Classic Polo: Making the most of a revamp

The men’s wear brand which has undergone a tremendous change with a new logo has been experiencing 10 to 15 per cent growth for the last two to three years. And this year it’s looking at even bigger – 30 per cent – jump over last year.

The new logo indicates a change in the brand’s thinking. It indicates a stylish young brand. ‘Just Relax’ has always been its tagline and the logo reflects everything that’s happening now in terms of the product, the merchandise, the brand philosophy. Earlier there was a mismatch between the logo and the merchandise. Now they are closely aligned. This year, the brand will be introducing two new categories -- lounge wear and nightwear or leisure wear -- to achieve the desired targets. As Usha Periasamy, VP Operations and Brand Head, Royal Classic Group says, “We have planned for a 30 per cent growth which we expect from our regular business and new launches. Besides our sports category will be launched in two or three months.”

Lounge wear and sportswear have generally been inspired by top sports brands. But Classic Polo is trying to attract more of the mid premium segment. Periasamy says, “The top sports wear brands belong to the premium category while we are trying to play within our own positioning. I can say 20 per cent of our range will be other than knitted, which is micro poly. And hence our sportswear will be made affordable.” In sportswear the brand will be offering track pants, shorts, plain sleeveless and sleeved jogging tops, razor vests. “Each of these categories will have 10 products under them in terms of MRPs, styling and fabrics. In lounge wear we will have 65 per cent wovens and 35 per cent knits,” Periasamy adds.

Currently the brand is doing socks and handkerchiefs. Caps and deos will be on the racks in six months and for spring/summer 2012 belts and wallets are in the pipeline. Though Classic Polo so far hasn’t concentrated much on fashion, it has invested a lot on R&D for fashion exclusives. Periasamy believes fashion has a huge market since almost 60 per cent of the population is less than 35 years. She says, “From April onward we have launched two albums of samples and the response has been very good. We are confident of improving the fashion business.” The brand already has a strong hold on the market with T-shirts with 10-odd years of experience. For winter the brand will be offering knitted merchandise like jackets, pullovers, cardigans, sweatshirts, full sleeve T-shirts, jackets and pullovers.

The brand has 50 EBOs located in four southern states. Of these, four are flagships, one in each of the four states. The biggest flagship is 2,300 sq. ft. Out of the 50 stores, 70 per cent are franchisees and the rest are company-owned or service providers. They are planning to increase the number of EBOs to 70 this year and 120 next year. “The third year will be more of a consolidation where we will reach 150 or 160 outlets,” she observes. Currently the brand is present in 4,500 MBOs. Every year the number of MBOs increase by 10 per cent. As for large formats, Classic Polo is present in 7 to 8 like Central, Brand Factory, Shoppers Stop, Pantaloons.