While expecting market sentiments to be low till March 2013, Remanika Apparels is aiming for 20 per cent year-on-year growth in same stores in the womens’ wear segment. The brand is also looking at expanding its reach in the country.
Jalaj Kakkar, CEO, Remanika Apparels explains, “Remanika is present at 180 point of sales including 13 EBOs. In addition, 15 e-commerce sites are selling the brand. Soon we are launching the brand in Chandigarh, which is a new market for us.”
Started
in 1996 by Seema Kakkar, the name Remanika was inspired from a Sanskrit word which means beautiful, charming and pleasing. “Our target is the independent women who balances between work and home aged 18 to 35 years. They include working women, homemakers, models, film stars, etc,” explains Kakkar. Talking about how Remanika was an instant hit with women, Kakkar says, “The brand was incepted at a time when there was dearth of good party wear and fashion clothing. Remanika beautifully fitted into that space and carved a niche for itself. More than affordability, it was the styles and designs which set us apart. Needless to say, there were many hurdles but they proved to be an opportunity to plant our feet firmly in the industry. It’s been a thrilling albeit challenging ride so far.”
With numerous brands in the market now, competition has increased. However, Remanika’s has always focused on new styles and collections rather than on price points. “While being in sync with fashion trends, we have to offer something different which can sets us apart. It could be the fit, cut, embroidery, styling, fabrics... and that is what we keep changing every season. We work on collections well in advance but are open to any last minute changes that might work better keeping sales in mind,” Kakkar states.
The brand understands its customers and their aspirations well and ensures that the pricing strategy and fashion quotient in the garment is balanced. As Kakkar explains “The growing customer base needs to be perpetually fed with innovation and that comes easily to us.”
The mission is to bring joy and confidence to every woman who wears Remanika. Considered among the top three women’s brands in western wear it offers everything in the western wear and that includes tops, sphegatti tops, capries, skirts, dresses, pants, denims and jackets among others.
