Replay Square looking to warm winter business

Replay Square, the well known jacket brand from Replay Fashion, is optimistic about business next winter. As R Kapoor, Director, Replay Fashions says “We expect good growth in the forthcoming season. We have increased our production capacity by 15-20

percent since last year and have got good orders from the corporate world. We are ready for the booking and preparing ourselves with sample sets to be showcased at the buyers-sellers meet in Ludhiana in May 2013.” Kapoor goes on to say that they are gearing up for good supply chain management with timely supplies of products and are planning to produce 80,000 jackets for the season.

Replay Square, an exclusive jackets brand focuses more on the winter segment with MRP starting at Rs 2,000 and going up to Rs 4,200. The brand enjoys a good presence across north India where winters are more pronounced. It adds 10 to 15 percent store space every year and is eyeing 15 percent growth this financial year. Elaborating on the brand’s retail presence, Kapoor says, “We supply to every part of north India where the climate is cold. We have agents and distributors in states like Bihar, Jharkhand, Uttar Pradesh and Assam and are supplying to approximately 225 MBOs.”

Replay Square was established in 1994, when Kapoor moved to Ludhiana. “I was new to the business and tried my hands first with jackets which generated a good response. I also started with denims and ladies tops, which did very well. Moving ahead I thought a product like a jacket would produce volumes in my business and it would be better to concentrate on a single product identity. My product has been well accepted and we have had a fantastic journey,” he explains.

The product is targeted at the young and young at heart. As Kapoor avers, “Replay Square jackets are very elegant and have subtle elements of fashion. We have jackets for men between 18 to 50 years and for women from 16 to 35 years.”

The latest trends in jackets, as per Kapoor is in cotton, like cotton coated, plain twills and so on. “We are developing fluffy jackets which are popular internationally. Last year, the color story was black olive, brown etc. This time it is more vibrant colours like light shades of blue, green etc. People are looking forward to bright colours apart from the usual dark ones,” he points out.