John Miller: Right pricing for bigger reach this season

With a year-on-year growth of 10 per cent John Miller the men’s wear brand is targeting a turnover of Rs 300 crores by the next financial year. John Miller a brand from Indus-League Clothing is upbeat about the season ahead. As Modita Tripathi,

Sr Brand Manager, Indus-League Clothing explains, “Spring/Summer was not so good in terms of business but for Autumn/Winter, we have seen good momentum. This was particularly seen during Pooja sales, which is the start of festive season and Autumn/Winter. This makes us optimistic that we will do good numbers for the rest of the season.”

Meanwhile, the brand is also looking at increasing its brand reach through the franchise route. Commenting on the retail strategy, Tripathi says, “For EBOs we want to adopt the franchisee route. We would like to have about 10 more EBOs this financial year. These will be in Tier II cities. John Miller is suitable for these cities because of the price points.” At present the merchandise is also available with 150 MBOs. “We are in Pantaloons, Central, Reliance and Brand Factory apart from 15 to 20 EBOs. We have an online business, where John Miller is doing well,” she adds.

As a brand, John Miller is aimed at the young, exceptional and charismatic professional who believes talent resides in him. “We would like to be in segment between casual and formal wear. For this winter, we have a sweater range, which have a formal look. It’s an under suit or under blazer kind of sweater. For spring/summer ’13 we have new shirt colours. These are pastel and cast-off colors. It’s no more blues. Pink is becoming popular in men’s formal shirts.” The brand has always had entry price point shirts at Rs 799 where the bulk of the products are done. “This season we have introduced power pricing. This an attempt to make the popular shirt more popular by giving good package deals,” elaborates Tripathi.

The John Miller range includes shirts, trousers, blazers, suits and accessories like wallets, belts, socks, handkerchiefs, cuff links and ties. This season’s highlights are the ‘sharp price shirts’, a range of reasonably priced shirts which offer great value for money. The brand also offers a range of ‘specialty trousers’ that suit everyday needs and ‘the festive range’, comprises of Jodhpuris, ‘bandhgalas’ and a formal suite edged with satin piping.