Being Human is an iconic fashion brand operational in India for a while now, so what are the key leanings over the years?
“Good” fashion is where people want to be associated with not just buying clothes but at the same time being associated with something good.Businesses based on sustainability factors such as social, economic and environmental will always have more share of respect in the long run as it will earn them more goodwill and credibility from its core customers.Being Human is working on this model where every customer contributes to the twin causes of education and healthcare with every purchase he makes and this has been the brand’s key learning.
Kindly highlight the brand’s current distribution in online and offline channel including India and globally? How many new stores the brand will open by the end of current calendar year?
Currently, the brand operates in 53 exclusive stores across 44 cities in India, including Ahmedabad, Jodhpur, Surat, Ahmedabad, Kochi, Mumbai, Nagpur, Delhi, Gurgaon, Noida, Amritsar and Bengaluru.In addition, the brand has exclusive stores in France, Nepal and Mauritius. Through its LFS Partners the brand is present in multi-brand outlets like Lifestyle, Central, Shoppers Stop in India and in Splash and Iconic stores in Middle East, likewise in online marketplaces its available on Myntra, Koovs and Abof. All combined, the brand spreads across more than 550 point-of-sales globally. The brand is planning to open at least 15 exclusive stores in cities like Goa, Jamshedpur, Patna, Ranchi and Baroda by FY 17-18.
How many categories the brand is retailing right now among which is the best forming category? What are the strategies to expand the brand further?
Being Human Clothing has a vast product range for men and women which includes sweaters, denims, chinos, tracks, shorts, shirts, tshirts, knits, jackets, caps and boxers for men to denims, chinos, shirts, t-shirts, polos, hot shorts, tanktops, scarves, sweaters, tracksuits, dresses, jump suits , long maxi dresses, shirt dresses for women. The accessory range includes wallets, bags, belts and flips flops. The company is planning to open 100 exclusive Being Human stores in the next four years across tier-II and tier-III cities like Raipur, Bikaner, Guwahati and Vapi.
What is USP of Being Human’s merchandise which makes it stand out to other leading fashion brand? Do you see anybody as brand’s potential competition?
What makes Being Human Clothing unique is that it is a mix of celebrity, philanthropy and fashion. The brand is a collaborative venture between Mandhana Retail Ventures Ltd and Being Human – The Salman Khan Foundation wherein the royalties from the brand support the twin causes of education and healthcare for the underprivileged children in India. Salman Khan believes that if a contribution to Being Human could be built into products of daily use such as clothing, it would help people make a contribution by the simple everyday act of wearing that clothing. This one of its kind ideation gave birth to the brand values that Being Human imbibes - ‘look good and do good’ and brought to light the 6 goodness inspired brand DNA qualities such as Love, Care, Share, Help, Hope and Joy. The uniqueness of this business model has attracted people all over the world with similar ideology and has resulted in the brand receiving immense love from its target audience across the globe. There are many other fast fashion brands but that doesn’t match our brand as we believe that not many brands help you look good and do goodthem at the same time. We are continuously growing at a great pace despite competition from other brands.
These days sustainable (eco friendly) fashion is in rage with so many fashion brands including H&M launching eco friendly line. Is Being Human( or have launched) any such line?
We have a capsule collection of organic clothing that we launch every season.
Shed light on your store profile in terms of size, layout, location, etc? Kindly also shed light on your design team for the brand Being Human?
Our store sizes average 1300 sq feet and incorporate brand’s language in its Visual Merchandising by using a blend of vintage and modern design elements. Currently, we have an equal share of Exclusive Stores and Franchise stores but the brand aims to expand its footprint via the franchise route in the future.
Our design team is based out of India and Israel and produce more than 800 designs per season.