Recap to focus on smaller cities for growth

Recap, the popular brand of women’s sportswear is aiming to quadruple its turnover in the next three years. Catering to young Indian women between the age group of 16-35 years, Recap offers at least eight different fits in its jeans portfolio.

The brand that was started in 2000 is now being retailed through almost 1,500 MBOs across 40 cities in India. It plans to increase its number of MBO’s and penetrate deeper in the non-metros. “Tier II and III cities are definitely on our expansion plans. As the economy is growing the purchasing power of people in these cities is improving and so is their exposure to newer fashion trends. We therefore expect the next big boom in sales to come from these cities,” says Zubin Thakker, Director, Recap.

The brand also wants to increase its presence in large format stores and in the long term, reach beyond India. Currently, Recap is available in large format stores like Pantaloons, Central and Globus, Big Life Rituwear among others. “Recap is also looking at getting into e-retailing. Witnessing a growth of more than 50 per cent every year, the company expects to increase its turnover four folds in the next few years,” says Thakker.

Claiming to be the first to introduce jeggings, Recap also offers capris, shorts both in cotton and denim, pedal pushers, denim skirts, jackets along with a wide array of shirts and T-shirts and accessories like belts, bags etc. It has a special range for plus sized women and a brand, RCP 24 for the premium segment. Recap’s product prices range between Rs 999-Rs 2,299. “The fact that we have gained such a strong position in the ladies denim market is testimony to the fact that we have constantly innovated and offered something new to our customers all the time. Knits is a segment we don’t have a presence in, we see a good market for it and will be getting into it soon,” added Thakker. Recap comes up with two collections in a year – spring/summer and autumn/winter. “Apart from these, flash styles are introduced every season, this enables us to incorporate the fast changing fashion in our range. We believe fast fashion is a concept that is here to stay. And if it puts affordable and quick fashion in the hands of the consumer, then the concept can only grow,” Thakker adds.

To popularize the brand among customers, the company has undertaken outdoor advertising aggressively along with sponsoring various events targeted at the youth like school and college fests, Rotaract meets, and so on.