Basics Life to explore north Indian markets

With the economy still to recover, Basics Life, the brand from Hasbro Clothing, is taking a cautious approach to the forthcoming season. “We are not insulated from the economy neither is the industry. Having said that, a consumer can forego something or the other but the clothing/apparel is a

requisite,” opines Suhail Sattar, Director and Co-founder, Hasbro Clothing.

After expanding its product range to accessories such as bags, shoes and belts, the brand is now focusing on exploring untapped regions to establish its retail presence.

Increasing

retail footprint

Basics Life has a presence in about 110 exclusive brand outlets across India and over 800 MBOs and large format outlets. The company also has stores in Bahrain, Qatar, Sri Lanka and is in the process of opening one store in Dubai shortly. The brand enjoys robust online presence through its exclusive online store as well as through other e-commerce fashion portals such as Myntra and Jabong.

“In a way through our online store we cater to consumers needs across India. However, we will start expanding into Northern Indian market through our EBOs as well as through LFOs in the coming year. An average ticket price in Basics Life is Rs 1,200 and Basics Life average bill is Rs 2,500. “Price and products are major advantage for our brand and we haven’t faced any dips in the businesses,” states Sattar.

Wide product range on offer

The company has come a long way since it was set up in 1992. Now it has three brands – Genesis (formal wear), Basics 029, a casual wear brand which has in its product line anything from shirts to T-shirts, jeans to cargos and Probase, specifically targeted at 18-25 year olds. All these brands are available under its retail concept called Basics Life.

The collection range from shirts, tees, trousers, denims and more apart from a wide range of accessories like belts, bags, shoes, flip flops, inner wear et al. The season’s colour palette has shades like whites with tints of almond and petal pink, soft greens, sand, greyed blue and clay developing a retro look through murky mid-tones. Oceans too inspire the palette this season. Warm blues, soft sea foam blues deepen to indigo and rich navy for a complete collection that can be worn layered. Sugary pink, warm coral and fuchsia are part of the palette, while ruby red forms the darker end of the palette.