Success plans to diversify and spread across India

Established in 1996 with a mix of formals, occasion wear, casuals and designer wear, Success, has diversified into accessories and added ties and cufflinks into its product portfolio. Meanwhile the brand is aspiring for an all India footprint.

Tapping new markets

“We will be devoting a considerable part of our time to the new category of designer wear and accessorie

s. We feel the need among today's youth to look fashionable always,” says Mazhar Khan, Research & Development, Agwani The brand is present in 20 EBOs, 360 MBOs and large format stores like Central and Brand Factory. “We aspire to have a pan-India presence in the near future. We feel the need to test newer markets,” reveals Rajnish Sethia, Founder, Success. Success recently launched its own online store which has received a good response from customers. “We anticipate good response as we leave no gaps when it comes to trend research and its implementation. But distribution at the right price remains a major concern,” explains Sethia.

Success was established to offer apparels and accessories at the right price with design innovations and craftsmanship, in accordance with contemporary fashion trends. “The target has been to cater to the vast youth segment of India with high disposable incomes. We serve all target clienteles with equal dedication. That’s the reason we have an interesting mix of formals, occasion wear, casuals and designer wear and our prices range from Rs 695 to Rs 14,995,” Sethia says.

Khan feels it has become tough for domestic brands to compete with global labels. “You got to take competitive threats early and seriously because a new competitor can do enormous damage to your existing position. Companies have to be innovative or else a gap remains for international brands to fill in,” shares Khan. “The entry of global brands and other leading players into menswear category is increasingly making premium brands affordable for Indian customers leading to the phenomenal success of leading international brands such as Zara, Marks & Spencers amongst others. At the same time Indian players concentrate on their regional market and offer comparatively lower prices,” he adds.

He feels that the brand conscious consumer has compelled small brands to learn more about the ways of global brands and produce quality goods at competitive prices. This has also forced smaller brands to get out of their comfort zones and go into markets they thought were risky.

“Though domestic brands may not be able to compete in terms of investment and reputation with global brands however, the key to remain afloat in the current market scenario is innovation while keeping your roots firm. The domestic brands will need to implement multiple business strategies, tailoring to each region and target group, which they understand better, to successfully harness the tremendous potential,” shares Sethia.