Zola’s big plans: A menswear range, EBOs in smaller cities

Zola, the mid-segment brand for women’s western wear has drawn up expansion plans after Diwali this year. Targeting the Tier II-III towns from where enquiries have been pouring in, the management is set to gradually open 100 EBOs in these cities.

Currently, they have 27 EBOs that range between 600 to 2,000 sq. ft. in area and are located in Madhya Pradesh, Rajasthan, Punjab and Maharashtra. Zola’s products reach over 3,000 MBOs spread across India. Among the large formats, Zola is present in Central and Pantaloons. “Nearly 80 per cent of our sales come from MBOs and 10 per cent each from EBOs and large format stores,” says Kirti Lal Shah, Director of Pragati Fashions. Established in 1991, Pragati Fashions has two brands, Brisa and Zola. Whilst the former is children’s wear, the latter is women’s western wear.

Having adopted the franchisee route as well, Zola has 50 agents and distributors. The agents are categorized as domestic agents and state-wise agents with depots in three major metros, New Delhi, Ahmedabad and Kolkata. Additionally, it has depots in other areas of Gujarat, West Bengal and Andhra Pradesh. The expansion plan will also include setting up new depots in the southern states of Tamil Nadu and Kerala.

Zola is optimistic about the future, expecting a 20 to 25 per cent growth next season. The brand will expand into more areas of garments, like sleep wear and lounge wear, targeting the masses with tags ranging between Rs 600 and Rs 800. To cater to the festive season purchases, especially during Diwali and Christmas, Zola has a portfolio of formal gowns in the usual dark and rich colors, in special fabrics. These gowns are designed by well known overseas designers.

The big plan is to step into menswear with casual garments like T-shirts and shorts, priced Rs 300 and Rs 1,000. Zola is also paying close attention to its children’s brand Brisa. Currently, Brisa is for girls between 2 and 12 and is known for its skin-friendly fabrics and cheerful designs that are popular with children. They plan to introduce boys’ collection catering to the same age group. Lal says, “Up to now we have targeted middle income group of women aged between 15 and 30 years. The reason we opted for this segment was that they are the ones looking for western wear that is trendy and affordable, to suit their pockets and style. Now we are going after men in the same age group and social class.”

Zola also exports to overseas markets like Sri Lanka, United Arab Emirates, Saudi Arabia, South Africa, Mauritius and Singapore through their exporters. Whilst the brand was not too affected by the economic downturn in the last quarter of 2008, it is hopeful that from winter 2010, great things are in store.