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Reigning star of King’s XI Punjab KL Rahul is set to launch a streetwear brand called Gully in partnership with Zeko Online later this month. The owners of the brand, who want to adopt an omni-channel strategy, are working on innovative retail formats for its offline launch. They hope to make it a ₹100-crore brand over the next five years.
Rahul, who is the co-owner of Gully, said: “Since the early days, I have been interested in fashion and when Gully happened I was extremely thrilled to be part of this venture. This brand speaks a lot about my style and the story behind the name in itself is very interesting. The brand is rooted in the culture, music and fashion of the streets.”
The streetwear and ‘athleisure’ brand is targeted at consumers aged 18-25 years and will be launched with a range of t-shirts, joggers and shorts.
Launch strategy
Talking about the launch strategy, Arjavi Shah Marwaha, Director, Zeko Online Pvt Ltd, said: “We will launch this brand online through e-commerce sites by the end of this month. However, we will take a radically different approach for offline distribution. Instead of having traditional retail stores in a mall, we will look at creating experiences around brand Gully. We will retail the brand through experience stores that will be located at popular youth hangout places.”
The company will look at retailing the brand through pop-up experience stores at bars, cafés and restaurants. It will also look at creating experiences for consumers by hosting gaming and music events including meet-and-greet events with Rahul, in a bid to give consumers an opportunity to touch and feel the brand. In addition, the company will be leveraging Instagram and also launch a music video to promote the brand.
Nascent market
Jogesh Lulla, COO, Cornerstone Sport, the talent management agency that handles Rahul, said: “Streetwear apparel segment is in its nascent stage in the country but has huge potential. We expect Gully to become a ₹100-crore brand in five years. Also, the celebrity-led fashion labels segment is evolving in India and has a lot of headroom for growth.”
Marwaha said that while the brand is targeted at young males, it hopes to leverage the upcoming trend of androgynous clothing and attract women shoppers, too. The company hopes to replicate the success of international brands such as Supreme and Bape.
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