Youth-centric fashion brand fsquare from Prateek Apparels is a unique concept of delivering fast fashion at affordable prices through a wide network of neighborhood stores. Launched in 2009, the brand is witnessing a year-on-year growth
of 20 per cent. Looking forward Moumita Chakraborty, Head-Marketing, Prateek Apparels says they want to focus a lot more on women’s wear, “Right now the focus is on strengthening our women’s category with new products. By 2020, fsquare aims to be the most favored youth fashion brand in India.” Commenting on the brand’s USP, Chakraborty says, “fsquare aims to be the number one local label in the urban and upcountry markets where an affordable brand is scarce. The key principle at fsquare is fast fashion at the right price.”
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collection is available through fsquare stores spread across residential areas, high streets, malls and discount destinations. There are 107 fsquare stores in Karnataka ranging between 1,000-1,500 sq. ft. in size. These are in Bangalore, Mysore, Udipi, Mangalore, Mandya, Manipal, Shimoga, Tumkur, Hubli, Madikeri and other Tier II, III cities of Karnataka. “We have 107 EBOs and are present in 16 LFS including Coupon Mall and Brand Factory. The growth plans for 2012- 13 includes growing to 150 stores in Karnataka. We are also retailing our products through major shopping portals like Myntra, Jabong, Snapdeal, fashionandyou and so on. Soon, we are going to launch our own shopping portal under the name of fsquare.in,” explains Chakraborty.
fsquare was conceived as a brand with a single point view of “Making India fashionable”. As Chakraborty states, “We believe that there is an untapped opportunity in the pyramid that global brands cannot reach out to. Making fashion affordable to them is our vision. The target is those consumers who look for good, fashionable clothes at the right price. It is a concept of friendly neighborhood stores spread across residential and retail areas and high street locations.”
fsquare offers multi category products such as men’s formals, youth casuals, women’s ethnic and western wear. It offers a number of private labels -- Locomotive, Highlander, Mark Taylor, Black Coffee, Vishudh, Tokyo Talkies -- and many more. “As the brand is targeted at the youth, it’s very important to understand the consumer’s pulse which changes so often. Keeping up to their expectations is a challenging job,” Chakraborty sums up.
