WEARIT TARGETS WOMEN’S WESTERNWEAR
Kolkata-based export house Ritspin Synthetics has forayed into branded RTW with the launch of Wearit - a women’s western wear brand.
Miss India 2001 Celina Jaitly has been signed on as the brand ambassador for the range which is targeting the fashion conscious Indian women in the age group of 15 - 35 years, at prices ranging between Rs.475 and Rs.750.
What is unique about Wearit is the speciality viscose yarn Ritvang developed in-house by the company for the garments. Ritspin Synthetics is the largest Indian exporter of this yarn, with fashion retailers like Zara of Spain featuring in its clienetele.
Announcing the launch, Manish Kumar, Managing Director, Ritspin Synthetics Ltd., said, "Created on truly international standards, the brand will fill the vacuum as there is no organised westernwear brand in the retail sector for women in the country as yet."
Jaitly would be able to project the right image for Wearit and add value to the brand, he added. The brand will currently target the top end of the party as well as casual-wear segment of the women's fashion wear market. The party-wear range is dashed with defined shoulders, nipped waists and jovial hues. A blend of stylish cut and use of metallic yarn.
Currently, four designers from across the country are working on devising designs for Wearit, say company sources. Ritspin is in the final stage of negotiations with designers from Spain and Italy who will be designing some of the forthcoming collections.
"While Wearit will be on par with foreign fashion brands, the garments will be reasonably priced and affordable. We want most women to be able to afford our clothes and hence the prices have been kept very reasonable, " said Kumar.
The brand has been launched through Shoppers' Stop outlets in Mumbai, Pune, Delhi, Bangalore and Hyderabad. The company will, however, be entering into marketing tie-ups with other stores to increase its retailing network. For Kolkata, which is yet to have a Shoppers' Stop outlet, the company has planned an exclusive Wearit boutique where the products will be available from June 2002.