--By Rashika Pokharel

 

Although the winter market offers plenty of local woolen items, the demand for branded woolen wear is always high. A number of famous international woolen clothing outlets that exist in the city are enough to justify the claim that the craze for branded woolen items is expanding. There are some clothing brands, mostly admired for their winter wear, that are successful in increasing warmth when the temperature is declining.

 

Kathmanduities are getting brand conscious more than ever. The long street of Durbarmarg, which is full of foreign clothing brands, proves this trend. Consumer crowd at these branded outlets is a reflection of growing brand-mania among Nepali consumers. 

 

Love for renowned labels is also triggered by consumers’ love for keeping track of fashion trends. People always want to look stylish in every season, whether it is in the heating summer or in the chilling winters. Brands specialising in winter clothing offer varieties of clothes that help look trendy and yet feel warm and comfortable. There are many international woolen brands like Monte Carlo, Bossini, United Colours of Benetton, U.S. Polo Assn which offer winter clothing that are not only trendy but maintain the warmth at the same time. These labels deliver sweaters, cardigans, pullovers, jackets, shawls etc designed especially for the winter weather.

 

Customer’s Choice

Branded wear have become customers’ first choice for several reasons. Consumers love branded products primarily because they believe that branded clothes are long-lasting and of better quality compared to the non-branded ones. “Although branded goods are costlier, they have a long life span as compared to other woolen wears,” says Priya Aryal, a loyal and regular customer of United Colours of Benetton. Her statement represents customers’ loyalty towards brand. Similarly, Abhishek Timalsina says, “I prefer buying branded clothes although they are costly because branded wears are durable. I would rather own less clothes but worthy ones.” Customers find that branded woolen wears have good quality and that their designs are unique as well as trendy.

 

 

The Market Leaders

Few of the woolen brands lead the market today and have established benchmarks in their segment globally. Nepal also owns some of these international brand outlets and they are:

 

Monte Carlo:

Monte Carlo is famous and desired brand that specializes in winter wears. It has a wide range of products for winter such as sweaters, buttoned sweaters, shawls, cardigans, coats, jackets, mufflers, shawls with plenty of designs and colours for both males and females. Monte Carlo is a brand that targets middle class people. The price of the products ranges from Rs. 2,000 to Rs. 7,000. “Branded wears have many advantages. Our products are costly but we do not compromise in quality. They have unique pattern and great life-span,” says Nishi Sharma, In Charge of Monte Carlo showroom at the Civil Mall. She further adds, “Monte Carlo has good prospect ahead as we are adding up new customers since the last three years. Our customer feedback is also really good.” Along with its promising quality Monte Carlo has been building good relationship with its consumers by offering privilege card to its regular customers.

 

Bossini:

Bossini is a brand that is highly preferred by consumers. Although it is Hong Kong based brand, it has a very good market in Nepal. It has special collections for all the seasons such as the winter collection, the fall collection, summer and the spring collection. It has variety of clothing for all age groups such as kids, males and females. The price ranges from Rs. 1,800 to Rs. 12,000 NRS for winter wears. “Bossini is unique and is desired by our customers for its reasonable price tags and the varieties that it offers”, says Chandrika Manandhar, Cashier at Bossini, Durbarmarg.  She said that reversible jackets have been the mostly demanded product of this season. 

 

United Colors of Benetton:

United Colours of Benetton is another international brand that is competing to get a fair share of the increasing demand of branded wears. It also offers varieties of winter outfits such as sweaters, pullovers, jackets etc. Its products’ price ranges from Rs. 799 to Rs. 3,000. Neeru Shrestha, Manager of United Colours of Benetton, claims that universal fitting and perfect stitching separates it from other brands. Benetton also offers sale twice a year, once in every six months as a bonus for its customers. The summer sale takes place in August and the winter sale is in February.

 

U.S. Polo Assn:  

U.S. Polo is famous for its men’s shirts. However, in winters it offers variety of woolen clothing for both males and female. It has exclusive collections of sweater, jackets, cardigans etc. Birendra Prajapati, the manager of U.S. Polo, Durbarmarg, believes that “Polo’s unique designs patterns are mostly loved and demanded by the customers”.

 

The Future Vision

There are plenty of grounds to claim that woolen markets have established well and will rise further in Nepal. The chilling weather of Kathmandu will always welcome and boost the demand for woolen clothing. Similarly, the youth’s inclination towards foreign clothing brands will also foster the market of foreign clothes in Nepal. The winter clothing market can scale newer heights especially if their prices are even further affordable. The owners of branded woolen outlets feel that woolen wears have very bright future ahead.”The demand for winter outfits are constantly rising”, says Bossini’s Manadhar. She explains that in her eight years of working experience, their profit margin has been growing every year. Similarly, Monte Carlo’s Nishi is also very positive about the business of woolen wears. The increasing flow of customers has given them grounds to open a new outlet by the year 2014.