Menswear brand Aebbe looks to small towns for growth

Men’s formal wear brand Aebbe specialises in formal trousers. With good growth for the last few years, the brand is looking at closing this year at Rs 19 crores. Also, the brand is looking at introducing formal suits and waistcoats.

Aebbe trousers are aimed at young men in the age group 22 years and are priced between Rs 1,200 to Rs 1,600. The brand uses fine counts in 250s and 260s Lycra fabric. They even have dobbies in Lycra. Terrywool is worn even in summer. For people who work in air-conditioned offices, the fabric is not so much of a worry. Sanjay Chauhan, Partner Aebbe says the brand targets people who want good clothing, rather than a good brand.

Metros vs small towns

Retailers in metros are facing a competitive scenario as consumers wait for end of season sales feels Chauhan. Tier II is yet to see a mall boom. So, consumers have to visit metros for their requirements. Tier III is still conservative in dressing habits, and wants value for money. “People here are careful about spending. They want a product rather than a brand. People who do business in Tier II are happier than those doing business in metros. In metros, if you are not a brand, you will have difficulty convincing retailers to give space,” believes Chauhan. Retailers in metros are brand-obsessed while people in Tier II are more accommodating. Chauha says in the last few years, fashion sensibilities have changed. Earlier, people were not so particular about what to wear for weddings. But now there is a sense of occasion, what to wear, when to wear. So, every segment is growing. And the wardrobe has got bigger. That means, consumption has grown. “Today’s customers know that casuals are meant to be worn during holidays and weekends. He will buy denim, cargos, cotton trousers etc. For office wear, it is formals, and not necessarily cotton wear. This is because cotton gets crumpled and lot of people have to travel long distance to work So, formals are definitely growing,” he avers.

Chauhan says, “I feel made to measure is a gimmick. I agree it’s customised but customers need the time. Measurements, trial, delivery all take time. And who has the time? If I want something I can pick up readymade.”

Aebbe is present in eight to nine states through 700 to 800 MBOs. MBOs don’t stock brands that are available online. The trend has already begun. This is because online sellers can offer discounts that brick and mortar stores can’t. Even formals are not sold online as there is an issue of comfort and fit.