Financial Daily from THE HINDU group of publications
Thursday, Nov 11, 2004
Financial Daily from THE HINDU group of publications Thursday, Nov 11, 2004 |
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Marketing
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Strategy Numero Uno plans foray into bags, deodorant, footwear — Chalks out Rs 10-crore expansion plans Sindhu J. Bhattacharya
New Delhi , Nov. 10 HI-FASHION Clothing Company is on an expansion spree. With Rs 10-crore investment planned over the next two years in expanding capacities and other infrastructural needs, the company expects Numero Uno jeanswear brand to consolidate its growth in the value-for-money segment. Also, the company is poised to create several brand extensions soon. These include a foray into deodorants, colognes, canvas and denim bags and footwear - all under the Numero Uno brand name. The Director of the company, Mr Narinder Singh, said, "Numero Uno is the only brand in its price segment, with other competing brands having all exited the market. With fresh investments and capacity expansion, we feel the brand will consolidate its market share and brand extensions should also help in this endeavour." He said the company had just launched Numero Uno Revolution, a new range of jeanswear and other clothing at prices 25 per cent higher than the existing range, targeting those consumers who identify with the brand but want a slightly premium priced range of clothing. Besides new products, Hi-Fashion Clothing is also expanding its distribution network by taking up the number of exclusive brand stores to 30 and putting up a new unit near Dehradun, Mr Singh said. One of the first indigenously manufactured denim labels, Numero Uno was incorporated in 1987. Hi-Fashion began by primarily manufacturing jeans for men and slowly moved into jeans for women, eventually designing and manufacturing complete wardrobes for men and women. A knitting plant was set up for the production of shirts and sweaters a few years ago. Mr Singh said the company has a team of designers from the country's premier institutes working on washes, designs and other aspects of the brand since it is completely focused on the youth. The company has its own exclusive stores in Delhi, Faridabad, Chandigarh, Bhatinda and Dehradun and has plans to open 10 more by next year. The brand is available at all chain stores such as Lifestyle, Shoppers' Stop, Pantaloons, Ebony about 72 shop `n' shops and more than 500 multi- brand outlets all across the country, he added. Mr Singh said the company grew 40 per cent last year, and Numero Uno is targeting Rs 50-crore turnover this fiscal. Apart from its existence in the domestic market, the company has recently started test marketing & exporting its products to the UK. In September this year the brand entered into a tie-up with Lycra. Mr Singh said, "Numero Uno's strength and success lies in knowing what today's young and stylish customer wants and these values are embedded in the core brand synergies that both Lycra and Numero Uno share. The new collection has been designed keeping in mind contemporary lifestyles."
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