Live-in men’s denims and casuals, a leading brand from Federal Brands, is trying out different strategies to get a new makeover. Closing at Rs 105 crores last year, with a 53 per cent growth it targets Rs 160 crores this year. The company is trying
out different marketing policies like in-shop branding, new ad campaigns, new logo et al to grab eye balls and increase customer base. It has even changed its punch line to “Can’t Live Without” to make an impact. The Mumbai-based brand specializes in bottom wear with a portfolio of basic denims, fashion denims and basic cotton trousers. Earlier, fashion denim was only 15 per cent of their total sales, but it has rapidly increased to 35 per cent catering to the semi premium market. Targeting youth between 18 to 35 years, the company feels that people are more willing to spend on denims more than cotton trousers, while there is no market for cargoes.
“For spring/summer 2011 we have new fabrics, washes and the latest trends. We have used lycra in several styles. In colors it’s mainly shades of blue in fashion denim. Skinny fits are more popular now but in the north the demand is for tight fits. So this time we have introduced a special fits for north India. In terms of regions, the south gives us the maximum business. In fact, we launched in the south and now keeping the south’s share constant, we are growing in other regions,” says Tirtha Bhowmick, National Sales Manager, Federal Brands.
“We are predominantly present in men’s wear although we use to make women’s jeans but no more. We are testing the market with basic round neck T-shirts in two-packs and three-packs and will introduced them in the next season,” Bhowmick adds.
Live-in will be concentrating more on retail outlets in the east and west over the next few years. Already a leading manufacturer in the south, it is present in most family stores such as in Pothis, Joyalukkas, Chermas and RS Brothers. For the last few years, MBOs have been the most favored retail strategy. Currently it has a presence in over 3,200 MBOs. Although it had around 40 to 50 showrooms in its retail division earlier, which were closed down, their MBOs have been growing rapidly at over 30 per cent over the last three years. The company does not believe in large formats as they do not discount their brand or try to promote it at the cost of MBOs. Federal Brands will be looking closely at retail expansion in the east and west as the relatively untapped market and ensure that Live-in is a strong brand name in the men’s wear segment over the next few years.
