Blues Clothing: Fulfilling India’s luxury aspirations

Blues Clothing Company (BCC), best known for the basket of luxury brands it retails in India has become very aggressive with its marketing initiatives. The company’s approach is: Be very selective but effective. As Abhay Gupta, Executive Director,

Blues Clothing Company, explains, “We believe in a 360 degree approach in marketing and communication to cover all aspects and support our strategic unit. Our target is to double our turnover to support this marketing strategies and our advertisement budget has also doubled.” Besides, the company is now looking at stepping into the kidswear category.

Each brand that is represented by BCC has its own exclusive identity, history, style, attitude and market niche. The BCC portfolio includes Royal Blues (a premium ethnic selection from reputed Indian designers), Bench & Bar (customized outfits for the needs of legal professionals) and Su Misura (custom made tailoring for all shapes and sizes). In addition the luxury portfolio consists of brands like Versace, Cadini, Corneliani, Cerruti and John Smedley. This year BCC launched three Turkish brands, Tween, ADV, Damat. “The market, in the past five years, has seen a growth of 14 per cent. And with the growing presence of organized retail and the rapidly spreading mall culture, the industry is all set to grow further,” says Gupta. BCC has super premium formal, semi formal and casual shirts. According to Gupta, current style and trends in shirts are snug and slimmer fits which are in demand. Overworked empire lines, earthly tones, innovative fiber mixing, kaftans, army detailing, small width collars are in for the season. Preferred colors are muted and subdued tones.

For the winters the brands BCC retails in India are offering an array of new styles and trends. For examples, Versace for men has contemporary shapes, proportions, colors and graphics. The collection has expert tailoring and is made from fine fabrics. Damat and Tween have a limited collection for celebrations, special parties and gatherings. This is a timeless and extraordinary collection that will keep alive the unforgettable memories of one’s life. Tween’s autumn/winter 2011 collection is inspired from the 1930s. Damat’s collection stands firm with more traditional and individual styles. Distinctive materials with state-of-the-art textures that accentuate limited edition clothing are the highlights of the collection. The combination of midnight colors such as ruby and dark green with surprising materials adds on to the distinctive characteristics of Damat Tween’s limited edition collection.

Currently BCC has 32 retail outlets across India covering key cities like New Delhi, Mumbai, Hyderabad and Bangalore. It has a presence in eight MBOs and 24 EBOs. Moreover, the company is launching the brand in cities like Chandigarh, Kolkata, Pune and Chennai. “We are planning to develop a premium mono brand boutique network across at least 8 of 14 Indian cities which are home to more than 50 per cent of the total affluent population of the country,” says Gupta. With a turnover of more than Rs 160 crores BCC expects to grow by 100 per cent in a couple of years.