Status Quo bets big on innovative tees

Status Quo known for its knits has launched grindle yarn T-shirts that have seen good demand. “We have done checks in flannel shirts. Our styling keeps us apart from the rest. Sweat shirts are part of circular knits. We have reversible sweat shirts. We are doing jackets like biker and leather jackets

Autumn/Winter season,” says Kulwant Singh Suri, VP Sales & Marketing of Status Quo says. He points out that slogan and character licensing work for T-shirts. “We are official licensees for Archie, Garfield, Mr Men Little Miss and have recently launched Comedy Central. The licensing industry is at a very interesting phase in India,” he opines.

The company enjoys a strong position as a T-shirt brand. While it also manufactures and retails woven shirts and trousers. Last year, Status Quo also launched a T-shirt brand for kids called Status Quo Cubs.

Emerging T-shirt trends

For Autumn/Winter, the brand has also unveiled slim jackets and a sports collection. The predominant colors are: orange, blue, red other than basic colours like white and black. In collar T-shirts, the brand is offering a rugby collection. “We are doing 65 percent fashion and 35 percent basic in knits. Fashion makes things interesting otherwise it can be boring delivering the same sample sets again and again. And the fashion element is not difficult,” says Suri.

As per him polo T-shirts sell more than round neck followed by crew neck T-shirts. Moreover, innovations like linings have been introduced in tees. There are different types like reversible, mix and match in checks, use of different fabrics and so on. “For instance, we have played with circular knit and flat knit together in T-shirts. Quilting is in. We have a separate line of Lycra in our collection. We have a huge range of flat knits, where we are doing round neck and V neck,” informs Suri.

Retail footprint

Status Quo is sold through 950 MBOs and 16 EBOs. The collection is available at Central, Reliance Trends, Brand Factory, Lifestyle, Shoppers Stop and Westside. While large format stores contribute 25 percent to the total sales, MBOs give 50 percent and EBOs contribute the rest. The company is now looking at expanding its reach through online media and EBOs. With a turnover of Rs 110 crores, Status Quo is looking at 25 to 30 percent growth this year.

Suri says the children’s market is dominated by unorganized players but by 2017, he expects brands to contribute 50 percent to the domestic apparel market. “With FDI in retail, the industry is bound to grow. More and more people will buy original products,” he asserts, adding, “Children’s T-shirt line is similar to the adult line. People are looking for clean and neat products in kids’ tees.”