Replay Fashion keeps focus on innovation to stay ahead

With a brand strategy of making just enough stock to sell well through the season, Ludhiana-based Replay Fashion, a leading manufacturer of jackets for men, women and children, is doing well in an unstable market. Targeting about one lakh pieces annually for overall consumption, it has already crossed a turnover of Rs 9 crore this year while aiming for Rs 10-11 crores next year. This is remarkable for a company primarily in the retail line and not the wholesale line of winter jacket segment.

Cut coat according to cloth

With the winter season coming in a little late and shrinking in some parts of the country, the company ensures it does not over produce and incur losses. As Raman Kapoor, Proprietor, Replay Fashion points out “My stocks are almost cleared, and if there is any return of stock wherever there is demand we sell it. So, we don’t take risk and only make as much as can be sold easily. Some people make extra stocks if the temperature is too cold, but by god’s grace none of our stocks remain unsold.”

The brand is retailed through 250-300 MBOs and is available in places where the temperature is mostly cold. “We used to also retail in Mumbai and MP but since didn’t get much response the extra production is given to cooperates. We are present from Rajasthan to North Assam and Tripura,” he explains.

Well-planned marketing strategy

Focussing on an innovative portfolio of jackets for co-operates like Raymond, Park Avenue, Aditya Birla and Monte Carlo among others, Replay Fashion expands business through sales to cooperates as well as their own label. Dealing mainly with the more established companies where payment is not a problem and quality assurance of products is an important marketing strategy for the company.

Replay Fashion believes that their jackets are value for money and has built a loyal customer base because of its superior quality. While other competitive brands do the pricing rate wise from one bracket to another, their USP lies in making the sample in such a manner that will positively be sold and then do the pricing accordingly. Good quality fabric like light tapta is normally used with polythene inside to keep it warm, quilting and wool and fur is also used in many of their jackets. So the three layers of the outer shell, inner lining and then the inside of polythene or fur or maybe a fur lining is what keeps the jackets snug and warm and the brand a popular choice.

With a slow market, Replay Fashion believes in focusing more on the domestic market rather than abroad to ensure more even sales.