Jealous 21: Aiming to be the wardrobe solution for girls

Jealous 21 the Rs 50 crores brand that offers a range of casual, trendy and stylish clothing for girls is looking at becoming the wardrobe solution for young girls. The brand that pioneered the concept of ‘Three Hip Sizes for Every Waist Size’

has major expansion plans through the franchisee route to tap the unexplored smaller towns. To woo young girls, it has now tied up with pop diva Britney Spears to promote her album ‘Femme Fatale’ in India. As a part of the association, Jealous 21 will introduce the “Jealous 21 Go all the way” contest by which winners will get a chance to attend the Britney Spears concert scheduled for December 10 at Puerto Rico.

Jealous 21 is a brand from Indus-League Clothing. Elaborating on the company’s plans Rachna Aggarwal, CEO says, “So far Indus League has been opening only through own stores. But this season, we are looking at franchising as an option especially in smaller towns. Indeed, we will continue to run flagship stores on our own.” Aggarwal says the plan is to open a dozen franchisee stores in October alone. They will have a combination of brands or just one brand. Recently, they opened the first franchisee Jealous 21 store in the north India, at Lucknow.

The Jealous 21, range of casual, stylish and trendy clothing revolutionized the jeans market for women. It is the first brand in India that takes the hip size into consideration. The brand feels that fit is the primary attribute that all girls look for in a perfect pair of denims. Therefore, it offers three hip sizes for each waist size, in the categories: Hottie, Hourglass and Bootilicious. “Five years back, we did a study of Indian women’s bodies and came up with three ratios of hip to waist. For a long time we were the only brand in the country offering that kind of fit for Indian women. It’s only last year that Levi’s launched something similar,” opines Aggarwal.

The main brand in which Indus League does denim is Jealous 21. Almost 55 per cent of the brand’s sales come from denim alone and 5 per cent comes from other bottom wear like shorts, mini-skirts. The balance 40 per cent is from tops. Jealous 21 offers denim only for women and every 45 days it introduces a new look. It does a lot of innovations around the product to provide fashion. Rachna explains, “We have had colored denim with contemporary washes, the raw look denim, washed out, torn, faded and this season we have a range of scarf denims and charm denims. Instead of a belt you have a scarf, then there’s a charm on the denim which can be put on a handbag. Last year we did a range of Swarovski denims, where the denims had Swarovski embedded in them.”

For autumn/winter, Jealous 21 has introduced ‘Hip Fits’ with value additions and ‘Frills and Floral’, range. The collection has value additions of scarves, charms and bracelets to complete the look for every occasion. “We give affordable fashion for girls. In autumn/winter 2012 you will see an expansion of the product line. We are looking at adding dresses, it will be in stores by spring/summer 2012,” she explains.

The company plans to open 10 to 12 stores out of which four would be of Jealous 21. It also plans to launch two or three flagship stores.