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Daniel Hechter to have 10 retail outlets in India by 2012-end
Nov '11
French life-style brand Daniel Hechter plans to take the tally of its exclusive brand outlets (EBOs) in India to 10 by the end of 2012, some of which would also showcase Parisian fashion directly imported from Europe. As part of its retail expansion, the brand, which already has 6 stores in India, will also increase its retail presence in 10 more shop-in-shop format stores by next year-end.

Speaking to fibre2fashion, Ms. Sujata, Chief Brand Manager, Daniel Hechter at Indus-League Clothing Ltd., the company that markets the life-style brand in India, said, “With the affordable luxury and high quality products that the brand offers in India today, we are fully geared up to welcome the brand's 50th anniversary year in 2012 along with 54 other license partners around the globe.”

“The retail expansion in India, as part of the brand's 50th anniversary, would include opening of 10 EBOs and improving our retail presence in 10 more shop-in-shop format stores,” she added.

About the brand and its operation in India, she says, “When Mr. Daniel Hechter, the designer/entrepreneur of the brand, launched his first collection in the year 1962, he revolutionized the textile industry by inventing ready-to-wear clothing and bringing fashion within the reach of the common man. The brand is operating in India since 2009 and has successfully produced highly creative collections and reflects a fashionable lifestyle not just aimed at the social elite.”

“Hi-fashion products of Parisian design, is the core strength of Daniel Hechter today and it would continue to provide value-added designs to men's lifestyle fashion. In India, apart from the shop-in-shops and exclusive stores, in which the brand is present today, the brand would be expanding its footprints into more exclusive boutiques, some of which would also showcase Parisian fashion directly imported from Europe,” she informed.

“The expansion would include investment in stocks, capital expenditure on new stores, creating the right ambience for the brand within existing stores and marketing activities to deliver a healthy EBIDTA and ROCE for the brand,” she revealed.

Talking about the consumer base, she opined, “Since Daniel Hechter represents international lifestyle fashion, it is the 'fashion quotient' of the consumer that defines the target group of the brand Daniel Hechter. Fashion-savvy men in the age group of 35 to 40 years are primarily the consumer base for Daniel Hechter in India.”

Informing about the product range, she stated, “Classic shirts, casual shirts, t-shirts, sweat shirts, hoodies, trousers, denims, hi-fashion jackets, wind cheaters, trench coats, sweaters, suits and blazers – all can be found at Daniel Hechter. These are supplemented by accessories like belts, ties, socks, stoles, mufflers and caps which complete the lifestyle look of the brand.”

Fibre2fashion News Desk - India

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