Officer to launch denim brand ‘Outlook’ this July

Expecting positive results from the forthcoming season, popular apparel brand Officer is looking at expanding its reach to newer regions. Highlighting their plans, Asif Iqbal Memon, Director, Officer Fashion Craft says, “Expectations are

very high for the season. The last two months have been good because the marriage season went off well. I expect to grow by 20 percent. We are all over India except Gujarat, Chattisgarh and Uttar Pradesh. Maybe in 2013 we will cover these places. Currently we have about 1,500 MBOs and on an average, every year we add about 100 MBOs. We may have our own EBOs in 2014.”

Officer was launched in 1990 targeted at the upper middle class consumer between 25 to 45 years. “We understand the tastes of an area and offer personalised services. We have direct interaction with dealers. Big corporates are not directly in touch with their dealers. And there is an obvious price difference. We offer a similar quality and finish but their pricing is far above ours,” Memon says explaining the brand’s USP.

Officer is looking to expand to newer regions

The brand’s formal and semi-casual shirts range under the brand portfolio is priced between Rs 595 to Rs 1,095. Trousers cost between Rs 595 to Rs 1,195. “We are launching denims in July under the brand Outlook. The target audience is 18 to 35. We have gone into denim because the casual trend is picking up. Denims will be priced from Rs 795 to Rs 1,595. We will have both fashion and basic denim in comfort fit and narrow fit. We will introduce denim in 100 different styles, colours and patterns. Plans are also afoot to add casual shirts in the near future,” explains Memon.

For A/W 2013, Officer shirts are mostly slim fit in a combination of dark and bright tones having different types of collars. Semi casuals have broader checks and darker shades. Most of the fabrics used are 100 percent cotton. Trousers have bright festival colours and the fabrics have a touch of sheen.