.
Thus one observes a capped sleeve and longer lengths for the conservative shirt in the Udare line that is available in 12 cities and 23 outlets in the country. The soft dressing for women, as the brand reads, is visualised in terms of the colours, cuts and more to go with the age bracket of the target consumer . "Udare presents clothes that flatter the body, that make you look and feel good about yourself irrespective of the age. Women in this age group are particular about the comfort apart from looking good, " says Monica.
PRETTY IN PINK: Simplistic and practical.
Mostly a viscose line, the collection also presents cotton and voiles. While the viscose stands for easy care, the lycra component in the collection helps to retain the shape of the fabric. The bias cuts for shirts in largely big sizes offer a subtle fit.
FLAME THROWER: Set the trend.
The trousers are available in 26-34 waist sizes with an elastic waistline and drawstring, structured cuts for trousers offering a slight boot cut taking the contemporary fashion element into consideration. The restrained line is popular with the college crowd as well.
The price is just right for impulse buying Rs. 350-Rs. 899. "Women in the 25-30 age group are probably mothers and home makers. Their needs come last on the list after they have made the buys for their children, husband, home and they may pick up one top for the month and postpone another buy for the next month. Taking this study into consideration, we have eased on the price point. And though we bring out a new collection every month we do maintain a thread of connectivity among the lines so that the consumers can make their purchases spaced out, a shirt one month and may be a trouser coordinate the next," says Monica.
FLOWER POWER: The floral story.
The current spring-summer line features predominantly pastels with hakoba embroidery for shirts, Indian prints for the long dress, smart black skirts and more. "For the summer range we have a lot of prints on moss crepes and voile. For our pre-Diwali collection we will include a lot of sequins and hand embroidery in tune with the festive season. We would also be adding accessories such as scarves and stoles, " sums up Monica. The Udare collection is available at Lifestyle and Pantaloons outlets in the twin cities.
SYEDA FARIDA
Printer friendly
page
Send this article to Friends by
E-Mail
Metro Plus
Bangalore
Chennai
Coimbatore
Delhi
Hyderabad
Kochi
Madurai
Thiruvananthapuram
Visakhapatnam
|
