Published in India Retailing
Launched on February 14, 2001, Classic Polo is known for its wide range of t-shirts. It has garnered a sizeable share in t-shirts in the national market in the mid-premium segment. However today, it has a complete men’s wardrobe solution with a shirt, trouser, denim, loungewear, winterwear, innerwear, and accessories. Classic Polo has recently launched its fashion category catering to the 18-26 years of age group with a wide range concepts of international streetwear.
Brand USP: It is an affordable superior-quality apparel brand. Quality is measured in terms of the design, the durability of the garment on the basis of value for money. The brand has extended its range to fulfill the expectations of the market and loyal customers by adding shirts, trousers, and denim which is also receiving overwhelming responses from across vital markets.
Target consumers: Classic Polo, 28 years and above men; CP BRO, between the age group of 18 and 28 years
No. of Indian Cities currently present in: Almost pan India as far as the brand is concerned
Total no. of EBOs: 76
Total no. of MBOs: 3,500
Total no. of EBOs added in 2014: 15
No. of MBOs added in 2014: 200
Presence in Large Format Stores: Central, Shoppers Stop, Reliance, Globus, Megamart, Hypercity, Total, Brand Factory, etc.
No. of flagship stores added in 2014: 10
New Territory/region added: Classic Polo has opened more stores in North and East India.
Future expansion/extension/diversification plan: The brand has great plans to offer fresh concepts and fashion to its customers by offering unique fabrics, best washes, special dyeing process, maiden colors concepts, and international styling. CP BRO, a brand extension of CP, will be concentrating on taking it to the right target customers and capturing a share of the fashion market in India to a tune of five percent in the first couple of years.
Targeted towns or cities in the next couple of years: The brand is keen to expand in tier -II and -III cities for retail and trade across the South. It is expecting to add 20-30 stores next year. Chennai is a focus city for the brand and has plans to open 15-20 stores in and around Chennai.
Franchise requirement: One should have approximately 400- 600 sq .ft. of area and showroom in the high street, and investment of Rs 15- Rs20 lakhs.