Setting trends with cartoon tees for youth

Lucky Luchiano, the brand that offers denims and casual wear for men and women now plans to augment its product range by launching shoes in the coming season. The relatively new brand is also planning to expand its presence in smaller

cities by setting up its first EBO. “Our growth target is on track. There are many ways to go for it including opening EBOs that we are planning especially in smaller cities. Also, among the MBOs we are targeting, we have instructed them to give us more shelf space in smaller cities and towns,” says Shahnawaz Sheikh, Chairman & Managing Director.

Targeted at the youth, the brand offers a range of T-shirts, polo’s, shirts and denims. In fact, it is the first and only brand in India to have official licenses for cartoon characters like Popeye, Garfield, Betty Boop etc. “Our theme for this season is the cartoon T-shirt that we introduced earlier. It will be taken forward in the winter season also. We are the first and only brand to introduce officially licensed cartoon T-shirts for the youth. Cartoon T-shirts may sound like it’s meant for kids, but our tees have been designed and styled differently and they will appeal to the youth,” says Sheikh.

While other brands are still strategizing and analyzing on ways to focus on smaller towns, Lucky Luchiano is already aggressively working there. “Nearly 60 per cent of our goods are being supplied to smaller cities and 40 per cent go to bigger ones. Yes, we are expanding very aggressively in smaller towns,” he informs. It is now focusing on retail expansion that includes setting up EBOs and entering LFS in smaller towns without changing the price line for the small town consumer. “Right now, we are just in MBOs and in the coming months our EBOs are coming up and we will also be seen in LFS,” informs Sheikh.

“Our brand is very moderately priced and hence we don’t have to specifically lower our prices for entering or doing business in smaller cities. In terms of designing, we want to offer on par with what we offer in bigger cities that’s how the consumers will not feel cheated. It’s similar to the way an Indian consumer feels when he travels abroad and sees excellent products of international brands selling there but not in our country. And realizes what he sees in India is maybe a season old,” sums up Sheikh.