With a target of becoming a Rs 70-75 crores company by next year, well-renowned women’s wear brand Remanika has major retail and product expansion plans lined up. The company which follows a brand strategy of remaining youthful,
while catering to the 16-30 age group, will be concentrating on providing something new to the customers every season. For spring/summer 2011, it has launched the ‘Drift Collection’ with tge underlying theme “The only real voyage of discovery consists not in seeking new landscapes but in having new eyes”. It has stressed on visual merchandising which is an important aspect in current shopping environment. The colour palette for this season includes spicy and colours of the sea, which is in keeping with the hot and humid climate.
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emanika is also currently concentrating on its knitwear collection, which it feels is an important facet of the Indian readymade garments industry. Cotton knitwear acquires a new and fashionable dimension in India every summer, with a seasonal spurt of T-shirt manufacturers who take advantage of the season. “The unbranded market for knitted fabrics in India is showing positive signs of growth. Clothing accounts for 30 per ccnt of total exports, and knitwear includes 45 per cent of the latter, volume wise. The unbranded market was around Rs 11,500 crores in 2009-10 and recorded an increase of 10 per cent this year. The main markets for Indian exports are: US, Canada, fashion houses popular in Europe, Australia, Japan and the Middle East. Despite all the competition, India has carved a niche for its knitted apparel in the world market on the basis of its quality, competitive prices and innovative styles. While style plays an important role in the domestic market, the quality of fabric and garment finishing is given primary consideration in foreign markets,” says Jalaj Kakkar, CEO, Remanika Apparels.
“We are opening shortly in Westside. We will be the first external brand in ladies western wear category. Remanika has started franchise mode of operation and opened its first franchisee EBO in Pnx , Mumbai. We have lined nearly five EBOs in the next six months. We have a similar strategy in all cities as the youth in Tier I-II cities have similar aspirations, which Remanika fulfils by giving confidence in what they wear. Our proportion of sales between metros and non-metros is a 60:40 ratio,” he adds.
Remanika has grown nearly 60 per cent year-on year business wise this year as compared to last year. It’s product portfolio includes tops, spaghetti’s, capris , skirts, dresses , pants, denims and jackets at an affordable price of Rs 700-2,000. In women’s T-shirts, 80 per cent are round-neck and 20 per cent crew-neck and they sell the most. In other styles, the Indian market favors the same styles as the West in most outfits.The most popular embellishments range from funky prints to slogans, patches, appliqués, lace, sequins to wooden beads, shells, hand painting and zardozi. Remanika also focuses on media and promotions which are important for growing brand awareness and consciousness among young people. The company will be stressing on building brand loyalty as it aspires to achieve its target growth this fiscal year.
