Fashion offerings in totality

Initiatives 

He has strengthening supply chain, reducing lead times, so that the brand consistently churns out fashion at regular intervals. He has taken steps to move out of unviable retail stores and took initiatives to spread out in tier III and tier IV cities.

Marketing initiatives 

Spykar stores act as its vehicles of communication. Relevant and consistent display of apparels and VM makes the brand proposition desirable. Spykar have been consistently doing ground events and promos during college fests and other similar types of events.

Brand proposition 

From being just providers of fashion in apparels, Spykar has moved beyond apparels, by providing a wide range of accessories like Deos, Slippers, Caps, Wallets, Belts and Eyewear. This has made Spykar an aspirational and holistic brand in the eyes of the consumer.

The challenges overcome

The major challenges are retail locations at viable costs, and timely and relevant supply of merchandise. To overcome these hurdles, the brand has maximized its reach to tier III and tier IV cities as relevant fashion cuts across all demographics and psychographics. Besides moving out of unviable stores, supply chain cycle has been planned at least six months before the start of the new season.

Expansion plan

Spykar focuses on the ladies apparel segment aggressively and ensures that

this segment contributes at least 30 per cent in the turnovers. The accessories categories are to be expanded to perfumes and watches, and innerwear has been licensed and would be launched in Spring/Summer 2011.

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

“The ever evolving nature of the retail business and its dynamics have humbled us and challenged most of our preconceived notions. It’s a good learning process.”