Ritu Kumar brings the spotlight on ‘Label’

Ritu Kumar is known for her range of traditional and bridal clothing but now she wants to bring her casual-wear sub-brand ‘Label’ in the spotlight. Kumar is expanding her offering and increasing marketing spends on brand Label.

In the last one year, the company has increased her advertising budget by 5 to 7 per cent up from less than 3 per cent last year. Amrish Kumar, CEO of Ritu Kumar explains the company has been focusing on digital video campaigns to promote the line. The company has also widened its product line by introducing ‘everyday clothing’ this year. By doing so, they want people to discover Label. The new strategy has increased year-on-year sales of the brand by 94 per cent in October.

Priced Rs 800 and Rs 15,000, Label competes with fast-fashion international brands like Zara and H&M. Its maximum range is priced between Rs 3,000 and Rs 5,000, Kumar adds. Apart from Label, Ritu Kumar fashion house has two distinct brands viz Ri, a premium bridal and formal wear line and Ritu Kumar, a traditional pret brand offering ethnic daily and semi-formal wear.

While, Label caters to women 20 to 35 years, brand Ritu Kumar picks up where Label leaves off and caters to people above 35 years while Ri caters to bridal wear across ages. Currently, the company sells all three brands through 52 EBOs and 17 MBOs across the country. It also operates five EBOS abroad (two in Dubai and three in Mauritius). In the next three years, Kumar expects to add 35 to 40 new EBOs, taking the total store count to 90.