Exotic fashion, sensible pricing

Initiatives

Derby’s design teams visit fashion capitals across the world to pick up the latest trends. The company has in-housed manufacturing facility of 2,50,000 pieces capacity with 200 hi-tech machinery from Pfaff, employed with 400 staffs; dedicated units for embroidery and printing capacity of over 1 million pieces per annum.

Marketing initiatives

The brand Derby is promoted in both print and digital media. It advertises in youth and fashion magazines and is visible in social networking sites like twitter and facebook. Derby’s BTL activities include participation in the college and fashion events and cross promotions.

Brand proposition

Premium quality at an affordable price. Derby, the brand with international aspiration, has earned fame for its casual and street wear collections.

The challenges overcome

Challenges have been accepted to stay motivated. The brand has overcome every obstacle by carefully studying and understanding its customer base and markets. The challenges from the global fashion brands are only inspirational for Derby. It’s helping the brand to improve on its infrastructure, systems, quality, design, innovations and overall brand management.

Expansion plans

Currently, Derby is available through its exclusive showroom and multi-brand outlets across Tamil Nadu, Kerala, Andhra Pradesh and Karnataka. The brand is all set to conquer Mumbai, Delhi and other major cities and towns across the country in the months to come. Plan is afloat to launch Derby outside the country by the year 2012. Stores will be launched in all the fashion capital across the globe by the year 2015. A strategic expansion into the Middle East and South East Asian market will be completed by 2013.

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

“There is paucity in trained retail personnel. We are keen on providing a world class shopping experience and also adding value to many young lives helping them create a great career in fashion retailing. We have dedicated a huge space for this purpose at our upcoming corporate office and the academy will be functional in a couple of months.”