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Derby Clothing to expand in Indian & overseas markets
06
Aug '11
Chennai-based, fast fashion retailer - Derby Clothing, has major expansion plans on the anvil, which include unveiling stores in major fashion capitals across the globe. Plans also include opening flagship stores in Delhi, Mumbai and Pune. It is also open to the idea of opening stores even in smaller towns like Ranchi, Siliguri, Vijayawada, etc.

Derby is foraying into all major cities and smaller towns across the country. It is looking to increase the number of stores from the present 34 to 70 by the end of the year. The brand will be present in a number of premium malls and high streets in cities like Mumbai, Pune, Delhi, Chandigarh, Kolkata, Bangalore Durgapur, Bhopal, Jamshedpur, etc.

Derby offers varied ranges of denim jeans with fits like slim, slim straight and comfort and in shirts they provide fits like comfort, muscle and slim, mainly targeted at the youngsters.

Alongside, Derby is also adding certain product ranges to the current collection to differentiate its offerings, considering that it is expanding in to various parts of the country. Its Autumn/Winter 2011 collection will compromise of a comprehensive collection of jackets, sweatshirts and waistcoats along with fashion denims, shirts, t-shirts, trousers and accessories.

Explaining the rational, behind opening stores in smaller towns and cities, Vijay Kapoor, MD - Derby Clothing said, “Small towns have increasingly developed a higher level of acceptance, for fashion apparel especially in the men's wear segment. We have been pleasantly surprised by the response we have received in the towns that we currently operate in. This gives us an opportunity to tap other small towns across the country as part of our expansion process”.

Revealing their marketing and promotional strategies, he informed, “Marketing and promotional activities will be directly focused on the youth of the country. Being in a country that has the highest population of youngsters has proven to be an advantage to a youth-centric brand like Derby Jeans Community. On ground activities, rock shows, college cultural functions, fashion shows etc. are part of the marketing strategy that we follow to reach out to the fashionable youth”.

Explaining the rationale behind Derby products being branded as fast fashion, he said, “On an average most jeans wear brands in the country offer 20% fashion products and 80% basic or core products. Derby Jeans Community, on the contrary, offers 80% fashion apparel and only 20% basic or core products. This essentially makes Derby Jeans Community the only truly fashionable men's Jeans wear brand in the country”.

Fibre2fashion News Desk - India

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