Indigo Nation focuses on becoming a complete lifestyle brand

Indigo Nation, a cult brand for the young and restless, delivers fast fashion for men in the age-group 21-25 years. Now the brand is focusing on deeper penetration in Tier II and III cities, expanding its product portfolio to become a complete lifestyle brand, enhancing growth in exclusive stores while increasing its presence on online channels.

New S/S’15 range for the restless youth

Change has been the philosophy of the brand. Explaining this philosophy, Shibani Mishra, Indigo Nation says, “We design fashion for a generation of youth who believe nothing is constant. It's for the mavericks, the rocket paced eccentrics for whom girlfriends, jobs, wardrobes, fascinations, everything and anything is subject to change.” To deliver change to this fashionable fan base, the brand’s Spring/Summer 2015 collection has that hip and edgy look. “Much like a chameleon, it has different character shades across the different lines of work, casual, club and street wear. Cool pool side prep is the inspiration behind this collection. While a must have is the PC Lycra shirts with English details, also suave are the Mao collar shirts. They give the workplace a preppy edge,” informs Mishra, elaborating on the new line.

The collection takes inspiration from colours of preppy fashion, ranging from bright colour city checks and stripes to the evergreen fil-a-fil, white and black shirt available in slim fit. Beach life in the heart of the city is what an inspiration for the casual collection. Pick from clean Oxford and Amsler shirts range from solid to yarn dyed prints. There are also Nep shirts with printed and chambray inner detailing trims.

The casual collection has a combination of beach and city life with many industrial washes, ranging from yarn dyed Amsler to prints and solid, casual yarn-dyed checks with chambray detail, Oxford shirts and Neps. Mandarin collar to slim semi cut away collars, interesting stitch details and inner trim details are also part of this line. There is a range of evergreen chinos/dyed /textured and printed bottoms and solid shorts with eye catching stitch and trim details are available in slim and ultra slim fit.

The club range has stretch, jacquard and dobby shirts as well as two tone shirts available in solid and dobby, including the best seller rang of stretch fil-a-fil, tril-a-fil and satin shirts and printed satin as well as bandana shirts. The street collection draws inspiration from the flora and fauna of the tropics.

“Casual is the most promising segment in shirts and Indigo Nations sees 70 percent contribution from the casuals category,” explains Mishra, adding, “Indian consumers are becoming more fashionable and smart in their garment choices. One major change is that people are shifting from formal shirts to semi-formal/casual shirts for their work or business. We are noticing that brighter colours, slimmer fits and updated global trends in terms of silhouette, print and styling are selling more than ever.”

Spreading footprint across India

Indigo Nation is present across India through 82 EBOs, 182 large formats, and 100 MBOs. The share of sales from each is 27 percent, 63 percent and 5 percent respectively. The brand is also exclusively available on Amazon.in and Mishra says that the numbers are quite encouraging as it keeps growing.

Now, the company aims to extend its reach in newer markets where the brand is not present through offline stores. “Our expansion plans are quite enthusiastic. Currently we are present in 55 cities across India. We have planned for 30 more exclusive stores in the next financial year,” she sums up.