B:kind spreading retail reach through stores and online

B:kind, the women’s wear brand introduced in India through M-square Clothing, is now looking at spreading its retail footprint. On its agenda is tie ups with more online retail sites and opening one EBO.

Tie up with top e-retailers and opening EBOs

The brand that was launched in 2010 has a strong online presence through portals like Jabong and Flipkart. Soon, it will be available on Myntra and Amazon as well. B:kind is also sold through 350 MBOs across

India and is exported to over 100 stores in the Middle East. “We will launch our first store this year at Phoenix Market City Kurla (Mumbai) and the next phase of expansion will be through EBOs. We are looking at the franchise model starting this year,” says Vidhi Shah, Creative Director, B:kind.

 B:kind was conceived with a vision to provide practical everyday clothing with a keen eye on fashion. “We want B:kind to be synonymous with chic hi-fashion that anyone and everyone can afford,” explains Shah. B:kind started as a top wear brand with a presence in around 60 stores across India. Today, its product portfolio has grown to include denims, pants, dresses, printed pants and much more for women.

The Autumn/Winter collection sees a variety of digital and concept prints in varied techniques. Hints of red have been used to add an edge to the popular black & white monotones. “The indigo trend is here to stay, take your pick from denim indigo, printed indigo pajama pants, indigo tops and indigo tees. Stay fashionably warm with knitted jumpers, digitally printed shrugs sweatshirts and jacquard treggings. Treggings are knit pants with super stretch ability,” Shah comments.

“For now we are looking at consolidating the existing offerings and staying true to our brand philosophy of affordability,” reveals Shah. She adds, “Though the market is growing, there is a lot of competition and it is important to get the pricing right each time. The tops are priced Rs 599 to Rs 1,699, and dresses, denims and pants are priced between Rs 1,099 to 1,799.”

Shah feels that there is an audience and a market for both Indian and international brands. It is important for brands to know the customer profile and their design and price preferences. “Indian brands can afford to keep their pricing lower than international brands and that to me is an advantage. Most international brands are established and customers seek them out because of the brand value while new Indian brands have to work on all aspects of marketing and constantly evolve their design senses,” she opines.

She believes that of late there has been a change in customer’s perspectives. Customers today have a lot of choice and it is all about giving them what they are looking for. “While customers are more aware and trend conscious, they are also more open to trying new things. Change is always a positive thing,” Shah sums up.