The Hindu Business Line : Stori goes on

BANGALORE-BASED men's apparel brand, Stori, is going in for brand extensions. The company is planning to launch knitwear, jackets and blazers for men initially, and will later foray into the women's ready-to-wear segment.

Mr Om Prakash, Chairman, Chaya Garments, told Business Line the company would first concentrate on offering a complete wardrobe range for men and then look at womenswear. "After launching knitwear and jackets, we may look at creating eveningwear and partywear solutions for men."

Stori is positioned as a premium corporate casualwear brand and claims to use only fabric made from natural fibre. Mr Prakash does not consider any of the other apparel brands competition. "Our focus and positioning is completely different from the other apparel brands and our USP is that we don't use fabric made out of man-made fibre."

The only brand, according to him, that could be a competitor to Stori, is ColorPlus. "None of the other brands are positioned as a corporate casual brand," he said.

The company is now concentrating on print and outdoor campaigns, which mostly claim its eco-friendliness and also contain a lot of innuendo. "Unlike most apparel campaigns, which are product-specific, our campaigns try to tickle the consumer's mind. They talk about men who are adventurous and like to live life differently. The future campaigns would also be based on this strategy," he said.

With a communication budget of about Rs 4 crore, the company is also going to focus on below-the-line activities. "Below-the-line activities enable us to communicate better with our target audience," he said.

The company recently sponsored a show in Ahmedabad, which featured the participants of Indian Idol, and will be the title sponsor of a fashion show in Kolkata.

On the retail front, the company already has nine exclusive stores in Bangalore, Chennai, Delhi and Mumbai and plans to have 40 by December 2006.

The company had a turnover of Rs 30 crore during the last fiscal and is hoping to register a 30 per cent growth this year.

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