Classic Polo targets 100 percent growth this fiscal riding on good bookings

Homegrown lifestyle brand, known for its knits, Classic Polo has been at the forefront of fashion in India. Out with its new Autumn /Winter ’16 collection, the brand is looking at 100 per cent growth this fiscal as compared to other years. It is confident of achieving this as it has done in-depth research on design, quality and price which cannot be matched by any competitor. Also, bookings across India have given the brand confidence to look forward to the season.

Usha Periyasamy, Director, Brands and Operations explains, “Compared to last year, this year has fetched better quantum orders. Wovens, which were not so preferred till last season, are much appreciated this season. Various innovations in handsome designs of the different products have been much appreciated by the trade.” Earlier fashion was a smaller component of the collection while this year, it constitutes 50 per cent.

Focus on cuts, silhouettes, patterns

The Autumn/Winter 2016 collection challenges the ideas of convention and expectation with its oddly vibrant and unusual colour mixes, psychedelic graphic pattern and tactile surfaces. Simple silhouette/cuts and more add on embellishment is the style statement. This season, Classic Polo has followed comfort, slim, regular, skinny, chiselled, fits based on different category. All the brand’s collections fall under three categories: Core, Updated Fashion and Premio. For the festive season, a variety of shirts have been launched such as the stretch shirts, printed satin shirts and mélange yarn-dyed check shirt. In collar style, mandarin and convertible collar styles have been brought in. In addition, a wide range of multi-coloured stripes shirts have also been introduced. Then a wide range of fashion and digital printed polo tees are also included. The colour palette is lemon, poison green, blue aster, golden poppy and grenadine.

Discount sales don’t work always

Classic Polo holds EOSS sales twice a year like all other brands. The discounts are not based on market trend but on the goods available and the best deal that can be offered. As Classic Polo believes in offering value for money, it doesn’t stretch discounts too much. It doesn’t offer discount beyond 40 per cent across all formats. Unfortunately, what is seen in the market today is that discount periods are getting stretched and large format stores offer discounts on their in-house brand almost round the year. However, this cannot go on and soon there will be correction.

And Periyasamy opines, “Classic Polo is making all efforts to face challenges the right way every year and season which is why the brand is in a growth trajectory today.” Classic Polo is available in all formats. It is present in 81 EBOs, 5,000 MBOs and 175 LFS. It is also available online through Flipkart, Paytm, Amazon and Snapdeal. The brand also sells overseas in Nepal, Dubai and Singapore.