We have sold more than 30,000 innerwear pieces in less than 7 months: Yogesh Kabra

Brand XYXX is the latest entry in men’s inner wear segment. XYXX operates in premium category accessible price points. Aimed at an 18-40 year old male audience, the brand places the cool, comfortable, and energetic youth of today at the center of their product development. In an exclusive conversation with Yogesh Kabra, Founder, XYXX sheds light on brand’s operations.

Kindly present your views on men’s inner wear market? Also, shed light on rationale behind launching XYXX? 

Innerwear is the first garment you pick every single day. The first choice you make in the day. Now you don’t wear a black shirt and blue denim to work everyday. Some days you feel blue and some days orange. Then why does the innerwear have to be black/white/navy? We started XYXX to make that choice exciting. In America for every dollar you are willing to pay more, there is a different culture of underwear you could buy. When I say different culture I do not just refer to the brand but the styling, the fabric, the waistband, the entire purpose and the experience. There is a plethora of options for every kind of consumer taste and requirement. I was just not able to accept that in India where we only made underwear for the masses (black/white/blue) or one particular taste and literally ZERO fabric choice.

The only options were bigger fashion brands that also sell innerwear but a) they were too expensive: I didn’t want to pay 600 bucks for one brief or 800 bucks for boxer. I knew I could do a better job at a much lower price. And b) they didn’t pay attention to innerwear as a relevant product category: Their collection does not change for the entire year and have extremely limited option of styles and fabric. 

What kind of distribution is planned for the brand XYXX in online as well as offline channel? 

We have an overwhelming response from our online channels which includes our own website and other marketplaces. In the next 6-8 months we are only looking at strengthening our digital presence and establish ourselves as a top player in the online space. 

Since it’s a premium product, what would be your pricing strategy? And, what would be your Target Audience? 

Our pricing is extremely value driven. We want to offer the best product at affordable pricing.  Price Range: From Rs. 200 to 400 for single piece innerwear. 

Who do you see as your competition in the same space? 

In terms of positioning I do not think we have any competition. We are very unique in what we are offering and how we are offering. There are big fashion brands that make underwear as a side product and there are older brands who specialize in making boring underwear for the masses. We are obsessed with making the most comfortable innerwear which is exciting to wear. In terms of market share I think everyone from Jockey to Dixcy are competition. I say Dixcy because the top 15% of traditionally low cost innerwear segment are the customers who are making the 25% growth in the premium segment. 

According to you what are major challenges of premium inner wear retailing in India? 

Attitude towards innerwear is the biggest challenge. It is still a commodity product because no one else can see it,  people wear it till the time it is torn because no one can see it. Making people feel good about their innerwear is the tough one to crack but I can see it change. 

What are the plans to extend this product line further? What would be new launches under the brand XYXX in the time to come?

We are razor sharp focused on making the most comfortable underwear available at affordable prices and selling it to  a larger audience for now so much of our new launches will be in the same product category. We aim to launch a new design every month.

At last, kindly highlight your growth plans? 

In less than 7 months of being available online we have touch more than 7000 customers and have sold more than 30,000 innerwear. We are doubling down on product portfolio in the innerwear category for example our new collection takes a bold and refreshing approach on the waistband. Waistbands are traditionally very boring and if you take the brand logo out they will all look the same. We have some prints that we will launch end of the year. So adding more variety and understanding the customer is the plan for now.