Menswear brand Donear NXG’s latest collection makes a fashionable impression through the use of fancy yarns for developing space dyed, mélange, grindle and linen-look fabrics. “We have also used recycled fibers for making fabrics for formal trousers. The shirts in this collection are made from stretch fabrics,” explains Rahul Agarwal, Director, Donear NXG.
Consumers are shifting from formal to semi formal and semi casual shirts with the startup culture leading to this shift. Brands are making a conscious effort to add new product lines. “Leading players like Madura Garments, Arvind Lifestyle etc, are introducing new brands. The shirts market has been growing at a CAGR of 9 per cent since the last five years and is currently estimated to be worth $5.8 billion,” Agarwal says.
Casual shirts dominate segment growth
Casual shirts comprise 60 per cent of the total shirts market while formals constitute the remaining 40 per cent. “There are enough players in the shirts category from the value segment to the luxury segment,” notes Agarwal. Shirts in the mass market, which form 40 per cent of the entire market, are valued in the range of Rs 150-Rs 300 while the value segment offers shirts in the range Rs 400-Rs 900 and constitutes 20 per cent of the total market. Luxury shirts, which form only 3 per cent of the market, are priced in the range Rs 7,000-Rs 20,000.
Agarwal feels, there is a very thin line between the above categories. “Semi casual shirts can be tucked in denim or chinos with closed footwear. On the other hand, casual shirts can be worn with open faced footwear and rolled up sleeves. While a semi formal shirt has little detailing on its collar, cuff or placket, a semi casual shirt has smaller prints, medium checks and a sporty look,” he says. Casual shirts, which have evident detailing, larger prints and broader checks, are available in pastel to bright color tones. Formal shirts are mostly available in colors like white, blue, pink, grey, black colors.
Currently operating pan India through 220 EBOs and 800 MBOs, Donear NXG plans to expand its store network in future. “Our aim is to have a total of 350 EBOs in the next three years and be present across 1,500 MBOs,” Agarwal sums up.