Sharp design for the trendy youth

Retailer: What new fashion trends do you perceive in men’s fashion wear? How do you stay abreast of international fashion trends?

Vijay Kapoor (VK): Men’s fashion in India has seen a rapid change with increase in exposure to international trends through the media and internet. As new trends penetrate the market, the young male is ready to experiment with colours, prints and fabrics. In addition, with stronger influence from the movies and sports, the desire to be fit has paved the way to slimmer designs and sharper styles. Being an Indian fashion wear brand, we realise the need to design apparel that reflects international trends. Our teams travel across the globe, attending fashion fairs and expos, constantly gaining exposure to the international fashion arena.

Retailer: How frequently do you change the design? In one exclusive store of yours, how many SKUs do you stock?

VK: The collection is divided into Spring/Summer and Autumn/Winter. Adhering to the design themes in these seasons, two collections are designed which convert to a collection for every quarter in a year. Each quarter carries three deliveries making our stores well replenished and up-to-date on trends. With the help of a strong merchandising and logistics team, Derby Jeans Community is probably the only brand after Zara that holds the quickest inventory turn around.

Retailer: Which are the cities you’re expanding your presence in? Will you be having your exclusive outlets there or build your presence through multi-brand outlets?

VK: The brand is currently foraying through flagship stores in major markets across the country like Mumbai, Pune, Delhi, Kolkata, Chandigarh, etc. We are also opening exclusive brand outlets across the country. Distribution channels to support multi brand outlets too are in place. These multi brand outlets and large format stores will contribute largely to our success in the future.

Retailer: Now that you are on an expansion spree in the country, what kind of a marketing strategy you’re looking at?

VK: We at Derby Jeans Community are keen on bringing in believers rather than customers. Being in a country with the highest population of youngsters poses a challenge and at the same time an opportunity to connect with the fashion conscious youth from different parts of the country. Our marketing strategies involve close interaction with the youth through on-ground activities and advertisement campaigns. Events like fashion shows, concerts, celebrity studded parties and premiers are conducted in various cities and invites go out exclusively to Derby Jeans Community members.

Retailer: In view of stiff competition from international brands, how do you try to position your brand?

VK: The increase in the number of international brands entering the Indian market has proved to be a boon for a brand like Derby Jeans Community. The awareness of international style, fashion and consistency in quality brought in by these brands has helped us gain a head start in the market. It has worked in our favour because our customers have positioned us as one among these international brands and so has the industry.

Interviewed by Samrita Baruah