Shapes eyes domestic and overseas retail expansion

Menswear brand Shapes, is looking forward to good days ahead with a shift in marriage season from winter to summer and constant correction in the market. The brand is planning to introduce a shirts range by Spring/Summer 2015

“The target growth rate for this season is 25 to 30 percent, similar to the growth we achieved last year. If you are targeting growth, the need to ramp up production arises automatically with the product-line naturally going to expand. There are many surprises in store,” says Sunil Duggal, Sales Manager, Shapes.

The major share of revenue is driven by exports which account for about 75 percent of the total business. “Encouraged by the impression we have built over the years on customers’ mind, we are going full throttle to expand in untapped markets in the country,” Duggal informs.

Eyeing strong domestic foothold

The company is predominantly into exports and plans to further increase its dominance in the middle-east and European countries as well as Singapore. However, expanding footprint into the domestic market is also on the company’s agenda.

“In domestic space, Tier II and III cities are on our radar. Mostly, in north and Northeast India, we have about 200 MBOs and the number is going to change on a big scale. We are strong in large formats and available in every major store in the country, Lifestyle, Shoppers Stop, Pantaloons to ITC. We have no plans to move into exclusive stores because of the limited product-line,” states Duggal.

As far as e-commerce is concerned, Shapes has its own website and in a couple of months, the company plans to be with players like Flipkart, Jabong and Myntra. With around Rs 100 crores turnover and capacity of producing 1,10,000 pieces per month, Shapes aims to raise it by 50,000 pieces more in the upcoming months.

Offering complete wardrobe for men

Shapes’ caters to the men’s category with a wide range of trousers, blazers, suits and jackets. The company uses domestic as well as imported fabrics for its products. “In blazers, the fabrics in use are corduroy and velvet, while rayon and cotton are used in making trousers. Though we also make suits, our focus area has been blazers. Much of our energy and time has been invested in blazers segment to make it an accomplished and worthy-for-praise product from all aspects,” Duggal informs.

To create a good quality product, the company undertakes massive research and innovation into the creative side of the product. For this season, Shapes’ blazers are in velvet along with patches on elbow. The company’s range of trousers is thoroughly formal and available in ultra- and slim-fit.

Duggal feels there is very little change a brand can bring about into men’s clothing. “It is always about basics and standardization of the product. For example, trousers do not give you much space for improvement so they are almost the same this year. Blazers being versatile in nature can be experimented with but this segment has become the victim of sluggish demand and supply given a dull market is never a good motivator for creativity and growth. We have made slight changes in blazers in velvet and one of them has a shawl collar which is in trend,” he explains.