Globus gives F21 new identity

India’s premier fashion and lifestyle destination Globus Stores is planning to open a specialty

retail format for its private label F21. The Eye Candy Fashion also called as F21 offers casual and club wear collections. The group will set up F21 standalone outlets in malls and shop-in-shops inside other apparel retailers. It is an accessible high-fashion brand, offering high-quality apparel. The edgy fashion brand is designed to appeal to the more experimental and adventurous consumers who seek cutting edge fashion. Styling and fabric innovations help F21 offer high end fashion at prices which are affordable for young consumers. Meanwhile Globus opened its first store in the Kolkata at the Axis Mall. The newly opened store its first store in Bengal and 32nd store in India. The store is dedicated to provide customers with unparalleled choices in fashion and brands. It is primarily housing their own brand with their designer’s collections in kids-wear, mens-wear and womens-wear sections. However, some other well known brands in men’s-wear and denim-wear are also among the offerings.

Globus is Rs 213 crores company and is the apparel retail arm of the R Raheja Group. In 2008, the company launched Globus Inter-Exchange, which is India’s first retail youth portal – www.gix.in. By giving F21 a separate identity, Globus hopes to maximize returns on investment since these outlets would be set up over a smaller space and deliver higher margins. It has adopted a private label strategy like Westside and expects the margins made from a private label to be more lucrative in the long run. It expects to add to its range by extending into categories such as sportswear, footwear, sunglasses and accessories. Another decision Globus took in 2010 was to stay away from appointing brand ambassadors for its stores. Children’s wear is another area Globus is looking at.