The seamless technique of stitching known for maximizing flexibility, mobility and comfort is usually associated with innerwear and knitwear in India. To a large extent, apparel segments like fashion wear and active wear are probably yet to integrate the essence of this technique into their production.
Sangam India Ltd., a leading business conglomerate and a B2B player in the textile segment, has realized this and decided to set the template much before many others. Through its venture C9, the Sangam Group has chalked out a strategy to launch seamless fashion wear, active wear and inner wear segment. The warp and weft of all the categories will be tweaked in a seamless fashion, and the forthcoming line will be branded as Airwear.
“Through Airwear, C9 brings to customers apparel that feels light and is extremely versatile in its use. It introduces an innovative concept and inspires a new culture by setting women of today free from uncomfortable side seams, thereby giving them unrestricted freedom of movement,” said Mr. Pranal Modani, Business Head, C9. “Airwear offers a liberating experience because of its 4D stretch-ability. With a fabric that is breathable, C9 aims to ensure enhanced performance across all its categories – leisure wear, active wear and inner wear.”
With this seamless wear becomes an option for clothing right from the morning when one exercises till the evening when one is lounging around. The apparel fits into the casual garment category and is targeted at women in the age group of 18-35.
Marketing mantra
The Sangam Group, which is a B2B player in the textile segment, will re-position itself as a similar player with the launch of Airwear. “We intend making a cumulative impact on the women’s fashion segment in the country through high-value apparel and visibility pan-India. Our aim is to showcase C9 as a contemporary and stylish fashion option for the woman of today,” said Mr. Modani, sharing the forthcoming plans.
A promotional blitzkrieg will roll out through commercial multi-distribution channels. C9 is available pan India through the group’s vast distribution network, including national retail chains, multi-brand outlets, an exclusive brand outlet (EBO) from next month and online digital platforms, including its own E-commerce website – www.c9fashion.in. Besides legacy platforms like campaigns, advertising and user engagement, the brand will be given a social media push.
Machine mechanics
Right from the beginning, it was decided to manufacture the label from scratch in India. Naturally one needs enabling mechanisms to propel innovation forward. In this case, the enabler came in the form of electronic tech-rich Santoni machines that were shipped from Italy to upgrade the existing production facility in Bhilwara, Rajasthan.
C9 has installed 36 circular knitting machines imported from Santoni, the world leader in seamless knitting technology. Together, these machines have an installed capacity to manufacture 10,000 pieces of seamless garment per day. The huge potential and performance capabilities of these machines come from the technology that enables them to shift easily from one segment in the textile sector to another.
Though Santoni machines were lapped up by the textile industry in India more than a decade ago, most of them were used for undergarments and knitwear production. Probably what remained untapped is the application across categories like leisure wear, inner wear and active wear. The seamless airwear clothing by C9 fills this unmet gap.
Seamless clothing
Seamless garment technology eliminates traditional processes like laying the fabric, cutting and sewing. By eliminating the cutting and sewing process, it provides an opportunity to save time and also creates garments that are preferable for durability and functionality. With fewer sewing and finishing costs, it lowers labour costs and energy costs as well. At the end of it, fewer machines are involved in the production flow chart.
As an innovative concept in apparel, seamless garments rid the user of ill-tempered side arms, tags or irritable stitches. Being able to produce almost finished products, the beauty lies in the fact that they can be stylish, trendy, or sporty, while being completely practical in their use. The products will have an enhanced comfort and durability with tailored elasticity to offer comfort to the different parts of the body. Thus, with better fit and support, the overall appearance of the product is enhanced.
Technically speaking, the apparel has special ‘Engineered Power Zones’ that are placed in the garments strategically around parts of the body that could require enhanced support.
The pre-designed details of the product are fed into the circular knitting machine which weaves out the final product. The seamless garments are primarily made of microfiber yarns comprising polyamide and elastane which are known to generate the softest fabrics. These fibers give a smooth look and soft touch with reduced pilling, besides making the garment uber light. “The fact that the whole end-to-end manufacturing takes place at our plant in Bhilwara presents us with a chance to balance the supply-demand levels and reach out to as many markets as possible,” he added.
At the end of the day, C9 is a ‘Made in India’ label with performance features like odour resistance and moisture management.
The thrust to launch a line whose USP is comfort comes from the growing demands of the society. “The rising per capita income and change in lifestyle has increased demand for quality branded products. However, with the increasing exposure to international fashion trends, the Indian consumer today wants more than just need-based clothing,” felt Mr. Modani.
In addition to old parameters like basic functionality, comfort and price, better look, perfect fit and trendiness have also become key purchase parameters. Innovations in casual wear products are primarily related to product design, color selection options and fiber mix.
Well, let’s hope in times to come consumers will have a basket of options when it comes to such garments.