Raw Clothing plans to open 15 EBOs by the end of 2016

Raw Clothing, is a fashion brand, recently introduced in India. Primarily into exports earlier, the company started retailing worldwide through another brand, Young Threads. In India it’s their initial foray into retailing and getting into EBOs. Raw Clothing plans to have about 15 EBOs by the end of the year. Their most recent EBO is in New Delhi’s DLF Place Saket.

Retail is the way forward

Wholesale is not about fashion, a fact that Raw Clothing realised and decided to make their entry into the world of retail. They realised that the kind of clothes they do need to be appreciated which was not happening in the wholesale world where mass production, fast movement and good price were more appreciated than good design. With plans to enter EBOs, Raw Clothing targets 25-40 years who have the money to buy something nice and wear it to their workplaces as well as on other occasions.

Sudhanshu Panwar, Owner, Raw Clothing says, “My product prices are reasonable, so there is nothing like I am selling it at a very high rate. Income is not our target, fashion orientation is. We have a varied design-based collection. Fabrics are super polished - double washed and have net inside.”

Fashioning a new course

It is good to see that in the last few years, Indian consumer has become fashion conscious. They want the best and that’s where brands like Raw Clothing and Young Threads score. Consumers, especially the young, don’t mind spending a good amount on their clothes. Unfortunately, middle-men continue to struggle. That is the reason we are venturing into EBOs so that the middle-men can understand fashion. As Panwar says, “Initially, I was confused as to what is wrong with my business in the Indian market. But as soon as we initiated the EBO in Delhi, there was such an overwhelming response that we sold more than 150 pieces in the initial week. So, yes there is a fashion sense and proportionate demand.”

Raw Clothing, which also has Soul Star under its belt, has its eyesight set on major LFSs in addition to shop-n-shop and EBOs. But as Panwar says, future prospects may change according to time.