Jack & Jones: Buoyant about India growth prospects

Men’s wear brand Jack & Jones is experiencing exponential double-digit growth in India. Positioned as a premium brand, the collection is meant for youngsters in their 20’s and 30’s. The brand is now spreading out retail across the country. Jack & Jones was founded in 1989 and is one of Europe's leading men’s wear brand. A part of Bestseller group, it’s a family-owned clothing company founded in Denmark in 1975.

“We have been growing in double digits therefore are extremely positive towards the the forthcoming season. The market is growing and we are buoyant about the coming years,” says Aditya Nadkarni, Brand Manager (Retail Administration), Bestseller Wholesale India.

Small-towns boost growth plans

Jack & Jones enjoys a presence through 59 EBOs and 116 + 124 shop-in-shops. “We do not find too many differences in tastes and buying behavior within India because now people have money to buy good clothes. And they are gradually turning to western wear,” opines Nadkarni. However, the biggest challenge he feels is the growing realty rates and getting the right space on high streets. “We need on an average 2,000-2,500 sq. ft. area to open our stores. We do not have any franchisees and all our EBOs are company owned,” he explains.

Jack & Jones is getting a good response in small towns. “Business is happening in the Tier II and III cities. In our case what you will see in Denmark as a new collection will be available at the same time in Raipur or any other small town. Hence, Tier II, III cities are absolutely in sync. We are doing a good business within this frame,” explains Nadkarni.

The brand is also available on nine ecommerce platforms where it’s doing good business. Elaborating Nadkarni says, “Our pricing remains the same so does the collection. We do not manufacture anything separately for online retail. Before we sign the agreement, we ensure that all compliances are maintained.”

Varied styles sets it apart

“As far as colour pallets are concerned, Indian men prefer muted colours. Torn jeans/3D effect jeans, which are priced Rs 15,000, are selling like hot cakes,” says Nadkarni, adding, “Formal shirt, which is our new additions, is doing phenomenal business. Certain styles which are shown in the rage are not doing well overseas but are a hit in India. I believe that the fashion quotient in our country is very high. We also have accessories under Jack & Jones like belts, wallets, shoes and socks.”

Summing up, Nadkarni says that the Indian consumer is well travelled, well read and has the money to splurge, hence, is willing to buy and indulge in premium and super premium brands. “But brand loyalty is practically negligible these days since there are numerous brands in the same category and consumers can choose what they wish to buy,” he avers.