Oxemberg to focus on non-metros and open EBOs

A renowned name in Indian textile and apparel industry, Siyaram Silk Mills with a turnover of Rs 200 crores is targeting 20 to 25 per cent growth by next year from its apparel division. Prasad Shetty, President (Sales & Marketing) at Siyaram highlights their

plans for Oxemberg. “Oxemberg’s focus is purely menswear. We plan to introduce readymade formal winter wear such as blazers and suits under this label by next season,” he says. The brand targets younger age group between 25 to 35 years.

Talking about the latest offering, Shetty explains, “For winter 2011 Oxemberg offers different colors and fabrics. Silhouettes are getting slimmer. So you have toned down fits. We have trim fit trousers. For winter 2011 we also have a bit of woolen elements in our formal trousers. We have a line of shirts in pastel shades, which are perfect coordinates for suits and blazers, which are normally grey, black. In addition we are offering new designs in the After 8 collection of occasion wear shirts.” And for spring/summer 2012, the company is planning an exciting innovation in formal shirts. It is planning to come up with a formal shirt that can look fresh throughout the day, while maintaining its look. The line will be targeted at the higher middle segment.

“The retail format we are currently pursuing is Siyaram Fashion Avenue. Now we are in 84 stores. In the next three months we will cross 100 stores. These will be mainly in Tier II and Tier III cities and some select metros. Our plan is not to focus on metros. We will focus on smaller cities. We are growing through the franchisee route. After a year or so we may think of exclusive Oxemberg stores,” opines Shetty.

Siyaram Fashion Avenue is a multi brand retail showroom, showcasing all the company’s brands, that is, textile plus apparel. For instance, Oxemberg is for 23 to 45 age group customers who want formals and semi formals, MSD (My Style Destination) is youth casual wear, J Hampstead is for the premium customer. In fabrics, the showroom offers Siyaram, Mistair and J Hampstead.

Talking about the percentage share enjoyed by apparel and textile brands, Shetty states, “Normally, we have 50 to 60 per cent of the space allotted to apparel brands in a store. If it’s in a mall it goes up to 70 per cent because mall consumer purchases are more towards apparels. If it’s a small town or Tier III city where fabric sales are also important, fabric occupies a little more space.”

All brands under Siyaram are currently present in 100 shop-in-shops in large format stores like Central, Reliance Trends, and Brand Factory. J Hampstead has presence in Ritu Wears. Oxemberg product range is available in nearly 1,700 MBOs as well.

Talking about MSD brand, Shetty says it is three seasons old. “It caters to 18 to 25 year olds. The product range is casual wear. We have woven casual shirts and jeans, present in 200 to 250 MBOs. It’s also there at our showrooms and a few large format stores. The brand ambassador is M S Dhoni.”