Red Tape creates trendy styles for A/W

Red Tap the brand known for its unparalleled international styles is coming up with an innovative new range for the Autumn/Winter season. Meanwhile it’s also aiming for at least 25 percent growth this fiscal. The flagship brand of Mirza International, Red Tape was launched in 1996.

The brand has today become synonymous with hi-fashion and lifestyle, owing to its unmatched quality, skilled, craftsmanship and trendy products. Endorsed in the past by Salman Khan, Red Tape has become India’s most loved premium lifestyle brand and as of now is successfully selling through 96 EBOs, 250 LFS and 400 MBOs across India.

Styles for the new season

The latest A/W collection will comprise different fabrics, cuts, styles and colour combinations. It will offer complete wardrobe solution for men with shirts, T-shirts, denims, trousers, jackets, sweaters and accessories. “We at Red Tape believe there is always going to be enough space for all brands providing good quality products at reasonable prices. Indeed, the scenario has become tough for Indian brands and they will have to pull up their socks and stand up to the challenges from international brands,” explains Sandeep Sharma, Distribution Sales Head-Garment at Mirza International the force behind Red Tape.

Insisting that marketing activities play an important role in spearheading the identity of a brand, Sharma says that due to increasing competition, a brand must ensure that their products have the best quality with high grade raw materials and detailing. With consumers becoming brand conscious it has worked well for brands. “This has really helped us, as we have always been an established brand and till now our competition was with regional players. But with global brands entering the country, the consumer has understood the importance of branded products.”

Brand expansion plans

With growing brand consciousness Red Tape has taken up various measures to expand in Tier I and II cities. As Sharma says, “Business is growing in Tier I and II cities and with FDI in retail a lot of brands are entering India. It will be very tough for the Indian brands to survive in such scenario where competition is with healthy and big players.”

Currently, the brand is selling online with partners like Jabong, Snapdeal, Myntra etc, and doing good numbers. The brand will soon introduce other categories to its product portfolio. Red Tape’s current turnover is Rs 150 crores and it plans to achieve a growth of 15-20 percent every year.