How To Set Up A Fashion Importation Business From China Indian Sleepwear Market

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Indian Sleepwear Market

Has unprecedented great potential in a city, not a meter

Manufacturers of women’s underwear are increasing their R&D capabilities to increase the range and functionality of their designs. The company is also striving to improve product quality and reduce operating costs through vertical integration. With the abolition of export tariffs and restrictions on imports of Chinese-made pajamas to the European Union and the United States, suppliers from China and India have found themselves in fierce competition for market share. In the Indian market, the market for pajamas and underwear is rapidly emerging as a fashion segment and over the last decade has seen the presence of organized players such as Juliet, Sleep-ins and so on.

What Kashmira nightwear company started with the only store in Pune many years ago is today the Sleep-ins brand of complete Nigerian clothing solutions with a chain of exclusive and exclusive Sleep-ins stores. Present in many of the country’s major retail chains. The change was promised thanks to a one-man effort, with Kishor Chhabria, managing director of Kashmira Nighrwear-based Kashmira Nighrwear, today a brand with a national presence. Chhabria has found that Indian consumers are aware of the choice of clothing for the occasion and important pajamas such as casual office wear, party or sportswear and start offering consumers what they need.

Sleep-ins are among the leading players in this segment and have seen a significant increase in their market share in recent years. This market, even today, is largely in an unorganized sector where price is its only consideration. Organized players do not quarrel with products that are traded on the street. Growth in retail, increasing awareness of fashion has supported pajamas and underwear leading to higher market share.

Sleep-ins have grown nearly 150 percent in the last 2-3 decades as they are heavily focused on the western market, but this year the brand is doing well locally. They have appointed distributors in Chennai, Bangalore, Hyderabad, Kolkata, UP, MP, Punjab, etc. and have more than 20 exclusive stores in the country and will add six more. In addition to the exclusive store, the brand also retails from many major stores.

This increase in retail volume is driven by the remarkable response that the brand receives in different parts of the country. Many of their clothes cost between 2,000 and 4,000 riel. When introducing these products, they believe that sales in this price segment will be best in Delhi and Mumbai, and they are designed to see sales growth in Punjab. This is just to see that fashion awareness is high in all parts of the country and there is still a lot of unavoidable potential in cities other than the subway. And this is where the fashion aspect plays an important role. The company finds the best fabrics from home, imported from Korea and made in-house printing.

Sleep-ins can be the sole brand of sleepwear for the whole family. It satisfies the hidden need for quality sleepwear that the exclusive brand Sleep-ins offers – a whole range for women, men and children. In less than a year since its inception, chain stores have registered good growth across India. So far, women in the 18-50 age group have been the main buyers, although men are also the main buyers. There are a large number of consumers who wish to wear high quality bras with features that meet international standards.

Chhabria himself is a designer and thinks not only of creation but of real works of art. Sleep-ins cover pajamas and pajamas. Unmatched and wonderful fringe in cotton and cotton blends of satin and lycra are all home-made. Nightgowns are offered in satin and georgettes and animal prints; Dress in soft cloth; And Chemise in soft and soft pastel silhouettes shining. They also offer evening dresses with spaghetti straps, doll shorts, trendy shorts with bikinis, capies and more. For men, the pajamas offer the elegance and sophistication of a nightgown in pure cotton and imported polyester fabrics and soft leather jackets. And satin with pajamas.

They believe that modern men and women look at affordability, affordability and comfort. Therefore, the price factor cannot be noted. The brand helps to match the budget as well as the premium class of the customers. Sleep-ins in Pune, which may be the largest clothing store in the country, with an area of ​​1500sq.ft of floors, containing more than 4,000 pieces of clothing at a time. Their franchise stores are located in cities such as Mumbai, Delhi, Hyderabad, Surat, Ludhiana, Kolkata, Baroda and Gurgaon. The brand is also offered at retail chains such as Globus, Shopper’s Stop, Piramyd and Pantaloons.

The speed with which the brand is growing to reach the market confirms the vast experience that provides a solid foundation of self-confidence. He started the retail business with a small investment of one billion rupees, and today intends to establish Sleep-ins as a separate brand that needs a healthy investment for brand image production.

Sleep-ins are well known to existing competitors and are designed to accommodate new entrants. And they do not care about the strict competition, because they have a full set of pajamas and pajamas for women, men and children. Its closest competitor is “Sweat Dreams”, but so far Sweet Dreams has not made any effort to establish a brand and is now available in all stores in the country, while Sleep-ins are offered at exclusive stores. Faces placed on solid ground only.

The immediate object of Sleep-ins is to pass through high-end shopping malls set up in major cities. But that is not all, the company is anticipating creating quality nightwear and pajamas in the international market. They aim to identify products to brands that customers should request for sleep-ins rather than any nightwear product.

Sleep-ins now plans to limit its product range to lower-end markets as well, which will cost around Rs 200-400. Maybe they can sell these items from stores like Big Bazaar.

The company has a production capacity of 15,000 garments per month and plans to increase the size by another 25 percent. They are bringing in 30 more machines, bringing the total to 130. They are setting up an IT system for quality management and control.

Sleep-ins started a joint venture with Disney to supply 5,000 garments a month, and most of the improved production will go to Disney. The company is also receiving inquiries about many exports from Europe and the Gulf, but it takes time to get into this segment.

Another Indian supplier, Poppy’s Knitwear (P) Ltd, can process from spinning, weaving and embroidering to sewing and finishing at its factory. The plant is set with Rieter spinners, Vanguard and Orizio embroidery machines and Tubetex dyes. In India, women’s underwear from Poppy’s costs between $ 3.50 and $ 8.50 per set. The lower model is made of lightweight single-breasted cotton. Intermediate designs usually have overall prints and more clothing features such as pockets and collars. The advanced version is widely used for winter and is made of heavier fabrics such as polar wool and cotton.

Clifton offers designs that cost between $ 3 and $ 7. The medium-sized company produces women’s pants for OEM customers such as Ethel Austin and Littlewoods of the United Kingdom, Carrefour of France and Sentinel Clothing Co of Canada, Teenscene India of Canada. Taitexma circle and embroidery machine together. As well as equipment for the production of single and flat embroidery fabrics. In addition, the company has machines for silk screening and embroidering.

At Sentinel, women’s underwear costs between $ 2.50 and $ 6.50. Models are usually made of a single cotton. New entrants have a cut on the neckline, bra and bow on the neck and sleeves. The company has three factories in India that produce more than 3 million pieces of women’s clothing per year. The 10-member R&D team generates 20 creative models per month. Leeds underwear products range from $ 3.25 to $ 8. The models are made of pure cotton or polyester-cotton blend. The company also makes T-shirts, shorts, sweaters and children’s clothing.

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