Springfield: Denims the next big product addition

Established in 1986, Springfield Fashions launched the brand Springfield in the men’s formal wear category. Today, the brand is known for its classy and stylish suits and trousers. Moving ahead, the brand plans to add denims and casual shirts

as a part of its portfolio expansion plan. Opines Yogesh Shetty, Director, Springfield Fashions, “We are trying to tie up with some mills or a retail chain, where we could lease out our brand. We may start denims in three or four months. The range will be priced from Rs 1,299 but we may have a category below Rs 1,000. Casual shirts will also be in the mid segment in the price range of Rs 899 to Rs 1,499.”

Talking about the times, Springfield was launched in the market, Shetty says, “When we started, people preferred customized stitching. I was well connected with the worsted suiting business, so we started with trousers. But now the demand has moved towards readymade suits. Customized is preferred mainly at the top end. And top end brands have created a very big demand for the suit market.”

The brand’s product range is currently experimenting with suits with a classic fit and fashion fits. Shetty says, “Fashion fits are slimmer and narrower, which are dominating the market now. Fashion suits have lapels with velvet and embellishments, the fabrics are shinier but with a clean look. We also have basic jackets priced between Rs 3,500 to Rs 4,500. Classic suits are between Rs 4,999 or Rs 5,999 and fashion jackets are from Rs 4,500 to Rs 5,500.”

Since the brand offers a value product, it is retailed through Aditya Birla Retail, Star Bazaar and The Loot. The range is present in three or four such stores. Now it plans to enter other value format stores like Megamart. “In Bangalore, we are in about six multi brand outlets and on a pan India basis, we have presence through The Loot stores. But our concentration right now has been more on the western zone and the southern zone. We are looking at exploring the northern zone. We may even license the brand to a large retail group and help them in production or design,” Shetty adds. The brand has so far seen a growth of 10 per cent every year and this fiscal year end, it is looking at achieving a 25 per cent growth.