february 12 vol. xiii no. 2 us$20 brands of...

FEBRUARY ,12

VOL. XIII

No. 2

`100

US$20

F A S H I O N • M A R K E T I N G • R E T A I L I N G

Brands Indiaof

UpdatesHARD TALKHarminder Sahni on why Indian brands lack the vision and confidence to create global brands

MY THOUGHTSGovind Shrikhande talks about the good and bad of discounts and giveaways

EXPERTSPEAKHemchandra Javeri provides a SWOT analysis of the Indian apparel industry

BoF_Cover_Feb12.indd 1 2/14/2012 3:31:45 PM

Images Multimedia Pvt. Ltd.Delhi: S 21, Okhla Industrial Area, Phase II, New Delhi 110020Ph: +91-11-40525000, Fax: +91-11-40525001, Email: [email protected]: 1st Floor, Bharat Tin Works, Opp. Borosil Glass Works, Off. Military Road, Marol Maroshi, Andheri(E), Mumbai 400 059Ph: +91-22-42567000, 29200043/46, Fax: +91-22-42567022,Email: [email protected]: 523, 7th Cross, 10th Main, (Jeevanbhima Nagar Main Road), HAL 3rd Stage, Bangalore 560 075 Ph: +91-80-41255172/41750595/96, Fax: +91-80-41255182,Email: [email protected]: 30-B, Anil Roy Road, Ground Floor, Kolkata 700 029Ph: + 91-33-40080480, Fax: +91-33-40080440, Email: [email protected]

Business Development AssociatesLudhiana: Hemant Gupta: +91 9814019745Chennai: S. Venkataraaman: +91 9444021128

All material printed in this publication is the sole property of Images Multimedia Pvt. Ltd. All printed matter contained in the magazine is based on the information from those featured in it. The views, ideas, comments and opinions expressed are solely of those featured and the Editor and Publisher do not necessarily subscribe to the same.Printed & published by S P Taneja on behalf of Images Multimedia Pvt. Ltd. Printed at Swan Press of Lahore, B-71, Naraina Industrial Area, Phase – 2, New Delhi 110028 and published by S P Taneja from S- 21 Okhla Industrial Area Phase – 2, New Delhi.110020 Editor : Amitabh TanejaIn relation to any advertisements appearing in this publication, readers are recommended to make appropriate enquiries before entering into any commitments. Images Multimedia Pvt. Ltd. does not vouch for any claims made by the advertisers of products and services. The Printer, Publisher and Editor-in-Chief of the publication shall not be held for any consequences in the event of such claims not being honored by the advertisers.Copyright Images Multimedia Pvt. Ltd. All rights reserved. Reproduction in any manner is prohibited. All disputes are subject to the jurisdiction of competent courts and forums in Delhi/New Delhi only. Images Business of Fashion does not accept responsibility for returning unsolicited manuscripts and photographs.

For subscription related queries, email to [email protected]. visit us at www.imagesfashion.com

February 2012 | 242 pages | VOL. XIII No. 2 | www.imagesfashion.com

editor-in-chief amitabh taneja editorial director r s roy publisher s p taneja chief operating officer sandipan singh

executive editor madhumita bardhan sinha chief of bureau (mumbai) nivedita j pawar (sr. assoc. editor) sr. research correspondent nalini singh sr. correspondent aakriti agarwal copy editor cum correspondent trisha mukherjee research correspondent (kolkata) vasantasena biswas correspondent (mumbai) tista sengupta correspondent (bangalore) roshna chandran

business development assoc. vice president (north) vineet chadha assoc. vice president (west) santosh menezes assoc. vice president (south) suvir jaggi assoc. vice president (east) piyali roy oberoi dy. general manager (north) rajesh kaul sr. manager (south) sunil disley manager (north) jayant arora sr. executive (east) pratik ghosh

circulation & support assoc. vp – circulation & subscription anil nagar general manager – administration hemant wadhawan sr. manager – circulation r p singh dy. manager – circulation ranjeet kumar yadav dy. manager – operations rajesh kumar sr. executive – subscriptions kiran rawat

creatives art director pawan kumar verma asst. art director dinesh devgan layout designer rajeev kumar sr. photographer vipin kardam asst. photographer deepak malik photo coordinator kamal kumar production general manager manish kadam sr. executive ramesh gupta

Amitabh Taneja

Twenty years ago there was a need to transform the way fashion was sold to consumers. And this very need led me to establish IMAGES as the knowledge platform for fashion brands and retailers to connect, acquire market knowledge and partner to create the right branded retail environment for Indian consumers.

While in the past two decades fashion brands and retailers have substantially grown the market and consumption has also increased manifold, surprisingly, not even a single fashion company could make it big enough to serve a billion-dollar business to Indian consumers.

Today, though the market is abuzz with glitzy malls and stores, India surely needs a lot more action – not just in the 59 cities that have million plus population, but also in the hundreds of smaller cities that are likely to emerge as strong consumption pockets in next few years. The need of the hour is to partner with thousands of traditional retailers across India and work on transforming the existing modern multibrand outlets (MBOs) into localised department stores that can offer consumers the very best in terms of choice, price, value and shopping experience.

