West Vogue, Nova Scotia to add denims

Targeting double digit turnovers next fiscal, Bangalore-based brands West Vogue and Nova Scotia from Maruthi Clothing Company want to expand their retail base and foray into denim in a big way. N Rajesh, Managing Director, Maruthi Clothing

Company explains, “Both brands have the same marketing platform. We are in 16 or 17 states with more than 3,000 MBOs. Every season, we add new markets. For the next season the target is: MP and Chhatisgarh. We also plan to go into large formats like Central, Lifestyle and Shoppers Stop by the next season. We are in talks with Reliance and Megamart, in the next autumn/winter we should be there.” Their strategy is to focus less on Class I cities, since both brands get better value, volume and a distinctive identity in smaller cities.

Apart from casual trousers, the West Vogue collection plans to add a denim range. “We are planning to get into denims in two years. We will start with basic with a bit of add-ons. Of course, the embellishments won’t be much till we capture the market. Basic denims are a fast moving product. Our denims will be priced between Rs 799 to Rs 1,299 for the first year,” Rajesh informs.

Nova Scotia, a formal wear range was incepted in 2001 to cater to the economy segment. So the price band is maintained at Rs 399 to Rs 599. Whereas, launched two years back, West Vogue is a mid-segment brand consisting of formals, semi-formals and casual shirts and trousers. The price ranges between Rs 599 to Rs 1099. “In future, we will move West Vogue from upper mid to premium segment and Nova Scotia will be upgraded from economy to upper mid,” Rajesh elaborates.

With five factories having 100 machines, the company is now building a manufacturing plant at Mallur, Bangalore. It would also add 700 to 800 machines. And once the factory is up and running, it can manufacture about 5,000 pieces per day. “Right now we make 1,80,000 shirt pieces a month. This is the total production. Of this, production for our brands is about 50,000 pieces a month. About 25,000 pieces of trousers are outsourced every month”, he further explains.

Meanwhile, both brands are working on their summer 2012 collections. For formals, 100 per cent cotton fabrics, linen, plains, cambric fabrics is being used. Rajesh feels that stripes would be seen more in formals, whereas semi casuals will have some checks, but 100 per cent pure casuals will have checks, plains, linen and stripes in pastel shades.

Commenting on FDI in retail, he says “It will bring in more competition. However, domestic players in the economy segment may take a hit, while they are already suffering due to the trade agreement with Bangladesh. Plus cost of production in Bangladesh is also affecting Indian exports. Fortunately, Indian consumer gives importance to quality over price.”