Paris Hilton fashion line woos India

Thanks to Brand Concepts, Indian consumers would soon be able to enjoy the Paris

Hilton line of fashion accessories. The company is not only getting the Paris Hilton fashion accessories like handbags, perfumes, designer watches, hand purses and clutches but also the celeb herself. Hilton unveiled the fashion line in Mumbai during her maiden visit to the city. The products are attractively priced between Rs 2,000 to Rs 12,000 to especially cater to the Indian consumer’s fascination for international fashion labels. Brand Concepts plans to retail the product line through exclusive brand outlets to be set up in major metros like Mumbai, New Delhi, Bangalore, Chennai and Hyderabad and is also looking at stocking them through MBOs across the country. The firm plans to open eight outlets by the end of this fiscal. By December, there will be four to five standalone stores and seven to eight by March ’12. Brand Concepts chief executive officer (CEO) Abhinav Kumar feels the fall/winter season is a good time for the entire country. They are expecting to sell around 15,000 units this fiscal. In the next four years, it should be a Rs 75-80 crores business. Kumar said, “We have plans to invest $3-4 million in the next two years on brand building and setting up the stores.” He added that it will not be for TV or print campaigns.

Brand Concepts has been a licensing partner for various international brand names like Rocky S fashion line, Tommy Hilfiger travel and leather accessories, Nickelodeon and Barbie school bags. The company already has 15 EBOs and presence through various multi brand outlets across India. The fashion accessories segment in India has been picking up fast over last two, three years with growing consumer demand for international branded products, and the Indian consumer is willing to shell out extra bucks for the quality branded fashion accessories. Kumar says for the Paris Hilton brand the focus today is on accessories. “We share a great relationship with the Paris Hilton brand. Apparel could also be part of the product portfolio, but it could be two to three years down the line.”