Classic Polo, the popular menswear brand will don a retro look this spring/summer. “This summer fashion becomes minimal and expectations are more. We are into the retro look. Colors are bright yet neutral tones play a vital role in balancing the boldness. Silhouettes are slimmer andpatterns are shaped,” says Usha Periasamy, Brand Manager, Royal Classic Group.
The brand which has positioned itself as a functional yet fashionable menswear is targeted at young professionals who want good looks and comfort with a tint of fashion. Classic Polo is best known for its hi-end T-shirts. The brand’s core strength lies in knits as it offers the widest collection every season. In keeping with this trend, this season too, it’s adding a new range of premium knits and woven clothes to its collection.
Periasamy says much like other apparel makers, they too faced a challenge due to the economic slowdown. “However, it did not create much of a dent. Yes, the expected rate of growth did not occur with domestic business and we did face a lot of challenges in bringing the customers to the shop floor. But we did it with a variety of innovative campaigns which yielded results,” she says. The challenge was more especially in multi-branded outlets, where extra caution had to be taken as many other brands are also available there.
On the retail front 30 to 40 per cent of the brands’ sales come from exclusive brand outlets. At the moment they have 76 EBOs and they plan to scale it up to 125 by 2011and 175 by 2012. “These will have an average area of 600 sq. ft. We are looking at 50 cities to open these stores,” says Periasamy. Nearly, 50 to 60 per cent of their sales come from MBOs. The brand is looking at a turnover of Rs 45 crores from its exclusive stores by 2012.
As for the future, Classic Polo aims to become one of the top three Indian brands in the mid-premium men’s apparel segment. With a growth rate of 62 per cent year-on-year, the road ahead seems to be ripe for the group with the base perfectly set for newer targets.