In our endeavour to reach out to these MBOs and empower them with retail insights, we present ‘Brands of India’ in this issue, which covers profiles and expansion plans of over 70 brands for them to partner and profit. Going forward with the same thought our March issue will feature the ‘Return of the MBOs’ as cover story bringing success stories from every region of the country to showcase the opportunity in big-time lifestyle retailing business for the new generation entrepreneurs.

There’s a lot more in the offing as IMAGES Group is all geared up to hold India’s biggest fashion and lifestyle event in March with the sole objective of connecting retailers with international, national and regional brands and all stakeholders. It is worth blocking your calendar dates 13-15 March for Mumbai for a memorable experience.

I look forward to seeing you all there.

Editorial.indd 11 2/14/2012 5:46:30 PM

CONTENTSFEBRUARY 2012 VOL. XIII NO. II

22 MY THOUGHTS Ifs and Buts of Discounts Govind Shrikhande, Customer Care Associate and

MD, Shoppers Stop Ltd, talks about the good and bad sides of discounts and giveaways.

64 EXPERTSPEAK SWOT Analysis - Indian Apparel Industry Hemchandra Javeri provides a holistic

understanding of the dynamic and complexIndian market.

58 BRAND DEBUT Aviraté enters India Sri Lankan womenswear and accessories brand

Aviraté sets up shops in Bangalore.

226 EVENTS East India Retail Summit 2012 A platform to discuss the retail potential of

Eastern India.

C O V E R S T O R Y

11 Editorial

21 Letters To The Editor

44 January In Brief

60 Outlets

224 Trade Calendar

230 Window Trends

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Y M

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TH

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Brands Indiaof

Updates

The latest news and updates about the various leading as well as new brands. Their profiles, mantras and future plans.

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142

84

98 Cool Colors100 Cotstyle102 Crimsoune Club104 CROCS106 Crusoe108 Deal Jeans110 Donear113 DUKE114 EMBARGO 116 Eteenz118 Exceed120 Fragrance Lingerie122 Frod Jeans124 Garbo126 Gesture128 Groovytex130 GROVERSONS132 Hard Currency134 JACK & JONES136 Juelle138 just i140 Kids Magic142 Kivon144 La Miliardo146 Liberty Shoes Ltd.

86

BRANDS OF INDIA

74 Adobe76 Apple Eye78 ASPIRE80 Astron82 Barry & Clark84 b:kind86 Bodycare Creations88 BODYCARE International90 Bonjour92 Brittonwoods94 Camaro96 CHIC

Contents.indd 15 2/14/2012 5:40:23 PM


Time to Go GlobalHarminder Sahni on why Indian brands lack the vision and confidence to create global brands.

H A R D T A L K

70

148 Lotto Sport Italia150 Manchali152 Mexico155 Miraaya156 Mojave158 Moustache Jeans 160 MOXI162 Nikhaar164 Octave166 ONLY168 Passport Jeans 170 Prapti172 PRITIKA174 Puppet-NX

176 Rawwar 178 R&C 180 Richlook182 Rukootina184 Sheriff186 Shingora188 Simply Sapnaa’s190 Smag Retail Pvt. Ltd.192 SNX194 Sona Lingerie196 Spark Kids199 Status Quo200 Success202 Taiga204 Temper206 Toffyhouse207 TSG 208 Twills209 Vachi210 VERO MODA(DS)211 Wear Your Mind212 X Blues213 X’pose214 Zoom215 ZOOP MEN

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182

a

nns

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22 | February 2012 | IMAGES Business of Fashion

Discounts

THERE ARE THOUSANDS OF BRANDS AND ALL ARE COMPETING TO GRAB A BIGGER SHARE OF THE RETAIL PIE. GOVIND SHRIKHANDE, CUSTOMER CARE ASSOCIATE AND MANAGING DIRECTOR, SHOPPERS STOP, TALKS ABOUT THE GOOD AND BAD OF DISCOUNTS AND GIVEAWAYS.

IfsButs

&of

Discount is a largely over-abused word, just as politics. By definition, politics is the scientific management of political and social issues. But everyone uses the word “politics” as if it is a gaali. Just as the best batsman cannot score centuries in every innings, the best of the brands cannot guarantee 100 per cent success for their entire range, every season. A retail or a fashion brand has to create new ranges every season come boom or bust in the market. These ranges have to, not only pass the consumers taste but also stand up to the competitive ranges in the market in terms of style as well as on price fronts. As a result, no brand can see 100 per cent success on its entire range, season after season. Just as no hero can deliver a super hit rating in every film. Hence, discounting is a defined tool at the hand of a merchandiser.

Retail, beyond upgrading customers’ lifestyles, is ultimately a game of managing sales, through a limited shelf space. Fast moving stocks move out of the shelves at a fast speed, but slow

• MY THOUGHTS •

My Thoughts.indd 22 2/13/2012 7:12:48 PM


The Planet Fashion format spreads across an area between 2,000 sq. ft. to 6,000 sq. ft., and has a retail turnover of `240 crore. Last year this format registered a growth of 25 per cent. However, Planet Fashion Grandé is launched to catalyse the growth of the company and therefore, all Grandé stores will be spread across an area varying between 10,000 sq. ft. to 25,000 sq. ft. The first store is spread across an area of 15,000 sq. ft.

