Apparel 06-09-2021 Hits: 3180

Cloak and Dagger forays into women’s wear, plans more retail expansion

Apparel 06-09-2021 Hits: 3180

Retail

Apparel 06-09-2021 Hits: 3180

6th September 2021, Mumbai:

“The pandemic has given us an opportunity to work on our shortcomings and create specialty products for both niche and value-focused customers,” opines Alok Jain, Vice President, Cloak and Dagger, the new sub-brand from Monte Carlo Fashions.

The brand has just launched a new range of long coats and cardigans for women and jackets for men. Most garments are made from cotton rich poly fabrics that not only retain their original sheen and drape but are also durable.

Revolutionizing the branded garments segment

Cloak and Dagger mostly targets customers in the middle and lower middle income groups. The brand revolutionizes the branded garments segment by offering clothes starting from as low as Rs 399. The product line encompasses all categories including T-shirts, lowers, bermudas, etc for summer and sweatshirts, tracksuits, jackets, long coats, sweaters or cardigans for winters. “We make everything to satisfy the needs of our consumers,” affirms Jain.

After strengthening its position and making a mark in the men’s category, Cloak and Dagger is now making a splash in the women’s apparel category. It has added several new segments besides launching a new accessories range offering caps, mufflers etc. Launched with a vision to create a niche market focusing on the economy class, Cloak and Dagger has spread its wings across the nation. The brand has 70 distributors who handle marketing operations pan India.

Caution, the key to future growth

“These days, middles class consumers wish to buy well known brands at realistic prices. People have become extremely cautious while spending money as the threat of third COVID-wave continues to loom,” explains Jain. Therefore, brands need to focus on customer’s needs, inventory management and distribution activities, he cautions. They cannot ignore the buying potential of customers in smaller cities.

Despite COVID-led uncertainties, Jain expects the upcoming season to be good for the fashion industry as companies are making limited stocks. Yet, a lot depends on the timing and duration of third wave, he says, advising brands to be cautious and focus on limited inventory, pruned retailer list and strong financial distributors.

Beating COVID blues with retail expansion

A pan-India brand, Cloak and Dagger mainly focuses on the Northern and Eastern markets including Delhi, Jharkhand, Uttar Pradesh, Bihar and Assam. It is slowly spreading its wings in Western India as well. Currently, present in over 500 direct and 1,000 indirect MBOs, the brand also plans to set up EBOs in future. Expansion plans include tapping Rajasthan, Gujarat and Madhya Pradesh markets. The brand has also tapped the South India market by appointing distributors. Its retail operations are mainly controlled by distributors though the brand also has an online presence.

In future, Cloak and Dagger aims to add new product categories in men’s and women’s segment. It also plans to introduce a rejuvenated version of its classic collection by adding hairy yarns to it.

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