Naracamicie wants to step into India

Here is another proof that the India growth story is never

ending. As now Italian fashion brand Naracamicie wants to be a player in the Indian market. In an application made to Foreign Investment Promotion Board (FIPB through a potential franchisee, Sagar Shwekramani of the UAE, Naracamacie has shown its interest in being a player in the India market. Shwekramani is a name associated with the fashion industry. Naracamacie is a fashion brand, focused on shirt collection, both for men and women. Recently, they ventured into knits and dresses as well. But primarily it is shirt brand. Started in Italy in 1984 it is known for elegant, sporty, casual shirts. It offers quality products combined with a refined image. These tailored masterpieces are the haute couture of men’s and women’s shirts. It’s difficult to decide between black floral lace or crimson satin. Made of the finest Italian fabrics, these impeccably tailored shirts boast of interesting collars, necklines and textures that make the ideal forget-me-not statement at any function, be it a board meeting, job interview, evening dinner or engagement party. Naracamicie stores operate in the US, Europe, Russia, Japan, Korea, Vietnam, Taiwan, Syria, Saudi Arabia, Nigeria and Australia, among other places. The brand has 300 points of distribution in Italy the remaining 150 are spread across other countries. Apart from boutique shops, the brand also sells through departmental stores.

Foreign brands coming to India have to contend with various issues. Location is the key to positioning. It’s a strategic and vital decision, which can make or mar an apparel brand. Also, about 35 per cent of the expenses in a retail operation are taken up by the cost of merchandise. It is even more important for foreign manufacturers as the Indian size set is radically different from elsewhere. There are innumerable problems of fits especially in western women's wear.