Yankees launches a variety of jackets and expects 10 percent growth

“Owing to uncertainties, expectations from the season are to touch the growth rate of at least 10 percent this year,” says Amit Sabharwal, Director, Yankees, a jackets brand, adding, “The target is half of the growth rate that we achieved last year which stood at 20 percent.” When the brand was launched, they decided to venture into the north and later in the year 2000, it was a challenge. “The first year was a blank year. No bookings took place. Gradually, I understood the market and began to establish myself. Now we have come a long way,” he explains.

Banking on jackets segment

“Jackets segment is the most promising one in winterwear and growing at the 20 percent per annum,” informs Sabharwal. Yankees product range comprises of cotton and leather jackets and coats for different occasions like party, marriage or daily wear. While the prices of jackets begin at Rs 3,200 and end at Rs 4,000, the coats category is between Rs 3,600 to Rs 4,500. Considering the craze youngsters have for jackets, Yankees has introduced a wide variety in the category made of fabrics such as cotton, washing, leather and mix match jackets this winter. Besides there are washing coats too for people who want to try something different other than jackets. This time, bright colours are dominating so the collection is in tones of red, maroon and black.

Plans for new retail markets

Yankees has a retail network of 400 MBOs of which 50 have been added recently. “We have a great presence in the north and are looking to expand our footprint in Bihar and West Bengal. These are the states that are untouched yet and hold tremendous potential in terms of growth. We may also consider online retail in future,” avers Sabharwal.

The brand was launched in 1979 and began with T-shirts, tracksuits, windcheaters and jackets. “We were supplying these to Maharashtra and the south. We were not present in the north at all. In 2000, we focused on jackets and casual coats and decided to venture into the north,” he adds.