The latest store has on display some selected brands covering all relevant clothing options across its four floors. “However, the brand mix and offering would vary from town to town based on customer preference,” says Shoaib Farooqi, COO, Planet Fashion, International Business and Trade Sales. “In our store, options aren’t galore. We only offer exhaustive merchandise across handpicked brands. That is what differentiates us from other retail formats.”

The group has positioned Grandé as a store that enables one to move up in style. “The store boasts of a stylist with over 25 years of experience in the field of suits and designing tailored garments. He personally attends to customers to advise them on fabric, design, fits and style to match their body type, usage occasion and comfort preference. The other staff in the store have been trained extensively by the Madura Retail training cell before being put on the shopping floor,” adds Farooqi.

The target consumer for Grandé are all brand-conscious people who seek a choice of selected brands. Each floor is dedicated to a particular category – menswear, occasionwear, ladies section and the ground floor that houses international

Opening WITH THE AIM TO DRIVE GROWTH, MADURA FASHION & LIFESTYLE RETAIL LTD, LAUNCHES – PLANET FASHION GRANDÉ. SHOAIB FAROOQI, COO, PLANET FASHION, EXPLAINS BUSINESS STRATEGY.

Grand

• JANUARY IN BRIEF •

Madura Fashion & Lifestyle Retail Ltd., the retail arm of Aditya Birla Group, launched its first new format store - Planet Fashion Grandé at Indiranagar, Bangalore. The new store offers a wardrobe solution for men, women and kids. Planet Fashion Grandé is on the same lines as the group’s large format store, Planet Fashion; however, as the name suggests it is bigger in size, offers a wider range of categories and also offers many international brands, fragrances and accessories.

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Brands Indiaof

Updates

The Indian fashion retail industry appears to becruising along despite the global economic upheaval. Touted as the fourth most favourite destination for foreign direct investment after United States, China and Britain, India is seeing many international fashion brands making a beeline to establish their footprints in the Indian retail soil. The paths are varied: joint ventures, partnerships, franchises or setting up wholly owned subsidiaries. The reasons lie in the high potential of the domestic market because of the rising affordability ofthe middle class, competitive costs and cheap butqualifi ed workforce.

*In Brand Profi les NA is for : Not Available / Not Applicable

The same factors drive the growth of the domestic brands, who are capitalising on the advantage of being on their home ground and giving stiff competition to their international peers. IMAGES BoF profi les some of these brands to highlight their growth, business strategies, retail presence and future plans.

BOI A-F.indd 72 2/14/2012 5:44:15 PM


ASPIREBRAND PROFILEAspire is an offshoot brand from Asopalav group which started 36 years ago and offers a range of traditional designer saris. The focus of the brand is on the quality of fabric, workmanship and choice of colour - all these aspects are blended to create fascinating styles and unique designs for women.

Brand mantra: For the women who loves fashion.Product assortment:Ready-to-stitch dress material.Targeted retail expansion: Pan-IndiaTarget consumers: WomenTurning point(s) in my brand’s life: When the brand introduced its own in-house design studio and production centre.

UPDATES:Growth percentage: 25 per centAny strategy change: Enhancing retail experience in its EBOs.Retail presence: EBOs: 4; MBOs: 700No. of EBOs/MBOs added in 2011: MBOs: 200 New flagship store(s): NAExpansion plan(s): To come up with new brand Arja for SKD (Salwar, Kameez and Dupatta) and Arwa for Chaniya Choli.New region added: South India

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BRAND PROFILEInnerwear brand Bodycare was established in 1992 by Pawan Hosiery manufacturing which manufactures innerwear. However, the name Bodycare Creations Pvt. Ltd was established in 2008. After establishing the brand name it is constantly updating its designs and has already gained the sustainability in the market. The brand is owned by Sanjay Dawar.

Bodycare Creations

Brand mantra: Comfort forever.Product assortment: Innerwear for men and women and utility garments for women.Targeted retail expansion: All metros, urban and semi-urban markets.Target consumers: 15 to 40 yearsTurning point(s) in my brand’s life: Product awareness, market demand, quality of product and latest fashion. All these factors have helped us to grow a lot. Ten years back girls would not buy lingerie on their own, but now times have changed. Girls are independent and are not shy about lingerie shopping. This change in mind-set proved as the turning point in our brand’s life.

UPDATES:Growth percentage: 30 per centAny strategy change: Charting marketing plans based on various segments and different products.Retail presence: MBOs: Around 4,000No. of MBOs added in 2011: Around 100 MBOsNew flagship store(s): N.A.Extension plan(s): The brand plans to launch a new innovative product.New regions added: East and South India (specially semi-urban cities).

BOI A-F.indd 86 2/13/2012 5:41:46 PM

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