The Hindu Business Line : Classic Polo to widen range; set up exclusive outlets

Classic Polo, the men's apparel brand from Royal Classic group of Tirupur, plans to widen its in-house product offer under the brand to cover the entire men's range. The brand also plans to come up with 60 exclusive showrooms before the end of this fiscal. These outlets will come up mostly in southern and western parts of the country, according to Mr R. Sivaram, Executive Director of Royal Classic.

More outlets

Classic Polo, according to Mr Sivaram, is looking at the prospects and potential of evolving mall culture in A and B class cities to locate its boutiques `Relax Junction' so as to generate higher customer footprints as he sees retail shifting from high streets to malls. "At least 20 per cent of the 60 exclusive outlets planned by Classic Polo will be in malls," he said.

Classic Polo's men's range currently includes `T'-shirts, woven shirts, trousers, denim-jeans (besides undergarments and upper wears under sub-brand `Smash').

Of these, barring trousers and denim jeans, which are currently outsourced, others are produced in-house. Other outsourced items include sweaters, sweat shirts and jackets besides men's accessories such as valets, caps and socks.

The company had chosen to launch marketing of jeans a month ago, again by way of outsourcing because customers buying T-shirts from the showroom increasingly prefer not to shop elsewhere for the jeans alone. Classic Polo, working on a project to produce trousers in-house soon, is likely to follow that with production of jeans.

It currently outsources 4,000 pieces of trousers a month.

In-house products

"We want to cover the entire men's apparel and accessories under our showrooms. Barring sweaters and jackets, we would like to go for in-house products and in that the high volume items will be from our own production," Mr Sivaram said.

Classic Polo in partnership with the Adithya Birla group owned Birla Viscose, the man-made fibre company, has recently rolled out marketing of cotton-modal blended `T'-shirts both in plain and printed designs under the sub-brand `Swiss Club'. Birla Viscose is supporting the Tirupur brand in this product promotion. The modal-cotton T-shirts with enhanced softness and fibre feel imparted by the specialty fabric used in the `Swiss Club' range come in 35 styles.

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