Rexstraut's brand strategy: Targeting 40% growth

As a true blue brand for the young urban man Rexstraut is aggressively promoting the brand across India using a penetration strategy that will help the company reach a growth prospect of 40 per cent per year. Having recently undertaken a huge

expansion plan for setting up production bases in India and abroad with a capacity utilization reaching 80 per cent, Rexstraut is expecting to further increase production capacities in the latter half of the next year.

As part of their geographical expansion, the brand for denims and casual trousers, also plans to increase its MBO’s across India and open up exclusive stores in the near future. With a collection that comprises of cottons and checkered trousers as well as basic, fashion and checks in denims in an affordable price tag of Rs 1,500 to Rs 3,000, it is the casual wear segment that comprises a high percentage, although formals are also a hot selling item.

“High rises are almost a thing of the past. Currently mid-rise and low rise jeans are in vogue, where I believe both would share at least 40 per cent each of the market share. Stretch fabrics are definitely in fashion because of the ease of use and comfort and around 70 per cent of Rexstraut designs are available in stretch fabric,” says Kalpesh Patel, Director of Rexstraut.

“As regards washes and whiskering, a new genre known as the European wash is currently doing very well in the denim market. Also, less of blacks and more shades of blues, whites and beige are preferred by men these days. Fashion jeans and trousers with some embellishments and embroidery are liked. Our portfolio comprises of 70 per cent fashion jeans and 30 per cent basic jeans as that is what sells best,” he adds.
Keeping in sync with current trend, Rexstraut’s trouser collections are made with light and comfortable fabrics with more of cotton because of its functionality. Since Rexstraut’s target clients is the young metrosexual male, it does not offer a wide corduroy range as  they are worn mainly by the  40+ age group. Cargos also take a backseat in its portfolio as the company feels the cargo trend has seen a dip in the recent past.

Rexstraut will soon be introducing shirts and T-shirts along with men’s accessories in order to become a complete menswear brand to keep the cash registers ringing in. However, it does not have any plans for having a brand ambassador or e-commerce as it feels the market is currently too pre-mature for such grandiose plans.