Creating a complete kid's wardrobe

Initiatives

Gini & Jony, one of the best known kids wear brands in India, is planning to give a flip to it its new shop-in-shop concept called ‘Gini & Jony Freedom Fashion’ within Lifestyle stores. In fact, the brand has its own format in Lifestyle. This concept is put in form at Inorbit, Malad. It’s around 900 sq ft and showing good growth. In Freedom Fashion the customer has the freedom of buying any brand, not necessarily Gini & Jony. One can buy Benetton, Puma, or Levi’s under one roof. It has obtained licences for designing and manufacturing right for Levi’s. For Puma, it is the exclusive partners in India for kid’s wear and shoes, and with Benetton, it is part distributor for the south and west.

Marketing initiatives

As the technology is growing, the brand believes in taking a 360 degree approach to marketing its brand. Giny & Jony intends to achieve not through advertisement gimmicks but by providing the best quality at the best price to their customers. Marketing initiatives have been concentrated around giving promotional offers, discounts and gifts to the end user.

Brand proposition 

It manufactures, distributes and retails merchandise for kids in the age group from 0 years to 16 years. The brand seeks sustainability through forward and backward integration. It focuses on providing complete head to toe solution in kids’ fashion, ranging from apparels, shoes, accessories and much more.

The Challenges overcome

The biggest challenge which it faced so far was the retail rentals in operation. But now the company has rectified their mistake by closing the smaller stores of 350- 400 sq ft and opening bigger outlets of 1000 - 1200 sq ft.  This has given Giny & Jony an economical balance between store rentals and display space.

Expansion plan

By March 2011, the brand aims to add 75 stores that will push up the total to 275. The stores would be around 1,200 to 1,500 sq ft each. The brand has a flagship store at Juhu, Mumbai which is of 4,200 sq ft. The plan is to open another four to five flagship stores out of the planned 275 stores. The flagships will be in metros like Delhi and Bangalore.

His understanding of the retail business and his learning in this process

“The crux of successful retailing lies in execution at the right time and being present at the right place.”