Creating a composite luxury experience

Initiatives

Blues Clothing ventured into imported garments in a small quantity and tasted success there. In 1994 during their foundation years it joined hands with two top of the line brands, MEXX and GIVO suits. In 2002 Blues Clothing got associated with Versace and since then there has been no looking back. It also has exclusive licenses for Cadini and Versace in India.

Marketing initiatives

The advertisements are lined up in the best of the magazines to reach out to the target consumer base. Blues Clothing also relies heavily on word of mouth publicity, as it believes it to be more genuine than any other means.

Brand proposition

Exclusivity is Blues Clothing’s biggest strength. In India, they aim to create a comforting shopping experience for their customers. Their efforts are centred towards creating an offer to the client that makes them feel that buying in India is much more pleasurable experience.

The Challenges overcome

The consumers always have a preconceived notion that international collections available in India might be old. The other major challenge in this business has always been the price. Versace and other brands have a very clear guideline and the prices are kept on par with the international market. Hence the franchisees are operating under wafer-thin margins. However, luxury retail trend is picking up and Blues Clothing is enjoying the benifits.

Expansion plan

Currently Blues Clothing Company has three stores of Versace. In India, they see potential for seven outlets in the current situation and are gradually working up the numbers. There are plans to open two stores every year from the next year onwards. In the coming time the company can hold 20 stores across the country.

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

“Nothing comes easy in life and the same holds true for the retail business. In retail you keep learning something new with every coming day. And it is very important to change your strategies and plans as per the requirement of the time. You need to keep yourself updated with the emerging trends. One has to be very active and need to have a flexible approach. Take challenges in positive stride and you will grow with that.”