Globally-renowned sportswear brand, Puma has recently introduced its new stylish ‘En Pointe’ collection to India. An amalgamation of performance and sportstyle, the collection consists of sneakers, apparel and accessories and allows one to go from ‘gymtastic to street style’ chic.
Notably, the range comprises a host of products such as skirts, satin jackets, satin and shimmer trainers, bodysuits, tracksuits, sheer and panelled tights in soft hues. Developed to provide an extra edge, the products amalgamate ‘cool’ and ‘stylish’ designs with advanced technology and functionality.
“En Pointe is inspired by ballet and mixed martial arts. The collection was created through conversations with the NYC Ballet and Puma. It’s a perfect blend of fashion and functionality,” Debosmita Majumder, Head of Marketing, Puma India, described to Apparel Resources.
The range, she told us, has been crafted especially for S/S 2018 and comprises soft pastels adding the very popular, season favourite millennial pink to the mix along with a few olives and blacks. Its products feature lightweight construction, dynamic flexibility and multi-directional movement, and signature mid-foot straps and cuffs to provide that extra comfort and motion.
Further, the collection caters to both men and women in the age groups of 18-40 and 18-35, respectively. However, millennials, go-getters and hustlers are the primary target audience. “Also, our pricing in India is quite competitive,” Majumder notified.
Markedly, the En Pointe line is modelled by famed American singer/actress and Puma ambassador Selena Gomez. However, this range doesn’t fall under the category of ‘Brand X Celebrity’ collaboration. Selena has, of course, shared her inputs towards product development of the En Pointe collection, we were told.
Interestingly, the collection has landed in different countries at different times. “Each market and region has its own variations of products and times the drop of lines and collections in a manner tailored to suit the market, specific to consumer needs in each country,” explicates the Puma India Marketing Head.
In India, the collection is available offline in Puma stores nationwide. Additionally, it is also retailed online on Puma.com and through other partner e-tailers.
