Trendy Divva: Cashing in on the ubercool women

Trendy Divva, the New Age fashion line for women from Bharat Export Overseas is bullish about achieving 250 per cent growth this fiscal, surpassing its last year’s growth rate of 80 per cent. Also on the anvil is the launch another diversified brand

of Trendy Divva in 2012 and production for the mass market. Talking about their ambitious expansion plans, Gurprit Singh Sawhney, Managing Director, Trendy Divva says, “To cater the B and C category cities, we are planning to expand through the franchisee model. At present five franchisee outlets are in the pipeline in states like Uttaranchal, Haryana, Punjab, and Uttar Pradesh. We are also planning to launch mass product range for wider audience, which we would retail through our exclusive and franchisee stores.”

Conceptualized in 2008, Trendy Divva has been servicing global clients with fresh styles throughout the year. “Our showrooms and design library offer the widest selection in all of Asia. Be it silhouettes, prints and value additions, surprising our customers with international fashion with a modern Asian influence,” explains Sawhney. The brand’s motto is: “Quality is the secret to luxury. Style is the key to fashion. Growth is the course to success”. At any given point their showrooms offer 2,000 plus styles covering the entire range of women’s wear and accessories.

It’s positioned as high fashion yet affordable brand with international and styles. The collection is meant for women in the age-group 15-40, who are fashion conscious and take pride in dressing well. The product line is varied, from gowns that start at Rs 8,000 and goes up to Rs 50,000 to casuals priced from Rs 900 to Rs 5,000 and party wear from Rs 2,000 to Rs 6,000. Sawhney says the women’s wear market in India is estimated at around Rs 43,951 crores but not too many brands have entered this segment despite the huge opportunities. “While menswear account for 40.9 per cent, women’s wear is 34.8 per cent. Out of the 34.8 per cent the market share of traditional wear is 57 per cent and this is where Trendy Divva has an opportunity and potential because of our brand positioning. We are pioneers in western suits, blazers and coats, night and evening wear and western high fashion wear. We are also certain about the opportunities we can explore in ethnic wear, denims, sports and casual wear, and fashion accessories segments.”

Cashing in on the online retail boom, Trendy Divva sells its collection through a website. “Customers don’t have to step out of their homes to buy the best affordable high fashion. We also update our collection through Facebook, Twitter and Google+, and focus on print advertising to reach our customers,” Sawhney informs. The brand has five EBOs and by the end of this month plans to open four more in Delhi, Gurgaon and Rohtak. By the end of March ’12 it plans to open new stores in Amritsar, Chandigarh, Dehradun, Haridwar, Mumbai, Pune, Nasik and Bangalore.