Derby: Spreading fashion to smaller towns

With a vision to be among the leading men’s fashion brands in the country by 2012, Derby has chalked growth and promotional plans. And top most on the agenda is international expansion into major fashion capitals of the world. The brand

will be available through exclusive stores, large format stores and multi-brand outlets in a shop-in-shop model. Vijay Kapoor, Founder & Managing Director, Derby Clothing, avers, “Last year we decided to take our brand to its rightful place since we are purely into fashion and our products are world-class. We are launching flagship stores in Mumbai, Delhi and Pune soon. Our traditional markets too have become stronger since we are the only fashion brand offering fast fashion. Things have never looked better. By the end of 2011, we will be taking the total count of our exclusive stores to 70.”

The brand is now ready with its winter collection which comprises three different themes that create a subtle feel yet capture movements in design and styling. The collection has undergone extensive R&D, unique detailing in terms of graphics and washes. The brand will be working on complete ensembles with a new range of jackets, pullovers and sweatshirts. These will be complemented by fashionable accessories like belts and bags.

Derby’s product range is very comprehensive with collections and ensembles fulfilling every fashion requirement in a youngster’s life. “The fits that we offer are well defined for youngsters. The denim fits are slim, slim straight and comfort and in shirts we have muscle, slim and comfort,” Kapoor explains. He believes that with demand for fashion increasing across the country, smaller towns have been slower than big cities in accepting trends. Yet the market has seen immense growth which still remain untapped in terms of penetration from a truly fashion brand. “Around 95 per cent of retail in India is unorganized and unbranded and we realize the need for a brand like Derby Jeans Community to be present in small towns.”

The brand aims to focus on metros and all major cities across the country. Kapoor says they will not hesitate in launching the brand in any town that demands fashion. Towns like Ranchi, Jammu, Ludhiana, Baroda, Siliguri, Vijayawada, Thiruvananthapuram, Nagpur, Indore and many more have big potential for a brand like Derby Jeans Community, he feels. In fact, its expansion plans in cities like Mumbai, Delhi and Pune are in full swing. The brand will first launch flagship stores in major cities followed by a presence through MBOs and EBOs in surrounding towns. It’s available in smaller towns too and the overwhelming performance of these stores has helped the brand realize the importance of small town expansion. “Even though there is a strong presence of unbranded apparel shops in smaller towns, local consumers are veering towards brand association. As fashion consciousness increases among the youth in these regions, branded fashion clothing has become the need of the hour,” explains Kapoor.