109°F the women’s wear brand has introduced ‘Zero Feel’ printed garments. These are first of its kind prints to be introduced by any brand in India. Incepted four years ago 109°F has already carved a niche and created a positive reputation in the
market within a short span of time. Targeted at women in the age group of 18-35 years, the brand is working hard to redefine the way fashion is perceived in the women’s wear segment in the country. "When we entered the market, there were very few brands catering especially to the segment. The choice was more in favor of ethnic wear which then shifted to fusion and now we are looking at trends, which are more western. With our exposure, innovation and understanding of fashion, we have been able to break the barrier and make the brand reach its potential,” says Radhesh Kagzi, President of Creative Lifestyles, makers of 109°F.
The brand offers a range of products across categories like tops, tunics, dresses, T-shirts, jeans, capri’s, shorts, skirts and evening wear. They also offer pre-winter and winter wear like flat-knits, sweater and jackets. “We want to be a one stop shop for our customers. The USP of our brand is that everything from the design to value addition to production is in-house,” explains Kagzi.
While their production unit is based in Mumbai, they have a vast distribution channel which enables them to be present all over the country. “We currently have 12 exclusive outlets and by the end of 2010, we will have about 20 operational outlets. Besides we are planning international expansion in the Middle East, Dubai, Nepal and Singapore amongst others. Currently, we are present in almost all the states. Our outlets are in cities like Mumbai, Delhi, Kolkata, Hyderabad, Bangalore, Pune, Amritsar, Ujjain, Nagpur, Kanpur etc.” The brand is also available in a number of large format stores like Shoppers Stop, Pantaloon, Central, Reliance, Lifestyle, Reliance Trends etc.
The brand recently launched a customer loyalty program to woo its customers. And they are coming up with new programs as well. “We have seen exceptional growth across all our formats and feel that we can grow three times in the next three to four years. We had a great last quarter with sales growing by 80 per cent over the previous quarter,” Kagzi.