Recent innovations like colored jackets, trendy blazers and fancy denim jackets have helped Ruff to maintain its futuristic outlook. Launched in 1980, Ruff is the first brand in the country to address the needs of kids segment. “Venturing into casual wear for boys in 1995, we have never looked back since then,” notes Sohail Patca, Director of the brand.
Funky details, bright prints make kids cool
Street smartness being the keyword, Ruff is inspired by the diversity of youth culture. “Our garments are embellished with funky details, cool prints and bright colors which make kids cool. They just need to add accessories like belts, caps, bags and cool badges and they would be ready to Rock-n-Roll,” adds Patca. The brand targets section A and A+ consumers in the age group 6 months to 16 years. It constantly reinvents itself to address customer needs.
Earlier designed to impress parents, kids wear has evolved to be more fun and vibrant as brands are following the right trends and color combinations. "Slogans are being printed on kids’ clothes that speak about their issues and matters close to their hearts. Brands are also launching new prints, denims of the right oz and softer embroidery,” Patca explains.
Adding a touch of florescence to bright shades
Even the color palette is being reinvented to suit the needs of kids. In addition to all-time favorites like zesty reds, yellows and blues, brands are adding a touch of florescence to all these shades. “This makes them more funky and attractive. Gold and the bling are back this season, especially on prints and embroideries. Brands are also experimenting with new colors like violet, cobalt and a touch of green for detailing. The colors for bottom-wear have become dirtier but with bright shades like mustard brick-red, olives and military green,” Patca observes.
Offering two ranges at the moment, Fashion and Trendy, Ruff has 23 EBOs, and over 500 MBOs and large format stores across India. The brand has its own and franchisee stores. “We now aim to focus on Tier II, III cities besides expanding in international markets like GCC, Africa and the Western region,” Patca sums up.